The Engel Journal

Personal opinions of Eisaiah Engel, a product marketer in Dallas, TX.

Why is Yelp the 10th most popular website?

According to Quantcast, Yelp is the tenth most popular website on desktop and the second most popular website on mobile in the United States. With so many sites out there, why is Yelp so special?

My theory involves Yelp’s use of identity. Identity is central to the human experience. One of the first things we learn is how to say our names, “I am Eisaiah. I am Susie. I am Peter.”

Yelp’s users call themselves as “Yelpers.” Top users are called “Yelp Elites.” Businesses identify themselves with stickers that say, “People love us on Yelp.” In the video above, there are 41 pieces of my identity attached to my Yelp profile.

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Why do people visit the top 10 Quantcast sites?

My friend Nicholas Mac Connell says that, “People read to answer questions.” Maybe this also explains why people visit the 10 most popular websites according to Quantcast.

Here are the questions that I think the top 10 websites answer.

1 What answer?
2 What story?
3 What person?
4 What news?
5 What answer?
6 What news?
7 What tool?
8 What person?
9 What trade / deal?
10 What opinion?

After adjusting for duplicates, we get the seven (7) most popular questions in the U.S. that drive people to websites on both desktop and mobile devices:

  1. what answers?
  2. what news?
  3. what people?
  4. what stories?
  5. what tools?
  6. what trades / deals?
  7. what opinions?

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What is Barnacle SEO?

The phrase “Barnacle SEO” means riding along on another website’s SEO.

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Divide & Conquer Blogging with Rudyard Kipling

Rudyard Kipling writing app on Zoho Creator

A screenshot of my Rudyard Kipling writing app powered by Zoho Creator.

I just created the writing app your content marketing team needs to create thought provoking blog posts that stand apart from your competition. My app, named Rudyard Kipling after the system of writing, frees up your company’s experts to focus on sharing insights while writers focus on wordsmithing.

The writing app works by dividing the labor of writing an article into six steps:

  1. Ask3
  2. Answer3
  3. Draft
  4. Edit
  5. Publish
  6. Share

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One millennial’s review of AT&T’s Workforce 2020

Picture of a modern workspace.

Naunce_09” by K2 Space is licensed via CC BY 2.0. Office is not AT&T.

In February of this year, AT&T’s CEO, Randall Stephenson, was quoted as telling employees, “There is a need to retool yourself, and you should not expect to stop.” I was excited to read this.

Fast forward to today.

As I was flipping through the pages of the latest Harvard Business Review, Inside AT&T’s Radical Talent Overhaul caught my eye. Interested to see how Randall’s retooling was going, I poured over every word of the article.

The article explained that AT&T is calling its talent overhaul program “Workforce 2020.” It is a company culture reboot of unprecedented scale. Many aspects of the program make sense to me as a millennial; here are my top three features:

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0 Bad Reviews: Imitating Alcoa’s transformation in the information age

Picture of Paul O'Neill from Alcoa

Paul O’Neill transformed Alcoa by changing one keystone habit, safety. Credit: CNN.

Here is how Paul O’Neill introduced himself to a crowd of Wall Street investors when he became the CEO & Chairman of Alcoa in 1987:

“Today, I want to talk to you about worker safety… I intend to make Alcoa the safest company in America. I intend to go for 0 injuries,” he told the Manhattan ballroom.

– The Power of Habit

The investors were dumbfounded because he did not talk about profitability – only safety. A year later, Alcoa’s profits hit a record high. When O’Neill retired in 2000, Alcoa’s market capitalization had increased by $27B. Someone who invested $1M in Alcoa would have earned $1M in dividends, and the value of the shares would have been $5M when O’Neill left.2

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You’re not a consumer?

24-year-old me:
“This gold pixie dust face cleanser is great, but there’s just one problem.”

Skincare promoter at a mall outside of Vegas:
“What is that?”

24-year-old me:
“I am not a consumer. So, naturally I would not buy this.”

Skincare promoter at a mall outside of Vegas:
Animated GIF of a woman saying, "What the fuck?"

Dear Skincare Promoter, if you are reading this, I have had better quotes since then! Besides the emotional intelligence faux pas, the statement “I am not a consumer” is factually wrong. I am a consumer every time I make the simplest purchase like gas or a 1970s bamboo bracelet.

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Habit is tech

Golden hamster running in a wheel, depicting the concept of habit

Hamster Wheel” by sualk61 is licensed under CC BY-NC-ND 2.0.

In 2010, I started a company that forever impacted how I approach product marketing. The company sold data, specifically sales prospecting lists for B2B marketing technology companies. Instead of simply delivering CSV files, our data was packaged in a web app that customers could use to interact with the data. The interface was original. Early feedback from customers indicated they were eager to use it. But, the heat was about to rise.

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How I got ‘hooked’ by Harvard Business Review

Magic happens when you give shoppers a way to identify with your brand. Just a few days ago, an article titled, “Product Success Is Not About the Zeitgeist,” flashed across my LinkedIn newsfeed. Eager to see if the author had touched on human universals, a topic near and dear to my work, I clicked on it.

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GIF in Udemy email—got my attention

GIF with popsicle melting over Udemy Logo

Animated image from a Udemy email “Last chance to treat yourself to a new skill at 30% off.” Message to Eisaiah Engel on June 17, 2016.

Email is 43 years old. GIF is 29. As much as these two get around and despite the age difference, you’d think they would have found each other… fallen in love… and made animated email babies a lot sooner. At least what’s what I thought when I opened the above email on June 17, 2016.

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