[{"data":1,"prerenderedAt":4632},["ShallowReactive",2],{"podcast-marketing-leaders-the-end-of-seo-as-we-know-it-navigating-google-s-ai-search-shift":3,"header-articles":1158,"updatesSection-all":2899,"updatesSection-all-team":3645},{"_path":4,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":8,"description":9,"date":10,"audio":11,"episode":14,"minutes":15,"series":16,"guest":17,"authors":18,"guestimg":20,"guesturl":21,"iframe":22,"seotitle":8,"guestabout":23,"body":24,"_type":1152,"_id":1153,"_source":1154,"_file":1155,"_stem":1156,"_extension":1157,"category":5},"/podcasts/marketing-leaders/the-end-of-seo-as-we-know-it-navigating-google-s-ai-search-shift","marketing-leaders",false,"","The End of SEO as We Know It? Navigating Google’s AI Search Shift","In this episode, Kerry Guard and Evan Patterson discuss Google’s latest AI announcements and what they mean for the future of search. They explore why traditional SEO is no longer enough, how AI is changing the way brands get discovered, and why clear positioning, consistent messaging, and audience-driven content are becoming essential for visibility in an AI-first world.","2026-05-29T17:34:30.457Z",{"url":12,"length":13},"https://share.transistor.fm/s/5cc835aa","56434599","220","44","Back on T-R-A-C-K","Evan Patterson",[19],"Kerry Guard","https://assets.mkgmarketinginc.com/6ff68226-e6f1-4bcb-be8d-cf8605111494-Evan-Patterson.webp","https://www.linkedin.com/in/evanpatterson/","https://share.transistor.fm/e/5cc835aa","Evan Patterson is a GTM operator and fractional CMO who helps founder-led companies turn strong ideas into clear positioning, scalable marketing systems, and sustainable growth.",{"type":25,"children":26,"toc":1147},"root",[27,36,42,48,53,58,63,68,73,78,83,88,93,98,103,108,113,118,123,128,133,138,143,148,153,158,163,168,173,178,183,188,193,198,203,208,213,218,223,228,233,238,243,248,253,258,263,268,273,278,283,288,293,298,303,308,313,318,323,328,333,338,343,348,353,358,363,368,373,378,383,388,393,398,403,408,413,418,423,428,433,438,443,448,453,458,463,468,473,478,483,488,493,498,503,508,513,518,523,528,533,538,543,548,553,558,563,568,573,578,583,588,593,598,603,608,613,618,623,628,633,638,643,648,653,658,663,668,673,678,683,688,693,698,703,708,713,718,723,728,733,738,743,748,753,758,763,768,773,778,783,788,793,798,803,808,813,818,823,828,833,838,843,848,853,858,863,868,873,878,883,888,893,898,903,908,913,918,923,928,933,938,943,948,953,958,963,968,973,978,983,988,993,998,1002,1007,1012,1017,1022,1027,1032,1037,1042,1047,1052,1057,1062,1067,1072,1077,1082,1087,1092,1097,1102,1107,1112,1117,1122,1127,1132,1137,1142],{"type":28,"tag":29,"props":30,"children":32},"element","h2",{"id":31},"overview",[33],{"type":34,"value":35},"text","Overview",{"type":28,"tag":37,"props":38,"children":39},"p",{},[40],{"type":34,"value":41},"Kerry and Evan explain how AI-powered search is shifting visibility away from rankings and toward recommendations, citations, and brand mentions. They discuss the importance of strong positioning, creating content that directly answers audience questions, and building credibility beyond your website. The conversation highlights a simple reality: brands that know exactly who they serve and why they matter will have a significant advantage as search continues to evolve.",{"type":28,"tag":29,"props":43,"children":45},{"id":44},"transcript",[46],{"type":34,"value":47},"Transcript:",{"type":28,"tag":37,"props":49,"children":50},{},[51],{"type":34,"value":52},"Kerry Guard  0:15  ",{"type":28,"tag":37,"props":54,"children":55},{},[56],{"type":34,"value":57},"Hello, I am Kerry Guard, CEO of MKG Marketing, and a host of Back on Track. Yes, this is not Sarah Nay, although I am sure he could do a fabulous impression. Sarah couldn't make it today, and so Evan and I decided to hop on because the lads blew up. The whole search world is blowing up, and I have a lot to say about it. And so I was like, \"Hey, Evan, should I just go on and like talk about it. He was like, \"Yes, you should, and I was like, \"Cool. He's like, \"I'll be right there.",{"type":28,"tag":37,"props":59,"children":60},{},[61],{"type":34,"value":62},"Evan Patterson  0:46  ",{"type":28,"tag":37,"props":64,"children":65},{},[66],{"type":34,"value":67},"Here we are",{"type":28,"tag":37,"props":69,"children":70},{},[71],{"type":34,"value":72},"Kerry Guard  0:49  ",{"type":28,"tag":37,"props":74,"children":75},{},[76],{"type":34,"value":77},"Here we are. I've been throwing a lot at you, Evan, as this stuff is happening. News alert: Evan helps me with all my social posts. He is the guy behind the scenes making all of these articles and posts happen because clearly I can't stay on top of it, and I needed someone to help me out, because we talk about consistency all the time, and I gotta practice what I preach, and so I also.",{"type":28,"tag":37,"props":79,"children":80},{},[81],{"type":34,"value":82},"Evan Patterson  1:11  ",{"type":28,"tag":37,"props":84,"children":85},{},[86],{"type":34,"value":87},"Do you want to hear a secret sauce? We'll hear secret sauce, so half the ghost writers in LinkedIn have their own ghost writers, and I'm one of them",{"type":28,"tag":37,"props":89,"children":90},{},[91],{"type":34,"value":92},"Kerry Guard  1:20  ",{"type":28,"tag":37,"props":94,"children":95},{},[96],{"type":34,"value":97},"Ghost writers",{"type":28,"tag":37,"props":99,"children":100},{},[101],{"type":34,"value":102},"Evan Patterson  1:21  ",{"type":28,"tag":37,"props":104,"children":105},{},[106],{"type":34,"value":107},"Because, so here's that, I really enjoy this, and this actually talks a lot. This is all live with what you're talking about, too. I actually like and enjoy doing it for other people way more than for myself. So, yeah, it is. Yeah, I have, I have people that help me too. ",{"type":28,"tag":37,"props":109,"children":110},{},[111],{"type":34,"value":112},"Kerry Guard  1:39  ",{"type":28,"tag":37,"props":114,"children":115},{},[116],{"type":34,"value":117},"Yeah, that is fantastic.",{"type":28,"tag":37,"props":119,"children":120},{},[121],{"type":34,"value":122},"Kerry Guard  1:40  ",{"type":28,"tag":37,"props":124,"children":125},{},[126],{"type":34,"value":127},"Yeah, fantastic, yeah, yeah. So that's how Evan and I hang out on a regular basis, and why he's joined me. Evan, I've thrown a lot at you in the last 48 hours.",{"type":28,"tag":37,"props":129,"children":130},{},[131],{"type":34,"value":132},"Evan Patterson  1:52  ",{"type":28,"tag":37,"props":134,"children":135},{},[136],{"type":34,"value":137},"Yeah, but you're one of like the best clients, because I don't have to beg you for collateral and assets, and I honestly like it, and if you're one of my other clients, and you're offended by that statement, take the hit.",{"type":28,"tag":37,"props":139,"children":140},{},[141],{"type":34,"value":142},"Kerry Guard  2:07  ",{"type":28,"tag":37,"props":144,"children":145},{},[146],{"type":34,"value":147},"Yeah, yeah, there's a.. I mean, I don't know how other.. I don't know other industries you work in, but Kerry, being in marketing, both of us being in marketing, and watching sort of what's unfolding with Google right now. So I called this ages ago, I've been saying this for a while, that Gemini, you know how we work with the AI mode, or Gemini is going to be the ipso de facto way we interact with search. Yes, lo and behold, it has arrived. I don't think any.. I think we knew it was coming, but we weren't actually ready. It's like having a baby come early, and like, the bedroom is, we don't have a crib, like.",{"type":28,"tag":37,"props":149,"children":150},{},[151],{"type":34,"value":152},"Evan Patterson  2:43  ",{"type":28,"tag":37,"props":154,"children":155},{},[156],{"type":34,"value":157},"Yeah, yeah, yeah, or when I impulsively adopted my first cat, and I'm like, go puff ordering a glitter box right at 3 o'clock in the morning.",{"type":28,"tag":37,"props":159,"children":160},{},[161],{"type":34,"value":162},"Kerry Guard  2:56  ",{"type":28,"tag":37,"props":164,"children":165},{},[166],{"type":34,"value":167},"Where's the food? I need the thing for them to sit on, and all that, yes, yes, absolutely. Pets are just the same. ",{"type":28,"tag":37,"props":169,"children":170},{},[171],{"type":34,"value":172},"Evan Patterson  3:04  ",{"type":28,"tag":37,"props":174,"children":175},{},[176],{"type":34,"value":177},"Yeah, yeah, obviously, to all the parents out there, I've deduced you to pet ownership. Oh God, I gotta stop with the type five. So, when you sent me this article, it's oh, the anxiety that you give me, not you, but the anxiety-inducing materials that you give me, that's really what it is, because to your point, a lot of companies aren't ready for this, and it's, ooh, I just, it makes people like you and me do more important, so like, there's a selfish bit of, like, oh, yay, you know, thank you, Google, for creating job demand for me, but then also, oh, now I have to explain this to a bunch of people that I, that I know a lot of them won't listen at all, because they'll think it's fluff, and then in one to two years of, as we've written about, they'll go, oh, I should have listened to two years ago, and I'm like, yeah, you said you said we've heard this song and dance before, so take that hint. Listen to this. I'm sure we'll probably share these articles at some point, or I'll be writing some content going out to Kerry.",{"type":28,"tag":37,"props":179,"children":180},{},[181],{"type":34,"value":182},"Kerry Guard  4:12  ",{"type":28,"tag":37,"props":184,"children":185},{},[186],{"type":34,"value":187},"Yes, I, yes, I am actually glad this, as my, my coach likes to remind me of how this is happening for me and not to me. Um, thank you, Top Hummer. I appreciate you.",{"type":28,"tag":37,"props":189,"children":190},{},[191],{"type":34,"value":192},"Evan Patterson  4:21  ",{"type":28,"tag":37,"props":194,"children":195},{},[196],{"type":34,"value":197},"So, what is Google doing? You want to summarize it for the folks at home.",{"type":28,"tag":37,"props":199,"children":200},{},[201],{"type":34,"value":202},"Kerry Guard  4:24  ",{"type":28,"tag":37,"props":204,"children":205},{},[206],{"type":34,"value":207},"So, there are two things that have happened. One is that Google published an article about how to show up in AI for Google, which is half-true, and I'll unpack that in a second. And the second thing is they had their big IO event yesterday, two days ago, yesterday.",{"type":28,"tag":37,"props":209,"children":210},{},[211],{"type":34,"value":212},"Evan Patterson  4:42  ",{"type":28,"tag":37,"props":214,"children":215},{},[216],{"type":34,"value":217},"Tuesday.",{"type":28,"tag":37,"props":219,"children":220},{},[221],{"type":34,"value":222},"Kerry Guard  4:43  ",{"type":28,"tag":37,"props":224,"children":225},{},[226],{"type":34,"value":227},"Tuesday, two days ago, I was still jet-lagged. They're fine.",{"type":28,"tag":37,"props":229,"children":230},{},[231],{"type":34,"value":232},"Evan Patterson  4:48  ",{"type":28,"tag":37,"props":234,"children":235},{},[236],{"type":34,"value":237},"That's why I'm here to help.",{"type":28,"tag":37,"props":239,"children":240},{},[241],{"type":34,"value":242},"Kerry Guard  4:50  ",{"type":28,"tag":37,"props":244,"children":245},{},[246],{"type":34,"value":247},"exactly. And so, two days ago, they did their big IO event, and they talked about how, basically, the AI mode. Experience is going to be the ipso de facto experience. Blue links are disappearing. You'll no longer rank. You will be recommended, you'll be mentioned, you'll be cited, you will be the answer. And so, while we had, like I said, we had time to figure this out, we don't now. And so, if you're not the answer, or people aren't directly searching for your name, it's going to be significantly harder to be seen, and that struggle is about to get real between these two things. I want to start with Google. I have a lot of qualms with this AI guide that Google put out. I have so many qualms. The first one is that it's about Google specifically, so it doesn't take into account ChatGPT, Perplexity, or Claude, none of which have actually put anything out about how they are doing citations or how you're getting found.",{"type":28,"tag":37,"props":249,"children":250},{},[251],{"type":34,"value":252},"Evan Patterson  5:54  ",{"type":28,"tag":37,"props":254,"children":255},{},[256],{"type":34,"value":257},"I have a question about that for you later, but I'll ask you later.",{"type":28,"tag":37,"props":259,"children":260},{},[261],{"type":34,"value":262},"Kerry Guard  5:57  ",{"type":28,"tag":37,"props":264,"children":265},{},[266],{"type":34,"value":267},"Okay, so keep that in mind, as you're reading Google, Google's recommendations, basically, what the all it says is that good, it's all about good content, and if it is, and somebody just wrote this beautiful LinkedIn post, and I was applauding him, because what he said was, if it was just about writing Google, if it was just writing good content, then it would just be a content strategy, and you wouldn't need an entire division of SEO experts dedicated to this stuff, because it is not just about good content.",{"type":28,"tag":37,"props":269,"children":270},{},[271],{"type":34,"value":272},"Evan Patterson  6:30  ",{"type":28,"tag":37,"props":274,"children":275},{},[276],{"type":34,"value":277},"If it were about that, it would have been about that before AI, or before generative search like this. It would, it, yeah, it would have been that way all along. It would, yeah.",{"type":28,"tag":37,"props":279,"children":280},{},[281],{"type":34,"value":282},"Kerry Guard  6:40  ",{"type":28,"tag":37,"props":284,"children":285},{},[286],{"type":34,"value":287},"That's their argument, like, if you go to any S, if you're following any of the SEO, or is out there, that's their argument, good SEO is enough, and it's like, hold up, wait a minute, no, it's no, it's not, it's one, it's one pillar and one foundation, that's why we've broken the map between SEO.",{"type":28,"tag":37,"props":289,"children":290},{},[291],{"type":34,"value":292},"Evan Patterson  6:57  ",{"type":28,"tag":37,"props":294,"children":295},{},[296],{"type":34,"value":297},"If good SEO was what worked, then Sears wouldn't have collapsed.",{"type":28,"tag":37,"props":299,"children":300},{},[301],{"type":34,"value":302},"Kerry Guard  7:04  ",{"type":28,"tag":37,"props":304,"children":305},{},[306],{"type":34,"value":307},"You've got to say more on that one. ",{"type":28,"tag":37,"props":309,"children":310},{},[311],{"type":34,"value":312},"Evan Patterson  7:06  ",{"type":28,"tag":37,"props":314,"children":315},{},[316],{"type":34,"value":317},"A lot, you can be really good at a lot of things in marketing, but you can't. Good marketing, regardless of whether it's an SEO or in social media or on billboards, I don't care. Can't save a bad company. It can't save bad marketing elsewhere, you know, it needs to be good everywhere, and that doesn't mean just within marketing, means in the whole company. So, you can, you can rank number one all you want, you can show up number one all you want. Back in the traditional search days, still won't fix it if everything else is bad. Congratulations, most people in the world are going to your site more than anybody else's, but your site's bad.",{"type":28,"tag":37,"props":319,"children":320},{},[321],{"type":34,"value":322},"Kerry Guard  7:46  ",{"type":28,"tag":37,"props":324,"children":325},{},[326],{"type":34,"value":327},"I'm writing a book. It's gonna come out later this year, which will be perfect in perfect timing, because Rin Fishkin and Amanda are also writing a book from Spark Toro, which we're going to be sort of parallel to each other. It's very tactical, like, here are the things to do to make sure that you're showing up for your audience everywhere, not just in search, which is going to be brilliant. They're wonderful.",{"type":28,"tag":37,"props":329,"children":330},{},[331],{"type":34,"value":332},"Evan Patterson  8:10  ",{"type":28,"tag":37,"props":334,"children":335},{},[336],{"type":34,"value":337},"Well, I have so many thoughts now. Go ahead.",{"type":28,"tag":37,"props":339,"children":340},{},[341],{"type":34,"value":342},"Kerry Guard  8:13  ",{"type":28,"tag":37,"props":344,"children":345},{},[346],{"type":34,"value":347},"My book is more about the what you need foundationally and the systems and processes that you need to build to ensure that you can be everywhere, because just going to do a podcast, or just going to be on podcasts, or or just creating clips of content, or just writing LinkedIn posts, like those are all tactics, but they need to be part of a bigger system that ensures that your message is consistent, you're saying the same thing about who you are, why you're different, and why you're better, and you're saying it everywhere on a regular basis, and so you need, you need to first go do the hard work of understanding who your customer is and why you, and nail that down, and then you need to build the content and the messaging that then goes and lives not just on your website but everywhere.",{"type":28,"tag":37,"props":349,"children":350},{},[351],{"type":34,"value":352},"Evan Patterson  9:05  ",{"type":28,"tag":37,"props":354,"children":355},{},[356],{"type":34,"value":357},"You know why I'm about to say this, that might involve starting internally, and maybe perhaps you don't defer those questions to other people internally, maybe when your marketer asks you for either your opinion, you don't just defer to somebody else to somebody else's opinion when I actually need specifically your opinion, I can't have a standing for the bride at her own wedding. Sorry, I've gone through something this morning, and I had to say it, but yeah, listen to your marketers, we're trying to help you, but yes.",{"type":28,"tag":37,"props":359,"children":360},{},[361],{"type":34,"value":362},"Kerry Guard  9:39  ",{"type":28,"tag":37,"props":364,"children":365},{},[366],{"type":34,"value":367},"Internal. Internal interviews are crucial, as well.",{"type":28,"tag":37,"props":369,"children":370},{},[371],{"type":34,"value":372},"Evan Patterson  9:44  ",{"type":28,"tag":37,"props":374,"children":375},{},[376],{"type":34,"value":377},"This, to the, to this, to the