Let’s start with the good news. Right at the beginning, Google confirms that: The best practices for SEO continue to be relevant because our generative AI features on Google Search are rooted in our core Search ranking and quality systems. Naturally, you might have doubts, given how different AI Mode and the impact of our SEO […]
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Third-party sources play a major role in how AI systems understand and describe brands. For example, AirOps research found that 85% of brand mentions in AI search came from third-party sources rather than brand-owned content. The exact percentage will vary, but the implication is that your site is not the only source shaping your AI visibility. Growing […]
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AI search behavior may be causing a dip in your traffic, but it’s also sending higher-quality leads your way. For marketers, that second part is a massive win. AI search was the number one predictor of purchase intent for CRM software buyers, according to HubSpot’s State of AEO 2026 report. And there are more findings […]
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It seems like every brand is scrambling to get a piece of the pie in this new answer engine optimization (AEO) world. But what if you could get ahead of the curve by knowing the best on-page content formats for AI as verified by research? I pored over results from the new HubSpot State of […]
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There’s a widening gap between what the market says about AI and what we actually hear from customers. The media, the VCs, the AI labs, and influencers have all talked about AI replacing humans, ripping out trusted software, and token-maxxing as ends worth pursuing. But the leaders running real businesses are increasingly asking the right […]
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So now you’ve thought about what you’re going to wear, the structure of your content, how great your topic is. Now you want to think about your delivery. This is where I feel like the most effective way of communicating is when you’re speaking from experience rather than trying to recall a script, which can […]
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Google AI Overviews appear in Google Search results for a growing share of queries, and if your content isn’t structured to earn a citation, you’re losing visibility to competitors who’ve already adapted. Unfortunately, the challenge isn’t awareness. Most SEO leaders know AI Overviews exist. The challenge is execution: translating Google’s deliberately vague guidance into repeatable […]
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Walk down a suburban street, and you might stumble across a following sign. It’s probably messy with poor formatting and inconsistent font size. Here’s one that I saw in Houston.
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A few weeks ago, I wrote about our vision for the agent era: agents should be able to run on HubSpot, and to run HubSpot. I want to go a level deeper on what “run HubSpot” actually means, and our latest step in bringing this vision to life.
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For years, the SEO playbook was straightforward: earn backlinks, climb rankings, capture clicks. But as AI reshapes how traditional SEO works, a different mechanism is determining which content gets seen — and it’s not backlinks. It’s citations. The role of citations in AEO is fundamentally different from link-building: instead of other publishers vouching for your […]
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