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Author
Founder and CEO, Tabula Agency
York University (philosophy) · Master's in Marketing, Schulich School of Business
Carlos Rios is the founder and CEO of Tabula Agency, the SEO and GEO agency for e-commerce brands. He sets the strategy and targets for every brand Tabula takes on, and he writes about what actually gets online stores found on Google and recommended in AI answers like ChatGPT, Gemini and Perplexity.
Before Tabula, Carlos worked inside companies big and small, for leaders who wanted straight answers instead of vanity numbers. He studied philosophy at York University for six years and holds a Master's in Marketing from the Schulich School of Business. He founded Tabula Agency in 2023, as ChatGPT started changing how buyers find brands.
Performance-based marketing agencies get paid on results, not hours. Most explanations stop there. Here’s the part that actually matters: how the baseline gets set, what counts as attributed, and what to ask before you sign anything.
Getting cited by ChatGPT and Perplexity isn't the same as getting clicked. Here's the structural fix, TL;DR blocks, definitional headers, and FAQ formatting that earn the click, not just the mention.
Most teams assume AI platforms recommend them the way Google used to rank them, then never check. This post walks through the exact prompt-testing method to find out whether ChatGPT, Perplexity, and Google AI Mode mention your brand, how to score what you find, and how to benchmark it against competitors, no subscription required.
Most agency retainers don't say what's actually included until month three. Here's exactly what's standard in a Tabula Partnership, and what isn't.
Fintech and life science brands assume compliance is what keeps them out of ChatGPT and Perplexity answers. It's not, entity signals and specific positioning are, and both regulators are moving faster on AI than most marketing teams realize.
Most small businesses split their budget evenly across Google Ads, GBP, and AI search. That's the wrong move. Here's the order that actually gets results, including the call we made with our own budget.
Your Google Ads dashboard tells you what a lead cost. It doesn't tell you what a job cost, and for contractors those are two very different numbers. This post breaks down why cost per lead is the wrong metric to manage to, the formula to use instead, and where contractor ad spend quietly leaks out before a single job gets booked.
Most paid GEO audits are a $19 checklist with a bigger invoice attached. Here's what a real one actually checks, and why off-site brand mentions matter more than any schema tag.
Most SMB Google Ads accounts have a negative keyword list. It's just the generic one: exclude "free," exclude "cheap," exclude a competitor or two. That catches the obvious waste and leaves entire categories untouched, job seekers, DIY searchers, wrong-service confusion, geography leaks. Here's the list that actually moves wasted spend, plus what changed in Performance Max in 2026 that makes it worth checking your account again.
Most advice on medical device marketing strategy focuses on the RFP response. But the shortlist is usually decided before the RFP is written. Here's what committees are actually looking at, and how to be ready before they search you.
October isn't a holiday month. It's the last one before Black Friday. Here's the calendar that treats it that way, not 30 days of costumes and coffee day.
Most coverage of automating SEO with Claude skips the part where it goes wrong. Here are five mistakes worth checking before you trust the output, from unreviewed metadata to giving an AI tool live-site access without a staging step first.
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