Blog
The Great Unbundling of Search: Why Your SEO Is Failing and How to Build an AI-Proof Authority Engine
KEY TAKEAWAYS The Impression-Click Paradox: Steady or rising impressions with collapsing organic traffic signals Google has shifted from librarian to “Engine of Answers” — synthesising answers directly, using your site as a scraped source. Become the source:The strategic question is no longer “how do we rank” — visibility is now
B2B SEO in the Age of Google AI Mode | Somebody Digital
KEY TAKEAWAYS Target real intent, not keywords: AI Mode breaks queries into subtopics and runs many simultaneous searches — niche, spoken-word queries (“my CFO wants audit logs we don’t have”) beat generic keywords. Build first-party depth:AI Mode personalises from email, calendar, and YouTube signals — you need your own polls,
Google AI Mode: Reshaping SEO & PPC | Somebody Digital
KEY TAKEAWAYS Answers, not links: Google AI Mode (Gemini-powered) answers queries directly in search — brands relying on informational blog traffic should expect declines unless they adapt. Write natural questions:Shift from keyword phrases (“best CRM software”) to conversational formats (“what’s the best CRM for a fast-growing B2B sales team”). Schema
HIPAA Compliance in Healthcare Marketing
KEY TAKEAWAYS A business risk, not a checkbox: A breach exposing 86,000+ records shows non-compliance costs fines and patient trust — not just legal trouble. Marketing data can be PHI:CRM entries, retargeting lists, and email lists with health identifiers (appointment reminders, condition-specific newsletters) can fall under HIPAA. No BAA, no
Unlocking Performance Max: A Smarter Approach to Automation
KEY TAKEAWAYS Great engagement, poor expansion: PMax is fantastic at maximising existing customer engagement, but it struggles with real audience expansion — you may pay for conversions you’d have gotten anyway. It recycles your audience:The algorithm defaults to users already familiar with the brand — returning visitors, past customers —
ABM for Global Growth: How to Expand into New Markets
KEY TAKEAWAYS Expansion needs structure: Going international without a structured ABM strategy risks ineffective marketing and misallocated resources amid cultural differences and regulatory complexity. Assess before you launch:Market demand, competitive landscape, and industry fit determine the right target accounts — don’t expand broadly. Localisation beyond translation:Adjust tone, positioning, and messaging
Will ChatGPT and Bing Challenge Google’s Dominance?
KEY TAKEAWAYS Adoption skews young: 43% of 18–29s use ChatGPT vs just 6% of over-65s — claims that it’s broadly replacing Google for all users overstate the case. Not just a Bing crawler:ChatGPT uses embedding models to semantically understand data — a different mechanism from how traditional search engines rank
Why Website Improvement Beats Redesign | Somebody Digital
KEY TAKEAWAYS Rebuilds trade away time and money: A full rebuild can pause other initiatives for up to a year and often delivers no better — or even worse — performance at launch. SEO authority is at stake:Years of backlinks, rankings, and trust can vanish — if it took eight
Landing Page Optimisation: Transform Ad Clicks into Real Conversions
KEY TAKEAWAYS 97% of clicks can be wasted: Only about 3% of ad clicks convert — the post-click experience decides whether paid budget works. Continuity beats the ad:Use data you already have (UTM tags, colour or price interest) to personalise the landing page and avoid the “cognitive dissonance” of a
B2B Digital Marketing KPIs & Metrics | Somebody Digital
KEY TAKEAWAYS Better data, not more data: Channel-by-channel “bottom-up” reporting (SEO reports traffic, paid reports impressions) creates silos and fragmented, sometimes contradictory conclusions. Bottom-up has its place:It’s useful for day-to-day tactical adjustments, but it buries the big picture executives need and leads teams to justify their own performance. Start top-down:Begin