
B2B marketing consultant in Austin. Demand gen, SEO and AI search, paid media. Past: @TrustRadius, @Bluehost, @ZiffDavis
Austin, TX
Joined December 2007
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Mark Barrera retweeted
As someone who has personally spent $500k / mo+ on Google Ads for years, I can tell you with certainty:
This revenue growth in Search is artificial & extremely unhealthy for Google’s business long term
Search volumes are declining as legacy search is being increasingly cannibalized by non-monetized LLM queries
Google’s response?
Manufacture revenue growth via short-sighted, highly extractive, customer-hostile tactics. I.e. charge advertisers more for lower quality clicks, including clicks they do not want and explicitly did not approve Google to charge them for
A few examples to illustrate:
For all of its history until recently, Google operated on a 2nd price auction model
I.e. if you bid $5 CPC and the next highest bidder bids $1 CPC, Google charged you $1.01 for the click (one penny more than the 2nd highest bidder) rather than the $5 you bid
This was a genius move by Google early on as it incentivizes advertisers to input their true maximum willingness to pay rather than trying to play the game of bidding low and constantly adjusting to try to stay just ahead of the next highest bidder while still not paying too much
However recently, Google silently deprecated the 2nd price auction and began charging advertisers as much as their bid and budget caps allow, regardless of what anyone else is bidding
It’s a short-sighted cash grab at the expense of the long term health of the advertiser ecosystem
Making thing worse, Google also recently nerfed keyword targeting precision
Google previously had precise keyword targeting settings that allowed advertisers pick individual search phrases to bid on, defined down to the character w/ exact match or phrase match targeting
This was one of the core features that made search advertising magic, enabling advertisers to run extremely precise campaigns based on exactly what their target customer typed
But now, even if you bid on a specific term or phrase using the strictest exact
-match targeting settings, Google will show your ad across 1000’s of unrelated keywords, labeling them as as “exact match (close variant)”
The definition of “close variant” means whatever they want it to and changes constantly. The result is advertisers get billed for clicks that are totally irrelevant to their business and that their targeting settings explicitly forbid Google from targeting. Google does it anyway and there’s no ability to turn this off
So now exact match is broad match, and broad match is just meaningless spam
This is all very bad for advertisers, but for Google, it allows them to show your ad and bill you for clicks across 1000x more searches that were previously going unmonetized (mainly because they’re garbage queries no one wants)
This is how you grow revenue atop declining search volumes
Lastly, and perhaps most egregiously, Google quietly stopped respecting budget caps by a factor of 2x. For example campaigns we’ve been running for years with $1000 daily budget caps suddenly began spending $2000+ per day
And the extra spend is entirely on the garbage keywords Google arbitrarily throws in as “exact match (close variants)” which have no value to our business, but can’t be turned off
Google offers no refunds nor any recourse for overspend or spend on keywords you explicitly did not target
These are not the actions of a healthy business. These are the actions of company whose core business is in decline but desperately needs to pump quarterly earnings so Wall Street will continue to fund insane capex while hopefully looking through their rapidly deteriorating negative free cash flow
Google operated a benevolent monopoly for the better part of 25 yrs
Meaning the value Google captured from Search was but a small fraction of the value it created, and that spread produced a potential energy that justified expectations of high earnings growth far, far into the future
This is now no longer the case
At the alter of AI capex, Google is sacrificing the golden goose
Q2 was an amazing quarter, with our AI investments redefining what’s possible across every part of our business.
Alphabet revenue grew 24% YoY and Google Cloud accelerated to 82% growth. We saw exciting momentum across the board from Search to YouTube to the Gemini app (which reached 950M monthly active users). Our model APIs are processing 22B tokens/min (up from 16B+ last quarter) driven by our workhorse Flash models. We’re also seeing great adoption of Gemini Enterprise, used by 90% of the Fortune 100, as well as strong demand for our security solutions.
Outstanding results and momentum, and such an exciting moment—thanks to all of our partners and employees around the world! 🙌 About to hop on the call!
Mark Barrera retweeted
More than half of requests now come from machines, not people. Agent Readiness shows how well agents can discover and read your site, while Answer Engine Optimization tracks how often AI assistants recommend you. cfl.re/45JiVq4 #AgentsWeek
Mark Barrera retweeted
AI Search makes search easier than ever, with no Cloudflare primitives to stitch together. Point it at your data to create a search for your own files and websites. We're also sharing a preview of our new pricing model. cfl.re/4bADjgB #AgentsWeek
Mark Barrera retweeted
If you crawl the web, or rely on any product that does, you should be deeply grateful to @serpapi today. They defended us all against Google's disgusting betrayal of everything that let them become the illegal monopoly they are today.
