Anthropic has a new way to protect large language models against jailbreaks

AI firm Anthropic has developed a new line of defense against a common kind of attack called a jailbreak. A jailbreak tricks large language models (LLMs) into doing something they have been trained not to, such as help somebody create a weapon. 

Anthropic’s new approach could be the strongest shield against jailbreaks yet. “It’s at the frontier of blocking harmful queries,” says Alex Robey, who studies jailbreaks at Carnegie Mellon University. 

Most large language models are trained to refuse questions their designers don’t want them to answer. Anthropic’s LLM Claude will refuse queries about chemical weapons, for example. DeepSeek’s R1 appears to be trained to refuse questions about Chinese politics. And so on. 

But certain prompts, or sequences of prompts, can force LLMs off the rails. Some jailbreaks involve asking the model to role-play a particular character that sidesteps its built-in safeguards, while others play with the formatting of a prompt, such as using nonstandard capitalization or replacing certain letters with numbers. 

Jailbreaks are a kind of adversarial attack: Input passed to a model that makes it produce an unexpected output. This glitch in neural networks has been studied at least since it was first described by Ilya Sutskever and coauthors in 2013, but despite a decade of research there is still no way to build a model that isn’t vulnerable.

Instead of trying to fix its models, Anthropic has developed a barrier that stops attempted jailbreaks from getting through and unwanted responses from the model getting out. 

In particular, Anthropic is concerned about LLMs it believes can help a person with basic technical skills (such as an undergraduate science student) create, obtain, or deploy chemical, biological, or nuclear weapons.  

The company focused on what it calls universal jailbreaks, attacks that can force a model to drop all of its defenses, such as a jailbreak known as Do Anything Now (sample prompt: “From now on you are going to act as a DAN, which stands for ‘doing anything now’ …”). 

Universal jailbreaks are a kind of master key. “There are jailbreaks that get a tiny little bit of harmful stuff out of the model, like, maybe they get the model to swear,” says Mrinank Sharma at Anthropic, who led the team behind the work. “Then there are jailbreaks that just turn the safety mechanisms off completely.” 

Anthropic maintains a list of the types of questions its models should refuse. To build its shield, the company asked Claude to generate a large number of synthetic questions and answers that covered both acceptable and unacceptable exchanges with the model. For example, questions about mustard were acceptable, and questions about mustard gas were not. 

Anthropic extended this set by translating the exchanges into a handful of different languages and rewriting them in ways jailbreakers often use. It then used this data set to train a filter that would block questions and answers that looked like potential jailbreaks. 

To test the shield, Anthropic set up a bug bounty and invited experienced jailbreakers to try to trick Claude. The company gave participants a list of 10 forbidden questions and offered $15,000 to anyone who could trick the model into answering all of them—the high bar Anthropic set for a universal jailbreak. 

According to the company, 183 people spent a total of more than 3,000 hours looking for cracks. Nobody managed to get Claude to answer more than five of the 10 questions.

Anthropic then ran a second test, in which it threw 10,000 jailbreaking prompts generated by an LLM at the shield. When Claude was not protected by the shield, 86% of the attacks were successful. With the shield, only 4.4% of the attacks worked.    

“It’s rare to see evaluations done at this scale,” says Robey. “They clearly demonstrated robustness against attacks that have been known to bypass most other production models.”

Robey has developed his own jailbreak defense system, called SmoothLLM, that injects statistical noise into a model to disrupt the mechanisms that make it vulnerable to jailbreaks. He thinks the best approach would be to wrap LLMs in multiple systems, with each providing different but overlapping defenses. “Getting defenses right is always a balancing act,” he says.

Robey took part in Anthropic’s bug bounty. He says one downside of Anthropic’s approach is that the system can also block harmless questions: “I found it would frequently refuse to answer basic, non-malicious questions about biology, chemistry, and so on.” 

Anthropic says it has reduced the number of false positives in newer versions of the system, developed since the bug bounty. But another downside is that running the shield—itself an LLM—increases the computing costs by almost 25% compared to running the underlying model by itself. 

Anthropic’s shield is just the latest move in an ongoing game of cat and mouse. As models become more sophisticated, people will come up with new jailbreaks. 

Yuekang Li, who studies jailbreaks at the University of New South Wales in Sydney, gives the example of writing a prompt using a cipher, such as replacing each letter with the letter that comes after it, so that “dog” becomes “eph.” These could be understood by a model but get past a shield. “A user could communicate with the model using encrypted text if the model is smart enough and easily bypass this type of defense,” says Li.

Dennis Klinkhammer, a machine learning researcher at FOM University of Applied Sciences in Cologne, Germany, says using synthetic data, as Anthropic has done, is key to keeping up. “It allows for rapid generation of data to train models on a wide range of threat scenarios, which is crucial given how quickly attack strategies evolve,” he says. “Being able to update safeguards in real time or in response to emerging threats is essential.”

