The rise of artificial intelligence (AI) has impacted countless industries and everyday activities, including digital marketing and online search. While Nexus has been primarily focused on search engine optimization (SEO), our team has recently added generative search optimization (GEO) into our repertoire to keep our clients at the forefront of current digital marketing trends and further enhance search visibility for client content.
According to Search Engine Land, GEO refers to “the process of optimizing your website’s content to boost its visibility in AI-driven search engines such as ChatGPT, Perplexity, Gemini, Copilot and Google AI Overviews.”
GEO is similar to SEO in that it focuses on increasing content visibility, enhancing user experience, and building authority. It builds on SEO principles to appeal to generative AI engines that prioritize contextual relevance and the connections between a brand entity and its content.
A crucial element of GEO is schema markup, which helps generative AI better understand client content. If your Nexus engagement includes GEO or your business is curious about investing in GEO, you may wonder what exactly schema markup is and how our team handles it behind the scenes. Let’s explore schema markup and the Nexus approach to this vital part of the GEO process.
What Is Schema Markup?
Schema markup refers to structured data that helps generative AI better understand client content and display extra details in search results. By creating and implementing this code on client websites, we can help our clients earn:
- Improvements in search visibility. Schema markup helps Google create richer search results that often appear at the top of search engine results pages, leading to increased search visibility.
- Increases in click-through rate (CTR). When Google shows your content near the top of the page in an engaging way, users are more likely to click through to your website.
- Enhancements in user experience. Schema markup helps users quickly learn more about your content and business and easily decide whether to dig deeper.
What Are the Types of Schema Markup the Nexus Team Works With?
The Nexus team works with the following types of schema markup to enhance client content:
Organization
Organization schema helps Google better understand a client’s administrative details and connect content to the organization as a whole. We typically add organization schema to a client’s home page and about page, but it is also sometimes nested within other schemas that are automatically generated by plugins like Yoast.
Example Organization Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “Organization”,
“name”: “Insert Business Name Here“,
“url”: “Insert Website Link Here“,
“logo”: “Insert Logo Link Here“,
“sameAs”: [
Insert Social Media Links Here“
]
}
</script>
Product
Product schema provides Google with more information about a client’s products to enrich search results. Available fields may include price, availability, review ratings, and shipping information. We add product schema to relevant product pages.
Example Product Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org/”,
“@type”: “Product”,
“name”: “Insert Business Name Here“,
“image”: “”,
“description”: “Insert Product Description Here“,
“review”: {
“@type”: “Review”,
“reviewBody”: “Insert Product Review Here“,
“author”: {“@type”: “Person”, “name”: “Insert Reviewer Name Here“}
}
}
</script>
FAQ
If your content includes a Q&A format, FAQ schema can help Google better understand this content and display it in rich search results. We add FAQ schema to any blog or product pages that have Q&As.
Example FAQ Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “FAQPage”,
“mainEntity”: [{
“@type”: “Question”,
“name”: “Insert Question Here“,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “Insert Answer Here“
}
} }]
}
</script>
Video
Video schema makes it easier for Google to find, understand, and display your video content. Search results may show details like the video description, thumbnail URL, upload date, and duration. We add video schema to clients’ most important blog or product pages with videos.
Example Video Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “VideoObject”,
“name”: “Insert Video Name Here“,
“description”: “Insert Video Description Here“,
“thumbnailUrl”: “Insert Thumbnail URL Here“,
“uploadDate”: “YYYY-MM-DD“,
“duration”: “PTXXMXXS”,
“contentUrl”: “Insert Content URL Here“
}
</script>
Person
Person schema helps Google better conceptualize the people who work at and contribute content to your business. We add person schema to author bio pages so Google connects client authors with their brand, industry, and content expertise.
Example Person Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org/”,
“@type”: “Person”,
“name”: “Insert Name Here“,
“url”: “Insert Page URL Here“,
“image”: “Insert Image Link Here“,
“sameAs”: “Insert Social Media Links Here“,
“jobTitle”: “Insert Job Title Here“,
“worksFor”: {
“@type”: “Organization”,
“name”: “Insert Business Name Here“
}
}
</script>
Article/Blog/Report Schema
Article, blog, and report schema mark pages as their correct content types, helping Google to better understand the content and show relevant title text, images, and date information in search results. We add this type of schema to blog articles and downloadable resources.
Example Article/Blog/Report Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “Article”,
“headline”: “Insert Article Title Here“,
“author”: {
“@type”: “Person”,
“name”: “Insert Author Here“
},
“datePublished”: “Insert Publishing Date Here“,
“url”: “Insert Article URL Here“
}
</script>
How Does the Nexus Team Create Schema Markup?
After checking a client’s most important pages for schema using tools like Schema Markup Validator and Google Search Console’s Rich Results Test, the Nexus team identifies and creates missing schema markup using a combination of the following methods:
- Working directly through the CMS. Some schema types can be configured directly from your CMS, particularly if you use Yoast SEO Premium. Here, you can add basic organization and article, blog, or report schema across your site. Systems like WordPress also allow you to create author schema by updating user profiles in the backend with information like their LinkedIn profiles and job titles.
- Using schema-specific tools. For other types of schema or clients working with other content management systems, we create schema using schema-specific tools like this Schema Markup Generator. This tool allows you to choose the type of schema you’d like to create, fill in the required fields, and copy and paste the finished product.
- Leveraging ChatGPT. More complex schema scenarios often require working with ChatGPT. For example, ChatGPT can be helpful in adding additional fields to schema generated by Yoast or Schema Markup Generator to enrich what’s already there.
How Does the Nexus Team Implement Schema Markup?
