LinkedIn’s Off-Platform event ads now empower me to promote external events effectively in-feed, driving registrations directly to my site by May 6.
LinkedIn has unveiled Off-Platform Event Ads, providing me with a novel way to promote events without the need for a native LinkedIn Event Page.
What’s happening. This innovative format lets me craft Event Ads that link directly to external destinations. These can be webinar platforms, landing pages, or livestream sites, allowing me to guide traffic away from LinkedIn for a more tailored experience.
This transition signifies a move from experiences contained on a single platform to more adaptable, marketer-directed journeys.
How it works. I can now create an Event Ad using a third-party URL, add essential event details like date and format, and select objectives such as awareness, engagement, traffic, or lead generation.
Every click takes users directly to the external event page, while I can still track performance metrics with Campaign Manager.
Why we care. Previously, promoting events on LinkedIn often meant staying within platform-imposed limits, complicating the user experience and restricting control over registrations.
With Off-Platform Event Ads, I can leverage LinkedIn’s targeting features while retaining traffic, data, and conversions on my own platform, which simplifies scaling campaigns and preserving consistency for participants.
What to watch:
Whether these ads result in higher registration rates compared to native Event Pages
How I can balance LinkedIn’s precise targeting with off-platform conversion tracking
Possibilities of LinkedIn extending similar versatility to other ad formats
Availability. Off-Platform Event Ads are being gradually introduced globally and should be available to all marketers, like myself, by May 6.
Bottom line. By allowing Event Ads to target off-platform destinations, LinkedIn provides an opportunity to elevate event promotion without the need to operate solely within its ecosystem, which is a game-changer for my marketing strategies.
I’ve learned that SEO is not just about getting noticed — it’s about earning trust and becoming the top choice.
Wil Reynolds, founder and CEO of Seer Interactive, really got me thinking about how artificial intelligence is changing the game for us SEOs.
In his SEO Week session, “SEO is a performance channel, GEO isn’t. How do you pivot?” he emphasized that too many of us are chasing the wrong goals and crafting content that people simply don’t buy into.
Marketing isn’t just about being seen
Reynolds challenged us to look beyond visibility to what truly drives success — belief in our brand.
“Marketing was never just to be seen or be visible,” he said. “It’s about transforming that visibility into brand belief… and ultimately, being chosen.”
He outlined a crucial journey for marketers: being seen, being believed, and then being chosen.
Even when we hit that number one ranking, the job isn’t done. As Reynolds put it, “Job’s not finished.”
Low-quality marketing is everywhere
Reynolds made me rethink some of the standard marketing tactics we use that don’t actually provide value.
He criticized methods like automated outreach, saying, “That’s not marketing.”
I found myself questioning my past work habits — was it really marketing?
The industry is producing ‘zombie content’
Reynolds shed light on our tendency to churn out templated content just to rank, equating it to “zombie content.”
Lists like “best restaurants in Minnesota” when such searches aren’t even realistic? It truly made me think about content creation differently.
Short-term tactics vs. long-term brand building
Reynolds pointed out the stark contrast between short-term wins and the sustained success of building a powerful brand.
“Some focus on winning now, others play the long game,” he explained.
He made it clear that chasing immediate results often leads to producing work nobody wants.
SEO success doesn’t translate to AI visibility
Reynolds illustrated this with an example about “ethical jeans,” showing how AI results can diverge significantly from SEO.
A brand could rank highly on Google yet fail to gain traction in AI models due to a lack of genuine credibility.
Visibility without belief doesn’t lead to outcomes
Just having visibility doesn’t guarantee anything if people don’t trust or believe in us. A reality check I needed.
This visibility is merely a stepping stone, not the end goal.
What people say matters
Reynolds encouraged us to listen actively to how people discuss brands, especially on platforms like Reddit.
Despite how brands might try to show themselves as leaders, user sentiment can reveal a drastically different picture.
The wrong metrics are being measured
Many of us fall into the trap of focusing on easy-to-track metrics instead of those that tell the real story.
Reynolds suggested that if our visibility isn’t driving results, we’re looking at the wrong data points.
