Heyo,

Let’s get down to the digital marketing business. 💼

Are your social posts working *for you*?

Social SEO is becoming increasingly important as AI platforms leverage social signals in citations and social algorithm resets are on the rise. Your content needs to be clearly labeled, so it can be found by both algorithms and people.

Dive in with social media SEO tips to uplevel your social account’s findability: Social SEO in 2026.

• Google’s got a new ROAS-based tool that suggests conversion values to help advertisers bid smarter for new customers. (You may have heard it first from our VP Marc Engelsman.) We love it because it is a reminder of an oft-overlooked metric that every marketer should be using when making budget allocations and assessing results: Life Time Value (LTV). We know it’s not always easy to get alignment on LTV data especially in today’s multi-channel universe. That doesn’t mean you shouldn’t at least try to come up with some framework or assessment that will help guide decision-making.

• Reminder: forced indexing through Google Search Console is discouraged, according to John Mueller. Here’s why:
  • Forced indexing is not feasible for large sites with many pages.
  • Again, create good, useful content by following Google’s E-E-A-T (Experience, Expertise, Authority, Trust) or DBE’s one-step-up H-E-E-A-R-T (Human, Experience, Expertise, Authority, Relevance, Trust) acronym. This will keep your content result-worthy.

• Let’s compare organic, top 10 Search Engine Result Page (SERP) URLs vs AI-powered citations overlap rates for the same queries/prompts:
  • There’s an 88% overlap between AI Overviews and top 10 organic SERP URLs beneath.
  • In AI Mode, there’s only a 12% overlap with the top 10 SERP result URLs. (This makes sense as AI Mode searches broader keywords/topics outside just the one typed by the user.)
  • What does this mean? You may be picked up by just AI Mode, AI Overviews, or just the SERP. Our best advice is to use the most popular terminology on your site and add in variations when relevant.

• What’s a T-shaped team? A team that has deep functional expertise (as represented by a T’s vertical bar) and the broad contextual understanding that allows the team to connect the dots across business functions (represented by the T’s horizontal bar). Put it together, and you get the idea behind this article “The AI era needs strategists grounded in expertise and guided by context.” Full disclosure: the author is using this foundation to make a case for agencies that are more likely to be T-shaped than in-house teams. We don’t subscribe to this notion. We do believe that the best teams — internal or external — need strategic thinking to best leverage AI to solve problems and drive success quickly.

• X is open source now, opening up its code every 4 weeks for 7 days. If you know coding and are passionate about X, you could make your mark!

• Big brands who are reacting to cultural moments the right way. My favorite from the list from Sprout Social is Dr. Pepper’s new theme song (partly because I can’t get it out of my head).

The Access Fund is working for sustainable access to climbing areas across the nation while educating others how to advocate. If you’re all about natural-area preservation and vertical adventure, check them out: Access Fund.

My heart was recently widened with a listen to the uplifting musical based on the people of Newfoundland who played host to 7,000 stranded travelers – Come From Away. Based on a true story, the show is a glittering reminder that love and kindness can be found anywhere… even on the edge of the world. It’s also a reminder that kindness starts with us, no matter how big or small.

Warning: If you take a gander and see the show or listen to the soundtrack, have your tissues ready.

Have a wonderful rest of your day,

Natalie

Looking for a way to make a difference with small acts of kindness, here’s a list to get you started. 🙂