[{"data":1,"prerenderedAt":4421},["ShallowReactive",2],{"podcast-marketing-leaders-from-imposter-syndrome-to-authority-why-every-founder-should-write-a-book":3,"header-articles":839,"updatesSection-all":2552,"updatesSection-all-team":3437},{"_path":4,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":8,"description":9,"date":10,"audio":11,"guest":14,"iframe":15,"series":16,"authors":17,"episode":19,"minutes":20,"guestimg":21,"guesturl":22,"seotitle":8,"guestabout":23,"body":24,"_type":833,"_id":834,"_source":835,"_file":836,"_stem":837,"_extension":838,"category":5},"/podcasts/marketing-leaders/from-imposter-syndrome-to-authority-why-every-founder-should-write-a-book","marketing-leaders",false,"","From Imposter Syndrome to Authority - Why Every Founder Should Write a Book","In this episode, Scott Turman discusses how founders can use publishing as a powerful tool to build authority, generate leads, and stand out in a crowded market.  He breaks down why writing a book isn’t just a branding exercise, how to overcome imposter syndrome, and how to turn your expertise into a scalable marketing engine that drives real business results.","2026-05-06T20:06:32.837Z",{"url":12,"length":13},"https://share.transistor.fm/s/165ca57e","49364727","Scott Turman","https://share.transistor.fm/e/165ca57e","Back on T-R-A-C-K",[18],"Kerry Guard","217","39","https://assets.mkgmarketinginc.com/a88340c2-8847-434b-8976-8aa46f8089ad-Scott-Turman.webp","https://www.linkedin.com/in/scottturman/","Scott Turman is a technologist-turned-entrepreneur who helps leaders turn their expertise into authority through books, podcasts, and scalable publishing strategies.",{"type":25,"children":26,"toc":828},"root",[27,40,46,55,60,65,70,75,80,85,90,95,100,105,110,115,120,125,130,135,140,145,150,155,159,164,169,174,179,184,189,194,199,204,209,214,219,224,229,234,239,244,249,254,259,264,269,274,279,284,289,294,299,304,309,314,319,324,329,334,339,344,349,354,359,364,369,374,379,384,389,394,399,404,409,414,419,424,429,434,439,444,449,454,459,464,469,474,479,484,489,494,499,504,509,514,519,524,529,534,539,544,549,554,559,564,569,574,579,584,589,594,599,604,609,614,619,624,628,633,638,643,648,653,658,663,668,673,678,683,688,693,698,703,708,713,718,723,728,733,738,743,748,753,758,763,768,773,778,783,788,793,798,803,808,813,818,823],{"type":28,"tag":29,"props":30,"children":32},"element","h2",{"id":31},"overview",[33],{"type":28,"tag":34,"props":35,"children":36},"strong",{},[37],{"type":38,"value":39},"text","Overview:",{"type":28,"tag":41,"props":42,"children":43},"p",{},[44],{"type":38,"value":45},"Scott explains how writing a book forces founders to clarify their thinking, refine their thesis, and articulate the value they bring to the market. He highlights how most founders already have the expertise needed to write a book—they just struggle to recognize and structure it. The conversation also explores how a book can act as a high-leverage marketing asset, helping founders build trust, reach the right audience, and create meaningful conversations at scale. From leveraging books for direct outreach to using podcasts to sharpen messaging, the focus remains on turning knowledge into authority that drives growth.",{"type":28,"tag":29,"props":47,"children":49},{"id":48},"transcript",[50],{"type":28,"tag":34,"props":51,"children":52},{},[53],{"type":38,"value":54},"Transcript:",{"type":28,"tag":41,"props":56,"children":57},{},[58],{"type":38,"value":59},"Scott Turman  0:00  ",{"type":28,"tag":41,"props":61,"children":62},{},[63],{"type":38,"value":64},"Is your brain telling you, you know, what are you doing? Man, you don't deserve to be here. Why would they possibly want to read what you know, what you know you're, whatever you're, you're kind of writing about, you know? And I guess my answer to that is, you wouldn't have a company if you didn't have a thesis. If you don't have expertise, right? Then you don't have a book. Oh, you have expertise, then you have a book. It's, can someone at the end of the book, take away and go, Okay, gee, I now understand that topic. Then you have a book.",{"type":28,"tag":41,"props":66,"children":67},{},[68],{"type":38,"value":69},"Kerry Guard  0:42  ",{"type":28,"tag":41,"props":71,"children":72},{},[73],{"type":38,"value":74},"And we're live. Welcome back to Back on Track. I know, I know, I took a bit of a hiatus. Sorry, not sorry. I actually took a vacation, something that I rarely do. Went off to the wonderful land of Ireland and saw all of the things with me and my family. And then, of course, we came back and caught the sickness of all sicknesses. But we are all recovered, and I am back, and I am so excited for this episode. A little bit about the show before we dive in. We talk a lot about shiny object syndrome on the show, and for many founders, nothing shines brighter than the idea of writing a book or launching a podcast. But if you don't have a strategy to back it up, you're just making noise, lovely random acts of Marketing. Today, we have Scott Turman, the founder of Bright Ray Publishing. He's a former NASA software engineer who realized that authority is a technical challenge, and he's here to help us get our marketing back on track through this lovely concept of publishing. Scott, welcome to the show.",{"type":28,"tag":41,"props":76,"children":77},{},[78],{"type":38,"value":79},"Scott Turman  1:45  ",{"type":28,"tag":41,"props":81,"children":82},{},[83],{"type":38,"value":84},"Hello there. Thank you.",{"type":28,"tag":41,"props":86,"children":87},{},[88],{"type":38,"value":89},"Kerry Guard  1:49  ",{"type":28,"tag":41,"props":91,"children":92},{},[93],{"type":38,"value":94},"I gotta know. I gotta get it out of the way. How, how did you go from NASA and the Department of Defense to book publishing?",{"type":28,"tag":41,"props":96,"children":97},{},[98],{"type":38,"value":99},"Scott Turman  2:01  ",{"type":28,"tag":41,"props":101,"children":102},{},[103],{"type":38,"value":104},"So, I'm named after Scott Carpenter, who's the second American in space. My dad was an engineer on Mercury. I was destined to work at NASA my entire life. You know, I really had pointed everything in that direction, you know, moved to Orlando, the whole nine yards. Started working there, and it was, it was awesome for a minute, right? And then it wasn't. And as much as the mission and all the things that go on out there are just absolutely incredible. It was an hour and 15-minute drive every day, so two hours and 30 minutes for, you know, just in the car, you know, it was, that was tough. And some of the buildings were like, people like, got sent to the moon in this building, but they can't keep water out of the ceiling, like they are all right, right? Next to my desk, I had, like, Do not hit with a hammer. Asbestos. Was like, right. It was literally right next to me. So it got up a bit much. And, I mean, I would go back there in a heartbeat, to be honest with you, just to have the experience again. But so I decided, like, okay, you know, we have a baby in the way. We need to go get stable, more stable, right? Need to be home more often. So I decided I want to work at Disney, or at least that was the second biggest employer as an example in town. And I couldn't, I couldn't get them to bite, for whatever reason, reasons. So what I did was I FedExed my pitch to Michael Eisner at the time, who was the CEO of Disney at the time, you know, like a complete psycho. I didn't know any I was, like, 28 years old. I didn't know any better. I didn't know what I was not supposed to do. I didn't know how far I was supposed to go. But I ended up getting a contract, and I just never kind of looked back. Fast forward bazillions of years. You know, during COVID, I was trying to hire 20 software engineers for a project I just gotten with with a Fortune 500, and I'm like, You know what? I've always thought writing a book would allow me to get make this easier, maybe, you know, and the book was specifically about how to, how to, how to negotiate your salary or contract. But for nerds, specifically, good night. I'm a terrible writer, by the way, but I've always dreamed of doing it. I knew it was a good branding exercise, all this stuff, right? And then a close friend of mine's daughter, who had published a ton of books to the age of, you know, 23, we worked it out remotely over COVID. She this kind of process where she had an interview. I thought it was a ghostwriting process. Is what I had eventually thought ended up being this guy writer, like, almost like a writing group process, back and forth, back and forth. Wrote the book. And I had a close friend, Craig Sacanti, who's a Professor of Entrepreneurship at Rice University. Like, how the hell did you do this? And I go, Well, I told him, and he goes, Hey, would you do that for me? And I'm like, Yeah, sure. $12,000 because, okay, my it was, it was this kind of thing that was born. And, you know, fast forward a couple of years, and, you know, we've got a ton of writers and did a ton of books, and here we are.",{"type":28,"tag":41,"props":106,"children":107},{},[108],{"type":38,"value":109},"Kerry Guard  4:48  ",{"type":28,"tag":41,"props":111,"children":112},{},[113],{"type":38,"value":114},"Oh my gosh, I mean, that you just never know where things are going to take you, right? I mean, I went to school for photography, and now I'm running an agency from. The middle of the Channel Islands, like you just, you just never know. So to hear your story specifically, I just, I know I've cut this out, folks, and it sort of is like something we that doesn't make it into clips very well. But I had to know. I had to know. So thank you for taking the ride with us. Ken Marshall, always good to see you. Thanks for joining us, buddy. I appreciate you. All right, let's get right into it, because I think so many of us want to write books, but we just don't think we have anything to say. I'm gonna be transparent here, folks. I actually am signing up with Scott momentarily here, because I, you know, as an agency owner, or somebody who's done this for 13 years as a brand-building exercise, purely because brand is just the antithesis of what we need to do this. You know, today, in terms of marketing, we've always needed it, but I think we skirted by for a while of like to just going after lead gen, for so long that we forgot about the beautiful moat that is brand, and now it's coming back in full force because, because how AI operates, and the need to make sure that your footprint is consistent across your entire, entire digital footprint. And so I'm going to try and do this thing, and I got to say I'm having some serious imposter syndrome of Do I have something interesting say? We're gonna find out through the process, but help me understand, Scott, you do this day in and day out. I mean, do you run into this a lot? It says you, you said it that you even sort of had that, like, do I have anything interesting to say? So how do you help founders through that? ",{"type":28,"tag":41,"props":116,"children":117},{},[118],{"type":38,"value":119},"Scott Turman  6:38  ",{"type":28,"tag":41,"props":121,"children":122},{},[123],{"type":38,"value":124},"I mean, if you look at it as purely a branding exercise that'll get you through it, right? But if it's also, if you look at it as a condensed thesis, right? It's hundreds of pages of what you know, right? Now, if you do it the way we do it, we actually have a TLDR too long. Didn't read in front of every chapter. So if someone's in a hurry, they could actually get the essence of your book in like 30 minutes, just by reading the thing very quickly. In terms of imposter syndrome, that's that. I think that's real for any high-functioning autistic for the most part. And a lot of us business owners are right. So that it's a real it's a real problem. It's the imposter syndrome, is your brain telling you, you know, what are you doing? Man, you don't deserve to be here. Why would they possibly want to read what you know, what you know you're, whatever you're, you're kind of writing about, you know? And I guess my answer to that is, you wouldn't have a company if you didn't have a thesis, if you don't have expertise, right? Then you don't have a book. Oh, you have expertise, then you have a book. Can someone at the end of the book take away and go, \"Okay, gee, I now understand that topic\"? Then you have a book. But I, but no, we have had, I have been in the early days of Brightway. We were talked into doing book projects, and we're, like, three weeks into it, and my writers came to be like, This guy has nothing, absolutely nothing. He is just the he is, he is, he is wealthy beyond his wildest dreams because his dad made all the money, and he's got absolutely nothing to say. That guy has no business writing a book, and we caught it too late, right? So yes, there are, there are. There are times when people shouldn't write books, but you're not one of them. If you have a thesis that works, then you have a book.",{"type":28,"tag":41,"props":126,"children":127},{},[128],{"type":38,"value":129},"Kerry Guard  8:19  ",{"type":28,"tag":41,"props":131,"children":132},{},[133],{"type":38,"value":134},"Well, we're gonna we're gonna uncover it together, and I'm excited to go through the process with your team. I've been wanting to write a book for a long time, but I really don't have the time to do the actual writing.",{"type":28,"tag":41,"props":136,"children":137},{},[138],{"type":38,"value":139},"Scott Turman  8:32  ",{"type":28,"tag":41,"props":141,"children":142},{},[143],{"type":38,"value":144},"It's a nightmare. Actually, writing your own book is an absolute nightmare. If you've never done it before, it's gonna be just okay if you can't tell a story, right? Or if you're an ADHD mess, like I am, right? There's no world where that translates into a coherent rise and fall of, you know, of, you know, turning a phrase and, you know, and now, like, oh, you know, with AI, we can just do with AI. AI is dog shit. It does not create anything of value. It just doesn't pure text with a, thematically speaking, that's that's correct, that someone would want to read right? You still need to know what you're doing, and, and, but writing a book on your own is just not fun. It's just, it's,",{"type":28,"tag":41,"props":146,"children":147},{},[148],{"type":38,"value":149},"Kerry Guard  9:16  ",{"type":28,"tag":41,"props":151,"children":152},{},[153],{"type":38,"value":154},"maybe",{"type":28,"tag":41,"props":156,"children":157},{},[158],{"type":38,"value":149},{"type":28,"tag":41,"props":160,"children":161},{},[162],{"type":38,"value":163},"That's how people it's birthing a baby. Yeah,",{"type":28,"tag":41,"props":165,"children":166},{},[167],{"type":38,"value":168},"Scott Turman  9:20  ",{"type":28,"tag":41,"props":170,"children":171},{},[172],{"type":38,"value":173},"I don't know about that. I haven't done that.",{"type":28,"tag":41,"props":175,"children":176},{},[177],{"type":38,"value":178},"Kerry Guard  9:27  ",{"type":28,"tag":41,"props":180,"children":181},{},[182],{"type":38,"value":183},"With not having to do that again. Most founders want book credibility, but that's kind of vague. What the top three specific business goals a book should solve before a founder even writes the first word?",{"type":28,"tag":41,"props":185,"children":186},{},[187],{"type":38,"value":188},"Scott Turman  9:43  ",{"type":28,"tag":41,"props":190,"children":191},{},[192],{"type":38,"value":193},"I mean, if we write books specifically for business lead gen, but right? But does it mean that, if you have a title and a subtitle, that the person you're trying to endear to them a little bit, right, they need to see themselves. To the title and their problem at subtitle or vice versa. Start there, right? If you can't even, and that's if we can't even start there, you can't even kind of work your way backward from the thesis that can be what title and cover are like, 90% of the problem in a bookstore, right? So ultimately, you're trying to, you have to find the thematically speaking, they see the problem themselves in that title, right, and ultimately, the ultimate goal is for them to read the book. See that you have the expertise, realize that whatever you do is impossible for them to do themselves, or that they could do it, but it's a giant pain in the butt to do. Like writing a book, be an example. Producing a podcast, I'll hire this person who I just learned how it's done, that's 90% of it.",{"type":28,"tag":41,"props":195,"children":196},{},[197],{"type":38,"value":198},"Kerry Guard  10:44  ",{"type":28,"tag":41,"props":200,"children":201},{},[202],{"type":38,"value":203},"Just go do it right. Yeah,",{"type":28,"tag":41,"props":205,"children":206},{},[207],{"type":38,"value":208},"Scott Turman  10:46  ",{"type":28,"tag":41,"props":210,"children":211},{},[212],{"type":38,"value":213},"Yeah, exactly, I loved. ",{"type":28,"tag":41,"props":215,"children":216},{},[217],{"type":38,"value":218},"Kerry Guard  10:47  ",{"type":28,"tag":41,"props":220,"children":221},{},[222],{"type":38,"value":223},"I know it's one of the first questions you asked me. Which I really loved is, like, what your writers actually asked me, and they said, What? What would it look like at the end of this? Like, what does the outcome for you personally look like? And I was like, I want Mark. I want, you know, there's so much trust that has to be built these days in marketing, and so to really kick that up and write something that has some authority to it in a way that allows marketing to do so much more heavy lifting for me, as I just don't feel like a salesperson. And so to do that one to one outreach all the time, and to then get people to, you know, to press on their pain and to nurture them over time, to then, I'd rather build a marketing engine that can do so much more of that initial heavy lifting for me, because I'm, at heart, a marketer, and so I'm very curious to use this, you know, the book, to do that for me, so that I can get back to being the CEO, being a CMO, and being with my family. And I just really loved it, really made I had to, like, sit back and really think through that. But I just love that question. And my point is, the writer asked me that such a thoughtful question. And I just really loved that I could sit there for a minute and think through it and really figure out what it was going to do, not just from lead generation, but what it was