Marketing Archives - Digital Marketing Consulting, Social Media Marketing, Search Engine Marketing

Are You Making These 5 Common Search Engine Marketing Mistakes? (AI Updates You Can't Ignore)

September 25, 2025 Suse Barnes

Search engine marketing (also know as Paid Search) in 2025 has never been more exciting, or more confusing, which is why search engine marketing mistakes are happening all too frequently. With AI taking center stage and new platform updates rolling out every month, it’s easy to stumble into pitfalls that can sink your campaigns before they’ve even found their groove.

If you’ve felt like Google Ads was playing 3D chess while you were working on your basic moves, or if you’re spinning your wheels on SEO with less-than-stellar results, you’re not alone. In this post, I’ll walk you through the five most common search engine marketing mistakes I see right now, especially those amplified by AI updates, and, most importantly, how you can fix them.

Let’s get hopeful, practical, and totally honest about what’s working (and what’s so 5 years ago) in SEM this year.

1. Inconsistent Conversion Tracking (The AI Data Diet Disaster)

Tracking conversions should be your home base in SEM. But if your setup has different attribution methods, count types, or conversion windows across campaigns, your data’s a mess, and so is your AI optimization.

Why this matters:
Machine learning tools like Google’s Smart Bidding eat up this data to figure out what’s working. When you provide inconsistent data, it’s like feeding your campaign junk food: AI can’t learn, optimize, or scale accurately. That means wasted budget and missed opportunities.

What to do, starting today:

Audit your conversion tracking setup, make sure all high-value actions use the same attribution model and conversion window.
Standardize your methodology across the account for apples-to-apples data.
Regularly spot-check for new or duplicate conversions that might have snuck in.

Pro tip: If you’re working with a team, make documentation and periodic audits a habit. (You’ll thank yourself when reviewing results in Q4!)

2. Neglecting Search Intent in the Age of AI (Keywords are not Answers)

If you still target keywords first and ask questions later, beware! Search engines in 2025 are all about intent. Google’s AI now deciphers context, relationships between words, and what users really want, even in the most cryptic queries.

Where folks go wrong:
Over-optimizing for keywords and ignoring the human behind the search. This results in content that checks all the SEO boxes… but doesn’t solve problems or satisfy curiosity.

“Google’s algorithms continue to focus on rewarding content that demonstrates expertise, experience, authority, and trustworthiness (E-E-A-T).” – Search Engine Journal (source)

How to fix it:

Before creating content, investigate the “why” behind your keywords.
Google your target phrase, what’s ranking? Is it a how-to article, a product landing page, a quick answer?
Shape your content or ad copy to address that exact need, not just the phrase itself.

Quick exercise: Next time you build a campaign, jot down what you think your ideal customer is really looking for. Use this as your north star for copy and creative.

3. Over-Relying on AI for Complete Content Automation

AI content generators are awesome. (Heck, you’re reading an AI-powered blog post right now!) But total automation is a slippery slope. Google’s AI is trained to spot content that feels thin, regurgitated, or worse, generic.

The big mistake:
Publishing 100% AI-generated blog posts, ad copy, landing pages, and expecting instant wins. Users, and search engines, want to feel your expertise, perspective, and voice.

“AI should be your creative co-pilot, not your autopilot.” – Suse Barnes, Susby Digital Marketing

What works instead:

Use AI for brainstorming, structural drafts, and optimizing on-page elements.
Always review, rewrite, and inject real experience or unique brand value before publishing.
Add stories, case studies, or original images, anything that makes your content unmistakably “you.”

4. Failing to Adapt SEO Techniques to AI-Driven Algorithm Updates

Remember the days when keyword density and backlink swaps got you to page one? Neither does Google. In 2025, clinging to old SEO hacks, while tempting, is a recipe for stagnation.

Why it’s risky:
AI updates are coming fast and furious. Google is actively changing how it prioritizes safety, accuracy, personalization, and user experience. If you’re still optimizing like it’s 2018, you could be missing ranking opportunities or, worse, tanking your visibility.

Solutions and sanity-savers:

Make it a weekly (yes, weekly) ritual to catch up on major algorithm updates via sources like Search Engine Land or Google’s Search Central Blog.
Spot-test new or deprecated features in Search Console and Google Ads, experiment on a few pages or campaigns at a time.
Keep a “testing wishlist” to systematically try out new SEO methods and focus on what actually boosts your rankings or conversions.

Friendly reminder: The only constant in search engine marketing is CHANGE.

5. Abandoning Exact Match Keywords for AI-Driven Broad Match

Google and other platforms love to nudge us toward “smart” broad match keywords, after all, their AI loves more freedom! But ditching exact match keywords altogether? Big oof. Broad match is fantastic for discovery, but exact match remains the king of conversions for specific, high-intent terms.

Where campaigns go sideways:
Removing all precision targeting and hoping AI will read your mind (and that of your audience). Broad match is broader than you think, it can bring in a lot of irrelevant clicks and wasted spend.

Best of both worlds:

Run a mix! Keep your top-converting, high-value terms as exact match.
Let AI-powered broad match supplement your reach and uncover new opportunities, but keep a close eye on performance reports.
Always negative match out irrelevant queries to keep your traffic clean.

Quote from the trenches:
“Exact match still rules for high-intent actions, don’t let automation take away your steering wheel.” – Anonymous PPC pro (aka, a friend who’s burned by broad match one too many times)

Staying Ahead in the AI Era

Let’s recap, team Susby-style:

Standardize your tracking: Clean data fuels smarter AI.
Map to intent: Serve what people want, not just what they type.
Partner with AI, don’t outsource to it: Human creativity (HI) + AI scale = magic!
Keep learning: Google’s changing. So must we!
Balance your keywords: Use AI for scale, but keep your best bets close.

