Unlike B2C optimization, where you are typically speaking to one person, B2B optimization requires a fundamentally different approach. You’re not just selling to a company, you’re selling to a diverse group of individuals within that company, each with their own motivations and pain points. The typical B2B buying committee includes
For a decade, the core mantra of technical SEO was accessibility. We obsessed over robots.txt files, canonical tags, and crawl budgets to ensure that search engine bots could efficiently access and index our content. Those fundamentals are still important, but they are now dangerously incomplete. A new generation of crawlers
Does this sound familiar: You log into your analytics, and the dashboard looks… okay. Your impressions in Google Search Console are steady, maybe even climbing. But when you look at the numbers that matter, like leads, pipeline, and revenue, the story from organic search is flat, or worse, falling. Welcome
In our previous post, we discussed the challenges of the AI Overview revolution. But the question remains: How can your business create content that becomes a source for AI-overviews, while also being genuinely impossible for competitors and AI to replicate? The answer is under your proverbial nose: look inward to
Have you noticed that your search impressions may be steady, but your organic traffic is falling off a cliff? If you have, the good news is, you’re not alone. This is what we call the Impression-Click Paradox, one of the first and most painful symptoms of the AI-revolution we’re currently
Google has officially redrawn the map. With the launch of AI Mode powered by Gemini 2.5, Search is no longer a list of links or even a helpful summary. It’s a highly personalised digital assistant that is designed to be fine-tuned to each user’s habits, preferences, schedule, and even their
Google is testing Google AI Mode, a new search experience powered by Gemini 2.0, designed to answer user queries directly within search results rather than just serving up a list of blue links. This shift is redefining AI and SEO, changing how marketers optimize content for search visibility. What does
A recent medical data breach should serve as an alert for any professionals involved in healthcare marketing or working within a healthcare marketing agency. Data security and HIPAA guidelines are no longer just a legal concern—they are essential for maintaining patient trust and avoiding costly fines. In a widespread contravention,
Performance Max (PMax) campaigns have transformed paid media, offering full automation across Google’s and Microsoft’s networks. But while PMax is positioned as a game-changer in digital advertising, it has limitations—particularly when it comes to acquiring new customers. As Adele Todd, Head of Paid Media at Somebody Digital, explains: “PMax
While expanding into international markets presents businesses with exciting growth opportunities, it also introduces complexities such as cultural differences, shifting buyer expectations, regulatory challenges, and heightened competition. Without a structured ABM strategy, businesses risk ineffective marketing, misallocated resources, and limited success in their new markets. Working with a multilingual
