There is a new moment most travellers will recognise. You open an AI tool, type in a question like “Where should I go for a week in October?” or “Best places for a luxury break”, and within seconds you are given a tidy answer. A shortlist. A plan. A sense that the hard part of […]
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The role of marketing isn’t to get people to do what they don’t want to do – it’s to make it easy for prospects to buy when they’re ready. That’s the message from fractional CMO Alun Davies, who told SALT’s Reza Moaiandin on the debut episode of Flipping the Playbook that many marketers have lost […]
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Google have announced the Universal Commerce Protocol, known as UCP. It is an open standard designed to allow AI agents to handle commerce tasks on behalf of users, including product discovery, checkout, payment, and post‑purchase actions. This announcement marked an important moment for digital commerce because it moves shopping away from websites and apps and […]
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This study compares the types and structural characteristics of travel-related pages cited by two leading generative AI systems, Google’s AI Overviews and OpenAI’s ChatGPT. We looked at a dataset of 2,279 URLs cited in AI Overviews and 1,483 URLs cited in ChatGPT. Results were analysed across six travel categories: luxury, cruise, family, beach, solo, and […]
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Not long ago, searching the web felt like using a simple database index. You typed in a keyword and received a list of pages that matched, with different variables and weightings (that we knew as ranking factors). Today, search has become far more sophisticated. With AI at the core, platforms like ChatGPT, Gemini, Perplexity, and […]
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The team at SALT has carried out research into whether content structure and templates have an impact on your content surfacing in Google AI Mode. Now that Google AI Mode is available in the UK, CMOs and marketers are naturally keen to know how best to optimise their content. A quick online search will throw […]
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Introduction Everyone wants to know what they can do to increase their brand’s visibility in AI-assisted search. So, the SALT team conducted research to see if traditional SEO ranking signals had any impact on brand mentions in AI responses. AI search is disrupting traditional SEO. Success is no longer as simple as ranking on page […]
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As the calendar careens like an unmanned bobsled towards 2026 (it was July only a couple of weeks ago, right?), marketing has never been more challenging, more complex, more … let’s be honest … confusing. How can CMOs be expected to stay on top of every evolving trend across every conceivable channel in an industry that reinvents itself every 18 months? Yet, if the job descriptions on […]
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For leadership teams, optimising your CDN for SEO should not be viewed as a “tactic” in isolation. They are a key piece of infrastructure that supports revenue, brand trust, and risk reduction. A well-implemented CDN helps organisations: Deliver faster, more consistent experiences across regions Protect revenue during traffic spikes, outages, or attacks Reduce operational risk […]
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Competitor analysis has always been a core part of SEO, yet the rise of AI driven search and LLM powered results has reshaped how we understand the competitive landscape. Instead of focusing only on ranking positions, we now examine visibility across many surfaces, the clarity and usefulness of content, the strength of entities, and how […]
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Plenty of SaaS companies position their services as user-friendly. These handy apps and platforms seek to empower users to get more done without any of the niche expertise, technical hurdles and other complexities that so often serve as barriers to entry. Anyone can build a website with WordPress.com. Anyone can be a bookkeeper with Xero. […]
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5 Things you need to know From LLM-powered platforms like ChatGPT to the AI Overviews in Google’s search results, AI search is already having an impact on brand visibility and clickthrough rates. But the rate of change may be about to speed up with the arrival of Google AI Mode. Currently rolling out to 180 […]
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