[{"data":1,"prerenderedAt":3118},["ShallowReactive",2],{"header-articles":3,"blog-article-leadership-the-changemakers-how-to-optimize-your-digital-marketing-strategy-with-shaped-by":1470,"updatesSection-all":1832,"updatesSection-all-team":2408},[4,327,591,907,1148],{"id":5,"title":6,"author":7,"authors":8,"body":10,"caption":7,"category":315,"date":316,"description":317,"extension":318,"img":319,"imgAlt":6,"meta":320,"minutes":321,"navigation":322,"path":323,"seo":324,"seodescription":7,"seotitle":7,"stem":325,"updated":7,"__hash__":326},"blog\u002Fblog\u002Fseo\u002Fwhy-you-should-monitor-brand-mentions-in-ai-search-results.md","Why You Should Monitor Brand Mentions in AI Search Results",null,[9],"Kerry Guard",{"type":11,"value":12,"toc":290},"minimark",[13,17,20,23,28,31,34,42,45,68,72,80,88,91,95,98,102,105,110,118,124,128,131,156,160,174,178,181,185,188,192,195,199,202,213,217,220,224,227,231,234,238,244,247,250,254],[14,15,16],"p",{},"Right now, AI search engines are talking about your software company. Whether you track it or not, platforms like ChatGPT Search, Perplexity, and Google AI Overviews answer questions every single day about your product capabilities, pricing, and market reputation. B2B software buyers use these tools to build shortlists, compare technical features, and make buying decisions before ever clicking through to a vendor's website.",[14,18,19],{},"If you rely on old brand-monitoring tools, you are running blind. Traditional monitoring platforms track static web pages, social media tags, and news mentions. They cannot show you what a buyer sees inside a conversational AI search box.",[14,21,22],{},"Unlike traditional Google search, where a website's ranking and content stay relatively consistent from day to day, AI-generated responses are dynamic. They synthesize information on the fly from across the web. Without an active monitoring strategy, inaccurate product claims, outdated pricing, or heavy competitor recommendations can quietly slip into AI responses without your knowledge, pulling qualified leads out of your pipeline before you even know they exist.",[24,25,27],"h2",{"id":26},"the-dynamic-reality-of-ai-search-results","The Dynamic Reality of AI Search Results",[14,29,30],{},"To understand why monitoring AI brand mentions requires a new approach, consider how AI search engines differ from traditional search directories.",[14,32,33],{},"In a traditional search model, Google crawls a page, indexes the text, and displays a link. If your page ranks third for a keyword, it generally stays near that spot until an algorithm update or a content change occurs.",[14,35,36,37,41],{},"AI search engines work differently. When a prospective customer prompts an AI tool—asking, for example, ",[38,39,40],"em",{},"\"What are the best enterprise cloud security platforms for healthcare compliance?\"","—the underlying Large Language Model (LLM) retrieves information from dozens of real-time sources, synthesizes the facts, and writes a unique response.",[14,43,44],{},"Because these responses are generated in real time, the way an AI engine describes your brand can shift based on:",[46,47,48,56,62],"ul",{},[49,50,51,55],"li",{},[52,53,54],"strong",{},"New Web Scrapes:"," A fresh review, a Reddit discussion thread, or an updated competitor blog post can instantly alter how the AI summarizes your company.",[49,57,58,61],{},[52,59,60],{},"Prompt Variations:"," Slight changes in how a user words a query can lead the AI to pull from entirely different data sources.",[49,63,64,67],{},[52,65,66],{},"Model Updates:"," As platforms update their underlying LLMs, the sources they trust and cite shift continuously.",[24,69,71],{"id":70},"the-risks-of-unmonitored-ai-brand-mentions","The Risks of Unmonitored AI Brand Mentions",[14,73,74,79],{},[75,76],"img",{"alt":77,"src":78},"","https:\u002F\u002Fassets.mkgmarketinginc.com\u002F378276c5-b933-4eed-8804-a96958aabcdf-why-you-should-monitor-image-1.webp","When you leave your AI presence to chance without monitoring what these engines say, you’re gambling with your brand equity, and small inaccuracies turn into major business risks.",[81,82,84,87],"h3",{"id":83},"_1-hallucinated-features-and-misattributed-limitations",[52,85,86],{},"1. Hallucina","ted Features and Misattributed Limitations",[14,89,90],{},"AI engines occasionally \"hallucinate\": presenting incorrect details with absolute authority. An AI search tool might state that your software lacks a key integration, charges hidden fees, or only supports small businesses when you actually target enterprise accounts. If a buyer reads that hallucinated summary, they may drop your company from their consideration set without ever contacting your sales team.",[81,92,94],{"id":93},"_2-competitor-hijacking","2. Competitor Hijacking",[14,96,97],{},"If your competitors actively optimize their web presence for generative search while your brand stays passive, AI engines will default to recommending your competitors. When buyers ask AI tools to compare your product against a competitor, an unmonitored response might highlight your rival's strengths while summarizing outdated or inaccurate criticisms of your platform.",[81,99,101],{"id":100},"_3-loss-of-narrative-control","3. Loss of Narrative Control",[14,103,104],{},"In B2B tech, your positioning is everything. If an AI search engine pulls its understanding of your brand from outdated PR releases, informal forum threads, or low-authority review sites, your core value proposition gets diluted. You lose control over how your product is framed during the buyer's research phase.",[14,106,107],{},[52,108,109],{},"Expert Insight from MKG Marketing:",[14,111,112,115,116],{},[38,113,114],{},"\"","Designers often say \"This website speaks more to LLMs than human beings.\" To that I say, \"Good. That's step one.\" Step one: be findable by answer engines. Humans will end up there after they search for the problem. Step two: optimize for the human experience once they arrive. Right now most teams are still trying to optimize for both at the same time, which means they optimize for neither.The order matters. Findable first. Usable second.",[38,117,114],{},[14,119,120,121,123],{},"— ",[52,122,9],{},", Founder & CEO at MKG Marketing",[24,125,127],{"id":126},"why-manual-spot-checks-arent-enough","Why Manual Spot-Checks Aren't Enough",[14,129,130],{},"Many marketing teams attempt to solve this problem by occasionally typing their company name into ChatGPT or Perplexity to see what comes up. While spot-checking is a natural first step, it fails as a long-term business strategy for three reasons:",[132,133,134,140,150],"ol",{},[49,135,136,139],{},[52,137,138],{},"Personalized and Location-Based Bias:"," AI search tools tailor responses based on user location, session history, and account settings. What you see on your desktop in an office is rarely identical to what a buyer sees in another region.",[49,141,142,145,146,149],{},[52,143,144],{},"Infinite Query Permutations:"," Buyers don't just type your brand name. They ask complex, long-tail questions like ",[38,147,148],{},"\"How long does it take to implement [Company Name] compared to [Competitor]?\""," Manual checks cannot cover the hundreds of ways prospects ask about your category.",[49,151,152,155],{},[52,153,154],{},"Lack of Historical Tracking:"," Spot-checks give you a single snapshot in time. They don't track trends, measure whether your citation share is growing, or alert you when an inaccurate claim enters the AI's data pool.",[24,157,159],{"id":158},"how-to-build-a-systematic-strategy-the-best-ways-to-monitor-brand-mentions-in-ai-search","How to Build a Systematic Strategy: The Best Ways to Monitor Brand Mentions in AI Search",[14,161,162,165,166,169,170,173],{},[75,163],{"alt":77,"src":164},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F4c47ce7e-784c-46ee-bd33-f4ff8fd72368-why-you-should-monitor-image-2.webp","Protecting your company’s digital footprint requires shifting from manual testing to a structured ",[52,167,168],{},"Search Visibility Optimization (SVO)"," framework. Establishing effective ",[52,171,172],{},"brand monitoring across ai search engines"," involves four operational steps:",[81,175,177],{"id":176},"step-1-identify-high-intent-buyer-prompts","Step 1: Identify High-Intent Buyer Prompts",[14,179,180],{},"Brainstorm the exact questions your ideal prospects ask during their evaluation phase. Move beyond simple brand searches to focus on category comparisons, feature queries, and implementation questions.",[81,182,184],{"id":183},"step-2-map-your-citation-share-across-key-ai-platforms","Step 2: Map Your \"Citation Share\" Across Key AI Platforms",[14,186,187],{},"Track how frequently AI tools cite your site compared to competitors across platforms like ChatGPT Search, Perplexity, and Google AI Overviews. Note which specific URLs the AI uses as references when it mentions your brand.",[81,189,191],{"id":190},"step-3-correct-the-source-data","Step 3: Correct the Source Data",[14,193,194],{},"When you identify inaccurate AI claims, trace where the model pulled the information. AI engines often pull from third-party review sites, developer documentation, or outdated press releases. Updating those primary sources corrects the data that the AI scrapes and cites.",[81,196,198],{"id":197},"step-4-measure-svo-metrics-alongside-traditional-seo","Step 4: Measure SVO Metrics Alongside Traditional SEO",[14,200,201],{},"Expand your reporting dashboard. Along with measuring traditional website traffic and organic keyword rankings, track your brand's citation growth, AI Overview inclusion rate, and direct-traffic conversions.",[14,203,204,205,212],{},"To see how modern search strategies connect directly to pipeline, explore our comprehensive",[206,207,211],"a",{"href":208,"rel":209},"https:\u002F\u002Fmkgmarketinginc.com\u002Fexpert-digital-marketing-services\u002Fsearch-visibility-optimization\u002F",[210],"nofollow"," Search Visibility Optimization (SVO) services",".",[24,214,216],{"id":215},"supporting-ai-visibility-with-paid-and-analytics-channels","Supporting AI Visibility with Paid and Analytics Channels",[14,218,219],{},"Brand monitoring in AI search provides the insights you need to protect your reputation, but driving consistent revenue requires integrating those insights across your entire marketing stack.",[81,221,223],{"id":222},"reinforcing-visibility-with-targeted-ads","Reinforcing Visibility with Targeted Ads",[14,225,226],{},"When you notice an AI search engine frequently recommending a competitor for a specific high-value query, you can immediately bridge the gap using targeted paid channels. Pairing your organic optimizations with focused digital advertising ensures your software maintains top-of-page visibility while you update and strengthen your organic source content.",[81,228,230],{"id":229},"measuring-real-world-lead-attribution","Measuring Real-World Lead Attribution",[14,232,233],{},"Because buyers often read an AI response and navigate directly to your site later, traditional click-tracking can misattribute those leads as \"Direct\" or \"Organic Brand\" search. Utilizing modern digital analytics allows you to cross-reference offline CRM data, self-reported attribution, and site activity to confirm how AI search visibility influences actual pipeline velocity.",[24,235,237],{"id":236},"summary-protecting-your-brands-digital-reputation","Summary: Protecting Your Brand's Digital Reputation",[14,239,240,243],{},[75,241],{"alt":77,"src":242},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fbfa7aa92-037c-4f2c-8afb-5045bf32ffbc-why-you-should-monitor-image-3.webp","Monitoring your brand in AI search results is no longer optional—it is a critical requirement to protect your reputation, maintain narrative control, and secure your lead pipeline. As conversational engines continue to replace traditional search lists, tech companies that passively ignore their AI mentions risk losing market share to competitors who actively manage their generative presence.",[14,245,246],{},"Establishing a reliable monitoring framework requires dedicated expertise, systematic tracking tools, and continuous iteration.",[14,248,249],{},"At MKG Marketing, we remove the complexity. We provide an experienced, senior-level team that builds and executes your search visibility strategy directly—with no junior handoffs or black-box reporting. We help B2B software and technology companies monitor their digital presence, correct inaccurate AI citations, and convert organic visibility into predictable revenue.",[81,251,253],{"id":252},"protect-and-scale-your-ai-search-visibility","Protect and Scale Your AI Search Visibility",[46,255,256,267,279],{},[49,257,258,261,262,266],{},[52,259,260],{},"Curious how search engines and AI models actually see your brand?"," Our senior-led team breaks down your real-time visibility across AI platforms—no black-box mysteries, just clear data.",[206,263,265],{"href":208,"rel":264},[210]," Explore our Search Visibility Optimization (SVO) Services"," or book an initial search strategy review.",[49,268,269,272,273,278],{},[52,270,271],{},"Noticing a sudden shift in your traffic or search presence?"," We’re always down to talk strategy and help you make sense of the noise. ",[206,274,277],{"href":275,"rel":276},"https:\u002F\u002Fmkgmarketinginc.com\u002Fcontact\u002F",[210],"Contact the MKG Marketing team directly"," to schedule a consultation.",[49,280,281,284,285,212],{},[52,282,283],{},"Want to peek under the hood of machine learning?"," Dive into our guide:",[206,286,289],{"href":287,"rel":288},"https:\u002F\u002Fmkgmarketinginc.com\u002Fblog\u002Fseo\u002Fai-search-visibility-ranking-factors-2026-how-machines-decide-who-to-quote\u002F",[210]," AI Search Visibility Ranking Factors 2026: How Machines Decide Who to Quote",{"title":77,"searchDepth":291,"depth":291,"links":292},2,[293,294,301,302,308,312],{"id":26,"depth":291,"text":27},{"id":70,"depth":291,"text":71,"children":295},[296,299,300],{"id":83,"depth":297,"text":298},3,"1. Hallucinated Features and Misattributed Limitations",{"id":93,"depth":297,"text":94},{"id":100,"depth":297,"text":101},{"id":126,"depth":291,"text":127},{"id":158,"depth":291,"text":159,"children":303},[304,305,306,307],{"id":176,"depth":297,"text":177},{"id":183,"depth":297,"text":184},{"id":190,"depth":297,"text":191},{"id":197,"depth":297,"text":198},{"id":215,"depth":291,"text":216,"children":309},[310,311],{"id":222,"depth":297,"text":223},{"id":229,"depth":297,"text":230},{"id":236,"depth":291,"text":237,"children":313},[314],{"id":252,"depth":297,"text":253},"seo","2026-08-19T16:01:29.475Z","Why track what ChatGPT and Google say about you? Learn why monitoring brand mentions in AI search results is vital to protect your software company's leads.","md","https:\u002F\u002Fassets.mkgmarketinginc.com\u002F3c12c34c-ad32-459d-b38c-32bc49abb722-why-you-should-monitor-hero-image.webp",{},7,true,"\u002Fblog\u002Fseo\u002Fwhy-you-should-monitor-brand-mentions-in-ai-search-results",{"title":6,"description":317},"blog\u002Fseo\u002Fwhy-you-should-monitor-brand-mentions-in-ai-search-results","5RVi7PlUuStBs0ZDnG7rVBbJjOT75Yiu-aBaCK1SW5o",{"id":328,"title":329,"author":7,"authors":330,"body":331,"caption":7,"category":315,"date":581,"description":582,"extension":318,"img":583,"imgAlt":584,"meta":585,"minutes":586,"navigation":322,"path":587,"seo":588,"seodescription":7,"seotitle":7,"stem":589,"updated":7,"__hash__":590},"blog\u002Fblog\u002Fseo\u002Fai-search-visibility-ranking-factors-2026-how-machines-decide-who-to-quote.md","AI Search Visibility Ranking Factors 2026 - How Machines Decide Who to Quote",[9],{"type":11,"value":332,"toc":566},[333,336,339,342,346,353,379,386,389,393,396,399,410,414,417,420,440,444,447,450,454,461,464,468,471,475,478,482,487,492,497,501,504,509,512,517,520,525,529,532,535,539],[14,334,335],{},"In 2026, the old playbook for getting found online just doesn't hit the same. Modern B2B buyers aren't scrolling through pages of blue links anymore. Instead, they’re going straight to tools like ChatGPT Search, Perplexity, and Google AI Overviews to compare software features, stack up vendors, and build their shortlists in seconds.",[14,337,338],{},"Here’s the thing: AI engines don’t read websites the way traditional search crawlers used to. Old-school crawlers were all about keyword density, backlink totals, and meta tags to index pages in a directory. But large language models (LLMs) and retrieval-augmented generation (RAG) systems look at the bigger picture. They care about how your information is structured, verified, and contextualized.",[14,340,341],{},"If your tech brand isn't formatted for machine readability, your website essentially becomes invisible to the very engines your buyers rely on every single day.",[24,343,345],{"id":344},"how-ai-search-engines-select-sources-in-2026","How AI Search Engines Select Sources in 2026",[14,347,348,349,352],{},"To understand how your brand gets quoted or recommended by AI, it helps to look at what happens behind the scenes. When a user enters a complex prompt, such as ",[38,350,351],{},"\"What are the top enterprise cybersecurity platforms for multi-cloud compliance?