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A lot of PPC managers are going to get asked about ChatGPT Ads over the next few months. That was probably inevitable the moment OpenAI moved beyond testing ads and started building a real monetization story around them. The initial pilot was easy enough for most advertisers to ignore. It was invite-only, expensive, and limited […]
WordPress co-founder Matt Mullenweg responded to Cloudflare’s announcement of EmDash as the spiritual successor to WordPress by invoking Will Smith’s Oscars slap. Cloudflare’s CEO responded by doing exactly what Mullenweg told him not to do. Spiritual Successor To WordPress Mullenweg’s first criticism of the new EmDash was the claim that it was the spiritual successor […]
Google’s John Mueller answered a question about why some websites use multiple XML sitemaps instead of a single file. His answer suggests that what looks like unnecessary complexity may come from reasons that are not immediately obvious. The question came from an SEO trying to understand why managing multiple sitemap files would be preferred over […]
The conversation around llms.txt is real and worth continuing. I covered it in a previous article, and the core instinct behind the proposal is correct: AI systems need clean, structured, authoritative access to your brand’s information, and your current website architecture was not built with that in mind. Where I want to push further is […]
Evergreen content used to be the safest bet in the content calendar: write it once, let it rank, watch it compound for years. That model is breaking. AI Overviews answer the easy questions before a reader ever clicks, and audiences are openly tired of 2,000-word posts padded around a one-sentence answer. An evergreen content strategy […]
AI and automation in ad platforms are well established. Google Ads and Microsoft Advertising are heavily invested in automated features, and the technical barrier to entry has never been lower. However, that accessibility comes with a tradeoff. Two common challenges surface when bringing a PPC team in-house: Campaigns are easier to launch than they are […]
Google’s John Mueller responded to a question about whether core updates roll out in stages or follow a fixed sequence. His answer offers some clarity about how core updates are rolled out and also about what some core updates actually are. Related reading: Google answers why some seos split their sitemap into. Question About Core […]
Google’s Gary Illyes published a blog post explaining how Googlebot’s crawling systems work. The post covers byte limits, partial fetching behavior, and how Google’s crawling infrastructure is organized. The post references episode 105 of the Search Off the Record podcast, where Illyes and Martin Splitt discussed the same topics. Illyes adds more details about crawling […]
We’ve all seen it. Brands with healthy websites and excellent content have been watching their organic traffic from Google’s SERP erode for years. In a recent webinar hosted by Search Engine Journal, guest speaker Nikhil Lai, principal analyst of Performance Marketing for Forrester Research, estimated his clients are losing between 10 and 40% of organic […]
Google’s Gary Illyes and Martin Splitt used a recent episode of the Search Off the Record podcast to discuss whether webpages are getting too large and what that means for both users and crawlers. The conversation started with a simple question: are websites getting fat? Splitt immediately pushed back on the framing, arguing that website-level […]