Material Cultures looks to the past to build the future

Despite decades of green certifications, better material sourcing, and the use of more sustainable materials such as mass timber, the built environment is still responsible for a third of global emissions worldwide. According to a 2024 UN report, the building sector has fallen “significantly behind on progress” toward becoming more sustainable. Changing the way we erect and operate buildings remains key to even approaching climate goals. 

“As soon as you set out and do something differently in construction, you are constantly bumping your head against the wall,” says Paloma Gormley, a director of the London-based design and research nonprofit Material Cultures. “You can either stop there or take a step back and try to find a way around it.”

Gormley has been finding a “way around it” by systematically exploring how tradition can be harnessed in new ways to repair what she has dubbed the “oil vernacular”—the contemporary building system shaped not by local, natural materials but by global commodities and plastic products made largely from fossil fuels.

Though she grew up in a household rich in art and design—she’s the daughter of the famed British sculptor Antony Gormley—she’s quick to say she’s far from a brilliant maker and more of a “bodger,” a term that means someone who does work that’s botched or shoddy. 

Improviser or DIYer might be more accurate. One of her first bits of architecture was a makeshift home built on the back of a truck she used to tour around England one summer in her 20s. The work of her first firm, Practice Architecture, which she cofounded after graduating from the University of Cambridge in 2009, was informed by London’s DIY subcultures and informal art spaces. She says these scenes “existed in the margins and cracks between things, but in which a lot felt possible.” 

Frank’s Café, a bar and restaurant she built in 2009 on the roof of a parking garage in Peckham that hosted a sculpture park, was constructed from ratchet straps, scaffold boards, and castoffs she’d source from lumberyards and transport on the roof rack of an old Volvo. It was the first of a series of cultural and social spaces she and her partner Lettice Drake created using materials both low-budget and local. 

Material Cultures grew out of connections Gormley made while she was teaching at London Metropolitan University. In 2019, she was a teaching assistant along with Summer Islam, who was friends with George Massoud, both architects and partners in the firm Study Abroad and advocates of more socially conscious design. The trio had a shared interest in sustainability and building practices, as well as a frustration with the architecture world’s focus on improving sustainability through high-tech design. Instead of using modern methods to build more efficient commercial and residential spaces from carbon-intensive materials like steel, they thought, why not revisit first principles? Build with locally sourced, natural materials and you don’t have to worry about making up a carbon deficit in the first place. 

The frame of Clearfell House was built with ash and larch, two species of wood vulnerable to climate change
HENRY WOIDE/COURTESY OF MATERIAL CULTURES
office in a house
Flat House was built with pressed panels of hemp grown in the fields surrounding the home.
OSKAR PROCTOR

As many other practitioners look to artificial intelligence and other high-tech approaches to building, Material Cultures has always focused on sustainability, finding creative ways to turn local materials into new buildings. And the three of them don’t just design and build. They team up with traditional craft experts to explore the potential of materials like reeds and clay, and techniques like thatching and weaving. 

More than any one project, Gormley, Islam, and Massoud are perhaps best known for their meditation on the subject of how architects work. Published in 2022, Material Reform: Building for a Post-Carbon Future is a pocket-size book that drills into materials and methodologies to suggest a more thoughtful, ecological architecture.

“There is a huge amount of technological knowledge and intelligence in historic, traditional, vernacular ways of doing things that’s been evolved over millennia, not just the last 100 years,” Gormley says. “We’re really about trying to tap into that.”

One of Material Cultures’ early works, Flat House, a home built in 2019 in Cambridgeshire, England, with pressed panels of hemp grown in the surrounding fields, was meant as an exploration of what kind of building could be made from what a single farm could produce. Gormley was there from the planting of the seeds to the harvesting of the hemp plants to the completion of construction. 

“It was incredible understanding that buildings could be part of these natural cycles,” she says. 

Clearfell House, a timber A-frame cabin tucked into a clearing in the Dalby Forest in North Yorkshire, England, exemplifies the firm’s obsession with elevating humble materials and vernacular techniques. Every square inch of the house, which was finished in late 2024 as part of a construction class Material Cultures’ architects taught at Central Saint Martins design school in London, emerged from extensive research into British timber, the climate crisis, and how forestry is changing. That meant making the frame from local ash and larch, two species of wood specifically chosen because they were affected by climate change, and avoiding the use of factory-farmed lumber. The modular system used for the structure was made to be replicated at scale.  

“I find it rare that architecture offices have such a clear framing and mission,” says Andreas Lang, head of the Saint Martins architecture program. “Emerging practices often become client-dependent. For [Material Cultures], the client is maybe the planet.”

Material Cultures fits in with the boom in popularity for more sustainable materials, waste-minimizing construction, and panelized building using straw and hemp, says Michael Burchert, a German expert on decarbonized buildings. “People are grabbing the good stuff from the hippies at the moment,” he says. Regulation has started to follow: France recently mandated that new public buildings be constructed with 50% timber or other biological material, and Denmark’s construction sector has embarked on a project, Pathways to Biobased Construction, to promote use of nature-based products in new building.

Burchert appreciates the way the firm melds theory and practice. “We have academia, and academia is full of papers,” he says. “We need makers.” 

Over the last several years, Gormley and her cofounders have developed a portfolio of work that rethinks construction supply chains and stays grounded in social impact. The just-finished Wolves Lane Centre, a $2.4 million community center in North London run by a pair of groups that work on food and racial justice, didn’t just reflect Material Cultures’ typical focus on bio-based materials—in this case, local straw, lime, and timber. 

