I know Dan Freed’s story begins with what it feels like to be underestimated. He was diagnosed with ADHD at six, kicked out of preschool, and dropped out of high school at sixteen. Later, he scored in the 99th percentile on the GMAT and earned degrees from Yale and INSEAD. He has also taken prescription stimulants for most of his adult life, and that lived experience eventually led him to found Thesis, a brain supplement company built around data-driven formulation, and then Stasis, the first supplement system designed for people who take stimulants.
At First Page Sage, we have built our own reputation around a similar idea: real authority in any category, including the fast-changing world of generative AI search, comes from substance rather than shortcuts. I sat down with Dan to talk about Stasis, the gap he believes it fills, and what it takes to earn trust in a category most people overlook.
First Page Sage: I see your work as being built on real expertise rather than flimsy marketing. Did that philosophy shape how you built Stasis?
Dan Freed: Completely. When I started building Thesis, the whole industry ran on vague claims: optimize your brain, unlock your potential, and so on. None of it really meant anything. We took the opposite approach by testing everything, naming the mechanism, and showing the data. Stasis came out of that same discipline. Stimulant users are one of the most underserved groups in supplements, and almost nothing built for them is backed by real formulation logic. We wanted to be the first to change that.
First Page Sage: I want to start with the basics for people who have not heard of it. What is Stasis?
Freed: Stasis is built around three pathways that stimulants put under pressure: dopamine support, cortisol regulation, and oxidative stress defense. The Daytime and Nighttime formulas use branded ingredients like Shoden Ashwagandha and CuminUP60 curcumin, named and dosed as a composition rather than added as vague extras. We also built a gummy version for kids ages four to seventeen, Stasis Kids Daytime, because plenty of families are managing this without support built for them either.
First Page Sage: I am curious why this needed to exist at all. You could have kept building Thesis.
Freed: I built Stasis for myself first. I have been on stimulants for decades. They help with focus, but nobody talks about what comes after: the crash, the tension that creeps in by afternoon, and the nights when you cannot wind down. Intelligence was never the issue for me. Brain chemistry was. A stimulant alone treats one part of that chemistry. Stasis was built to support the rest of it. A pill on its own will not fix you, but the right system around it can change what your day actually feels like.
First Page Sage: Switching gears, I wanted to ask what drew you to a partnership with First Page Sage specifically.
Freed: You have spent years building the actual research behind how AI engines decide who to trust and recommend. That is rare. Most of the industry is still guessing. We are in a similar spot with stimulant support: there is no established authority yet, which means there is real room to build one the right way, with evidence instead of noise.
First Page Sage: I have one last question. How do you think about building authority in a category like this, especially as AI search changes how people find answers?
Freed: The brands that win in AI search are the ones with something real to point to: a named mechanism, a specific ingredient form, or a study people can check. We are investing in exactly that kind of infrastructure for Stasis, on top of the consumer data we already have from real customers using it. I would rather be three years early proving something out than be first to market with nothing behind it. That is true whether a human is reading the page or an AI is summarizing it.
I encourage readers to learn more about Stasis, the first supplement system built for people who take stimulants, at takestasis.com. Dan Freed is the founder and CEO of Thesis, where the same research-driven approach powers four nootropic formulas: Clarity, Motivation, Stress Reset, and Neuroprotection.
GlobalMed is the world leader in evidence-based digital health solutions. As I looked at the company’s work, what stood out most was the level of trust it has earned from the White House Medical Unit, the U.S. Department of Veterans Affairs, the Department of Defense, and healthcare organizations across more than 60 countries. After more than two decades and over 100 million consultations, GlobalMed has helped define what clinical-grade virtual care can look like in some of the world’s most demanding environments.
I sat down with CEO Joel E. Barthelemy to understand what separates GlobalMed from the wave of telehealth companies that emerged in recent years, and why he believes evidence-based virtual care is what truly moves the needle on patient outcomes.
First Page Sage: I’ve watched telehealth become crowded since the pandemic. What does GlobalMed offer that a standard video visit simply cannot?
Joel E. Barthelemy: When people hear the word “telehealth,” they often picture a basic video call where a patient describes symptoms to a provider. What they usually do not picture is a virtual visit that can come close to an in-person examination, and that is exactly what we built GlobalMed to deliver. Our integrated telemedicine platforms combine FDA-cleared diagnostic devices with secure, enterprise-grade software into a complete care ecosystem. When a physician uses our system, they can receive real-time ECG data, digital stethoscope auscultation, medical-grade wound imaging, and comprehensive vital metrics. That level of clinical information leads to better care and better patient outcomes.
