Most marketing teams obsess over dozens of performance metrics. Customer acquisition cost. Click-through rates. Conversion rates. Lifetime value. But Jonny Inglis, co-founder of the wine platform Winedrops, says focusing on too many metrics can distract from the one thing that really drives growth. In a recent conversation for my Flipping the Playbook podcast, Jonny explains […]
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In the first wave of AI search, most of the conversation focused on what is changing. Now the more important question is how to respond. AI search does not replace SEO, but it does change what visibility means. You are no longer optimising just for rankings. You are optimising for inclusion. AI systems increasingly deliver […]
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The moment you stop investing in brand and lean entirely on performance, you start converting demand you’re no longer creating. That’s the reality check from Lottie Norman, VP of Brand Transformation and Strategy at The Travel Corporation, who joined SALT’s Reza Moaiandin on the latest episode of Flipping the Playbook. For CMOs navigating commoditised markets, […]
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Every CMO knows the feeling. A new technology emerges that promises (or threatens) to reshape your marketing strategy. But the path forward isn’t clear. The metrics aren’t standardised. The benefits are still largely theoretical. AI search is the latest disruption demanding attention, nagging you to do something. Perhaps the safe move is to wait. Marketers […]
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The minute you cut off an affiliate that’s bringing you customers and traffic you cannot reach without them, you burn that relationship and they put your competitors there instead. That’s the stark warning from Adam Riemer, marketing strategist, keynote speaker, and columnist, in a recent discussion with Reza Moaiandin on the Flipping the Playbook podcast. It’s a reality check that will have […]
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SEO strategies don’t usually fail because of poor insight. They fail because fixes don’t get implemented. Every unimplemented SEO fix is a compounding tax on your marketing budget. Regular SEO audits can highlight critical issues and provide you with a list of actions and fixes to improve search performance and address problems with your site, but improving performance relies on being able to […]
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The future of demand generation is small, highly skilled teams using AI to achieve what once required thirty people. That’s according to Thomas Cyr, Head of Global Pipeline Generation at Shopify, who told SALT’s Reza Moaiandin on Flipping the Playbook that the discipline has transformed beyond recognition in just three years. The Flipping the Playbook […]
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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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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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OpenAI just launched Instant Checkout, a new way for people to buy products directly through ChatGPT. It is powered by the Agentic Commerce Protocol (ACP), an open standard that connects AI agents, merchants, and payment systems to complete transactions securely. What’s changed? While it is only available in the US for the time being (live […]
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The biggest referrer to your content might never show up in your Analytics platform. Let that sink in for a minute. It’s a problem for businesses who need visibility in AI search, and let’s face it, that’s everybody. Right now, if ChatGPT, Claude or other AI assistants quotes your blog post in a live answer, […]
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SALT, a leading SEO agency, is proud to announce that its campaign for Swaledale Butchers won silver at the European Search Awards in the Best Use of Search for Retail & Ecommerce. Our commitment to addressing customer challenges over following industry trends has been instrumental in securing this recognition. The European Search Awards recognise and […]
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