An unreasonable obsession

Philip Morgan

Alrighty, here's the next member-submitted peeve that might be a good basis for point of view (PoV) content:

_Here's my pet peeve (when building websites for photographers): unreasonable obsession with SEO.

I often get emails from photographers saying that they want to rank higher for this-and-that, yet they have awful websites with functionality problems, ugly design, missing contact info, you name it. But they still only think about SEO as the solution. I call it "SEO procrastination", and I wrote an in-depth article on my blog (and newsletter) about it:

Going against the industry-favorite SEO wasn't easy, but I really thought I had to get this contrarian view out into the open. And the reception for that article was fantastic, with many photographers emailing me on how it helped them change their mindset about it, and focus on bigger web-design priorities before doing advanced SEO work.

In my consulting calls, I also explain the same idea, and they also appreciate this new-found clarity and they reprioritize their tasks moving forward.

And we've discussed in our recording together, expertise leads to seeing the nuances and the big picture stuff.

That's my pet peeve at the moment, and I won't stop writing about it. _

This is a peeve that Alex has already turned into PoV content, and I heartily agree that it makes total sense to do so. Let's think through why.

First, it's relevant because it ties into a conversation Alex's prospects are already having inside their head. In other words, Alex doesn't have to convince his prospects that having an opinion on SEO matters. They already know this. They have their own partially-formed opinion, and they have often already invested time and effort in understanding other people's opinions on the subject of SEO. As such, Alex is not trying to change the subject of the conversation that his prospects are already having. Instead, he's showing up with a somewhat contrarian outlook on that conversation, and that's why Alex's PoV is relevant.

As both Alex and I mentioned, his PoV here is somewhat contrarian. It is a well-thought-out opinion, and it runs counter to what might be conventional wisdom. This does several interesting things. It demonstrates strength of character because it requires courage to risk being wrong, and we're conditioned to be influenced by the majority (

A contrarian PoV segments in an interesting way by polarizing. Some will see you as more thoughtful than the majority, and some will feel a sense of connection or resonance with your viewpoint because they share it to, or they thought there was something suspect about the majority opinion.

Finally, this peeve is one that is relevant to the results Alex gets for his clients. It does bubble up to the level of issues that are relevant to business outcomes.

So I think Alex has done a wonderful job of developing his pet peeve into really good PoV content. It's a good example to learn from!

Additional resources you might find interesting:

  • Jonathan Stark and Rochelle Moulton discuss though leadership:
  • I interview Alex about how he moves the needle for his clients:'s one seat left in the first workshop of Specialization School and 4 days left to register. It'll help you get clear about your best options for specializing, and if you'd like to apply hit REPLY and we'll talk.