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What Are Google Performance Max Campaigns? Strategy, Best Practices, and Optimization Guide
Key Insights Performance Max campaigns expand reach across all of Google’s channels from a single campaign. AI optimizes placements and bidding to drive conversions across Search, YouTube, Display, Discover, and more. Performance Max works best alongside Search campaigns. Search captures high-intent demand, while PMax identifies incremental opportunities and new customer …
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Will Scott Named to UPCEA Board of Directors as Corporate Partner Representative
Search Influence is proud to announce that CEO and Co-Founder Will Scott has been named to the UPCEA Board of Directors as Corporate Partner Representative for a one-year term (2026–2027). His appointment reflects his leadership in higher education digital marketing and Search Influence’s longstanding collaboration with UPCEA, the leading association …
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[WEBINAR] Make Your Existing Marketing Work Harder for AI Search Visibility
AI search is changing how prospective students discover programs. But building an entirely new marketing strategy from scratch isn’t realistic for most higher education teams. Budgets are tight, staff capacity is limited, and priorities compete for attention. That’s why we partnered with UPCEA for this spring’s live webinar: Make Your …
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AI Search KPIs: Why Traffic No Longer Tells the Full Story
Key Insights Brand influence now happens before a website visit. Discovery and evaluation increasingly occur inside AI chat interfaces, not on your site or a traditional search engine results page. Traffic reflects outcomes, not total visibility. Sessions show engagement, but they do not capture upstream exposure. Presence and citations are …
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Paid Search vs. Paid Social in an AI-Driven Funnel
Key Insights Paid search and paid social do not compete. They complement each other. Paid social creates demand and brand awareness, while paid search captures high-intent users actively searching for solutions. AI has compressed the marketing funnel. Users now move fluidly between social media feeds, AI Overviews, and search engine …
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Will Scott Shares Higher Education AI Search Research in Search Engine Land Article
Search behavior has evolved. Most SEO strategies haven’t. AI Overviews appear before organic listings. LLM answers shape early trust. Citations determine which brands make it onto a user’s shortlist at all. New AI search research makes that shift impossible to ignore. In a recent article published in Search Engine Land, …
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Foundational SEO vs AI SEO: Paula French on What Businesses Actually Need
Search is evolving fast. But that doesn’t mean the foundation disappears. On February 6, Paula French, Director of Sales and Marketing at Search Influence, joined the SEO On-Air podcast to unpack one of the biggest questions in digital marketing right now: what is the real difference between foundational SEO and …
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Will Scott Returns to SMX Online With Generative Engine Optimization Master Class
On Tuesday, April 14, 2026, Will Scott, Co-Founder and CEO of Search Influence, returns to SMX Online to teach his Generative Engine Optimization (GEO) Master Class, the best-selling Master Class in SMX Online history. The live, online session runs from 11:00 a.m. to 4:45 p.m. ET and is available both …
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What It Actually Means to Optimize Content for AI SEO – February Client Insider
How We Are Building Content AI Can Retrieve and Cite We have been talking a lot about AI SEO lately, and one question keeps coming up: What does that actually mean for our content? Fair question! Here’s the clearest answer. Optimizing content for AI SEO means structuring it so AI …
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The February Influencer: Search Marketing Essentials: Tracking, PPC, and Visibility
Stay ahead in digital marketing with The Influencer, Search Influence’s monthly newsletter covering SEO, digital advertising, and content strategy. Get top tips to fuel your online growth, expert insights from the Search Influence team, and our latest company news. Don’t miss out! CEO Will Scott Shares His Ultimate Tracking Guide …
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