Gary

Index bloat has always existed, but the cost of ignoring it has changed. As search systems become more selective, waste stops being neutral. Pages that once sat quietly in the index now compete with the pages that carry the business. In a discovery environment shaped by summarized answers and selective…

Links still form the connective tissue of the web. What changed is how often they are created without the intent to send traffic. Most links are no longer editorial endorsements in the classic sense. They are structural references. They exist to support another piece of content, another argument, another system…

We’re well past the point where a content refresh means changing “2025” to “2026” in a title and calling it a day. The stakes have changed. Search behavior has shifted. AI Overviews now dominate SERPs, and content marketers are being asked tougher questions in leadership meetings. When people ask, “Is…

It’s a quiet feature with loud potential: the Google-Engaged Audience. Buried in the Audience Manager of your Google Ads account, this under-the-radar segment claims to solve a lot of the problems advertisers have been wrestling with, think privacy restrictions, tag implementation, data loss, and consent frameworks. The usual headaches. It…

Let’s clear something up: search everywhere doesn’t mean slap your content across every platform like digital wallpaper. But that’s how a lot of brands are treating it, as a mandate for omnipresence. And the result? Content fatigue. Misaligned messaging. Audiences who’ve seen the same repurposed blog post five times and…