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If you‘ve noticed your brand appearing less frequently in ChatGPT answers, you’re not alone. Savvy marketers are using generative engine optimization tools to address this issue. These tools help your content get cited by AI platforms, rather than being buried under competitors. If you‘ve noticed your brand appearing less frequently in ChatGPT answers, you’re not […]

I’ll say the hard thing nobody wants to admit: Creating “great content” isn’t enough; it’s time for a change. And that change starts with multi-channel content distribution. I’ll say the hard thing nobody wants to admit: Creating “great content” isn’t enough; it’s time for a change. And that change starts with multi-channel content distribution. This

AI search visibility refers to how a brand appears in AI-generated results from tools like ChatGPT and AI-augmented search engines such as Gemini or Perplexity. Unlike traditional SEO, which tracks ranking positions and blue links, AI visibility measures how often your brand is mentioned, how your owned content is cited, and how those mentions are

Here’s a tough pill to swallow: The way buyers discover brands has undergone a fundamental change. Thus, answer engine optimization tools have emerged as essential technology for marketers navigating the new era of search, where AI platforms like ChatGPT, Perplexity, and Google AI Overviews deliver direct answers instead of links. Here’s a tough pill to

Emerging trends in answer engine optimization are reshaping how brands earn visibility, trust, and demand in AI-powered search. Answer engines like ChatGPT, Google AI Overviews, Perplexity, and Gemini now deliver fully synthesized answers directly to users, compressing the traditional customer journey. According to HubSpot’s Consumer Trends Report, 72% of consumers plan to use AI-powered search

Search has changed faster than most teams have adapted. For years, visibility meant ranking — climbing search pages through backlinks, keywords, and authority signals. Now, customers open ChatGPT or Gemini, type a question, and receive a synthesized answer drawn from multiple sources. Search has changed faster than most teams have adapted. For years, visibility meant

The marketing efficiency ratio (MER) measures how much revenue marketing generates for every dollar spent. MER is calculated by dividing total revenue by total marketing spend for a defined period. Unlike ROAS, which focuses on the return of specific ad campaigns, MER gives a blended, executive-level view of overall marketing effectiveness across all channels. A

Search no longer rewards keywords alone — it rewards clarity. Large language models now read, reason, and restate information, deciding which brands to quote when they answer. An AI search strategy adapts content for that shift, focusing on being understood and cited, not just ranked and clicked. Search no longer rewards keywords alone — it

Entity-based SEO is a content optimization strategy built around concepts, relationships, and context rather than isolated keyword phrases. Search engines identify entities — distinct concepts, people, places, or things — and connect them through the Knowledge Graph to interpret meaning and determine topical authority. Entity-based SEO is a content optimization strategy built around concepts, relationships,

When I first joined HubSpot’s Conversational Marketing team, most of our website chat volume was handled by humans. We had a global team of more than a hundred live sales agents — Inbound Success Coaches (ISCs) qualifying leads, booking meetings, and routing conversations to sales reps. It worked, but it didn’t scale. When I first