Category: Writing

  • The Plot Twist Hiding in Our Search Data

    The Plot Twist Hiding in Our Search Data

    A Case Study in AI Overview Suppression The Setup Every good story starts with a problem that looks simple on the surface. Ours started with a chart: organic search traffic on a Health Nonprofit site I support had dropped by roughly half between 2023 and 2026, even as total site traffic nearly doubled in the…

  • When Busy Isn’t the Same as Working

    When Busy Isn’t the Same as Working

    Outcome, Not Activity A Team That’s Never Been Busier My team has never been more productive. Dozens of campaigns. Hundreds of deliverables. More tradeshows, more webinars, more emails. Higher conversions. Higher traffic (yes, even in the age of AEO). By my old metrics of success, this would be the biggest slam dunk of my career.…

  • Why Absurdity Works in Brand Activations

    Why Absurdity Works in Brand Activations

    “What a Silly Sausage” I love a good brand activation, and Oscar Mayer’s Wienie 500 at the Indy 500 might be one of the best I’ve seen this year. Six giant hot dogs. A real racetrack. Millions of impressions. It was, by every measure, ridiculous. It was also brilliant. The Twist Nobody Expected The instinct…