The implementation process depends on your CMS, the type of schema your content needs, and whether we’re adding schema to an individual page or across multiple pages. Even among clients with the same CMS, we might have to take a different approach depending on your exact plugins and theme.
Implementing sitewide schema usually involves installing plugins or altering theme templates. Don’t worry, though! The plugins we use are safe, and if anything goes wrong when editing the templates, they’re easy to revert.
Since the majority of our clients use HubSpot or WordPress as their CMS, we typically work with those platforms. In HubSpot, individual page schema goes in the Head HTML section under “Additional Code Snippets,” which is in Advanced Settings; the process is simple.
Let’s walk through an example of implementing individual page schema on the Nexus blog, which uses WordPress. We’ll add FAQ schema to this blog post about the differences between GEO and SEO:
1. Navigate to the post and click on “Edit Post” in the upper left corner.
2. Click “Screen Options” in the upper right corner.
3. Make sure “Custom Fields” is toggled on.
4. Scroll to the bottom where it says “Add Custom Field” and click “Enter new.”
5. Create a field called “schema” and paste your schema markup code.
6. Download and activate the Code Snippets plugin.
7. Create a new snippet called “Output Custom Schema Markup,” add the appropriate code as shown below, and activate it.
This step automatically inserts schema within the custom field at the head of the page so it runs correctly. It also adds the script type so you don’t have to include it when adding schema to each individual page.
8. Check the results with Schema Markup Validator or Google Search Console’s Rich Results Test.
Again, this process differs significantly based on your CMS, the type of schema your content needs, and where we’re adding schema. The Nexus team will assess these considerations before proceeding to ensure our approach aligns with your needs.
How Does the Nexus Team Troubleshoot Schema Markup Issues?
When we first embarked on the schema markup process, most of our troubleshooting involved working with ChatGPT to identify and rectify any issues. We used specific prompts like “How can I add video schema to an individual page in WordPress built on WPEngine?” and “I added schema to the custom field on a blog post generated using Elementor on WordPress, but it’s not working. What could be wrong?” to gain actionable guidance.
While we still use ChatGPT to work through issues, the team has gained more experience with schema, our knowledge has grown, and we can now more quickly pinpoint and solve schema problems. We’ve compiled a checklist of common issues to check for, which ranges from putting schema in the correct place to wrapping schema code correctly to giving the schema validators enough time to work properly.
As we encounter and solve new problems, we update our internal schema resources to share this knowledge with the rest of the team.
Partnering with Nexus for Schema Markup Creation and Implementation
We hope this behind-the-scenes look at schema markup creation and implementation helped you better understand how the process works and how our team enables it within your CMS. As you can see, creating and implementing schema markup is a complex, multi-step process, which is why our GEO experts at Nexus handle this process for our clients so you don’t have to worry about it.
If you haven’t invested in GEO yet and are interested in starting the process, talk to your Account Manager about assessing your AI readiness and the appropriate next steps.
Not yet a Nexus client? We’d love to hear from you! Contact us to tell us a bit about your digital marketing needs.
The Nexus Approach: Schema Markup Creation & Implementation
/in How We Work/by Allison ReinhardtThe rise of artificial intelligence (AI) has impacted countless industries and everyday activities, including digital marketing and online search. While Nexus has been primarily focused on search engine optimization (SEO), our team has recently added generative search optimization (GEO) into our repertoire to keep our clients at the forefront of current digital marketing trends and further enhance search visibility for client content.
According to Search Engine Land, GEO refers to “the process of optimizing your website’s content to boost its visibility in AI-driven search engines such as ChatGPT, Perplexity, Gemini, Copilot and Google AI Overviews.”
GEO is similar to SEO in that it focuses on increasing content visibility, enhancing user experience, and building authority. It builds on SEO principles to appeal to generative AI engines that prioritize contextual relevance and the connections between a brand entity and its content.
A crucial element of GEO is schema markup, which helps generative AI better understand client content. If your Nexus engagement includes GEO or your business is curious about investing in GEO, you may wonder what exactly schema markup is and how our team handles it behind the scenes. Let’s explore schema markup and the Nexus approach to this vital part of the GEO process.
What Is Schema Markup?
Schema markup refers to structured data that helps generative AI better understand client content and display extra details in search results. By creating and implementing this code on client websites, we can help our clients earn:
What Are the Types of Schema Markup the Nexus Team Works With?
The Nexus team works with the following types of schema markup to enhance client content:
Organization
Organization schema helps Google better understand a client’s administrative details and connect content to the organization as a whole. We typically add organization schema to a client’s home page and about page, but it is also sometimes nested within other schemas that are automatically generated by plugins like Yoast.
Example Organization Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “Organization”,
“name”: “Insert Business Name Here“,
“url”: “Insert Website Link Here“,
“logo”: “Insert Logo Link Here“,
“sameAs”: [
Insert Social Media Links Here“
]
}
</script>
Product
Product schema provides Google with more information about a client’s products to enrich search results. Available fields may include price, availability, review ratings, and shipping information. We add product schema to relevant product pages.
Example Product Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org/”,
“@type”: “Product”,
“name”: “Insert Business Name Here“,
“image”: “”,
“description”: “Insert Product Description Here“,
“review”: {
“@type”: “Review”,
“reviewBody”: “Insert Product Review Here“,
“author”: {“@type”: “Person”, “name”: “Insert Reviewer Name Here“}
}
}
</script>
FAQ
If your content includes a Q&A format, FAQ schema can help Google better understand this content and display it in rich search results. We add FAQ schema to any blog or product pages that have Q&As.
Example FAQ Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “FAQPage”,
“mainEntity”: [{
“@type”: “Question”,
“name”: “Insert Question Here“,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “Insert Answer Here“
}
} }]
}
</script>
Video
Video schema makes it easier for Google to find, understand, and display your video content. Search results may show details like the video description, thumbnail URL, upload date, and duration. We add video schema to clients’ most important blog or product pages with videos.
