57% of beauty consumers don’t start with Google Search
Google, social, and AI aren’t replacing one another. They play different roles in the same journey, with big implications for search strategy.
Topic: Customer experience
Content strategy template [Free download + tips]
Guided content strategy template to help you create a long-term plan for your content marketing. 100% free, no opt-in required.
Content strategy in six steps: A practical guide
Learn how to build a content strategy that aligns with buyer intent, drives traffic, and boosts conversions.
AI usage surges 6X for local search, fragmenting the digital ecosystem
Local search behavior now straddles multiple platforms, with consumers traversing a 'verification loop' to find actionable information.
The collapse of attribution
AI search is breaking click-based attribution. Here’s how to measure visibility, demand and business impact.
When more PPC budget doesn’t equal more leads
If search is carrying your lead generation strategy, increasing spend won’t replace the awareness and trust built across other channels.
Ranking is only half the job: SEO for task completion
Learn why rankings alone fall short, how task completion boosts conversions, and why better UX can strengthen long-term search performance.
Your competitors’ negative reviews could improve your PPC ads
What customers complain about can reveal what they value. Use those insights to find stronger PPC messages to test.
What is a marketing funnel? Complete beginner’s guide
Learn how to create effective marketing funnels that turn visitors into loyal customers. Start optimizing your sales process today.
How to map AI search prompts to every stage of the sales funnel
Your brand may win the shortlist and lose the buyer earlier. Map prompts to see where AI introduces, recommends, compares, or drops you.
AI visibility has two jobs: Execute SEO and mobilize the organization
Getting cited by AI isn't enough. Discover why winning recommendations requires cross-functional action beyond SEO and website optimization.
A 5-layer framework for measuring AI search performance
Traditional attribution misses part of the AI buyer journey. Measure access, visibility, demand, referrals, pipeline, and revenue.
How customers build confidence across the search journey
AI, Google, Reddit, YouTube, and brand sites help resolve different kinds of uncertainty. Here's what that means for your search strategy.
How SEO and PPC build trust across search: Case study
A 26-week case study shows how connected search marketing efforts improved visibility, addressed buyer friction, and reduced CPA.
Attribution vs. incrementality: Why you need both
Attributed conversions don’t always equal incremental growth. Knowing the difference can lead to better campaign and budget decisions.
Why attribution and impact are no longer the same thing in PPC
Platform reports tell part of the story. Incrementality, CRM data, and broader measurement can reveal marketing's true impact.
4 ways to track AI search visibility when attribution falls short
The path from discovery to decision is getting harder to see. Learn how to combine traditional attribution with new signals of influence.
The search everywhere optimization pyramid: How to build visibility before search
Your buyers already have a shortlist before they reach Google. Here’s how to influence the conversations that put brands on it.
Google Ask Maps: How to optimize for visibility
Ask Maps changes local visibility from ranking in a long list to being confidently recommended. Here’s what that shift means for local SEO.
Why Google Ads, GA4 and CRM numbers never match
Attribution models, reporting windows, and customer journeys all create measurement gaps between ad platforms, analytics tools, and CRMs.
Customers want personalized marketing. Why can’t most brands deliver?
Your customers may not use the phrase ‘personalized marketing,’ but they recognize it when it works.
Why no amount of SEO can fix a broken brand
Traffic loss isn’t always technical. See how reputation, inventory decisions, and leadership missteps quietly erode rankings and conversions.
LLM nudges: The hidden force behind AI-driven journeys
Deals and comparisons dominate AI nudges, shaping behavior and influencing decisions across the customer journey.
If you can’t say what problem your brand solves, AI won’t either
AI is collapsing discovery, search, and purchase into a single moment. Brands without clear positioning risk getting left out of the answer.
Build your marketing ark: A framework for AI, empathy, and design
Customers are overwhelmed and teams are burned out. Here’s how to use AI to simplify decisions and improve marketing performance.
AI-forward campaigns are a B2B growth gold mine — if you’re patient
B2B buyers are influenced long before they search. Here's how AI-powered Google Ads campaigns build demand early — and pay off over time.
Why your law firm’s best leads don’t convert after research
Most referral loss isn’t random. It happens during validation — where credibility, specificity, authority, and friction break conversion.
10 advanced ecommerce SEO tips that boost rankings and revenue
Go beyond basic SEO efforts with these small-but-mighty ecommerce plays. Learn how to use filters, reviews, site search, PDPs, and internal links on your shopping site to improve visibility and drive growth.
Own your branded search: Building a competitive PPC defense
Competitors and review sites are bidding on your brand. Here's how to structure PPC campaigns that protect revenue and high-intent traffic.
See how leaders bridge the engagement divide by watching ‘Engage with SAP Online’ on demand
Mark Ritson and leaders from BMW, Essity, and Sinch break down what’s driving change in customer engagement, and how brands can keep up. Watch on demand now.
4 strategic paid search pivots to survive Google’s AI Overviews
AI Overviews are lowering CTR, raising CPCs, and compressing the buyer journey. Here’s how to protect performance and stay competitive.
How AI is reshaping local search and what enterprises must do now
AI now mediates how customers discover and choose local services. Learn how AI systems evaluate trust, data quality, and relevance.
When search performance improves but pipeline doesn’t
Strong rankings and traffic can mask post-click breakdowns. These breakpoints show where intent, conversion, and measurement fail.
Why first-touch analytics matters more than ever for SEO in 2026
AI-driven search is breaking last-touch attribution. First-touch analytics reveals SEO’s role in discovery, influence, and revenue.
Your next customer might not be human: Designing journeys for people and AI agents
AI agents increasingly filter options and shape shortlists before people ever engage, shifting where visibility and influence are earned.
Scalable local SEO practices
Break down scalable local SEO practices that hold up at scale — covering structure, templates, tooling, workflows, and performance tracking.
Mentions, citations, and clicks: Your 2026 content strategy
Your next wins depend on the signals models see, not the pages users visit. Adapt your content before agents take over the journey.
82% of marketers fail AI adoption (Positionless Marketing can fix it)
Research from Forrester and insights from Blain's Farm & Fleet reveal the real barrier isn't technology; it's how marketing work gets done.
How display ads can boost organic reach and ROI: What SEOs need to know
Display ads build awareness and drive clicks across the web. Learn how they work, key targeting options, and tips to maximize performance and ROI.
7 focus areas as AI transforms search and the customer journey in 2026
AI is reshaping how people search, decide, and buy. Discover the key shifts defining 2026 and how to stay visible everywhere.