Kicking off 2026, EDGE of the Web welcomes Dana DiTomaso back to break down actionable strategies for content analysis, marketing measurement, and adapting to seismic shifts in digital traffic. Erin and Dana dive into the evolving value of website content as AI Overviews and LLMs change what users expect from search.
In this episode, explore practical frameworks for identifying content gaps, leveraging engagement metrics, and connecting insights from sales and customer service back into your marketing roadmap. Dana DiTomaso shares tools and methodologies for content gap analysis, from analyzing queries in Google Search Console to using advanced AI pattern recognition on real user data, all while emphasizing the importance of tying marketing efforts to real business results. The discussion also covers how to track and contextualize AI-driven site traffic and why traditional rank tracking is taking a backseat to understanding actual audience needs.
A standout moment is Dana DiTomaso’s candid reminder that traffic doesn’t always equal revenue, and why digital marketers must connect analytics to business impact.
Discount for EDGE of the Web Listeners:
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Key Segments:
- [00:05:51] Aligning Marketing and Sales Strategies
- [00:09:15] Listening Enhances Product Insights
- [00:10:56] Understanding Personas by Job Titles
- [00:13:08]
- [00:16:05] Addressing Content Gaps Strategically
- [00:17:16] Identifying Trends via LLM Analysis
- [00:23:22] AI Queries: Google in Disguise
- [00:25:12] SEO’s Evolving Paradigm Shift
- [00:30:27] AI Investment for Growth
- [00:32:20]
