Blog
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”).
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
Digital Marketing Industry Trends 2025
KEY TAKEAWAYS Differentiation is the edge: With ~90% of consumed content now AI-generated and sounding similar, standing out is the competitive advantage for 2025. Video cuts through:Authentic, human-led video beats AI content noise — a Wyzowl study found 82% of consumers were convinced to purchase after watching a related video.
Integrate ABM Into Your GTM Strategy | Somebody Digital
In today’s hyper-competitive market, it’s no longer enough to rely on a one-size-fits-all approach to product launches and customer engagement. The integration of Account-Based Marketing (ABM) into your Go-To-Market (GTM) strategy can be the key differentiator for businesses looking to not only capture the attention of a wide audience but