Flat organic numbers tempt teams to do more of everything. More content, more links, a new agency. Here’s how I find the one constraint behind a stall before anyone spends another dollar on the wrong fix.
Tag: Marketing Strategy
How I Get Professional Services Firms Cited by AI Search
When a buyer asks ChatGPT who to hire, the answer names a few firms and skips the rest. Here’s how I help consultancies and other expert-led firms become one of the names AI search cites.
How I Run an AI Visibility Audit
Article Summary An AI visibility audit measures whether AI assistants name a firm when buyers ask for help, which sources they cite to justify it,…
How I Build Brand Memory So AI Recommends Me
Wikidata had five Michel Fortins before I added mine. An actor, a mathematician, a politician, an archeologist, a dentist. AI can’t recommend a name it can’t place. Here’s how I fixed that, and what it taught me about brand memory.
How The Triple-P Model Measures Visibility That Drives Revenue
Rankings can look healthy while pipeline drifts. The Triple-P Model reads visibility in three layers, Presence, Prominence, and Performance, and the AI era just changed the units to claims, coverage, and demand.
How I Test a Firm’s Positioning in Two Minutes (With AI)
Paste your homepage into an AI tool and ask for a three-sentence summary. Do the same for five competitors. If the six summaries are interchangeable, you have a description, not a position. Here’s the fix.
Why Positioning Is an Operating System (Not a Tagline)
Michel Fortin argues positioning isn’t a tagline. It’s a company-wide operating decision (which buyer you’re built to close, what proof you can defend) that marketing, sales, product, and hiring all inherit. His FAME pillars operationalize it.
Why I Brandify Categories Instead of Branding Products
Branding and brandifying differ. Branding decorates what already exists; brandifying names something into existence so it can be owned. I’ve done the latter for 35 years. Here’s the line, the move, and why category-claiming firms must brandify.
How EAT 2.0 Builds Authority That AI Cannot Flatten
Google’s EAT 1.0 was the four signals the algorithm could measure: Experience, Expertise, Authoritativeness, Trustworthiness. The problem in 2026 is that AI passes the surface test. EAT 2.0 stacks the human layer the framework was never asked to measure. Empathy, Authenticity, Transparency. These three are what authority now compounds on, and they are the move AI cannot imitate.