going to do for me as a person. ",{"type":28,"tag":41,"props":225,"children":226},{},[227],{"type":38,"value":228},"Scott Turman  12:07  ",{"type":28,"tag":41,"props":230,"children":231},{},[232],{"type":38,"value":233},"So yeah, here's the diabolical part, right? If you, if you, if they, you take that book, right? And if you can mentally go, if I can hand this book to someone, a Rando that's definitely in my that is may have a need for the thing that I sell, right? And if you could just hand that book to them and walk away, and if you feel at the end of the at the end of that book, they would be interested in maybe talking to you about what you do. That's the ultimate goal. Now let's scale that sales engine, marketing engine. Let's go send that book to 1000 people via the mail, because no one gets mail anymore. Nobody gets mail, right? So it's the Twitter is a cesspool. LinkedIn is an AI nightmare. It's all generated, all auto-generated. Everything is so difficult to even get through, to look at anything there. It's very difficult to know if it's humor or not, right? AdWords used to cost $2, now for $100 for a single lead, right? Everything, everything is clogged. But you know what's not clogged? The mail? Open rate now, imagine this. If you have a handful of people you want to get that book to, send it to them from Amazon, because everybody opens an Amazon package with their name on it right now, you have a wave, and just follow up with an email right with the Hey, did you get my book? And you're gone? We some of some of the initial success that we had. We sent out 200 and something books, and then I had, I had, I did an AI dossier on the person and a dossier on the company. That way, the messaging would be factually about them, right?",{"type":28,"tag":41,"props":235,"children":236},{},[237],{"type":38,"value":238},"Kerry Guard  13:35  ",{"type":28,"tag":41,"props":240,"children":241},{},[242],{"type":38,"value":243},"Yeah",{"type":28,"tag":41,"props":245,"children":246},{},[247],{"type":38,"value":248},"Scott Turman  13:35  ",{"type":28,"tag":41,"props":250,"children":251},{},[252],{"type":38,"value":253},"Of an email. Did you get my book? Three sentences about their organization and why this book will help them, right? And then I sent that in a three, a three sequence on HubSpot, we had a between 17 and 33 0% response rate to the email.",{"type":28,"tag":41,"props":255,"children":256},{},[257],{"type":38,"value":258},"Kerry Guard  13:53  ",{"type":28,"tag":41,"props":260,"children":261},{},[262],{"type":38,"value":263},"Response rate, not open rate",{"type":28,"tag":41,"props":265,"children":266},{},[267],{"type":38,"value":268},"Scott Turman  13:55  ",{"type":28,"tag":41,"props":270,"children":271},{},[272],{"type":38,"value":273},"Not open rate. Was no open rate. I get above 90%. Yeah, you can't really tell, but I got a very high open rate. I'll show how to do that later on if you want to know, but our open rates pretty high. But did you get my package or book? Or like, hey, Kerry, did you get my package book? You're gonna open the email, right? So, with that said, the response was like, \" Hey, yeah, I did. What's this all about? And boom, you have a conversation now. Hybrid that with, Hey, I'm just inviting you to my podcast, and now you're getting you're punching above your weight. You're getting a hold of people that can't be gotten a hold of. I'm getting a hold of Fortune 500 CEOs that have so many layers. But guess what floats right to their front desk? A package from Amazon.",{"type":28,"tag":41,"props":275,"children":276},{},[277],{"type":38,"value":278},"Kerry Guard  14:41  ",{"type":28,"tag":41,"props":280,"children":281},{},[282],{"type":38,"value":283},"Yep, yep, they're naming it. I have to know, because now that we're in COVID, you know, post covid And so much so many people are remote. There is some hybrid action. But, I mean, no. Nobody could send me a package if they tried, because I am also overseas. But with everything being so, with everybody being so, just, you know, all over the place, how, how on earth do you find they're at I mean, that feels a little creepy. If I was, if somebody sent me a package they knew where I lived, I'd be a little surprised that would raise an eyebrow.",{"type":28,"tag":41,"props":285,"children":286},{},[287],{"type":38,"value":288},"Scott Turman  15:22  ",{"type":28,"tag":41,"props":290,"children":291},{},[292],{"type":38,"value":293},"There are a couple of ways, right? So the big aha moment for us a couple of years ago was, huh, have you noticed that people actually put the town they live in on their LinkedIn profile, not where they work? Typically, 99% of people actually do their where they live, not where they work, right? Now you do a long longitude, latitude, distance, right? Cosine, sine, cosine. How far is that office? If it's 30 minutes away, they go to that office, there's a 97% chance they go to that office, right? So, find that the address is typically an office address. That's not totally hard. There are a million services to do that now, scale. Automate that with AI, right? And you're gonna, you're gonna get about a 95% delivery rate. Now, the great thing about that is, if it's wrong, you'll get the package back, and you won't cost you any money.",{"type":28,"tag":41,"props":295,"children":296},{},[297],{"type":38,"value":298},"Kerry Guard  16:11  ",{"type":28,"tag":41,"props":300,"children":301},{},[302],{"type":38,"value":303},"That's true.",{"type":28,"tag":41,"props":305,"children":306},{},[307],{"type":38,"value":308},"Scott Turman  16:12  ",{"type":28,"tag":41,"props":310,"children":311},{},[312],{"type":38,"value":313},"Right? So, and here's the other thing, if it's a founder, guess who's gonna walk that book right to the boss's desk or make sure they get it.",{"type":28,"tag":41,"props":315,"children":316},{},[317],{"type":38,"value":318},"Kerry Guard  16:21  ",{"type":28,"tag":41,"props":320,"children":321},{},[322],{"type":38,"value":323},"yeah",{"type":28,"tag":41,"props":325,"children":326},{},[327],{"type":38,"value":328},"Scott Turman  16:21  ",{"type":28,"tag":41,"props":330,"children":331},{},[332],{"type":38,"value":333},"A package with their name on it. They're not going to open their name; they'll make sure the boss gets it, and she will be very thankful that someone got her mail.",{"type":28,"tag":41,"props":335,"children":336},{},[337],{"type":38,"value":338},"Kerry Guard  16:30  ",{"type":28,"tag":41,"props":340,"children":341},{},[342],{"type":38,"value":343},"Yeah, and who doesn't love getting a present in the mail?",{"type":28,"tag":41,"props":345,"children":346},{},[347],{"type":38,"value":348},"Scott Turman  16:34  ",{"type":28,"tag":41,"props":350,"children":351},{},[352],{"type":38,"value":353},"I mean, it's diabolical. It's so diabolical, right? When you think about what you're doing, you're getting right around the front door, you're going through a side door, you're getting you're getting to people you're not supposed to. We sent this out. I want to say it was like 20 or 30 people in the House of Representatives are different. Bearing House represents representatives in the United States with 100% delivery rate because they thought that the Senator or the Congressman ordered a book, it was right to them. ",{"type":28,"tag":41,"props":355,"children":356},{},[357],{"type":38,"value":358},"Kerry Guard  17:02  ",{"type":28,"tag":41,"props":360,"children":361},{},[362],{"type":38,"value":363},"So, and then what? That's crazy, and then 100%, and then what, what happened from there? So they got the book. You sent them an email to get my package.",{"type":28,"tag":41,"props":365,"children":366},{},[367],{"type":38,"value":368},"Scott Turman  17:12  ",{"type":28,"tag":41,"props":370,"children":371},{},[372],{"type":38,"value":373},"No, so in the Senator's case or the Congressman's case, we actually said, Hey, text me. I'm an expert in dot, dot, dot. I want to talk. I want to be on your committee for this, this law coming up, or whatever, whatever thing we were trying to do, really talk about from the middle.",{"type":28,"tag":41,"props":375,"children":376},{},[377],{"type":38,"value":378},"Kerry Guard  17:27  ",{"type":28,"tag":41,"props":380,"children":381},{},[382],{"type":38,"value":383},"I had tried.",{"type":28,"tag":41,"props":385,"children":386},{},[387],{"type":38,"value":388},"Scott Turman  17:27  ",{"type":28,"tag":41,"props":390,"children":391},{},[392],{"type":38,"value":393},"We were trying to, we were trying to sway this one committee, specifically in drug rehabilitation, right? So we that the book was literally the thesis of why that was a good or bad idea, send that out to people, and then guess who got texts from Congressman we did, so we got it from their assistants, and then we ultimately got in front of them. But it's a thing, right? So, yeah, yeah.",{"type":28,"tag":41,"props":395,"children":396},{},[397],{"type":38,"value":398},"Kerry Guard  17:56  ",{"type":28,"tag":41,"props":400,"children":401},{},[402],{"type":38,"value":403},"There is something about a book that carries weight in and of itself, that it's a physical book. I mean, you've been doing this for a while, so why help me understand the psychology of that? Of like, if you this must be important because it's in a book. Like,",{"type":28,"tag":41,"props":405,"children":406},{},[407],{"type":38,"value":408},"is that still true to this day? Is that losing its luster because so many more people are writing its book, or is that still holding?",{"type":28,"tag":41,"props":410,"children":411},{},[412],{"type":38,"value":413},"Scott Turman  18:19  ",{"type":28,"tag":41,"props":415,"children":416},{},[417],{"type":38,"value":418},"So there's this guy named Kevin Mollen Cap. He's the guy who came up with America runs on Duncan. It's not TV, it's HBO via. It's everywhere, right? He's like the great-grandfather of branding. He's a total badass. And he said, What asshole throws away a book? No, no one throws away a book, even if it's like, you know, Windows or work groups or like, you know, Excel 2.0, you're like, a little hesitant to even throw away that zero value you're still not throwing away. And that's, I think that's gonna be true, at least for the next couple of years.",{"type":28,"tag":41,"props":420,"children":421},{},[422],{"type":38,"value":423},"Kerry Guard  18:49  ",{"type":28,"tag":41,"props":425,"children":426},{},[427],{"type":38,"value":428},"Oh my god, I accidentally, because we're cleaning houses, we might be moving. And I threw one of my kids' books away, and I was like, What am I doing? I mean, I know it's recyclable, but I'll just, I just need to put it the goodwill pile. It'll go to Goodwill, and somebody will enjoy this book, somewhere down the road. I just couldn't bring myself to recycle it. I Yeah, it's, it's so true. It's so true. You've worked with NASA and the DOD, as we mentioned, what's one logic-based framework from the engineering world that you apply to position, to positioning, and personal brand?",{"type":28,"tag":41,"props":430,"children":431},{},[432],{"type":38,"value":433},"Scott Turman  19:26  ",{"type":28,"tag":41,"props":435,"children":436},{},[437],{"type":38,"value":438},"So it really is execution, right? So, you know, for years, and this is maybe it's less true with AI nowadays, right before the idea meant nothing, your your your your Twitter for accountants or grinder for cats or whatever bullshit idea. Someone would pitch me like, Hey, would you sign an NDA? No, my funding and NDA for your Facebook, for accountants, or whatever stupid idea you got, right? But now execution can be, is, what's the hard part, right? Because any idea, and you're like, I want to go to the moon, well, good luck with that, right? What's the How are you gonna get there? So with that said. Agile methodology. Development methodology is the software development used to be. It used to be where you would plan for nine months or a year, like, Let's go do it. Like, I don't know, let's go make the payload package this, and the explosive is going to be this. And, you know, we're going to figure out long lap from, you know, doing this way and whatever. And in the meantime, they invented GPS, so now all your plans are horse crowd, they're not going to work, right? With agile, you make those decisions every single day. You can turn the ship every day, as opposed to having, you know, a flash of understanding every six months, right? So waterfall used to be the old way, which is a plan, and they execute. Now Agile makes that decision every single day, what you should be working on, because it may be different from day to day. You know, what are you doing? What did you do yesterday? What are you doing today? And your team, and you'll find that things just get done.",{"type":28,"tag":41,"props":440,"children":441},{},[442],{"type":38,"value":443},"Scott Turman  20:51  ",{"type":28,"tag":41,"props":445,"children":446},{},[447],{"type":38,"value":448},"They get done. So that was a lot. So our writing team does a an agile stand up every day. ",{"type":28,"tag":41,"props":450,"children":451},{},[452],{"type":38,"value":453},"Kerry Guard  20:59  ",{"type":28,"tag":41,"props":455,"children":456},{},[457],{"type":38,"value":458},"We're agile too. It's absolutely, we've been, yeah, I read, I read that book. Oh gosh, it was before it was 2014, so ever since we just because I married an engineer, and so he was talking all about agile and how they work. And I was like, how? Tell me more, and that I just, you know, picked it up and implemented it because it just felt it does allow you that that pivoting, that everyday iteration and flight tweaking is so much more effective than having to completely turn the Titanic absolutely.",{"type":28,"tag":41,"props":460,"children":461},{},[462],{"type":38,"value":463},"Scott Turman  21:33  ",{"type":28,"tag":41,"props":465,"children":466},{},[467],{"type":38,"value":468},"Yeah, it's a, it's a, it's definitely the way it should have been, right? Because your sample size is daily, whereas before, the sample size is, like, every couple of months, right? No, I don't know that. I don't remember the numbers specifically, but it goes something like this. The Department of Defense used, so if you were going to go create a missile, right, and you're going to go have a payload, you're going to have a, you know, coordinates, you're going to have fire control, all the stuff that goes with it, right? You would go plan that out. And they were having, like, for certain software projects, they were having a 90% failure rate, 90% it was, it was bonkers, always over budget. Never got it delivered on time. Is never what we asked for. The contracts were always wrong. You're always missing this and whatever. So they started doing Agile with the original, the original that founder of Agile, but one of the guys, the big proponents, whose name completely escapes me right now. And they started, like creeping down to 70% 50% 40% failure rate. They start going down, down, right so now, if you go pitch DOD, if Agile is not part of the plan, you're not getting the contract. Interesting.",{"type":28,"tag":41,"props":470,"children":471},{},[472],{"type":38,"value":473},"Kerry Guard  22:35  ",{"type":28,"tag":41,"props":475,"children":476},{},[477],{"type":38,"value":478},"Yeah, it's it's game changing. Founders are busy. Walk us through the no type workflow, what specific tools are, or meeting cadences do you set up so the book actually gets finished without the founder losing 20 hours a week or their patients or their sanity.",{"type":28,"tag":41,"props":480,"children":481},{},[482],{"type":38,"value":483},"Scott Turman  22:56  ",{"type":28,"tag":41,"props":485,"children":486},{},[487],{"type":38,"value":488},"So typically, it's you would be meeting with two people, two writers a week, and there's about an hour as an hour interview, and then at the end of that, they have base material. Now they've, we've worked up a thesis outline, a general outline, you know. And they're really just, you know, they're kind of poking around a little bit. Oh, that's great. Why do you feel that way? Like, oh, oh, I guess I feel this way because of this. And it ends up being a therapy session, right?",{"type":28,"tag":41,"props":490,"children":491},{},[492],{"type":38,"value":493},"Scott Turman  23:21  ",{"type":28,"tag":41,"props":495,"children":496},{},[497],{"type":38,"value":498},"One hour it Jen's about 20 hours' worth of work. On our side, we'll be typing and working about 20 hours for every one hour that our customer actually does the interview right. And then this goes on for a couple of months, and at the end of it, you have something distilled and valuable. And many times, people that we do this for change their business model a little bit, because they ended up this therapy session, ended up uncovering some stuff like, that's right, the original reason I started this was dot, dot, dot. And you, it's just until you kind of hug it out, for lack of a better word, you don't really maybe know some of the basis of your thesis, of your business as well as you maybe thought, or maybe, maybe sort it out one way, and you went to the other way, and maybe you forgot the reasons you did it, etc.",{"type":28,"tag":41,"props":500,"children":501},{},[502],{"type":38,"value":503},"Kerry Guard  24:07  ",{"type":28,"tag":41,"props":505,"children":506},{},[507],{"type":38,"value":508},"It's so true of founders. We talk, I talk a lot about this over the show, because normally when fractional marketing leaders or in-house marketing leaders sort of show up for the first time to an organization, the first thing they'll do is sort of a round robin to everybody and have interviews and want people to sit down with. Is the founder, and it's always sort of that aha moment of like, Oh, that's right, that's why I started this thing. And getting back to that problem solution, of what you're trying to actually do for your customers, we just so easily lose sight of that from the bright shininess of the things. But yeah, that's getting back to her core. Is important.",{"type":28,"tag":41,"props":510,"children":511},{},[512],{"type":38,"value":513},"Scott Turman  24:45  ",{"type":28,"tag":41,"props":515,"children":516},{},[517],{"type":38,"value":518},"There's a guy named Mike Maples Jr. He is the private equity of all private equity phrases. I'm like a fan boy of his, for sure. And