Sales & eCommerce

Holiday Discovery, AI Acceleration, and Search Precision

December 23, 2024 by basilpuglisi@aol.com Leave a Comment

The holiday season acts as a stress test for digital platforms. TikTok positions itself as a retail discovery engine with its Holiday Shopping Guide. Adobe advances enterprise workflows through the new AI Assistant inside Adobe Experience Platform. Google keeps teams on their toes with continued emphasis on quality signals that shape visibility. Together, these shifts make one truth clear. Advantage depends on speed of alignment across community, creative, and search. Campaign cycle time shortens. Organic reach pivots quickly. Engagement metrics like click through rate and bounce rate swing as platform behavior changes.

TikTok frames the holiday moment as a guide to getting discovered. The platform is not only surfacing trends. It is shaping purchase intent. Brands that lean into creator led shopping experiences see measurable impact as product demos and live shopping push directly into conversion paths. The Factics here is simple. User generated credibility is the fuel. The tactic is to co create with micro influencers who appear in search driven product queries so the right clip meets the moment of intent.

“TikTok is reshaping holiday shopping for Gen Z and beyond.” — Forbes Agency Council, in a Forbes article published October 29, 2024.

Adobe brings a different kind of velocity with the Experience Platform AI Assistant. The tool gives marketing teams direct access to insights so execution does not wait on reporting cycles. Teams query the assistant, test journeys, and adapt messaging in real time. Factics at work again. Personalization throughput rises when decisions move from quarterly planning to continuous optimization. Early adopters report meaningful reductions in workflow time and improvements in customer engagement scores when the assistant lives inside the work, not outside it.

Google underscores the third leg of the system with ongoing guidance tied to quality and authority. The message is consistent across updates this year. Align to experience, expertise, authoritativeness, and trustworthiness. The tactic is structured governance. Maintain a content audit rhythm. Add clear author attribution. Remove outdated pages that dilute relevance. Factics connect directly. Teams that maintain an audit cadence recover faster after volatility compared to those that rely on single shot fixes.

The integration point is alignment. Community discovery, creative acceleration, and search precision are not separate motions. Winning brands run them as one connected system. Influencer strategy fuels AI driven content production. That content is structured to survive search scrutiny. The result is a content engine that is faster, clearer, and more resilient when demand spikes.

Best Practice Spotlight

General Motors and Adobe AI Assistant

General Motors pilots Adobe Experience Platform AI Assistant to accelerate personalization workflows and campaign execution. Marketing teams query data directly and automate delivery based on real signals. Productivity improves and time to value shortens as journeys update without heavy analyst cycles.

The Pink Stuff on TikTok Shop

The Pink Stuff rides community energy through clean tok videos and turns attention into sales with TikTok Shop. The brand sells more than one point two million units in five months. The lesson is direct. Viral discovery converts when the path to purchase is native to the platform.

Creative Consulting Concepts

B2B scenario

Challenge: A mid sized software firm faces slow lead velocity in the fourth quarter.

Execution: Embed Adobe Experience Platform AI Assistant into marketing operations so non technical staff can act on insights and run rapid tests.

Expected outcome: MQL to SQL conversion improves by 25 percent with a 15 percent reduction in cycle time.

Pitfall: Over automation risks losing human context in high value deals.

B2C scenario

Challenge: A fashion retailer wants to win holiday gift searches but paid costs are rising.

Execution: Partner with micro influencers to produce search ready gift guides on TikTok and anchor the push with live shopping and clear product bundles.

Expected outcome: Engagement rate climbs by 30 percent and online sales lift by 20 percent during the peak window.

Pitfall: Too many creators without clear product differentiation can erode authenticity.

Nonprofit scenario

Challenge: A nonprofit struggles to maintain visibility and donor trust during peak retail noise.

Execution: Run a content audit aligned to E E A T. Add expert attribution. Remove outdated pages. Tell the donor story with verified sources and transparent outcomes.

Expected outcome: Organic visibility improves and year end donation conversions rise by 15 percent.

Pitfall: Without ongoing review, gains decay with the next wave of updates.

Closing Thought

Holiday strategy now sits where discovery, acceleration, and governance meet. When TikTok shapes intent, Adobe compresses workflow time, and Google rewards authority, the edge belongs to teams that synchronize the system.

References

Adobe Newsroom. (2024, July 25). Media alert: Adobe announces general availability of Adobe Experience Platform AI Assistant to supercharge enterprise productivity.

Futurum Group. (2024, June 11). Adobe Experience Platform AI Assistant is generally available.

MarTech. (2024, March 26). Adobe’s generative AI Assistant for Experience Platform now in beta.

Forbes. (2024, October 29). How TikTok is reshaping holiday shopping for Gen Z and beyond.

Marketing Dive. (2024, September 17). TikTok courts holiday advertisers with new AI tools and creator marketplace updates.

TikTok for Business. (2024, September 12). Holiday 2024: A guide to getting discovered this season.

Google Search Central Blog. (2024, March 5). What creators should know about our March 2024 core update and new spam policies.

Google Search Central Blog. (2024, August 15). What to know about our August 2024 core update.

Search Engine Journal. (2024, September 25). Google algorithm updates and changes: A complete history.

YouTube AI Auto-Chapters, Salesforce Einstein 1, and Google Spam Policies: Aligning Attention, Personalization, and Trust

September 23, 2024 by basilpuglisi@aol.com Leave a Comment

YouTube introduces AI auto-chapters that let viewers jump directly into the sections that matter, Salesforce upgrades Einstein 1 to unify data and creative production, and Google sharpens its spam policies to eliminate scaled content abuse and site reputation manipulation. Each launch happens in August, but the alignment is immediate: navigation, personalization, and policy now sit on the same axis. When combined, they shrink cycle times, raise engagement, and strengthen trust. The metrics are clear—content production accelerates by as much as 40 percent, video-assisted click-through improves double digits, bounce rates drop as intent is matched, and organic traffic stabilizes as thin pages are removed from the ecosystem.

Factics prove that precision drives performance. On YouTube, auto-chapters excel when creators map clear beats such as problem, demo, objection, and call to action. Aligned headers and captions let AI segment with confidence, keeping watch time steady while surfacing the exact clip that fuels downstream clicks. Einstein 1 applies the same discipline to campaigns. Low-code copilots spin creative variants from a single brief, while Data Cloud unifies service, commerce, and marketing signals into one profile. A replayed demo instantly informs an email subject line or ad headline, lifting message relevance and conversion by 15 to 20 percent. Google enforces the final pillar with strict spam policy compliance. De-indexing thin subdomains and consolidating duplicates concentrates authority. Adapted sites report 200 to 300 percent rebounds in impressions and clicks, while laggards fade from view.

