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AI labs are buying used books. Not e-books, not licensed datasets — pallets of physical, printed books, sourced by brokers who pitch the deal in blunt terms: the best training data left is sitting on a shelf, because it was printed before generative AI existed to pollute it. At the same time, a whole tier […]
Retainers rarely get cut because an agency picked the wrong AI tool. They get cut because the thing clients used to pay for — knowing the industry better than the client does — got cheap, and too many agencies never replaced it with something the client can’t get on their own. Research, competitive analysis, and […]
Everywhere I look, the most interesting work in publishing and search is not coming from the big publisher titles. It is coming from individuals. Do individuals now hold all the power, and is the future of content to be found on Substack? When I spoke with Harry Clarkson-Bennett recently about publishers surviving AI, I put […]
Search engines are not losing the trust war to AI chatbots. They are winning it by more than 40 points, and nowhere is that margin wider than in the United States. In the YouGov livestream on July 8, “The New Search Journey, How AI Is Changing Online Discovery.” Host Brian Reitz walked experts Clifton Mark […]
A brand can win an AI Overview citation and still hand the sale to a competitor. That is not a hypothetical — it is happening on a majority of “best software” queries right now, and the mechanism behind it explains why so many comparison pages are quietly working against the brands that publish them. For […]
Multi-location brands are currently reviewing their Google Search Console click traffic, comparing 2026 to 2025, and trying to convince themselves and key stakeholders that AI Overviews are responsible for a year-over-year drop in non-branded clicks. Today, visibility is distributed across a multitude of destinations, including features in Google Maps such as “Ask Maps,” AI Overviews, […]
Most summers, a reading list for SEO professionals is about thinking more broadly, stepping back from the day-to-day, and coming back in September with fresh perspective. This summer, it’s about keeping up. Because the gap between what you knew going into June and what you need to know by Labor Day is wider than it’s […]
We have always been approximating relevance. Every keyword list, every TF-IDF score, every editorial judgment about whether a page “covers the topic” has been an attempt to answer a single question: is this content about the thing the user is looking for? The tools changed. The question did not. What changed, meaningfully, is the resolution […]
Scaling AI content generation is the number one content strategy for enterprise organizations optimizing for AI search visibility. According to Conductor’s 2026 State of AEO/GEO CMO Investment Report, which surveyed over 250 executives and digital leaders across 12 industries, it ranked above structured data, above authoritative long-form guides, and above original research. Across every maturity […]
When I started updating an online course I’m teaching, I kept returning to the same uncomfortable observation: The content marketing profession has gotten remarkably good at producing content nobody wants to read. That’s not a knock on the people doing the work. It’s a structural problem created by an industry that optimized for volume at […]