he, he was, like, one of the original, you know, I don't know, investors in Twitter and Instagram and whatever, right? He is fascinating because he keeps data on everything, and he's had hundreds and possibly 1000s of investments in the last 2030 years, right? So he noticed that the one of the companies that went on to do great things, pivoted three years in for the most part. So it's like you started off as a messaging app, but you turn to 120 characters. They didn't figure that thesis out until they were three years in, and they pivoted. Pivoting companies make all the money. Is what is ultimately, if you could survive long enough for three years to basically pay the bills and not go bankrupt, you had time to go figure out your product market fit, right? So what this is, this is a, this is a three or four-month investment in understanding product market fit better than you could ever have done in either way, because we're going to force you every week to tell us why this matters. We're going to force you every week to tell us the reasons and the things you know and why you think they're valuable every week, and at the end of it, you will have instilled value.",{"type":28,"tag":41,"props":520,"children":521},{},[522],{"type":38,"value":523},"Kerry Guard  26:00  ",{"type":28,"tag":41,"props":525,"children":526},{},[527],{"type":38,"value":528},"I got that in the first week I was there. I was being so pushed in terms of, like, what that value is, and what we bring to companies, and why us, like, oh, man, I feel like we only scratched the surface. Like I have. I did a lot of work last year on trying to figure out product market fit, and I think we're in a good spot right now, but I know that, like, we're gonna really on, like, I'm gonna, we're gonna really put that to the test. It's gonna be, it's gonna be a fun ride.",{"type":28,"tag":41,"props":530,"children":531},{},[532],{"type":38,"value":533},"Scott Turman  26:29  ",{"type":28,"tag":41,"props":535,"children":536},{},[537],{"type":38,"value":538},"Product placement, price, right? The piece, right? What's the what is the thing I sell? What do I sell it for? And how do I deliver it? And what is the perceived value? And do they believe that that price is worth the thing they're getting out? Right? If it's too high, you'll make their sales. If it's too low, you'll make too many. You'll die of your company will die of indigestion, and not starvation. We rarely die of starvation in this business. We can figure out there's money and blood the water, right? We could smell it a mile away. But at what price, right? What are we willing to sell that service for, and how much? And on and",{"type":28,"tag":41,"props":540,"children":541},{},[542],{"type":38,"value":543},"Kerry Guard  27:00  ",{"type":28,"tag":41,"props":545,"children":546},{},[547],{"type":38,"value":548},"on? True. So true before the book is even published. What are the three assets needed to what three assets do we need to build to ensure the launch isn't just a one-day spike on Amazon?",{"type":28,"tag":41,"props":550,"children":551},{},[552],{"type":38,"value":553},"Scott Turman  27:14  ",{"type":28,"tag":41,"props":555,"children":556},{},[557],{"type":38,"value":558},"So the there's a couple of things you're going to want to do, right? I found years ago that the one, the one, the one of the most successful things I could do was as a text messaging campaign to people I know. So let's say the book goes like, book goes live at eight o'clock at night. Because you don't really, Amazon just kind of chooses an hour, by the way, they don't, don't really know sometimes, like, well, there's someone there, physically, I think, clicking a button, believe it or not, on the other side in Bangalore, or wherever the hell they're at, right? So, so what, you're trying to get the people who love and respect you, they're going to buy that book day one, right? Let's go. Let's go. Try to make five or 600 people well, the way you do that is you make sure that a weeks of before that they know you're going to publish, they're going to buy anyway, right? These are not your prospects. These are people who already love and respect and just want you to do well, well-wishers, if you will. So if you text message that, Okay, today's the day, here's the link. All they got to do is click the link and hit the buy button. There's like, Okay, move over here. Move it there for a second, right? You have, like, you'll have, like, an 80% conversion rate, just for the people who already said they would buy the book, right? And now you've got two or 300 sales. You're typically number one in your category, with 50, and depending on the category, right? And that's a matter of how many days in a row can you do that to become an actual, like, number one bestseller is, it's horseshits lost its meaning, right? Oh, wow, you're in, you're in, I don't know, you're in the albino studies category, with like three other books. Congratulations. You sold one book, and you're number one. Nobody cares about that. That means absolutely nothing. Now, are you number one in marketing? Because that's bonkers, right?",{"type":28,"tag":41,"props":560,"children":561},{},[562],{"type":38,"value":563},"Kerry Guard  28:52  ",{"type":28,"tag":41,"props":565,"children":566},{},[567],{"type":38,"value":568},"right?",{"type":28,"tag":41,"props":570,"children":571},{},[572],{"type":38,"value":573},"Scott Turman  28:53  ",{"type":28,"tag":41,"props":575,"children":576},{},[577],{"type":38,"value":578},"And that's basically the difference. So there are a couple of ways to get there. Obviously, you know, you can kind of Marshal your forces of the people that you know already, respect, and love. You also manage social media, right? Maybe do a little bit of light advertising. If you have I love on LinkedIn, the one thing I do use LinkedIn for is is you can take 10,000 of email addresses of the people that you've dealt with, and you kind of know you and, and go make them into their own category and then advertise just to those people.",{"type":28,"tag":41,"props":580,"children":581},{},[582],{"type":38,"value":583},"Kerry Guard  29:22  ",{"type":28,"tag":41,"props":585,"children":586},{},[587],{"type":38,"value":588},"yep, yep.",{"type":28,"tag":41,"props":590,"children":591},{},[592],{"type":38,"value":593},"Scott Turman  29:23  ",{"type":28,"tag":41,"props":595,"children":596},{},[597],{"type":38,"value":598},"So go advertise that book to just those people for five",{"type":28,"tag":41,"props":600,"children":601},{},[602],{"type":38,"value":603},"Kerry Guard  29:27  ",{"type":28,"tag":41,"props":605,"children":606},{},[607],{"type":38,"value":608},"days. Maybe they already have it in there. Maybe it's already been shipped to them. And then this is just a reminder that they have it. Should go read",{"type":28,"tag":41,"props":610,"children":611},{},[612],{"type":38,"value":613},"Scott Turman  29:35  ",{"type":28,"tag":41,"props":615,"children":616},{},[617],{"type":38,"value":618},"it. But that's the thing, is that the book sales are less important than sending, like, would you rather have 10,000 book sales or make a million dollars in your services? ",{"type":28,"tag":41,"props":620,"children":621},{},[622],{"type":38,"value":623},"Kerry Guard  29:45  ",{"type":28,"tag":41,"props":625,"children":626},{},[627],{"type":38,"value":323},{"type":28,"tag":41,"props":629,"children":630},{},[631],{"type":38,"value":632},"Scott Turman  29:46  ",{"type":28,"tag":41,"props":634,"children":635},{},[636],{"type":38,"value":637},"Because I'm just saying, when you rather send that book to 1000 people and go make 50 sales? Because I would. I don't really care what it how well it does. I personally don't care how well it does on Amazon. I care that I converted people into my service. Says, and they got something valuable at the end of it.",{"type":28,"tag":41,"props":639,"children":640},{},[641],{"type":38,"value":642},"Kerry Guard  30:03  ",{"type":28,"tag":41,"props":644,"children":645},{},[646],{"type":38,"value":647},"Yeah, it's, I think it depends on how, you know, we're not authors who are going to write multiple books and, you know, do book signings and all of these things to essentially sell more books and get the next, the next. You know how publishers will give you, like that feed to get you going, a book, right? We're not, we're not those kinds of writers. This is a total marketing strategy in regards to building authority and getting in front of the right people and saying the right thing, speaking of building authority. There this book in terms as an SEO agency, one of the key things I'm most interested in, in regards to this, is actually uploading the book to Google Books and having that impact the SERPs, right? I mean, can you talk to us about about that you've seen that happen?",{"type":28,"tag":41,"props":649,"children":650},{},[651],{"type":38,"value":652},"Scott Turman  30:56  ",{"type":28,"tag":41,"props":654,"children":655},{},[656],{"type":38,"value":657},"So, yeah, it's the, it's the, it's a shortcut for a knowledge panel, right? If you go as an author and you know, but if your name is Barack Obama, you're never getting a knowledge panel, or you have to have a semi-unique name, John Smith, not getting a knowledge panel, but Kerry Guard, you're getting a knowledge panel. There's not a lot of Kerry guards out there. There was a Black Power Ranger from a 90s TV show. His name was Scott Terman, and I crushed him because I had to, because he was coming up before I was right. So I wrote a book. And now you enter the, not the kind of consciousness of Google, through the books categories that you know, the way you know, kind of Google's like, Okay, well, what is that? It's a noun, and that's a dude, and always an author, and he's this and that and the other. And then typically happens that triggers that knowledge panel, which is kind of a shortcut. If you type in Bill Gates as an example, you're going to see his giant head. Type in Scott, termin entrepreneur, you'll see my giant head there with all the information on it. I entered that consciousness through Google Books. That was the shortcut. It's either that or the Wikipedia page, right? And you've got to, there's, there's notoriety requirements. Wikipedia it's a little bit",{"type":28,"tag":41,"props":659,"children":660},{},[661],{"type":38,"value":662},"Kerry Guard  32:02  ",{"type":28,"tag":41,"props":664,"children":665},{},[666],{"type":38,"value":667},"harder, right, right? I had to get married to get my name because I was originally Kerry Ellis, and there's already a famous Kerry Ellis. So I met my husband and I typed up Kerry guard. It's like there are no other Kerry guards. I was very excited. Absolutely take your name. That sounds crazy.",{"type":28,"tag":41,"props":669,"children":670},{},[671],{"type":38,"value":672},"Scott Turman  32:16  ",{"type":28,"tag":41,"props":674,"children":675},{},[676],{"type":38,"value":677},"Let's pretend that wasn't gonna work, though. What's your middle name? Like? Maybe you have to rebrand yourself in order to show up better, right? I mean, you, of all people, understand that the Knowledge Graph is called everything, right? And the more the stronger the scent, the more sure Google is about something, the more likely it is they are to show you, as opposed to another Black Power Ranger named Scott. Scott Turman.",{"type":28,"tag":41,"props":679,"children":680},{},[681],{"type":38,"value":682},"Kerry Guard  32:44  ",{"type":28,"tag":41,"props":684,"children":685},{},[686],{"type":38,"value":687},"Oh gosh, Scott, I could talk to you all day, and I have so many questions. I'm trying to pick one last. I'll ask two last questions here. Here, a lot of people track downloads or book sales. We talked about revenue and ROI. It sounds like you've had good success in helping companies actually produce an ROI. First part of the question is, do you have an app? Do you know what? Do you have any averages in terms of stories or examples of what return people have come to expect from doing this?",{"type":28,"tag":41,"props":689,"children":690},{},[691],{"type":38,"value":692},"Scott Turman  33:18  ",{"type":28,"tag":41,"props":694,"children":695},{},[696],{"type":38,"value":697},"So it's okay, like all things, it depends, right? There's a if you're an NFL football player, we wrote your book, they're looking to change. They're looking to kind of take control the narrative. They're not selling a service. They're trying to build that brand like, that's a different ROI for them. But if you have a service that costs 50 to $100,000, that is a service that requires trust, and trust is, is an agreement by, in my opinion, it's an agreement of your customer that you have the knowledge and the in the history you know, to go do the thing they want you to do or need you to do, right? So, if you can, you know, if you were selling 10 of those things a year, you know, for a million dollars, for 100 grand a pop, right? And trust is the barrier. You're just going to make more money. Just are right? The more complicated the thing it is that you do, the more that your customer needs to understand in order to actually find you valuable. Right? The more valuable a book is, because it's a book is that compressed understanding of your thesis and your knowledge right now, in terms of numbers, no? Because the guy who has a, you know, who has a green hydrogen company out of Canada, like, that's, it's that the value for him, as he gets on CNN and talks about green hydrogen, right? That has different value than someone like Kevin Mullen camp, you know, who sends his book to dying food brands like Hardee's or whatever, because he wants to go rebrand them. Well, that's a million half bucks. Boom, right there now, but now he can scale it. Now he can send 1000 of them. And if he gets two sales a year, he's making a fortune. So it all depends on, yeah, it all depends on how that widget you're selling.",{"type":28,"tag":41,"props":699,"children":700},{},[701],{"type":38,"value":702},"Kerry Guard  34:59  ",{"type":28,"tag":41,"props":704,"children":705},{},[706],{"type":38,"value":707},"what. Of that, yeah. What value you're all you're ultimately looking for? Okay, well, outside of ROI, what are some other metrics that we should be paying attention to when we write a book, other than downloads and book sales? Are there any other things we could be to feel like this was a success?",{"type":28,"tag":41,"props":709,"children":710},{},[711],{"type":38,"value":712},"Scott Turman  35:18  ",{"type":28,"tag":41,"props":714,"children":715},{},[716],{"type":38,"value":717},"I mean, if, if, yeah. So, in terms of actual hard numbers, yeah, you probably want a couple of a bunch of reviews from your people, which is fine, right? But ultimately, I kind of bypass all that, because I sent out 1000 copies of the book, right? You're getting the phone to ring, and if your top of funnel gets filled up, then you win.",{"type":28,"tag":41,"props":719,"children":720},{},[721],{"type":38,"value":722},"Kerry Guard  35:35  ",{"type":28,"tag":41,"props":724,"children":725},{},[726],{"type":38,"value":727},"You're good, right?",{"type":28,"tag":41,"props":729,"children":730},{},[731],{"type":38,"value":732},"Scott Turman  35:37  ",{"type":28,"tag":41,"props":734,"children":735},{},[736],{"type":38,"value":737},"Period, it's a full stop. If you don't sell a single book, who cares if you have you fill the top of your bottle up. That's what matters in this case, right? And the thing that you're doing here.",{"type":28,"tag":41,"props":739,"children":740},{},[741],{"type":38,"value":742},"Kerry Guard  35:48  ",{"type":28,"tag":41,"props":744,"children":745},{},[746],{"type":38,"value":747},"Totally, all right. Last question for you, Scott, because, again, we could talk all day if a founder is stuck in the growth Valley, right in that awful like two to 10 million place and they need to they need to out their revenue needs to outpace their expenses. Right? The struggle is real. What's one single actionable step they can do in the next 24 hours to start building real authority in your training experience?",{"type":28,"tag":41,"props":749,"children":750},{},[751],{"type":38,"value":752},"Scott Turman  36:17  ",{"type":28,"tag":41,"props":754,"children":755},{},[756],{"type":38,"value":757},"minus a book. Go appear on podcasts. Start getting on podcasts immediately. So the great thing about podcasts is you actually get your thesis down by the do the third or fourth one. You have all these ideas of what you're going to talk about, but you don't really know, especially if you're kind of new to it. By the time you do your fourth one, you have a samurai sword. You are. You are now a blade. Your understanding of how you're going to pitch your thesis gets very, very fine because you're on the spot, right?",{"type":28,"tag":41,"props":759,"children":760},{},[761],{"type":38,"value":762},"Kerry Guard  36:43  ",{"type":28,"tag":41,"props":764,"children":765},{},[766],{"type":38,"value":767},"Yes, yeah,",{"type":28,"tag":41,"props":769,"children":770},{},[771],{"type":38,"value":772},"Scott Turman  36:44  ",{"type":28,"tag":41,"props":774,"children":775},{},[776],{"type":38,"value":777},"It's the first thing I would do: go get on five podcasts immediately. Immediately. I don't care how. I don't care that three people watch these podcasts. Go do three or five immediately, just so you can get your story straight, get your bullshit together before you go. You're gonna get better and better, better at sixth 1/7, one, you've already got all the stories loaded in your head. You've already got all the examples. You've got all the you know, all the there's nothing they can tell you or ask is you won't know, right? And at the very minimum, you'll get coverage. At the very maximum, maybe you'll get some sales out of it. Maybe people will call you because they heard you on the podcast. But it's the lowest bar in terms of how you can do something tomorrow. Go get a podcast immediately, get on the podcast.",{"type":28,"tag":41,"props":779,"children":780},{},[781],{"type":38,"value":782},"Kerry Guard  37:28  ",{"type":28,"tag":41,"props":784,"children":785},{},[786],{"type":38,"value":787},"Yep, yep. Totally agree. It is. I love being a host. I prefer it. But there is power in being in the hot seat. And it is. It is finding your message, for sure. Scott, this was amazing. Where can people find