What did you mean by that?

Yeah.

So the, the key difference in search.

So let, let's talk about search for the past 15, 20 years first.

Largely, the channel that everyone searched on was Google, and the way that Google worked was searches were kind of broad, or you would search by just short keywords.

So for example, if you were searching for an agency like us, you would search for content marketing agencies, and then as a, as a business, we would wanna own that keyword in the top results, and then it was up to the searcher to then go through all the different articles or websites that ranked, figure out which ones resonated with them, and then they would basically go through the path of becoming a lead.

Now, AI search has kinda flipped that script because it's no longer up to the person to make the decision.

Interesting.

For sure.

For sure.

Yeah, I fully agree.

Yeah, I mean, it's interesting.

I do think it is a harder...

I do agree with you that there are opportunities, I think, to just rethink the approach to content.

I think that's largely how we're thinking about it, is I think it's a strategy problem to solve that is very different from... how we thought about seo strategy um but i also agree that it's it's like a bigger brand thing i i think it is harder whereas like reviews are reviews for sure getting taken into account here where they weren't as much on the seo side um your sentiment online is getting taken into account a lot more and i do think it is a broader marketing challenge overall i think what's interesting overall is like Beyond just the changes, I think, to the strategy and just the channels, it's like the attribution has gotten so much harder as well.

It's like, you can get cited for all kinds of stuff, but if the LLMs are not being taught where in what for whom you are a solution that they should recommend and what are the citations doing 100 agree

And I do think it is a broader

marketing challenge overall.

I think what's interesting overall is like, Beyond just the changes, I think, to the strategy and just the channels, it's like the attribution has gotten so much harder as well.

So I think that's where there's been a slippery slope, I think, with marketers just being able to say whatever they want.

I was going to ask you earlier, when you're doing the FAQ tests and stuff, how do you even measure that to see if there's a lift? It's challenging.

I see all these claims and I'm like, okay, if I was to design a study to actually do this, how do you even do that? How do you have some control when there's personalization being taken into account, when there's all these variables that it's almost an impossible problem to solve.

And I think this is just a challenge that we have as marketers.

It's like you can get cited for all kinds of stuff, but if the LLMs are not being taught where, in what, for whom, you are a solution that they should recommend, and what are the citations? 100% agree.