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The Blog

My thoughts on:
  • Artificial Intelligence, Content Marketing, Marketing

Answer Engine Optimization (AEO): What It Is, How It Works & What To Do

Answer Engine Optimization is the marketing process for creating and optimizing content in a way that influences answer engines such as Claude, Gemini, ChatGPT and more. It’s a marketing practice that can be done in-house or with an agency. I’ve...

  • Artificial Intelligence, Marketing

Large Language Model Search Engine Optimization (LLM SEO): What It Is & How It Works

Two years ago, “LLM SEO” got 81 searches a month in the United States. Last month it got 1,380. That’s a 17x increase in 24 months for a term that didn’t exist inside a single marketing job description in 2023....

Most recent posts
  • Artificial Intelligence, Content Marketing, Marketing

Answer Engine Optimization (AEO): What It Is, How It Works & What To Do

Answer Engine Optimization is the marketing process for creating and optimizing content in a way that influences answer engines such as Claude, Gemini, ChatGPT and more. It’s a marketing practice that can be done in-house or with an agency. I’ve...

  • Artificial Intelligence, Marketing

Large Language Model Search Engine Optimization (LLM SEO): What It Is & How It Works

Two years ago, “LLM SEO” got 81 searches a month in the United States. Last month it got 1,380. That’s a 17x increase in 24 months for a term that didn’t exist inside a single marketing job description in 2023....

  • Artificial Intelligence, Content Marketing

AirOps Review: How To Improve Your AI Search Visibility

Most AirOps reviews are written by people selling something that competes with AirOps. A few are written by people who work there. This one is written by someone who runs it. AirOps is the growth platform for search and AEO...

  • Artificial Intelligence

How to Put Claude to Work Across Your Whole Company

People love Claude right now. Marketers are running it all day. Founders are building with it on weekends. Whole teams have it open next to their inbox. That’s the good news. Here’s the problem. Loving a tool and building your...

  • B2B Marketing, Inspiration, Leadership

If I Were Starting My Marketing Career Today, Here’s What I’d Learn First

I get asked some version of this question almost every week. At conferences. In DMs. On podcasts. “Ross, if you were starting over today… what would you focus on?” And my answer has changed a lot over the years. Five...

  • Entrepreneurship, Just Business

Why I Care More About Curiosity Than Credentials When Hiring

I grew up in Preston, Nova Scotia. A small community outside of Halifax where nobody was handing you a playbook for how to break into the marketing industry. There were no family connections to agencies for me. No internships at...

  • Artificial Intelligence, Marketing

The 5 Best Books Every Modern Marketer Should Read in 2026 to Master GenAI & LLMs

I’m a big fan of books. I love reading blog posts. I love reading X posts. I love videos. But of all my favorite formats of content consumption… Books are at the top of the list. A wise person (George...

  • B2B Marketing, Marketing, Social Media Marketing

Should You Bet Your Sales Pipeline on… Distribution?

A few weeks ago, I sat down with a VP of Sales from a company doing $50M ARR. She said something that stuck with me: We’ve optimized our website. We’ve perfected our landing pages. We’ve tuned the funnel. But none...

  • SaaS

What I Watched Happen Over 72 Hours Changed How I Think About Everything

You know that moment when you realize something you’ve been saying for 10+ years isn’t contrarian anymore? It’s just… obvious. Last month, an anonymous developer built a basketball game in a few hours using AI tools. Zero marketing budget. Zero...