Creating ‘Non-Commodity’ Content That Cuts Through The Noise
Google’s recent definition of commodity vs. non-commodity content is a bit meh. Meh if I’m being kind. Downright useless if I’m being more reasonable. Complete and utter rubbish if I’ve had a drink. Image Credit: Harry Clarkson-Bennett They all read like headlines you’d see in Discover and scroll past very quickly. Maybe in a few […]
Why Incrementality Testing Alone Won’t Fix Your Paid Media Budget – The Missing Metric
Incrementality testing has become the default answer to a problem most direct-to-consumer brands genuinely have. Platform attribution disagrees with itself; Meta and Google routinely both claim credit for the same conversion. Not to mention studies we have done reviewing one transaction at a time to find out organic search or Google Shopping transactions were being […]
AI search loves listicles: What 25,000 URLs reveal about citations
Large language models (LLMs) excel at synthesizing enormous amounts of information into personalized responses to plain-language prompts. These responses draw on massive training datasets and are often enhanced with internet searches. The fastest way to influence what LLMs say about your brand is to influence the content they retrieve through those searches. At Evertune Research, […]
Building Portable AI Workflows That You Can Take Anywhere : Social Media Examiner
Social Marketing Trends The data you’ve been missing! Need a new plan? Discover how marketers plan to change their social activities in the 18th annual Social Media Marketing Industry Report. It reveals what marketers have planned for their social activities, content marketing, and more! Get this free report now and never miss […]
What Google’s UCP Tells Us About Agent-Ready Websites
Google’s Universal Commerce Protocol is the first production blueprint for what every website (ecommerce or not) will eventually need to expose to AI agents: discoverable actions, predictable outcomes, persistent sessions, and explicit agent policies. UCP was released as infrastructure for Google Merchant Center retailers. But the more important story is the architecture underneath it. UCP […]
Inside AI Citation: Proven Strategies To Get Your Brand Cited
When customers ask AI a question, only a handful of sources get cited in the answer. Which content signals does AI evaluate when selecting sources to cite? Is your brand’s content structured to be one of them? This is no longer a technology question; it is a brand and content strategy question. Find out exactly […]
Google Ads costs keep rising, but conversion rates improved in 2025
Advertisers are paying more for clicks in Google Ads — but they’re also getting better at turning those clicks into conversions, according to new benchmark data from WordStream by LocaliQ. The 2025 benchmark report, based on more than 16,000 campaigns, found the average Google Ads cost-per-click (CPC) rose to $5.42, up from $4.66 the previous […]
The 5-layer framework for measuring GEO performance
AI search measurement in 2026 looks a lot like paid media in 2008. Everyone can see the impressions. Almost nobody can defend the revenue. Agencies are slapping AI visibility dashboards onto retainers, clients are writing checks, and CFOs are starting to ask the question that always ends a hype cycle: Prove it. Here’s the hard […]
From video tapes to AI: Frederick Vallaeys on the evolution of paid search
Frederick Vallaeys’ route into PPC started with a student side hustle, not a career plan. While at Stanford in 1998, he spotted a resale opportunity in used Blockbuster video cassettes and needed a way to find buyers. That led him to GoTo, an early search engine where advertisers could bid on keywords – and gave […]
It Works Until It Doesn’t: AI Content Strategies That Backfire
Over the past few years, I’ve watched AI content creation tools rapidly gain adoption across the SEO/GEO industry. These tools offer the promise of leveraging AI to automate content creation, reduce headcount, cut costs, and scale output. As someone who has spent the last decade helping companies recover from Google algorithm updates, my spidey senses […]