Tag: Content Marketing

Navigating Google’s Spam Update: Lessons from an AI SEO Test
Dig deeper: Inside Google’s secret search systems: 1,200 experiments, AI agents, and entities

Where is content heading in 2026?

The real insight is not just that Google cracked down on spam or that affiliate content marketing is less effective. It’s that businesses reliant on one easily mimicked distribution channel are vulnerable when that channel shifts.

The future of content will challenge businesses using search as their sole channel.

Instead of focus on broadly applicable topics, many within the industry are emphasizing verticalized research and benchmarks to inspire genuine community dialogues.

Content is evolving beyond simple pages meant to rank, becoming a blend of discovery, discourse, and thought leadership across various channels.

Discovery, discourse, and thought leadership

Hypothetical: Imagine running a SaaS company in the fintech domain, offering advanced financial forecasting.

Rather than creating landing pages targeting “best financial forecasting software” or its affordable counterpart, consider delving into insightful discussions with industry leaders imparts significant wisdom.

Leverage their expertise to pinpoint the most significant financial forecasting gaps in 2026 and verify: Does my offering genuinely address this?

If yes, you’ve likely found a perfect entry to the community.

If not, there’s your direction.

Utilize these insights to craft interactive assessment-based landing pages, supporting them with benchmarking reports derived from top-tier industry organizations.

The intent is for the content to aid organizations in understanding their present state and aims.

These assessments or studies may not dominate Google for high-volume queries, but leveraging owned channels, partnerships, paid media, and other strategies can ensure they reach ideal clients.

These insights act as a springboard for sharing authentic insights from unique dialogues, spanning multiple channels, amplifying your impact.

If executed effectively, you’ll not only enrich the community but also achieve previously elusive growth.

Companies such as Stripe with its “Developer Coefficient” and HubSpot with its “State of Marketing” have adopted this approach.

Dig deeper: 3 GEO experiments you should try this year

Content in 2026: Fewer pages, deeper moats

This model diverges from mass-producing programmatic pages, but changes come with drawbacks:
- Slower feedback loops.
- Less attributable ROI.
- Fewer “quick wins.”
- Greater reliance on distribution and partnerships.
In 2026, content focuses on fewer pages, but with more profound insights, strong opinions, and unique assets that are challenging to replicate.

The spam update didn’t ruin my niche sites for Christmas, but it illustrated the thin margin for anything built without trust.

Search marketing is about more than avoiding penalties—it’s about creating unique, trustworthy content that AI can’t easily replicate.

Inspired by this post on Search Engine Land.
- Zero brand signals.
- Programmatic AI-generated content.
- Public data aggregation.
- Intense internal linking.
- No original research or authorship signals.
Dig deeper: What 4 AI search experiments reveal about attribution and buying decisions

Indexation was swift, and pages appeared for long-tail queries surprisingly quickly.

Within a couple of months, each site was generating around 200 in-market clicks.

However, the December spam update changed the game as clicks dropped to zero.

I attempted data updates and performance-enhancing plugins, which proved futile.

While I can’t pinpoint any single tactic’s failure, collectively, they resulted in sites whose only merit was temporary ranking. Once Google no longer found that useful, the sites were left bare.

The lesson here isn’t the failure of these websites; it’s that Google allowed them just enough time to learn from them.

Does affiliate content marketing still work?

Affiliate content marketing remains a viable monetization strategy but not a growth engine on its own.

There are many websites that offer a valuable user experience, adhere to best practices, and successfully generate affiliate income.

For further guidance, consult Google’s information on creating helpful and people-first content to assess if your website is publishing content “created primarily for people, not to manipulate search engine rankings.”
- “If the ‘why’ behind your content is to primarily draw search engine traffic, it’s not aligned with what our systems aim to reward. Using automation, AI-generated content to manipulate rankings violates our spam policies.”
Even with best practices, factors such as the rise of AIO and other disruptions have tempered affiliate marketing’s past successes.

Fortunately, alternatives exist.

Dig deeper: Inside Google’s secret search systems: 1,200 experiments, AI agents, and entities

Where is content heading in 2026?

The real insight is not just that Google cracked down on spam or that affiliate content marketing is less effective. It’s that businesses reliant on one easily mimicked distribution channel are vulnerable when that channel shifts.

The future of content will challenge businesses using search as their sole channel.

Instead of focus on broadly applicable topics, many within the industry are emphasizing verticalized research and benchmarks to inspire genuine community dialogues.

Content is evolving beyond simple pages meant to rank, becoming a blend of discovery, discourse, and thought leadership across various channels.

Discovery, discourse, and thought leadership

Hypothetical: Imagine running a SaaS company in the fintech domain, offering advanced financial forecasting.

Rather than creating landing pages targeting “best financial forecasting software” or its affordable counterpart, consider delving into insightful discussions with industry leaders imparts significant wisdom.

Leverage their expertise to pinpoint the most significant financial forecasting gaps in 2026 and verify: Does my offering genuinely address this?

If yes, you’ve likely found a perfect entry to the community.

If not, there’s your direction.

Utilize these insights to craft interactive assessment-based landing pages, supporting them with benchmarking reports derived from top-tier industry organizations.

The intent is for the content to aid organizations in understanding their present state and aims.

These assessments or studies may not dominate Google for high-volume queries, but leveraging owned channels, partnerships, paid media, and other strategies can ensure they reach ideal clients.

These insights act as a springboard for sharing authentic insights from unique dialogues, spanning multiple channels, amplifying your impact.

If executed effectively, you’ll not only enrich the community but also achieve previously elusive growth.

