Nate Turner and Kevin King unpack why traditional ways of measuring organic marketing are falling short—and what needs to replace them. They explore how misattribution and outdated analytics hide real organic impact, the rising importance of schema and crawlability in AI search, and introduce the C.L.E.A.R. framework for modern measurement.

Plus, they break down the top challenges facing CMOs today, from proving ROI to balancing AI and creativity.

Links:

https://www.searchenginejournal.com/key-hurdles-that-cmos-must-overcome/547890/ https://duaneforresterdecodes.substack.com/p/12-new-kpis-for-the-genai-era-the

• (00:00:00) - 10 Speed Sessions: Search Marketing Hurdles
• (00:00:52) - How to Measure Organic Success?
• (00:11:14) - Are Referral Sources Still considered Organic?
• (00:13:43) - Is It Worth Investing in Organic Search?
• (00:19:29) - Facebook's ChatGPT: Is It a Google Competitor?
• (00:23:10) - Top 3 Questions for Content Editors
• (00:24:17) - 12 New KPIs for Search & Genre Optimization
• (00:31:10) - WSJD.com's CLEAR Framework
• (00:33:19) - Tim Ferriss: The New World of Organic Marketing
• (00:40:49) - 10 Hurdles CMOs Are Facing
• (00:43:52) - Google's AI Summary in 2026
• (00:44:26) - Top 3 Business Challenges of the Next 10
• (00:46:04) - #4, Balancing Artificial Intelligence and Human Creativity
• (00:50:08) - Top 3 CMO Hurdles
• (00:58:52) - Top 10 CMO Things to Focus On
• (01:01:10) - A Quick End to 10 Speed IO