“Einstein 1 Studio makes it easier than ever to customize Copilot and embed AI into any app.” — Salesforce News

The connective tissue is not the feature list but the workflow. A video segment that earns replays informs CRM targeting. CRM targeting informs creative variants. Creative variants live or die by the same spam policy guardrails that determine whether they rank or sink. Factics prove the alignment: chapters lift average watch time and CTR, Einstein 1 accelerates personalization across channels, and policy compliance drives authority concentration. Together they form a cycle where attention, personalization, and trust compound into measurable advantage.

Best Practice Spotlights

Gucci personalizes clienteling with Einstein 1.

Gucci unifies client data across Marketing Cloud and Data Cloud so advisors access a single customer view and send tailored recommendations in the right moment. Engagement strengthens, follow-up time shrinks, and generative AI scales the process so quality and tone remain consistent across messages.

B2B SaaS recovery through policy-aligned cleanup.

A SaaS firm conducts a deep audit tied to Google’s spam policies, removing more than 100 thin or duplicative posts and consolidating others. Within a year, impressions surge by 310 percent and clicks by 207 percent, proving that substance over scale drives lasting search performance.

Creative Consulting Concepts

B2B Scenario

Challenge: A SaaS platform publishes feature videos but loses prospects before conversion.

Execution: Map beats clearly, apply auto-chapters, and sync segments to Einstein 1 so campaigns link viewers directly to the problem-solution moment.

Expected Outcome (KPI): 18–25 percent higher CTR to demo pages, 10–15 percent lift in MQL-to-SQL conversion.

Pitfall: Over-segmentation risks fragmenting watch time.

B2C Scenario

Challenge: A DTC brand drives reach but inconsistent add-to-cart rates.

Execution: Use auto-chapters to split reels into try-on, materials, and care segments. Feed engagement signals into Einstein 1 to optimize product copy and ad creative.

Expected Outcome (KPI): 12–20 percent uplift in video-driven sessions, 5–10 percent improvement in conversion rate.

Pitfall: Inconsistent chapter naming can break the scent of intent.

Non-Profit Scenario

Challenge: A conservation nonprofit produces compelling stories but donors skim past proof points.

Execution: Chapter storytelling around outcomes—hectares restored, community jobs, species return—and personalize follow-ups by donor interest in Einstein 1.

Expected Outcome (KPI): 8–12 percent increase in donation completion, stronger repeat-donor engagement.

Pitfall: Overloading chapters with jargon reduces clarity and trust.

Closing Thought

When YouTube sharpens navigation, Einstein 1 scales personalization, and Google enforces quality, the entire content engine accelerates with clarity, consistency, and measurable trust.

References

YouTube Blog. (2024, May 14). Made by YouTube: More ways to create and connect.
Search Engine Journal. (2024, June 25). YouTube Studio adds new generative AI tools & analytics.
The Verge. (2024, May 14). YouTube is testing AI-generated summaries and conversational AI for creators.
Salesforce News. (2024, April 25). Salesforce launches Einstein 1 Studio, featuring low-code AI tools to customize Einstein Copilot and embed AI into any app.
Google Search Central Blog. (2024, March 5). New ways we’re tackling spammy, low-quality content on Search.
Diginomica. (2024, June 12). Connections 2024: Gucci gets personal at scale with Salesforce, as it plans a GenAI future.
Amsive. (2024, May 16). Case study: How we helped a B2B SaaS site recover from a Google algorithm update.

LinkedIn Premium AI Coaching, Shopify AI Recommendations, and Google Spam Update: Building Smarter Paths to Growth

June 24, 2024 by basilpuglisi@aol.com Leave a Comment

AI continues to redraw the way people work, shop, and search — and May underscored how quickly these shifts are becoming practical. LinkedIn extended its Premium subscription with AI job coaching tools that help members fine-tune résumés, draft tailored outreach, and prepare for interviews as if a coach were guiding them directly. Shopify deepened its AI push by rolling out recommendation engines that let merchants display dynamic product suggestions at checkout. And Google dropped its June Spam Update, tightening policies to suppress manipulative content while rewarding authentic, well-structured experiences.

“LinkedIn’s AI-powered tools offer a glimpse into the future of work.” — Forbes, May 15, 2024

For professionals, LinkedIn’s coaching signals a faster route to visibility. Users applying these features — alongside apps like Careerflow — are reporting interview pipelines moving 60% faster and job offers doubling when profiles and applications are tuned with AI precision. The tools don’t remove the human element of networking, but they make each touchpoint more targeted. In retail, Shopify’s recommendation AI is proving that the smallest moments carry the biggest revenue impact. Gymshark’s checkout carousels, powered by AI, highlight items that customers are most likely to add, nudging average order value upward without bloating the journey. Meanwhile, Google’s spam update serves as a reset for marketers: thin content and keyword-stuffed tactics are penalized, while pages built with clear answers and authentic value surface more often in AI-powered search overviews.

The thread connecting these updates is efficiency that multiplies impact. On LinkedIn, AI coaching shortens time-to-interview by almost two-thirds. In Shopify, well-placed recommendations drive cart values up by double-digit percentages. And in search, sites that align with Google’s stricter standards are preserving visibility where others drop off. These aren’t isolated KPIs; they compound. Faster career acceleration feeds professional influence. Smarter eCommerce personalization lifts revenue without raising ad spend. Cleaner search results rebuild trust in discovery.

Here’s where the Factics come alive in practice. LinkedIn’s AI job coaching doesn’t just get résumés polished — it makes outreach land in the right channels, helping candidates secure conversations sooner. Shopify’s AI recommendations work best at the exact moment of purchase intent, where relevance feels natural and incremental sales climb without extra clicks. And Google’s spam filters remind us that optimization only sticks when it’s backed by substance. AI, in each case, is less about speed for its own sake and more about aligning the right message with the right moment.

Best Practice Spotlights

LinkedIn + Careerflow AI Coaching
LinkedIn Premium, paired with Careerflow’s AI coaching, helped job seekers cut interview cycles by 60% and double their job offers. By combining résumé optimization, tailored job matching, and profile analysis, users positioned themselves as top candidates faster than traditional methods allowed.

