Fire&Spark

The old SEO playbook optimized for traffic. The new GEO playbook rewards marketers who optimize for revenue—with proof for their CFO. Your traffic is down. Your AI search conversion rates are up. And explaining this to your leadership feels impossible when they're conditioned to celebrate traffic growth. Join Fire&Spark CEO Dale Bertrand and SEO Strategist Jake Leary for a strategic session that gives marketing leaders the financial frameworks, stakeholder narratives, and decision tools needed to defend AI search investments. Using real world case studies from their work with global brands, you'll see how revenue-focused GEO outperforms traditional traffic-based SEO strategies. Takeaways: Replace traffic reporting with revenue-first GEO metrics Connect AI search performance to CFO-level ROI Prioritize investments using financial impact analysis Capture AI-influenced revenue GA4 misses Communicate value with executive credibility

XEO and the Future of Search, our free virtual conference in partnership with Search Engine Journal, will be live on January 30. With 10 experts presenting, it’s going to be a blockbuster event! See the full program and register here: https://mprofs.com/xeo What is XEO? Cross Engine Optimization. It’s the evolution of SEO to include AI-powered results, so your brand shows up anywhere people search. Because today, customers are searching with tools like ChatGPT, Claude, and Gemini, in addition to Google and Bing. And the brands that AI trusts are the ones AI tells your customers about. We want the trusted brand to be your brand. Join us for this crash course in setting your search strategy for 2026. #SEO #FutureOfSearch #AISearch #B2BMarketing #MarketingStrategy #ContentStrategy #AIinMarketing #mpb2b #MarketingProfs Andy Crestodina Tamara Scott, MA Janet Driscoll Miller Jason Barnard Tom Shapiro Jennifer McDonald Nadya Khoja Katie Robbert Dale Bertrand Wil Reynolds Search Engine Journal

If you’re running marketing at a high-growth digital health brand, you’ve likely felt the pain of misaligned growth and capacity forecasts: your patient demand is skyrocketing, but your provider capacity isn’t established to meet it—or worse yet, you have clinicians sitting idle while your profitability suffers. We’ll be joined by two leaders from Allara — Josh Volkening, VP of Growth, and Jordana Rutigliano, Senior Director of Clinical Operations—to walk through the mechanisms and processes that help them balance growth and operational efficiency. We’re getting into the obscure, behind-the-scenes topics that actually drive patient acquisition and revenue growth. Join hosts Noah Goldfarb and Chris Turitzin for this live session, bring your "wonky" questions, and help us spread insights on managing the crucial supply-demand tension.

🚨 New podcast episode: 𝗔𝗜’𝘀 𝗜𝗺𝗽𝗮𝗰𝘁 𝗼𝗻 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗛𝗲𝗮𝗹𝘁𝗵 & 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 AI is no longer theoretical in healthcare. It’s already changing how patient acquisition, content, operations, and clinical workflows actually work. In Episode 18 of 𝘔𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘋𝘪𝘨𝘪𝘵𝘢𝘭 𝘏𝘦𝘢𝘭𝘵𝘩, I sat down with operators, clinicians, and strategists who are actively using AI, not talking about it on panels. (Many thanks to our guests, Kali Arduini Ihde, Clay Holderman, MBA, Aabed Meer, MD, Andy Crestodina, Ahava Leibtag, Crystal Broj, and Noah Goldfarb!) A few truths that came through loud and clear: 🟢 AI (for now) works best as a copilot, not a replacement 🟢 Automating low-value work is how teams create space for empathy, strategy, and human connection 🟢 SEO, content, and discovery are changing fast. Accountability matters more than ever. 🟢 The top of the funnel is shrinking, which means quality and trust are crucial. LLMs are generally sending less traffic that the traditional search engines used to, but that traffic is way more high quality, often resulting in higher conversion rates and the same3 or similar volume of conversions (despite sending fewer clicks / visitors) 🟢 Health systems that experiment will outpace those waiting for certainty This episode features perspectives from across the ecosystem, including physicians, health system leaders, agency operators, and digital transformation executives, all wrestling with the same question: 👉 How do we embrace AI and scale without losing the human side of care? If you’re a digital health marketer, growth leader, or founder trying to separate real signal from AI noise, this one’s worth your time.

I usually keep my New Year's resolutions to myself (if I make them at all), but our Content Lead says I ought to post more about myself, so here I go! (I hope you're happy, Dorien Morin-van Dam , because this is def out of my comfort zone! 😊) 1) Build something bigger than an SEO agency. We're launching the Digital Health Growth Mastermind—a community complete with in-person meetups, proprietary data research, and live interviews with proven DH growth leaders (shout-out to my co-host Chris Turitzin and our excellent first guest Karin Underwood). I want to create the room where the smartest growth leaders in our space can be transparent with each other about what's working and what's not, so we can all grow together. By the end of 2026, I want at least a dozen people to tell me that what they learned in this community genuinely transformed their career or business. That would mean a ton to me. 2) Not let ourselves get comfortable in our expertise. Fire&Spark went all-in on digital health a couple years back, and I've never been more excited about where we're headed. SEO isn't static—especially now with AI completely reshaping how patients find care. We need to stay obsessed with the data, keep running experiments, and remain laser-focused on helping every single client beat their 2026 goals. I like to think we're already the very best at this, but there's always another level to reach. 3) Help our team find the same satisfaction with their career that I have. I can't wait to meet all of our new team members face-to-face during our annual retreat. I feel so lucky to get to work alongside so many great people every day, and that is only reinforced when we get the chance to know each other in person. Building a work environment where people can help their clients achieve their growth goals without sacrificing their own personal goals—that's what gets me up in the morning. 4) Become a better leader. I feel myself entering a new stage of my career, and the need to evolve as a leader is front and center in my mind. I want to be a steady hand when things get chaotic. A confident decision-maker. Someone who actually listens. A mentor, not a delegater. IOW, I want to make a positive impact—on clients, team members, and everyone I meet in the community. 5) Lead the market through this wild era of search. Digital health marketers need clarity right now, not baseless hype. I want to keep doing what we do best: diligent data-backed strategy that's clear on what's real, what's fluff, and what decisions actually help more patients find the care they need. ____ If you're still reading... you're probably the kind of person I'd love to grow alongside in the year to come. Looking forward to staying connected and making our resolutions into realities together. [Pictured: Our team at our last retreat in sunny Lisbon!]