A framework for measuring AI visibility
The question I get asked most in 2026 is: How do we measure this? How do we measure whether our…
How to build custom SEO reports with Claude Code and Google Search Console
For a long time, SEO reporting revolved around dashboards. When a meeting was on your schedule, you’d spend your day…
What 25,000 URLs reveal about citations
Large language models (LLMs) excel at synthesizing enormous amounts of information into personalized responses to plain-language prompts. These responses draw…
Google Ads costs keep rising, but conversion rates improved in 2025
Advertisers are paying more for clicks in Google Ads — but they’re also getting better at turning those clicks into…
When did 25% efficiency become not enough?
Anyone who’s been following me on LinkedIn or X has seen my smartass responses to people making some of the…
SEO/GEO audits with AI fail without these 3 essentials
Running SEO and GEO/AEO audits is an excellent use case for AI, especially with recent models that have agentic capabilities….
Frederick Vallaeys on the evolution of paid search
Frederick Vallaeys’ route into PPC started with a student side hustle, not a career plan. While at Stanford in 1998,…
The 5-layer framework for measuring GEO performance
AI search measurement in 2026 looks a lot like paid media in 2008. Everyone can see the impressions. Almost nobody…
4 ways to strengthen buy-in for technical SEO work
What differentiates a great SEO professional from a good one is often their ability to manage stakeholders effectively. This is…
Marketing is entering its ‘air traffic control’ era
For most of modern marketing history, the operating assumption was surprisingly theatrical. Brands performed. Consumers watched. Channels existed primarily to…