Shopify + Gymshark Product Recommendations
Gymshark deployed Shopify’s AI recommendation engine to surface “People also bought” products at checkout. The brand saw higher average cart sizes as shoppers engaged with relevant add-ons at the exact moment of purchase, boosting revenue without disrupting the checkout flow.

Creative Consulting Concepts

B2B Scenario
Challenge: A SaaS company struggles with slow pipeline velocity as campaigns take weeks to launch.
Execution: Equip sales teams with LinkedIn’s AI job coaching insights to refine messaging and improve prospect targeting.
Expected Outcome: 25% faster response cycles and higher lead qualification.
Pitfall: Over-reliance on AI copy risks sounding generic and reduces credibility.

B2C Scenario
Challenge: A retailer wants to improve conversions without discounting heavily.
Execution: Implement Shopify’s AI recommendation engine at checkout to suggest complementary bundles.
Expected Outcome: Average cart size grows by 15–20%, lifting revenue without raising acquisition costs.
Pitfall: Poorly trained models can suggest irrelevant products and damage trust.

Non-Profit Scenario
Challenge: An advocacy group’s policy content struggles to rank in search due to duplicate coverage.
Execution: Rebuild FAQs with rich schema and concise answers that align with Google’s spam update standards.
Expected Outcome: 12% increase in organic traffic as authentic, structured content earns placement in AI summaries.
Pitfall: Over-simplifying in pursuit of compliance can weaken depth and authority.

Closing Thought

When coaching, recommendations, and search integrity all run on AI, alignment becomes the strategy. The organizations that connect personalization, authenticity, and discoverability turn small gains into sustainable growth.

References

Business Insider. (2023, November 2). LinkedIn Launches AI Career Coach for Premium Members.

LinkedIn News. (2023, November 1). LinkedIn Introduces New AI-Powered Premium Experience.

Forbes. (2024, May 15). LinkedIn’s AI-Powered Tools Offer A Glimpse Into The Future Of Work.

Shopify Blog. (2024, May 7). AI in Ecommerce: 7 Use Cases & A Complete Guide.

Practical Ecommerce. (2024, February 15). Shopify AI: Practical Uses for Your Store.

Wisepops. (2024, March 20). AI Product Recommendations Explained + How to Set Them Up.

Google Developers Blog. (2024, June 13). June 2024 Google SEO Office Hours Transcript.

Search Engine Land. (2024, June 21). Google unleashes June 2024 spam update.

1SEO Digital Agency. (2024, June 24). Spam Update for Google 2024: What to Expect.

Tech.co. (2023, November 2). How to Use the New AI Features for LinkedIn Premium Users.

AI Creativity Meets Compliance: Marketing’s Year-End Balancing Act

December 31, 2023 by basilpuglisi@aol.com Leave a Comment

The close of the year carries a different energy in marketing rooms everywhere. Conversations shift from experimental AI pilots to hard evidence of return on investment, and from excitement over rapid content generation to cautious debates on ethics, copyright, and compliance. Teams that once dabbled with AI in isolated workflows now run entire editorial calendars through integrated platforms, reducing cycle time and enabling faster execution on end-of-year campaigns.

AI marketing, Canva Magic Media, AI ethics, year-end campaigns, Basil Puglisi, generative AI, editorial planning, social media engagement

For B2B organizations, efficiency becomes the headline. Reports from Salesforce and McKinsey highlight measurable productivity gains when generative tools are embedded across marketing and operations. Sales enablement content that once took weeks to finalize now turns around in days, letting teams capture fleeting year-end buying cycles. Across multiple case studies, AI-assisted workflows delivered an average 28–35% reduction in production time while improving asset consistency scores in brand audits by over 15%.

For B2C brands, Canva’s Magic Write and Magic Media have become go-to creative accelerators — giving retailers, travel companies, and entertainment brands the ability to launch timely social content and on-brand visuals without bottlenecks. One global travel brand used AI-powered templates to cut creative turnaround from two weeks to five days, directly supporting its busiest booking season and driving a measurable lift in social engagement rates.

Ethics is no longer a sidebar discussion. Wired’s deep dive into AI copyright challenges shows how legal risk is now part of creative planning, not just a compliance afterthought. This awareness is shaping both SEO strategy and brand positioning: marketers know that an AI-produced image or text asset can rank, but it also needs provenance, attribution, and human oversight to pass future audits. Factics from Sprout Social’s latest guide suggest that AI-powered year-in-review campaigns see up to 40% higher engagement when accompanied by transparent disclosure, linking trust directly to measurable KPIs like click-through rates and follower retention.

The tactical shift is subtle but decisive. Social teams lean into interactive “year in AI” content that invites participation, giving audiences a role in reflecting on the year’s trends. Editorial teams use AI-assisted planning tools to map 2024 campaigns months in advance, ensuring content calendars align with SEO and compliance priorities. The most forward-looking brands are treating ethics as a differentiator, not just a safeguard — using it to build narratives that customers want to follow and share.

Best Practice Spotlight

Expedia + Canva Magic Media
Expedia integrated Canva Magic Media into its brand-kit workflow to accelerate production of destination visuals and promotional assets across global marketing teams. By generating on-brand images and variations directly within Canva, creative turnaround time for social and CRM content was reduced significantly, enabling faster deployment of year-end campaigns. This approach ensured efficiency gains without compromising brand compliance, with a reported 30% reduction in design time for social campaigns and a noticeable uplift in engagement across multiple channels.

Creative Consulting Concepts

B2B Scenario – Challenge: A SaaS company struggles to produce high-volume thought leadership before a competitive RFP season. Execution: Deploy Magic Write for first-draft outlines, route through SME review, and finalize with compliance checks. Expected Outcome: 50% faster content delivery with maintained accuracy. Pitfall: Over-reliance on AI phrasing could dilute industry-specific voice.

B2C Scenario – Challenge: A fashion retailer wants cohesive holiday campaign visuals across multiple regions. Execution: Use Magic Media templates aligned with the brand kit, allowing local teams to swap imagery while maintaining design consistency. Expected Outcome: Increased engagement from localized creative while preserving global brand identity. Pitfall: Inconsistent model releases for AI-generated images could trigger compliance issues.