Companies such as Stripe with its “Developer Coefficient” and HubSpot with its “State of Marketing” have adopted this approach.

Dig deeper: 3 GEO experiments you should try this year

Content in 2026: Fewer pages, deeper moats

This model diverges from mass-producing programmatic pages, but changes come with drawbacks:
- Slower feedback loops.
- Less attributable ROI.
- Fewer “quick wins.”
- Greater reliance on distribution and partnerships.
In 2026, content focuses on fewer pages, but with more profound insights, strong opinions, and unique assets that are challenging to replicate.

The spam update didn’t ruin my niche sites for Christmas, but it illustrated the thin margin for anything built without trust.

Search marketing is about more than avoiding penalties—it’s about creating unique, trustworthy content that AI can’t easily replicate.

Inspired by this post on Search Engine Land.
- Zero brand signals.
- Programmatic AI-generated content.
- Public data aggregation.
- Intense internal linking.
- No original research or authorship signals.
Dig deeper: What 4 AI search experiments reveal about attribution and buying decisions

Indexation was swift, and pages appeared for long-tail queries surprisingly quickly.

Within a couple of months, each site was generating around 200 in-market clicks.

However, the December spam update changed the game as clicks dropped to zero.

I attempted data updates and performance-enhancing plugins, which proved futile.

While I can’t pinpoint any single tactic’s failure, collectively, they resulted in sites whose only merit was temporary ranking. Once Google no longer found that useful, the sites were left bare.

The lesson here isn’t the failure of these websites; it’s that Google allowed them just enough time to learn from them.

Does affiliate content marketing still work?

Affiliate content marketing remains a viable monetization strategy but not a growth engine on its own.

There are many websites that offer a valuable user experience, adhere to best practices, and successfully generate affiliate income.

For further guidance, consult Google’s information on creating helpful and people-first content to assess if your website is publishing content “created primarily for people, not to manipulate search engine rankings.”
- “If the ‘why’ behind your content is to primarily draw search engine traffic, it’s not aligned with what our systems aim to reward. Using automation, AI-generated content to manipulate rankings violates our spam policies.”
Even with best practices, factors such as the rise of AIO and other disruptions have tempered affiliate marketing’s past successes.

Fortunately, alternatives exist.

Dig deeper: Inside Google’s secret search systems: 1,200 experiments, AI agents, and entities

Where is content heading in 2026?

The real insight is not just that Google cracked down on spam or that affiliate content marketing is less effective. It’s that businesses reliant on one easily mimicked distribution channel are vulnerable when that channel shifts.

The future of content will challenge businesses using search as their sole channel.

Instead of focus on broadly applicable topics, many within the industry are emphasizing verticalized research and benchmarks to inspire genuine community dialogues.

Content is evolving beyond simple pages meant to rank, becoming a blend of discovery, discourse, and thought leadership across various channels.

Discovery, discourse, and thought leadership

Hypothetical: Imagine running a SaaS company in the fintech domain, offering advanced financial forecasting.

Rather than creating landing pages targeting “best financial forecasting software” or its affordable counterpart, consider delving into insightful discussions with industry leaders imparts significant wisdom.

Leverage their expertise to pinpoint the most significant financial forecasting gaps in 2026 and verify: Does my offering genuinely address this?

If yes, you’ve likely found a perfect entry to the community.

If not, there’s your direction.

Utilize these insights to craft interactive assessment-based landing pages, supporting them with benchmarking reports derived from top-tier industry organizations.

The intent is for the content to aid organizations in understanding their present state and aims.

These assessments or studies may not dominate Google for high-volume queries, but leveraging owned channels, partnerships, paid media, and other strategies can ensure they reach ideal clients.

These insights act as a springboard for sharing authentic insights from unique dialogues, spanning multiple channels, amplifying your impact.

If executed effectively, you’ll not only enrich the community but also achieve previously elusive growth.

Companies such as Stripe with its “Developer Coefficient” and HubSpot with its “State of Marketing” have adopted this approach.

Dig deeper: 3 GEO experiments you should try this year

Content in 2026: Fewer pages, deeper moats

This model diverges from mass-producing programmatic pages, but changes come with drawbacks:
- Slower feedback loops.
- Less attributable ROI.
- Fewer “quick wins.”
- Greater reliance on distribution and partnerships.
In 2026, content focuses on fewer pages, but with more profound insights, strong opinions, and unique assets that are challenging to replicate.

The spam update didn’t ruin my niche sites for Christmas, but it illustrated the thin margin for anything built without trust.

Search marketing is about more than avoiding penalties—it’s about creating unique, trustworthy content that AI can’t easily replicate.

Inspired by this post on Search Engine Land.

Dig deeper: Inside Google’s secret search systems: 1,200 experiments, AI agents, and entities

Where is content heading in 2026?

The real insight is not just that Google cracked down on spam or that affiliate content marketing is less effective. It’s that businesses reliant on one easily mimicked distribution channel are vulnerable when that channel shifts.

The future of content will challenge businesses using search as their sole channel.

Instead of focus on broadly applicable topics, many within the industry are emphasizing verticalized research and benchmarks to inspire genuine community dialogues.

Content is evolving beyond simple pages meant to rank, becoming a blend of discovery, discourse, and thought leadership across various channels.

Discovery, discourse, and thought leadership

Hypothetical: Imagine running a SaaS company in the fintech domain, offering advanced financial forecasting.

Rather than creating landing pages targeting “best financial forecasting software” or its affordable counterpart, consider delving into insightful discussions with industry leaders imparts significant wisdom.

Leverage their expertise to pinpoint the most significant financial forecasting gaps in 2026 and verify: Does my offering genuinely address this?