LUKE O’DONOVAN/COURTESY OF MATERIAL CULTURES

LUKE O’DONOVAN/COURTESY OF MATERIAL CULTURES

For Wolves Lane Centre, a $2.4 million community facility for groups working on food and racial justice, expert plasterers and specialists in straw-bale construction were brought in so their processes could be shared and learned.

LUKE O’DONOVAN/COURTESY OF MATERIAL CULTURES

It was a project of self-determination and learning, says Gormley. Expert plasterers and specialists in straw-bale construction were brought in so the processes could be shared and learned. Introducing this kind of teaching into the construction process was quite time-consuming and, Gormley says, was as expensive as using contemporary techniques, if not more so. But the added value was worth it. 

“The people who become the custodians of these buildings then have the skills to maintain and repair, as well as evolve, the site over time,” she says. 

As Burchert puts it, science fiction tends to show a future built of concrete and steel; Material Cultures instead offers something natural, communal, and innovative, a needed paradigm shift. And it’s increasingly working on a larger scale. The Phoenix, a forthcoming low-carbon development in the southern English city of Lewes that’s being developed by a former managing director for Greenpeace, will use the firm’s designs for 70 of its 700 planned homes. 

The project Gormley may be most excited about is an interdisciplinary school Material Cultures is creating north of London: a 500-acre former farm in Essex that will be a living laboratory bridging the firm’s work in supply chains, materials science, and construction. The rural site for the project, which has the working title Land Lab, was deliberately chosen as a place where those connections would be inherent, Gormley says. 

The Essex project advances the firm’s larger mission. As Gormley, Massoud, and Islam advise in their book, “Hold a vision of a radically different world in your mind while continuing to act in the world as it is, persisting in the project of making changes that are within the scope of action.” 

Patrick Sisson, a Chicago expat living in Los Angeles, covers technology and urbanism.

The Download: churches in the age of AI, and how to run an LLM at home

This is today’s edition of The Download, our weekday newsletter that provides a daily dose of what’s going on in the world of technology.

How churches use data and AI as engines of surveillance

On a Sunday morning in a Midwestern megachurch, worshippers step through sliding glass doors into a bustling lobby—unaware they’ve just passed through a gauntlet of biometric surveillance. High-speed cameras snap multiple face “probes” per second, before passing the results to a local neural network that distills these images into digital fingerprints. Before people find their seats, they are matched against an on-premises database—tagged with names, membership tiers, and watch-list flags—that’s stored behind the church’s firewall.

This hypothetical scene reflects real capabilities increasingly woven into places of worship nationwide, where spiritual care and surveillance converge in ways few congregants ever realize. 

Where Big Tech’s rationalist ethos and evangelical spirituality once mixed like oil and holy water, now they’re combining to redraw the contours of community and pastoral power in modern spiritual life. Read the full story.

—Alex Ashley

This story is from our forthcoming print issue, which is all about security. If you haven’t already, subscribe now to receive future issues once they land.

MIT Technology Review Narrated: How to run an LLM on your laptop

For people who are concerned about privacy, want to break free from the control of the big LLM companies, or just enjoy tinkering, local models offer a compelling alternative to ChatGPT and its web-based peers. Here’s how to get started running one from the safety and comfort of your own computer.

This is our latest story to be turned into a MIT Technology Review Narrated podcast, which we’re publishing each week on Spotify and Apple Podcasts. Just navigate to MIT Technology Review Narrated on either platform, and follow us to get all our new content as it’s released.

The must-reads

I’ve combed the internet to find you today’s most fun/important/scary/fascinating stories about technology.

1 US tech stocks are sliding over fears the AI bubble may be about to burst
After an MIT report found that the vast majority of organizations are getting zero return on their AI investments. (FT $)
+ Even Sam Altman thinks the current hype is unsustainable. (CNBC)

2 Meta is reportedly weighing up downsizing its AI division
It wants to split it into four groups—and layoffs could be imminent. (NYT $)+ What’s happening with the metaverse, then? (NY Mag $)
+ Meta is desperately hoping its AI hiring spree will pay off. (Bloomberg $)

3 The American Academy of Pediatrics is defying RFK Jr

By releasing its own vaccination schedule for children. (Ars Technica)
+ It’s breaking with current CDC recommendations. (CNN)
+ Why US federal health agencies are abandoning mRNA vaccines. (MIT Technology Review)

4 Elon Musk’s America Party isn’t going so well
He’s said to be refocusing his attention on his companies instead. (WSJ $)

5 The White House has a TikTok account now
The very same TikTok that Donald Trump once tried to ban. (WP $)
+ What appears to have changed Congress’ stance? (The Verge)
+ There’s still no sign of a sale on the horizon. (The Guardian)

6 Nvidia is working on another chip for China
One that’s faster and more powerful than its current H20 model. (Reuters)

7 How AGI preppers are bracing themselves for an AI apocalypse
Some are spending all their retirement savings along the way. (Insider $)

8 Demand for critical minerals is soaring
Is there a less-invasive way to mine them? (New Scientist $)
+ The race to produce rare earth elements. (MIT Technology Review)

9 What’s an automaker CEO to do?
In our increasingly topsy turvy world, many of them feel like they can’t win. (Wired $)

10 This mattress company is building an AI agent for sleep
Eight Sleep’s agent could simulate digital twins of a user’s sleep habits. (The Information $)
+ I tried to hack my insomnia with technology. Here’s what worked. (MIT Technology Review)

Quote of the day

Too many cooks, too many kitchens.”

—Tech investor M.G. Siegler wryly comments on the news Meta is planning to restructure its AI division in a post on Bluesky.

One more thing

Responsible AI has a burnout problem

Margaret Mitchell had been working at Google for two years before she realized she needed a break. Only after she spoke with a therapist did she understand the problem: she was burnt out.

