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Search is changing fast — and so is how people discover content online. AI-driven tools like ChatGPT are cutting into traditional website traffic, pushing businesses to rethink how they design and optimize their digital presence. I saw this shift up close during a recent website redesign and brand refresh. In the past, redesigning a site […]
How to optimize your website for AI-powered search Read More »
The rise of AI-powered search has profoundly changed how people learn, discover, and decide. For brands, maintaining site health now extends far beyond traditional SEO best practices, becoming a critical factor in how AI systems discover, understand, and portray your content. That’s why ensuring your website is robust and AI-ready is paramount. Let’s explore some
Why a healthy site is central to AI search performance by Semrush Enterprise Read More »
I may live in a marketing-measurement bubble, but if you’re a brand — especially a consumer brand — you’ve likely felt the itch: “‘Maybe we should think more seriously about incrementality.” The good news? You don’t have to overhaul everything at once. Here’s how to start. Step 1: Recognize attribution’s limits This isn’t just about
4 steps to kickstart incrementality without overcomplicating it Read More »
Last week, Google published a blog post rebutting claims of declining website traffic from Google Search. “Overall, total organic click volume from Google Search to websites has been relatively stable year-over-year,” the post said. “Additionally, average click quality has increased and we’re actually sending slightly more quality clicks to websites than a year ago (by
Google says web traffic isn’t declining. Google Gemini and five other LLMs disagree. Read More »
Brand visibility now matters more than ever. Roughly eight in 10 consumers say they must be able to trust a brand to buy from it. That trust is built via a quality product and consistent, visible messaging. To stay competitive, marketers must: Fully embrace both visibility and personalization. If your brand isn’t present in the
Winning genAI search requires structured, persona-driven content strategies Read More »
Generative engine optimization (GEO) is quickly becoming essential for brands that want to stay visible in an AI-driven world. It’s the practice of optimizing your content so tools like ChatGPT, Gemini and Perplexity can surface it. The good news? If you already have a solid SEO strategy, you’re off to a strong start. GEO builds
How to turn SEO wins into GEO dominance Read More »
AI is changing how people discover and navigate websites. Visitors arrive from chatbots, generative answer boxes and virtual assistants instead of traditional search — but GA4 buries most of this traffic under “Organic Search” or “Referral.” That makes it impossible to see AI’s impact on discovery, engagement and conversion. Creating a dedicated AI channel exposes
Why it’s time to treat AI referrals as their own channel in GA4 Read More »
Amid the hype and dire warnings about AI creating a “Frankenstein’s monster,” one of the most tangible shifts marketers face today is the rapid transformation of B2B buying behavior. Deep research tools like OpenAI and Perplexity allow buyers to circumvent traditional processes, streamlining decision-making in ways that render old sales funnels obsolete. TrustInsight.AI co-founder and
AI tools are rewriting the B2B buying process in real time Read More »
If you publish videos to YouTube using the same approach you use for blogs, you’re not alone. At first glance, it makes sense. YouTube and Google Search seem like close cousins. The same company owns them. They both have algorithms. They both surface content based on relevance. Many B2B content teams take what works for
Why YouTube SEO requires a different strategy than blogs Read More »
Optimizing for Google’s AI Mode—and AI search more broadly—isn’t just a tweak to your existing SEO playbook. It’s a shift in mindset. But don’t worry: You don’t need a computer science degree to navigate it. What’s required is a clear understanding of how search behavior and Google’s capabilities are evolving—and how to meet those changes
11 ways to optimize for Google AI Mode without getting lost in the weeds Read More »