If yes, you’ve likely found a perfect entry to the community.

If not, there’s your direction.

Utilize these insights to craft interactive assessment-based landing pages, supporting them with benchmarking reports derived from top-tier industry organizations.

The intent is for the content to aid organizations in understanding their present state and aims.

These assessments or studies may not dominate Google for high-volume queries, but leveraging owned channels, partnerships, paid media, and other strategies can ensure they reach ideal clients.

These insights act as a springboard for sharing authentic insights from unique dialogues, spanning multiple channels, amplifying your impact.

If executed effectively, you’ll not only enrich the community but also achieve previously elusive growth.

Companies such as Stripe with its “Developer Coefficient” and HubSpot with its “State of Marketing” have adopted this approach.

Dig deeper: 3 GEO experiments you should try this year

Content in 2026: Fewer pages, deeper moats

This model diverges from mass-producing programmatic pages, but changes come with drawbacks:
- Slower feedback loops.
- Less attributable ROI.
- Fewer “quick wins.”
- Greater reliance on distribution and partnerships.
In 2026, content focuses on fewer pages, but with more profound insights, strong opinions, and unique assets that are challenging to replicate.

The spam update didn’t ruin my niche sites for Christmas, but it illustrated the thin margin for anything built without trust.

Search marketing is about more than avoiding penalties—it’s about creating unique, trustworthy content that AI can’t easily replicate.

Inspired by this post on Search Engine Land.
- Zero brand signals.
- Programmatic AI-generated content.
- Public data aggregation.
- Intense internal linking.
- No original research or authorship signals.
Dig deeper: What 4 AI search experiments reveal about attribution and buying decisions

Indexation was swift, and pages appeared for long-tail queries surprisingly quickly.

Within a couple of months, each site was generating around 200 in-market clicks.

However, the December spam update changed the game as clicks dropped to zero.

I attempted data updates and performance-enhancing plugins, which proved futile.

While I can’t pinpoint any single tactic’s failure, collectively, they resulted in sites whose only merit was temporary ranking. Once Google no longer found that useful, the sites were left bare.

The lesson here isn’t the failure of these websites; it’s that Google allowed them just enough time to learn from them.

Does affiliate content marketing still work?

Affiliate content marketing remains a viable monetization strategy but not a growth engine on its own.

There are many websites that offer a valuable user experience, adhere to best practices, and successfully generate affiliate income.

For further guidance, consult Google’s information on creating helpful and people-first content to assess if your website is publishing content “created primarily for people, not to manipulate search engine rankings.”
- “If the ‘why’ behind your content is to primarily draw search engine traffic, it’s not aligned with what our systems aim to reward. Using automation, AI-generated content to manipulate rankings violates our spam policies.”
Even with best practices, factors such as the rise of AIO and other disruptions have tempered affiliate marketing’s past successes.

Fortunately, alternatives exist.

Dig deeper: Inside Google’s secret search systems: 1,200 experiments, AI agents, and entities

Where is content heading in 2026?

The real insight is not just that Google cracked down on spam or that affiliate content marketing is less effective. It’s that businesses reliant on one easily mimicked distribution channel are vulnerable when that channel shifts.

The future of content will challenge businesses using search as their sole channel.

Instead of focus on broadly applicable topics, many within the industry are emphasizing verticalized research and benchmarks to inspire genuine community dialogues.

Content is evolving beyond simple pages meant to rank, becoming a blend of discovery, discourse, and thought leadership across various channels.

Discovery, discourse, and thought leadership

Hypothetical: Imagine running a SaaS company in the fintech domain, offering advanced financial forecasting.

Rather than creating landing pages targeting “best financial forecasting software” or its affordable counterpart, consider delving into insightful discussions with industry leaders imparts significant wisdom.

Leverage their expertise to pinpoint the most significant financial forecasting gaps in 2026 and verify: Does my offering genuinely address this?

If yes, you’ve likely found a perfect entry to the community.

If not, there’s your direction.

Utilize these insights to craft interactive assessment-based landing pages, supporting them with benchmarking reports derived from top-tier industry organizations.

The intent is for the content to aid organizations in understanding their present state and aims.

These assessments or studies may not dominate Google for high-volume queries, but leveraging owned channels, partnerships, paid media, and other strategies can ensure they reach ideal clients.

These insights act as a springboard for sharing authentic insights from unique dialogues, spanning multiple channels, amplifying your impact.

If executed effectively, you’ll not only enrich the community but also achieve previously elusive growth.

Companies such as Stripe with its “Developer Coefficient” and HubSpot with its “State of Marketing” have adopted this approach.

Dig deeper: 3 GEO experiments you should try this year

Content in 2026: Fewer pages, deeper moats

This model diverges from mass-producing programmatic pages, but changes come with drawbacks:
- Slower feedback loops.
- Less attributable ROI.
- Fewer “quick wins.”
- Greater reliance on distribution and partnerships.
In 2026, content focuses on fewer pages, but with more profound insights, strong opinions, and unique assets that are challenging to replicate.

The spam update didn’t ruin my niche sites for Christmas, but it illustrated the thin margin for anything built without trust.

Search marketing is about more than avoiding penalties—it’s about creating unique, trustworthy content that AI can’t easily replicate.

Inspired by this post on Search Engine Land.

Do you remember when partial-match domains and headings could easily rank for commercially intended search queries? I do, and those were simpler times.

With the right strategies and conversion-optimized widgets, I was able to quietly generate tens of thousands of dollars in affiliate revenue each month with minimal upkeep.

Maintaining success was as simple as updating articles for relevancy and freshness signals.

