Insights
Plain explanations of search, AI search, advertising and campaigns, published results from other companies with their sources, and tools you can run yourself.
Articles
Search
· 4 minute read
Every paid search result is an auction, and it does not go to the highest bidder. Here is the score that decides it, and how to build an account that earns a 10.
Read the articleAI search
· 3 minute read
A growing share of searches now end in an answer written by a model that cites a handful of sources. Being one of them is a different job from ranking. Here is the plan, in three 30-day blocks.
Read the articlePolitical
· 3 minute read
A mailer gets seconds. A voter on a persuasion hub stays for minutes, and the two work best together. Here is what a hub is, what sits around it, and the sequence from first drop to ballot.
Read the articleStreaming
· 2 minute read
The 30-second spot did not die. It moved to the apps on your television, where a local business can buy it by the household instead of by the city. Here is how streaming TV actually works.
Read the articleTargeting
· 2 minute read
You can draw a line around a competitor's lot, a trade show or a neighborhood and advertise only to the people who were there. Here is how geofencing works, where it earns its money, and where it does not.
Read the articleWebsites
· 2 minute read
Every campaign you run ends on a page. If that page is slow, confusing or built for a desktop nobody uses, the ad spend is a donation to your competitors. Here is the standard a page has to meet.
Read the articleAnalytics
· 2 minute read
"Half my advertising works, I just don't know which half" is a choice now. Here is how every call, form and sale gets traced back to the keyword, the ad and the dollar that caused it.
Read the articlePolitical
· 2 minute read
Persuasion ends when voting starts. From the first mail ballot to the last poll closing, the job changes from changing minds to banking votes. Here is how a modern turnout program runs.
Read the articleSearch
· 2 minute read
Google Ads management is not launching a campaign and walking away. Here is the weekly work behind an account that keeps cost per lead falling, and the questions to ask any agency before you hire one.
Read the articleSocial
· 1 minute read
Meta ads reach almost everyone in your market, but reach is not the same as results. Here is how to target, what creative works in the feed, and how to tell whether Facebook advertising is paying off.
Read the articleAI
· 1 minute read
AI tools can write, sort, answer and analyze faster than any team. They can also produce generic work at scale. Here is where AI marketing earns its place in a small business, and where a person still has to decide.
Read the articleAI Search
· 1 minute read
People now ask ChatGPT, Gemini, Claude and Grok the questions they used to type into Google. Generative engine optimization (GEO) is how a business gets named in those answers. Here is how it differs from traditional SEO.
Read the articleStrategy
· 1 minute read
A consultant tells you what to do. An agency does it. Many businesses need both at different moments. Here is how to decide, and what a digital marketing consultant should deliver.
Read the articleSearch
· 1 minute read
For a local business, the three map results at the top of Google are the most valuable real estate online. Here is how Google decides who appears there, and what you can do about it.
Read the articleSearch
· 1 minute read
Microsoft Advertising puts your ads on Bing, Yahoo and partner sites, often with less competition than Google. Here is who searches there, how to launch it, and why it belongs in most search plans.
Read the articleStrategy
· 1 minute read
Every ad platform reaches people at a different moment. Picking the right mix is the difference between buying demand and buying noise. Here is how each major platform fits.
Read the articleWeb
· 1 minute read
Doubling your conversion rate halves your cost per lead without spending another dollar on ads. Here is what makes a landing page convert, and how to test changes properly.
Read the articleCampaigns
· 1 minute read
Digital is now central to how campaigns persuade and turn out voters. Here is how political advertising works on search, social and streaming, and the disclosure rules every campaign must plan for.
Read the articleLocal SEO
· 2 minute read
A Scottsdale SEO company should be able to show you exactly what it will fix, write and measure. Here is the work that moves local rankings, and how to tell a real program from a monthly retainer with nothing behind it.
Read the articleLocal SEO
· 1 minute read
There is no single best Scottsdale SEO company, only the best fit for your business. These seven questions separate firms that do the work from firms that sell reports.
Read the articleLocal SEO
· 1 minute read
Arizona SEO is really several markets at once. Phoenix, Tucson and Flagstaff search differently, and a statewide business needs a structure that respects that.
