Insights
Straight answers on search, with the sources to back them.
Guides on AI search, SEO, content and digital PR. Every article answers one question, cites where its facts come from, and says what to do next.
AI search
- AI search
How Do Google AI Overviews Choose Their Sources?
Google says AI Overviews draw on its core Search systems and need no special markup. Here's what its documentation says, and where independent data differs.
Read the guide - AI search
How Do You Get Your Brand Cited by ChatGPT?
You can't guarantee a ChatGPT citation, but OpenAI documents what makes you eligible. Here's what to allow, how to check it and what nobody knows.
Read the guide - AI search
How Do You Measure AI Search Visibility?
Measure AI search visibility with a fixed prompt set run many times, plus referral traffic and the Google and Bing reports. Here's what each can tell you.
Read the guide - AI search
Should You Block AI Crawlers Like GPTBot?
Blocking training bots is a content choice; blocking search bots can drop you from AI answers. Which bots do what, how to block them and what Google changed.
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What Is Generative Engine Optimisation (GEO)?
GEO is the practice of improving how often AI answer engines cite or mention your content. Here's where it came from and what the evidence shows.
Read the guide - AI search
What Is llms.txt and Does Your Site Need One?
llms.txt is a proposed Markdown file that points AI agents to your best content. Google says it ignores it, and the best log data shows almost nobody reads it.
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SEO
- SEO
How Long Does SEO Take to Work?
Google gives no fixed timeline. Here's what its guidance, a 2017 Google video and Ahrefs data say, plus our own month-by-month working view.
Read the guide - SEO
What Is E-E-A-T and How Do You Demonstrate It?
E-E-A-T stands for experience, expertise, authoritativeness and trust. Google says it isn't a ranking factor; here is what raters look for and how to show it.
Read the guide - SEO
What Is Schema Markup and Which Types Matter?
Schema markup labels what a page is about. What Google uses it for, which types still earn rich results, which are gone, and what it does for AI answers.
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Digital PR
- Digital PR
Are Backlinks Still Important for SEO?
Yes, Google still uses links, but its representatives say their weight has fallen and that people overestimate them. Here's what is confirmed and what isn't.
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What Is Digital PR and How Does It Help SEO?
Digital PR earns online coverage, mentions and links by giving journalists a story. How it differs from link building and what Google allows.
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Sectors
- Sectors
How Can Energy Brokers Compete With Comparison Sites in Search?
Smaller energy brokers win in search by owning narrow segments, dating every price and showing the commission and complaints detail Ofgem expects.
Read the guide - Sectors
How Do SaaS Companies Rank Comparison and Alternatives Pages?
SaaS comparison pages rank when they're fair, evidenced and current. Here's how to build them and stay within UK comparative advertising rules.
Read the guide - Sectors
How Do You Market Debt Advice Online Without Breaking the Rules?
Debt advice marketing sits under FCA rules, Google verification and ASA scrutiny. Here's what to check before you publish pages or run ads.
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What Do FCA Financial Promotion Rules Mean for Insurance SEO Content?
Insurance content must be clear, fair and not misleading under ICOBS 2.2, and the Consumer Duty adds an understanding test. Here's what to check on each page.
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Web
- Web
How Do You Migrate a Website Without Losing Rankings?
Google's site move guidance in practice: benchmark, map every URL, use 301s, use Change of Address correctly, keep redirects a year and watch Search Console.
Read the guide - Web
What Are Core Web Vitals?
Core Web Vitals are Google's three user-experience metrics: LCP, INP and CLS. Thresholds, how to measure them, what breaks them and what to fix first.
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