Pressure-testing Google’s spam update

Before launching the experiment, I dedicated several months to scaling an affiliate initiative on a revered website within a YMYL category.

We succeeded by hiring subject matter experts to craft informative content that genuinely educated our readers.

While the newly created content targeted keywords with commercial intent, it wasn’t the sole purpose of the website. We also featured thousands of pages of user-generated content that guided the new writing and encouraged conversions.

Our site boasted brand trust, original research, and expert insights—elements you’d anticipate from a reputable publisher.

This was a perfect combination: a legacy of verticalized user-generated content, numerous earned backlinks, and a commercial element that met existing demand while complying with industry practices. It provided a genuinely helpful user experience.

The experiment: Scaling AI without trust

The initial model was founded on trust and earned authority, but this new venture removed those signals entirely.

During this period, many LinkedIn influencers were employing AI to mass-generate pages by scraping, rewriting content, or programmatically collating public data.

Inspired, I scrounged a few dollars, purchased three domains, and tuned them to match these queries: “best welding schools,” “best plumbing schools,” and “best electrical schools.”

The objective? To test a collection of low-trust, high-scale strategies popular online and observe how long they’d last.

I used AI to enhance the websites visually, fetched public data through a vibe-coded Python API, and crafted templates for subheadings and paragraph text with ChatGPT based on what typically ranks online.

Within hours, thanks to liquid content, I published thousands of bottom-funnel pages across three websites. It allowed me to integrate public data, target specific program types and states with superlatives, and offer a directory with individual pages for each school.

I even utilized aggressive internal linking tactics that favored crawl coverage over user intent.

This arrangement ignored nearly every long-term trust signal, providing a valuable test of system reactions.

All three sites shared similar traits:

Dig deeper: 3 GEO experiments you should try this year

Content in 2026: Fewer pages, deeper moats

This model diverges from mass-producing programmatic pages, but changes come with drawbacks:
- Slower feedback loops.
- Less attributable ROI.
- Fewer “quick wins.”
- Greater reliance on distribution and partnerships.
In 2026, content focuses on fewer pages, but with more profound insights, strong opinions, and unique assets that are challenging to replicate.

The spam update didn’t ruin my niche sites for Christmas, but it illustrated the thin margin for anything built without trust.

Search marketing is about more than avoiding penalties—it’s about creating unique, trustworthy content that AI can’t easily replicate.

Inspired by this post on Search Engine Land.

Dig deeper: Inside Google’s secret search systems: 1,200 experiments, AI agents, and entities

Where is content heading in 2026?

The real insight is not just that Google cracked down on spam or that affiliate content marketing is less effective. It’s that businesses reliant on one easily mimicked distribution channel are vulnerable when that channel shifts.

The future of content will challenge businesses using search as their sole channel.

Instead of focus on broadly applicable topics, many within the industry are emphasizing verticalized research and benchmarks to inspire genuine community dialogues.

Content is evolving beyond simple pages meant to rank, becoming a blend of discovery, discourse, and thought leadership across various channels.

Discovery, discourse, and thought leadership

Hypothetical: Imagine running a SaaS company in the fintech domain, offering advanced financial forecasting.

Rather than creating landing pages targeting “best financial forecasting software” or its affordable counterpart, consider delving into insightful discussions with industry leaders imparts significant wisdom.

Leverage their expertise to pinpoint the most significant financial forecasting gaps in 2026 and verify: Does my offering genuinely address this?

If yes, you’ve likely found a perfect entry to the community.

If not, there’s your direction.

Utilize these insights to craft interactive assessment-based landing pages, supporting them with benchmarking reports derived from top-tier industry organizations.

The intent is for the content to aid organizations in understanding their present state and aims.

These assessments or studies may not dominate Google for high-volume queries, but leveraging owned channels, partnerships, paid media, and other strategies can ensure they reach ideal clients.

These insights act as a springboard for sharing authentic insights from unique dialogues, spanning multiple channels, amplifying your impact.

If executed effectively, you’ll not only enrich the community but also achieve previously elusive growth.

Companies such as Stripe with its “Developer Coefficient” and HubSpot with its “State of Marketing” have adopted this approach.

Dig deeper: 3 GEO experiments you should try this year

Content in 2026: Fewer pages, deeper moats

This model diverges from mass-producing programmatic pages, but changes come with drawbacks:
- Slower feedback loops.
- Less attributable ROI.
- Fewer “quick wins.”
- Greater reliance on distribution and partnerships.
In 2026, content focuses on fewer pages, but with more profound insights, strong opinions, and unique assets that are challenging to replicate.

The spam update didn’t ruin my niche sites for Christmas, but it illustrated the thin margin for anything built without trust.

Search marketing is about more than avoiding penalties—it’s about creating unique, trustworthy content that AI can’t easily replicate.

Inspired by this post on Search Engine Land.
- Zero brand signals.
- Programmatic AI-generated content.
- Public data aggregation.
- Intense internal linking.
- No original research or authorship signals.
Dig deeper: What 4 AI search experiments reveal about attribution and buying decisions

Indexation was swift, and pages appeared for long-tail queries surprisingly quickly.

Within a couple of months, each site was generating around 200 in-market clicks.

However, the December spam update changed the game as clicks dropped to zero.

I attempted data updates and performance-enhancing plugins, which proved futile.

While I can’t pinpoint any single tactic’s failure, collectively, they resulted in sites whose only merit was temporary ranking. Once Google no longer found that useful, the sites were left bare.

The lesson here isn’t the failure of these websites; it’s that Google allowed them just enough time to learn from them.

Does affiliate content marketing still work?

Affiliate content marketing remains a viable monetization strategy but not a growth engine on its own.

