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Robinhood

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MentionsThe ultimate guide to SEO

“Ethan has worked with companies like masterclass Thumbtack Robinhood medium and honey to develop and execute their SEO strategies”

Speaker: Lenny Rachitsky▶ Watch at ~0:30approx.

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Marketing5 steps

April Dunford's Five-Step Positioning Framework

Position a product by starting from what you must beat, not from a market category.

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Marketing4 steps

Assessing Whether SEO Is Right for Your Product

Judge SEO fit by two signals — a large addressable market and existing domain authority.

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Innovation4 steps

Blow Their Socks Off: The 10x Word-of-Mouth Bar

To earn recommendation, give users an experience they didn't know was previously possible

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Strategy4 steps

Build AND Buy

Reframe build-vs-buy as build-and-buy: buy 90% off the shelf, build the 10% that differentiates.

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Strategy4 steps

CDP vs Reverse-ETL Stack Decision

Choose a centralized CDP stack or a warehouse-plus-reverse-ETL stack based on your engineering resources.

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Strategy4 steps

Conviction-Led Product Management

You can't split-test your way to love — build conviction on what matters, then make one big change

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Finance4 steps

Cost-Allocation Pricing to Fuel Word-of-Mouth

Allocate every real cost to the customer who caused it, raise heavy users, cut everyone else's price

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Strategy4 steps

Curiosity Loops

Turn a hard decision into structured, contextual advice by asking the right people the right question.

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Mindset4 steps

Don't Be the Frog: The Learning Trajectory Test

Judge whether to stay in a job by the direction of your learning curve, not by inertia.

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Entrepreneurship4 steps

Do the Unscalable to Get Customers to Lobby For You

Deliver a painful manual experience so good that customers complain to the regulator, not to you

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Peak Performance4 steps

Eating Your Vegetables: The 10-12 Exposure Rule

Do a hard, avoided skill 10-12 deliberate times before judging whether you actually dislike it.

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Marketing4 steps

Editorial SEO Operating Model

Split the work: SEO manager picks topics and outlines, a domain-expert writer writes, then analyze.

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Strategy3 steps

Eigenquestions (Finding the Question That Drives the Answer)

Find the one or two questions whose answers collapse a complex decision into clear quadrants.

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Strategy4 steps

Expected-Conversions Prioritization

Rank topics by search volume x topical authority x conversion intent, not by volume alone.

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Strategy4 steps

Explore and Exploit Career Strategy

Explore widely with a thesis early, then exploit a role for the specific learnings your next goal needs.

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Marketing5 steps

Freemium Decision Framework (What to Make Free)

Make a feature free if it drives your growth model; gate it if it creates friction for growth.

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Strategy5 steps

Fundamentally Different, Not Incrementally Better

Only a fundamentally different experience gets customers to tell their friends about it.

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Marketing4 steps

Future-Proof MTA Data Collection

Instrument first and last UTMs on day one so you can move to multi-touch attribution without waiting.

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Marketing4 steps

Hypothesis-Driven SEO

Generate hypotheses by analyzing sites (and asking their SEO managers), then test to validate.

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Innovation5 steps

Hypothesis-First Customer Discovery

Bring a crisp hypothesis to the interview — then be its judge, not its lawyer.

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Self-Mastery4 steps

Inner vs Outer Scorecard Values Filter

Rank your real values, then test whether a decision optimizes for them instead of for status.

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Marketing4 steps

Internal Link Spread Optimization

Most sites starve their own pages of internal links; fixing spread is SEO's biggest quick win.

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Marketing4 steps

Kill NPS, Ask CSAT

NPS is the marketing industry marketing itself — a satisfaction question has better data properties.

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Productivity5 steps

LNO Framework

Match your effort to each task's leverage, neutrality, or overhead

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Strategy4 steps

Macro / Middle-Range / Micro Research Portfolio

Sort every research question into three altitudes and starve the middle one that eats your team's time.

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Strategy4 steps

Measurements Are Not Insights (Instrumentation for Analytics)

Turn raw metrics into segmented, causal insights you actually act on.

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Leadership4 steps

Mission Authenticity as an Emotional Referral Engine

An authentic mission that customers genuinely believe becomes a word-of-mouth channel money can't buy

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Communication4 steps

Mochary's Script for Difficult Conversations

Defuse the amygdala by warning first, delivering the message, then letting the person release emotion.