you?",{"type":28,"tag":41,"props":789,"children":790},{},[791],{"type":38,"value":792},"Scott Turman  37:43  ",{"type":28,"tag":41,"props":794,"children":795},{},[796],{"type":38,"value":797},"Bright Ray, calm, b, r, I, G, H, E, R, A, y.com, or just look me up on Google.",{"type":28,"tag":41,"props":799,"children":800},{},[801],{"type":38,"value":802},"Kerry Guard  37:49  ",{"type":28,"tag":41,"props":804,"children":805},{},[806],{"type":38,"value":807},"Yes, you're right there. I have you up. I can see you.",{"type":28,"tag":41,"props":809,"children":810},{},[811],{"type":38,"value":812},"Scott Turman  37:52  ",{"type":28,"tag":41,"props":814,"children":815},{},[816],{"type":38,"value":817},"There we go.",{"type":28,"tag":41,"props":819,"children":820},{},[821],{"type":38,"value":822},"Kerry Guard  37:53  ",{"type":28,"tag":41,"props":824,"children":825},{},[826],{"type":38,"value":827},"That's awesome. Thank you all to our listeners. Ken, so good to see you. Heidi, thank you for jumping in if you were watching this after hours. No worries. Drop us the questions. We'll get back to you if you are ready to write that book, to get over your imposter syndrome, and to say something thoughtful out into the world, while also scoring some building that brand and bringing in some revenue. Give Scott a call. This episode was brought to you by mkg marketing. We help B to B. Tech companies get found in search and everywhere your buyers are looking, so you're winning deals before the demo even happens. I'm Kerry Guard, and as we say here in Guernsey, À la perchôine.",{"title":7,"searchDepth":829,"depth":829,"links":830},2,[831,832],{"id":31,"depth":829,"text":39},{"id":48,"depth":829,"text":54},"markdown","content:podcasts:marketing-leaders:from-imposter-syndrome-to-authority-why-every-founder-should-write-a-book.md","content","podcasts/marketing-leaders/from-imposter-syndrome-to-authority-why-every-founder-should-write-a-book.md","podcasts/marketing-leaders/from-imposter-syndrome-to-authority-why-every-founder-should-write-a-book","md",[840,1210,1639,1991,2243],{"_path":841,"_dir":842,"_draft":6,"_partial":6,"_locale":7,"title":843,"description":844,"img":845,"date":846,"body":847,"_type":833,"_id":1206,"_source":835,"_file":1207,"_stem":1208,"_extension":838,"category":842,"minutes":1209},"/blog/seo/the-synthesized-buyer-mastering-the-2026-brand-visibility-audit-for-llms","seo","The Synthesized Buyer - Mastering the 2026 Brand Visibility Audit for LLMs","If you aren’t in the training data, you aren’t on the shortlist. Here is how to master Brand Visibility Optimization (BVO) for the AI-driven buyer.","https://assets.mkgmarketinginc.com/73b38499-1c0a-46c3-aaaf-a824ff083005-mkg-blog-the-synthesized-buyer-hero-image.webp","2026-05-06T15:28:34.835Z",{"type":25,"children":848,"toc":1196},[849,854,883,888,893,904,909,914,919,924,929,935,947,959,964,974,979,984,1019,1024,1030,1042,1047,1052,1062,1067,1072,1106,1111,1117,1122,1127,1132,1138,1143,1161,1166,1172],{"type":28,"tag":41,"props":850,"children":851},{},[852],{"type":38,"value":853},"The B2B buying journey isn’t happening on search results pages anymore. For a long time, marketing success basically meant winning on Google: rank in the top organic spots, pick the right keywords, watch the clicks, and call more traffic “more authority.” But in 2026, something else is quietly running the show in procurement: large language models (LLMs).",{"type":28,"tag":41,"props":855,"children":856},{},[857,859,874,876,881],{"type":38,"value":858},"This isn’t a distant trend; it is the current reality of B2B procurement. New research from",{"type":28,"tag":860,"props":861,"children":865},"a",{"href":862,"rel":863},"https://company.g2.com/news/g2-research-the-answer-economy",[864],"nofollow",[866,868],{"type":38,"value":867},"  ",{"type":28,"tag":869,"props":870,"children":871},"u",{},[872],{"type":38,"value":873},"G2’s 2026 Answer Economy Report",{"type":38,"value":875}," shows that ",{"type":28,"tag":34,"props":877,"children":878},{},[879],{"type":38,"value":880},"51% of B2B software buyers",{"type":38,"value":882}," now begin their research in an AI chatbot rather than a traditional search engine. These buyers aren’t paging through search results. They are using single prompts to ask AI tools to compare enterprise platforms based on specific needs. In that moment, the AI synthesizes an answer from the data it has already processed, effectively \"one-shotting\" the shortlist before a vendor is ever contacted. ",{"type":28,"tag":41,"props":884,"children":885},{},[886],{"type":38,"value":887},"If your brand isn’t in that data, if you’re missing from high-authority industry conversations, technical communities, or archives of executive thought leadership, you’re effectively shut out of that synthesis. Buyers don’t see you, long before they even think about visiting your website. That means we need to rethink what brand authority actually looks like and how we measure it.",{"type":28,"tag":41,"props":889,"children":890},{},[891],{"type":38,"value":892},"To stay in the game, traditional SEO alone isn’t enough. You need to focus on Brand Visibility Optimization (BVO). BVO isn’t about gaming an algorithm; it’s about becoming a stable, trustworthy source of information that automated systems consistently recognize and surface. In practice, that means ensuring your brand appears in the internet’s most trusted and widely referenced data sources.",{"type":28,"tag":29,"props":894,"children":896},{"id":895},"the-transition-of-the-procurement-funnel",[897,902],{"type":28,"tag":898,"props":899,"children":901},"img",{"alt":7,"src":900},"https://assets.mkgmarketinginc.com/accd88f6-f3c6-4b91-bb0e-bb9642914996-mkg-blog-the-synthesized-buyer-image-1.png",[],{"type":38,"value":903},"The Transition of the Procurement Funnel",{"type":28,"tag":41,"props":905,"children":906},{},[907],{"type":38,"value":908},"For years, traditional marketing treated visibility like a straight line: push out enough content and ads, and sooner or later, buyers would notice you. But that’s not how people actually buy today.",{"type":28,"tag":41,"props":910,"children":911},{},[912],{"type":38,"value":913},"Modern buyers lean on what’s often called \"dark social\"—recommendations, peer reviews, and technical back-and-forth that live in private Slack channels, Discord servers, group DMs, and niche community forums. None of this shows up in your typical analytics, but it heavily shapes who makes the shortlist.",{"type":28,"tag":41,"props":915,"children":916},{},[917],{"type":38,"value":918},"AI models are being trained on this messy, decentralized ecosystem. When they generate a recommendation, they’re effectively scanning for patterns: where is there consensus, and which brands keep getting mentioned in these communities?",{"type":28,"tag":41,"props":920,"children":921},{},[922],{"type":38,"value":923},"That creates a real risk for lean B2B teams: cranking out large volumes of generic content that adds nothing new. If what you publish reads like a generic brochure, the model will treat it as background noise rather than a signal.",{"type":28,"tag":41,"props":925,"children":926},{},[927],{"type":38,"value":928},"To be surfaced and cited by an AI, your brand needs to contribute something specific and useful—unique, field-tested insight that helps the model justify its answer. In other words, you have to publish the kind of information the model relies on to feel confident that it’s right.",{"type":28,"tag":29,"props":930,"children":932},{"id":931},"establishing-the-pattern-the-consistency-cadence",[933],{"type":38,"value":934},"Establishing the Pattern: The Consistency Cadence",{"type":28,"tag":41,"props":936,"children":937},{},[938,940,945],{"type":38,"value":939},"At the core of Brand Visibility Optimization is the concept of ",{"type":28,"tag":34,"props":941,"children":942},{},[943],{"type":38,"value":944},"Consistency",{"type":38,"value":946},". This is the factor that separates a single campaign from a reliable growth system. For a model to recognize your brand as an authority, it needs to see a persistent, high-quality pattern of information over time.",{"type":28,"tag":41,"props":948,"children":949},{},[950,952,957],{"type":38,"value":951},"Executive thought leadership is a critical technical asset in this process. Models prioritize data linked to verifiable experts and recurring themes. When your leadership team maintains a consistent cadence and regularly contributes technical insights to industry forums and reputable publications, you establish your brand as a primary source in the ",{"type":28,"tag":34,"props":953,"children":954},{},[955],{"type":38,"value":956},"LLM Training Data for Brands",{"type":38,"value":958},".",{"type":28,"tag":41,"props":960,"children":961},{},[962],{"type":38,"value":963},"A short-term approach does not work here. You cannot establish authority in a training set with a single project. You must show up regularly and deliver a steady stream of professional insights. This approach ensures that when models are updated, your brand is a core component of the system's understanding of your category.",{"type":28,"tag":29,"props":965,"children":967},{"id":966},"the-brand-visibility-audit-where-do-you-exist",[968,972],{"type":28,"tag":898,"props":969,"children":971},{"alt":7,"src":970},"https://assets.mkgmarketinginc.com/9639ded1-86f0-4500-bb1a-c2ad511e205b-mkg-blog-the-synthesized-buyer-image-2.png",[],{"type":38,"value":973},"The Brand Visibility Audit: Where Do You Exist?",{"type":28,"tag":41,"props":975,"children":976},{},[977],{"type":38,"value":978},"Mastering BVO begins with a technical audit of your brand's digital footprint. You must ask: if an automated agent were vetting this company, what evidence would it find?",{"type":28,"tag":41,"props":980,"children":981},{},[982],{"type":38,"value":983},"The audit should focus on three primary areas:",{"type":28,"tag":985,"props":986,"children":987},"ol",{},[988,999,1009],{"type":28,"tag":989,"props":990,"children":991},"li",{},[992,997],{"type":28,"tag":34,"props":993,"children":994},{},[995],{"type":38,"value":996},"Community Mentions:",{"type":38,"value":998}," AI models place a heavy weight on community-driven platforms like Reddit and technical forums. Are practitioners discussing your product or solving problems using your documentation? Without community discussion, the model is unlikely to recommend you.",{"type":28,"tag":989,"props":1000,"children":1001},{},[1002,1007],{"type":28,"tag":34,"props":1003,"children":1004},{},[1005],{"type":38,"value":1006},"Expert Proximity:",{"type":38,"value":1008}," Is your brand associated with recognized experts in your field? When your team is cited in third-party research or technical interviews, it creates a link that models use to determine authority.",{"type":28,"tag":989,"props":1010,"children":1011},{},[1012,1017],{"type":28,"tag":34,"props":1013,"children":1014},{},[1015],{"type":38,"value":1016},"Technical Transparency:",{"type":38,"value":1018}," Models require structured, accurate data. If your technical specifications, API documentation, and pricing structures are inconsistent or difficult to access, the system cannot build an accurate profile of your business.",{"type":28,"tag":41,"props":1020,"children":1021},{},[1022],{"type":38,"value":1023},"Many brands are currently failing this audit because they are invisible in the places where information is synthesized. To fix this, stop treating social media as just a distribution channel and start treating it as a space to establish your brand’s technical authority.",{"type":28,"tag":29,"props":1025,"children":1027},{"id":1026},"navigating-dark-social-attribution",[1028],{"type":38,"value":1029},"Navigating Dark Social Attribution",{"type":28,"tag":41,"props":1031,"children":1032},{},[1033,1035,1040],{"type":38,"value":1034},"A significant challenge of the BVO era is that the most valuable interactions are difficult to track. ",{"type":28,"tag":34,"props":1036,"children":1037},{},[1038],{"type":38,"value":1039},"Dark Social Attribution",{"type":38,"value":1041}," is often invisible to those who rely only on dashboards. A lead might appear as a direct search, but the reality is that the buyer spent months seeing your name in private communities and reading summaries of your executive's insights.",{"type":28,"tag":41,"props":1043,"children":1044},{},[1045],{"type":38,"value":1046},"Because you cannot track every touchpoint, you must optimize the environment where the buyer spends time. This means providing human, relatable, and technical content that people want to share in private channels.",{"type":28,"tag":41,"props":1048,"children":1049},{},[1050],{"type":38,"value":1051},"When your content is shared in a private group, it eventually reaches the public web through summaries and community archives. This is the long-term goal of BVO. You are establishing authority in private spaces that eventually informs the data models used in public searches.",{"type":28,"tag":29,"props":1053,"children":1055},{"id":1054},"systematizing-authority-moving-from-reactive-to-rhythmic",[1056,1060],{"type":28,"tag":898,"props":1057,"children":1059},{"alt":7,"src":1058},"https://assets.mkgmarketinginc.com/fdbe942b-e9d7-4a74-8829-9e9587fdd7b6-mkg-blog-the-synthesized-buyer-image-3.png",[],{"type":38,"value":1061},"Systematizing Authority: Moving from Reactive to Rhythmic",{"type":28,"tag":41,"props":1063,"children":1064},{},[1065],{"type":38,"value":1066},"The transition to a BVO-focused strategy requires moving from reactive marketing to a systematic operation. A \"launch and leave\" mentality is no longer effective. You need a system that ensures your brand's data is constantly updated and reinforced.",{"type":28,"tag":41,"props":1068,"children":1069},{},[1070],{"type":38,"value":1071},"This involves:",{"type":28,"tag":1073,"props":1074,"children":1075},"ul",{},[1076,1086,1096],{"type":28,"tag":989,"props":1077,"children":1078},{},[1079,1084],{"type":28,"tag":34,"props":1080,"children":1081},{},[1082],{"type":38,"value":1083},"Executive Cadence:",{"type":38,"value":1085}," A strict schedule for your leadership team to contribute to external platforms.",{"type":28,"tag":989,"props":1087,"children":1088},{},[1089,1094],{"type":28,"tag":34,"props":1090,"children":1091},{},[1092],{"type":38,"value":1093},"Structured Knowledge:",{"type":38,"value":1095}," A website that acts as a hub of structured data that is easy for agents to crawl and understand.",{"type":28,"tag":989,"props":1097,"children":1098},{},[1099,1104],{"type":28,"tag":34,"props":1100,"children":1101},{},[1102],{"type":38,"value":1103},"Community Engagement:",{"type":38,"value":1105}," Participating in the spaces where your buyers live and providing value without expecting an immediate click.",{"type":28,"tag":41,"props":1107,"children":1108},{},[1109],{"type":38,"value":1110},"When these elements are connected, marketing moves from disconnected tactics to a reliable system. You stop spending budget on ads that are ignored and start building brand authority that models are required to cite.",{"type":28,"tag":29,"props":1112,"children":1114},{"id":1113},"the-future-of-b2b-visibility",[1115],{"type":38,"value":1116},"The Future of B2B Visibility",{"type":28,"tag":41,"props":1118,"children":1119},{},[1120],{"type":38,"value":1121},"The rise of the modern buyer is not a threat to brands that prioritize accuracy and consistency. It is a threat to brands that rely on generic, high-volume content. If your content sounds like a brochure, the AI will summarize the basic points and move on. But if your content contains specific tactics and operational honesty, you add value that the system recognizes.",{"type":28,"tag":41,"props":1123,"children":1124},{},[1125],{"type":38,"value":1126},"We show personality through accuracy and tone, not through forced branding. In the world of generative search, being clear and authoritative is what gets your brand cited. It is about being professional and direct.",{"type":28,"tag":41,"props":1128,"children":1129},{},[1130],{"type":38,"value":1131},"Recalibrating for 2026 is about returning to the fundamentals of building a brand that matters to both people and the systems they use. It is about moving away from short-term shortcuts and focusing on lasting authority.",{"type":28,"tag":29,"props":1133,"children":1135},{"id":1134},"final-thoughts-the-path-to-synthesis",[1136],{"type":38,"value":1137},"Final Thoughts: The Path to Synthesis",{"type":28,"tag":41,"props":1139,"children":1140},{},[1141],{"type":38,"value":1142},"The B2B measurement gap is widening, and the ways we prove marketing value are changing. However, the goal remains the same: to be the most trusted and visible option for the buyer.",{"type":28,"tag":41,"props":1144,"children":1145},{},[1146,1148,1153,1155,1159],{"type":38,"value":1147},"In 2026, that buyer is assisted by an LLM. By mastering ",{"type":28,"tag":34,"props":1149,"children":1150},{},[1151],{"type":38,"value":1152},"Brand Visibility Optimization",{"type":38,"value":1154},", addressing the ",{"type":28,"tag":34,"props":1156,"children":1157},{},[1158],{"type":38,"value":1039},{"type":38,"value":1160}," gap, and maintaining a consistent output of expertise, you ensure that your brand is recognized.",{"type":28,"tag":41,"props":1162,"children":1163},{},[1164],{"type":38,"value":1165},"Do not be the brand that is missing from the synthesis. Build the authority that makes your presence clear. The success of your growth depends on this systematic approach.",{"type":28,"tag":29,"props":1167,"children":1169},{"id":1168},"summary",[1170],{"type":38,"value":1171},"Summary",{"type":28,"tag":41,"props":1173,"children":1174},{},[1175,1177,1182,1184,1188,1190,1194],{"type":38,"value":1176},"The 2026 B2B buyer journey has changed: 35% use AI tools for vendor selection. To remain visible, brands must adopt ",{"type":28,"tag":34,"props":1178,"children":1179},{},[1180],{"type":38,"value":1181},"Brand Visibility Optimization (BVO)",{"type":38,"value":1183}," to ensure they are present in ",{"type":28,"tag":34,"props":1185,"children":1186},{},[1187],{"type":38,"value":956},{"type":38,"value":1189},". Success requires navigating ",{"type":28,"tag":34,"props":1191,"children":1192},{},[1193],{"type":38,"value":1039},{"type":38,"value":1195},", the private channels where peer consensus is formed. By implementing a consistent cadence for executive thought leadership and treating the