Jessica Bush

Most marketing teams have a content calendar. Most aren't getting the results they want from it. The problem isn't the calendar; it's that it became a scheduling tool instead of a strategy tool, and nobody noticed until the results stopped coming.

Google has a 200-page document that explains exactly how it wants websites to be evaluated. It pays real people to score sites against it. And most marketers have never heard of it. Trevor Stolber walks through what's in the Quality Rater Guidelines, breaks down E-E-A-T and YMYL, and explains what Google is actually measuring when it decides whether your brand is authoritative.

Google AI mode is expected to become the default search experience within weeks, and most marketing teams either don't know it's coming or have no plan. Stephan Bajaio and Trevor Stolber break down what AI mode actually is, how it differs from AI overviews, what it means for your traffic and measurement tools, and what to do in the next 30 days to prepare.