Read the articleLocal SEO
· 1 minute read
Phoenix is the most competitive search market in Arizona. The best SEO company for a Phoenix business is the one that can explain how it will win against national brands, not just local ones.
Read the articleLocal SEO
· 1 minute read
Phoenix SEO rewards businesses that are specific. Here is how to structure your site, your profile and your content to win searches across the city.
Read the articleLocal SEO
· 1 minute read
In Scottsdale, the map pack decides who gets the call. Local SEO is the work of earning a place in it and keeping it.
Read the articleLocal SEO
· 1 minute read
Phoenix is so large that the map pack changes from one neighborhood to the next. Local SEO here means deciding where you compete and building strength there.
Read the articleLocal SEO
· 1 minute read
Mesa searches are local and specific. A Mesa business does not need a statewide campaign; it needs to win the searches its neighbors make.
Read the articleLocal SEO
· 1 minute read
Tempe mixes a major university, a tech corridor and dense neighborhoods. Its audiences change every year, and Tempe SEO has to plan for that.
Read the articleLocal SEO
· 1 minute read
An SEO audit is only useful if it ends in a short, prioritized list of fixes. Here is what a Scottsdale SEO audit should check and how to read it.
Read the articleStrategy
· 1 minute read
Scottsdale has no shortage of marketing agencies. The right one connects every channel to leads and revenue, and tells you exactly how it is paid.
Read the articleStrategy
· 1 minute read
Phoenix is the most competitive marketing auction in Arizona. A digital marketing agency here has to win on quality, not budget.
Read the articleStrategy
· 1 minute read
An Arizona digital marketing agency should treat Phoenix, Tucson and Flagstaff as separate markets and plan around the state's distinct seasons.
Read the articleSearch
· 1 minute read
Phoenix pay-per-click auctions are crowded. Good PPC management wins them with structure and quality instead of ever-higher bids.
Read the articleSearch
· 1 minute read
Search engine marketing covers paid ads and organic rankings. The best Scottsdale firms run both from the same data.
Read the articleWebsites
· 1 minute read
A beautiful website that does not produce calls is an expense. Scottsdale web design should be judged on speed, clarity and conversions.
Read the articleWebsites
· 1 minute read
A Phoenix business website has three jobs: get found, earn trust and produce leads. Design decisions should serve all three.
Read the articleLocal SEO
· 1 minute read
In Phoenix, your star rating is often the first thing a customer sees. Reputation management is the ongoing work of earning and protecting it.
Read the articleStrategy
· 1 minute read
A digital strategy consultant should leave you with a plan your team can run: which channels, what budget, which tools and how you will measure it.
Read the articleAI search
· 1 minute read
When someone asks an AI assistant for the best med spa or HVAC company in Scottsdale, it draws on the web's clearest, most consistent information. AI SEO makes sure that is yours.
Read the articleSearch
· 1 minute read
PPC management services should cover far more than setting bids. Here is the full scope, and the questions that reveal whether an agency does it.
Read the articleSearch
· 1 minute read
Use this checklist to compare Google Ads management services and spot the difference between active management and autopilot.
Read the articleSearch
· 1 minute read
A paid search agency should make your budget produce more customers, and prove it. Here is how to tell which ones will.
Read the articleMedia
· 1 minute read
Programmatic advertising buys streaming TV, display, audio and app ads automatically, by audience. An agency makes sure you buy the right people in the right places.
Read the articleAI search
· 1 minute read
An AI SEO agency helps your business appear in AI-generated answers as well as search results. Here is what that work involves.
Read the articleAI search
· 1 minute read
Generative engine optimization, or GEO, is the practice of earning citations in AI-generated answers. Here is what GEO services actually deliver.
Read the articleAI search
· 1 minute read
AI search optimization makes your business easier for AI tools to understand and recommend. These are the practical steps behind it.
Read the articleStrategy
· 1 minute read
A full service marketing agency runs strategy, creative, media and technology under one roof. It works when the pieces genuinely share a plan.