\",","  an AI search engine processes the request through four specific steps:",[132,354,355,361,367,373],{},[49,356,357,360],{},[52,358,359],{},"Deconstructing the Prompt:"," The system breaks the question down to identify the core subject, key concepts, and what the user is actually trying to accomplish.",[49,362,363,366],{},[52,364,365],{},"Retrieving Relevant Data:"," Rather than pulling up a list of web addresses based on exact keywords, the engine searches its database for content that semantically matches those underlying concepts.",[49,368,369,372],{},[52,370,371],{},"Evaluating Content Structure and Source Authority:"," The system analyzes potential sources. It checks whether the text is clearly formatted, whether the facts match other reliable references, and whether the publishing site demonstrates real-world authority on the subject.",[49,374,375,378],{},[52,376,377],{},"Synthesizing the Answer and Linking Sources:"," The engine extracts direct passages from the top-rated sources, writes a unified response, and attaches clickable links so the user can verify where the information came from.",[24,380,382,385],{"id":381},"the-core-2026-ai-search-visibility-ranking-factors",[75,383],{"alt":77,"src":384},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fee360449-da4d-4dfe-a8b0-4ac440db5ad4-ai-visibility-1.png","The Core 2026 AI Search Visibility Ranking Factors",[14,387,388],{},"Based on industry observations and current AI search visibility benchmarks for 2026, AI search algorithms look at six critical factors when deciding which sources deserve a quote:",[81,390,392],{"id":391},"_1-information-gain-and-uniqueness","1. Information Gain and Uniqueness",[14,394,395],{},"AI engines exist to synthesize what's already out there. If your article just repeats the same generic overview that ten other websites published, an LLM has zero reason to cite your brand. Information Gain measures how much new, non-redundant value a page brings to the table.",[14,397,398],{},"To score high here, your content needs:",[46,400,401,404,407],{},[49,402,403],{},"Proprietary research, benchmark surveys, and original data.",[49,405,406],{},"Direct commentary from verified subject matter experts.",[49,408,409],{},"Real-world implementation metrics and detailed technical breakdowns.",[81,411,413],{"id":412},"_2-machine-readable-content-formatting-semantic-chunking","2. Machine-Readable Content Formatting (Semantic Chunking)",[14,415,416],{},"LLMs process web pages in \"chunks\" rather than reading articles sequentially from start to finish. If your key insights are buried inside massive walls of text with generic subheadings, the retrieval model is going to miss the context entirely.",[14,418,419],{},"Winning sites use explicit, machine-readable formatting:",[46,421,422,428,434],{},[49,423,424,427],{},[52,425,426],{},"Question-and-Answer Headers:"," Use direct H2 and H3 subheadings that mirror natural-language user queries.",[49,429,430,433],{},[52,431,432],{},"Bottom-Line-First Declarations:"," State the direct answer or main takeaway in the very first sentence beneath a heading before diving into the details.",[49,435,436,439],{},[52,437,438],{},"Clean Data Tables and Lists:"," Present technical comparisons, feature breakdowns, and numerical data using structured HTML tables and bulleted lists.",[81,441,443],{"id":442},"_3-entity-consistency-and-schema-markup","3. Entity Consistency and Schema Markup",[14,445,446],{},"AI search engines build vast knowledge graphs of \"entities\" (companies, products, executives, and concepts). For an engine to confidently recommend your SaaS platform, it has to verify that your brand is a recognized, trusted entity in your category.",[14,448,449],{},"Implementing detailed JSON-LD Schema markup, including Organization, SoftwareApplication, Article, and FAQPage schemas, gives search engines clear, explicit data about what you offer. When your on-page Schema matches external mentions across review platforms, news outlets, and industry databases, the LLM’s confidence score goes way up.",[81,451,453],{"id":452},"_4-technical-answer-density","4. Technical Answer Density",[14,455,456,457,460],{},"Answer density is all about the concentration of real, factual value relative to your total word count. Unedited AI fluff—filled with generic intros like ",[38,458,459],{},"\"In today's fast-paced digital world...\"","—completely dilutes your message.",[14,462,463],{},"In 2026, AI retrieval systems favor high-density content that delivers precise technical facts, clear definitions, and actionable steps without any extra noise.",[81,465,467],{"id":466},"_5-multi-source-digital-co-citations","5. Multi-Source Digital Co-Citations",[14,469,470],{},"An LLM rarely relies on a single web page to build an answer, it cross-references multiple sources to verify facts. If your platform is mentioned with positive sentiment across third-party review sites, developer forums, PR releases, and partner docs, generative engines see your site as an authoritative industry reference.",[81,472,474],{"id":473},"_6-demonstrable-e-e-a-t-signals","6. Demonstrable E-E-A-T Signals",[14,476,477],{},"Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) are as foundational as ever. AI engines actively look for proof that a real human with hands-on experience created or reviewed the content. Explicit author bios linked to verified LinkedIn profiles, direct quotes from company leaders, and clear links to primary sources all reinforce your site's trust score.",[14,479,480],{},[52,481,109],{},[14,483,484],{},[38,485,486],{},"\"Understanding these technical AI ranking factors is essential for tech brands today. AI engines don't read content for entertainment—they crawl websites looking for structured facts they can instantly trust and quote. Structuring your site for machine readability isn't just an optimization tactic; it is the only way to protect your digital footprint and ensure your software stays on your buyers' shortlists as traditional search continues to evolve.\"",[14,488,120,489,491],{},[52,490,9],{},", Founder & CEO of MKG Marketing",[14,493,494],{},[75,495],{"alt":77,"src":496},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F76a1ca67-794d-4085-afd3-68d0afbbb963-ai-visibility-2.png",[24,498,500],{"id":499},"combining-technical-ai-formatting-with-a-full-funnel-growth-strategy","Combining Technical AI Formatting with a Full-Funnel Growth Strategy",[14,502,503],{},"Appearing in AI search answers is a critical first step, but visibility alone does not close enterprise software deals. To convert that visibility into actual sales pipeline, tech companies need to connect their organic search efforts with paid channels and accurate tracking.",[14,505,506],{},[52,507,508],{},"Combining Organic and Paid Reach",[14,510,511],{},"When an AI engine routinely quotes your brand as an industry authority, buyers build trust before they ever speak with your sales team. Companies can build on that momentum by pairing organic optimizations with targeted digital advertising. Running paid campaigns aimed at accounts searching for your software category ensures your brand stays visible in both sponsored ads and generated AI responses.",[14,513,514],{},[52,515,516],{},"Tracking Real-World Influence",[14,518,519],{},"Because AI Overviews often answer questions directly on the screen, traditional \"last-click\" measurement tools no longer tell the full story. Using modern digital analytics allows marketing teams to track direct site traffic, self-reported source data, and sales cycle speed. This gives leadership a clear view of how search visibility actually drives revenue.",[14,521,522],{},[75,523],{"alt":77,"src":524},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F221ea7d6-aa63-4d37-a9dd-78f35fdc9bf6-ai-visibility-3.png",[24,526,528],{"id":527},"future-proofing-your-brand-for-ai-search","Future-Proofing Your Brand for AI Search",[14,530,531],{},"Winning visibility in modern AI search comes down to three practical elements: clear site structure, verified real-world expertise, and a consistent presence across the web. As AI tools change how people research software, relying solely on old keyword-stuffing tactics will cause your brand to fall behind.",[14,533,534],{},"At MKG Marketing, we specialize in helping B2B software and cybersecurity organizations navigate these complex search shifts. Our flat, senior-led structure means you work directly with experienced digital strategists, never junior handoffs. We deploy our unified Search Visibility Optimization (SVO) framework to ensure your website is structured for machine readability, citable by leading AI tools, and built to drive qualified sales pipeline.",[81,536,538],{"id":537},"take-control-of-your-ai-search-visibility","Take Control of Your AI Search Visibility",[46,540,541,550,558],{},[49,542,543,544,549],{},"Ready to see how AI search engines view your website? Explore our",[206,545,548],{"href":546,"rel":547},"https:\u002F\u002Fmkgmarketinginc.com\u002Fexpert-digital-marketing-services\u002F",[210]," Search Visibility Optimization (SVO) Services"," or schedule an initial search strategy review with our senior team.",[49,551,552,553,557],{},"Have questions about your site's technical structure or recent traffic changes?",[206,554,556],{"href":275,"rel":555},[210]," Contact MKG Marketing directly"," to speak with a digital search expert.",[49,559,560,561,212],{},"Want to learn more about the shift from traditional SEO to answer engine optimization? Read our guide on",[206,562,565],{"href":563,"rel":564},"https:\u002F\u002Fmkgmarketinginc.com\u002Fblog\u002Fseo\u002Fai-search-vs-traditional-search-navigating-the-shift-to-search-visibility-optimization-svo\u002F",[210]," AI Search vs Traditional Search: Navigating the Shift to SVO",{"title":77,"searchDepth":291,"depth":291,"links":567},[568,569,577,578],{"id":344,"depth":291,"text":345},{"id":381,"depth":291,"text":385,"children":570},[571,572,573,574,575,576],{"id":391,"depth":297,"text":392},{"id":412,"depth":297,"text":413},{"id":442,"depth":297,"text":443},{"id":452,"depth":297,"text":453},{"id":466,"depth":297,"text":467},{"id":473,"depth":297,"text":474},{"id":499,"depth":291,"text":500},{"id":527,"depth":291,"text":528,"children":579},[580],{"id":537,"depth":297,"text":538},"2026-08-11T17:38:25.303Z","How do AI engines choose which websites to quote? Discover the core AI search ranking factors for 2026 and how to get your brand cited.","https:\u002F\u002Fassets.mkgmarketinginc.com\u002Ff37f521d-b3f6-49bb-8b34-f6ddf2fa1770-mkg-blog-ai-search-visibility-ranking-factors.webp","AI Search Visibility Factors 2026",{},6,"\u002Fblog\u002Fseo\u002Fai-search-visibility-ranking-factors-2026-how-machines-decide-who-to-quote",{"title":329,"description":582},"blog\u002Fseo\u002Fai-search-visibility-ranking-factors-2026-how-machines-decide-who-to-quote","uugtYiGYIyZuZEQYrtHFmRy06Rx8hcoFT6g3C0eLqW4",{"id":592,"title":593,"author":7,"authors":594,"body":595,"caption":7,"category":315,"date":898,"description":899,"extension":318,"img":900,"imgAlt":901,"meta":902,"minutes":321,"navigation":322,"path":903,"seo":904,"seodescription":7,"seotitle":7,"stem":905,"updated":7,"__hash__":906},"blog\u002Fblog\u002Fseo\u002Fai-search-vs-traditional-search-navigating-the-shift-to-search-visibility-optimization-svo.md","AI Search vs Traditional Search - Navigating the Shift to Search Visibility Optimization (SVO)",[9],{"type":11,"value":596,"toc":878},[597,600,604,607,617,621,624,635,642,646,649,656,663,666,669,672,683,686,691,694,697,702,707,714,717,784,788,791,794,805,809,812,816,819,823,826,830,833,840,843,846,849,853],[14,598,599],{},"For nearly two decades, the digital playbook for B2B software and tech companies was tried and true: pick your keywords, optimize your site, build backlinks, and win the glory of a top ten spot on a page of blue links. Today… not so much. You might notice your organic website traffic dropping even though your keyword rankings haven't changed. The reason isn't that your competitors suddenly bought more backlinks—it is because the fundamental way people look for information has evolved. Users are moving away from traditional engines and turning to conversational models, leaving marketing leaders to navigate the massive operational shift between ai search vs traditional search engines. Fixing this isn't about buying more links; it’s about changing how your website presents information to be indexed by both humans and algorithms.",[24,601,603],{"id":602},"the-core-differences-ten-blue-links-vs-synthesized-answers","The Core Differences: Ten Blue Links vs. Synthesized Answers",[14,605,606],{},"To understand why traditional search engine optimization (SEO) is no longer enough on its own, we have to look at how user behavior and technology have diverged.",[14,608,609,610,613,614,212],{},"When analyzing ai-driven search engines vs traditional search engines differences, the distinction comes down to ",[38,611,612],{},"retrieval"," versus ",[38,615,616],{},"synthesis",[81,618,620],{"id":619},"traditional-search-the-index-and-click-engine","Traditional Search: The Index and Click Engine",[14,622,623],{},"Traditional search engines operate as massive directory indices. A user types a query like \"best enterprise CRM for SaaS,\" and the engine returns pages of indexed links ranked by relevance, domain authority, and technical optimization. The user must then:",[132,625,626,629,632],{},[49,627,628],{},"Click into three to five separate websites.",[49,630,631],{},"Read through intro fluff and sales copy.",[49,633,634],{},"Manually synthesize the data to make a decision.",[14,636,637,638,641],{},"This model relies on driving traffic ",[38,639,640],{},"to"," your website. Your site is the destination where the user finds the answer.",[81,643,645],{"id":644},"ai-search-the-direct-answer-engine","AI Search: The Direct Answer Engine",[14,647,648],{},"AI tools like ChatGPT, Perplexity, Claude, and Google AI Overviews bypass the directory model entirely. They do not just fetch links; they read, cross-reference, and summarize content from across the web into a single, cohesive answer right inside the search interface.",[14,650,651,652,655],{},"When comparing traditional vs ai search results rankings, the target moves from ranking #1 on a keyword list to becoming the primary ",[38,653,654],{},"cited source"," inside an LLM's generated summary. If an AI overview answers your prospect's question completely on the search page, they won't click through to your blog—even if you rank at the top of the organic list.",[24,657,659,662],{"id":658},"why-software-companies-are-losing-traffic-the-zero-click-reality",[75,660],{"alt":77,"src":661},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fa22194a2-19e3-4d2b-a42e-4ad5c6d95b69-click.png","Why Software Companies Are Losing Traffic (The Zero-Click Reality)",[14,664,665],{},"This structural shift explains the mysterious drop in website sessions across B2B software and tech sectors. Buyers are getting their answers without ever visiting your domain.",[14,667,668],{},"When considering ai enterprise search vs traditional enterprise search, enterprise software buyers are no longer hunting through lengthy technical documentation manually. They are asking AI engines to summarize product capabilities, compare pricing structures, and aggregate user reviews into single tables.",[14,670,671],{},"If your marketing strategy relies exclusively on legacy SEO tactics, you face three major risks:",[46,673,674,677,680],{},[49,675,676],{},"Zero-Click Erosion: Higher-funnel informational traffic evaporates as AI Overviews satisfy search intent directly on the results page.",[49,678,679],{},"Loss of Brand Mindshare: If LLMs aren't trained on or citing your content, your product simply doesn't exist during the buyer's initial research phase.",[49,681,682],{},"Vanity Metric Misalignment: Your SEO agency may report stable keyword positions, but your inbound lead forms and phone calls tell a very different story.",[81,684,109],{"id":685},"expert-insight-from-mkg-marketing",[14,687,688,690],{},[38,689,114],{},"AI is making the decision on what it's going to show the user. The system decided your content was the most trustworthy, most citable answer to that exact question for that exact person. Writing something good and checking the ‘helpful content’ boxes doesn't get you there. Those are very different bars.",[14,692,693],{},"‘Helpful’ is table stakes. It's what gets you into the building, not into the room where the AI is assembling its answer.",[14,695,696],{},"What gets you cited is specificity: The right category. Website & Page Structure. Consistent messaging across your entire footprint. A point of view that the model can actually extract and reuse with confidence.",[14,698,699,700],{},"So when Google says ‘just be helpful,’ they're not wrong. They're just leaving out about 80% of what actually matters. And the companies that take that advice at face value are going to watch their visibility collapse while their content quality stays perfectly fine.",[38,701,114],{},[14,703,120,704,706],{},[52,705,9],{},", CEO & Founder of MKG Marketing",[24,708,710,713],{"id":709},"the-evolution-moving-from-seo-to-svo-aeo-and-geo",[75,711],{"alt":77,"src":712},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F4dd65826-2a82-444b-9693-b6845e4438c0-meeting.png","The Evolution: Moving from SEO to SVO, AEO, and GEO",[14,715,716],{},"To stay visible and continue generating qualified pipeline, marketing executives must expand their organic framework beyond traditional boundaries. This requires a modern, multi-layered approach:",[718,719,720,736],"table",{},[721,722,723],"thead",{},[724,725,726,730,733],"tr",{},[727,728,729],"th",{},"Framework",[727,731,732],{},"Full Name",[727,734,735],{},"Primary Objective",[737,738,739,751,762,773],"tbody",{},[724,740,741,745,748],{},[742,743,744],"td",{},"SEO",[742,746,747],{},"Search Engine Optimization",[742,749,750],{},"Ranking pages on traditional search engine results pages (SERPs) for targeted keywords.",[724,752,753,756,759],{},[742,754,755],{},"AEO",[742,757,758],{},"Answer Engine Optimization",[742,760,761],{},"Structuring data so voice assistants and snippet engines can pull direct, succinct answers.",[724,763,764,767,770],{},[742,765,766],{},"GEO",[742,768,769],{},"Generative Engine Optimization",[742,771,772],{},"Formatting brand narrative, statistics, and domain expertise so LLMs ingest and cite your brand.",[724,774,775,778,781],{},[742,776,777],{},"SVO",[742,779,780],{},"Search Visibility Optimization",[742,782,783],{},"The Unified Strategy: Maximizing total brand presence across both traditional links and AI answer engines.",[81,785,787],{"id":786},"how-search-visibility-optimization-svo-solves-the-gap","How Search Visibility Optimization (SVO) Solves the Gap",[14,789,790],{},"SVO doesn't discard traditional SEO; it unifies SEO, AEO, and GEO into a single operational framework.",[14,792,793],{},"Rather than chasing raw session counts, SVO focuses on Information Gain and Citations. To win citations in AI-generated answers, your web content must feature:",[132,795,796,799,802],{},[49,797,798],{},"Clear, Schema-Structured Data: Helping bots identify who you are, what your software does, and who you serve without guessing.",[49,800,801],{},"First-Party Expertise (E-E-A-T): Unique data points, proprietary benchmark reports, and expert commentary that LLMs cannot synthesize from generic web text.",[49,803,804],{},"Direct Answer Formatting: Clear, concise definitions at the top of technical pieces that allow answer engines to extract key takeaways cleanly.",[24,806,808],{"id":807},"practical-steps-to-adapt-your-search-strategy-today","Practical Steps to Adapt Your Search Strategy Today",[14,810,811],{},"Shifting your company's digital presence to capture both traditional and AI-driven search doesn't require scrapping your entire content library. It requires restructuring how your information is delivered.",[81,813,815],{"id":814},"_1-optimize-for-high-information-gain","1. Optimize for High Information Gain",[14,817,818],{},"Eliminate generic, top-of-funnel fluff articles that summarize widely available knowledge. AI engines already summarize that data effortlessly. Focus instead on deep, opinionated, original content: teardowns of real customer implementation challenges, original survey data, and niche technical workflows.",[81,820,822],{"id":821},"_2-standardize-entity-and-brand-citations","2. Standardize Entity and Brand Citations",[14,824,825],{},"Ensure your brand's core value proposition, product categories, and technical terminology are consistent across external review sites, Wikipedia entries, PR releases, and your own domain. LLMs establish trust by cross-referencing brand information across multiple authoritative sources.",[81,827,829],{"id":828},"_3-track-pipeline-impact-over-pure-clicks","3. Track