Non-Profit Scenario – Challenge: An environmental NGO needs to recap its year’s impact with limited staff. Execution: AI-assisted editorial planning generates storyboards and draft copy for an interactive year-in-review microsite. Expected Outcome: Higher donor engagement through visually compelling, data-driven storytelling. Pitfall: Poor data sourcing could undermine credibility if facts aren’t verified pre-launch.

References

McKinsey & Company. (2023, August 1). The state of AI in 2023: Generative AI’s breakout year.

Canva. (2023, March 23). Introducing Canva’s New AI-Powered Design Tools.

Salesforce. (2023, October 18). State of Marketing Report 2023.

Wired. (2023, September 20). The Generative AI Copyright Fight Is Just Getting Started.

Sprout Social. (2023, November 1). AI in Social Media: The 2023 Guide for Marketers.

Content Marketing Institute. (2023, July 12). AI-Assisted Editorial Planning: What’s Working in 2023.

Canva. (2023, November 30). Expedia Group uses Magic Media to streamline campaign creative.

AI-Powered Marketing: Repurposing Content and Driving Sales with Canva, Shopify, and HubSpot

September 25, 2023 by basilpuglisi@aol.com Leave a Comment

The rise of AI in marketing takes a more practical turn this month as tools once reserved for experimentation begin driving measurable business results. August saw brands embrace AI-powered content repurposing to stretch the reach of videos, livestreams, and long-form assets across multiple channels without sacrificing quality. For marketers, this shift means content isn’t just being created faster — it’s being reimagined to fit platform-specific formats, audience behaviors, and campaign goals, all at a scale that manual workflows could never achieve. The strategic impact is immediate: cycle times per asset are shrinking, on-brand consistency is rising, and performance data is informing content pivots in near real time.

AI content repurposing, Canva Magic Studio, Shopify Sidekick, HubSpot AI, AI marketing tools, AI video editing, AI email marketing, AI infographics

That same momentum carried into the launch of Canva’s “Magic Studio,” an expansion of its AI-powered creative suite. With design tools that generate layouts, write copy, edit images, and even produce custom infographics, the platform is positioning itself as an all-in-one creative engine for businesses of all sizes. For B2B marketing teams, Magic Studio’s ability to quickly create client-ready presentations or branded reports removes a bottleneck in campaign execution. For B2C brands, the draw lies in producing a steady stream of fresh, visually polished assets without the lead times or costs typically tied to external design partners.

E-commerce also stepped into the spotlight with Shopify’s debut of Sidekick, an AI assistant built directly into its merchant dashboard. The tool acts as both an analyst and an operator — capable of diagnosing sales trends, suggesting promotional strategies, and implementing changes instantly. It represents a clear signal that AI’s role in commerce is shifting from supportive automation to active decision-making, with implications for how fast merchants can respond to shifts in demand, seasonality, and consumer sentiment.

HubSpot’s release of AI-powered prospecting tools added another layer to the trend. Sales teams can now lean on AI to surface high-priority leads, draft personalized outreach, and sequence follow-up communications based on engagement patterns. In a market where speed-to-contact can make or break a deal, these tools are giving both large and small sales operations a sharper competitive edge. The same technology is being adapted for marketing nurture sequences, ensuring prospects get timely, relevant content without overloading teams with manual email creation.

These advancements connect directly to evolving marketing applications. Social teams are experimenting with AI tools to cut livestreams into short clips optimized for Reels, Shorts, or TikTok, capturing moments that resonate beyond the original broadcast. Email marketers are finding that AI-written nurture sequences can match brand tone while adapting message timing to individual behaviors. And content managers are leaning into AI-generated infographics to simplify data storytelling in blog posts, improving comprehension and shareability in the process.

Best Practice Spotlight
One of the most compelling examples comes from Shopify’s own Sidekick demonstration. In a live showcase, CEO Tobi Lütke walked through a scenario involving a snowsports supply merchant whose sales had dipped from March to July. Sidekick quickly analyzed the store’s historical data, identified minimal snowfall as the likely cause, and produced a month-by-month sales chart to illustrate the trend. When prompted to “put everything on sale,” the AI suggested — and implemented — a 10% automatic discount across the store. This wasn’t a pre-scripted demo of canned answers; it was a real-time blend of business intelligence and operational execution, underscoring how AI can move from insight to action in a single conversation.

Creative Consulting Concepts
B2B Scenario: A mid-sized SaaS provider uses AI repurposing tools to transform its weekly product webinars into segmented tutorial clips for LinkedIn and YouTube. Within six weeks, they see a 28% lift in inbound demo requests, attributed to prospects encountering short, value-packed clips in their social feeds. The risk? Without a content governance check, some clips could go live without updated feature references, causing confusion.
B2C Scenario: A fashion retailer integrates Canva Magic Studio into its seasonal campaign workflow, generating daily outfit inspiration posts from a base set of product photos. Engagement rates on Instagram Stories rise by 22% month-over-month, but the speed of output requires a tighter brand review process to avoid off-brand design experiments slipping through.
Non-Profit Scenario: An environmental advocacy group uses HubSpot’s AI prospecting to identify and segment potential donors, then employs AI-written nurture sequences to send targeted updates about ongoing projects. Donation conversions improve by 15% in the first quarter of use, though the organization must monitor tone carefully to maintain authenticity and trust.

References
1. TechCrunch. (2023, March 22). Canva unveils a series of new features, including several AI-powered tools.
2. Forbes. (2023, March 23). Canva launches ‘Magic’ AI tools for its design software’s 125 million users.
3. Shopify. (2023, July 26). Summer ’23 Edition: 100+ updates that reimagine commerce for the future.
4. TechCrunch. (2023, July 26). Shopify Sidekick is like ChatGPT, but for e-commerce merchants.
5. HubSpot. (2023, March 6). HubSpot CRM introduces new AI-powered tools to boost productivity and save time.
6. Business Wire. (2023, September 5). HubSpot unveils HubSpot AI and new Sales Hub at INBOUND 2023.

Connected Workflows: AI Bridges CRM, CMS, Search, and Creative

June 26, 2023 by basilpuglisi@aol.com 2 Comments

AI isn’t showing up as yet another tool to learn—it’s showing up inside the tools you already use. CRMs layer generative drafting and summaries directly on customer data, CMS editors offer on-page AI writing, search begins surfacing synthesized overviews, ad platforms test creative generators, and voice AI makes studio-quality narration a few clicks. The practical effect: fewer tabs, fewer handoffs, more momentum.