Search engine marketing is about collaboration, between you, your audience, and the smart technologies powering the world’s biggest stages. Find your balance, stay curious, and never be afraid to audit, test, and try again.

Frequently Asked Questions

Q1: How do I know if my conversion tracking is inconsistent?
Review your Google Ads or Analytics setup. Compare attribution models, conversion windows, and event definitions across campaigns. If they’re not aligned, update them for consistency. Need help? Google’s conversion tracking guide walks you through it.

Q2: Does Google penalize AI-generated content?
Not directly, but Google’s systems are trained to reward content that is original, helpful, and people-first. Fully automated, low-value content may be ignored. Learn more on Google’s Spam policies.

Q3: What’s the quickest way to check a keyword’s search intent?
Google it! Seriously. Take a peek at the top 3–5 organic results and ads. They reveal what users want, quick answer, in-depth review, shopping, etc.

Q4: How often does Google update its algorithms?
All the time! Major updates are announced a few times a year, but smaller tweaks happen constantly. Stay on top with Google’s Search Status Dashboard.

Q5: Should I always choose broad match over exact match in my Google Ads campaigns?
Nope! Use both wisely. Broad match is great for scaling, but exact match ensures precise targeting and conversions. It’s all about balance.

Have questions about AI, SEM strategy, or Susby’s approach? Chat with us in the comments or email suse at susby dot com, we’re here for your next “aha!” moment.

Happy optimizing!

AI, Digital Marketing, Marketing, Search, searchmarketing, SEO

Does Video Content Really Matter in Search Engine Marketing? (Spoiler: Here's Why It's Essential)

September 21, 2025 Suse Barnes

Let’s cut straight to the chase, if you’re still debating whether video content matters for your search engine marketing strategy, you’re asking the wrong question. The real question is: how quickly can you start incorporating video into your SEM efforts before your competitors leave you in the dust?

Here’s the thing: video isn’t just another content format anymore. It’s become the secret weapon that can transform your search rankings, boost your engagement rates, and turn casual browsers into loyal customers. And honestly? The data backs this up in ways that might surprise you.

The Short Answer: Yes, Video is Absolutely Essential

Video content has evolved from a “nice-to-have” marketing tool to an essential component of any serious search engine marketing strategy. Search engines like Google have fundamentally changed how they evaluate and rank content, with video playing an increasingly prominent role in search results.

Think about your own browsing habits for a second. When you’re looking for answers to “how-to” questions or trying to understand a complex topic, don’t you find yourself gravitating toward videos? You’re not alone: and Google has noticed this shift in user behavior.

Why Search Engines Have Fallen in Love with Video Content

Google prioritizes content that matches user intent, and videos are highly featured on search engine results pages (SERPs), particularly for tutorial, review, and educational keywords¹. This isn’t just a coincidence: it’s a strategic response to what users actually want.

Here’s what’s really happening behind the scenes: Google has created a dedicated video search tab and often serves video carousels directly on regular search results pages. This means your video content has multiple opportunities to show up when people search for your target keywords.

But here’s the kicker: depending on the search intent, Google sometimes prioritizes video content over traditional text-based results. So if you’re not creating video content, you’re essentially giving your competitors a free pass to dominate those prime real estate spots in search results.

The Dwell Time Advantage

When someone lands on your website and watches an embedded video, something magical happens from an SEO perspective. They stick around longer. Much longer. This increased “dwell time” sends a powerful signal to search engines that your content provides real value to visitors¹.

It’s like having a conversation versus reading a textbook. Videos naturally hold attention because they engage multiple senses simultaneously: visual, auditory, and often emotional. This multi-sensory experience creates a more memorable interaction that keeps people on your site longer.

User Engagement: Where Video Really Shines

Let’s talk about something that might blow your mind: people are significantly more likely to visit your website after watching one of your videos than after consuming any other type of content³. This isn’t just about preference: it’s about how our brains process information.

Video content serves different learning styles effectively. While some people prefer reading, video appeals to visual and auditory learners, making your message accessible to a broader audience². Think of it as casting a wider net in an ocean full of potential customers.

The Shareability Factor

Videos are inherently more shareable across social platforms than text-based content²⁴. When someone shares your video, they’re not just sharing information: they’re sharing an experience. This viral potential creates additional touchpoints and increases your overall brand visibility organically.

Here’s a pro tip: every time your video gets shared, it creates new pathways for people to discover your brand and potentially link back to your website. These social signals and backlinks contribute to your overall SEO performance.

Shares are gold!

Technical SEO: The Behind-the-Scenes Magic

Now, let’s get a bit technical (but don’t worry, I’ll keep it digestible). Video content provides unique opportunities for metadata optimization that can significantly boost your search performance.

Videos allow you to optimize through:

Metadata and descriptions
Structured data (schema markup)
Transcripts and captions
Thumbnail optimization

This enhanced information helps search engines better understand both your video content and your overall page content¹. It’s like giving Google a detailed roadmap of what your content is about, making it easier for the algorithm to match your content with relevant search queries.

The Content Diversity Boost

Google scans websites for a mixture of content types, and when you include quality video content, the search engine interprets your pages as both varied and informative³. This diversity signals that you’re committed to providing comprehensive, valuable content to your audience.

Real Business Impact: Beyond Just Rankings

Here’s where things get really exciting for your bottom line. Research shows that 84% of people have been convinced to buy a product or service after watching a brand’s video¹. That’s not just correlation: that’s a direct line from video content to revenue generation.

