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Rethinking YouTube SEO to Win in Google’s AI Overviews
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HubSpot, Inc. Acquires XFunnel to Enhance AI-Visibility Marketing
HubSpot acquired XFunnel—a startup focused on "answer engine optimisation" (AEO)—to help marketers improve visibility across AI-driven search and discovery tools. The acquisition aims to equip marketing teams with insights into how their brand appears in AI tools and optimise accordingly.
Why it matters
The acquisition highlights a key shift: as AI transforms how people search and find information, marketing tools must adapt accordingly.
Brands and marketing teams need to consider visibility in AI-driven environments (not just classic search) and adopt new optimization tools and tactics.
For marketers, integrating AEO (answer-engine optimization) into strategy means being present where users now ask, not just search.
This move affirms that marketing platforms are preparing for a “post-search” paradigm—marketers who move early gain advantage. Read more.
Australians Spend 41 Hours Weekly Online as Digital Ad Spend Surges
According to the “Digital 2026: Australia” report by Meltwater and We Are Social, Australians now spend an average of 41 hours per week online—well above global averages—and digital ad spend is accelerating accordingly.
Why It Matters
Time spent online continues to increase, reinforcing that digital channels remain central to consumer attention and behavior.
Marketers operating in or targeting Australia must account for high online-usage patterns: both opportunity and competition are elevated.
The surge in digital ad spend means CPMs, bid costs and media competition may rise—planning and measurement become even more critical.
Understanding local consumer online behavior (which platforms, what times, what content) is vital for effective campaign execution. Read more.
Gannett Co., Inc. Changes Name to USA TODAY Co., Inc.
Gannett announced it will adopt the name USA TODAY Co., Inc., effective November 18, and will begin trading under the ticker symbol “TDAY” on the NYSE. The rebrand aligns the company with its flagship brand and emphasises its evolution into a digital-marketing solutions and media platform.
Why It Matters
The rebranding signals a pivot: from legacy newspaper publishing to a broader digital-media and marketing solutions business.
For marketers, this means legacy media companies are redefining themselves—and may offer new advertising, content and platform collaborations.
Being aligned with a trusted brand name (“USA TODAY”) can strengthen audience trust and create new growth avenues for marketers.
It underscores that brand identity matters strongly in transformation—marketing strategy should anticipate extended partnerships from legacy media. Read more.
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💡 Today’s Insight
Rethinking YouTube SEO to Win in Google’s AI Overviews
Brands need to evolve how they think about video SEO in a world shaped by AI-driven answers. YouTube is now among the top cited domains in Google AI Overviews, making YouTube-video optimisation a critical part of brand visibility.
Key Takeaways
YouTube videos are heavily favoured in AI Overviews, so brands should optimise video content not just for search, but for AI summary systems.
Standard SEO rules still matter, but must be layered with authority signals, strong metadata, and alignment with AI referral patterns.
Video types that perform well include how-to’s, product demos, tutorials—especially in categories like software, health, finance.
Brands need to think beyond clicks: being included in AI-generated summaries can offer new visibility channels.
Integrating YouTube strategy with broader content and SEO ecosystem is now essential rather than optional.
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The same ad. On different platforms. Getting totally different results.
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