Semrush

Ad Strength Hole-in-the-Ship Diagnostic

Use Google's brand vs non-brand ad-strength report to find the one fix that lifts the whole account

Marketing5 steps

April Dunford's Five-Step Positioning Framework

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

Assessing Whether SEO Is Right for Your Product

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

Leadership4 steps

Capacity-Red Headcount Justification

Add headcount only when a days-committed-vs-days-in-quarter calculator stays red after cutting low-value work

Leadership3 steps

Deadlines as P-Zero

Have few deadlines, but make each one a P0 that nothing else can touch — and cut scope to hit it

Editorial SEO Operating Model

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

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.

Communication3 steps

Emotional Discovery: Feel Bad Like the Customer

On customer calls, dig until you feel the exact emotion the customer wants to avoid, then build to remove it

Strategy4 steps

Expected-Conversions Prioritization

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

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.

Hypothesis-Driven SEO

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

Incrementality via Conversion Lift & Geo Tests

Prove paid actually caused growth by withholding ads from a control group and measuring the lift

Internal Link Spread Optimization

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

Influence4 steps

Interview as Discovery: Be the Solution to Their Burning Problem

Treat a job interview like product discovery — find the hiring manager's burning problem and position yourself as its solution

Productivity5 steps

LNO Framework

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

Strategy4 steps

Measurements Are Not Insights (Instrumentation for Analytics)

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

Communication4 steps

Mochary's Script for Difficult Conversations

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

Marketing5 steps

Paid Channel Sequencing Ladder

The order to adopt paid platforms: user-driven search first, disruptive media next, expensive targeting last

Leadership4 steps

PSHE Career Growth Framework

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

Strategy4 steps

SEO Readiness Assessment

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

SERP Reverse-Engineering

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

Signal vs Noise Metric Selection

Let the campaign's single goal decide which metric is signal — everything else is noise

Innovation4 steps

Systematized Creativity by Extremes

Build the most extreme version along one attribute, feel it, repeat in the opposite direction, then find where they meet

Productivity4 steps

The 10% Working-Version Rule

Have a testable working version by the time 10% of your time budget elapses, not at the halfway point

The Double Triangle: PM as Go-To-Market Discipline

Sit the PM between two triangles — build (eng/product/design) and sell (sales/marketing/PM) — and originate the customer's language

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.

Strategy3 steps

The Middle-Manager Reporting Veto

Automatically say no to customization features that ease manager reporting at the cost of IC workflow

The Ops Cadence Spreadsheet

A rocks-and-pebbles spreadsheet that assigns every account task a defined weekly/biweekly/monthly rhythm

The Signs of Life Test

Spend a tiny budget on a new platform to detect a positive signal before committing to a full campaign

Innovation3 steps

The Three B's of Behavior Change

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

Leadership3 steps

The Three-Hire Performance Team Sequence

Build a paid team in order: data-driven generalist, then creative, then a dedicated data scientist

The Three Types of SEO

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

The True Competition Metric

Use auction-insights math to tell a genuine competitive threat from a harmless close-variant accident

Topical Authority Adjacency

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

Topics Over Keywords

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