Running TikTok campaigns with impact — missed opportunities that make all the difference Before Invisalign ever captured a lead on TikTok, it generated pre-qualified interest with a Smile Quiz built right into the ad. The payoff: nearly a third more people finished the form, at a lower cost per lead. The campaign aimed and succeeded at going far beyond the vanity KPI of “people liked it.” It created an actual pipeline. Anny Havercroft, TikTok’s global head of product marketing communications and industry enablement, wants more marketers to think this way. “I’m helping advertisers learn how to turn TikTok into a demand engine,” she says of her role. TikTok is a place to be discovered, but it’s also an opportunity to close the funnel, whether you’re running a B2C campaign like Invisalign’s or building B2B demand, and whether your leads land in a spreadsheet or sync straight into HubSpot. Havercroft has spent nearly five years building TikTok’s B2B lead gen playbook, first across APAC, and now globally. Over the years, she’s seen common patterns emerge across lead generation strategies. Here are the most impactful opportunities marketers may miss. Opportunities That Transform Ordinary Campaigns Into Demand-gen Drivers 1. Focusing on Readiness Instead of Reach TikTok has more than a billion monthly users, and it’s tempting to treat that number as the whole pitch. “It can be very easy to think about it as a reach play when you’re generating demand,” says Havercroft, “but actually it is about the quality of...

On-page content formats answer engines actually favor It seems like every brand is scrambling to get a piece of the pie in this new answer engine optimization (AEO) world. But what if you could get ahead of the curve by knowing the best on-page content formats for AI as verified by research? I pored over results from the new HubSpot State of AEO 2026 report and Wix Studio’s AI Search Lab research on most-cited content types to find out. In this article, I’ll cover which formats earn the most citations across ChatGPT, Gemini, AI Overviews, and Perplexity, why LLMs favor them, and how to apply them to both new and existing pages on your site. You’ll also find format-by-format templates, a five-step audit for legacy content, a measurement framework for AI visibility, and a governance model for keeping cited pages fresh. Table of Contents TL;DR The Best On-Page Content Formats for AEO What are the best on-page content formats for AEO? Why the Best On-Page Content Formats for AI Work for LLMs How to Structure Pages Using the Best On-Page Content Formats for AI Templates for the Best On-Page Content Formats for AI How to Optimize Existing Pages with the Best On-Page Content Formats for AI How to Measure Results from the Best On-Page Content Formats for AI How to Govern and Refresh Pages Built with the Best On-Page Content Formats for AI Frequently Asked Questions About On-Page...

The role of citations in AEO: Why citations matter more than backlinks for AI visibility For years, the SEO playbook was straightforward: earn backlinks, climb rankings, capture clicks. But as AI reshapes how traditional SEO works, a different mechanism is determining which content gets seen — and it’s not backlinks. It’s citations. The role of citations in AEO is fundamentally different from link-building: instead of other publishers vouching for your page, AI answer engines are selecting your content as the direct source behind their generated answers. This shift matters because the stakes are tangible. When ChatGPT, Perplexity, or Google’s AI Overviews cite your page, that’s not a ranking boost in a list of blue links. It’s your content becoming the answer for a growing share of buyers who never scroll to traditional results. And with AEO tools and best practices now available to measure and optimize this visibility, citations in AEO are no longer theoretical. It’s trackable, improvable, and directly tied to the pipeline. In this guide, I’ll break down exactly how AI engines select citations, what type of content earns them, and how to build a citation strategy that drives measurable AI visibility using generative engine optimization tools and HubSpot’s integrated platform. Table of Contents: Why Citations Matter for Answer Engine Optimization (AEO) How AI Engines Select Citations and Sources The Role of Citations in AEO What type of content gets cited the most in LLMs? Frequently Asked Questions (FAQ) about...

