For years, SEO and paid media have been treated as separate operations, run by different teams with different goals, KPIs, and timelines. But today’s digital landscape doesn’t reward silos. It rewards integration. Your customers don’t experience your brand in channels. They experience a journey. Whether they first see your brand through organic search, a Google… Continue reading Where SEO Ends and Paid Media Begins: How Both Channels Work Together
Category: SEO
Why Your Competitor Analysis Is Missing the Mark
Every marketing team has heard some version of the same directive: “Keep an eye on what the competition is doing.” But without a clear framework, competitor research quickly becomes noise. Teams obsess over keywords, mimic ad copy, or chase fleeting SERP gains. These reactive decisions pile up to dilute your positioning and confuse your audience.… Continue reading Why Your Competitor Analysis Is Missing the Mark
How a Google URL Parameter Wiped out $3B in Reddit’s Valuation, and What Marketers Should Learn From It
On October 1st, Reddit’s stock price dropped sharply. The spark? An obscure change in Google’s search plumbing. RBC Capital flagged that Google’s deprecation of the &num=100 parameter coincided with a sudden collapse in ChatGPT’s citations of Reddit content, spooking investors and raising concerns about Reddit’s visibility in the AI era. This isn’t just a Reddit… Continue reading How a Google URL Parameter Wiped out $3B in Reddit’s Valuation, and What Marketers Should Learn From It
ChatGPT Has a Billion Users. Most of Them Aren’t Shopping. Here’s What That Means for Marketers.
A new study from OpenAI analyzed over 1.5 million ChatGPT conversations between May 2024 and June 2025.
The Quarterly Plan That Aligns SEO + Paid for Bigger Impact
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
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
How AI, AI Overviews, and LLMs Are Changing Organic Search
The great decoupling has arrived, and the data is unmistakable. Impressions are up. Clicks are down. Your content may be ranking, but that doesn’t mean it’s getting seen. Or visited. We’ve been talking about the decoupling of search rankings from traffic for a while now. In 2026, it’s no longer a prediction. It’s the baseline… Continue reading How AI, AI Overviews, and LLMs Are Changing Organic Search
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
Ethical Considerations of AI In Marketing: Balancing Innovation with Responsibility
Rapid technological advancements in recent decades have significantly transformed business communication and marketing. Artificial Intelligence, or AI, has played a key role in this transformation, driving a significant shift in the marketing industry. However, mistrust in AI due to a lack of transparency and inconsistent results hinders its potential. Establishing an ethical framework for AI… Continue reading Ethical Considerations of AI In Marketing: Balancing Innovation with Responsibility