visibility. Yeah,",{"type":28,"tag":37,"props":379,"children":380},{},[381],{"type":34,"value":382},"Kerry Guard  9:47  ",{"type":28,"tag":37,"props":384,"children":385},{},[386],{"type":34,"value":387},"Absolutely.",{"type":28,"tag":37,"props":389,"children":390},{},[391],{"type":34,"value":392},"Evan Patterson  9:48  ",{"type":28,"tag":37,"props":394,"children":395},{},[396],{"type":34,"value":397},"If we don't know how we're talking about it internally, I don't know how we're going to talk about it externally, and if I don't know how we're going to talk about it externally, we are not going to show up on Gemini, we are not going to show up on Chat GPT, we. Not going to show up anywhere.",{"type":28,"tag":37,"props":399,"children":400},{},[401],{"type":34,"value":402},"Kerry Guard  10:01  ",{"type":28,"tag":37,"props":404,"children":405},{},[406],{"type":34,"value":407},"Correct, correct, you're not going to be mentioned, and this is what's happening. So, here's the second thing that Google dropped, all within a week, which was so kind of them to pour this on us.",{"type":28,"tag":37,"props":409,"children":410},{},[411],{"type":34,"value":412},"Evan Patterson  10:11  ",{"type":28,"tag":37,"props":414,"children":415},{},[416],{"type":34,"value":417},"Lovely, I love big tech companies, they're my favorite people in the world. Did you know that they are run by some of the most introspective, mindful, therapized individuals on the planet?",{"type":28,"tag":37,"props":419,"children":420},{},[421],{"type":34,"value":422},"Kerry Guard  10:22  ",{"type":28,"tag":37,"props":424,"children":425},{},[426],{"type":34,"value":427},"Believe me, I have picked that up. So, in terms of the second thing, it's about how search is changing and it's going agentic, it's all about AI, and it is really cool, like some of the things they were, they were showing is going to be like, especially for anybody like me who hates meal planning, like with every bone in my body, you can come right there with these and save them, and actually build like a little app for yourself that has all your favorite recipes, and you can do meal planning, it can put less together, like you can search and build at the same time, which is super cool, so I'm not saying that this isn't going to be game changing for the everyday consumer. It's going to be awesome, but it's going to hurt B-to-B.",{"type":28,"tag":37,"props":429,"children":430},{},[431],{"type":34,"value":432},"Kerry Guard  11:09  ",{"type":28,"tag":37,"props":434,"children":435},{},[436],{"type":34,"value":437},"It's really hard.",{"type":28,"tag":37,"props":439,"children":440},{},[441],{"type":34,"value":442},"Evan Patterson  11:11  ",{"type":28,"tag":37,"props":444,"children":445},{},[446],{"type":34,"value":447},"It's gonna hurt them, way harder than anything I could ever say or do to somebody. I can tell you that.",{"type":28,"tag":37,"props":449,"children":450},{},[451],{"type":34,"value":452},"Kerry Guard  11:16  ",{"type":28,"tag":37,"props":454,"children":455},{},[456],{"type":34,"value":457},"It's gonna be painful. It is, because now, now what's happening is AI is making the decision on what they're going to show the user, not just because you wrote good content, you're going to rank, and that's where this consistency, consistent messaging comes in handy, and is really important, because not only do you need to say it on your website and be very, very unique, they, they glossed over it in the IO, oh yeah, like, oh, throw away comment, but they were like, and look at this content that we've, that we're showing you, that is very unique and niche to exactly what it is that you're searching for, like that does not get more prescriptive than of exactly what kind of content you'd be producing, on top of the fact that it needs to be tailored to who you are and what you do, and then that needs to be further perpetuated, not only from what you're saying, but your customers have to be saying it. Yeah, influencers have to be saying it, like it has to be bigger than just you, PR, right? Yeah, this is what Spark Toro talks about all the time, in terms of the power of PR, and it feels.. I know it feels really big right now. It is big.",{"type":28,"tag":37,"props":459,"children":460},{},[461],{"type":34,"value":462},"Evan Patterson  12:27  ",{"type":28,"tag":37,"props":464,"children":465},{},[466],{"type":34,"value":467},"I think the thing that is hard for some, potentially like non-marketers, to wrap their brains around is that it's all it's done is throw fuel on the fire of things that are already important, or just made them even more important.",{"type":28,"tag":37,"props":469,"children":470},{},[471],{"type":34,"value":472},"Kerry Guard  12:42  ",{"type":28,"tag":37,"props":474,"children":475},{},[476],{"type":34,"value":477},"You're broken, and you're going to be more broken.",{"type":28,"tag":37,"props":479,"children":480},{},[481],{"type":34,"value":482},"Evan Patterson  12:44  ",{"type":28,"tag":37,"props":484,"children":485},{},[486],{"type":34,"value":487},"yeah. And I am in no way, shape, or foreign trying to lessen the importance of what you're talking about when you're talking about consistency, but when you touch on uniqueness, you know, I don't want us to gloss over it the same way that Google did, because it's being relevant, being niche or niche, whatever part of the world you pronounce it as, being having your own POV as a brand, as a business, having something different about whatever the heck it is that you provide is going to be also just like consistency more important than ever before, and, and there's other parts of economics. If you want to, like, really, like, get to, like, macro economics, you can sort of, this, you know, micro marketing view of it all. We're, we've already seen kind of, like, you know, a reversal to, like, the 1940s and 50s, in some ways, of, like, Sephora is building stores and residential neighborhoods now near train stations here in Chicago, like where normally you would have, like, a liquor store or convenience store, you know, but, like, but, like, they know people are doing, like, online pickups, and they want to go pick it up on their way home from work, and on their commutes, and, and they're getting people in the store now, they're adding three things to their online order while they conveniently go wait for somebody to go and pick it up, this, the employees are purposely taking their sweet time, knowing that you're wandering the aisles, you know, they're providing more in-store experiences, right? Where those are all we're reverting back to the 50s, where, like, you went down the street to the corner store to get these things right. So, when people are searching for things like hyper locality, hyper specific to my lifestyle and my needs, we have so many more choices than ever before, and with every type of service offering. Look at grocery stores and the bread aisle; it used to be six options for bread; now it's like every single loaf is completely different on the shelves, you know, there's so much competition. This is just another example of, like, in some ways we're moving forward in new ways that have never been done before, but in other ways we're kind of just doing a version of things that we did pre-internet.",{"type":28,"tag":37,"props":489,"children":490},{},[491],{"type":34,"value":492},"Kerry Guard  14:49  ",{"type":28,"tag":37,"props":494,"children":495},{},[496],{"type":34,"value":497},"Yep, yep, it is. It's all it is coming back to basics. It's going back to Mad Men days, and the, oh gosh, his name escaped me, but it. Is it is that feeling of making people feel again, and get, and having that emotional buy, because it, it, there are just too many options, and people have to.",{"type":28,"tag":37,"props":499,"children":500},{},[501],{"type":34,"value":502},"Evan Patterson  15:09  ",{"type":28,"tag":37,"props":504,"children":505},{},[506],{"type":34,"value":507},"It's almost like your marketers need to be emotionally intelligent and mature. It's almost like therapy is good for your career.",{"type":28,"tag":37,"props":509,"children":510},{},[511],{"type":34,"value":512},"Kerry Guard  15:18  ",{"type":28,"tag":37,"props":514,"children":515},{},[516],{"type":34,"value":517},"Oh, everybody, everybody should have therapy, 100% 100%. We're all gonna need it now to get through whatever.",{"type":28,"tag":37,"props":519,"children":520},{},[521],{"type":34,"value":522},"Evan Patterson  15:24  ",{"type":28,"tag":37,"props":524,"children":525},{},[526],{"type":34,"value":527},"Yeah, if I ever get a resume again, if ever start working traditional jobs, need a resume, I'm gonna put how many years of therapy under my career experience, yeah. And the names of my psychiatrists under skills, Lexapro, 25 milligrams.",{"type":28,"tag":37,"props":529,"children":530},{},[531],{"type":34,"value":532},"Kerry Guard  15:44  ",{"type":28,"tag":37,"props":534,"children":535},{},[536],{"type":34,"value":537},"I mean, I'm, yes, I mean, I think we all, the struggle is going to be real for a while as we all figure this out. I mean, if you have strong positioning and messaging, that's like a step.",{"type":28,"tag":37,"props":539,"children":540},{},[541],{"type":34,"value":542},"Evan Patterson  15:54  ",{"type":28,"tag":37,"props":544,"children":545},{},[546],{"type":34,"value":547},"Then the consistency doesn't matter. Yeah, you can have all the consistency in the world, but if your messaging is bad, it doesn't matter.",{"type":28,"tag":37,"props":549,"children":550},{},[551],{"type":34,"value":552},"Kerry Guard  16:00  ",{"type":28,"tag":37,"props":554,"children":555},{},[556],{"type":34,"value":557},"Yeah, if it's not all tied together around who you are and why you, what makes you different, and what audience you serve, then it's going to, it's just going to be screaming into the void. There was another LinkedIn post yesterday that I loved, and I wish I were saving these. I should just start doing that, so because I'm referencing them, of somebody.",{"type":28,"tag":37,"props":559,"children":560},{},[561],{"type":34,"value":562},"Evan Patterson  16:18  ",{"type":28,"tag":37,"props":564,"children":565},{},[566],{"type":34,"value":567},"And send them to me.",{"type":28,"tag":37,"props":569,"children":570},{},[571],{"type":34,"value":572},"Kerry Guard  16:19  ",{"type":28,"tag":37,"props":574,"children":575},{},[576],{"type":34,"value":577},"Who talked about how we're writing content the wrong way, and I couldn't agree more. We are writing from a place of what we think the audience wants versus knowing what the audience actually wants. We have so much data at our fingertips. I go into Semrush. I just did it today, went to SEMrush, and pulled down all the prompts. We literally can look at straight-up prompts people are writing to know exactly what they're asking for and what questions they have, and then we can write specific content to those prompts, and that's the order of operations. Like, we need to stop guessing and actually work with the data that we have.",{"type":28,"tag":37,"props":579,"children":580},{},[581],{"type":34,"value":582},"Evan Patterson  16:52  ",{"type":28,"tag":37,"props":584,"children":585},{},[586],{"type":34,"value":587},"I need to get myself a summarized subscription for just me, because I could see that being useful across the board.",{"type":28,"tag":37,"props":589,"children":590},{},[591],{"type":34,"value":592},"Kerry Guard  17:00  ",{"type":28,"tag":37,"props":594,"children":595},{},[596],{"type":34,"value":597},"Yeah, well, that I mean, the amount of data it has, I'm skeptical about looking at it from a reporting standpoint, because it literally will pick up every.. if you've been writing a lot of top of funnel content for a really long time, actually, this is probably helpful if you've been a lot of writing a lot of top of funnel content for a really long time, and you go into SEMrush, and you're like, \"Oh my gosh, I like hardly ever.. I'm like at a 17% AI visibility, but it's telling me I have like all these mentions and all of these citations, like what is happening? It's because it's bucketing you in a very broad category.",{"type":28,"tag":37,"props":599,"children":600},{},[601],{"type":34,"value":602},"Evan Patterson  17:40  ",{"type":28,"tag":37,"props":604,"children":605},{},[606],{"type":34,"value":607},"Yeah, yeah.",{"type":28,"tag":37,"props":609,"children":610},{},[611],{"type":34,"value":612},"Kerry Guard  17:42  ",{"type":28,"tag":37,"props":614,"children":615},{},[616],{"type":34,"value":617},"And so it's misleading how you are actually showing up in the market, because you're showing up too big, and you really need to niche down and get your content. I'm not, for some of my clients, I'm not writing content right now, I'm optimizing the existing content to get it as crystal clear for every single page. Every single page has to be unique. Yeah, to solve a problem, and it has to be very, very specific.",{"type":28,"tag":37,"props":619,"children":620},{},[621],{"type":34,"value":622},"Evan Patterson  18:10  ",{"type":28,"tag":37,"props":624,"children":625},{},[626],{"type":34,"value":627},"That's, that's, that's a nuance.",{"type":28,"tag":37,"props":629,"children":630},{},[631],{"type":34,"value":632},"Kerry Guard  18:12  ",{"type":28,"tag":37,"props":634,"children":635},{},[636],{"type":34,"value":637},"That I am content right now.",{"type":28,"tag":37,"props":639,"children":640},{},[641],{"type":34,"value":642},"Evan Patterson  18:13  ",{"type":28,"tag":37,"props":644,"children":645},{},[646],{"type":34,"value":647},"That's a nuance that only, like, a really trained eye can gather, which I think is why it's, you know, back to the analogy, like you can give a hammer to somebody, but it doesn't make him a carpenter, you know. You can hand Sam Rush to somebody, but it doesn't make them an SVO expert. So, there's your pitch. Go work with MKJ RMKG Marketing if you need help with this, because the SEMrush subscription is useful in a lot of ways, but it's not useful in every possible way. The thing that I find, maybe you'll find interesting. You can tell me, because you say a lot more than I have in my career. Its insights seem to be where it's most valuable, not so much when it's reporting, the leading indicators. And as long as you know what to do with that information, and how to read the reports, and what parts the trust more than others, it can be helpful, and this is not an attack on SEMrush. Actually, I think that this is a limitation of the technology, not of the product or the platform itself. This is still new, like we're still, as a global society, trying to figure out how this technology works.",{"type":28,"tag":37,"props":649,"children":650},{},[651],{"type":34,"value":652},"Kerry Guard  19:17  ",{"type":28,"tag":37,"props":654,"children":655},{},[656],{"type":34,"value":657},"Yeah, yeah, I would say Google Search Console is your friend in terms of understanding how what's actually showing up in your traffic from from organic search, but Semrush is at the very top of the funnel of what are people even searching for, and that's really it's that's that's its value, especially now you have to, you have to reverse engineer to understand what your customers care about, and knowing exactly how they're searching in the language they're using is really helpful. I will say it's really hard to figure out what category you should even be looking for, or what keywords you should be showing up for, or what you know, or what prompts you should be looking at, until you put your positioning and messaging together. ",{"type":28,"tag":37,"props":659,"children":660},{},[661],{"type":34,"value":662},"Evan Patterson  20:00  ",{"type":28,"tag":37,"props":664,"children":665},{},[666],{"type":34,"value":667},"yeah.",{"type":28,"tag":37,"props":669,"children":670},{},[671],{"type":34,"value":672},"Kerry Guard  20:01  ",{"type":28,"tag":37,"props":674,"children":675},{},[676],{"type":34,"value":677},"Yeah, come back to that. I'm gonna be a broken record.",{"type":28,"tag":37,"props":679,"children":680},{},[681],{"type":34,"value":682},"Evan Patterson  20:05  ",{"type":28,"tag":37,"props":684,"children":685},{},[686],{"type":34,"value":687},"I was gonna say, like, when someone goes into, you know, Semrush to figure out what people are searching for, the act of using Semrush can give them the wrong answers, because they don't know what they're searching for within Semrush. Yeah, and it's, it's the whole, you don't know what you don't know, and I think it's just why it's just so important to have experts in the drivers, you to these tools, and also, and if you are learning how to get good with tools, like, it takes time and practice, like I'm not an expert in this by any means, I'm not, I wouldn't call myself an SVO marketer, an SEO marketer, I would call myself a marketer that has a mild to moderate understanding and experience level, and I usually defer to folks like you, but I have seen so many people that just look, they, they misguide themselves while being well intended with tools like SEMrush, they think they know their audience, they think they know who their ICP is, if you're in, and that can really kind of only fuel the problem, because we can, we can, it goes back to, you know, the consistency, we can have a ton of consistency, and we can be super clear, and we can do all the right things, but if it's for the wrong audience.",{"type":28,"tag":37,"props":689,"children":690},{},[691],{"type":34,"value":692},"Kerry Guard  21:13  ",{"type":28,"tag":37,"props":694,"children":695},{},[696],{"type":34,"value":697},"Yeah, I had a client in the wrong category, he, he's a, he's a business, he's an executive coach, but we were going after terms around business coaching, and it was totally not the right. He wasn't showing up at all. I couldn't get him any visibility because the message we had with the category keywords we were going after was not in alignment. Yeah, so the minute I switched him over to executive coaching and restructured the website in terms of the content of how it needs to function now for SVL, in 15 hours, he was showing up, he was being cited, he was being.. we don't need mentions yet, but that's because now we have to see the message beyond website, but it's being in 15 hours, it's sound being cited, and it is ranking, so not that ranking