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Now my final one and probably the one that most people struggle with is being agile and adaptive. What this means is that rather than trying to plan out an entire year of content, you give yourself space to be agile, to be adaptive to what is happening around you in your industry and create content for that.  And I’m going to use us, we at Moz as the example for this. We have something we call The Practical Marketer Series. It’s a webinar series where we invite people like Lily Ray, Mike King, Andy Crestodina to come and talk about what is happening in the industry right now. For example, recently we brought in Lily Ray to talk about parasite SEO, site reputation abuse, and all the recent changes in search.  Programs like this allow us to be adaptive. We also do that with the blog. When the Google leak document

Differentiate Combine those two signals and you get a positioning idea: pitch Martinelli’s as the original mocktail. The brand existed before Prohibition, before Coca-Cola even. Ask an LLM what the original mocktail is, and it’ll tell you Shirley Temple. That’s wrong. The Shirley Temple was created in the 1930s. Martinelli’s predates it by decades. Execute Run a survey of 1,000+ Gen Z and millennial respondents about non-alcoholic drinking: how often they choose non-alcoholic drinks, whether they feel judged for ordering a mocktail, how often non-alcoholic options show up at social events. Analyze the results, craft the story, publish it on your website, and pitch it in September, ahead of Sober October. Radiate Don’t stop at food and beverage publications. The same survey supports parenting, wellness, and health angles, too. Pitch Food52 and Delish, but also Parenting Magazine and Well+Good. Layer in an influencer campaign around holiday table spreads and #mocktail

The Gemini (Vertex) API now gives limited access to grounding queries and returns the search phrases in the [‘groundingMetadata’] object. That’s exciting news, in theory, but it turns out to be messy in practice. We encountered two major issues: 1. Gemini is greedy about grounding Even running Gemini 3.5 Flash with a [MEDIUM] or higher “thinking” level, it’s rare to get more than 1-2 grounding queries. In many cases, you’ll see none at all. If you’ve used AI Mode much, you know it almost always runs multiple grounding queries. We were able to nudge the system instructions and push Google to generate 4-6 grounding queries. While these queries are “real” (Google actually ran the searches), it’s fair to say that we cheated a little bit. AI Mode and actual query fan-out might behave very differently. 2. Google is greedy for your money On top of token costs, grounding queries currently

Every article we publish at Ahrefs uses AI in some way. (It could… but that’s not how we use it, and I’ll explain why.) Crucially, I don’t think the amount of AI involved is what makes something slop. Nor is it the usual stylistic tells: too many em dashes, words like “delve”, or those “it’s not X, it’s Y” constructions. Remove every em dash and banned phrase and congratulations: you may now have slop with cleaner punctuation. Here’s my attempt at defining what AI slop is: AI slop is content published without enough human understanding, judgement, evidence, or original contribution to justify the reader’s attention. In short, slop transfers effort from the creator to the reader. The publisher skips the difficult parts: investigating the topic, verifying claims, developing an opinion, and deciding what matters. The reader then has to work out what is trustworthy, relevant, or written by someone who

Our recent analysis of 145M US Google search results found the ‘Discussions and forums’ feature present in 16.93M (11.7%) of them. The most prominent domain was Reddit.com, which showed up in 87.8% of SERPs (83.9% worldwide), with an average of 1.29 link appearances. Along with Ahrefs’ data scientist Xibeijia Guan, I set out to uncover how prominent other sites were, whether young forums appeared, and the impact backlinks might have on results. Key takeaways Just three sites account for 76.75% of all Discussions and forums links worldwide After Reddit, the most prominent domains by feature appearances were Facebook (38.3%), Quora (32%), JustAnswer (8.2%), and Mayo Clinic (3.3%) 98.7% of Discussions and forums appearances are for queries with Informational intent The SERP feature is most prominent in the US, Canada, the Philippines, Australia, and the UK Facebook overtook Quora’s prominence for the first time in January of 2026 The youngest site

In short, an agent comes to your website, discovers what WebMCP tools you offer, reads what each one does, and calls the one that fits the task. There are two ways to set this up: HTML for forms or JavaScript for more complex uses. Remember, these tools only work while the page is open; there’s no headless or background mode, and the browser has to keep running. Declarative API (HTML) The declarative API is the easier implementation, meant for actions that already live in a form. For example, a reservation, signup, or contact request. To implement this, you simply need to add a couple of attributes to the form you already have: toolname gives the tool a name tooldescription explains what it does toolparamdescription, optional, and tells the agent what that field expects From there, the browser turns the form into a tool. By default, only your own site can use it.