About

Lets start with the title - Eradicate Perplexity.  It’s an ironic term -meaning to get rid of confusion or complication.  Actually, ‘perplexity’ is also defined as “2 raised to the power of cross-entropy - commonly used to compare probability models empirically” - Where  2^{H(p)}=2^{-\sum_x p(x)\log_2 p(x)} 

See?  Totally confusing and complicated!  For too long, search marketers (including myself) have turned SEM into a mysterious, sometimes black, art that no one understands - including clients.  There’s no reason for it to be this way.  My goal is to demystify SEM.  Not in such a way as to put myself out of a job - but rather in a way which will help my clients better understand what they’re paying for and what I’m doing to drive success.  Simply put, its making SEM transparent so that marketers, business leaders, and anyone else interested can better understand what we do and how it creates success for their business. 

Now a bit about me…

I started managing businesses over 15 years ago - the last 9 being in search.  Like many, when I started in this industry it was all about getting a site to the first page of listings - no matter what tactic you had to employ to get there. The industry has grown tremendously since then and I’ve been working hard to stay on top of the changes.

I currently spend most of my time managing partner relations with traditional marketing agencies and web development firms, building forward-looking strategies for client accounts - working to close the gap between offline and online initiatives, and speaking at various events and conferences on the state of the industry, new tactics, and client and agency relationships.    

Scott Orth

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