Google Colorful Art Mural

In SEO, there are three main “bosses” with different needs: your business, your searchers, and your search engines. How do you answer to all of them?

Google’s announcement of Search Generative Experience (SGE) and the release of Bard are reshaping the digital landscape. These evolutions have many SEO implications. One of the most important is the renewed focus on brand entity SEO. In the past, SEO was largely focused on marketing to humans. However, with the rise of large language models, such as OpenAI’s GPT-4 and Google’s PaLM 2, MUM and BERT, SEO is now also about marketing to machines. But no matter the interface, whether blue links, rich results, Google surfaces, […]

In paid search, your most effective and cost-effective strategy should be to leverage your own valuable brand equity. Your online brand space is where you should be most confident at securing transactional web traffic associated with your products or services. Your brand is constantly under attack in paid search from businesses and brands freeloading on your brand equity, bidding on your brand terms, and using your brand name and trademarks in their ad copy. These brand crashers are driving up your brand CPCs and syphoning off […]