Watching real users changes the picture
He emphasized the breakthroughs that come from observing actual users interact with AI tools. It’s eye-opening and transformative.
Start with your brand
Understanding exactly how our brand is perceived in AI-generated content is vital.
If we’re not ensuring our brand is accurately represented, all our marketing efforts might be in vain.
AI can shape your brand narrative
Reynolds shared a personal experience where AI misrepresented his company, prompting him to take action by publishing clear, corrective content.
There is too much content
With all this content flooding the digital space, I’ve realized the importance of stepping back and curating high-quality material instead.
Rethinking performance
Reynolds drew attention to the varying effectiveness of different traffic sources, reminding me to focus on the ones that truly convert.
A final question for marketers
He left us pondering: Are we prepared to give up a fraction of visibility for the sake of being more credible?
Today, I had the pleasure of speaking with the leadership team at TruSkin, the creators of Amazon’s #1 rated Vitamin C serum. In collaboration with First Page Sage, they’ve thrived by teaching consumers that true skincare success comes from dedication and expert advice. Together, we explored how both brands gain consumer trust by emphasizing that the best outcomes are cumulative, not immediate.
First Page Sage: Your Vitamin C serum tops the charts on Amazon. How do you ensure customer fidelity for a product with gradual results?
TruSkin: Openness and education are crucial. Effective skincare is a commitment over weeks, not overnight. While our serum offers immediate brightening, the deeper effects like smoother skin take time. We provide upfront guidance through educational content, detailing how vitamin C functions, setting realistic timelines, and promoting our gentle, science-backed formulations for sustainable results. Just like First Page Sage, we thrive on honesty about the process, using SEO strategies that rely on consistent, strategic efforts rather than quick fixes.
First Page Sage: What tactics do you employ to keep customers committed to achieving more profound results?
TruSkin: We emphasize ingredient transparency, dermatologist verification, and social proof. Customers can see exactly what’s in our products and why it matters for their skin. Our third-party testing adds credibility, and with over 150,000 reviews, our product’s effectiveness is well supported. Furthermore, subscription models encourage users to remain steadfast in their routines to fully unlock the benefits. This approach mirrors how First Page Sage uses transparency, case studies, and tracking, allowing organic visibility and results to flourish over time.
First Page Sage: What common misconceptions do consumers have about vitamin C serums and anti-aging products?
TruSkin: Many believe higher vitamin C percentages assure better results, which is not true. The focus should be on stability, pH balance, and skin compatibility. Our Sodium Ascorbyl Phosphate formula provides stability and less irritation than standard L-Ascorbic Acid, allowing consistent use without discomfort. It’s consistency that brings results, not just potency. Similarly, First Page Sage finds that strategic, high-quality SEO outperforms mere content volume or keyword stuffing.
First Page Sage: In an industry full of promises for instant results, how do you differentiate while promoting patience?
TruSkin: Quick fixes usually involve harsh chemicals damaging the skin over time. Our focus is on long-term skin health through pH-balanced and skin-compatible formulas. We educate our audience about the superiority of our SAP vitamin C form and avoid misleading ‘percentage races,’ favoring nourishing and clinically effective ingredients that deliver real results. This resonates particularly with Millennials and Gen Xers who value wellness and sustainable results over quick fixes.
First Page Sage: What advice would you give to brands selling products or services that require time to see results?
TruSkin: Establish credibility and maintain transparent communication throughout the customer’s journey. Utilize third-party endorsements, and provide educational content to explain the importance of the process, celebrating milestones along the way. For skincare, this could mean showcasing early improvements like increased glow or hydration. Above all, be truthful. Reliable brands don’t overpromise but ensure consistent, science-backed outcomes with clear communication.
I’m sure if you’re here, you’re as passionate about SEO as I am. With over a decade of experience in agencies, I’ve seen a lot.
Working in agencies allowed me to hone my skills, collaborate with top talent, and partner with some of the world’s leading brands.
In my agency days, I wore many hats—from technical SEO and content marketing to business development.
Switching to in-house SEO was a major shift. Here are the seven insights I’ve gained from this transition.
