Author: Rich Jarrott

Website accessibility tends to sit near the bottom of most businesses’ priority lists, filed somewhere between “eventually” and “if we get complained about”.

I manage our own Google Ads account here at ZenithSpark, and the truth is that the platform I’m logging into today barely resembles the one I learned on. The job is something closer to feeding a system.

Following on from the financial services piece, healthcare is the other sector where I’d tell any client, gently but firmly, that the copywriting rules are genuinely different from most other industries.

If you’ve absorbed one piece of digital marketing conventional wisdom over the past few years, it’s probably this: third-party cookies are dying, and businesses need to build first-party data strategies before the axe falls. I want to correct part of that story.

The web is filling up with AI content. Google doesn’t seem to mind at all. People increasingly do.

I’ve worked with enough multi-location businesses now, furniture companies, estate agents with several branches, even local retailers with multiple branches and an online business, to recognise a recurring assumption that trips people up. Head office tends to think of “the website” and “the Google presence” as single things to manage centrally.

I’ve been around Digital Marketing for long enough that I can see returning trends. I really wish I had been given a £1 for every time I heard that SEO was dying. It’s had more premature obituaries than just about any other service. But, if you’ve felt like search traffic doesn’t behave the way it used to, you’re not imagining it.

Most businesses assume financial promotion rules are something that happens to the big, formal stuff, the terms and conditions, the key facts document, the small print at the bottom of an advert. I’d gently correct that assumption for any financial services client.

Every agency, including us, has an interest in telling you there’s a tidy formula for getting cited by ChatGPT or Google’s AI Overviews. Add this markup, hit this word count, follow these seven steps…

I’ll be honest, when “AEO” and “GEO” started appearing in marketing conversations, my first instinct was that it was SEO with a new coat of paint, another acronym for agencies to sell as a shiny add-on. Having actually looked into where the term came from, I’ve changed my mind.