We are navigating the “search everywhere” revolution – a disruptive shift driven by generative AI and large language models (LLMs) that is reshaping the relationship between brands, consumers, and search engines.

For the last two decades, the digital economy ran on a simple exchange: content for clicks. 

With the rise of zero-click experiences, AI Overviews, and assistant-led research, that exchange is breaking down.

AI now synthesizes answers directly on the SERP, often satisfying intent without a visit to a website. 

Platforms such as Gemini and ChatGPT are fundamentally changing how information is discovered. 

For enterprises, visibility increasingly depends on whether content is recognized as authoritative by both search engines and AI systems.

That shift introduces a new goal – to become the source that AI cites.

A content knowledge graph is essential to achieving that goal. 

By leveraging structured data and entity SEO, brands can build a semantic data layer that enables AI to accurately interpret their entities and relationships, ensuring continued discoverability in this evolving economy.

This article explores:

• The difference between traditional search and AI search, including the concept of comprehension budget.
• Why schema and entity optimization are foundational to discovery in AI search.
• The content knowledge graph and the importance of organizational entity lineage.
• The enterprise entity optimization playbook and deployment checklist.
• The role of schema in the agentic web.
• How connected journeys improve customer discovery and total cost of ownership.

The fundamental difference between traditional and AI search

To become a source that AI cites, it’s essential to understand how traditional search differs from AI-driven search.

Traditional search functioned much like software as a service. 

It was deterministic, following fixed, rule-based logic and producing the same output for the same input every time.

AI search is probabilistic. 

It generates responses based on patterns and likelihoods, which means results can vary from one query to the next. 

Even with multimodal content, AI converts text, images, and audio into numerical representations that capture meaning and relationships rather than exact matches.

For AI to cite your content, you need a strong data layer combined with context engineering – structuring and optimizing information so AI can interpret it as reliable and trustworthy for a given query.

As AI systems rely increasingly on large-scale inference rather than keyword-driven indexing, a new reality has emerged: the cost of comprehension. 

Each time an AI model interprets text, resolves ambiguity, or infers relationships between entities, it consumes GPU cycles, increasing already significant computing costs.

A comprehension budget is the finite allocation of compute that determines whether content is worth the effort for an AI system to understand.

4 foundational elements for AI discovery

For content to be cited by AI, it must first be discovered and understood. 

While many discovery requirements overlap with traditional search, key differences emerge in how AI systems process and evaluate content.

1. Technical foundation

Your site’s infrastructure must allow AI engines to crawl and access content efficiently. 

With limited compute and a finite comprehension budget, platform architecture matters. 

Enterprises should support progressive crawling of fresh content through IndexNow integration to optimize that budget.

Ideally, this capability is native to the platform and CMS.

2. Helpful content

Before creating content, you need an entity strategy that accurately and comprehensively represents your brand. 

Content should meet audience needs and answer their questions. 

Structuring content around customer intent, presenting it in clear “chunks,” and keeping it fresh are all important considerations.

Dig deeper: Chunk, cite, clarify, build: A content framework for AI search

3. Entity optimization

Schema markup, clean information architecture, consistent headings, and clear entity relationships help AI engines understand both individual pages and how multiple pieces of content relate to one another. 

Rather than forcing models to infer what a page is about, who it applies to, or how information connects, businesses make those relationships explicit.

4. Authority

AI engines, like traditional search engines, prioritize authoritative content from trusted sources. 

Establishing topical authority is essential. For location-based businesses, local relevance and authority are also critical to becoming a trusted source.

The myth: Schema doesn’t work

Many enterprises claim to use schema but see no measurable lift, leading to the belief that schema doesn’t work. 

The reality is that most failures stem from basic implementations or schema deployed with errors.

Tags such as Organization or Breadcrumb are foundational, but they provide limited insight into a business. 

Used in isolation, they create disconnected data points rather than a cohesive story AI can interpret.

The content knowledge graph: Telling AI your story

The more AI knows about your business, the better it can cite it. 

A content knowledge graph is a structured map of entities and their relationships, providing reliable information about your business to AI systems.

Deep nested schema plays a central role in building this graph.

A deep nested schema architecture expresses the full entity lineage of a business in a machine-readable form.

In resource description framework (RDF) terms, AI systems need to understand that:

• An organization creates a brand.
• The brand manufactures a product.
• The product belongs to a category.
• Each category serves a specific purpose or use case.

By fully nesting entities – Organization → Brand → Product → Offer → PriceSpecification → Review → Person – you publish a closed-loop content knowledge graph that models your business with precision.

Dig deeper: 8 steps to a successful entity-first strategy for SEO and content

The enterprise entity optimization playbook

In “How to deploy advanced schema at scale,” I outlined the full process for effective schema deployment – from developing an entity strategy through deployment, maintenance, and measurement.

Automating for operational excellence

At the enterprise level, facts change constantly, including product specifications, availability, categories, reviews, offers, and prices. 

If structured data, entity lineage, and topic clusters do not update dynamically to reflect these changes, AI systems begin to detect inconsistencies.

In an AI-driven ecosystem where accuracy, coherence, and consistency determine inclusion, even small discrepancies can erode trust.

Manual schema management is not sustainable.

The only scalable approach is automation – using a schema management solution aligned with your entity strategy and integrated into your discovery and marketing flywheel.

Measuring success: KPIs for the generative AI era

As keyword rankings lose relevance and traffic declines, you need new KPIs to evaluate performance in AI search.

• Brand visibility: Is your brand appearing in AI search results?
• Brand sentiment: When your brand is cited, is the sentiment positive, negative, or neutral?
• LLM visibility: Beyond branded queries, how does your performance on non-branded terms compare with competitors?
• Conversions: At the bottom of the funnel, are conversion metrics being tracked and optimized?

Dig deeper: 7 focus areas as AI transforms search and the customer journey in 2026

From reading to acting: Preparing for the agentic web

The web is shifting from a “read” model to an “act” model.

AI agents will increasingly execute tasks on behalf of users, such as booking appointments, reserving tables, or comparing specifications.

To be discovered by these agents, brands must make their capabilities machine-callable. Key steps to prepare include:

• Create a schema layer: Define entity lineage and executable capabilities in a machine-readable format so agents can act on your behalf.
• Use action vocabularies: Leverage Schema.org action vocabularies to provide semantic meaning and define agent capabilities, including:
  • ReserveAction.
  • BookAction.
  • CommunicateAction.
  • PotentialAction.
• Establish guardrails: Declare engagement rules, required inputs, authentication, and success or failure semantics in a structured format that machines can interpret.

Brands that are callable are the ones that will be found. Acting early provides a compounding advantage by shaping the standards agents learn first.

The enterprise entity deployment checklist

Use this checklist to evaluate whether your entity strategy is operational, scalable, and aligned with AI discovery requirements.

• Entity audit: Have you defined your core entities and validated the facts?
• Deep nesting: Does your JSON-LD reflect your business ontology, or is it flat?
• Authority linking: Are you using sameAs to connect entities to Wikidata and the Knowledge Graph?
• Actionable schema: Have you implemented PotentialAction for the agentic web?
• Automation: Do you have a system in place to prevent schema drift?
• Single source of truth (SSOT): Is schema synchronized across your CMS, GBP, and internal systems?
• Technical SEO: Are the technical foundations in place to support an effective entity strategy?
• IndexNow: Are you enabling progressive and rapid indexing of fresh content?

Connected customer journeys and total cost of ownership

Your martech stack must align with the evolving customer discovery journey. 

This requires a shift from treating schema as a point solution for visibility to managing a holistic presence with total cost of ownership in mind.

Data is the foundation of any composable architecture. 

A centralized data repository connects technologies, enables seamless flow, breaks down departmental silos, and optimizes cost of ownership.

This reduces redundancy and improves the consistency and accuracy AI systems expect.

When schema is treated as a point solution, content changes can break not only schema deployment but the entire entity lineage. 

Fixing individual tags does not restore performance. Instead, multiple teams – SEO, content, IT, and analytics – are pulled into investigations, increasing cost and inefficiency.

The solution is to integrate schema markup directly into brand and entity strategy.

When structured content changes, it should be:

• Revalidated against the organization’s entity lineage.
• Dynamically redeployed.
• Pushed for progressive indexing through IndexNow.

This enables faster recovery and lower compute overhead.

Integrating schema into your entity lineage and discovery flywheel helps optimize total cost of ownership while maximizing efficiency.

A strategic blueprint for AI readiness

Several core requirements define AI readiness.

• Data: Centralized, unified, consistent, and reliable data aligned to customer intent is the foundation of any AI strategy.
• Connected journeys and composable architecture: When data is unified and structured with schema, customer journeys can be connected across channels. A composable martech stack enables consistent, personalized experiences at every touchpoint.
• Structured content: Define organizational entity lineage and create a semantic layer that makes content machine- and agent-ready.
• Distribution: Break down silos and move from channel-specific tactics to an omnichannel strategy, supported by a centralized data source and progressive crawling of fresh content.

Together, these efforts make your omnichannel strategy more durable while reducing total cost of ownership across the technology stack.

Thanks to Bill Hunt and Tushar Prabhu for their contributions to this article.

Google’s pitch for AI-powered bidding is seductive.

Feed the algorithm your conversion data, set a target, and let it optimize your campaigns while you focus on strategy. 

Machine learning will handle the rest.

What Google doesn’t emphasize is that its algorithms optimize for Google’s goals, not necessarily yours. 

In 2026, as Smart Bidding becomes more opaque and Performance Max absorbs more campaign types, knowing when to guide the algorithm – and when to override it – has become a defining skill that separates average PPC managers from exceptional ones.

AI bidding can deliver spectacular results, but it can also quietly destroy profitable campaigns by chasing volume at the expense of efficiency. 

The difference is not the technology. It is knowing when the algorithm needs direction, tighter constraints, or a full override.

This article explains:

• How AI bidding actually works.
• The warning signs that it is failing.
• The strategic intervention points where human judgment still outperforms machine learning.

How AI bidding actually works – and what Google doesn’t tell you

Smart Bidding comes in several strategies, including:

• Target CPA.
• Target ROAS.
• Maximize Conversions.
• Maximize Conversion Value.

Each uses machine learning to predict the likelihood of a conversion and adjust bids in real time based on contextual signals.

The algorithm analyzes hundreds of signals at auction time, such as:

• Device type.
• Location.
• Time of day.
• Browser.
• Operating system.
• Audience membership.
• Remarketing lists.
• Past site interactions.
• Search query.

It compares these signals with historical conversion data to calculate an optimal bid for each auction.

During the “learning period,” typically seven to 14 days, the algorithm explores the bid landscape, testing bid levels to understand the conversion probability curve. 

Google recommends patience during this phase, and in general, that advice holds. The algorithm needs data.

The first problem is that learning periods are not always temporary. 

Some campaigns get stuck in perpetual learning and never achieve stable performance.

