Organic traffic declines. The team panics. Someone says the words “generative engine optimization.” A new initiative spins up: get the brand cited by ChatGPT, show up in AI Mode, win in Perplexity. The tactics are familiar if you’ve been paying attention. Self-promotional listicles. Hidden prompt injections. Content engineered not for readers but for retrieval. It … Read more
AEO, AI citations, ChatGPT, GEO, SEO
SEO in a Fan-Out World: The AI Doesn’t Read You. It Auditions You.
Marketing Baby
The way most people picture AI search is wrong. They imagine a user types a question, the AI thinks for a moment, and an answer appears. Clean, linear, one-to-one. What’s actually happening looks more like a casting call. When someone asks Perplexity or SearchGPT a complex question, the system doesn’t reason from memory. It decomposes … Read more
Your Best Content Already Exists. It’s Just Trapped.
Marketing Baby
Every growth engagement starts the same way. The brief says “we need more content.” The roadmap is full of net-new pages, net-new blog posts, net-new landing pages. The assumption is always that the content gap is a production problem. Then you look at what the company already has. Help documentation with detailed explanations of every … Read more
Visibility Is a Skill, Not a Personality Trait
Two marketers sit in the same company. One builds the campaign architecture, fixes the attribution model, and quietly ships work that actually moves pipeline. The other spends half their week in cross-functional meetings, asking sales for input on messaging, looping in product on positioning decisions, and presenting results (including results they didn’t personally drive) in … Read more
The Best AI Prompt Is a Content Brief You Already Know How to Write
Last year a B2B SaaS company fired their freelance writer. The deliverables were generic, unfocused, off-voice. Three months later they replaced the writer with Claude, fed it the same one-paragraph Slack message they’d been sending the freelancer, and got back generic, unfocused, off-voice content. The writer was never the problem. The brief was the problem. … Read more
What the Hell Is a VPS (and Why Should Marketers Care?)
Let’s be real — marketers today are drowning in SaaS subscriptions.Analytics, automation, landing pages, pop-ups, email… every tool’s got a $29 “starter plan” that somehow turns into $499/month before you blink. You’re paying rent on your own marketing stack — month after month — and you don’t even own the walls. There’s a better way. … Read more