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Paid search used to be legible. You changed a bid, added a keyword theme, rewrote an ad, and the numbers moved in a direction you could explain. Every input had a traceable output, and reporting was mostly a matter of showing which lever you pulled. That chain has come apart. With Performance Max, Demand Gen, […]
Ask ChatGPT or Claude to recommend a product in your market. If your brand does not appear, you have a problem that no amount of keyword optimization will fix. Most SEO professionals, when faced with this, immediately think about content. More pages, more keywords, better on-page signals. But the reason your brand is absent from […]
An analysis of more than 400 websites by Zyppy founder Cyrus Shepard identifies five characteristics associated with whether a site gained or lost estimated organic traffic over the past 12 months. Shepard classified sites by revisiting many of the same ones covered in Lily Ray’s December core update analysis, categorizing them by business model, content […]
This post was sponsored by Victorious. The opinions expressed in this article are the sponsor’s own. Improving search visibility across traditional and AI search requires evolving our methods and updating how teams work together to improve outcomes. Content teams and SEO teams have always needed each other. But with AI search raising the bar on […]
Most ecommerce brands obsess over category pages and backlinks or product optimizations, while their product feeds remain auto-generated and underoptimized. Product feeds act as the backbone of ecommerce site catalogs and have long been the sole remit of PPC teams, but in the new era of AI Search, this is changing. Back in 2023, Search […]
There’s an interesting paradox currently occurring in the realm of marketing. Marketers have more tools and data at their fingertips, yet despite this influx of information, marketing leaders also somehow have less clarity than ever before. Over the past decade, Google’s algorithms and privacy regulations have significantly shifted traditional SEO best practices. SEO has evolved […]
Search is moving from queries typed into a box to conversations held with systems that understand intent, context, and outcomes. People no longer look for pages. They look for solutions, guidance, and confidence that they are making the right choice. Agentic AI pushes this shift further. Instead of waiting for instructions, agents act on goals. […]
For businesses just beginning to test the waters in paid media, identifying the right channels to start with is foundational to success. Splitting a budget prematurely among too many platforms is not likely to yield positive results, and launching on a platform that’s not a good fit for a business can cause difficult conversations around […]
Managing PPC accounts is already time-consuming, especially when attention gets pulled toward tasks that don’t meaningfully impact performance. Over time, accounts accumulate extra keywords, inconsistent negatives, and small inefficiencies that make everyday management harder than it needs to be. Fortunately, Google Ads includes several built-in tools that help streamline these tasks. These seven shortcuts can […]
For 25 years, we’ve built websites for humans who click, scroll, and browse. That era is ending. I’ve been in website optimization for 15+ years, and this is the biggest shift I’ve seen since mobile. And honestly, I think it’s way bigger than that. The internet is undergoing its most significant transformation since it began. […]