Why so much SEO work no longer drives growth
Keyword research and on-page optimization still matter, but authority, distribution, and brand visibility now drive more organic growth.
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AI in the wild: Confident, wrong, and weirdly expensive
AI doesn’t need to be fully correct to sound convincing. Three Gemini conversations reveal why expertise and skepticism still matter.
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Google’s expanded candidate set and the selection crisis
As AI systems evaluate broader content pools, selection depends on verification, semantic relationships, and information gain.
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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.
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How Google Display exclusions guide AI-driven optimization
Accidental clicks, bot traffic, and low-quality placements contaminate campaign data. Strategic exclusions help keep optimization on track.
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The overlooked business value of SEO and affiliate alignment
SEO and affiliate teams affect the same revenue, rankings, and LLM visibility. Alignment can reduce costs and strengthen brand performance.
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What to do now that AI Overviews turned search into reading sessions
Search intent still shapes content strategy, but AI Overviews now shape how users behave on the SERP itself.
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The world’s mathematicians just issued a formal declaration telling AI companies to stop using their work without permission
A coalition of mathematicians from institutions including Oxford, Cambridge, ETH Zurich, Columbia, and Northwestern has published a formal declaration calling on the mathematical community to confront the threats that artificial intelligence poses to their discipline. The Leiden Declaration on Artificial Intelligence and Mathematics, released on Monday and endorsed by the International Mathematical Union, is the most […]
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How SEO turns customer success into AI-readable proof
Much of the evidence AI systems rely on lives inside customer success, support, and delivery teams. Here’s how SEO can surface it.
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Why high-ROAS campaigns don’t always deserve more budget
More budget doesn’t always create more revenue. Identify when scaling paid search will drive incremental value versus higher costs.
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