It’s tempting to go to an extreme. Unreasonable design standards, quality or hospitality are an effective way to gain share, delight customers and spread the word. To be unreasonable in service of your customers is a practice and a commitment. Along the way, though, reality sets in. The boss has multiple priorities. The uncompromising edges…
Do AI assistants like ChatGPT and Perplexity prefer to cite “fresh” content? We analyzed 17 million citations across 7 AI search platforms to find out. As we clamor to optimize for AI search visibility, I’ve seen suggestions that we should update pages more frequently to boost their chance of being cited. To test the theory, we used…
While it’s entirely possible to have a strong social media marketing strategy without a stack of tools, the right ones can make your life a lot easier. Social media marketing tools can help you create content, schedule posts, engage with your audience, analyze performance, study competitors, keep up with trends, search influencers … phew! I…
Hi beams | Seth’s Blog (Car dashboards don’t have room to spell out the whole word). On a country road, late at night, when there are no other cars around, the hi beams are a really useful tool. It’s smart to use them. As soon as there are other cars, though, they…
We analyzed 1,000,000 SERPs to see how the presence of different SERP features has changed since the start of the year. AI Overviews appeared from nowhere in August 2024, and now appear on over a quarter of the keywords in this sample (and they’re much more prevalent for informational keywords). Functionally, AI Overviews seem to overlap…
Staying consistent on TikTok sounds simple enough. But coming up with video ideas, filming, editing, writing captions, and posting nearly every day? That’s a full-time job — with overtime. That is, unless you work smart. Scheduling your TikTok videos ahead of time is like unlocking the “easy mode” of consistency — giving you more breathing…
People like that, like this. When we can build connections between demographics and psychographics, it’s easier to surprise, delight and serve our customers. Mail order catalogs have been doing this for years out of necessity. They know something about a person’s geography, income and other demographics, and they make assertions about what they dream about…
Ever since AI Overviews began decimating clicks in organic search, I’ve had two questions on my mind: “What kind of AI Overview keywords still drive clicks?”, and “Is there a way to engineer more clicks from zero-click search?” I asked our ace data scientist, Xibeijia, if she could help me build a profile of “AI…
Instagram isn’t just a photo-sharing app anymore. In 2025, it’s a digital town square — part search engine, part shopping mall, part entertainment hub, all rolled into one ✨aesthetic✨ platform. It’s where creators build brands, where brands tap into culture, and where billions of users scroll every day. We’ve pulled together the most important Instagram…
Is it okay to dress your cat in a ridiculous costume? What about giving a poodle a haircut that subjects him to ridicule? The cat and the dog probably don’t know or care, but we think less of their person if it happens. At Disney, the costumed characters need security guards. Kids (and more often)…