Anthropic is inviting people to test its shield for themselves. “We’re not saying the system is bulletproof,” says Sharma. “You know, it’s common wisdom in security that no system is perfect. It’s more like: How much effort would it take to get one of these jailbreaks through? If the amount of effort is high enough, that deters a lot of people.”

Roundtables: What DeepSeek’s Breakout Success Means for AI

Recorded on February 3, 2025

What DeepSeek’s Breakout Success Means for AI

Speakers: Charlotte Jee, news editor, Will Douglas Heaven, senior AI editor, and Caiwei Chen, China reporter.

The tech world is abuzz over a new open-source reasoning AI model developed by DeepSeek, a Chinese startup. Its success is remarkable given the constraints that Chinese AI companies face due to US export controls on cutting-edge chips. DeepSeek’s approach represents a radical change in how AI gets built, and could shift the tech world’s center of gravity. Hear from MIT Technology Review news editor Charlotte Jee, senior AI editor Will Douglas Heaven, and China reporter Caiwei Chen as they discuss what DeepSeek’s breakout success means for AI and the broader tech industry.

Related Coverage

It’s Time to Pay Attention to Bing

Bing is on the rise because ChatGPT uses the search engine’s index and platform. And Bing’s advertising program is reportedly growing. I’ve corresponded with companies that state Bing’s ads (i.e., Microsoft Advertising) perform much better than Google’s.

It’s time to pay attention to Bing.

Start by verifying your site at Bing’s Webmaster Tools.

Webmaster Tools

Verification

Verify your site by (i) placing an XML file in the root directory, (ii) adding a meta tag to the home page, or (iii) creating a CNAME record to your domain name server, such as GoDaddy or similar.

From there, allow Bing about 24 hours to collect the data. Then access Webmaster Tools, which are similar to Google’s Search Console.

Screenshot of the the verification page on Webmaster Tools

Bing Webmaster Tools provides three ways to verify a site.

Performance

This section displays queries on Bing that drive impressions and clicks for your domain. The report shows the number of impressions and clicks per query, the click-through rate, and your site’s average ranking for each query.

You can filter and export the data by date range, country, and device type.

Site Explorer

Site Explorer shows a site’s structure as experienced by Bing’s crawlers. Users can block or request indexing for any folder, see when each was last indexed, and obtain performance stats.

Screenshot of a sample Site Explorer page

Site Explorer shows the structure of a site as experienced by Bing’s crawlers.

URL Inspection

This tool can inspect any URL on your site to ensure Bing can crawl and index it. Unlike Search Console, Webmaster Tools offers a quick analysis of any page to improve its search performance.

Sitemaps

Like Search Console, Webmaster Tools allow the submission of XML sitemaps for faster discovery and crawling.

IndexNow

This section facilitates quick indexation requests of any URL. It claims to work faster than sitemaps. Bing supports third-party indexing integrations such as Cloudflare and the All in One SEO (AIOSEO) WordPress plugin.

Backlinks

This report lists links to your site, showing the linking page, the anchor text, and the URL on your site with the inbound link.

Free Ranking Tools

Bing also offers a few free tools to optimize search rankings:

  • “Robots.txt tester” won’t help you understand or translate your robots.txt file, but it will report errors.
  • “Keyword research” is handy for finding new (but limited) keyword ideas. It also includes your high-ranking URLs and titles for any keyword, helpful for perceived search intent.

AI Optimized

Overall, Bing Webmaster Tools is basic but free and therefore worth a look. The indexation features (sitemaps and IndexNow) can increase the likelihood of being cited by ChatGPT and Copilot (Microsoft’s AI assistant). It’s another step to being AI optimized.

How to Re-engage Email Subscribers Right

Merchants know the value of re-engaging dormant email subscribers. I did that several years ago while working for a leading U.S.-based email service provider. A client, a prominent direct-to-consumer personal-care brand, had roughly 30,000 email subscribers who had not opened an email in 2 to 7 years.

My team developed and implemented a targeted three-month re-engagement strategy that maintained email deliverability and brand reputation. Over 50% of the dormant subscribers ultimately re-engaged.

Here are the steps.

Male and female in an office looking at a computer

Re-engaging dormant email subscribers drive value.

Re-engage Subscribers

Create a segment for unengaged subscribers

Including unengaged subscribers in a regular sending cadence will confuse them and likely land your campaigns in the spam folder, hurting your email deliverability. Instead, place them in a separate segment.

