THE AVISO BLOG
Marketing advice for businesses that refuse to blend in.
Straightforward strategies, smart ideas, and the occasional spicy take on websites, branding, SEO, AI search, and marketing your small business.
FEATURED ARTICLE
WTF Is a Brand Strategy? (And Why You're Losing Clients Without One)
You can be the best in your field and still lose clients to someone worse. Here’s the actual, fixable reason why, and it’s not your price or your skill.
All The Latest
Dive into my library of knowledge, and thank me later.
The Case for Case Studies (Or: Why ChatGPT Keeps Sending People to My Client Work)
Case studies quietly became the most-cited pages on my site in ChatGPT search. Here's the data on why, who this works best for, and how to write one that actually gets found.
How to Get Your Business Cited in AI Overviews (And Why Most Sites Never Will)
Most business content isn't written in a way that gives AI a reason to cite it. Here's what actually gets a business mentioned in AI Overviews, and why most sites never will.
Your Emails Have a Gatekeeper Now. Here's Who They Are and What They Want.
Your subject line isn't the problem. Gmail, Outlook, and Apple Mail are all quietly using AI to decide who gets into the inbox at all, before a human ever reads what you wrote. Here's how each one filters your email, and what actually gets you past them.
Google Just Got Told to Play Fair. Here's What That Actually Means for Your Business.
For the first time ever, a regulator has legally forced Google's hand on search transparency — including inside AI Overviews. Here's what changed, why it matters beyond the UK, and what service-based business owners should do right now.
15 Things I'd Fix on Every Squarespace Website to Improve SEO and AI Visibility
Most Squarespace sites were built well. What's missing is everything that happens after launch — the ongoing work that tells Google, ChatGPT, and every AI platform that your business is active, credible, and worth recommending. Here's exactly where to start.
How Strategic Website Design Can Improve Your Online Visibility
Most small businesses are doing all the right marketing things — and still getting overlooked. The problem usually isn't the marketing. It's the website. Here's what search engines and AI tools actually need from your site, and five things worth fixing first.
Why Some Local Businesses Show Up Everywhere (And Others Don't)
Some local businesses show up everywhere — in search results, map listings, and AI recommendations. Others are invisible. The difference usually isn't budget or luck. It's whether Google has enough clear, consistent information to confidently recommend you. Here's what that actually takes.
AI Is Changing How People Find Businesses (And What to Do About It)
People aren’t just Googling anymore. They’re asking AI tools for answers. Here’s what that shift means for small business websites and what actually helps you get found now.
How to Be Found (and Picked) in AI Search in 2026
Search isn’t just changing — it’s evolving into something smarter. In 2026, if your content isn’t optimized for AI Overviews, it’s invisible. This post breaks down how to stay visible inside the answers, not buried underneath them.