Building Trust and Authority

Video content, especially testimonials and behind-the-scenes footage, builds trust and authenticity with your audience⁴. When people can see real faces and hear real voices behind your brand, it creates a human connection that’s difficult to achieve through text alone.

This trust-building aspect is crucial for search engine marketing because it affects user behavior signals that Google tracks. When people trust your content, they’re more likely to spend time on your site, engage with multiple pages, and return in the future: all positive SEO signals.

The Backlink Magnet Effect

High-quality video content naturally attracts more backlinks than traditional content formats. When your videos are visually appealing and contain useful information, other websites are more likely to feature them as educational resources¹.

Think about it: if you’re writing a blog post and need to explain a complex concept, wouldn’t you rather embed an informative video than try to describe everything in text? This preference for video citations means more backlinks, which improve your site’s domain authority and overall SEO performance.

Getting Started: Your Video SEM Action Plan

Ready to dive in? Here’s how you can start leveraging video content for your search engine marketing efforts:

Start Small, Think Strategic: You don’t need Hollywood-level production values. Focus on creating helpful, authentic content that answers your audience’s questions. A well-lit smartphone video can be incredibly effective if the content provides real value.

Optimize Everything: Treat your videos like any other piece of content. Write compelling titles, detailed descriptions, and don’t forget to include relevant keywords. Add captions and transcripts to make your content accessible and give search engines more text to index.

Embed Strategically: Place videos on your website pages where they add the most value. A product demonstration video on a product page, or an explanatory video in a blog post, can significantly improve user engagement and time spent on your site.

Remember, video content isn’t just about jumping on the latest trend: it’s about meeting your audience where they are and providing value in the format they prefer. When you nail this combination, both your audience and search engines will reward you with better visibility, higher engagement, and ultimately, more business success.

Frequently Asked Questions

Q: How long should my videos be for optimal SEO performance?
A: There’s no one-size-fits-all answer, but research suggests that videos between 2-6 minutes tend to perform well for most topics. The key is to match your video length to your content’s complexity and your audience’s attention span. Focus on providing complete value rather than hitting a specific time target.

Q: Do I need professional equipment to create effective marketing videos?
A: Absolutely not! While professional production can enhance quality, authentic, helpful content filmed with a smartphone can be incredibly effective. Good lighting and clear audio are more important than expensive cameras. Many successful businesses started with simple setups and upgraded as they grew².

Q: How do video transcripts help with SEO?
A: Video transcripts provide search engines with text to crawl and index, helping them understand your video content better. They also make your content accessible to hearing-impaired users and can be repurposed as blog content or social media posts¹.

Q: Should I host videos on my website or use platforms like YouTube?
A: The best approach is often both. Host videos on YouTube for discoverability and embed them on your website to increase dwell time. YouTube is the second-largest search engine, so it provides additional opportunities for your content to be found³.

Q: How can I measure if my video content is improving my search rankings?
A: Monitor metrics like organic traffic, time spent on page, bounce rate, and keyword rankings. Tools like Google Analytics and Google Search Console can help you track these metrics. Also, pay attention to video-specific metrics like watch time and engagement rates on platforms where you host your content⁴.

Citations:

Search Engine Journal – “How Video Content Supports SEO“
HubSpot – “The State of Video Marketing“
Wistia – “Video SEO: The Complete Guide“
Social Media Examiner – “Video Marketing Benefits for Digital Marketing“

Digital Marketing, Marketing, SEO, SEO, Video SEO, video

The Ultimate Guide to Digital Marketing Strategies That Actually Work in the AI Era

September 18, 2025 Suse Barnes

Remember when “going digital” was the big marketing revolution? Well, hold onto your coffee cups because we’re in the middle of another seismic shift. If you’re still running your digital marketing campaigns like it’s 2019, you’re probably wondering why your results feel… well, meh.

Here’s the thing: 88% of marketers are already using AI in their daily work. But here’s what’s wild – most of them are just scratching the surface of what’s actually possible. You don’t need to become a tech wizard overnight, but you do need to understand how AI can amplify your marketing efforts (not replace your creative genius).

Let’s dive into the strategies that are actually moving the needle in 2025.

Why Your Current Digital Marketing Strategy Feels Like Swimming Upstream

You’ve probably noticed it – your engagement rates aren’t what they used to be, your ad costs keep climbing, and somehow your competitors seem to be everywhere at once. Sound familiar?

The reality is that consumer behavior has evolved faster than most marketing strategies. Today’s customers expect personalized experiences, instant responses, and content that feels like it was created just for them. The old “spray and pray” approach? It’s not just ineffective – it’s expensive.

But here’s the good news: AI isn’t here to make marketing more complicated. It’s here to help you work smarter, not harder. Think of it as your incredibly organized, data-savvy assistant who never sleeps and remembers everything about your customers.

Strategy #1: Hyper-Personalization That Actually Feels Personal

Let’s start with personalization – but not the “Hi [First Name]” kind that makes everyone cringe. I’m talking about the kind of personalization that makes your customers think, “How did they know exactly what I needed?”

AI can analyze thousands of data points about your audience – their browsing behavior, purchase history, time spent on different pages, even the devices they use. But here’s the secret: the magic happens when you combine this data intelligence with genuine human insight about your industry and customers.

For example, if you’re a B2B company, AI can help you create different website experiences based on company size, industry, and where someone is in their buyer’s journey. But you’re the one who knows that CFOs care about ROI while IT directors worry about implementation complexity.