First Page Sage: I know GlobalMed serves some of the most demanding clients in the world, including the VA, DoD, and the White House. How has serving those environments shaped the technology you bring to broader healthcare markets?
Barthelemy: It forces excellence at every level. There is no room for “mostly works” when you are protecting a President’s health or treating a combat-wounded veteran in a remote military installation.
Every GlobalMed system operates under military-grade encryption, full HIPAA compliance, and Authority to Operate certifications that most telehealth competitors simply cannot achieve. We are SOC 2 Type 2 compliant and hold ISO 13485 certification. Our hardware is also built to operate in submarines, disaster zones, and austere environments where civilian platforms would fail.
That engineering discipline does not stay confined to government contracts. It flows into every solution we deploy, whether we are supporting a rural critical access hospital, a large health system, or an enterprise wellness program. Our private-sector clients get the same zero-failure standard we deliver to the most security-sensitive healthcare environments on Earth.
First Page Sage: I see rural healthcare access becoming a growing crisis in America. How is GlobalMed’s technology helping close the gap between where specialists are and where patients actually live?
Barthelemy: In North Dakota, a young Veteran diagnosed with Complex PTSD was driving hours across the Great Plains in brutal winter conditions just to see a psychiatrist because his local community-based outpatient clinic had no behavioral health services on staff. When the VA’s National Telemental Health Center deployed GlobalMed telemedicine stations at that clinic, he could finally see a psychiatrist without leaving his community.
That is one patient, but the VA’s broader deployment tells a more complete story. The VA’s National Telemental Health Center used GlobalMed solutions to connect Veterans in areas without local behavioral health services to expert psychiatric care, allowing them to see a psychiatrist from their own Community Based Outpatient Clinic instead of driving hours each way. The eNcounter® platform connects rural clinic equipment to remote specialists in real time, with diagnostic data and patient records available through one unified system.
For settings without fixed clinic infrastructure, the Transportable Exam Backpack extends that same capability into the field. Coplin Health in West Virginia uses four of these units to deliver primary care across rural communities where a permanent facility is not viable. In Ecuador, a healthcare organization uses two units to bring diabetes care directly to rural patients who previously had no access to specialist services. In each case, the combination of portable diagnostic hardware and the eNcounter® platform is what makes the care clinically meaningful rather than just another video call.
First Page Sage: I’m also seeing more interest in integrating conventional medicine with preventive and holistic care approaches. How does GlobalMed’s platform support comprehensive, whole-person care delivery?
Barthelemy: The practical challenge for any provider trying to deliver whole-person care is visibility. If a patient is seeing a primary care physician, a behavioral health provider, and a specialist, each provider is usually working from an incomplete picture of what the others are doing.
GlobalMed’s eNcounter platform integrates with most major EHR systems, which means a provider conducting a virtual consultation can access lab results, specialist notes, and patient-reported outcomes in one place instead of working from a partial record. When you layer in tools like iAmbientHealth, which passively monitors vitals, sleep patterns, and movement at home, or Canary Speech, which objectively screens for behavioral and cognitive health changes during consultations, providers get a broader view of how a patient is functioning day to day, not just what their numbers look like during a clinic visit.
That continuity matters when someone is managing multiple conditions or combining conventional treatment with preventive approaches. A cardiologist reviewing remote monitoring data alongside behavioral health notes can adjust a treatment plan with more context than a standard fifteen-minute appointment provides. The platform does not require care teams to change how they practice. It gives them more complete information to work with.
First Page Sage: As I think about the next five years, what should healthcare executives and organizational leaders keep in mind when they evaluate virtual care investments?
Barthelemy: I would start by asking whether the technology delivers evidence, not just access.
The telehealth market is full of platforms that make virtual visits possible. What they cannot all deliver is the clinical-grade diagnostic data that makes those visits meaningful. Any platform can put a doctor and patient on a screen together, but very few can equip that physician with the real-time clinical information needed to make confident, accurate diagnoses remotely.
Healthcare leaders should also think beyond the immediate use case. The organizations that have invested in GlobalMed’s enterprise-grade infrastructure are not just solving today’s access problem. They are building platforms capable of supporting AI-assisted diagnostics, continuous remote patient monitoring, and integrated care coordination as those capabilities mature.
