Absolutely excellent post. Really appreciate the thinking about metrics and measurement as well as approach.
I was a little concerned at the lack of reference to AEO in the first half, since that feels like it's got to be a giant component of what's driving the success here. But you nod to that briefly, so perhaps just a separate topic/discussion, or just semantics?
I'm also curious if you're thinking about the potential attribution impact of more buyer's journey happening in dark and/or search-adjacent channels, so that demand capture *might* take place more often in branded organic search? (Pulling over conversations/pipeline from paid, or other capture sources in general.)
I'm guessing that your overall acceleration might make that tough to suss out (champagne problems), but I'm definitely intrigued to hear about any other places besides non-brand organic that are dipping (or just acting differently) in your world.
Love this!
Absolutely excellent post. Really appreciate the thinking about metrics and measurement as well as approach.
I was a little concerned at the lack of reference to AEO in the first half, since that feels like it's got to be a giant component of what's driving the success here. But you nod to that briefly, so perhaps just a separate topic/discussion, or just semantics?
I'm also curious if you're thinking about the potential attribution impact of more buyer's journey happening in dark and/or search-adjacent channels, so that demand capture *might* take place more often in branded organic search? (Pulling over conversations/pipeline from paid, or other capture sources in general.)
I'm guessing that your overall acceleration might make that tough to suss out (champagne problems), but I'm definitely intrigued to hear about any other places besides non-brand organic that are dipping (or just acting differently) in your world.