Rachit Dayal

Too many SEOs are still thinking about AI and SEO in terms of "queries" and "ranking" and "clicks" - these SEOs have already fallen behind and they don't know it. It's not about the query anymore. It's about semantic relevance to the topic. It's about passages. It's full funnel. Yeah clicks are down, but unless you're a content farm selling ad space - the amount of people interested in your product hasn't changed. You just can't track them the same way, and they're going to different places. It's time to evolve. It's time to be real marketers and meet them in the places they're going .

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If you're struggling with Comms Strategy, You might be missing these 10 tools… 10 tools and resources to use 1. Consumer Journey Research Template - https://lnkd.in/gtsmSMfA 2. The Noun Project - library of icons to make your deck look pro https://lnkd.in/gfWyCuAM 3. ToolboxToolbox - a treasure trove of process docs for workshops https://lnkd.in/gpbtxG7W 4. Data USA- The most comprehensive visualization of U.S. public data. Data USA provides an open, easy-to-use platform that turns data into knowledge. https://datausa.io/ 5. Miro - Consumer journey mapping tool https://miro.com/ 6. Hyper Island Toolbox - If you're running consumer journey workshops, there's a number of good activities in here https://lnkd.in/gQ_X8RAB 7. What Is Communication Strategy (video) - Definition an examples from Nike and Cole Haan https://lnkd.in/gJXhWkRX 8. How To Create A Campaign Plan (video) - Shows how to create a comms framework and ecosystem, example from FIFA https://lnkd.in/gQzD2AZS  9. Comms Strategy Stats - If you need to show the importance of Comms Strategy - https://lnkd.in/gQcXTihJ 10. How To Write A Comms Strategy (video) - Example from Chase Bank https://lnkd.in/gkvMrwXK 👉I’ll be doing a free workshop on how you get to a great comms strategy next week, Sign up here: https://lnkd.in/gnJ5_CbE 

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It's becoming increasingly likely that ChatGPT will become the dominant search and AI platform. I was with 2 teenagers today, one being my daughter and her 15-year-old friend. Her friend said, "I love ChatGPT". Yes, I'm not under any illusions that she loves it because it helps her with her school work. But I agree with her. I love ChatGPT too. The Google search results are awful these days. I use Gemini (as it's embedded on my phone) for the most trivial of tasks that I wouldn't want to soil my GPT app with...you know, things like "what is 2st 9 in KG?" Google search is where I turn for navigational search. This is a search where I know my destination in advance. And to be fair, it's still pretty good at that. But I am not 'all users'...neither is my daughter and her friend. My daughter uses AI in Snapchat. My parents have never used ChatGPT...but equally, they've never booked a holiday online and have purchased from Amazon once. GPT-5 got released yesterday, and although I haven't had access yet, the word is that it's excellent and fast. Most people I know are using AI to do a lot of work. Most people I know are using ChatGPT as their AI tool of choice. But again, I don't know all people. It does, however, feel inevitable at this point. Because I know more people using ChatGPT than I don't. A main TV station presenter mentioned "I ChatGPT'd it" on live TV to millions of people the other day about some random knowledge. And this is where it starts. My 66-year-old mother-in-law has ChatGPT on her phone because her hairdressers do. Last week I got a lead directly from ChatGPT...it suggested me to them. And my SEO friend voice messaged me today and said, "I think we're all going to be optimising for ChatGPT soon". I agree. We're a few years into the AI hype machine now, and it's only getting bigger. And having been a government employee, I can't begin to tell you how it will revolutionise the way all government work is done...unless they mess it up. This is a tidal wave that's happening. And yet, for many people in SEO, it seems they want to 'ignore' this wave and hope it will go away. They're still making sandcastles and writing SEO into the sand. "It's just SEO", I saw from a prominent agency owner this say week. Really? Then how come the page 1 rankings aren't the same as AI mode or ChatGPT? It's because it's not SEO. Sure, there are crossover skills and activities...a lot of them. And yes, many principles are the same. But you need to focus on different tactics. I like the term GEO. Others don't. It's not up to me what the final winner will be. As my friend said...it could be ChatGPT optimisation. My point is this. Even if you disagree with me that ChatGPT will become the big winner. It's going to become enough of a winner to impact marketing. It already is. And all businesses need to prepare for this impact. Need support and advice? Message me. The tide is out...the wave is coming.