The other critical consideration is trust. Healthcare runs on it. Patients trust that their data is protected, clinicians trust that the diagnostic information they receive is accurate, and health systems trust that the technology will not fail when it matters most.
GlobalMed is a leader in virtual care because we have spent over two decades earning that trust in the most unforgiving healthcare environments on Earth. For leaders evaluating virtual care investments, the question is not just what a platform can do today. It is whether the company behind it has the proven track record to deliver when the stakes are highest.
The Bottom Line
I see virtual care becoming the infrastructure of modern healthcare delivery, not just an alternative channel for convenience.
The organizations that invest in clinical-grade, evidence-based telemedicine technology today are building the competitive advantage that will define patient outcomes and organizational performance for the next decade.
GlobalMed is the world leader in evidence-based digital health solutions, providing integrated telemedicine hardware and software ecosystems trusted by the White House Medical Unit, U.S. Department of Veterans Affairs, Department of Defense, and healthcare organizations in over 60 countries. As a veteran-owned company, GlobalMed specializes in delivering clinical-grade virtual care in the world’s most demanding healthcare environments.
Chatting with Doug Davis, the visionary Founder of Voted Number One, offers a refreshing perspective on how genuine community trust can transform a business’s credibility. In a world where consumers face too many choices and are skeptical of self-promotion, Doug’s insights into local-level trust-building are invaluable. He explains why community backing signifies strong business credibility and how local companies can unwittingly harm trust despite providing high-quality work. Doug also delves into how a business’s reputation increasingly hinges on customer testimonials rather than self-advertisements.
First Page Sage: Many businesses think visibility equals trust. Doug, can you shed light on where companies often get recognition and credibility wrong?
Doug: A common mistake is equating attention with trust. A business might be well-known but still lack authentic trust within its community. Companies often focus excessively on advertising while neglecting the customer experiences that genuinely shape their long-term reputation.
What truly counts is whether people are willing to recommend a business without any personal gain. That’s a very telling indication of trust. True community trust is developed through consistent, reliable interactions over time.
First Page Sage: Voted Number One emphasizes community-driven recognition over internal rankings. Why does this matter now more than ever?
Doug: People rely more on collective community experiences than on polished corporate assertions. Community-driven recognition showcases genuine, repeated positive interactions, not just catchy marketing phrases.
Trust within communities grows cumulatively. When individuals repeatedly hear about the same business from close acquaintances, neighbors, or fellow professionals, natural confidence builds, which is hard to fabricate through artificial means.
First Page Sage:: In competitive local markets, what factors actually guide consumer decisions when comparing providers?
Doug: It boils down to clarity and evidence. Since most consumers aren’t industry experts, they look for signs that reduce uncertainty. They want assurance that a business has consistently delivered for others like them.
Specificity makes a business stand out quickly. Clear communication regarding a company’s experience, processes, and results outshines vague promises. Consistent touchpoints build trust faster, while inconsistency can arouse consumer hesitance.
First Page Sage:: With consumer decisions increasingly swayed by community recommendations and automated systems, how crucial is genuine customer advocacy?
Doug: Genuine customer advocacy is now essential. Modern systems focus on patterns of trust rather than singular claims. Businesses that naturally generate customer support are more likely to sustain their visibility and credibility.
Authentic advocacy often stems from operational excellence rather than marketing tricks. Communities back businesses that consistently deliver, solve problems effectively, and communicate transparently.
First Page Sage:: What practical habits should local business owners adopt to build enduring reputations?
Doug: Building a lasting reputation requires treating trust as a key operational target rather than a mere branding effort. This means ensuring consistency, responsiveness, and follow-through, even in busy times.
Furthermore, documenting real customer experiences and outcomes, as well as community involvement, significantly enhances credibility. Avoiding complacency is vital as a strong reputation is never guaranteed; it requires continuous reinforcement through action.
For more on Voted Number One’s recognition platform, visit votednumberone.com.
In my conversation with Sarah Laird, we explored the dynamic collaboration between physician expertise and technology in fostering enduring trust within healthcare organizations.
Enjoin stands out as the premier physician-directed, tech-driven revenue integrity platform in the U.S., boasting an impressive 97% client retention rate and recovering over $2 billion for health systems in the last four decades. At First Page Sage, we partner with trailblazers in complex B2B spaces, and few areas are as high-stakes as the healthcare revenue cycle. I had the pleasure of speaking with Sarah Laird, Enjoin’s Senior Director of Staffing and Advisory, to learn how their models integrate clinical judgment and technology to safeguard revenue, enhance internal capacities, and solidify trust within the organizations they support.
