How to Improve Content Performance in Google & LLMs? Empathy
The secret to ranking in Google and LLMs is not about topic clustering or entity optimisation. It's a lot more human than you think.
Musings
I don’t write that often, but every now and then, a few ideas stick with me long enough that I put them down here.
The Future of Publishing Revenue in an LLM World
I had a call this week with a long-standing publishing client. One of their sites — a project we’d invested heavily in — is now shifting commercial direction, prompting a review of the search strategy. But the conversation quickly moved beyond do...
There’s No Such Thing as Generative Engine Optimisation, it's just SEO
As more people use GPT tools and Google’s market share continues to slide, I’ve had more and more people asking me about ‘GEO’ — Generative Engine Optimisation — and how they can get their content or brand showing up in tools like ChatGPT and Perp...
AI Content Optimisation Tools Are Killing Your SEO
Imagine stepping through a mysterious portal, only to find yourself inside John Malkovich - except instead of inhabiting the mind of Malkovich, you’re trapped in an SEO landscape where every piece of content looks, sounds, and reads the same. You...
How often should you update content? It depends.
I often get asked by clients how often they should be updating their content. As a consultant, I frustratingly (and perhaps a little by habit) preface 90% of responses with, “Well…it depends” but in this case it really does. While the notion tha...