Bill Hunt, Author at Back Azimuth Consulting

What is an Answers Management Program

An Answers Management Program (AMP) is a structured approach to ensuring that a company effectively provides accurate, consistent, and accessible answers to customer and stakeholder queries across digital platforms. This program acknowledges that search engines, AI-driven assistants, and other digital interfaces increasingly determine how users find and interact with information. Key Components of an Answers […]

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Implementing your Answers Management Strategy

Answer Management, Strategic Thinking / By Bill Hunt

As AI-powered answer engines continue to transform how consumers find and engage with information, organizations must adapt their content strategies to remain competitive and ensure they have the information necessary to answer questions posed by existing and potential customers. In a previous article I advocated for creating a VP of Answers role as a strategic

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Why your CEO Cares about Keyword Rankings

Integrated Search Marketing / By Bill Hunt

Last week Eoin Clancy posted on LinkedIn that he was told by an Enterprise SEO that their CEO’s focus on ranking #1 in Google for 4 terms was costing the company millions of dollars. The SEO said that the CEO is stuck in the dark ages regarding what matters to users and search engines today.

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Monitizing Site Search Queries for the new Answer Economy

Keyword Management, Process Improvement, Strategic Thinking / By Bill Hunt

I have been writing about how companies must embrace this new Answer and Recommendation environment called the Answer Economy starting with designating a VP of Answers and implementing an Answer Management framework. One of the key steps of this process is for companies to spend time mining their on-site search query database to identify the

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Why is SEO not more integrated?

Integrated Search Marketing / By Bill Hunt

Before our recent podcast episode, “SEO as a Team Sport,” Bill and I discussed how this lack of integration is still happening in 2025. A few of our reasons made it into the episode, but it is worth a deeper review of why SEO and web development are often poorly integrated. After that session, I

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In the new Answer Economy do you need a VP of Answers?

AI Strategy, Strategic Thinking / By Bill Hunt

During my recent family trip to Japan, I had a few experiences where I thought companies could have done a better job of providing easy-to-find and relatively straightforward answers to my questions. Since I did not get the answers I wanted from their website or Google, I often tried Chatgpt and other AI tools to

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Demonstrating the Strategic Value of Search Marketing

Strategic Thinking / By Bill Hunt

For the past 30 years I have worked at the enterprise level of digital and search marketing. Working for big companies, you need to be creative to get buy-in and advance your projects and ideas, requiring me to develop several “creative reports” to generate executive attention. The following are various models that will hopefully help

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Beyond Marketing: The Startup CEO’s Guide to Making SEO Everyone’s KPI

Strategic Thinking / By Bill Hunt

Last week, I did two calls initiated by startup investors after being introduced to them as an expert in the strategic use of Search Marketing. After a few minutes of discussing my thoughts on the strategic application of Search, both investors had their startup CEOs join the call to understand how I can help them

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Integrating the 3 Pillars of Search

Integrated Search Marketing / By Bill Hunt

The most significant value of search marketing comes from being findable no matter where a customer searches, but too often, we do not align any of the many silos that could benefit from integration. When a searcher is searching, they are not thinking about paid search or organic; they are trying to find a solution

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Why does Search Still Not have C-Suite Exposure?

Strategic Thinking / By Bill Hunt

My friend Jason Kilgore from Findlaw posted his views on why Search needs a seat in the C-Suite. Jason argues that Google’s recent policy of disapproving or suspending your paid search account if your website has received a manual action demonstrates the need for a more integrated approach to Search and both more senior representation

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