Be in The Know
📩 Instagram rolls out more DM updates.
🧩 NYT’s Mini Crossword ducks behind paywall.
😴 The “sleep stream” is an internet phenomenon and the basis for a viral marketing campaign.
🎃 Coca-Cola claimed Christmas. Now Fanta wants Halloween.
⚔️ How the rebrand became part of the culture wars.
🛒 Shoppers from gen AI browse more… but convert less.
How to Create Content for Search & Generative Engines
Content needs to work for two different ecosystems: search engines and generative engines.
Search engines weigh everything from E-E-A-T signals to schema markup and link quality. Their inputs are usually short queries, and their outputs are lists of ranked URLs.
Gen AI, on the other hand, deals with richer prompts and provides human-like responses. But its citation layer is far simpler. Instead of ranking thousands of possible results, AI may pull from a much smaller pool of sources and often values co-citations (being mentioned alongside a term or brand) more than backlinks.
So, how do you serve both?
- Structure content clearly with headings, subheadings, and logical flow.
- Use semantic richness. Cover related keywords, entities, and FAQs.
- Include concise summaries and takeaways to improve AI vectorization.
- Format with Q&A or answer-driven sections, since AI often parses questions directly.
- Build strong E-E-A-T signals for both authors and brands.
- Leverage co-citations: being mentioned alongside relevant terms on authoritative sites.
- Ensure accessibility and clean code, including metadata, alt text, and descriptive URLs.
- Stay consistent across citations (addresses, names, details), since AI blends data sources.
Think of SEO as the foundation and generative optimization as the new layer on top.
Head to Search Engine Land for more.
Q for You
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Campaign
Misbehaving
Angry Butterfly’s new campaign for Halo Top for OOH and digital shows fans indulging in ice cream while making other questionable choices… like a bride flirting with someone else, a priest skipping confessions, or a grandma knitting racy lingerie.
But we gotta ask… it looks like AI, right? Right?