Google v. SerpApi: The Court Granted SerpApi's Motion to Dismiss serpapi.com/blog/google-v-se… news.bloomberglaw.com/ip-law…
Mark Barrera retweeted
Google v. SerpApi: The Court Granted SerpApi's Motion to Dismiss serpapi.com/blog/google-v-se… news.bloomberglaw.com/ip-law…
Mark Barrera retweeted
The GEO MBA w/ @tomcritchlow
0:00 – Why SEOs can't afford to be defensive
2:35 – How do you measure GEO?
6:24 – Measuring GEO like a brand
23:26 – Technical SEO in the AI age
37:09 – Selling GEO amid uncertainty
Mark Barrera retweeted
AI traffic converts 34% better than organic on average.
That's what we found reviewing 77 sites with statistically significant AI search traffic.
At the start of the LLM fervor, people were claiming AI converted 4-7x better than traditional search. The wider majority sits in a tighter band, closer to organic than the hype suggested.
Mark Barrera retweeted
“AI attribution is solved with the new Search Console features”.
Not so fast.
Google is adding impression data for *URLs* that appear in AI features. They are not reporting on the unlinked mentions in AI.
It is these mentions – at least until they become linked – that are the most valuable currently, and what we all need data on to better show the value of GEO programs.
Yes, this is a positive addition for search practitioners. But our problems are not solved.
In the example screenshot, as I understand from what’s being rolled out, Ahrefs and Semrush would not receive a tracked impression.
Yet it is those two words that are receiving all the value from this prompt. That’s problematic, because that’s the most important datapoint we are still all after and would love to see for the companies we help.
Mark Barrera retweeted
What's actually happening with listicle content right now — from someone in the trenches:
Google has meaningfully increased SERP diversity on listicle-heavy queries.
Where these used to be almost exclusively roundup results, we're now seeing a healthier mix of first-party product pages alongside traditional listicle content.
Here's what that means in practice:
1. Cannibalization risk has gone up.
Companies that scaled listicle volume to capture rankings — even those with dedicated landing pages — may be seeing traffic erosion as domain diversity increases.
The fix isn't to abandon the strategy. It's to audit more carefully and make sure your pages aren't competing with each other.
2. Product page SEO/GEO now matters more than ever.
With product pages appearing more frequently in these SERPs, the investment in what we call product page mapping — building out core use cases, industry pages, and role-specific pages for your entire ICP — has become a higher-priority lever.
3. Listicles still work.
They're just a more targeted play now. The real value today is as a supplement to your core product pages — particularly for keyword variations that don't justify a full page but make sense as focused, standalone listicle content.
The prolific, high-volume listicle approach is tightening. That doesn't mean past efforts were wasted.
Those pages built snowball effects: getting mentioned in other listicles, establishing moats in LLMs, and driving compounding visibility that still pays dividends.
The strategy isn't dead. It just requires more precision.
Mark Barrera retweeted
🚨 BREAKING: Google DeepMind just mapped the attack surface that nobody in AI is talking about.
Websites can already detect when an AI agent visits and serve it completely different content than humans see.
> Hidden instructions in HTML.
> Malicious commands in image pixels.
> Jailbreaks embedded in PDFs.
Your AI agent is being manipulated right now and you can't see it happening.
The study is the largest empirical measurement of AI manipulation ever conducted. 502 real participants across 8 countries.
23 different attack types. Frontier models including GPT-4o, Claude, and Gemini.
The core finding is not that manipulation is theoretically possible it is that manipulation is already happening at scale and the defenses that exist today fail in ways that are both predictable and invisible to the humans who deployed the agents.
Google DeepMind built a taxonomy of every known attack vector, tested them systematically, and measured exactly how often they work.
The results should alarm everyone building agentic systems.
The attack surface is larger than anyone has publicly acknowledged. Prompt injection where malicious instructions hidden in web content hijack an agent's behavior works through at least a dozen distinct channels.
Text hidden in HTML comments that humans never see but agents read and follow. Instructions embedded in image metadata.
Commands encoded in the pixels of images using steganography, invisible to human eyes but readable by vision-capable models.
Malicious content in PDFs that appears as normal document text to the agent but contains override instructions.
QR codes that redirect agents to attacker-controlled content.
Indirect injection through search results, calendar invites, email bodies, and API responses any data source the agent consumes becomes a potential attack vector.
The detection asymmetry is the finding that closes the escape hatch. Websites can already fingerprint AI agents with high reliability using timing analysis, behavioral patterns, and user-agent strings.
This means the attack can be conditional: serve normal content to humans, serve manipulated content to agents.
A user who asks their AI agent to book a flight, research a product, or summarize a document has no way to verify that the content the agent received matches what a human would see.
The agent cannot tell the user it was served different content.
It does not know. It processes whatever it receives and acts accordingly.
