Marketing Trends Website Expert: These Mistakes will Make or Break Your Entire 2026
Jan 7, 2026
Josh Koenig, co-founder and SVP of Marketing at Pantheon, a website operations and digital strategy leader. He talks about why sub-two-second site speed is make-or-break, how AI-driven crawlers and the shift from search to ask are changing discovery, and product innovations like Content Publisher and vibe coding that speed marketing-IT collaboration.
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AI Crawlers Can Swarm Sites
- AI model crawlers now drive intense, non-human traffic patterns that can swamp sites.
- Josh describes crawler surges that can exceed casual visitor activity during events like fight night.
Make Content Easy For LLMs
- Do provide content in question-and-answer formats and use technical SEO markup for machine readability.
- Do monitor third-party forums and review sites because LLMs ingest those signals too.
Rethink Gated Content
- Reevaluate gating: avoid locking all valuable content behind forms if discovery matters.
- Balance lead-gen gating against indexability so models and users can find answers.