Your Action Step: Start with one personalization element. Maybe it’s customizing your email subject lines based on past engagement, or showing different homepage content to returning visitors. Small steps, big impact.

Strategy #2: Content Creation in the AI Era (Without Losing Your Soul)

Here’s something that might surprise you: 52% of consumers engage less with content when they suspect it’s AI-generated without human input. This doesn’t mean AI is bad for content – it means you need to use it strategically.

The sweet spot? Use AI for the heavy lifting (research, initial drafts, optimization) while you focus on what makes your brand unique – your voice, your expertise, your stories.

AI excels at analyzing what content performs best in your industry, identifying gaps in your current content strategy, and even helping optimize your existing content for search engines. But it can’t replicate your 15 years of industry experience or that time a client’s question completely changed how you think about your service.

Your Action Step: Try using AI to create content outlines based on trending topics in your industry. Then add your personal insights, client stories, and unique perspective to bring it to life.

Strategy #3: Predictive Analytics (AKA Your Marketing Crystal Ball)

Imagine knowing which prospects are most likely to become customers before they even fill out a contact form. Or being able to identify which current customers might be thinking about jumping ship. That’s the power of predictive analytics.

AI can analyze patterns in customer behavior that would take humans months to identify. It can predict which leads are most likely to convert, which customers might need additional support, and even which products or services someone might be interested in based on their current behavior.

But remember – data tells you what’s happening, but you need to understand why it’s happening and what to do about it. That’s where your expertise becomes invaluable.

Your Action Step: Start tracking one predictive metric. Maybe it’s identifying which website behaviors correlate with conversions, or which email engagement patterns predict customer loyalty.

Strategy #4: Real-Time Optimization (Because Time Is Money)

Remember the days when you’d launch a campaign and cross your fingers for a week? AI has changed that game completely. Now your campaigns can adjust in real-time based on performance data.

AI can automatically shift budget to better-performing ads, adjust targeting parameters when it finds more receptive audiences, and even modify ad copy based on what’s resonating. It’s like having a campaign manager who never sleeps and makes decisions based on data, not hunches.

This doesn’t mean you’re out of the loop – you’re setting the strategy, defining the goals, and providing the creative direction. AI is just executing your vision more efficiently than any human could.

Your Action Step: Choose one campaign element to automate. Maybe it’s bid adjustments in your Google Ads or automatic A/B testing of email subject lines. Start small and scale up as you get comfortable.

Strategy #5: AI-Powered Advertising That Actually Converts

Programmatic advertising has gotten incredibly sophisticated. AI can analyze millions of data points in milliseconds to determine the best ad placement, timing, and creative for each individual user. It’s like having a media buyer with superhuman reflexes and perfect memory.

But here’s what many marketers miss: the creative strategy still needs to come from you. AI can optimize delivery, but it can’t create compelling brand stories or understand the emotional triggers that drive your specific audience.

Your Action Step: If you’re already running digital ads, explore the automated features in your current platform. Most major platforms now offer smart bidding, automated audience expansion, and dynamic creative optimization.

Getting Started: Your 30-Day AI Marketing Action Plan

Feeling overwhelmed? Don’t be. You don’t need to implement everything at once. Here’s how to start:

Week 1: Audit your current tools. Many platforms you’re already using (like Google Analytics, Facebook Ads Manager, or your email platform) have AI features you might not be using yet.

Week 2: Pick one area to focus on. Maybe it’s personalizing your email campaigns or automating your social media posting schedule.

Week 3: Implement and test. Start with a small segment of your audience or a portion of your budget.

Week 4: Analyze and adjust. What worked? What didn’t? What surprised you?

The key is to start where you are, with what you have. You don’t need a complete overhaul – you need strategic improvements.

The Human Element: What AI Can’t Replace

Here’s what I want you to remember as you explore these AI-powered strategies: technology amplifies human creativity and strategic thinking; it doesn’t replace it. Your industry knowledge, your understanding of your customers’ pain points, your ability to build genuine relationships – these are irreplaceable.

AI is incredibly good at processing data, identifying patterns, and automating tasks. But it can’t feel empathy for a frustrated customer, understand the nuances of your industry’s challenges, or create authentic brand experiences that build lasting relationships.

The most successful marketers in the AI era are those who master the balance between technological efficiency and human connection. They use AI to handle the heavy lifting so they can focus on strategy, creativity, and building meaningful relationships with their customers.

Ready to stop swimming upstream and start riding the current? The AI era of digital marketing isn’t just coming – it’s here. And the businesses that embrace it strategically, while staying true to their human core, are the ones that will thrive.

What’s your first step going to be? I’d love to hear about your experiences as you start implementing these strategies. After all, the best marketing strategies are the ones that evolve through real-world testing and genuine human insight.

AI, Digital Marketing

Stop Wasting Money on Digital Marketing: 10 AI-Powered Strategies Your Digital Marketing Consultant Should Be Using Right Now

September 16, 2025 Suse Barnes

Let’s be honest, if your digital marketing consultant isn’t using AI in 2025, they’re basically lighting your marketing budget on fire while your competitors are getting ahead with smarter, more cost-effective strategies.

I get it. The AI landscape can feel overwhelming, and maybe you’re wondering if it’s all just hype. But here’s the thing: companies using AI-powered marketing strategies are seeing up to 80% cost reductions while dramatically improving their results. Meanwhile, businesses sticking to traditional approaches are watching their marketing dollars disappear with little to show for it.

So what should your consultant be doing differently? Here are 10 AI-powered strategies that separate the smart marketers from the money-wasters.

1. Smart Content Creation That Actually Converts

Remember when you’d pay thousands for a single blog post or social media campaign? Those days are over. AI content creation tools can now produce high-quality marketing materials in minutes, not weeks.