1. Owning performance changes how SEO is evaluated
In an agency, a performance drop means quickly drafting a report before moving on. But in-house, handling that report is just the beginning of the journey.
I’m the one who has to interpret those numbers and turn the data into a strategy that improves outcomes.
Understanding this changed my whole perspective. Every dip in performance feels like putting my whole SEO strategy on trial.
It’s intense being directly accountable, but owning the outcome is powerful.
In agencies, a polished slide deck was the endpoint. Now, execution is everything. It’s not enough to have a pretty report. It’s about executing and measuring the impact.
Being in-house, I realized you need everyone—from designers to developers—in alignment to see success. It’s challenging but crucial.
I discovered that moving the needle involves translating plans into concrete actions. Working cross-functionally is vital in this regard.
Executing powerful strategies means working closely with every department involved. It’s messy at times, but it makes you grow exponentially.
3. The shift from agency partner to internal stakeholder
Moving in-house meant I became the client. It’s a unique opportunity to apply all my agency insights and decide the kind of client I want to be.
I’ve worked with all sorts of clients in the past, and that experience shaped me into the partner I aspire to be now.
Being patient, collaborative, and empathetic to the team’s goals helps foster a better working environment.
4. Storytelling matters more than strategy
Technical SEO is my forte. Watching metrics improve is fulfilling, but to others, it’s just numbers.
Storytelling turns those metrics into a narrative that executives understand. Crafting a compelling story around your work is key to showing its true value.
By translating technical work into clear, impactful stories, you can highlight its importance and application.
Success in SEO demands a team effort. In-house means working together across different functions. You can’t just operate in isolation.
Having allies in engineering or product management transforms ideas into reality. Building relationships with them is crucial.
6. Taking initiative and trusting your judgment
I’ve always been encouraged to take initiative. In-house, this advice is golden. Acting decisively can lead to breakthroughs—waiting could mean missed opportunities.
My experience has taught me to trust my instincts and push forward, even without explicit permission.
In today’s digital landscape, I’ve noticed that paid search platforms are evolving to prioritize who sees my ads, often without depending solely on my chosen keywords.
This shift means I need to focus on optimization strategies beyond just keywords, such as leveraging audience data, enhancing landing page context, and understanding conversion behaviors. Recognizing this shift is crucial for me to know where to focus my efforts now.
A decade ago, keywords gave me a sense of control. Back then, hypersegmentation and single keyword ad groups were the norm.
We’d meticulously create unique landing pages for each keyword in every ad group, reveling in the manual process, convinced that we controlled the machine.
Times have changed, and the forecast of Google and Microsoft phasing out keywords feels more real than ever.
With tools like Performance Max and emerging AI Max solutions, along with contextual LLM-driven searches such as ChatGPT, I see the industry leaning towards a keywordless future.
Still, keywords remain vital as they reveal user intent and indicate where users stand in their journey:
If these signals are now managed behind a black box, my role as a marketer is evolving. So, what am I optimizing for?
Intent is now inferred from a web of signals, relegating individual keywords to the background. My optimization focus should now be on three main pillars in 2026.
Google now emphasizes customer match and first-party data over mere queries. With Data Manager API integration, it identifies users in auctions matching my key deals.
No longer do I bid on “cloud security.” Instead, I target IT directors (sharing first-party data) investigating SOC 2 compliance, even if they search for something vague like “scaling infrastructure.”
B2B match rates can be challenging, but this is where I must innovate my strategy, broadening one-to-one list matching and collaborating with integration partners.
Clustering individuals by shared pain points and offering on-site experiences help me understand their verified intent before reaching the remarketing list.
My landing page serves as a vital data source. Google’s AI examines it to grasp the nuances of my offerings, making creative assets crucial signals that align with my target themes and keywords.
If my landing page effectively communicates “mid-market manufacturing,” AI identifies relevant users regardless of specific keyword use, transforming my “keyword strategy” into a content strategy.
Opting for a creative approach similar to Meta’s, where Andromeda elevates the creative as a primary targeting signal, is beneficial. These creative inputs define my audience, demanding a balance between creative and technical input.
Journey-aware bidding and value-based bidding mean algorithms now analyze a user’s journey beyond the final click.
