Tariffs, Trade-offs & Search Strategy: Should You Buy American or Source Smarter Abroad?

Business Strategy, International Management / By

The Penn Wharton Budget Model estimates that U.S. businesses—many of them small to mid-sized manufacturers—will pay over $5.2 trillion in tariffs over the next decade under the latest trade policy shifts. For smaller manufacturers sourcing critical components from abroad, this isn’t just a macroeconomic headline—it’s a direct hit to the bottom line. Every dollar spent […]

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The Geographic Targeting Stalemate: Why Neither Businesses Nor Search Engines Solve the Problem

International Marketing, Thought Leadership / By

I recently posted that I did not beleive Google was going to replace hreflang with AI as many International SEOs were suggesting. As part of my reasoning was the statement that neither Google nor multinational websites have enough incentives to solve the problem. Despite tremendous advances in artificial intelligence, machine learning, and content management technologies,

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Implementing Strong Geographic Signals: A Practical Guide for International Websites

International Marketing, Process Improvement / By

Introduction As we explored in our companion article, “The Geographic Detection Challenge,” search engines face significant difficulties determining which geographic market your content is targeting, particularly for websites serving multiple regions that share the same language. While hreflang implementation is essential, it’s only one component of a comprehensive geographic signaling strategy. This guide offers a

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The Geographic Detection Challenge: Why Search Engines Struggle with Market Targeting

Integrated Search Marketing, International Marketing, Thought Leadership / By

TL;DR Summary: The Geographic Detection Challenge This is a detailed overview of a research paper on why it is a challenge for Search Engines and AI agents to detect the target market of your website. We wrote this after conducting extensive analysis on how search engines can detect the intended target market of web content

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Why Google Isn’t Racing to Replace Hreflang with AI – And Probably Never Will

Hreflang, International Marketing / By

There is a growing chorus in international SEO circles claiming that Google will soon utilize AI or some other form of automation to replace hreflang especially after Google’s recent ccTLD domain consolidation. On the surface, it sounds reasonable—why wouldn’t Google, armed with increasingly powerful machine learning tools, “just figure it out”? The answer: because there’s

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What Is Answers Management? Why Every Business Needs One in the AI Era

Answer Management / By

We’ve entered a new phase of digital discovery. Search engines are no longer just directing traffic — they’re providing answers. AI assistants, voice search, zero-click results, and knowledge panels are conditioning users to expect accurate, instant information, without needing to visit a website. In this Answer Economy, visibility is no longer just about ranking —

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Back Azimuth now fully integrated into Bisan Digital

Thought Leadership / By

The same trusted expertise—now part of a unified global strategy solution. After nearly sixteen years as an independent consultancy, Back Azimuth Consulting has officially transitioned into its parent company, Bisan Digital, bringing its enterprise and international digital marketing expertise under one streamlined brand. Founded by global strategist Bill Hunt, Back Azimuth has long been a

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What is an Answers Management Program

Answer Management / By

An Answers Management Program (AMP) is a structured approach to ensuring that a company effectively provides accurate, consistent, and accessible answers to customer and stakeholder queries across digital platforms. This program acknowledges that search engines, AI-driven assistants, and other digital interfaces increasingly determine how users find and interact with information. Key Components of an Answer

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Implementing your Answers Management Strategy

Answer Management, Strategic Thinking / By

As AI-powered answer engines continue to transform how consumers find and engage with information, organizations must adapt their content strategies to remain competitive and ensure they have the information necessary to answer questions posed by existing and potential customers. In a previous article, I advocated for creating a VP of Answers role as a strategic

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