If you’ve layered audiences into your Google Ads campaign and weren’t sure if you should select “targeting” or “observation,” you’re not alone. While the Google and Microsoft platforms give decent explanations of the two modes, picking the wrong option can quietly sabotage performance. This setting controls how your audience selections influence who sees your ads…
The game has changed, and quite recently, too. Generative engine optimization (GEO), AI Overviews (AIOs), or just an extension of SEO (now being dubbed on LinkedIn as Search Everywhere Optimization) – which acronym is correct? I’d argue it’s GEO, as you’ll see why. And if you’ve ever built your own large language model from scratch…
I’ve spent years working with Google’s SEO tools, and while there are countless paid options out there, Google’s free toolkit remains the foundation of my optimization workflow. These tools show you exactly what Google considers important, and that offers invaluable insights you can’t get anywhere else. Let me walk you through the five Google tools…
Google has introduced a new AI-powered calling feature in Search that contacts local businesses on a user’s behalf to gather pricing and availability details. The feature, rolling out to all U.S. Search users this week, allows people to request information from multiple businesses with a single query. When searching for services like pet grooming or…
Google is rolling out two enhancements to AI Mode in Labs: Gemini 2.5 Pro and Deep Search. These capabilities are exclusive to users subscribed to Google’s AI Pro and AI Ultra plans. Gemini 2.5 Pro Now Available In AI Mode Subscribers can now access Gemini 2.5 Pro from a dropdown menu within the AI Mode…
Budget increase, performance drops, budget decrease. Almost every marketer knows that short-sighted game, where decisions are made on a daily basis and campaign performance fluctuates to extremes, without a clear goal. I’ve seen this pattern destroy more campaigns than I can count. The problem isn’t bad ads or wrong keywords – it’s “actionism.” That’s when…
Over the past few months, I’ve deeply analyzed how Google’s AI Overviews handle long-tail queries, dug into what makes brands visible in large language models (LLMs), and worked with brands trying to future-proof their SEO strategies. Today’s Memo is the first in a two-part series where I’m covering a tactical deep dive into one of…
Google published details of a new kind of AI based on graphs called a Graph Foundation Model (GFM) that generalizes to previously unseen graphs and delivers a three to forty times boost in precision over previous methods, with successful testing in scaled applications such as spam detection in ads. The announcement of this new technology…
OpenAI has quietly added Shopify as a third-party search partner to help power their shopping search, which shows shopping-rich results. The addition of Shopify was not formally announced, but quietly tucked into OpenAI ChatGPT search documentation. Shopify Is An OpenAI Search Partner Aleyda Solís (LinkedIn profile) recently noticed that OpenAI had updated their Search documentation…
The last few years have fundamentally transformed how businesses and consumers discover, evaluate, and engage with brands. What began as a digital acceleration in 2020-2021 has evolved into an AI-driven revolution that’s reshaping the entire search landscape in 2025 across every industry vertical. Where organizations once relied on monthly snapshots and historical data, today’s market…