15 Things to Look for When Hiring a Content Strategist
The one thing I’ve realised in the last 3 years (or a little more) is that everyone is now a content strategist. And now that everyone has access to AI, there is just no threshold to who gets to call themselves a content strategist. In fact, with all due respect for my peers, the use […]
11 Ways Outdated Founder Thinking Causes Marketing Teams and Agencies to Fail
As much as I have to remind myself this often, most founders do not wake up trying to make marketing harder. In fact, most are doing what good founders are supposed to do: The problem is that those instincts, when applied through an outdated mental model of search and modern discovery, can quietly create the […]
Ranking vs Citation: What Should You Actually Care About?
If you have been going back and forth with your team about what needs to be the current focus – SEO or AI visibility, you’ve been asking the wrong questions. And have probably wasted months already on the ranking vs citation debate. Let me be the bearer of good news and bad. There is no […]
13 Non-Obvious but High-Impact Things I Include in a Content Audit (for Maximum Impact)
Whenever a website’s traffic starts to plateau or your AI search visibility score becomes stagnant, everyone is quick to jump to one conclusion – “we don’t have enough content.” But having run content audits for startups for over 13 years, the real problem actually is – “the content system is fragmented.” And in an AI-first […]
11 Things I’d Do to Build AI Search Visibility (If I Were Starting Today)
AI search has been around for a while now. And while everyone on the internet has been hyperventilating over what you can or cannot do to improve your visibility, I think it boils down to getting a few fundamentals right. So based on all the strategies we’ve set up for new websites and old (think, […]
Why Investors Are Asking About Your AI Visibility (And Why Founders Should Care)
For over 13 years, I have spent hours, days, weeks and months having to explain the importance of content marketing and SEO for startup growth. And while the landscape has changed exponentially owing to AI platforms, the one problem that does continue to demand the same answers (and hours), is the lack of a linear […]
13 Reasons the Pillar-Cluster Model Is the Best Way to Build Topical Authority (for SEO + LLM Visibility)
I’ve been playing this game for more than 13 years now. I do stand at the risk of sounding like a broken record, but I’m going to say this again – if you want to build search visibility, you need to learn how to implement the pillar-cluster model. While everyone is right now obsessing over […]
Hiring a Fractional CMO? 13 Things Founders Should Evaluate First
You have a product market fit. You’re now ready to scale your marketing but don’t have time to look into the strategy or operations full-time. So you do the next best thing everyone has been talking about – hire the best fractional CMO for your startup. But this is where most founders go wrong. Instead […]
15 Signs of Content Decay (and Why It Matters More Than Ever for Search & AI Visibility)
If I were your CMO or Head of Marketing, I wouldn’t start by asking: “How much new content can we publish this quarter?” I know a lot of you are going to hate me for this. But I’d ask something far more uncomfortable: “How much of what we’ve already published is actually working anymore?” Because […]
How to Use Customer Language to Improve Your SaaS Messaging for AI Search
Have you ever had a prospect come to you and say, “what do you mean by that” or “please help me understand this better”? Sorry to burst your bubble, but that isn’t an opportunity for you to go into a whole storyline of how good your SaaS product is. It is more likely one of […]
