Search marketing
MarTech is your source for search marketing content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, the latest data to help you work smarter and make better decisions, and our enterprise SEO platforms buyer’s guide.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Marketing artificial intelligence (AI)
What ChatGPT says about your brand — and why it matters
AI tools surface what’s said about your executives and brand. Build strong, consistent profiles to maintain credibility and influence perception.
AI search is collapsing the B2B buyer journey
AI-powered search rewards credibility and depth. For B2B marketers, authority — not traffic — defines growth in the age of AI.
The AI Visibility Index: Here’s who’s winning AI search
Search is evolving faster than anyone predicted as AI platforms like ChatGPT and Google’s AI Mode redefine how information is discovered.
Marketing artificial intelligence (AI)
How digital visibility drives — or destroys — brand trust
Your visibility in AI search now drives brand trust more than your own website. Here’s how to monitor, optimize and protect your narrative.
AI KPIs: Turning mentions Into strategy in the age of LLMs
From mentions to sentiment, new AI KPIs show marketers how LLMs shape visibility, perception and authority in the buying journey.
Invisible pages, lost revenue: Why crawlability poses a huge risk
Are you wasting crawl budget on the wrong pages? Learn how to protect revenue with smarter crawl strategies.
Marketing artificial intelligence (AI)
OpenAI expands ChatGPT into an app platform — and a new channel for marketers
Making ChatGPT into an app platform creates a new, high-intent channel where marketers can reach 800 million users directly in conversation.
U.S. online holiday shopping expected to hit a record $253 billion
Adobe predicts mobile, AI-powered shopping and social media to drive the season’s biggest shifts in consumer behavior.
AI search is shifting traffic from volume to value
AI search is reshaping how audiences find brands, driving fewer but higher-value visits that demand authenticity and reward originality over volume.
Why genAI search is as bad for shoppers as it is for marketers
GenAI search engines promise the “best” information, but deliver shallow, incomplete answers that frustrate buyers and shortchange sellers.
How to see inside the AI funnel
Learn how AI tracking tools combine synthetic and real-world data to restore visibility into the AI marketing funnel and enable actionable strategy.
Marketing artificial intelligence (AI)
OpenAI is staffing up to turn ChatGPT into an ad platform
OpenAI’s latest hire hints at a future where advertisers can run campaigns directly in ChatGPT, reaching 700 million weekly active users.
Marketers see the importance of AEO, but many haven’t started
Nearly half say budget constraints are holding back AEO initiatives.
Preventing site health errors from snowballing globally
Here’s a playbook for building monitoring systems, workflows, and coordination to help keep your enterprise sites healthy across regions and languages.
What the arrival of AI browsers means for marketing
Perplexity’s Comet and OpenAI’s upcoming browser are set to use agentic AI and personalization — posing a challenge Google’s dominance.
How to scale content without losing your brand voice
Search engines and LLMs reward clarity and distinctiveness, not raw volume. See how the right structures let you publish more without weakening trust.
Why impression-based advertising will redefine search and CTV
Microsoft Ads is moving beyond clicks with impressions-based remarketing. Here’s what this shift means for channels, budgets and strategy.
Marketing artificial intelligence (AI)
ChatGPT, AI tools gain traction as Google Search slips
More Americans are using AI tools in everyday search, with ChatGPT use nearly tripling while Google’s share slips, a survey of U.S. users finds.
Generative AI is rewriting your brand story — make sure it gets it right
Generative AI is reshaping search and brand perception. Learn how to protect and control your story across AI platforms.
Marketing artificial intelligence (AI)
ChatGPT traffic to websites is down 52% in a month
Reddit and Wikipedia dominate responses in OpenAI's experiment with answer-first sources using new citation weighting.
How to optimize your website for AI-powered search
Learn how AI search is reducing organic traffic and the steps you can take to ensure your website still attracts and converts.
Why a healthy site is central to AI search performance
AI search is redefining visibility. Proper site health ensures your brand is ready to be discovered, understood, and recommended by AI systems.
4 steps to kickstart incrementality without overcomplicating it
Spot the attribution traps that distort your results, run a simple incrementality test and start investing in what truly drives growth.
Marketing artificial intelligence (AI)
Google says web traffic isn’t declining. Google Gemini and five other LLMs disagree.
Who are you going to believe, Google or six LLMs trained on every piece of data on the planet?
Winning genAI search requires structured, persona-driven content strategies
With Perplexity and OpenAI’s emerging AI browsers promising deeper personalization, brands must rethink visibility to stay ahead.
How to turn SEO wins into GEO dominance
If you’ve already invested in SEO, you’re on track for GEO. See how to surface your content in AI search results.
Why it’s time to treat AI referrals as their own channel in GA4
AI search visits are hiding in your GA4 reports. A dedicated AI channel can reveal its impact on discovery, engagement and conversions — and help optimize for it.
AI tools are rewriting the B2B buying process in real time
AI-driven buyers aren’t browsing your gated content — they’re already making decisions. Chris Penn discusses how this shift is leaving sales teams in the dark.
Why YouTube SEO requires a different strategy than blogs
Low clicks and watch time don’t always mean bad content. Often, it’s a sign your strategy doesn’t match how YouTube works.
11 ways to optimize for Google AI Mode without getting lost in the weeds
Search is increasingly shaped by AI systems that operate beyond traditional SEO. That makes brand strength — not just keyword rankings — the new priority.
When AI summarizes health data, small errors become big risks
A credible health stat didn’t hold up. This real-world example reveals how AI search can mislead and how healthcare brands can respond.
Why visibility is now the most important marketing metric
Here's how AI determines which content gets seen — and why visibility now drives brand performance.
Structured data at scale for B2B and enterprise SEO
Learn how to implement, automate, and manage structured data across thousands of enterprise pages to boost SEO performance, visibility, and rich results.
Adobe introduces LLM Optimizer to help teams improve AI search visibility
Struggling to track how AI tools surface your brand? Adobe’s new LLM Optimizer reveals visibility gaps and delivers instant, actionable fixes.
What are the important metrics to watch as organic search traffic evolves?
You likely won't find one metric to lean on as search transitions to AI-powered answers, but here are 10 to consider.
Latent semantic indexing: Why marketers don’t need to worry about it
What Is latent semantic indexing and does it matter for search engines? Understand how it differs from NLP and what semantic optimization tools to use.
Marketing artificial intelligence (AI)
Why high-consideration industries need AI optimization
Complex sales need clarity. Here's how GEO helps high-consideration brands stay influential in a landscape reshaped by AI models.
How to create personas for SEO: Aligning content with real search intent
Learn how to build SEO personas that map to real search behavior, uncover user intent, and guide content strategy for better rankings and engagement.
How AI flipped the funnel and made GTM tactics obsolete
Traditional GTM was optimized for a different era. AI search changed the medium — and core tactics fell apart. Here’s what replaces them.
How to build B2B authority in the AI search era
With AI shaping buyer research, content must earn trust at first glance. Explore how to structure, distribute and elevate content in this new landscape.