Articles &
insights.
A place for our ideas, creative experiments and the things we’re learning along the way.
What do GEO and Bake Off have in common?
GEO isn't another channel to buy. Like a Bake Off theme, it's the idea that runs through everything you make. Here's how to bake it into every channel.
Read articleAre you paying for clicks that will never buy? How to find them, and win them a better way
Find the research searches eating your Google Ads budget, keep the ads that convert, and win the rest with content that keeps working. A practical guide.
Read articleHow to write a video brief (and why most briefs ask for the wrong thing)
What to put in a video brief so one shoot gives you a library of content, not just one film. Eleven sections, a comparison and a free template.
Read article99 in 100 searches are people deciding. Be the answer they find.
Almost all search is research, not buying. The brands famous for the best answers about their products and services win the business. Here's how.
Read articleYour ads are fishing in a pond with almost no fish in it
Fewer than 1 in 100 Google searches is someone ready to buy. The rest are deciding who to trust. Here's how to own that space.
Read articleOnly 3% of search is people buying. Here's how to win the other 97%.
Almost all search is research, not purchase. Why the brands that answer buyers' questions win the sale, and why ads miss most of the journey.
Read articleWhat is premium content? More than blogs and white papers
Premium content isn't another blog. It's filmed, recorded, photographed and written content built around your customers' questions, and made to be found.
Read articleYour £300 blog post really costs £1,200. Here's what to buy instead.
The invoice says £300. The real cost is closer to £1,200, and it lands below the AI answer. Here's the content AI search actually recommends.
Read articleWhy your PPC is returning less: AI search and the answer money can't buy
Paid search clicks are falling as AI answers take the top of the page. What's changed in the UK in 2026, and why premium content is the fix.
Read articleYour Google Ads clicks are down. It's not your agency's fault.
AI answers now sit above your ads, and you can't buy your way into them. Find out who AI recommends in your market before your competitors do.
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