Dig deeper: When to trust Google Ads AI and when you shouldn’t

Google’s optimization goals vs. your business goals

The algorithm optimizes for metrics that drive Google’s revenue, not necessarily your profitability.

When a Target ROAS of 400% is set, the algorithm interprets that as “maximize total conversion value while maintaining a 400% average ROAS.” 

Notice the word “maximize.”

The system is designed to spend the full budget and, ideally, encourage increases over time. 

More spend means more revenue for Google.

Business goals are often different. 

You may want a 400% ROAS with a specific volume threshold. 

You may need to maintain margin requirements that vary by product line. 

Or you may prefer a 500% ROAS at lower volume because fulfillment capacity is constrained.

The algorithm does not understand this context. 

It sees a ROAS target and optimizes accordingly, often pushing volume at the expense of efficiency once the target is reached.

This pattern is common. An algorithm increases spend by 40% to deliver 15% more conversions at the target ROAS. Technically, it succeeds. 

In practice, cash flow cannot support the higher ad spend, even at the same efficiency. 

The algorithm does not account for working capital constraints.

Key signals the algorithm can’t understand

AI bidding works well, but it has limits. 

Without intervention, several factors can’t be fully accounted for.

Seasonal patterns not yet reflected in historical data

Launch a campaign in October, and the algorithm has no visibility into a December peak season.

It optimizes based on October performance until December data proves otherwise, often missing early seasonal demand.

Product margin differences

A $100 sale of Product A with a 60% margin and a $100 sale of Product B with a 15% margin look identical to the algorithm. 

Both register as $100 conversions. The business impact, however, is very different. 

This is where profit tracking, profit bidding, and margin-based segmentation matter.

Customer lifetime value variations

Unless lifetime value modeling is explicitly built into conversion values, the algorithm treats a first-time customer the same as a repeat buyer. 

In most accounts, that modeling does not exist.

Market and competitive changes

When a competitor launches an aggressive promotion or a new entrant appears, the algorithm continues bidding based on historical conditions until performance degrades enough to force adjustment. 

Market share is often lost during that lag.

Inventory and supply chain constraints

If a best-selling product is out of stock for two weeks, the algorithm may continue bidding aggressively on related searches because of past performance. 

The result is paid traffic that cannot convert.

This is not a criticism of the technology. It’s a reminder that the algorithm optimizes only within the data and parameters provided. 

When those inputs fail to reflect business reality, optimization may be mathematically correct but strategically wrong.

Warning signs your AI bidding strategy is failing

The perpetual learning phase

Learning periods are normal. Extended learning periods are red flags.

If your campaign shows a “Learning” status for more than two weeks, something is broken. 

Common causes include:

• Insufficient conversion volume – the algorithm typically needs at least 30 to 50 conversions per month.
• Frequent changes that reset the learning period.
• Unstable performance with wide day-to-day fluctuations.

When to intervene

If learning extends beyond three weeks, either:

• Increase the budget to accelerate data collection.
• Loosen the target to allow more conversions.
• Or switch to a less aggressive bid strategy like Enhanced CPC. 

Sometimes the algorithm is simply telling you it does not have enough data to succeed.

Budget pacing issues

Healthy AI bidding campaigns show relatively smooth budget pacing. 

Daily spend fluctuates, but it stays within reasonable bounds. 

Problematic patterns include:

• Front-loaded spending – 80% of the daily budget gone by 10 a.m.
• Consistent underspending, such as averaging 60% of budget per day.
• Volatile day-to-day swings, like spending $800 one day, $200 the next, then $650 after that.

Budget pacing is a proxy for algorithm confidence. 

Smooth pacing suggests the system understands your conversion landscape. 

Erratic pacing usually means it is guessing.

The efficiency cliff

This is the most dangerous pattern. Performance starts strong, then gradually or suddenly deteriorates.

This shows up often in Target ROAS campaigns. 

• Month 1: 450% ROAS, excellent. 
• Month 2: 420%, still good. 
• Month 3: 380%, concerning. 
• Month 4: 310%, alarm bells.

What happened? 

The algorithm exhausted the most efficient audience segments and search terms. 

To keep growing volume – because it is designed to maximize – it expanded into less qualified traffic. 

Broad match reached further. Audiences widened. Bid efficiency declined.

Traffic quality deterioration

Sometimes the numbers look fine, but qualitative signals tell a different story. 

• Engagement declines – bounce rate rises, time on site falls, pages per session drop. 
• Geographic shifts appear as the algorithm drives traffic from lower-value regions. 
• Device mix changes, often skewing toward mobile because CPCs are cheaper, even when desktop converts better. 
• Time-of-day misalignment can also emerge, with traffic arriving when sales teams are unavailable.

These quality signals do not directly influence optimization because they are not part of the conversion data. 

To address them, the algorithm needs constraints: bid adjustments, audience exclusions, or ad scheduling.

The search terms report reveals the truth

The search terms report is the truth serum for AI bidding performance. 

Export it regularly and look for:

• Low-intent queries receiving aggressive bids.
• Informational searches mixed with transactional ones.
• Irrelevant expansions where the algorithm chased conversions into entirely different intent.

A high-end furniture retailer should not spend $8 per click on “free furniture donation pickup.” 

A B2B software company targeting “project management software” should not appear for “project manager jobs.” 

These situations occur when the algorithm operates without constraints. 

Keyword matching is also looser than it was in the past, which means even small gaps can allow the system to bid on queries you never intended to target.

Dig deeper: How to tell if Google Ads automation helps or hurts your campaigns

Strategic intervention points: When and how to take control

Segmentation for better control

One-size-fits-all AI bidding breaks down when a business has diverse economics. 

The solution is segmentation, so each algorithm optimizes toward a clear, coherent goal.

Separate high-margin products – 40%+ margin – into one campaign with more aggressive ROAS targets, and low-margin products – 10% to 15% margin – into another with more conservative targets. 

If the Northeast region delivers 450% ROAS while the Southeast delivers 250%, separate them. 

Brand campaigns operate under fundamentally different economics than nonbrand campaigns, so optimizing both with the same algorithm and target rarely makes sense.

Segmentation gives each algorithm a clear mission. Better focus leads to better results.

Bid strategy layering

Pure automation is not always the answer. 

In many cases, hybrid approaches deliver better results.

• Run Target ROAS at 400% under normal conditions, then manually lower it to 300% during peak season to capture more volume when demand is high. 
• Use Maximize Conversion Value with a bid cap if unit economics cannot support bids above $12. 
• Group related campaigns under a portfolio Target ROAS strategy so the algorithm can optimize across them. 
• For campaigns with limited conversion data or volatile performance, Enhanced CPC offers algorithmic assistance without full black box automation.

The hybrid approach

The most effective setups combine AI bidding with manual control campaigns.

Allocate 70% of the budget to AI bidding campaigns, such as Target ROAS or Maximize Conversion Value, and 30% to Enhanced CPC or manual CPC campaigns. 

Manual campaigns act as a baseline. If AI underperforms manual by more than 20% after 90 days, the algorithm is not working for the business.

Use tightly controlled manual campaigns to capture the most valuable traffic – brand terms and high-intent keywords – while AI campaigns handle broader prospecting and discovery. 

This approach protects the core business while still exploring growth opportunities.

COGS and cart data reporting (plus profit optimization beta)

Google now allows advertisers to report cost of goods sold, or COGS, and detailed cart data alongside conversions. 

This is not about bidding yet, but seeing true profitability inside Google Ads reporting.

Most accounts optimize for revenue, or ROAS, not profit. 

A $100 sale with $80 in COGS is very different from a $100 sale with $20 in COGS, but standard reporting treats them the same. 

With COGS reporting in place, actual profit becomes visible, dramatically improving the quality of performance analysis.

To set it up, conversions must include cart-level parameters added to existing tracking. 

These typically include item ID, item name, quantity, price, and, critically, the cost_of_goods_sold parameter for each product.

Google is testing a bid strategy that optimizes for profit instead of revenue. 

Access is limited, but advertisers with clean COGS data flowing into Google Ads can request entry. 

In this model, bids are optimized around actual profit margins rather than raw conversion value. 

This is especially powerful for retailers with wide margin variation across products.

For advertisers without access to the beta, a custom margin-tracking pixel can be implemented manually. It is more technical to set up, but it achieves the same outcome.

Dig deeper: Margin-based tracking: 3 advanced strategies for Google Shopping profitability

When AI bidding actually works

AI bidding works best when the fundamentals are in place: 

• Sufficient conversion volume.
• A stable business model with consistent margins and predictable seasonality.
• Clean conversion tracking.
• Enough historical data to support learning.

In these conditions, AI bidding often outperforms manual management by processing more signals and making more granular optimizations than humans can execute at scale.

This tends to be true in:

• Mature ecommerce accounts.
• Lead generation programs with consistent lead values.
• SaaS models with predictable trial-to-paid conversion paths.

When those conditions hold, the role shifts.

Bid management gives way to strategic oversight – monitoring trends, identifying expansion opportunities, and testing new structures.

The algorithm then handles tactical optimization.

Preparing for AI-first advertising

Google is steadily reducing advertiser control under the banner of automation. 

• Performance Max has absorbed Smart Shopping and Local campaigns. 
• Asset groups replace ad groups. 
• Broad match becomes mandatory in more contexts. 
• Negative keywords increasingly function as suggestions the system may or may not honor.

For advertisers with complex business models or specific strategic goals, this loss of granularity creates tension. 

You are often asked to trust the algorithm even when business context suggests a different decision.

That shift changes the role. You are no longer a bid manager. 

You are an AI strategy director who:

• Defines objectives.
• Provides business context.
• Sets constraints.
• Monitors outcomes.
• Intervenes when the system drifts away from strategic intent.

No matter how advanced AI bidding becomes, certain decisions still require human judgment. 

Strategic positioning – which markets to enter and which product lines to emphasize – cannot be automated. 

Neither can creative testing, competitive intelligence, or operational realities like inventory constraints, margin requirements, and broader business priorities.

This is not a story of humans versus AI. It is humans directing AI.

Dig deeper: 4 times PPC automation still needs a human touch

Master the algorithm, don’t serve it

AI-powered bidding is the most powerful optimization tool paid media has ever had. 

When conditions are right – sufficient data, a stable business model, and clean tracking – it delivers results manual management cannot match.

But it is not magic.

The algorithm optimizes for mathematical targets within the data you provide. 

If business context is missing from that data, optimization can be technically correct and strategically wrong. 

If markets change faster than the system adapts, performance erodes. 

If your goals diverge from Google’s revenue incentives, the algorithm will pull in directions that do not serve the business.

The job in 2026 is not to blindly trust automation or stubbornly resist it. 

It is to master the algorithm – knowing when to let it run, when to guide it with constraints, and when to override it entirely.

The strongest PPC leaders are AI directors. They do not manage bids. They manage the system that manages bids.

Shopify powers more than 6 million live ecommerce websites, supported by a robust app ecosystem that can extend nearly every part of the customer journey. 

