Resources and insights

The Smartest AI Marketing Strategy is Made of Stupid

Businesses are under pressure to make their marketing today better than yesterday, prompting them to ask technology for help. But sometimes, the best campaigns are hiding in the worst ideas.

Google Now Measures Your Social Posts in Search

Google added platform properties to Search Console, letting you connect Instagram, TikTok, X, and YouTube accounts and see the search queries behind your posts. The reports cover Google Search performance only, and only for accounts you own, which leaves the mentions that earn AI citations invisible.

Google Can Now Make the Picture Instead of Finding It

Google is bringing image generation into AI Overviews, so Search can invent a picture rather than find one. The feature targets conceptual images that don’t exist yet, not photos of real things. Visual work tied to something real is what keeps earning attention.

ChatGPT Owns the AI Traffic You Can Measure

A new Previsible study of 6.77 million sessions found ChatGPT drives 92% of trackable standalone AI referral traffic. But it leaves out Google’s AI Overviews and AI Mode, which send even more. The foundation that wins across both is earned authority and citation-worthy content.

AI is Pushing Humans to Be More Human

AI may seem like the norm today, but there's also been much pushback from people who've grown tired of it. The recently concluded Cannes Lions made this clear, among other things.

Google Is Putting More Links Back Into AI Answers

Google rolled out five new ways for AI Mode and AI Overviews to link out to the web, from suggested articles to firsthand advice and inline source links. It opens more citation opportunities, though the traffic effect is unproven. Earning those links rewards depth, firsthand presence, and authority.

Ranking Yourself #1 Now Works Against You

Self-promotional best-of listicles, where a brand ranks itself number one, have turned into a liability. Google demoted sites that scaled them starting in January, and Lily Ray’s research shows AI Overviews often cite a brand’s own listicle while recommending its competitors. Earned third-party coverage is the durable path.

How Google Knows If Its AI Search Is Working

Google Dropped FAQ Rich Results, Not FAQ Schema

Google removed FAQ rich results from all sites on May 7, ending a feature that started shrinking in 2023. The FAQPage schema itself stays valid, and the change makes clear the markup was never the value. Clean, useful Q&A content was always the thing doing the work.

Your Startup Needs Experience to Gain ‘Experience’

Needing experience to gain experience may sound absurd. But when you're a startup in a cutthroat market, it's not impossible. All it takes is working with what you can with what you have.