5 Overlooked BOFU Formats That Convert [Free Checklists & Frameworks] I’ve noticed a pattern online, and maybe you have too.When marketers discuss bottom-of-funnel (BoFu) content, their advice usually centres on product roundups, comparison posts, and alternatives articles.To be fair, these formats work. They help you rank for high-intent keywords and shape buyers’ perception of your…

In this week’s episode of Whiteboard Friday, Tom introduces us to Google’s AI Mode, a new tab in Search that offers a conversational, ChatGPT-like experience with longer-form AI-generated responses and the ability to ask follow-up questions. Learn how the “query fan-out” technology works, its current limitations, and what it could mean for the future of…

If you run a local business, you know the rush: a new five-star review drops, and you’re riding high on social proof. But one bad review? It can feel like someone graffiti-tagged your storefront with “AVOID AT ALL COSTS.” That one-star review will keep you up at night. Over the past two decades, we’ve gone from…

Are you wondering if you should optimize your content for AI Mode? In this episode of Whiteboard Friday, Chima digs into this question and encourages us to consider how over-optimization impacts web visibility. Discover why prioritizing best practices, building Brand Authority, and creating original, journalist-quality content are key to long-term search visibility in the age…

21 Marketers Share Their Best Tips for Networking as an Introvert at SEO Events Many extroverts can confidently walk into a room and strike up conversations with new people. For an introvert, it’s an entirely different experience.“Networking was a nightmare for me. Anxiety, shaking legs, and sweaty palms were a common occurrence.” – Claire Taylor.“The idea…

Search is changing fast. Some traditional SEO tactics don’t always work like they used to, and it’s no wonder marketers are asking whether we should change our tactics or keep doing more of the same.At the recently held Sip & Search SEO meetup, I invited Ryan Law from Ahrefs, Crystal Carter from Wix, and e-commerce consultant Luke Carthy…

Storytime!I moved to the UK in 2022, and that same year, I attended my first SEO meetup in central London. One of the largest companies in the world was hosting, and they promised a culinary experience that excited me. As a proper foodie, I went to the gym in the morning, skipped lunch, and prepared my…

Is your Google Search Console showing a trend of plummeting clicks and soaring impressions? Welcome to “The Great Decoupling,” a seismic shift in how people are using the web driven by AI Overviews. In this episode of Whiteboard Friday, Tom explains how AI is fundamentally changing user behavior and what it means for your website’s…

Google’s Helpful Content Update (HCU) has dominated SEO and content strategy discussions since 2023. Yet despite the attention, both Google and industry experts offer advice that remains vague and difficult to translate into clear strategies that protect your site.Google tells us to write “helpful content,” but never defines what that actually means.In my work, researching…

This week, I’m joined by Garrett Sussman as we reflect on his highly valuable Whiteboard Friday episode: “Optimizing for AI Overviews.” This topic is more important than ever as we learn more about the impact of AI on the search industry. This week, we look at Google AI Mode, query fan-out, AI search in e-commerce, local SEO, and…