Example Video Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “VideoObject”,
“name”: “Insert Video Name Here“,
“description”: “Insert Video Description Here“,
“thumbnailUrl”: “Insert Thumbnail URL Here“,
“uploadDate”: “YYYY-MM-DD“,
“duration”: “PTXXMXXS”,
“contentUrl”: “Insert Content URL Here“
}
</script>
Person
Person schema helps Google better conceptualize the people who work at and contribute content to your business. We add person schema to author bio pages so Google connects client authors with their brand, industry, and content expertise.
Example Person Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org/”,
“@type”: “Person”,
“name”: “Insert Name Here“,
“url”: “Insert Page URL Here“,
“image”: “Insert Image Link Here“,
“sameAs”: “Insert Social Media Links Here“,
“jobTitle”: “Insert Job Title Here“,
“worksFor”: {
“@type”: “Organization”,
“name”: “Insert Business Name Here“
}
}
</script>
Article/Blog/Report Schema
Article, blog, and report schema mark pages as their correct content types, helping Google to better understand the content and show relevant title text, images, and date information in search results. We add this type of schema to blog articles and downloadable resources.
Example Article/Blog/Report Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “Article”,
“headline”: “Insert Article Title Here“,
“author”: {
“@type”: “Person”,
“name”: “Insert Author Here“
},
“datePublished”: “Insert Publishing Date Here“,
“url”: “Insert Article URL Here“
}
</script>
How Does the Nexus Team Create Schema Markup?
After checking a client’s most important pages for schema using tools like Schema Markup Validator and Google Search Console’s Rich Results Test, the Nexus team identifies and creates missing schema markup using a combination of the following methods:
How Does the Nexus Team Implement Schema Markup?
The implementation process depends on your CMS, the type of schema your content needs, and whether we’re adding schema to an individual page or across multiple pages. Even among clients with the same CMS, we might have to take a different approach depending on your exact plugins and theme.
Implementing sitewide schema usually involves installing plugins or altering theme templates. Don’t worry, though! The plugins we use are safe, and if anything goes wrong when editing the templates, they’re easy to revert.
Since the majority of our clients use HubSpot or WordPress as their CMS, we typically work with those platforms. In HubSpot, individual page schema goes in the Head HTML section under “Additional Code Snippets,” which is in Advanced Settings; the process is simple.
Let’s walk through an example of implementing individual page schema on the Nexus blog, which uses WordPress. We’ll add FAQ schema to this blog post about the differences between GEO and SEO:
1. Navigate to the post and click on “Edit Post” in the upper left corner.
2. Click “Screen Options” in the upper right corner.
3. Make sure “Custom Fields” is toggled on.
4. Scroll to the bottom where it says “Add Custom Field” and click “Enter new.”
5. Create a field called “schema” and paste your schema markup code.
6. Download and activate the Code Snippets plugin.
7. Create a new snippet called “Output Custom Schema Markup,” add the appropriate code as shown below, and activate it.
This step automatically inserts schema within the custom field at the head of the page so it runs correctly. It also adds the script type so you don’t have to include it when adding schema to each individual page.
8. Check the results with Schema Markup Validator or Google Search Console’s Rich Results Test.
Again, this process differs significantly based on your CMS, the type of schema your content needs, and where we’re adding schema. The Nexus team will assess these considerations before proceeding to ensure our approach aligns with your needs.
How Does the Nexus Team Troubleshoot Schema Markup Issues?
When we first embarked on the schema markup process, most of our troubleshooting involved working with ChatGPT to identify and rectify any issues. We used specific prompts like “How can I add video schema to an individual page in WordPress built on WPEngine?” and “I added schema to the custom field on a blog post generated using Elementor on WordPress, but it’s not working. What could be wrong?” to gain actionable guidance.
While we still use ChatGPT to work through issues, the team has gained more experience with schema, our knowledge has grown, and we can now more quickly pinpoint and solve schema problems. We’ve compiled a checklist of common issues to check for, which ranges from putting schema in the correct place to wrapping schema code correctly to giving the schema validators enough time to work properly.
As we encounter and solve new problems, we update our internal schema resources to share this knowledge with the rest of the team.
Partnering with Nexus for Schema Markup Creation and Implementation
We hope this behind-the-scenes look at schema markup creation and implementation helped you better understand how the process works and how our team enables it within your CMS. As you can see, creating and implementing schema markup is a complex, multi-step process, which is why our GEO experts at Nexus handle this process for our clients so you don’t have to worry about it.
If you haven’t invested in GEO yet and are interested in starting the process, talk to your Account Manager about assessing your AI readiness and the appropriate next steps.
Not yet a Nexus client? We’d love to hear from you! Contact us to tell us a bit about your digital marketing needs.
How Video Creation Supports Search Engine Optimization
/in Client & Industry Resources/by Connie ZhangVideos are the hot new marketing format, especially since the rise of TikTok. Nowadays, videos can be found everywhere, from posts on social media platforms to embeds in blog content to directly on Google’s search engine results pages (SERPs).
While most marketers are aware of video’s benefits, not everyone is aware that videos can significantly impact search engine optimization (SEO) results. With the right approach, you can turn videos into a multi-dimensional marketing tool that improves promotional outcomes from many different angles.
Let’s discuss how videos support SEO and why you should create videos for your business.
The Benefits of Videos for SEO
When most people think of SEO, they think about keywords and how to incorporate them into their on-site content. However, there are plenty of other factors that play into SEO, which videos can help you with.
