Deep
Dives

SEO for financial services is a different strategy to 'standard' SEO, with the industry being regulated, Google also implements their own measures for ensuring information is factual and trustworthy. This increased bar for businesses within the financial services industries means you need to prove credibility vs just posting volume of content. Value is always the outright winner when doing any digital marketing, getting into the mindset of your target audience is where busine

GEO and SEO both aim to get your business found online. However, they work in fundamentally different ways, target different platforms, and require distinct strategies. Understanding these differences is essential for any UK business that relies on digital channels to win customers. In this post, I’ll break down what each does, where they overlap, and why neglecting one can leave visibility on the table. What is SEO? Search Engine Optimisation (SEO) is the practice of improvi

There is a quiet shift happening in how UK consumers find businesses, and most companies haven't noticed it yet. Your potential customers are opening ChatGPT and asking, "who's the best [service] provider in [city]?" before they ever reach Google. They're asking Perplexity which product to buy. They're acting on what Google's AI Overview tells them at the top of the page without scrolling down to the blue links. If your business isn't showing up in those answers, you're not c

Most businesses don't appear in ChatGPT because they've optimised for Google, not for AI. The good news is that with the right changes, you can start showing up in AI-generated recommendations within weeks. This is what you need to understand and do. Why Businesses Don't Appear in ChatGPT ChatGPT doesn't work like Google. It doesn't crawl a live index and rank pages. It draws from a combination of its training data and, when Browse is enabled, live web content. In both cases,

Something significant has changed in how people search for products, services, and recommendations. Where your customers once typed a query into Google and browsed a list of blue links, many are now asking AI assistants to give them the answer directly. They ask ChatGPT which agency to hire. They ask Perplexity which software to buy. They ask Google's AI Overview which local business to trust. This shift has created a new discipline in digital marketing called Generative Engi