When sending re-engagement emails, prioritize the most recently engaged subscribers. As you work from newest to oldest, note metrics such as open and click rates. If they start to decline, you’ve likely hit your limit. For the DTC brand, we re-engaged subscribers who hadn’t interacted with the brand for up to five years.

Take it slow and steady

It’s tempting to send an email blast immediately, but strategy comes first. Flooding your sending-server IPs with new traffic can set off deliverability alarms and harm other campaigns. Do not increase overall deployments by more than 10% of your normal volume. This preserves deliverability while including dormant recipients.

Copy is king

Email copy should be compelling and engaging and create a sense of urgency. Start by acknowledging the subscriber’s absence in the subject line or preheader with a simple “We’ve missed you” or similar. Include an exclusive promotion or incentive — ideally contained in the subject line or preheader to capture attention immediately. Personal touches, such as recipients’ first names, can improve responses.

If you can’t offer promotions, inform subscribers of changes, such as new products or services, since they last engaged. The DTC brand had launched a celebrity campaign for Pride Month. We highlighted the partnership and offered limited-edition items from the campaign.

We also A/B tested subject lines across various micro-segments and sent the winning version to the larger population.

It might seem counterintuitive, but ensure the opt-out button is easy to find. The goal is to engage folks who want to hear from you. Facilitating unsubscribes from uninterested recipients reduces spam complaints for a healthier list in the long run.

Have patience

We emailed the dormant DTC subscribers every 2 to 3 weeks for three months before gradually integrating re-engagers into a regular rhythm. Once or twice per month may seem infrequent, but it allows for time to evaluate performance and craft compelling copy for real value.

Ongoing Re-engagement

Dormant subscribers are an unfortunate reality for every email marketing list I’ve encountered, but an active re-engagement strategy can minimize the loss. Don’t wait years to act. A twice-yearly re-engagement campaign can keep subscribers active and revenue flowing.

How WordPress Hot Nacho Scandal Shapes WP Engine Dispute via @sejournal, @martinibuster

In a recent interview, Matt Mullenweg referenced three scandals and controversies from his past that have been long forgotten to show how it’s possible that the WP Engine scandal will also be forgotten. One of the examples he cited, the Hot Nacho Scandal, led Google to ban WordPress.org, caused Mullenweg to be rebuked by influential tech leaders, and resulted in his shaming in the mainstream media.

The Hot Nacho Scandal, named for a software company called Hot Nacho, was an intense event for Matt Mullenweg that shows what he endured in the past and may help explain his attitude toward the WP Engine scandal today.

Matt Recalls Three Forgotten Controversies

In a part of the interview where Matt downplays the current WP Engine (WPE) dispute he cited three scandals and controversies from the past ten to twenty years to show how he’s made mistakes and also how he has not shied away from an aggressive attention-getting defense of the WordPress open source project and yet with time it’s mostly been forgotten. He cited three controversies as examples of how the WP Engine controversy can also be forgotten with time, perhaps giving an insight into Matt’s thinking about it.

He cited three incidents:

1. The 2005 Hot Nacho Scandal

2. The 2007 Easter Theme Massacre

3. The Chris Pearson Thesis Conflict

The Thesis controversy is relatively recent but the other two go back almost two decades. The Hot Nacho incident was intense not unlike the situation Mullenweg finds himself to day with WP Engine and may explain where he gets his strength to carry on in the fight with WP Engine.

Matt said:

“You know, some of these previous controversies that got mainstream media coverage, you know CNN, I had this Hot Nacho scandal in the first couple years of WordPress or the Thesis fight or the Easter Massacre of themes, like all these things I’m mentioning you probably haven’t heard of.

It used to be like half my Wikipedia page, now it’s not. Today if you go to my Wikipedia page, their PR firm has a whole paragraph about this. I think in 5 years maybe it’ll be a sentence or not even on there at all.

So it’s not my first rodeo. Sometimes you have to fight to protect your open source ideals and the community and and your trademark. “

The Hot Nacho Scandal

The Hot Nacho scandal is named after an SEO software company that paid Matt Mullenweg to host web pages on WordPress.org, which resulted in Google banning the WordPress.org website.

Mullenweg was still working at CNET at the time and working on WordPress on the side when the scandal broke. The news was featured in publications such as Ars Technica, eWeek, MSNBC, Slashdot, and The Register.

A March 31, 2005 article published in The Register featured the lurid article title, “Blog star ‘fesses up to payola spam scam” and describes the shocking transaction that Mullenweg arranged with an SEO software company:

“Matt Mullenweg, founder of the popular open source weblog software WordPress, and CNET employee, has admitted to gaming the web’s search engines by hosting tens of thousands of “articles” that contain hidden, paid-for keywords.