is going to matter much longer, but it is. It is a a like a leading indicator in terms of whether Google is going to prioritize you. If you're ranked 50 versus ranked number two, it's going to, it's going to prioritize, you know, the number two spot. ",{"type":28,"tag":37,"props":699,"children":700},{},[701],{"type":34,"value":702},"Evan Patterson  22:18  ",{"type":28,"tag":37,"props":704,"children":705},{},[706],{"type":34,"value":707},"yeah. Well, well, we know how it matters, at least a little bit with Google. What do you think is going to happen now that Google has kind of put out this semi-honest, semi-transparent, well, like translucent way of looking at how they do things? It's frosted glass, we'll call it that.",{"type":28,"tag":37,"props":709,"children":710},{},[711],{"type":34,"value":712},"Kerry Guard  22:41  ",{"type":28,"tag":37,"props":714,"children":715},{},[716],{"type":34,"value":717},"Clear at all.",{"type":28,"tag":37,"props":719,"children":720},{},[721],{"type":34,"value":722},"Evan Patterson  22:42  ",{"type":28,"tag":37,"props":724,"children":725},{},[726],{"type":34,"value":727},"Yeah, do you think",{"type":28,"tag":37,"props":729,"children":730},{},[731],{"type":34,"value":732},"Kerry Guard  22:44  ",{"type":28,"tag":37,"props":734,"children":735},{},[736],{"type":34,"value":737},"Good SEO is good enough?",{"type":28,"tag":37,"props":739,"children":740},{},[741],{"type":34,"value":742},"Evan Patterson  22:46  ",{"type":28,"tag":37,"props":744,"children":745},{},[746],{"type":34,"value":747},"It's a frosted glass fun house mirror. How do you think Open AI and all the other, you know, tools out there, the companies that make those, like, do you think that some of them are going to want to go the route of pretending to be open about how it works? Do you think they'll keep their cards close to the chat that they currently are, or do you think one day we're going to see one that is incredibly transparent, kind of like the blue sky of the LLM world? ",{"type":28,"tag":37,"props":749,"children":750},{},[751],{"type":34,"value":752},"Kerry Guard  23:16  ",{"type":28,"tag":37,"props":754,"children":755},{},[756],{"type":34,"value":757},"You know, I think that for Chat GPT in particular, you probably could follow Microsoft's guidelines for Bing, because they're using the same system.",{"type":28,"tag":37,"props":759,"children":760},{},[761],{"type":34,"value":762},"Kerry Guard  23:26  ",{"type":28,"tag":37,"props":764,"children":765},{},[766],{"type":34,"value":767},"So that's being tested right now. So, I think you could probably do that. Perplexity, I have - I have no idea. It's such a different system in terms of real-time. It's well, you know, is one of the first places from an LLM perspective to go in terms of real time, everyone else was like this is data from 2023 so I think that's totally built differently, and we have no idea how it's built, so again, just coming back to I think following best practices in regards to what we do know in in how all LLMs are working and how they're scraping the internet for understanding your brand beyond your website is, is just where it needs to happen. I think Spark Tour Toro has got some good data around perplexity, and I think that's where, like, all the Reddit and the LinkedIn recommendations really came from, of like, these are the places you need to be, because it's where your audience is, it's where they're talking about you, and it's where it's being scraped. So I think perplexity, at least they were leaning into those platforms. I don't know if they still are, because I know that the algorithms are being updated all the time, and places like Gemini and Claude are putting less emphasis on those channels, but I don't know about perplexity and chat, if they're still leaning into those pretty hard. The problem with and by the time we finish this, the rules will have changed. Absolutely, absolutely. Yeah, but I love your opinion on this, as being a social person, and Reddit is, I find, I know that there are Reddit strategies out there. Can do, like, ask me anything. Yeah, like, man, the minute a brand shows up on these places, you're like, you get hammered. It really is about the audience bringing you to the conversation, not really you showing up as the brand. And I don't even remotely know how to, to even begin to get..",{"type":28,"tag":37,"props":769,"children":770},{},[771],{"type":34,"value":772},"Evan Patterson  25:19  ",{"type":28,"tag":37,"props":774,"children":775},{},[776],{"type":34,"value":777},"I have my response to Reddit marketing could be a whole episode of its own, because, and it really angers a lot of, I would call, but they wouldn't call themselves traditional business folk, the Red Reddit, Reddit marketing, Reddit's not like you can hire a social media manager or social media marketer to run your LinkedIn, to run your ex, to run your Instagram, to run your YouTube. How you could even hire one to run all of them, you know, with the right team to make the content, or you can AI automate the hell out of it, whatever. Right, there's... we already know how that role works. Okay, like, we are.. We all have a firm understanding of how that role works, how it has worked, and how it will work for the foreseeable future. Reddit marketing is in its own category; it is its own department, its own job, its own thing. When in, and the other industries really seem to others to stay in this outside of b, like the gaming industry, is so, first of all, the gaming industry is a multi-trillion-dollar industry. The gaming industry, somebody fact-checked me on this, but I remember learning that it is bigger than the music and movie industry combined. It is huge, the gaming industry, because we're combining like think about you're combining board games with World of Warcraft, with The Sims, with Skyrim, with mobile Candy Crush. You know, it is that's how big an industry it is. So they have really mastered marketing as an industry because they're so big and there's a lot of competition, especially within all the sub-genres of gaming, right? And the different platforms, so they know how to fight, they know how to fight.",{"type":28,"tag":37,"props":779,"children":780},{},[781],{"type":34,"value":782},"Evan Patterson  27:07  ",{"type":28,"tag":37,"props":784,"children":785},{},[786],{"type":34,"value":787},"The irony, the irony, right? They're eating their own dog food, and before Reddit really blew up, because Reddit was a slow burn of a platform, and it promises ties to AI gaming companies. First started, like, in the 2000s, they were really big on trying to infiltrate fan-created, user-built gaming communities within tools. If you're a real nerd like me, you'll remember Ventrilo, Team Speak, you'll remember Engine, E N G J I N, or Guild Launch. And then we got to the 2010s, Discord entered the chat room, basically pun intended. And now entire companies have people dedicated to managing their Discord communities, and, and joining the community, the Discord communities of gamers and influencers with followings of the internet, so on and so forth, which is the v of the of the private website communities and the fan site forums that I use, mentioned in the v and the 2000s and the 90s, and now in the 2020s you know, they haven't stopped the Discord play, but what they have started to add on to it now is they have entire people dedicated to that same logic, but on Reddit, because Reddit is such a heavy lift that even if you dare attempt automation, if you dare attempt any of the logic that applies to marketing anywhere else in the world, on like LinkedIn, Facebook, Twitter, YouTube, etc. it will not work on Reddit, not just because of the algorithm, but because of the social norms of the of the platform set by the users, Reddit is definitely a platform by the users for the users, and it's an extreme version of Discord in that sense, right? So you have to play by the rules of the people, which makes leveraging Reddit so much harder when it comes to citing in these AI search results, but at the exact same time, it also means that if you got it done right, then you got it done really right. I often make the joke in the negative of, you know, a lot of you were bad at marketing before AI, now with AI, you can be bad at marketing faster. Now with AI, though, you can also be really good at it faster too, so you can't AI your way through Reddit faster, but what you can do is AI your way through figuring out how to use Reddit faster, and then how to measure the slow part of using Reddit faster, but that slow part of like engaging, talking, having talking like normal people, having your own little evangelists, you know, we're going to bring that job title back, you know, playing around on a Reddit and a Discord in the gaming world is exactly what they've been doing, and if the company doesn't have an in-house team, they go and hire influencers and bring ambassadors through that for them, so, or just make a really good product. That people get excited about and want to talk about. I could go on forever.",{"type":28,"tag":37,"props":789,"children":790},{},[791],{"type":34,"value":792},"Evan Patterson  30:03  ",{"type":28,"tag":37,"props":794,"children":795},{},[796],{"type":34,"value":797},"Yeah, bb needs to take some hits. Yeah, take some notes.",{"type":28,"tag":37,"props":799,"children":800},{},[801],{"type":34,"value":802},"Kerry Guard  30:07  ",{"type":28,"tag":37,"props":804,"children":805},{},[806],{"type":34,"value":807},"I feel like the only way you end up on Reddit as a B2B company is if people are complaining about you, so you almost don't end up on Reddit, because if people are complaining about you.",{"type":28,"tag":37,"props":809,"children":810},{},[811],{"type":34,"value":812},"Evan Patterson  30:18  ",{"type":28,"tag":37,"props":814,"children":815},{},[816],{"type":34,"value":817},"Or you want to be the company.",{"type":28,"tag":37,"props":819,"children":820},{},[821],{"type":34,"value":822},"Kerry Guard  30:20  ",{"type":28,"tag":37,"props":824,"children":825},{},[826],{"type":34,"value":827},"Ignore you.",{"type":28,"tag":37,"props":829,"children":830},{},[831],{"type":34,"value":832},"Evan Patterson  30:21  ",{"type":28,"tag":37,"props":834,"children":835},{},[836],{"type":34,"value":837},"My favorite part, though, is that people who are complaining about you in their posts. Somebody's in that comment section saying, yeah, I hate them, that's why I switched to whoever else you want to be. Whoever else.",{"type":28,"tag":37,"props":839,"children":840},{},[841],{"type":34,"value":842},"Kerry Guard  30:31  ",{"type":28,"tag":37,"props":844,"children":845},{},[846],{"type":34,"value":847},"You want to be the switch, you want to be whoever else.",{"type":28,"tag":37,"props":849,"children":850},{},[851],{"type":34,"value":852},"Evan Patterson  30:33  ",{"type":28,"tag":37,"props":854,"children":855},{},[856],{"type":34,"value":857},"Because that, because even if that comment doesn't adjust your search engine results, even if that doesn't adjust your LLM results, that's still pipeline, sweetie, that's still pipeline, you know, and also that is also data that you can use to find out what content to make to then show up more on the results, it's an indirect but yet still valuable way of gleaning what content to make and to improve the quality of your consistency. It's that it's this constant balance between quantitative and qualitative that marketers deal with every second of every day.",{"type":28,"tag":37,"props":859,"children":860},{},[861],{"type":34,"value":862},"Kerry Guard  31:08  ",{"type":28,"tag":37,"props":864,"children":865},{},[866],{"type":34,"value":867},"Oh my god, every second of every day. And you know, we use AI to write content, but it's backed by that positioning and messaging that we did. We did so much work last year on figuring out, like, why do people keep coming back to us? Why do they keep hiring us? Why do they leave and then bring us on to the next thing over and over and over again, and then all of our content is then backed is baked into the questions people are asking, so it's aligning those two things and writing content, even with the help of AI, to really make sure that it's, it's, it's marrying those two things together, and so I, yeah, it really does come back to that. Like, why you? How can you get people excited to talk about you and want to show up on Reddit and say, \"stop using them, start using these folks, because they do x, y, and z, and we've experienced it, and it's awesome,\" right? ",{"type":28,"tag":37,"props":869,"children":870},{},[871],{"type":34,"value":872},"Evan Patterson  31:57  ",{"type":28,"tag":37,"props":874,"children":875},{},[876],{"type":34,"value":877},"yeah,",{"type":28,"tag":37,"props":879,"children":880},{},[881],{"type":34,"value":882},"Kerry Guard  31:58  ",{"type":28,"tag":37,"props":884,"children":885},{},[886],{"type":34,"value":887},"I think that's the only way to get into Reddit is if your users want to talk about you.",{"type":28,"tag":37,"props":889,"children":890},{},[891],{"type":34,"value":892},"Evan Patterson  32:03  ",{"type":28,"tag":37,"props":894,"children":895},{},[896],{"type":34,"value":897},"Yeah. And what I find funny, though, is these companies will get the tools to make the content that's like, you know, 15 bucks a month, 200 bucks a month, whatever. And then they'll wonder why it's not working on Reddit on these platforms, because they're once again back to the tool in the carpenter example, right? It's the sure content has never been cheaper to produce. It has never been so low-cost to produce. It is so easy to make it now for a low cost. It's also really easy to make content that's not bad but not great either for a low cost. What, what I envision is the companies that let's say you're spending $5,000 a month on a content initiative, and then now if AI, like, ooh, I can get down to $200 a month for the same thing. I would actually encourage you to keep the $5,000 budget and spend the new found savings on instead of paying for someone's time to execute on the task, you're paying for someone's intelligence, you're paying for someone's taste, you're paying for judgment, you're paying for curiosity and strategy, that's the thing that the tool is not good at, and, and you can, and you can have the tool prompt a strategy and a right one for you all you want, but it's going to take a true talented marketer to know how to use the tool to get the answer you need. It's really, it's a lot of manipulation of the, of the AI. It's by it's done by the human AI. Certainly won't replace the human, but the human that's really good at using AI will replace other humans.",{"type":28,"tag":37,"props":899,"children":900},{},[901],{"type":34,"value":902},"Kerry Guard  33:39  ",{"type":28,"tag":37,"props":904,"children":905},{},[906],{"type":34,"value":907},"Oh my gosh, I am so.. I just talked to a gal this morning who is looking for her next thing, because her company is squeezing and squeezing and squeezing her to do more, thanks to AI. So she's responsible for seven products in an enterprise, seven..",{"type":28,"tag":37,"props":909,"children":910},{},[911],{"type":34,"value":912},"Evan Patterson  33:57  ",{"type":28,"tag":37,"props":914,"children":915},{},[916],{"type":34,"value":917},"There is a.. There does come a limit, that's insane, that's insane.",{"type":28,"tag":37,"props":919,"children":920},{},[921],{"type":34,"value":922},"Kerry Guard  34:02  ",{"type":28,"tag":37,"props":924,"children":925},{},[926],{"type":34,"value":927},"Yeah, somebody's going on maternity leave, so they just tossed all of her work to her from a different geo.",{"type":28,"tag":37,"props":929,"children":930},{},[931],{"type":34,"value":932},"Evan Patterson  34:08  ",{"type":28,"tag":37,"props":934,"children":935},{},[936],{"type":34,"value":937},"Katie Kerrry lied to Mean Girls. The limit does exist. The limit absolutely does exist.",{"type":28,"tag":37,"props":939,"children":940},{},[941],{"type":34,"value":942},"Kerry Guard  34:13  ",{"type":28,"tag":37,"props":944,"children":945},{},[946],{"type":34,"value":947},"Wonder why she's looking. You just lost somebody who's been with you forever, and now, yeah, they're out the door.",{"type":28,"tag":37,"props":949,"children":950},{},[951],{"type":34,"value":952},"Evan Patterson  34:24  ",{"type":28,"tag":37,"props":954,"children":955},{},[956],{"type":34,"value":957},"I shouldn't be given more work.",{"type":28,"tag":37,"props":959,"children":960},{},[961],{"type":34,"value":962},"Kerry Guard  34:25  ",{"type":28,"tag":37,"props":964,"children":965},{},[966],{"type":34,"value":967},"AI should do two things for you. It should either help you build something better than you could before, because you didn't have the skills or the tools before, so now you can do something even better, or it's taking stuff off of your plate, so you can spend more time thinking, and again making something better than you did before. At the end of the day, our work output should not increase in terms of volume, but increase in terms of quality, and that's really where the AI makes things like taking stuff off your plate. You can then pile on more. It's to get you to be able to do your job even better, because you're not worried about moving data from one place to another. You're actually able to do the analysis on what the data is saying, versus just moving it around to get it in the right place to build the dashboard.",{"type":28,"tag":37,"props":969,"children":970},{},[971],{"type":34,"value":972},"Evan Patterson  35:14  ",{"type":28,"tag":37,"props":974,"children":975},{},[976],{"type":34,"value":977},"Yeah, well, on the note of quantity and volume, that is more of a symptom and less of a diagnosis, I think people need to remember that too. You ever, I agree with everything you just said, but if we have more volume, or if we have more quantity, if we have more output, that's not the goal, that's the side effect, that's the downstream result and consequence of doing better work. That's not the, that is not the definition of better work; that is just what happens when you have better work, because to your point, I can spend more time thinking and being more time being strategic and more time being creative. I, you know, when I first started being a content