Content Strategy | Foundation Marketing

How Clio’s SEO Dominance Translates into AI Visibility (and What It Means for Your GEO Strategy)

Ethan Crump — Thu, 27 Nov 2025 21:26:50 +0000

If you search for “best legal software for small law firms” on Google today, you won’t just get 10 blue links. Instead, an AI-written overview will explain your options, compare tools, and keep mentioning the same brand — Clio. Clio is a vertical SaaS platform for law firms, but it’s also something else: a live […]

The post How Clio’s SEO Dominance Translates into AI Visibility (and What It Means for Your GEO Strategy) first appeared on Foundation Marketing.

How Clarify Turned LinkedIn Into Their #1 Lead Machine

Ethan Crump — Thu, 13 Nov 2025 21:50:48 +0000

Most B2B brands treat LinkedIn like a dumping ground for links: share a page, add a generic caption, hope for engagement. You can guess the results: crickets…except for the employees who feel obligated to like company content, and a few AI-generated responses. But it’s not like that for all brands. With the right strategy and […]

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Walden University’s $500K Moat for Driving Online Program Enrollment

Ethan Crump — Thu, 06 Nov 2025 21:22:43 +0000

The demographic cliff is here. Traditional college-aged students are disappearing. And most universities are fighting over the scraps with the same tired playbook: glossy brochures, campus tours, and paid ads that drain budgets faster than they fill enrollment funnels. Walden University took a different path. Instead of competing for shrinking traditional enrollments, they built a […]

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An Old SEO’s Musings: How I’m Thinking About GEO

James Scherer — Thu, 23 Oct 2025 16:44:46 +0000

For the last 15 years, I was satisfied with my ability to explain SEO to my friends and, more often than not, the clients who hired me (or the agency I worked for) to execute SEO on their behalf. I knew where I stood and how to give the elevator pitch. SEO worked. Search-optimized content […]

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How Brands Should Think About the ROI of Generative Engine Optimization

Ethan Crump — Thu, 09 Oct 2025 20:04:27 +0000

Marketers are always pressed to prove the return on investment of their efforts, especially when proposing a strategy that relies on disruptive technology. AI search and generative engine optimization (GEO) is the latest case. For executives wondering how to respond to questions from the rest of the C-suite about the ROI of GEO, it’s unfortunately […]

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Content Strategy Deep-Dive: A Closer Look at NinjaOne’s 900+ Blog Post Investment

Ethan Crump — Thu, 11 Sep 2025 18:36:17 +0000

While the marketing world has been fixated on debates about AI search or the divergence between SERP impressions and clicks, the NinjaOne team has been going to work: Over the past 12 months, they’ve published over 900 new blog posts. The IT management company and Forbes Cloud 100 member has placed a big bet on […]

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Generative Engine Optimization RFP: How To Make One

Ethan Crump — Thu, 28 Aug 2025 20:02:11 +0000

If your brand isn’t showing up in AI-generated answers, it’s already disappearing from the buyer journey. Search is no longer defined by blue links and organic rankings. Instead, buyers are getting solutions directly from generative engines like ChatGPT, Perplexity, Gemini, and Claude. This fractured landscape is shifting influence away from traditional SERPs and into AI […]

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How UCF Brings in 140K+ Potential Online Students with Organic Search

Ethan Crump — Thu, 21 Aug 2025 16:20:51 +0000

Higher education is in the middle of a major shift. Students — especially those with some college, no credentials (SCNC) or working professionals — now prioritize cost, outcomes, and flexibility over campus prestige. Programs that promise credible credentials, online convenience, and clear paths to employment consistently win out over glossy campus marketing. At the same […]

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GPT 5 Release: What’s New, What’s Gone, and What it Means for Search

Ethan Crump — Thu, 14 Aug 2025 20:36:55 +0000

If your brand depends on being found in search, GPT-5 should be on your radar. It’s faster, it can handle more complex reasoning, and it changes the way ChatGPT decides what content to show and who sees it. According to Sam Altman, more than 700 million people use ChatGPT every week. With GPT-5, they can […]

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How the Discovery and Decision Process is Changing in Higher Ed

Ethan Crump — Thu, 24 Jul 2025 22:21:10 +0000

Higher ed is facing one of the most dramatic shifts in its history. Between 2010 and 2021, US college enrollment dropped by nearly 15%. That’s 2.7 million fewer students over the last decade, and the decline is expected to continue. Fewer students are applying, and those who are look and behave nothing like the generations […]

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Brands Are Losing Control of the BoFu Journey: Here’s How to Take It Back

