When tracking share of voice for marketing teams, it’s often assumed to be a vanity metric — a number executives like to include in board decks but one that rarely influences strategy. In practice, that assumption doesn’t hold up. Share of voice (SOV) is one of the clearest leading indicators of whether a brand is ..
Categoria : Marketing
Search results used to be a doorway. A brand ranked, someone clicked, and they landed on a website. But today, that model is eroding faster than most marketing teams are equipped to move. Bain & Company research found that about 80% of consumers now rely on “zero-click” results in at least 40% of their searches. ..
I’ve spent considerable time testing free answer engine optimization tools across dozens of brand audits, and the verdict is clear: you don’t need a five-figure tech stack to get meaningful AEO data. The right free tools used in the right order will tell you whether ChatGPT, Perplexity, and Gemini know your brand exists, what they ..
When I first started auditing content for answer engine visibility, I assumed the keyword research process was roughly the same as traditional SEO — just with a few tweaks. I was wrong. Answer Engine Optimization (AEO) keyword research isn’t just about finding what people search. It’s about understanding what answer engines are asked, how they ..
Every few years, marketing headlines announce the demise of one foundational strategy or another. First, email, then blogging, then search engines. Now, with the rise of AI comes the question, “Is AI killing web traffic?” But the curiosity is actually warranted. As of December 2025, AI Overviews chop organic click-through rate (CTR) for position-one content ..
Your competitors are adjusting pricing, launching new ad creative, publishing content that outranks yours, and showing up in AI answers you didn’t know existed — often all in the same week. Competitor monitoring tools exist to catch those moves early, but most teams end up with fragmented data scattered across platforms, and by the time ..
This is part three of a three-part series on how HubSpot transformed with AI. Part one covers how we build with AI. Part two covers how we grow with Agent-first GTM. Building the right engineering platform and rebuilding your go-to-market motion are meaningless if the organization running them isn’t ready. That’s the part most transformation playbooks ..
This is part two of a three-part series on how HubSpot transformed with AI. Part one covers how we build with AI. Part three is how we operate as an AI-first company. Over the past three years, we have systematically rebuilt how we attract, engage, and delight customers by creating a new go-to-market model. With ..
Welcome to the week’s Pulse: updates affect how deep links appear in your snippets, how your robots.txt gets parsed, how agentic features work in Search, and how the EU’s data-sharing rules apply to AI chatbots. Here’s what matters for you and your work. Google Lists Best Practices For Read More Deep Links Google updated its ..
Microsoft announced a wave of AI updates this week, and most of the coverage will likely focus on the individual launches. New targeting options, diagnostics, commerce tools, Copilot enhancements, and campaign features will naturally get the headlines. What stood out to me was the broader vision behind them. Microsoft is not just talking about better ..