When AI-generated content became more accessible, questions quickly followed: Is this the future of content marketing? Can AI match the quality of a tenured writer? Will it impact long-term performance? Can it be implemented at scale? We needed to find out. By building a process that balances speed and structure without sacrificing quality, we’ve helped […]
If you’ve layered audiences into your Google Ads campaign and weren’t sure if you should select “targeting” or “observation,” you’re not alone. While the Google and Microsoft platforms give decent explanations of the two modes, picking the wrong option can quietly sabotage performance. This setting controls how your audience selections influence who sees your ads […]
The game has changed, and quite recently, too. Generative engine optimization (GEO), AI Overviews (AIOs), or just an extension of SEO (now being dubbed on LinkedIn as Search Everywhere Optimization) – which acronym is correct? I’d argue it’s GEO, as you’ll see why. And if you’ve ever built your own large language model from scratch […]
With AI already running the show in search, using SEO tools to automate repetitive tasks isn’t about saving time – it’s just the new normal. Ironically, in 2025, the only thing that feels outdated is not using them. If finding SEO software tools is a no-brainer at this point, what about choosing the best ones? […]
Return on ad spend (ROAS) is a common metric or key performance indicator for paid search campaigns. PPC managers and digital marketing executives have been using it for a long time. In fact, it isn’t even novel to just digital marketing. While calculating and connecting the dots with attribution for full end-to-end digital marketing is […]
There are many businesses relatively new to SEO that eventually face the decision to build or buy links because they are told that links are important, which, of course, links are important. But the need to buy links presupposes that buying them is the only way to acquire them. Links are important, but less important […]
Google’s John Mueller and Martin Splitt discussed making changes to a web page, observing the SEO effect, and the importance of tracking those changes. There has been long-standing hesitation around making too many SEO changes because of a patent filed years ago about monitoring frequent SEO updates to catch attempts to manipulate search results, so […]
The CEO of Conductor started a LinkedIn discussion about the future of AI SEO platforms, suggesting that the established companies will dominate and that 95 percent of the startups will disappear. Others argued that smaller companies will find their niche and that startups may be better positioned to serve user needs. Besmertnik published his thoughts […]
Despite a smaller overall share of ad spend, Snapchat ads appear to deliver stronger returns on ad dollars – especially for fashion retailers. That’s according to new research from Snap and analytics firm Triple Whale. Zoom out. As brands weigh platforms ahead of Q4, Snapchat is showing signs of being a high-impact, low-cost option, particularly […]
Great results don’t always speak for themselves. In agency life, it’s often the conversations around the work – not just the work itself – that shape how clients perceive your value. Yet most teams treat client calls like a routine task, not a strategic moment. Here’s how to change that. Big structure vs. small scrappiness […]