SGE search, CRM GPT, Jetpack AI Assistant, Meta AI ad creative, ElevenLabs TTS, AI drip sequences, internal linking optimization, B2B AI content ops, B2C short-form ads

Inside CRM, assistants can draft outreach, summarize cases, and answer natural‑language questions against live records. Content teams get lift in the CMS with on‑page helpers that turn briefs into first drafts and tidy up tone. Search experiments add AI overviews that prefer concise structure and clear relationships. On the paid side, creative tools spin text variations, extend or tidy backgrounds, and crop for placement; in production, lifelike text‑to‑speech closes the gap between script and finished explainer.

All of this matters because the stack buys you speed and consistency. Put GPT‑powered assistants to work turning research and briefs into coherent long‑form; use brand‑safe creative tools to collapse concept‑to‑creative; and let personalization keep the feed and the inbox telling the same story. Track cycle time per asset, the share of on‑brand outputs, non‑brand organic movement on your priority clusters, carousel or short‑form engagement, and email CTR—then double down on what clearly compounds.

The connective tissue is real releases, not hypotheticals. CRM platforms ship native assistants that draft emails and reports using live account context; WordPress introduces an editor‑native writing partner; search pilots a generative overview in Labs; ad platforms open an AI sandbox for copy and background iterations; and voice platforms offer multilingual, natural narration at production quality. Add one more layer—methodical internal linking across your content—and you help both humans and AI overviews find the path from answer to action.

Best Practice Spotlight

HubSpot ChatSpot Driving Marketing Success

HubSpot’s ChatSpot is a GPT‑4–powered assistant embedded directly in the CRM, turning natural‑language prompts into reports, drafts, and insights without leaving the interface. It makes complex data usable on demand, speeding up everything from content creation to pipeline reviews while keeping teams in the same source of truth.

Key Achievements
• Enabled 80,000+ users to run 20,000+ AI prompts weekly for CRM insights and content creation.
• Cut time spent on manual data pulls and first‑draft writing, accelerating marketing and sales workflows.
• Improved cross‑team alignment by putting performance data and customer insights behind simple prompts.

Capabilities in Action
• Ask for specifics: “What are my top‑performing blog posts?” or “Show last month’s website traffic as a bar chart.”
• Draft segmented emails and outreach copy grounded in live CRM context.
• Enrich outputs by blending CRM data with external sources (e.g., keyword insights, image generation) for faster campaign assets.
• Let non‑technical teammates create useful reports and content via plain‑English requests.

Strategic Recommendations
• Make ChatSpot a daily assistant for marketing/sales to remove reporting and drafting bottlenecks.
• Train teams on goal‑first prompt patterns that reference fields, segments, and time windows.
• Keep a lightweight human review loop to protect brand voice and claims.
• Use shared ChatSpot workflows to unify sales/marketing views and drive real‑time, data‑led decisions.

Creative Consulting Concepts

B2B – CRM‑Native Writing Meets Search‑Ready Content

Challenge: Revenue and content teams need to produce more with the same headcount while staying tightly aligned to real customer context.
Execution: Use CRM‑integrated assistants to draft sales emails, case summaries, and campaign notes directly in the CRM. In parallel, draft blog posts and landing pages inside the CMS with an editor‑native assistant, then run a deliberate internal linking pass to connect new pages to topic hubs and conversion paths.
Speculative Impact: Cycle times drop and message‑market fit improves as drafts reflect live data; non‑brand organic traffic nudges up as clusters harden and internal links guide crawlers (and people) to high‑intent pages.
Optimization Tip: Keep a short “AI edit spec” (claims, tone, compliance) and a quarterly link audit checklist so quality and structure stay tight as volume increases.

B2C – Short‑Form Ads at Test‑Velocity

Challenge: You need a steady cadence of high‑performing ad variations for social and paid, with creative that stays on‑brand.
Execution: Spin text variations and background edits in the ad platform’s creative tools; script short‑form video ads with an assistant; generate or localize voiceover with lifelike text‑to‑speech; and keep a brand‑safe editor in the loop for polish and product accuracy.
Speculative Impact: More concepts go live faster, engagement lifts as creative stays fresh, and production costs flatten as voiceover and background work compress.
Optimization Tip: Maintain a preset library (framing, palette, tagline patterns) so fast iterations still feel like your brand.

Non‑Profit – Explain, Inspire, and Link It All Together

Challenge: A lean comms team needs to educate supporters, drive action, and keep site content navigable—without adding headcount.
Execution: Draft pages and updates in the CMS with an AI assistant; record explainer voiceovers with lifelike text‑to‑speech to produce quick subtitled videos; connect mission pages, stories, and donation flows with a structured internal linking pass so every story ladders to action.
Speculative Impact: Supporters understand the “why” faster, navigation improves, and small‑donor conversions tick up as content becomes easier to find and act on.
Optimization Tip: Refresh internal links when you publish new stories; keep anchor text specific to the next action (program, impact report, donate).

Close the loop each month by reviewing cycle time, engagement, and non‑brand organic movement on your target clusters — ship more of what compounds, cut what doesn’t.

References

Aggerholm, B. (2023, May 12). Meta rolls out generative AI tools for creating Facebook ads. Music Ally.

Automattic. (2023, June 5). Introducing Jetpack AI Assistant – Your new creative writing partner. Jetpack Blog.

Baker, N. (2023, June 6). How to use AI for email marketing: Tips and tools. EmailToolTester.

Business Wire. (2023, March 7). Salesforce announces Einstein GPT, the world’s first generative AI for CRM.

Dean, B. (2023, May 22). Internal linking for SEO: The complete guide. Backlinko.

ElevenLabs. (2023). Free text to speech online with lifelike AI voices.

Hobo. (2023, February 10). Internal links SEO checklist. Hobo Web.

Huble Digital. (2023, March 7). HubSpot ChatSpot: The new AI assistant for marketing and sales teams.

HubSpot. (2023, March 6). HubSpot AI — Content Assistant & ChatSpot launch. HubSpot Newsroom.

Hutchinson, A. (2023, June 4). AI to take over all Meta ads under new plan. DigiTalk.

Liao, S. (2023, March 16). Microsoft’s Dynamics 365 Copilot is AI for the CRM world. TechCrunch.

López, C. (2023, May 10). Supercharging search with generative AI. Google Blog.

Microsoft. (2023, March 16). Microsoft introduces Dynamics 365 Copilot, AI-powered productivity booster for business applications. Microsoft News Center.