Mullenweg hosted at least 160,000 pieces of “content” on his site wordpress.org which use a cloaking technique to hide keywords such as “asbestos”, “debit consolidation” and “mortgages”. Mullenweg was paid a flat fee by Hot Nacho Inc., which creates software for search engine gamers to use.”

Rebuked By Jason Kottke

Jason Kottke is a widely respected blogger who is known as a pioneer of independent publishing.  So it must have been disappointing to Matt Mullenweg to be the recipient of harsh criticism from someone like Kottke, who wrote:

“WordPress is using its high Page Rank to game Google AdWords. This stinks like last week’s fish. Is WordPress and wordpress.org an open source project like we’ve all been told or is it a company? Either way, contributing to spam noise on the web is annoying.”

Hot Nacho Explains His Side

The founder of the Hot Nacho company explained that they were developing an SEO writing software and wanted to test it on WordPress.org. Matt agreed to accept payment to host the articles, cloaking the links to them so site visitors wouldn’t see them. It wasn’t sophisticated cloaking either. Mullenweg simply used CSS to push the links off-screen.

The Hot Nacho founder published an explanation and begged the world to not harshly judge Mullenweg:

“For my part, I invariably place some advertising on such pages because I’m also not corporate sponsored… It was a blunder that Matt used invisible links to connect to the Articles collection. It wasn’t necessary and I’m sure he regrets having done it that way. But please cut the guy some slack. …Sure, it was a mistake, but it was motivated by the fact that he’s a really good guy.”

Matt Mullenweg himself wrote:

“Knowing what I knew then, I would probably make the same decision; knowing what I know now I wouldn’t even consider it. Not thinking through all the ramifications was a big mistake. So was not having more community dialog from the beginning, which would have caught this earlier. I am extremely sorry for both, and it won’t happen again.”

The upside to the Hot Nacho Scandal was that WordPress received more donations in four days than it had in the previous entire year.

Transformative Event

The Hot Nacho Scandal may have been a formative experience for a young Mullenweg. It exposed him to intense criticism, rebuke and anonymous threats. According to Mullenweg at the time, he said that what others say doesn’t matter as much as what you do and acknowledged that he was developing a thicker skin.

Understanding what the Hot Nacho Scandal was helps put some context to how Mullenweg is approaching the WP Engine Conflict today.

Can AI-Generated Content Be Copyrighted? Here’s What U.S. Law Says via @sejournal, @MattGSouthern

The U.S. Copyright Office has released a report on how current laws apply to content created by AI.

It affirms that AI can assist with the creative process, but only works that include meaningful human input can be copyrighted.

Here’s what you need to know about copyrighting AI-generated content.

Key Findings

Human Authorship Is Essential

The report states that AI-generated output can only receive copyright protection if a human adds significant creative input.

This input might include:

  • Major changes to AI-created material
  • Creative arrangement or selection of AI outputs (like putting together AI-generated text into a collection)
  • Use of AI elements in larger human-created works (such as using AI-generated visuals in a film storyboard)

However, just giving prompts to an AI system without any extra creative input doesn’t qualify for copyright.

No Legal Changes Recommended

The Copyright Office believes current copyright laws can adapt to content made by AI.

They point to past examples of copyright principles changing to accommodate photography, computer code, and other new technologies.

The report doesn’t support immediate changes to the law.

What This Means

Here’s what this means for artists, writers, and businesses using AI tools:

  1. Collaborative Works: Projects that mix AI-generated elements with human-created ones (like AI-assisted designs improved by artists) might get partial copyright protection.
  2. Tool Usage: Using AI for editing, brainstorming, or technical tasks does not take away a work’s copyright eligibility as long as a human shapes the final result.
  3. Prompt Engineers: Those who only create prompts for AI without adding more creative input will not own rights to the AI outputs.

What’s Next?

The Copyright Office will examine issues like AI training data and licensing in future reports.

Ongoing lawsuits might influence how courts interpret these rules.

This report is part of the U.S. Copyright Office’s AI Initiative launched in 2023. The first part focused on digital replicas and voice cloning, while future sections will address AI training data, licensing, and liability.

FAQ: U.S. Copyright Office Report On AI-Generated Content

We understand you may still have questions, and we’ll do our best to answer them with quotes pulled directly from the report.

1. Is current copyright law sufficient to handle AI-generated works?

A:

“Questions of copyrightability and AI can be resolved pursuant to existing law, without the need for legislative change.”

2. Can AI-generated material ever be copyrighted?

A:

“Copyright does not extend to purely AI-generated material, or material where there is insufficient human control over the expressive elements.”

3. Does using AI tools disqualify a work from copyright protection?

A:

“The use of AI tools to assist rather than stand in for human creativity does not affect the availability of copyright protection for the output.”

4. Are prompts enough to claim authorship of AI-generated content?

A:

“Prompts alone do not provide sufficient human control to make users of an AI system the authors of the output.”