Mitchell, who now works as chief ethics scientist at the AI startup Hugging Face, is far from alone in her experience. Burnout is becoming increasingly common in responsible AI teams.

All the practitioners MIT Technology Review interviewed spoke enthusiastically about their work: it is fueled by passion, a sense of urgency, and the satisfaction of building solutions for real problems. But that sense of mission can be overwhelming without the right support. Read the full story

—Melissa Heikkilä

We can still have nice things

A place for comfort, fun and distraction to brighten up your day. (Got any ideas? Drop me a line or skeet ’em at me.)

+ Check out Wes Andersons’ quirky love letter to New York 🗽
+ Uhoh—beware the rise of the groomzilla.
+ The Rocky Horror Picture Show is 50 years old, if you can believe it.
+ Whisk me away to Lake George ASAP.

NASA’s new AI model can predict when a solar storm may strike

NASA and IBM have released a new open-source machine learning model to help scientists better understand and predict the physics and weather patterns of the sun. Surya, trained on over a decade’s worth of NASA solar data, should help give scientists an early warning when a dangerous solar flare is likely to hit Earth.

Solar storms occur when the sun erupts energy and particles into space. They can produce solar flares and slower-moving coronal mass ejections that can disrupt radio signals, flip computer bits onboard satellites, and endanger astronauts with bursts of radiation. 

There’s no way to prevent these sorts of effects, but being able to predict when a large solar flare will occur could let people work around them. However, as Louise Harra, an astrophysicist at ETH Zurich, puts it, “when it erupts is always the sticking point.”

Scientists can easily tell from an image of the sun if there will be a solar flare in the near future, says Harra, who did not work on Surya. But knowing the exact timing and strength of a flare is much harder, she says. That’s a problem because a flare’s size can make the difference between small regional radio blackouts every few weeks (which can still be disruptive) or a devastating solar superstorm that would cause satellites to fall out of orbit and electrical grids to fail. Some solar scientists believe we are overdue for a solar superstorm of this magnitude.

While machine learning has been used to study solar weather events before, the researchers behind Surya hope the quality and sheer scale of their data will help it predict a wider range of events more accurately. 

The model’s training data came from NASA’s Solar Dynamics Observatory, which collects pictures of the sun at many different wavelengths of light simultaneously. That made for a dataset of over 250 terabytes in total.

Early testing of Surya showed it could predict some solar flares two hours in advance. “It can predict the solar flare’s shape, the position in the sun, the intensity,” says Juan Bernabe-Moreno, an AI researcher at IBM who led the Surya project. Two hours may not be enough to protect against all the impacts a strong flare could have, but every moment counts. IBM claims in a blog post that this can as much as double the warning time currently possible with state-of-the-art methods, though exact reported lead times vary. It’s possible this predictive power could be improved through, for example, fine-tuning or by adding other data, as well. 

According to Harra, the hidden patterns underlying events like solar flares are hard to understand from Earth. She says that while astrophysicists know the conditions that make these events happen, they still do not understand why they occur when they do. “It’s just those tiny destabilizations that we know happen, but we don’t know when,” says Harra. The promise of Surya lies in whether it can find the patterns underlying those destabilizations faster than any existing methods, buying us extra time.

However, Bernabe-Moreno is excited for the potential beyond predicting solar flares. He hopes to use Surya alongside previous models he worked on for IBM and NASA that predict weather here on Earth to better understand how solar storms and Earth weather are connected. “There is some evidence about solar weather influencing lightning, for example,” he says. “What are the cross effects, and where and how do you map the influence from one type of weather to the other?”

Because Surya is a foundation model, trained without a specialized job, NASA and IBM hope that it can find many patterns in the sun’s physics, much as general-purpose large language models like ChatGPT can take on many different tasks. They believe Surya could even enable new understandings about how other celestial bodies work. 

“Understanding the sun is a proxy for understanding many other stars,” Bernabe-Moreno says. “We look at the sun as a laboratory.”

How AI Content Sleuths SEO Gaps

At the fringes of advertising abritage and search engine optimization, some content teams are generating thousands of mediocre articles in quest of rankings.

This brute force approach is addressing a challenge with modern organic search.

Optimizing a page for prominent rankings has never been easy. But 2025 has been, for many news publishers, a perfect storm of zero-click searches and a migration to generative AI platforms. Some outlets have experienced more than a 50% drop in search traffic.

Consider three recent headlines.

  • “AI Has Upended the Search Game. Marketers Are Scrambling to Catch Up.” — The Wall Street Journal, May 8, 2025.
  • “Forget SEO, The Hot New Thing is ‘AEO’” — Business Insider, May 12, 2025.
  • “News Sites Are Getting Crushed by Google’s New AI Tools” — The Wall Street Journal, June 10, 2025.

Why So Hard?

Traffic from organic search results is declining owing to artificial intelligence and changes in user behavior.

For example, some folks now search on AI chatbots (behavior), and the search engines produce AI Overviews (evolution). Together, chat interfaces and AI search results are compressing search query responses into zero-click answers.

Nonstop algorithm changes are having an impact, too. As a consequence, Core Web Vitals, structured data markup, and Google’s E‑E‑A‑T (Experience, Expertise, Authoritativeness, Trustworthiness) are now essential.

Finally, there is the competition. The rise of AI writing tools has led to a massive surge of cookie-cutter content online, targeting seeminglly every conceivable keyword phrase. More on this in a moment.

SERP ranks don’t mean what they used to. For example, ranking in the top five for an important topic or keyword was once a huge win. In 2025, however, there is likely to be an AI Overview that satisfies the searcher (without having to click).