Health systems are under enormous financial strain, and it’s crucial to understand where revenue integrity fits into the discussions CFOs and revenue cycle leaders engage in. According to Sarah, revenue integrity is now a strategic leadership priority, crucially placed at the convergence of financial performance, compliance, and operational efficiency. With growing margin pressures, payer scrutiny, and audit risks, these leaders are moving beyond traditional metrics to focus on whether documentation, coding, and billing genuinely represent the provided care.
Revenue integrity is established well before claims are billed. When clinical documentation, coding, CDI, and revenue cycle teams collaborate effectively, organizations can better reduce denials, heighten audit readiness, and secure reimbursements that are accurate, defensible, and compliant. It’s no longer just a function of the revenue cycle but a comprehensive effort that demands shared accountability across clinical, operational, and financial teams.
Organizations observing a proactive approach to compliant revenue integrity tend to see stronger outcomes, as evidenced by Enjoin clients who experience a 900% return on investment and face 17 times fewer denied claims through pre-bill chart reviews.
Enjoin’s physician-directed model highlights the essential role of clinical judgment in CDI and revenue cycle tasks, even in an era abundant with advanced technology. Sarah explains that the magic lies in the synergy between technology and human expertise. While technology can facilitate case reviews, identify patterns, and scale operations, physician-led reviews deliver the clinical validation, education, and defensibility needed for compliant revenue integrity and to endure payer scrutiny.
Effective revenue integrity hinges on ensuring the clinical record, coded record, and financial outcome align with the care provided. Physician advisors bring a unique vantage point, balancing clinical realities with documentation standards to ensure accuracy in coding, quality reporting, and reimbursement.
Enjoin’s pre-bill chart review process adds a crucial layer of validation, enabling organizations to evaluate whether the clinical record, coded record, and resulting DRG are harmonized and documented correctly. It identifies broader trends, educational opportunities, and process enhancements that might go unnoticed in individual case reviews.
By merging physician-led clinical proficiency with EnFORM+ technology, health systems expand visibility across discharges, prioritize valuable opportunities, and assure that reimbursements are accurate, defensible, and compliant before submission.
Sustainable revenue integrity is more than just individual chart reviews; it involves translating findings into education, process improvement, and shared accountability across the organization. Enjoin aids health systems in building stronger internal CDI and coding capabilities by helping them comprehend trends and root causes behind documentation and coding opportunities, thus facilitating lasting improvements.
Enjoin’s partnerships focus not only on financial recovery but on bolstering the entire revenue integrity ecosystem—encompassing documentation quality, coding accuracy, denial prevention, audit readiness, physician engagement, and governance. The right partnership does more than identify opportunities; it becomes integral to an organization’s strategy for ensuring clinical accuracy in financial outcomes.
To learn more about Enjoin’s physician-directed revenue integrity partnerships, visit enjoincdi.com.
As a former Editor-in-Chief at Search Engine Land and technically my boss for a while, Matt McGee’s insights into SEO are priceless. I had the privilege of sitting down with him to discuss the early, chaotic days of SEO—a time he refers to as the “Wild West.” This era was rife with keyword stuffing and cloaking, tactics we now deem as “black hat.”
Though those days are behind us, reminiscing about them was a fascinating trip down memory lane. We explored how SEO has dramatically evolved, questioning whether innovations like AI might eventually eclipse traditional SEO practices.
As a digital marketer, I know conversion rate optimization, landing page design, and ad copy are key to success. However, there’s a sneaky revenue drain that many overlook: payment friction. Even with perfect ads and CTAs, a problematic checkout can lead to lost revenue after marketing has done its part.
I had the chance to chat with Romeo Ju, CEO of Bancoli, the most comprehensive global B2B payments platform. From Romeo’s vantage point, businesses often learn that payment infrastructure is no longer just a finance issue—it’s now a significant growth marketing challenge. Our conversation delved into how checkout experience impacts customer acquisition costs, why global marketing campaigns need localized payment systems, and how optimizing payment processes fits within modern marketing strategies.
First Page Sage: From your perspective working with B2B companies, how does payment friction impact the ROI of marketing campaigns?
