Score topics by business potential

Website traffic is down. AI Overviews are answering questions before anyone clicks. For marketers who have relied on search for growth, this feels unsettling.In this session, Ryan Law (director of content marketing, Ahrefs) joins Joe to break down what’s driving the decline (hello AI overviews), what’s still working, and the practical moves to make right now - from content refreshing to business potential, research-led content, and platform-native social distribution.Key topics include:- Why AI overviews can cut click-through rate even when you rank number one- How to prioritise content refreshing and spot pages that are quietly bleeding traffic- Title tests, keyword tweaks, and filling topic gaps to improve rankings and clicks- Using business potential to choose topics that naturally lead to your product- The three content archetypes performing best right now research thought leadership trending topics- Social distribution tactics that drive reach without forcing people off platform⸻Timestamps:00:00 The state of website traffic in 202607:00 The real impact of AI Overviews13:00 Content refreshing strategies22:00 Scoring topics by business potential26:00 Research and thought leadership32:00 Social distribution and LinkedIn tactics38:00 Q&A and practical advice⸻Watch / listen:Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-meetup-podcast/id1365546447Listen on Spotify: https://open.spotify.com/show/5QvmFdxg5pMwsfPkKjhXl9⸻Please take the time to check out our partners, all of whom we work with because we think they’re useful companies for lovely marketers.Frontify – All your brand assets in one place: Frontify combines DAM, brand guidelines, and templates into a collaborative source of brand truth.Mailchimp - The all-in-one marketing platform that helps teams turn emails, automation, and now SMS into smarter, more connected customer journeys (and they’ve been longtime friends of TMM!).Cambridge Marketing College – The best place to get your marketing qualifications and apprenticeships.Planable – the content collaboration platform that helps marketing teams create, plan, review, and approve all their awesome marketing content.Wistia – a complete video marketing platform that helps teams create, host, market, and measure their videos and webinars, all in one place.