These and other SEO challenges breed uncertainty with traditional publishers and content marketers. Which content topics will drive site traffic?

The unlikely answer to this question, at least for some folks, is to create more low-quality, AI-generated content.

Arbitrage

Arbitrage is the practice of profiting on the price difference of an identical or similar asset in different markets.

Google Ads’ “Related Search on Content” (RSOC) is a form of advertising that displays search terms on a web page. Some arbitrageurs use RSOC to profit.

The arbitrage starts with a content site, and works like this:

  • A website owner lists several related keywords on an AI-generated article page.
  • The keywords link to search results on the same website.
  • At the top of those site-search results are Google’s RSOC ads with high-value keywords.
  • The business earns an advertising revenue share when visitors click the ads.

Advertising arbitrage with ROSC starts with a lightweight article page to encourage a “Related searches” click.

Next, the business buys relatively low-value-keyword ads on Google Search to drive traffic to its AI article page, encouraging users to click on related search options, thereby earning money on the difference between ad cost and ad revenue.

Arbitrageurs use AI to generate thousands of middling articles they can drive traffic to. And oddly, these pages sometimes rank in the top 100 spots.

SEO Topic Signal

Scouring SERPs for opportunities, a few niche content agencies noticed what the arbitrageurs were doing.

Here were AI pages built not to answer a need — in fact, providing so little information that a visitor would click a related search term — but to identify a topic signal.

In response, these agencies are also generating numerous subpar articles to find ranking opportunities.

One such agency explained it this way. Creating a quality blog post for a client might cost $1,500, considering research, composition, graphics, and other expenses. And there is no guarantee the article will rank well.

Instead, the agency creates 60 AI-generated, human-edited articles on related topics. All reside on the client’s blog, although not featured.

Finally, they wait. If it creeps into the top 100 organic search rankings, as reported by Semrush or Ahrefs, an article receives royal treatment. A human author rewrites it, places it in a topic cluster, and features it on the blog.

Application

For marketers, the lesson is not to flood the web with cheap AI articles. Rather, it is to recognize that finding ranking opportunities can be a process of discovery.

The B2B SEO Trap: Why High-Intent Visibility Can Still Underperform via @sejournal, @coreydmorris

In B2B SEO, typically, the ultimate goal is to attract high-intent searchers who convert into qualified leads.

But, not all high-intent visibility translates to sales-ready traffic, especially in long sales cycles or complex buying journeys.

As we get deeper into an era of diminishing importance of keywords that translate directly into attributable clicks, a focus on quality of traffic is as important as ever.

Don’t get me wrong. Quality has long been a critical component and key performance indicator (KPI) in the sense that most of us know our conversion rates and stages of the funnel someone might be in related to intent with B2B and lead generation.

However, now, as much as ever, we have to scrutinize intent and the traffic quality even more.

When SEO teams over-prioritize high-intent visibility and focus under the false assumption that intent equals urgency, we can find that we’re not getting the conversions or leads that we expect.

In this article, I’m unpacking seven ways to help go deeper with mapping visibility to actual funnel stages, differentiating decision-makers vs. influencers, and building SEO content that nurtures, qualifies, and educates before the handoff to sales.

1. The Myth: “If It’s A Bottom-Of-Funnel Topic, The Traffic Is Ready To Convert”

While we may think about our website, our content, and analytics data in customer journeys and conversion funnels, our target audience doesn’t.

Maybe my nerdy search brain thinks that way when I’m consuming content on a website I’m interested in, but most of the world doesn’t.

There are too many variables that impact someone’s conversion decision to fully unpack here. I can personally tell you that a couple of times, I filled out forms while lying on the floor next to one of my kids in bed, falling asleep.

And, other times, I sat with a tab open on my giant desktop work monitor for months before eventually finding that tab again and filling out the form.

Those are two extreme examples, but as more possible ways to be found (e.g., AI search) enter play, we’re going to see myriad behaviors and paths that we couldn’t have anticipated just a few years ago.

Things are not going to make sense in a simple way, and what might seem like a home run conversion will be frustrating when you dig into the data, and things that might have felt like top of funnel that convert quickly will be equally (but pleasantly) surprising as well.

2. B2B Searchers Are Often Researching, Comparing, Or Gathering Info, Not Buying

Beyond the intent challenges and varying entry points and sources I noted above, we have a hand to play at times as well in how and where someone converts.

Our best converting content can still be standing in the way of getting the actual conversion. Just like the head scratchers that we might find when someone converts quickly without seemingly spending much time on the site or in “research” mode.

With more answers being given within search engines and large language models (LLMs), a lot of the research is done before someone gets to our site.

That being said, whether our content is helping inform AI, getting us found off-site, or to do the traditional education work on our site, we have to understand that, even on what might seem like a high intent page, someone might still be in research and information gathering mode.

They might be seeking pricing (if we disclose it) or building their own deck of us, plus competitors, to help with their own decisions for buying or outreach.

When we make too many assumptions, put someone on a singular navigation path, or take away options, we risk losing the opportunity for them to continue their research journey.

We’ve got to find a balance between prominent calls-to-action (CTAs) and long-form content so there’s more flexibility for the user based on what their intent is in that visitor or session that we worked so hard to get.

3. How To Differentiate Between User Intent And Sales-Readiness

I’ve talked a lot about intent already. What I haven’t unpacked is how sales-ready someone is.

Our brand story, content, and user experience can be persuasive and do the job of getting a form submission or phone call.

However, if someone isn’t “sales-ready,” they likely are going to consume everything up to the point of a conversion action, then leave. They may come back often up to that point and leave.

This might lead us to think there’s something wrong with the form, or the CTA, or the content itself. Sure, that could be the case and should be validated. But, it could also be that they simply aren’t ready to buy.

