Research, data, and thinking on how buyers search now.
Original research from Sparkul on what works, what doesn’t, and what’s coming next in the way businesses get found, capture demand, and turn it into revenue they can count.
More articles.
AEO, GEO, SEO: what the terms actually mean
Three acronyms, one confused market. Here’s where each term came from, what each one actually describes, where they genuinely overlap, and the places the distinction stops being semantic and starts costing money.
Grant McClelland · August 4, 2026 · 10 min read
Read the article →MethodHow to measure AI visibility (and why most dashboards lie).
A single “AI visibility score” is not a measurement. It’s a number produced by an undisclosed prompt set, run an undisclosed number of times, against engines that answer differently every time you ask. Here’s what a defensible methodology actually looks like.
Grant McClelland · August 4, 2026 · 10 min read
Read the article →ExplainerHow answer engines decide who to name.
When ChatGPT, Gemini, or Perplexity names three companies and not yours, something specific happened inside the machine. Here is what that process actually looks like — and what it means for the businesses trying to get named.
Grant McClelland · July 28, 2026 · 11 min read
Read the article →AnalysisThe referral moved to the assistant.
High-trust buyers used to start by asking someone they knew. Increasingly they start by asking a machine — and the machine has already built a shortlist before your phone rings.
Grant McClelland · July 21, 2026 · 11 min read
Read the article →ThesisThe local marketing playbook is broken.
Local marketing has three jobs: be findable, capture demand, close customers. In 2026, every one of them works differently than it did in 2020 — and most agencies haven't noticed.
Grant McClelland · May 12, 2026 · 9 min read
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