digital footprint as a data pattern for AI recognition, B2B teams can overcome inefficiencies and build authority in an AI-driven marketplace.",{"title":7,"searchDepth":829,"depth":829,"links":1197},[1198,1199,1200,1201,1202,1203,1204,1205],{"id":895,"depth":829,"text":903},{"id":931,"depth":829,"text":934},{"id":966,"depth":829,"text":973},{"id":1026,"depth":829,"text":1029},{"id":1054,"depth":829,"text":1061},{"id":1113,"depth":829,"text":1116},{"id":1134,"depth":829,"text":1137},{"id":1168,"depth":829,"text":1171},"content:blog:seo:the-synthesized-buyer-mastering-the-2026-brand-visibility-audit-for-llms.md","blog/seo/the-synthesized-buyer-mastering-the-2026-brand-visibility-audit-for-llms.md","blog/seo/the-synthesized-buyer-mastering-the-2026-brand-visibility-audit-for-llms",7,{"_path":1211,"_dir":842,"_draft":6,"_partial":6,"_locale":7,"title":1212,"description":1213,"_schema":1214,"authors":1215,"date":1216,"img":1217,"imgAlt":1218,"body":1219,"_type":833,"_id":1635,"_source":835,"_file":1636,"_stem":1637,"_extension":838,"category":842,"minutes":1638},"/blog/seo/monthly-search-industry-report-april-2026","Monthly Search Industry Report - April 2026","Stay updated with the April 2026 search landscape: core update impacts, back button crackdown, task-driven search, and the rise of agent-powered visibility.","default",[],"2026-05-05T16:25:00Z","/images/blog/mkg-blog-search-industry-overview-april.webp","Monthly Search Industry Report",{"type":25,"children":1220,"toc":1628},[1221,1230,1273,1282,1287,1370,1379,1384,1450,1459,1469,1482,1491,1525,1534,1544,1553,1558,1563,1596,1624],{"type":28,"tag":29,"props":1222,"children":1224},{"id":1223},"executive-summary-the-tldr",[1225],{"type":28,"tag":34,"props":1226,"children":1227},{},[1228],{"type":38,"value":1229},"Executive Summary (The TL;DR)",{"type":28,"tag":1073,"props":1231,"children":1232},{},[1233,1243,1253,1263],{"type":28,"tag":989,"props":1234,"children":1235},{},[1236,1241],{"type":28,"tag":34,"props":1237,"children":1238},{},[1239],{"type":38,"value":1240},"March Core Update Completion:",{"type":38,"value":1242}," The major ranking update that began in March finished on April 8. It shifted traffic toward specialist sites and away from general content aggregators.",{"type":28,"tag":989,"props":1244,"children":1245},{},[1246,1251],{"type":28,"tag":34,"props":1247,"children":1248},{},[1249],{"type":38,"value":1250},"The \"Back Button\" Ban:",{"type":38,"value":1252}," Google officially labeled \"back button hijacking\" as spam. Sites that trap users by blocking their ability to return to search results will face penalties starting June 15.",{"type":28,"tag":989,"props":1254,"children":1255},{},[1256,1261],{"type":28,"tag":34,"props":1257,"children":1258},{},[1259],{"type":38,"value":1260},"Search as a \"Task Engine\":",{"type":38,"value":1262}," Google is adding agentic features, like AI that can call stores to check inventory or build travel itineraries, shifting the focus from clicks to completed actions.",{"type":28,"tag":989,"props":1264,"children":1265},{},[1266,1271],{"type":28,"tag":34,"props":1267,"children":1268},{},[1269],{"type":38,"value":1270},"GPT-5.5 Launch:",{"type":38,"value":1272}," OpenAI released its most capable agentic model yet, designed to perform multi-step work independently, further changing how users find professional information.",{"type":28,"tag":29,"props":1274,"children":1276},{"id":1275},"algorithm-technical-seo-updates",[1277],{"type":28,"tag":34,"props":1278,"children":1279},{},[1280],{"type":38,"value":1281},"Algorithm & Technical SEO Updates",{"type":28,"tag":41,"props":1283,"children":1284},{},[1285],{"type":38,"value":1286},"The focus this month shifted from ranking keywords to punishing deceptive user experiences and rewarding technical efficiency.",{"type":28,"tag":1073,"props":1288,"children":1289},{},[1290,1309,1331,1351],{"type":28,"tag":989,"props":1291,"children":1292},{},[1293,1298,1300,1307],{"type":28,"tag":34,"props":1294,"children":1295},{},[1296],{"type":38,"value":1297},"March Core Update Wraps:",{"type":38,"value":1299}," Google confirmed the March 2026 Core Update ended on April 8. Analysis from ",{"type":28,"tag":860,"props":1301,"children":1304},{"href":1302,"rel":1303},"https://searchengineland.com/march-2026-google-core-update-what-changed-474397",[864],[1305],{"type":38,"value":1306},"Search Engine Land",{"type":38,"value":1308}," indicates that niche, authoritative brands saw the most growth, while broad comparison sites lost ground.",{"type":28,"tag":989,"props":1310,"children":1311},{},[1312,1317,1319,1329],{"type":28,"tag":34,"props":1313,"children":1314},{},[1315],{"type":38,"value":1316},"Back Button Hijacking Policy:",{"type":38,"value":1318}," On April 13, Google introduced a ",{"type":28,"tag":860,"props":1320,"children":1323},{"href":1321,"rel":1322},"https://developers.google.com/search/blog/2026/04/back-button-hijacking?authuser=2",[864],[1324],{"type":28,"tag":869,"props":1325,"children":1326},{},[1327],{"type":38,"value":1328},"new spam policy",{"type":38,"value":1330}," targeting sites that interfere with browser navigation. If your site uses scripts to trap users or redirect them when they try to leave, you face automated demotions.",{"type":28,"tag":989,"props":1332,"children":1333},{},[1334,1339,1349],{"type":28,"tag":34,"props":1335,"children":1336},{},[1337],{"type":38,"value":1338},"The 2MB Fetch Limit:",{"type":28,"tag":860,"props":1340,"children":1343},{"href":1341,"rel":1342},"https://www.searchenginejournal.com/technical-seo-audit-new-layer/571583/",[864],[1344],{"type":28,"tag":869,"props":1345,"children":1346},{},[1347],{"type":38,"value":1348},"Search Engine Journal",{"type":38,"value":1350}," highlighted a critical technical threshold: Googlebot generally stops reading a page after the first 2MB. For tech companies with heavy code or long documentation, this makes code efficiency a direct ranking factor.",{"type":28,"tag":989,"props":1352,"children":1353},{},[1354,1359,1361,1368],{"type":28,"tag":34,"props":1355,"children":1356},{},[1357],{"type":38,"value":1358},"\"Read More\" Optimization:",{"type":38,"value":1360}," There’s now ",{"type":28,"tag":860,"props":1362,"children":1365},{"href":1363,"rel":1364},"https://searchengineland.com/google-adds-read-more-links-best-practices-474807",[864],[1366],{"type":38,"value":1367},"new guidance",{"type":38,"value":1369}," for content hidden behind \"Read More\" buttons. Google now recommends keeping key information visible on page load to ensure it is indexed for AI answers.",{"type":28,"tag":29,"props":1371,"children":1373},{"id":1372},"the-geoaeo-frontier",[1374],{"type":28,"tag":34,"props":1375,"children":1376},{},[1377],{"type":38,"value":1378},"The GEO/AEO Frontier",{"type":28,"tag":41,"props":1380,"children":1381},{},[1382],{"type":38,"value":1383},"Search Visibility Optimization (SVO) is moving into the \"Agentic Era,\" where AI doesn't just find information, it performs tasks.",{"type":28,"tag":1073,"props":1385,"children":1386},{},[1387,1409,1431],{"type":28,"tag":989,"props":1388,"children":1389},{},[1390,1395,1397,1407],{"type":28,"tag":34,"props":1391,"children":1392},{},[1393],{"type":38,"value":1394},"Google's \"Task Assistant\":",{"type":38,"value":1396}," Google launched new features that allow",{"type":28,"tag":860,"props":1398,"children":1401},{"href":1399,"rel":1400},"https://www.lumar.io/blog/industry-news/seo-ai-search-industry-news-april-2026/",[864],[1402],{"type":28,"tag":869,"props":1403,"children":1404},{},[1405],{"type":38,"value":1406},"AI to call stores",{"type":38,"value":1408}," to check product availability and manage complex travel bookings directly in the SERP. This prioritizes structured data (Schema) over traditional blog content.",{"type":28,"tag":989,"props":1410,"children":1411},{},[1412,1417,1419,1429],{"type":28,"tag":34,"props":1413,"children":1414},{},[1415],{"type":38,"value":1416},"GPT-5.5 Agentic Workflows:",{"type":38,"value":1418}," Released on April 23,",{"type":28,"tag":860,"props":1420,"children":1423},{"href":1421,"rel":1422},"https://www.artificialintelligence-news.com/news/gpt-5-5-is-openais-most-capable-agentic-ai-model-yet-at-twice-the-api-price/",[864],[1424],{"type":28,"tag":869,"props":1425,"children":1426},{},[1427],{"type":38,"value":1428},"GPT-5.5",{"type":38,"value":1430}," is built to handle real work, such as planning and tool coordination. This model is more likely to cite sources that provide clear, executable data rather than long-form prose.",{"type":28,"tag":989,"props":1432,"children":1433},{},[1434,1439,1441,1448],{"type":28,"tag":34,"props":1435,"children":1436},{},[1437],{"type":38,"value":1438},"Chrome's AI Mode Integration:",{"type":38,"value":1440}," Google is rolling out an",{"type":28,"tag":860,"props":1442,"children":1445},{"href":1443,"rel":1444},"https://www.seroundtable.com/google-tests-enter-ai-mode-button-37145.html",[864],[1446],{"type":38,"value":1447},"\"Enter AI Mode\"",{"type":38,"value":1449}," button in the Chrome address bar. This allows the browser to answer questions by reading the user's open tabs, making on-page context more valuable than ever for brand visibility.",{"type":28,"tag":29,"props":1451,"children":1453},{"id":1452},"strategic-implications-for-leaders",[1454],{"type":28,"tag":34,"props":1455,"children":1456},{},[1457],{"type":38,"value":1458},"Strategic Implications for Leaders",{"type":28,"tag":1460,"props":1461,"children":1463},"h4",{"id":1462},"what-to-ignore",[1464],{"type":28,"tag":34,"props":1465,"children":1466},{},[1467],{"type":38,"value":1468},"What to ignore:",{"type":28,"tag":1073,"props":1470,"children":1471},{},[1472],{"type":28,"tag":989,"props":1473,"children":1474},{},[1475,1480],{"type":28,"tag":34,"props":1476,"children":1477},{},[1478],{"type":38,"value":1479},"Vanity Link Building:",{"type":38,"value":1481}," With Google's new focus on \"Experience\" and \"Task Completion,\" old-school guest posting for links is yielding diminishing returns. Focus on being the answer-first resource, ** ** the domain AI chooses to complete a user's task.",{"type":28,"tag":1460,"props":1483,"children":1485},{"id":1484},"where-to-pivot",[1486],{"type":28,"tag":34,"props":1487,"children":1488},{},[1489],{"type":38,"value":1490},"Where to pivot:",{"type":28,"tag":1073,"props":1492,"children":1493},{},[1494,1515],{"type":28,"tag":989,"props":1495,"children":1496},{},[1497,1502,1504,1513],{"type":28,"tag":34,"props":1498,"children":1499},{},[1500],{"type":38,"value":1501},"Audit for \"History Hijacking\":",{"type":38,"value":1503}," Ensure your marketing or ad scripts aren't accidentally violating the new",{"type":28,"tag":860,"props":1505,"children":1507},{"href":1321,"rel":1506},[864],[1508],{"type":28,"tag":869,"props":1509,"children":1510},{},[1511],{"type":38,"value":1512},"Back Button policy",{"type":38,"value":1514},". Even vignette ads can sometimes trigger these penalties.",{"type":28,"tag":989,"props":1516,"children":1517},{},[1518,1523],{"type":28,"tag":34,"props":1519,"children":1520},{},[1521],{"type":38,"value":1522},"Structure for Agents:",{"type":38,"value":1524}," To be hired by a Google or OpenAI agent, your business data (pricing, features, availability) must be in a machine-readable format, such as JSON-LD. If an agent can’t \"read\" your inventory, it will recommend a competitor with better-structured data.",{"type":28,"tag":1460,"props":1526,"children":1528},{"id":1527},"looking-ahead",[1529],{"type":28,"tag":34,"props":1530,"children":1531},{},[1532],{"type":38,"value":1533},"Looking Ahead:",{"type":28,"tag":41,"props":1535,"children":1536},{},[1537,1542],{"type":28,"tag":34,"props":1538,"children":1539},{},[1540],{"type":38,"value":1541},"The \"Side-Panel\" Habit:",{"type":38,"value":1543}," Watch how Google's new side-by-side view in Chrome changes click behavior. Users are now staying on your site while chatting with an AI on the side. In May, we expect to see \"Time on Page\" metrics rise, but \"Internal Clicks\" fall as the AI does the navigating for them.",{"type":28,"tag":29,"props":1545,"children":1547},{"id":1546},"call-to-action-optimize-for-the-future",[1548],{"type":28,"tag":34,"props":1549,"children":1550},{},[1551],{"type":38,"value":1552},"Call to Action: Optimize for the Future",{"type":28,"tag":41,"props":1554,"children":1555},{},[1556],{"type":38,"value":1557},"The April updates signal a shift from a \"web of pages\" to a \"web of actions.\" For B2B and SaaS leaders, being found is no longer enough; your site must be optimized to help AI agents complete their work.",{"type":28,"tag":41,"props":1559,"children":1560},{},[1561],{"type":38,"value":1562},"MKG helps VC-backed companies dominate this new landscape via:",{"type":28,"tag":1073,"props":1564,"children":1565},{},[1566,1576,1586],{"type":28,"tag":989,"props":1567,"children":1568},{},[1569,1574],{"type":28,"tag":34,"props":1570,"children":1571},{},[1572],{"type":38,"value":1573},"GEO/AEO Gap Analysis:",{"type":38,"value":1575}," Identifying where AI agents are failing to \"see\" your core product data.",{"type":28,"tag":989,"props":1577,"children":1578},{},[1579,1584],{"type":28,"tag":34,"props":1580,"children":1581},{},[1582],{"type":38,"value":1583},"SVO Focus:",{"type":38,"value":1585}," Incorporating all areas of search into one, holistic and coherent strategy.",{"type":28,"tag":989,"props":1587,"children":1588},{},[1589,1594],{"type":28,"tag":34,"props":1590,"children":1591},{},[1592],{"type":38,"value":1593},"Full-Funnel Attribution:",{"type":38,"value":1595}," Measuring how AI Mode interactions contribute to your bottom line, even without a traditional click.",{"type":28,"tag":41,"props":1597,"children":1598},{},[1599,1604,1622],{"type":28,"tag":34,"props":1600,"children":1601},{},[1602],{"type":38,"value":1603},"Don't get trapped by the old playbook.",{"type":28,"tag":860,"props":1605,"children":1608},{"href":1606,"rel":1607},"https://mkgmarketinginc.com/book-a-call/",[864],[1609,1614],{"type":28,"tag":869,"props":1610,"children":1611},{},[1612],{"type":38,"value":1613}," ",{"type":28,"tag":34,"props":1615,"children":1616},{},[1617],{"type":28,"tag":869,"props":1618,"children":1619},{},[1620],{"type":38,"value":1621},"Book a Discovery Call",{"type":38,"value":1623}," to secure your visibility in the agentic search era.",{"type":28,"tag":1625,"props":1626,"children":1627},"br",{},[],{"title":7,"searchDepth":829,"depth":829,"links":1629},[1630,1631,1632,1633,1634],{"id":1223,"depth":829,"text":1229},{"id":1275,"depth":829,"text":1281},{"id":1372,"depth":829,"text":1378},{"id":1452,"depth":829,"text":1458},{"id":1546,"depth":829,"text":1552},"content:blog:seo:monthly-search-industry-report-april-2026.md","blog/seo/monthly-search-industry-report-april-2026.md","blog/seo/monthly-search-industry-report-april-2026",4,{"_path":1640,"_dir":842,"_draft":6,"_partial":6,"_locale":7,"title":1641,"description":1642,"_schema":1214,"authors":1643,"date":1644,"img":1645,"imgAlt":1646,"body":1647,"_type":833,"_id":1987,"_source":835,"_file":1988,"_stem":1989,"_extension":838,"category":842,"minutes":1990},"/blog/seo/agentic-procurement-is-your-website-machine-readable-or-just-human-centric","Agentic Procurement - Is Your Website Machine-Readable or Just Human-Centric?","Procurement is moving to AI agents. If your site isn't optimized for agent readiness, you are invisible to the new buyer.",[],"2026-04-29T17:59:00Z","/images/blog/mkg-blog-agentic-procurement-hero-image.webp","Agentic Procurement",{"type":25,"children":1648,"toc":1977},[1649,1654,1659,1664,1669,1681,1690,1695,1700,1705,1710,1719,1724,1729,1734,1739,1751,1760,1765,1770,1775,1808,1813,1818,1827,1832,1837,1870,1875,1880,1889,1894,1899,1904,1909,1918,1923,1928,1933,1938,1947,1952,1957,1962,1969,1974],{"type":28,"tag":41,"props":1650,"children":1651},{},[1652],{"type":38,"value":1653},"B2B procurement is undergoing a fundamental restructuring. For the past twenty years, the B2B buying process has been defined by human-to-human interaction. Marketing teams built websites to persuade, inform, and nurture human prospects. Companies focused on mobile design, conversion paths, and lead forms.",{"type":28,"tag":41,"props":1655,"children":1656},{},[1657],{"type":38,"value":1658},"That era of human-centric commerce is ending. By 2026, a massive portion of B2B spend will be mediated by AI agents. This is a shift in the fundamental infrastructure of the global economy.",{"type":28,"tag":41,"props":1660,"children":1661},{},[1662],{"type":38,"value":1663},"In this environment, a website is no longer just a digital brochure for a human audience. It is a data source for an automated vetting process. When an AI agent is tasked with finding a vendor that meets specific security, price, and capability criteria, it does not analyze copy in a traditional sense. It does not assess branding or testimonials. It evaluates the site as machine-readable data. If a digital presence cannot be parsed, validated, and structured by an agent, the company does not exist in the procurement funnel.",{"type":28,"tag":41,"props":1665,"children":1666},{},[1667],{"type":38,"value":1668},"This transition is the emergence of Agent Readiness Optimization (ARO). The winners in 2026 are the companies that stop treating their websites as destinations for humans and start treating them as dynamic, structured knowledge bases that AI agents can use to provide direct answers and make procurement decisions.",{"type":28,"tag":41,"props":1670,"children":1671},{},[1672,1675],{"type":28,"tag":1625,"props":1673,"children":1674},{},[],{"type":28,"tag":898,"props":1676,"children":1680},{"height":1677,"width":1678,"src":1679},667,1000,"/uploads/mkg-blog-agentic-procurement-image-1.jpg",[],{"type":28,"tag":29,"props":1682,"children":1684},{"id":1683},"the-reality-of-agentic-procurement",[1685],{"type":28,"tag":34,"props":1686,"children":1687},{},[1688],{"type":38,"value":1689},"The Reality of Agentic Procurement",{"type":28,"tag":41,"props":1691,"children":1692},{},[1693],{"type":38,"value":1694},"Agentic procurement is the process of delegating the vendor selection and vetting phase to an AI agent. Instead of a procurement manager spending weeks issuing requests for proposals and scanning websites, they provide an AI agent with a set of constraints and objectives. The agent scans the web, analyzes the technical capabilities of potential vendors, assesses compliance, compares pricing, and shortlists candidates.",{"type":28,"tag":41,"props":1696,"children":1697},{},[1698],{"type":38,"value":1699},"This process is objective and data-driven. It removes the friction of subjective marketing claims and replaces them with an audit of the technical layer of a web presence. When an AI agent visits a site, it looks for specific, unambiguous data points to synthesize an answer. It needs to know API capabilities, pricing, uptime guarantees, and security certifications.",{"type":28,"tag":41,"props":1701,"children":1702},{},[1703],{"type":38,"value":1704},"If this information is trapped inside an image file, buried in a document, or obscured by marketing copy designed for humans, the agent ignores it. It does not include instructions for inferring meaning from general articles. It needs structured, machine-readable data to provide a direct answer.",{"type":28,"tag":41,"props":1706,"children":1707},{},[1708],{"type":38,"value":1709},"Many B2B companies have a disconnect. They have invested in high-end design, video, and storytelling. While these elements have value for human stakeholders, they are often invisible or confusing to an AI agent. The technical architecture of most corporate websites is designed for visual display, not for programmatic extraction. To succeed in the era of AI-mediated spend, companies must implement a strategy that prioritizes machine-readability.",{"type":28,"tag":29,"props":1711,"children":1713},{"id":1712},"moving-beyond-seo-to-agent-readiness-optimization-aro",[1714],{"type":28,"tag":34,"props":1715,"children":1716},{},[1717],{"type":38,"value":1718},"Moving Beyond SEO to Agent Readiness Optimization (ARO)",{"type":28,"tag":41,"props":1720,"children":1721},{},[1722],{"type":38,"value":1723},"For years, SEO was the primary discipline for increasing visibility. Teams focused on keywords, search intent, and ranking in search results. Agent Readiness Optimization (ARO) is a different discipline. ARO is not about ranking for a search term; it is about providing the definitive, structured data that an AI agent requires to vet a vendor and provide a direct answer.",{"type":28,"tag":41,"props":1725,"children":1726},{},[1727],{"type":38,"value":1728},"ARO requires a shift in how digital assets are structured. It requires implementing a technical semantic layer. A semantic layer acts as a translator between raw data and the AI agents that need to consume it. It ensures that when an agent asks, \"What are the core technical capabilities of this platform?