Published on 2024-11-03 by Marcus Tober

Timeframe: Last 7 Days
Number of articles: 3
Categories: SEO News, Ecommerce, Google Updates, AI News, SEO Strategy

Just evil enough: Subversive marketing strategies for startups | Alistair Croll (author, advisor, entrepreneur)

In a recent episode of Lenny’s Newsletter, Alistair Croll, co-author of the upcoming book ‘Just Evil Enough,’ shares insights on innovative marketing strategies that can propel startups to success. The core idea revolves around the concept of ‘subversive marketing,’ which emphasizes the need for startups to focus not just on product features but on clever distribution and go-to-market strategies. Croll argues that many startups fail because they overlook the importance of capturing attention and creating demand in unconventional ways. This approach, which he and co-author Emily Ross term ‘just evil enough,’ encourages entrepreneurs to find their ‘unfair advantage’ in the market.

The discussion is thought-provoking, as it challenges traditional marketing norms and encourages a mindset shift towards embracing ‘disagreeable’ thinking—where ideas that provoke mixed reactions are seen as indicators of innovation. Croll outlines 11 specific subversive tactics that successful companies like Netflix, Airbnb, and Tesla have employed, such as turning bugs into features, leveraging buyer upgrades, and using bait-and-switch strategies. He emphasizes the importance of understanding industry dynamics and encourages entrepreneurs to temporarily adopt a ‘supervillain’ mindset to brainstorm novel approaches.

Key insights include the necessity of moving away from generic growth hacks and instead focusing on ‘zero-day’ marketing exploits—tactics that are innovative and only recently possible. Croll’s recommendations urge teams to challenge the status quo and seek unconventional methods to gain market traction. This conversation not only provides actionable strategies for startups but also raises ethical considerations about the lengths to which companies should go in their marketing efforts. Overall, the episode serves as a compelling call to action for entrepreneurs to rethink their marketing strategies and embrace a more creative, albeit ethically mindful, approach to growth.
Source: Lennys Newsletter
Date: November 03rd, 2024

Don’t waste time with an SEO audit

In this insightful email, Eli Schwartz challenges the conventional wisdom surrounding SEO audits, questioning their value for many businesses. The core idea revolves around the notion that while SEO audits can be beneficial in specific scenarios—such as during business acquisitions or when addressing penalties—they often represent a misallocation of resources for most companies. Schwartz argues that the rapidly changing landscape of search engine algorithms renders many audit findings obsolete by the time they are implemented. He emphasizes that a one-size-fits-all approach to audits can lead to generic recommendations that fail to address the unique challenges of different industries.

Moreover, Schwartz points out that an overemphasis on technical SEO aspects can distract from the ultimate goal of delivering value to users, which is what search engines prioritize. He warns against the false sense of control that audits can create, as many factors influencing search rankings are beyond a business’s control, such as competitor actions and evolving user behaviors.

The email also highlights the financial implications of SEO audits, noting that they can be costly and may not yield a return on investment for small to medium-sized enterprises. Instead of conducting exhaustive audits, Schwartz recommends focusing on immediate key performance indicators (KPIs) and addressing pressing issues that can be resolved with available resources. He advocates for a shift in focus from technical minutiae to creating genuine value for users, aligning SEO efforts with broader business objectives.

Overall, Schwartz’s perspective is thought-provoking and challenges the status quo in SEO practices, encouraging businesses to rethink their strategies and prioritize user-centric approaches over traditional audit processes. This email serves as a call to action for marketers to focus on what truly matters in the ever-evolving digital landscape.
Source: Eli’s Newsletter
Date: October 31st, 2024

Transformation complete

In his latest email, Kevin Indig presents a comprehensive analysis of the evolving landscape of e-commerce and SEO, particularly in light of Google’s recent transformation of its shopping experience. The core idea revolves around the necessity for businesses to adapt their SEO strategies to align with Google’s new AI-driven, personalized shopping interface, which aims to compete more effectively with platforms like Amazon and TikTok. Indig emphasizes that this shift marks a significant change in how users will interact with search results, particularly in the e-commerce sector, where Google is positioning itself as a primary marketplace.

The topic is thought-provoking as it challenges traditional notions of SEO and highlights the urgent need for marketers to specialize in vertical-specific strategies. Indig points out that while general SEO practices are still prevalent, the demand for specialized knowledge in areas like e-commerce SEO is on the rise. He notes that the new Google Shopping experience, which integrates AI and personalization, could potentially disrupt organic clicks, with free listings now often appearing above traditional organic results.

Key insights from the email include the observation that Google’s shopping graph, which encompasses over 45 billion product listings, is now being enhanced by AI to create a more personalized shopping experience. Indig also discusses the implications of this transformation for marketers, suggesting that they will need to rely more on aggregate data and market research due to the variability in user experiences.

Indig recommends that businesses focus on optimizing their content for the new shopping SERPs, particularly by enhancing product page visibility and leveraging free listings in Google’s Merchant Center. He also raises concerns about the potential impact of personalization on data insights, urging marketers to adapt their strategies accordingly. Overall, the email serves as a call to action for businesses to rethink their SEO approaches in light of these significant changes in the digital marketing landscape.
Source: Growth Memo by Kevin Indig
Date: October 28th, 2024

Written by Marcus Tober