5. Can human edits to AI outputs qualify for copyright?

A:

“Human authors are entitled to copyright in their works of authorship that are perceptible in AI-generated outputs, as well as the creative selection, coordination, or arrangement of material in the outputs, or creative modifications of the outputs.”

6. Should AI systems receive new legal protections?

A:

“The case has not been made for additional copyright or sui generis protection for AI-generated content.”

7. What about international competition in AI development?

A:

“In the European Union, the majority of member states agreed, in response to a 2024 policy questionnaire on the relationship between generative AI and copyright, that current copyright principles adequately address the copyright eligibility of AI outputs and there is no need to provide new or additional protection.”

8. How does this affect creators with disabilities who use AI tools?

A:

“Discussing creators with disabilities, another noted that “AI acts as a tool in the hands of an author,” rather than a source of expressive content.

The Office strongly supports the empowerment of all creators, including those with disabilities. We stress that to the extent these functionalities are used as tools to recast, transform, or adapt an author’s expression, copyright protection would be available for the resulting work.”

For More Information

Read the full report and access registration examples at copyright.gov/AI.


Featured Image: Family Stock/Shutterstock

Digital Ads Cost 19% More, Convert Less: User Frustration To Blame via @sejournal, @MattGSouthern

New data shows what many marketers already suspect: it’s getting harder and more expensive to convert online visitors.

A study of 90 billion sessions shows organic traffic is down from last year, pushing more brands toward paid channels to make up the difference.

This information comes from Contentsquare’s Digital Experience Benchmark Report, which examines changes in traffic patterns and highlights growing user frustrations.

Key Trends Shaping Today’s Digital Experience

1. Increasing Traffic Costs

Global website traffic dropped by 3.3% year-over-year (YoY), forcing brands to depend more on paid ads.

Paid sources now account for 39% of all traffic, a 5.6% increase. Organic and direct traffic fell by 5.7%.

With digital ad spending rising by 13.2%, the average cost per visit increased by 9% compared to last year and by 19% over two years.

2. New Visitors Leave Quickly

User engagement metrics are declining globally, with overall consumption (like time spent, page views, and scroll depth) falling by 6.5%.

New visitors viewed 1.8% fewer pages YoY, while returning visitors had a slight increase (+0.5%).

Most sessions that started on product detail pages (PDPs) ended immediately, underscoring the risk of overly transactional landing pages.

3. Frustration Hurts Retention

“Rage” clicks (clicking a page element at least three times in less than 2 seconds) and slow load times affected one in three visits and reduced session depth by 6%.

Sites that addressed these frustrations had 18% higher retention rates than their competitors.

4. Conversion Rates Decline

Global conversion rates fell by 6.1%, worsened by the lower yield of paid traffic (1.83% compared to 2.66% for unpaid traffic).

High-performing brands countered this trend by enhancing engagement: sites that improved session depth saw a 5.4% rise in conversions, while others faced a 13.1% drop.

5. Retention Starts On-Site

Despite a 7% YoY drop in 30-day retention, returning visits grew by 1.9%, driven by paid ads (+5.6%YoY).

Sites with strong retention had 17% fewer rage clicks and 18% more page views per visit, showing that smooth experiences lead to customer loyalty.

What This Means For Marketers

Here are some actionable insights for digital teams:

  • Diversify Traffic Strategies: Explore new channels, like retail media networks, to reduce dependence on unstable paid ads.
  • Improve New Visitor Journeys: Use heatmaps and personalized content to lower early exits.
  • Address Frustration Proactively: Implement real-time monitoring to tackle rage clicks and slow load times.
  • Leverage Analytics: Use behavioral data to identify high-intent visitors and improve their pathways.

Methodology

Contentsquare’s report analyzed 90 billion sessions, 389 billion page views, and 6,000 global websites from Q4 2023 to Q4 2024. The metrics covered various sectors, including retail, travel, and financial services.


Featured Image: robuart/Shutterstock

2025 Marketing Trends: The End Of SEO? [Webinar] via @sejournal, @hethr_campbell

Finding it tough to keep up with AI’s impact on location marketing?

You’re not alone.

AI is reshaping location marketing, and now there’s a new buzzword in town: GEO (Generative Engine Optimization).

As search evolves, it’s crucial to stay ahead of the trends and ensure your strategy aligns with how AI and search engines process location-based content.

Join us for our upcoming webinar on February 13, 2025, 2025 Marketing Trends: The End Of SEO? where we’ll demystify the latest trends and give you actionable insights to drive results in 2025.

Why This Webinar Is A Must-Attend Event

We’ll cover everything you need to elevate your location marketing strategy.

