Author: Scott Sweeney
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How ChatGPT Search Shopping Ranks Products and Merchants
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ChatGPT search shopping is reshaping how consumers discover and evaluate products online. As OpenAI integrates commerce into its conversational experience, understanding how ChatGPT search ranks products and merchants becomes essential for any brand or marketer looking to stay competitive. This article explores how product listings are selected, ranked, and displayed…
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SEO vs SEM Strategy: Understanding the Right Fit for Your Business
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When it comes to driving visibility in search engines, choosing the right SEO vs SEM strategy can make or break your digital marketing success. Both are powerful tools, but they serve different purposes. The key is knowing how and when to use each—and how to make them work together for…
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The Curse of SEO Optimization: When Life Becomes a Keyword Audit
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If you’re deep into SEO, you’ve probably experienced the curse of SEO optimization. It’s that moment when you find yourself analyzing your grocery list for keyword density. When your vacation itinerary includes A/B testing which sunscreen gets more Instagram engagement. When your morning coffee routine includes checking your bounce rate.…
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SEO Is Demand Capture: Understanding Its Real Role in Revenue Growth
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Understanding that SEO is demand capture is one of the most important mindset shifts for B2B marketers, especially in today’s performance-obsessed landscape. Too often, SEO is misunderstood, miscategorized, or mismanaged. It gets lumped in with content strategy or relegated to technical checklists. Or worse, it’s expected to function like a…
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Strategic PPC Moves to Offset Zero-Click Search Loss
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In today’s evolving digital landscape, implementing strategic PPC moves has become more important than ever—especially with the increasing prevalence of zero-click searches. For many businesses, organic traffic has steadily declined as search engines provide more answers directly on the results page. That means fewer users are clicking through to websites,…
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Pay-Per-Click Advertising Strategy: How to Maximize Your ROI
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Developing a strong pay-per-click advertising strategy is one of the most effective ways to connect with high-intent buyers and make the most of your marketing budget. Whether you’re focused on lead generation, e-commerce sales, or brand visibility, PPC provides a direct and measurable path to results—when it’s executed correctly. Too…
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B2B Marketing Performance Timeline: Why Long-Term Wins Matter Most
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Understanding the B2B marketing performance timeline is critical for companies investing in pipeline development. Yet far too many B2B teams make decisions on campaign effectiveness without allowing enough time for results to mature. Marketing gets shut off too soon, and the ripple effects don’t show up until quarters later—when growth…
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Mastering Copywriting for Paid Digital Ads
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Writing copy for paid digital ads doesn’t have to be complicated, but it does require nuance. The digital space is crowded, and consumers are constantly bombarded with messages vying for their attention. A well-crafted ad can stop the scroll, spark curiosity, and drive meaningful engagement. But getting it right isn’t…
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B2B Event Marketing Strategy: Why Discipline Drives Pipeline
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Developing a disciplined B2B event marketing strategy is critical if you want your industry conference investment to generate real pipeline. Too often, companies approach events with excitement but little structure. Booths are built, swag is distributed, conversations happen—and then the momentum dies as soon as the team gets home. The…
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Google Ads Budget Strategy: Why Scaling Isn’t Always the Answer
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Every successful paid media program needs a thoughtful Google Ads budget strategy. In B2B marketing especially, more budget does not always equal more results. In fact, one of the most effective recommendations I often give clients is to reduce ad spend. Yes, you read that right. Cutting budget can be…