When SEO and paid media work together, you get more than traffic—you get traction. Why Plan SEO and Paid Media Together? SEO and paid media have the same goal, but they’re often planned in silos. That means duplicate work, mixed signals, and missed opportunities. Your customers don’t separate channels when they search—and neither should your… Continue reading The Quarterly Plan That Aligns SEO + Paid for Bigger Impact
Author: Silverback Strategies
Why Attribution Is Getting Harder (And How to Adapt in a Privacy-First World)
✅ Fast Take Attribution Used to Be Simple. Now It’s… Not. Your attribution reports look different. Conversions are missing. Platform numbers don’t match. What used to be a clean journey from click to customer now looks broken. That’s because it is—at least if you’re still relying on traditional tracking and last-click models. The rise of… Continue reading Why Attribution Is Getting Harder (And How to Adapt in a Privacy-First World)
The CMO-Ready Marketing Report: What to Include (and What to Skip)
Turn your monthly marketing report into a decision-making tool, not just a data dump. Monthly reporting time. Again. You’ve got dashboards, spreadsheets, maybe even a slide deck. But what your CMO really wants isn’t more data—it’s a narrative. A business-minded digital marketing performance report that answers three core questions: At Silverback Strategies, we help in-house… Continue reading The CMO-Ready Marketing Report: What to Include (and What to Skip)
When to Hire a Digital Marketing Agency
When to Hire a Digital Marketing Agency (And How to Know You’re Not Just Being Hard on Yourself) You’re not imagining it—marketing is harder than it used to be. Channels multiply, platforms evolve weekly, and even seasoned teams struggle to keep up. If you’re wondering, “Should I hire a digital marketing agency?” you’re probably already… Continue reading When to Hire a Digital Marketing Agency
Marketing Attribution Models Explained (And Which One Actually Works for You)
Not all attribution models are created equal. And if you’re trying to connect your campaigns to real business outcomes, choosing the right model can mean the difference between smart optimization and wasted spend. Whether you’re working with a lean in-house team or leading performance across channels, attribution modeling helps answer one of marketing’s hardest questions:… Continue reading Marketing Attribution Models Explained (And Which One Actually Works for You)
AI, AI Overviews, and LLMs: How New Search Behaviors Are Impacting Your Organic Marketing
The great decoupling is here—clicks are down, impressions are up. Here’s what to do about it. AI Overviews have led to a 15–64% decline in organic traffic across various industries. As users increasingly get the answers they need directly from AI-generated summaries, fewer are clicking through to websites. Welcome to the great decoupling of search—where… Continue reading AI, AI Overviews, and LLMs: How New Search Behaviors Are Impacting Your Organic Marketing
How to Strategically Integrate AI Into Your Marketing Tech Stack
How to Strategically Integrate AI Into Your Marketing Tech Stack (Without Losing Your Mind or Your Budget) AI in marketing is no longer optional—it’s your competitive edge. But with thousands of tools flooding the market and “game-changing” promises coming at you from every dashboard, the real challenge isn’t access. It’s integration. At Silverback Strategies, we… Continue reading How to Strategically Integrate AI Into Your Marketing Tech Stack
The New SEO Scorecard: Optimizing for AI-Influenced Search
SEO Isn’t Dead—But Your Scorecard Might Be If you’re still measuring success by clicks alone, you’re missing what really matters in 2025. Search behavior has evolved. AI-powered summaries, zero-click results, and social discovery now play a major role in how people find and evaluate brands. If your SEO strategy still revolves around rankings and referral… Continue reading The New SEO Scorecard: Optimizing for AI-Influenced Search
Stop Micromanaging Your Paid Social
The #1 Paid Social Mistake? Getting in the Algorithm’s Way You’re taking an outdated approach to paid social management. You’re still dialing in targeting, setting bids, and micromanaging every setting like that’s how to win. But Meta and TikTok don’t work like that anymore. Algorithms run the show, and when you fight that, you lose.… Continue reading Stop Micromanaging Your Paid Social
Incrementality Testing: How to Measure True Marketing Impact
What If You Turned Off Your Marketing…and Nothing Changed? Incrementality Testing Exposes Wasted Ad Spend. You’re under pressure to maximize every marketing dollar. But that’s pretty much impossible when the metrics you rely on don’t actually tell you what’s impacting revenue. Click-through rates. Conversion numbers. ROAS dashboards. They might look solid on paper, but they… Continue reading Incrementality Testing: How to Measure True Marketing Impact