Jonas

The SEO community has been through many cycles of change. When Google rolled out Hummingbird in 2013, many SEOs kept optimizing for exact-match keywords while others soon realized the game had shifted to semantic search. The marketers who understood entity relationships and topical authority early gained an advantage. We’re in a similar window now, except […]

In the 1860s, American railroads were a mess: every company used different-sized tracks. In 1886, that shifted. The Southern railroads spent just two days converting 11,500 miles of track to match the national standard. The fragmentation was over, and the infrastructure monopolies changed. Train car manufacturers had learned an important lesson: build for the dominant

How a bow tie funnel gives your GTM team a common language and ownership

30 Seconds Summary If you grew up watching Scooby-Doo, you’ll remember the formula: a creepy ghost or monster wreaks havoc, only for the gang to pull off the mask at the end and reveal it was just a regular human all along. Or how the comedian Tim Minchin put it : “If you must watch

In 1986, hundreds of canaries were laid off when Britain officially outlawed their use in coal mines. For centuries, canaries had been the backbone of a sophisticated mining safety system, trusted by coal miners not only in Britain but around the world. Three hundred to six hundred meters below ground, the buildup of harmful gases

LLMs like ChatGPT are powerful shortcuts, but over-reliance can weaken memory, originality, and ownership of ideas.

Product-led growth turns your product into the main engine of acquisition and makes content a core part of the user experience. In this article, I explore why PLG and SEO-driven content marketing complement each other, how they lower CAC, and why sales-led models often struggle to convert content effectively.

User Experience and SEO have been engaged for a few years now. In May 2021 they’re officially getting married, when the Core Web Vitals become ranking signals.

What is a contingency trap? Why do marketers sometimes walk into it when split testing? And what does sociology have to do with that? What’s contingency? In 1997, Niklas Luhmann, a German sociologist and prominent advocate of systems theory, wrote a book  explaining how contingency is shaping our lives. In Luhmann’s opinion, the world is a black box.