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I think Google got it wrong with “Generate → Ground” approach. The process is suboptimal in a sense that the pipeline starts with an autoregressive step and then tries to make it work by grounding as a bandaid. This setup seems particularly prone to error due to its dependence on query generator. If this layer fails, the entire response fails. A logical sequence of events in the pipeline would be that the model has both index results and relevant grounding available in unified context prior to its response as opposed to 'grounding as an afterthought' paradigm. https://lnkd.in/gwra9hiJ

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Interesting observations from @MikeBlazerX on the G2 Portal, important for SaaS marketing pros. G2.com has lost a staggering 80% of its SEO traffic since 2023. And this is a site that was often cited as an example of programmatic SEO. Here’s my analysis of what happened, using the query "best endpoint detection and response software" as an example, writes Gaetano Nino DiNardi. Key Takeaways: • Users prefer manually curated editorial content over programmatically generated pages. The top-ranking page from eSecurity Planet is very strong and was likely written by an expert in corporate security. Their domain also holds much greater topical authority. • Gartner remains the king of programmatic B2B review SEO Buyers still consider Gartner the most authoritative source. Gartner also has the strongest domain in the software review niche. People treat their Magic Quadrants as the SaaS review bible. Despite primarily programmatic content, Gartner continues to dominate. • AI snippets G2 rarely appears in AI-generated search snippets. This makes sense since their pages contain little real content. Essentially, there’s nothing for AI to extractÉ which only accelerates their traffic decline. • Reddit’s rise is undeniable. Like it or not, Reddit ranks in the top positions for 95% of software review-related searches. • Software review queries have become significantly more competitive. 10 years ago, there weren’t as many affiliates and vendors trying to rank for terms like "Best [SOFTWARE NAME] reviews." G2 once thrived in the good old days when SEO was easier and competition was weaker. • G2 rankings are based on their "G2 Score". But the methodology behind this score lacks transparency—it’s unclear how it's calculated and why certain products rank higher than others. This creates friction and increases buyer skepticism. • Has G2 lost trust? This is a personal observation, but it seems like G2 has lost credibility among software buyers. Hard to measure, but most people I talk to no longer take them seriously. Maybe it's just barbecue talk, but word of mouth matters. SEO winter has finally arrived for G2. And I can see this storm getting worse. The cold will last for a long time #saas #saasmarketing #marketing #seo #vladwhite

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• 68% of organisations are adapting SEO for AI driven search as priorities shift from keywords to intent • Structured data, content clarity and first party signals are important for AI assisted visibility • Action is to audit your SEO roadmap to stay ahead of declining organic reach... https://lnkd.in/ejZzenAa

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I was looking at our client’s data the other day and found some fascinating insights: 1. New Zealand: CPCs were 30% higher than in Australia. Most purchases came through between 7–9 PM local time. 2. Singapore: 78% of traffic was mobile. Conversions spiked during lunch hours, between 12 and 2 PM. 3. US Market: The volume was massive, and performance on the East Coast and West Coast was completely different. So we had to split them into separate campaigns with different strategies. This illustrates that every country buys differently. Every market behaves on its own terms. And that’s where a lot of brands blow it when they try to scale globally. They get traction in one market, then assume they can rinse and repeat in five more. All they do is change location targeting and expect it to work. It won’t. You can’t take a winning campaign from Australia, plug it into the UK, and expect it to print. The buying behavior, search intent, conversion triggers, and even the language all change by region. If you want to scale globally, treat every market like a brand new account. That means: - Market research for every country - Localized campaign structures - Writing copy that matches how people search (e.g., Australians search “collagen for skin health” while Americans look for “anti-aging collagen supplements”) - Separate GMC accounts and product feeds with local attributes - Managing each market with its own strategy: different bids, budgets, search terms, the whole stack. It’s a lot of work. And honestly, most brands (and most agencies) aren’t set up for it. One of the reasons we’ve been able to help brands scale globally is that our team is international. We’ve got people from all over Europe. We speak the language. More importantly, we know how people buy. And every client gets full support across strategy, media buying, landing pages, and tech. That kind of depth is what makes this doable. If you’re a lean team, yeah global expansion can get a bit overwhelming. But if you can pull it off, it’s one of the most efficient ways to scale. Because when you expand your customer base across borders, you multiply your revenue potential. For this brand, that meant an extra $834K from new markets. We’ll break down the exact process next week. P.S. If you’re looking for more advanced strategies to get better results with Google Ads… Join our newsletter, where you'll get a sneak peek into how we’re scaling our partners: https://lnkd.in/daBwjgRh

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Google's new #Meridian - Open source #marketing mix model (MMM) Rolls out to all users Open-source marketing mix model (MMM) to help marketers allocate budgets more effectively in a dynamic #digital landscape. Meridian is available to everyone, with advanced customization and actionable insights. Meridian uses Bayesian causal inference to blend historical data with real-world results. The tool will integrate with Google’s MMM #Data Platform, providing access to core metrics like impressions and clicks By providing better measurement of performance #channels, considering reach and frequency & not just raw impressions. @ https://lnkd.in/gMjA-DRr #google #meridian #data #analytics #mmm #marketing

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