The index of everything that’s been in our ‘An Article A Day’ blog in the last month.
Introducing the ‘no-surprises’ page
If we do not explain contracts, timelines, and support realities, buyers invent their own story. A ‘no-surprises’ page fixes that.
What to check when PPC clicks fall
When clicks drop, start with impressions vs CTR. Then review auction competitiveness, Quality Score signals, smart bidding and settings.
SEO vs GEO vs AEO: three acronyms, one mess
Solid SEO helps any system understand us, but generative interfaces change what ‘visibility’ means. The win may not be a click.
Old journalism discipline for modern SEO
There is a piece of writing discipline that has always felt a bit old-fashioned, and is suddenly modern again. Cover the basics early.
The Google Ads creeping “helpfulness” problem
Google Ads keeps adding hidden defaults and new permissions. Specialists earn their fee by spotting changes early and protecting control.
Preferred Sources: small feature, big signal
Users can now star the publishers they want more of. Even if it’s news-led, it signals where search is going for everyone.
The slow death of open rate
Open tracking is less reliable under Apple MPP. Focus on what matters: clicks, replies, and customer actions that prove the email was read.
A ‘pre-sell’ paragraph to provide empathy
More sections on landing pages rarely fixes hesitation. Setting expectations early on can relax the prospect and help the sales points land.
A mission statement should make us braver
Does it make a prospect think: “These people understand what we are trying to do”? If not, it is probably just decoration.
If Ai shortlists change, what happens to B2B search?
Ai tools rarely return the same brand list twice. For B2B marketing, the goal shifts from ranking once to showing up often for an intent.
Fast sites win quietly. Core Web Vitals proves it.
WordPress sites often sit below 50% pass rates. That is not bad news, it is a chance to outclass slower competitors with discipline.
Why dead clicks and rage clicks can kill conversions
Dead clicks are broken promises. Rage clicks show intent turning into frustration. Measuring them makes optimisation more concrete.
If PPC is not converting, stop tweaking and fix the page
As Google automates more, advertisers have fewer levers. Page speed, clarity, differentiation and mobile experience matter more than ever.
Bad mission statements can work against us
Bad mission statements are a trust problem. If we cannot say what we are for, why should anyone believe the rest of what we claim?
Saying we are ‘trusted’ does nothing
Generic claims blend into the background. Tomorrow’s winners will be consistently supported by evidence, and preferred by buyers and systems.
Learning from the data sheet
The pages Ai will use most are the ones that look like evidence, not slogans. And we already have that content, in the form of a data sheet.
Why button design is so important
A good button label describes the immediate next step in plain language. It reassures the visitor that they are not signing their life away.
When things get tighter, explain more, not less
Silence does not feel neutral to buyers. Clear, practical explanations help customers decide, and they make us look more reliable.
Stop interrupting the decision
Cookie banners, chat widgets, and slide-ins can turn a calm page into a fight. B2B buyers want clarity, not interruptions.
Should I try Google Looker Studio?
GA4 is for exploring website visitor behaviour. Looker Studio is for telling the story across repeatable dashboards. It’s worth investigating.
Sometimes growth is not adding – it’s pruning
Content decays faster than we think. A simple keep/fix/kill routine keeps messaging current and reduces duplicate, competing pages.
Easy to find analytics reports we can really use
Google Analytics is hard to use – but are there any basic, easy to access reports that we should be using as search marketers?