The attack categories and what they enable:
→ Direct prompt injection: malicious instructions in any text the agent reads overrides goals, exfiltrates data, triggers unintended actions
→ Indirect injection via web content: hidden HTML, CSS visibility tricks, white text on white backgrounds invisible to humans, consumed by agents
→ Multimodal injection: commands in image pixels via steganography, instructions in image alt-text and metadata
→ Document injection: PDF content, spreadsheet cells, presentation speaker notes every file format is a potential vector
→ Environment manipulation: fake UI elements rendered only for agent vision models, misleading CAPTCHA-style challenges
→ Jailbreak embedding: safety bypass instructions hidden inside otherwise legitimate-looking content
→ Memory poisoning: injecting false information into agent memory systems that persists across sessions
→ Goal hijacking: gradual instruction drift across multiple interactions that redirects agent objectives without triggering safety filters
→ Exfiltration attacks: agents tricked into sending user data to attacker-controlled endpoints via legitimate-looking API calls
→ Cross-agent injection: compromised agents injecting malicious instructions into other agents in multi-agent pipelines
The defense landscape is the most sobering part of the report.
Input sanitization cleaning content before the agent processes it fails because the attack surface is too large and too varied.
You cannot sanitize image pixels. You cannot reliably detect steganographic content at inference time.
Prompt-level defenses that tell agents to ignore suspicious instructions fail because the injected content is designed to look legitimate.
Sandboxing reduces the blast radius but does not prevent the injection itself. Human oversight the most commonly cited mitigation fails at the scale and speed at which agentic systems operate.
A user who deploys an agent to browse 50 websites and summarize findings cannot review every page the agent visited for hidden instructions.
The multi-agent cascade risk is where this becomes a systemic problem.
In a pipeline where Agent A retrieves web content, Agent B processes it, and Agent C executes actions, a successful injection into Agent A's data feed propagates through the entire system.
Agent B has no reason to distrust content that came from Agent A. Agent C has no reason to distrust instructions that came from Agent B.
The injected command travels through the pipeline with the same trust level as legitimate instructions. Google DeepMind documents this explicitly: the attack does not need to compromise the model.
It needs to compromise the data the model consumes. Every agentic system that reads external content is one carefully crafted webpage away from executing attacker instructions.
The agents are already deployed. The attack infrastructure is already being built. The defenses are not ready.
Mark Barrera retweeted
What is "good" LLM visibility?
This chart assumes the methodology for prompt measurement is looking at BOFU, non-branded terms that represent the core products the company creates and nothing else.
I.E. - "what is the best content marketing software"
Mark Barrera retweeted
ChatGPT isn’t just streaming text, it's now streaming 𝐞𝐧𝐭𝐢𝐭𝐢𝐞𝐬.
I have found traces of:
🔹 NER (people, orgs, events)
🔹 Moderation signals
🔹 A full product graph (title, price, rating, merchant…)
It’s how AI “sees” your entities & catalog.
👉 wordlift.io/blog/en/openai-e…
Mark Barrera retweeted
Content in 2025 is about more than words. Strategy and experience design shape how content works for people. Teams that connect these roles make content clearer and more useful. Here's a simple look at what's changing:
buff.ly/RVWKbAz
Mark Barrera retweeted
Less than a week since OpenAI started rolling out ChatGPT vision.
And people have been busy executing god-like tasks.
35 truly mind-boggling examples:
(29th is my favorite)
Mark Barrera retweeted
LLM Fine tuning is here!
San Francisco’s top AI engineers came together to see what’s possible with fine-turning and only 4 hours of hacking.
Here’s an exclusive what we saw at the “Anything But Wrappers” hackathon (🧵):
Mark Barrera retweeted
It’s happening in ⌛ TWO days!!
This 🎙️ #LinkedInLive event is hosted by two industry experts from @semrush and @trustradius, and will be chock-full of the latest research on buyers, marketing, and search.
Join us: bit.ly/43aJW29
#B2B #SEO #SEOstrategy #CustomerVoice
Mark Barrera retweeted
ANNOUNCEMENT
Since March, I've been working on a project to build a library of Twitter business threads.
I was going to launch in August, but, with Instagram's Threads release, I didn't want to wait and risk trouble with the trademark cops. 😂
So, introducing: MBA Threads
👇
Mark Barrera retweeted
Thoughts from Google's AI search announcement & potential impact:
1. Losers: Publications/sites focusing not only on facts & basic comparisons, but also reviews/guides to do X. We have a new Position Zero/Featured Snippets "on steroids" now for broader informational queries...
Mark Barrera retweeted
Advice
We just lost a 4.3M EBITDA exterior home services type of platform yesterday b/c I was not flexible with NWC.
Seller did not understand it or trust it, and we held our ground. Seller went with an offer that had a more simple structure...keep the cash / AR / pay payables.
Sometimes it makes sense to go simple to get the deal done. Simple is better often. Could also apply to other aspects of the deal process.
Was told they would have gone with us, other than the NWC.
Retweet this and DM @WillDATX , if you want our NWC document...the one that confused the seller:)....I guess we need to update it:)

