marketer full-time at Troops, I was giving you a blog assignment on a Monday and was expected to have a first draft done by Thursday. It was okay if that blog didn't get posted for two to three weeks. You and I both know that timeline is not appropriate in today's world, but you know, six, seven years ago, that would have been completely appropriate. But the point, though, is like now, like, sure, I should, I shouldn't take three weeks, maybe I should take a week, but just because I can get it done in the evening doesn't mean I should. It means that get the draft done in the evening, noodle on it, sit with it, think about it, and ask some other folks about what they think about it. Spend more of that time you would have spent on editing, manually writing, researching, validating, testing, and getting opinions. Have nine drafts instead of two or three drafts, like it's allow more time for editing, you know, that's not.. let's, okay, good, done, ship, you know, next one, like it's this order taking system, the speed, like fast food drive-through factory thing is going to be the death of so many brands and companies, and I am so excited to see who's bad at their job, we're already seeing it, and I love it. Thank you for lowering the bar for people like me.",{"type":28,"tag":37,"props":979,"children":980},{},[981],{"type":34,"value":982},"Kerry Guard  37:09  ",{"type":28,"tag":37,"props":984,"children":985},{},[986],{"type":34,"value":987},"I mean, that's exactly what this is going to do. When I, you know, I have clients who are building products right now, they're no longer wanting to spend the 12 grand plus a year on CRM building their own, which I had qualms about. It was a huge liability, right? Security standpoint, and then left it one of them beyond love, because rather take the energy to build the thing themselves, they would help in the brands, because ease profits, and more importantly, building it and AI is literally serving up what tool they need.",{"type":28,"tag":37,"props":989,"children":990},{},[991],{"type":34,"value":992},"Kerry Guard  37:45  ",{"type":28,"tag":37,"props":994,"children":995},{},[996],{"type":34,"value":997},"Yeah.",{"type":28,"tag":37,"props":999,"children":1000},{},[1001],{"type":34,"value":992},{"type":28,"tag":37,"props":1003,"children":1004},{},[1005],{"type":34,"value":1006},"Oh, you opt to make sure you have signed, you need to make sure that you can take easy payments. Oh, you need this tool. They're not giving them options or saying Here are your options of what tools you could potentially use. It's telling them to go sign up for the thing, so that they can grab the API and plug it in on their end, like it. This, like, this is what we're up against in terms of where AI is headed in how B2B is going. These platforms are going to be recommended. You have to be the answer, and the only way to be the answer is to solve a very specific problem better than anybody else for that audience, for that AI to serve you up, like that's yeah, that's the mountain we get to climb.",{"type":28,"tag":37,"props":1008,"children":1009},{},[1010],{"type":34,"value":1011},"Evan Patterson  38:33  ",{"type":28,"tag":37,"props":1013,"children":1014},{},[1015],{"type":34,"value":1016},"That there's the mic drop, that's that's that's a fantastic place to lead people, because the go hire Kerry and her team, you know, that's it's if you're going to, well, it's also it's it's if you're gonna, I just, I just don't understand why when there's a new tool that comes out, why we have to go, oh yay, profit margin increase, it's like, how about reallocating that newfound cost difference on something that really makes that investment more, more worthwhile, versus just going, \"Oh, yay, look at how much money I'm saving. Like, sure, that looks impressive short term to investors and stockholders, but long term, you're going to have a lot more sustainability, and this is such an American thing. It's the becomes economics. You and I could talk about the philosophy of that approach for hours and hours, I'm sure. But you know, if you got a 15% profit margin and you're, and you're growing every year 15% profit margin, your goal shouldn't be to get to a 20% profit margin, it should be to maintain the 15% profit margin, because when hard times hit, you're going to be fine with that logic, and I think that AI is just another example of that. It's just another way that companies are going to shoot themselves in the foot if they don't marry everything Google is putting out. Reaching in the article that I'm sure you'll be sharing and talking away a ton on the internet, if you don't marry that with talent, and if you don't marry that with, you know, thoughtfulness and having a strong POV, and everything we discussed in this interview, it's not going to be worth even $10 a month.",{"type":28,"tag":37,"props":1018,"children":1019},{},[1020],{"type":34,"value":1021},"Kerry Guard  40:18  ",{"type":28,"tag":37,"props":1023,"children":1024},{},[1025],{"type":34,"value":1026},"Nope, nope. The last thing I'll say in all of this is, if things are good right now, and you think you have time, because things are good, I'm telling you, you don't like the best time to build is when things are good, and I'm speaking, I'm maybe speaking from experience, right? Like, as a marketing agency, of course, you know, the cobbler's children have no shoes, is like exactly what we've been up against for the last five years. Things were good, things were really good until they weren't, and then we were like, no, what do we do? And we started marketing in the worst of times, and we still are working on it. And now things are better, but that's because of referrals in our network, and the same clients bringing us back, which is not sustainable, so we are doing our own marketing now, while things are good, so we could lay that foundation, so when things are not good, it's okay, because we have pipeline and we have other channels we can pull, and we have a strong foundation that we can build on, and like no problem, but man, do I tell my younger self, if I could go back 15 years, start marketing now. What you're doing for clients, do for yourself, and start right now.",{"type":28,"tag":37,"props":1028,"children":1029},{},[1030],{"type":34,"value":1031},"Evan Patterson  41:29  ",{"type":28,"tag":37,"props":1033,"children":1034},{},[1035],{"type":34,"value":1036},"Please, everybody, especially if you're in your early 20s, please, please build the brand, even if you don't know what you're selling yet.",{"type":28,"tag":37,"props":1038,"children":1039},{},[1040],{"type":34,"value":1041},"Kerry Guard  41:37  ",{"type":28,"tag":37,"props":1043,"children":1044},{},[1045],{"type":34,"value":1046},"Absolutely, absolutely. And if you're out there looking for a job, do your treat yourself like a brand and start marketing yourself.",{"type":28,"tag":37,"props":1048,"children":1049},{},[1050],{"type":34,"value":1051},"Evan Patterson  41:46  ",{"type":28,"tag":37,"props":1053,"children":1054},{},[1055],{"type":34,"value":1056},"especially if you are a marketer. ",{"type":28,"tag":37,"props":1058,"children":1059},{},[1060],{"type":34,"value":1061},"Kerry Guard  41:50  ",{"type":28,"tag":37,"props":1063,"children":1064},{},[1065],{"type":34,"value":1066},"yeah. Oh man. Well, clearly we could talk all day. These two articles just dropped. I'll share the video from the IO yesterday. I'll share the Google article about best practices, take it with a grain of salt. DM me if you have any questions. I'm here for you. Let me know if you want some. I'll jump into some rush and grab some questions if you want anything to help you all out and get ahead, because it's, it's here. Times come.",{"type":28,"tag":37,"props":1068,"children":1069},{},[1070],{"type":34,"value":1071},"Evan Patterson  42:14  ",{"type":28,"tag":37,"props":1073,"children":1074},{},[1075],{"type":34,"value":1076},"Well, damn.",{"type":28,"tag":37,"props":1078,"children":1079},{},[1080],{"type":34,"value":1081},"Kerry Guard  42:21  ",{"type":28,"tag":37,"props":1083,"children":1084},{},[1085],{"type":34,"value":1086},"Though it ends on that note. We appreciate you all. Thank you for letting us jump in on this Thursday off script, and we will see you next week with a guest.",{"type":28,"tag":37,"props":1088,"children":1089},{},[1090],{"type":34,"value":1091},"Evan Patterson  42:33  ",{"type":28,"tag":37,"props":1093,"children":1094},{},[1095],{"type":34,"value":1096},"Oh yeah, because I'm not a guest. ",{"type":28,"tag":37,"props":1098,"children":1099},{},[1100],{"type":34,"value":1101},"Kerry Guard  42:38  ",{"type":28,"tag":37,"props":1103,"children":1104},{},[1105],{"type":34,"value":1106},"It was awesome. This was just us getting to chit-chat and run, which was awesome.",{"type":28,"tag":37,"props":1108,"children":1109},{},[1110],{"type":34,"value":1111},"Evan Patterson  42:42  ",{"type":28,"tag":37,"props":1113,"children":1114},{},[1115],{"type":34,"value":1116},"We gotta do this again sometime. This was a, this was a pleasure.",{"type":28,"tag":37,"props":1118,"children":1119},{},[1120],{"type":34,"value":1121},"Kerry Guard  42:46  ",{"type":28,"tag":37,"props":1123,"children":1124},{},[1125],{"type":34,"value":1126},"Always, always. Well, now I know what to do next time a guest cancels.",{"type":28,"tag":37,"props":1128,"children":1129},{},[1130],{"type":34,"value":1131},"Evan Patterson  42:50  ",{"type":28,"tag":37,"props":1133,"children":1134},{},[1135],{"type":34,"value":1136},"If I'm free, I'm here. ",{"type":28,"tag":37,"props":1138,"children":1139},{},[1140],{"type":34,"value":1141},"Kerry Guard  42:52  ",{"type":28,"tag":37,"props":1143,"children":1144},{},[1145],{"type":34,"value":1146},"Let's do it, let's do it. Thank you all so much.",{"title":7,"searchDepth":1148,"depth":1148,"links":1149},2,[1150,1151],{"id":31,"depth":1148,"text":35},{"id":44,"depth":1148,"text":47},"markdown","content:podcasts:marketing-leaders:the-end-of-seo-as-we-know-it-navigating-google-s-ai-search-shift.md","content","podcasts/marketing-leaders/the-end-of-seo-as-we-know-it-navigating-google-s-ai-search-shift.md","podcasts/marketing-leaders/the-end-of-seo-as-we-know-it-navigating-google-s-ai-search-shift","md",[1159,1461,1769,2128,2556],{"_path":1160,"_dir":1161,"_draft":6,"_partial":6,"_locale":7,"title":1162,"description":1163,"date":1164,"img":1165,"imgAlt":1166,"body":1167,"_type":1152,"_id":1457,"_source":1154,"_file":1458,"_stem":1459,"_extension":1157,"category":1161,"minutes":1460},"/blog/seo/the-2026-brand-visibility-audit-is-your-icp-finding-your-competitors-in-the-llm","seo","The 2026 Brand Visibility Audit: Is Your ICP Finding Your Competitors in the LLM?","When your target accounts use AI search to shortlist vendors, do you exist? Here is how to audit your brand presence and reverse competitive displacement.","2026-05-27T14:44:51.901Z","https://assets.mkgmarketinginc.com/1ebdbd36-b81a-40c3-b8d6-528986294139-mkg-blog-the-2026-brand-visibility-audit-hero-image.webp","Brand Visibility Audit",{"type":25,"children":1168,"toc":1448},[1169,1174,1179,1201,1206,1214,1224,1229,1234,1239,1244,1253,1258,1263,1283,1288,1295,1304,1309,1314,1319,1324,1333,1338,1343,1356,1361,1368,1377,1382,1387,1405,1410,1419,1424,1429,1434,1443],{"type":28,"tag":37,"props":1170,"children":1171},{},[1172],{"type":34,"value":1173},"For years, B2B marketing operated on a straightforward logic: win the search engine results page, win the pipeline. Teams engineered content to capture specific keywords, mapped backlinks to boost domain authority, and celebrated when landing pages claimed the top spots on Google. If a prospective customer in your Ideal Customer Profile (ICP) looked for a solution, your site appeared.",{"type":28,"tag":37,"props":1175,"children":1176},{},[1177],{"type":34,"value":1178},"That logic no longer holds. A complete decoupling has occurred between traditional website traffic and the actual vendor shortlisting process. B2B buyers are bypassing the endless lists of blue links entirely. Instead of clicking through five different websites to read corporate marketing copy, they are leveraging large language models (LLMs) to perform the heavy lifting of vendor evaluation.",{"type":28,"tag":37,"props":1180,"children":1181},{},[1182,1184,1199],{"type":34,"value":1183},"This behavior is a structural reality. Data from",{"type":28,"tag":1185,"props":1186,"children":1190},"a",{"href":1187,"rel":1188},"https://company.g2.com/news/g2-research-the-answer-economy",[1189],"nofollow",[1191,1193],{"type":34,"value":1192}," ",{"type":28,"tag":1194,"props":1195,"children":1196},"u",{},[1197],{"type":34,"value":1198},"G2’s 2026 Answer Economy Report",{"type":34,"value":1200}," reveals that 51% of B2B software buyers now begin their vendor research inside an AI chatbot rather than a traditional search engine. Buyers are leaning into a centralized discovery model in which they issue a single, structured prompt to an LLM to compare market options. The model synthesizes data from across the web, evaluates capabilities, and surfaces a definitive recommendation.",{"type":28,"tag":37,"props":1202,"children":1203},{},[1204],{"type":34,"value":1205},"The challenge arises when your target accounts run these prompts, and your competitors are consistently cited as the preferred solution while your brand is completely left out of the answer. It is a highly efficient form of Competitive Displacement. If your organization does not appear in the model's synthesized output, you are filtered out before a sales representative is even considered. Reclaiming your place in the funnel requires moving past traditional SEO and mastering Brand Visibility Optimization (BVO).",{"type":28,"tag":37,"props":1207,"children":1208},{},[1209],{"type":28,"tag":1210,"props":1211,"children":1213},"img",{"alt":7,"src":1212},"https://assets.mkgmarketinginc.com/15431b64-54bd-447a-b57e-c64f2f7b9398-mkg-blog-the-2026-brand-visibility-audit-image-1.png",[],{"type":28,"tag":29,"props":1215,"children":1217},{"id":1216},"the-reality-of-llm-synthetic-vetting",[1218],{"type":28,"tag":1219,"props":1220,"children":1221},"strong",{},[1222],{"type":34,"value":1223},"The Reality of LLM Synthetic Vetting",{"type":28,"tag":37,"props":1225,"children":1226},{},[1227],{"type":34,"value":1228},"When an LLM builds a B2B vendor shortlist, it doesn’t scan the web like a human. It isn’t impressed by a sleek homepage or polished brand copy. Instead, it treats the digital landscape as a single, connected dataset and assesses vendors based on entity clarity, semantic relevance, and pattern recognition.",{"type":28,"tag":37,"props":1230,"children":1231},{},[1232],{"type":34,"value":1233},"If an enterprise software buyer asks an LLM for platforms that meet specific compliance standards, deployment models, and pricing structures, the model goes back to its processed data layers for hard evidence. It searches for alignment across technical documentation, community conversations, and independent sources before producing an answer.",{"type":28,"tag":37,"props":1235,"children":1236},{},[1237],{"type":34,"value":1238},"That creates a serious blind spot for teams still operating on legacy marketing assumptions. You might own the top spot on a traditional search engine for a high-intent keyword, but if the model can’t confidently interpret your product architecture or validate your customer satisfaction, you’ll be excluded from its comparison set. Instead, it will surface competitors whose data is clean, structured, and consistently verified across the web.",{"type":28,"tag":37,"props":1240,"children":1241},{},[1242],{"type":34,"value":1243},"In this new reality, visibility is less about acquisition and more about indexation and structure. To influence how models evaluate your company, you must deliberately manage the information they ingest. Treat the public web as your LLM training data layer—and consider audited, third-party environments as your core competitive arena.",{"type":28,"tag":29,"props":1245,"children":1247},{"id":1246},"executing-a-diagnostic-brand-visibility-audit",[1248],{"type":28,"tag":1219,"props":1249,"children":1250},{},[1251],{"type":34,"value":1252},"Executing a Diagnostic Brand Visibility Audit",{"type":28,"tag":37,"props":1254,"children":1255},{},[1256],{"type":34,"value":1257},"To correct a deficit in AI search visibility, an enterprise cannot rely on guesswork. You need a systematic, repeatable diagnostic protocol to discover exactly where the models are pulling their information, why they favor alternative solutions, and how they perceive your overall Search Sentiment.",{"type":28,"tag":37,"props":1259,"children":1260},{},[1261],{"type":34,"value":1262},"This diagnostic process requires three foundational execution phases:",{"type":28,"tag":1264,"props":1265,"children":1266},"ul",{},[1267,1273,1278],{"type":28,"tag":1268,"props":1269,"children":1270},"li",{},[1271],{"type":34,"value":1272},"Intent-Based Prompt Baselining: Test a standardized matrix of procurement prompts across major models like Gemini, Claude, and ChatGPT. Document the exact terminology used to describe your category, track which competitors populate the shortlists, and analyze the specific source citations generated by the engines to back up their recommendations.",{"type":28,"tag":1268,"props":1274,"children":1275},{},[1276],{"type":34,"value":1277},"Review Ecosystem Quantification: Assess the volume, recency, and detailed text sentiment of your third-party evaluation profiles. Models rely heavily on independent customer validation to verify brand claims; a stagnation in your review pipeline signals a high risk of model omission.",{"type":28,"tag":1268,"props":1279,"children":1280},{},[1281],{"type":34,"value":1282},"Entity Verification and Mapping: Inspect how consistently your core capabilities, naming structures, and integrations are stated across public channels. Inconsistent nomenclature across your website, product registries, and press releases dilutes the LLM's pattern-matching capability, causing it to bypass your brand due to data uncertainty.",{"type":28,"tag":37,"props":1284,"children":1285},{},[1286],{"type":34,"value":1287},"By treating this audit as a precise engineering diagnostic rather than a creative exercise, you reveal the specific technical gaps that are causing your competitive