Optimization now targets “high-value need states,” feeding the system data about mid-funnel behaviors that result in significant contracts.
The most profound change for digital marketers, including myself, is shifting focus from query-level to user-level intent.
While the previously ignored query “how to manage payroll” might not have targeted enterprise SaaS companies, AI now understands if that user is a financial VP at a large firm, indicating commercial intent.
If it’s the right user, the right signals should prompt AI to act on their purchasing stage.
As AI handles matching, my role shifts towards becoming a data architect.
Data quality determines my success. I must feed AI with valuable leads to optimize for value-based bidding effectively.
Assessing the health of my signal, from landing pages optimized for AI readability to correct technical content, ensures Google accurately targets my audience.
I now focus less on micromanaging search terms and more on managing brand exclusions and negative themes.
The future of search is about being the best solution for the right individual at their evolving need state.
Keywords served as training wheels, but it’s time to see how quickly my data can propel me forward.
I’ve been following the shift in Google’s AI Overviews, and it’s exciting to see the organic click-through rate on these searches finally on the rise. After a year-long slump, the CTR is showing promising signs of recovery. But could this mean the end of click losses?
Back in December 2025, the CTR had hit a low of 1.3%, but by February 2026, it had climbed to 2.4%. That’s an impressive 85% jump in just two months, according to the latest data from Seer Interactive.
Understanding CTR Movement. When AI Overviews are part of a search, pages that are cited see a significant increase in clicks compared to pages that aren’t cited, yet they still garner fewer clicks than searches without any AI Overviews.
Here’s a breakdown of the CTR percentages:
No AI Overview: ~3.3% CTR
AI Overview with citation: ~2.1% CTR
AI Overview without citation: ~0.9% CTR
Where are the clicks going?. Interestingly, searches that don’t include AI Overviews are seeing an increase in value. Their CTR rose from 2.8% at the start of 2025 to 3.8% by February 2026.
One factor: AI Overviews are handling quick answers, leaving users with more complex questions to search deeper.
AI Overviews Depend on Query Intent. The presence of AI Overviews varies greatly depending on the type of query:
Informational: ~36% feature AIOs
Transactional: ~5%
Comparison: ~95%
Question: ~86%
A nuanced perspective. It’s important to note that a lower CTR doesn’t always equate to poor results. In instances where clicks remained stable but impressions grew, brands may have appeared more frequently in AI Overviews even as CTR percentages dropped.
The stability of paid search. I noticed that when Google presents an AI Overview, the paid CTR increases slightly from 14.6% to 16.2%. Without AI Overviews, the CTR drops from 26% to 21.8%.
Why this matters. Google’s AI Overviews are not just reducing overall clicks; they’re shifting them. This means you need to aim for your site being cited in AI Overviews and focus on queries where users are more likely to click.
About the Research. Seer analyzed data from 53 brands, 5.47 million queries, and 2.43 billion impressions between January 2025 and February 2026.
I recently sat down with Anuj Srivastava to explore the synergy between engineering and marketing when launching a new franchise.
At First Page Sage, I’ve witnessed countless companies pour millions into fleeting algorithm tricks, only to see them crumble overnight. Genuine authority— the type that withstands every Google update and earns citations from ChatGPT—requires true engineering, not quick hacks.
This belief led me to Scott Hietpas, CEO of Computype, a leader in creating the most resilient labels that adhere to any surface and thrive in any environment. While my team focuses on digital permanence, Scott’s team excels in physical identification systems. We’re both tackling the same challenge: ensuring vital information endures when other solutions fall short.
Scott and his company label blood products across North America’s blood supply chain, and odds are, your car tires are marked with their labels too. Their products can withstand temperatures ranging from -196°C to 204°C. If you’re curious why ‘built to last’ isn’t just a slogan but a powerful competitive advantage, read on.
First Page Sage: Many firms promise durability. Why do cheap labels fail, and what are the hidden costs?