Here are some of the ways videos help your search engine optimization efforts:
Videos also have other digital marketing benefits, namely increased visibility and reach. These types of media are more engaging than others, which means they’re more memorable. Having valuable video content on your channels leads to improved brand awareness and even more conversions—84% of people say they’ve been convinced to buy a product or service by watching a brand’s video.
Types of SEO-Friendly Videos
Here are a few types of videos businesses might make for SEO or digital marketing purposes:
As you can tell, videos are an extremely versatile media format that can be used in many different ways. To determine what type of video to create for your brand, consider your most immediate marketing goals and how videos can support those.
For example, if you’re an association trying to showcase your value to potential members, you would create a brand or company video or a promotional video. On the other hand, if you’re a business trying to gain consumer trust, a testimonial or case study video might be more impactful.
Short-Form Videos vs. Long-Form Videos
With the rise of short-form video-based social media platform TikTok, digital marketers have quickly started distinguishing videos in terms of their length. Although you might think that duration is the only thing that differentiates short-form and long-form videos, they actually have different implications for your marketing and SEO strategies.
Here’s a quick comparison between the two:
With attention spans shrinking, short-form videos are generally more appealing to web visitors, as they provide valuable information in a small package. However, that’s not to say that long-form videos have no place in your marketing strategy; if you want to provide in-depth information, they can do that much better than shorter videos.
Video SEO Best Practices
Whether you’re already creating video content for your brand or if you’re interested in getting started, follow these best practices to maximize your results:
Additionally, be mindful of which video platforms you host on. Many businesses default to YouTube for discoverability, though others prefer to use platforms like Vimeo. Regardless of which option you choose, once you make your video, embed it into your onsite content and other marketing content to maximize views and engagement.
How to Integrate Video Content into Your Overall SEO Strategy
When it comes to SEO, much of the focus is on blog content and web pages. This means you might not be familiar with integrating video content into your overall SEO strategy. Luckily, it’s not as complicated as it may seem.
When a business establishes its SEO strategy, its marketing team usually performs keyword research and determines which keywords to try to rank for. You simply have to align your videos with that keyword research.
For example, let’s say you’re a mobile pet grooming business. Through your keyword research, you identify that many people are searching, “What is a mobile pet grooming business?” Alongside drafting blog content, you can create short-form video content that addresses the same question! In the video, you can quickly explain the difference between mobile and traditional pet grooming businesses and go over the pros and cons of each. You might also create a supplemental promotional video about your specific services and encourage viewers to book a grooming session.
From there, you’d embed these videos into your on-site content (such as the blog content you just made or even your services page and homepage) and then cross-promote them through social media and email campaigns. Then, you’ll monitor your video process with analytics to refine your strategy and ensure that it’s delivering the SEO boost you desire.
Creating videos for your brand is difficult if your staff members lack experience in developing polished visual products that immediately grab attention. At Nexus Marketing, we offer services designed to unite video marketing and SEO to boost your reach. Our offerings include:
Interested in working with us to create videos? Please reach out to explore how Nexus Marketing can assist you with your business’s marketing priorities.
Already a Nexus client or partner? Please send a message to your Nexus Points of contact—we’d love to discuss how we can help.
Unlock the Power of Author Attribution: On-Site and Off-Site
/in Client & Industry Resources/by Connie ZhangIf you want medical advice, who are you more likely to trust: a doctor or a random individual you bumped into at the grocery store? You probably value the doctor’s opinion more since they’ve had years of experience and have been professionally trained to diagnose and treat your medical concerns. You have no idea how experienced the random individual is with the medical industry and whether or not they’re qualified to discuss your condition.
Web visitors have the exact same feelings about your digital content. When they read your blog posts, articles, educational resources, and downloadable content, they want to know that you’re qualified to discuss the subjects you’re creating content about.
Author attribution is a top strategy for establishing EEAT—experience, expertise, authority, and trust. Beyond that, it’s also essential for executing effective search engine optimization (SEO) activities.
So, let’s discuss what makes author attribution so important and how it ties into your SEO activities, the rise of AI, and more.
What is Author Attribution?
Author attribution is a fairly straightforward concept—it simply refers to the act of assigning authorship of a piece of content to a creator. You’re already familiar with this practice through books, movies, and other pieces of media, which credit authors, directors, actors, and more.
For content on a business’s site, this practice might involve adding an author’s name to blog pieces or downloadable resources and listing the name of the business podcast’s host. Companies might also add short author bios or create dedicated author pages so readers can learn more about the content creator’s experience.
Off-site author attribution works very similarly, but depending on who you work with, your off-site content partner might have specific rules regarding authorship. For instance, they may not want to name a specific contributor, opting to include a short blurb about your business as a whole instead. Others will deal with authorship similarly to how you handle your on-site content—it depends entirely on their preferences.
When web visitors look through your online content, they want to know that they’re reviewing a trustworthy source. Having author attributions to real individuals with years of experience and expertise in the field boosts your site’s credibility and legitimacy through EEAT, showing that the person who created that content has the knowledge and qualifications to discuss the topic at hand. Proper author attribution results in greater trust in your content, and by extension, your products and services.
How Google Views Author Attribution
In addition to helping you boost audience trust and brand credibility, author attributions facilitate a better understanding of your brand by Google and other search engines. When your brand creates high-quality content on its site or on other sites, it expands your brand’s web footprint. Content attributed to your business on relevant second and third-party websites helps Google build confidence in its understanding of your company, brand, offerings, and audience.
How does authorship factor into this? Google doesn’t just try to understand organizations—it also tries to understand individuals. Attributing content to a single, real author enables Google to build a profile of understanding of that individual. And when they’re attributed to valuable pieces of content in your industry, Google will understand that they’re a trusted voice in the space. And, by extension, it’ll understand that the organization that the individual belongs to—yours!—is an authority in its industry.
