Rachel Burns
speaker
138 appearances
1 recordings
1 series
first heard Aug 2024
last heard Aug 2024
Rachel Burns’s voice in public audio — every appearance, attributed to the second.
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Appearances
And I think this is a big thing we're seeing even with all the AI changes and
The constant changes in our understanding of how Google is reading our content or prioritizing our content is to some extent, you're not going to know exactly what thing you did, increase signups, decrease signups, boosted your rankings, or didn't.
There's so many variables.
And so I think that's been the biggest challenge for me as a person who would love to have really clean numbers for everything, is just being a little
Okay with the uncertainty and kind of trusting that if you're creating valuable content with SEO in mind, with the customer journey in mind, that it'll work out even if you can't measure every single thing.
Right.
It's not to say that we should not measure everything that we possibly can and seek out all the data that we can.
You know, I think that's still really important.
But it's so easy to fall down a rabbit hole of trying to get so precise with everything and then kind of missing the forest for the trees when it comes to trying to find
You know, what's that exact decision point or that exact part of the journey versus looking at it as a whole?
That's a good question.
I think
And this kind of goes for any cross-functional work within a marketing team, is everyone's goal is to best serve the customer and by best serving the customer to serve the business.
And I think the times when there feels like a difference of opinion or maybe a little bit of a clash is not because
one person is wanting to serve the business and one person isn't.
It's that there's two different perspectives on what that means.
And so I think in my experience, what can be helpful is refocusing on what are we trying to do here.
And how can we get to that goal versus getting really bogged down in techniques or, you know, how much we should be focusing on the technical versus the storytelling, things like that, is just being really hyper focused on the goal.
And then another thing I would say too, and this has been
I think really borne out in the changes we've seen with Google recently with AI overviews and just the AI fication of search results and everything is that no matter who your customer is, it's a person reading your content.
Showing 101–120 of 138 · page 6 of 7
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