So I am gonna ask you, Crystal, to tell us about your first linky link today.

Yes.

So one of the things that I really wanted to share was an article that I read.

I think it's probably a little bit more of a, a big piece.

It's called The ROI Revolution, um, and it's just a big article about all of the changes that happened in Search, um, in kind of all of the last month.

And one of the things it's just talking about is AI mode in general and how it's changing search behavior.

Um, and so one of the things that I like to think about is just the brains of searchers, um, and kind of taking our, you know, a, a step back and taking, uh, you know, uh, uh, our, basically our brains away from the, the little, the day-to-day.

Um, Crystal, what have you got for us next?

What are those things?

Yeah.

I, I think my, my tactical advice is everyone's been, you know, historically kinda talking about ranking.

We, we said it's, you know...

Just shift that a little bit to think about getting recommended.

That's, that's really it.

Um, and so businesses just need to think about what evidence they're giving these systems to make sure they're getting recommended, you know? That is, yes, data to GMB, that is making sure you're giving-- getting reviews, but don't just think about it as name, address, phone number.

Yeah.

So you're excited about the movement from answers to action, but how should marketers feel about that? I can imagine publishers and some folks not being s- super excited about that development.

Yeah.

I think I work with a lot of enterprise brands that are building agentic experiences, you know, that, that actually that's cutting down a lot of steps for them.

So I think integrating a lot of those has, has been a goal, um, for quite a while, and I think cutting out a lot of the third-party elements that they've been doing.

So I think in those aspects it's been a benefit.

Of course, there's areas and, and opportunities where it might be a challenge or, you know, potentially an impeding on some businesses.

But I think there's areas where it is an opportunity for, for businesses and brands and enterprises to kind of gain in some of those, those aspects.

But for a lot of people, like news publishers or content publishers or e-commerce even, e-commerce sites, certainly Amazon or, you know, eBay or these, or Etsy or these folks that, that have brands and wanna be destinations, it's, I think it's really a double-edged thing or to- totally a negative depending on your point of view, you know?