Author Attribution and AI
With the advent of Large Language Models like ChatGPT and new AI functionalities like Google’s AI Overviews, many companies and individuals use AI tools daily. As of June 2025, ChatGPT has nearly 800 million weekly active users and over 120 million daily users. Not only that, but ChatGPT is growing as a traffic referrer, having sent traffic to over 30,000 unique domains by November 2024.
While Google indexes online content, LLMs like ChatGPT are trained on datasets containing books, articles, and other textual sources. Even if your website doesn’t rank well on search engines, you can still be featured in ChatGPT’s answers. The key is presenting a unified, consistent brand that ChatGPT can easily understand and convey to its users.
Generative engine optimization (GEO) is the process of optimizing a brand or thought leader’s digital presence to ensure it is accurately recognized, represented, and prioritized by LLMs like ChatGPT, Google AI Overviews, and others. Author attribution is just one aspect of it, as it ensures that your business’s thought leaders are recognized as credible experts online and helps AI recognize your brand’s real-world impact and reputability.
Not convinced that AI makes a difference? We’ve recently launched new AI services, including audits and ongoing maintenance, to ensure our clients gain better visibility, stronger authority, and long-term relevance in the AI-powered search landscape. Explore how we helped one of our clients increase their AI visibility by 300% in this case study.
Best Practices for Author Attribution
If you’re ready to work on author attribution for your website, here are a few best practices to try:
On-Site Author Attribution
While you want to demonstrate the attributed author’s expertise in the subject matter, be careful not to exaggerate or make misleading claims about their authority. According to Google’s Search Quality Rater Guidelines, deceptive information about a website or content creator may result in content being rated as low-quality—and you don’t want that!
Off-Site Author Attribution
Off-site author attribution can be just as important for building up a content creator’s authority in the eyes of search engines and LLMs. Start by providing guest articles and off-site contributions to authoritative brands. Ensure that any contributions are attributed appropriately and that the author bio featured echoes or repeats the author’s core bio on your website.
Additionally, you can take steps to build authority beyond off-site author attribution. Refine your content creator’s public persona by fleshing out their social media profiles with details that convey their experience. Additionally, ensure that their profile actively engages on the platform to increase visibility.
If you’re interested in evaluating how you handle author attribution and author authority, read more about how we facilitate the process with GEO scorecards.
Author attribution is an important element for SEO and GEO, but it’s only one part of the puzzle. At Nexus Marketing, we’re constantly evolving our offerings to boost your visibility in the digital landscape. Whether you’re interested in ranking higher on Google, auditing your site for AI readiness, or want to unify your branding, connect with us to drive more revenue in the mission-driven sector.
And if you’re a Nexus client or partner, please contact your Nexus points of contact—we’d love to chat.
The Nexus Approach: On-Demand Sales Enablement Content & Graphic Design
/in How We Work/by David MyersBrands need to present themselves intentionally through design.
The look and feel of your website and your public-facing materials (like sales one-pagers, brochures, and more) create the very first impression that potential leads have of your business. Make it count!
There are many ways to handle design — hire an in-house designer, contract a freelancer, maybe do it yourself — but these approaches can all bring added costs and complexity to your work. The most common outcome we hear from clients is that design work lands on the back burner or never gets done at all.
How does the service work? What can you expect from it? Let’s take a look.
Quick Background
Our on-demand design services produce a wide range of deliverables, broken down into the categories of sales enablement content and graphic design:
Sales Enablement Content
This category includes any designed resources that will be intentionally shared with customers and leads for sales purposes. Typical deliverables include:
Do your sales and support teams rely on informal documents to share information and instructions with customers?
Graphic Design
This category encompasses all other digital design assets that represent your brand, including:
Has your brand gone through a visual rebrand in the past couple of years? If you’re like most busy organizations, your site is probably still full of outdated visuals hidden on blog content and less prominent pages.
Have a design need or idea not listed here? We can help
How Our On-Demand Design Services Work
On-demand sales enablement and graphic design services are typically delivered as part of our Full-Funnel Demand Programs.
In these custom service packages, you choose the deliverables you want to receive each quarter. Using the hours of your package, we’ll produce and hand over your deliverables on a monthly basis.
Depending on your needs and the scope of your Demand Program, we can plan for your engagement to include monthly “Flex Hours,” unplanned time reserved for on-demand design requests.
And if you don’t use all your Flex Hours in a given month, no problem. They’ll roll over into the next month to be used for on-demand or pre-planned deliverables.
Our Process for On-Demand Design Services
On a step-by-step level, the exact production process will vary based on the specific design collateral you need. In general, though, you can expect this rough process:
Note that some types of design deliverables may require more time to execute than others.
For example, if we’re creating branded sales enablement content for you for the first time, the process may include a few extra hours for our team to get familiar with your brand’s visual identity and for you to provide feedback on the deliverable. Other types of design projects, like simpler graphic requests, typically don’t require a review process and are completed faster.
Examples of On-Demand Design Deliverables
To see our design work in action, check out these examples of sales enablement content and graphic design collateral produced by our team.
Sales Enablement Content
We can turn your sales documents into branded PDFs you’ll be proud to share with prospects. Slidedecks, signage, explainers, and more can all be produced to help your brand make a positive impression.
For more examples of our design work for PDF deliverables, explore our guide to Nexus downloadable lead capture resources. It includes more extensive examples of the work we can produce for your brand, whether that’s from scratch or based on your existing sales resources.
Graphic Design
We can produce infographics, mockups, illustrations, call-to-action banners, and more to match your branding and reinforce your message.
For more examples of our graphic design work and eBooks we’ve produced for clients, please explore our more extensive portfolio.
