Damian Jennings 
If GEO wasn’t enough, the SEO industry has now produced AISEO — AI Search Engine Optimisation. Also AEO. Also AIO. Also LLMO, LLMSEO, and several others that arrived while I was writing this sentence. They all describe the same thing: optimising your content to appear in AI-generated answers from tools like ChatGPT, Perplexity, and Google’s … Read more
Every week someone asks me what their Domain Authority is, as if the answer will tell them something useful. It won’t. DA is a metric invented by a software company, not a signal that Google uses, and the amount of collective anxiety directed at it is wildly disproportionate to its actual importance. The SEO industry … Read more
ROAS stands for Return on Ad Spend. Revenue divided by ad spend. A £2,500 campaign that brings in £10,000 is a 4x ROAS. Simple maths. The question everyone asks is: what’s a good ROAS? The honest answer is that it depends entirely on your margins, and anyone who quotes you a number without knowing your … Read more
The standard answer to “when should I send marketing emails” is Tuesday or Thursday, around 10am. It’s in every guide, it’s based on real aggregated data, and for your specific list and your specific audience it’s probably wrong. Why the advice exists Email platforms have enormous datasets. Across millions of campaigns, mid-week mornings do outperform … Read more
A lot of businesses treat content marketing and SEO as competing strategies. They allocate budget to one and not the other, or keep them in separate teams that don’t speak, or decide they’re “doing SEO” and skip content entirely. None of these approaches work particularly well. They’re not the same thing. They’re also not alternatives. … Read more
A local citation is any mention of your business name, address, and phone number on another website. Your Google Business Profile is a citation. So is a Yell.com listing, an Apple Maps entry, or a namecheck in a local newspaper article. The combination of name, address, and phone (NAP, in the jargon) is what makes … Read more
Keyword research is the bit of SEO that everyone talks about and half the people do wrong. Done properly, it shows you what your customers are actually searching for and where you have a realistic chance of ranking. Done badly, you spend months creating content for terms nobody searches for, or chasing rankings you’ll never … Read more
If you’ve ever run Google Ads and wondered where the budget went, negative keywords are a large part of the answer. They’re the most under-used feature in paid search, and getting them wrong (or skipping them entirely) is one of the most reliable ways to burn through ad spend on people who were never going … Read more
An email list is the most valuable marketing asset most small businesses don’t have. Not followers, not connections, not a Facebook page with several thousand likes that sees 2% organic reach. An email list, a direct line to people who’ve said yes, I want to hear from you, is the one marketing channel that compounds … Read more
Most small businesses approach content marketing the same way: they decide they should probably be doing it, start a blog or an Instagram, post a few times, get busy, and three months later they’ve published four things and quietly given up. The problem is almost never ideas or ability. It’s not having a system. Content … Read more