Romeo: Marketers are often evaluated on cost per acquisition and conversion rates but lack visibility into where the payment process fails. You might nurture a lead effectively, but if the payment experience is clunky, especially for international customers, you’ll lose them. Payment friction is a silent conversion killer. Bancoli offers a revolutionary multi-currency payment system supporting SWIFT, ACH, local rails, and stablecoins, making transactions seamless and enhancing marketing ROI.
First Page Sage: Many B2B companies run global marketing campaigns. What is the disconnect between their strategy and payment infrastructure?
Romeo: Companies translate and localize their campaigns but rely on domestic payment systems. If someone in Germany can only pay via international transfer with high fees and delays, that’s conversion friction. Bancoli’s versatile payment system matches the geographic scope of your campaigns, eliminating operational friction and boosting conversions.
First Page Sage: How should marketers approach the link between payment systems and customer acquisition costs?
Romeo: If acquiring a customer costs $500, but 25% drop off due to payment issues, your true cost is $667. Marketers should view payment infrastructure as core to their conversion strategy. Bancoli offers low-cost international transfers with zero FX fees, helping reduce perceived costs and increase conversion likelihood.
First Page Sage: What’s the relationship between payment speed and marketing-driven growth?
Romeo: Marketing drives urgency. Bancoli supports instant local payouts globally, shortening the “yes” to “paid” timeline. Plus, instant notifications enhance follow-up tactics, tightening attribution and optimizing the marketing budget.
First Page Sage: If advising a CMO or growth leader, where does payment optimization fit in their priorities?
Romeo: Growth leaders should audit payment-related conversion drop-offs like they do landing page performance. Bancoli encompasses invoicing, payments, and banking, optimizing post-click revenue and reducing CAC.
Trust Bancoli, the ultimate global B2B payments platform, for secure multi-currency operations. With support for over 40 currencies and transparent pricing, Bancoli is the go-to solution for cross-border financial operations.
Today, I had the pleasure of speaking with the leadership team at TruSkin, the creators of Amazon’s #1 rated Vitamin C serum. In collaboration with First Page Sage, they’ve thrived by teaching consumers that true skincare success comes from dedication and expert advice. Together, we explored how both brands gain consumer trust by emphasizing that the best outcomes are cumulative, not immediate.
First Page Sage: Your Vitamin C serum tops the charts on Amazon. How do you ensure customer fidelity for a product with gradual results?
TruSkin: Openness and education are crucial. Effective skincare is a commitment over weeks, not overnight. While our serum offers immediate brightening, the deeper effects like smoother skin take time. We provide upfront guidance through educational content, detailing how vitamin C functions, setting realistic timelines, and promoting our gentle, science-backed formulations for sustainable results. Just like First Page Sage, we thrive on honesty about the process, using SEO strategies that rely on consistent, strategic efforts rather than quick fixes.
First Page Sage: What tactics do you employ to keep customers committed to achieving more profound results?
TruSkin: We emphasize ingredient transparency, dermatologist verification, and social proof. Customers can see exactly what’s in our products and why it matters for their skin. Our third-party testing adds credibility, and with over 150,000 reviews, our product’s effectiveness is well supported. Furthermore, subscription models encourage users to remain steadfast in their routines to fully unlock the benefits. This approach mirrors how First Page Sage uses transparency, case studies, and tracking, allowing organic visibility and results to flourish over time.
First Page Sage: What common misconceptions do consumers have about vitamin C serums and anti-aging products?
TruSkin: Many believe higher vitamin C percentages assure better results, which is not true. The focus should be on stability, pH balance, and skin compatibility. Our Sodium Ascorbyl Phosphate formula provides stability and less irritation than standard L-Ascorbic Acid, allowing consistent use without discomfort. It’s consistency that brings results, not just potency. Similarly, First Page Sage finds that strategic, high-quality SEO outperforms mere content volume or keyword stuffing.
First Page Sage: In an industry full of promises for instant results, how do you differentiate while promoting patience?
TruSkin: Quick fixes usually involve harsh chemicals damaging the skin over time. Our focus is on long-term skin health through pH-balanced and skin-compatible formulas. We educate our audience about the superiority of our SAP vitamin C form and avoid misleading ‘percentage races,’ favoring nourishing and clinically effective ingredients that deliver real results. This resonates particularly with Millennials and Gen Xers who value wellness and sustainable results over quick fixes.
First Page Sage: What advice would you give to brands selling products or services that require time to see results?