Don’t see examples that look like what you have in mind? Let us know — we can work with you to realize your vision and meet your brand’s unique design needs.
Partnering with Nexus for On-Demand Design
If you’re already a Nexus client, contact your Account Manager to discuss your ad hoc design needs.
These custom packages allow you to curate a tailored sprint of campaign deliverables each quarter, plus Flex Hours left available for on-demand requests that may come up.
We’ll work with you to confirm the vision for the design deliverables, produce them quickly, and hand them over for use on your site or for sharing with prospects. If the Nexus team already works on your website, we can even upload your new graphics for you if needed — completely hands-off.
Aside from ad hoc design requests, your Demand Program allows you to receive a wide range of other campaign deliverables, including:
Learn more about Full-Funnel Demand Programs and reach out with any questions. We can get started laying out the perfect strategy for your brand.
The Nexus Approach: Case Studies, Success Stories, & Portfolio Pages
/in How We Work/by David MyersCase studies are invaluable B2B marketing assets. By showing your brand’s work or products in action for real customers, they often go much further to help close deals than even the most effective sales pitches.
However, consistently creating (or starting) your brand’s library of case studies, success stories, and portfolio entries requires time that you might not have.
What does it look like to partner with Nexus for case study creation? We’ll review our process and a few examples.
Quick Background
Although marketers might use the terms a bit interchangeably, case studies, success stories, and portfolio pages serve slightly different purposes:
Why are effective case study materials so valuable? There are a few reasons:
Our Process for Creating Case Study Deliverables
When you partner with Nexus to create new or updated case study materials, what can you expect from the process? We follow these general steps:
Process Variations
Depending on your exact needs and the scope of our work together, we may adjust the case study production process slightly.
Examples of Case Study Deliverables
Check out these example deliverables across the three categories of case studies:
Templated Case Studies
Success Stories
Portfolio Pages
Partnering with Nexus for Case Studies
Want to integrate more case studies, success stories, or portfolio pages into your brand’s content marketing and lead nurture strategies? We can help.
If you’re already a Nexus client, contact your Account Manager to discuss the ways we can add case study development to your engagement activities.
These custom packages allow you to curate a tailored sprint of campaign deliverables each quarter, including case studies. We’ll produce them, deliver them to you each month, and work with you to keep improving and updating the strategy along the way. These programs also make it easy to receive extra deliverables that reinforce the value of your case studies.
Specifically, we recommend pairing custom case study development with:
Learn more about Full-Funnel Demand Programs and reach out with any questions. We can get started laying out the perfect strategy for your brand.
The Nexus Approach: Branded Webinar Production & Marketing
/in How We Work/by David MyersWebinars are powerful marketing tools for B2B brands.
A fine-tuned webinar strategy can attract new leads, engage and educate your prospects, and boost your brand’s image as a thought leader worth following.
Most brands don’t bother to produce webinars because they can be quite time- and resource-intensive. After all, you need to put your best foot forward to fully reap the rewards of these events.
How does our webinar service work, and what can you expect from it? Let’s take a look.
Quick Background
Effective webinars can help you:
Webinars can be powerful tools for engaging and retaining your customers, too. If you consistently produce valuable events that give your audience added value and insights, your brand can become known as one worth paying attention to in the long run.
Our webinars can be tailored to support any of these objectives–the purpose and content are completely up to you.
However, clients have found that one of the most beneficial outcomes of our webinar service is that it helps to build your list of contacts and leads.
We can plug your brand into our expansive network of nonprofit and mission-driven professionals. But how does it work?
Our Webinar Offerings
We offer two different webinar offerings based on your brand’s needs:
Over the years, Nexus Marketing has curated an extensive contact list of nonprofit and mission-driven professionals through industry partnerships, NXUnite events, and our own research.
If your brand wants extra support in building its own list of contacts and leads, this option can deliver significant long-term value.
With either approach, you’ll receive a complete list of webinar registrants and attendees after your event.
Let’s take a closer look at how each of these options works:
White Glove Webinar Production & Marketing
You bring:
We handle:
How it works:
List-Building Webinar Production & Marketing
You bring:
We handle:
How it works:
Any questions about how the process works? Please reach out or contact your Nexus account team for more details.
Webinar Success Story: List-Building for Getting Attention
Getting Attention, a Google Ads consultancy for nonprofits, runs weekly webinars to engage growing organizations with practical marketing and Ad Grant strategies. To keep attendance high and reach fresher (and qualified) prospects, they partnered with Nexus for targeted list-building and promotion support.
Each webinar is fully conceptualized and hosted by Getting Attention but promoted to a Nexus-curated segment of nonprofit professionals drawn from our list of contacts. Nexus also supports the creation of promotional emails for the webinars.
With this approach, Getting Attention averages 166 registrants per webinar, with variation depending on topic relevance and partner promotion. Co-hosted sessions or those with highly active partners often see standout spikes in sign-ups.
The impact has been clear:
Our list-building and promotional support have helped ensure that Getting Attention’s sustained pipeline growth is aligned with real buying intent.
Examples of Nexus Webinar Deliverables
To get a sense of what Nexus webinar deliverables look like in action, check out this collection of examples:
Webinar Landing and Registration Page
This is the landing page and registration form (now an on-demand download form) for a custom webinar hosted on Livestorm. Visit the live page for a closer look.
Custom Graphics
We’ll create all the custom graphics you need to effectively promote your webinar and make a stellar impression on your event’s registration page.
Promotional Emails
We’ll create a series of 3 promotional emails targeted to your list or ours to encourage registrations for your webinar. During the production process, you’ll have the opportunity to review and provide feedback before we deliver finalized drafts.
