Defend Your Search Traffic

Hey there 🧠

Ready for another day of staying ahead of the competition in the Growth race?

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In Partnership with AirOps

You're Still Fighting for Rank 1. That Fight Ended.

Buyers ask ChatGPT before they ever hit your site. If it can't find you there, you don't exist to them.

This isn't a future-proofing project. It's one live session that hands you a 30-day plan to run the next month, and Josh Grant (founder of StackedGTM, former VP of Growth at Webflow) walks through exactly how on August 5 at 2pm ET. 

• Take home the exact changes that make your comparison pages the ones AI quotes
• Get a checklist for making your pricing page the one AI trusts enough to cite word for word
• Leave with a measurement framework that finally shows leadership what AI search is worth

Run your own pages through Josh's AEO framework live, and leave knowing precisely why AI is or isn't citing you.

Can't make it live? Register anyway and get the recording in your inbox within 24 hours.

💡 How Competitors Steal Your Branded Traffic

Ranking first for your brand name doesn't mean you've secured every click.

Competitors are using smarter PPC tactics to intercept high-intent customers without breaking Google's rules.

Here's how they do it.

1️⃣ Dynamic Keyword Insertion Competitors bid on your branded keywords and use Dynamic Keyword Insertion (DKI), allowing Google to automatically insert your brand name into their ad headlines. Since they didn't manually write your trademark, the ads often remain compliant.

2️⃣ Comparison Landing Pages Many competitors run generic ads but send visitors to pages comparing their product against yours. These "vs." and comparison pages are allowed and can influence buyers before they ever reach your website.

3️⃣ Target Brand Modifiers Instead of bidding only on your brand name, competitors target searches like "[your brand] alternative" or "[your brand] vs." These high-intent searches often increase your branded CPCs, even if they don't generate many conversions.

4️⃣ Solve The Right Problem If someone directly uses your trademark in ad copy, Google's trademark complaint process may help. However, DKI, comparison pages, and modifier keywords are competitive PPC strategies, not legal violations.

5️⃣ Own More Search Results The strongest defense isn't simply bidding higher. Build comparison pages, strengthen review profiles, appear in trusted directories, and earn third-party recommendations so your brand dominates more of the search results.

Why It Works

Competitors target people who have already shown strong buying intent by searching for your brand. Owning more of the search results, instead of relying on a single ad, makes it much harder for competitors to divert those valuable clicks.

The Takeaway

Protecting branded traffic isn't just about increasing ad spend. Monitor competitor tactics, build content around branded searches, and strengthen your overall search presence so customers choose you before they ever consider an alternative.

💡 Why Content Struggles To Engage

Creating engaging content isn't always a creativity problem.

For many marketing teams, it's a resource problem.

Limited time, small teams, and a lack of design support make it difficult to consistently produce content that captures attention.

Here's what's holding marketers back.

1️⃣ Small Content Teams Many businesses simply don't have enough people or budget dedicated to creating high-quality content consistently.

2️⃣ Not Enough Time Tight deadlines often force marketers to prioritize publishing over producing content that's truly engaging.

3️⃣ Weak Visual Resources Even valuable content can be overlooked if it lacks compelling visuals. Design limitations continue to reduce engagement across many channels.

4️⃣ Expert Access Isn't The Issue Surprisingly, getting input from subject matter experts is one of the smallest challenges. Execution, not expertise, is where most teams struggle.

5️⃣ Repurpose Instead Of Restarting Turn successful blog posts into LinkedIn carousels, short videos, infographics, or social posts. Repurposing existing content is often far more efficient than creating everything from scratch.

Why It Works

Repurposing allows teams to maximize the value of their best ideas without requiring significantly more time or resources. A single high-performing piece of content can generate multiple assets across different platforms.

The Takeaway

You don't always need more content. You often need more value from the content you've already created. Repurposing your best-performing assets is one of the fastest ways to increase engagement with limited resources.

As we prepare more "Growthful" content, we'd love to hear your thoughts on today's edition! Feel free to share this with someone who would appreciate it. 🥰