How to rank in AI Overviews on Google and beyond Growing up, the only “top 10” I cared about was MTV’s Total Request Live (TRL). When I started working, that became the top 10 results in the Google SERP. Now, my eyes are set even higher as we marketers explore how to rank in AI Overviews. According to Google, AI Overviews (aka position zero) now reach 1.5 billion monthly users across 200 countries, and it’s affecting both website traffic and marketing results. The good news? This isn’t a reason to panic. AI Overviews reward clarity, structure, and genuine expertise. So, if your content is well-organized and delivers real value (as I would hope it does), you’re already halfway there. Even if you aren’t, this guide breaks down exactly how AI Overviews work, what it takes to get your content cited in them, and how to measure your visibility in a world where a click isn’t always the right success metric. Table of Contents What is an AI Overview (and when does it appear?) How to Rank in AI Overviews: Understanding How Answers Are Built Tactics to Help You Show Up in AI Overviews AI Overview Tracking: How to Measure Impact and Iterate Frequently Asked Questions About Ranking in AI Overviews Beyond AI Overviews: Increasing Visibility in Answer Engines What is an AI Overview (and when does it appear?) An AI Overview is a summary generated by AI that appears at...

Digital Marketing Optimization: 10 Best Strategies to Increase Marketing ROI Digital marketing optimization plays a major role in whether a marketing program grows or remains stagnant. Most teams are running campaigns, tracking metrics, and still scratching their heads, wondering why the pipeline isn’t moving. Honestly? The problem usually comes down to process, not effort. The marketers I’ve seen consistently outperform their peers aren’t running more campaigns; they’re running a tighter system. They share KPIs across channels, connect every touchpoint to revenue, and treat testing as an operating rhythm rather than something they get to “when things slow down.” (Spoiler: things never slow down.) This guide breaks down exactly how to build that system: how optimization works across the full customer lifecycle, ten strategies you can use right now, the metrics that actually matter at each funnel stage, and how AI and AEO are reshaping what “optimized” even means in 2026. Table of Contents What is digital marketing optimization? How digital marketing optimization works across the lifecycle Digital marketing optimization strategies you can use now Digital marketing optimization metrics to track Frequently asked questions Optimization is a system, not a sprint What is digital marketing optimization? Digital marketing optimization is a repeatable process to improve marketing ROI across channels and the customer lifecycle. It’s not a process that can be completed once and be done. You have to approach digital marketing optimization as a continuous discipline of measuring, testing, and...

Brand Visibility: How to Increase It in the Era of AI Brand visibility determines whether your business gets found or gets passed over — in search results, on social feeds, and increasingly, in AI-generated answers. It’s one of the highest-leverage investments a marketing team can make, and also one of the most commonly mismanaged. Most teams treat visibility as a byproduct of other activities: run some ads, publish some content, and hope people notice. The brands that consistently outperform their categories do the opposite — they deliberately build visibility, measure it rigorously, and connect it directly to the pipeline. I’ve watched companies cut their sales cycles nearly in half simply by ensuring prospects arrived at every conversation already familiar with the brand. This guide covers what brand visibility actually means (and how it differs from brand awareness), seven strategies to increase it across traditional and AI-powered channels, and the six metrics that show whether your efforts are translating into revenue—not just impressions. Table of Contents What is brand visibility? Why brand visibility matters for growth How to increase brand visibility for your company Brand visibility metrics to track Frequently asked questions about brand visibility. Visibility is a compounding asset, not a campaign. What is brand visibility? Brand visibility is the frequency and prominence of a brand’s exposure to its target audience across relevant channels. When your ideal customers are searching, scrolling, or asking an AI assistant for a recommendation,...

Product SEO: 8 Strategies That Drive Demand for B2B & SaaS Product SEO is one of the highest-leveraged — and most overlooked — strategies in B2B and SaaS marketing. While most teams pour resources into top-of-funnel content, the pages that actually drive pipeline decisions, such as feature pages, comparison pages, and pricing pages, often go unoptimized and underperform. Fortunately, fixing that gap doesn’t require rebuilding your entire site. With the right architecture, keyword strategy, and structured content, your product pages can rank for the exact queries buyers are searching when they’re closest to a decision, and convert that traffic into real revenue. Table of Contents What Is Product SEO? Why Is Product SEO Important for B2B and SaaS? How to Optimize Product Pages for SEO Best Product SEO Tools Frequently Asked Questions About Product SEO What Is Product SEO? Product SEO is the practice of optimizing pages that describe, demonstrate, or compare your products and features so they rank in search results and convert visitors into pipeline. It applies across the entire product surface area of your site, not just a single “Products” page. For B2B and SaaS companies specifically, product SEO optimizes: Feature pages (e.g., “/features/email-automation”) Integration pages (e.g., “/integrations/salesforce”) Comparison pages (e.g., “/vs/competitor-name”) Pricing pages (e.g., “/pricing”) Documentation and setup pages (e.g., “/docs/getting-started”) Deployment and use-case pages (e.g., “/solutions/revenue-operations”) This is worth emphasizing because most SEO advice about “product pages”...