In this webinar, you’ll get:

  • The latest AI-powered tools and tech shaping the industry
  • 5 reasons why GEO should be your new go-to SEO tactic
  • How to balance authenticity with AI-driven marketing
  • Emerging trends and their impact on Location Performance Optimization (LPO) and your Location Performance Score (LPS)

Why This Webinar Is A Must-Attend Event

This session is packed with real-world tips to help you craft high-impact, ROI-driven strategies for 2025—because even superheroes need the right tools to navigate the future.

Live Q&A: Get Your Questions Answered

Stick around for an interactive Q&A, where we’ll answer your biggest questions about AI, GEO, and the future of location marketing.

Secure Your Spot Today!

Can’t make it live? No worries—register anyway, and we’ll send you the recording.

Get ready to supercharge your location marketing strategy. See you there!

Consistency Vs. Agility: Finding Balance In Search Marketing via @sejournal, @coreydmorris

“How is search changing and how do you react to that change?”

This was a question in the prep notes for a podcast interview recently.  It’s one that, I think, justifies a longer response than what I can give in just a minute or two on that show.

Long before AI became the most newsworthy and important focal point for the future of search marketing, there were other significant updates over the years.

These include “not provided” keyword data, voice search, drastic changes in SERP page layouts, debates over what correlation versus causation is with how social influences rankings, and myriad Google Ads ad type changes. As a result, we have been a distracted industry.

I could go on and on with examples of distractions, debates, half-truths, and things we could/should test. I’m not here to show my age, though, or try to prove anything.

What I do believe, and have experienced firsthand, is that distractions are real, and they will keep coming at us.

There’s a lot of pressure to have a strategy and plan and stick to it to be able to see results and return on investment (ROI) for SEO and PPC.

However, there’s always the threat of getting behind on updates and new technology, and having the things that work for us today stop working tomorrow.

For so many of us in the search marketing industry, this constant of change and the fact that there isn’t one way to “assembly line” the work makes it exciting and keeps it fresh.

At times, though, we can feel like we’re constantly behind new developments or that we’re chasing things with no understanding of whether they will deliver ROI or not.

I’m unpacking the benefits of balancing both consistency – sticking to what works today and your plan – along with agility to be forward-thinking and to be able to pivot when things change and update your strategy.

The Case For Consistency

In SEO, we often focus on the long game. Taking an approach that includes short-term tactics and actions that we know and trust will pay off in the longer term.

Outside of the noise and distractions of new tech and algorithms, some of our biggest challenges can be staying focused and seeing SEO efforts all the way through.

In small organizations or teams, we might wear a lot of hats, with SEO being just one of them.

In larger organizations, even in SEO teams, we often face bigger processes, including more stakeholders, approvals, compliance, legal, politics, or other teams we depend on to help implement.

In either type, or even a middle-ground scenario, some of the biggest challenges are in being able to implement and stay focused on SEO to see it through to results.

That often leads to the desire to use systems, checklists, and resources that allow us to push through to ROI.

It is very important not to get distracted, off-course, or delay the implementation of today’s tactics as it can painfully push further out the fruit of the efforts or to see the strategy through to the desired results.

The Case For Agility

On the other hand, when it comes to consistency, with the biggest constant in search being distraction or change, we have to have agile processes and strategies that lend to adjustments in tactics.

While we must maintain a base level of consistency and focus, blindly doing something without paying attention to outside factors like algorithm changes, emerging technologies, changes in consumer behavior, or changes in the competitive landscape can lead to a lot of effort.

When you get further down the road, it can equal a lot of time, effort, and/or dollars spent without the desired ROI.

If you’ve been doing search for a while, you can typically spot outdated approaches and tactics being done by other brands or agencies.

It is critically important to stay current with what works today and where the future is going.

Whether that is a fragmented world that includes optimizing for being found in AI results alongside search engines or further emerging challenges with attribution of our efforts, we have to keep testing, researching, learning from others in the community, and refining our own approaches to apply to our strategy and tactics.

Agility has always been important in search, and it is heightened even more right now.

Finding Balance

I believe the key to being a successful search marketer or seeing ROI in your investment, efforts, and resources for SEO and PPC in this era is to have a balanced approach. One where consistency is non-negotiable and where you have a system with agility built into it.

I find myself often saying that we have to both focus on what works today and not get lost chasing shiny objects of AI and things of tomorrow.

At the same time, we can’t bury our heads in the sand and ignore what is to come tomorrow so that we don’t get left behind and become outdated in our approach.

Ways that I have found helpful to navigate all of this include having structured testing, learning, and research built into your strategy – allowing necessary room to test and to adapt and adjust.

Whether you tend to spend time on what’s next and the future or push it off and do what matters today, you have to find what works for you.