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Innovation4 steps

NLX: Designing the Natural-Language Interface

Conversation is an interface with real constructs — design it, don't just let the model lead

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Productivity3 steps

Problem-People-System (PPS)

Diagnose a systems request by problem and people first, never jump straight to the tool.

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Marketing4 steps

Product Marketing: Closing the Perception Delta

Make users perceive the value you actually delivered — close the gap between done and perceived

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Productivity4 steps

Prompt Sets Are the New PRD

Communicate product ideas by building the prototype, not writing the doc — demos before memos

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Leadership4 steps

PSHE Career Growth Framework

Evaluate talent by how far up the Problem-Solution-How-Execution ladder they operate.

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Strategy4 steps

SEO Readiness Assessment

Two questions decide if SEO is worth investing in: is the market big, and do you have authority?

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Marketing3 steps

SERP Reverse-Engineering

To learn what page to build, read what Google already ranks for your target keywords.

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Strategy4 steps

Solve Before Scale

Run in a distinct 'solve' mode before you ever switch to 'scale' mode

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Leadership5 steps

The Anti-Sell Coach Decision Framework

Most people don't need a coach — test the goal against cheaper alternatives, then select for vibe over credentials.

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Influence4 steps

The Business-Fluency Scalpel for Researchers

Learn the company's financial language so your insights land in the funnel, not in a deck.

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Strategy6 steps

The Coherent Strategy Specificity Test

A strategy is not an aspiration — it names a specific customer, pain, solution and advantage in one sentence.

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Strategy3 steps

The Dogfooding Boundary Rule

Use your own product walkthrough to generate the issue list — never to prioritize it.

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Leadership5 steps

The Embedded Insights Partner Model

Success metric: they won't have the meeting without you.

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Leadership4 steps

The Five Tools Researcher

A modern researcher carries five methods, not one — and you hire for the Swiss army knife.

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Leadership4 steps

The Four Things a Product Manager Brings to the Team

Prepare to contribute by mastering users, data, the business, and the competitive landscape.

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Self-Mastery4 steps

The Gut-Check Protocol

Intuition is pattern matching and bias in the same organ — check it with System 2 and diverse guts.

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Marketing4 steps

The NPS Doubling Curve for Viral Growth

Optimize NPS instead of conversion, because each promoter tier doubles how many people they tell

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Leadership5 steps

The Owner-Not-Renter Veto

How a PM says 'not yet' to an executive chain that desperately wants to scale.

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Innovation6 steps

The Sean Ellis Scale Gate

Never scale a product until a calibrated share of users would be 'very disappointed' without it.

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Innovation3 steps

The Three B's of Behavior Change

Change user behavior by picking a specific Behavior, removing Barriers, and adding immediate Benefits.

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Innovation4 steps

The Three Dimensions of an Agent

Score any 'agent' on autonomy, complexity, and natural interaction — each a spectrum

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Marketing3 steps

The Three Types of SEO

Programmatic, editorial and technical SEO are different games; pick the one your queries reward.

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Innovation4 steps

The Two-of-Three Inflection Test

Only build a new zero-to-one product when at least two of three inflections line up

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Mindset3 steps

Thinking Gray

Defer black-or-white judgments about decisions and people until the last responsible moment.

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Leadership4 steps

Tool-Agnostic Hiring Test

Screen martech candidates for curiosity, engineering scrappiness, and freedom from tool bias.

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Marketing3 steps

Topical Authority Adjacency

Rank by starting where you're already known, then expand into semantically adjacent topics.

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Marketing3 steps

Topics Over Keywords

Modern Google ranks one page for a cluster of 200-2,000 keywords; target the topic, not the keyword.

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Mindset4 steps

Update Your Priors: The AI Capability Arbitrage

Re-test what AI can do today and demand more of it — old scar tissue is leaving alpha on the table

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Mindset4 steps

User-Centered Performance Detector

Spot the rituals where a team signals customer obsession without any intent to change the decision.

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Leadership4 steps

When to Centralize a Martech Function

Use the 100-150 person threshold and b2c/b2b axis to decide when and where to own martech.

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