Pipeline Impact over Pure Clicks",[14,831,832],{},"Recognize that a drop in informational blog clicks does not automatically mean a drop in revenue. If an AI search tool cites your software as the top recommendation for an enterprise query, the prospect may navigate directly to your pricing or contact page to initiate a call. Measure branded search volume, direct traffic, and pipeline velocity alongside traditional organic metrics.",[24,834,836,839],{"id":835},"summary-adapting-to-how-buyers-search-today",[75,837],{"alt":77,"src":838},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F1a47aa4c-b986-4fd6-b30d-5ff622a02239-brain.png","Summary: Adapting to How Buyers Search Today",[14,841,842],{},"The debate surrounding ai search vs traditional search engines isn't about choosing one platform over the other. Traditional search engines will continue to process billions of queries, but AI-driven answer engines are rapidly capturing high-intent B2B research behavior. If software and tech companies want to keep filling their sales pipelines with new customers, they must adapt to how people search today.",[14,844,845],{},"Succeeding in this new landscape requires a refined strategy, technical precision, and continuous testing across evolving engine algorithms.",[14,847,848],{},"At MKG Marketing, we eliminate the guesswork. We provide a senior-led team of digital experts who handle your search strategy and technical execution directly—with zero handoffs to junior staff. We help growing tech organizations build future-proof organic engines that drive clear visibility, authoritative citations, and real business revenue.",[81,850,852],{"id":851},"ready-to-modernize-your-search-strategy","Ready to Modernize Your Search Strategy?",[46,854,855,863,870],{},[49,856,857,858,862],{},"Organic search is constantly shifting. Let’s figure it out together. We help tech leaders cut through the noise and build search strategies that actually drive growth. Explore our ",[206,859,861],{"href":208,"rel":860},[210],"Search Visibility Optimization (SVO) Services"," or book your initial search strategy review.",[49,864,865,866,278],{},"Skip the generic SEO agency playbook. Our senior team works alongside you to build a tailored search strategy that gets your brand seen. Ready to fix traffic drops or scale what’s already working? ",[206,867,869],{"href":275,"rel":868},[210],"Contact MKG Marketing today",[49,871,872,873,212],{},"Ready to learn more about content quality in the age of artificial intelligence? We got you covered:",[206,874,877],{"href":875,"rel":876},"https:\u002F\u002Fmkgmarketinginc.com\u002Fblog\u002Fseo\u002Fis-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings\u002F",[210]," Is AI Content Bad for SEO? How to Scale Traffic Without Sacrificing Rankings",{"title":77,"searchDepth":291,"depth":291,"links":879},[880,884,887,890,895],{"id":602,"depth":291,"text":603,"children":881},[882,883],{"id":619,"depth":297,"text":620},{"id":644,"depth":297,"text":645},{"id":658,"depth":291,"text":662,"children":885},[886],{"id":685,"depth":297,"text":109},{"id":709,"depth":291,"text":713,"children":888},[889],{"id":786,"depth":297,"text":787},{"id":807,"depth":291,"text":808,"children":891},[892,893,894],{"id":814,"depth":297,"text":815},{"id":821,"depth":297,"text":822},{"id":828,"depth":297,"text":829},{"id":835,"depth":291,"text":839,"children":896},[897],{"id":851,"depth":297,"text":852},"2026-08-05T15:31:00.000Z","Traditional SEO is shifting. Learn how AI search engines are disrupting the ten blue links and how to win brand mentions in LLM responses.","https:\u002F\u002Fassets.mkgmarketinginc.com\u002Ff8233c21-a553-4cdf-b08e-62ba6de46295-mkg-blog-ai-search-vs-traditional-search-hero-image.webp","Stop Chasing Clicks, Capture Direct-Answer AI",{},"\u002Fblog\u002Fseo\u002Fai-search-vs-traditional-search-navigating-the-shift-to-search-visibility-optimization-svo",{"title":593,"description":899},"blog\u002Fseo\u002Fai-search-vs-traditional-search-navigating-the-shift-to-search-visibility-optimization-svo","V9JrsiIyJkiYENE0VMv29Din97ayk4JQ9vcwSe6Flz0",{"id":908,"title":909,"author":7,"authors":7,"body":910,"caption":7,"category":315,"date":1139,"description":1140,"extension":318,"img":1141,"imgAlt":1142,"meta":1143,"minutes":297,"navigation":322,"path":1144,"seo":1145,"seodescription":7,"seotitle":7,"stem":1146,"updated":7,"__hash__":1147},"blog\u002Fblog\u002Fseo\u002Fsearch-visibility-optimization-svo-monthly-overview-july-2026.md","Search Visibility Optimization (SVO) Monthly Overview - July 2026",{"type":11,"value":911,"toc":1131},[912,918,967,973,1009,1015,1050,1056,1083,1089,1092,1097,1100,1103,1123],[24,913,915],{"id":914},"executive-summary-the-tldr",[52,916,917],{},"Executive Summary (The TL;DR)",[46,919,920,932,943,955],{},[49,921,922,925,926,931],{},[52,923,924],{},"Google Refines Helpful Content Systems:"," The",[206,927,930],{"href":928,"rel":929},"https:\u002F\u002Fadelev8.com\u002Fblog\u002Fgoogle-july-2026-helpful-content-update",[210]," July 2026 Helpful Content Update"," shifts evaluation metrics from blunt site-wide penalties to granular, section-level filtering, strictly penalizing synthetic, low-effort material while rewarding verified practitioner expertise.",[49,933,934,937,938,212],{},[52,935,936],{},"AI Overviews Expansion:"," Google integrated live news carousels and direct image generation inside AI Overviews, which now feature in approximately",[206,939,942],{"href":940,"rel":941},"https:\u002F\u002Fwww.artificialintelligence-news.com\u002Fnews\u002Fgoogle-ai-overviews-us-searches\u002F",[210]," 43% of US searches",[49,944,945,948,949,954],{},[52,946,947],{},"Search Console Controls Updates:"," Site owners can now explicitly manage and isolate content inclusion within AI Overviews and AI Mode via",[206,950,953],{"href":951,"rel":952},"https:\u002F\u002Fwww.numinix.com\u002Fblog\u002Fjuly-2026-seo-algorithm-news-update\u002F",[210]," updated Search Console controls"," without sacrificing baseline organic rankings.",[49,956,957,960,961,966],{},[52,958,959],{},"AEO and Third Party Integration:"," ChatGPT’s integration of live third-party platform data (such as",[206,962,965],{"href":963,"rel":964},"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-to-update-local-services-ads-policies-in-july-479653",[210]," Yelp reviews, ratings, and photos",") forces B2B and B2C brands to optimize their multi-platform digital footprints beyond owned properties.",[24,968,970],{"id":969},"algorithm-technical-seo-updates",[52,971,972],{},"Algorithm & Technical SEO Updates",[46,974,975,987,998],{},[49,976,977,980,981,986],{},[52,978,979],{},"The July 2026 Helpful Content Update:"," Google deployed a ",[206,982,985],{"href":983,"rel":984},"https:\u002F\u002Fseovendor.co\u002Fgoogle-algorithm-updates-july-2026\u002F",[210],"targeted update"," to its Helpful Content System, tightening synthetic content detection and increasing E-E-A-T weightings. Unlike previous iterations that carried a risk of broad site-wide demotions, this update introduces granular section-level assessments, permitting well-authored pages on otherwise mixed-quality domains to retain visibility.",[49,988,989,992,993,997],{},[52,990,991],{},"Global Spam Countermeasures:"," Running alongside minor core adjustments, ",[206,994,996],{"href":951,"rel":995},[210],"a global spam update"," rolled out to refine SpamBrain heuristics, targeting systemic manipulation patterns rather than isolated link-building tactics.",[49,999,1000,1003,1004,1008],{},[52,1001,1002],{},"Search Console Shifts:"," Platform-wide properties and explicit GEO isolation controls ",[206,1005,1007],{"href":951,"rel":1006},[210],"went live",", enabling technical leaders to partition content accessibility for generative experiences without damaging classic organic indexing.",[24,1010,1012],{"id":1011},"geoaeo-updates",[52,1013,1014],{},"GEO\u002FAEO Updates",[46,1016,1017,1027,1038],{},[49,1018,1019,1022,1023,1026],{},[52,1020,1021],{},"AI Overview Saturation & Features:"," Market intelligence indicates AI Overviews now appear in roughly",[206,1024,942],{"href":940,"rel":1025},[210],", fundamentally altering click-through dynamics. July updates added real-time news carousels and native AI-generated image creation directly into query responses, shifting user engagement loops.",[49,1028,1029,1032,1033,1037],{},[52,1030,1031],{},"Cross-Platform Citation Shifts:"," ChatGPT expanded its retrieval architecture by integrating live third-party review and vector data (including",[206,1034,1036],{"href":963,"rel":1035},[210]," Yelp reviews and ratings","), illustrating that LLM engines rely heavily on aggregated ecosystem trust signals rather than just corporate web properties.",[49,1039,1040,1043,1044,1049],{},[52,1041,1042],{},"The \"Ghost Citation\" Phenomenon:"," ",[206,1045,1048],{"href":1046,"rel":1047},"https:\u002F\u002Fsearchengineland.com\u002Fai-halftime-report-h1-2026-483912",[210],"Emerging tracking data"," highlights that AI engines frequently synthesize information from third-party aggregators and forums, leaving primary creators uncredited unless structured entities are explicitly claimed and verified.",[24,1051,1053],{"id":1052},"strategic-implications-for-leaders",[52,1054,1055],{},"Strategic Implications for Leaders",[46,1057,1058,1064],{},[49,1059,1060,1063],{},[52,1061,1062],{},"What to ignore:"," Short-term ranking fluctuations and mass content deletions. High-volume, automated articles no longer hold value under current search filters, making rapid content generation counterproductive.",[49,1065,1066,1069],{},[52,1067,1068],{},"Where to pivot:",[46,1070,1071,1077],{},[49,1072,1073,1076],{},[52,1074,1075],{},"Clean up low-value content:"," Review site pages for thin or AI-generated text. Replace surface-level summaries with original research, customer case studies, and expert data that language models cannot replicate.",[49,1078,1079,1082],{},[52,1080,1081],{},"Standardize off-page brand data:"," Align Schema markup, corporate records, and third-party profiles across major directories and review platforms. Search engines and AI systems rely heavily on external sources to verify company authority.",[24,1084,1086],{"id":1085},"looking-ahead",[52,1087,1088],{},"Looking Ahead",[14,1090,1091],{},"Google historically issues a major core algorithm update in late Q3. Growth teams should focus on deepening coverage within core subject areas rather than publishing broadly across adjacent topics.",[24,1093,1095],{"id":1094},"search-visibility-optimization-svo",[52,1096,168],{},[14,1098,1099],{},"Maintaining search traffic now requires managing three distinct channels: standard web indexing, answer engine citations (AEO), and generative search layouts (GEO).",[14,1101,1102],{},"MKG assists growth-stage technology companies with:",[46,1104,1105,1111,1117],{},[49,1106,1107,1110],{},[52,1108,1109],{},"GEO and AEO Audits:"," Evaluating brand presence and citation rates across ChatGPT, Perplexity, and Google AI Overviews.",[49,1112,1113,1116],{},[52,1114,1115],{},"Structured Data Infrastructure:"," Aligning Schema markup and technical index controls to safeguard search presence.",[49,1118,1119,1122],{},[52,1120,1121],{},"Pipeline Attribution Modeling:"," Measuring how generative search visibility impacts customer acquisition costs (CAC) and deal velocity.",[14,1124,1125,1126,1130],{},"To review your domain's generative search visibility, ",[206,1127,1129],{"href":275,"rel":1128},[210],"schedule a consultation"," with an MKG search specialist.",{"title":77,"searchDepth":291,"depth":291,"links":1132},[1133,1134,1135,1136,1137,1138],{"id":914,"depth":291,"text":917},{"id":969,"depth":291,"text":972},{"id":1011,"depth":291,"text":1014},{"id":1052,"depth":291,"text":1055},{"id":1085,"depth":291,"text":1088},{"id":1094,"depth":291,"text":168},"2026-08-04T16:16:55.368Z","Stay updated on the July 2026 search landscape: Google’s granular Helpful Content Update, AI Overviews reaching 43% of US searches, new Search Console controls for AI Mode, and ChatGPT's integration of third-party platform data.","https:\u002F\u002Fassets.mkgmarketinginc.com\u002F9bacf7c4-18eb-47f1-87fb-986cba555a73-Copy of 11766_(1920x1080) (7).png","close-up image of a blue pushpin marking a location on a detailed paper map",{},"\u002Fblog\u002Fseo\u002Fsearch-visibility-optimization-svo-monthly-overview-july-2026",{"title":909,"description":1140},"blog\u002Fseo\u002Fsearch-visibility-optimization-svo-monthly-overview-july-2026","vjZWWe3kKlLwQrZGoaeSywpxYkFiYyKtWSho-GG-CHw",{"id":1149,"title":1150,"author":7,"authors":7,"body":1151,"caption":7,"category":315,"date":1461,"description":1462,"extension":318,"img":1463,"imgAlt":1464,"meta":1465,"minutes":321,"navigation":322,"path":1466,"seo":1467,"seodescription":7,"seotitle":7,"stem":1468,"updated":7,"__hash__":1469},"blog\u002Fblog\u002Fseo\u002Fis-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings.md","Is AI Content Bad for SEO? How to Scale Traffic Without Sacrificing Rankings",{"type":11,"value":1152,"toc":1445},[1153,1160,1166,1169,1184,1187,1190,1204,1211,1214,1218,1221,1227,1238,1244,1247,1253,1264,1266,1271,1274,1277,1282,1287,1294,1301,1304,1310,1313,1319,1322,1333,1339,1342,1349,1358,1365,1372,1377,1380,1395,1401,1407,1410,1417,1421],[14,1154,1155,1156,1159],{},"Let’s answer the question on every marketing leader’s mind right away: ",[52,1157,1158],{},"No, AI content is not inherently bad for SEO."," Google does not automatically penalize text simply because an artificial intelligence model generated it. In fact, Google’s official Search guidelines state that the search engine ranks content based on its helpfulness, relevance, and quality—not on who (or what) typed the words.",[14,1161,1162,1163],{},"However, there is a massive caveat that every modern CMO and VP of Marketing must understand: ",[52,1164,1165],{},"publishing unedited, mass-produced AI text is a fast track to losing traffic.",[14,1167,1168],{},"While AI can drastically accelerate your research and drafting phases, relying on raw algorithm outputs to power your organic search strategy will inevitably hurt your brand. The internet is quickly becoming flooded with synthesized, low-effort fluff. Search engines are aggressively updating their algorithms to identify and down-rank generic copy that fails to bring new value to the web.",[14,1170,1171,1172,1175,1176,1179,1180,1183],{},"So, ",[52,1173,1174],{},"does AI-generated content impact SEO?"," Absolutely—for better or for worse depending entirely on ",[38,1177,1178],{},"how"," you use it. To navigate this new era of search, B2B software and tech companies must learn how to safely leverage AI as an efficiency tool while keeping senior human strategy in full control. ",[75,1181],{"alt":77,"src":1182},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fe5fe90d6-da9d-42d8-8ca3-5c601eb33fc8-ai-content-bad-for-seo-1.png","What Google Actually Cites About AI-Generated Content",[14,1185,1186],{},"A widespread myth floating around boardrooms is that Google possesses a universal \"AI detector\" that immediately penalizes any site using machine learning tools. This misconception has led to two extreme behaviors: organizations either banned AI entirely out of fear, or they went all-in, firing editorial teams and pumping out hundreds of unvetted AI articles a month.",[14,1188,1189],{},"Both approaches are flawed. Google’s position on AI content is clear and consistent:",[46,1191,1192,1198],{},[49,1193,1194,1197],{},[52,1195,1196],{},"Intent matters over medium:"," If you use automation, including generative AI, primarily to manipulate search rankings, it is considered a violation of Google's spam policies.",[49,1199,1200,1203],{},[52,1201,1202],{},"Quality is the ultimate benchmark:"," If your content offers original information, insightful analysis, and clear utility to the searcher, Google will reward it—regardless of whether AI helped draft the paragraphs.",[14,1205,1206,1207,1210],{},"This distinction rests on Google’s ",[52,1208,1209],{},"E-E-A-T framework",": Experience, Expertise, Authoritativeness, and Trustworthiness.",[14,1212,1213],{},"Generative AI models are trained on existing web data; by design, they scrape, synthesize, and regurgitate information that has already been published. They cannot draw from personal background, run proprietary benchmark studies, or conduct interviews with industry veterans. Therefore, raw AI content inherently lacks the \"First-Hand Experience\" and deep \"Expertise\" required to satisfy modern search criteria.",[24,1215,1217],{"id":1216},"why-copy-pasting-ai-copy-destroys-your-organic-traffic","Why Copy-Pasting AI Copy Destroys Your Organic Traffic",[14,1219,1220],{},"If Google doesn't penalize AI text on principle, why are so many tech sites seeing their organic impressions plummet after launching automated content initiatives? The answer lies in the subtle traps of machine-generated prose.",[81,1222,1224],{"id":1223},"_1-the-information-gain-problem",[52,1225,1226],{},"1. The Information Gain Problem",[14,1228,1229,1230,1233,1234,1237],{},"Search engine algorithms are increasingly prioritizing ",[52,1231,1232],{},"Information Gain","—a metric that measures whether a piece of content adds ",[38,1235,1236],{},"new"," facts, perspectives, or data points to a topic compared to existing index results. When an AI tool drafts an article, it simply summarizes what the top ten results on Google are already saying. It offers zero information gain. If your page is merely an average of what is already online, Google has no incentive to rank you above established competitors.",[81,1239,1241],{"id":1240},"_2-hallucinations-and-brand-risk",[52,1242,1243],{},"2. Hallucinations and Brand Risk",[14,1245,1246],{},"Large Language Models (LLMs) are predictive engines, not factual databases. They routinely invent statistics, misquote technical documentation, and present incorrect product capabilities with total confidence. Publishing hallucinated facts erodes consumer trust and signals to search crawlers that your site lacks basic editorial integrity.",[81,1248,1250],{"id":1249},"_3-the-homogenization-of-brand-voice",[52,1251,1252],{},"3. The Homogenization of Brand Voice",[14,1254,1255,1256,1259,1260,1263],{},"B2B tech buyers are sophisticated. They can spot low-effort, synthetic writing instantly. Text bloated with hollow transitions (",[38,1257,1258],{},"\"In today's fast-paced digital landscape...\""," or ",[38,1261,1262],{},"\"It is crucial to leverage...