Salesforce. (2023, March 7). Salesforce announces Einstein GPT, the world’s first generative AI for CRM. Salesforce Newsroom.

AdExchanger. (2023, May 10). Meta is rolling out its first-gen AI tools for ad creative.

Precision at Scale: AI Levels Up Creative, Email, and SEO

May 29, 2023 by basilpuglisi@aol.com Leave a Comment

AI has moved from “interesting assist” to a quiet operator embedded in everyday marketing work. GPT-4’s larger context window lets teams keep strategy, research, and long-form assets in one thread so the narrative actually holds together. Adobe’s Firefly introduces brand-safe generative imagery to comping and production, trimming cycles without creating IP risk. LinkedIn’s AI-assisted job descriptions tighten employer-brand language in the same ecosystem where prospects evaluate you. And Midjourney’s latest photorealism makes the jump from concept to carousel feel like one step, not seven.

For B2B teams, the practical win is orchestration. Long briefs, customer insights, competitive notes, and brand standards can live in a single GPT-4 conversation and come back as a coherent proposal or thought-leadership draft. SEO leads pair that with AI-assisted content gap analysis to map intent clusters and prioritize coverage that actually compounds authority. Design moves in parallel: diagrams and supportive visuals are generated inside brand-safe creative tools, so product marketing, sales enablement, and content ops finally run in lockstep.

All of this matters because the stack buys you speed and consistency. Put GPT-4 to work turning research and briefs into coherent long-form; use Firefly or Midjourney to collapse concept-to-creative; and let open-time personalization keep the feed and the inbox telling the same story. Track cycle time per asset, the share of on-brand outputs, non-brand organic movement on your priority clusters, carousel engagement, and email CTR—then double down on what clearly compounds.

For B2C brands, the lift is visual speed. Midjourney’s tighter prompt-following accelerates concepting for ads and social, while Firefly’s rights-clear generation and edit tools keep creative on-brand and legally clean. Carousels that used to require hours of back-and-forth can be spun up in minutes by pairing AI ideation and copy with template-driven design workflows. The story extends into email with dynamic image personalization at open time—product angles, offers, and visuals adapt per recipient based on live data—so the feed and the inbox stay in a single, consistent narrative.

Underneath the workflow changes is adoption at scale. GPT-4 rolled into production use across industries within weeks of launch. Firefly’s early beta saw massive asset creation, a signal that creative teams were ready for brand-safe generation. Platform-native AI—from conversational search experiences to AI-drafted job posts—keeps arriving where marketers already work, which is why adoption keeps climbing: less onboarding friction, more immediate value. The through-line: AI is moving closer to the work—inside the writing, the comping, and the posting—so your time can move back to positioning, creative direction, and channel strategy.

Best Practice Spotlight

Nike-Style Integrated AI Campaigns: GPT-4 Narrative + Brand-Safe Visuals + Real-Time Personalization

A global sports brand can combine GPT-4 for multilingual, context-rich storytelling with Adobe Firefly for on-brief, brand-safe visuals, then personalize everything at open-time through a platform like Movable Ink. Copy and creative iterate quickly, stay on-brand, and adapt to each recipient’s context the moment they engage—without brittle, net-new workflows. Keep a human review loop for voice, claims, and compliance; maintain a lightweight “AI edit spec” so speed never trades off against identity. Benefits include compressed creative cycles, a clearer rights posture while embracing generative imagery, higher engagement through context-relevant experiences across email/social/site, stronger loyalty via participatory content, and faster topic development by feeding SEO gap insights back into campaign themes.

Creative Consulting Concepts

B2B – The AI-Assisted Content Gap Accelerator

Challenge: A growth team needs to fortify topical authority across solution pages and thought leadership without adding headcount.
Execution: Run AI-driven content gap analysis on priority clusters (intent coverage, competitive deltas). Use GPT-4 to produce briefs and long-form outlines mapped to search intent and sales objections. Generate supportive diagrams and charts in Firefly for brand-safe visuals, and align employer-brand language with AI-drafted job posts so tone stays consistent across touchpoints.
Speculative Impact: Coverage depth could increase quickly, with non-brand organic and assisted conversions trending up as clusters harden.
Optimization Tip: Re-crawl quarterly, prune low-ROI topics, and tighten schema so AI-assisted summaries and emerging AI overviews favor your pages.

B2C – The Photoreal Carousel + Dynamic Email Loop

Challenge: A retail brand needs a steady cadence of high-quality carousels and story assets for launches and promos.
Execution: Use Midjourney for photoreal base concepts; refine in Firefly for cleanup, scene tweaks, and product consistency. Have GPT-4 generate caption sets and CTA variants by audience segment; extend the narrative into email with open-time dynamic image personalization so visuals and offers match each recipient’s context.
Speculative Impact: Asset throughput could double, with carousel engagement and email CTR improving as visuals and copy stay tightly aligned.
Optimization Tip: Maintain a prompt/preset library (lighting, palette, framing) so creative feels consistent even as volume scales.

Non-Profit – Donor Personalization Without Extra Headcount

Challenge: A lean communications team needs more stories and visuals to keep supporters engaged between major campaigns.
Execution: Draft supporter spotlights with GPT-4; convert each story into an Instagram/LinkedIn carousel using templates; personalize email imagery at open time with dynamic content tools to match donor segments (recency, cause, geography); reuse logic across web/mobile to avoid duplicate builds.
Speculative Impact: Email engagement could rise meaningfully, with repeat donations and share rates improving as storytelling stays relevant and tailored.
Optimization Tip: Refresh inputs monthly (cause priorities, performance data) so templates evolve with audience behavior.

Close the loop each month by reviewing cycle time, engagement, and non-brand organic movement on your target clusters — ship more of what compounds, cut what doesn’t.

References

OpenAI. (2023, March 14). GPT-4 technical report.

Version 1. (2023, March 14). OpenAI GPT-4 review.

Microsoft Bing Team. (2023, March 14). Confirmed: The new Bing runs on OpenAI’s GPT-4.

Adobe. (2023, March 29). Adobe Firefly beta updates.

Adobe. (2023, May 23). Generative AI as a creative co-pilot in Photoshop (Generative Fill).

Stokes, G. (2023, March 16). Midjourney v5 is out: How to use it.

LinkedIn Talent Solutions. (2023, March 15). LinkedIn tests AI-powered job descriptions.

