What is digital effectiveness? It’s a question I didn’t fully understand until I had to answer it myself, under pressure. Fifteen years ago, a former colleague who had taken over web and digital at a Fortune 50 company reached out to me. He needed someone outside the internal politics—someone who could be trusted to evaluate […]
From Metrics to Meaning: My Journey into Digital Effectiveness Read More »
How to Spot When Your Digital Ecosystem Is Costing You Growth You’ve invested in platforms, hired teams, and launched campaigns—so why isn’t it working? When digital performance stalls, most teams blame execution:The channel. The agency. The copy. The bid strategy. However, the problem often runs deeper: your digital system is misaligned. These five signals are
The 5 Signals of Digital Dysfunction Read More »
In their recent report, “The CMO’s Comeback: Aligning the C-Suite to Drive Customer-Centric Growth,” McKinsey lays out a challenge that every modern business leader will recognize: McKinsey recommends stronger CMO roles, unified growth leadership, and improved alignment across marketing, product, finance, and customer teams. But there’s a more profound truth embedded in the report: Organizations
Did McKinsey Just Validate the Need for a Digital Effectiveness Officer? Read More »
While working with an agency to enhance their effectiveness with enterprise organizations, I guided them through the Search Maturity Framework that we developed at GSI. I introduced it as part of my epiphany series – as Epiphany 10. A Search Maturity Lifecycle (SML)—a framework we created to help companies evolve from running disconnected SEO and
Introduction: The Changing Landscape of B2B Lead Generation For over a decade, B2B marketing teams have perfected a simple, high-performing strategy: create valuable content, gate it behind a form, and trade insight for identity. Whitepapers, eBooks, webinars, and proprietary research fuel demand generation, fueling email campaigns, sales pipelines, and attribution models. And it worked—very well:
Navigating the AI Search Era: A B2B Guide to Gated Content and AI Visibility Read More »
When re-platforming a multinational website, overlooking hreflang can be costly and have long-lasting consequences. The stakes are high: traffic drops, duplicate content issues, and users ending up on the wrong version of your site. In this post, we’ll explore why hreflang isn’t just a best practice—it’s mission-critical for maintaining international search visibility, optimizing user experience,
Replatforming Your Global Website? Why Hreflang Isn’t Optional – It’s Critical Read More »
Website migrations often elevate SEOs’ anxiety levels, and this challenge intensifies for global SEOs managing hreflang elements. In this context, a “migration” refers to any domain or URL structure change, typically occurring during website rebuilds, consolidations, domain changes, or CMS migrations. Such changes pose significant risks to organic (free) traffic from search engines post-deployment. Therefore,
Managing Hreflang During Website Migrations and Replatforming Read More »
Choosing the wrong website structure for multinational expansion can cost millions in lost revenue, delayed market entry, and operational inefficiency. This decision framework helps executives evaluate the critical factors determining whether language-only or country-specific approaches will drive better business outcomes for their expansion strategy. This article builds on concepts introduced in our previous pieces, including
Today, the international expansion advice dominating boardrooms and SEO blogs was written for a different era or by those without experience working in a multinational company. In the past week, I have seen multiple experts recommend companies follow Google’s example and move from country domains to single .com sites without mentioning legal or operational considerations.
Rethinking Global Digital Strategy: Why 2000s Playbooks Are Failing 2020s Businesses Read More »
The Bottom Line: Companies are burning millions on international expansion while fighting an architectural war they don’t know they’re losing. The web’s single-market DNA systematically undermines global digital strategies, creating hidden costs that compound every new market entry. While location-native architecture offers transformative benefits, it requires significant technical investment and sophistication to implement effectively. The