omission. You shift the conversation from a vague discussion about brand awareness to a concrete roadmap for structural data optimization.",{"type":28,"tag":37,"props":1289,"children":1290},{},[1291],{"type":28,"tag":1210,"props":1292,"children":1294},{"alt":7,"src":1293},"https://assets.mkgmarketinginc.com/7ff92deb-11ff-4c70-acaa-433b513eeac0-mkg-blog-the-2026-brand-visibility-audit-image-2.png",[],{"type":28,"tag":29,"props":1296,"children":1298},{"id":1297},"establishing-narrative-control-via-consistency",[1299],{"type":28,"tag":1219,"props":1300,"children":1301},{},[1302],{"type":34,"value":1303},"Establishing Narrative Control via Consistency",{"type":28,"tag":37,"props":1305,"children":1306},{},[1307],{"type":34,"value":1308},"The definitive solution to an AI visibility deficit is a relentless dedication to operational Consistency. In a marketing landscape that changes every quarter, consistency is the operational framework that turns sporadic actions into a predictable, compounding authority engine. For a language model to confidently output your brand name as a trusted option, it must recognize a steady, unfragmented pattern of authoritative data over time.",{"type":28,"tag":37,"props":1310,"children":1311},{},[1312],{"type":34,"value":1313},"This operational rhythm applies directly to how you structure and distribute your subject matter expertise. Language models prioritize information that is backed by verified experts, deep industry use cases, and recurring, high-value concepts. When your technical leaders contribute regular, deep-dive insights to reputable public engineering repositories, trusted community hubs, and authoritative industry spaces, you continuously feed the exact data pools that models crawl.",{"type":28,"tag":37,"props":1315,"children":1316},{},[1317],{"type":34,"value":1318},"A short-term, campaign-driven approach fails completely under this model. You cannot run a one-time push to force your way into an LLM's next update cycle. The models are designed to identify long-term consensus and verified domain expertise.",{"type":28,"tag":37,"props":1320,"children":1321},{},[1322],{"type":34,"value":1323},"Maintaining a disciplined, predictable cadence of technical data output ensures your company is recognized as an immutable category leader. This approach hardcodes your product capabilities into the data layers that models rely on to construct competitive matrix responses, thereby protecting your pipeline from displacement.",{"type":28,"tag":29,"props":1325,"children":1327},{"id":1326},"why-structured-data-ingestion-wins-the-funnel",[1328],{"type":28,"tag":1219,"props":1329,"children":1330},{},[1331],{"type":34,"value":1332},"Why Structured Data Ingestion Wins the Funnel",{"type":28,"tag":37,"props":1334,"children":1335},{},[1336],{"type":34,"value":1337},"The primary advantage of a fully optimized brand footprint is the velocity at which you can capture modern buyer intent. When an AI search engine is tasked with compiling an urgent vendor shortlist, it favors the path of least risk and highest data integrity.",{"type":28,"tag":37,"props":1339,"children":1340},{},[1341],{"type":34,"value":1342},"Consider the contrasting outcomes between two distinct structural approaches:",{"type":28,"tag":1264,"props":1344,"children":1345},{},[1346,1351],{"type":28,"tag":1268,"props":1347,"children":1348},{},[1349],{"type":34,"value":1350},"The Unstructured Site: A company relies on creative, stylized copywriting buried inside static image layouts or gated PDF forms. The LLM cannot confidently extract technical metrics, security protocols, or API pricing structures. Fearing a hallucination, the model excludes the company from the generated answer.",{"type":28,"tag":1268,"props":1352,"children":1353},{},[1354],{"type":34,"value":1355},"The Structured Knowledge Base: A company deploys an advanced technical semantic layer that utilizes clean schemas, verified review pipelines, and consistent cross-platform definitions. The model instantly extracts, categorizes, and validates the company's compliance credentials, placing them at the top of the recommended shortlist with explicit trust citations.",{"type":28,"tag":37,"props":1357,"children":1358},{},[1359],{"type":34,"value":1360},"This dynamic demonstrates why modern technical documentation is an essential component of a mid-funnel conversion strategy. API tables, security registries, and integration matrices are no longer just assets for post-sale implementation; they are high-value entry points for automated procurement discovery. By making this information perfectly machine-readable, you eliminate the friction that keeps your brand from being detected by automated evaluation systems.",{"type":28,"tag":37,"props":1362,"children":1363},{},[1364],{"type":28,"tag":1210,"props":1365,"children":1367},{"alt":7,"src":1366},"https://assets.mkgmarketinginc.com/80069c1b-7cc2-44cd-abe9-bc52ca56473f-mkg-blog-the-2026-brand-visibility-audit-image-3.png",[],{"type":28,"tag":29,"props":1369,"children":1371},{"id":1370},"systematized-brand-visibility-optimization",[1372],{"type":28,"tag":1219,"props":1373,"children":1374},{},[1375],{"type":34,"value":1376},"Systematized Brand Visibility Optimization",{"type":28,"tag":37,"props":1378,"children":1379},{},[1380],{"type":34,"value":1381},"Succeeding in this decentralized landscape requires moving past ad-hoc optimization tactics and installing a repeatable, unified operational system. Marketing programs must stop acting like creative experimental centers and begin running like structured technical operations.",{"type":28,"tag":37,"props":1383,"children":1384},{},[1385],{"type":34,"value":1386},"This requires aligning your cross-functional execution around three operational areas:",{"type":28,"tag":1264,"props":1388,"children":1389},{},[1390,1395,1400],{"type":28,"tag":1268,"props":1391,"children":1392},{},[1393],{"type":34,"value":1394},"Citations and Authority Share: Track how frequently major models cite your domain or your trusted third-party profiles relative to your primary competitors during category-focused prompts.",{"type":28,"tag":1268,"props":1396,"children":1397},{},[1398],{"type":34,"value":1399},"Data Pattern Uniformity: Enforce a strict internal governance model to ensure that every public reference to your product capabilities, pricing architectures, and compliance standards matches perfectly across the web.",{"type":28,"tag":1268,"props":1401,"children":1402},{},[1403],{"type":34,"value":1404},"Review Ingestion Velocity: Build an automated customer feedback mechanism that continuously streams fresh, high-context review text into independent directories, keeping the models supplied with recent trust signals.",{"type":28,"tag":37,"props":1406,"children":1407},{},[1408],{"type":34,"value":1409},"When these operations run on a fixed, uninterrupted schedule, your organization builds an enduring market advantage. You stop chasing shifting search engine algorithms and start managing the foundational data infrastructure that governs all automated business decisions.",{"type":28,"tag":29,"props":1411,"children":1413},{"id":1412},"reclaiming-the-initiative-in-the-era-of-inference",[1414],{"type":28,"tag":1219,"props":1415,"children":1416},{},[1417],{"type":34,"value":1418},"Reclaiming the Initiative in the Era of Inference",{"type":28,"tag":37,"props":1420,"children":1421},{},[1422],{"type":34,"value":1423},"The emergence of the AI-driven buyer is not an existential threat to organizations that lead with deep expertise, operational clarity, and strict engineering discipline. It is a threat to organizations that rely on high-volume, generic content inflation and unverified marketing claims. If your digital presence reads like an un-indexed corporate brochure, automated systems will drop you from consideration.",{"type":28,"tag":37,"props":1425,"children":1426},{},[1427],{"type":34,"value":1428},"We specialize in designing and implementing the technical architectures and operating cadences that keep organizations highly visible across the entire modern discovery funnel. By combining technical semantic layer engineering with disciplined execution rhythms, we ensure your brand authority is clear, verifiable, and undeniable to both human buyers and machine-learning algorithms.",{"type":28,"tag":37,"props":1430,"children":1431},{},[1432],{"type":34,"value":1433},"Do not allow your company to be quietly displaced from your ideal market segments by an information structure failure. Audit your digital footprint, structure your institutional knowledge, and implement a brand-visibility operating model built to dominate the modern synthesis.",{"type":28,"tag":29,"props":1435,"children":1437},{"id":1436},"summary",[1438],{"type":28,"tag":1219,"props":1439,"children":1440},{},[1441],{"type":34,"value":1442},"Summary",{"type":28,"tag":37,"props":1444,"children":1445},{},[1446],{"type":34,"value":1447},"The B2B purchasing journey has undergone a dramatic structural shift, with 51% of software buyers now launching vendor research inside AI chatbots rather than traditional search engines. This behavioral change introduces a major risk of Competitive Displacement for brands that are missing from model outputs or excluded from automatic shortlist synthesis. To protect your pipeline, enterprises must deploy a rigorous Brand Visibility Optimization (BVO) strategy. By running systematic prompt diagnostics to audit Search Sentiment, maintaining a regular schedule for publishing expert content, and ensuring that all product capabilities are cleanly embedded in LLM Training Data, organizations can secure automated market discovery and reclaim narrative control across every AI search interface.",{"title":7,"searchDepth":1148,"depth":1148,"links":1449},[1450,1451,1452,1453,1454,1455,1456],{"id":1216,"depth":1148,"text":1223},{"id":1246,"depth":1148,"text":1252},{"id":1297,"depth":1148,"text":1303},{"id":1326,"depth":1148,"text":1332},{"id":1370,"depth":1148,"text":1376},{"id":1412,"depth":1148,"text":1418},{"id":1436,"depth":1148,"text":1442},"content:blog:seo:the-2026-brand-visibility-audit-is-your-icp-finding-your-competitors-in-the-llm.md","blog/seo/the-2026-brand-visibility-audit-is-your-icp-finding-your-competitors-in-the-llm.md","blog/seo/the-2026-brand-visibility-audit-is-your-icp-finding-your-competitors-in-the-llm",8,{"_path":1462,"_dir":1161,"_draft":6,"_partial":6,"_locale":7,"title":1463,"description":1464,"date":1465,"img":1466,"imgAlt":1467,"body":1468,"_type":1152,"_id":1766,"_source":1154,"_file":1767,"_stem":1768,"_extension":1157,"category":1161,"minutes":1460},"/blog/seo/escaping-the-black-box-installing-an-svo-operating-system-that-runs-without-you","Escaping the Black Box - Installing an SVO Operating System That Runs Without You","When marketing feels like a high-priced experiment you have to babysit, it's time to build a system that captures AI demand autonomously.","2026-05-20T16:17:50.900Z","https://assets.mkgmarketinginc.com/24970ef5-a49e-4a91-b5fd-c8c55d107084-mkg-blog-escaping-the-black-box-hero-image.webp","Thought leadership workspace with AI strategy planning.",{"type":25,"children":1469,"toc":1758},[1470,1475,1480,1485,1499,1504,1509,1516,1522,1527,1532,1565,1570,1575,1581,1586,1591,1624,1629,1636,1642,1647,1652,1685,1690,1696,1701,1706,1711,1718,1724,1729,1734,1739,1744,1748,1753],{"type":28,"tag":37,"props":1471,"children":1472},{},[1473],{"type":34,"value":1474},"Many founders eventually hit a point where marketing feels less like a predictable growth engine and more like an expensive experiment. Budgets get spent, campaigns go live, and specialized agencies share intricate dashboards full of surface-level metrics. But despite all that activity, what's actually happening inside the operation remains unclear. Pipeline swings up and down, and the real drivers stay hidden in a \"black box\" of technical jargon, fragmented reports, and assumptions no one can confidently prove.",{"type":28,"tag":37,"props":1476,"children":1477},{},[1478],{"type":34,"value":1479},"When marketing runs this way, the burden shifts back onto leadership. You're pulled into weekly status calls to fix strategy on the fly, interpret conflicting channel data, and manually translate between siloed teams. Instead of guiding the company's growth, you're stuck overseeing execution. You effectively become the project manager of your own growth engine—a role that drains your attention and pulls you away from running the business.",{"type":28,"tag":37,"props":1481,"children":1482},{},[1483],{"type":34,"value":1484},"As the digital landscape continues to evolve, this model simply doesn't hold. The old approach, buying traffic and sending it to a static landing page to collect a form fill, is breaking down under new buyer behavior. The customer journey has split into multiple paths, and traditional search alone can no longer capture every qualified prospect who raises their hand.",{"type":28,"tag":37,"props":1486,"children":1487},{},[1488,1490,1497],{"type":34,"value":1489},"According to",{"type":28,"tag":1185,"props":1491,"children":1494},{"href":1492,"rel":1493},"https://learn.g2.com/g2-2026-ai-search-insight-report",[1189],[1495],{"type":34,"value":1496}," G2's 2026 Answer Economy Insight Report",{"type":34,"value":1498},", 51% of B2B software buyers now begin their purchasing research inside an AI chatbot rather than a traditional search engine. These buyers are bypassing search results entirely, using structured prompts to command large language models (LLMs) to synthesize vendor shortlists on their behalf. They are looking for direct, synthesized comparisons rather than an endless list of blue links to open individually.",{"type":28,"tag":37,"props":1500,"children":1501},{},[1502],{"type":34,"value":1503},"If your marketing program only works when you're personally involved, it isn't built for a world where machines are increasingly evaluating other machines. When a large language model scans the web to build a vendor shortlist for an enterprise buyer, it's not admiring your branding or clicking on your clever CTAs; it's processing data.",{"type":28,"tag":37,"props":1505,"children":1506},{},[1507],{"type":34,"value":1508},"Breaking out of this pattern requires moving away from one-off tactics and toward Systematized Growth. That means putting a true operational structure in place, a Search Visibility Optimization (SVO) framework, designed to automatically capture demand from generative search, so your company can scale without constant founder oversight.",{"type":28,"tag":37,"props":1510,"children":1511},{},[1512],{"type":28,"tag":1210,"props":1513,"children":1515},{"alt":7,"src":1514},"https://assets.mkgmarketinginc.com/01d3c7af-7410-4a50-8d1c-d1ed6728438d-mkg-blog-escaping-the-black-box-image-1.png",[],{"type":28,"tag":29,"props":1517,"children":1519},{"id":1518},"the-operational-breakdown-of-gated-marketing",[1520],{"type":34,"value":1521},"The Operational Breakdown of Gated Marketing",{"type":28,"tag":37,"props":1523,"children":1524},{},[1525],{"type":34,"value":1526},"When marketing turns into an unmanaged black box, it's often because the company has grown on random acts of marketing. One contractor runs ads, an agency owns organic search, and someone in-house is responsible for content. Each group uses its own tools, cadence, and success metrics—leaving the founder to play interpreter and enforcer, tying everything together by hand.",{"type":28,"tag":37,"props":1528,"children":1529},{},[1530],{"type":34,"value":1531},"This manual oversight introduces severe structural vulnerabilities across the organization:",{"type":28,"tag":1264,"props":1533,"children":1534},{},[1535,1545,1555],{"type":28,"tag":1268,"props":1536,"children":1537},{},[1538,1543],{"type":28,"tag":1219,"props":1539,"children":1540},{},[1541],{"type":34,"value":1542},"Fragmented Data Layers:",{"type":34,"value":1544}," The advertising team measures cost per click, while the content team tracks page views. Neither team can tell you how their efforts affect the AI models actively shaping your industry's vendor shortlists, leaving a massive gap in your overall pipeline attribution.",{"type":28,"tag":1268,"props":1546,"children":1547},{},[1548,1553],{"type":28,"tag":1219,"props":1549,"children":1550},{},[1551],{"type":34,"value":1552},"Wasted Executive Energy:",{"type":34,"value":1554}," You spend critical leadership hours in meetings that read updates out loud, rather than making strategic adjustments based on data trends. Instead of reviewing outcomes, you are tracking tasks.",{"type":28,"tag":1268,"props":1556,"children":1557},{},[1558,1563],{"type":28,"tag":1219,"props":1559,"children":1560},{},[1561],{"type":34,"value":1562},"Invisible Funnel Leaks:",{"type":34,"value":1564}," When a buyer asks an LLM to compare your product to a competitor, and the model misrepresents your pricing or ignores your core security features, your team doesn't catch it. The loss happens in private, untrackable environments before a lead is ever generated.",{"type":28,"tag":37,"props":1566,"children":1567},{},[1568],{"type":34,"value":1569},"To remove this friction, marketing needs to run on a repeatable, transparent operating system. Work can't live in someone's inbox or on a personal drive—it has to move through a shared workspace where priorities, blockers, and owners are immediately clear.",{"type":28,"tag":37,"props":1571,"children":1572},{},[1573],{"type":34,"value":1574},"With this kind of systemic visibility in place, you can achieve true off-my-plate execution. The founder can quickly check progress at any time, without chasing down updates or pulling the team into extra status meetings.",{"type":28,"tag":29,"props":1576,"children":1578},{"id":1577},"structuring-the-svo-operating-system",[1579],{"type":34,"value":1580},"Structuring the SVO Operating System",{"type":28,"tag":37,"props":1582,"children":1583},{},[1584],{"type":34,"value":1585},"A scalable marketing engine cannot rely on human vigilance; it must rely on a closed-loop infrastructure. We apply a standardized architecture that aligns strategy, processes, and people into a singular operating rhythm. This framework ensures that your technical authority is structured correctly for both the human prospect and the LLM crawler, operating entirely without founder hand-holding.",{"type":28,"tag":37,"props":1587,"children":1588},{},[1589],{"type":34,"value":1590},"This