Every significant website migration carries risk. From a search perspective, the more things change, the higher the chance of failure. Over two decades of seeing migrations go wrong—from redesigns to replatforming—I’ve found that most disasters aren’t caused by “Google updates” or “bad luck.” They happen because teams underestimate how interconnected every page is. A high-performing […]
Why Site Migrations Fail — and How to Prevent It Read More »
Why the Website Remains the Most Underperforming and Most Undervalued Asset in Modern Business 📡 The Signal – Expensive Underperformers Let’s be honest — from a capital allocation standpoint, most websites are expensive underperformers. Not because the teams behind them lack talent, but because the organization has never defined what an effective website actually means. In raw numbers, what
The Web Effectiveness Imperative Read More »
During a recent AI / GEO workshop for a group of executives, I was asked who owns or manages GEO after suggesting it requires more cross-team collaboration. There was an internal debate about hiring a strategist, an agency, or training someone to help navigate the process. All valid options. As I suggested and outlined in Surviving
Who Is the GEO Coach? Read More »
Why CMOs Must Think Like Investors—and Treat the Website as a Capital Asset, Not a Marketing Expense The Hidden Asset on Every Balance Sheet Most companies’ most visible business unit isn’t their retail store, sales team, or even their product. It’s their website. It’s where customers research, compare, evaluate, and often, decide to engage with
Digital Value Creation: Turning Web Effectiveness Into Shareholder Growth Read More »
In the first article of this series, we explored how invocation marks the next evolution of digital discoverability — the shift from being found to being called. Invocation is about readiness: when a system or user asks for something to be done, your brand is what gets pulled into that action. But here’s the unglamorous
Why Invocation Depends on Data (The Irrefutable Evidence) Read More »
Why the Data Layer Comes First In the last article, “From Visibility to Callability,” we proved that invocation isn’t theory anymore — it’s happening right now.Platforms like Google, Shopify, Walmart, and OpenAI have already re-engineered around structured, callable data. The evidence is overwhelming: if your data can’t be called, your brand can’t compete. But evidence
From Visibility to Callability — Building Invocation Readiness Read More »
You made the case that GEO is a team sport, maybe even bought relay race batons engraved with the project name to show team play (yes, I have done that). You explained that success depends on PR, IT, product, and content working together, and you probably built the slide deck—complete with diagrams illustrating shared KPIs
When Team GEO Doesn’t Gel: Surviving GEO in a Siloed Organization Read More »
I recently had dinner with my great and GSI Co-Founder friend Jeremy Sanchez, and our conversation turned to where AI is taking marketing and search. Jeremy was telling me where he thought it was going and used the term “invocation,” and it struck me immediately as the right word for the even larger AI shift
Invocation: The Next Frontier of Discoverability Read More »
In a forthcoming Substack article, “Who Is the GEO Coach?”, I describe that role as “a focused version of a Digital Effectiveness Officer — someone charged with making sure the ‘search slice’ of the digital engine is healthy, performant, and well-aligned.” That line deserves some unpacking. For many organizations, the GEO mandate may be the
From GEO Coach to DEO to VP of Answers: The Leadership Path in the Answer Economy Read More »
📡 The Signal – Traffic as Currency For decades, SEO’s leverage inside large organizations was deceptively simple: traffic. Every enterprise SEO knows the game. The job wasn’t 80% tweaking pages — it was 80% persuading other teams. IT had to open crawl paths. The product teams had to fix templates. PR had to secure coverage. Executives
The Lost Incentive – Why Traffic Can’t Sell SEO or GEO Changes Anymore Read More »
