It’s also built for a version of search that’s disappearing. Volume made sense when ranking was a coverage game, when publishing more pages against more keywords reliably captured more traffic. In AI Search, the thing that decides whether you show up is whether the models treat your brand as a credible authority on the subject.… Continue reading Stop Funding SEO for Output. Fund It for Influence.
Category: SEO
Stop Writing One Kind of Content for Three Types of Searches
Informational content is seeing a major shift in the value it brings to a brand, particularly if your traffic reporting only tracks aggregate sessions. Informational queries now trigger AI Overviews roughly 36% to 39% of the time, compared with just 5% to 8% for commercial and transactional queries. This means the pressure most teams are… Continue reading Stop Writing One Kind of Content for Three Types of Searches
SEO Isn’t Dead, It’s Just Not Alone Anymore: The B2C Case for SEO + AI.
Here’s the honest version, in four parts: what traditional SEO still does for B2C brands, what AI actually changed, where AI genuinely can’t see far enough into your business to help, and how the two fit together without you having to pick a side. Traditional SEO tactics are still driving real B2C revenue. Proven SEO… Continue reading SEO Isn’t Dead, It’s Just Not Alone Anymore: The B2C Case for SEO + AI.
How Google is Using Trust Signals to Personalize AI Results
For most of search’s history, two people searching the same query typically got similar results. That has shifted completely with AI search. AI responses are personalized to the user conducting the search by LLMs leveraging conversational context, previous chat history, and—in the case of Google—access to things like your Gmail, Google Maps, Search + YouTube… Continue reading How Google is Using Trust Signals to Personalize AI Results
Google I/O + Google Marketing Live: Key Announcements & What They Mean For Marketers
This year, the worlds of Google I/O and Google Marketing Live converged to deliver a singular, powerful message: “Google Search is AI Search.” The overwhelming theme was the complete incorporation of Gemini into every facet of the Google ecosystem, from the core Search experience to the mechanics of the Google Ads interface.
AI Is Rewriting the Rules of Personalization. Are You Ready?
Why This Changes the Game for Marketers Google’s ecosystem is everywhere: search, email, maps, photos, YouTube… By connecting the dots between them, Google is creating a hyper-personalized AI search experience that no competitor can easily replicate. While OpenAI builds great models, Google owns the infrastructure of daily life. That gives it a huge edge in… Continue reading AI Is Rewriting the Rules of Personalization. Are You Ready?
Modern SEO Measurement Playbook
SEO has never been more important and more difficult to report on than it is right now. Search engines have evolved, consumer behavior has shifted, and AI-driven discovery is reshaping how people find information. Despite these shifts, marketers continue to use an outdated SEO measurement playbook. Relying on metrics that no longer tell the full… Continue reading Modern SEO Measurement Playbook
YouTube is the #1 Source for Google AI Overviews: Is Your SEO Strategy Ready?
In the AI Search landscape, the name of the game is being part of the response. With that, everyone is competing to be cited as a source for the answer. That’s becoming increasingly challenging, given how often LLMs are sourcing third-party websites, such as Reddit and now YouTube. In addition to being the second most… Continue reading YouTube is the #1 Source for Google AI Overviews: Is Your SEO Strategy Ready?
Reporting to Leadership: Translating SEO & Paid Media Metrics into Business Impact
If you’re responsible for reporting in marketing, you already know the pressure: prove that your SEO and paid media programs are worth the investment. But the challenge isn’t just performance. It’s translation. Executives don’t think in terms of impressions, CPCs, or keyword rankings. They think in terms of profitability, efficiency, pipeline velocity, and the ability… Continue reading Reporting to Leadership: Translating SEO & Paid Media Metrics into Business Impact
Google vs. OpenAI: The Myth of Fragmentation and the Reality of 2026
The Disruption That Never Arrived The death of Google was supposed to be a foregone conclusion. Since OpenAI launched ChatGPT 3.5 back in 2022, and as recently as early 2025, the prevailing wisdom held that large language models would commoditize search, stripping Google of its trillion-dollar moat. Venture capitalists salivated. Tech journalists penned obituaries. Marketing… Continue reading Google vs. OpenAI: The Myth of Fragmentation and the Reality of 2026