Search Engine Marketing

Customer lifetime value (CLV) is often treated as a static metric.  In practice, it is shaped by how different types of customers behave – and churn – over time. One of the most important dynamics to understand is the “shakeout effect,” where early churn removes lower-value customers from a cohort, leaving a smaller, more stable […]

Google is quietly giving advertisers more granular control over how data flows when consent is limited. Driving the news. A new feature called Data Transmission Control is appearing in Google Ads, adding an extra layer on top of Advanced Consent Mode that determines how advertising, analytics and diagnostic data are actually transmitted. What’s new. Advertisers

Google Ads is experimenting with a quicker way for new advertisers to get up and running. Driving the news. Over the past few weeks, some users have seen a new setup option in Google Ads: “Create an account with campaign for faster setup.” The feature surfaced publicly after being spotted by Anthony Higman on X,

Google is rolling out a new update for the Trends Explorer page that is powered by Gemini. The goal is to make it easier for users and researchers to find more search terms to explore. “The updated Explore page has a new side panel that uses Gemini capabilities to automatically identify and compare relevant trends

Google has introduced “Personal Intelligence” in the Gemini app as a beta which allows Gemini to give you a more personalized response by connecting across your Google ecosystem, including Google Search, Gmail, Photos, and your YouTube history.  Google said this is “Launching as a beta in the U.S., this marks our next step toward making

Google introduced a low-visibility setting that could impact brand control for location-based ads. Driving the news. In the Shared Library under Location Manager, Google Ads now includes an option called “Google Owned Location Data.” When enabled, Google can automatically pull imagery from its own library and use it in ads tied to your business locations.

In 2025, the SEO industry debated whether AI required a strategy shift.  In 2026, we are still debating, but we are moving further into the testing and execution phase.  To navigate the new search landscape, we have to kill the channel silo and let the SEO team act as the strategic quarterback for brand authority.