Incrementality and attribution are two approaches to measuring marketing performance that are frequently discussed as though they are competing lenses viewing the same data. But they’re actually designed to answer very different questions, using different forms of evidence. Attribution asks which observed marketing touchpoints should receive credit for a conversion. Incrementality asks whether the marketing […]
One of AI Max’s capabilities is creating assets for you. This can take the strain off the PPC team by reducing the need to customize ads for every single ad group. We wanted to quantify how well the text customization feature worked for various companies, so we ran tests with three different companies to understand […]
Sadly, every so often, you hear of content being indexed and exposed on Google and other search engines. Often the issue is not necessarily with the search engine but with the site that hosts and holds that information. Those sites often do not set the proper blocking mechanisms in place to communicate to Google and […]
For every dollar you spend on SEO, how much do you get in return? Impressions, clicks, rankings, and query growth can show the results of SEO activity. But they don’t tell executives what they need to understand: how much it costs to acquire a customer (CAC), how that cost changes as SEO efforts continue, and […]
Creator content increasingly informs AI answers. After all, a large language model (LLM) can’t have an opinion. It can’t decide whether your product is the best moisturizer or the water softener that’s the best value. So when someone asks a subjective question, an LLM borrows a point of view from wherever humans have already shared […]
Key Takeaways Google has officially ended support for FAQ rich results, completing a phased rollout that began in 2023. Most websites have not been eligible for FAQ rich results for nearly three years, so the practical impact on search visibility is minimal. The announcement does not mean FAQ schema has lost its value. Structured FAQ […]
Most AI website builders promise you can create a website in minutes, but what does that timeline actually include? While AI can generate a professional-looking website surprisingly quickly, you’ll still need time to choose a domain, review the generated content, make a few edits, and publish your site. In this guide, we’ll break down the […]
If you use ChatGPT for your marketing (content ideas, outlines, copy, strategy), you’ve probably run into the same wall: the AI doesn’t know what’s actually ranking. It doesn’t know how competitive a keyword is. It doesn’t know whether 500 monthly searches is high or low for your industry. It doesn’t know if your competitors are […]
Key Takeaways Google is rolling out five updates to AI Mode and AI Overviews that make source attribution more visible and informative. New features like inline citations, hover previews, and enhanced publisher attribution are designed to encourage more users to visit external websites. The updates address long-standing concerns from publishers about declining referral traffic from […]
Key Takeaways AI-generated pitches and posts are flooding editor inboxes, which means the bar for guest posting has moved. More than ever, writers need to lead with originality and a clear point of view. A short, human email that references specific recent posts is one of the best ways to get noticed. Choose a primary […]
