// insights

Insights

Growth marketing, AI, paid media and measurement. Page 3 of 11.

Keep following the signal.

Earlier notes on the decisions behind marketing, search and AI. Use the guide for a starting point, or explore the articles in this part of the archive.

Explore this page
On this pageStart with a question

Three useful places to begin, depending on the decision in front of you.

Independent by designinsights
Your Search Box Is a Landing Page Now: Optimizing Internal Site Search for AI
7 min read

Your Search Box Is a Landing Page Now: Optimizing Internal Site Search for AI

AI referrals are landing on internal site search pages, not your best content. Here is how to treat internal site search as an acquisition surface and convert.

Generative SearchInternal Site SearchWeb Analytics
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Ads in AI Mode: When the Answer Becomes the Ad Slot
6 min read

Ads in AI Mode: When the Answer Becomes the Ad Slot

Google is putting ads in AI Mode, right inside the answer. Here is what changes for organic visibility and GEO, and how to defend your position now.

AI SearchGEOPaid and Organic
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When Search Books the Job: Winning at Agentic Local Search
7 min read

When Search Books the Job: Winning at Agentic Local Search

Google is expanding agentic local search to bookings and even phone calls this summer. Here is how local businesses get chosen, quoted, and booked by the agent.

Local SEOAI SearchAgentic Search
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The Search Console Generative AI Report Is Live: What It Measures, What It Hides, and How to Use It
6 min read

The Search Console Generative AI Report Is Live: What It Measures, What It Hides, and How to Use It

Google's new Search Console generative AI report shows your AI Overviews and AI Mode impressions. Here is what it measures, what it hides, and how to act on it.

AI SearchMeasurementSearch Console
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Agentic Search Is Here: What Happens When Google Completes the Task Instead of Sending the Click
7 min read

Agentic Search Is Here: What Happens When Google Completes the Task Instead of Sending the Click

Agentic search lets Google book, buy, and act inside the results page. Here is what marketers must do now to stay visible when AI agents finish the job.

agentic searchAI searchSEO strategy
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Generative Engine Optimization (GEO): How to Stay Visible When AI Answers the Question
8 min read

Generative Engine Optimization (GEO): How to Stay Visible When AI Answers the Question

Generative engine optimization is how brands stay visible when AI Overviews, ChatGPT, and Perplexity answer queries directly. Tactics, a framework, a checklist.

SEOAIGenerative SearchMarketing Strategy
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AI Overviews and the New Click Economy
7 min read

AI Overviews and the New Click Economy

AI Overviews answer queries inline, reshaping the click economy. Here is how brands earn presence, citations, and qualified clicks when Google answers first.

SEOAIGenerative Search
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Local SEO at Scale: Lessons From Running 100-Client Programs
7 min read

Local SEO at Scale: Lessons From Running 100-Client Programs

Local SEO at scale is a systems problem, not a tactics problem. Templates, QA, and governance for managing local search across many locations and clients.

SEOLocal SEOOperations
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Measuring SEO When the Clicks Fall
7 min read

Measuring SEO When the Clicks Fall

Measuring SEO by clicks alone now hides your real influence. Build a new scoreboard: impressions, citations, branded search, and assisted conversions.

SEOAnalyticsAI
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// contact

Open a channel

Not taking on new clients right now, focused on the work in front of me. The best way to connect is LinkedIn, or a warm introduction from someone I already work with.

Carroll Consulting is the business entity behind my independent work.

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