\"",") signals to prospects that your company lacks real point-of-view authority. If your content sounds identical to every competitor using the same prompts, you lose your market positioning.",[24,1265,109],{"id":685},[14,1267,1268,1270],{},[38,1269,114],{},"The AI has no reason to pick yours over theirs. It's looking for something it can confidently reuse, and if your version doesn't add anything new, you're background noise.",[14,1272,1273],{},"So instead of writing more, I'm going page by page through what already exists and asking one question: does this page say something that no other page on the internet says?",[14,1275,1276],{},"Original data. A real client pattern you documented. A first-person account of what actually happened when you tried the thing everyone recommends. ",[14,1278,1279,1280],{},"That's what AI pulls in. The generic stuff is what AI already has forty versions of. It doesn't need yours.",[38,1281,114],{},[14,1283,120,1284,1286],{},[52,1285,9],{},", CEO of MKG Marketing",[24,1288,1290,1293],{"id":1289},"how-to-safely-use-ai-as-a-marketing-assistant-not-a-lead-strategist",[75,1291],{"alt":77,"src":1292},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fc8d0926d-82b9-42f9-85f4-3c433da82d78-ai-content-bad-for-seo-2.png","How to Safely Use AI as a Marketing Assistant (Not a Lead Strategist)",[14,1295,1296,1297,1300],{},"To succeed in search today, modern tech companies don't need to abandon AI; they need to integrate it into a ",[52,1298,1299],{},"human-led editorial workflow",". AI should act as the junior analyst that handles heavy administrative lifting, while senior strategists serve as the editorial director.",[14,1302,1303],{},"Here is how high-growth organizations use AI tools safely without putting their search performance at risk:",[81,1305,1307],{"id":1306},"_1-accelerate-research-and-formatting",[52,1308,1309],{},"1. Accelerate Research and Formatting",[14,1311,1312],{},"Use AI to synthesize lengthy transcripts, cluster search intent, organize raw data, and draft initial structural outlines. Asking an AI tool to suggest five logical structural flows for a technical guide saves hours of brainstorming without diluting your editorial voice.",[81,1314,1316],{"id":1315},"_2-inject-proprietary-data-and-human-storytelling",[52,1317,1318],{},"2. Inject Proprietary Data and Human Storytelling",[14,1320,1321],{},"Once a rough outline or foundational draft exists, a subject matter expert (SME) must step in. Inject real-world elements that an algorithm can never produce:",[46,1323,1324,1327,1330],{},[49,1325,1326],{},"Customer case studies and real implementation metrics.",[49,1328,1329],{},"Direct quotes from internal product architects or sales engineers.",[49,1331,1332],{},"Unique takeaways or counter-intuitive opinions that challenge status-quo industry advice.",[81,1334,1336],{"id":1335},"_3-rigorous-fact-checking-and-editorial-oversight",[52,1337,1338],{},"3. Rigorous Fact-Checking and Editorial Oversight",[14,1340,1341],{},"Every claim, statistic, and technical instruction generated during the drafting phase must be verified by a human editor. Ensure the tone matches your brand guidelines and eliminate boilerplate AI phrasing.",[14,1343,1344,1345,1348],{},"Want to see how your current search strategy measures up against the latest engine updates? Explore our comprehensive",[206,1346,211],{"href":208,"rel":1347},[210]," or book an initial search strategy review with our senior team today.",[24,1350,1352,1355],{"id":1351},"beyond-traditional-seo-preparing-for-search-visibility-optimization-svo",[75,1353],{"alt":77,"src":1354},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F2cd275b2-b56c-4864-b728-e18e54f45370-ai-content-bad-for-seo-3.png",[52,1356,1357],{},"Beyond Traditional SEO: Preparing for Search Visibility Optimization (SVO)",[14,1359,1360,1361,1364],{},"The debate over whether AI-generated content ",[52,1362,1363],{},"is good for seo"," is part of a much larger shift in how users find information. Search is no longer confined to a list of ten blue links on a traditional search results page.",[14,1366,1367,1368,1371],{},"With the rapid adoption of AI Overviews, ChatGPT, Claude, and Perplexity, users are increasingly getting direct answers synthesized and generated right inside search interfaces. This shift means that optimizing purely for keyword clicks is no longer enough. You must optimize for ",[52,1369,1370],{},"total brand visibility"," across AI search models and traditional engines alike.",[14,1373,1374,1375,212],{},"This evolution is what we call ",[52,1376,168],{},[14,1378,1379],{},"To win in an SVO-driven ecosystem, your content must be authoritative enough that AI models choose to cite your brand as the primary source of truth. Generic, auto-generated articles will never be cited by AI search tools because those articles lack original authority. The only way to capture mindshare in both AI answers and traditional search lists is by publishing high-gain, expert-driven content that clearly demonstrates E-E-A-T.",[14,1381,1382,1383,1388,1389,1394],{},"If your organic reach is stalling due to changing algorithms, taking a holistic view of your digital presence is essential. Aligning your organic content strategy with high-intent paid acquisition via",[206,1384,1387],{"href":1385,"rel":1386},"https:\u002F\u002Fwww.google.com\u002Fsearch?q=https:\u002F\u002Fmkgmarketinginc.com\u002Fservices\u002Fdigital-advertising\u002F",[210]," Digital Advertising"," and measuring true user journeys through robust",[206,1390,1393],{"href":1391,"rel":1392},"https:\u002F\u002Fwww.google.com\u002Fsearch?q=https:\u002F\u002Fmkgmarketinginc.com\u002Fservices\u002Fanalytics\u002F",[210]," Digital Analytics"," ensures your marketing engine generates pipeline—not just empty clicks.",[24,1396,1398],{"id":1397},"summary-adapting-your-search-engine-strategy-for-long-term-growth",[52,1399,1400],{},"Summary: Adapting Your Search Engine Strategy for Long-Term Growth",[14,1402,1403,1404,1406],{},"To recap: ",[52,1405,1174],{}," Yes. If you treat AI as a magic shortcut to generate hundreds of unvetted blog posts, your search visibility will eventually collapse; quickly building a house out of AI sticks won’t protect you when the Big Bad Search Engine Wolf comes calling. But if you treat AI as an efficiency engine that supports a human-led, expert-driven content pipeline, you can scale output without sacrificing rankings.",[14,1408,1409],{},"As search engines adapt to the flood of synthetic content, companies must adapt how they communicate with their buyers. The brands that win over the next decade won't be those that avoid AI, nor will they be those that hand their entire marketing strategy over to algorithms. The winners will be the organizations that pair cutting-edge tools with an authentic, human-driven brand voice.",[14,1411,1412,1413,1416],{},"At ",[52,1414,1415],{},"MKG Marketing",", we don't pass your search strategy off to junior account managers or unmonitored software bots. We provide an experienced, senior-led team that handles both the high-level strategy and technical execution directly. We help B2B tech and software companies navigate complex search updates, build a sustainable organic pipeline, and maintain complete operational control over their brand narrative.",[24,1418,1420],{"id":1419},"ready-to-build-a-future-proof-search-strategy","Ready to Build a Future-Proof Search Strategy?",[46,1422,1423,1430,1437],{},[49,1424,1425,1426,212],{},"Learn how our senior-led team can audit and elevate your organic reach.",[206,1427,1429],{"href":208,"rel":1428},[210]," Explore our Search Visibility Optimization (SVO) Services & Strategy Reviews",[49,1431,1432,1433,278],{},"Have immediate questions about your traffic or upcoming search updates?",[206,1434,1436],{"href":275,"rel":1435},[210]," Contact the MKG Marketing Team directly",[49,1438,1439,1440,212],{},"Want to dive deeper into modern search trends? Read our latest guide:",[206,1441,1444],{"href":1442,"rel":1443},"https:\u002F\u002Fmkgmarketinginc.com\u002Fblog\u002F",[210]," Beyond Last-Click: How to Measure Marketing Influence in an AI-First World",{"title":77,"searchDepth":291,"depth":291,"links":1446},[1447,1452,1453,1458,1459,1460],{"id":1216,"depth":291,"text":1217,"children":1448},[1449,1450,1451],{"id":1223,"depth":297,"text":1226},{"id":1240,"depth":297,"text":1243},{"id":1249,"depth":297,"text":1252},{"id":685,"depth":291,"text":109},{"id":1289,"depth":291,"text":1293,"children":1454},[1455,1456,1457],{"id":1306,"depth":297,"text":1309},{"id":1315,"depth":297,"text":1318},{"id":1335,"depth":297,"text":1338},{"id":1351,"depth":291,"text":1357},{"id":1397,"depth":291,"text":1400},{"id":1419,"depth":291,"text":1420},"2026-07-31T16:42:23.391Z","Does AI-generated content impact SEO? Discover how to safely use AI tools to build traffic and why copy-pasting generic text will hurt your rankings.","https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fa2137492-5860-4960-8c3b-cc662b7514b0-mkg-blog-is-ai-content-bad-for-seo.webp","Is AI Content Bad for SEO",{},"\u002Fblog\u002Fseo\u002Fis-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings",{"title":1150,"description":1462},"blog\u002Fseo\u002Fis-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings","ysFwsXe-UHutD2vqfe9YpM1Dn_CZgi--Ors35vnm0Bc",{"id":1471,"title":1472,"author":7,"authors":1473,"body":1474,"caption":7,"category":1766,"date":1767,"description":1768,"extension":318,"img":1769,"imgAlt":1768,"meta":1770,"minutes":1772,"navigation":322,"path":1773,"seo":1774,"seodescription":7,"seotitle":7,"stem":1775,"updated":7,"__hash__":1776,"people":1777},"blog\u002Fblog\u002Fleadership\u002Fthe-changemakers-how-to-optimize-your-digital-marketing-strategy-with-shaped-by.md","The Changemakers: How to Optimize Your Digital Marketing Strategy with Shaped By",[9],{"type":11,"value":1475,"toc":1761},[1476,1480,1483,1486,1489,1493,1496,1499,1502,1505,1509,1520,1526,1532,1537,1542,1547,1552,1557,1562,1565,1568,1571,1574,1577,1580,1583,1586,1591,1596,1601,1606,1611,1616,1621,1626,1631,1636,1641,1646,1651,1656,1661,1666,1671,1676,1681,1686,1691,1696,1701,1706,1711,1716,1721,1726,1731,1736,1741,1746,1751,1756],[24,1477,1479],{"id":1478},"overview","Overview",[14,1481,1482],{},"Our CEO, Kerry Guard, joined Dave Corlett on his podcast, The Changemakers where she shares her story and how we, at MKG Marketing, help tech startups–expecially in cybsersecurity–scale and impact growth and cutting through the noise.",[14,1484,1485],{},"ShapedBy is a branding agency, focused on enaging content through. They challenge their clients to unleash creativity across their marketing. To come up with memorable ways to build brands and land sales.",[14,1487,1488],{},"Dave is the business development respresentative and podcast host of The Changemakers.",[24,1490,1492],{"id":1491},"key-moments","Key Moments",[14,1494,1495],{},"GA4 – The impact from UA and how we need to shift how we think about user behevaior and the data to go with it.",[14,1497,1498],{},"3rd Party Cookies – Soon to be a thing of the past pushing us back to a time where first party data is the primary data that we'll need to cultivate then navigate to move users through the customer journey without always knowing who they are.",[14,1500,1501],{},"Building value – Don't just capture 1st party data to turn around and immediately sell to your customer. Bring value by educating them, giving them tools to make their lives easier, and\u002For connecting them with the right people that are going to help them right now.",[14,1503,1504],{},"Creative problem solving – Creativity doesn't always mean painting a picture. It means stepping outside of the problem, pulling it apart, and viewing it from new angles so you can see a new way to approach something that hasent' been working.",[24,1506,1508],{"id":1507},"take-a-listen","Take a listen",[1510,1511,1519],"iframe",{"style":1512,"src":1513,"width":1514,"height":1515,"frameBorder":1516,"allowFullScreen":322,"allow":1517,"loading":1518},"border-radius:12px","https:\u002F\u002Fopen.spotify.com\u002Fembed\u002Fepisode\u002F2ykW5swnR2b8oocjEu3Fft?utm\\_source=generator","100%",352,"0","autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture","lazy","\nTranscript",[14,1521,1522,1525],{},[52,1523,1524],{},"Dave Corlett:"," Hey, Kerry, welcome to the changemakers How you doing today?",[14,1527,1528,1531],{},[52,1529,1530],{},"Kerry Guard:"," I'm good. Thank you, Dave, thank you so much for having me.",[14,1533,1534,1536],{},[52,1535,1524],{}," Happy Friday.",[14,1538,1539,1541],{},[52,1540,1530],{}," It's Friday. Yes. And last day, the last working day of April. So",[14,1543,1544,1546],{},[52,1545,1524],{}," Yeah. And the long weekend on the horizon. I think we'll both be feeling pretty chirpy today. And you're on Guernsey? Right, the lovely island of Guernsey, can you tell our listeners a little bit about Guernsey who for those who don't know?",[14,1548,1549,1551],{},[52,1550,1530],{}," Yes, so, Guernsey is in the channel between England and France little closer to France, but it acknowledges the monarchy and so it's got a British accents mixed in with French roadsides.",[14,1553,1554,1556],{},[52,1555,1524],{}," Eagle as listeners will notice that your accent isn't so British. Well, I'll tell you why a great place to start will be how you came to be where you are today and actually how you came to found MKG marketing.",[14,1558,1559,1561],{},[52,1560,1530],{}," Sure. So I found my way to Guernsey specifically, I'll just get that out of the way because my husband grew up here and in the middle of a pandemic. Because Guernsey is a nine mile wide island. They figured out how to get COVID under control. And so with our children about to turn four at the time and send them off to school we thought now we're never and we made the leap in the middle of a pandemic, which I don't recommend.",[14,1563,1564],{},"But I am very grateful we're here absolutely love it. I am originally from Pennsylvania, Philadelphia, on the east coast where I went to school at Drexel University and studied photography, which clearly I did not do anymore, but it was a great start. And I absolutely loved it for a while it lasted but I really wanted to move to New York. That was my mission in life was to get to the Big Apple and my uncle who worked in marketing at the time in sales, he sold People Magazine, you throw authority back to the good old days of magazines, and he said he could get me a media planning job.",[14,1566,1567],{},"And in my very first interview at Universal McCann, I remember my who became my boss persecute my boss asked me if he knew if I knew what media plan He was. And I said, No, tell me more. I couldn't lie. When we put me on the spot and started asking me questions. I was like, Oh, you're gonna teach me it's gonna be great. And so from that point on, I fell in love with media planning. It was just lovely dichotomy of, you know, I love photography, but it was a lot of, you know, go through university with it.",[14,1569,1570],{},"There's a lot of gray area in terms of what people liked and didn't like, and media planning was, was very cut and dry. Your audience is here, this is the product you sell. You need to get your product in front of your audience, the number of sales, the number, say, negotiate some pricing, and there you go. Like it was just like, Oh, yes, it knows binary, yay. And so I absolutely fell in love with media planning. I started on the Verizon Wireless account, planning, TV print, and at home. And then after Verizon. I went on Bacardi for like a hot second as a promotion. But it was all at home. And it was super boring. And it wasn't creative at all. I still needed even though like binary I do. I do have a creative bone.",[14,1572,1573],{},"And so I called up my uncle and said, \"What do you got who's who's looking,\" and he recommended publicist modem had just won the General Mills account. And I was able to leap into digital from there.",[14,1575,1576],{},"I started as a assistant media planner on the Yoplait account. And I basically owned it $10 million that I planned and executed on end to end for just about two years, year and a half. And then I met my now husband, on the lovely island, the islands seem to run in our in our story, but on the island of Hawaii, and he lists me off to Seattle, where I then joined MEC on the Microsoft account. So that was my leap into tech. And I absolutely loved it.",[14,1578,1579],{},"And I had Seattle was sort of a culture shock. It wasn't sort of a culture shock was absolutely a culture shock. People were leaving the office at four, the office lights went off at 5:30 is very confusing, because in New York, you you work you start work around 738. And you don't stop until around 7:30. Right. And, and people believe the opposite for going home to see their families and tuck them into bed that was going up. And they had these things called SLA service level agreements. And it was like, well, the email comes in and you just take care of it, right? They're like, No, no, like, you have other things you need to get done. So like, you'll get that done in a few days. And I was like, that's weird. So this whole work life balance thing was very new for me, and I didn't quite understand it.",[14,1581,1582],{},"But my husband and I moved around a bit. And I grew to really, and then we had kids and stuff really grown to appreciate what work life balance can mean. And that's really why, you know, I went from NBC to a smaller company called Block duty, I got picked up by a headhunter. And I went to a boutique shop in Seattle. And it was somewhere between because it was a smaller shop. And it was NBC is huge. It was a smaller shop. But somewhere between like the Seattle lifestyle, work life balance, but with the pressure of New York. And I was like how this doesn't work. This is weird. And one of the challenges that my business partner, my now business partner and I were facing at the time he him and I worked together, what duty was that?",[14,1584,1585],{},"We were working on big accounts like Western Digital. And at the time, back in the day, 2008 here, taking you all back, I guess it was 2011. By then, these products were sold in store, mostly, Amazon was just sort of ramping up. They were still mostly books. And so everything was really sold in store. And so when we'd run these big brand campaigns with impressions and clicks, they'd be like, so how did we do be like? Well, here, here's your share. Here's why people clicked on your ad. So people visit your website, they're like, Yeah, but like, How much money did we make? Or like, ya know, we we can't measure that. And we were really tired of having conversations. I was about to move down to California with my husband who got a job at Netflix. And I turned to my class one day and said, What if we went and like, did this thing and started a company around measurable media, this idea of actually being able to measure our impact and to end and we had the time I had picked up a very small RFP that our existing company won't do to get turned down because it was small peanuts. But it was a travel company was an online travel company like oh my gosh, we can actually measure, like, how many rooms we booked, this would be amazing. And so that's really what kicked off our initial excitement over the idea. And then when I was moving down to San Francisco was like, we could really do this thing. And that's how Tom, could you started. We are now almost 12 years old. We got about 16 people and we've primarily focus on complex tech companies. We've