Read the articleStrategy
· 1 minute read
A nearby marketing agency can meet you in person and knows your market. Here is when that matters, and what to check either way.
Read the articleStrategy
· 1 minute read
Small businesses cannot afford to do everything. A good small business marketing agency starts with the few things that produce customers soonest.
Read the articleIndustries
· 1 minute read
Auto service customers search by service and by location. An automotive SEO agency builds a site and profile that win both.
Read the articleIndustries
· 1 minute read
Auto businesses need steady booked jobs, not just traffic. An automotive marketing agency combines search, social and follow-up to keep the bay full.
Read the articleIndustries
· 1 minute read
Detailing customers search by service, vehicle and location. Auto detailing SEO builds pages and a profile for each of those searches.
Read the articleIndustries
· 1 minute read
Detailing is visual, local and repeatable. A car detailing marketing agency uses all three to grow bookings.
Read the articleIndustries
· 1 minute read
Arizona detailing is shaped by sun, heat and dust. The best marketing agency for an Arizona detailer plans around them.
Read the articleIndustries
· 1 minute read
Contractors need calls from homeowners ready to hire. A contractor marketing agency focuses every dollar on producing them.
Read the articleIndustries
· 1 minute read
Med spas compete on trust and work within strict ad policies. A good med spa marketing agency grows bookings without crossing either line.
Read the articleIndustries
· 1 minute read
Dental marketing works best when it fills the chair with the right patients for the right procedures. Here is how practices do it.
Read the articleIndustries
· 1 minute read
Franchises need one brand and dozens of local markets to perform. A franchise marketing agency builds systems that do both.
Read the articleIndustries
· 1 minute read
Luxury buyers notice everything. A luxury marketing agency protects the brand while still reaching the right households precisely.
Read the articleStrategy
· 1 minute read
A fractional CMO gives a growing business senior marketing leadership without a full-time executive salary. Here is when it makes sense.
Read the articleStrategy
· 1 minute read
An outsourced marketing department gives you leadership and a full team of specialists without hiring each one. Here is how it works in practice.
Read the articleIndustries
· 1 minute read
SaaS marketing is measured in pipeline and revenue. A B2B SaaS marketing agency should connect every campaign to your CRM.
Read the articleIndustries
· 1 minute read
Shopify stores grow through traffic, conversion and repeat purchases. A Shopify marketing agency works on all three.
Read the articlePolitical
· 1 minute read
Campaigns have one election day and no second chances. A political marketing agency brings targeting, media and compliance together on that calendar.
Read the articlePolitical
· 1 minute read
Political advertising is a race against the calendar. A political advertising agency makes every impression count before ballots go out.
Read the articlePolitical
· 1 minute read
Political consulting firms range from general strategists to media specialists. Choosing the right one starts with knowing what your campaign needs.
Read the articlePolitical
· 1 minute read
Arizona votes early and by mail, across two main media markets. Arizona political consultants plan around both.
Read the articlePolitical
· 1 minute read
Political mail still reaches voters digital cannot. It works best when it is targeted to the voter file, read in seconds and timed to the ballot.
Read the articlePolitical
· 1 minute read
Texts get read. Political text messaging is effective for turnout and fundraising, as long as campaigns follow the consent rules.
Read the articleLocal SEO
· 1 minute read
Tucson has its own competitors, its own map packs and its own audiences. Tucson SEO works best when it is planned as a Tucson program, not a Phoenix campaign with a wider radius.
Read the articleWebsites
· 1 minute read
A Tucson business website should be fast on a phone, clear about where you work, and easy to contact from. Design choices should serve those three things.
Read the articleStrategy
· 1 minute read
Tucson has its own media, competitors and seasons. A Tucson digital marketing plan should be built for them.
Read the articleWebsites
· 1 minute read
Arizona businesses serve very different markets. Web design should reflect whether you serve one city, several or the whole state.
Read the articleMedia
· 1 minute read
Phoenix advertising agencies range from broadcast media buyers to digital specialists. The right one plans every channel around your customers and proves what each produces.