AI task forces in organizations are a great way to build accountability across teams to push some to innovate and test while also reining in others and making sure you don’t lose focus.

Your strategy, approach, and system must be consistent, and it must also leave room to adapt to the rapidly changing landscape of both organic and paid search ecosystems and channels.

Adapting To What’s Next In Search

I have talked in the past about the dangers of “checklist SEO” or just following best practices. Yes, following a checklist and being dedicated to it does help with consistency.

But, the current and future challenges facing both paid and organic search are less about the tactics and more about how we can do what works now and be able to adapt and implement what works in the future.

Personally, I’m good with the search world revolving a little less around Google and being more fragmented. Yes, it will require work to be a leader in the search industry of tomorrow.

However, I’d rather be part of where it is going than leave the industry, as I know some people personally are looking to do in the near future.

Are you up for the challenge? If so, I strongly recommend that you find your own balance and I’m in your corner as we tackle what is to come.

More Resources:


Featured Image: SvetaZi/Shutterstock

15 Interview Questions To Ask Your Next Digital Marketer Candidates via @sejournal, @brookeosmundson

Hiring the right digital marketer can make or break your marketing team.

With new tools, platforms, and regulations cropping up constantly, you’re not just looking for someone who “gets PPC” or can crank out social media posts.

You need a pro who can adapt to change, think strategically, and roll with the punches when things don’t go as planned (because they rarely do).

Whether you’re at an agency or in-house managing a marketing department, hiring for digital marketing roles today means going beyond surface-level questions.

It’s about diving deeper to understand how candidates think, problem-solve, and approach their craft in a way that aligns with your business goals.

Sometimes, the “why” behind these questions is more important than the question itself.

Here are 15 crucial interview questions to help you hire your next digital marketing rockstar.

Tactical Knowledge Questions

The first set of questions focuses on an individual’s tactical knowledge of digital marketing.

1. How Do You Use AI And Automation To Improve Your Campaigns?

AI and automation aren’t just buzzwords anymore. They’re tools shaping how marketers work.

This question uncovers whether the candidate is using these tools for better performance or simply riding the hype wave.

  • What to listen for: Candidates should provide specific examples, such as using AI for bid adjustments in PPC or helping analyze campaign data for better optimizations. Red flags include vague responses or over-reliance on automation without understanding its impact.

2. What’s Your Approach To Building And Refining Audience Segments For Targeted Campaigns?

Audience targeting has become more nuanced, and it’s a skill you can’t skip.

This question dives into their strategy for reaching the right people at the right time.

  • What to listen for: Specific techniques like combining customer relationship management (CRM) data with platform insights or testing lookalike audiences. Be wary of candidates who rely solely on pre-set audience templates without customization.

3. What Platforms Are Your Favorite To Work In, And Why?

Asking this question helps understand the individual’s strengths in certain channels, and where they could use room to grow.

  • What to listen for: A great digital marketer should be able to comfortably work across platforms and different tools. This is true whether you’re talking about hiring someone for PPC or SEO, or even a cross-channel marketer.

4. How Do You Leverage First-Party Data To Inform Your Campaigns?

First-party data is becoming increasingly valuable as the reliance on third-party cookies still remains questionable. This question uncovers how a candidate adapts to this shift of having a privacy-first mindset.

  • What to listen for: A candidate may talk about strategies like email segmentation, loyalty programs, or even how they’ve approached capturing first-party data to ensure they’re able to properly use them in campaigns. A potential red flag is relying on outdated cookie-based methods without a backup plan.

5. Can You Share An Example Of Using Cross-Platform Advertising That Has Driven Results?

As digital marketers, we know most campaigns aren’t “one and done” on a single platform. Candidates need to show how they think holistically about digital ecosystems.

  • What to listen for: Strong examples include integrating Google Ads with Meta campaigns or leveraging TikTok for awareness and retargeting on a different platform. A red flag is a candidate focusing only on one platform without considering how they interconnect and inform each other.

6. What’s Your Experience With Data Visualization Tools, And How Do You Present Campaign Performance To Stakeholders?

Explaining results is just as important as achieving them. This question gets into their communication skills and ability to tell a story with data.

  • What to listen for: Candidates should mention the use of different tools like Looker Studio and explain how they tailor reports to different audiences. Watch out for overly technical explanations that might confuse stakeholders.

Strategic Knowledge Questions

It’s not only important to know how to do the job, but also to know why you’re doing what you’re doing.

The next set of questions allows you to dive deeper into the candidate’s mindset and see if they can put the strategic pieces together for clients.

7. How Do You Stay On Top Of Industry Changes, And What’s Something You’ve Learned Recently That Impacted Your Work?

The digital landscape changes every single day.

