Can't wait to read this! We had a discussion in the office, whether google search ads is even worth it anymore, given that little AI generated summary is now at the top of the page. What is your take on this?
David's take about analytics/insights owning the budget is interesting. The problem right now is that LLM visibility sits at the intersection of SEO, PR, content, and brand -- nobody's budget, everybody's problem.
In practice, the companies getting this right are treating it as a cross-functional initiative with its own KPIs. Citation rate, share of voice per model, sentiment accuracy. Once you frame it with measurable metrics, the budget conversation gets a lot easier.
The SEO team usually inherits it by default because they already think in terms of search visibility. But the skillset is different enough that it probably deserves its own line item eventually.
The more I think about it the more I think the budget should be covered by analytics and insights departments
I heard my internal thought bubble saying “yes” about 20x while reading this. Thank you, sir, for writing this beautifully articulated article!
Thank you!!
Can't wait to read this! We had a discussion in the office, whether google search ads is even worth it anymore, given that little AI generated summary is now at the top of the page. What is your take on this?
David's take about analytics/insights owning the budget is interesting. The problem right now is that LLM visibility sits at the intersection of SEO, PR, content, and brand -- nobody's budget, everybody's problem.
In practice, the companies getting this right are treating it as a cross-functional initiative with its own KPIs. Citation rate, share of voice per model, sentiment accuracy. Once you frame it with measurable metrics, the budget conversation gets a lot easier.
The SEO team usually inherits it by default because they already think in terms of search visibility. But the skillset is different enough that it probably deserves its own line item eventually.