worked with anybody from a container online trainers to cybersecurity to data management. And we really want to help those companies for their mission.",[14,1587,1588,1590],{},[52,1589,1524],{}," Wow, that really is quite a story. And you mentioned began for 12 years now. Um, how's that journey been for you? Has it been kind of smooth sailing ups and downs",[14,1592,1593,1595],{},[52,1594,1530],{}," I've been any company right has, especially with the throw drop pandemic in the middle there for kicks, has there has struggled for sure. But mostly, it's just been this lovely rhythm of organic growth. So we're not looking to be the next universal McCann or or MEC, like the big companies I mentioned, we're really looking to be a very people first oriented organization. And with that comes growing really intentionally and slowly so that, you know, because if you have fast growth, it's really hard to keep your culture packed. And that's just really important to us. So it's been this lovely, slow and steady build over time. And I don't know how big we'll get, but we're just enjoying the ride for now. Nice. And you fully remote, fully 100%. Yeah, we have people I'm in the UK, obviously, we have people from the East Coast to the West Coast, in all the time zones. So yeah, fully remote have been since since 2011.",[14,1597,1598,1600],{},[52,1599,1524],{}," Since before it was fashionable. And in terms of the common challenges that you help, MKG's clients to tackle, what are some of those at the moment.",[14,1602,1603,1605],{},[52,1604,1530],{}," It's really around scaling. So companies get funding, and they need to all of a sudden get customers. And they need fast, impactful growth. And so we come in with recommendations around search engine optimization, making sure that search compounds so the quicker you can get your search optimization in place, the faster you can get a content system up and running to deliver consistent ongoing content that really speaks to the pain of your customers, and the keywords that they're searching for around that pain, that that takes time to grow. But when it does, it compounds it has huge impact over time. And then digital advertising is that more that faucet that off on. But again, like if you can start really small and intentional, right out of the gate, you get that funding, you're ready to grow, you activate your pain, search, then you grow into display, and then you get fancier with things like Account Based Marketing in the long run, you can, you know, look to compound that growth between those channels, measuring it measurement, like I said, very important. So we have analytics that is built in and ensures that we can optimize from a micro standpoint, you know, every day making adjustments to a macro standpoint of saying what's the big picture? Where are the trends? Where do we want to take these accounts and help them with that impact. But it's really about that scale they're looking to, they got this lovely on this lovely funding, and now they need to add something with it and be grow relatively quickly.",[14,1607,1608,1610],{},[52,1609,1524],{}," Yeah, so in terms of funding, what kind of businesses typically we're looking at it kind of like North sort of seed and series A are a bit further along than that.",[14,1612,1613,1615],{},[52,1614,1530],{}," So we it really depends on how much funding they get. I mean, I've had anywhere, you know, we've had series, a company show up where they got 30 million in funding, right, we can, we can get some good initial budgets out of that and start that journey, right, we don't need hundreds of 1000s of dollars to activate SEO and digital ads. That's the beauty of these channels, you can start them at a really intentional budget size of you know, six to 8k a month and get going. And so we can we can do that we've worked with more than, you know, companies who've have hundreds of millions of dollars in funding to actually being sustained on their own with their sort of through that they're like now actually making revenue and they want to make more move into that enterprise stage or that exit, right, whether that's getting bought, or whether it's going public. And so that's that real activated growth stage of they have a lot of money, and they need to use it and really grow their audience. So both, it's just two very different strategies of how we activate and help out those companies.",[14,1617,1618,1620],{},[52,1619,1524],{}," Yeah, and I know from our initial conversations around working together, in partnership, that you've got quite a lot of cybersecurity clients as well. Is that a particularly unique industry would you say? I mean, I think it's something that we've certainly found particularly in terms of recent, you know, I say market forces that have kind of negatively impacted some kind of categories and some areas but not cybersecurity in in a huge way. Because obviously, it's so, so important. What's that looking like for you at the moment?",[14,1622,1623,1625],{},[52,1624,1530],{}," Yes, so we've worked with companies in cybersecurity for over seven years, and we're growing the category we're looking to really hone in on it. It's very specific audience both in who we work with directly as marketers, as you know, and also the audience that they're trying to market to the seaso audience is a very tricky sort of folks you got to get in front of and build trust with over a long period of time. That's why sales cycles for cyber companies tend to be anywhere from eight plus months, right? Because you got to really build trust with those that you know, as a vendor to those CISOs. And we're finding that too, even on the marketing side, like the marketers, as well, having lived in the cybersecurity world, you got to build that trust, and it takes it takes time. And so when we do that, and we have landed clients in the cyberspace, that we ended up really working with them for a long period of time, because, you know, once you really build that relationship, then it's a great place to build on. So we're all about long term. I think that's why several makes so much sense for us is because not only we worked in it, we have case studies to prove that we can get in front of the seaso audience and be really intentional and thoughtful about it. But also, we're in it for the long game with them with the cybersecurity companies, we're not just in it for a project here or there. We really want to come to understand your product, what pain it solves, what your audience really needs, and how to cultivate a relationship between them and their potential customers over time.",[14,1627,1628,1630],{},[52,1629,1524],{}," Yeah, absolutely. It's such a crowded market, though, isn't it? It's so so cluttered, you know, and there's often, you know, radio listeners will know that we've talked about this time and time again, on the podcast. But I think for good reason. You know, there is often a difficulty in cutting through with a not necessarily even a unique but a distinct message, what the value is and what the benefit is of one cyber solution over another. I'm being a bit generalist there. But I think on the whole it kind of, because it's so cluttered, it kind of it rings true, is that what you're seeing is, is it difficult to cut through with something that's unique and kind of indistinct?",[14,1632,1633,1635],{},[52,1634,1530],{}," I think at the end of the day, it really comes down to a couple things. One is there's lots of verticals within cyber, right, in terms of the different from endpoints to MDR, to XDR, to, you know, insert acronym here. And so I think from that standpoint, there's a lot of verticals that are popping up, right, a lot of new categories that are emerging, based off of the different threats that are arising and showing up every single day. And then within those categories, different solutions are showing up, depending on the audience, you have companies anywhere from trying to work with enterprise write to even small enterprise to medium sized businesses and an even smaller. So I think, yes, it's very crowded, but I think each company is really distinguishable depending on who they're trying to help and in what category and what you know, kind of which solutions fit together also matters. So I think it really comes down to and you know, this better than me, Dave being more in the content space, but it really comes down to the education piece of really building out the brand of what they do and what's unique about who they are terms to the audience that they're trying to support. And then getting that information in front of the right folks, which is where we come in, and then allowing customers to make the decision themselves, right. But if you keep showing up, it's just being really supportive and helpful saying I understand your pain, I understand what you're going through. Here's how this product will help that, well, here's things that are that we have learned that you can go off into yourself without our product and just continue to show up with that value over and over and over and over again. And building that trust while people are passively looking for solutions than when something happens in a trigger happens. Oh, no, I need insurance. Oh, no, I need training, oh, no, I got hacked, and I need to you know, threat detection. Then when they go into active searching or active finding and buying, then they'll gonna remember you because you've constantly showed up and said, I know about you, I know about your pain, and I understand what you need. And that right time, right fit sort of happens through that constant, you know, showing up? So yeah, it's crowded, but I think it really depends on how you show up in the marketplace that it doesn't need to feel that way.",[14,1637,1638,1640],{},[52,1639,1524],{}," Yeah, absolutely. And I suppose it's no different to any other kind of sector or category really, you know, Value Trust, playing the long game being consistent. And again, in our world, that's that's very much from a kind of look and feel and a visual point of view and a brand point of view. On your side. It's that getting in front of the right people consistently with the right message. You know, I think cybersecurity in some ways, I guess it's no different to to other sectors as well. But I'm also a little bit conscious of boring our audience that aren't in cybersecurity, with this constant talk about this industry that's fascinating to us, but may not be sharp people. So we'll move on now and just talk a little bit about digital marketing in general, really, from shapers point of view. It's something that we dip our toes in every now and then and certainly take an interest in what's happening in terms of the wider marketing sphere, I suppose but it'd be great to hear from your point of view, what some of the more sort of prevalent Pressing trends are within the world of digital marketing right now that maybe our audience might need to be aware of.",[14,1642,1643,1645],{},[52,1644,1530],{}," I'm trying to think of where to begin, the trends are endless, I think there's a couple of things we need to be aware of. Right. So some big changes that are, have been coming our way for a long time. And Google will at some point, actually pull the cord on this. And we all need to be ready on two things, right? We need to make sure that your GA for a setup and you are away from Universal Analytics, I know change is hard, you all I get it. It's Universal Analytics has been the crutch for so long, we all know how to use it. And GA four is entirely different. And it's very much around engagement versus sessions. So we need to not only make the shift into the platform, but we need to make the mental shift of how to use it, as well. And July is upon us. So if you haven't made the shift, please, please, please make it now just and you can have them both running in parallel, right. So you can still have your your UA ball back as you get comfortable with GA four. But the sooner you get that set up, and you make sure that it's wired into all of your systems, and you can measure and you're not duplicating content, and it's clean data, the better. Because July is going to show up and Universal Analytics is gonna go away. It's gonna be really, really sad day for a lot of us. So that's one thing I would say the other thing that Google is doing helpful, not helpful is getting rid of third party cookies. While this is really hard from it, from an advertising standpoint, it's really necessary when it comes to people's privacy and how that data is used. And it's been long over abused. And so the government's been cracking down, it's getting harder and harder to regulate. And so Google just made the decision that third party cookies are going away, which means we sort of need to like backtrack a little and figure out how we're going to get back to first party data, which is making your site incredibly valuable to your audience so that they'll want to subscribe that they'll want to show up on a regular basis, making sure that your social media systems are up and running, and that you have a good cadence of sharing content. You know, from a LinkedIn standpoint, and even activating your employees or people within your organization who really love your company and what you're doing and want to share it and having them share on LinkedIn too, so that you're feeding both the company page and then feeding back into the website. So really looking to how you can capture first party information. And and the only way to do that is to, people are very skeptical of giving away their email address. So if they're going to give your email address, and then you're just going to show up the next day with a salesperson, this is not the strategy for you do not that is not a best practice. If you're going to capture somebody's email address, you better have a really good nurture system behind it to really cool again, cultivate a relationship with these folks, they will tell you when they are ready to buy, the market has changed, call emailing a cold calling is slowly slipping away. Nobody wants it ourselves included. Marketers are the hardest people to market to why? Because we don't want any of it. Because we know how it all works. So don't do to others what you don't even want done to yourself, essentially, if you're going to capture somebody's email and start building that first party database, do with incredible intention and integrity. But we have to make that shift because third party cookies are going away. And we're not going to be able to market to these folks unless they've been to our site and unless we've captured their information over time.",[14,1647,1648,1650],{},[52,1649,1524],{}," Yeah, it's fascinating episode 33 of the change makers, which was released as we're talking just last week was with Meghan bar, who's the VP of brand content and communications at zoominfo. Now ironically enough, zoominfo started out as as essentially a database where you could buy email addresses and contact data to run your your email campaigns, however spammy or annoying, they might be now zoominfo themselves. So I've actually poached Megan, from the world of journalism to build an internal newsroom, essentially, to build a content machine that is all about what you've just talked about. building an audience showing them value time and time again, playing the long game and getting them to come to your to you and your platform. Because the content that you're producing and sharing is so interesting to them that you're building that first party audience, I think what each it's just really, really interesting, and how does that impact on on the work that you do and the kind of the conversations that you have with your client.",[14,1652,1653,1655],{},[52,1654,1530],{}," It really comes down to again that that value and thinking about demand gen versus demand capture or lead gen or whatever you want to call it. You know, a lot of times especially in this more smaller startup arena, we tend to fall back on the lead gen and demand capture side of things because we feel like it's low hanging fruit it feels like it's going to get us results instantly and that sucks. clearly not the case, especially if you have an audience that doesn't know about you. So really, the way it's impacted us is is trying to help our clients shift with the times and get in the long game, right? We know you need leads yesterday, we know you need revenue tomorrow, we're just kicking off here. So the way we need to approach this is to really build a relationship with your audience through really intentional marketing, and SEO and digital ads, and bring that value showing up with them consistently. And so it's this conversation change that's really impacted us and trying to take control of a very frantic audience who's getting a lot of pressure from up top, and trying to calm everybody's nerves to say this is going to take time. But the sooner you start, it's why I'm trying to say like, yes, we want to work with companies who are a bit more established, who have a marketing team who are ready to go, obviously, right, that's the dream. But then the day, the sooner you get started this, the minute that seed money hits, and you can say, You know what, I can carve out a little bit of this for SEO or digital ads and get ahead in the demand gen piece, start building that audience, now we've got having a product or not even having a product yet, you could be prototyping, but what you could be doing is so exciting, that you could build an audience now, right? And so the sooner you do that, then when you do have a practice ready are you do have that new feature ready to go Are you are you are in, you know, past beta, and you're ready to do go to proper go to market launch, you have an audience that you've already cultivated. So it's this, the really big shift is this conversation around, moving away from lead gen and more into that demand gen and helping folks understand it's not, it takes time, and it takes intention. And if you stick with it, it will pay off.",[14,1657,1658,1660],{},[52,1659,1524],{}," I think that's really, really good advice for founders in particular, you know, of early stage companies, because, you know, I mean, all of the advice seems to be when you're getting your your business off the ground and your product off the ground, it's product product product, then all of a sudden, you need people to sell it to and then it's leads, leads, leads, and then you get to a certain size and all of a sudden you realize, actually, we need a brand here, we need something to build a company around and a story and a vision that we that we don't have, and we can't kind of, you know, trying their best to retrofit that and make that something that people want to buy into and believe in. Whereas I think that's really, really good advice to actually, the sooner that you can start to not even just think about these things, but start to seed them into what you're doing, then, you know, the groundwork is