Blog
Field notes.
Practical writing on AI implementation, marketing strategy, brand, and search. No hot takes, no listicles. What we’ve seen work, and what hasn’t.
Category filtering coming soon. All posts shown below.
Paid Search Is Compressing. Here's the Organic-First Test Loop Replacing It.
Google Ads CPC is up, ecommerce ROAS is down, and AI search is taking a slice of upper-funnel intent. The reweighting that fits the 2026 data, including the organic-first paid social test loop that should already be your default.
SEO Is Splitting Into Three Disciplines. Here's How to Stop Losing Traffic.
Traditional SEO is no longer enough. Google's AI Overviews, ChatGPT search, and Perplexity are pulling traffic away from blue links. Here's the new playbook for staying visible across all three.
When Your Category Is Commoditized, Brand Is the Only Real Moat
In categories where every competitor offers the same product at similar prices, marketing tactics stop working. Brand positioning becomes the actual differentiator. Here's why, and how to build one that holds.
Three Places Where AI Actually Moves the Numbers for Marketing Teams
Most AI pilots in marketing teams end up shelved. The ones that survive share a pattern: they target operational bottlenecks, not creative experiments. Here are the three areas where we've consistently seen AI deliver measurable returns.
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