Anyone can develop an app to perform virtually any function. 

But with so many integrations to choose from, ecommerce teams often waste time testing add-ons that promise revenue gains but fail to deliver.

Having worked across a wide range of Shopify implementations, I’ve seen which tools consistently improve checkout completion, recover abandoned carts, and increase revenue. 

Based on that experience, I’ve organized the most effective integrations into three tiers by priority – so you can implement the essentials first, then move on to more advanced optimization.

Tier 1: Mobile-first, frictionless buying

With 54.5% of holiday purchases happening on mobile, the ecommerce experience must be seamless and flexible. 

As a result, every Shopify site should have two components integrated into its storefront: 

• A digital wallet compatibility.
• A buy now, pay later (BNPL) option. 

Without these in place, Shopify users introduce unnecessary friction into the purchase journey and risk sending customers to competitors. 

The good news is that both components integrate natively with Shopify, requiring no custom development.

Why you need digital wallets

Digital wallets, such as Apple Pay, Google Pay, and PayPal, autofill delivery and payment information with a single click, eliminating the friction of typing on a small screen. 

This ease of use can shorten the purchase journey to just a few clicks between a social ad and checkout.

Adoption is accelerating. Up to 64% of Americans use digital wallets at least as often as traditional payment methods, and 54% use them more often.

Eliminate price objections with BNPL

Beyond payment convenience, customers also expect flexibility. 

BNPL providers, including Klarna and Afterpay, allow buyers to spread payments over time, reducing price objections at checkout. 

These options contributed $18.2 billion to online spending during last year’s holiday season – an all-time high, according to Adobe.

Together, digital wallets and BNPL form the foundation of a modern, mobile-first checkout experience. 

With these essentials in place, Shopify users can focus on tools that re-engage customers and bring them back to complete their purchases.

Dig deeper: The ultimate Shopify SEO and AI readiness playbook

Tier 2: The re-engagement power players

The second tier focuses on re-engagement – tools designed to bring back customers who have already shown intent. 

These integrations improve abandoned-cart recovery, increase repeat purchases, and build trust through social proof.

Re-engage customers with email and SMS

Email remains one of the most effective channels for re-engaging customers at every stage of the journey. 

Klaviyo and Attentive are strong options for Shopify users because both offer deep platform integration with minimal setup.

Both platforms also support SMS, allowing Shopify sellers to send automated text messages directly to customers’ mobile devices. 

SMS consistently delivers higher open, click-through, and conversion rates than email, making it especially effective for re-engagement use cases such as abandoned-cart recovery.

Together, these tools enable targeted campaigns and sophisticated automated flows that drive incremental revenue. 

However, CAN-SPAM and TCPA regulations require explicit opt-in for email and SMS marketing, respectively. 

As a result, sellers can only use these channels to contact customers who have agreed to receive marketing messages.

Use human-centered SMS outreach

While Attentive and Klaviyo effectively reach customers who have opted in to marketing, CartConvert helps sellers engage the 50% to 60% of shoppers who have not. 

The platform uses real people to contact cart abandoners via SMS. Because the outreach is not automated, TCPA restrictions do not apply.

CartConvert agents have live conversations with potential customers about their shopping experience. 

They are familiar with the products and can guide buyers back toward a purchase by suggesting alternatives or offering discounts. 

Running CartConvert alongside Klaviyo or Attentive ensures both subscribers and non-subscribers are included in re-engagement efforts.

Demonstrate social proof through reviews

Human-centered marketing also plays a role in building buyer confidence. 

Today’s online shoppers rely heavily on reviews when making purchasing decisions. 

When reviews are integrated directly into the shopping experience, they help establish trust and legitimacy, which in turn drive higher conversion rates. 

A product with five reviews is 270% more likely to be purchased than one with no reviews, research from the Spiegel Research Center at Northwestern University found.

Shopify users can choose from several review aggregators that pull Google reviews into product pages. 

Sellers should prioritize aggregators that also sync with Google Merchant Center, which powers Google Ads. 

Tools such as Okendo, Yotpo, and Shopper Approved integrate smoothly with both Shopify and Google’s ecosystem.

When reviews sync with Merchant Center, they can appear in Google Shopping ads, improving ad performance. 

While these tools add cost, they are also proven to generate incremental revenue that offsets the investment.

Dig deeper: How to make ecommerce product pages work in an AI-first world

Tier 3: Advanced optimization

The final tier includes more advanced integrations designed to help sellers optimize their sales funnel and performance at scale.

Attribution and analytics: Triple Whale

GA4’s changes to reporting, session logic, and interface have made attribution more difficult for many ecommerce teams. 

As a result, sellers are increasingly seeking clearer, independent performance insights.

Since 2023, Triple Whale has emerged as a leading alternative to Google Analytics, offering third-party attribution tools that integrate seamlessly with Shopify. 

The platform supports multiple attribution models – including first-click, last-click, and linear – along with cross-platform cost integration.

It also provides real-time data, which Google Analytics does not. 

This capability becomes especially valuable during high-pressure sales periods, such as Black Friday, when delayed reporting can lead to missed opportunities.

Although Triple Whale can cost up to $10,000 annually for mid-size brands, the improved data quality often justifies the investment for teams scaling paid acquisition.

Landing page customization: Replo

For sellers focused on improving conversion rates, landing page testing is essential. 

While Shopify is relatively easy to use, making changes to a live storefront for A/B testing carries the risk of breaking the site.

Replo allows Shopify users to build custom landing pages that can be tested at scale without coding. 

These pages typically provide a better user experience than default Shopify themes. 

It can also use site data to personalize landing pages based on a shopper’s browsing history. 

As a result, Replo-built pages often convert at higher rates than static site pages.

TikTok ads integration

TikTok continues to grow as a paid media channel, but it has traditionally presented a higher barrier to entry for advertisers. 

Previously, sellers needed an active TikTok account and could only purchase ads within the app, adding complexity and cost.

TikTok’s Shopify integration allows sellers to create ads that link directly to their websites, rather than keeping users inside the app. 

This change has lowered the barrier to entry and expanded access to the platform. 

Early testing shows promise for use cases such as cart abandonment, making the integration worth exploring despite its relative immaturity.

Dig deeper: Ecommerce SEO: Start where shoppers search

Prioritizing Shopify integrations for maximum impact

Shopify is a powerful platform for ecommerce, but maximizing results requires going beyond its default features. 

• Start with essentials such as digital wallets and BNPL to reduce checkout friction. 
• Then layer in email, SMS, and review integrations to re-engage interested shoppers. 
• Finally, add analytics, attribution, and landing-page testing to optimize performance at scale.

Sellers do not need to implement every solution at once. 

Instead, conduct a quick audit of the existing stack against this framework, identify gaps, and prioritize the tools that improve conversion and re-engagement. 

Shopify’s flexibility is its greatest strength, and its app ecosystem enables sellers to turn more visitors into buyers.

We celebrated a major milestone in June: the return of SMX Advanced as an in-person event. It was our first since 2019.

More than a conference, SMX Advanced 2025 was a reunion. Search marketers from around the world came together to connect, exchange ideas, and learn the most current and advanced insights in search.

But search never stands still. With rapid shifts in AI SEO, constant algorithm changes, and the challenge of balancing generative AI with a human touch, the need for truly advanced, actionable education has never been greater.

Help shape SMX Advanced 2026

We’re committed to making the SMX Advanced 2026 program our most relevant, advanced, and exciting deep-dive experience yet. And we can’t do it without you – the expert community that makes this event legendary.

We’re inviting you to directly shape the curriculum for 2026.

Help us build a program that tackles the biggest challenges and opportunities on your radar by completing our short survey. Tell us:

• What advanced topics are most critical to your professional growth right now.
• Which recent search changes or complexities are keeping you up at night.
• Which search industry experts and innovators you need to hear from.
• Which session formats – from deep-dive clinics to lightning talks and interactive panels – will help you learn more and retain what you learn.

Fill out the survey here.

Be entered to win an All Access pass

To thank you for your time and insights, everyone who completes the survey will have the opportunity to enter an exclusive drawing.

One lucky participant will win a coveted All Access pass to SMX Advanced 2026, taking place June 3-5 at the Westin Boston Seaport.

Submit a session pitch

Beyond shaping the agenda, we also invite you to submit a session pitch. If you have a breakthrough strategy, an innovative case study, or next-level insights, this is your chance to help lead the industry conversation.

Read our guide to speaking at SMX for more details on how to submit a session idea. When you’re ready, create your profile and send us your session pitch.

We look forward to your submissions and insights! If you have any questions, feel free to reach out to me at kathy.bushman@semrush.com.

Managing large catalogs in Google Performance Max can feel like handing the algorithm your wallet and hoping for the best. 

La Maison Simons faced that exact challenge: too many products and not enough control. Then they rebuilt their segmentation with Channable Insights and turned a “black box” campaign into a revenue-generating machine.

Step 1: Stop segmenting by category

Simons originally split campaigns by product category. It sounded logical – until their best-selling sweater ate the budget and newer or overlooked products never had a chance to surface.

Static segmentation meant limited visibility and slow decisions.

Marketers stayed stuck making manual tweaks while Google kept auto-prioritizing only what was already working.

Step 2: Segment by performance

Enter Channable Insights. Product-level performance data (ROAS, clicks, visibility) now powers dynamic grouping:

Products automatically move between these segments as performance shifts – no manual work needed. As Etienne Jacques, Digital Campaign Manager, Simons, put it:

“One super popular item no longer takes all the money.”

Step 3: Shorten your analysis window

Instead of waiting 30 days for signals, Simons switched to a rolling 14-day window.

The result: faster reactions, sharper accuracy, and less wasted spend in a fast-moving catalog.

Step 4: Push the strategy across channels

Why stop at Google? The same segmentation logic was automatically applied on:

• Meta
• Pinterest
• TikTok
• Criteo

Cross-channel consistency creates compounding optimization.

Step 5: Watch the metrics climb

Without raising ad spend, Simons unlocked:

• ROAS growth: from ~800% to ~1500%
• CPC decrease: $0.37 to $0.30
• CTR lift: 1.45% to 1.86%
• 14% increase in average order value
• 1300% ROAS for New Arrivals campaigns
• Faster workflows and fewer manual tweaks

Even the “invisibles” turned into surprise profit drivers once they finally got the spotlight.

Step 6: Treat automation as control, not chaos

Automation restored marketing control – it didn’t remove it.

Teams can finally learn from the data and influence which products grow, instead of letting PMax run everything on autopilot.

Your action plan

• Classify products as Stars, Zombies, and New Arrivals.
• Automate campaign reassignment based on real-time data.
• Refresh product insights every 14 days.
• Roll out segmentation logic to every paid channel.
• Scale what wins – test what hasn’t yet.

Want Simons-style ROAS gains without extra ad spend? Start by testing the quality of your product data with a free feed and segmentation audit.

The SEO industry is entering its most turbulent period yet.

Traffic is declining. AI is absorbing informational queries. 