\", it receives a direct, unambiguous answer, not a marketing description.",{"type":28,"tag":41,"props":1730,"children":1731},{},[1732],{"type":38,"value":1733},"This involves several components. First, it requires the use of standardized schemas, such as Schema.org, to define the entities on a page. By marking up content, a company tells the AI exactly what each piece of information represents. Second, it requires that data be accessible and consistent across the entire web presence.",{"type":28,"tag":41,"props":1735,"children":1736},{},[1737],{"type":38,"value":1738},"When a company treats its website as a knowledge graph, it maps the relationships between products, technical specifications, and organizational data. It creates a clear, interconnected structure that an AI agent can navigate to build its response. It moves from unstructured content to structured knowledge. This allows an AI agent to build a profile of a company without needing human intervention.",{"type":28,"tag":41,"props":1740,"children":1741},{},[1742,1745],{"type":28,"tag":1625,"props":1743,"children":1744},{},[],{"type":28,"tag":898,"props":1746,"children":1750},{"height":1747,"width":1748,"src":1749},1792,2400,"/uploads/mkg-blog-agentic-procurement-image-2.png",[],{"type":28,"tag":29,"props":1752,"children":1754},{"id":1753},"the-systematic-approach-treating-your-site-as-a-knowledge-graph",[1755],{"type":28,"tag":34,"props":1756,"children":1757},{},[1758],{"type":38,"value":1759},"The Systematic Approach: Treating Your Site as a Knowledge Graph",{"type":28,"tag":41,"props":1761,"children":1762},{},[1763],{"type":38,"value":1764},"The approach to this challenge is to move beyond the page-by-page content strategy and view the website as a comprehensive data system. It is necessary to focus on integrating services and technical architecture to create a resilient knowledge graph.",{"type":28,"tag":41,"props":1766,"children":1767},{},[1768],{"type":38,"value":1769},"Superficial fixes are not effective. Instead, a technical audit of a site’s ability to communicate with AI agents is required. A company must analyze its ability to output structured data and ensure that technical documentation, pricing structures, and capability matrices are fully indexable.",{"type":28,"tag":41,"props":1771,"children":1772},{},[1773],{"type":38,"value":1774},"This involves specific operational steps:",{"type":28,"tag":1073,"props":1776,"children":1777},{},[1778,1788,1798],{"type":28,"tag":989,"props":1779,"children":1780},{},[1781,1786],{"type":28,"tag":34,"props":1782,"children":1783},{},[1784],{"type":38,"value":1785},"Intent-Based Categorization:",{"type":38,"value":1787}," Structure your content based on how an agent classifies information, rather than how a human visitor navigates a menu.",{"type":28,"tag":989,"props":1789,"children":1790},{},[1791,1796],{"type":28,"tag":34,"props":1792,"children":1793},{},[1794],{"type":38,"value":1795},"Data Prominence:",{"type":38,"value":1797}," Surface your most critical technical and commercial specifications within your structured data to ensure they are instantly discoverable during an automated audit.",{"type":28,"tag":989,"props":1799,"children":1800},{},[1801,1806],{"type":28,"tag":34,"props":1802,"children":1803},{},[1804],{"type":38,"value":1805},"Machine-Ready Compliance:",{"type":38,"value":1807}," Format your compliance documentation—including security protocols, certifications, and uptime logs—for machine-learning ingestion, so automated systems can verify your credentials without human intervention.",{"type":28,"tag":41,"props":1809,"children":1810},{},[1811],{"type":38,"value":1812},"This approach requires collaboration between your technical and marketing teams. The marketing team provides the strategic narrative, while the technical team ensures it is translated into a language agents understand. By combining these perspectives, a brand ensures its authority is reflected in its machine-readable data.",{"type":28,"tag":41,"props":1814,"children":1815},{},[1816],{"type":38,"value":1817},"When a company treats its site as a knowledge graph, it prepares the business for the future. It moves from a model in which it hopes marketing materials influence the buyer to one in which it actively supplies the data the agent uses to confirm fitness as a vendor.",{"type":28,"tag":29,"props":1819,"children":1821},{"id":1820},"why-machine-readable-content-wins",[1822],{"type":28,"tag":34,"props":1823,"children":1824},{},[1825],{"type":38,"value":1826},"Why Machine-Readable Content Wins",{"type":28,"tag":41,"props":1828,"children":1829},{},[1830],{"type":38,"value":1831},"The primary advantage of having a machine-readable website is the velocity of the procurement process. An AI agent is not slowed by human schedules or traditional sales bottlenecks. When a site provides the answers a company needs immediately, that site becomes the direct, verifiable option.",{"type":28,"tag":41,"props":1833,"children":1834},{},[1835],{"type":38,"value":1836},"Key advantages of machine-readability include:",{"type":28,"tag":1073,"props":1838,"children":1839},{},[1840,1850,1860],{"type":28,"tag":989,"props":1841,"children":1842},{},[1843,1848],{"type":28,"tag":34,"props":1844,"children":1845},{},[1846],{"type":38,"value":1847},"Always-On Availability:",{"type":38,"value":1849}," Unlike human sales teams, AI agents operate 24/7. Your site is being vetted for procurement regardless of time zone or office hours.",{"type":28,"tag":989,"props":1851,"children":1852},{},[1853,1858],{"type":28,"tag":34,"props":1854,"children":1855},{},[1856],{"type":38,"value":1857},"Removal of Friction:",{"type":38,"value":1859}," AI agents do not wait for sales representatives to respond to emails or demo requests. They require immediate, self-service access to technical data to complete their vetting process.",{"type":28,"tag":989,"props":1861,"children":1862},{},[1863,1868],{"type":28,"tag":34,"props":1864,"children":1865},{},[1866],{"type":38,"value":1867},"Instant Verification:",{"type":38,"value":1869}," By surfacing specs, security protocols, and pricing in a machine-readable format, you allow an agent to confirm requirements in seconds, positioning your company as the most efficient and low-risk choice.",{"type":28,"tag":41,"props":1871,"children":1872},{},[1873],{"type":38,"value":1874},"Contrast this with a competitor whose site is visually polished but lacks the technical structure required for indexing. That competitor is filtered out by the agent before a human ever sees their brand. This is an automated process of elimination. A company may not even know it was considered for a procurement mandate, nor why it was passed over.",{"type":28,"tag":898,"props":1876,"children":1879},{"height":1877,"width":1678,"src":1878},666,"/uploads/mkg-blog-agentic-procurement-image-3.jpg",[],{"type":28,"tag":29,"props":1881,"children":1883},{"id":1882},"the-competitive-advantage-of-structured-data",[1884],{"type":28,"tag":34,"props":1885,"children":1886},{},[1887],{"type":38,"value":1888},"The Competitive Advantage of Structured Data",{"type":28,"tag":41,"props":1890,"children":1891},{},[1892],{"type":38,"value":1893},"The transition to ARO is a competitive advantage. Companies that understand how to present data in a structured, semantic format will have an advantage in the automated B2B marketplace.",{"type":28,"tag":41,"props":1895,"children":1896},{},[1897],{"type":38,"value":1898},"Consider the difference in how two companies present service levels. One company uses an infographic with text that an agent cannot parse. The agent cannot process the information, which creates a high level of risk. The company is filtered out. The second company uses a structured data table that clearly maps service levels to technical specifications, accompanied by schema markup that validates those claims. The agent ingests this data instantly, verifies it against the procurement requirements, and flags the company as a candidate with high confidence.",{"type":28,"tag":41,"props":1900,"children":1901},{},[1902],{"type":38,"value":1903},"This second company wins because it made the task easier for the agent. It demonstrated operational maturity. In the era of AI-mediated spend, technical documentation is sales collateral. API references are landing pages. Compliance data is the brand story.",{"type":28,"tag":41,"props":1905,"children":1906},{},[1907],{"type":38,"value":1908},"Organizations must build this infrastructure. They must move from a focus on brochures to a data-driven model. A website should act as a sales engineer, providing the data agents need to select a company as their preferred partner.",{"type":28,"tag":29,"props":1910,"children":1912},{"id":1911},"recalibrating-your-digital-strategy",[1913],{"type":28,"tag":34,"props":1914,"children":1915},{},[1916],{"type":38,"value":1917},"Recalibrating Your Digital Strategy",{"type":28,"tag":41,"props":1919,"children":1920},{},[1921],{"type":38,"value":1922},"If a digital strategy is currently too human-centric, now is the time to recalibrate. This is not about sacrificing brand voice or the experience provided to human visitors. It is about adding a layer of technical rigor that makes the site work for both the human buyer and the procurement agent.",{"type":28,"tag":41,"props":1924,"children":1925},{},[1926],{"type":38,"value":1927},"A structured approach to ARO involves a technical audit of the existing infrastructure. Companies must analyze where data is hidden, where structures are brittle, and where opportunities are lost because information is not parsable. They then implement a structured data strategy that enables knowledge to flow into the systems that drive the majority of B2B procurement decisions.",{"type":28,"tag":41,"props":1929,"children":1930},{},[1931],{"type":38,"value":1932},"This is not a project that can be delegated to a generic agency. It requires a combination of technical capability, strategic oversight, and an understanding of how AI models consume information. It requires the discipline to treat information as a system.",{"type":28,"tag":41,"props":1934,"children":1935},{},[1936],{"type":38,"value":1937},"By controlling the technical semantic layer, a company controls its future in the B2B market. It ensures it is not left behind as spend shifts to vendors who have built the infrastructure to support AI-driven answers.",{"type":28,"tag":29,"props":1939,"children":1941},{"id":1940},"final-thoughts-the-new-era-of-visibility",[1942],{"type":28,"tag":34,"props":1943,"children":1944},{},[1945],{"type":38,"value":1946},"Final Thoughts: The New Era of Visibility",{"type":28,"tag":41,"props":1948,"children":1949},{},[1950],{"type":38,"value":1951},"The transition to AI-mediated procurement is a significant shift in the business environment. It requires a change in mindset—from how to persuade the buyer, to how to provide the data the agent needs to select a vendor.",{"type":28,"tag":41,"props":1953,"children":1954},{},[1955],{"type":38,"value":1956},"We specialize in the intersection of services and technical architecture. We help clients navigate this shift by building websites that are robust, structured, and intelligent. We provide the technical backbone that allows a business to thrive in a world of automated decision-making.",{"type":28,"tag":41,"props":1958,"children":1959},{},[1960],{"type":38,"value":1961},"Do not let a brand fall into the gap between traditional marketing and AI-driven procurement. Organize expertise, structure data, and build a digital presence that's future-ready. The era of the agent is here. Ensure you are ready.",{"type":28,"tag":29,"props":1963,"children":1964},{"id":1168},[1965],{"type":28,"tag":34,"props":1966,"children":1967},{},[1968],{"type":38,"value":1171},{"type":28,"tag":41,"props":1970,"children":1971},{},[1972],{"type":38,"value":1973},"The landscape of B2B procurement is shifting toward agent-mediated models. This transition necessitates a shift from human-centric web design to Agent Readiness Optimization (ARO), which prioritizes machine-readable content and structured semantic layers. By treating a website as a knowledge graph, a company allows AI agents to autonomously vet the business, verify technical capabilities, and provide direct answers for procurement mandates. The competitive advantage now lies in the ability to present pricing, specifications, and compliance data in a way that is easily consumable by the systems that drive the modern B2B economy.",{"type":28,"tag":1625,"props":1975,"children":1976},{},[],{"title":7,"searchDepth":829,"depth":829,"links":1978},[1979,1980,1981,1982,1983,1984,1985,1986],{"id":1683,"depth":829,"text":1689},{"id":1712,"depth":829,"text":1718},{"id":1753,"depth":829,"text":1759},{"id":1820,"depth":829,"text":1826},{"id":1882,"depth":829,"text":1888},{"id":1911,"depth":829,"text":1917},{"id":1940,"depth":829,"text":1946},{"id":1168,"depth":829,"text":1171},"content:blog:seo:agentic-procurement-is-your-website-machine-readable-or-just-human-centric.md","blog/seo/agentic-procurement-is-your-website-machine-readable-or-just-human-centric.md","blog/seo/agentic-procurement-is-your-website-machine-readable-or-just-human-centric",8,{"_path":1992,"_dir":842,"_draft":6,"_partial":6,"_locale":7,"title":1993,"description":1994,"img":1995,"date":1996,"imgAlt":1997,"_schema":1214,"authors":1998,"body":2000,"_type":833,"_id":2239,"_source":835,"_file":2240,"_stem":2241,"_extension":838,"category":842,"minutes":2242},"/blog/seo/google-is-cracking-down-on-back-button-hijacking","Google is Cracking Down on Back Button Hijacking","Google’s latest spam update targets websites that interfere with normal browser navigation.