Scott Hietpas: Cheap labels fail because they’re not crafted to endure harsh conditions. Adhesives might not suit cold storage, substrates may crack under high heat, and barcodes can fade and become unreadable. A lab might save a cent per label and feel smart, but then spend $200,000 re-labeling specimens after cold storage failures. Similarly, a pharmaceutical company might lose FDA compliance when commodity labels render codes unreadable, halting production. We engineer labels that adhere to any surface—be it glass, silicone, or textured metals—and perform in diverse environments. The price for failing is always catastrophic. Paying a little more for durability is a small price compared to the colossal cost of failure. We assist our clients in assessing their total expenses and minimizing risks.
First Page Sage: What does it take to engineer for extreme temperatures from -196°C to 204°C?
Hietpas: It involves material science that most labeling companies find too intricate. Cryogenic tasks like biobanking need adhesives that don’t crystallize and substrates that don’t shatter when frozen. High-heat needs in tire manufacturing demand polyimide films that retain integrity under thermal stress. Blood services choose our labels for freeze-thaw cycles and international cold-chain transport. Tire producers rely on us for labels that survive vulcanization at 400°F and stay readable throughout the tire’s lifetime. Standard labels fail under these conditions, and our capability to withstand them is why we confidently say our labels perform universally.
First Page Sage: You dominate the global tire bead and healthcare label market. How did Computype become the go-to for critical industries?
Hietpas: It’s our zero tolerance for failure. If a tire maker’s ID system collapses, defect rates spike and costs soar. If blood labels fail, blood shortages and steep replacement expenses follow. These sectors can’t accept ‘just okay’ solutions. Our labels are engineered for permanence, earning trust through undeniable, long-term performance. Millions of our tire and blood bag labels are scanned during production to ensure functionality before leaving our facility. While competitors sell labels, we offer solutions that outlive the products they identify, solving critical problems.
First Page Sage: How does “stick to any surface” work when dealing with challenging surfaces?
Hietpas: Our labels are tailored for specific uses. Medical silicone needs different bonding agents compared to powder-coated steel. Curved glass requires different flow traits than textured surfaces. Instead of universal adhesives, we create custom solutions for demanding surfaces that don’t respond to generic labels. Our engineering understands adhesive-substrate interactions, optimizing for permanent bonding even under stress. When we claim our labels stick to any surface, it’s because we’ve addressed adhesion issues for difficult materials. Our expertise means we offer ready-to-use or customizable solutions that quickly meet our clients’ challenges.
First Page Sage: How do durable labeling and lasting digital authority align?
Hietpas: Both demand thorough knowledge and application understanding. Inexpensive labels may save costs now but lead to eventual disasters. Similarly, black-hat SEO might provide short-lived success but ultimately ruins your rankings. True durability, both physical and digital, entails designing systems for worst-case scenarios—environmental extremes for us, algorithmic turmoil for you. Companies eyeing short savings or growth hacks often lose to those engineering for durability. For over 50 years, our labels have outlasted the competition. Likewise, First Page Sage excels because your authority strategies outlast algorithm changes. Build lasting solutions, or continually rebuild.
Labels that triumph when all else fails. Explore Computype.com for systems designed for extremes—since in critical applications, there’s no second place.
Recently, I noticed a significant change in Google’s approach to handling spam reports. They’ve updated their stance on whether they’ll process reports containing personally identifying information, and it feels like a big shift from what was communicated just a week prior.
On their updated spam report page, Google now clearly states that any spam report containing personally identifying information will not be processed. This revision comes after their previous announcement that such information could be passed on to the site in question.
Here’s What’s Changed: Google has added a highlighted note on their official spam report page, emphasizing two points:
(1) Avoid including personally identifying information in your spam reports.
(2) If you do include such information, your submission won’t be processed.
Google’s explanation reads:
“Don’t include any personally identifying information in your submission. To comply with regulations, we must send the submission text to the site owner to help them understand the context of a manual action, if one is issued. Because of this, we won’t process your submission if we determine it contains personally identifying information to protect privacy. Not including such information fully ensures your information is safe and prevents your submission from being discarded.”
Previously: Just a week ago, as we documented, Google allowed:
“If we issue a manual action, we send whatever you write in the submission report verbatim to the site owner to help them understand the context of the manual action.”
