5 priorities for lead gen in AI-driven advertising
Many of today’s PPC tools were designed to be easily accessible to ecommerce. That doesn’t mean lead gen can’t take…
Why AI is shifting search to persuasion
For most people, “Mad Men” means the TV show. But the phrase points to something more specific: Madison Avenue in…
Google, Meta, and the long history of misaligned incentives in paid media
I’m getting a mid-career executive MBA. Last week, in class, we discussed the interaction between automation and advertising. The lecture covered…
How marketing leaders are getting unstuck from Salesforce
For years, Salesforce Marketing Cloud was the safe choice. Powerful. Enterprise. Trusted. But lately, we’re hearing something different: “Our data…
Are low-quality listicles about to lose their edge in Google Search?
If you rank your own product #1 in “best of” listicles, it’s not just a search-quality issue — it may…
Human content is 8x more likely than AI to rank #1 on Google: Study
Human-written content dominates Google’s top rankings, appearing in the No. 1 position 80% of the time versus just 9% for…
Bing, not Google, shapes which brands ChatGPT recommends
In this case study, we went deep instead of broad. We focused on one question: why wasn’t a brand present…
Higher standards, AI influence, and a web still catching up
Is it possible to get an accurate view of the current state of SEO? There have been multiple attempts to…
How to design content that AI systems prefer and promote
Most guidance on optimizing for AI still focuses on how content is written. But AI systems don’t read content the…
How to produce content that naturally builds AEO clout
For a long time, links were the primary signal of authority in search. If you wanted visibility, you built backlinks….