Ethan Crump — Thu, 17 Jul 2025 20:33:02 +0000

Conversions are happening in places your data can’t reach. While marketing teams fine-tune landing pages and debate the perfect button colour, critical buying decisions are unfolding in Reddit threads that remain invisible to their dashboards. These anonymous conversations are now quietly shaping high-stakes buying decisions. They’re redirecting attention away from branded touchpoints and dominating the […]

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Scale AI: How a $14B Brand Bump Impacts Organic Search Performance

Ethan Crump — Thu, 10 Jul 2025 21:11:33 +0000

It’s easy to overlook how brand perception shapes search. But when Meta invested $14.3 billion in Scale AI, the results were hard to ignore: 140% more traffic. 76,000 monthly branded searches. 93,000 backlinks. Suddenly, everyone wanted to know about the company that convinced Meta to write the biggest AI infrastructure check in history. In this […]

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Tailscale Shows Technical SaaS Brands How to Do Reddit Right

Ethan Crump — Thu, 03 Jul 2025 21:07:41 +0000

Here’s the thing about technical product communities: they can either become your biggest support headache or your most valuable business asset. Most companies end up with the headache. Users flood in with complex questions, support tickets pile up, and Reddit becomes another channel to monitor rather than a place that actually drives value. Tailscale chose […]

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SNHU’s $5M+ High EEAT Strategy to Re-Engage “Some College, No Credential” Students

Ethan Crump — Thu, 26 Jun 2025 20:46:26 +0000

Higher education landscape faces an enrollment crisis, but one demographic represents a massive untapped opportunity: The 43 million Americans with some college experience but no credential. These “Some College, No Credential” (SCNC) learners stopped their education because of financial pressures, family obligations, or life circumstances. Most universities chase traditional 18-22 year olds, leaving this enormous […]

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How Bitdefender Built a 13k Page Global SEO Campaign in Under a Year

Ethan Crump — Wed, 11 Jun 2025 19:15:15 +0000

Bitdefender quietly executed one of the most aggressive organic-search expansions the cybersecurity sector has seen in years. Building out their organic footprint across key global markets to position themselves as the leading cybersecurity brand for consumers and businesses. The Romanian-founded company pushed roughly 7,000 net new pages live on their main domain over the past […]

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How Trust and Transparency Translate to Traffic for Cloudflare on Reddit

Ethan Crump — Thu, 05 Jun 2025 19:45:47 +0000

Cloudflare pulls more web traffic through Reddit than many brands do from all their channels combined. According to SimilarWeb, nearly 86,000 visitors found their way to Cloudflare’s site via links shared on the front page of the internet. And that’s just in the last month. While this represents a tiny fraction of the 22 million […]

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The Career Guides Filling WGU’s Enrollment Funnel with $315K Worth of Monthly Organic Traffic

Ethan Crump — Thu, 29 May 2025 20:46:33 +0000

Large institutions, like those in Higher Education, are often criticized for their rigidity and lack of innovation. Especially in terms of marketing. But Western Governors University (WGU) is not one of those institutions. In fact, the university was founded in 1997 with a clear mission: to use the emerging internet to make higher education more […]

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Exploring r/HubSpot’s Two-Pronged Moderator Strategy

Ethan Crump — Thu, 22 May 2025 20:26:05 +0000

Every year marketers debate which social platform will unlock that next wave of brand-led growth. Yet while TikTok trends dominate headlines and B2B stars fight for share-of-voice on LinkedIn, HubSpot has been busy on the platform most brands shy away from. They’re turning a modest corner of Reddit into a self-sustaining customer-success engine. The official […]

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Wix vs Squarespace: The Battle Between $5M Monthly PPC Budgets

Ethan Crump — Thu, 15 May 2025 19:49:24 +0000

What would you do with $5 million a month to spend on paid ads? That’s not a hypothetical for Wix and Squarespace. These two web-building giants each pour eight-figure sums into Google Ads every year. But while the budgets are similar, their strategies couldn’t be more different: Wix plays a volume game, casting a wide […]

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Mint Mobile’s “Semi Official” Approach to Reddit

Ethan Crump — Thu, 01 May 2025 18:00:18 +0000

If you want to pressure-test a marketing strategy, look at how it holds up in volatile industries. I’m talking about the ones where billion-dollar brand recognition and ultra-famous celebrity ambassadors aren’t enough to shield you from scrutiny. Mint Mobile’s Reddit strategy is a prime example. Before being acquired by T-Mobile a year ago, Mint Mobile […]

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