structural shift requires executing three distinct operational deployment steps:",{"type":28,"tag":1264,"props":1592,"children":1593},{},[1594,1604,1614],{"type":28,"tag":1268,"props":1595,"children":1596},{},[1597,1602],{"type":28,"tag":1219,"props":1598,"children":1599},{},[1600],{"type":34,"value":1601},"Funnel Bottleneck Diagnosis:",{"type":34,"value":1603}," Strip away channel-specific commentary to analyze exactly where pipeline value is stalling—whether it is an attribution deficit in your digital advertising or a visibility failure inside AI search databases. We locate the single point of failure rather than spreading focus across twenty different minor metrics.",{"type":28,"tag":1268,"props":1605,"children":1606},{},[1607,1612],{"type":28,"tag":1219,"props":1608,"children":1609},{},[1610],{"type":34,"value":1611},"Weekly Sprint Cadence:",{"type":34,"value":1613}," Shift execution from monolithic quarterly goals to predictable weekly sprint cycles. Each sprint must assign clear deliverables, explicit ownership, and measurable output criteria to eliminate execution drift and keep the team focused on high-priority tasks.",{"type":28,"tag":1268,"props":1615,"children":1616},{},[1617,1622],{"type":28,"tag":1219,"props":1618,"children":1619},{},[1620],{"type":34,"value":1621},"Semantic Layer Integration:",{"type":34,"value":1623}," Map your product specifications, technical case studies, and compliance data into clean, structured schemas that LLMs use to validate brand capabilities, turning your website into an authoritative knowledge base that can be indexed programmatically.",{"type":28,"tag":37,"props":1625,"children":1626},{},[1627],{"type":34,"value":1628},"When these components run in harmony, marketing ceases to feel like a series of disconnected bets. It becomes a predictable workflow that converts institutional knowledge into structured data, ensuring your business is automatically indexed wherever buyers are conducting research. The machine does the heavy lifting of discovery, freeing up your team to focus on conversion and retention.",{"type":28,"tag":37,"props":1630,"children":1631},{},[1632],{"type":28,"tag":1210,"props":1633,"children":1635},{"alt":7,"src":1634},"https://assets.mkgmarketinginc.com/0d285696-fa87-49eb-8fb7-497be4070be7-mkg-blog-escaping-the-black-box-image-2.png",[],{"type":28,"tag":29,"props":1637,"children":1639},{"id":1638},"why-a-systematized-infrastructure-always-wins",[1640],{"type":34,"value":1641},"Why a Systematized Infrastructure Always Wins",{"type":28,"tag":37,"props":1643,"children":1644},{},[1645],{"type":34,"value":1646},"The primary benefit of removing the founder from the daily execution loop is speed and consistency. When your marketing is run through a rigorous operating system, it builds a compounding data advantage that ad-hoc campaigns cannot match. It shifts the organization from a reactive posture to a proactive, predictable model of demand generation.",{"type":28,"tag":37,"props":1648,"children":1649},{},[1650],{"type":34,"value":1651},"Consider the operational differences between an ad-hoc marketing structure and a systematized environment:",{"type":28,"tag":1264,"props":1653,"children":1654},{},[1655,1665,1675],{"type":28,"tag":1268,"props":1656,"children":1657},{},[1658,1663],{"type":28,"tag":1219,"props":1659,"children":1660},{},[1661],{"type":34,"value":1662},"Continuous Market Alignment:",{"type":34,"value":1664}," While an unmanaged team waits for a monthly review to pivot strategy, a sprint-based system adjusts execution every seven days based on real-world data signals and performance trends.",{"type":28,"tag":1268,"props":1666,"children":1667},{},[1668,1673],{"type":28,"tag":1219,"props":1669,"children":1670},{},[1671],{"type":34,"value":1672},"Automated Authority Building:",{"type":34,"value":1674}," Instead of treating executive thought leadership as a sporadic task dependent on free time, a systematized cadence turns your team's subject-matter expertise into machine-readable assets on a fixed schedule.",{"type":28,"tag":1268,"props":1676,"children":1677},{},[1678,1683],{"type":28,"tag":1219,"props":1679,"children":1680},{},[1681],{"type":34,"value":1682},"Predictable Scaling:",{"type":34,"value":1684}," By isolating the exact variables that drive discovery—such as peer review frequency, schema deployment, or technical documentation clarity—you can scale your program based on operational data rather than guesswork or creative intuition.",{"type":28,"tag":37,"props":1686,"children":1687},{},[1688],{"type":34,"value":1689},"This infrastructure turns your digital footprint into an automated sales engine. When an AI search engine crawls the web to construct a head-to-head comparison table for a prospective buyer, a systematized site provides unambiguous, verified criteria that force the model to rank your brand as a low-risk option. The competitor relying on creative, un-indexed copywriting is filtered out before a sales call is ever booked, giving your sales pipeline an unfair advantage.",{"type":28,"tag":29,"props":1691,"children":1693},{"id":1692},"shifting-from-babysitting-to-strategic-calibration",[1694],{"type":34,"value":1695},"Shifting from Babysitting to Strategic Calibration",{"type":28,"tag":37,"props":1697,"children":1698},{},[1699],{"type":34,"value":1700},"Stepping out of the marketing black box doesn't mean giving up visibility into your growth metrics. Real operational control doesn't come from micromanaging tasks or personally reviewing every headline; it comes from having a single, reliable source of truth where progress is obvious, data is unfiltered, and accountability is built in.",{"type":28,"tag":37,"props":1702,"children":1703},{},[1704],{"type":34,"value":1705},"Your job as an executive is to tune the engine, not to crank the gears yourself. Once you have an operating system that runs on its own, your relationship with marketing changes. Weekly status calls full of personal updates give way to focused working sessions aimed at clearing technical roadblocks, improving conversion performance, and removing friction for your execution team.",{"type":28,"tag":37,"props":1707,"children":1708},{},[1709],{"type":34,"value":1710},"That level of clarity also reshapes how you invest in growth. You stop betting on scattered channel experiments and start funding specific data advantages. If your analytics show that buyers are discovering you through technical reviews cited in AI tools, you can allocate budget precisely to strengthening that part of your digital footprint. The guesswork disappears from your spending, and every dollar is tied to a clear, system-driven objective.",{"type":28,"tag":37,"props":1712,"children":1713},{},[1714],{"type":28,"tag":1210,"props":1715,"children":1717},{"alt":7,"src":1716},"https://assets.mkgmarketinginc.com/88f64901-fbdc-41f1-ae77-6a2cee60417f-mkg-blog-escaping-the-black-box-image-3.png",[],{"type":28,"tag":29,"props":1719,"children":1721},{"id":1720},"building-the-off-my-plate-reality",[1722],{"type":34,"value":1723},"Building the Off-My-Plate Reality",{"type":28,"tag":37,"props":1725,"children":1726},{},[1727],{"type":34,"value":1728},"For a growing company, marketing maturity means moving past a reliance on individual heroics or founder oversight. A business that depends on the founder's daily cognitive energy to execute its visibility strategy cannot scale its pipeline, build predictable equity, or achieve true operational freedom.",{"type":28,"tag":37,"props":1730,"children":1731},{},[1732],{"type":34,"value":1733},"Establishing this maturity requires an intentional investment in your company's operational skeleton. It means rejecting vague performance summaries, dismantling uncoordinated team structures, and installing a unified system that operates systematically across every channel, platform, and automated interface.",{"type":28,"tag":37,"props":1735,"children":1736},{},[1737],{"type":34,"value":1738},"We design and implement the technical architecture and operating rhythms that allow business leaders to confidently step away from daily campaign execution. By replacing the black box with radical visibility and a closed-loop sprint cycle, we ensure your growth engine compounds value every single week, building one that automatically captures modern demand.",{"type":28,"tag":37,"props":1740,"children":1741},{},[1742],{"type":34,"value":1743},"Do not let your company's market visibility remain tethered to your personal schedule or individual oversight. Systematize your expertise, build a structured digital footprint, and install an operating system designed for the future of automated discovery.",{"type":28,"tag":29,"props":1745,"children":1746},{"id":1436},[1747],{"type":34,"value":1442},{"type":28,"tag":37,"props":1749,"children":1750},{},[1751],{"type":34,"value":1752},"Many B2B founders find themselves stuck babysitting their marketing because teams are fragmented and reporting is hard to trust. That level of dependency poses a serious risk as the market shifts into the Answer Economy, where more than half of software buyers now rely on AI chat tools rather than traditional search engines to build their vendor shortlists.",{"type":28,"tag":37,"props":1754,"children":1755},{},[1756],{"type":34,"value":1757},"To get out of this bottleneck, you have to move beyond disconnected tactics and adopt a Systematized Growth model built on a disciplined Search Visibility Optimization (SVO) framework. By putting an operating system in place, one that runs on weekly sprints, full task transparency, and machine-readable technical architecture, lean teams can achieve true \"off-my-plate\" execution, capturing AI-driven demand without constant founder involvement.",{"title":7,"searchDepth":1148,"depth":1148,"links":1759},[1760,1761,1762,1763,1764,1765],{"id":1518,"depth":1148,"text":1521},{"id":1577,"depth":1148,"text":1580},{"id":1638,"depth":1148,"text":1641},{"id":1692,"depth":1148,"text":1695},{"id":1720,"depth":1148,"text":1723},{"id":1436,"depth":1148,"text":1442},"content:blog:seo:escaping-the-black-box-installing-an-svo-operating-system-that-runs-without-you.md","blog/seo/escaping-the-black-box-installing-an-svo-operating-system-that-runs-without-you.md","blog/seo/escaping-the-black-box-installing-an-svo-operating-system-that-runs-without-you",{"_path":1770,"_dir":1161,"_draft":6,"_partial":6,"_locale":7,"title":1771,"description":1772,"img":1773,"date":1774,"body":1775,"_type":1152,"_id":2124,"_source":1154,"_file":2125,"_stem":2126,"_extension":1157,"category":1161,"minutes":2127},"/blog/seo/the-synthesized-buyer-mastering-the-2026-brand-visibility-audit-for-llms","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":1776,"toc":2114},[1777,1782,1806,1811,1816,1826,1831,1836,1841,1846,1851,1857,1869,1881,1886,1896,1901,1906,1940,1945,1951,1963,1968,1973,1983,1988,1993,2026,2031,2037,2042,2047,2052,2058,2063,2081,2086,2090],{"type":28,"tag":37,"props":1778,"children":1779},{},[1780],{"type":34,"value":1781},"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":37,"props":1783,"children":1784},{},[1785,1787,1797,1799,1804],{"type":34,"value":1786},"This isn’t a distant trend; it is the current reality of B2B procurement. New research from",{"type":28,"tag":1185,"props":1788,"children":1790},{"href":1187,"rel":1789},[1189],[1791,1793],{"type":34,"value":1792},"  ",{"type":28,"tag":1194,"props":1794,"children":1795},{},[1796],{"type":34,"value":1198},{"type":34,"value":1798}," shows that ",{"type":28,"tag":1219,"props":1800,"children":1801},{},[1802],{"type":34,"value":1803},"51% of B2B software buyers",{"type":34,"value":1805}," 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":37,"props":1807,"children":1808},{},[1809],{"type":34,"value":1810},"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":37,"props":1812,"children":1813},{},[1814],{"type":34,"value":1815},"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":1817,"children":1819},{"id":1818},"the-transition-of-the-procurement-funnel",[1820,1824],{"type":28,"tag":1210,"props":1821,"children":1823},{"alt":7,"src":1822},"https://assets.mkgmarketinginc.com/accd88f6-f3c6-4b91-bb0e-bb9642914996-mkg-blog-the-synthesized-buyer-image-1.png",[],{"type":34,"value":1825},"The Transition of the Procurement Funnel",{"type":28,"tag":37,"props":1827,"children":1828},{},[1829],{"type":34,"value":1830},"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":37,"props":1832,"children":1833},{},[1834],{"type":34,"value":1835},"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":37,"props":1837,"children":1838},{},[1839],{"type":34,"value":1840},"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":37,"props":1842,"children":1843},{},[1844],{"type":34,"value":1845},"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":37,"props":1847,"children":1848},{},[1849],{"type":34,"value":1850},"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":1852,"children":1854},{"id":1853},"establishing-the-pattern-the-consistency-cadence",[1855],{"type":34,"value":1856},"Establishing the Pattern: The Consistency Cadence",{"type":28,"tag":37,"props":1858,"children":1859},{},[1860,1862,1867],{"type":34,"value":1861},"At the core of Brand Visibility Optimization is the concept of ",{"type":28,"tag":1219,"props":1863,"children":1864},{},[1865],{"type":34,"value":1866},"Consistency",{"type":34,"value":1868},". 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":37,"props":1870,"children":1871},{},[1872,1874,1879],{"type":34,"value":1873},"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":1219,"props":1875,"children":1876},{},[1877],{"type":34,"value":1878},"LLM Training Data for Brands",{"type":34,"value":1880},".",{"type":28,"tag":37,"props":1882,"children":1883},{},[1884],{"type":34,"value":1885},"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":1887,"children":1889},{"id":1888},"the-brand-visibility-audit-where-do-you-exist",[1890,1894],{"type":28,"tag":1210,"props":1891,"children":1893},{"alt":7,"src":1892},"https://assets.mkgmarketinginc.com/9639ded1-86f0-4500-bb1a-c2ad511e205b-mkg-blog-the-synthesized-buyer-image-2.png",[],{"type":34,"value":1895},"The Brand Visibility Audit: Where Do You Exist?",{"type":28,"tag":37,"props":1897,"children":1898},{},[1899],{"type":34,"value":1900},"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":37,"props":1902,"children":1903},{},[1904],{"type":34,"value":1905},"The audit should focus on three primary areas:",{"type":28,"tag":1907,"props":1908,"children":1909},"ol",{},[1910,1920,1930],{"type":28,"tag":1268,"props":1911,"children":1912},{},[1913,1918],{"type":28,"tag":1219,"props":1914,"children":1915},{},[1916],{"type":34,"value":1917},"Community Mentions:",{"type":34,"value":1919}," 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":1268,"props":1921,"children":1922},{},[1923,1928],{"type":28,"tag":1219,"props":1924,"children":1925},{},[1926],{"type":34,"value":1927},"Expert Proximity:",{"type":34,"value":1929}," 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":1268,"props":1931,"children":1932},{},[1933,1938],{"type":28,"tag":1219,"props":1934,"children":1935},{},[1936],{"type":34,"value":1937},"Technical Transparency:",{"type":34,"value":1939}," 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":37,"props":1941,"children":1942},{},[1943],{"type":34,"value":1944},"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":1946,"children":1948},{"id":1947},"navigating-dark-social-attribution",[1949],{"type":34,"value":1950},"Navigating Dark Social Attribution",{"type":28,"tag":37,"props":1952,"children":1953},{},[1954,1956,1961],{"type":34,"value":1955},"A significant challenge of the BVO era is that the most valuable interactions are difficult to track. ",{"type":28,"tag":1219,"props":1957,"children":1958},{},[1959],{"type":34,"value":1960},"Dark Social Attribution",{"type":34,"value":1962}," 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":37,"props":1964,"children":1965},{},[1966],{"type":34,"value":1967},"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":37,"props":1969,"children":1970},{},[1971],{"type":34,"value":1972},"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":1974,"children":1976},{"id":1975},"systematizing-authority-moving-from-reactive-to-rhythmic",[1977,1981],{"type":28,"tag":1210,"props":1978,"children":1980},{"alt":7,"src":1979},"https://assets.mkgmarketinginc.com/fdbe942b-e9d7-4a74-8829-9e9587fdd7b6-mkg-blog-the-synthesized-buyer-image-3.png",[],{"type":34,"value":1982},"Systematizing Authority: Moving from Reactive to Rhythmic",{"type":28,"tag":37,"props":1984,"children":1985},{},[1986],{"type":34,"value":1987},"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":37,"props":1989,"children":1990},{},[1991],{"type":34,"value":1992},"This involves:",{"type":28,"tag":1264,"props":1994,"children":1995},{},[1996,2006,2016],{"type":28,"tag":1268,"props":1997,"children":1998},{},[1999,2004],{"type":28,"tag":1219,"props":2000,"children":2001},{},[2002],{"type":34,"value":2003},"Executive Cadence:",{"type":34,"value":2005}," A strict schedule for your leadership team to contribute to external platforms.",{"type":28,"tag":1268,"props":2007,"children":2008},{},[2009,2014],{"type":28,"tag":1219,"props":2010,"children":2011},{},[2012],{"type":34,"value":2013},"Structured Knowledge:",{"type":34,"value":2015}," A website that acts as a hub of structured data that is easy for agents to crawl and understand.",{"type":28,"tag":1268,"props":2017,"children":2018},{},[2019,2024],{"type":28,"tag":1219,"props":2020,"children":2021},{},[2022],{"type":34,"value":2023},"Community Engagement:",{"type":34,"value":2025}," Participating in the spaces where your buyers live and providing value without expecting an immediate click.",{"type":28,"tag":37,"props":2027,"children":2028},{},[2029],{"type":34,"value":2030},"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":2032,"children":2034},{"id":2033},"the-future-of-b2b-visibility",[2035],{"type":34,"value":2036},"The Future of B2B Visibility",{"type":28,"tag":37,"props":2038,"children":2039},{},[2040],{"type":34,"value":2041},"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":37,"props":2043,"children":2044},{},[2045],{"type":34,"value":2046},"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":37,"props":2048,"children":2049},{},[2050],{"type":34,"value":2051},"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":2053,"children":2055},{"id":2054},"final-thoughts-the-path-to-synthesis",[2056],{"type":34,"value":2057},"Final