AI has reshaped SEO strategy — brands must now optimize for visibility across LLMs, alternative platforms like TikTok, and Discover. Audience insight is foundational — successful SEO begins with understanding user pain points, platform behavior, and demand creation. Brand mentions outweigh Read more

Set Google Alerts and subscribe to niche newsletters to streamline trend spotting for reactive opportunities. Pre-introduce expert sources to journalists before news breaks to boost chances of future outreach. Repurpose existing blog content or data in your reactive pitches to reduce turnaround Read more

Reactive PR requires speed and specificity—jump on news within hours using expert quotes tailored to current headlines. Use AI tools like ChatGPT to surface timely, relevant stories across industries for each client daily. Build editorial calendars around recurring news cycles (e.g. heatwaves, Read more

AI discoverability demands unified SEO, PR, and content strategies to boost visibility across search and AI tools. SEO provides data that PR can use to craft stories aligned with what audiences are actively searching for. Content roadmaps should prioritize flexibility—3-month plans Read more

GEO is the new SEO: Generative Engine Optimization focuses on how AI systems synthesize brand info, not how Google ranks pages. Mentions > Links: Brand mentions across trusted sites now correlate more with AI visibility than traditional backlinks. Syndication still works: Republished and Read more

Content marketing in 2025 is user-first — prioritize meeting users at multiple entry points with content tailored to their journey stage. Use the 6H framework — Hero, Hub, Help, Heart, Happy, and Human content map to key stages from awareness to advocacy. AI should support, not lead — Read more

Branded web mentions had the strongest correlation with AI overview visibility, surpassing links and domain rating (DR). AI overviews favor language-based signals (mentions, branded anchors) over traditional link-based SEO factors. Even small brands saw visibility gains from minimal mentions, Read more

Relevance Engineering blends AI, content strategy, UX, digital PR, and information retrieval to future-proof SEO. AI Overviews and chatbots generate synthetic queries; optimizing for these hidden queries boosts visibility. Links from relevant news/media sites still carry high value due to Google's Read more

Newsjacking has two paths: planned reactive (e.g. budget announcements) and breaking reactive (e.g. heatwaves, celebrity feuds). Think like a journalist: anticipate story evolutions, focus on audience interest, and aim to move the narrative forward. Build case study content: use brand spokespeople Read more

DR/DA are “vanity metrics” and useful for quick validation, but they can be easily gamed. Spammy link tactics (like DR-boosting and HARO overuse) lead to poor keyword relevance, traffic drops, and risk of manual penalties. Google’s SpamBrain evaluates link context and relevance, not just Read more