Google dropped another algorithm update in December 2025, and the SEO community did what it always does: panicked, posted hot takes, and promised the sky was falling. Except this time, something genuinely shifted. I've been tracking the data across about 200 sites over the past three weeks. The
Let me guess: your marketing budget allocation looks suspiciously similar to last year's, maybe with 10% shuffled around to justify a planning meeting. Here's the thing. Most marketing teams are still making budget decisions based on last-touch attribution ("the email got credit because it was
OpenAI dropped ChatGPT Search in late 2024, and the SEO community collectively had a moment. Not quite panic, but definitely not calm either. Here's the thing: ChatGPT Search doesn't work like Google. It doesn't give you ten blue links and call it a day.
Look, we need to talk about GA4. Two years after the Universal Analytics sunset, most e-commerce marketers are still clicking around GA4 like they're trying to find the bathroom in a stranger's house. Sure, the data's there. Somewhere. Behind seventeen menus and three different
Here's what nobody tells you about January: those people who browsed your site in December but didn't buy? They're not dead leads. They're your most valuable prospects. I know. Everyone's focused on fresh starts and new customer acquisition because it&
Instagram rolled out its Discovery Feed overhaul in early 2025, and the marketing world collectively lost its mind. Again. But here's what's different this time: the algorithm changes actually matter. I know, I know—every platform update gets hyped as "the biggest change ever."
Look, I've sat through enough webinars promising "revolutionary social commerce strategies" to last a lifetime. Most of them boil down to "post more content" and "use hashtags." Groundbreaking. But here's what's different about the TikTok Shop and Performance
You've been staring at Google Analytics for twenty minutes. There are graphs. Many graphs. Some go up, some go down, and you're not entirely sure which direction is good for that purple line in the bottom right. Welcome to marketing dashboards. Here's the thing:
Meta's been pushing their AI ad creative tools hard since late 2024. Advantage+ creative, AI-generated backgrounds, text variations that promise to "optimize engagement." The pitch is compelling: let the algorithm handle creative testing while you focus on strategy. Here's what they don't
Look, I've been watching SEO professionals have a collective existential crisis since ChatGPT launched search functionality. And honestly? The panic is both overblown and completely justified at the same time. Here's what's actually happening: People are still using Google. But they're also
Black Friday 2024 is done. Cyber Monday's in the books. And somewhere right now, a marketing team is staring at a dashboard trying to figure out which channel actually deserves credit for that $847,000 in holiday revenue. Spoiler: It's complicated. Here's what actually
Let me guess: when Instagram launched Broadcast Channels in early 2023, you thought "that's cute, but we're B2B." Yeah, so did everyone else. Until they checked their analytics in late 2024 and realized their audience was spending 47 minutes a day on Instagram (according