For years, content teams have optimised pages around a relatively familiar journey: someone searches, scans the results and clicks through to a website. AI search is changing that journey, in more than one way. Google AI Overviews and detailed answers from ChatGPT or Perplexity might all draw information from webpages, but they’re serving users in […]
AI has become a permanent fixture in marketing workflows, but it hasn’t solved two of the big problems marketers actually care about: making content sound like their brand and making personalisation feel like more than a name inserted into a template. The honest picture is a split one. AI is doing real, measurable work in […]
If you’re sitting on hundreds of old blog posts, you don’t have to rewrite them all, but you can’t just leave them as is either. The solution lies somewhere in the middle. Older content needs to be sorted into the appropriate content bucket before deciding how to use it. Treating this as one big decision […]
If you’re wondering how often you should refresh your content to stay visible in AI search, the honest answer is somewhere between once a month and once a year, depending on the page. This isn’t really a satisfying answer on its own, but it’s backed by real data rather than speculation and the reasoning behind […]
Generative Engine Optimisation (GEO) has picked up a lot of new vocabulary quite quickly. Some of it comes from academic research, some from AI platforms themselves and some from marketing vendors coining their own terms for the same idea. The result is a lot of overlapping language that can put people off engaging with the […]
Good research and strong claims aren’t enough on their own anymore. An AI model needs to lift a clean, self-contained answer from your page. If it can’t, it will quote a competitor instead, even if they have a weaker argument. This comes down to how AI models actually work. Most rely on a process called […]
Ask ChatGPT, Perplexity or Google’s AI Overviews a question and you’ll notice a handful of brands show up in the answer, while most others don’t get a mention at all. This isn’t random and it isn’t about who has the biggest ad budget either. It follows a fairly consistent process and understanding it is quickly […]
For years, digital marketing followed a familiar pattern. A customer searched for information, clicked through to a website, explored the content and, if everything went well, eventually converted. AI search is changing that journey. AI platforms answer questions before users ever visit a website. This leads to many businesses seeing an organic traffic decline, even […]
As AI-powered search becomes the go-to way for people to find information, many businesses are investing in generative engine optimisation (GEO). However, a surprising number are approaching it with the wrong mindset. Unlike traditional search engines, AI platforms such as ChatGPT, Google AI Overviews and Perplexity don’t simply rank web pages. They generate responses by […]
For years, businesses typically faced a choice between building an internal marketing department or outsourcing activity to an agency. While both approaches can be effective, they also come with challenges. Hiring internally requires significant investment in salaries, recruitment and ongoing management, while traditional agency retainers can sometimes feel disconnected from day-to-day operations. As a result, […]