\n","/images/blog/mkg-blog-back-button-hijacking.webp","2026-04-28T17:59:00Z","back button hijacking",[1999],"Jared Gerling",{"type":25,"children":2001,"toc":2232},[2002,2007,2016,2021,2026,2044,2049,2058,2063,2068,2086,2091,2100,2105,2119,2133,2138,2143,2148,2157,2162,2167,2172,2177,2186,2191,2196,2201,2206,2224,2229],{"type":28,"tag":41,"props":2003,"children":2004},{},[2005],{"type":38,"value":2006},"Back button hijacking has always been a frustrating, if obscure, part of the web. Now, Google is making it clear: if your site uses it, your site could take a hit.",{"type":28,"tag":29,"props":2008,"children":2010},{"id":2009},"what-is-back-button-hijacking",[2011],{"type":28,"tag":34,"props":2012,"children":2013},{},[2014],{"type":38,"value":2015},"What is back button hijacking?",{"type":28,"tag":41,"props":2017,"children":2018},{},[2019],{"type":38,"value":2020},"Back button hijacking is when a website interferes with your browser’s back button, preventing you from easily leaving the page.",{"type":28,"tag":41,"props":2022,"children":2023},{},[2024],{"type":38,"value":2025},"Instead of returning to the previous page, clicking “back” might:",{"type":28,"tag":1073,"props":2027,"children":2028},{},[2029,2034,2039],{"type":28,"tag":989,"props":2030,"children":2031},{},[2032],{"type":38,"value":2033},"Reload the same page",{"type":28,"tag":989,"props":2035,"children":2036},{},[2037],{"type":38,"value":2038},"Send you to a different page on the same site",{"type":28,"tag":989,"props":2040,"children":2041},{},[2042],{"type":38,"value":2043},"Redirect you to an ad or pop-up",{"type":28,"tag":41,"props":2045,"children":2046},{},[2047],{"type":38,"value":2048},"It’s usually done with scripts that manipulate the browser’s history. But for users, it feels like getting stuck, or worse, being manipulated.",{"type":28,"tag":29,"props":2050,"children":2052},{"id":2051},"why-do-sites-use-it",[2053],{"type":28,"tag":34,"props":2054,"children":2055},{},[2056],{"type":38,"value":2057},"Why do sites use it",{"type":28,"tag":41,"props":2059,"children":2060},{},[2061],{"type":38,"value":2062},"Sites use back button hijacking to force users to stay on their website longer, artificially inflating page views and ad impressions while preventing them from leaving.",{"type":28,"tag":41,"props":2064,"children":2065},{},[2066],{"type":38,"value":2067},"The goals are usually:",{"type":28,"tag":1073,"props":2069,"children":2070},{},[2071,2076,2081],{"type":28,"tag":989,"props":2072,"children":2073},{},[2074],{"type":38,"value":2075},"Increase pageviews",{"type":28,"tag":989,"props":2077,"children":2078},{},[2079],{"type":38,"value":2080},"Boost time on site",{"type":28,"tag":989,"props":2082,"children":2083},{},[2084],{"type":38,"value":2085},"Push users toward ads or conversions",{"type":28,"tag":41,"props":2087,"children":2088},{},[2089],{"type":38,"value":2090},"It can make engagement numbers look better on paper. But it does that by forcing behavior, not by improving user experience.",{"type":28,"tag":29,"props":2092,"children":2094},{"id":2093},"googles-new-spam-policy-update",[2095],{"type":28,"tag":34,"props":2096,"children":2097},{},[2098],{"type":38,"value":2099},"Google’s new spam policy update",{"type":28,"tag":41,"props":2101,"children":2102},{},[2103],{"type":38,"value":2104},"All that to say, steps to curb back button hijacking are finally being taken.",{"type":28,"tag":41,"props":2106,"children":2107},{},[2108,2110,2117],{"type":38,"value":2109},"Recent ",{"type":28,"tag":860,"props":2111,"children":2114},{"href":2112,"rel":2113},"https://www.cnet.com/tech/services-and-software/google-punish-websites-browser-back-button-hijacking-annoying/",[864],[2115],{"type":38,"value":2116},"reporting",{"type":38,"value":2118}," confirms that Google is now treating back button hijacking as a policy violation.",{"type":28,"tag":41,"props":2120,"children":2121},{},[2122,2124,2131],{"type":38,"value":2123},"In its official announcement, ",{"type":28,"tag":860,"props":2125,"children":2128},{"href":2126,"rel":2127},"https://developers.google.com/search/blog/2026/04/back-button-hijacking",[864],[2129],{"type":38,"value":2130},"Google says",{"type":38,"value":2132},":",{"type":28,"tag":41,"props":2134,"children":2135},{},[2136],{"type":38,"value":2137},"“Back button hijacking is a deceptive practice that interferes with the user’s ability to navigate the web and creates a frustrating experience. Pages that engage in this behavior may be subject to ranking demotions or removal from search results.”",{"type":28,"tag":41,"props":2139,"children":2140},{},[2141],{"type":38,"value":2142},"What’s changed is the level of enforcement. Google has addressed shady UX tactics before, but this update clearly ties back button hijacking to search penalties. That means it’s no longer just a bad practice, but rather something that can directly impact visibility.",{"type":28,"tag":41,"props":2144,"children":2145},{},[2146],{"type":38,"value":2147},"This also aligns with Google’s broader push to reduce manipulative behaviors in search. As its systems get better at evaluating real user experience, tactics that artificially inflate engagement are becoming easier to identify and penalize at scale.",{"type":28,"tag":29,"props":2149,"children":2151},{"id":2150},"why-this-matters",[2152],{"type":28,"tag":34,"props":2153,"children":2154},{},[2155],{"type":38,"value":2156},"Why this matters",{"type":28,"tag":41,"props":2158,"children":2159},{},[2160],{"type":38,"value":2161},"This update is a clear signal about how Google evaluates site quality.",{"type":28,"tag":41,"props":2163,"children":2164},{},[2165],{"type":38,"value":2166},"Back button hijacking works by blocking normal user behavior. When someone clicks “back,” they’ve already decided the page didn’t meet their needs. Preventing that action creates friction and frustration, which is exactly what Google is trying to avoid in its results.",{"type":28,"tag":41,"props":2168,"children":2169},{},[2170],{"type":38,"value":2171},"It also undermines the reliability of engagement metrics. If users are being forced to stay on a site, metrics like time on page or pages per session no longer reflect real interest. That makes those signals less trustworthy, and makes sites using these tactics stand out for the wrong reasons.",{"type":28,"tag":41,"props":2173,"children":2174},{},[2175],{"type":38,"value":2176},"There’s also a compounding effect. Poor user experience can lead to lower trust, fewer return visits, and weaker brand perception. Combined with potential ranking drops, the downside is much bigger than any short-term gain.",{"type":28,"tag":29,"props":2178,"children":2180},{"id":2179},"the-mkg-pov",[2181],{"type":28,"tag":34,"props":2182,"children":2183},{},[2184],{"type":38,"value":2185},"The MKG POV",{"type":28,"tag":41,"props":2187,"children":2188},{},[2189],{"type":38,"value":2190},"Our view at MKG is simple: don’t use tactics that work against the user.",{"type":28,"tag":41,"props":2192,"children":2193},{},[2194],{"type":38,"value":2195},"Back button hijacking tries to force engagement rather than earn it. That approach doesn’t hold up, especially now that Google is actively penalizing it.",{"type":28,"tag":41,"props":2197,"children":2198},{},[2199],{"type":38,"value":2200},"If users are leaving a page, that’s useful feedback. It usually points to an issue with content, intent, or usability. Fixing those problems is what improves performance over time.",{"type":28,"tag":41,"props":2202,"children":2203},{},[2204],{"type":38,"value":2205},"The safest approach is still the best one:",{"type":28,"tag":1073,"props":2207,"children":2208},{},[2209,2214,2219],{"type":28,"tag":989,"props":2210,"children":2211},{},[2212],{"type":38,"value":2213},"Follow Google’s guidelines",{"type":28,"tag":989,"props":2215,"children":2216},{},[2217],{"type":38,"value":2218},"Focus on useful, clear content",{"type":28,"tag":989,"props":2220,"children":2221},{},[2222],{"type":38,"value":2223},"Make it easy for users to navigate",{"type":28,"tag":41,"props":2225,"children":2226},{},[2227],{"type":38,"value":2228},"Shortcuts like this may offer a temporary lift, but they create long-term risk. Sites that stick to best practices are the ones that keep their rankings and their audience.",{"type":28,"tag":1625,"props":2230,"children":2231},{},[],{"title":7,"searchDepth":829,"depth":829,"links":2233},[2234,2235,2236,2237,2238],{"id":2009,"depth":829,"text":2015},{"id":2051,"depth":829,"text":2057},{"id":2093,"depth":829,"text":2099},{"id":2150,"depth":829,"text":2156},{"id":2179,"depth":829,"text":2185},"content:blog:seo:google-is-cracking-down-on-back-button-hijacking.md","blog/seo/google-is-cracking-down-on-back-button-hijacking.md","blog/seo/google-is-cracking-down-on-back-button-hijacking",3,{"_path":2244,"_dir":842,"_draft":6,"_partial":6,"_locale":7,"title":2245,"description":2246,"_schema":1214,"authors":2247,"date":2248,"img":2249,"imgAlt":2250,"body":2251,"_type":833,"_id":2548,"_source":835,"_file":2549,"_stem":2550,"_extension":838,"category":842,"minutes":2551},"/blog/seo/recalibrating-the-lead-bridging-the-2026-measurement-gap-in-paid-social","Recalibrating the Lead - Bridging the 2026 Measurement Gap in Paid Social","Click-through rates are shifting as buyers change how they browse. Here is how to audit zero-party data and bridge the CRM-to-platform gap.\n",[],"2026-04-15T17:59:00Z","/images/blog/mkg-blog-recalibrating-the-lead-hero-image.webp","Recalibrating the Lead",{"type":25,"children":2252,"toc":2539},[2253,2258,2263,2268,2279,2288,2293,2298,2303,2312,2317,2322,2327,2337,2346,2351,2356,2361,2366,2375,2387,2392,2425,2430,2435,2444,2449,2454,2466,2475,2480,2485,2490,2497,2536],{"type":28,"tag":41,"props":2254,"children":2255},{},[2256],{"type":38,"value":2257},"The B2B marketing landscape has outgrown traditional attribution. For years, paid social depended on frequent touchpoints and linear tracking: run an ad, get a click, capture a form fill, and mark a conversion. In 2026, that straight line is gone.",{"type":28,"tag":41,"props":2259,"children":2260},{},[2261],{"type":38,"value":2262},"Buyer behavior on social has fundamentally shifted. People are browsing in a more filtered way, often using generative tools to summarize feeds and strip out irrelevant content. As a result, traditional click-through rates look different. Strong engagement metrics no longer guarantee a healthy pipeline. In many cases, lean marketing teams are pouring budget into disconnected tactics that perform well on-platform but fail to produce qualified leads in the CRM.",{"type":28,"tag":41,"props":2264,"children":2265},{},[2266],{"type":38,"value":2267},"This is the measurement gap—the distance between what a social platform calls a “conversion” and what your sales team recognizes as a qualified opportunity. When those data points don’t match, your strategy becomes reactive. Closing that gap requires moving beyond surface-level metrics and anchoring your decisions in revenue. Metrics that don’t connect to the pipeline won’t revive a stalled funnel. It’s time to confront the data honestly and recalibrate your approach.",{"type":28,"tag":41,"props":2269,"children":2270},{},[2271,2274],{"type":28,"tag":1625,"props":2272,"children":2273},{},[],{"type":28,"tag":898,"props":2275,"children":2278},{"height":2276,"width":1678,"src":2277},563,"/uploads/mkg-blog-recalibrating-the-lead-image-1.jpg",[],{"type":28,"tag":29,"props":2280,"children":2282},{"id":2281},"the-evolution-of-the-b2b-buyer-journey",[2283],{"type":28,"tag":34,"props":2284,"children":2285},{},[2286],{"type":38,"value":2287},"The Evolution of the B2B Buyer Journey",{"type":28,"tag":41,"props":2289,"children":2290},{},[2291],{"type":38,"value":2292},"In 2026, B2B buyers are more self-directed than ever. They complete most of their research before speaking with a brand, gathering information in small, scattered moments across multiple channels. By the time they reach your landing page, they’ve often already formed an opinion—shaped by automated summaries, peer recommendations, and private community conversations.",{"type":28,"tag":41,"props":2294,"children":2295},{},[2296],{"type":38,"value":2297},"The problem begins when marketers try to force this non-linear behavior into an outdated measurement model. If you rely solely on last-click attribution, you overlook the most important parts of the journey. You see the final action but miss the steps that actually built trust. As a result, budgets get funneled into the last touchpoint while the early-stage awareness that started the process is undervalued or ignored.",{"type":28,"tag":41,"props":2299,"children":2300},{},[2301],{"type":38,"value":2302},"Many teams respond by simply turning up the volume—more ads, more spend, more generic content. But more noise isn’t the fix. What’s needed is a consistent system that connects social engagement to real business outcomes.",{"type":28,"tag":29,"props":2304,"children":2306},{"id":2305},"bridging-the-crm-to-platform-gap-with-accuracy",[2307],{"type":28,"tag":34,"props":2308,"children":2309},{},[2310],{"type":38,"value":2311},"Bridging the CRM-to-Platform Gap with Accuracy",{"type":28,"tag":41,"props":2313,"children":2314},{},[2315],{"type":38,"value":2316},"To bridge the measurement gap, we anchor on the Truth pillar of our operating system. This isn’t about tracking every pixel perfectly—it’s about aligning platform data with CRM reality. The goal is to ensure that leads from your social campaigns are highly likely to convert into revenue.",{"type":28,"tag":41,"props":2318,"children":2319},{},[2320],{"type":38,"value":2321},"Most paid social failures in 2026 stem from misalignment between marketing and sales. Marketing optimizes for lead volume; sales is focused on real business opportunities. When those definitions don’t match, the data becomes misleading. The fix is to audit the full journey—from the first ad impression to the moment a deal closes.",{"type":28,"tag":41,"props":2323,"children":2324},{},[2325],{"type":38,"value":2326},"Doing this right requires technical reconciliation. CRM data must be sent back into your social platforms so their algorithms can learn what a qualified lead truly looks like, not just what generates the cheapest clicks. If you’re not connecting ad interactions to sales stages, you don’t have a clear view of performance. A senior strategist understands that if the data doesn’t lead to a sales conversation, it isn’t actionable.",{"type":28,"tag":41,"props":2328,"children":2329},{},[2330,2333],{"type":28,"tag":1625,"props":2331,"children":2332},{},[],{"type":28,"tag":898,"props":2334,"children":2336},{"height":1677,"width":1678,"src":2335},"/uploads/mkg-blog-recalibrating-the-lead-image-2.jpg",[],{"type":28,"tag":29,"props":2338,"children":2340},{"id":2339},"beyond-the-click-auditing-zero-party-data",[2341],{"type":28,"tag":34,"props":2342,"children":2343},{},[2344],{"type":38,"value":2345},"Beyond the Click: Auditing Zero-Party Data",{"type":28,"tag":41,"props":2347,"children":2348},{},[2349],{"type":38,"value":2350},"As traditional tracking methods like third-party cookies have lost effectiveness, technical data has become less reliable. To find the truth in 2026, you have to prioritize why a prospect chose to engage with you. That’s where zero-party data becomes critical to your B2B tech stack.",{"type":28,"tag":41,"props":2352,"children":2353},{},[2354],{"type":38,"value":2355},"Zero-party data is information a prospect willingly and explicitly shares. In paid social, this often shows up in “How did you hear about us?” fields on demo requests or lead forms. Automated tracking shows you the technical path; zero-party data reveals the professional reason behind the interest.",{"type":28,"tag":41,"props":2357,"children":2358},{},[2359],{"type":38,"value":2360},"When we audit this data, we frequently uncover a disconnect. A platform may claim a lead came from a specific retargeting ad, while the prospect explains they’ve been following your team’s technical insights for months. 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The band spent the entire evening trying to convince her, then 15-year-old, brother to drop out of school.",{"type":28,"tag":989,"props":3492,"children":3493},{},[3494],{"type":38,"value":3495},"She once spent 3 hours convincing a famous country singer to get off his tour bus to shoot a commercial that her client had contracted him to be in.",{"type":28,"tag":989,"props":3497,"children":3498},{},[3499],{"type":38,"value":3500},"Her family is a big fan of True Crime, and they binge Crime Junkie on every road trip.",{"title":7,"searchDepth":829,"depth":829,"links":3502},[3503],{"id":3479,"depth":2242,"text":3482},"content:team:alanna-moman-rawden.md","team/alanna-moman-rawden.md","team/alanna-moman-rawden",{"_path":3508,"_dir":3440,"_draft":6,"_partial":6,"_locale":7,"title":3509,"description":3510,"name":3509,"ref":3511,"jobTitle":3512,"team":3512,"images":3513,"linkedIn":3515,"quoteCite":3451,"sequence":3516,"body":3517,"_type":833,"_id":3578,"_source":835,"_file":3579,"_stem":3580,"_extension":838,"category":3440,"minutes":3581},"/team/alicia-antonow","Alicia Antonow","Meet Alicia Antonow, one of MKG Marketing’s saavy digital ads experts, bringing 15+ years of hands on execution and strategy to the table.","alicia-antonow","Digital Advertising Experts",{"landscape":3514},"alicia-antonow.webp","alicia-a-36459bb5",54,{"type":25,"children":3518,"toc":3576},[3519,3527,3532,3540,3545,3553,3558,3566,3571],{"type":28,"tag":41,"props":3520,"children":3521},{},[3522],{"type":28,"tag":34,"props":3523,"children":3524},{},[3525],{"type":38,"value":3526},"How I Got Into Digital Advertising",{"type":28,"tag":41,"props":3528,"children":3529},{},[3530],{"type":38,"value":3531},"With a background as a nurse, my journey into digital advertising began unexpectedly when I back to Ann Arbor, Michigan. A Google Partner approached me to assist with healthcare content and ads. I quickly discovered a passion for the field, and with Google Ads sales training followed by SEM training, I was hooked.",{"type":28,"tag":41,"props":3533,"children":3534},{},[3535],{"type":28,"tag":34,"props":3536,"children":3537},{},[3538],{"type":38,"value":3539},"What I Love About Paid Search",{"type":28,"tag":41,"props":3541,"children":3542},{},[3543],{"type":38,"value":3544},"Every campaign is like a unique puzzle, even within the same industry. Variations in geography, audiences, and keywords make each project different. I enjoy leveraging the full suite of Google products—Search, Display, Demand Gen, and YouTube—because they work best when integrated. The ever-evolving nature of the work keeps me inspired and challenged.",{"type":28,"tag":41,"props":3546,"children":3547},{},[3548],{"type":28,"tag":34,"props":3549,"children":3550},{},[3551],{"type":38,"value":3552},"Why I Chose MKG Marketing",{"type":28,"tag":41,"props":3554,"children":3555},{},[3556],{"type":38,"value":3557},"I was drawn to MKG Marketing for its people-first culture. The company recognizes that we are all human, with lives outside of work, and fosters a supportive environment that values balance and well-being.",{"type":28,"tag":41,"props":3559,"children":3560},{},[3561],{"type":28,"tag":34,"props":3562,"children":3563},{},[3564],{"type":38,"value":3565},"Fun Facts About Me",{"type":28,"tag":41,"props":3567,"children":3568},{},[3569],{"type":38,"value":3570},"I’m an avid traveler and love immersing myself in different cultures. Before having kids, my husband and I spent at least three months each year exploring the world.",{"type":28,"tag":41,"props":3572,"children":3573},{},[3574],{"type":38,"value":3575},"I take cooking classes with locals wherever I go and love scuba diving whenever there’s water nearby.\nMy kids are my world—seeing their faces light up when experiencing something new brings me the greatest joy.",{"title":7,"searchDepth":829,"depth":829,"links":3577},[],"content:team:alicia-antonow.md","team/alicia-antonow.md","team/alicia-antonow",1,{"_path":3583,"_dir":3440,"_draft":6,"_partial":6,"_locale":7,"title":3584,"description":3585,"name":3584,"jobTitle":3586,"team":3587,"images":3588,"ref":3590,"linkedIn":3591,"sequence":3592,"body":3593,"_type":833,"_id":3641,"_source":835,"_file":3642,"_stem":3643,"_extension":838,"category":3440,"minutes":829},"/team/avery-davis","Avery Davis","Avery Davis is an Account Superivor here at MKG Marketing.","Account Supervisor","Account Services",{"landscape":3589},"avery-davis.webp","avery-davis","avery-davis-114055191",59,{"type":25,"children":3594,"toc":3638},[3595,3601,3606,3611,3616,3620],{"type":28,"tag":41,"props":3596,"children":3598},{"className":3597},[3457],[3599],{"type":38,"value":3600},"\nAvery began his digital marketing career at a tech startup focused on ID scanning and facial recognition software. In addition to gaining a deep understanding of paid media and analytics, this peaked his interest in cybersecurity and tech in general. He then transitioned to agency life where he specialized in SaaS marketing.