Thoughts on building marketing & growth capabilities
What’s next after SEO?
Often questions that industry peers ask me resonate with me right away as they’re focused on where they are in their career, where they should go, my role over the past years, and how that has shaped what I do today. Lately, I got asked the following questions, and I thought it would be good […]
What books am I reading in 2021?
For the last five years, I wrote blog posts (2020, 2019, 2018, 2017 & 2016) listing the books that I read in the past year and that I wanted to be reading during that year. It was a good year for reading. I added many books to my list during the year, read some unexpected […]
Deciding between who to hire: an Agency versus a Contractor versus Hiring?
While you’re scaling the efforts of your team, you’re running into bottlenecks as you grow. The faster you go, the more often you lack the resources to add new initiatives or improve existing channels & functions. Time after time, you find yourself identifying the gaps in your marketing organization (or others) trying to figure out […]
The top metrics & KPIs other teams care about for SEO
SEOs care about many metrics, often the wrong ones (rankings, DA, PA, you name it, etc.). What is often forgotten are the metrics that are important for the other teams/departments within their organization. In the end, building a company isn’t just done by one company. Over the years, it’s been clear that you work with […]
Saving Bing Search Query Data from the Bing Webmaster Tools’ API
Over the last year, we spent a lot of time working on getting data from several marketing channels into our marketing data warehouse. The series that we did on this with the team has received lots of love from the community (thanks for that!). Retrieving Search Query data from Bing has proven to be one […]
Case Study: How Restructuring 6800 Content Pieces For SEO Worked
I presented the content in this blog post about a week ago for the Traffic Think Tank community (highly recommend it), but after a Twitter thread on this topic as well, it’s time to turn it into a blog post. Sometimes you have to take a stand and make something better when it’s already performing […]
Part 5: Airflow on Google Cloud Composer – Building a Marketing Data Lake and Data Warehouse on Google Cloud Platform
In the previous blog posts (part 1, part 2, part 3, and part 4) in this series, we talked about why we decided to build a marketing data warehouse. This endeavor started by figuring out how to deal with the first part: making the data lake. In the fourth blog post, a more technical one, […]
Part 4: Visualization with Google DataStudio – Building a Marketing Data Lake and Data Warehouse on Google Cloud Platform
In the previous blog posts (part 1, part 2, and part 3) in this series, we talked about why we decided to build a marketing data warehouse. This endeavor started by figuring out how to deal with the first part: building the data lake. In the fourth blog post, we’ll chat about how we are […]
Part 3: Transforming Into a Data Warehouse – Building a Marketing Data Lake and Data Warehouse on Google Cloud Platform
In the previous blog posts (part 1 and part 2) in this series, we talked about why we decided to build a marketing data warehouse. This endeavor started by figuring out how to deal with the first part: building the data lake. We’ll try to go a bit more into detail on how you can […]
Part 2: Creating the Marketing Data Lake – Building a Marketing Data Lake and Data Warehouse on Google Cloud Platform
In the previous blog post in this series, we talked about why we decided to build a marketing data warehouse. This endeavor started by figuring out how to deal with the first part: building the data lake. We’ll try to go a bit more into detail on how you can do this yourself in this […]