Paid Search in a Crisis: Owning the Results Page When Your Name Spikes
— When a crisis breaks, search demand spikes and the results page becomes the battleground. How paid search puts your accurate account in the top slots, fast.
Insights
Thinking out loud.
What we’re learning across crisis, performance marketing, digital advocacy and reputation — and how digital keeps changing the work.
Wikipedia and Google Knowledge Panels: Keeping Them Accurate
— How Google knowledge panels and Wikipedia entries form, why they shape what people and AI believe about you, and the legitimate ways to keep them accurate.
AI visibility metrics that matter (and the vanity metrics to ignore)
— The five AI visibility metrics worth tracking month over month, and the vanity numbers (raw mentions, blended scores, screenshots) to ignore.
Ads in Google AI Overviews and AI Mode: how to actually show up
— Google is pushing ads into AI Overviews and AI Mode, and the advice online is mostly wrong. You do not need AI Max. Here is what genuinely makes your ads eligible, and how to run it with discipline.
ChatGPT Ads: what the early data actually shows
— ChatGPT Ads are now open to everyone. Early advertiser reports point to high click costs, no conversion tracking and thin reporting. Here is a measured read, and what it means for B2B.
What Is Reputation Management in the Age of AI Search?
— What is reputation management? A plain-English guide to how search, knowledge graphs and AI assistants now shape what people find, and the infrastructure work that keeps it accurate.
Advocacy advertising: what it is, who runs it, and how it is bought
— Advocacy advertising explained: issue ads versus electoral ads, who runs them, what they cost, and the approval layer around them.
How to Fix AI Giving Wrong Information About Your Brand
— AI giving wrong information about your brand? Learn why chatbots hallucinate, how to correct it at the source, and monitor AI search visibility going forward.
The best AI visibility tracking tools — and when you need a managed service instead
— Six AI visibility tracking tools compared — Peec AI, Profound, Otterly, Ahrefs, Semrush and SE Ranking — and when a managed programme is the better buy.