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 […]
Implementing your Answers Management Strategy Read More »
I have been writing about how companies must embrace this new Answer and Recommendation environment called the Answer Economy, starting with designating a VP of Answers and implementing an Answer Management framework. One of the key steps of this process is for companies to spend time mining their on-site search query database to identify the
Monitizing Site Search Queries for the new Answer Economy Read More »
During my recent family trip to Japan, I had a few experiences where I thought companies could have done a better job of providing easy-to-find and relatively straightforward answers to my questions. Since I did not get the answers I wanted from their website or Google, I often tried ChatGPT and other AI tools to
In the new Answer Economy do you need a VP of Answers? Read More »
For the past 30 years, I have worked at the enterprise digital and search marketing level. Working for big companies, you need to be creative to get buy-in and advance your projects and ideas, requiring me to develop several “creative reports” to generate executive attention. The following are various models that will hopefully help you
Demonstrating the Strategic Value of Search Marketing Read More »
Last week, I participated in two calls initiated by startup investors after being introduced to them as an expert in the strategic use of Search Marketing. After a few minutes of discussing my thoughts on the strategic application of Search, both investors had their startup CEOs join the call to understand how I could help
Beyond Marketing: The Startup CEO’s Guide to Making SEO Everyone’s KPI Read More »
My friend Jason Kilgore from Findlaw posted his views on why Search needs a seat in the C-Suite. Jason argues that Google’s recent policy of disapproving or suspending your paid search account if your website has received a manual action demonstrates the need for a more integrated approach to Search and both more senior representation and
Why does Search Still Not have C-Suite Exposure? Read More »
One of my favorite professors from my Global MBA program, Professor Simonin, and his colleagues were recently recognized by the American Marketing Association as 2023’s most significant contribution to the advancement of International Marketing Management for their research on performance gains when improving an organization’s International Marketing Agility. The research paper titled “Marketing Agility in Subsidiaries: Market Orientation
Maximize Global Marketing Outcomes by Engaging the Twin Engines of Performance Read More »
Does the Cost of Not Ranking get your CFO’s Attention? One of my biggest frustrations is senior management’s apparent lack of interest in Search Marketing, specifically SEO. For many companies, visits from search engines drive the vast majority of the traffic to their sites. While it is easy to say they don’t care or that
Does the Cost of Not Ranking get your CFO’s Attention? Read More »
