Agencies have several teams, some of which are formed over the years and some that come together quickly as new hires join and new clients are onboarded. Agency teams include executive leadership, marketing channel leaders and cross-functional groups or pods responsible for supporting clients. With the complexity found in most agencies, it can be challenging […]
6 vital lenses for effective keyword research
Don’t fall into the trap of haphazard keyword research. Here’s how to go beyond basic metrics to identify keywords you can actually rank for. Why keyword research is hard (and misunderstood) Anyone anywhere can fire up a keyword research tool and export a giant list of “relevant” keywords. That’s not the problem. The problem is […]
How to leverage social search for effective on-site optimization
Embrace the era of “search everywhere” by harnessing the potential of social search platforms for accelerated content optimization. Experimentation is an underutilized tool in content strategy for SEO. Traditionally, we create content based on research and theory, wait months to see how it ranks, then iterate if needed – an ongoing cycle. However, the rise of social search […]
An SEO’s guide to understanding large language models (LLMs)
What SEOs need to know about large language models, natural language processing and everything in between. Should I use large language models for keyword research? Can these models think? Is ChatGPT my friend? If you’ve been asking yourself these questions, this guide is for you. This guide covers what SEOs need to know about large […]
Search everywhere optimization: 7 platforms SEOs need to optimize for beyond Google
The new “SEO” search everywhere optimization and how to adapt your strategy beyond Google to optimize for other platforms. It’s “search everywhere optimization.” This means that, as organic search strategists, we must take more ownership to optimize beyond Google. Search is more fractured than ever, so people turn to places beyond Google to find what they need. […]
Six ways generative AI can transform your search strategy
With the rise of generative artificial intelligence (AI), search marketing has been empowered with advanced capabilities that go beyond traditional approaches. Generative AI is reshaping how we find information online, transforming search marketing and revolutionizing how marketers optimize online presence. What does generative search mean anyway? Google splits its AI products into two categories – […]
SEO, generative AI and LLMs: Managing client expectations
Large Language Models (LLMs) remain a hot topic in SEO – especially with the popularity of OpenAI’s ChatGPT and other generative AI tools with user-friendly chat interfaces. It’s so easy to get excited about the potential of generative AI and what it means for an SEO strategy. But managing client expectations remains critical. This overarching guide […]
LLM optimization: Can you influence generative AI outputs?
Since the introduction of generative AI, large language models (LLMs) have conquered the world and found their way into search engines. But is it possible to proactively influence AI performance via large language model optimization (LLMO) or generative AI optimization (GAIO)? This article discusses the evolving landscape of SEO and the uncertain future of LLM optimization in AI-powered search engines, […]
How to use Google Gemini to improve SEO operational efficiency
From creating SOPs to managing cross-functional teams, find out how Gemini can help drive efficiency in your digital advertising endeavors. Gemini’s integration with Google Workspace can improve SEO operations and align activities with management priorities. Key insights: I’ve built hundreds of teams in SEO, content marketing, link building and digital PR across 10+ companies. I’ve invested in […]
How to build a custom GPT to redefine keyword research
Create a custom GPT for unique data analysis, uncovering valuable keyword opportunities. A new era of customized AI models is emerging. Known as custom GPTs (generative pre-trained transformers), these tools enable SEO professionals to harness the capabilities of language models like ChatGPT and tailor them to their unique processes and philosophies. This article covers the […]