In the world of digital marketing, it’s so easy to get overwhelmed by the vast amount of metrics available to track for every strategy and tactic. It’s equally easy to get caught up in metrics that, to put it bluntly, don’t really matter. Yes, I’m looking at you, impressions, followers and opens.

Trends can be a fun and exciting way to increase awareness for your brand and to show your audience that you are on trend and paying attention to pop culture, but how do you know what trends to participate in and which ones you should leave alone?

Search is changing—fast. As tools like ChatGPT, Perplexity, and Google’s AI Overviews reshape how people find information, brands can’t rely on traditional SEO alone to stay visible.

As AI begins to summarize the web for us, a new kind of search visibility is emerging: Generative Engine Optimization.