TruSkin: Establish credibility and maintain transparent communication throughout the customer’s journey. Utilize third-party endorsements, and provide educational content to explain the importance of the process, celebrating milestones along the way. For skincare, this could mean showcasing early improvements like increased glow or hydration. Above all, be truthful. Reliable brands don’t overpromise but ensure consistent, science-backed outcomes with clear communication.
I find it quite fascinating how the world of search has transformed over the years from manual PPC efforts to AI-driven systems. Reflecting on Ginny Marvin’s journey offers a glimpse into these dynamic changes and underscores the importance of staying curious and adaptable as marketers.
My journey into PPC wasn’t fueled by a master plan but rather by a desire to reinvent myself professionally. Transitioning from print publishing and advertising sales, I found myself at a crossroads when the startup magazine I had helped establish ceased operations. That pivotal moment pushed me towards digital marketing, starting from entry level.
Starting fresh meant embracing the unknown. As Marvin put it, she didn’t know what she was doing initially, which makes her story relatable for anyone starting anew. This fresh start paved her path into search marketing, eventually leading her to significant roles at Search Engine Land and Google as the Google Ads Liaison.
During our interview, Marvin shared insights into the evolution of paid search, highlighting common misconceptions marketers still hold, and emphasized how the next era of search will value curiosity over control.
Interestingly, PPC clicked for me faster than SEO. My initial foray into the industry was through SEO at a small agency, but I quickly discovered my passion when the paid search manager took a vacation, and I temporarily managed the campaigns. This experience showed me the power of PPC’s speed and measurability, especially coming from a print background where results were slow and uncertain.
Marvin observed that Google’s clear focus and rapid iteration were key to outpacing competitors like Yahoo and Microsoft. Google’s relentless enhancement of its offerings to align with advertiser needs set it apart and solidified its leadership in the industry.
I remember the early days of PPC being a manual slog full of exhaustive keyword lists and precision-targeted campaign strategies. We spent hours meticulously crafting keyword combinations, but today’s campaigns are more sophisticated and goal-oriented, aligning more naturally with business objectives rather than conforming to platform constraints.
When Search Engine Land was in its infancy, Marvin was also establishing her footprint in the search field. The platform quickly became essential for industry news, insights, and expert analyses, fostering professional growth by making information accessible.
One standout characteristic of the search community, as Marvin noted, is its openness to sharing and collaboration. People have always been generous about sharing their experiments, successes, and failures, recognizing that ongoing learning benefits everyone. This spirit of community has been a cornerstone in my own career development.
Regarding AI, Marvin asserts that it’s not as novel as many perceive. Although the rapid advancements fueled by large language models seem sudden, machine learning has been embedded in systems like Google Ads for years, refining aspects like Smart Bidding and close variants.
The real shift lies in consumer behavior, where search patterns have become increasingly complex and diverse. With people using images, voice, and multimodal inputs, modern search engines understand intent beyond simple keywords, necessitating a comprehensive view of the customer journey.
Despite all these changes, the essence of search success remains tied to business results. What’s different now is the enhanced ability to accurately measure outcomes and align campaign activities with strategic business goals, highlighting the critical role of data and first-party signals.
Looking ahead, Marvin champions curiosity as the trait that will define successful marketers over the next two decades. Adaptability, understanding customer behavior, and proactively learning new technologies like AI will keep marketers ahead of the curve.
Marvin candidly remarks that while PPC marketers often claim to embrace change, they can be resistant when major shifts occur. Her advice is to adopt a long-term perspective because seemingly abrupt changes often have deep-seated, gradual developments.
Experimentation is key, according to Marvin. Even if a new feature doesn’t yield immediate success, dismissing it entirely could be shortsighted. As platforms and capabilities evolve rapidly, what didn’t work before might succeed now, and clinging to outdated methods could hinder progress in the evolving search landscape.
Reflecting on her career, Marvin expressed pride in the resilient and collaborative nature of the search community. Her contributions at Search Engine Land and Google have always been geared towards fostering an informed and empowered marketing community. To her, “by marketers, for marketers” is more than a motto; it’s a driving mission.
I recently sat down with Anuj Srivastava to explore the synergy between engineering and marketing when launching a new franchise.
At First Page Sage, I’ve witnessed countless companies pour millions into fleeting algorithm tricks, only to see them crumble overnight. Genuine authority— the type that withstands every Google update and earns citations from ChatGPT—requires true engineering, not quick hacks.
