He urged us to listen to the people around us who say

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there's a better way — even brand-new coworkers or recent college grads whose ideas you might otherwise discount. Sharing this with everyone I know #mozconillette (@Casieg) July 14, 2021 And don't feel badly that you might be wrong — Wil posits that not knowing your own ignorance is just part of the human condition. He shared a quote from Upton Sinclair that was especially poignant: It is difficult to get a man to understand something when his salary depends upon his not understanding it.


Heart A hundred years ago, no business needed SEO. They needed customers, greece gambling data profits, and sales. And as true then as it is now, they needed to know their customers. One slide stood out loud and clear: The less you understand your customer, the more you spend to acquire them. And as Wil said, reports that lack dollar signs don't land on real decision makers' desks. Here's where your brain comes in. “Best practices are a great start for those who lack data, or have data but can’t process it.


” - @wilreynolds #MozCon #IntellectualHonesty pic.twitter.com/91QiMy4ZDq — Michael Tolosa (@TolosaSEO) July 14, 2021 Brain Wil presented a bit of a conundrum: making decisions based on your gut may be easy and comfortable, but it's the data that gets you the insights you need to create and test hypotheses. However, exhaustive data — the kind of data where opportunity lives — is probably too big for your laptop to handle. What's an SEO to do? Of course he had answers! Wil's suggestion was to harness the power of ngrams.