Expand Your Knowledge

Stale content quietly loses rankings, traffic, and AI Overview citations. This guide shows you how to spot which posts need a refresh, prioritize them, and update them for search rankings and AI visibility alike.

Query fan-out breaks one search into several related questions AI systems run at once, then builds an answer from whatever addresses each. Learn how to structure content so it can be cited across that full set, not just the original query.

When marketing leaders ask whether their technical SEO covers them for AI search, Michael's answer is mostly yes. Google's AI Overviews and AI Mode run on Google's regular index, and most of a standard technical audit carries over to the other platforms. This week he sorts technical work into what to keep, what to start, and the short list of things to skip, including a training-bot decision that removes your own description of your company from what the next model...

It’s time to expand our notion of formatting beyond readability and UX. If you want your brand’s content to be used and cited in AI search, shift formatting from an afterthought to become a part of your content strategy. This article is a tactical guide to formatting content for AI retrieval.

SEO requests for proposals (RFPs) are critical to finding a new search engine optimization agency. When faced with a market saturated with SEO providers, the more organized your approach to evaluating their different strategies, the more likely you’ll find a partner with what it takes to move the needle on your business goals. Use the following tips and free SEO RFP template and tools to find an agency dedicated to your success.

For most of the last decade, brand was the marketing line item hardest to defend, because there's no click to track when a buyer arrives already knowing who you are. AI search changes that math. An assistant reads your website, your listings, your reviews, and every page that mentions you in passing, hands the buyer one summary, and decides whether to name you at all. This week Michael connects brand entity work to the brand building marketers already know how...

Google doesn't care if a person or a program wrote your thousand new pages. If they exist to manipulate rankings instead of help readers, that's scaled content abuse, and Google treats it the same either way.

Dofollow, nofollow, sponsored, UGC…not all backlinks are created equal. Get the low down on what it all means and which links will help your SEO and boost your organic search rankings.

AI overviews have increased zero-click searches, making visibility critical for brand awareness. Make sure you appear for important queries in your industry with an AI overview optimization strategy.

Product schema turns your product pages into eligible rich snippets showing price, availability, and ratings straight in search results. This guide walks through JSON-LD implementation step by step, including shipping and return-policy schema, a required-versus-recommended property table, and three ready-to-use code examples for different product types.