Consolidate or segment? A Performance Max decision framework
Too much consolidation wastes spend. Too much fragmentation hurts optimization. Find the right balance for your Google Ads account.
Topic: Marketing strategy
AI search is helping people ask bigger questions. Is your brand ready?
As AI search becomes more personalized, understanding customer needs, motivations, and context is becoming essential to earning visibility.
Stop letting AI make your marketing decisions
AI can support marketing implementation, but experienced marketers must guide strategy, evaluate work and stay accountable for results.
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.
Why Performance Max isn’t a YouTube ad strategy for ecommerce
YouTube can create demand that Search and Shopping can’t capture. But it needs creative and measurement built for how the channel works.
You can outsource marketing. You can’t outsource accountability.
Better marketing partnerships start with business context, clear feedback loops, and metrics that show more than traffic and rankings.
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.
3 PPC priorities to focus on in 2027
As advertising platforms take more control of media buying, advertisers need to rethink what they can control
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.
How to use multiple MMMs to make better paid media decisions
Compare MMM outputs to expose hidden assumptions, surface uncertainty, and identify which budget decisions need further testing.
SEO and PPC are sitting on each other’s best insights
The keyword that’s too expensive for PPC could be your next SEO priority. The page that ranks first could tell you where to cut paid spend.
How to build a defensible SEO budget for 2027
Show leadership what your SEO investment protects, where growth is justified, and which bets are worth testing as search keeps changing.
SEO budgets: Where to invest for maximum impact as search evolves
With so many changes in search, where should you invest? Find out with our detailed guide and get our free SEO budget reallocation calculator.
Creative targeting is quietly fragmenting your Meta audiences
Ten ads can behave like one when they make the same pitch. Give each buyer persona a distinct angle to expand your reach.
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.
More leads or better leads? Optimize for what your business needs
Form fills don't tell ad platforms what makes a lead valuable. Deeper-funnel signals can improve lead quality and campaign performance.
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.
How to build content briefs around audience situations
Search volume tells you what people search for. The context behind those searches can reveal what your content should actually address.
Social media strategy template
A free, step-by-step social media strategy template to help you drive true business results from social media. (Not just likes and follows.)
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 business context changes AI recommendations
See how three AI models responded as business context became progressively richer for the same strategic challenge.
Straight from the source: 2026 Search Engine Land Awards judges reveal what makes an application award-worthy
Don't miss your chance to take home the highest honor in search.
4 Google Ads settings and recommendations worth a closer look
Auto-apply, Display Expansion, Search Partners, and budget recommendations deserve a closer look. Learn what to review before making changes.
7 reasons your SEO tests fail and how to fix them
Your SEO test showed a lift. But did your change cause it? Isolate incremental impact and know when a result is worth scaling.
The 4-step health check for your target ROAS and CPA
Your bidding strategy is only as good as the targets behind it. Validate them with practical formulas and real campaign data.
How to evaluate Google Ads creative before testing it
Evaluate Google Ads creative with the MOCA framework before it enters testing, so you're experimenting with stronger ideas from the start.
How to make your SEO strategy more commercially aware
Prioritize SEO using the metrics that matter most to the business, including revenue, profitability, and return on investment.
How to build a 120-minute weekly SEO workflow that gets results
You don't need to do everything at once. A repeatable workflow helps you prioritize the SEO work with the biggest business impact.
3 questions that reveal your real search performance
Rankings and conversions show outcomes. The bigger challenge is understanding how buyers discover, evaluate, and choose brands.
Laura I. Abreu talks about a client experience that made her quit Google Ads
Laura I. Abreu shares how one wrong client taught her lasting lessons about trusting her instincts and setting expectations.
How TV ads create search demand — and what to do about it
Viewers don't just watch TV ads. They search. Here's how to capture demand, measure search lift, and connect search to media planning.
The new PPC skill set: From keyword manager to system optimizer
AI-driven Google Ads is changing the PPC role from campaign execution to signal design, conversion architecture, and system guidance.
How ‘it’s just SEO’ took over the GEO conversation
The GEO debate has become a distraction from a larger shift in how AI systems surface brands, sources, and recommendations.
How to structure paid social creative testing for better performance
Platforms can recognize when creative variations are nearly identical, making differentiated concepts more valuable than cosmetic tweaks.
Interrupting buyer journeys: The SEO strategy hiding in plain sight
Create SEO content that surfaces alternative solutions, captures high-intent traffic, and reaches users earlier in the buyer journey.
How to stand out in AI search when every business sounds the same
AI builds your brand narrative from every digital signal you publish. Sharpen your positioning before generic messaging makes you invisible.
The funnel query pathway: A framework for measuring AI visibility
Traditional SEO metrics break in AI environments. Here’s a new model for tracking visibility across search, assistants, and agents.
Dean Kadi talks clients ignoring performance data
Dean Kadi shared a real-world PPC story about the consequences of ignoring performance data and overriding a winning ad strategy.
Build a martech stack that makes it easy to manage your brand
Struggling with brand consistency? The solution isn't necessarily more tools. It's the right tools, assembled and aligned with intention.