As an agency owner, I also operate a B2B business that relies on lead generation. I can personally validate that while we have received a lot of seemingly bottom-of-the-funnel traffic, my team has been told by prospects that they were ready to buy, but not ready to talk to anyone, as they were told to slow down the process or await a final budget approval before reaching out.

It’s frustrating, but that’s seemingly the nature of the world economically these past couple of years (probably not a “hot take”).

4. Why One-Size-Fits-All CTAs (E.g., “Request A Quote”) Often Fail In B2B

I admit that I’ve been guilty of slapping the one-size-fits-all, generic CTA in the footer or sidebar of all pages of a site.

As I noted earlier, we need to expect the unexpected with matching intent to content and funnel levels. We should definitely review and evaluate our CTAs.

In line with my note above about someone possibly being close to a conversion but not sales-ready, if we have other areas of value we can provide like additional content they can subscribe to or ways to engage with us to get further acquainted (ex: webinars, Q&As, etc), that don’t involve a direct sales process, then we can further engage with them and stay in front of them in a way that is welcome based on where they are right now.

5. Using Content To Build Trust And Qualification, Not Just Capture Form Fills

When we rush someone to a form submission and they’re not ready to buy, not prepared for the sales process, or qualified, we often get feedback from sales about discrepancies related to marketing qualified leads (MQLs) vs. sales qualified leads (SQLs) or how leads are accepted by sales.

Wasting time on sales internally, while frustrating, someone who wasn’t prepared for (or qualified for) the process is a loss for both sides.

Building trust through quality content, differentiation, setting expectations on what happens after the form submission, and other trust signals like transparency of pricing can go a long way to ensuring higher rates of conversions to customers.

Don’t forget that quality trumps quantity if we look at additional metrics and KPIs in our marketing-to-revenue process.

6. How To Structure B2B Content Around Intent Clusters, Not Just Funnel Stages

If you aren’t convinced yet from what I’ve shared about how user behavior can differ from what we might expect or predict, then maybe thinking about content specifically will help.

In the zero-click searches and AI search push that has taken focus away from specific keyword and has put it more on visibility, one piece consistently is important: the content you create.

In topics, clusters, or however you want to think about how the content is organized on your website, you still need to focus on how it is presented to the user.

Starting with the user intent and mapped to where they are in the funnel, then working backwards, we can see where we have gaps in content and what we need to support answering all questions possible and moving the prospect forward in the process.

This will serve you well for search engines today and LLMs and AI-generated search results today and tomorrow.

While we used to (and in some cases still approach it today) as topics driven by keywords, I’m advocating for thinking about topics in how someone might be moving through a customer journey.

What questions are they asking at the phase they are in? Have we anticipated everything? Have we accidentally assumed too much about their knowledge or their sales-readiness?

We’re not going to be able to think of everything. Much like long-tail keywords and queries, we can see people doing a lot more research and probing in AI research.

My company got a lead from ChatGPT a few months ago, and we could see that they visited our site seven times from ChatGPT in the process before eventually filling out our form. This is not user behavior that we would have planned for or anticipated just a few years ago.

7. Creating SEO Content For Both Decision-Makers And Gatekeepers

We can’t control who comes to our website. Humans aren’t as blockable as robots and web crawlers. However, we don’t need to be worried about those who might not be the ultimate prospect or decision-maker.

Whether you’re seeing traffic from AI engines, search engines, or those that never convert and seem like unqualified human visitors, I encourage you to still work on building your authority position, be helpful with your content, and to know that you might be helping get critical information to gatekeepers (human or systems) that go further upstream to a human who is a decision-maker.

Whether you’re educating the search committee for a Request for Proposal (RFP) process, an assistant or intern doing field research, or something automated trying to learn so it can feed good info to a decision-maker, it isn’t wasted effort, even though narrow thinking and reviewing of conversion metrics at the bottom of the funnel may make it seem that way.

Final Thoughts

Customer journeys, funnel thinking, search intent, and how it all works together in generating conversions and leads for B2B focuses can be complex and hard to track. It is getting even harder.

That doesn’t mean that we should give up or try to force everyone through a narrow funnel or one-size-fits-all approach.

We can’t predict all the ways that our content will be understood, consumed, and engaged with.

What we can do is be helpful, leverage a strong brand, be transparent, and do everything we can to present users (and other sources) with a complete picture of our products, services, and how we are the right fit (or not) for our website visitors.

Leveraging our moments of visibility to generate quality traffic, but understanding that the bottom of the funnel isn’t a slam dunk to convert, and what it all can mean, can go a long way for engaging and re-engaging bottom of the funnel traffic to get every conversion we deserve.

More Resources:


Featured Image: vittaya pinpan/Shutterstock

Quality Audiences: Why Lower Traffic Might Be Better via @sejournal, @rio_seo

There once was a time when digital marketers chased traffic.

The more traffic a website attracted, the more marketers felt satisfied and closer to attaining their goals.

But, this once golden metric is no longer a tell-tale sign of success.

Gone are the days of forecasting growth solely on the number of visitors coming to a website.

Today, lower traffic might actually be better than driving a plethora of unqualified, uninterested leads to your website.

Undoubtedly, consumer search behavior looks much different than it once did. AI is stealing click-throughs, third-party cookies are essentially disappearing, and audiences give more thought to whether to click through to a website.

Quality over quantity is the name of the game, and marketers are now shifting their focus towards driving better traffic rather than more traffic.

In this post, we’ll dissect why less traffic might be “more” and better for your business, how to shift your content marketing strategy to attract high-quality visitors, and share actionable insights for driving business results with your target audience.