Your consultant should be using AI to generate blog posts, social media content, ad copy, and email campaigns that maintain your brand voice while dramatically cutting production costs. The key is combining AI efficiency with human strategy, letting the machines handle the heavy lifting while humans focus on creative direction and optimization.

2. Predictive Analytics That See Into the Future

Okay, it’s not actually magic, but AI-powered predictive analytics can feel pretty close. Instead of guessing which customers might convert, smart consultants use AI systems that analyze massive amounts of customer data to predict future behaviors with scary accuracy.

This means identifying high-value prospects before your competitors even know they exist, anticipating customer needs before they’re voiced, and catching churn warning signs early enough to do something about it. No more throwing spaghetti at the wall to see what sticks.

3. Ad Budget Management That Actually Makes Sense

Here’s a painful truth: most businesses waste 60-70% of their ad spend on poorly optimized campaigns. AI ad buying systems change that game completely.

These systems analyze real-time performance data, adjust bids instantly, and reallocate budget to winning campaigns automatically. Think of it as having a data scientist working 24/7 to ensure every dollar spent generates maximum return. Your consultant should be using these tools to turn your ad budget into a precision instrument, not a spray-and-pray expense.

4. Hyper-Personalization at Scale

Generic marketing messages are digital wallpaper: people just tune them out. But AI enables something that was impossible just a few years ago: delivering highly personalized content, offers, and experiences to thousands of people simultaneously.

Your consultant should be creating dynamically personalized website experiences based on visitor behavior, delivering content recommendations tailored to specific buyer journey stages, and customizing campaigns based on behavioral triggers. It’s like having a personal salesperson for every single prospect.

5. Real-Time Campaign Optimization

Traditional marketing operates on a schedule: launch campaign, wait a month, analyze results, make adjustments. AI marketing flips that script entirely.

Smart consultants now use AI platforms that analyze campaign performance in real-time and recommend immediate tactical adjustments. Seeing a drop in engagement on Tuesday afternoon? The system identifies why and suggests fixes before you lose another dollar. It’s the difference between flying blind and having a GPS for your marketing spend.

6. Email Marketing That Reads Minds

Email marketing automation isn’t new, but AI-powered email marketing is a completely different beast. Instead of sending the same sequence to everyone, AI analyzes individual user behavior to create personalized email journeys.

Your consultant should be using AI to generate personalized email sequences, optimize send times for each recipient, and create dynamic content that responds to individual customer actions. The result? Higher open rates, better conversions, and way less manual management time.

7. SEO Strategy Based on Data, Not Hunches

Content strategy used to be part art, part science, and part educated guessing. AI changes that equation completely.

Smart consultants now use AI tools that analyze content performance patterns across industries, identify topic gaps and opportunities in your market, and create structured outlines based on actual search intent analysis. No more creating content and hoping it ranks: now you can create content knowing it will perform.

8. 24/7 Customer Support That Never Sleeps

Customer service costs can eat up a huge chunk of your marketing ROI, especially for smaller businesses. AI-powered chatbots and automated support systems provide instant responses around the clock without the overhead of a full support team.

These systems handle routine inquiries, qualify leads, and escalate complex issues to humans only when necessary. Your customers get faster responses, you save money, and your human team focuses on high-value interactions.

9. Social Media Management That Actually Works

Social media management is time-consuming and expensive when done manually. AI social media tools change that by handling content scheduling, responding to comments, analyzing engagement patterns, and optimizing posting times for maximum reach.

Your consultant should be using these tools to maintain consistent brand presence across all platforms while freeing up human resources for strategic planning and creative campaigns. It’s the difference between being reactive and proactive on social media.

10. Campaign Performance Modeling

Here’s the ultimate money-saver: what if you could test campaigns before spending money on them? AI-powered campaign performance modeling does exactly that by simulating campaign outcomes using multiple variables to generate detailed projections.

Your consultant should be running these simulations before launching expensive campaigns, helping you make better decisions about strategy direction and budget allocation. It’s like having a crystal ball that helps you avoid costly mistakes and optimize ROI before you spend a dime.

The Bottom Line

AI marketing tools help smart consultants identify actionable insights from campaign data in near real-time, enabling immediate tactical adjustments that prevent budget waste. The technology has evolved beyond simple automation to become a strategic partner that transforms marketing departments into efficiency machines.

Companies not embracing these capabilities are essentially subsidizing their competitors’ success while watching their own marketing budgets evaporate through inefficient, outdated practices.

The time for gradual AI adoption has passed. If your digital marketing consultant isn’t implementing these strategies, you need to have a serious conversation: or find someone who will. Your marketing budget deserves better than guesswork and hope.

Ready to stop wasting money and start seeing real results from your digital marketing investment? The future of cost-effective marketing is here, and it’s powered by AI.

AI, Digital Marketing, Marketing Ai, Digital Marketing

Is SEO Dead?

June 22, 2025 Suse Barnes

Over the past few months I’ve had several people ask me whether SEO is dead. In this post I will answer that question in full, however the short answer is here: No, SEO is not dead. Many people believe there is a battle going on between SEO vs GEO (generative engine optimization), but it’s not so much of a battle and more like an evolution.

Search Engine Evolution

SEO (Search Engine Optimization) is evolving as everything in the digital space is evolving. In fact the search landscape is constantly evolving. As search engines update their algorithms, paid search changes and industry professionals game the search ecosystem in black hat and white hat ways, the field of search adapts to change faster than a tadpole becomes a frog.