This policy raised many eyebrows across the industry. Concerns were not just about being flagged for identifying competitors or spammers, but there were also legal implications. It seems Google is now aligning with regulations to avoid sharing personally identifying data.
Why You Should Care: If you’re aiming to submit a spam report to Google, make sure it doesn’t contain any personally identifying information. Should you inadvertently include such information, rest assured that it won’t reach the reported site and the report simply won’t be processed. You can always resubmit your report without these details.
As someone deeply interested in how technology shapes our interactions, I found Google’s new AI developments in search particularly fascinating. Google’s VP of Search, Liz Reid, recently delved into how AI is transforming search intent, monetization, and content visibility. In a new Bloomberg podcast, she explained how these changes are reshaping our search behavior.
Reid assured us that AI is not diminishing Search but altering its usage. AI Overviews now help filter low-value clicks while encouraging more frequent searches. Reid highlighted how AI reduces “bounce” clicks, those quick visits to a page for a single fact. It’s an interesting evolution—sometimes we only have seconds to spare, while other times, we aim to immerse ourselves for longer periods.
People Want AI and the Web Together
Reid debunked the myth that users desire AI over the web. Instead, she notes, people want AI integrated into their web experience. I see this pattern in my own browsing habits, where I might search for a quick fact one moment and dive deeply into an article the next. She emphasized that people still crave human perspectives and diverse insights.
AI Overviews: Adapting to User Needs
Liz Reid explained that AI Overviews aren’t activated for every search. Google’s strategy is user-centric, providing AI support only when it’s beneficial. This selective approach ensures we get the best possible answer for our queries. The system evolves as user behaviors change, and Google continually refines which queries deserve an AI Overview.
Changing Search Habits
It’s intriguing to note the shift in how we query Google. Searches have become longer and more conversational, moving away from terse keywords. In my own searching, I now use full sentences to express my needs, which aligns with Reid’s insights. She reiterated that users now articulate their problems more clearly, allowing Google to provide comprehensive responses.
Ads and AI: A New Dynamic
Even with AI-enhanced answers, Google can still generate revenue from Search, assuring us that the commercialization of queries largely remains unaffected. When I’m on the hunt for products, such as buying shoes, I still rely on ads to guide my purchasing decisions. Reid also highlighted that detailed queries offer potential for more targeted ads.
Monitoring User Retention
Reid highlighted that a key metric for Google is whether users return to Search more frequently. This is more than just increased search volume; it’s about building a loyal user base that turns to Google consistently because it meets their needs effectively.
AI Slop: Addressing Content Quality
Interestingly, AI hasn’t introduced new content quality issues but rather increased its volume. Reid assured us that Google’s aim is to spotlight quality content while minimizing the visibility of “slop.” It’s a challenge, but one that Google is committed to tackling by continually enhancing its ranking systems.
When I think about brand visibility today, it’s clear that being chosen by AI systems is crucial. Authority, unique insights, and consistent signals now determine if my brand makes the cut.
I’ve realized that AI isn’t just reshaping search; it’s deciding which brands are seen and which are ignored.
I learned from Andrew Warden, CMO of Semrush, at the Adobe Summit that visibility is evolving fundamentally, and our brands risk being systematically filtered out by AI systems.
“The idea of standing out is no longer optional. There’s a real risk of sameness,” he pointed out.
With AI systems deciding what to highlight and what to ignore, I know I must compete more fiercely for visibility in AI-generated answers.
AI is Changing How Discovery Works
The change is evident in the data: 60% of Google searches now end without a click to a website. People are still seeking information but aren’t always visiting websites. They’re getting their answers directly from AI systems like Google AI Overviews and ChatGPT.
These AI systems have become, as Warden described, the “new gatekeepers.”
This shift ushers us into the agentic era, where AI systems act as intermediaries, guiding users from inquiry to decision in one seamless interface.
Meanwhile, user behavior is evolving. People engage more in conversational environments, posing follow-up questions, refining queries, and surveying options within the interface, all resulting in fewer clicks but often attracting higher-intent users.
Warden noted that consumers using LLMs convert at least four times higher than those relying solely on search.
SEO is the Foundation
Despite some claims that AI could replace search, Warden reassured us that SEO is not dead.