The Traffic Trap: Why More Isn’t Always Better

At first thought, a high volume of traffic sounds ideal. The thought of hundreds of thousands of visitors flooding your site and purchasing your products or services would be a dream. But, that’s unfortunately not reality in most cases.

It’s a vanity metric that looks impressive in presentations but doesn’t necessarily move the needle when it comes to sales.

According to a recent study, the average website conversion rate across 14 different industries is a dismal 3.3%. That means for every 1,000 visitors, fewer than 25 of those will actually convert. And, depending on your sector, your conversion rate might be even lower.

Additionally, consider if your content isn’t optimized for the right keywords. You could be attracting traffic with zero intention or motivation to convert.

In this case, these searchers are likely to bounce once they realize what you’re selling, they have no interest in buying.

The numbers may look inflated, but if the quality is lacking, those numbers are meaningless.

At the end of the day, sales and revenue are the ultimate goals for any business. Drawing in the right audience leads you closer to that goal, even if the numbers aren’t legendary.

Because here’s an uncomfortable truth: Traffic is easy to obtain; quality traffic is hard.

AI Has Forever Changed The Search Landscape

There’s been much discussion around the impact of AI in the search landscape, and even some of the most seasoned SEOs are scratching their heads, wondering what to do.

Google’s rollout of AI Overviews and the rising use of ChatGPT and other generative AI tools have significantly altered the way users search for products and services.

Searchers no longer need to click through on a website to get the information they need. Instead, they’re receiving AI-generated summaries that often answer their question right away.

This has resulted in businesses across the board seeing a notable decrease in traffic. Even top-ranking content that’s been thriving in the search engine results pages (SERPs) for years has taken a hit.

Bustle, the entertainment and lifestyle site, saw search traffic behave erratically last spring, around the time AI summaries were introduced. Some stories surged to 150,000-300,000 views, while most others barely cracked 1,000.

In turn, SEOs and content marketers are being forced to face a new reality – what many are referring to as “zero-click search 2.0.”

But, just as we have done with all the previous major changes in the search landscapes, the good news is we’ll live and we’ll adapt.

It takes a mindset shift, where instead of relying on high-ranking content to drive traffic, the new goal must be to create valuable, intent-focused content that targets long-tail queries, offers helpful information, solves a problem, and is well-written (which means not relying on AI to fully draft content for you).

Subject matter experts are in higher demand than ever before as relevance and trust become more paramount than ever before.

The Power Of Qualified Traffic

When we talk about qualified traffic, it’s important to clearly define what exactly this means, as it can have divergent definitions.

For the purposes of this post, quality audiences include searchers who:

  • Match and align with your target personas and demographic.
  • Arrive with specific intent (ready to make a purchase or are further along in the sales journey).
  • Engage meaningfully with your content (visiting multiple pages on your site, higher dwell times).
  • Often find you through word-of-mouth, email, referrals, reviews, or targeted search.
  • Use long-tail queries to help them solve a problem they’re facing.

Now, think about the content you’re creating and what’s in your pipeline.

If you’re drafting generic blog posts, surface-level articles, or are relying entirely on AI to draft your content for you, you may be attracting visitors, but you likely aren’t motivating buyers.

The same can be said for advertising efforts that cast too wide of a net. The result? An influx of searchers that may have no intention of converting and no interest in your business.

Your traffic count may look great, but there’s no success behind drawing in these visitors.

Consider that an email marketing provider found that email marketing has an average return on investment (ROI) of $36 for every $1 spent.

It’s well known and documented that email marketing tends to be one of the highest drivers of ROI.

The reason for this is that your email audience is usually pre-qualified and opted in to receive communication from you. They know your business and what you sell, and are therefore more likely to take action.

Similarly, referral traffic and direct traffic often yield higher conversion rates than social media or display ads.

Getting the right people to your site is essential, and the tactics that accomplish this should be your primary focus.

Quality Content = Better Business Outcomes

There’s a reason why nearly half of technology companies say their content marketing budgets will grow this year. Because content works – when it’s done right.

Content shouldn’t be created to cast a wider net. It should be created with intentionality to grow your brand recognition, build trust with your audience, and offer the type of value that keeps people coming back.

Here’s how quality, helpful content focused on the right audience and pain points pays off:

1. Higher Conversion Rates

Personalized content is a powerful driver of consumer behavior.

In fact, 76% of people say tailored content influences their decision to consider a brand, and 78% say it makes them more likely to buy again.

This statistic highlights the need for content that’s personalized and targeted to searchers’ needs.

Content that speaks to a specific persona or pain point is more likely to convert than a pointless listicle that’s stuffed with basic information.

2. Improved Customer Lifetime Value (CLV)

You don’t want your customers to be one and done. Instead, you want them to come back to you any time the need arises. You want to be the brand they choose and trust over your competitors.

When you draft content that is deeply relevant, helps users understand your products, educates them on all your services, or guides them towards making a more informed decision, they’re likely to keep returning for more.

3. Lower Customer Acquisition Costs (CAC)

No salesperson wants to sit through a multi-year process, anxiously awaiting the day a prospect may or may not decide to move forward.

Targeted content and lower funnel content attract qualified leads that lead to shorter sales cycles and lower the cost to acquire a new customer.

This empowers sales teams to focus on closing rather than convincing, educating, or determining if a prospect is worth their while.

4. Stronger Brand Equity

When customers find your content to be valuable, they’re more likely to share your content with their followers on social media and refer you to their friends.

Bridging the gap between awareness and consideration means building trust and drafting insightful, research-backed content.

This is why content drafting can’t be left solely to AI but should be left in the hands of skilled human writers who’ve consulted subject matter experts to deliver the highest value content possible.