There are many websites that offer a valuable user experience, adhere to best practices, and successfully generate affiliate income.

For further guidance, consult Google’s information on creating helpful and people-first content to assess if your website is publishing content “created primarily for people, not to manipulate search engine rankings.”
- “If the ‘why’ behind your content is to primarily draw search engine traffic, it’s not aligned with what our systems aim to reward. Using automation, AI-generated content to manipulate rankings violates our spam policies.”
Even with best practices, factors such as the rise of AIO and other disruptions have tempered affiliate marketing’s past successes.

Fortunately, alternatives exist.

Dig deeper: Inside Google’s secret search systems: 1,200 experiments, AI agents, and entities

Where is content heading in 2026?

The real insight is not just that Google cracked down on spam or that affiliate content marketing is less effective. It’s that businesses reliant on one easily mimicked distribution channel are vulnerable when that channel shifts.

The future of content will challenge businesses using search as their sole channel.

Instead of focus on broadly applicable topics, many within the industry are emphasizing verticalized research and benchmarks to inspire genuine community dialogues.

Content is evolving beyond simple pages meant to rank, becoming a blend of discovery, discourse, and thought leadership across various channels.

Discovery, discourse, and thought leadership

Hypothetical: Imagine running a SaaS company in the fintech domain, offering advanced financial forecasting.

Rather than creating landing pages targeting “best financial forecasting software” or its affordable counterpart, consider delving into insightful discussions with industry leaders imparts significant wisdom.

Leverage their expertise to pinpoint the most significant financial forecasting gaps in 2026 and verify: Does my offering genuinely address this?

If yes, you’ve likely found a perfect entry to the community.

If not, there’s your direction.

Utilize these insights to craft interactive assessment-based landing pages, supporting them with benchmarking reports derived from top-tier industry organizations.

The intent is for the content to aid organizations in understanding their present state and aims.

These assessments or studies may not dominate Google for high-volume queries, but leveraging owned channels, partnerships, paid media, and other strategies can ensure they reach ideal clients.

These insights act as a springboard for sharing authentic insights from unique dialogues, spanning multiple channels, amplifying your impact.

If executed effectively, you’ll not only enrich the community but also achieve previously elusive growth.

Companies such as Stripe with its “Developer Coefficient” and HubSpot with its “State of Marketing” have adopted this approach.

Dig deeper: 3 GEO experiments you should try this year

Content in 2026: Fewer pages, deeper moats

This model diverges from mass-producing programmatic pages, but changes come with drawbacks:
- Slower feedback loops.
- Less attributable ROI.
- Fewer “quick wins.”
- Greater reliance on distribution and partnerships.
In 2026, content focuses on fewer pages, but with more profound insights, strong opinions, and unique assets that are challenging to replicate.

The spam update didn’t ruin my niche sites for Christmas, but it illustrated the thin margin for anything built without trust.

Search marketing is about more than avoiding penalties—it’s about creating unique, trustworthy content that AI can’t easily replicate.

Inspired by this post on Search Engine Land.

Dig deeper: Inside Google’s secret search systems: 1,200 experiments, AI agents, and entities

Where is content heading in 2026?

The real insight is not just that Google cracked down on spam or that affiliate content marketing is less effective. It’s that businesses reliant on one easily mimicked distribution channel are vulnerable when that channel shifts.

The future of content will challenge businesses using search as their sole channel.

Instead of focus on broadly applicable topics, many within the industry are emphasizing verticalized research and benchmarks to inspire genuine community dialogues.

Content is evolving beyond simple pages meant to rank, becoming a blend of discovery, discourse, and thought leadership across various channels.

Discovery, discourse, and thought leadership

Hypothetical: Imagine running a SaaS company in the fintech domain, offering advanced financial forecasting.

Rather than creating landing pages targeting “best financial forecasting software” or its affordable counterpart, consider delving into insightful discussions with industry leaders imparts significant wisdom.

Leverage their expertise to pinpoint the most significant financial forecasting gaps in 2026 and verify: Does my offering genuinely address this?

If yes, you’ve likely found a perfect entry to the community.

If not, there’s your direction.

Utilize these insights to craft interactive assessment-based landing pages, supporting them with benchmarking reports derived from top-tier industry organizations.

The intent is for the content to aid organizations in understanding their present state and aims.

These assessments or studies may not dominate Google for high-volume queries, but leveraging owned channels, partnerships, paid media, and other strategies can ensure they reach ideal clients.

These insights act as a springboard for sharing authentic insights from unique dialogues, spanning multiple channels, amplifying your impact.

If executed effectively, you’ll not only enrich the community but also achieve previously elusive growth.

Companies such as Stripe with its “Developer Coefficient” and HubSpot with its “State of Marketing” have adopted this approach.

Dig deeper: 3 GEO experiments you should try this year

Content in 2026: Fewer pages, deeper moats

This model diverges from mass-producing programmatic pages, but changes come with drawbacks:
- Slower feedback loops.
- Less attributable ROI.
- Fewer “quick wins.”
- Greater reliance on distribution and partnerships.
In 2026, content focuses on fewer pages, but with more profound insights, strong opinions, and unique assets that are challenging to replicate.

The spam update didn’t ruin my niche sites for Christmas, but it illustrated the thin margin for anything built without trust.

Search marketing is about more than avoiding penalties—it’s about creating unique, trustworthy content that AI can’t easily replicate.

Inspired by this post on Search Engine Land.
- Zero brand signals.
- Programmatic AI-generated content.
- Public data aggregation.
- Intense internal linking.
- No original research or authorship signals.
Dig deeper: What 4 AI search experiments reveal about attribution and buying decisions

Indexation was swift, and pages appeared for long-tail queries surprisingly quickly.