Social platforms now function as search engines. Google is shifting from a gateway to an answer engine.

The result is a sector running in circles – unsure what to measure, what to optimize, or even what SEO is meant to do.

Yet within this turbulence, something clear has emerged.

A single marketing metric that cuts through the noise and signals brand health and future demand. 

A metric that marketers and SEOs can align around with confidence.

That metric is share of search.

Discovery is changing, and measurement must change with it

The old model of being discovered by accident through classic search behavior is disappearing.

AI Overviews answer questions without sending traffic anywhere. 

Meta is already rolling out its own AI to answer user queries. 

TikTok and YouTube continue to grow as product discovery engines. 

It is only a matter of time before LinkedIn becomes a business search engine powered by conversational AI.

We are witnessing a seismic shift. In moments like this, measurement becomes even more important. 

Many SEO metrics are losing meaning, but one is rapidly gaining importance.

What share of search actually measures

Share of search is a metric developed by James Hankins and Les Binet. 

It is calculated by dividing a brand’s search volume by the total search volume for all brands in its category. 

The result shows the proportion of category interest the brand commands.

The value is not in the calculation itself, but in what the metric correlates with.

Studies published by the Institute of Practitioners in Advertising (IPA) show that share of search correlates strongly with market share and future buying behavior. 

As the IPA notes:

• “Share of search is a leading indicator or predictor of share of market. When share of search goes up, share of market tends to rise. When share of search goes down, share of market falls.”

In simple terms, consumers search for brands they are considering, buying, or using. 

That makes search behavior one of the clearest available signals of real demand.

Share of search was never designed to be perfect. It does not capture every nuance of how people find information across platforms. 

It was built as a practical proxy for brand demand – and right now, practical measurement is exactly what the industry needs.

Dig deeper: Measuring what matters in a post-SEO world

From traffic to demand: Why marketers need a new signal

Traffic as a measurement has become almost meaningless. 

It has been easy to inflate, manipulate, and misunderstand.

Goodhart’s Law explains why. When a measure becomes a target, it stops being a good measure. 

Traffic was treated as a target for years, and as a result, it stopped being a reliable indicator of anything meaningful.

Now traffic is falling – not because brands are doing anything wrong, but because AI is answering questions before users ever reach a website.

Ironically, this makes traffic more meaningful again, as much of the noise that once inflated it is disappearing.

The bigger advantage, however, belongs to share of search. 

It cannot be inflated through content tactics or gamed by chasing trends. It reflects underlying consumer interest.

That is why share of search has become so significant. 

It shows whether a brand is being searched for more or less than its competitors. 

When share of search rises, brand demand is growing. When it falls, demand is weakening.

If an entire category collapses – as it did with air fryers once most consumers had already bought one – the metric also provides a clear signal that demand for the overall market is shrinking.

There is another advantage. Share of search is a multi-platform metric.

A metric that crosses platforms

People no longer search in one place. 

Product searches may begin on Amazon, TikTok, or Facebook. 

Credibility checks often happen on YouTube. Long-form research may still take place on Google.

Discovery is fragmented, and behavior is fluid.

Share of search adapts to this reality. It is platform agnostic. 

You can measure it using Google Trends, Ahrefs, Semrush, My Telescope, or any platform that provides reliable volume estimates. 

You can track demand across Amazon, TikTok, YouTube, and emerging AI search interfaces.

Where the behavior happens matters less than the signal itself. 

If people are looking for your brand, they are demonstrating intent.

This cross-platform visibility is critical because AI search sends little traffic to websites. 

ChatGPT, Claude, and other LLMs present answers, snippets, and summaries, but rarely generate click-through. 

Links are often buried, inaccessible, or accompanied by friction.

Instead, these systems trigger brand search. 

Users encounter a brand in an AI response, then search for it when they want more information.

As a result, share of search becomes the tail-end signal of everything marketing does, including AI exposure. 

When share of search rises, marketing is working. When it falls, it is not.

However, the metric needs a champion.

A metric SEOs should champion

The SEO industry has spent years focused on two types of keywords: 

• Non-brand buyer intent.
• Non-brand informational. 

That approach made sense when classic search was the dominant discovery channel. That world is disappearing.

Yet many SEOs continue to cling to outdated deliverables, such as structured data micro-optimization or churning out endless blog posts to influence hypothetical AI citations.

Citations are a distraction. 

At best, they are a minor signal in LLM outputs. 

At worst, they are a misleading metric that will not stand up to financial scrutiny. 

When CFOs start questioning the value of SEO budgets, citations will not hold up as evidence of ROI.

Share of search will.

SEOs who embrace share of search position themselves not as keyword tacticians, but as strategic insights partners. 

They become interpreters of demand who help:

• CMOs understand whether brand marketing is breaking through.
• Leadership teams see where consumer interest is rising or falling.

This shift changes the role of SEO entirely. 

Instead of being judged by how much content they produce, SEOs begin to be valued for how well they understand search behavior and the commercial impact of that behavior.

A well-structured share of search report tells a coherent story:

• Is the brand being searched for more this quarter?
• Are competitors gaining ground?
• Is the category contracting?
• Did a recent PR campaign increase branded search?
• Did a product launch move the needle?

In the AI era, this narrative becomes essential. 

Someone inside the organization must understand how people search, where they search, and what the numbers mean.

SEOs are naturally positioned to fill that role. You have the background and the expertise. 

And as AI automates more mechanical SEO tasks, this progression becomes increasingly natural.

Because share of search requires interpretation.

Dig deeper: Why LLM perception drift will be 2026’s key SEO metric

The depth and complexity available

Share of search does not have to be a single top-level number. It can be:

• Broken down by product line, model, or competitive set. 
• Segmented into branded and semi-branded queries.
• Tracked across every channel where search behavior exists.
• Compared against AI model outputs to understand where visibility aligns or diverges.

Consider the air fryer category. 

Demand collapsed across the market once most consumers had already purchased one. 

Within that collapse, however, individual models rose and fell based on their appeal. 

Ninja’s latest model, for example, showed spikes and dips that revealed shifts in consumer interest long before sales data arrived.

Share of search acts as early detection for market movement.

SEOs who understand this level of nuance become indispensable. They can:

• Advise whether a category is shrinking or whether a competitor is accelerating. 
• Identify gaps in PR coverage.
• Highlight where LLMs reference competitor brands more frequently.
• Signal when product positioning needs reinforcement.

This is the future skill set – not chasing rankings, but interpreting behavior.

A human role that AI can’t replace

As AI becomes more integrated into search and site optimization, many mechanical SEO tasks will be increasingly automated. 

The interpretation of marketing performance, however, cannot be fully automated.

Share of search requires human judgment. 

It requires an understanding of context, seasonality, category dynamics, and brand strategy. 

That role can and should belong to the SEO professional.

Some agencies may label this function an insights specialist or a data analyst. 

Some organizations may house it within marketing. 

But the people who understand search behavior most deeply are SEOs. 

They are best positioned to interpret what the numbers mean and communicate those insights to leadership teams.

Leadership teams need to understand what is happening with their brand.

The metric that protects brands in the AI era

Marketing leaders are already discussing share of search, and it is beginning to appear in boardroom conversations. 

It is quickly becoming a central indicator of brand strength. 

In an AI-driven world where traffic is scarce and visibility is fragmented, the strategic imperative is clear.

Brands need to be searched for. Those that are searched for endure. Those that are not fade.

That is why share of search is not just another metric. It is becoming the metric. 

SEOs who embrace it can elevate their role, influence, and strategic value at exactly the moment the industry needs it most.

Your next steps 

The advice for SEOs is simple: Learn share of search.

To get started:

• Learn more about the metric by reading reports and studies.
• Create your first share of search report.
• Analyze the drivers of change, such as market shifts or recent PR or TV campaigns.
• Experiment with search tools to determine which reporting approach works best.
• Involve other departments. Host a session on share of search and collaborate with PR teams to track activity.

You will not become fluent in the metric without using it. Once you do, its applications become clear.

Share of search is the bridge that connects SEO to the broader world of brand.

Take the first step.

As marketing channels and touchpoints multiply rapidly, the way success is measured significantly impacts long-term growth and executive perception. 

Click-based attribution – across models like last-click, first-click, linear, and time-decay – remains the default. 

But as a standalone measurement strategy, it’s showing its age. 

Click metrics now carry disproportionate weight in executive dashboards, and that reliance introduces real limitations.

Click-based models can still reveal valuable insights into digital engagement. 

However, when the C-suite bases major budget and strategy decisions solely on clicks, they risk overlooking critical aspects of the customer journey – often the very pieces that matter most.

This article examines:

• What click-based attribution actually captures.
• Where click-based measurement breaks down in a multi-channel, multi-device, privacy-first world.
• The business risks of over-indexing on click metrics.
• Measurement approaches that better align marketing with real business outcomes.
• How marketing leaders can guide executives toward more holistic, outcome-oriented frameworks.

The goal isn’t to demonize clicks – they still belong in the toolbox. But they should provide context, not serve as the foundation.

What does click-based attribution actually measure?

Click-based attribution tracks ad clicks and assigns conversion credit to the marketing touchpoints that drove them. 

Models like first-click, last-click, linear, time-decay, and data-driven approaches differ only in how they split that credit across the user journey.

Digital ad platforms and many analytics tools default to click-based models because clicks are relatively easy to capture, understand, and report. 

They’re deterministic, clean, and simple to interpret at a glance.

That cleanliness, however, can be misleading. 

Click-based attribution depends entirely on a user interacting with tracking links or tags. 

If a user doesn’t click, or clicks but converts later or elsewhere, the touchpoint may be missed or misattributed.

This approach can work in a simple, linear funnel. 

But as customer journeys become multi-device, multi-channel, and increasingly offline, clicks lose context quickly.

Dig deeper: The end of easy PPC attribution – and what to do next

The problems with solely relying on click-based attribution

Clicks don’t represent real customer behavior

Today’s buyers rarely follow the neat, linear paths that click-based models assume. 

Instead, they move across devices, channels, and even offline touchpoints.

Think social media, LLMs like ChatGPT, and brand exposure from video, influencers, or website content. 

Many of these interactions never generate a tracked click, yet they play a critical role in shaping perception, intent, and eventual conversion.

For example, a buyer may watch a brand’s video on LinkedIn during their morning commute. 

Later, they read a third-party review and skim a few case studies on the brand’s website.

Days later, they type the brand name directly into Google and convert. 

In a click-based model, only the final branded search click receives credit. 

The video, the review, and the content that built trust remain invisible.

These aren’t minor attribution blind spots – they represent a canyon. 

Click-based measurement skews too much toward lower-funnel performance

Click-based models place the most weight on the final click. 

As a result, they often over-index lower-funnel activity from channels like retargeting ads or branded search. 

These channels convert more frequently, but they do not create demand on their own.

For C-level decision-makers, this creates a dangerous bias. 

Dashboards light up for retargeting campaigns and branded search, so budgets flow there.

