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In paid media, many advertisers default to budgeting by ad platform, with a percentage to Google Ads, a percentage to LinkedIn Ads, etc., largely based on habit. Now, AI technology presents new opportunities to marketing leaders to decide where to spend their paid media dollars. Instead of allocating spend based on impression volume or historical […]
The Washington Post’s recent announcement of staffing cuts is a story with heroes, villains, and victims, but buried beneath the headlines is the reality of a big brand publisher confronting the same changes with Google Search that SEOs, publishers, and ecommerce stores are struggling with. The following are insights into their strategy to claw back […]
A click drop in your Google Ads account can feel like the floor just moved under your account. Not because clicks are considered more of a vanity metric. But because most sites still convert just a small slice of visitors. Shopify, believe that 2.5-3% is an average benchmark for industry leaders (although not backed with […]
Google revised its “Get on Discover” documentation following the lauch of the February Discover core update. On its documentation updates page, Google said it added more information on how sites can increase the likelihood of content appearing in Discover. Here’s what was added. What Changed Comparing the archived version with the current page shows Google […]
Welcome to the week’s Pulse for SEO: updates affect how Google ranks content in Discover, how it plans to monetize AI search, and what content you serve to bots. Here’s what matters for you and your work. Google Releases Discover-Only Core Update Google launched the February 2026 Discover core update, a broad ranking change targeting […]
Welcome to PPC Pulse. This week’s PPC updates come from both Microsoft and Google, all dedicated to more “behind the scenes” work. Microsoft announced a new Content Publisher Marketplace, where it is starting to rethink how content is compensated amid the increased use of AI. On the Google front, Google now says the standard tag […]
Google’s John Mueller was asked how many megabytes of HTML Googlebot crawls per page. The question was whether Googlebot indexes two megabytes (MB) or fifteen megabytes of data. Mueller’s answer minimized the technical aspect of the question and went straight to the heart of the issue, which is really about how much content is indexed. […]
This one started with a question from Adorján-Csaba Demeter, a subscriber in Romania, who asked how big the behavior change could be after Google’s AI Mode Personal Search launch, and it pushed me to think past the product announcement and into the habit shift underneath it. AI changing search is a foregone conclusion. The real story is […]
Jump straight to examples of affected websites. Over the past year, one of the most common tactics for gaining visibility in AI search has been for companies to publish “listicle” content on their own blogs – ranking the best companies or products in their niche and placing themselves in the No. 1 spot. There are […]
Today’s question is about understanding internal linking and how it can help or hinder a search engine’s perception of a page’s topical relevance and authority. “How do you technically assess whether a site’s internal linking is diluting topical authority rather than strengthening it?” What Is Topical Authority In essence, topical authority is the concept of […]