Author: Sara Guaglione

AI-powered search rewrote the rules of SEO this year with diminishing click-through rates and referral traffic upending decades of SEO strategies. In kind, publishers shifted from optimizing headlines and keywords to brand visibility and attribution tracking to appear in AI search results.

The shifts are still underway as publishers head into 2026: KPIs are changing, more AI search data is becoming available, and publishers are looking beyond search to grow their audiences and revenue. 

But the basics haven’t changed, according to Ed Hyatt, director of newsroom SEO at The Wall Street Journal.

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Even in the era of the 20-person Microsoft Teams meeting, some advertising execs rack up the air miles.

Andrea Timmerman, global chief client officer at media agency Assembly, heads out from her Minneapolis, Minn. base to the agency’s offices and those of its clients in Singapore, Dubai, London and New York between two and four times a month.

“I’m a strong believer of [being] in person and being with people, with our team and our clients. It’s about more than just the business, it’s understanding them as individuals as well,” she said.

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