Because the web isn’t a marketing channel anymore — it’s a capital allocation exercise. Please read the article before screaming at me on social media about the insane statement that you need a fancy piece of paper for a position. You will read later that I clearly state I don’t need an actual MBA, but […]
Why an MBA Should Manage Your Web Effectiveness Team Read More »
In Epiphany 7: The Importance of Fundamentals and Root Causes, I wrote that almost every problem—whether technical, organizational, or strategic—can be traced back to a neglected fundamental or an untreated root cause. We don’t fail because we lack ideas or ambition; we fail because we abandon the basics that make progress repeatable. That idea came
Epiphany 33: The Discipline of Fundamentals Read More »
Companies frequently discuss digital transformation, automation, AI, and “streamlined operations.” But most can’t get the basics right. You want me to pay you faster? Make it easier for me to give you my money. Stop hiding phone numbers, using the wrong terminology, building dead-end forms, and shipping chatbots that can’t handle the top five things
Stop Adding Friction: Make It Easy for Me to Give You Money Read More »
For decades, the web has relied on a fragile courtesy system called robots.txt. It was never law, never binding, and never secure — but it worked well enough because major search engines like Google and Bing chose to respect it. Now, Cloudflare wants to extend this convention with a new directive called Content Signals. The
Cloudflare’s Content Signals: A Courtesy Rule Becomes an AI Compliance Weapon Read More »
On September 12, 2025, Penske Media Corporation (PMC) filed suit against Google in the U.S. District Court for the District of Columbia (Penske Media Corp. v. Google LLC, Case No. 1:25-cv-03192). The complaint alleges that Google has unlawfully abused its dominance in general search to appropriate publishers’ content, divert referral traffic, and undermine the economic
PMC v. Google: When your Business is Built on Borrowed Traffic Read More »
From Skepticism to Stress Test If you’ve been following the AI search chatter lately, you’ve heard the mantra: “You need to build your brand,” and one of the top tactics is to ensure your brand is listing and promoting it everywhere. I’ve never been against brand-building, but I’ve been wary of this recent advice to
The Brand Gate in AI Search: What Vodka Taught Me About Eligibility Read More »
Stop Chasing Shadows in AI Search The AI search industry loves its mantras. “Entities matter.” “Brand signals are everything.” “Google rewards authority.” These phrases get repeated like gospel at conferences and webinars. But for all the energy poured into them — and for all the content teams who’ve slaved over creating “the right signals” —
In-Model vs. RAG Knowledge: Why the Distinction Matters for GEO and AI Search Read More »
Adjusting the Variables Without Challenging Their Authority On our podcast last week, our guest Jason Kilgore outlined a challenge many of us face in our organizations, where executives have already decided to replace team members with AI. The decision was made, final in their minds. They didn’t disclose the variables they used to arrive at
Epiphany 32: How to Manage Up When the Boss Has Already Decided Read More »
The Set-Up: When “Problems” Become Opportunities A few years ago, I was working on a global digital transformation project. After weeks of analysis, I compiled a readout deck for the executive sponsor prior to the broader audience presentation. It was filled with data, charts, and observations, then a comprehensive section called Challenges and Problems. I sent
Epiphany 30: Solving Problems Without Saying “Problem” Read More »
How Operational Knowledge Becomes a Strategic Asset Many managers and employees view documentation as an unnecessary expense of time and resources, or worse, a bureaucratic obstacle to innovation. It’s something done for auditors, not operators. A compliance checkbox. A hassle. I used to think that way, too—until I was handed a mess. From Team Member
Epiphany 31 – Mandating The Book of Knowledge Read More »