Tracking marketing performance effectively comes down to three key factors: Defining the pipelines, audiences, events, and metrics that truly matter to your business. Ensuring each element is measured with precision. Aligning your team around the data points that drive the most impact. When these pieces come together, you gain the clarity to track progress, scale […]
Agencies are navigating a marketing world powered by AI, evolving platforms, and consumer expectations that change overnight. The pace is dizzying, but it’s also full of opportunity. When we asked marketing agencies what new trends they anticipate for the year ahead, their insights revealed a shared focus on leveraging AI to scale operations, diversifying content […]
Google says it values the open web, and a current Googler confirmed in a private conversation at the recent Search Central Live in New York that the company, including CEO Sundar Pichai, cares about the web ecosystem. But that message is contradicted by an ex-Googler, who said Google internally regards sending traffic to publishers as […]
OpenAI has rolled out a new image generation system directly integrated with GPT-4o. This system allows the AI to access its knowledge base and conversation context when creating images. This integration is said to enable more contextually relevant and accurate visual outputs. OpenAI’s announcement reads: “GPT‑4o image generation excels at accurately rendering text, precisely following […]
AI-powered search is drastically changing the way people find information. For years, ranking well in Google and Microsoft Bing has been the foundation of search visibility. But as AI-driven search gains traction, is that ranking priority shifting or staying the same? We’re in an era of uncertainty we haven’t seen since the early days of […]
A new profile of Elizabeth Reid, the head of Google Search, confirms that Google is moving away from its longstanding model of sending its users to websites. As one former unnamed senior executive put it: “Giving traffic to publisher sites is kind of a necessary evil.” As for the iconic Google Search bar? It will […]
How does adding coordinates to the EXIF data affect local rank? Our team wanted to find out. That’s why we recently conducted a 10-week study on the effects of geotagging for local rank. The geotagged images seemed to only affect the ranking for “near me” queries in the areas the EXIF data coordinates specified. Their […]
This edited extract is from Community Building for Marketers by Areej AbuAli ©2025 and is reproduced with permission from Kogan Page Ltd. There are many different concepts of what a community is, and various definitions. Outside the context of marketing terminology, the word “community” is primarily associated with local areas or neighbourhoods. The concept of […]
We’ve been focused on the impact of AI on Search and how to still make gains in this competitive and volatile SEO world. It’s easy to forget that two big lawsuits are deciding potential remedies against Google soon, which could affect organic traffic and the search landscape. I know most of you don’t spend your […]
If you try to add a new business to Google Business Profiles today, you may run into difficulties. When you get to the screen where you add your phone number and website address, Google won’t let you proceed to the next step. It is unclear if there is an issue with phone numbers in general, […]