Last year, while visiting the Fanatics Authentic show in Chicago, I almost shelled out $250 for a signed Ernie Banks jersey (here is an Ernie Banks signed jersey from Sportsmemorabilia.com for $399.95 in a fancy frame). The price was a little too steep for my liking, especially as the jersey was not framed. See the picture below;
I’m Obsessed with Ernie Banks Google Rankings
As I described in the post; Competing with Yourself, Do You Have What It Takes? I explain why I’m so interested in all Ernie Banks. Not that I’m a big fan, I have not even seen any play from Ernie Banks when he played for the Cubs.
Almost 5 years ago, I got the chance to present in front of the whole eBay executive staff on the SEO opportunity for eBay. At that point, I learned a valuable lesson on enterprise in-house SEO:Know your audience, or even better; know the favorite queries of the top executives in your company.
For John Donahoe, the CEO of eBay, it was clear to me I didn’t do my homework. When he asked me: “Why is eBay not ranking for Ernie Banks Baseball Card, while we have +6,000 collectible baseball cards on the site?”, the only response I could give him was a technical SEO explanation. The message was received with mixed emotions, as the limited attention span of CEO’s of a Fortune 100 company are not well suited for something like; Discoverability of a page, Topical relevance vs User Intent, or External- & Internal link distribution.