Contrarian Marketing Podcast by Kevin Indig and Eli Schwartz

This episode is available on Spotify and Apple Podcasts
In this episode of the Contrarian Marketing podcast, hosts Kevin and Eli debate whether Google's new search experience powered by generative AI (SGE) will actually launch publicly soon or remain stuck in beta.
They discuss the motivation behind SGE, predictions for how it could launch, and whether AI hype in search will fade.
"I think the whole point of s g is they need to get Wall Street and the media off their backs."

"Putting it behind a paid wall is exactly like saying, guess what? We also have an LLM, but you have to go to, like, gemini.google.com to check it out."

Main Discussion Points
- SGE is already live in small ways, like product recommendations in Google Shopping
- Google needs to launch SGE, even in a limited capacity, to show they are innovating in AI
- SGE may be useful for certain verticals and listicle-style queries
- But LLMs can frustrate users by removing choice from search
- Google search has declined in quality and become too commercialized
- Voice search assistants still have lots of room for improvement with AI
- Both hosts believe Google search needs to improve, but disagree on whether SGE specifically will help


This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.contrarianmarketingpodcast.com

In this episode of the Contrarian Marketing Podcast, hosts Eli and Kevin discuss how to bring the beloved Trader Joe's shopping experience online.


This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.contrarianmarketingpodcast.com

This episode is available on Spotify and Apple Podcasts
In this episode of Contrarian Marketing podcast, hosts Kevin and Eli make predictions for 2024, including updates on the economy, artificial intelligence advancements, political developments, and the tech industry.
They discuss controversial topics like Donald Trump's potential election, changes in SEO with the release of Google's new search engine SGE, and how new AI technologies may disrupt companies like Meta.
Main Discussion Points
- New hardware and AI voice assistants like the Revit R1 gaining traction (00:03:43)
- TikTok facing government restrictions due to national security concerns (00:17:14)
- A potential economic rebound creating excitement and innovation (00:15:53)
- The launch of powerful AI assistants by big tech companies (00:18:37)
- Traditional media struggling while creators gain more prominence (00:24:12)

Key Quotes
"Google treats [SGE] almost like a reservist, where it will keep working on SGE and elaborating it, but it will keep it in beta until it's forced by some other player like OpenAI or Microsoft or Perplexity to actually roll it out and change the search landscape." (00:07:08)

"I'm pretty sure that Donald Trump's gonna get elected president, so that means everything's gonna change." (00:14:18)


This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.contrarianmarketingpodcast.com

This episode is available on Spotify and Apple Podcasts
In this episode of the Contrarian Marketing podcast, hosts Eli and Kevin have an in-depth discussion about marketing agencies - the good, the bad, and the ugly.
They talk about their personal experiences working with agencies, red flags to watch out for when evaluating an agency, and green flags that indicate a great agency partner. They also discuss the pros and cons of building your own agency versus remaining a solo consultant.
Main discussion points:
* Common issues with agencies - poor deliverables, lack of actionable recommendations, expanding contracts when scope changes, long delays before providing value (00:10:28 - 00:12:13)
* Signs of a good agency - not requiring payment upfront before doing work, access to account manager, polished materials (00:20:28 - 00:22:17)
* The exit strategy - Building an agency as an asset that can eventually be acquired so the founders can "exit" versus remaining a solo consultant (00:18:43 - 00:20:05)
* Wanting to hire the person, not just the agency - Evaluating if the people you meet initially are the ones who will actually be working on your account (00:29:46 - 00:31:44)


This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.contrarianmarketingpodcast.com

