Author: Omi Sido
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The Age of Perception: Why We’re Now Marketing to Machines
Recently, I read an article by Jono Alderson, and it really got under my skin. It wasn’t one of those quick SEO think pieces about keywords or the latest Google update. Instead, it tackled something far bigger: how search, reputation, and online visibility are shifting in an age where artificial intelligence doesn’t just retrieve information,…
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What is user-focused content and why is it key to digital marketing success
Last year at the Benchmark Studios conference, Anna Dunbar, Digital Strategy Director at Click Consult, shared some sharp insights into a concept that’s reshaping how brands win online: user-focused content. If you’re still approaching content marketing from the perspective of what you want to say, rather than what your audience wants to know, you’re missing…
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How to Track AI Traffic in Looker Studio
If you’re only here for the free Track AI Traffic in Looker Studio template, click here. As artificial intelligence tools like ChatGPT, Gemini, and Perplexity drive increasing volumes of website traffic, understanding their performance is crucial for marketers, analysts, and digital strategists. Google Looker Studio (formerly Data Studio) makes it easy to visualise this data…
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How to Install DeepSeek AI Locally on Mac
If you’re looking for a free, offline AI model that runs smoothly on your Mac, DeepSeek is a great option. DeepSeek is an open-source large language model that works entirely on your local machine – no internet connection is required. In this guide, I will walk you through the installation process step by step, from…
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Harnessing AI for SEO: riding the wave of innovation or risking obsolescence?
The discussion around artificial intelligence (AI) often swings between two extremes: it’s either hailed as the cornerstone of human innovation (a view I personally share) or dismissed as a promising technology yet to fulfil its true potential. Nowhere is this tension more evident than in the world of digital marketing and more specifically in the…
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The art of organic social media: advancing e-commerce through strategic authenticity
In the rapidly evolving digital world, social media has gone beyond its origins as a place for personal connection and it’s emerging as a formidable force in e-commerce. As consumer behaviour evolves and the boundaries of retail expand, businesses are strategically harnessing social media platforms to convert engagement into tangible sales. This article and the…
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Understanding search intent: beyond the traditional funnel
In the ever-changing world of digital marketing, understanding user intent is essential to crafting effective digital strategies that drive ‘qualified traffic to your website and conversions. Historically, digital marketers have depended on simplistic intent models and linear funnels to guide their campaigns. However, as consumer behaviour becomes more variable and unpredictable, these outdated frameworks often…
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Analysing Google Search Console Data with BigQuery
In today’s digital landscape, data is king. Google Search Console (GSC) serves as a treasure trove of data, offering valuable insights into your website’s performance in the Google Search Engine Results Pages (SERPs). However, for in-depth analysis and uncovering hidden trends, integrating GSC data with BigQuery unlocks a whole new level of SEO (digital marketing) power.…
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How to track AI traffic in GA4
Understanding where your website traffic originates from in today’s data-driven marketing world is crucial for optimising your digital marketing campaigns and enhancing the user experiences of your visitors. While traditional analytics focus mostly on organic search and PPC advertising, there is a new kid on the block called ‘AI-driven traffic’. Probably there is no need…