Content Quality Indicators

As aforementioned, traffic alone isn’t enough to measure the quality of your content. There are numerous signals that can help you assess whether your content is working.

A few key metrics content marketers should assess when evaluating the strength of their content marketing efforts include:

  • Bounce Rate: The bigger the bounce rate, the bigger the concern. According to Siege Media, a good bounce rate for a blog is 70%, with the average being 80%. Anything more, and there is likely a fatal flaw between content and audience expectations that should be examined.
  • Scroll Depth: Similar to bounce rate, it’s unhelpful if your browsers aren’t scrolling down enough to potentially become buyers. This could suggest myriad issues, such as your call to action (CTA) being too far down on the page or your content not resonating with your target audience.
  • Time on Page: Are customers coming to your website but leaving shortly after? Short sessions on your website may imply low engagement, or your content simply isn’t relevant to the audience. This is often the case when your keywords don’t align with search intent, which raises the importance of thorough keyword research.
  • Conversion Pathways: Each of your website pages likely has the goal of getting people to take action, whether that’s filling out a form, requesting a demo, or purchasing a product. If people aren’t clicking your CTAs, it’s important to assess what the problem is. Perhaps your CTA is the wrong color or doesn’t use compelling language. A/B testing can help you assess where the real problem lies.

These metrics help you understand not just how many people arrived, but how many stayed and why.

The Go-To Content Marketing Strategy To Drive Qualified Traffic

It’s time for a mind shift for content marketers. We’re not abandoning growth, and we’re not neglecting traffic, but we’re being more intentional about our goals.

More traffic doesn’t mean more sales. It’s time to redefine our strategies to secure success and highlight content marketing as a value-add. Here’s the new playbook for driving qualified traffic:

1. Redefine What Success Looks Like

Success looks different today than it did even a few years ago. Today, success is contingent on attracting quality leads, keeping people on your website, assessing the time to conversion, and digging into your content engagement rates.

We’re also looking at any red flags in user experience, such as long page load times, CTAs that are too far down, and intrusive ads popping up.

2. Segment Your Audience

Your target audience is likely diverse, which means they inherently have different needs and preferences.

To ensure your content hits the mark, it’s crucial to segment your audience appropriately by buyer personas, new versus returning users, behavioral signals, age, and more to ensure your content lands.

For example, a Gen Z customer searching for a financial services business will want vastly different information than a Boomer, who may be looking for information about retirement or estate planning.

3. Align Content With The Funnel

Content must be created for all stages of the funnel.

For example, a first-time buyer will likely want more awareness-level content, whereas someone at the decision stage likely wants to read case studies or product reviews.

Audit your existing content to ensure you have a healthy mix of content at each stage of the funnel, including:

  • Top of Funnel (ToFu): Awareness content that builds trust and captures attention (but should still target a specific persona).
  • Middle of Funnel (MoFu): Educational content that helps users compare solutions, such as whitepapers, ebooks, product one-pagers, and more.
  • Bottom of Funnel (BoFu): Case studies, reviews and testimonials, product demos, and more.

4. Invest In First-Party Data

Knowing who’s interested in your business can help you reach the right people at the right time.

First-party data is invaluable, and can be sourced through email subscribers, webinar attendees, and form fills.

These are the people your business wants to develop relationships with, and can do so through drip campaigns, feedback loops, and tailored content offers.

5. Optimize For Intent, Not Just Keywords

Informational keywords can be helpful, but they often aren’t going to lead to quick conversions.

It can be helpful to focus on human-centered SEO, long-tail keywords (which usually are specific and solve a problem), and other types of intent-based keywords.

Leverage third-party tools like Semrush, Ahrefs, or MarketMuse to uncover the why behind searches, how competitive search terms are, and how often they’re searched for.

Quality Will Win The Future Of Content Marketing

In a digital-first era that’s rife with competition, it’s necessary to differentiate your business from others.

While your competitors may be generating content quickly and at scale using AI, your brand can gain a competitive edge by doubling down on authenticity and building human-first content.

Lower traffic may be getting your business down, but it’s important to remember that doesn’t necessarily translate to lower value. In fact, for many brands, trimming the fat and focusing on quality audiences only leads to greater wins.

The next time you’re analyzing your data and notice a dip in traffic, there’s no need to get into panic mode. Ask yourself:

  • Did the right people visit?
  • Is our content useful?
  • Are these visitors driving growth?

After all, traffic is just a number.

More Resources:


Featured Image: Roman Samborskyi/Shutterstock

How AI Search Can Drive Sales & Boost Conversions [Webinar] via @sejournal, @brentcsutoras

AI search has completely changed the way customers make decisions. If you’re still just tracking data instead of driving sales from AI search, you are missing out.

Join Bart Góralewicz, Co-Founder of ZipTie.dev, on September 3, 2025, for an insightful webinar on how to map customer journeys in AI search and turn those insights into measurable sales.

What you will learn:

Why attend:

Brands that win in AI search are not just watching their metrics. They are understanding how customers discover and decide to buy. This session will give you the tools to drive higher conversions and grow revenue with AI search.

Register now to learn practical strategies you can apply right away. Can’t attend live? No problem! Sign up, and we will send you the recording.

New Books to Gear Up for Peak Season Selling

The end of summer signals the beginning of fall and peak season planning for merchants. From entrepreneurial inspiration to employee motivation, these recent titles can help start the process.

Catching Cheats: Everyday Forensics to Unmask Business Fraud

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Catching Cheats

by Erik Lie

Lie is a finance professor whose research exposing manipulation of stock options by inside executives led to a series by The Wall Street Journal, earning a Pulitzer Prize for Public Service in 2007. His forthcoming book uses the stories of fraudsters such as Bernie Madoff to show how data analysis can identify financial cheating. Reviewers call it “real-world ‘CSI’” and “eye-opening.”

