Freelance Digital Marketing Consultant
I have to admit that when Google released for the first time ever its guidance on optimising for AI search it did make me smile. I am guilty of leaning toward the “it‘s just SEO“ camp but with the clear nuance that SEO is such a huge discipline that it depends on what you understand … Read more
As soon as AI Overviews were launched in August 2024 in the UK, there was a flurry of activity with the usual crowd saying “Jump in or get left behind”. It was a serious case of FOMO (Fear of Missing Out) and the usual hype with people positioning themselves as the new “gurus” in an … Read more
This article originally appeared on the Air Social blog, you can see the original here. We regularly have conversations with clients over the use of generative artificial intelligence (AI) in content for their digital marketing. Our position at Air Social is that it’s perfectly fine to use AI as a tool to assist in your … Read more
Google I/O 2025 was wild. I normally report on the Google I/O annual developer conference but was a bit busy this week to even watch live. However, my friends updated me on the key aspects of the event and I’ve been able to catch up with the aftermath. This year, it seems like this was … Read more
This was such a timely report. I was only last week (Tuesday) expressing my scepticism with an old-fashioned approach to SEO, and the fact that professionals haven’t been guaranteeing clicks for a very long time. Part of my reasoning was the zero-click results from featured snippets and now the new Google AI Overviews. When I … Read more
The search world has always been changing. Just when we thought we had a handle on the intricacies of Search Engine Optimisation (SEO), a new trend emerges to challenge the established order. Or does it? Let’s delve into a concept that’s been doing the rounds for a while: Generative Engine Optimisation (GEO). Now, before you … Read more
Someone mentioned the other day that Google’s Quality Raters Guidelines has been refreshed and when I took a look, it was on the 23rd January 2025. How did I miss that? TL;DR Google’s Quality Raters Guidelines were updated on 23rd Jan 2025 They now have a few mentions of generative AI whereas they didn’t previously … Read more
2024 has been an amazing year in the digital marketing world, marked by the continued rapid advancement of AI, big shifts in search engine algorithms, and the ever-evolving social media landscape. From the rise and rise of generative AI to the burgeoning importance of authenticity, 2024 has been a year of exciting developments. So without … Read more
One thing that has been challenging recently has been the increasing prevalence of AI Overviews in Google’s Search Engine Results Pages (SERPs). These AI Overviews are increasingly showing up in search results but not for every question. However, digital marketers ignore this trend at their peril. The way to deal with these new potentially “zero-click” searches … Read more
My approach to AI as a digital marketer has been a cautious one. When ChatGPT 3.5 quite literally burst onto the scene in November 2022, it really was a game changer. My initial interest in the company behind it started when I remember seeing Dominic Cummings wearing his OpenAI t-shirt as far back as 2020. … Read more