Featured report
GEO vs SEO
Most marketing leaders are being asked to split their search budget between SEO and GEO. That is the wrong question: SEO now sits inside GEO, and the work you are already paying for is most of the job.
Ellipsis latest research
Latest research
AI makes yesterday's expertise cheap. We publish what works now.
46%
more recommended by AI than competitors
50k+
AI search queries studied across real buyer prompts
2021
building AI search products before the category had a name
The G2 page you’re optimising isn’t the one AI reads.
Most B2B marketers optimise their main G2 listing to influence AI -- but our data shows it only accounts for 3% of citations. The pages AI actually reads? Compare pages and pros-and-cons fragments. Here's what to do about it.
AI isn’t a black box. Here’s how to steer what it says about your brand
Most B2B marketers think AI is a black box they can't influence. Our data proves otherwise -- one positioning campaign shifted how AI describes a competitor by 5x, and the effect held for six months.
“GEO” as a label doesn’t make any sense – an LLM is not an engine
The SEO industry rebranded to "GEO" -- but the term makes no sense. "Generative" is too broad and "engine" is inaccurate. An LLM is a model, not an engine. This lazy rebadging reveals a lack of understanding that undermines any real optimization efforts.
How Much Does SEO Cost? Factors That Shape Pricing
Quality SEO starts at a few thousand dollars monthly because you need to optimize for Google, ChatGPT, AI Overviews, and whatever search platform emerges next. A successful search campaign demands a rare level of strategic expertise and execution – especially so with the rise of AIOs and LLM-powered platforms. ChatGPT alone now serves hundreds of […]
B2B Content Marketing Strategies That Drive Measurable Results In The AI Search Era
AI platforms have changed the way people search, and winning on these platforms requires a strategic rethink. Our research shows that when someone types a query into ChatGPT or Gemini today, both engines are asking 10-20 related questions behind the scenes. That single keyword explodes into vendor comparisons, technical implementation questions, platform evaluations, and trial […]
The AI SEO Advantage Your Competitors Don’t Know About
The AI SEO advantage is engineering content for citation across ChatGPT, AI Overviews, and traditional search simultaneously – while competitors still chase rankings that don’t convert. Your #1 ranking doesn’t mean what it used to. While you’re celebrating top positions in Google, your potential customers are getting their answers from ChatGPT, Perplexity, and AI Overviews […]
How Big Can Stripe Go? Key Takeaways from Stripe Sessions (A Report from Day 1)
Good morning from San Francisco. Yesterday was the first day of Stripe Sessions, their annual conference. Sessions is huge. Stripe is powering a growth market, and the co-founders (and Mark Zuckerberg!) shared a lot of insights on the future of the internet economy. Stripe processed $1.4 trillion of payments in 2024, including most subscriptions to […]
Bridging Distance, Building Excellence: Ellipsis Goes to Istanbul
We\'re a remote, global team spanning four continents -- but nothing beats face-to-face connection. Last week, we gathered in Istanbul to align on vision, tackle SEO\'s evolution, and strengthen the bridges between our teams to deliver even better results for clients.
Building a Results-Driven B2B Content Marketing Funnel
If you’ve landed here, you’re likely aware of the marketing funnel already. This famous theory is more than a century old and is still essential knowledge today. Segmenting your visitors into three buying stages – educational, comparative, and purchase – better enables you to meet shopping needs and turn browsers into customers. However, while understanding […]
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