Why SEO & AEO Works So Well for Mid-Market Businesses
By: Jenna Pace
Mid-market businesses are uniquely positioned for success with SEO and AEO efforts for multiple reasons. Here’s why it’s a smart investment....
Is AI Slop Hurting Your Staff?
TL;DR: Layoffs are reversing, AI content is tanking rankings, and executives are trusting tools built to flatter them. Dig into the issues with AI experts....
Persuasion vs. Manipulation in Marketing: The Real Line is Method, Not Origin
By: Courtney Turrin
Our last post ended on a question I said deserved its own treatment: how do you tell the difference between surfacing a need someone already...
Your Marketing Analytics Can Tell You What Happened. They Can’t Tell You Why.
By: Courtney Turrin
A marketing team moves the call-to-action button to the top of a landing page. Conversions climb 25 percent. The team attributes the improvement to the...
Query Fan-Out Rewards One Page That Answers Many Questions
By: Isaac Marcuson
TL;DR: Ask Google’s AI Mode one question and it searches several related ones. They call this query fan-out. Many agencies and tool vendors answered by...
“What Is AI Saying About My Business?” Is the Wrong Question
There is no blanket answer! AI systems rewrite your question, personalize the response to the asker, and change daily. Here is what to ask instead....
The Tool Is Not the Strategy: Martech’s First Flat Year Proves It
By: Chuck McCarthy
TL;DR: The martech landscape just posted its first flat year in 15 years, at 15,505 tools, up 0.79%. The value moved into the AI models...
We Need to Talk About How You’re Using ChatGPT | To the Power of X, Ep. 3
Welcome back to To the Power of X, Xponent21’s podcast on AI and marketing. In Episode 3, Chuck McCarthy, Kayleigh Crandell, and Jenna Pace ask...
Claude for Marketers: When to Use Chat, Projects, Cowork, or Code
By: Isaac Marcuson
TL;DR: What decides which Claude product a marketing task belongs in is how much of the process you have written down. Chat demands nothing. Projects...
Google AI Overviews Surpass 70% of Searches — Tracking Toward Full Replacement of Traditional Search by 2027
By: Will Melton
New data from Advanced Web Ranking shows Google AI Overviews now appear in 70.48% of personalized U.S. search results and 56.43% of non-personalized results, as...
The Data Nobody Has: Inside CARL Labs and the Future of AI Marketing Intelligence | To the Power of X, Ep. 2
In episode 2, Chuck, Kayleigh, and Will pull back the curtain on CARL—the Cognitive AI Ranking Lab—and why we created it instead of buying something...
Anthropic Lists Two Web-Search Subprocessors Behind Claude — and the GEO Playbook Missed the Second
By: Isaac Marcuson
TL;DR: The standard Claude optimization playbook rests on 15 launch-day data points. The core claim holds: Claude’s web search runs on Brave. But Anthropic’s own...
X21 Podcast: To The Power of X
To the Power of X is our podcast where our team talks about marketing and AI like we do in the office: honestly, specifically, and without the hype.
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