Remember when mobile phones became smart phones demanding that all websites needed to be mobile responsive? That didn’t mean that regular desktop websites were dead.

Remember when social media became mainstream and people wondered whether social media would have any impact on search engine result placements (SERPs)? Social signals started to play and continue to play a role in off-page SEO.

The advent of Generative AI and the activity of using Gen AI to search has not replaced SEO, but rather extended it. Search is no longer only something we do on search engines like Google, Bing, Yahoo and DuckDuckGo to name a few, and it hasn’t been for quite some time. Search has actually been prominent on many other sites than those typically thought of when SEO is mentioned.

For example:

YouTube is a search engine and has been the second largest search engine for many years.
Pinterest is not only a site where you pin and save what interests you, it is also very much a search engine.
TikTok is a search engine and TikTok shop relies heavily on people searching for products they’ve seen in ads.
Instagram is a search engine.

We search on the platforms we use.

Search EVERYWHERE Optimization

Many experts in the traditional SEO world are now starting to using SEO as “Search Everywhere Optimization” instead of “Search Engine Optimization” since we understand that search is an activity not limited to search engines. In fact all content whether on an owned website, in a press release, in social posts, in user generated content, in ads or offline media impact whether someone searches and finds information about your brand.

The more visible your business is, i.e. the more your brand is “everywhere,” the more likely people will search for your brand. The goal today is to be “everywhere” so that people think of your brand when they need what you offer.

I’ve been in the search space since before Google was invented. Yes, that ages me, and it also gives me valuable perspective. I’ve seen many changes and followed many trends in the search space and generative engine optimization or answer engine optimization is the next wave of search evolution.

So, let’s take a dive in to SEO vs GEO, also know as AEO (Answer Engine Optimization), AIEO (AI Engine Optimization), LLMEO (Large Language Model Engine Optimization).

SEO vs. GEO: How to Optimize for Both Search Engines and Generative AI

Introduction

Search engine optimization (SEO) has been a cornerstone of digital visibility for over two decades. But the rise of generative AI tools like ChatGPT, Perplexity, Bing Copilot, and Google’s Search Generative Experience (SGE) is reshaping how users find and consume information. Enter Generative Engine Optimization (GEO) or Answer Engine Optimization (AIEO) — a new frontier for content visibility that coexists with, but differs from, traditional SEO.

In this blog post, we’ll break down:

What SEO and GEO/AIEO are
How they compare
Real-world examples of GEO in action
What remains essential from an SEO perspective
How to craft content optimized for both

Let’s dive into the evolving world of content optimization.

What Is SEO?

SEO (Search Engine Optimization) refers to the practice of optimizing digital content to rank higher in search engine results pages (SERPs), primarily on Google, Bing, and Yahoo. The goal is to drive organic traffic to websites by targeting search intent, using keyword research, backlinks, structured data, and technical best practices.

Key Elements of SEO:

Keyword optimization
On-page content quality
Technical SEO (site speed, mobile UX, indexing)
E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness
Link building and internal linking

What Is GEO or AIEO?

Generative Engine Optimization (GEO), also referred to as Answer Engine Optimization (AIEO), is the practice of structuring content in ways that are useful to generative AI tools that synthesize and summarize information. These tools don’t show a list of blue links, and they respond with synthesized answers, often citing their sources.

Examples of Generative Engines:

ChatGPT with Browse Mode (OpenAI)
Perplexity.ai
Google’s SGE (in Search Labs)
Bing Copilot

GEO Focuses On:

Providing concise, factual, and citation-friendly content
Structuring answers in clear formats (FAQs, bullet points, summaries)
Establishing brand and topical authority

Similarities Between SEO and GEO

Despite serving different kinds of search behavior, SEO and GEO share some foundational principles:

Content Quality Still Reigns: Both prioritize high-quality, relevant, and informative content.
Intent Matching: Content must align with what the user is asking.
E-E-A-T Is Still Essential: Google and AI models favor trustworthy, authoritative content sources.
Structured Content Wins: Using headings, lists, tables, and schema markup helps both crawlers and AI understand your content.

Key Differences: SEO vs. GEO

Feature	SEO (Search Engines)	GEO (Generative Engines)
Goal	Rank in Google SERPs	Be cited or referenced by AI answers
Format Optimized For	Title tags, meta descriptions, H1s, snippets	Summaries, structured facts, citations
Discoverability	Indexed URLs	Crawled and contextually understood
Role of Backlinks	Critical for ranking	Less important than source clarity
Citation Importance	Optional for SEO	Vital for inclusion in AI responses

Use Case Examples of GEO in Action

Real Estate Agency
- Search: “Best neighborhoods in Denver for families”
- GEO Strategy: Publish localized guides with maps, school scores, and original insights. Use headings like “Top 5 Family-Friendly Areas in Denver” with bullet-point highlights.
Healthcare Provider
- Search: “What are the signs of chronic fatigue syndrome?”
- GEO Strategy: Provide medically-reviewed answers with citations, FAQs, and markdown-style formatting to help AI extract and summarize accurately.
SaaS Brand
- Search: “How to create a dashboard in Tableau”
- GEO Strategy: Include step-by-step guides, screenshots, and downloadable templates. Ensure that explanations are clean and educational, ready to be cited.

How to Optimize for Generative Engines

Answer Questions Clearly
- Write in a way that directly answers common search questions.
- Use subheadings like “How to,” “What is,” and “Why you should.”
Use Structured Formats
- Bullet points, tables, numbered lists, and FAQs are easier for LLMs to parse.
Include Citable Facts
- Reference data, studies, or industry sources (link to them).
- Include dates and stats to make content more quotable.
Build Topical Authority
- Don’t just write one-off articles. Build topic clusters around core subjects.
- Example: a real estate blog with guides on mortgages, neighborhoods, and moving tips.
Publish Consistently
- AI tools tend to surface content from active, trustworthy domains.

