Eyes Open vs Shut?
While visiting my sweet mother, I recently flipped through old photo albums—a simple yet profound journey through time. Some memories jumped out immediately, vivid and clear. Others were more elusive, needing a backstory or a familiar voice to help fill in the gaps. As I sifted through those photographs, two particular images of myself stood out: one with my eyes closed and the other with my eyes wide open. It wasn’t just the facial expressions that caught my attention, but the symbolism they held.
In the first picture, my eyes are shut, an innocent moment frozen. In the second, I’m looking directly into the camera, fully aware of what’s in front of me, eager to connect. The contrast between these two images got me thinking about how we often navigate challenges in our business and personal lives.
Making Decisions With “Eyes Shut”
In marketing, just like in life, there are times when we face daily stresses and challenges that force us to make decisions quickly. It can feel like our eyes are closed as we pick the best option based on the information we have at the time. This “eyes shut” approach is often reactive—something I’ve seen repeatedly throughout my career in helping companies grow and scale their digital presence.
I’ve witnessed countless businesses make decisions that, at the moment, seemed right. Whether choosing a website platform, selecting an agency, or deciding which SEO strategy to prioritize, the pressure can lead to hasty choices. Sometimes, teams and leaders feel like they’re flying blind, making critical decisions in a fog of uncertainty. And while it’s not ideal, it’s a reality we all face.
The truth is, none of us has perfect foresight. We’re often forced to act fast in a rapidly evolving digital landscape. But here’s the thing: initially, what may seem like a rushed or “bad” decision can become transformative once we open our eyes, evaluate the data, and learn from the outcomes.
Learning to Open Our Eyes: The Power of Reflection
Just as I opened my eyes in that second photo, businesses must also open their eyes after making initial decisions, using what they learn to improve and adjust their strategies.
Let’s take a step back and reflect on a client I recently worked with. They had rushed into a website rebrand and SEO strategy with an “eyes shut” mindset. Time was of the essence, and they believed speed would bring results. Soon after, however, it became clear that the website wasn’t gaining the traction they had hoped for, and their organic search traffic began to dip.
This is where the real work begins. With an “eyes wide open” approach, we spent time looking at the analytics—evaluating what was working and what wasn’t. Together, we identified key performance indicators (KPIs) and honed in on the areas where improvements could be made. We saw a significant recovery after restructuring their content, optimizing technical SEO elements, and targeting their audience more precisely. What started as a rush decision became a learning opportunity leading to more substantial, sustainable growth.
Learning from our “eyes shut” moments is vital in marketing and business. Reflection and analysis give us the insights needed to make better, more informed decisions in the future.
The Role of SEO in Keeping Your Eyes Wide Open
This approach doesn’t just apply to life in general—it’s also a critical concept in search engine optimization (SEO). At its core, SEO is about constantly evolving based on the data and insights we gather. You start with a strategy, but it’s rarely perfect. As an SEO expert with years of experience, I’ve helped many companies navigate this iterative process.
Let’s talk about a few key areas where an “eyes wide open” approach can make all the difference:
Website Optimization: Is your website built on a platform that supports long-term growth, or is it limiting your potential? Choosing the right platform and optimizing it regularly can significantly impact your site’s organic traffic. I’ve seen businesses struggle with outdated platforms that aren’t SEO-friendly, and after switching to something more robust, the results speak for themselves.
Content Syndication and Creation: Are you creating content that resonates with your audience? Or are you producing content just for its own sake? Content is the lifeblood of SEO. With an open-eyed approach, you can refine your content strategy to meet the needs of your target audience while also driving SEO value.
Keyword Strategy: Are you targeting the right keywords? Or are you stuck in an “eyes shut” mentality, focusing on terms that aren’t driving traffic or conversions? By diving into keyword research and continuously refining your strategy, you can stay ahead of your competition and bring in qualified leads.
Google Analytics and GA4: Many businesses rely on surface-level data from their Google Analytics or GA4 setup without diving deeper into the insights. Are you taking advantage of all that data? Understanding user behavior, bounce rates, and conversion paths can open your eyes to what’s really happening on your site and where improvements can be made.
Paid Media Strategy: An “eyes shut” approach might involve spending heavily on Google Ads or other paid media platforms without measuring the ROI effectively. An “eyes wide open” approach, on the other hand, involves continuously optimizing ad performance, tracking results, and refining the strategy for better ROI.
Life Lessons in Business: Growth Through Support
Just as I reflected on the photos of my younger self, I’ve seen the value in pausing to reflect and adjust—whether in business or personal life. Support systems, both in business and our individual lives, help us navigate big and small challenges.
In my experience working with clients and marketing teams, the most successful transformations come from an openness to learn, a willingness to adjust, and the proper support. No one does this alone. That’s why I often find parallels between supporting a client’s marketing journey and supporting those around us in everyday life.
Are you currently operating with your “eyes shut,” feeling overwhelmed by the complexity of digital marketing? If so, it’s time to open your eyes and take action.
Moving Forward: Eyes Wide Open
In this fast-paced marketing landscape, where trends shift in the blink of an eye, it’s easy to fall into the trap of making rushed decisions. But if you take the time to reflect, learn, and open your eyes to the possibilities, the path forward becomes more evident.
If you are in a dip or your business is struggling with an “eyes shut” approach, now is the time to refocus. It’s time to open your eyes and approach your marketing strategy with clarity, intention, and the tools for success.
Let’s Connect
I’ve spent years working with businesses across industries to help them achieve their marketing goals through informed, data-driven strategies. Whether you’re facing a drop in organic traffic, need help refining your content, or want to enhance your overall SEO strategy, I’m here to support you with an “eyes wide open” approach.
Let’s connect and discuss how we can work together to grow your business, regain traffic, and transform your marketing approach.