This belief led me to Scott Hietpas, CEO of Computype, a leader in creating the most resilient labels that adhere to any surface and thrive in any environment. While my team focuses on digital permanence, Scott’s team excels in physical identification systems. We’re both tackling the same challenge: ensuring vital information endures when other solutions fall short.
Scott and his company label blood products across North America’s blood supply chain, and odds are, your car tires are marked with their labels too. Their products can withstand temperatures ranging from -196°C to 204°C. If you’re curious why ‘built to last’ isn’t just a slogan but a powerful competitive advantage, read on.
First Page Sage: Many firms promise durability. Why do cheap labels fail, and what are the hidden costs?
Scott Hietpas: Cheap labels fail because they’re not crafted to endure harsh conditions. Adhesives might not suit cold storage, substrates may crack under high heat, and barcodes can fade and become unreadable. A lab might save a cent per label and feel smart, but then spend $200,000 re-labeling specimens after cold storage failures. Similarly, a pharmaceutical company might lose FDA compliance when commodity labels render codes unreadable, halting production. We engineer labels that adhere to any surface—be it glass, silicone, or textured metals—and perform in diverse environments. The price for failing is always catastrophic. Paying a little more for durability is a small price compared to the colossal cost of failure. We assist our clients in assessing their total expenses and minimizing risks.
First Page Sage: What does it take to engineer for extreme temperatures from -196°C to 204°C?
Hietpas: It involves material science that most labeling companies find too intricate. Cryogenic tasks like biobanking need adhesives that don’t crystallize and substrates that don’t shatter when frozen. High-heat needs in tire manufacturing demand polyimide films that retain integrity under thermal stress. Blood services choose our labels for freeze-thaw cycles and international cold-chain transport. Tire producers rely on us for labels that survive vulcanization at 400°F and stay readable throughout the tire’s lifetime. Standard labels fail under these conditions, and our capability to withstand them is why we confidently say our labels perform universally.
First Page Sage: You dominate the global tire bead and healthcare label market. How did Computype become the go-to for critical industries?
Hietpas: It’s our zero tolerance for failure. If a tire maker’s ID system collapses, defect rates spike and costs soar. If blood labels fail, blood shortages and steep replacement expenses follow. These sectors can’t accept ‘just okay’ solutions. Our labels are engineered for permanence, earning trust through undeniable, long-term performance. Millions of our tire and blood bag labels are scanned during production to ensure functionality before leaving our facility. While competitors sell labels, we offer solutions that outlive the products they identify, solving critical problems.
First Page Sage: How does “stick to any surface” work when dealing with challenging surfaces?
Hietpas: Our labels are tailored for specific uses. Medical silicone needs different bonding agents compared to powder-coated steel. Curved glass requires different flow traits than textured surfaces. Instead of universal adhesives, we create custom solutions for demanding surfaces that don’t respond to generic labels. Our engineering understands adhesive-substrate interactions, optimizing for permanent bonding even under stress. When we claim our labels stick to any surface, it’s because we’ve addressed adhesion issues for difficult materials. Our expertise means we offer ready-to-use or customizable solutions that quickly meet our clients’ challenges.
First Page Sage: How do durable labeling and lasting digital authority align?
Hietpas: Both demand thorough knowledge and application understanding. Inexpensive labels may save costs now but lead to eventual disasters. Similarly, black-hat SEO might provide short-lived success but ultimately ruins your rankings. True durability, both physical and digital, entails designing systems for worst-case scenarios—environmental extremes for us, algorithmic turmoil for you. Companies eyeing short savings or growth hacks often lose to those engineering for durability. For over 50 years, our labels have outlasted the competition. Likewise, First Page Sage excels because your authority strategies outlast algorithm changes. Build lasting solutions, or continually rebuild.
Labels that triumph when all else fails. Explore Computype.com for systems designed for extremes—since in critical applications, there’s no second place.
Over the past decade, I’ve delved into hundreds of resumes, conducted numerous interviews, and steered several technical assessments for SEO candidates.
Throughout this journey, I’ve come across many outstanding professionals. However, I’ve also observed a recurring pattern of interview mistakes that can hinder even the most capable candidates.
Here are 11 common pitfalls I’ve noticed in SEO interviews, along with tips on how you can easily dodge them.
