Bill Hunt

If The SERP Is Generative, GEO Must Become Decision-Driven

AI Strategy / By

Mike King’s recent article, How Do We Move Forward if the SERP Is Generative?, raises an important question about the future of search. If search results are increasingly assembled dynamically, rather than presented as a relatively stable set of ranked links, how should marketers think about visibility, optimization, and performance measurement? King’s exploration of generative

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Prompt Math: Why AI Search Reporting Is More Complicated Than Rank Tracking

AI Strategy, Answer Management / By

For most of the history of search marketing, measurement started with a relatively straightforward relationship: a person entered a query, a search engine returned a ranked set of results, and we measured whether our page appeared. There were always complications. Results varied by location, device, personalization, search history, and eventually Google’s increasingly sophisticated understanding of

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How Many Prompts Do You Actually Need? A Grounded Take on GEO Measurement

AI Strategy, Process Improvement / By

A wave of GEO tools and consultants are telling brands the same story: you need to track thousands of prompts across every LLM, every day, forever — or you’re “invisible” in AI search. The pricing follows the pitch. Dashboards with prompt counters ticking upward. Alerts for every fluctuation. A subscription that scales with prompt volume,

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The Six Detractors of Web Effectiveness and How to Fix Them

Web Effectiveness / By

In my earlier article, Digital Value Creation: Turning Web Effectiveness into Shareholder Growth, I introduced a simple but powerful idea: When websites operate as integrated systems of value creation rather than disconnected channels, they become capital assets in their own right. That framework outlined five dimensions of digital value creation — the bridge between web performance and enterprise

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Build an AI Assessment Response Portfolio to Reduce Your AI FUD Tax

Uncategorized / By

A few weeks ago, I watched a single AI discoverability assessment consume the better part of two days across an enterprise organization. The audit report didn’t arrive through the SEO team or the engineers responsible for the website. It landed in a senior executive’s inbox after a business contact shared it. The question from the

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AI Search Research Is Giving Us Better Signals. Please Don’t Turn Them Into Another Checklist.

Digital Effectiveness, Uncategorized / By

Originally posted on my Signal & Friction Substack August 14, 2026 As organizations try to understand why brands appear in AI-generated answers, studies such as AirOps’ 2026 State of AI Search are beginning to provide meaningful insights and actions. There is a great deal of useful information in the report. There is a lot here that I agree

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The New Economics of Web Crawling: A Framework for Selective Content Ingestion

AI Strategy, Web Crawling / By

The era of indiscriminate web crawling is ending. As infrastructure costs mount and legal frameworks tighten, both search engines and AI companies are shifting from “crawl everything” to “crawl selectively.” This transformation, catalyzed by initiatives like Cloudflare’s Pay Per Crawl and growing resource constraints, demands that content creators optimize for crawl-worthiness or risk digital invisibility.

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