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Industry Insights
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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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Inside Bing’s New AI Performance Report: What 20,000 Copilot Citations Taught Us
Bing launched an AI Performance report inside Webmaster Tools earlier this month. We pulled our data the same day. 91 days of Copilot citation data. 19,717 total citations across 86 pages. One page accounting for 69% of all of them. We’ve been tracking AI search visibility for clients using Scrunch …
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Your AI Traffic Has Plateaued. Now What?
Key Insights The AI traffic plateau is real and expected. The experimental growth phase is over; we’ve entered an optimization and efficiency phase. AI-referred traffic is smaller but higher quality. Engagement time and intent consistently outperform traditional organic sessions. Visibility ≠ measurability. AI Overviews and AI Mode remain partial black …
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AI SEO for Higher Education: How to Get Your Institution Recommended by ChatGPT, Perplexity, and AI Search
Half of prospective students now use AI search tools weekly to research programs. If your institution isn’t showing up in ChatGPT, Claude, Perplexity, or Google AI Overviews, you’re invisible to half your audience. In 2026, success is measured by AI citations and brand mentions within generative summaries, not just clicks. …
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Ads Are Coming to ChatGPT. Here’s What It Means for Your Marketing Strategy.
Key Insights OpenAI will begin testing ads in ChatGPT for free and Go ($8/month) tier users in the U.S. — Plus, Pro, Business, and Enterprise subscribers won’t see ads Ads appear at the bottom of ChatGPT answers, clearly labeled and separated from organic responses OpenAI states ads will not influence …
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