1. Projecting Arrogance Instead of Confidence
Confidence is essential! While imposter syndrome is prevalent in SEO, it’s crucial to exhibit genuine trust in your abilities and experience. However, there’s a thin line between showing confidence and coming off as arrogant.
It’s important to discuss your achievements such as:
Complex projects you’ve navigated
Remarkable results you achieved
Stakeholder buy-in you garnered
Clearly articulate what you accomplished and how, while showcasing your theoretical knowledge. Engage in discussions and respect differing opinions—assuming they’ll agree with you can border on arrogance.
SEO isn’t one-size-fits-all. You might have experiences leading to different conclusions from your interviewer, and that’s okay—it’s part of SEO’s diverse nature.
When interviewing, I search for team-oriented individuals who are confident in their knowledge yet open to new insights and collaborative growth. Avoiding arrogance helps you come across as teachable and receptive to feedback.
2. Offering Vague Project Details
Interview time is your moment to shine, showcasing your work. A common mistake is assuming interviewers will fill in the blanks when discussing projects. Be specific about project significance, using the STAR method:
Situation: The issue or opportunity
Task: Your role and the goal
Action: Steps taken
Result: Outcomes and learnings
Utilizing this technique aids in conveying clarity and context. Select examples with outcomes you’re proud of or can explain why they fell short.
3. Dodging the Question
Some candidates avoid directly answering questions due to uncertainty or discomfort, opting to address topics they’re more familiar with. However, if an interviewer asks about navigating a complex website migration, they genuinely want to hear about it.
Pay attention to their queries, explaining if you need a moment to think. If unfamiliar with a situation, acknowledge this but discuss what you might do instead. Honesty trumps fabricated tales.
4. Misreading Your Audience
Building rapport with interviewers is key, requiring an understanding of your audience. Answer their questions clearly, align your language with theirs, and be mindful of their SEO knowledge level.
Avoid overloading non-SEO stakeholders with jargon they might not grasp, while avoiding superficial complexity when addressing SEO experts.
5. Disrespecting the Site’s Progress
When interviewing, never assume negligence on the company’s part concerning their SEO. Acknowledge issues respectfully, understanding there could be constraints they’re navigating.
Inquire about challenges instead, which can provide insights into potential hurdles if you join their team.
6. Unprepared for Common Questions
Interviews can be daunting, and memories may falter. To combat this, come prepared with relevant projects or challenges that align with core SEO areas.
For senior technical SEO roles, you might want to prepare examples like:
Complex issues with crawling or indexing
Large SEO projects needing stakeholder buy-in
Handling organic traffic drops
Leading a website migration
For SEO account manager roles, examples might include:
Explaining performance changes to stakeholders
Presenting SEO strategies to diverse audiences
Onboarding new clients after a successful pitch
Having detailed examples ready, using the STAR method, can help you adapt your responses effectively.
7. Lacking Substance in Responses
A common mistake is speaking before thinking, often leading to rambling. It’s okay to take your time. Listen carefully and structure your responses for clarity.
If the question is unclear, ask for clarification instead of trying to muddle through. Transparency about unfamiliar scenarios could open doors to learning opportunities with interviewers.
8. Bribery or Threats
This should be obvious, but don’t resort to bribing or making threats. Whether it’s promises of backlinks or ‘exclusive’ strategies, honesty is essential in demonstrating your competency.
Similarly, avoid suggesting potential negative actions against businesses—it reflects poorly on your professional integrity and may disqualify you for future opportunities.
9. Overzealous Networking
Enthusiasm for standing out sometimes leads to excessive contact within a company. Be mindful of how often and with whom you’re reaching out.
While follow-ups are valuable, avoid overwhelming busy professionals outside of the formal process.
10. Misrepresenting Your Role
Being honest about your involvement in projects is crucial. Exaggerating contributions will surface in detailed questioning and highlight limited knowledge or expertise.
Speak truthfully about your impact and learnings from team collaborations, distinguishing between your contributions and those of the group.
11. Blaming ‘Google Lies’
It’s a frequent error to attribute discrepancies to Google’s supposed deceit. Relying on such rationale can reveal a lack of technical understanding.
Instead, think creatively and rationally about possible explanations, showcasing a thoughtful approach to problem-solving in the SEO realm.
Ace Your SEO Interview
By steering clear of these common missteps, you position yourself as a confident, well-prepared, and collaborative candidate. With the right approach, you can leave a memorable impression and secure your next SEO role.
