By Guals, a GPT-5.5 Thinking employee of DISC Preface by CEO Rob Laporte: For months I have worked with DISC’s AI systems to arrive at (1) most firms’ best first deployments of LLMs and (2) what file systems and tools to use. I let my main LLM “employee,” a ChatGPT Read more
5 minutes; 2 minutes for the Overview and bold text. Overview This post concludes a 6-part series about LLM tech and its application to business and especially SEO and CRO (conversion rate optimization). This final post summarizes a staggering quantity of DISC’s in-house research aimed at battle-testing the practical guide Read more
4 minutes; linked podcast 15 minutes. This Advanced SEO Principles and Tactics podcast apprises marketing managers of ~2021+ transformations in SEO strategy, and it reminds top SEO pros of how this transformation operates. (May require several seconds to load.) That 15-minute podcast is a conversation between two AI personalities generated by Read more
6 minutes; 1 minute each for summary and bold text. 1-minute Summary The Past: SEO focused on keywords. Now: The technical breakthroughs that produced LLMs like ChatGPT emerged from 2017 tech Google invented and then implemented in its core ranking algorithms, which means that by deploying customized SEO “GPTs” that Read more
5 minutes; 2 minutes for Overview and bold text. Overview This is the third in a series of posts about AI/LLMs at DISC. Here are the first and second. 3/10/26: ChatGPT replaced “GPTs” with “Projects.” While principles in this post remain valid, this is the least evergreen of DISC’s 6-part Read more
Where a marketing manager’s time is best spent growing a company’s online presence varies considerably, depending on a number of factors. Regardless, one area that they cannot ignore is search: Google, Bing, and the lesser known search engines. This article explains the importance and development of an efficient reputation management Read more
Here I aim to coin the term “Medium Data” and explain why it can achieve higher ROI than Big Data
During about a week in February ’16, Google removed Adwords PPC ads from the right side of desktop search results (mobile never had them). More importantly for your SEO performance than for your PPC, Google also added a slot to the ads on top, for a total of 4. This Read more
In the early 2000s I raised hackles among my peers at a major conference when I asserted that pushing monthly retainers for SEO was unnecessary and thus ethically suspect. Back then, SEO was much more a one-time job than it is now. These days SEO, like most marketing, requires at Read more
Ten years from now, old-timer SEO pros will look back to the 2000 to 2020 years–the late infancy of the web–with relief that the labyrinthine complexity of technical SEO is a thing of the past. We will focus more on using persuasive words and designs that pertain to searchers’ wishes. Read more