Straight Answers on SEO, AI Search, PPC and Digital PR

The questions marketing teams bring us about SEO, AI search, PPC and Digital PR, answered by the specialists who run the campaigns.

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Each question opens a short reading path, in the order we would explain it to you. Written by the people who run the work for mid-market and enterprise brands.

  1. 014 articles · 33 min

    Can AI assistants find and recommend us?

    How ChatGPT, Gemini and Google AI Mode choose which brands and products to show, and what to fix first.

    1. AI visibility audit: the first ten things we check7 min
    2. Google AI Mode for e-commerce: what to change on your site9 min
    3. Product schema and product pages that AI answers can use8 min
    4. Agentic commerce: how to get chosen when AI does the shopping9 min

  2. 024 articles · 31 min

    Is our agency reporting telling us the truth?

    Separate the sales you would have had anyway from the ones the work actually added.

    1. Brand traffic is flattering your agency report8 min
    2. Measure your agency on revenue, not rankings8 min
    3. Brand bidding: how we test whether your brand ads add sales7 min
    4. SEO reporting for the board: the KPIs a marketing director should own8 min

  3. 034 articles · 36 min

    What should we spend on search, and how do we justify it?

    What drives the cost, how to forecast the return and how to get the budget signed off.

    1. SEO pricing: what drives the cost of SEO for larger brands10 min
    2. SEO forecasting your finance director will believe8 min
    3. You don't need a proposal, you need a market feasibility report9 min
    4. PPC management fees: why percentage of spend is the wrong model9 min

  4. 044 articles · 32 min

    Are we getting full value from Shopping and paid search?

    Feeds, account structure and Performance Max set up to protect your margin, not just your ROAS.

    1. Google Merchant Center: the feed fixes that move Shopping revenue10 min
    2. Performance Max best practices without losing control7 min
    3. Google Ads account structure that protects your CPA7 min
    4. Demand Gen campaigns for e-commerce: when they earn their budget8 min

  5. 054 articles · 31 min

    We are replatforming or launching abroad. What could go wrong?

    Protect the rankings and revenue you already have while the site changes underneath them.

    1. Website migration SEO: replatforming without losing revenue8 min
    2. International e-commerce SEO: hreflang and choosing your next market9 min
    3. Technical SEO audits that get implemented: fixes ranked by revenue7 min
    4. E-commerce category page SEO: ranking the pages that carry revenue7 min

  6. 064 articles · 31 min

    Which channel should get the next pound?

    Compare search, retail media and the rest on what each one adds, then decide what to run in-house.

    1. Marketing mix modelling, attribution or incrementality: which to use9 min
    2. Retail media or search: where the next pound should go8 min
    3. SEO and PPC as one plan: what changes when the channels share data7 min
    4. In-house or agency SEO: the hybrid model that actually works7 min

  7. 074 articles · 24 min

    How do we measure what AI search is actually worth to us?

    Track the prompts that matter, see the visits and leads AI assistants send, and find the sources shaping their answers.

    1. How to Measure Performance in AI Search6 min
    2. LLM traffic in GA4: measuring visits and leads from ChatGPT7 min
    3. How to Choose Which Prompts to Track in AI Search6 min
    4. Use This Free Prompt To Find Sources Influencing AI Answers5 min

  8. 084 articles · 34 min

    Is our PR helping us get found, or just getting us in the papers?

    How coverage turns into links, rankings and AI citations, and what journalists actually want from you.

    1. Digital PR strategy for AI search: getting cited by ChatGPT7 min
    2. How we build data-led digital PR campaigns that earn coverage7 min
    3. Reactive PR in practice: turning breaking news into links7 min
    4. How to pitch a journalist: What an ex-Reach PLC pro really thinks of your pitch13 min

  9. 093 articles · 17 min

    Our organic traffic has dropped and nothing changed. Why?

    Google can change what a search means, how clicks are judged and how much of the page AI answers take.

    1. Query Intent Shift: What to Do When Google Changes What Your Keyword Means4 min
    2. Google NavBoost Explained: How Click Behaviour Affects Rankings and How to Track User Engagement6 min
    3. How to rank in AI Overviews: the page changes that matter7 min

  10. 103 articles · 27 min

    How do we scale content across a big catalogue without it turning into spam?

    Build pages at scale that rank and convert, starting from the searches that already make you money.

    1. Programmatic SEO for large catalogues, without the spam risk7 min
    2. How to Write Content for SEO That Converts and Ranks13 min
    3. PPC and SEO strategy: plan content from converting search terms7 min

  11. 114 articles · 39 min

    Which links actually move rankings, and which are a risk?

    How we judge a link at page level, when placements are worth it and the partner links most teams miss.

    1. SaaS backlinks: how we vet a link at page level7 min
    2. Niche edits: when they work and how we vet them7 min
    3. B2B SaaS SEO: the integration and partner links teams ignore7 min
    4. Link Building for SaaS: 20 Strategies That Work18 min

  12. 122 articles · 14 min

    Are we using the customer data we already hold?

    Put your customer lists and converting search terms to work across paid and organic search.

    1. Customer Match in Google Ads: use the data you already hold7 min
    2. PPC and SEO strategy: plan content from converting search terms7 min

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