• Stephen Slater

    Great post. Very insightful. I have one question? The fourth item under empowering others is, “adjust paid search spend due to natural search insight.” To me that seems backwards. You get much more data in paid search. I would put a higher premium on adjusting content creation based on paid search trends. The logic in that one line seems to be flipped, or am I missing something?

  • Nathan Safran

    Thanks Stephen. I think both are true, that paid search data can inform content creation but one can potentially also adjust paid search spend based on a progression up the search rankings for a keyword.

  • Stephen Slater

    Got it. That makes perfect sense. Thanks again for the post.

  • Stephen Slater

    With recent Algorithm changes- Social is the new link building.