Microsoft has introduced a valuable new feature that enables SEOs and webmasters to track how their websites are cited across AI platforms. While currently focused on Copilot and its partner systems, this proprietary data offers a more robust alternative to third-party tools for gaining insights. Although different LLMs operate in various ways, the insights provided […]
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How visible is your brand in AI search? If you’re not showing up in responses to relevant queries, the problem probably isn’t poor content (although it doesn’t help). Instead, the various AI systems might not have a clear enough handle on your brand. That’s not a ranking problem. It’s an entity problem – and it […]
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For a considerable time, searching online was a relatively straightforward exercise. Users would either rely on a short, memorable phrase, known as the “short tail,” or a significantly longer, highly specific phrase, referred to as the “long tail.” The long tail was characterised by queries containing three or more words, often reflecting a user’s advanced […]
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For over a decade, agencies have trained their clients and stakeholders to equate traffic and rankings with SEO success. But AI search has fundamentally changed how discovery works. The nature of this shift is a big reminder to CMOs, marketers and SEOs that higher rankings and increased traffic are just tactics. While they contribute to a genuine business outcome, they’re not outcomes in themselves. The real objective is brand visibility; ensuring your brand is in front of the right audience with the […]
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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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There’s just no getting away from the fact that content production is expensive; high-quality content even more so. Hence why you must balance strategy with efficiency. However, one classic way to undermine both strategy and efficiency is to have multiple marketing functions (content, SEO, digital PR, social media, etc.) creating their own content independently of each other for the same or similar target audiences. For example, the SEO team commissions or creates content intended to boost […]
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What if you had a way to move your marketing investment across the balance sheet, from a cost centre to a long-term asset? A strategic approach to content marketing can do that, but it requires more than a plan to publish marketing collateral. By taking a page out of the playbook for traditional media, CMOs […]
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Halloween is a time for scary stories that keep you awake at night. So, turn off the light and pass me the torch, as I tell you a tale as familiar as it is terrifying—a tale about the bogeyman under every content marketer’s bed: ROI. It’s the monthly reporting meeting. The applause for September’s sales […]
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It’s happening again. Marketers are losing their minds over the latest shiny thing. This time it’s the Artificial Intelligence edition. Remember when social media was going to revolutionise marketing? How it was going to put you in the PR driver’s seat and let you totally control your message? Content marketing was supposed to replace media. […]
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As new US tariffs come into play, many businesses are bracing for the ripple effects across supply chains, product pricing, and consumer behavior. For companies that rely heavily on imported goods, these policy shifts can lead to rising costs, slower purchase cycles, and shrinking brand loyalty. In such a turbulent landscape, your SEO strategy can […]
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The global luxury travel market is a thriving and rapidly growing sector, generating an estimated $1.5 trillion annually. But the industry’s boom in recent years has also made it more competitive than ever, with new luxury brands constantly popping up with promises of unforgettable high-end holidays designed to entice the more discerning traveller on the […]
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Brand awareness is one of the stalwarts of marketing. Long before digital marketing became a thing, a Coke bottle was a symbol for a dark-coloured soda drink the world fell in love with. No clever copy needed – even an empty bottle on a rubbish heap would do the trick. That’s brand awareness. SEO is […]
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