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Google AI Mode: Hypotheses + Tips on How to Measure Impact for Your Site
AI Mode is out of the lab and into the hands of the public, and we should expect that some version of AI Mode becomes the default search experience on Google wi…
Do You Need to Write Meta Descriptions Anymore? Probably Not.
"Seven out of ten snippets we write never reach a single searcher."
How AI is Changing Paid Search in 2025
TL;DR In paid search, AI Overviews push ads lower or replace them, but when a client’s brand appears in the Overview, paid CTR rises from 7.89% to 11%. ChatGPT …
Claude MCP + My bad prompts = GOLD
So often I think people think... "Wil, you are good at AI" and I'm like no I'm not, I have two beliefs... 1 - Things are figureoutable
From Scrappy to Strategic: How Vibe Marketing is Redefining the Modern Marketer
Right out of college, I took my English degree and headed into my first marketing agency, ready to put my creativity and excitement to work. My first clients? M…
Are Log Files the New Impressions? How We’re Tracking AI Visibility
AI tools like ChatGPT and Perplexity are influencing decisions, and driving leads… all without providing usage or search data.. So while everyone’s still waitin…
Scaling AI Starts with the Team. That’s Why We Invested $35K in Training.
You’ve made the investment. You’ve bought the tools. Now where are these “gains because of AI”?
How We Built an SEO AI Agent: One Tab, Zero Copy Paste, 28% More Clicks
Think about a routine SEO workflow: Google Search Console in one tab, SEMRush in another, Google search results, competitor websites, Screaming Frog, or Chrome …
The New Paid Media Playbook: How AI Is Rewriting the Rules for Brand Growth
We’ve all seen the hot takes on AI: "Write faster." "Generate more variants." "Automate your workflows."
60+ people building 200+ AI automations, here's how we're doing it.
A couple months back, I'm sitting here thinking, "Damn, we're not adopting AI company-wide like I expected.”
AI Starts with Human Expertise – Here’s How to Capture It
You can’t effectively automate what you don’t fully understand. That’s what most teams run into when trying to scale expertise with AI. The workflow seems simpl…
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Use Reasoning Models to research why you aren't visible in AI search
The lifelong question of every optimizer of an algorithm is why, for for SEO's the why is ... why is Google showing these answers.