Wei, Y. (2023, March 15). How LinkedIn is using AI to help write job descriptions.

Social Media Today. (2023). AI-powered carousel automation.

Movable Ink. (n.d.). Studio email personalization.

Khatib, I. (2023, February 17). What is Movable Ink?

Peterson, D. (2023, March 15). Universal data activation for cross-channel personalization.

Search Engine Journal. (2023). Content gap analysis & SEO.

Moz. (2023). AI tools for semantic content gap analysis.

Master of Code. (2023). ChatGPT statistics in companies.

Exploding Topics. (2023). Number of ChatGPT users.

Sixth City Marketing. (2023). AI marketing statistics (2025 compendium with 2023 data).

Statista. (2023). Popularity of generative AI in marketing (U.S.).

Influencer Marketing Hub. (2023). AI marketing benchmark report.

AI Acceleration in Search, Creative, and Commerce

March 27, 2023 by basilpuglisi@aol.com Leave a Comment

AI’s momentum is not easing—it’s accelerating. Major players in search, ecommerce, and creative production are pushing forward faster than ever, with each innovation creating ripples across marketing strategies. Microsoft’s AI-powered Bing enters the market with a conversational search interface that reframes how people think about queries. No longer confined to typed keywords, users are treating search as a dialogue, expecting nuanced answers and iterative refinements. Google’s Bard, though launching under the shadow of a demo misstep, signals how competitive pressure fuels rapid AI deployment. In parallel, visual generation tools like Midjourney and DALL·E 2 are becoming everyday fixtures in campaign workflows, while Shopify’s AI-generated product descriptions show how even small merchants can deploy enterprise-level content efficiency.

AI marketing, Bing AI, Google Bard, Midjourney, Shopify Magic, ecommerce AI, conversational search, AI-generated product descriptions, B2B AI marketing, B2C AI marketing

For B2B marketers, these developments are reshaping prospect engagement and competitive positioning. AI-powered search changes how decision-makers discover vendor information, with conversational interfaces pulling summaries instead of just listing links. Optimizing for AI-friendly formats—clear topic clusters, structured data, and high-authority content—becomes critical. Visual AI tools compress creative timelines, enabling rapid iteration for sales decks, event visuals, and product mockups. Ecommerce platforms like Shopify demonstrate how AI-generated copy can help B2B distributors and wholesalers localize product information across markets, improving buyer clarity and shortening the sales cycle. For B2C marketers, AI-generated visuals and product descriptions open the door to faster campaign launches and more personalized experiences. Midjourney allows consumer brands to test aesthetic directions before committing to full-scale production, while Shopify Magic ensures every SKU—from fast fashion to artisanal goods—has compelling, SEO-rich copy in multiple languages, enhancing discovery and boosting conversions.

The first wave of user data from Microsoft’s AI-enhanced Bing confirms what early adopters suspected: millions are engaging with its conversational interface, treating search less like a static tool and more like an interactive assistant. This behavioral shift is pushing keyword strategies beyond simple match terms toward richer, conversational phrasing and semantically linked topic clusters—formats AI is more likely to summarize and surface. At the same time, Google’s Bard, despite a high-profile factual slip in its debut demo, underscores how fierce competition accelerates AI rollouts. For marketers, it’s a reminder that platform diversity will only grow, making it essential to craft content that adapts well to multiple AI ecosystems. Creative teams are also finding speed and flexibility in tools like Midjourney, using AI-generated visuals to prototype ad concepts, develop social assets, and enhance event presentations in hours instead of weeks. The same acceleration is playing out in ecommerce, where Shopify’s built-in AI tools allow even the smallest merchants to produce SEO-rich, multilingual product copy on demand—improving discoverability, strengthening brand tone, and dramatically reducing time-to-market. Taken together, these shifts point to a core marketing reality: AI is no longer a channel-specific disruptor but a cross-functional accelerator, transforming how ideas are discovered, designed, and delivered across the customer journey.

Best Practice Spotlight
Shopify’s introduction of AI-generated product description features in 2023 marked a pivotal step for ecommerce merchants, especially small and mid-sized sellers, enabling rapid, scalable content creation essential to compete with giants like Amazon. Shopify Magic’s in-admin accessibility, multi-language support, and tone customization empower merchants to produce SEO-optimized, branded descriptions quickly — improving product page quality, speeding time-to-market, and enhancing customer engagement. This innovation addresses a major ecommerce pain point: the time-consuming challenge of writing compelling product copy at scale.

Creative Consulting Concepts

B2B – The Precision Email Engine
Challenge: A mid-sized SaaS provider needs to connect with decision-makers across industries while avoiding wasted effort on low-response campaigns.
Execution: Predictive send-time optimization and AI-powered subject line personalization, fueled by Copilot’s Dynamics 365 insights, segment audiences by role, urgency, and buying stage. Messages are crafted to address each segment’s unique challenges and deployed at optimal engagement times.
Speculative Impact: Open rates could increase by up to 25%, click-through rates by ~15%, and sales cycle velocity may improve by ~10%.
Optimization Tip: Maintain a human compliance and tone review loop in highly regulated sectors.

B2C – The Social Content Accelerator
Challenge: A lifestyle and apparel brand needs to keep pace with demand for high-quality short-form video without burning out its creative team.
Execution: Midjourney produces brand-aligned imagery for seasonal campaigns, while AI-driven Reels scripts are optimized for engagement. Copilot builds content calendars, integrates feedback workflows in Teams, and ensures a consistent publishing rhythm.
Speculative Impact: Content production time could be cut by ~50%, engagement could lift ~20%, and follower growth is likely to accelerate.
Optimization Tip: Alternate between AI-generated and behind-the-scenes content to maintain audience trust.

Non-Profit – The Intelligent Event Planner
Challenge: A global NGO must enhance donor engagement during its flagship fundraising event with limited staff capacity.
Execution: AI event platforms create personalized attendee agendas, recommend relevant networking opportunities, and deliver targeted cause-related content. Copilot segments donor lists for tailored outreach based on giving history.
Speculative Impact: Attendee satisfaction scores could rise by ~20%, donations by ~15%, and staff may reclaim 40%+ of planning hours for direct relationship-building.
Optimization Tip: Communicate transparently about how AI improves supporter experiences to preserve trust and connection.