Mid- and upper-funnel investments – brand building, awareness, content, and influencers – are reduced or cut. 

Over time, the brand’s long-term growth engine is choked in favor of short-term, easily quantifiable wins.

Dig deeper: Marketing attribution models: The pros and cons

Click-based models undervalue creative, messaging, and brand

Not all marketing impact shows up as clicks. 

A video ad or thought-leadership piece may plant a seed without prompting an immediate click, yet the message can linger. 

It may lead to later brand searches or site visits, outcomes that are difficult to capture through click-based measurement.

As a result, brand power, creative messaging, and top-of-funnel reach are underrepresented in click-based models. 

Over time, organizations that optimize solely around click-based attribution may unintentionally deprioritize creativity, brand-building, and long-term equity.

Click-based attribution breaks down in a privacy-first world

We’re moving toward a future where third-party cookies are diminished or gone, privacy rules continue to tighten, and tracking becomes less precise. 

Under these conditions, click tracking grows more difficult, less reliable, and increasingly misaligned.

Without stable identifiers, many of the assumptions behind click-based models – “this click belongs to that user” or “this click led to that conversion” – begin to unravel. 

Attribution becomes a house of cards built on data that may not hold up as privacy and tracking norms continue to shift.

The business risks of over-relying on click-based attribution

Misallocation of budgets

When click-based reporting dominates, budgets tend to flow toward what looks good – the activities that drive visible revenue and deliver clean, direct ROI. 

That often comes at the expense of demand generation efforts that support long-term growth, such as brand campaigns, content, awareness, and other upper-funnel media.

This approach may “work” for a few months or even years. 

Over time, however, the pipeline dries up. 

Awareness declines, organic reach stagnates, and the brand loses its ability to attract new audiences at scale.

Erosion of brand over time

Marketing shifts into a zero-sum exercise focused on extracting conversions from existing demand rather than expanding it. 

Without sustained investment in brand equity and demand generation, competitiveness, brand loyalty, and lifetime value (LTV) suffer.

In essence, optimizing for short-term ROAS puts long-term brand health at risk.

Misaligned incentives across teams

When KPIs are click-based:

• Media teams optimize for clicks.
• Creative teams optimize for click-worthy content.
• Analytics teams optimize for attribution that ties cleanly to conversions. 

The result is marketing silos working toward different objectives.

• Media buys may undermine creative performance. 
• Creative teams may chase cheap clicks. 
• Analytics may mask cannibalization rather than reveal incrementality. 

Fragmentation increases.

Blind trust in platform-reported metrics

Ad platforms and tracking tools report click-based conversions, but many of those conversions are self-crediting, particularly within paid media platforms. 

When you rely heavily on these numbers without scrutiny or connection to the broader user journey, you risk making high-stakes decisions based on biased data.

What to use instead of click-based attribution

If click-based attribution is flawed, how should performance be evaluated? 

The short answer is a combination of approaches grounded in real business outcomes.

Marketing mix modeling (MMM) for channel-level contribution

At a higher level – especially when multiple channels are involved, including online, offline, paid media, organic media, and PR – MMM helps quantify channel-level contribution to sales, revenue, or other business outcomes. 

It looks at broad correlations over time using aggregated data rather than user-level clicks.

MMM, supported by machine learning, improved data resolution, and more frequent refresh cycles, has become more accessible and actionable. 

It isn’t a replacement for click- or site-based data, but a powerful complement. 

Dig deeper: MTA vs. MMM: Which marketing attribution model is right for you?

Multi-touch attribution (MTA), used thoughtfully 

User-level path analysis still has a place when privacy and tracking allow. 

Multi-touch models that consider multiple touchpoints can provide richer insight, but they work best as one input among many rather than a single source of truth. 

They offer path visibility, but without incrementality testing or support from MMM, they still risk over-crediting and bias.

Customer lifecycle metrics: LTV and CAC payback, retention, cohort analysis

Marketing value isn’t confined to a single sale or conversion.

LTV, retention, and long-term value creation matter just as much. 

Tying spend to CAC payback, churn, loyalty, and retention creates a measurement framework aligned with long-term business goals.

Incrementality testing as a standard practice

Incrementality testing measures what marketing actually adds by identifying net-new conversions, revenue, lift, or awareness. 

It separates what would have happened anyway from what your efforts truly drove.

This approach isn’t as clean as click tracking and requires more planning and discipline, but it delivers causality. 

It allows you to say, with confidence, “This spend generated X% incremental lift.”

Dig deeper: Why incrementality is the only metric that proves marketing’s real impact

Attention metrics, quality signals, and creative impact

Not all impact is transactional. 

Upper-funnel signals such as viewability, time-in-view, attention scores, and engagement matter. 

Creative resonance, brand recall, and impact often influence later behavior that never appears as a click.

Looking beyond clicks to metrics like creative recall, brand lift, share of voice, sentiment, and qualitative feedback helps anchor measurement to real brand value and audience expectations.

Building a modern measurement framework

A modern measurement framework isn’t built around one model or metric. 

It brings together complementary methods to create a clearer, more balanced view of performance.

Take a portfolio approach

The most effective measurement frameworks take a portfolio approach. 

MMM, incrementality, multi-touch attribution (when possible), attention metrics, and customer lifecycle metrics work together to triangulate performance from multiple perspectives.

This diversity reduces bias and balances short-term performance with long-term brand health.

It also makes it possible for the C-suite to see more than conversions alone – including impact, growth potential, and sustainable value.

KPIs that reflect real business impact

Executives care about revenue, margin, and growth. Not just clicks. 

Reframe KPIs around the key metrics that matter, such as:

• Revenue.
• Cost per acquisition.
• Customer lifetime value.
• Retention.
• Brand lift.
• Market share.
• Brand sentiment.

Package those into dashboards that tell a story: 

• “Here’s what we did, here’s what grew, here’s what we learned, here’s where we go next.”

Build executive dashboards for outcomes, not vanity metrics

When dashboards lead with vanity metrics like click volume, CTR, or raw conversion rate, insight is limited. Lead instead with business outcomes.

Build narrative-driven dashboards that connect investment to results, learning, and action.

Lean toward data storytelling instead of data reporting. 

That story resonates with executives. It links marketing to business value, not just to marketing activity.

Leverage AI, predictive modeling, and forecasting strategically 

Modern analytics tools – including AI and predictive forecasting – can help:

• Estimate demand.
• Forecast impact.
• Model how different investments may play out over time. 

Use them to simulate scenarios, test assumptions, and support business cases.

These tools aren’t silver bullets. They work best as accelerators for sound strategic thinking. 

Moving away from click-based thinking

Changing how performance is measured doesn’t happen automatically.

It requires clear framing, evidence, and a deliberate transition rather than an abrupt overhaul.

Understand common objections and address them clearly

Often, executives cling to click-based metrics because they’re easy to understand (“one user clicked, we got a sale”) and seemingly real-time. 

They want fast feedback and accountability. Demand creation efforts often feel abstract and hard to justify.

Be prepared to address that directly:

• “Clicks are easy to understand.”
  • Yes. But they paint an incomplete picture. Show them what they miss.
• “We need real-time metrics to manage marketing spend.”
  • That’s valid. But real-time doesn’t always equal real value. Complement with more holistic time-based analyses based on the timing of your sales cycle, incremental lift tests, and periodic MMM to ground real-time decisions.
• “Brand/awareness spend is hard to justify.”
  • I hear you. That’s why you start small. Run test campaigns, measure impact via lift studies, attribution-aware conversion, and lifecycle metrics. Show proof-of-concept.

Implement a gradual shift, don’t overhaul overnight

Click-based attribution doesn’t need to be discarded overnight. Instead:

• Introduce incrementality testing for a small portion of spend to show what budget really contributes.
• Once incrementality proves meaningful lift, allocate more budget toward long-term demand creation efforts.
• Run or commission MMM annually (or semi-annually) to quantify channel contribution holistically.
• Adjust executive dashboards to reflect new KPIs, such as revenue, CAC payback, brand lift, and LTV, and reduce emphasis on mere clicks or last-click conversions.

Over time, incentives begin to shift. Media moves beyond clicks, creative focuses on quality and resonance, and analytics emphasizes causality and long-term value.

Educate the executive team

Executives rarely object to logic – they object to noise. 

Frame your case with clarity and use data. 

Show examples, run tests, show incremental lift, and then build dashboards that tell a clear story.

Once you prove that a dollar invested in brand or top-of-funnel media delivers compounding value over time, leadership hopefully becomes less attracted to short-term click metrics. 

They begin to appreciate marketing as an investment, not a cost center.

Clicks are part of the story, not the whole story

Click-based attribution has served marketing teams for years. It offered a clean way to connect conversions to touchpoints. 

But the landscape has changed. 

• User journeys are longer and messier. 
• Privacy constraints are tighter. 
• Long-term brand value now matters as much as short-term conversions.

For C-level teams, judging performance by clicks alone is like judging a company’s health by heart rate alone. It’s useful, but incomplete.

Modern marketing requires a richer view – one that blends data, causality, business outcomes, and long-term brand building.

As marketing leaders, our job isn’t to chase the next click. 

It’s to build brands that last, drive sustained growth, and help leadership see marketing not as a cost, but as a strategic investment.

Every week, new data highlights both the overlap and the divergence between effective organic search techniques across traditional SEO (Google SERPs) and GEO (ChatGPT, AI Overviews, Perplexity, etc.). 

It’s a lot to absorb. One week, headlines say traditional SEO tactics work fine for ChatGPT.

The next, you’ll see reports that one platform is elevating Reddit while another is dialing it back.

Given how quickly this landscape shifts, I want to break down the approach, process, and resources my team is using to tackle content in 2026. 

This goes far beyond a content calendar. 

It’s about combining audience understanding, the interplay of organic platforms, and your brand’s perspective to build a content system that delivers real value.

The right approach for valuable content

The emphasis on quality and value in content is good for marketers.

The tenets of E-E-A-T remain central to our approach because they apply to AI search discoverability as much as to traditional SEO. 

Producing strong content still depends on a rich understanding of your audience, good fundamental structures, and solid delivery methods – skills that always matter.

Start with your audience. 

• Who are they? 
• What do they need? 
• What content will help them get there? 

Approach content like any other product or service: 

• Identify a need and address it.
• Understand the emotions involved.
• Show your credentials – including third-party brand mentions, which are a leading factor in AI search visibility. 

Approach content like any other product or service:

• Find or understand a need and address it.
• Know the emotions (i.e., fear, uncertainty, urgency) in play.
• Show your credentials (in the form of authority, expressed in part by third-party brand mentions that are one of the leading factors of AI search visibility traction).

That said, content that has performed well in Google may not work as effectively for LLM search. 

Instead of writing primarily for blue-link SERPs, we now focus on creating content that stands on its own as an authoritative, structured data source, with trust and originality as ranking signals. 

That means prioritizing clarity, factual depth, and a consistent brand perspective that AI models can reliably quote.

