I recently compared my March 2025 “What works well in LLMs” analysis with Ahrefs’ May 2025 study of 75,000 brands, and we independently arrived at the same surprising conclusion about AI search visibility. It turns out, brand matters – a lot. Today’s Memo is a deep dive into a concept that’s often talked about (but…
As some of you have already heard, I accepted the role of Microsoft Ads Liaison in June of 2025. That means I will start sharing Microsoft-first strategies. It doesn’t mean: Giving preferential treatment to Microsoft if something else is genuinely a better answer. Telling you to do something because Microsoft has a quota (this isn’t…
Paid media is often treated like a checklist item in a marketing plan: launch a few search ads, run a Meta campaign, maybe test YouTube if there’s budget left. But not all paid media is created equal, and treating every channel the same is a fast way to burn through budget with little to show…
Something important is happening in Google Search. If you’ve looked at your website data in Google Search Console, you may have noticed something odd. Your pages are showing up more often, but fewer people are clicking through. These two signals – impressions and clicks – are used to rise and fall together. Now, they’re drifting…
YouTube is rolling out a new audience analytics feature that replaces the “returning viewers” metric with more detailed viewer categories. The update introduces three viewer types: new, casual, and regular. This is designed to help creators better understand who’s engaging with their content and how often. Breaking Down The New Viewer Categories YouTube now segments…
Today’s Memo is a full refresh of one of the most important frameworks I use with clients – and one I’ve updated heavily based on how AI is reshaping search behavior… …I’m talking about the keyword universe. 🪐 In this issue, I’m digging into: Why the old way of doing keyword research doesn’t cut it…
Google has rolled out a new version of Search Console Insights, now integrated directly into the main Search Console interface. This update ends the standalone beta experience. The new report aims to make it easier to understand your site’s search performance without requiring advanced analytics skills. What’s New? Previously accessible through a separate interface, Search…
YouTube is rolling out two AI-driven features designed to enhance content discovery and deepen user engagement. The experimental tools include an AI-powered search results carousel for Premium users and a conversational AI assistant now expanding to some non-Premium accounts in the U.S. AI Search Results Carousel (Premium Only) Premium subscribers in the U.S. can now…
Google has launched Offerwall, a new feature in Google Ad Manager designed to help publishers diversify their revenue beyond traditional ads. The tool, now generally available after testing with over 1,000 publishers, allows audiences to choose how they access content, including watching short ads, completing surveys, or making micro payments. According to Google, early adopters…
AI is being rapidly implemented, but that doesn’t mean it’s being used effectively. The current lack of clear benchmarks and data about AI usage has meant that everyone has been operating in the dark. This led us to create our first State Of AI In Marketing report, so that chief marketing officers and marketing decision-makers…