Blog
The Website is the Blocker: Unlocking Growth Through Website Optimization
KEY TAKEAWAYS The website, not the ads: When paid media underperforms, the site is usually the real bottleneck — ads can only be as effective as the experience they drive traffic to. Watch the friction signals:High bounce rates, dead clicks, low scroll depth, form abandonment, and low engagement with core
Bridging the B2B Marketing Attribution Blind Spot
KEY TAKEAWAYS Last-touch sees only the end: It credits the final click or search and completely ignores the awareness campaigns and content that built the brand authority priming that conversion. Blend three components:View-through conversions (crediting impressions, not just clicks), multi-touch analysis (spreading credit across the journey), and account-level engagement tracking
From Black Box to Growth Engine: Rethinking Marketing Attribution in B2B Tech
KEY TAKEAWAYS Architecture, not tracking: Attribution doesn’t fail because marketers can’t track clicks — it fails because the marketing architecture underneath was never designed for how B2B buyers actually decide. Silos cause the black box:Brand, performance, and demand teams chasing separate KPIs — not the attribution tooling — create the
How We Cracked AI-Native SEO | Somebody Digital
KEY TAKEAWAYS A new model: Rank → Click → Convert is now Authority → AI Citation → Revenue — AI search judges who’s trustworthy to answer a query, not just who ranks. The Authority Engine’s 5 pillars:Authority architecture (mine internal expert conversations), context creation (interconnected content hubs), entity optimisation (knowledge
Optimizing for the B2B Buying Committee
KEY TAKEAWAYS One size fails five roles: Economic buyers, technical evaluators, internal champions, procurement leads, and end-users each need different content — a one-size-fits-all site experience fails. Behaviour reveals the role: Which pages someone views and how long they stay beats demographic guesses — heavy time in technical docs signals
Beyond robots.txt: How to Architect Your Website for AI Comprehension
KEY TAKEAWAYS From accessibility to credibility: New AI crawlers interpret meaning and assess credibility — technical SEO is no longer just about parsing and indexing HTML. Build a verifiable knowledge graph:Go beyond basic Person/Organization schema — connect authors to their qualifications (entity schema) and make claims verifiable with reviewedBy and
Your SEO Dashboard is Lying to You: 5 AI-Era Metrics to Measure What Truly Matters
KEY TAKEAWAYS The new normal is misleading: Steady or rising impressions with flat leads, pipeline, and revenue — old KPIs built for rank-click-convert are now vanity metrics. Swap sessions for citations:Track AI Citation Count — are you credited as the source when your content feeds an AI Overview, even with
Your Best Content Is Already Written: How to Create E-E-A-T Gold
KEY TAKEAWAYS Your best content already exists: It’s in support calls, R&D brainstorms, sales engineering walkthroughs, and planning sessions — not in keyword research. The E-E-A-T Mining Process: Identify experience sources, auto-transcribe them (Fathom, Otter.ai), use AI to extract the 5 most unique non-obvious insights per transcript, then turn each
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,