In an age of mass AI content, original insights, data, and human perspective are key differentiators, so content systems should include a step for “original proof” – data, interviews, or commentary that make the material uniquely trustworthy.

We’re also thinking more about how content gets used in AI experiences, not just how it’s found. 

Summaries, bullet points, and explainers that answer layered intent are increasingly valuable. 

Incorporating schema, structured data, and a consistent brand voice improves how AI systems read and represent your content. 

In short, the goal is to optimize for retrievability and credibility, not just ranking.

Building a process to create valuable content

The content strategy path I like to prescribe is as follows:

• Problem aware: Empathize with your audience by articulating their problem in a clear, differentiated way.
• Solution aware: Present your audience with objective, detailed, valuable options for solutions to their problem.
• Brand aware: Develop your brand’s association as a trusted solution provider.
• Product aware: Position your specific product or service as the ideal solution for the reader’s problem.

Once your research is conducted, you’ll have what you need to craft content and deploy it in multiple ways. 

The linear workflow that persisted for years in traditional SEO, however, must evolve into a modular content engine – one where a single research output fuels multiple media types (articles, YouTube scripts, short-form video, LinkedIn posts, etc.), with platform-native variations all aligned to a central narrative theme.

Resources to use in content development

A few years ago, I would have started with well-known, well-established tools like Ahrefs and Semrush. 

While those remain useful for benchmarking, they no longer represent how people discover or consume information as AI search transforms user behavior in real time. 

AI search abstracts away keywords – users are asking multi-intent questions, and LLMs are generating synthesized answers. 

SEO analysis is now, rather than the main starting point, one piece of the research pie. 

It’s still important, but search optimization is now embedded throughout the content process.

The tools below have been important in the past, and my team still leans on them as part of a more holistic approach to content planning.

Qualitative interviews

Surveys are useful but can be expensive when you’re trying to reach audiences outside your CRM. 

You can still get strong insights by engaging subject matter experts who share the same professional experiences, challenges, and responsibilities as your target audience. 

Slack communities, live or virtual meet-ups, and memberships in organizations like the AMA or ANA can all offer on-the-ground perspectives that support your content mapping.

Audience analysis from AI systems 

It’s critical to include intent analysis from AI tools and conversational search data. 

Understanding how users phrase questions to AI systems can inform structure and tone.

Social media

Not all social media posts are created equal, but understanding your audience includes knowing where your audience likes to engage: X, Reddit, YouTube, TikTok, etc. (Not to mention that Reddit citations show up prominently in ChatGPT results.)

Utilize these platforms to gather real-time information on what your audience is discussing and to increase brand mentions, which will send strong signals to ChatGPT and similar tools.

Competitor analysis

Shift from tracking keyword overlap to evaluating content depth, originality, and entity coverage – where your brand’s expertise can fill gaps or improve on generic AI-summarized answers.

Adjust the KPIs to assess the impact of your content

For many years, SEO marketers focused on impressions and clicks, although more advanced practitioners also incorporated down-funnel metrics, such as leads, conversions, pipeline impact, and revenue. 

Today, SEOs must expand their KPIs to include brand mentions in:

• AI summaries.
• Content-assisted conversions.
• Cross-channel engagement depth. 

These are the new indicators of helpfulness and value.

Resist the urge to rest on your laurels

We’ve seen strong successes with AI search visibility that complement our traditional SEO results, but our understanding of best practices continues to evolve with each new round of aggregated data on AI search results and shifting user behavior.

In short, keep a parallel track of what has worked recently and where the trends are heading, since ChatGPT and its competitors are changing user behavior in real time – and with it, the shape of organic discovery across platforms.

This season, Google Search and Shopping Ads are expected to surge past $70 billion in holiday spending. But there’s a hidden flaw in the auction system — one most advertisers don’t realize is costing them money even when competitors aren’t in the game.

BrandPilot calls this the Uncontested Google Ads Problem, and it’s becoming one of the most overlooked sources of wasted ad spend in peak retail season.

During SMX Next, John Beresford, Chief Revenue Officer at BrandPilot, unpacked how a little-known behavioral quirk in Google’s auction logic can cause advertisers to overspend on their own brand terms, their Shopping placements, and even their category keywords — simply because Google doesn’t automatically reduce your CPC when competition disappears.

Instead of paying less when you’re the only bidder, you may be paying the same high rate you’d pay when rivals are active… without realizing it.

It’s a phenomenon happening thousands of times a day across major brands, and many marketers never notice it’s occurring.

In his session, Beresford discussed:

• Why “competition gaps” happen far more often than advertisers think.
• How uncontested moments distort CPCs, even on brand keywords.
• What real-time auction visibility makes possible — and why AI is changing the game.

He also shared examples of how advertisers are reclaiming wasted spend and reinvesting it into growth – without sacrificing impression share, traffic, or revenue.

Watch BrandPilot’s session now (for free, no registration required) to learn how to:

• Pinpoint why your CPCs are being artificially inflated when competitors are absent.
• Estimate the true financial impact of the Uncontested Ads Problem across your annual budget.
• Implement AI-driven bidding and suppression strategies that prevent self-bidding and boost ROAS.

If you’re running Google Search or Shopping campaigns this holiday season, you can’t afford to miss this session. Learn how to stop the Google Grinch from stealing your budget — and start turning those savings into real performance gains.

Leon County is stepping into a bold new era of sports—one that secures our reputation as the world’s undisputed Capital of Cross Country. On Saturday, January 10, 2026, our community will open its arms to the world as we welcome the World Athletics Cross Country Championships Tallahassee 26 to Leon County’s Apalachee Regional Park (ARP).

Essentially the Olympics of the sport of cross country, this event marks the very first world championship sporting event ever to be held in Leon County.

When more than 500 elite athletes representing 65 countries arrive to chase world titles, it will mark a milestone over 15 years in the making—and a moment that will define Leon County’s legacy as a destination capable of hosting the world’s most prestigious sports competitions. This moment did not happen overnight. It is the result of vision, persistence, and collaboration that began in 2009 with an idea and a belief: that our community could build a world-class cross-country venue unlike anything in the nation.

Leon County invested in that vision at Apalachee Regional Park, and now the world’s greatest athletes are coming here to make history in our community. 

For this championship event, Leon County government’s tourism team, Visit Tallahassee, leveraged the strength of Florida’s global brand: sunshine, blue waters, natural landscapes, and world-renowned attractions.

The world championship course itself is a tribute to Florida’s natural beauty. There will be six custom-designed elements that bring Tallahassee, Leon County and Florida’s identity to life: a replica of our historic Capitol building; a rollercoaster honoring the state’s world-famous attractions; a sand pit representing 100 miles of coastline; a water feature symbolizing Florida’s oceans, springs, lakes, and rivers; Alligator Alley, where runners will navigate alligator-shaped logs carved from fallen trees at Apalachee Regional Park; and a mud section paying homage to the Florida Everglades.

As one of the most important international sporting events to be held in the U.S.A. in 2026, this is Leon County’s chance to put our best foot forward. Thousands of spectators, coaches, officials, and fans will travel from around the world, generating an estimated $4.3 million in economic impact. From hotels and restaurants to attractions, shops, and both large and small businesses, the community will feel the energy and economic lift.

We also want our residents to be at the heart of this moment. We invite everyone to join us for all the action—come see the championship races of the world’s fastest runners and, better yet, put a team together and join the Worlds Fun Run: Florida Edition. Choose the 2K or 4K, and all finishers receive a spectacular medal. For those unable to attend in person, the event will be broadcast in 70 countries worldwide on NBC/Peacock, showcasing Leon County to millions of viewers.

A portion of event proceeds will support Leon County Schools’ cross country and track & field programs, ensuring the next generation of runners benefit from this global stage. When you buy a ticket or register a team, you’re not just watching history—you’re investing in our kids and our local economy.

And there’s more. On Sunday following the World Championships, Tallahassee will host the USA Track & Field Club Cross Country Championships, bringing in hundreds more athletes and teams for a weekend that will further elevate our destination and showcase our capacity to host premier sporting events.

Here’s how to get involved:

• Purchase spectator tickets to experience the fastest runners on the planet race for a world title.
• Register for the Worlds Fun Run: Florida Edition. Families, community groups, schools, and businesses are encouraged to form teams and participate in the 2K or 4K.

January 10, 2026, is our moment. The course is ready. Leon County is ready. And together, we will welcome the world to Leon County.

Learn more about the World Athletics Cross Country Championships Tallahassee 26, purchase tickets, and join the excitement at VisitTallahassee.com/WXC26.

Christian Caban was elected to the Leon County Commission to represent District 2 in 2022 and currently serves as 2025-2026 chairman. 

JOIN THE CONVERSATION

Send letters to the editor (up to 200 words) or Your Turn columns (about 500 words) to letters@tallahassee.com. Please include your address for verification purposes only, and if you send a Your Turn, also include a photo and 1-2 line bio of yourself. You can also submit anonymous Zing!s at Tallahassee.com/Zing. Submissions are published on a space-available basis. All submissions may be edited for content, clarity and length, and may also be published by any part of the USA TODAY NETWORK

This article originally appeared on Tallahassee Democrat: Leon County is about to enter the World Championship era | Opinion

After more than 15 years in enterprise SEO across six major corporations, I’ve seen more careers derailed by internal politics than by Google updates. 

Many SEOs moving from agency to in-house assume that staying current with algorithms and improving rankings will be enough. 

In reality, the harder work is navigating the organization and the people within it.

Agency life rewards deliverables and reports. Corporate life runs on relationships, repeatable processes, the right platforms, and visible performance – all carrying equal weight with technical skill. 

The following lessons reflect where SEOs can grow, avoid common pitfalls, and build sustainable careers inside complex enterprises.

Job searching

Landing an SEO role in the corporate world today is less about chasing postings and more about positioning yourself as the obvious choice before you ever apply. 

Hiring teams look for someone who connects well, presents a clear professional narrative, and shows measurable impact.

Don’t apply online

Most resumes submitted through job portals get filtered out by automated systems before a recruiter ever sees them. 

Job boards like LinkedIn can be research tools. 

When you find a role that fits, look for someone inside the company who can refer you – internal referrals dramatically increase your chances of an interview.

If you’re early in your career, build relationships long before you need them. 

Find mentors through ADPList, attend local meetups, and join SEO and AI workshops or virtual conferences. 

These touchpoints often matter more than submitting formal applications. In today’s market, your network is your application.

Optimize for you

You’re an SEO – use the same skills you apply to websites on your own professional presence. 

Start by choosing two “primary keywords” for your career: a job title and an industry. 

If you already have experience in a specific vertical, lean into it.

If you don’t, pick an industry you genuinely understand or care about so you can speak to its audience and problems with credibility.

Use LinkedIn as a search engine. Include your soft skills, technical strengths, marketing competencies, and the industry terms hiring managers are scanning for. 

Keep unrelated hobbies off your profile unless they support the roles you want. 