there, the foundations and the framework are there to build pretty much so that to build on when you have when you need them. ",[14,1662,1663,1665],{},[52,1664,1530],{}," And I have a great example. Yeah, I have a really good example, we worked with a client for over seven years, and we got on the ground floor with them when they were going after category, they were trying to create a category around wire data. And it wasn't anything that was real. And so trying to convince an audience to use something that they had never heard of and, and getting out in front of people who aren't even searching for this problem was really, really hard. And so we were able to help them make the shift into cybersecurity, which was a huge game changer. But it had everything I just shift. It wasn't just our SEO strategy, it was their entire brand awareness of how they showed up. And so we started with them when they were really early stage and worked with them over seven years until they got bought out by vein. But the the thing that the real shift that happened for them is when they brought in a team around demand generation there, they literally brought in somebody who was the VP of demand generation, and she was all about Account Based Marketing. And that was a huge shift for them in their growth. And we went from like an 8x ROI to a 17x ROI. And, and really when she got to the long game, right, that didn't happen overnight. It took us time, but it was about building those benchmarks every month to say, Okay, here's, we're at 8x. next quarter, we want to be at nine, right and those micro adjustments towards and figuring out what's working and what's not. We knew SEO was like 30% of their your revenue. And we needed to grow that and make that even more impactful. And then I'm the IBM on top of that in relation to to search and display. And then we added in we even got fancier down the road when they got closer to actually wanting to sell the company than we did direct site buys were like, Okay, let's show up on Bloomberg and New York Times. And let's build that awareness. Right, we were able to go from just SEO, then adding in display and Account Based Marketing, to then building out their huge page search and we just built the building blocks on top of it and in six years they went from startup to buy out right start soon build that to bands, and the capture will happen.",[14,1667,1668,1670],{},[52,1669,1524],{}," Yeah, absolutely. Absolutely. And I think obviously, you know, demand generations so well versed within business of certain sizes, but I think again, you know having that vision to say, you know, this is something that we're going to build into our into our organization from from almost day one, really make sure that actually those foundations being laid is a bold move. But yeah, I'd love to see more and more startups kind of adopt that approach. And something just touched on there was was ABM really interested to know what your involvement is with your clients? And also, has that changed or increased or kind of that role bigger over the last few years as IBM has become such a talking point on such hot topic?",[14,1672,1673,1675],{},[52,1674,1530],{}," Yeah, it's absolutely increased for sure. When we were working with this company and building and you know, when they initially started ABM, we actually kicked the program off with them. So we were using terminus, we got our campaigns up and running, we set the initial campaigns, and then when the demand gen hire came in, the VP of demand gen, she said, this is working, this is awesome. I'm gonna go build an internal team to this. I want somebody on this every minute of every day. And so that was her plan and doing that. And she could do it because it was a very controlled audience that she was going after. And it made a lot of sense for the size of company that they were now we're working with a we're working with the same VP, she left that company, she's gone to another one. And they're 10 times the size, they're huge. And they're ABM programs too big. They have too many products, too many campaigns, they need extra support. And so actually we're helping out on very specific, they're working on their core business there. So they said, Okay, we're going to focus on our core business, and then we do all these acquisitions all the time. So we're gonna have you manage the ABM on these acquisitions using either LinkedIn specific, you know, on its own or a tool, like sixth sense to make it happen. And so it really depends on the size of the company and where they are and how much dedication they want to put towards ABM, as well as how big the budgets and things are. But yeah, we are definitely we have another client in the cybersecurity space who is also doing ABM and we're just kicking the program off. And so they want to use us to get it going. And then we'll see where they take it, whether they take it in house or whether they keep us managing it. Yeah.",[14,1677,1678,1680],{},[52,1679,1524],{}," Yeah, no, I suppose to the point about ABM, obviously, becoming more and more prevalent every single day. And the tools like Terminus and Sixth Sense, obviously a massive part of that, you know, smoothing that that that process and giving the real kind of that the platform and the data to be able to put together some really impactful campaigns. How'd you do you guys have a way of constantly moving with the times and being able to integrate and embed and test new technology as far as your side of things is concerned?",[14,1682,1683,1685],{},[52,1684,1530],{}," Yeah, I mean, Terminus and and success are the biggies. So those are the two we mostly use. And really, it comes down to the client side too, because it'll depend on the beautiful thing about ABM platforms like sixth sense and Terminus is that they plug in on top of your tech stack and directly into your Salesforce and your email solution. And so you really want to find the right tool that's going to fit your tech stack, I don't know that one's any really better than the other, it's just a matter of marrying market information, you know, like on LinkedIn, with your database of who your ideal customer profile is, and what account and then figuring out what accounts you want to go after, and building campaigns and messaging to hit not just the accounts themselves in terms of the people that work there just holistically, but to say then, okay, what are the roles or responsibilities of these folks and what pain do each of these folks feel and think being able to deliver a very specific message to those people with in the account you're really going after. So I don't know that one tool is necessarily better than the other, I just think it matters around your specific tech stack, they all work very similarly. They have their nuances of what makes one different over another. So it's just doing the research to figure out what makes sense for you. But usually, it's client directed.",[14,1687,1688,1690],{},[52,1689,1524],{}," This and we're half an hour into our conversation on this wonderful podcast about creativity in tech marketing, and something that we haven't kind of touched on, which I'd really like to is, what kind of creativity means to you in your world, and how you encourage the team at MKG to spark an embrace a culture of creativity, if that's something that you that you do.",[14,1692,1693,1695],{},[52,1694,1530],{}," It is I absolutely believe in creativity. And, and really, it starts in brainstorming. I think creativity comes from having multiple people in the same room ideating. and problem solving, creative problem solving, right? Like we had a client show up in Q4. And they were very much like we don't work with enterprises, we're going after small businesses. These are who we want to work with. But we were having a really tough time from a search standpoint were like but their messaging is saying this, but they're saying our audiences this and there's a disconnect here and we just can't quite put our finger on what it is. And so got the team, no room, there was a lot of brainstorming a lot of pulling apart that data to say what's happening. Building up dashboards is always a very creative process because it's like how do you visually want to take something like numbers which is, you know, very mathematical and raw and actually build a visual for it to tell you a story of what's actually happening. And then from there to say, and then to dig into the marketplace and do the research and then cultivate a creative solution to say, what, what are we going to do about this really tricky, this really tricky problem. And we landed on the fact that it's actually not small business. It's small enterprise. So there's this whole new sort of audience that's opened up, and what a small enterprise means. And then we get to go on this creative journey to understand and build personas and really, like lean into the audience. And so while we're not actually building creative asset, one of the creative ways we do when we I think creativity functions isn't coming up with creative solutions, or going about a problem in a creative way to get to the actual right issue that's happening. The other thing that's been really creative for us and really fun, and my strategist is all about it right now is chat, GBT. He has leaned into it so hard, and actually our sales team as as well. And I know that our SEO team has really been playing around to figure out what can this thing do. And it's definitely a creative muscle because you have to test and learn every which possible way that you can really activate the system to give you content in a really meaningful way. It's, it's the right queries, it's figuring out the right voice, like my husband did a query the other day about, right this marketing speak as if it was Don Draper. Right? And, and that's a huge creative outlet for my team. Rather than just straight up writing title tags and meta descriptions, they can actually use this new chat system to get an initial idea down in a way that they may not have thought about writing it, and then being able to hone it to then fit the right audience. So it's been a huge creative outlet that way to be testing this this system as it relates to what we do from an ad copy standpoint, and title tags and meta descriptions and copy for landing pages. Yeah, it's been fun.",[14,1697,1698,1700],{},[52,1699,1524],{}," Excellent. Yeah. I don't think we could have possibly got through this conversation without talking about AI in some capacity. But yeah, I think, I mean, I think everybody's trying to wrap their heads around, really, you know, how whatever you do, AI can use, it can be used to either make efficiencies or help you in that journey. And the whole prompting side of things is an industry itself. Really, I think I'm hearing about a very lucrative one and imagined for some people that are taking it to new heights, because that's, as you said, you know, it's an area where you have to get creative. And you have to learn how to get creative as well. It's a muscle that we don't kind of use very often. From that point of view, I'm sure that we will be is there anything else from an AI standpoint that you guys are looking at, besides chat GPT.",[14,1702,1703,1705],{},[52,1704,1530],{}," We use for podcasting and the like, we tend to use transcripting a lot, testing a bunch of tools, I use otter, which does have okay job. But my team's really leaning into Fathom right now they're really enjoying fathom, which has been a huge help from a content generation standpoint, we'll host I have a podcast, obviously, my business partner has a podcast called What's the problem. And then we just launched a new one called, whom, and yet the initials are CEO, which makes me giggle. But it's essentially our sales guy sitting down with our team internally and asking them questions as it relates to what they do to really understand to be able to really showcase the, their expertise on a more regular basis. But you know, even then, we're using transcription to then help us produce the blog posts. And then also then dropping I actually took all my podcasts. One of the questions I ask is, what's the challenge you're currently facing. And so we actually took that chunk out of, you know, the last like, 15 episodes, I did, and drop that into chat GPT. And then found themes, and hash happy, like, sort of sort through ways of that. So there's a bunch of different ways to use check GPT in conjunction with transcripts, I know people who are building out courses, to say, I've done all of these interviews that I've had to do for my job. And now let me use my transcripts, and chat GPT to create content around course material to teach you this thing. Whatever it might be. So there's, not only are there other AI tools, but then it's interesting to start thinking about how they fit together to help us find go through just enormous amounts of data and find trends.",[14,1707,1708,1710],{},[52,1709,1524],{}," It's exciting. It's a little bit nerve wracking, it's a little bit daunting, but ultimately, it really, really is changing everything. We're exactly the same way. Auditing pretty much everything we do at the moment to find where our AI can help us be better. You just mentioned your podcast. Am I right? So you've been doing it for four years. 2019 a pretty long time in podcast world.",[14,1712,1713,1715],{},[52,1714,1530],{}," It is. Yeah, I'm pretty proud of it. I you know, it started out as a hobby. I guess. I just wanna have some conversations and record them. See what happens. And it's really turned into a wonderful learning tool, it really gives me a chance to sit down with my ideal customer and hear what they got going on and hear how they're approaching challenges. And then more importantly, sharing that out to the community to say, you know, that's one of those one of the things I love about the shift that sort of happened in our industries, whether it's cyber, or other complex tech, like you know, FinTech or SAS is this openness of sharing information, I feel like it's less about used to be very much like, I don't want to share my secret sauce, and I don't want to share how I do things. And it's, it's really opened up where people are like, you can go find this information anywhere. So I'm just gonna tell you how I do it. And you could do that with that as you will. And we could all just sort of learn from each other. And that has really been the joy of why just keep going with the podcast. Yeah. 135- 138 episodes published.",[14,1717,1718,1720],{},[52,1719,1524],{}," That's pretty impressive. What's it called in case our audience want to go and hunt it out, which I thoroughly recommend you do?",[14,1722,1723,1725],{},[52,1724,1530],{}," Well, inspired by moving to the UK, I had to put tea in there somewhere. So it's called Tea Time with tech marketing leaders.",[14,1727,1728,1730],{},[52,1729,1524],{}," Excellent. Excellent. I'm not a tea drinker. People find that weird, especially as a Brit. Don't like it? That's fair. As simple as that really?",[14,1732,1733,1735],{},[52,1734,1530],{}," Were of a coffee person. ",[14,1737,1738,1740],{},[52,1739,1524],{}," I don't know if it is, though. I really don't know if it is, but I think I'm going to lose listeners. But you know, it's a hill I'm gonna die on. That's fair enough.",[14,1742,1743,1745],{},[52,1744,1530],{}," Got to like what you like.",[14,1747,1748,1750],{},[52,1749,1524],{}," Exactly. Listen, Kerry, thank you so much for joining me, it's been a really, really great conversation. We've covered so much in such a short space of time. It's been fantastic. But there's a question that we end with on the podcast, which is, from your illustrious career so far, is there one particular campaign or project or initiative that you are more proud of than any other?",[14,1752,1753,1755],{},[52,1754,1530],{}," You gave me his question ahead of time to think that I would have off the cuff and put people on the spot. Oh, there's, there's a couple of cycles by fine. Okay, so my very first campaign that I ever did that I was so proud of was with yo play, and it was around Breast Cancer Awareness. They do this thing every year, I don't know if they're still doing it. But back in the day, they did this thing every year where if you click the lids off of the yogurts, you could raise money, like every for every lead you sent in, they would give five cents to breast cancer research. And so we sort of flipped what we call flipping the funnel. So instead of trying to fill up the funnel, as much as possible to get to a small audience, we activated a very small audience to go spread our word, essentially, what we're trying to do, because what we did was we actually took the marketing the media budget, and said, Let's try and save as much of the media budget as possible and donate that it's that became the message. And so the strategy behind that, which was the the creative team came up with the fact that they want to use me a budget. And I said, Well, we still need, you can't just build it, and they will come and keep mine. I was like 24 at the time, and I'm in front of all these creative bigwigs. So, my my shining moment, so to speak early in my career was we do need some budgets to activate a very small audience, but we'll find the loudest and they will go seat it for us because social media was just like Facebook was just really becoming a very used thing at the time. It was huge. And so it was a very easy thing to do. And it was huge, a huge success. I think we donated over a million dollars and it was really fun. Fun to do. And it's sticks with me to this day. Yeah.",[14,1757,1758,1760],{},[52,1759,1524],{}," Yeah, I can see. Brilliant. That's fantastic. What a great note to end on. Listen Kerry, thank you so much again, really, really appreciate your time today. Happy Friday once again and a big thank you yeah.",{"title":77,"searchDepth":291,"depth":291,"links":1762},[1763,1764,1765],{"id":1478,"depth":291,"text":1479},{"id":1491,"depth":291,"text":1492},{"id":1507,"depth":291,"text":1508},"leadership","2023-09-06T00:00:00Z","The Creative agency Shaped By speaks with MKG's CEO Kerry Guard to uncover significant challenges in the world of digital marketing","\u002Fimages\u002Fpodcast\u002Fkerry-guard-shaped-by-interview-image.jpeg",{"_schema":1771},"default",37,"\u002Fblog\u002Fleadership\u002Fthe-changemakers-how-to-optimize-your-digital-marketing-strategy-with-shaped-by",{"title":1472,"description":1768},"blog\u002Fleadership\u002Fthe-changemakers-how-to-optimize-your-digital-marketing-strategy-with-shaped-by","0R12RUiDqTGStkSxsO5-SKChH-UUxsiaVlV-6KX1IbQ",[1778],{"id":1779,"title":9,"body":1780,"date":7,"description":1815,"extension":318,"images":1816,"isLeader":322,"jobTitle":1818,"linkedIn":1819,"meta":1820,"name":9,"navigation":322,"path":1822,"quote":1823,"quoteCite":1824,"ref":1825,"seo":1826,"sequence":1827,"stem":1828,"team":1829,"twitter":1819,"updated":7,"website":1830,"__hash__":1831},"team\u002Fteam\u002Fkerry-guard.md",{"type":11,"value":1781,"toc":1812},[1782,1787,1795,1803,1807],[14,1783,1786],{"className":1784},[1785],"text-lg","Kerry Guard (she\u002Fher) is a mom of twins - boy and a girl. She understands what work life balance really looks like and is on a mission to build a company that honors parents having a career and a life. She’s out to prove you really can have both with policies like ensuring 20 days of vacation each year, no client emails after 6PM or weekends, unlimited sick days, and everyday flexibility.",[14,1788,1789,1790,1794],{},"She also hosts our podcast, ",[206,1791,1793],{"href":1792},"\u002Fpodcasts\u002Fmarketing-leaders\u002F","Back on T-R-A-C-K",", which brings eight digital marketing experts to your ears every quarter.",[14,1796,1797,1798,1802],{},"Kerry is responsible for HR. If you’d like to join MKG where people are first and your expertise matter, Kerry will be with you through the entire interview process ensuring each candidate meets the necessary requirements and gets a fair shot. Want to join MKG and Kerry’s mission of bringing People First to as many people as possible? Check out our ",[206,1799,1801],{"href":1800},"\u002Fabout\u002Fjobs\u002F","Jobs page"," and see if we have a position right for you!",[81,1804,1806],{"id":1805},"fun-facts","Fun facts",[46,1808,1809],{},[49,1810,1811],{},"Kerry now lives in Guernsey — a tiny nook in the world between England and France. Come visit for a spot of tea any time!",{"title":77,"searchDepth":291,"depth":291,"links":1813},[1814],{"id":1805,"depth":297,"text":1806},"Meet Kerry Guard, one of MKG Marketing’s founders. 