The Blog

Sarah Mitchell November 17, 2025

Death To Marketing Silos: Why Your Teams Must Merge (or Die)

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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Content Strategy
Dan Taylor November 17, 2025

Why GPT-5 Sends Less Traffic to Websites Than GPT-4.5

We have seen a clear decline in LLM referral traffic over recent months, especially from ChatGPT, and this trend lines up with the release of GPT-5. Many senior marketers are asking why GPT-5 seems to send fewer clicks to websites than GPT-4.5. The answer is simple. GPT-5 gives people more complete answers inside the chat, […]
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AI
Dan Taylor November 12, 2025

An EEAT Checklist for AI Search

In an era where AI-powered search and generative summaries are becoming mainstream, simply writing good content is no longer enough. Organisations need to demonstrate four key qualities of Experience, Expertise, Authoritativeness and Trustworthiness (EEAT) so that their content can be surfaced reliably by large language models (LLMs) and AI-driven search engines. Why EEAT still matters, […]
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AI SEO
Sarah Mitchell November 10, 2025

The CMO’s Guide to Operating a Successful Brand Newsroom

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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Content Strategy
Sarah Mitchell October 31, 2025

Why the ROI Obsession is Killing Content Marketing

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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Content Strategy
Dan Taylor October 29, 2025

Making JavaScript websites AI and LLM crawler friendly

JavaScript is often touted as one of the more complex topics in SEO. Its dynamic nature, while enabling modern user experiences, can also create visibility barriers for crawlers that struggle to process and render it correctly. As search and discovery evolve toward AI-driven systems, ensuring that JavaScript websites remain fully accessible to both traditional and […]
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Technical SEO AI
Dan Taylor October 24, 2025

Technical SEO Considerations for ChatGPT Atlas

ChatGPT Atlas is the latest product launch from OpenAI, blending the ChatGPT LLM product within a browser environment/ Any public site can be surfaced, cited and linked inside Atlas. This guide focuses on practical technical steps that help Atlas discover, interpret and cite your content with clarity. It also shows how to measure referrals from […]
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AI Technical SEO SEO
Dan Taylor October 21, 2025

Google Doppl: How AI Try-Ons Could Redefine Fashion Discovery

When Google launches something new through its Labs division, it often signals a bigger shift. The latest example is Google Doppl, an experimental app that lets you upload a full-body photo and see how you might look wearing outfits you find online. It is part dress-up tool, part AI demo, and while still early and […]
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SEO AI
Sarah Mitchell October 17, 2025

Making the case for an integrated content marketing strategy

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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Strategy AI Content
Reza Moaiandin October 16, 2025

ChatGPT Can Now Sell Your Products… But Only If Your Data Is Ready

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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News
Dan Taylor October 8, 2025

How do we tackle AI Mode becoming the default Search experience?

How do we tackle AI Mode becoming the default Search experience? Search is shifting from lists of links to answers, conversations, and multimodal guidance. Google’s AI Mode and AI Overviews are moving toward default behaviours in more markets and surfaces, blending text, voice, and vision while sending billions of clicks to the open web (according […]
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SEO AI
Dan Taylor October 6, 2025

The ACE Framework for LLM and AI Visibility

Large language models and AI-driven platforms are transforming how information is discovered. For organisations, the challenge is clear: how to ensure visibility within these systems. While traditional SEO principles remain relevant, the context has shifted. To maintain presence, three areas require attention – Accessibility, Consensus, and Entity. Together, these form the ACE Framework. A – […]
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SEO AI