Guides and explainers on search, links and AI visibility. Every post names the person who wrote it and the practice lead who reviewed it.
Page-intent segmentation is the practice of tagging every page on a site by the search intent it serves, informational, commercial, transactional, or branded, before analyzing traffic and conversion data. Without this layer, standard reports blend pages with completely different jobs into a single average, and that average tells you almost nothing useful. Allowing a page […]
AI search systems are moving beyond simple keyword matching and focusing more on understanding entities, relationships, and context. To provide accurate answers, AI needs to identify what a brand, person, organization, or product represents. Platforms like Wikipedia and Wikidata help create clear entity signals by providing structured and verifiable information. These signals can help AI […]
AI search is changing how people discover video. Instead of relying only on YouTube search, users now ask ChatGPT, Perplexity, Gemini, and Google’s AI Overviews for recommendations, tutorials, and explanations. As a result, video has become one of the most influential content formats shaping AI-generated answers. Video is one of the most cited sources inside […]
Every day, thousands of articles repeat the same facts and statistics from existing sources. While this content can still be useful, it rarely becomes the source that others reference. Original data and statistics pages stand out because they contribute something new instead of repeating information that already exists. Whether it’s a survey, benchmark report, customer […]
Ask ChatGPT “what are some of the best WordPress SEO plugins?” and it names Yoast SEO sometimes directly, sometimes in passing. This isn’t hypothetical; it’s a documented pattern. And whether that answer links back to yoast.com barely matters. For two decades, links were the currency of digital authority. Google’s ranking model treated every backlink as […]
Search is evolving beyond helping people find information. AI can now answer questions, compare options, and assist with completing real-world tasks. As these capabilities improve, search is becoming less about retrieving information and more about helping users achieve their goals. This shift is changing how people research products, evaluate services, and make purchasing decisions. It […]
Every marketing report is only as good as the tracking behind it. Before you present a single dashboard, the traffic feeding it has already been shaped, or distorted, by how your UTMs were built and how your channels were grouped. Most attribution problems don’t start in the analysis. They start weeks earlier, in a UTM […]
AI systems are increasingly using community-driven content to understand real user experiences and opinions. Platforms like Reddit provide valuable insights through discussions, reviews, and problem-solving conversations that are often missing from traditional web content. Reddit and AI Citations have gained attention because AI systems can use community discussions as a supporting source when generating answers. […]
Data-driven digital PR means generating original data, proprietary numbers, survey findings, a fresh cut of public data, and turning it into a story worth covering. Not opinions or product news, but a specific, verifiable number nobody’s published yet. That’s what makes it work for two audiences at once. Journalists want a fact nobody else has […]
Most content teams already have a library of published pages that contain useful information, research, and expertise. The challenge is that many of these pages were created for traditional search and readers, not for systems that need to quickly understand, extract, and present information. To repurpose existing content for AI, teams do not always need […]
Occasional writing on how answer engines change what gets recommended. No drip sequence, unsubscribe in one click.
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