References
NPR. (2023, February 7). Microsoft revamps Bing search engine to use artificial intelligence.
Lunden, I. (2023, February 7). Microsoft announces new Bing and Edge browser powered by upgraded ChatGPT AI. The Verge.
Microsoft. (2023, February 7). Reinventing search with a new AI-powered Microsoft Bing and Edge — Your copilot for the web.
CNBC. (2023, February 7). Microsoft OpenAI ChatGPT event 2023 — live updates.
Bing Search Blog. (2023, March 14). Confirmed: the new Bing runs on OpenAI’s GPT-4.
World Economic Forum. (2023, February). Google unveils Bard in AI battle with ChatGPT.
Robertson, A. (2023, February 8). Google’s AI chatbot Bard makes factual error in first demo. The Verge.
Contrary Research. (2023). Midjourney — Company profile and use cases.
OpenAI. (2022, April). DALL·E 2: Creating images from text.
eMarketer. (2023, February 13). Shopify launches generative AI product in its latest move against Amazon.
Typli.ai. (2023, March 10). The art and science of crafting the best Twitter AI prompts.
Manick, M. (2023, January 23). AI in SEO: How AI is changing keyword clustering & topic research. WordLift Blog.
Eventbrite. (2023, January). How AI is changing the game at Eventbrite.

Sales-Driven Content SEO: Turning Clicks into Conversions

November 28, 2022 by basilpuglisi@aol.com Leave a Comment

When a visitor arrives on your site from organic search, that moment is more than just a spike in analytics—it’s an opportunity to drive measurable revenue. Sales-driven content SEO is the practice of aligning search optimization directly with conversion goals, ensuring that the keywords you target, the copy you craft, and the calls to action you deploy are engineered to close deals, not just generate traffic.

sales-driven content SEO, conversion copywriting SEO, content that converts, transactional keywords, bottom-funnel SEO, BOFU content marketing, search intent optimization

In the current digital climate, where organic search remains the top driver of website visits, the brands that win are those that stop treating SEO as a vanity metric and start seeing it as a sales engine. Instead of asking, “How can I rank for this keyword?” the better question becomes, “How can I convert the visitor who finds me through this keyword?”

B2B vs. B2C Applications
For B2B organizations, sales-driven content SEO often means optimizing for bottom-of-funnel (BOFU) queries with clear commercial intent—phrases like “enterprise CRM pricing” or “best B2B SaaS onboarding tools.” The purchase cycles are longer, but the stakes are higher, so the content must support trust-building through detailed case studies, ROI calculators, and integration guides. In B2C markets, the principles are the same, but the execution is faster-paced and more emotionally charged. Transactional keywords such as “buy leather weekend bag” or “book last-minute flights” lead to landing pages designed to move a shopper from browsing to buying within minutes.

Factics: Data + Tactics
According to HubSpot, aligning SEO with lead generation goals increases the likelihood of capturing qualified prospects who are ready to take action. This is especially powerful when targeting bottom-funnel keywords with high conversion intent. The tactic: map existing content against the sales funnel and identify gaps where transactional queries are underserved. Create new pages or optimize existing ones to address those gaps with strong value propositions and immediate conversion pathways.

Moz emphasizes the importance of search intent in this process. If the intent behind a keyword is transactional, the page should be designed to meet that intent head-on—clear pricing, benefits, social proof, and a streamlined checkout or lead form. The tactic: run intent audits quarterly, using analytics to confirm that the pages attracting transactional queries are actually generating clicks on calls to action.

From the Content Marketing Institute’s perspective, the strength of sales-driven content lies in its ability to integrate SEO best practices with persuasive storytelling. A compelling product narrative, reinforced with visuals and customer success stories, not only draws visitors in but also reduces friction in the decision-making process. The tactic: combine storytelling with data to appeal to both the logical and emotional drivers of purchase.

Best Practice Spotlight
Neil Patel’s compilation of SEO case studies consistently shows that ranking for “money keywords” directly tied to your products or services can yield disproportionate returns. One brand increased conversions by over 300% simply by restructuring its BOFU pages to prioritize transactional phrases and position them prominently in title tags, H1 headings, and above-the-fold content. Search Engine Journal reinforces this with practical examples, showing how content tailored for both SEO and conversion—optimized metadata, clear CTAs, fast load times—can dominate in competitive niches.

Statista’s data further supports the sales-driven approach: industries that invest heavily in SEO consistently report higher ROI on digital marketing spend compared to those that prioritize paid channels alone. The implication is clear—organic traffic, when optimized for conversion, is not just a cost-saving alternative to ads, it’s a scalable revenue driver.

Hypotheticals Imagined
1. B2B SaaS Launch
Background: A mid-sized SaaS company is launching a new onboarding automation tool. Competitors dominate the top of the SERP for generic terms like “onboarding software,” but few target the long-tail transactional query “automated onboarding software for finance teams.”
Execution: Create a BOFU landing page with keyword-optimized copy, industry-specific case studies, and a free trial CTA. Promote it with an internal link from the April “Content Funnel” post to drive both relevance and authority.
Expected Outcomes: Higher qualified lead volume and reduced sales cycle length.
Pitfalls: Overloading the page with technical jargon could alienate non-technical buyers.

2. E-commerce Apparel Flash Sale
Background: A fashion retailer wants to move high-margin items before the end of the quarter.
Execution: Optimize product pages for transactional keywords like “buy leather weekend bag online” and run a 48-hour flash sale banner. Heatmap-test CTA placement above and below product descriptions. Link to the August “Personalization” post to capture personalized recommendation interest.
Expected Outcomes: Immediate sales spike and better CTR on seasonal campaigns.
Pitfalls: Poor mobile load times could negate the urgency effect.

3. Consulting Firm Service Expansion
Background: A management consulting firm is expanding into sustainability strategy services.
Execution: Develop an SEO-driven resource hub targeting queries such as “hire sustainability consultant” and “corporate ESG strategy services.” Use storytelling case studies to establish credibility, and make CTAs direct (“Schedule a Consultation Today”).
Expected Outcomes: Increased inbound inquiries from decision-makers actively seeking specialized consulting.
Pitfalls: Neglecting to address pricing early may lead to drop-offs from qualified leads who need budget clarity.

References
Content Marketing Institute. (n.d.). Content Marketing Institute.
HubSpot. (n.d.). SEO for lead generation: Converting traffic into customers.
Moz. (n.d.). What is search intent?
Neil Patel. (n.d.). SEO case studies.
Search Engine Journal. (n.d.). SEO.
Statista. (n.d.). SEO.