People are looking beyond search engines, turning to AI and other tools for answers. This month's newsletter will help you make sense of that shift, with strategies for understanding your dark traffic, determining when your audience has tipped over to AI, and keeping strategies in sync across channels and business lines. When you're done reading, hit the reply button to let us know what's on your mind: Are you incorporating generative engine optimization into your 2025 plans? 

Tracking the Untrackable: AI-Driven Traffic

We dig into the newest source of dark traffic: AI answers. If you're looking to better understand how searchers are using ChatGPT, Gemini and other AI platforms to find your site, check out this post. 

Are You At The Tipping Point?

How to use the 4-step SWIM framework to identify whether you're close to the tipping point of traffic transitioning from traditional search engines to generative engines.

Competing KPIs Destroy Strategy

Establishing business rules enables leaders to make strategic decisions about where to compete so they can allocate limited resources to the right marketing projects, at scale. Here's how to get started.

Rolling Out AI? Avoid The Easy Stuff 

We went "all in" on AI. Our number one piece of advice: focus on the things that have the biggest impact.

Testing, Testing...

We’re running experiments to uncover what impacts visibility in LLMs - click through to find out what tests we're currently running, and let us know what other questions we should be exploring.