Within a couple of months, each site was generating around 200 in-market clicks.

However, the December spam update changed the game as clicks dropped to zero.

I attempted data updates and performance-enhancing plugins, which proved futile.

While I can’t pinpoint any single tactic’s failure, collectively, they resulted in sites whose only merit was temporary ranking. Once Google no longer found that useful, the sites were left bare.

The lesson here isn’t the failure of these websites; it’s that Google allowed them just enough time to learn from them.

Does affiliate content marketing still work?

Affiliate content marketing remains a viable monetization strategy but not a growth engine on its own.

There are many websites that offer a valuable user experience, adhere to best practices, and successfully generate affiliate income.

For further guidance, consult Google’s information on creating helpful and people-first content to assess if your website is publishing content “created primarily for people, not to manipulate search engine rankings.”
- “If the ‘why’ behind your content is to primarily draw search engine traffic, it’s not aligned with what our systems aim to reward. Using automation, AI-generated content to manipulate rankings violates our spam policies.”
Even with best practices, factors such as the rise of AIO and other disruptions have tempered affiliate marketing’s past successes.

Fortunately, alternatives exist.

Dig deeper: Inside Google’s secret search systems: 1,200 experiments, AI agents, and entities

Where is content heading in 2026?

The real insight is not just that Google cracked down on spam or that affiliate content marketing is less effective. It’s that businesses reliant on one easily mimicked distribution channel are vulnerable when that channel shifts.

The future of content will challenge businesses using search as their sole channel.

Instead of focus on broadly applicable topics, many within the industry are emphasizing verticalized research and benchmarks to inspire genuine community dialogues.

Content is evolving beyond simple pages meant to rank, becoming a blend of discovery, discourse, and thought leadership across various channels.

Discovery, discourse, and thought leadership

Hypothetical: Imagine running a SaaS company in the fintech domain, offering advanced financial forecasting.

Rather than creating landing pages targeting “best financial forecasting software” or its affordable counterpart, consider delving into insightful discussions with industry leaders imparts significant wisdom.

Leverage their expertise to pinpoint the most significant financial forecasting gaps in 2026 and verify: Does my offering genuinely address this?

If yes, you’ve likely found a perfect entry to the community.

If not, there’s your direction.

Utilize these insights to craft interactive assessment-based landing pages, supporting them with benchmarking reports derived from top-tier industry organizations.

The intent is for the content to aid organizations in understanding their present state and aims.

These assessments or studies may not dominate Google for high-volume queries, but leveraging owned channels, partnerships, paid media, and other strategies can ensure they reach ideal clients.

These insights act as a springboard for sharing authentic insights from unique dialogues, spanning multiple channels, amplifying your impact.

If executed effectively, you’ll not only enrich the community but also achieve previously elusive growth.

Companies such as Stripe with its “Developer Coefficient” and HubSpot with its “State of Marketing” have adopted this approach.

Dig deeper: 3 GEO experiments you should try this year

Content in 2026: Fewer pages, deeper moats

This model diverges from mass-producing programmatic pages, but changes come with drawbacks:
- Slower feedback loops.
- Less attributable ROI.
- Fewer “quick wins.”
- Greater reliance on distribution and partnerships.
In 2026, content focuses on fewer pages, but with more profound insights, strong opinions, and unique assets that are challenging to replicate.

The spam update didn’t ruin my niche sites for Christmas, but it illustrated the thin margin for anything built without trust.

Search marketing is about more than avoiding penalties—it’s about creating unique, trustworthy content that AI can’t easily replicate.

Inspired by this post on Search Engine Land.
February 26, 2026
Mastering Persona GPTs: Boost Your SEO with Targeted Insights
In my ideal world, reaching out to a top customer for feedback on a piece of content would be a breeze. However, the reality is often different—conducting audience interviews can be both challenging and time-consuming, especially when I’m crafting a new topic or refining an existing one.

A few years back, content marketing was a simpler game—just focus on keyword intent and excellent content to capture clicks from Google’s top search results. Now, in the AI-driven era, the stakes and expectations have evolved significantly.

Audience research has now become a non-negotiable aspect of my strategy. Sadly, not every company has the resources to carry it out effectively.

To bridge this gap, I’ve learned to create custom GPTs in ChatGPT that draw on my persona research. While these don’t entirely replace traditional audience research methods, they certainly help me pinpoint gaps or discrepancies in my content quickly.

Let me share how GPTs work, so you, too, can employ them for audience research.

Perform Audience Research

With the SEO scene constantly shifting, audience research is my strongest ally in understanding the motivations behind search intent.

Here’s a rundown of some intuitive methods and tools I’ve found useful for getting started with research:
- SparkToro: By exploring websites, interests, or specific URLs, I can segment audience types, whether I’m looking for an overview or diving deeper.
- Review Mining: I use various tools to automate the scraping of reviews about my company or competitors, which I then analyze to understand customer likes, dislikes, and their reasons.
- Listening to Calls/Review Leads: An invaluable resource, listening to customer interactions with my sales team gives me real-time insight into their questions and what prompted their calls.
Dig deeper: How to do audience research for SEO

Create a Customer Persona

After completing my research, I build a persona to represent my target audience. Tools like Figma and FigJam are invaluable for this task.

