Digital Marketing

 

Digital Marketing is the cornerstone of modern business strategy, leveraging online platforms to reach, engage, and convert audiences. In this section we’ll explore cutting-edge tactics, tools, and strategies that are driving successful digital campaigns and how they can be applied to boost your brand’s online presence.


Why Most SEO Fails – and Why I Built the MX Framework

Why Most SEO Fails – and Why I Built the MX Framework Why Most SEO Fails & Why I Built The MX Framework

I used to see it over and over. A company would come to the agency I worked at, often months after launching a shiny new website. The brief was always the same: “We’ve just rebuilt the site – now we need you to do some SEO on it.” They thought SEO was a layer you

Google Launches AI Mode in the UK – What It Means for SEO

Google Launches AI Mode in the UK – What It Means for SEO Google rolls out AI Mode in the UK

Google has quietly rolled out a new search feature in the UK: AI Mode. It appears as a tab to the left of the familiar “All” tab – subtle, but deliberately placed to catch the eye. While “All” shows the classic SERP (ads, blue links, maps), AI Mode surfaces an AI‑generated overview with three supporting

MX Engines Aren’t New – But AI Made Them Non-Negotiable

MX Engines Aren’t New – But AI Made Them Non-Negotiable MX Engines Aren’t New - But AI Made Them Non-Negotiable

The AI era hasn’t just arrived – it’s already gutted the top of the funnel. AI Mode. Gemini. Perplexity. ChatGPT with browsing. Every one of them is designed to answer curiosity-led queries directly. They summarise, synthesise, and reroute user attention away from your domain. If your strategy relies on long-tail informational traffic, you’re already being

The Evolution of SEO: Why Bottom-of-Funnel Search is the Future

The Evolution of SEO: Why Bottom-of-Funnel Search is the Future The Evolution of SEO - Why Bottom-of-Funnel Search is the Future

For over a decade, SEO has revolved around two mantras: ‘Build great content’ and ‘optimise for the user’. Post-Panda, thin and duplicate content became liabilities. Post-Penguin, content turned into a vehicle for attracting links – under the pretence it was all for the user’s benefit. Then came EEAT, further reinforcing the idea that more content

Sovereign SEO: A First-Principles Approach to Organic Search

Sovereign SEO: A First-Principles Approach to Organic Search Sovereign SEO

Sovereign SEO is a strategy of control. It’s about building systems that allocate authority like capital, protect upside, and compound returns over time – regardless of what Google or the industry narrative says. The Inversion Narrative Most people don’t realise they’re playing against a propaganda machine. The rules of SEO haven’t just changed – they’ve

Google Is Shutting Down ccTLDs – Here’s What That Really Means for SEO, Clients, and the Future of Rank Tracking

Google Is Shutting Down ccTLDs – Here’s What That Really Means for SEO, Clients, and the Future of Rank Tracking Google TLCD Changes April 2025

On April 15th 2025 Google announced (in a recent blog post on Google’s official blog, “The Keyword,” – https://blog.google/products/search/country-code-top-level-domains) that it will begin redirecting users from its country-specific domains such as google.co.uk, google.com.au, and google.ca to a single global domain: google.com. The change, aimed at “streamlining the user experience”, will be rolled out gradually over

Machine Experience (MX) and PPC: Optimising Dynamic Search Ads and Smart Bidding

Machine Experience (MX) and PPC: Optimising Dynamic Search Ads and Smart Bidding MX & PPC - Optimising Dynamic Search Ads and Smart Bidding

Machine Experience (MX) is becoming increasingly relevant to how Pay-Per-Click (PPC) campaigns operate, particularly since the advent of dynamic ad formats and automated bidding. This article expands on the concepts discussed in the preceding posts of the MX series, providing a deep dive into the intricacies of Machine Experience MX within the context of PPC

Machine Experience (MX) Engines: SEO Capital Allocation Explained

Machine Experience (MX) Engines: SEO Capital Allocation Explained SEO Machine Experience Engine

In a previous article, Machine Experience (MX): The Hidden Practice That Powers Search Performance, I outlined how Machine Experience (MX) spans the full spectrum of how machines interpret and prioritise websites – across both SEO and paid media. In SEO specifically, that spectrum breaks into three key areas: Within that broader field, MX Engines represent

Machine Experience (MX): The Hidden Practice That Powers Search Performance

Machine Experience (MX): The Hidden Practice That Powers Search Performance Machine Experience SEM

Despite its impact, Machine Experience remains a blind spot for most teams. It’s rarely owned, often misunderstood, and typically dismissed as “just technical SEO.” While UX has matured into a discipline with defined ownership and clear processes, MX has been left behind – quietly (yet significantly) undermining performance in ways most teams never trace back

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