How to Optimize Your Google Business Profile for AI Overviews
By: Will Melton
TL;DR: Why Your Google Business Profile is Important You filled out your free Google Business Profile years ago. You filled in your hours, uploaded a...
How Marketers Should Actually Use AI Tools in 2026 | To the Power of X, Ep. 1
By: Chuck McCarthy
Nerding out over Claude, being able to ditch spreadsheets, and what it takes to build a diversified tech stack (it’s not as complicated as you...
Google AI Assistant Default Channel Group in GA4
By: Jenna Pace
With surprisingly little fanfare for such an anticipated development, Google rolled out a new default channel called AI Assistant. As of June 7, Google has...
SEO Is Worth It. The Way You’re Measuring It Isn’t.
By: Chuck McCarthy
Yes, but most ROI stats describe a search engine that no longer exists. The current data and what to measure instead....
The Real Secret to AI Search Optimization
By: Will Melton
(Spoiler: there isn’t one) SEO has always existed in a shroud of mystery — not because it’s actually mysterious, but because complexity is a great...
How Asana, Rella, and a Deeply Specific Client Made Me a Better Project Manager for B2B Social
Managing social media for a B2B brand is its own discipline, and a good team needs the tools and expertise to match the task....
Xponent21 Launches CARL Intelligence, a Standalone AI Visibility Tool Built on Two Years of Proprietary Research
By: Will Melton
The Richmond-based agency’s Cognitive AI Ranking Lab expands the CARL suite with a prompt intelligence platform that measures and improves how brands appear in AI-generated...
The Search Result Just Stopped Being Public
By: Isaac Marcuson
TL;DR: At I/O 2026, Google made personalized search free and global. For customers who opt in, the same query returns different answers from their Gmail...
The Whole Pie: Why AI Visibility Is a Business Operations Problem
By: Will Melton
There is no such thing as an AI visibility strategy. There is only a marketing strategy — and AI either reflects it or exposes the...
Built For Whom: Who Gets to Shape the Future
By: Courtney Turrin
A few weeks ago, I attended the annual Tom Tom Festival in Charlottesville for the first time. Will Melton, our CEO, and Will Willis, Director...
Communication: The Challenge of Our Time
By: Courtney Turrin
We have more ways to reach each other than at any point in human history. We are still genuinely bad at communicating. Not bad at...
You Don’t Have to Vibe Code. You Have to Understand It.
By: Courtney Turrin
There’s a concept in meditation practice that I keep coming back to lately. When you tell a meditation teacher that you’re too busy to meditate,...
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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