The personas I create include:
- Names, biographies, and trait sliders.
- Their interests, influences, goals, and pain points.
- User stories and emotional journeys.
- Content focus, trigger words, and calls to action (CTAs).
- Complete customer journey steps.
- Supporting data from reviews.
Create a Custom GPT of Your Persona

With my persona research complete, I proceed to create a GPT. Here’s how I do it step-by-step:

I start by logging into ChatGPT and heading to Explore GPTs from the sidebar. In the corner, I click on Create.

There, I prompt ChatGPT using the data from my audience research, sometimes embedding screenshots for clarity.

Once the GPT is set up, I can engage with it under the Configure tab, using conversation starters to explore changes and updates.

Although these GPTs aren’t perfect substitutes for real-life audience surveys, they provide swift feedback on content alignment and gaps.

For instance, GPT “Hank” assisted in refining an above-the-fold section to ensure it met its intended goal.

While I don’t always take “Hank’s” advice word for word, his feedback is invaluable when time is of the essence.

Dig deeper: 7 custom GPT ideas to automate SEO workflows

Ensure Data from Your GPT is Accurate

AI-generated analysis isn’t definitive. If you’re skeptical of GPT’s accuracy, confirm its claims by checking the evidence drawn from the data you provided.

The GPT can revise itself when errors are found; just ask for corroboration from the persona data.

Update Your Persona-Based GPT

My GPT is never static. I enhance it with more data for greater effectiveness.

Returning to ChatGPT’s Explore GPTs, I access My GPTs to update my persona.

By clicking on Configure, I can add, adjust, or remove persona details. This constant updating ensures relevance as I learn more about my audience.

A persona is always evolving, so the more I learn, the better my GPT becomes.

Leverage Persona GPTs for SEO Content

Though not foolproof, GPTs and AI-generated personas are helpful allies in optimizing content.

Once comfortable, I begin creating personas for wider audiences, niche segments, or particular campaigns.

In the ever-shifting landscape of SEO and marketing, I can’t afford to be complacent. As audience insights and intentions evolve, I ensure my GPT remains relevant by updating and pruning irrelevant details.

When used correctly, these tools are powerful companions to SEO efforts, channeling traffic and boosting conversions.

Inspired by this post on Search Engine Land.
February 17, 2026
Mastering the Art of Finding Exceptional Content Writers

I’ve realized that when it comes to content, you truly get what you pay for. In 2026, I’m constantly exploring new ways to locate outstanding writers, from job boards to LinkedIn and more.

As a marketer, I find myself spoiled for choice when it comes to sources for stellar content. Nowadays, there are more tools and job boards available, making it simpler to locate talented writers and generate compelling content.

However, this abundance also brings challenges, such as prioritizing speed and cost over quality.

If I’m aiming for great (not just good) content, I know some sources are more reliable than others.

This guide will help me find top-tier writers and build a content strategy that ensures quality without sacrificing speed.

Struggle 1: What qualifies as a ‘great’ content writer?

Identifying a great writer can feel a lot like evaluating a new love interest. They may look good on paper and make a strong first impression, but how can I be sure they’re the right fit?

Just like a love interest, I need to invest time to truly know the writer. But that doesn’t mean I go in blindly. Here’s what I focus on to find the perfect match without wasting time.

Evaluate the fundamentals

I look for writers with a strong grasp of grammar, spelling, clarity, and structure. Instead of formal tests, I examine their portfolios and content samples for quality.

A few email exchanges during the hiring process can also reveal their communication skills and confidence.

Make sure they know how to write for people, not bots

Great writers understand that search engines favor content crafted for people rather than formulas. When evaluating samples, I keep an eye out for readability and SEO expertise.

I try to read through and ask myself, “Would this content be useful and engaging for my target audience?” If the answer is no, I know search engines won’t favor it either.

Choose effective copywriters

For a solid return on investment, I prefer writers who possess SEO copywriting skills beyond basic SEO tactics.

While driving traffic is essential, skilled copywriters guide readers toward action, be it signing up, clicking through, or making a purchase.

Assess how easily understandable their work is

I put importance on checking readability scores for potential writers. Sometimes, an article may appear well-written but holds a low score for readability, signaling a lack of clarity.

Find writers that adapt to the audience

My ideal writer not only understands the product or target demographic but deeply connects with the audience’s mindset. I ask for niche-specific samples to ensure they understand my audience’s needs and frustrations.

Dig deeper: How SEO can collaborate with content teams

Struggle 2: Where can I find great content writers?

In my experience, you can find “good” writers almost anywhere. However, I notice a difference between choosing Fiverr and more selective platforms offering better screening opportunities.

Blogging sites

I often look for SEO content writers on blogging sites like Medium, Substack, and LinkedIn. These platforms allow me to see real-time writing and communication styles.

Google and other search engines

Google is a resourceful tool for finding high-quality writers. Those who maintain their own websites often showcase their understanding of SEO through their content marketing efforts.

LinkedIn and Facebook groups

By joining writer and freelancer groups on LinkedIn and Facebook, I observe conversations and discover writers who share their work and thoughts.

Peer recommendations

I don’t shy away from asking for recommendations. Strong writers often get referrals in their communities. Business owners frequently suggest top performers known for real-world project success.

Dig deeper: How to build an effective content strategy for 2026

Struggle 3: Do I need an ‘SOP’ for my writers?

Absolutely. Even when working with experienced writers who manage multiple clients, each has unique preferences and styles. I use standard operating procedures (SOPs) to minimize guesswork and enhance clarity.

Many businesses misinterpret the struggle to find writers with the challenge of retaining them. Without clear directions and SOPs, there’s room for confusion. I’ve found that SOPs save time and keep everyone on the same page.

If writing SOPs feels overwhelming, I consult with operations specialists who can streamline the process, boosting my ROI and ensuring writer satisfaction.