This episode is available on Spotify and Apple Podcasts
Backlinks have always been a hot topic in the world of SEO. They play a crucial role in improving a website's search engine ranking and overall visibility. But when it comes to backlinks, not all links are created equal. In this blog post, we're going to dive into a LinkedIn poll that raises an interesting question: Which would you prefer - a deep link on The New York Times website or a front page link on Reddit for 24 hours? Let's explore the insights and varying perspectives on the value of these two backlinks.
New York Times or Reddit?
According to the LinkedIn poll, the majority of respondents favored a deep link on The New York Times website over a front page link on Reddit. The preference for The New York Times link is primarily based on its perceived value from an SEO perspective. The New York Times is a highly authoritative and reputable website, and a backlink from such a site can significantly boost a website's credibility and search engine rankings.
The Business Value of a Reddit Front Page Link
However, when we consider the broader business objectives, the front page link on Reddit may hold more value. While Reddit may not have the same level of authority as The New York Times, it has a massive user base and can potentially reach hundreds of thousands of people within 24 hours. This kind of exposure can lead to direct engagement, retargeting opportunities, and potential conversions.
Perspectives on Backlink Value
The differing perspectives on the value of these backlinks highlight the distinction between SEO considerations and broader business objectives. From an SEO standpoint, The New York Times link is seen as more valuable due to its influence on search engine rankings. On the other hand, the front page link on Reddit offers the potential for direct business impact through increased visibility and engagement.
Real-World Examples
To further illustrate the potential impact of backlinks, let's take a look at a couple of real-world examples. Hoppin, a company worth $7.7 billion two years ago, recently sold its assets to Ring Central for a significantly lower price of $15,000,000.01. This sale raises concerns about the company's declining value and whether Ring Central may have overpaid for the assets. It highlights the potential difference between a link that Google sees as valuable and a link that generates direct business impact.
Similarly, Overstock recently purchased the brand assets of Bed Bath & Beyond, which had filed for bankruptcy. The purchase included a domain with 43,000 unique backlinks, estimated to have a value of almost $15 million. This acquisition not only provided Overstock with valuable backlinks but also led to a significant increase in their stock price. It shows how backlinks can play a role in enhancing a brand's overall value and market position.
The Importance of Backlinks in SEO
Eli, one of the voices in the LinkedIn poll, believes that backlinks have not mattered in the same way for many years. He suggests that contextual power is more important than domain authority when it comes to backlinks. To have an impact, the article that links to a website should be topically relevant. This aligns with the idea that backlinks that drive traffic and are more likely to be clicked will have higher quality and, therefore, be more valuable.
While backlinks may have lost some of their importance over time, they can still make a significant difference for a website's rankings. AI algorithms, like those used by Google, play a role in how websites are ranked based on backlinks. Manipulating backlinks has become more complex due to AI and the intricacies of search engine algorithms. However, building good backlinks remains an essential part of any comprehensive SEO strategy.
Conclusion
Backlinks continue to be a crucial component of SEO strategies. While their significance may have evolved over time, backlinks still have the potential to positivel

This episode is available on Spotify and Apple Podcasts

In this episode of the Contrarian Marketing Podcast, hosts Kevin and Eli have an energetic discussion covering a range of marketing and business topics. They provide commentary on recent rebranding efforts by Overstock and Buy.com, analyze the dramatic rise and fall of the virtual events platform Hopin, and share thoughts on best practices for hiring and interviewing.
The conversation pivots to the prevalence of advertising in sports, with a debate around embracing advertising opportunities versus preserving commercial-free spaces. Listeners can expect a free-flowing and insightful dialogue on current events and trends in marketing.
Main Discussion Points:
- Overstock's acquisition of Bed Bath & Beyond and the botched domain migration that redirected Overstock.com to BedBathAndBeyond.com (00:07 - 00:11)
- Hopin's meteoric growth during the pandemic to a $7.6 billion valuation, followed by its recent demise and pivot under new ownership (00:17 - 00:22)
- Observations on unhealthy hiring and interviewing practices like ghosting candidates (00:22 - 00:30)
- The prevalence of advertising in European sports compared to the US, and whether there should be limits (00:30 - 00:34)


This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.contrarianmarketingpodcast.com