Promotional LinkedIn Posts
We’ll create a series of 3 promotional LinkedIn posts that encourage registrations for your webinar. During the production process, you’ll have the opportunity to review and provide feedback before we deliver finalized drafts.
Partnering with Nexus for Webinar Production & Marketing
Want to integrate webinars into your brand’s lead generation strategy? We can help.
If you’re already a Nexus client, contact your Account Manager to discuss your options for adding webinars to your engagement activities.
These custom packages allow you to curate a tailored sprint of campaign deliverables each quarter, including webinars. We’ll produce them, deliver them to you each month, and work with you to keep improving and updating the strategy along the way. These programs also make it easy to receive extra deliverables that will maximize the value of your webinars.
Specifically, we recommend pairing custom webinar production and marketing with:
Learn more about Full-Funnel Demand Programs and reach out with any questions. We can answer any questions and get started laying out the perfect strategy for your brand.
Nexus Updates: New Practice Areas to Support Client Demand Generation
/in How We Work/by David MyersWe’ve got some exciting changes to share — we’re rolling out new practice areas to support our clients’ brand growth and lead generation.
In addition to our industry-leading SEO and AI Visibility services, these new offerings can boost the value of our partnership and give your engagement added flexibility.
New Practice Areas
We now offer a broader range of marketing services across these practice areas:
By rolling out these new offerings, our goal is to give you the full range of support you need to generate leads and drive your brand forward — targeted marketing support and deliverables when and where you need them — beyond just SEO strategy and content.
What It Means for You
You’ll still continue receiving your SEO and/or AI Visibility strategy and deliverables like normal.
The only difference is that we now have a wider range of new practices and deliverables we can discuss with you. Our goal is to help your brand keep growing, so we may begin recommending new services as needed to fit your needs and goals.
How It Works
For clients that want to kick off new projects or expand their engagements, here’s how we’ll deploy new services:
Here’s an example campaign timeline of two quarters of activities:
Learn more about Full-Funnel Demand Programs, and let us know if you’d like to see examples or discuss what one of these strategies might look like for your brand!
The Evolution of Our Services
Here’s some quick context on our roadmap and future plans:
Why These Changes?
We’ve seen great success for years helping our clients stand out in search and grow their lead generation.
Along the way, we’ve also delivered a wide range of ad hoc deliverables and projects, like lead capture PDF content, videos, and more.
With greater flexibility and structure in what you receive from Nexus, you can truly make the most of your investment and get targeted marketing support in more areas than before.
As always, please contact your Nexus account team with any questions about our new services and package options.
We’ll be happy to help or lay out recommendations for how else we can support your brand’s lead generation, visibility, and brand awareness goals.
The Nexus Approach: Shortform Video Clips
/in How We Work/by David MyersShortform video clips are everywhere today, and they’re quickly taking off as powerful B2B branding and lead nurture tools.
Our favorite strategy for producing shortform videos is to reuse the valuable video assets already at your disposal—namely, by recycling webinar and digital event footage into packages of easy-to-share clips.
Our process makes it easy to turn your event footage into shortform video. Let’s take a closer look at what you can expect.
Quick Background
Shortform video clips are 30 to 45-second branded video snippets optimized for performance on social media platforms and in web content.
Consistently creating and sharing shortform video can support:
Here’s an example clip:
Why Reuse Webinar Footage?
We recommend syndicating your webinar and digital event footage into shortform clips for a few reasons:
Deploying Shortform Video
For B2B brands, shortform videos will most commonly be published and hosted on YouTube Shorts and then re-shared on LinkedIn or embedded in web content and emails:
Our Process for Creating Shortform Video
When you partner with the Nexus team for shortform videos, what can you expect?
Here’s the production process we follow:
Standard bundles of shortform videos include 5 clips. Our first videos for clients also require slightly more time to produce branded bumpers and establish an overall visual style.
Subsequent videos will be produced more efficiently once we establish shared stylistic expectations–less than 5 deliverable hours for a quick bundle of shareable, engagement-boosting clips!
Examples of Nexus Shortform Video Content
To get a sense of the styles of shortform videos we can produce for your brand, check out this collection of examples:
Style 1: Single-Speaker Webinar Footage + Slide
Ideal for: Straightforward single-speaker webinars distilled into clips of important/shareable talking points
Style 2: Multiple-Speaker Webinar Footage + Slide
Ideal for: Syndicating your co-hosted webinars and panel discussions into packages of repostable content
Style 3: Speaker with No Slides
Ideal for: Any cases where a visual aide isn’t necessary or available–for example, in self-recorded customer testimonials
Partnering with Nexus for Shortform Video
Want to integrate shortform video into your brand’s content marketing strategy? Already hosting (or plan on hosting) digital events that you want to spread far and wide? We can help.
If you’re already a Nexus client, contact your Account Manager to discuss the ways we can add shortform video to your engagement activities. Temporary engagement expansions can also be developed for any larger-scale projects you might have in mind, like repackaging older webinar footage into clips for wider distribution.
Through our lead generation campaign packages, we can plan, promote, manage, and host custom webinars on your behalf. Just bring us the idea and your vision for the webinar. We can market it to your list or ours, and we guarantee at least 100 registrants.
Then, use your custom lead generation package to mix and match from a range of other deliverables, including shortform video. We’ll work with you to develop a quarterly strategy, and then you’ll receive fresh lead capture, lead nurture, and sales enablement assets each month.
Have any questions or ideas for how we can support your brand’s lead generation efforts?
Learn more about our video production services or contact us to learn more.
The Nexus Approach: Downloadable Lead Capture Resources
/in How We Work/by David MyersProviding value to your visitors and prospects will enrich your marketing journeys, encouraging more users to stick with you and become qualified leads.
