It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so. – Mark Twain

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It ain't what you don't know that gets you into trouble. It's what you know for sure that just ain't so. - Mark Twain


I’ve repeated this phrase several times with clients when talking about SEO and most of them simply don’t believe me, or they go to some ‘expert’ that claims to know what’s so and what’s not so based on THEIR experience.

I’m telling you that in the world of search engines there are no ‘rules’ but there are guidelines.

My blog post that went from 10 visitors a day to 1000 was a fluke, but if I hadn’t been working on Search Triggers in the first place, I wouldn’t have engineered its ‘possibility’. Why am I telling you this?

Because most ‘experts’ simply are flat-out wrong 80% of the time.

Smart ones will talk in terms of probability that something will work, but the SEO industry is plagued with people who have a ‘great pitch’, lots of happy clients but they don’t actually do the kinds of things that ACTUALLY WORK.

I’ll share with you a quick story. One of my former clients (who since we worked together was acquired by his largest competitor), had a problem. He hired a ‘highly rated’ SEO firm to re-optimize his website and redesign it for search engines. These guys claimed to be ‘experts in the hospitality industry’. After spending 10K on their consulting, and redesign what happened?


They ranked in the ‘top 10’ on the target phrase the SEO firm promised…but their traffic was cut in half and sales went to 1/4. The owner was now desperate when we met (and he didn’t have the budget any longer to afford me to help him.) So what did we do? We agreed on a small retainer and a 90 day plan. I did my research which took quite some time and concluded that his SEO firm did a ‘great job’ at TARGETING THE WRONG PHRASE.


If they had done the research they would have found that the phrase they were hired to do wasn’t popular. SO WHAT if he was ranking in the ‘top 10’ on a KEYWORD RICH TITLE phrase that nobody was searching for? We changed the term – and his sales went up drastically, so much so that he was approached with an acquisition offer and decided to retire.



What if I told you that 99% of what you read about SEO is simply flat-out wrong – it just ain’t so.

What if I told you that all the publications, software and the entire industry itself was still operating on the ‘rules’ of yesteryear?

What if all the time we’ve spent optimizing our websites over the years simply didn’t matter?

What if what actually mattered was something you weren’t doing but you didn’t know it mattered because nobody else believed it either?

Mark Twain was right.

I’ll make a bold statement:

“The only thing you can do is PICK the RIGHT TITLE and CREATE GOOD CONTENT – everything after that is probability and refinement.” – Vik Grant

The more savvy the marketer the higher the probability will be that your efforts will pay off.

Its up to you to TEST-TEST-TEST

Expert can set-up the right “analytics” for you and the smart ones will know how to interpret those analytics to optimize your results.

How can you tell if someone really knows what they’re talking about?  Ask them to share their analytics

If they’re willing to do that then they’re probably also willing to accept guidance.

Now do you see why we’re focusing on a case study and why most businesses simply don’t qualify?

Do you qualify?

Click here to accept the challenge.