Keyword clustering: How to create a strategy for topic authority in 2026 As a content writer with over 7 years of SEO experience, I can confidently say that keyword clustering is a critical technique—even in a world where the SEO landscape has changed significantly. Keyword clustering builds authority, boosts your business’s web presence, and helps you find your audience wherever they are in their buyer’s journey. But what is keyword clustering, and how does it work? Keep reading to find out. Table of Contents What is keyword clustering? How keyword clustering builds topic authority Keyword clustering methods How to do keyword clustering 4 Best keyword clustering tools Frequently asked questions about keyword clustering. What is keyword clustering? Keyword clustering is an SEO technique that groups related keywords with the same search intent and targets them simultaneously on the same page. For example, people searching for “cat toys,” “toys for cats,” and other variations are looking for the same product and will see the same search results when using search engines or answer engines. Keyword clustering involves targeting a primary keyword and secondary keywords on the same page. The primary keyword is the main term you want to rank for (“cat toys”), and secondary keywords are synonyms and long-tail variants (“toys for cats”). How keyword clustering builds topic authority By building your content around central themes and related keywords, you signal to search engines that you are knowledgeable about...

Share of Voice Tools for Growing Companies When tracking share of voice for marketing teams, it’s often assumed to be a vanity metric — a number executives like to include in board decks but one that rarely influences strategy. In practice, that assumption doesn’t hold up. Share of voice (SOV) is one of the clearest leading indicators of whether a brand is gaining or losing visibility long before it shows up in the pipeline. The problem is that most teams measure it inconsistently, compare apples to oranges across channels, and end up with dashboards that no one acts on. This guide is designed to change that. It breaks down what each type of SOV actually measures across SEO, social, paid, and emerging AI search, which tools are worth the investment at different stages of growth, and how to avoid common measurement pitfalls — including the growing issue of AI-driven share of voice bias. It also shows how to connect visibility metrics to CRM, attribution, and revenue outcomes that leadership actually cares about. Table of Contents What are share of voice tools and which SOV types matter? How do share of voice tools calculate SOV? How to Use Share of Voice Tools for SEO How to Measure AI Share of Voice and Avoid Prompt Bias How to Use Share of Voice Tools for Social Media Which share of voice tools help with PR and media monitoring? Share of Voice vs. Share of...

AEO Competitor Analysis: Track AI Answer Engine Rivals Every company’s competitors are showing up in AI-generated answers, but do marketers know which ones, for which queries, and why? That’s exactly what AEO competitor analysis is designed to tell teams. Answer engines like ChatGPT, Perplexity, and Google’s AI Overviews don’t rank pages. They cite sources. That shift changes everything about how competitive visibility works. A brand can hold a top-three organic ranking and still be completely absent from the AI answer a prospect reads first. If brands are not tracking who’s earning those citations and how, they’re making content and SEO decisions without half the picture. This guide walks through how to run an AEO competitor analysis from scratch — what to measure, which tools to use, and how to turn findings into content that closes the gap. Table of Contents What is AEO competitor analysis? Why AEO Competitor Analysis Matters Now How to Run an AEO Competitor Analysis Step by Step AEO Competitor Analysis Tools and Workflows AEO Competitor Analysis Metrics and Dashboards Turn AEO Competitor Insights Into Actions Frequently Asked Questions About AEO Competitor Analysis What is AEO competitor analysis? AEO competitor analysis is the process of identifying which brands, pages, and sources answer engines cite in AI-generated responses — and benchmarking a brand’s own visibility against competitors across those same queries. “AEO” stands for Answer Engine Optimization: the practice of structuring content so that AI platforms...