One of the most effective ways to provide value and relevance to visitors is to strategically use gated content to deepen brand awareness and collect lead information.
So, what’s the Nexus approach to downloadable lead capture resources? Let’s take a look.
Quick Background
Downloadable resources is a general term for PDF content on your website that users can access once they provide their contact information. It’s also commonly referred to as lead capture content.
By actively providing their information in exchange for a resource, users effectively qualify themselves as being interested in your brand’s offerings and expertise. Critically, this process also gives you prospects’ email addresses and consent to contact them, enabling sales outreach.
Lead capture content can take many forms, as we’ll see below. However, whatever types of resources you produce, remember that context is key to effectively using it as a sales enablement tactic.
For example, a user downloading a middle-funnel educational guide might not be ready for a full sales pitch.
Instead, you might send them an email stream that further explores the topic, presents options for solving their problems, and highlights the most relevant aspects of your value proposition. As they further engage with your messages and become familiar with your brand, they’ll be better primed for a sales pitch.
Our Process for Downloadable Resources
The Nexus team frequently collaborates with clients to produce or improve downloadable resources. Most commonly, we work with clients to produce new PDF content for them from scratch.
The content development process involves these general steps:
In some cases, we may help clients refresh their older downloadable resources with updated copy and visuals. This process may involve the same two rounds of client feedback, or just one for updated visuals depending on the scope of the project.
If you’re already a Nexus client, you’ll be familiar with this content production workflow—we use the same general steps to create content for your website, minus the optional step of lead capture implementation.
However, note that a downloadable resource may require more input from you depending on its subject matter and purpose.
Examples of Our Downloadable Lead Capture Resources
Nexus downloadable lead capture resources generally fall into these categories:
Let’s take a closer look at specific examples in each category and how Nexus played a role in their production.
eBooks
Improving the Donor Journey with Matching Gifts
Introduction to Procuring Quality Charity Auction Items
Whitepapers
Key Takeaways from the National Camp Impact Study
We can also collaborate with you to create longer-form reports based on your organization’s own studies, surveys, and industry projections. Please contact us to discuss your whitepaper needs and ideas.
Case Studies
Case Study: Claire’s Place Foundation
Building Resilience Through Collaboration
Comprehensive library of matching gift case studies
One-Pagers
How Are Your Synagogue’s Finances?
Get Started Guide
Guide to California Department of Education’s ELO-P
Quick Resources
Free Corporate Sponsorship Request Templates
Google Ad Grant Readiness Checklist
Pre-Summer Checklist for Camp Directors
Partnering with Nexus for Downloadable Resources
Want to integrate downloadable resources into your brand’s content marketing strategy? Or do you have outdated sales or lead nurture materials that need refreshed copy and visuals? We can help.
If you’re already a Nexus client, contact your Account Manager to discuss options for completing one-off PDF projects within your engagement hours. Temporary engagement expansions can also be developed for larger scale projects.
These custom offerings allow you to mix and match from a range of lead generation deliverables. We’ll work with you to develop a quarterly strategy, and then you’ll receive fresh lead capture, lead nurture, and sales enablement assets each month.
Have any questions or ideas for how we can support your brand’s lead generation efforts?
Please contact us to learn more.
AI Overviews & AI Visibility for Mission-Driven Businesses
/in Client & Industry Resources/by Connie ZhangGoogle’s new AI Overviews offering presents businesses with an exciting new opportunity to increase brand visibility, website traffic, and more. It’s essential that your organization puts AI Overviews on its radar to maintain an effective organic digital presence, especially as Google continues to roll out new AI updates.
Let’s explore top insights and key details that might inform your SEO marketing strategy going forward!
The Evolution of SERPs
Gone are the days of Google delivering a simple list of 10 blue links. The modern search engine results page (SERP) now features a variety of elements that can dominate the screen, including:
And, of course, AI-generated overviews. These AI Overviews are a game changer, as they provide users with direct, succinct answers to their queries—often pulling content from the top-ranking websites for that keyword.
How AI Impacts Traditional Metrics
This shift in search engine features means less space for traditional organic listings. This change can directly impact click-through rates (CTR), as users may be more likely to interact with AI-generated responses rather than clicking through to traditional links.
While traditional metrics like clicks, impressions, and average position are still vital, they don’t fully capture the impact of AI Overviews. Search Console data provides insights into performance, but it doesn’t yet account for AI’s role in diverting attention away from traditional search results.
SEO Fundamentals Are Still Essential
Since Google’s AI Overviews generally pull from the top 12 pieces of content on a SERP, your content must rank well if you want it to be featured. Look over your content and make sure that it meets the fundamental principles of SEO, such as incorporating keywords naturally and creating high-quality content.
In particular, long-tail keywords phrased as questions are more likely to trigger an AI overview. This is because long-tail keywords are generally more specific, aligning better with the intent behind AI responses, which are designed to answer direct queries efficiently.
What You Can Do to Improve AI Search Visibility
You may be wondering, what do these takeaways mean for my SEO strategy? Here are a few best practices that will boost your AI search visibility:
Keeping your marketing strategy current and adapting to the newest AI trends is not a one-time project. It’s an ongoing process that requires you to regularly revisit your practices and ensure you’re staying up to date.
Here at Nexus Marketing, we’re constantly evolving our offerings to address new trends in the SEO marketing landscape. If you want to boost AI visibility and get your content featured in AI Overviews, we provide the following services:
If you want to learn about how new AI SERP features will impact your visibility and discover how to leverage them to your advantage, work with Nexus Marketing. Please contact us to learn more about our full range of AI visibility, digital marketing, SEO, GEO, and lead generation services.
And if you’re a Nexus client or partner, please contact your Nexus points of contact—we’d love to chat.