SEO has become more foundational than ever. It’s essential to ensure my brand exists in the data layer AI systems rely on.
Warden emphasized, “SEO isn’t just for humans anymore. This is a training manual for AI right now.”
This involves ensuring:
Crawlability
Indexability
Structured data
Authority signals
Without these, my brand won’t appear at all.
Research backs this up: 94% of Google AI Overviews cite at least one top organic result, reaffirming that traditional search signals still support AI outcomes.
The Rise of the ‘Bland Tax’
One striking concept from the session was what Warden dubbed the “bland tax.”
AI conditions itself to overlook blandness, causing generic or repetitive content to vanish.
If I’m generic, Warden warned I’m perceived as average, and if I’m bland, I’m effectively invisible.
AI systems don’t reward sameness. Rather than highlighting my brand, they often condense similar content into a single, attribution-lacking response.
“This is an invisible penalty,” Warden noted.
The consequences manifest in several ways:
My brand identity gets erased in AI-generated summaries
My content is filtered out as low-value
My work becomes training data for AI without offering visibility to my brand
“You also become a free training ground for LLMs,” he said.
What Visibility Depends On
Warden redefined brand visibility as a blend of:
Discoverability: Can LLMs easily find me?
Authority: Do they trust my brand enough to include it?
“You absolutely need both,” Warden asserted.
SEO ensures I’m discoverable. Authority determines whether my brand shows up in AI-generated responses.
Without authority, I risk turning into a “commodity that isn’t worth being mentioned.”
How to Win: Three Key Signals
Warden outlined three crucial areas determining whether my brand appears or gets filtered out:
1. Entity Authority
AI systems map entities and relationships, and they must recognize my brand as an authority on a topic.
One key signal is brand demand. If people aren’t seeking out my brand, neither will AI.
Strong brands emphasize their authority across various platforms—owned content, media exposure, and community discussions—demonstrating their niche.
2. Information Density and Originality
AI systems prioritize content that offers new insights. It’s vital to not just publish content but contribute something meaningful.
They emphasize new facts with proprietary data, original research, unique perspectives, and expert insights.
According to Warden, original insights can enhance visibility by 30 to 40%.
3. Signal Alignment
AI evaluates not just what I convey but also what others say about my brand.
This includes reviews, discussions on platforms like Reddit and YouTube, media mentions, and customer conversations.
Warden warned that conflicting signals could prompt AI to flag my brand as unreliable.
Consistency across these channels creates what he called a “consensus signal” that AI systems can trust.
Why Most Organizations Aren’t Ready
One of our biggest challenges is organizational, as visibility isn’t just a channel issue; it’s an organizational one.
Currently, responsibilities are fragmented. SEO teams focus solely on rankings, PR and brand teams manage messaging, and growth teams conduct experiments. This leaves no one clearly owning AI visibility.
This fragmentation leads to inconsistent signals and missed opportunities for us.
To truly compete, we need alignment across teams, working on a shared strategy about how my brand appears wherever LLMs gather data.
The Measurement Problem
Meanwhile, traditional performance metrics are unraveling.
Many marketers, including myself, notice a gap where rankings hold steady, but traffic declines. Meanwhile, leads might increase, yet attribution remains murky.
Warden explained that demand remains, but traffic no longer serves as its proxy. Our content is utilized, but not in ways directing users back to us.
This creates a growing disparity between impact and the ability to measure that impact accurately.
From Rankings to Relevance
The nature of competition has evolved. I’m no longer vying for a mere position; instead, I’m competing to be featured in a synthesized AI answer.
Authority, once easier to influence, now hinges on external validation—emphasizing what others say over what I publish.
Algorithms have shifted from being my allies to arbiters of meaning, marking a significant change in search dynamics since Google itself emerged.
The New Rules of Brand Visibility
AI has not altered what makes a brand strong but has transformed how that strength is measured and rewarded. The brands that win today will build real authority in a focused niche, publish original and high-value content, and ensure consistent messaging across every platform.
The need for consistent third-party validation across an ecosystem is paramount.
As Warden urged, I must make it impossible for LLMs to ignore my brand.
