Marketing Brief: What You Need to Stay Ahead This Week

SEO is Hard. When I started in digital marketing, SEO seemed like a complicated and daunting practice. Looking back, I feel like an adult who’s looking back at how childhood seemed challenging and difficult at times. But as an adult, I wish I could go back in time because I now know that my life as a child was a breeze. I feel the same way about SEO these days. There are no easy paths. Life is harder now.

Search engine optimization is no longer just about keywords, content, and backlinks—it’s evolving rapidly alongside changes in how customers search and how search engines deliver results. We all need to shift, learn, and evolve to stay visible and competitive.

To keep up, I think it’s going to be essential to move beyond traditional tactics and embrace strategies designed for today’s search landscape.

For this week’s Marketing Brief, here are just 3 things that I think you can explore. I’ll be digging into all these things and more in an upcoming blog post.

Adapt to AI-Driven Search

Here we go again. As you know, search engines like Google are incorporating AI Overviews that pull key info from websites and display it directly in the SERP. This reduces clicks to your website and increases competition for visibility. Sometimes, users won’t click through at all, even if you show up in the search results. This makes measuring SEO ROI more difficult.

Focus on Share of Voice

In simple terms, Share of Voice = Your visibility in search results ÷ Total visibility of all competitors. It answers: How often does your brand show up in the places that matter (vs. others in your niche)? Instead of focusing on specific keyword rankings, consider measuring Share of Voice.

Engage Online as a Human

Search engines have never made SEO easy. In the new world of SEO, you need to put in the time. Being active and engaged outside of your own website is important. This will not only send positive signals to search engines, but they can return your content, comments, advice, links, profiles, and information in the search results. This also builds relevant backlinks and topical authority. Being an active voice in your niche helps search engines trust you, and this can’t be faked easily. That’s the way they like it!

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