If you wouldn’t include “yoga enthusiast” on a landing page targeting enterprise SaaS buyers, it shouldn’t be on your LinkedIn unless your goal is to work for a yoga brand.

And learn to talk about yourself clearly. Many SEOs are introverted or default to giving full credit to the team. That’s admirable in the workplace, but interviews require precision about what you led, influenced, or delivered. You can stay humble while still being direct.

Make sure all your touchpoints – resume, LinkedIn, portfolio, GitHub if relevant, personal site – align. 

Recruiters and hiring managers will check multiple sources. 

Consistency helps them see your strengths quickly and positions you as someone who understands how to present a unified brand.

The SEO resume of 2026

Resumes today need to be concise, scannable, and impact-driven. 

One page is ideal unless you have 10+ years of experience or leadership roles that warrant a second page. 

Lead with outcomes instead of responsibilities: 

• Growth percentages.
• Traffic lifts.
• Rankings that mattered. 
• Core Web Vitals improvements.
• Structured data implementations.
• Migrations you guided without losses.

Use action verbs that convey ownership – led, optimized, increased, launched – and tailor each bullet to the role you’re applying for. 

Hiring managers want to see how your experience connects to their specific challenges, whether that’s:

• Scaling content.
• Improving site performance.
• Fixing crawl issues at scale.
• Shaping cross-functional SEO strategy.

List the tools that matter for enterprise SEO, but keep the list purposeful. 

A handful of relevant platforms – Google Search Console, Screaming Frog, Semrush, Botify, BrightEdge – shows breadth without turning your resume into an acronym block.

Your summary should point forward. Highlight your:

• Cross-functional skills.
• Comfort with enterprise complexity.
• Ability to adapt to search evolution, including AI discovery and LLM-driven surfaces. 

Make it clear that you think beyond rankings – that you understand SEO’s role in product, content, and business outcomes.

Formatting still matters. Use white space, short bullets, and metric-first phrasing so your biggest wins stand out instantly. 

Save the file as your full name. Little details help you look polished in a crowded field.

Leave out:

• Objectives: They waste space a summary can use better.
• Home address: No longer needed.
• First-person language: Resumes are marketing documents, not narratives.
• Irrelevant hobbies or side interests – unless they directly support your industry target.

Get to know it all

To build a long-term career in SEO, you have to become a student of how everything connects. 

Search isn’t just algorithms or rankings – it’s the intersection of people, technology, and business. 

You don’t need to master every discipline, but you do need to understand how they influence one another: 

• How content shapes user experience.
• How technical health enables discovery.
• How every decision ties back to business outcomes.

For instance:

• People: Build partnerships with product, engineering, marketing, and analytics. SEO only works when teams align around shared goals.
• Process: Create structure that scales. Clear workflows and documentation reduce confusion and keep priorities moving.
• Platforms: Use tools that support crawling, automation, and performance tracking. Strong data visibility improves decisions and communication.
• Performance: Tie your work to impact – conversions, visibility, and revenue, not just rankings or traffic.

You move from executor to strategist when you connect these pillars. That’s when SEO becomes more than optimization – it becomes influence.

Dig deeper: Enterprise SEO is built to bleed – Here’s how to build it right

Career defining

A career isn’t shaped only by what you know – it’s shaped by how you grow. 

In corporate SEO, growth comes from navigating people, priorities, and pace as much as mastering algorithms. 

These lessons reflect the choices that determine whether your career moves forward or stalls:

• When to move on.
• When to speak or listen.
• How to make your impact visible in environments where results alone aren’t always enough.

Do not overstay

Growth often happens when you change environments, not when you stay in one too long. 

After a few years in the same company, it’s easy to get typecast as “the SEO person” instead of a strategic partner. 

Organizations anchor you to the role they hired you for, even as your skills expand. 

Moving every one to three years exposes you to new leadership styles, challenges, and technologies – all of which sharpen your instincts and broaden your range. 

For SEOs, each transition teaches you what actually drives growth and how to earn credibility quickly by aligning teams and delivering impact.

No need to respond

Not every meeting needs your voice. 

Early in my career, I believed credibility came from speaking first and often. I later learned that listening is one of the strongest leadership skills. 

It reveals what drives decisions, who holds influence, and where priorities truly sit. 

For SEOs, understanding the room before jumping in often leads to sharper, more relevant recommendations – and they’re harder for stakeholders to dismiss because you’re grounding them in what the team already values.

Speak up when it matters

The opposite of constant talking isn’t silence – it’s strategy. 

Knowing when to speak is an underrated professional skill, especially in large organizations where timing and tone matter as much as insight. 

A well-placed comment that bridges teams, clarifies a decision, or protects performance can shift the entire conversation. 

Speak with intention, not frequency, and your influence will grow even when your airtime doesn’t.

Surface your success

Results only matter if the right people see them. 

Many SEOs assume that hard work will naturally lead to recognition, but visibility is a skill. 

Frame your wins in terms leaders care about – revenue impact, efficiency gains, customer experience improvements. 

Bring them to leadership reviews, all-hands meetings, and retrospectives so others understand how SEO supports bigger goals. 

Build relationships with people who can advocate for you when opportunities arise. Influence isn’t just about execution – it’s about making your impact legible and memorable.

Weekly and monthly updates

Keep a running log of your work, conversations, and metrics. 

I block time every Friday to summarize the week across three areas: meeting outcomes, task updates, and wins. 

Some managers want these updates – others don’t. 

Either way, they help you track progress and build a record you can reference later.

Tools can help – I’ve used GitHub Issues, simple .txt files, and, more recently, a Chat Agent that compiles my notes into summaries. 

These logs save hours when someone asks about a past decision or when you’re updating your resume for a job search. 

Whether you share them or keep them for yourself, they create clarity and evidence of your contributions over time.

Manage your time

Meetings can quickly overtake your day. 

The most effective SEOs protect time for analysis, writing, and strategic thinking – the work that actually moves projects forward. 

Block dedicated focus time, decline meetings where your presence isn’t essential, and suggest asynchronous updates when appropriate. 

Protecting your time isn’t selfish. It prevents burnout and keeps you delivering work that matters.

Leave the past behind

It’s natural to reference past employers, but constant comparison can make you seem resistant to new ideas or unaware of context. 

Every organization has its own culture, pace, and priorities. 

Share relevant frameworks when they help, but adapt to the environment you’re in. 

Your credibility grows when you focus on what works here – not on what worked there.

Dig deeper: The top 5 strategic SEO mistakes enterprises make (and how to avoid them)

Working with others

No SEO operates in isolation. 

In enterprise environments, success depends on engineers who make optimizations possible, analysts who surface insights, and product managers who balance priorities. 

Navigating these relationships requires empathy, patience, and strategy. 

Often, your ability to guide discussions, document decisions, and build trust matters more than technical skill. 

When you collaborate with intention, SEO becomes less about convincing others to care and more about creating shared ownership of the outcome.

Guide through questions

Some of the most effective leadership moments come from asking the right questions rather than supplying the answer. 

Many of my biggest wins happened when I helped stakeholders arrive at the solution themselves. 

When people believe they’ve discovered the path forward, they take greater ownership and champion the outcome. 

This is especially powerful in SEO, where teams may be hesitant to adopt recommendations. 

Asking questions shifts conversations from resistance to curiosity and reframes SEO as a shared opportunity instead of an external directive. 

Influence grows when collaboration feels like discovery, not pressure.

Document everything

In large organizations, memory fades quickly. 

Document ideas, decisions, experiments, and notable conversations so you have a clear record when questions resurface months later. 

Documentation turns “I think” into “I know,” strengthening your credibility and protecting your work. 

Whether you keep notes in shared documents, project tools, or automation-assisted summaries, the goal is the same – create a defensible trail of how decisions were made and what impact followed. 

When leadership asks about traffic shifts or delayed recommendations, your written history becomes both insight and insurance.

Trust carefully

Collaboration matters, but discernment protects your momentum. 

Not everyone who agrees in a meeting is invested in follow-through. 

Politics, shifting priorities, or competing metrics often influence behavior more than logic. 

Learn who reliably delivers and who disappears when accountability is needed. 

For SEOs, true allies in engineering, product, or analytics can make or break execution. 

Align with those who follow through and stay cautious around those who view SEO as competition. 

Protect your credibility by choosing collaboration with intention, not assumption.

Respect cross-team partners

The engineers, analysts, IT admins, and product managers beside you often carry projects across the finish line. 

Early in my career, I made the mistake of treating these partners as support rather than as collaborators. Their expertise is what turns strategy into action. 

Treat them as equals who share ownership of outcomes. Involve them early, respect their constraints, and acknowledge their contributions. 

When partners feel valued, they become advocates – raising SEO needs in rooms you may not be in. 

The strongest SEO wins aren’t solo efforts; they come from relationships built on mutual respect and shared momentum.

Dig deeper: The design thinking approach to enterprise SEO

Mental well-being

Sustaining a long-term SEO career requires more than technical skill – it requires balance, boundaries, and emotional resilience. 

Constant algorithm changes, shifting priorities, and cross-team dependencies can drain you if you don’t protect your energy. 

Mental well-being isn’t a luxury – it’s a strategy for longevity. 

When you manage your mindset with the same discipline you apply to a site audit, you gain clarity, patience, and perspective – all qualities that make you more effective.

Take your PTO

Early in my career, I worried rankings would collapse the moment I took time off. 

They never did – but my judgment did when exhaustion set in. 

Burnout distorts perspective, makes you reactive to data, and limits strategic thinking. 

Rest isn’t indulgence, it’s maintenance. 

Search is a long game measured in quarters, not days. 

A week offline is recoverable. Burnout is not. 

Protect your energy with the same discipline you protect a site’s uptime.

Save compliments

Much of SEO happens behind the scenes, and visibility doesn’t always follow impact. When someone praises your work, save it. 

Short notes from peers, partners, or managers become valuable artifacts during promotion cycles or job searches. 

Collecting this feedback isn’t about ego – it’s about building equity and giving yourself a factual record of how you support the business.

Positive goes a long way

Every team has someone whose burnout becomes contagious. Don’t become that person. 

Positivity doesn’t mean ignoring problems – it means creating space for solutions. 

I once put a direct report on a performance improvement plan after his frustration began affecting morale. 

After delivering the notice, I took him to lunch for an honest, empathetic conversation. That moment shifted everything. 

His attitude improved, he worked his way off the PIP, and he later became a director at another company. 

Compassion doesn’t replace accountability, but it makes growth possible. Leadership is as much about tone as it is about tactics.

Buffer your estimates

In corporate life, meetings multiply faster than progress. Dependencies shift. 

Priorities change without warning. Build a cushion into your timelines. If you think something will take a week, plan for 10 days. 

For SEOs, many delays sit outside your control – engineering queues, content operations bottlenecks, competing releases. 

A buffer protects your credibility and keeps expectations grounded. Underpromise and overdeliver isn’t cliché – it’s survival.

