Growth Hacking Interview Series #83: Logan Lenz
Logan Lenz is a serial entrepreneur that innovates within the music and web industries. His first company is called Endagon Enterprises, which is a full-service web agency that also builds its own web properties.
He also owns and operates a humor t-shirt website called Iced Tees and have helped to start a handful of other businesses.
How would you explain specifically what you do as an SEO?
Our SEO thought process starts from the inside out. Much like a person, you can’t improve how others perceive unless you have the right internal confidence or structure.
We begin all strategies by setting the right foundation and ensuring that the websites are positioned to the right sets of user personas.
What is your primary marketing goal when it comes to delivering results?
Identify the KPI’s and only worry about those. Most of the time, results equate to tangible numbers. Either more visits or better conversions (a result of more targeted visitors) are the main ones we’ll see.
But sometimes we have to take sites that don’t rank at all. In those cases, it’s more about measuring the movement in rankings for certain queries.
Which new skills are most important for SEO’s to learn in the next six months?
Learn how to write. If you’re not creating high value content on your site, don’t expect to compete in the long-run.
What do you find most rewarding about SEO?
Delivering results truly is the reason why I do what I do. Too many consultants and/or agencies focus on closing the deals.
I consider client payments to be in escrow until I deliver a report that shows that their investment in my service has yielded a positive return.
If not, then I didn’t do my job, or we need to reassess the strategy. But when the report is positive, and you receive a positive testimonial because of it, it’s one of the best feelings in the world.
How do you stay updated with the latest SEO industry news?
My morning routine is to read through my favorite marketing blogs. These include, but are not limited to – Moz, Search Engine Land, etc.
As an SEO, what is your favorite SEO hack?
Site speed. We all say we optimize this, but it’s a never-ending obstacle that can always be improved further. The faster your high-quality site loads, the more respected it will be compared to your competitors’ sites.
Are there any particular SEO trends on the horizon that really excite you?
Voice search is truly fascinating. An SEO still needs to figure out the best ways to position sites for this on mobile exclusively, but for now, we’ll just let the authority carry over naturally until we’re told what we can do specifically.
What are some of the top tools and apps in your SEO stack?
Google Search Console is everything to me. I live inside of my dashboards to ensure I know exactly how Googlebot is navigating my site.
How is your typical work day structured?
Read in the morning. Write content thereafter. I send out all reports later in the day after I’m able to decipher value from throughout the day.
Which one book/blog post would you recommend every SEO should read?
I’m not sure I know of one single book or post that would be comprehensive enough. I’m more of a diversification guy. Learn enough about more aspects of SEO instead of too much about the general topics.
What advice would you share with other SEO’s who want to become more productive?
Automate everything. Leverage tools to monitor your keyword rankings. Set up automatic reports so that you’re notified of updates and changes (or problems). When things come to you, it’s a lot easier to act on them in real-time.
Among the Google algorithm updates what is the most challenging one that you’ve encountered?
If you’ve done everything correctly and kept everything white-hat, none would be considered challenging. They’re all significant and were carried out with reason.
SEO has weathered these updates and navigating through, ensuring your sites do all the right and moral things to display value to search engines.
If there’s one SEO Guru you’d recommend who and why.
I can’t not cite Rand Fishkin here. He continues to impress me week after week with his timely Whiteboard Friday topics.