The Invisible Giant that Mucks Up Our Marketing

Rand Fishkin founded Moz and in 2007 started the Whiteboard Friday video series, which by his account was the weakest content on the Moz blog for its first 18 months. In this talk he looks at cultural conditioning: the environment and habits that quietly bend our judgement. He starts with the gender imbalance in tech and then shows how the same kind of bias drives decisions in marketing and SEO.

You'll learn why it pays to commit a fixed share of budget to hard-to-measure channels and how to defend their ROI with a planned growth trajectory. Rand shows Jumpshot data on how many searches end without a click and how big Google Images really is. He explains how to publish on other people's platforms that rank well, why Google rewards pages that actually get the searcher's task done, and how Ookla won back the query Google had taken from it with its own speed test.