Read the articleMedia
· 1 minute read
Phoenix drivers spend a lot of time on freeways. Billboard advertising can reach them well when locations, creative and measurement are planned together.
Read the articleSocial
· 1 minute read
Phoenix audiences are on Instagram, Facebook and TikTok every day. Social media marketing works when paid ads produce leads and organic content builds trust.
Read the articleWebsites
· 1 minute read
A brand is more than a logo. A branding agency should leave you with positioning, messaging and an identity that works on every screen and sign.
Read the articleLocal SEO
· 1 minute read
An SEO consultant gives you expert diagnosis and a plan your team can carry out. Here is when that beats hiring a full agency.
Read the articleLocal SEO
· 1 minute read
In a market as competitive as Phoenix, an SEO audit should show exactly why competitors outrank you and what to fix first.
Read the articleLocal SEO
· 1 minute read
Gilbert searches are local and specific. Here is how a Gilbert business wins the map pack, ranks its service pages and turns local searches into customers.
Read the articleLocal SEO
· 1 minute read
Chandler searches are local and specific. Here is how a Chandler business wins the map pack, ranks its service pages and turns local searches into customers.
Read the articleLocal SEO
· 1 minute read
Glendale searches are local and specific. Here is how a Glendale business wins the map pack, ranks its service pages and turns local searches into customers.
Read the articleLocal SEO
· 1 minute read
Affordable SEO is possible when the budget goes to the few things that move local rankings. Cheap SEO usually means work that never happens.
Read the articleSearch
· 1 minute read
Scottsdale clicks can be expensive in categories like medical, legal and luxury. PPC management keeps the account profitable by winning on quality.
Read the articleAI search
· 1 minute read
Phoenix customers increasingly ask AI tools for recommendations. AI SEO helps you get recommended, and AI tools help you follow up faster.
Read the articleStrategy
· 1 minute read
Phoenix small businesses compete with big budgets. The way through is doing the few local things that produce customers, in the right order.
Read the articleStrategy
· 1 minute read
Growing Arizona companies often need a senior marketing leader before they need a full-time one. A fractional CMO fills that gap.
Read the articleMedia
· 1 minute read
Streaming TV and geofencing let Phoenix businesses reach specific households and places instead of the whole metro.
Read the articleIndustries
· 1 minute read
Phoenix has a crowded dental market. Practices grow by owning their neighborhood in search and marketing high-value treatments directly.
Read the articleMedia
· 1 minute read
Video made for marketing should be planned for where it will run. A spot for streaming TV, a social ad and a website video each need different cuts.
Read the articleField notes
Field note 01 · Local lead generation
$645 in revenue per call from Yelp, a 45% conversion rate, a 444% increase in total monthly leads, more than 1,500 leads a year from Yelp, and 30% year-over-year growth.
Published by Yelp for Business, November 2024
Third-party resultField note 09 · Competing in the AI age: AI search
Ramp’s AI visibility rose from 3.2% to 22.2%, a gain Profound describes as happening within a month (its chart runs Dec. 1, 2024 to Feb. 15, 2025), with 300+ citations and a move from 19th to 8th among fintech brands. 1840 & Co. went from 0% to 11% visibility in a month, and into the top five for remote-staffing prompts, with one structured post.
Published by Profound, in customer case studies
Third-party resultField note 10 · Political campaigns: media strategy
$11.1 billion spent in the 2023 to 2024 cycle; connected TV at $2.3 billion (21%), the second-largest medium, ahead of digital ($1.6 billion) and linear cable ($1.37 billion); Arizona at $511 million, fourth in the nation; 2026 projected at a record $11.6 billion with CTV at $2.7 billion (23%). Cost per thousand impressions, per Tech for Campaigns: broadcast $43.35 and cable $22.10 (primetime upfront benchmarks it cites from Media Dynamics), against $16.47 on Meta and $3.50 on Google across its own 2024 buys. In 2020 House races, roughly 75% of TV spending reached voters outside the district (Priorities USA).
Data from AdImpact, Tech for Campaigns, Priorities USA, The Trade Desk, Basis Technologies and peer-reviewed studies
Third-party resultPlanning tools
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