Search Marketing Knowledge Center

Three GEO Tips to Future Proof Your Search Strategy

POVs December 14, 2025

The rules of discoverability are shifting — again. And if your brand wants to stay relevant in the new AI-dominated world of search, it’s time to optimize for the engine behind the engine. Get started with these three best practices.

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IKEA’s New Site Celebrates Hispanic Language Diversity

Multicultural and Inclusive Marketing Awards November 21, 2025

IKEA launched a culturally fluent Spanish-language website and campaign celebrating linguistic diversity among Hispanic families, driving engagement and sales through relatable storytelling, search strategy, and inclusive digital experiences.

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How Marketers Can Foster Trust Amid the Rise of AI

Partner Content November 18, 2025

The brands that garner trust in an era increasingly dominated by artificial intelligence show up consistently, with a clear, distinct voice and a trusted digital footprint. But like relationships people have with their friends and family, trust takes time to cultivate and is built methodically through acts of service.

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Athleta's New Holiday Campaign 'Celebrates the Wins' for Women

Marketing News November 4, 2025

Women's athletic wear brand Athleta on Tuesday announced the kickoff of its holiday campaign, "Celebrate the Wins." Starring actress Olivia Munn, the marketing effort invites women to slow down and connect — whether solo or with others — during a chaotic time of the year.

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Marketers Need a New Scorecard for Zero-Click Search

Trends and Technology October 31, 2025

Search engines fueled by artificial intelligence, or zero-click search, are starting to eclipse traditional search. That's leading marketers to reevaluate their search engine optimization strategy from keyword-stuffing to context-crafting.

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GEO Is the New SEO

Trends and Technology October 29, 2025

Generative engine optimization (GEO), a digital marketing strategy centered on ensuring a brand's name is featured in the top answers provided by platforms such as ChatGPT, Claude, Google Gemini, and other large language models, is starting to accelerate throughout the marketing and ad sector.

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OpenAI Introduces ChatGPT Atlas

Marketing News October 23, 2025

OpenAI on Tuesday announced the launch of ChatGPT Atlas, a web browser powered by the company's artificial intelligence (AI) chatbot. The browser will carry memories from a user's ChatGPT account and enable them to compile information based on their browser history and research, automate tasks, and book appointments, among other things.

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Marketing News Quiz for October 18, 2025

Marketing News Quiz October 18, 2025

In this week's marketing news quiz: a new affiliate program from a major clothing retailer, JCPenney partners with a charity, Netflix invests in a new kind of media, and more.

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New Herbal Essences Campaign Links Hair Scent to Dating Success

Marketing News October 16, 2025

Herbal Essences on Wednesday announced its new campaign, "Scent Traps," that touts the power of good-smelling hair when it comes to flirting. Starring Love Island's Amaya Espinal, the multi-faceted campaign includes heart-shaped pouches infused with the brand's popular rose hips scent.

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Generative/Answer Engine Optimization (GEO/AEO)

ASK Answers September 17, 2025

How can brands optimize their search strategy for the best AI-powered results?

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ROI by Media Channel, 2025

Money Slides September 2, 2025

The ANA shares findings from its “Impact Pulse” report that quantify the average ROI of various marketing channels, including direct mail, email, paid search, social media, and digital display advertising.

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Substack’s New Human-Centric Ad Opportunity | On Scope

Podcast Clips August 25, 2025

On Scope host Mike Berberich and show producer Ryan Dinger discuss Substack’s surge in popularity, driven by premium, human-centric content and offering a compelling ad opportunity for brands.

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AI-Powered Search: New Frontiers in Marketing with Google

Webinar Rewinds August 25, 2025

In this webinar, Google revealed the future of search and how AI is transforming the way people discover and engage with content.

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This Vietnamese Rideshare App Won Business Before Users Even Entered the Country

Smarties Awards August 18, 2025

Vietnamese rideshare app Grab created a data-driven, highly targeted campaign intended to engage international travelers long before they ever boarded a plane, serving them rich content that helped them plan their trip and eased their anxiety about navigating a foreign land.

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LEGO Builds Consumer Base in India with First-Party Data

Smarties Awards August 15, 2025

LEGO penetrated the Indian market with more than 20 play themes and over 150 new stock keeping units (SKUs), using Amazon's first-party data to create custom audience segments tailored to each product range's unique passion points.

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E*TRADE's Picklebabies Campaign Drives Consumers from Awareness to Conversion

Smarties Awards August 14, 2025

E*TRADE created an integrated campaign that drove consumers all through its marketing funnel, leveraging its Pickleball Slam Tournament sponsorship, the Super Bowl, and an integrated digital campaign to compel its target to open an E*TRADE account.

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Nutrichoice Develops a Digital Poster

Smarties Awards August 11, 2025

Britannia Nutrichoice transformed static retail posters into interactive digital experiences using AI-powered mixed reality technology that capitalized on celebrity pregnancy rumors about brand ambassador Ranveer Singh and his wife Deepika Padukone.

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Integrating Social Media and E-Commerce to Tackle the Turkish Market

Smarties Awards August 5, 2025

Solo, a Turkish brand of surface wipes, capitalized on an integration of TikTok and e-commerce platforms to boost sales.

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Taxonomies Are Dead, Long Live Vibe Targeting

Leading Edge July 30, 2025

Brendan Norman, the leader of Classify, an AI-powered contextual advertising platform, shares insights on Sentiment-Driven Targeting.

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The Strengths of Walled Gardens: Leading With Brand Suitability, Not Brand Safety

Leading Edge July 22, 2025

Luiz Felipe Barros, global chief marketing officer at Channel Factory, argues that walled gardens offer an excellent means of ensuring that ads runs alongside the right content and context, considering tone, intent, and engagement.

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