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.
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 secret to ranking in Google and LLMs is not about topic clustering or entity optimisation. It's a lot more human than you think.
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...
OK, first things first. I don’t have my head in the sand :) Search optimisation is my livlihood but that’s not limited to Google. These are my thoughts on the hype behind GEO/AIO and why I believe its sensible to take a step back and think about h...
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...
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...