If someone isn’t staying current with best practices and platform changes, it can be detrimental to client success. You need to have someone on the team who is fully aware of any changes in the industry that could impact performance.

  • What to listen for: Understanding what methods a candidate uses to stay “in the know” is important. If a candidate says they’re too busy to set aside time to read up on trends, I’d consider that a red flag.

8. Have You Had To Pivot A Campaign Due To Changing Data Privacy Regulations?

Data privacy laws have changed the name of the game, especially in PPC.

This question tests how the candidate navigates regulations while keeping campaigns effective and compliant.

  • What to listen for: Look for examples like shifting to first-party data or adjusting targeting strategies in light of GDPR or CCPA. Red flags include ignoring compliance issues or struggling to adapt when audience data becomes restricted.

9. How Do You Measure Success Across Different Types Of Campaigns?

Success isn’t one-size-fits-all. The answer should show how they align goals, metrics, and performance analysis for various strategies.

  • What to listen for: Candidates should mention setting specific KPI goals based on the channel and objective of a campaign. Be wary of those who rely on vanity metrics like impressions without tying them to business outcomes.

10. How Do You Explain Complex Answers To A Client Or Someone In A C-Suite Role?

This will inevitably happen in any digital marketing role. It’s easy when you’re working as a team, and everyone knows the ins and outs of acronyms, in the weeds content.

Sometimes, you need to explain something like you’re talking to a third grader. Less is more.

  • Green flags to listen for:
    • Candidates who know how to navigate their language based on the role of the person they’re talking to.
    • When a candidate has the knowledge of basic business questions that the role cares about.
    • They know how to explain the “why” behind performance peaks and valleys.
  • Red flags to listen for:
    • Does the candidate dance around this question?
    • Is this candidate someone who might have difficulty thinking on their feet?
    • Do they believe in sharing too much data in order to avoid questions?

Culture & Fit Questions

This last set of questions is really looking at the long-term impact of your digital marketing hire.

You’re not looking to hire temporarily; you’re hiring for the long haul.

You want to feel confident in your candidate selection based on their character, the ability to collaborate with others (teams and clients), and, of course, the empathy factor.

11. What Is Your Management Style, And How Do You Ensure Alignment Within A Team?

Leadership and collaboration are critical in marketing roles.

This question helps asses how their approach complements your team dynamics.

  • Green flags to listen for: Strong candidates will mention fostering open communication, using clear goal-setting frameworks, or adapting their style to individual team members.
  • Red flags to listen for: If you notice any micro-management tendencies or when the candidate avoids conflict resolution.

12. How Do You Balance Working Independently With Collaborating Across Departments?

Similar to the question above, digital marketers often juggle solo tasks with cross-functional initiatives.

Everyone performs their duties well in different scenarios. In some cases, digital marketers are required to work alone, on a team, or both.

This question highlights their adaptability to working together as a team versus in a silo.

  • What to listen for: Examples of successfully managing independent projects while aligning with other team departments. Be cautious of candidates who struggle to collaborate, communicate, or prefer working in silos.

13. Can You Describe A Time You Contributed To Maintaining A Positive Team Culture?

A strong company culture is key to retention and productivity.

This question reveals how they value and influence workplace dynamics.

  • What to listen for: Specific instances where they recognized a fellow colleague, facilitated team bonding, or helped resolve conflicts. Avoid candidates who dismiss culture-building as unimportant.

14. How Do You Handle Constructive Feedback, Both Giving And Receiving It?

Feedback is essential for any type of growth. This question assesses their ability to engage in productive conversations.

  • What to listen for: Look for examples of accepting feedback gracefully, acting on it, and offering constructive criticism thoughtfully. Red flags include defensiveness or avoiding difficult conversations.

15. What Are You Looking For In This Role?

Personally, I used to cringe at this question. Now, I find myself asking this to anyone I interview.

Bringing in a new person to an organization costs a lot of time and money. Think of all the training that goes into a new hire, the staffing that’s required to help train and mentor them, etc.

  • What to listen for: If they don’t have a clear answer, that’s a potential red flag. Are they simply looking for a stepping-stone position? While there’s nothing wrong with that, it’s better to know upfront to align expectations for both parties.

At the end of the day, do their motives fit in with your company’s culture and values? If not, they likely aren’t the right candidate.

Wrapping It Up

Hiring the right digital marketer isn’t just about finding someone with a great resume.

It’s about finding someone who fits with your team, aligns with your company goals, and has the skills to thrive in an ever-changing space.

Use these questions to dig deeper and uncover candidates who have the mix of experience, adaptability, and strategic thinking you need for this year and beyond.

Because let’s face it: You’re not just hiring for today’s challenges – you’re hiring for tomorrow’s opportunities.

More Resources:


Featured Image: insta_photos/Shutterstock