Tom Mansell
speaker
190 appearances
5 recordings
1 series
first heard Sep 2025
last heard 26 Sep
Tom Mansell’s voice in public audio — every appearance, attributed to the second.
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Appearances
Change.
The game is changing, react or die.
You know, the va value trade clicks.
Is dying, reset the expectations, re-educate on how search drives commercial outcomes for your business.
Think about how you can tie visibility to action.
The attribution journey now is not as clear as it once was, but you have to paint the full picture: visibility, acquisition, outcome.
More of this experience is going to happen off-site and across more platforms.
So I think you need to write back to where we started.
started at the at the start of this, you know, change and react to it.
I think if you continue to hold, you know, the traditional principles, um, it's gonna be a very dangerous um position to be in with regards to how you c compete um in search and future.
Yeah, I've spoken briefly about brand AI and, you know, extracting from the large language models understanding and perception.
I think we need some form of mention and citation rate to understand how our content is being referenced in these AI powered search experiences.
So I think that's I think that's the first point.
The second point is, and I'm less optimistic about this one, but
Understanding the context behind why the mention or citation has happened.
I think, you know, generally there has to be some form of value trade in a scenario where the LLMs need and use our content, but don't always send traffic to the publisher.
There has to be some sort of measurement trade off there.
And that feels like a sensible trade, understanding those mentions and those citations.
Yeah, I mean I'd I'd I'd definitely love to see something along those lines, whether we'll get that information.
I'm
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