Strategy in Action

AI Share of Voice Should Measure Intent Ownership, Not Just Prompt Count As more companies start tracking AI visibility, share of voice is becoming a common metric. That makes sense on the surface. If your brand appears in 70% of the prompts you track and a competitor appears in 40%, it looks like you are winning. But that can be misleading. If those 70 prompts are scattered across unrelated topics, your visibility may look strong while your brand still fails to own any meaningful buyer intent. That is why I think AI share of voice should be measured less by

Why Your Brand Isn’t Being Cited in AI Search: Diagnose the Gap Before You Optimize In my last post, I explored whether some of the lowest-impression questions in GSC may actually be the starting points of AI search journeys, while higher-impression questions may represent places where those journeys converge. If that theory is directionally right, then the next question becomes much more practical: Once you identify a question that matters, why is your brand not showing up for it? One of the most common GEO recommendations right now is some version of “optimize the page for AI search.” The problem

Are We Looking at Google Search Console Impressions Backwards in the Age of AI Search? For years, one of the basic assumptions behind SEO analysis has been straightforward: more search volume or more impressions usually means a more important query. If one query generates 1,500 impressions and another generates 10, we naturally pay more attention to the first one. I am starting to wonder whether AI search makes that assumption incomplete. As I have been digging through Google Search Console data, including the new Generative AI performance report, I keep coming back to one question: what if some of the

GEO Is Exposing Weak Digital Experiences Every major shift in search creates a rush to learn the new language. Right now, the language is GEO, AEO, AI search, answer engines, LLM visibility, citations, mentions, prompts, and summaries. The terms matter, but only to a point. The bigger issue is more practical: AI-driven search is making it harder for weak digital experiences to hide. For years, companies could get by with decent rankings, a few strong pages, a content calendar, and a website that looked professional enough. The site might have been vague. The messaging might have sounded like every competitor.

When AI Handles the Research, Your Content Has Three Jobs The Role of Your Website Is Changing For years, inbound marketing was built around a familiar assumption: publish helpful content, attract buyers to your website, educate them over time, and convert them when they are ready. That model is under pressure. As Google, ChatGPT, Perplexity, Claude, and other AI systems increasingly answer, summarize, or synthesize information, buyers may learn about categories, compare vendors, and narrow options before they ever reach your site. This does not make web content less important. It changes what web content is for. The Three Jobs

Search engines and large language models were built for different jobs, and not every page on your website should be optimized the same way.

Marketing pages exist to attract demand, differentiate your offering, and convert visitors. Those pages still benefit from traditional SEO.

But knowledge pages exist to do something else entirely. They explain concepts, answer questions, and provide clarity. These are the pages large language models reuse when generating answers.

LLMs are not looking for sales copy. They are looking for clear explanations.

That means appearing in AI generated answers is less about optimizing every page and more about understanding what each page is meant to do, then optimizing accordingly.

If you’re not tracking how your brand appears in AI-generated search results, you’re flying blind. Without understanding your visibility in AI Overviews and similar generative surfaces, you can’t defend your share of voice—or adapt to the future of search.

Building High-Converting Customer Journey Maps You do not need another pretty diagram. You need a map that helps real people move from interest to action. This guide keeps the research-grade insights, adds plain language, and shows you what to do first. Every step is designed to uncover friction you can fix. A journey map is more than a visual—it’s the story of how a person reaches a goal. It captures what they do, what they ask, and how they feel so you can spot blockers and remove them. Optimizing one screen at a time isn’t enough. What wins is the

Case Study: What Winning Positioning Looks Like Positioning can feel slippery. You know it matters, but how do you know if you’re actually getting it right? This post will show you what winning positioning looks like in practice — using real brand examples — and give you a clear checklist to test your own. By the end, you’ll be able to answer three critical questions: Instant Recognition Does our positioning instantly tell people who we are, what we do, and why it matters? Clear Differentiation Does it clearly separate us from competitors? Customer Resonance Can our customers repeat it back

Marketers love to talk tactics — SEO, paid campaigns, content calendars, new martech tools. But before any of that matters, there’s one question every brand has to answer: