Ouch. (She was spot on) I chose to work with Adriana precisely because of her unique experience and expertise – and that is precisely the reason why people choose to work with me, too.And that means I need to showcase my expertise confidently. Adriana then showed me several website changes I could make to reposition…

Making sure your brand gets mentioned in AI tools like ChatGPT, Perplexity and Google’s AI Overviews is very much on everyone’s mind today. In Chapter 9 of Genuinely Helpful, we predicted that as LLMs get better, people will increasingly use AI tools to get answers instead of visiting multiple websites – and technically, this works really…

As marketers, many of the crucial factors that determine our success aren’t entirely in our hands. One thing that’s crucial is the quality of your website. In all likelihood, you don’t fully control all the content, let alone the more technical aspects. How can you successfully work together with others who hold (some of) the…

Welcome to my first “Field Note”! I chose “Field Notes” as the name for the email newsletter to communicate that it’s about practical, real world marketing. Like it has always been. So let’s get to it. This edition’s topic is a question that I get in many different forms: Should we be on TikTok?Is Facebook…

I spend much of my time working with clients around the world from my home office. Last Friday, I was at the ICEF Monitor Global Summit in London, attending sessions and joining a panel discussion. Events like this are energising because you hear from people across the sector, not just within online marketing. I always…

The new academic year is on, and for me that means a busy few months ahead with events, presentations, and plenty of conversations. Here’s where you can find me: 12 Sept – ICEF Monitor Global Summit (London)Panel: Recruitment lab – Building capacity to recruit across digital channelsI’ll be sharing practical strategies for digital recruitment together with Kyle Campbell.…

I spent last weekend painting our gutters. It’s hands-on, satisfying work my teenagers and I actually enjoy. But I won’t touch wiring, and I’ll get professional help to plan a garden redesign. When the stakes are high and there are many unknowns, expert input pays for itself. What this means for small marketing teamsDoing more…

In several newsletters in the past year, I’ve talked about how AI is going to have a huge impact on search. The time has come: we’re observing real changes. When Google results contain an AI overview – often above the ads, like in the screenshot below – fewer people will click on the ad or…

Last week I ran a small test that surprised me. I usually keep Google Ads targeting very tight. Fewer keywords, mostly set to exact match means fewer wasted clicks and a higher quality of enquiries—simple. I put my lean campaign up against the broader one my client was already running. My version lost. After checking…