Thoughts: The Path to Synthesis",{"type":28,"tag":37,"props":2059,"children":2060},{},[2061],{"type":34,"value":2062},"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":37,"props":2064,"children":2065},{},[2066,2068,2073,2075,2079],{"type":34,"value":2067},"In 2026, that buyer is assisted by an LLM. By mastering ",{"type":28,"tag":1219,"props":2069,"children":2070},{},[2071],{"type":34,"value":2072},"Brand Visibility Optimization",{"type":34,"value":2074},", addressing the ",{"type":28,"tag":1219,"props":2076,"children":2077},{},[2078],{"type":34,"value":1960},{"type":34,"value":2080}," gap, and maintaining a consistent output of expertise, you ensure that your brand is recognized.",{"type":28,"tag":37,"props":2082,"children":2083},{},[2084],{"type":34,"value":2085},"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":2087,"children":2088},{"id":1436},[2089],{"type":34,"value":1442},{"type":28,"tag":37,"props":2091,"children":2092},{},[2093,2095,2100,2102,2106,2108,2112],{"type":34,"value":2094},"The 2026 B2B buyer journey has changed: 35% use AI tools for vendor selection. To remain visible, brands must adopt ",{"type":28,"tag":1219,"props":2096,"children":2097},{},[2098],{"type":34,"value":2099},"Brand Visibility Optimization (BVO)",{"type":34,"value":2101}," to ensure they are present in ",{"type":28,"tag":1219,"props":2103,"children":2104},{},[2105],{"type":34,"value":1878},{"type":34,"value":2107},". Success requires navigating ",{"type":28,"tag":1219,"props":2109,"children":2110},{},[2111],{"type":34,"value":1960},{"type":34,"value":2113},", 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":1148,"depth":1148,"links":2115},[2116,2117,2118,2119,2120,2121,2122,2123],{"id":1818,"depth":1148,"text":1825},{"id":1853,"depth":1148,"text":1856},{"id":1888,"depth":1148,"text":1895},{"id":1947,"depth":1148,"text":1950},{"id":1975,"depth":1148,"text":1982},{"id":2033,"depth":1148,"text":2036},{"id":2054,"depth":1148,"text":2057},{"id":1436,"depth":1148,"text":1442},"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":2129,"_dir":1161,"_draft":6,"_partial":6,"_locale":7,"title":2130,"description":2131,"_schema":2132,"authors":2133,"date":2134,"img":2135,"imgAlt":2136,"body":2137,"_type":1152,"_id":2552,"_source":1154,"_file":2553,"_stem":2554,"_extension":1157,"category":1161,"minutes":2555},"/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":2138,"toc":2545},[2139,2148,2191,2200,2205,2289,2298,2303,2369,2378,2388,2401,2410,2444,2453,2463,2472,2477,2482,2515,2523,2541],{"type":28,"tag":29,"props":2140,"children":2142},{"id":2141},"executive-summary-the-tldr",[2143],{"type":28,"tag":1219,"props":2144,"children":2145},{},[2146],{"type":34,"value":2147},"Executive Summary (The TL;DR)",{"type":28,"tag":1264,"props":2149,"children":2150},{},[2151,2161,2171,2181],{"type":28,"tag":1268,"props":2152,"children":2153},{},[2154,2159],{"type":28,"tag":1219,"props":2155,"children":2156},{},[2157],{"type":34,"value":2158},"March Core Update Completion:",{"type":34,"value":2160}," 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":1268,"props":2162,"children":2163},{},[2164,2169],{"type":28,"tag":1219,"props":2165,"children":2166},{},[2167],{"type":34,"value":2168},"The \"Back Button\" Ban:",{"type":34,"value":2170}," 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":1268,"props":2172,"children":2173},{},[2174,2179],{"type":28,"tag":1219,"props":2175,"children":2176},{},[2177],{"type":34,"value":2178},"Search as a \"Task Engine\":",{"type":34,"value":2180}," 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":1268,"props":2182,"children":2183},{},[2184,2189],{"type":28,"tag":1219,"props":2185,"children":2186},{},[2187],{"type":34,"value":2188},"GPT-5.5 Launch:",{"type":34,"value":2190}," 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":2192,"children":2194},{"id":2193},"algorithm-technical-seo-updates",[2195],{"type":28,"tag":1219,"props":2196,"children":2197},{},[2198],{"type":34,"value":2199},"Algorithm & Technical SEO Updates",{"type":28,"tag":37,"props":2201,"children":2202},{},[2203],{"type":34,"value":2204},"The focus this month shifted from ranking keywords to punishing deceptive user experiences and rewarding technical efficiency.",{"type":28,"tag":1264,"props":2206,"children":2207},{},[2208,2227,2249,2270],{"type":28,"tag":1268,"props":2209,"children":2210},{},[2211,2216,2218,2225],{"type":28,"tag":1219,"props":2212,"children":2213},{},[2214],{"type":34,"value":2215},"March Core Update Wraps:",{"type":34,"value":2217}," Google confirmed the March 2026 Core Update ended on April 8. Analysis from ",{"type":28,"tag":1185,"props":2219,"children":2222},{"href":2220,"rel":2221},"https://searchengineland.com/march-2026-google-core-update-what-changed-474397",[1189],[2223],{"type":34,"value":2224},"Search Engine Land",{"type":34,"value":2226}," indicates that niche, authoritative brands saw the most growth, while broad comparison sites lost ground.",{"type":28,"tag":1268,"props":2228,"children":2229},{},[2230,2235,2237,2247],{"type":28,"tag":1219,"props":2231,"children":2232},{},[2233],{"type":34,"value":2234},"Back Button Hijacking Policy:",{"type":34,"value":2236}," On April 13, Google introduced a ",{"type":28,"tag":1185,"props":2238,"children":2241},{"href":2239,"rel":2240},"https://developers.google.com/search/blog/2026/04/back-button-hijacking?authuser=2",[1189],[2242],{"type":28,"tag":1194,"props":2243,"children":2244},{},[2245],{"type":34,"value":2246},"new spam policy",{"type":34,"value":2248}," 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":1268,"props":2250,"children":2251},{},[2252,2257,2258,2268],{"type":28,"tag":1219,"props":2253,"children":2254},{},[2255],{"type":34,"value":2256},"The 2MB Fetch Limit:",{"type":34,"value":1192},{"type":28,"tag":1185,"props":2259,"children":2262},{"href":2260,"rel":2261},"https://www.searchenginejournal.com/technical-seo-audit-new-layer/571583/",[1189],[2263],{"type":28,"tag":1194,"props":2264,"children":2265},{},[2266],{"type":34,"value":2267},"Search Engine Journal",{"type":34,"value":2269}," 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":1268,"props":2271,"children":2272},{},[2273,2278,2280,2287],{"type":28,"tag":1219,"props":2274,"children":2275},{},[2276],{"type":34,"value":2277},"\"Read More\" Optimization:",{"type":34,"value":2279}," There’s now ",{"type":28,"tag":1185,"props":2281,"children":2284},{"href":2282,"rel":2283},"https://searchengineland.com/google-adds-read-more-links-best-practices-474807",[1189],[2285],{"type":34,"value":2286},"new guidance",{"type":34,"value":2288}," 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":2290,"children":2292},{"id":2291},"the-geoaeo-frontier",[2293],{"type":28,"tag":1219,"props":2294,"children":2295},{},[2296],{"type":34,"value":2297},"The GEO/AEO Frontier",{"type":28,"tag":37,"props":2299,"children":2300},{},[2301],{"type":34,"value":2302},"Search Visibility Optimization (SVO) is moving into the \"Agentic Era,\" where AI doesn't just find information, it performs tasks.",{"type":28,"tag":1264,"props":2304,"children":2305},{},[2306,2328,2350],{"type":28,"tag":1268,"props":2307,"children":2308},{},[2309,2314,2316,2326],{"type":28,"tag":1219,"props":2310,"children":2311},{},[2312],{"type":34,"value":2313},"Google's \"Task Assistant\":",{"type":34,"value":2315}," Google launched new features that allow ",{"type":28,"tag":1185,"props":2317,"children":2320},{"href":2318,"rel":2319},"https://www.lumar.io/blog/industry-news/seo-ai-search-industry-news-april-2026/",[1189],[2321],{"type":28,"tag":1194,"props":2322,"children":2323},{},[2324],{"type":34,"value":2325},"AI to call stores",{"type":34,"value":2327}," 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":1268,"props":2329,"children":2330},{},[2331,2336,2338,2348],{"type":28,"tag":1219,"props":2332,"children":2333},{},[2334],{"type":34,"value":2335},"GPT-5.5 Agentic Workflows:",{"type":34,"value":2337}," Released on April 23, ",{"type":28,"tag":1185,"props":2339,"children":2342},{"href":2340,"rel":2341},"https://www.artificialintelligence-news.com/news/gpt-5-5-is-openais-most-capable-agentic-ai-model-yet-at-twice-the-api-price/",[1189],[2343],{"type":28,"tag":1194,"props":2344,"children":2345},{},[2346],{"type":34,"value":2347},"GPT-5.5",{"type":34,"value":2349}," 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":1268,"props":2351,"children":2352},{},[2353,2358,2360,2367],{"type":28,"tag":1219,"props":2354,"children":2355},{},[2356],{"type":34,"value":2357},"Chrome's AI Mode Integration:",{"type":34,"value":2359}," Google is rolling out an ",{"type":28,"tag":1185,"props":2361,"children":2364},{"href":2362,"rel":2363},"https://www.seroundtable.com/google-tests-enter-ai-mode-button-37145.html",[1189],[2365],{"type":34,"value":2366},"\"Enter AI Mode\"",{"type":34,"value":2368}," 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":2370,"children":2372},{"id":2371},"strategic-implications-for-leaders",[2373],{"type":28,"tag":1219,"props":2374,"children":2375},{},[2376],{"type":34,"value":2377},"Strategic Implications for Leaders",{"type":28,"tag":2379,"props":2380,"children":2382},"h4",{"id":2381},"what-to-ignore",[2383],{"type":28,"tag":1219,"props":2384,"children":2385},{},[2386],{"type":34,"value":2387},"What to ignore:",{"type":28,"tag":1264,"props":2389,"children":2390},{},[2391],{"type":28,"tag":1268,"props":2392,"children":2393},{},[2394,2399],{"type":28,"tag":1219,"props":2395,"children":2396},{},[2397],{"type":34,"value":2398},"Vanity Link Building:",{"type":34,"value":2400}," 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":2379,"props":2402,"children":2404},{"id":2403},"where-to-pivot",[2405],{"type":28,"tag":1219,"props":2406,"children":2407},{},[2408],{"type":34,"value":2409},"Where to pivot:",{"type":28,"tag":1264,"props":2411,"children":2412},{},[2413,2434],{"type":28,"tag":1268,"props":2414,"children":2415},{},[2416,2421,2423,2432],{"type":28,"tag":1219,"props":2417,"children":2418},{},[2419],{"type":34,"value":2420},"Audit for \"History Hijacking\":",{"type":34,"value":2422}," Ensure your marketing or ad scripts aren't accidentally violating the new ",{"type":28,"tag":1185,"props":2424,"children":2426},{"href":2239,"rel":2425},[1189],[2427],{"type":28,"tag":1194,"props":2428,"children":2429},{},[2430],{"type":34,"value":2431},"Back Button policy",{"type":34,"value":2433},". Even vignette ads can sometimes trigger these penalties.",{"type":28,"tag":1268,"props":2435,"children":2436},{},[2437,2442],{"type":28,"tag":1219,"props":2438,"children":2439},{},[2440],{"type":34,"value":2441},"Structure for Agents:",{"type":34,"value":2443}," 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":2379,"props":2445,"children":2447},{"id":2446},"looking-ahead",[2448],{"type":28,"tag":1219,"props":2449,"children":2450},{},[2451],{"type":34,"value":2452},"Looking Ahead:",{"type":28,"tag":37,"props":2454,"children":2455},{},[2456,2461],{"type":28,"tag":1219,"props":2457,"children":2458},{},[2459],{"type":34,"value":2460},"The \"Side-Panel\" Habit:",{"type":34,"value":2462}," 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":2464,"children":2466},{"id":2465},"call-to-action-optimize-for-the-future",[2467],{"type":28,"tag":1219,"props":2468,"children":2469},{},[2470],{"type":34,"value":2471},"Call to Action: Optimize for the Future",{"type":28,"tag":37,"props":2473,"children":2474},{},[2475],{"type":34,"value":2476},"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":37,"props":2478,"children":2479},{},[2480],{"type":34,"value":2481},"MKG helps VC-backed companies dominate this new landscape via:",{"type":28,"tag":1264,"props":2483,"children":2484},{},[2485,2495,2505],{"type":28,"tag":1268,"props":2486,"children":2487},{},[2488,2493],{"type":28,"tag":1219,"props":2489,"children":2490},{},[2491],{"type":34,"value":2492},"GEO/AEO Gap Analysis:",{"type":34,"value":2494}," Identifying where AI agents are failing to \"see\" your core product data.",{"type":28,"tag":1268,"props":2496,"children":2497},{},[2498,2503],{"type":28,"tag":1219,"props":2499,"children":2500},{},[2501],{"type":34,"value":2502},"SVO Focus:",{"type":34,"value":2504}," Incorporating all areas of search into one, holistic and coherent strategy.",{"type":28,"tag":1268,"props":2506,"children":2507},{},[2508,2513],{"type":28,"tag":1219,"props":2509,"children":2510},{},[2511],{"type":34,"value":2512},"Full-Funnel Attribution:",{"type":34,"value":2514}," Measuring how AI Mode interactions contribute to your bottom line, even without a traditional click.",{"type":28,"tag":37,"props":2516,"children":2517},{},[2518],{"type":28,"tag":1219,"props":2519,"children":2520},{},[2521],{"type":34,"value":2522},"Don't get trapped by the old playbook.",{"type":28,"tag":37,"props":2524,"children":2525},{},[2526,2539],{"type":28,"tag":1185,"props":2527,"children":2530},{"href":2528,"rel":2529},"https://mkgmarketinginc.com/book-a-call/",[1189],[2531],{"type":28,"tag":1219,"props":2532,"children":2533},{},[2534],{"type":28,"tag":1194,"props":2535,"children":2536},{},[2537],{"type":34,"value":2538},"Book a Discovery Call",{"type":34,"value":2540}," to secure your visibility in the agentic search era.",{"type":28,"tag":2542,"props":2543,"children":2544},"br",{},[],{"title":7,"searchDepth":1148,"depth":1148,"links":2546},[2547,2548,2549,2550,2551],{"id":2141,"depth":1148,"text":2147},{"id":2193,"depth":1148,"text":2199},{"id":2291,"depth":1148,"text":2297},{"id":2371,"depth":1148,"text":2377},{"id":2465,"depth":1148,"text":2471},"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":2557,"_dir":1161,"_draft":6,"_partial":6,"_locale":7,"title":2558,"description":2559,"img":2560,"date":2561,"imgAlt":2562,"_schema":2132,"authors":2563,"body":2564,"_type":1152,"_id":2896,"_source":1154,"_file":2897,"_stem":2898,"_extension":1157,"category":1161,"minutes":1460},"/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.","/images/blog/mkg-blog-agentic-procurement-hero-image.webp","2026-04-29T17:59:00Z","Agentic Procurement",[],{"type":25,"children":2565,"toc":2886},[2566,2571,2576,2581,2586,2593,2602,2607,2612,2617,2622,2631,2636,2641,2646,2651,2658,2667,2672,2677,2682,2715,2720,2725,2734,2739,2744,2777,2782,2789,2798,2803,2808,2813,2818,2827,2832,2837,2842,2847,2856,2861,2866,2871,2878,2883],{"type":28,"tag":37,"props":2567,"children":2568},{},[2569],{"type":34,"value":2570},"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":37,"props":2572,"children":2573},{},[2574],{"type":34,"value":2575},"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":37,"props":2577,"children":2578},{},[2579],{"type":34,"value":2580},"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":37,"props":2582,"children":2583},{},[2584],{"type":34,"value":2585},"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":37,"props":2587,"children":2588},{},[2589],{"type":28,"tag":1210,"props":2590,"children":2592},{"alt":7,"src":2591},"https://assets.mkgmarketinginc.com/f48096ed-38dd-417b-a905-819c2602bc6e-mkg-blog-agentic-procurement-image-1.jpg",[],{"type":28,"tag":29,"props":2594,"children":2596},{"id":2595},"the-reality-of-agentic-procurement",[2597],{"type":28,"tag":1219,"props":2598,"children":2599},{},[2600],{"type":34,"value":2601},"The Reality of Agentic Procurement",{"type":28,"tag":37,"props":2603,"children":2604},{},[2605],{"type":34,"value":2606},"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":37,"props":2608,"children":2609},{},[2610],{"type":34,"value":2611},"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":37,"props":2613,"children":2614},{},[2615],{"type":34,"value":2616},"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":37,"props":2618,"children":2619},{},[2620],{"type":34,"value":2621},"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":2623,"children":2625},{"id":2624},"moving-beyond-seo-to-agent-readiness-optimization-aro",[2626],{"type":28,"tag":1219,"props":2627,"children":2628},{},[2629],{"type":34,"value":2630},"Moving Beyond SEO to Agent Readiness Optimization (ARO)",{"type":28,"tag":37,"props":2632,"children":2633},{},[2634],{"type":34,"value":2635},"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":37,"props":2637,"children":2638},{},[2639],{"type":34,"value":2640},"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":37,"props":2642,"children":2643},{},[2644],{"type":34,"value":2645},"This involves several components. First, it requires using 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":37,"props":2647,"children":2648},{},[2649],{"type":34,"value":2650},"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":37,"props":2652,"children":2653},{},[2654],{"type":28,"tag":1210,"props":2655,"children":2657},{"alt":7,"src":2656},"https://assets.mkgmarketinginc.com/d42946f6-7f69-4eed-853f-c8f845347ce1-mkg-blog-agentic-procurement-image-2.png",[],{"type":28,"tag":29,"props":2659,"children":2661},{"id":2660},"the-systematic-approach-treating-your-site-as-a-knowledge-graph",[2662],{"type":28,"tag":1219,"props":2663,"children":2664},{},[2665],{"type":34,"value":2666},"The Systematic Approach: Treating Your Site as a Knowledge Graph",{"type":28,"tag":37,"props":2668,"children":2669},{},[2670],{"type":34,"value":2671},"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":37,"props":2673,"children":2674},{},[2675],{"type":34,"value":2676},"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":37,"props":2678,"children":2679},{},[2680],{"type":34,"value":2681},"This involves specific operational steps:",{"type":28,"tag":1264,"props":2683,"children":2684},{},[2685,2695,2705],{"type":28,"tag":1268,"props":2686,"children":2687},{},[2688,2693],{"type":28,"tag":1219,"props":2689,"children":2690},{},[2691],{"type":34,"value":2692},"Intent-Based Categorization:",{"type":34,"value":2694}," Structure your content based on how an agent classifies information, rather than how a human visitor navigates a menu.",{"type":28,"tag":1268,"props":2696,"children":2697},{},[2698,2703],{"type":28,"tag":1219,"props":2699,"children":2700},{},[2701],{"type":34,"value":2702},"Data Prominence:",{"type":34,"value":2704}," 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":1268,"props":2706,"children":2707},{},[2708,2713],{"type":28,"tag":1219,"props":2709,"children":2710},{},[2711],{"type":34,"value":2712},"Machine-Ready