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How does Generative AI impact your company's SEO?

Does organic search still matter for your customers?

What do AI summaries in search and AI tools like ChatGPT mean for your SEO strategy?

Does organic search still matter for your customers?

A Slim Majority of Consumer Still Trust Google for Factual Searches

As generative AI tools reshape how we interact with information, it’s tempting to assume they’re overtaking traditional search. But the data tells a more nuanced story. A December 2024 survey shows that over half (57.8%) of US consumers still prefer Google when looking for factual answers over AI platforms like ChatGPT. This signals a critical insight for marketers: trust and clarity still drive user behavior. As audiences explore new tools, brands must double down on high-quality, search-optimized content that answers real questions with authority. The Google search engine results page (SERP) still matters for now. In an era of innovation, foundational SEO remains not just relevant—but essential.
Chart from emarketer showing by generation whether people prefer Google to ChatGPT for factual answers.
A majority still trust Google for factual searches. Will that continue?

The Search Engine Results Page is Changing Fast

But the landscape is changing fast; the rise of AI-assisted search means marketers must now think beyond the traditional SERP. Platforms like Google and ChatGPT are increasingly surfacing content in the form of AI-generated summaries—meaning your content’s clarity, structure, and credibility could influence whether (and how) it’s included in these new formats. Visibility in generative search won’t just be about ranking—it will be about being cited. Smart content strategy in 2025 means writing for both humans and machines.
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Kevin Wilson

Three Ways PR Pros Use Artificial Intelligence

Artificial intelligence has changed how we approach nearly every aspect of our work, and public relations is no exception. Used well, AI makes teams faster, sharper, and more strategic, but it can’t replace the relationships and instincts that make great PR possible. At Tipping Point, our PR team blends human experience with smart technology.

Content Marketing That Actually Moves the Needle

What “good content” looks like (and why it works)  Great content will answer both the questions buyers are already asking and the ones they haven’t yet thought to ask. It’s clear, useful, and easy to act on. It respects that executives want ROI, not fluff.  The TPX Content X-Factor Framework  Use this four-part checklist to plan content that performs:  Right

Setting up Google Analytics to Get Actionable Insights:

Google Analytics 4 (GA4) can feel intimidating if you haven’t had the time to dig in. The interface looks different from what many marketers were used to in Universal Analytics; it’s a little less intuitive and requires some set up to take advantage of the full features (something we’ve seen

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