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Before this agency had a name, its founder was teaching the thinking behind it on stage and on air. Every talk, webinar, and quote below is linked to the source, so you can watch the argument before you buy the program.
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Systems beat tools, measure before you plan, and tie everything back to the phone. Each session takes one piece of that and works it through in public.
Moz, Beyond the Map Pack series
Local search metrics are lying to you. This webinar in Moz's Beyond the Map Pack series covers how to attribute phone calls back to specific keywords and listings, turn call data into a budget optimization loop, and add call tracking without breaking NAP consistency. Built for call-driven industries like home services, legal, and healthcare.
Watch on demand at MozAn hour-long webinar hosted by Search Engine Journal on why more AI content does not move rankings on its own. The culprits are operational: fragmented knowledge, inconsistent quality, and scattered application. The session walks through the Knowledge, Workflow, Governance, and Application layers and a 90-day plan to prove ROI before scaling AI across a team.
Watch on demand at SEJA 30-minute session on why operational maturity, not more AI tools, wins the next decade of search. Most SEO teams use AI for one thing: content, faster. This talk lays out the four layers that turn scattered AI use into a system a team can actually run, and the numbers behind the gap: roughly 85 percent of SEO teams use AI for content, and about 12 percent have a documented system for it.
Watch on YouTube//.in_print
Search Engine Journal's annual industry report, written by editor in chief Katie Morton, surveyed 166 search professionals on AI visibility, attribution, and where 2027 budgets are headed. Darrell contributed expert commentary on three questions: how AI visibility measurement will mature, why attribution gaps quietly cost organic teams their budget, and what AI-assisted work has changed about producing content.
Read the report
"AI search is still fresh as a channel. Our ability to track visibility will improve over time as the platforms start to provide more useful data and we start to understand how the systems work. Due to hyper-personalization, we won't know everything about the user experience, but we can get a good understanding of what brands are recommended in distinct categories."
"It's simple, people that have done the work to understand organic attribution are able to see the full breadth of what it can provide. If there are gaps in your attribution, the performance report you get each month will always be half-baked. You're leaving money on the table if you're not tracking what's coming through on your Google Business Profile. The better the attribution, the better vision you have to see organic growth."
"AI-assisted work is the new way to work and will continue to be for a very long time. For a long time, SEOs had a laundry list of optimizations, tactics, research, checklists, new ideas, and more for just a single piece of content. Producing content of the highest quality would take days if not weeks, without the promise of organic performance. Now those procedures have become automated without having to rely on your own faculties."
Heather Campbell's written recap of the SEJ webinar: why the knowledge layer matters most, the case for staying model-agnostic by keeping style guides and prompt libraries in version control, and the idea of invisible quality atrophy in AI-assisted content.
Read the recap"You can't prompt your way out of an undocumented context."
"If your AI use is identical to your competitor's AI use, you don't actually have a strategy or an advantage, you just have a subscription."
An early-career radio conversation with host Lee Kantor on marketing and digital strategy for growing businesses. The first time Darrell talked shop on air.
Listen to the clip//.speaking
Darrell speaks to marketing teams, conferences, and webinar audiences on how AI search selects sources, how to turn scattered AI use into a system, and how to prove local SEO with call data. Sessions run 30 to 60 minutes and come with the slides.