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Moman Rawden",{"type":11,"value":2413,"toc":2440},[2414,2418,2421,2424,2427,2429],[14,2415,2417],{"className":2416},[1785],"Alanna graduated from the University of Alabama in 2004. She started her career at an advertising agency in Birmingham, AL, and has spent most of her career in Account Leadership roles working on consumer brands like Verizon Wireless, Books-A-Million, Toys ‘R’ Us, and Hard Rock Hotel & Casinos. In 2015, she left the agency world with a desire to gain more digital advertising experience, which led to her running a one-person digital department for a regional credit union.",[14,2419,2420],{},"Account Direction has always been a natural fit for Alanna because she enjoys managing projects, big picture strategy, and building relationships. She chose to come back to the agency world when she learned about MKG and our People First values.",[14,2422,2423],{},"She is most proud of the impact she had on her previous company by creating a positive and supportive environment for those she managed. ",[14,2425,2426],{},"Alanna enjoys spending time with her husband and two teenage daughters, has a very eclectic taste in music, and is an obsessive Hamilfan.",[81,2428,1806],{"id":1805},[46,2430,2431,2434,2437],{},[49,2432,2433],{},"In college, she won a radio contest for her youngest brother to have dinner with Nickelback. The band spent the entire evening trying to convince her, then 15-year-old, brother to drop out of school.",[49,2435,2436],{},"She once spent 3 hours convincing a famous country singer to get off his tour bus to shoot a commercial that her client had contracted him to be in.",[49,2438,2439],{},"Her family is a big fan of True Crime, and they binge Crime Junkie on every road trip.",{"title":77,"searchDepth":291,"depth":291,"links":2441},[2442],{"id":1805,"depth":297,"text":1806},"Meet Alanna Moman-Rawden, one of MKG Marketing’s amazing Account Directors, bringing 15+ years of account leadership and direction to the table.",{"landscape":2445},"alanna-moman-rawden.webp","Director, People & Culture","alanna-moman-rawden",{},"Alanna Moman-Rawden","\u002Fteam\u002Falanna-moman-rawden","I am the one thing in life I can control. I am inimitable. I am an original.","Aaron Burr, Hamilton",{"description":2443},"team\u002Falanna-moman-rawden","WPmQvGfbA7GjEpvcVEps9YUFm4Ihb7jAlxEbp7tr3IA",{"id":2457,"title":2458,"body":2459,"date":7,"description":2498,"extension":318,"images":2499,"isLeader":2501,"jobTitle":2502,"linkedIn":2503,"meta":2504,"name":2458,"navigation":322,"path":2505,"quote":7,"quoteCite":2452,"ref":2506,"seo":2507,"sequence":2508,"stem":2509,"team":2502,"twitter":7,"updated":7,"website":7,"__hash__":2510},"team\u002Fteam\u002Falicia-antonow.md","Alicia Antonow",{"type":11,"value":2460,"toc":2496},[2461,2466,2469,2474,2477,2482,2485,2490,2493],[14,2462,2463],{},[52,2464,2465],{},"How I Got Into Digital Advertising",[14,2467,2468],{},"With a background as a nurse, my journey into digital advertising began unexpectedly when I back to Ann Arbor, Michigan. A Google Partner approached me to assist with healthcare content and ads. I quickly discovered a passion for the field, and with Google Ads sales training followed by SEM training, I was hooked.",[14,2470,2471],{},[52,2472,2473],{},"What I Love About Paid Search",[14,2475,2476],{},"Every campaign is like a unique puzzle, even within the same industry. Variations in geography, audiences, and keywords make each project different. I enjoy leveraging the full suite of Google products—Search, Display, Demand Gen, and YouTube—because they work best when integrated. The ever-evolving nature of the work keeps me inspired and challenged.",[14,2478,2479],{},[52,2480,2481],{},"Why I Chose MKG Marketing",[14,2483,2484],{},"I was drawn to MKG Marketing for its people-first culture. The company recognizes that we are all human, with lives outside of work, and fosters a supportive environment that values balance and well-being.",[14,2486,2487],{},[52,2488,2489],{},"Fun Facts About Me",[14,2491,2492],{},"I’m an avid traveler and love immersing myself in different cultures. Before having kids, my husband and I spent at least three months each year exploring the world.",[14,2494,2495],{},"I take cooking classes with locals wherever I go and love scuba diving whenever there’s water nearby.\nMy kids are my world—seeing their faces light up when experiencing something new brings me the greatest joy.",{"title":77,"searchDepth":291,"depth":291,"links":2497},[],"Meet Alicia Antonow, one of MKG Marketing’s saavy digital ads experts, bringing 15+ years of hands on execution and strategy to the table.",{"landscape":2500},"alicia-antonow.webp",false,"Digital Advertising Experts","alicia-a-36459bb5",{},"\u002Fteam\u002Falicia-antonow","alicia-antonow",{"description":2498},54,"team\u002Falicia-antonow","dX6MgSjdInEGV2mLfl0Uv4cjJ2Si5idzNXLe33_xMZY",{"id":2512,"title":2513,"body":2514,"date":7,"description":2545,"extension":318,"images":2546,"isLeader":2501,"jobTitle":2548,"linkedIn":2549,"meta":2550,"name":2513,"navigation":322,"path":2551,"quote":7,"quoteCite":7,"ref":2552,"seo":2553,"sequence":2554,"stem":2555,"team":2556,"twitter":7,"updated":7,"website":7,"__hash__":2557},"team\u002Fteam\u002Favery-davis.md","Avery Davis",{"type":11,"value":2515,"toc":2542},[2516,2520,2523,2526,2529,2531],[14,2517,2519],{"className":2518},[1785],"\nAvery began his digital marketing career at a tech startup focused on ID scanning and facial recognition software. In addition to gaining a deep understanding of paid media and analytics, this peaked his interest in cybersecurity and tech in general. He then transitioned to agency life where he specialized in SaaS marketing.\n",[14,2521,2522],{},"Over the years, Avery has touched a variety of verticals including health and beauty, eCommerce, medical\u002Fpharma, education, and more. He is drawn to agency life because of the variety of clients he is able to work with and, in turn, learn from.",[14,2524,2525],{},"Although he’s touched several areas of digital marketing, Avery feels most at home when doing Account\u002F Project Management as well as Copywriting.",[14,2527,2528],{},"As is the theme with many of our staff, Avery was drawn to MKG because of our culture. In Avery’s words “MKG shares the same values as I do in both my professional and my personal life. When I saw that we meshed so well, this was an opportunity I couldn’t refuse!”",[81,2530,1806],{"id":1805},[46,2532,2533,2536,2539],{},[49,2534,2535],{},"Avery is an avid racquetball player. Having first gotten into the sport in college, he’s had lots of fun playing over the years. He tries to get to the court at least once a week.",[49,2537,2538],{},"Avery is a hobby bartender and enjoys making, tasting, and learning about different drinks. He’s mainly a Kentucky bourbon guy but also loves Japanese whisky!",[49,2540,2541],{},"Avery is a black belt in Pasaryu. This is a Korean mixed martial art which includes karate, kung fu, and Taekwondo. He has also trained and competed with weapons: nunchucks and samurai sword just to name a couple!",{"title":77,"searchDepth":291,"depth":291,"links":2543},[2544],{"id":1805,"depth":297,"text":1806},"Avery Davis is an Account Superivor here at MKG Marketing.",{"landscape":2547},"avery-davis.webp","Account Supervisor","avery-davis-114055191",{},"\u002Fteam\u002Favery-davis","avery-davis",{"description":2545},59,"team\u002Favery-davis","Account Services","ysXkJK5t3F27trCgdjC7IRHXNs-Qxp9YxjH9QT3gDqQ",{"id":2559,"title":2560,"body":2561,"date":7,"description":2591,"extension":318,"images":2592,"isLeader":2501,"jobTitle":2594,"linkedIn":2595,"meta":2596,"name":2560,"navigation":322,"path":2597,"quote":2598,"quoteCite":2599,"ref":2600,"seo":2601,"sequence":2602,"stem":2603,"team":2604,"twitter":7,"updated":7,"website":7,"__hash__":2605},"team\u002Fteam\u002Fjared-gerling.md","Jared Gerling",{"type":11,"value":2562,"toc":2589},[2563,2566,2569,2572,2575,2578],[14,2564,2565],{},"Jared's journey into digital marketing started with answering a classified ad for a company looking for people with writing backgrounds for a position in SEO. As a graduate of Michigan State University with a degree in Creative Writing, this sounded like the perfect opportunity.",[14,2567,2568],{},"This small agency taught him SEO from the ground up, and, after taking a break from digital marketing to receive his MA from DePaul University, Jared jumped back into the field at a medium-sized agency out of Chicago as an SEO analyst.",[14,2570,2571],{},"Since then, Jared has worked for large and small marketing agencies for over a decade, providing expert SEO services in almost every industry that has a website on the internet. And with his background in writing, Jared feels most at home in the content and customer facing side of SEO and digital marketing.",[14,2573,2574],{},"It was first and foremost the people that drew Jared to MKG. Everyone at MKG has been so in tune with his values and his personality, and they've made his time at MKG easily the best experience of his career.",[14,2576,2577],{},"Fun Facts:",[46,2579,2580,2583,2586],{},[49,2581,2582],{},"I love to travel with my wife. We've been to many incredible places over the years, and are always on the lookout for our next destination.",[49,2584,2585],{},"I was a college rower in my younger days. I rowed mostly eights as a port, and competed against some of the best schools in the nation...and lost to most of them.",[49,2587,2588],{},"I love a really good French Martini.",{"title":77,"searchDepth":291,"depth":291,"links":2590},[],"Meet Jared Gerling, one of MKG Marketing’s thoughtful SEO Experts, bringing 10+ years of experience, intentionality, and creativity to the team.",{"landscape":2593},"jared-gerling.webp","SEO Expert","jaredgerling",{},"\u002Fteam\u002Fjared-gerling","The truth is, most of us discover where we are heading when we arrive.","Calvin (Calvin and Hobbes)","jared-gerling",{"description":2591},55,"team\u002Fjared-gerling","SEO Experts","1TbRdjbaY8GvD4YbpM3Pm85IGECKXrMtdVY8OquXFkg",{"id":2607,"title":2608,"body":2609,"date":7,"description":2643,"extension":318,"images":2644,"isLeader":2501,"jobTitle":2646,"linkedIn":7,"meta":2647,"name":2649,"navigation":322,"path":2650,"quote":7,"quoteCite":7,"ref":2651,"seo":2652,"sequence":2653,"stem":2654,"team":7,"twitter":7,"updated":7,"website":7,"__hash__":2655},"team\u002Fteam\u002Fkathy-obrien.md","Kathy Obrien",{"type":11,"value":2610,"toc":2640},[2611,2615,2618,2624,2627,2629],[14,2612,2614],{"className":2613},[1785],"\nKathy loves details and has managed the finer details of business her entire career.  She started her career in Center City, Philadelphia working for several law firms.  After she was married and had her first son, she left the bustling city to work closer to home at an international publishing company.  In 1994, Kathy and her husband Bill moved with their two sons to Charlotte, North Carolina.  They eventually completed their family with two more boys born in Charlotte.\n",[14,2616,2617],{},"In 2000 they relocated to Chester County, a suburb of Philadelphia. After a hiatus and four sons, Kathy returned to work in Chester County. This time, she gave retail a whirl so that she could be home when her school age boys were home. She quickly found out Ann Taylor was employing one of their best customers. Kathy then spent the following 10+ years in the Non-Profit arena where she did whatever needed to be done to further the mission. No job was too big, small, or unimportant to tackle.",[2619,2620,2621],"blockquote",{},[14,2622,2623],{},"Be faithful in small things because it is in them that your strength lies.\nMother Teresa",[14,2625,2626],{},"By February 2020, Kathy was eager to build something for herself and her family. She set off on a new adventure of starting her own business when she was connected with Kerry, Mike, and MKG. Having commuted and worked outside of the home for 10+ years, she was ready to work from home and have a better life balance. She followed the rainbow and found MKG in her pot of gold. MKG is like no other firm or organization for which Kathy has worked. Their standard of people first is evident in every team member, every decision, every meeting, every interaction. They live their standard.",[81,2628,1806],{"id":1805},[46,2630,2631,2634,2637],{},[49,2632,2633],{},"Kathy’s dislikes: fruit & chocolate together and Tuesday.",[49,2635,2636],{},"Family: Kathy met her husband Bill in Wildwood, New Jersey after their high school graduations during “Senior Week”. They have 4 sons and 2 grandsons. There hasn’t been a girl born in the O’Brien family in 32 years! You will often hear Kathy saying her boys are the best 4 gifts she’s ever been given.",[49,2638,2639],{},"Special talent: Baking. Her boys’ (Bill included) favorites are Spritz Cookies and Chocolate Chip Cookies. There is a running family debate as to whether Ricotta Cookies are cookies or biscuits. At Christmas time, Kathy has been known to hide cookies to save some for guests.",{"title":77,"searchDepth":291,"depth":291,"links":2641},[2642],{"id":1805,"depth":297,"text":1806},"Meet Kathy O’Brien, MKG Marketing’s amazing executive assistant who consistently supports all of MKG across the many needs of the company.",{"landscape":2645},"kathy-obrien.webp","Executive Assistant",{"imageDescription":2648},"Kathy O’Brien, MKG Marketing’s Executive Assistant, in front of a gray background | MKG Marketing","Kathy O'Brien","\u002Fteam\u002Fkathy-obrien","kathy-obrien",{"description":2643},80,"team\u002Fkathy-obrien","lRwZA7wCSBsHC6ufODo6kKfYgfp9Nf-RTYoTK1zEMo0",{"id":1779,"title":9,"body":2657,"date":7,"description":1815,"extension":318,"images":2679,"isLeader":322,"jobTitle":1818,"linkedIn":1819,"meta":2680,"name":9,"navigation":322,"path":1822,"quote":1823,"quoteCite":1824,"ref":1825,"seo":2681,"sequence":1827,"stem":1828,"team":1829,"twitter":1819,"updated":7,"website":1830,"__hash__":1831},{"type":11,"value":2658,"toc":2676},[2659,2662,2666,2670,2672],[14,2660,1786],{"className":2661},[1785],[14,2663,1789,2664,1794],{},[206,2665,1793],{"href":1792},[14,2667,1797,2668,1802],{},[206,2669,1801],{"href":1800},[81,2671,1806],{"id":1805},[46,2673,2674],{},[49,2675,1811],{},{"title":77,"searchDepth":291,"depth":291,"links":2677},[2678],{"id":1805,"depth":297,"text":1806},{"landscape":1817},{"imageDescription":1821},{"description":1815},{"id":2683,"title":2684,"body":2685,"date":7,"description":2718,"extension":318,"images":2719,"isLeader":2501,"jobTitle":2721,"linkedIn":2722,"meta":2723,"name":2684,"navigation":322,"path":2724,"quote":7,"quoteCite":7,"ref":2725,"seo":2726,"sequence":2727,"stem":2728,"team":2502,"twitter":7,"updated":7,"website":7,"__hash__":2729},"team\u002Fteam\u002Fleigh-snyder.md","Leigh Snyder",{"type":11,"value":2686,"toc":2715},[2687,2691,2694,2697,2700,2703,2706,2709,2712],[14,2688,2690],{"className":2689},[1785],"\nLeigh has over 15 years of experience of managing Paid Search campaigns. She started her career at Solid Cactus, a full service eCommerce agency in Wilkes Barre Pennsylvania. Having no experience in Paid Search, she learned as she went, starting out in the earlier days of Google Adwords, when Adwords Editor wasn't even being used yet.