More Traffic Isn’t Always the Answer: How Service Businesses Convert Better Online
The Maths That Makes the Case The arithmetic of conversion improvement is more compelling than most business owners realise. Consider a business spending £4,000 a month on Google Ads and converting website visitors to enquiries at 3%. Doubling the volume of traffic to generate more leads costs another £4,000 a month. Doubling the conversion rate […]
Why AI Search Visibility Is the New Competitive Advantage
Why AI Search Visibility Is the New Competitive Advantage When Andreessen Horowitz publishes a market analysis, the business world takes notice. The Silicon Valley firm has backed some of the most consequential technology companies of the past two decades, and its investment theses tend to arrive ahead of mainstream adoption. Its recent piece on what […]
Google Confirms: AI Search Optimisation Is Still SEO
Google Confirms: AI Search Optimisation Is Still SEO Google has published its most direct guidance to date on how businesses should approach optimisation for AI-powered search features, and the headline finding is one that will cut through a lot of noise: there is no separate discipline required. The new documentation, published on Google’s developer site […]
People Are Using AI More. They Trust It Less. Here Is What That Means for Your Business.
New consumer research reveals a widening gap between AI adoption and AI confidence. Usage is at an all time high. Excitement is falling. For any business relying on AI search to drive discovery, the implications are significant. 73% of consumers now use generative AI regularly, up from 45% in early 2024. In the same period, […]
Your Website Was Built for Google’s Old Search. Here Is What Needs to Change.
AI platforms do not find your website the way search engines did. They extract, assess and cite it. Most business websites are not structured for that. These are the seven changes that make the difference. Research from Princeton, Georgia Tech and IIT Delhi found that content optimised for AI search improved citation visibility by up […]
Traditional Search Metrics Are No Longer Enough. Here Are the Eight Signals That Actually Matter in AI Search.
If your search reporting still centres on rankings and organic traffic, you are measuring the wrong thing. AI search has created a new layer of visibility that most businesses are not tracking at all. This is what you should be watching instead. When an AI-generated summary appears in search results, users click traditional results as […]
UK Businesses Are Moving Faster on AI Search. Most Are Still Invisible.
New research confirms what we already see every week: UK marketers are ahead of the global curve on AI search optimisation. But being aware of a shift and being visible inside it are two very different things. 61% of UK marketers already have a AI search strategy in place. Globally, the figure is 45%. The […]
How to Get Your Business Referenced in AI Search: A Practical Guide
Getting found on Google and getting cited by ChatGPT, Gemini or Perplexity require different strategies. Here is what drives AI search visibility, and how to build it systematically. AI search engines do not rank websites. They assess credibility, extract structured content and cite sources they trust. If your business is not recognised as a trustworthy […]
Google Has Told You Exactly What It Rewards. Most Businesses Are Still Not Listening.
Google’s own guidance on what makes content rank well is publicly available and remarkably clear. The principles it sets out also happen to be the foundation of effective AI search optimisation. Here is what it says, and what it means in practice for your business. Google’s ranking systems are designed to prioritise content created to […]