All Intents & Purposes
Phil Ohren’s perspective on search, AI and the marketing industry.
· 7 min read
OpenAI is testing first-party ChatGPT analytics — mentions, impressions and clicks. Why that's a watershed for intent marketing, and what to do before it ships.
Read article· 9 min read
Your past campaign data, wins and losses alike, is the cheapest risk insurance you have. How to analyse it before you spend another dollar.
Read article· 9 min read
My December 2019 predictions for marketing in 2020, written weeks before COVID, left as they were with a short verdict on each.
Read article· 4 min read
In 2018 everyone said half of all searches would be voice by 2020. That didn't happen as sold, but the advice to answer questions clearly aged well.
Read article· 4 min read
Six questions with John Den Haan, then Head of SEO at Switched On Media, on SEO in Australia vs Europe and where search was heading in 2013.
Read article· 4 min read
In September 2013 Google moved all searches to SSL and hid organic keywords behind '(not provided)'. A look back, and why history is rhyming with AI search reports.
Read article· 2 min read
From my SMX Sydney 2013 talk: after Penguin 2.0, the goal isn't links that look natural, it's links people would actually click.
Read article· 2 min read
In 2012 mainstream publishers chased pageviews with junk content. In 2026 the same thing is happening with AI slop. Useful content still outlasts cheap traffic.
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All Intents & Purposes — a weekly read on how in-market buyers think. Every Thursday.