\n",{"type":28,"tag":41,"props":3602,"children":3603},{},[3604],{"type":38,"value":3605},"Over the years, Avery has touched a variety of verticals including health and beauty, eCommerce, medical/pharma, education, and more. He is drawn to agency life because of the variety of clients he is able to work with and, in turn, learn from.",{"type":28,"tag":41,"props":3607,"children":3608},{},[3609],{"type":38,"value":3610},"Although he’s touched several areas of digital marketing, Avery feels most at home when doing Account/ Project Management as well as Copywriting.",{"type":28,"tag":41,"props":3612,"children":3613},{},[3614],{"type":38,"value":3615},"As is the theme with many of our staff, Avery was drawn to MKG because of our culture. In Avery’s words “MKG shares the same values as I do in both my professional and my personal life. When I saw that we meshed so well, this was an opportunity I couldn’t refuse!”",{"type":28,"tag":3477,"props":3617,"children":3618},{"id":3479},[3619],{"type":38,"value":3482},{"type":28,"tag":1073,"props":3621,"children":3622},{},[3623,3628,3633],{"type":28,"tag":989,"props":3624,"children":3625},{},[3626],{"type":38,"value":3627},"Avery is an avid racquetball player. Having first gotten into the sport in college, he’s had lots of fun playing over the years. He tries to get to the court at least once a week.",{"type":28,"tag":989,"props":3629,"children":3630},{},[3631],{"type":38,"value":3632},"Avery is a hobby bartender and enjoys making, tasting, and learning about different drinks. He’s mainly a Kentucky bourbon guy but also loves Japanese whisky!",{"type":28,"tag":989,"props":3634,"children":3635},{},[3636],{"type":38,"value":3637},"Avery is a black belt in Pasaryu. This is a Korean mixed martial art which includes karate, kung fu, and Taekwondo. He has also trained and competed with weapons: nunchucks and samurai sword just to name a couple!",{"title":7,"searchDepth":829,"depth":829,"links":3639},[3640],{"id":3479,"depth":2242,"text":3482},"content:team:avery-davis.md","team/avery-davis.md","team/avery-davis",{"_path":3645,"_dir":3440,"_draft":6,"_partial":6,"_locale":7,"title":1999,"description":3646,"name":1999,"ref":3647,"jobTitle":3648,"team":3649,"images":3650,"linkedIn":3652,"quote":3653,"quoteCite":3654,"sequence":3655,"body":3656,"_type":833,"_id":3703,"_source":835,"_file":3704,"_stem":3705,"_extension":838,"category":3440,"minutes":829},"/team/jared-gerling","Meet Jared Gerling, one of MKG Marketing’s thoughtful SEO Experts, bringing 10+ years of experience, intentionality, and creativity to the team.","jared-gerling","SEO Expert","SEO Experts",{"landscape":3651},"jared-gerling.webp","jaredgerling","The truth is, most of us discover where we are heading when we arrive.","Calvin (Calvin and Hobbes)",55,{"type":25,"children":3657,"toc":3701},[3658,3663,3668,3673,3678,3683],{"type":28,"tag":41,"props":3659,"children":3660},{},[3661],{"type":38,"value":3662},"Jared's journey into digital marketing started with answering a classified ad for a company looking for people with writing backgrounds for a position in SEO. As a graduate of Michigan State University with a degree in Creative Writing, this sounded like the perfect opportunity.",{"type":28,"tag":41,"props":3664,"children":3665},{},[3666],{"type":38,"value":3667},"This small agency taught him SEO from the ground up, and, after taking a break from digital marketing to receive his MA from DePaul University, Jared jumped back into the field at a medium-sized agency out of Chicago as an SEO analyst.",{"type":28,"tag":41,"props":3669,"children":3670},{},[3671],{"type":38,"value":3672},"Since then, Jared has worked for large and small marketing agencies for over a decade, providing expert SEO services in almost every industry that has a website on the internet. And with his background in writing, Jared feels most at home in the content and customer facing side of SEO and digital marketing.",{"type":28,"tag":41,"props":3674,"children":3675},{},[3676],{"type":38,"value":3677},"It was first and foremost the people that drew Jared to MKG. Everyone at MKG has been so in tune with his values and his personality, and they've made his time at MKG easily the best experience of his career.",{"type":28,"tag":41,"props":3679,"children":3680},{},[3681],{"type":38,"value":3682},"Fun Facts:",{"type":28,"tag":1073,"props":3684,"children":3685},{},[3686,3691,3696],{"type":28,"tag":989,"props":3687,"children":3688},{},[3689],{"type":38,"value":3690},"I love to travel with my wife. We've been to many incredible places over the years, and are always on the lookout for our next destination.",{"type":28,"tag":989,"props":3692,"children":3693},{},[3694],{"type":38,"value":3695},"I was a college rower in my younger days. I rowed mostly eights as a port, and competed against some of the best schools in the nation...and lost to most of them.",{"type":28,"tag":989,"props":3697,"children":3698},{},[3699],{"type":38,"value":3700},"I love a really good French Martini.",{"title":7,"searchDepth":829,"depth":829,"links":3702},[],"content:team:jared-gerling.md","team/jared-gerling.md","team/jared-gerling",{"_path":3707,"_dir":3440,"_draft":6,"_partial":6,"_locale":7,"title":3708,"description":3709,"name":3710,"jobTitle":3711,"images":3712,"ref":3714,"sequence":3715,"imageDescription":3716,"body":3717,"_type":833,"_id":3769,"_source":835,"_file":3770,"_stem":3771,"_extension":838,"category":3440,"minutes":829},"/team/kathy-obrien","Kathy Obrien","Meet Kathy O’Brien, MKG Marketing’s amazing executive assistant who consistently supports all of MKG across the many needs of the company.","Kathy O'Brien","Executive Assistant",{"landscape":3713},"kathy-obrien.webp","kathy-obrien",80,"Kathy O’Brien, MKG Marketing’s Executive Assistant, in front of a gray background | MKG Marketing",{"type":25,"children":3718,"toc":3766},[3719,3725,3730,3739,3744,3748],{"type":28,"tag":41,"props":3720,"children":3722},{"className":3721},[3457],[3723],{"type":38,"value":3724},"\nKathy loves details and has managed the finer details of business her entire career.  She started her career in Center City, Philadelphia working for several law firms.  After she was married and had her first son, she left the bustling city to work closer to home at an international publishing company.  In 1994, Kathy and her husband Bill moved with their two sons to Charlotte, North Carolina.  They eventually completed their family with two more boys born in Charlotte.\n",{"type":28,"tag":41,"props":3726,"children":3727},{},[3728],{"type":38,"value":3729},"In 2000 they relocated to Chester County, a suburb of Philadelphia. After a hiatus and four sons, Kathy returned to work in Chester County. This time, she gave retail a whirl so that she could be home when her school age boys were home. She quickly found out Ann Taylor was employing one of their best customers. Kathy then spent the following 10+ years in the Non-Profit arena where she did whatever needed to be done to further the mission. No job was too big, small, or unimportant to tackle.",{"type":28,"tag":3731,"props":3732,"children":3733},"blockquote",{},[3734],{"type":28,"tag":41,"props":3735,"children":3736},{},[3737],{"type":38,"value":3738},"Be faithful in small things because it is in them that your strength lies.\nMother Teresa",{"type":28,"tag":41,"props":3740,"children":3741},{},[3742],{"type":38,"value":3743},"By February 2020, Kathy was eager to build something for herself and her family. She set off on a new adventure of starting her own business when she was connected with Kerry, Mike, and MKG. Having commuted and worked outside of the home for 10+ years, she was ready to work from home and have a better life balance. She followed the rainbow and found MKG in her pot of gold. MKG is like no other firm or organization for which Kathy has worked. Their standard of people first is evident in every team member, every decision, every meeting, every interaction. They live their standard.",{"type":28,"tag":3477,"props":3745,"children":3746},{"id":3479},[3747],{"type":38,"value":3482},{"type":28,"tag":1073,"props":3749,"children":3750},{},[3751,3756,3761],{"type":28,"tag":989,"props":3752,"children":3753},{},[3754],{"type":38,"value":3755},"Kathy’s dislikes: fruit & chocolate together and Tuesday.",{"type":28,"tag":989,"props":3757,"children":3758},{},[3759],{"type":38,"value":3760},"Family: Kathy met her husband Bill in Wildwood, New Jersey after their high school graduations during “Senior Week”. They have 4 sons and 2 grandsons. There hasn’t been a girl born in the O’Brien family in 32 years! You will often hear Kathy saying her boys are the best 4 gifts she’s ever been given.",{"type":28,"tag":989,"props":3762,"children":3763},{},[3764],{"type":38,"value":3765},"Special talent: Baking. Her boys’ (Bill included) favorites are Spritz Cookies and Chocolate Chip Cookies. There is a running family debate as to whether Ricotta Cookies are cookies or biscuits. At Christmas time, Kathy has been known to hide cookies to save some for guests.",{"title":7,"searchDepth":829,"depth":829,"links":3767},[3768],{"id":3479,"depth":2242,"text":3482},"content:team:kathy-obrien.md","team/kathy-obrien.md","team/kathy-obrien",{"_path":3773,"_dir":3440,"_draft":6,"_partial":6,"_locale":7,"title":18,"description":3774,"ref":3775,"name":18,"team":3445,"quote":3776,"images":3777,"twitter":3779,"isLeader":3449,"jobTitle":3780,"linkedIn":3779,"sequence":3581,"quoteCite":3781,"imageDescription":3782,"body":3783,"_type":833,"_id":3831,"_source":835,"_file":3832,"_stem":3833,"_extension":838,"category":3440,"minutes":3581},"/team/kerry-guard","Meet Kerry Guard, one of MKG Marketing’s founders. She currently fills the role of CEO of MKG as well as hosting the podcast, Back on T-R-A-C-K.","kerry-guard","I don’t have to chase extraordinary moments to find happiness — it’s right in front of me if I’m paying attention and practicing gratitude.",{"landscape":3778},"kerry-guard.webp","kerryguard","Founder & CEO","Brené Brown","Kerry Guard, MKG Marketing’s Owner/CEO, stands on a street in Guernsey with the Town Church behind her | MKG Marketing",{"type":25,"children":3784,"toc":3828},[3785,3791,3803,3816,3820],{"type":28,"tag":41,"props":3786,"children":3788},{"className":3787},[3457],[3789],{"type":38,"value":3790},"Kerry Guard (she/her) is a mom of twins - boy and a girl. She understands what work life balance really looks like and is on a mission to build a company that honors parents having a career and a life. She’s out to prove you really can have both with policies like ensuring 20 days of vacation each year, no client emails after 6PM or weekends, unlimited sick days, and everyday flexibility.",{"type":28,"tag":41,"props":3792,"children":3793},{},[3794,3796,3801],{"type":38,"value":3795},"She also hosts our podcast, ",{"type":28,"tag":860,"props":3797,"children":3799},{"href":3798},"/podcasts/marketing-leaders/",[3800],{"type":38,"value":16},{"type":38,"value":3802},", which brings eight digital marketing experts to your ears every quarter.",{"type":28,"tag":41,"props":3804,"children":3805},{},[3806,3808,3814],{"type":38,"value":3807},"Kerry is responsible for HR. If you’d like to join MKG where people are first and your expertise matter, Kerry will be with you through the entire interview process ensuring each candidate meets the necessary requirements and gets a fair shot. Want to join MKG and Kerry’s mission of bringing People First to as many people as possible? Check out our ",{"type":28,"tag":860,"props":3809,"children":3811},{"href":3810},"/about/jobs/",[3812],{"type":38,"value":3813},"Jobs page",{"type":38,"value":3815}," and see if we have a position right for you!",{"type":28,"tag":3477,"props":3817,"children":3818},{"id":3479},[3819],{"type":38,"value":3482},{"type":28,"tag":1073,"props":3821,"children":3822},{},[3823],{"type":28,"tag":989,"props":3824,"children":3825},{},[3826],{"type":38,"value":3827},"Kerry now lives in Guernsey — a tiny nook in the world between England and France. Come visit for a spot of tea any time!",{"title":7,"searchDepth":829,"depth":829,"links":3829},[3830],{"id":3479,"depth":2242,"text":3482},"content:team:kerry-guard.md","team/kerry-guard.md","team/kerry-guard",{"_path":3835,"_dir":3440,"_draft":6,"_partial":6,"_locale":7,"title":3836,"description":3837,"name":3836,"ref":3838,"jobTitle":3839,"team":3512,"images":3840,"linkedIn":3842,"sequence":3843,"body":3844,"_type":833,"_id":3895,"_source":835,"_file":3896,"_stem":3897,"_extension":838,"category":3440,"minutes":829},"/team/leigh-snyder","Leigh Snyder","Meet Leigh Snyder, one of MKG Marketing’s amazing digital advertising experts, bringing 15 plus years of experience to the team","leigh-snyder","Digital Advertising Expert",{"landscape":3841},"leigh-snyder.webp","leighasnyder",50,{"type":25,"children":3845,"toc":3892},[3846,3852,3857,3862,3867,3872,3877,3882,3887],{"type":28,"tag":41,"props":3847,"children":3849},{"className":3848},[3457],[3850],{"type":38,"value":3851},"\nLeigh has over 15 years of experience of managing Paid Search campaigns. She started her career at Solid Cactus, a full service eCommerce agency in Wilkes Barre Pennsylvania. Having no experience in Paid Search, she learned as she went, starting out in the earlier days of Google Adwords, when Adwords Editor wasn't even being used yet.\n",{"type":28,"tag":41,"props":3853,"children":3854},{},[3855],{"type":38,"value":3856},"Leigh loves to create accounts and watch them grow, even more she loves to take a poorly performing account and turn it around. Watching the KPIs increase from changes she has made or new ideas she implements, keeps her career exciting.",{"type":28,"tag":41,"props":3858,"children":3859},{},[3860],{"type":38,"value":3861},"Managing a wide variety of accounts that include local car dealerships, worldwide clothing stores, online supplement shops to plastic surgeons and much much more, Leigh brings a vast knowledge of creative ways in managing accounts.",{"type":28,"tag":41,"props":3863,"children":3864},{},[3865],{"type":38,"value":3866},"While working the majority of her career in local offices, the options for expanding her career were becoming less and less. She decided to apply for a remote job (before it was the norm) and was able to get experience that wasn't as prevalent in the smaller area in which she resides.",{"type":28,"tag":41,"props":3868,"children":3869},{},[3870],{"type":38,"value":3871},"After working from home for the past 6 years the opportunities kept coming and when MKG reached out to her, she knew that there was something special about them and decided to take the leap. The people first environment is not just talked about here, but it is practiced everyday. MKG Marketing is unlike anywhere she has ever worked.",{"type":28,"tag":41,"props":3873,"children":3874},{},[3875],{"type":38,"value":3876},"Outside of work, Leigh enjoys spending time with her husband Dustin, their blended family (Emma, Casey, Jake & Brayden) and their dog Millie.",{"type":28,"tag":41,"props":3878,"children":3879},{},[3880],{"type":38,"value":3881},"The kitchen is where you will always find her, she loves to cook and bake all things Gluten Free and no one ever knows. When they are not at a swim meet or a baseball game they love swimming in their pool, long walks on the local trails, renovating their house and binging shows.",{"type":28,"tag":3477,"props":3883,"children":3884},{"id":3479},[3885],{"type":38,"value":3886},"Fun Facts",{"type":28,"tag":41,"props":3888,"children":3889},{},[3890],{"type":38,"value":3891},"Although it was just was a short time, at age 19 Leigh drove cross country from a small town in PA and moved to Hollywood Hills, CA. Her view from her kitchen window was the Hollywood sign. Not a bad first apartment.",{"title":7,"searchDepth":829,"depth":829,"links":3893},[3894],{"id":3479,"depth":2242,"text":3886},"content:team:leigh-snyder.md","team/leigh-snyder.md","team/leigh-snyder",{"_path":3899,"_dir":3900,"_draft":6,"_partial":6,"_locale":7,"title":3901,"description":3902,"name":3901,"imageDescription":3903,"ref":3904,"jobTitle":3905,"images":3906,"linkedIn":3904,"quote":3908,"quoteCite":3901,"sequence":1209,"body":3909,"_type":833,"_id":3983,"_source":835,"_file":3984,"_stem":3985,"_extension":838,"category":3900,"minutes":3581},"/team/marketing-leadership/celeste-jacroux","marketing-leadership","Celeste Jacroux","Meet Celeste Jacroux, a strategic GTM partner to MKG and Founder of Sweel Marketing Advisors. She leads Go-to-Market strategy for high-growth companies.","Celeste Jacroux, Founder of Swell Marketing Advisors and MKG Partner","celeste-jacroux","Fractional GTM Leader | Founder, Swell Marketing Advisors",{"landscape":3907},"celeste-jacroux.webp","A great product doesn't win on its own. It wins when the story, the strategy, and the sales motion all pull in the exact same direction.",{"type":25,"children":3910,"toc":3980},[3911,3924,3929,3941,3947],{"type":28,"tag":41,"props":3912,"children":3914},{"className":3913},[3457],[3915,3917,3922],{"type":38,"value":3916},"\nCeleste Jacroux is a Go-to-Market architect for companies ready to graduate from \"random acts of marketing\" to a predictable revenue engine. As the Founder of ",{"type":28,"tag":34,"props":3918,"children":3919},{},[3920],{"type":38,"value":3921},"Swell Marketing Advisors",{"type":38,"value":3923}," and a strategic partner to MKG, she brings deep expertise in aligning product, sales, and marketing into a cohesive GTM strategy.",{"type":28,"tag":41,"props":3925,"children":3926},{},[3927],{"type":38,"value":3928},"Celeste understands that for founders, the hardest phase is often bridging the gap between a great product and the market that needs it. She specializes in clarifying positioning, defining ideal customer profiles (ICPs), and building the strategic roadmap that turns vision into traction.",{"type":28,"tag":41,"props":3930,"children":3931},{},[3932,3934,3939],{"type":38,"value":3933},"At MKG, Celeste steps in as a Marketing Leader for our ",{"type":28,"tag":34,"props":3935,"children":3936},{},[3937],{"type":38,"value":3938},"Marketing Leadership + Activation",{"type":38,"value":3940}," clients. 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