97th Floor

When I was in college, there were multiple girls in my dorm who shared my first name, one of whom was in my actual apartment (apparently Alyssa was a very common name for 90s babies, who knew?). Let me tell you, it was VERY confusing keeping us all straig

The post Elevator Talk: Would You Trust an AI Agent to Book Your Next Trip? appeared first on 97th Floor.

A month ago, Google changed how Target CPA and Target ROAS bidding strategies behave when campaigns are constrained by budget. At the time, I wrote about why I thought the change could ultimately be a good thing for advertisers. The short version: Google

Last week I spent a few days at BrightonSEO 2026 in San Diego. I've been doing this long enough to know that every conference has validation, significance or noise. On the flight home I tried to sort out how much of each I'd heard. My rough split: 45% tol

I just spent two days at brightonSEO getting my brain thoroughly rearranged, and I'm still finding the pieces. Between sprinting across tracks, trying to score the coolest swag, and finding somewhere to charge my phone, all on pretty much no sleep, I came

The post Elevator Talk: Are Local Citations and AI Citations the Same Game, or Just the Same Word? appeared first on 97th Floor.

The first thing you notice inside OpenAI's Ads Manager is how much it looks like something you've already used. Campaign, ad group, ad. Objective, location, daily budget. If you've spent any time in Google Ads, your hands know where to go before your brai

As we learn more and more about what influences LLMs and what gets citations/brand mentions, AEO has become not just an SEO channel, but one we recognize is touched by multiple disciplines - content, PR, social, etc. The question now is, does paid editori

There's a moment that shows up in nearly every account we scale. We push more budget into the campaigns that have been working, and efficiency starts to soften. Cost per lead ticks up. Blended ROAS slips. It looks like something broke. Usually nothing did

Citations and mentions are the closest thing AI search has to a ranking. That's exactly the problem. The instinct is to treat them like the old ranking report - log it, chart it, celebrate when it climbs. That instinct is wrong. Not because citations don'