You Already Know: The Science of Mastering Your Intuition

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You Already Know

by Laura Huang

Knowing when to trust your gut is essential to success. Business professor and thought leader Huang provides practical, science-based exercises to help readers recognize and cultivate those eureka moments to make better decisions and achieve their goals.

Designing Momentum: A Blueprint for Transforming Everyday Moments into Massive Success

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Designing Momentum

by Brant Menswar

Menswar, a top motivational speaker and consultant, aims to provide readers with “a practical blueprint for transforming ordinary moments into extraordinary opportunities for growth and success” using a systematic framework developed from his personal experience.

Pioneers: 8 Principles of Business Longevity from Immigrant Entrepreneurs

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Pioneers

by Neri Karra Sillaman

Many immigrants have built lasting, successful businesses despite starting with little money and no connections. The author combines in-depth research and real-world case studies to create an inspiring guide that has earned raves from luminaries such as authors Melanie Robbins and Adam Grant.

Stakeholder Whispering: Uncover What People Need before They Ask

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Stakeholder Whispering

by Bill Shander

Starting from the premise that people don’t know what they need, Shander demonstrates how to see beyond what customers and others request to understand what they really need. The author is a business communications practitioner with decades of experience transforming data into compelling visual and interactive experiences for international companies and government agencies.

Sell to the Rich: The Insider’s Handbook to Selling Luxury

Cover of Sell to the Rich

Sell to the Rich

by Jeffrey Shaw

If you’re looking to break into the luxury market, this book promises to help by offering strategies for cultivating brand loyalty and building trust with wealthy clients, drawing on the author’s experience serving these clients.

Employee Understanding: A Three-Pillar Framework

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Employee Understanding

by Annette Franz

Most CEOs agree that engaging and retaining employees is a top challenge. For ecommerce businesses, employees are typically the key to a compelling customer experience. Franz reminds readers that providing an excellent experience for employees leads to stellar experiences for clients and customers.

Wild Courage: Go after What You Want and Get It

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Wild Courage

by Jenny Wood

Best-selling authors Seth Godin, Daniel Pink, Tiago Forte, and Gretchen Rubin are raving about career coach and former Google executive Jenny Wood’s inspirational new guide to getting what you want in your personal and professional life.

Using AI for Marketing: How to Harness the Transformative Power of AI

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Using AI for Marketing

by David Berkowitz

Digital marketer Berkowitz cuts through the hype about artificial intelligence to offer a practical guide to using this powerful new technology to boost marketing creativity, strategy, and results. As the founder of the AI Marketers Guild, he understands how marketers work and provides real-world examples of AI’s real-world possibilities.

The Experimentation Machine: Finding Product-Market Fit in the Age of AI

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Experimentation Machine

by Jeffrey J. Bussgang

Bussgang is a Harvard Business School professor, venture capitalist, and author of two books on entrepreneurship and VC. His third title shows founders how to design and run experiments and scale operations with time-tested techniques and the latest technology.

Identity Marketing: How to Create Loyal, Lifelong Fans and a Legendary Brand

Cover of Identity Marketing

Identity Marketing

by Veronica Romney

Romney, an experienced marketer and host of the weekly Rainmaker podcast, argues that in today’s changing marketing environment, “be this” is a more powerful marketing message than “buy this.”

Ahrefs Launches Tracker Comparing ChatGPT & Google Referral Traffic via @sejournal, @MattGSouthern

Ahrefs released a public dashboard that tracks how much referral traffic websites receive from Google Search versus ChatGPT, with monthly updates.

The first dataset covers three complete months across 44,421 sites connected to Ahrefs’ free Web Analytics tool.

The Early Numbers

For July, the dashboard reports Google at 41.9% of total web traffic across the cohort and ChatGPT at 0.19%.

Month over month, Google grew 1.4% and ChatGPT grew 5.3%.

The prior month showed the reverse pattern: Google +6.8% and ChatGPT +1.6%. These swings show growth rates can vary by month even as Google’s share remains far larger. Ahrefs Traffic Analysis

The dashboard states:

“ChatGPT is growing 3.8x faster than Google.”

It adds:

“With 5.3% monthly growth vs Google’s 1.4% in the latest month, AI-powered search continues to evolve rapidly.”

And:

“ChatGPT now drives measurable referral traffic to websites, representing a new channel that didn’t exist 2 years ago.”

How The Data Is Collected

To keep the time series comparable, the tracker includes only sites that appear in all months. As the page explains:

“Our analysis tracks sites that appear in all months, ensuring statistically significant and reliable growth metrics.”

The page also lists the last update timestamp and confirms monthly updates.

Important Caveats

The dashboard measures referral traffic that arrives with a referrer.

Some AI systems and in-app browsers add noreferrer or otherwise strip referrers, which can undercount AI-originating visits.

Ahrefs has documented this analytics blind spot when measuring AI assistants and Google’s AI Mode. Keep that limitation in mind when comparing “AI search” activity to traditional search.

Scope matters too. The cohort is limited to sites using Ahrefs Web Analytics. Earlier Ahrefs research across different samples found AI referrals around 0.17% of the average site’s traffic, which is directionally consistent with the 0.19% shown here.

Looking Ahead

Google still sends the overwhelming share of visits in this dataset, and that reality should anchor your priorities. At the same time, ChatGPT’s July growth suggests an emerging, measurable channel you can evaluate with real data.

Use the tracker to watch how both lines move over time and adjust your testing accordingly.


Featured Image: JRdes/Shutterstock