Inimitable Product is the New “Make Great Content”
For 25 years, Google told websites to “just make great content,” and they’d sort out the rest. This advice was incomplete, problematic, and reductive,…
Predictions
The 5 Big Trends that Will Dominate Marketing in 2026
I find most end-of-year prediction and crystal ball-gazing listicles to be trash. They don’t prove their assertions, use anecdotes rather than data at scale…
“AI will replace all the jobs!” Is Just Tech Execs Doing Marketing
Over the weekend, I went digging for evidence that AI can, will, or has replaced a large percent of jobs. It doesn’t exist. Worse…
Zero Clicks Does Not Mean Zero Sales
Look, I get it. The new world of a zero-click web, where search engines, AI tools, and social networks hoard traffic and send fewer…
Unpopular Opinion: Public Relations is the Future of Marketing
Public relations is a dying trade. Mainstream media has less influence than ever. Pitching for coverage is a thankless, fruitless task. Yeah, well, I…
Is Google Losing Search Market Share?
A recent Wall Street Journal made the top of feeds in the digital marketing world, claiming that Google is on the precipice of losing…
How to Fight Back Against a Traffic-Less Web
Surveys, studies, analytics… they all show the same thing: getting traffic on the web is harder than ever and it’s getting worse much faster…
New Research: So Far, AI is Not Disrupting Search or Making a Dent in Google
The good folks at Sonata Insights recently analyzed Datos‘ clickstream panel to uncover consumer search behavior insights in the “age of AI”. If you’re…
How to Future-Proof Your Marketing for an AI-Centric Search World? | 5-Minute Whiteboard
Today, Google’s search results still look (mostly) like lists of snippets and links, e.g. But, plenty of search marketers and industry observers suspect we’re…
5-Minute Whiteboard: Is Generative AI in Search Results the SEO Apocalypse?
In the not-too-distant future, we’ll look back at the days when a full 1/3rd of Google searches resulted in a free click to the…