Article: ICYMI – All the blog posts from June 2026

The index of everything that’s been in our ‘An Article A Day’ blog in the last month.

Why customer-centred decisions so often lose inside businesses

Inside many firms, the decisions that genuinely help customers are still the ones most likely to lose. Marketing needs to fight for them.

If we reward only the decisions that produce immediate financial proof, we should not be surprised when wider customer value gets ignored.

If we only reward what pays back instantly, we should not be surprised when the business gets better at extraction than retention.

Other departments do the job they are employed to do, but these are not the whole picture without marketing.

The most successful businesses do not ignore immediate return, but don’t treat it as the only return worth noticing. Marketing is key here.

Clear structured data can help systems understand who we are, what we do, what a page contains, and how one page connects to another.

Ranking still determines whether we are visible in search results. But retrievability determines whether we get picked up and used.

More of my searching now starts in ChatGPT than Google. That shift may have bigger consequences than traffic patterns alone.

Sometimes marketing teams need to push back, politely but firmly, and ask a better question: what happens to leads once they arrive?

Instead of treating schema as a layer added after the writing, we can use it during planning to see what a complete page ought to contain.

Structured data is about making content easier for machines to understand. Before anything else, we should check whether we have it at all.

A recent Ahrefs study shows why some pages get cited by ChatGPT and others do not, with useful lessons for search, content and Ai visibility.

A useful rule of thumb for B2B email timing and frequency, including how often to resend and how long to wait between sends.

We’ve been giving it a lot of thought, as you might imagine. We think that search advertising isn’t dying, but it will become more selective.

We should be ready to spend less of our budget chasing every click, and more supporting the moments that actually help a buyer choose.

Google’s best practices for “Read more” links are sensible. But if current pages are serving users well, don’t rush to change them.

Microsoft Advertising is easier to test than you think, especially as Google Ads campaigns can be imported as copies and trialled carefully.

The real skill is not forcing the keyword in. It is making the page unmistakably about the thing, even when we cannot quite say its name.

When a metric becomes a target, behaviour shifts and the number stops reflecting reality. Marketing is full of these traps.

If there are 10 companies in our market sector, it’s a bad thing (not a good one!) if we’re the only company listed.

B2B buyers rarely decide instantly. Good marketing helps them recognise us when the buying process finally begins.