Dig deeper: How to document your content strategy

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Struggle 4: How much should I pay for content?

The allure of low-cost content is tempting, especially with quick turnaround promises. But I question the time needed to revise or rewrite it.

If I don’t have editors on hand, this might mean more time editing than crafting it myself. Investing in inexpensive writers isn’t wise without adequate training resources.

In 2026, I’m preparing to pay at least $0.20 per word for premium content. Rates vary, depending on a writer’s expertise and accolades. Ultimately, I look for writing that truly converts.

Dig deeper: Mastering content quality: The ultimate guide

Struggle 5: Should I use freelance writers or build a team?

Choosing between freelancers and an in-house team hinges on my objectives and budget. Freelancers provide flexibility, scaling content as needed without heavy resources.

Conversely, an in-house team offers consistency and deep brand knowledge. While creating more content or operating in complex niches, this consistency becomes invaluable.

For many, a hybrid model is effective: blend an internal team for editorial control with freelancers for scaling. Tailoring the content system to resources can fit any business stage.

Dig deeper: 5 SEO content pitfalls that could be hurting your traffic

Struggle 6: Is ‘great content’ worth the investment?

From my perspective, optimized content, just like anything else, yields returns based on investment.

By working with top-quality writers, I see an increase in traffic and rankings, making the investment worthwhile. The benefits of high-quality content amplify over time.

I find well-researched content draws qualified visitors long after it’s published, and builds trust with audiences, ultimately fostering more sales.

Great content supports the entire customer journey by answering queries and positioning the brand as credible, providing value throughout their experience.

A skilled writer attracts the right audience, making each investment worthwhile.

Great writers come from clear standards, not lucky hires

I’ve learned that finding exceptional writers isn’t about luck, but about maintaining clear standards.

Understanding what quality looks like and where to look transforms the process into a predictable and less frustrating experience.

The most successful content programs approach writing as a sustainable investment, pairing writers with clear expectations, fair pay, and repeatable systems for long-term value.

Inspired by this post on Search Engine Land.

January 29, 2026
Discover the Best Cardiologist SEO Agencies for 2026 Success

Last updated: January 26, 2026
I’ve personally delved into a comprehensive analysis of the top cardiologist SEO agencies across the United States. Our team evaluated 73 specialized firms that focus on marketing for cardiovascular healthcare. From this extensive dataset, we carefully selected the eight leading agencies, based on these criteria:
Average Review Score (30%): This reflects the aggregated customer ratings for each agency, sourced from key review platforms like Google, Clutch, and G2.
Healthcare Industry Experience (25%): The years of experience these agencies have with cardiology practices, heart centers, and similar medical companies.
Leadership Experience Score (15%): We evaluated the quality of each agency’s leadership background in healthcare marketing.
Client Portfolio Size (10%): This criterion assesses the number of active cardiology clients currently working with each agency.
Compliance Expertise (10%): Each agency’s understanding of HIPAA regulations and healthcare advertising standards.
Median Employee Tenure (5%): The average duration of team member employment, which provides insight into team stability.
Media References (5%): We considered the approximate number of healthcare industry mentions and case studies.
After meticulously rank-ordering all agencies based on these weighted factors, we chose the top performers for inclusion in the table below. Following the table, I’ll dive into a detailed analysis of each agency and share a summary of their customer reviews.
In the following table, you’ll find a breakdown of the leading agencies offering exceptional SEO services for cardiologists and cardiovascular practices.
The first on our list, First Page Sage, excels in lead generation and authority building, showcasing an impressive approach to healthcare marketing. Their pioneering work in generative engine optimization is helping cardiovascular practices appear in recommendations from platforms like ChatGPT and ranks highly in traditional Google searches. Their dedication to creating accessible yet medically accurate content is reflected in their well-documented success with healthcare clients.
Similarly, Focus Digital distinguishes itself with an impressive focus on local SEO optimization, utilizing strategies like Google My Business to enhance visibility in local searches. By targeting geographically relevant content creation, they’ve effectively dominated local search results for cardiologists seeking a strong foothold in their local markets.
Practis provides valuable expertise for international heart specialist groups, addressing the unique challenges of maintaining consistent brand and search visibility across diverse regions. Their platform-based approach to managing content and local optimization strikes an admirable balance between corporate messaging and local relevance.
Scorpion offers a wide suite of digital marketing services, including SEO, ensuring a comprehensive approach tailored to varying medical practice needs. Their integrated solutions attract cardiologists who favor holistic vendor partnerships, veering beyond mere SEO specialization.
MedPB specializes in long-term content marketing strategies, with their skilled writers creating educational content that positions cardiologists as trusted authorities, all while carefully adhering to medical guidelines.
iHealthSpot stands out for its dual focus on technical SEO and website design, creating visually appealing medical websites that optimally perform in search engines and provide fantastic user experiences.
Beyond reputation management, Healthcare Success helps establish robust online presences for cardiac surgeons through strategic brand building, underpinned by sophisticated reputation management strategies.
Simpatico Media bridges traditional SEO with social media strategies, capitalizing on the trend of patients discovering healthcare providers via social platforms, and enhancing overall online presence for cardiovascular practices.
Our research categorized these top cardiologist SEO agencies into distinct groups to highlight their specialized strengths for interventional cardiology practices, cardiac surgery centers, and single doctor cardiology practices, ensuring you find the best fit for your specific needs.
Choosing the right SEO agency can profoundly impact your practice’s success in an increasingly digital world. Delve into this detailed analysis to find the perfect match for strengthening your online presence and reaching new patients effectively.
Source

Inspired by this post on First Page Sage Blog.

January 21, 2026