What’s Still Essential from SEO?

GEO doesn’t replace SEO—it builds on it. Traditional SEO fundamentals are still needed:

Schema Markup: Helps both crawlers and AIs understand your content’s structure.
Mobile & Speed Optimization: User experience still matters for both traffic and visibility.
Keyword Research: Tools like Ahrefs, Semrush, and AlsoAsked can guide content structure.
Internal Linking: Boosts topic authority and discoverability.
Natural Language Writing: AI understands human-style writing better than keyword stuffing.

Recommended Tools for GEO + SEO

Perplexity AI: Track how your content is cited.
AnswerThePublic: Discover what questions to answer.
Surfer SEO: Optimize content for keyword coverage and structure.
Originality.ai: Ensure your content has a human tone and originality.

What’s Next? The Future Is Hybrid

As AI engines reshape how users find and consume content, the best strategy is not to abandon SEO but to evolve it. By aligning your content with both human intent and AI comprehension, you can future-proof your visibility in both traditional and generative search landscapes.

Smart marketers will recognize: it’s no longer just about ranking on search engines — it’s about being referenced in AI Overviews and Answer Engines. It’s not SEO vs GEO, it’s Search Everywhere Optimization.

Action Items

Audit your existing content for AI-friendliness
Experiment with formatting and summaries
Monitor how your brand appears in generative tools
Stay agile as SGE and LLMs evolve

Need help optimizing for both SEO and GEO? Let’s talk.

Marketing, Search, searchmarketing, SEO, SEO

Radio Ad For Maximized Attention and Efficiency

October 13, 2024 Suse Barnes

Over the summer I had the pleasure of working with one of my former social media students on a mini-project that has nothing to do with social media. Meya Block wrote the script, recorded special effects and mixed the spot to be right at 30 seconds and I think it came out quite well.

This radio ad spot aired on two channels in the Stockton/Modesto, California area in September and October.

Take a listen and let us know what you think!

Did you know? A radio ad or podcast ad will drive more attention than TV and Digital ads

A study in 2023 by Dentsu and Lumen Research found that for every 1,000 impressions, Audio delivers more attentive seconds, i.e. people pay attention for longer to audio ads than ads on TV, display, online video and social media.

“The ear soon remembers what the eye soon forgets.” Auditory memory often lasts longer than visual memory.

Furthermore, the cost to advertise with a radio ad or podcast ad is incrementally cheaper than other media. aCPM or Attention Cost per Thousand seconds is the most cost effective with Radio and Podcast media.

If you’re interested in developing an radio or podcast spot, let’s talk!

Advertising, Marketing, Radio

Am I A Bad Person?

September 30, 2024 Suse Barnes

I love this ad for 3 reasons.

First, because it’s all too familiar. The desire to win is what drives us whether we are athletes, spectators, fans, friends or enemies. It reminds me of “Don’t Hate Me Because I’m Beautiful” and brings home the fact that to win you need an edge. The edge that might seem mean, self-centered, even evil.

Yet this is the edge that gets the work done and the mindset that forges the way ahead for the winners.

Secondly, I love it because the background music is from Beethoven’s 9th Symphony which is a piece that even if you don’t know it by name, you have likely heard it before because it is iconic. The piece is about the brotherhood of man, one of Beethoven’s final compositions that he wrote while he was going deaf, yet it transcends with the awe inspiring melody. This Symphony was innovative for its time as it has a full chorus in the last movement for the “Ode to Joy” which you hear at the end of the ad signifying the immense joy of winning. And what better music to pair with team and individual triumphs in sports than a full orchestra and chorus singing about the power of human spirit and unity.

Beethoven’s 9th was written almost exactly two centuries ago and had more that 6 million streams on Spotify by 2020. For classical music, that’s a big W.

Sidenote: I am grateful to have had the opportunity to play Beethoven’s Ninth in the orchestra as 1st clarinet. Hearing it from the stage in a live performance is a treasured memory for me.

If you haven’t heard it, go listen to it now. Go. Now. And listen to it a few times. You will love it.

The third and final reason why I love this ad is because of the question. “Am I A Bad Person?” begs an answer. It beckons the viewer into consideration, into judgement, which makes us watch all the way to the end. That’s an excellent ad.

Like “Don’t Hate Me Because I’m Beautiful” asks the recipient of the statement to consider it’s validity – is it true? Do I hate? Is the person beautiful? Whether they are or not, are they arrogant for saying it? Or is their confidence inspiring?

“Am I A Bad Person?” echoes of the same arrogance and confidence which compels respect and if you’re anything like me, you’re smiling in admiration, because the answer is likely no. We all want to win and appreciate the desire to win. Winning may not be for everyone, but everyone wants a win.

Advertising, Innovation, Marketing, TV, Video

Personal Branding Opinion: You Are a Brand

June 28, 2017 Suse Barnes 3 comments

Personal Branding, Are You An Advocate?

A recent tweet from @KeithBDixon noted that the contents of Chapter 2 of my book was in direct conflict with Sheryl Sandberg’s opinion. This post explains why we have differing opinions on personal branding. (Thank you Keith for posting and responding to my question about your post.)

In Brian Clark’s article on TheNextWeb.com, he reports that Sheryl Sandberg does not think she has a brand, and that she believes she is only using her voice. I beg to differ. I believe that the fact that she is a household name, whether she likes it or not, means she has a brand.

