Blog
What we're learning from 180+ AI search engagements—and what it means for your pipeline.
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“GEO” as a label doesn’t make any sense – an LLM is not an engine
The SEO industry rebranded to “GEO” — but the term makes no sense. “Generative” is too broad and “engine” is inaccurate. An LLM is a model, not an engine. This lazy rebadging reveals a lack…
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How Much Does SEO Cost? Factors That Shape Pricing
Quality SEO starts at a few thousand dollars monthly because you need to optimize for Google, ChatGPT, AI Overviews, and whatever search platform emerges next. A successful search campaign demands a rare level of strategic…
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B2B Content Marketing Strategies That Drive Measurable Results In The AI Search Era
AI platforms have changed the way people search, and winning on these platforms requires a strategic rethink. Our research shows that when someone types a query into ChatGPT or Gemini today, both engines are asking…
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The AI SEO Advantage Your Competitors Don’t Know About
The AI SEO advantage is engineering content for citation across ChatGPT, AI Overviews, and traditional search simultaneously – while competitors still chase rankings that don’t convert. Your #1 ranking doesn’t mean what it used to.…
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How Big Can Stripe Go? Key Takeaways from Stripe Sessions (A Report from Day 1)
Good morning from San Francisco. Yesterday was the first day of Stripe Sessions, their annual conference. Sessions is huge. Stripe is powering a growth market, and the co-founders (and Mark Zuckerberg!) shared a lot of…
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Bridging Distance, Building Excellence: Ellipsis Goes to Istanbul
We\’re a remote, global team spanning four continents — but nothing beats face-to-face connection. Last week, we gathered in Istanbul to align on vision, tackle SEO\’s evolution, and strengthen the bridges between our teams to…
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Building a Results-Driven B2B Content Marketing Funnel
If you’ve landed here, you’re likely aware of the marketing funnel already. This famous theory is more than a century old and is still essential knowledge today. Segmenting your visitors into three buying stages –…
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How to Analyze B2B Keywords for Business Impact
Master B2B keyword research for each buying committee role. Discover how to map search intent across decision-makers and drive qualified leads to your content.
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How SEO strategy needs to evolve to succeed in 2025
SEO is changing in front of us: genAI reduces the cost of content creation to (basically) zero, whilst offering the first real challenge to Google’s monopoly and giving Google itself a new way of ordering…
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How Ellipsis Achieves 2.8x More Organic Clicks From Better SEO Content
Ellipsis combines expert writers and strategists with proprietary FALCON AI technology to create SEO Content that consistently outperforms other methods.