Compliance:",{"type":34,"value":2714}," 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":37,"props":2716,"children":2717},{},[2718],{"type":34,"value":2719},"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":37,"props":2721,"children":2722},{},[2723],{"type":34,"value":2724},"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":2726,"children":2728},{"id":2727},"why-machine-readable-content-wins",[2729],{"type":28,"tag":1219,"props":2730,"children":2731},{},[2732],{"type":34,"value":2733},"Why Machine-Readable Content Wins",{"type":28,"tag":37,"props":2735,"children":2736},{},[2737],{"type":34,"value":2738},"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":37,"props":2740,"children":2741},{},[2742],{"type":34,"value":2743},"Key advantages of machine-readability include:",{"type":28,"tag":1264,"props":2745,"children":2746},{},[2747,2757,2767],{"type":28,"tag":1268,"props":2748,"children":2749},{},[2750,2755],{"type":28,"tag":1219,"props":2751,"children":2752},{},[2753],{"type":34,"value":2754},"Always-On Availability:",{"type":34,"value":2756}," 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":1268,"props":2758,"children":2759},{},[2760,2765],{"type":28,"tag":1219,"props":2761,"children":2762},{},[2763],{"type":34,"value":2764},"Removal of Friction:",{"type":34,"value":2766}," 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":1268,"props":2768,"children":2769},{},[2770,2775],{"type":28,"tag":1219,"props":2771,"children":2772},{},[2773],{"type":34,"value":2774},"Instant Verification:",{"type":34,"value":2776}," 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":37,"props":2778,"children":2779},{},[2780],{"type":34,"value":2781},"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":37,"props":2783,"children":2784},{},[2785],{"type":28,"tag":1210,"props":2786,"children":2788},{"alt":7,"src":2787},"https://assets.mkgmarketinginc.com/4840c7d2-ba0e-4ce6-a9f7-3eb021a8fb44-mkg-blog-agentic-procurement-image-3.jpg",[],{"type":28,"tag":29,"props":2790,"children":2792},{"id":2791},"the-competitive-advantage-of-structured-data",[2793],{"type":28,"tag":1219,"props":2794,"children":2795},{},[2796],{"type":34,"value":2797},"The Competitive Advantage of Structured Data",{"type":28,"tag":37,"props":2799,"children":2800},{},[2801],{"type":34,"value":2802},"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":37,"props":2804,"children":2805},{},[2806],{"type":34,"value":2807},"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":37,"props":2809,"children":2810},{},[2811],{"type":34,"value":2812},"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":37,"props":2814,"children":2815},{},[2816],{"type":34,"value":2817},"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":2819,"children":2821},{"id":2820},"recalibrating-your-digital-strategy",[2822],{"type":28,"tag":1219,"props":2823,"children":2824},{},[2825],{"type":34,"value":2826},"Recalibrating Your Digital Strategy",{"type":28,"tag":37,"props":2828,"children":2829},{},[2830],{"type":34,"value":2831},"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":37,"props":2833,"children":2834},{},[2835],{"type":34,"value":2836},"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":37,"props":2838,"children":2839},{},[2840],{"type":34,"value":2841},"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":37,"props":2843,"children":2844},{},[2845],{"type":34,"value":2846},"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":2848,"children":2850},{"id":2849},"final-thoughts-the-new-era-of-visibility",[2851],{"type":28,"tag":1219,"props":2852,"children":2853},{},[2854],{"type":34,"value":2855},"Final Thoughts: The New Era of Visibility",{"type":28,"tag":37,"props":2857,"children":2858},{},[2859],{"type":34,"value":2860},"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":37,"props":2862,"children":2863},{},[2864],{"type":34,"value":2865},"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":37,"props":2867,"children":2868},{},[2869],{"type":34,"value":2870},"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. 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Before having kids, my husband and I spent at least three months each year exploring the world.",{"type":28,"tag":37,"props":3781,"children":3782},{},[3783],{"type":34,"value":3784},"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":1148,"depth":1148,"links":3786},[],"content:team:alicia-antonow.md","team/alicia-antonow.md","team/alicia-antonow",1,{"_path":3792,"_dir":3648,"_draft":6,"_partial":6,"_locale":7,"title":3793,"description":3794,"name":3793,"jobTitle":3795,"team":3796,"images":3797,"ref":3799,"linkedIn":3800,"sequence":3801,"body":3802,"_type":1152,"_id":3850,"_source":1154,"_file":3851,"_stem":3852,"_extension":1157,"category":3648,"minutes":1148},"/team/avery-davis","Avery Davis","Avery Davis is an Account Superivor here at MKG Marketing.","Account Supervisor","Account Services",{"landscape":3798},"avery-davis.webp","avery-davis","avery-davis-114055191",59,{"type":25,"children":3803,"toc":3847},[3804,3810,3815,3820,3825,3829],{"type":28,"tag":37,"props":3805,"children":3807},{"className":3806},[3666],[3808],{"type":34,"value":3809},"\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":37,"props":3811,"children":3812},{},[3813],{"type":34,"value":3814},"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":37,"props":3816,"children":3817},{},[3818],{"type":34,"value":3819},"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":37,"props":3821,"children":3822},{},[3823],{"type":34,"value":3824},"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":3686,"props":3826,"children":3827},{"id":3688},[3828],{"type":34,"value":3691},{"type":28,"tag":1264,"props":3830,"children":3831},{},[3832,3837,3842],{"type":28,"tag":1268,"props":3833,"children":3834},{},[3835],{"type":34,"value":3836},"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":1268,"props":3838,"children":3839},{},[3840],{"type":34,"value":3841},"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":1268,"props":3843,"children":3844},{},[3845],{"type":34,"value":3846},"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":1148,"depth":1148,"links":3848},[3849],{"id":3688,"depth":3659,"text":3691},"content:team:avery-davis.md","team/avery-davis.md","team/avery-davis",{"_path":3854,"_dir":3648,"_draft":6,"_partial":6,"_locale":7,"title":3855,"description":3856,"name":3855,"ref":3857,"jobTitle":3858,"team":3859,"images":3860,"linkedIn":3862,"quote":3863,"quoteCite":3864,"sequence":3865,"body":3866,"_type":1152,"_id":3913,"_source":1154,"_file":3914,"_stem":3915,"_extension":1157,"category":3648,"minutes":1148},"/team/jared-gerling","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":3861},"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":3867,"toc":3911},[3868,3873,3878,3883,3888,3893],{"type":28,"tag":37,"props":3869,"children":3870},{},[3871],{"type":34,"value":3872},"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":37,"props":3874,"children":3875},{},[3876],{"type":34,"value":3877},"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":37,"props":3879,"children":3880},{},[3881],{"type":34,"value":3882},"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":37,"props":3884,"children":3885},{},[3886],{"type":34,"value":3887},"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":37,"props":3889,"children":3890},{},[3891],{"type":34,"value":3892},"Fun Facts:",{"type":28,"tag":1264,"props":3894,"children":3895},{},[3896,3901,3906],{"type":28,"tag":1268,"props":3897,"children":3898},{},[3899],{"type":34,"value":3900},"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":1268,"props":3902,"children":3903},{},[3904],{"type":34,"value":3905},"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":1268,"props":3907,"children":3908},{},[3909],{"type":34,"value":3910},"I love a really good French Martini.",{"title":7,"searchDepth":1148,"depth":1148,"links":3912},[],"content:team:jared-gerling.md","team/jared-gerling.md","team/jared-gerling",{"_path":3917,"_dir":3648,"_draft":6,"_partial":6,"_locale":7,"title":3918,"description":3919,"name":3920,"jobTitle":3921,"images":3922,"ref":3924,"sequence":3925,"imageDescription":3926,"body":3927,"_type":1152,"_id":3979,"_source":1154,"_file":3980,"_stem":3981,"_extension":1157,"category":3648,"minutes":1148},"/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":3923},"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":3928,"toc":3976},[3929,3935,3940,3949,3954,3958],{"type":28,"tag":37,"props":3930,"children":3932},{"className":3931},[3666],[3933],{"type":34,"value":3934},"\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":37,"props":3936,"children":3937},{},[3938],{"type":34,"value":3939},"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":3941,"props":3942,"children":3943},"blockquote",{},[3944],{"type":28,"tag":37,"props":3945,"children":3946},{},[3947],{"type":34,"value":3948},"Be faithful in small things because it is in them that your strength lies.\nMother Teresa",{"type":28,"tag":37,"props":3950,"children":3951},{},[3952],{"type":34,"value":3953},"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":3686,"props":3955,"children":3956},{"id":3688},[3957],{"type":34,"value":3691},{"type":28,"tag":1264,"props":3959,"children":3960},{},[3961,3966,3971],{"type":28,"tag":1268,"props":3962,"children":3963},{},[3964],{"type":34,"value":3965},"Kathy’s dislikes: fruit & chocolate together and Tuesday.",{"type":28,"tag":1268,"props":3967,"children":3968},{},[3969],{"type":34,"value":3970},"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":1268,"props":3972,"children":3973},{},[3974],{"type":34,"value":3975},"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":1148,"depth":1148,"links":3977},[3978],{"id":3688,"depth":3659,"text":3691},"content:team:kathy-obrien.md","team/kathy-obrien.md","team/kathy-obrien",{"_path":3983,"_dir":3648,"_draft":6,"_partial":6,"_locale":7,"title":19,"description":3984,"ref":3985,"name":19,"team":3653,"quote":3986,"images":3987,"twitter":3989,"isLeader":3657,"jobTitle":3990,"linkedIn":3989,"sequence":3790,"quoteCite":3991,"imageDescription":3992,"body":3993,"_type":1152,"_id":4041,"_source":1154,"_file":4042,"_stem":4043,"_extension":1157,"category":3648,"minutes":3790},"/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":3988},"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":3994,"toc":4038},[3995,4001,4013,4026,4030],{"type":28,"tag":37,"props":3996,"children":3998},{"className":3997},[3666],[3999],{"type":34,"value":4000},"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":37,"props":4002,"children":4003},{},[4004,4006,4011],{"type":34,"value":4005},"She also hosts our podcast, ",{"type":28,"tag":1185,"props":4007,"children":4009},{"href":4008},"/podcasts/marketing-leaders/",[4010],{"type":34,"value":16},{"type":34,"value":4012},", which brings eight digital marketing experts to your ears every quarter.",{"type":28,"tag":37,"props":4014,"children":4015},{},[4016,4018,4024],{"type":34,"value":4017},"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":1185,"props":4019,"children":4021},{"href":4020},"/about/jobs/",[4022],{"type":34,"value":4023},"Jobs page",{"type":34,"value":4025}," and see if we have a position right for you!",{"type":28,"tag":3686,"props":4027,"children":4028},{"id":3688},[4029],{"type":34,"value":3691},{"type":28,"tag":1264,"props":4031,"children":4032},{},[4033],{"type":28,"tag":1268,"props":4034,"children":4035},{},[4036],{"type":34,"value":4037},"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":1148,"depth":1148,"links":4039},[4040],{"id":3688,"depth":3659,"text":3691},"content:team:kerry-guard.md","team/kerry-guard.md","team/kerry-guard",{"_path":4045,"_dir":3648,"_draft":6,"_partial":6,"_locale":7,"title":4046,"description":4047,"name":4046,"ref":4048,"jobTitle":4049,"team":3721,"images":4050,"linkedIn":4052,"sequence":4053,"body":4054,"_type":1152,"_id":4105,"_source":1154,"_file":4106,"_stem":4107,"_extension":1157,"category":3648,"minutes":1148},"/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":4051},"leigh-snyder.webp","leighasnyder",50,{"type":25,"children":4055,"toc":4102},[4056,4062,4067,4072,4077,4082,4087,4092,4097],{"type":28,"tag":37,"props":4057,"children":4059},{"className":4058},[3666],[4060],{"type":34,"value":4061},"\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":37,"props":4063,"children":4064},{},[4065],{"type":34,"value":4066},"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":37,"props":4068,"children":4069},{},[4070],{"type":34,"value":4071},"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":37,"props":4073,"children":4074},{},[4075],{"type":34,"value":4076},"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":37,"props":4078,"children":4079},{},[4080],{"type":34,"value":4081},"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":37,"props":4083,"children":4084},{},[4085],{"type":34,"value":4086},"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":37,"props":4088,"children":4089},{},[4090],{"type":34,"value":4091},"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":3686,"props":4093,"children":4094},{"id":3688},[4095],{"type":34,"value":4096},"Fun Facts",{"type":28,"tag":37,"props":4098,"children":4099},{},[4100],{"type":34,"value":4101},"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":1148,"depth":1148,"links":4103},[4104],{"id":3688,"depth":3659,"text":4096},"content:team:leigh-snyder.md","team/leigh-snyder.md","team/leigh-snyder",{"_path":4109,"_dir":4110,"_draft":6,"_partial":6,"_locale":7,"title":4111,"description":4112,"name":4111,"imageDescription":4113,"ref":4114,"jobTitle":4115,"images":4116,"linkedIn":4114,"quote":4118,"quoteCite":4111,"sequence":2127,"body":4119,"_type":1152,"_id":4193,"_source":1154,"_file":4194,"_stem":4195,"_extension":1157,"category":4110,"minutes":3790},"/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":4117},"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":4120,"toc":4190},[4121,4134,4139,4151,4157],{"type":28,"tag":37,"props":4122,"children":4124},{"className":4123},[3666],[4125,4127,4132],{"type":34,"value":4126},"\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":1219,"props":4128,"children":4129},{},[4130],{"type":34,"value":4131},"Swell Marketing Advisors",{"type":34,"value":4133}," and a strategic partner to MKG, she brings deep expertise in aligning product, sales, and marketing into a cohesive GTM strategy.",{"type":28,"tag":37,"props":4135,"children":4136},{},[4137],{"type":34,"value":4138},"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":37,"props":4140,"children":4141},{},[4142,4144,4149],{"type":34,"value":4143},"At MKG, Celeste steps in as a Marketing Leader for our ",{"type":28,"tag":1219,"props":4145,"children":4146},{},[4147],{"type":34,"value":4148},"Marketing Leadership + Activation",{"type":34,"value":4150}," clients. She provides the senior-level direction and GTM rigor, working hand-in-hand with MKG’s activation teams to ensure that strategy doesn't just sit in a deck—it gets executed, measured, and optimized for growth.",{"type":28,"tag":3686,"props":4152,"children":4154},{"id":4153},"expertise",[4155],{"type":34,"value":4156},"Expertise",{"type":28,"tag":1264,"props":4158,"children":4159},{},[4160,4170,4180],{"type":28,"tag":1268,"props":4161,"children":4162},{},[4163,4168],{"type":28,"tag":1219,"props":4164,"children":4165},{},[4166],{"type":34,"value":4167},"Go-to-Market Strategy:",{"type":34,"value":4169}," Launching new products and entering new markets with precision.",{"type":28,"tag":1268,"props":4171,"children":4172},{},[4173,4178],{"type":28,"tag":1219,"props":4174,"children":4175},{},[4176],{"type":34,"value":4177},"Positioning & Messaging:",{"type":34,"value":4179}," Translating complex tech into clear customer value.",{"type":28,"tag":1268,"props":4181,"children":4182},{},[4183,4188],{"type":28,"tag":1219,"props":4184,"children":4185},{},[4186],{"type":34,"value":4187},"Sales & Marketing Alignment:",{"type":34,"value":4189}," Ensuring the revenue team is fighting the same battle.",{"title":7,"searchDepth":1148,"depth":1148,"links":4191},[4192],{"id":4153,"depth":3659,"text":4156},"content:team:marketing-leadership:celeste-jacroux.md","team/marketing-leadership/celeste-jacroux.md","team/marketing-leadership/celeste-jacroux",{"_path":4197,"_dir":4110,"_draft":6,"_partial":6,"_locale":7,"title":19,"description":4198,"name":19,"imageDescription":3992,"ref":3985,"jobTitle":4199,"images":4200,"twitter":3989,"linkedIn":3989,"quote":3986,"quoteCite":3991,"sequence":4201,"body":4202,"_type":1152,"_id":4280,"_source":1154,"_file":4281,"_stem":4282,"_extension":1157,"category":4110,"minutes":1148},"/team/marketing-leadership/kerry-guard","Meet Kerry Guard, MKG Marketing’s CEO and Principal Strategist. She works directly with founders to build scalable marketing engines while hosting the podcast, Back on T-R-A-C-K.","Fractional Marketing Leaders",{"landscape":3988},5,{"type":25,"children":4203,"toc":4277},[4204,4210,4250,4261,4266,4270],{"type":28,"tag":37,"props":4205,"children":4207},{"className":4206},[3666],[4208],{"type":34,"value":4209},"\nKerry Guard (she/her) is the strategist founders call when they are tired of guessing. As the CEO of MKG Marketing, she doesn’t just run the agency; she steps into the trenches with clients as a Fractional Marketing Leader. She specializes in helping founders navigate the \"Growth Valley\"—building the systems, strategy, and teams required to scale from traction to expansion.",{"type":28,"tag":37,"props":4211,"children":4212},{},[4213,4215,4220,4222,4227,4229,4234,4236,4241,4243,4248],{"type":34,"value":4214},"Her recent work focuses on bringing enterprise-level rigor to growing businesses. She serves as the strategic marketing engine for a diverse portfolio, including ",{"type":28,"tag":1219,"props":4216,"children":4217},{},[4218],{"type":34,"value":4219},"Rutkowski Law Firm",{"type":34,"value":4221},", ",{"type":28,"tag":1219,"props":4223,"children":4224},{},[4225],{"type":34,"value":4226},"Fulcrum Enterprise Group",{"type":34,"value":4228},", and ",{"type":28,"tag":1219,"props":4230,"children":4231},{},[4232],{"type":34,"value":4233},"Premier Office Movers",{"type":34,"value":4235},", where she aligns revenue goals with marketing execution. 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