Detach emotionally

Leadership skepticism about SEO is rarely personal. It’s usually about budgets, bandwidth, or competing bets. 

Early in my career, I saw every pushback as a critique of my competence. 

Over time, I learned it was part of the negotiation process. 

When an initiative is deprioritized, it doesn’t mean your expertise has lost value – it means resources moved elsewhere. 

Anchor conversations in business impact, not identity. Influence lasts longer when driven by logic rather than frustration.

Avoid gossip and SEO fights

There was a time when I wasted energy debating SEO theories or venting about internal politics. 

It felt good in the moment but changed nothing. My credibility grew the day I stopped trying to win arguments and started aiming for outcomes. 

When disagreements arise, document your position, present the data clearly, and move on. 

Rising above gossip doesn’t mean disengagement – it means choosing professionalism over noise.

Keep perspective

SEO isn’t emergency medicine, though corporate urgency can make it feel that way. 

Most “crises” come from impatience with the slow, cumulative nature of search. Daily fluctuations rarely matter when the trendline is healthy. 

Remind stakeholders – and yourself – that meaningful growth takes time. 

When pressure for overnight results rises, stay grounded. The long game always wins.

Work isn’t life

Work can challenge and fulfill you, but it shouldn’t define you. 

The most effective professionals invest in relationships and interests outside the company. 

Detaching your identity from your job doesn’t weaken your ambition – it stabilizes it. 

When your sense of worth isn’t tied to the next quarterly metric, you lead with more confidence and less fear. 

Success becomes sustainable when life stays bigger than work.

Dig deeper: SEO’s future isn’t content. It’s governance

From optimizer to organizational catalyst

Fifteen years in corporate SEO have taught me that technical skill is only half the job. 

The other half is navigating people, priorities, and perspective. 

Algorithms will evolve, tools will change, and org charts will shift, but your ability to adapt, communicate, and lead determines how far you go. 

Success in SEO isn’t about chasing every update or proving you’re the smartest person in the room. 

It’s about building trust, creating clarity, and sustaining momentum through both wins and setbacks.

The most impactful SEOs aren’t just tacticians. 

They’re translators, connecting data to business strategy, ideas to execution, and people to purpose. 

When you recognize that your influence extends beyond rankings, you move from contributor to catalyst. 

SEO may begin with optimization, but the real work is shaping how organizations think, act, and grow. That’s the craft worth mastering.

When a TV commercial makes people feel something, it doesn’t just win in the moment – it sparks curiosity, drives searches, and fuels conversions.

That’s why the “Breaking TV Ads Report,” jointly launched by Kinetiq and DAIVID, deserves a spot on every search marketer’s radar.

The monthly report ranks the top-performing new TV ads in the U.S., blending Kinetiq’s real-time TV ad detection with DAIVID’s AI-driven creative analytics to uncover which ads broke through, why they resonated, and what brands can learn from their success.

It’s a powerful reminder that search doesn’t start on Google – it starts in the mind.

As Barney Worfolk-Smith, chief growth officer at DAIVID, recently told me in an email:

• “Search + TV matter – together. TV can increase search volume by up to 60%, and even more in well-coordinated campaigns. AI has already changed, and will continue to change, the TV-to-search relationship, but the principle remains the same: impactful, emotive TV advertising drives all desirable brand outcomes – with search being one of them. It’s also worth noting that search volume itself is a valuable measure of TV ad effectiveness.”

How LeBron James and Indeed captured attention

The first edition of the “Breaking TV Ads Report” highlighted a commercial that checks every emotional and strategic box: Indeed’s “What If LeBron James’ Skills Were Never Seen?”

The ad traces James’s journey from his early life to his work with the LeBron James Family Foundation, connecting it to Indeed’s “skills-first” hiring message. 

It resonated not only because of its star power but because it made viewers feel something authentic.

The ad generated 11% higher intense positive emotion and 7% higher attention than the average U.S. TV ad, per DAIVID’s data. 

It was joined in the top 10 by campaigns from TikTok (twice), Subaru, and Taco Bell, with emotional themes centered on family, mentorship, and belonging.

These aren’t just nice stories – they’re search triggers.

When people connect emotionally with a brand message, they’re more likely to act on it – often by turning to Google or YouTube for more information, reviews, or purchase options.

Dig deeper: Brand + performance: The secret to maximizing ad ROI

TV still drives search

Back in 2011, Google introduced the concept of “The Zero Moment of Truth.” 

But the ZMOT stage in the buying journey – when consumers research a product or service online before making a purchase – was the “new” second step. 

The first step remained “stimulus,” and it could be “a TV ad.”

Many search marketers focus on what happens in the second ZMOT stage, because we can measure impressions, clicks, and conversions on mobile and laptop screens. 

And we ignore the stimulus step because it is sucking money out of our marketing budgets.

But several studies over the past decade have shown that the impact of TV advertising extends directly into search behavior:

• In 2015, a joint study by Google and Nielsen found that TV ads can boost branded search queries by up to 20%, especially within the first few hours after an ad airs.
• In 2022, Thinkbox discovered that TV advertising in the UK generates the strongest multiplier effect on search, social, and web traffic of any medium.
• And in 2024, Comscore research found that when TV and digital are coordinated, cross-channel campaigns deliver stronger engagement, with TV ads prompting “second-screen” behavior – audiences searching, scanning QR codes, or engaging on social media in real time.

Put simply: when a campaign captures attention on TV, search demand spikes – often within minutes.

For SEO and PPC professionals, this presents a clear opportunity to anticipate and capitalize on those moments.

How brands have integrated TV and search

Several major brands have already proven that when TV storytelling and search strategy work together, both channels perform better.

Apple: Creating curiosity that fuels search

Apple’s product launches are masterclasses in cross-channel momentum. 

Every time a new iPhone ad airs, search volume for terms like “iPhone 17 Pro Max” or “iPhone 17 release date” skyrockets.

Apple’s branded search traffic increases by up to 40% in the days following a major campaign, according to Semrush.

Apple intentionally designs its TV creative to generate questions – not answer them – encouraging viewers to seek out more details online. 

That’s where Apple’s search-optimized landing pages, YouTube product videos, and paid search campaigns complete the journey.

Progressive: Connecting humor to searchable characters

Progressive’s long-running “Flo” campaign shows how consistent creative storytelling translates into search intent. 

The insurance brand’s TV spots spark curiosity around characters, slogans, and offers – leading to measurable spikes in branded searches such as “Progressive car insurance” and “Flo from Progressive.”

The brand’s media team aligns paid search and display campaigns with national TV flighting schedules, ensuring that when interest peaks, search ads and organic results are ready to capture demand.

Coca-Cola: The shareable, searchable ad

Coca-Cola’s “Share a Coke” campaign is another classic case of TV leading to search. 

The original “Share a Coke” campaign was launched in Australia in 2011 and involved replacing the Coca-Cola logo on bottles with hundreds of popular first names. 

This personalization strategy was a global success, encouraging consumers to find bottles with their names and share them with friends and loved ones, which boosted sales and created emotional connections with the brand.

The latest “Share a Coke” campaign is a global relaunch targeting Gen Z with a focus on digital experiences and authentic, in-person connections. 

It features personalized cans, a digital “Memory Maker” tool for creating shareable videos, and a partnership with McDonald’s. 

Consumers can find names on bottles or use a QR code to customize bottles – a creative hook that’s sent millions to Google searching “custom Coke” or “share a Coke names.”

The campaign’s success wasn’t just creative; it was data-driven. 

By tracking spikes in branded search and social mentions, Coca-Cola refined its targeting and extended the campaign’s life cycle online.

Dig deeper: Hyper-personalization in PPC: Using data to deliver tailored ad experiences

Measuring creative effectiveness with real audience signals

What makes the new “Breaking TV Ads” report particularly valuable is its data-driven framework for measuring creative effectiveness.

Kinetiq’s proprietary ad detection technology identifies every ad that first airs across 210 U.S. DMAs and 15 streaming apps, capturing over a million daily detections. 

DAIVID’s AI then evaluates each ad’s emotional response, attention, and brand recall, creating a creative effectiveness score (CES) – a composite metric that mirrors how audiences actually experience content.

In a media landscape increasingly defined by short attention spans and fragmented screens, this data provides a rare window into why certain stories break through – and how that resonance correlates with downstream behaviors like search and site visits.

As Kinetiq CEO Kevin Kohn put it, the partnership “gives marketers a holistic view of the TV and CTV advertising landscape – not just what aired, but why it resonated.”

That’s exactly the kind of insight performance marketers need to connect the dots between creative resonance and measurable outcomes.

Dig deeper: Your ads are dying: How to spot and stop creative fatigue before it tanks performance

What this means for SEO and PPC strategy

In February 2025, Neal Mohan, the CEO of YouTube, revealed that: 

• “TV has surpassed mobile and is now the primary device for YouTube viewing in the U.S. (by watch time), and according to Nielsen, YouTube has been #1 in streaming watch time in the U.S. for two years.”

So, search marketers can apply the latest findings from the Breaking TV Ads Report in several ways:

• Anticipate search spikes: When a high-emotion or celebrity-driven TV ad launches, expect branded searches to rise. Align PPC budgets, ad copy, and keyword targeting around campaign themes and taglines.
• Optimize for intent moments: TV ads often generate “navigational” queries (brand name) and “informational” ones (product details, offers, or reviews). Ensure that organic content – landing pages, FAQs, and YouTube videos – are optimized to match these queries.
• Sync search campaigns with TV flighting: Use ad scheduling to mirror TV airtime or streaming rollouts. Research from Nielsen Catalina Solutions shows that coordinated campaigns can deliver up to 60% higher conversion lift compared to siloed efforts.
• Track branded search as a creative KPI: Branded search volume is one of the most reliable proxies for ad impact. Use tools like Google Trends or Search Console to monitor shifts after major media bursts.
• Leverage emotional triggers in copy: DAIVID’s data shows that ads evoking strong positive emotions drive higher attention and brand recall. Translate those emotional cues into ad extensions, headlines, and meta descriptions that mirror what audiences feel after seeing the TV spot.

Why the future of performance marketing is cross-channel

Search has long been viewed as a response channel – the final step in a consumer journey. But that view is outdated.

Today’s most successful campaigns use search as a connective tissue between offline inspiration and online action. 

Whether it’s a QR code at the end of a TV ad, a YouTube masthead following a primetime spot, or a Google Shopping ad that captures post-broadcast demand – search is the bridge between storytelling and sales.

As more brands invest in connected TV (CTV) and streaming, the line between “brand” and “performance” marketing will continue to blur. 

Creative effectiveness data helps close that gap – showing which emotional and visual cues are most likely to drive measurable search and conversion behavior.

Ultimately, reports like “Breaking TV Ads” remind us that the most powerful search strategy begins long before the query. 

It begins with attention and emotion, and, increasingly, on the biggest screen in the house.

Dig deeper: How connected TV advertising drives search demand