And here’s why: Personal branding is about reputation. Your personal brand is a way for us to determine whether or not you are someone we can trust.

Your customers define your brand.

A brand is something bestowed on a product, idea or person by the audience bestowing it. Just like beauty is in the eye of the beholder, so brand recall, brand loyalty and brand trust comes from the customers of the brand. Nike isn’t Nike because of the marketing it does or how it is packaged. It is a brand because over time it has become something people understand to have a specific meaning and with that meaning comes a level of trust.

Building a brand comes from providing something that the audience can feel, align with and rally around. The fact that Nike is much more famous than Inov-8 doesn’t mean that Inov-8 is not a brand. All other things being equal, Nike has just been around for longer and has earned more money to promote itself (aka brand) with, but customers still give the brand it’s voice.

Think about this statement for a minute:

You are who you are in the listening.

You are no-one if all you do is sit in your living room never communicating with anyone. Do you want to be known or unknown? Do you want to be famous or infamous? When you start talking to people, sharing yourself via social channels, traditional media outlets, writing books, speaking publicly, you are building a reputation and a brand around who you are so that people can figure out if you are the right person for them to hire, friend, partner with, marry, look up to, date, and refer to others. Whenever you are in the media whether it is social or traditional, you are building your personal brand.

We buy or don’t buy from Patagonia because we believe in the quality of the product and the ideals and philosophies upon which the company stands. We support the company and give money in exchange for goods because we believe we are getting something we want from a brand we trust. And just as brands are built by customers, voices are built by listeners. If no-one is listening, you have no voice. If everyone is listening, you have a voice and you become a spokesperson for whatever venture you are currently on whether it is Facebook, feminism or your own personal story.

It’s about building trust.

Building a personal brand may not be something that Sheryl feels she is doing, but it’s something she has been doing all her life. By telling her story in Lean In, by sharing the loss of her husband so openly on Facebook, she opened her heart to the public and let us know more about her. That is trust building. That’s what she means when she talks about being authentic and sharing her voice. She absolutely has a voice and moreover, she has a brand. She just doesn’t know it, because she doesn’t feel like she has put in any effort, i.e. money to build it, but oh she so has. The more famous you become, the bigger your voice is. That’s because people recognize you as a brand.

We consumers form ideas about who you are, when we hear or read your name.

We listen to Sheryl Sandberg because she has built our trust through the number of people she has been able to acquire as followers and fans. Unfortunately those who have the biggest voices are also those who have the biggest reputations. And just like product brands who we associate thoughts with before hearing any more than their brand name, so personal brands have the same effect.

So, whether you read Sheryl Sandberg, Mark Zuckerberg, Steve Jobs, Bill Gates, Ben Parr, Sophie-Charlotte Moatti, Neil Patel, Danny Sullivan, Rand Fishkin, Avinash Kaushik, Seth Godin or your own name here, [insert name here], each of us known by our history, what we have contributed, said, posted, experienced and accomplished. Your personal branding is about how many people have seen or heard about those accomplishments and experiences.

Today more than ever, in a world of countless opportunities to have a voice, and how you shape your personal brand matters. Your reputation precedes you. You are a brand.

Facebook, Marketing, Social Media, Twitter

What is WeChat?

May 14, 2017 Suse Barnes Leave a comment

WeChat, We-what?

Many of you many already feel very comfortable using the big social networks that dominate the U.S. market, but have you ever thought about social networking in other countries? You may have heard of a WeChat? It’s a social network dominant in China. Have you ever wondered how it works? One of my very smart and talented students, Fann Liu, has created a quick little video to explain it.

There are many cool features which our trusty Facebook, Twitter, LinkedIn, Snapchat, Google+ (ahem), and YouTube should consider to enhance the user experience on each of these platforms. Let me tell you about some of them here:

WeChat Features You Might Enjoy

Message Recall – On WeChat, you can recall a message you’ve sent within 2 minutes. This could be very useful if you send something by mistake. Remember that text you sent to our Mom which was actually meant for your new love? That could have been saved with a recall button.
Sending Money – We have this on Facebook and Snapchat, yet very few people are using it yet. Do you use it? And, what do you use it for?
QR Code Connecting – It’s on Snapchat, but it seems easier to use on WeChat.
Chat Groups – You can chat with up to 500 people at the same time. Yes, 500! That’s a lot! This may be similar to a live video on Facebook, Instagram or Periscope. Furthermore, it could also be reminiscent of the days of listservs and forums, but it seems like an excellent way to communicate with large groups of people. Think about inviting people to events and forming social movements.
Easy Privacy Settings – Moments, like stories on Snapchat, and now Instagram and Facebook, don’t have to be shared with everyone. You can easily block and allow any selection of friends to view your content.
English Version – There is an English version of WeChat, but it only includes about one fifth of the features available on the Chinese version. Wow! Are you experiencing any FOMO (Fear of Missing Out) yet? Download the iPhone app here.
Payment Features – WeChat enables multiple forms of payment and many businesses in East Asia are connected to WeChat. This allows you to pay via the app and QR codes. I’m betting Facebook and Snapchat would love for people to start using their apps for payments. Afterall, when something helps me with my money, it is extremely valuable to me.

Where do we go from here?

As with many technologies, we in the U.S.A. may not be at the forefront of all advancements. I believe it’s crucial to stay informed about what people in other countries are doing especially on their mobile devices, because we’re in a time of prolific innovation in the mobile space. If we remain open-minded to cultural differences and technological progress in other countries, we can push the bounds of our own apps, websites, and businesses processes.

Marketing, Social Media

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