In Australia, 4% of mobile Google searches end without a click. That sounds like an SEO statistic. In reality, it is a go-to-market measurement problem.
If a potential customer can encounter your company, understand its positioning and get an initial answer without visiting your website, then traffic can no longer represent the full...
Over the past 19 years, I have worked with small businesses, growth-stage companies and international enterprise vendors. Some had internal marketing teams, while others relied on founders, freelancers or agencies. A few had plenty of marketing activity but no one clearly responsible for deciding how it should all work together.
I have...
For years B2B digital marketing followed a reasonably predictable model: a potential customer had a problem, searched Google, clicked several results, visited vendor websites, downloaded content, compared options and eventually spoke to sales.
Marketing teams built their acquisition strategies around this journey. SEO generated rankings and...
Most companies do not need a fractional CMO because they are missing another senior marketer. They need one because the way their customers buy has changed faster than the way their marketing works. Let me explain what I mean.
A few years ago, the typical B2B journey was relatively easy to understand. A potential customer searched Google,...
What are AI Overviews, and How Do They Change the Search Experience?
The recent Google I/O event quickly became one of the biggest news stories of this year for the SEO community with the introduction of AI Overviews for all U.S. users. AI Overviews was in an experimental phase as the Search Generative Experience (SGE), and...