Top AI Visibility & SEO Insights

A flowchart illustrating query fan-out, where a single question branches out into multiple sub-queries that all converge into one comprehensive answer.

Query Fan-Out Rewards One Page That Answers Many Questions

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...

hand holding a magnifying glass in front of a laptop with "AI" in the center

“What Is AI Saying About My Business?” Is the Wrong Question

By: Kayleigh Crandell

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....

road signs with "new tool" pointing all directions with standalone "strategy" sign.

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...

To the Power of X podcast hosts Chuck McCarthy and Kayleigh Crandell interview guest Jenna Pace

We Need to Talk About How You’re Using ChatGPT | To the Power of X, Ep. 3

By: Kayleigh Crandell

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...

Four overlapping colored planes in blue, green, violet, and gray representing Claude's four tiers: Chat, Projects, Cowork, and Code.

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...

Screenshot of Advanced Web Rankings showing over 70% of Google searches including AI Overviews.

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...

Three Xponent21 team members sitting in a row filming a podcast

The Data Nobody Has: Inside CARL Labs and the Future of AI Marketing Intelligence | To the Power of X, Ep. 2

By: Kayleigh Crandell

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...

graphic depicting franchise marketing as multiple businesses across the country with a central hub

They Came for Marketing. We Saw a Bigger Opportunity.

By: Courtney Turrin

Every new franchisee or dealer has been there before: a new business, a long list of unknowns, and a brand relationship that either sets them...

woman with hands together sitting in front computer with text on image: "Why I Made a Podcast"

Social Media Stopped Being Social, So I Started a Podcast

By: Kayleigh Crandell

Xponent21’s Kayleigh Crandell explores Richmond, VA’s creative scene. Hear from local makers, artists, and innovators on the Creator Spotlight podcast....

A computer with marketing data chart exploding into fragments

When Marketing Works Too Well

By: Will Melton

We almost lost a client because our marketing work for them was too successful. But Xponent21 is a full-scale innovation partner, so we do more...

Article cover graphic showing author Will Melton and stylized text: The 2027 Non-Profit AI Playbook

How Nonprofits Are Leveraging AI and Technology to Advance Their Mission in 2026

By: Will Melton

A practitioner-led series from the front lines of nonprofit technology discovery and deployment. Crawl, then walk, then run — at whatever pace makes sense for...

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X21 Podcast: To The Power of X

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