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SEO
Google Explains Googlebot Byte Limits And Crawling Architecture
Google’s Gary Illyes published a blog post explaining how Googlebot’s crawling systems work. The post covers byte limits, partial fetching behavior, and how Google’s crawling infrastructure is organized. The post references episode 105 of the Search Off the Record podcast, where Illyes and Martin Splitt discussed the same topics. Illyes adds more details about crawling architecture and byte-level behavior. What’s…
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Content & AI
The Science Of What AI Actually Rewards
In “The Science Of How AI Pays Attention,” I analyzed 1.2 million ChatGPT responses to understand exactly how AI reads a page. In “The Science Of How AI Picks Its Sources,” I analyzed 98,000 citation rows to understand which pages make it into the reading pool at all. This is Part 3. Where Part 1 told you where on…
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Content & AI
Building An In-House PPC Team: Why A Hybrid Model May Protect Your Ad Spend
AI and automation in ad platforms are well established. Google Ads and Microsoft Advertising are heavily invested in automated features, and the technical barrier to entry has never been lower. However, that accessibility comes with a tradeoff. Two common challenges surface when bringing a PPC team in-house: Campaigns are easier to launch than they are to explain and analyze. Machine-driven…
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Content & AI
So Your Traffic Tanked: What Smart CMOs Do Next
We’ve all seen it. Brands with healthy websites and excellent content have been watching their organic traffic from Google’s SERP erode for years. In a recent webinar hosted by Search Engine Journal, guest speaker Nikhil Lai, principal analyst of Performance Marketing for Forrester Research, estimated his clients are losing between 10 and 40% of organic and direct traffic year-over-year. However,…
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Content & AI
How To Identify Which LLM Is Actually Working For You [Webinar]
AI search is dominating the strategy conversation right now, and everyone is hearing the same thing from clients and directors: “What’s our AI search plan?” The instinct is to optimize everywhere, ChatGPT, Perplexity, Gemini, and move fast. But before you reallocate budget or rewrite your GEO roadmap, there’s a more useful question to ask first: Which LLM is actually driving…
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Content & AI
How To Do Evergreen Content In 2026 (And Beyond)
Fair to say the majority of evergreen content will not drive the value it did five years ago. Hell, even one or two years ago. What we have done for the last decade will not be as profitable. AIOs have eroded clicks. Answer engines have given people options. And to be fair, people are bored of the +2,000-word article answering…
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Social Media & ADS
Building An In-House PPC Team: Why A Hybrid Model May Protect Your Ad Spend
AI and automation in ad platforms are well established. Google Ads and Microsoft Advertising are heavily invested in automated features, and the technical barrier to entry has never been lower. However, that accessibility comes with a tradeoff. Two common challenges surface when bringing a PPC team in-house: Campaigns are easier to launch than they are to explain and analyze. Machine-driven…
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SEO
Who Owns SEO In The Enterprise? The Accountability Gap That Kills Performance
Enterprise SEO doesn’t fail because teams don’t care, lack expertise, or miss tactics. It fails because ownership is fractured. In most large organizations, everyone controls a piece of SEO, yet no single group owns the outcome. Visibility, traffic, and discoverability depend on dozens of upstream decisions made across engineering, content, product, UX, legal, and local markets. SEO is measured on…
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SEO
Google Answers Why Core Updates Can Roll Out In Stages
Google’s John Mueller responded to a question about whether core updates roll out in stages or follow a fixed sequence. His answer offers some clarity about how core updates are rolled out and also about what some core updates actually are. Question About Core Update Timing And Volatility An SEO asked on Bluesky whether core updates behave like a single…
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Latest
WordPress Delays Release Of Version 7.0 To Focus On Stability
WordPress 7.0, previously scheduled for an April 9th release, will be delayed in order to stabilize the Real-Time Collaboration feature and assure that the release, a major milestone, will “target extreme stability.” Much is riding on WordPress 7.0 as it will ship with features that will usher in the age of AI-driven content management systems. Prioritization Of Stability Matt Mullenweg,…
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