\n",[14,2692,2693],{},"Leigh loves to create accounts and watch them grow, even more she loves to take a poorly performing account and turn it around. Watching the KPIs increase from changes she has made or new ideas she implements, keeps her career exciting.",[14,2695,2696],{},"Managing a wide variety of accounts that include local car dealerships, worldwide clothing stores, online supplement shops to plastic surgeons and much much more, Leigh brings a vast knowledge of creative ways in managing accounts.",[14,2698,2699],{},"While working the majority of her career in local offices, the options for expanding her career were becoming less and less. She decided to apply for a remote job (before it was the norm) and was able to get experience that wasn't as prevalent in the smaller area in which she resides.",[14,2701,2702],{},"After working from home for the past 6 years the opportunities kept coming and when MKG reached out to her, she knew that there was something special about them and decided to take the leap. The people first environment is not just talked about here, but it is practiced everyday. MKG Marketing is unlike anywhere she has ever worked.",[14,2704,2705],{},"Outside of work, Leigh enjoys spending time with her husband Dustin, their blended family (Emma, Casey, Jake & Brayden) and their dog Millie.",[14,2707,2708],{},"The kitchen is where you will always find her, she loves to cook and bake all things Gluten Free and no one ever knows. When they are not at a swim meet or a baseball game they love swimming in their pool, long walks on the local trails, renovating their house and binging shows.",[81,2710,2711],{"id":1805},"Fun Facts",[14,2713,2714],{},"Although it was just was a short time, at age 19 Leigh drove cross country from a small town in PA and moved to Hollywood Hills, CA. Her view from her kitchen window was the Hollywood sign. Not a bad first apartment.",{"title":77,"searchDepth":291,"depth":291,"links":2716},[2717],{"id":1805,"depth":297,"text":2711},"Meet Leigh Snyder, one of MKG Marketing’s amazing digital advertising experts, bringing 15 plus years of experience to the team",{"landscape":2720},"leigh-snyder.webp","Digital Advertising Expert","leighasnyder",{},"\u002Fteam\u002Fleigh-snyder","leigh-snyder",{"description":2718},50,"team\u002Fleigh-snyder","tY2JnqulQK9AU4TGRfATRnob3Thk9e9yAPu6iKBPA_s",{"id":2731,"title":2732,"body":2733,"date":7,"description":2780,"extension":318,"images":2781,"isLeader":2501,"jobTitle":2783,"linkedIn":2784,"meta":2785,"name":2732,"navigation":322,"path":2787,"quote":2788,"quoteCite":2732,"ref":2784,"seo":2789,"sequence":321,"stem":2790,"team":7,"twitter":7,"updated":7,"website":7,"__hash__":2791},"team\u002Fteam\u002Fmarketing-leadership\u002Fceleste-jacroux.md","Celeste Jacroux",{"type":11,"value":2734,"toc":2777},[2735,2743,2746,2753,2757],[14,2736,2738,2739,2742],{"className":2737},[1785],"\nCeleste Jacroux is a Go-to-Market architect for companies ready to graduate from \"random acts of marketing\" to a predictable revenue engine. As the Founder of ",[52,2740,2741],{},"Swell Marketing Advisors"," and a strategic partner to MKG, she brings deep expertise in aligning product, sales, and marketing into a cohesive GTM strategy.",[14,2744,2745],{},"Celeste understands that for founders, the hardest phase is often bridging the gap between a great product and the market that needs it. She specializes in clarifying positioning, defining ideal customer profiles (ICPs), and building the strategic roadmap that turns vision into traction.",[14,2747,2748,2749,2752],{},"At MKG, Celeste steps in as a Marketing Leader for our ",[52,2750,2751],{},"Marketing Leadership + Activation"," clients. She provides the senior-level direction and GTM rigor, working hand-in-hand with MKG’s activation teams to ensure that strategy doesn't just sit in a deck—it gets executed, measured, and optimized for growth.",[81,2754,2756],{"id":2755},"expertise","Expertise",[46,2758,2759,2765,2771],{},[49,2760,2761,2764],{},[52,2762,2763],{},"Go-to-Market Strategy:"," Launching new products and entering new markets with precision.",[49,2766,2767,2770],{},[52,2768,2769],{},"Positioning & Messaging:"," Translating complex tech into clear customer value.",[49,2772,2773,2776],{},[52,2774,2775],{},"Sales & Marketing Alignment:"," Ensuring the revenue team is fighting the same battle.",{"title":77,"searchDepth":291,"depth":291,"links":2778},[2779],{"id":2755,"depth":297,"text":2756},"Meet Celeste Jacroux, a strategic GTM partner to MKG and Founder of Sweel Marketing Advisors. She leads Go-to-Market strategy for high-growth companies.",{"landscape":2782},"celeste-jacroux.webp","Fractional GTM Leader | Founder, Swell Marketing Advisors","celeste-jacroux",{"imageDescription":2786},"Celeste Jacroux, Founder of Swell Marketing Advisors and MKG Partner","\u002Fteam\u002Fmarketing-leadership\u002Fceleste-jacroux","A great product doesn't win on its own. It wins when the story, the strategy, and the sales motion all pull in the exact same direction.",{"description":2780},"team\u002Fmarketing-leadership\u002Fceleste-jacroux","xCdtcFdNV4sp78oidUDMCvxluqrG5iEdRJkxxEAOYq0",{"id":2793,"title":9,"body":2794,"date":7,"description":2841,"extension":318,"images":2842,"isLeader":2501,"jobTitle":2843,"linkedIn":1819,"meta":2844,"name":9,"navigation":322,"path":2845,"quote":1823,"quoteCite":1824,"ref":1825,"seo":2846,"sequence":2847,"stem":2848,"team":7,"twitter":1819,"updated":7,"website":7,"__hash__":2849},"team\u002Fteam\u002Fmarketing-leadership\u002Fkerry-guard.md",{"type":11,"value":2795,"toc":2838},[2796,2800,2823,2829,2832,2834],[14,2797,2799],{"className":2798},[1785],"\nKerry Guard (she\u002Fher) is the strategist founders call when they are tired of guessing. As the CEO of MKG Marketing, she doesn’t just run the agency; she steps into the trenches with clients as a Fractional Marketing Leader. She specializes in helping founders navigate the \"Growth Valley\"—building the systems, strategy, and teams required to scale from traction to expansion.",[14,2801,2802,2803,2806,2807,2810,2811,2814,2815,2818,2819,2822],{},"Her recent work focuses on bringing enterprise-level rigor to growing businesses. She serves as the strategic marketing engine for a diverse portfolio, including ",[52,2804,2805],{},"Rutkowski Law Firm",", ",[52,2808,2809],{},"Fulcrum Enterprise Group",", and ",[52,2812,2813],{},"Premier Office Movers",", where she aligns revenue goals with marketing execution. Whether she is translating complex tech into a go-to-market narrative for ",[52,2816,2817],{},"Avalanche Fusion",", or helping ",[52,2820,2821],{},"Extraordinary Advisors"," amplify their message, Kerry brings clarity and momentum to every leadership team she joins.",[14,2824,2825,2826,2828],{},"She is also the host of ",[206,2827,1793],{"href":1792},", where she interviews CMOs and Founders to uncover the human stories behind high-growth companies.",[14,2830,2831],{},"Kerry proves that high performance doesn't require burnout. As a mom of twins, she built MKG on a \"People First\" methodology—championing policies like 20 vacation days and zero after-hours emails—because she knows that rested, respected experts drive the best ROI.",[81,2833,1806],{"id":1805},[46,2835,2836],{},[49,2837,1811],{},{"title":77,"searchDepth":291,"depth":291,"links":2839},[2840],{"id":1805,"depth":297,"text":1806},"Meet Kerry Guard, MKG Marketing’s CEO and Principal Strategist. She works directly with founders to build scalable marketing engines while hosting the podcast, Back on T-R-A-C-K.",{"landscape":1817},"Fractional Marketing Leaders",{"imageDescription":1821},"\u002Fteam\u002Fmarketing-leadership\u002Fkerry-guard",{"description":2841},5,"team\u002Fmarketing-leadership\u002Fkerry-guard","oOXvRk_JAfbvrAQoDmPize2X6zquuQG1YD5msODvKcE",{"id":2851,"title":2852,"body":2853,"date":7,"description":2904,"extension":318,"images":2905,"isLeader":2501,"jobTitle":2907,"linkedIn":2908,"meta":2909,"name":2911,"navigation":322,"path":2912,"quote":2913,"quoteCite":2911,"ref":2908,"seo":2914,"sequence":586,"stem":2915,"team":7,"twitter":7,"updated":7,"website":7,"__hash__":2916},"team\u002Fteam\u002Fmarketing-leadership\u002Flaura-mcaliley.md","Laura Mcaliley",{"type":11,"value":2854,"toc":2901},[2855,2859,2870,2873,2879,2881],[14,2856,2858],{"className":2857},[1785],"\nLaura McAliley is the growth strategist founders call when they are ready to turn early traction into sustainable momentum. As the Founder of Pebble Marketing and a key Marketing Leadership partner for MKG, Laura bridges the gap between high-level vision and the gritty execution required to scale.",[14,2860,2861,2862,2865,2866,2869],{},"Her track record speaks the language of investors and boards. She has successfully scaled SaaS startups from seed stage through to exit, most notably orchestrating a ",[52,2863,2864],{},"3x revenue lift"," at ",[52,2867,2868],{},"Security Journey"," that led to a successful acquisition.",[14,2871,2872],{},"Laura thrives in the \"messy middle\" of growth. Whether she is navigating the complexities of a Fortune 100 account or launching a scrappy go-to-market strategy for a new startup, her approach is the same: build the brand, unlock the revenue, and get the business investor-ready.",[14,2874,2875,2876,2878],{},"At MKG, Laura acts as a Fractional CMO for our ",[52,2877,2751],{}," clients, bringing the senior firepower needed to professionalize your marketing function without the full-time executive headcount.",[81,2880,2756],{"id":2755},[46,2882,2883,2889,2895],{},[49,2884,2885,2888],{},[52,2886,2887],{},"SaaS Scaling:"," From Seed to Exit",[49,2890,2891,2894],{},[52,2892,2893],{},"Revenue Operations:"," Aligning marketing spend with sales outcomes",[49,2896,2897,2900],{},[52,2898,2899],{},"Brand Strategy:"," Positioning startups for acquisition and investment",{"title":77,"searchDepth":291,"depth":291,"links":2902},[2903],{"id":2755,"depth":297,"text":2756},"Meet Laura McAliley, a strategic partner to MKG and Founder of Pebble Marketing. She serves as a Fractional CMO, helping founders scale from seed to exit.",{"landscape":2906},"laura-mcaliley.webp","Fractional CMO | Founder, Pebble Marketing","laura-mcaliley",{"imageDescription":2910},"Laura McAliley, Fractional CMO and Founder of Pebble Marketing","Laura McAliley","\u002Fteam\u002Fmarketing-leadership\u002Flaura-mcaliley","Founders don't need another slide deck. They need a roadmap to revenue and a partner willing to get their hands dirty to build it.",{"description":2904},"team\u002Fmarketing-leadership\u002Flaura-mcaliley","ke5GsAQwur6LBbt6guZUCgKQT6MJJm8UL5XCaXjVnZM",{"id":2918,"title":2919,"body":2920,"date":7,"description":2948,"extension":318,"images":2949,"isLeader":2501,"jobTitle":2951,"linkedIn":2952,"meta":2953,"name":2919,"navigation":322,"path":2955,"quote":2956,"quoteCite":2957,"ref":2958,"seo":2959,"sequence":2960,"stem":2961,"team":7,"twitter":2952,"updated":7,"website":7,"__hash__":2962},"team\u002Fteam\u002Fmike-krass.md","Mike Krass",{"type":11,"value":2921,"toc":2946},[2922,2926,2929,2932],[14,2923,2925],{"className":2924},[1785],"A proud Washington State University alum — Go Cougs! — who grew up on the west coast of the United States, Mike has lived on three continents during his lifetime.",[14,2927,2928],{},"Over the past decade Mike has led MKG Marketing in becoming a 7-figure business, joined the global Entrepreneurs Organization (EO) as a member as well as holds a seat on their Board of Directors and mentored other business owners through organizations like Idea Village, EO and General Assembly.",[14,2930,2931],{},"When he’s not at work, Mike enjoys:",[46,2933,2934,2937,2940,2943],{},[49,2935,2936],{},"Riding his beach cruiser bike in the park.",[49,2938,2939],{},"Reading business and spy novels (often at the same time — ask him how many half finished books he’s currently reading on his Kindle!)",[49,2941,2942],{},"Traveling the world.",[49,2944,2945],{},"Flying N5478N — his trusty 1981 Cessna 182.",{"title":77,"searchDepth":291,"depth":291,"links":2947},[],"Meet Mike Krass, one of MKG Marketing’s founders. He currently drives the big picture vision for the agency and supports biz dev and sales efforts.",{"landscape":2950},"mike-krass.webp","Owner\u002FVisionary","mikekrass",{"imageDescription":2954},"Mike Krass, MKG Marketing’s Owner\u002FVisionary, standing in front of St. Louis Cathedral in the French Quarter of New Orleans | MKG Marketing","\u002Fteam\u002Fmike-krass","Focus on the road, not the wall.","Alvin Alexander","mike-krass",{"description":2948},10,"team\u002Fmike-krass","WCJwOrpm4HOYHMODFwHdEILqPkcZwTSZUakkr3-n3rs",{"id":2964,"title":2965,"body":2966,"date":7,"description":2986,"extension":318,"images":2987,"isLeader":322,"jobTitle":2989,"linkedIn":2990,"meta":2991,"name":2965,"navigation":322,"path":2992,"quote":2993,"quoteCite":2994,"ref":2990,"seo":2995,"sequence":2996,"stem":2997,"team":2998,"twitter":2999,"updated":7,"website":7,"__hash__":3000},"team\u002Fteam\u002Fnathan-stenberg.md","Nathan Stenberg",{"type":11,"value":2967,"toc":2984},[2968,2972,2975,2978,2981],[14,2969,2971],{"className":2970},[1785],"Our SEO Expert, Nathan, comes to MKG with an extensive background in digital marketing from front-end development to omni-channel marketing strategy.",[14,2973,2974],{},"He discovered SEO as part of a tech support job with a template website company where he was supporting clients with their websites. There he defined and developed the standards and processes that the SEO team would use for keyword research as well as the writing and implementation of the optimization. He then leveraged these standards to create an add-on subscription-based SEO product called “SEO Boost” which provided clients with a more proactive SEO service for their websites. This resulted in him providing keyword research and optimization recommendations for close to 1,500 websites during his tenure.",[14,2976,2977],{},"From there Nathan moved into the agency world, staring with a small boutique firm in Portland, OR, providing SEO audits and recommendations for clients ranging from small businesses to enterprise e-commerce companies.",[14,2979,2980],{},"He then moved to a larger agency and, once again, developed the SEO Team processes as the agency transitioned from an email-focused agency to a full-service digital marketing agency. During this time, Nathan was able to explore different areas of digital marketing strategy and really developed an understanding and passion for omni-channel marketing.",[14,2982,2983],{},"When Nathan is not working, he enjoys spending time with his partner and two children. You can find him playing casual sports, music, and Overwatch as well as snowboarding and cooking.",{"title":77,"searchDepth":291,"depth":291,"links":2985},[],"Meet Nathan Stenberg, one of MKG Marketing’s Digital Marketing Strategist, with an extensive background in digital marketing from front-end development to omni-channel strategy. ",{"landscape":2988},"nathan-stenberg.webp","Director, Strategy","nathan-stenberg",{},"\u002Fteam\u002Fnathan-stenberg","Repetition is the path to mastery.","Zenyatta",{"description":2986},4,"team\u002Fnathan-stenberg","Marketing Strategists","natestenberg23","1moy0e42nEoQgH0weNaASdQ6FTDWXwC5TDftv5YS3tU",{"id":3002,"title":3003,"body":3004,"date":7,"description":3032,"extension":318,"images":3033,"isLeader":2501,"jobTitle":2721,"linkedIn":3035,"meta":3036,"name":3003,"navigation":322,"path":3037,"quote":3038,"quoteCite":1824,"ref":3039,"seo":3040,"sequence":3041,"stem":3042,"team":2502,"twitter":7,"updated":7,"website":7,"__hash__":3043},"team\u002Fteam\u002Fnick-bare.md","Nick Bare",{"type":11,"value":3005,"toc":3030},[3006,3010,3013,3016,3019],[14,3007,3009],{"className":3008},[1785],"Nick Bare's college offered a digital technology and culture degree and heI ended up taking some communications and marketing classes as well and liked the thought of them all lining up with each other. Once he graduated, he landed a role in paid search and has been doing it for nine+ years now.",[14,3011,3012],{},"He loves that there's always a challenge to tackle. He enjoys taking on new accounts and getting into the weeds to see what can help them turn around and start driving more efficient leads.",[14,3014,3015],{},"He's most proud of being a dad.",[14,3017,3018],{},"Interesting facts:",[46,3020,3021,3024,3027],{},[49,3022,3023],{},"Born with a cleft lip and palate and has had seven surgeries in his life",[49,3025,3026],{},"Watched the Seahawks win Super Bowl 48 with his dad in New York",[49,3028,3029],{},"Travels around the country to visit all the MLB stadiums with his son",{"title":77,"searchDepth":291,"depth":291,"links":3031},[],"Meet Nick Bare, one of MKG Marketing’s Digital Advertising Expert, bringing 15 plus years of experience to the team. ",{"landscape":3034},"nick-bare.webp","nickbare",{},"\u002Fteam\u002Fnick-bare","We can choose courage or we can choose comfort, but we can't have both.","nick-bare",{"description":3032},52,"team\u002Fnick-bare","yVusNcEIbiAvdPE02qyDKE_aINcQ0QMXSeyOKv9x5PE",{"id":3045,"title":3046,"body":3047,"date":7,"description":3032,"extension":318,"images":3074,"isLeader":2501,"jobTitle":3076,"linkedIn":3077,"meta":3078,"name":3046,"navigation":322,"path":3079,"quote":3080,"quoteCite":3081,"ref":3082,"seo":3083,"sequence":3084,"stem":3085,"team":3086,"twitter":7,"updated":7,"website":7,"__hash__":3087},"team\u002Fteam\u002Fprachi-sarin.md","Prachi Sarin",{"type":11,"value":3048,"toc":3072},[3049,3052,3055,3058],[14,3050,3051],{},"Prachi has worked in marketing for over 10 years across various industries, but digital marketing has always been her true interest. She finally got the opportunity to pursue it when she moved to the United States and joined MKG as an apprentice, embarking on her digital marketing journey.​",[14,3053,3054],{},"Why I Joined MKG Marketing:\nI joined MKG Marketing because of its people-first culture, transparency, and commitment to growth. It’s a place where I can learn, contribute, and work with a team that genuinely cares.",[14,3056,3057],{},"Fun Facts About Me:",[46,3059,3060,3063,3066,3069],{},[49,3061,3062],{},"I love to read detective, thriller, and mystery books and watch shows in the same genre.",[49,3064,3065],{},"I’m a mom to twin girls—they are my world! Watching them grow, learn, and explore life brings me joy.",[49,3067,3068],{},"I love cooking for my family. It started with my husband, who’s a foodie, and now we cook together for our daughters.",[49,3070,3071],{},"Our family also enjoys playing video games—it’s our way to unwind and have fun together.",{"title":77,"searchDepth":291,"depth":291,"links":3073},[],{"landscape":3075},"prachi-sarin.webp","Digital Marketing Coordinator","prachisarin",{},"\u002Fteam\u002Fprachi-sarin","We keep moving forward, opening new doors, and doing new things because we're curious, and curiosity keeps leading us down new paths.","Walt Disney","prachi-sarin",{"description":3032},75,"team\u002Fprachi-sarin","Digital Marketing","LjXpVTmZn-XwzExAyq2igbw_fHhrVcf4nOLoEmURbEQ",{"id":3089,"title":3090,"body":3091,"date":7,"description":3105,"extension":318,"images":3106,"isLeader":322,"jobTitle":3108,"linkedIn":3109,"meta":3110,"name":3090,"navigation":322,"path":3111,"quote":3112,"quoteCite":3113,"ref":3114,"seo":3115,"sequence":291,"stem":3116,"team":1829,"twitter":7,"updated":7,"website":7,"__hash__":3117},"team\u002Fteam\u002Fsam-ellsworth.md","Sam Ellsworth",{"type":11,"value":3092,"toc":3103},[3093,3097,3100],[14,3094,3096],{"className":3095},[1785],"Sam has over 15 years of experience managing the development of marketing campaigns for national and global brands. She started her career in San Francisco, working in account management at ad agencies, where she managed a range of successful marketing campaigns from Super Bowl TV spots and fully-integrated product launches to social media campaigns and events.",[14,3098,3099],{},"After 12 years in San Francisco, Sam and her husband decided it was time to leave the big city and find a slower pace of life, settling down outside of Burlington, Vermont. Sam spent her first couple years in Vermont working remotely for a San Francisco agency and then as the Marketing Director at a local craft brewery before joining the MKG team. She was drawn to MKG due to our people first value and the opportunity to get to focus on a few specific, results driven marketing tactics.",[14,3101,3102],{},"Outside of work, Sam spends her time with her husband, 4-year-old daughter and chocolate lab exploring Vermont and all it has to offer — from hiking, skiing and enjoying all the local food to growing their backyard garden and working on a never-ending list of house renovations.",{"title":77,"searchDepth":291,"depth":291,"links":3104},[],"Meet Sam Ellsworth, one of MKG Marketing’s amazing Account Directors, who brings over 15 years experience managing marketing campaign development. ",{"landscape":3107},"sam-ellsworth.webp","Director, Client Services","samantha-ellsworth-40875866",{},"\u002Fteam\u002Fsam-ellsworth","Sometimes the questions are complicated and the answers are simple.","Dr. Seuss","sam-ellsworth",{"description":3105},"team\u002Fsam-ellsworth","Xb0ljkUHaVzTObdBxfiOxIpE5jcK9HSfgiMlBhd8fuc",1787835221898]