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SEO Might Be a Waste of Money for Your Business (2025)

Split-screen illustration showing a man frustrated with declining SEO results on the left, and the same man happily recording a short video surrounded by social media and AI icons on the right, symbolizing the shift from traditional SEO to modern marketing strategies.

SEO isn’t the right strategy for every business. If no one is searching for your product or service, investing in SEO won’t deliver results. For businesses with novel or unique offerings, outbound marketing through social media videos typically performs better. However, as AI assistants like ChatGPT change how people find information, a new optimization strategy […]

Top SEO Advice from Google You Should Ignore

Illustration of a person standing at a crossroads holding a laptop, choosing between two signs labeled “Google Advice” and “Real SEO Results.”

Here’s something most SEOs won’t tell you: Google’s official SEO advice often contradicts what actually works. It makes sense when you think about it. Google doesn’t want you doing SEO. They want you to produce content that serves their users. When Google says “just write great content,” they’re not lying—but they’re leaving out the part […]

URL Trick to Rank in Google + ChatGPT

Illustration of a web browser window showing a clear, keyword-rich URL “www.example.com/seo-url-structure” with an upward arrow and bar graph symbolizing improved search rankings.

Here’s what you need to know: keywords in your URL can help you rank in Google, and URL structure matters even more for ChatGPT. But there’s a catch that most SEOs won’t tell you. Despite what Google says publicly, having keywords in your URL helps with ranking. It’s not as powerful as your H1 title […]

Website Content to Rank in ChatGPT in 2025

Illustration of a modern desktop computer displaying a wireframe webpage with sections titled "Best of List," "Comparison," and "FAQ," surrounded by icons representing AI, search, and content strategy in a minimalist office setting.

To rank in ChatGPT and other large language models (LLMs), you need three types of pages on your website: “best of” lists, comparison articles, and comprehensive FAQ pages. ChatGPT searches the internet when users ask for recommendations, and these structured pages are exactly what it looks for when compiling answers. How ChatGPT Uses Website Content […]

What Will Marketers Do in 2027? The Rise of Digital Twins and Context Engineering

A glowing human silhouette faces its digital twin made of circuit patterns, connected by flowing data lines in a futuristic office with faint marketing icons in the background.

Digital marketing agencies as we know them will be obsolete by 2027. In their place, marketers will focus on building and maintaining “digital twins” – AI models trained on a brand’s complete knowledge, voice, and expertise. These twins, powered by context engineering, will generate all marketing content at scale while the business owner provides strategy […]

When Will AI Ranking Matter More Than SEO?

A glowing blue digital illustration showing a Google search bar on the left and an upward arrow leading to “AI Ranking” with chat bubbles on the right, symbolizing the rise of AI-driven search over traditional SEO.

The short answer: AI recommendations are already more valuable than traditional search traffic for many businesses, and by mid-2026, AI-driven traffic will likely surpass traditional search engine traffic entirely. But the real inflection point isn’t about total traffic volume. It’s about when AI referrals become more valuable than search engine clicks. That crossover is projected […]

Why AI Optimization Communities Are Essential in 2025

A diverse group of professionals collaborates around a glowing holographic table displaying AI data visuals in a modern office setting.

I’m writing this from Ottawa, where I’m meeting with some of the smartest SEO and AI optimization practitioners I know. I didn’t get invited here because I paid for a course or attended a conference. I’m here because I’m part of a community of people who are actually doing this work – running experiments, comparing […]

What is Parasite SEO?

Illustration of a small orange figure holding a "Top Rankings" flag, standing on the shoulder of a larger glowing yellow figure representing major platforms like LinkedIn, Reddit, and YouTube, with a search engine results page in the background.

Parasite SEO is posting content to a website with more authority than yours to rank for competitive terms you couldn’t normally rank for on your own site. Instead of building your domain’s authority from scratch, you borrow ranking power from established platforms like Medium, LinkedIn, or Reddit. The strategy is straightforward: publish keyword-optimized content on […]

Is Prompt Engineering Still a Skill We Need in 2025?

A glowing computer monitor displays a structured AI prompt, surrounded by neon icons representing writing, data, coding, and marketing, all set against a dark grid-patterned background.

Yes, prompt engineering is still essential—and it’s becoming more important as AI models get smarter. While basic questions work with simple prompts, complex tasks that produce professional-quality output require skilled prompting. The better the models get, the higher the skill ceiling becomes for what you can achieve with well-crafted prompts. When Prompt Engineering Seemed Like […]

Why People Are Saying Blogs Are Dead in 2025

Illustration showing a traditional blog page disintegrating into pixels on the left, while a chatbot interface with a smiling robot icon emerges on the right, representing the shift from blogging to AI-generated content.

Blogs aren’t dead. They’re just not working the way they used to. When you search for information on Google now, you’ll often see an AI-generated answer at the top of the page. Studies predict an 18-64% decline in organic clicks once Google’s AI features fully roll out. For websites that depend on traffic to make […]