For leadership teams, optimising your CDN for SEO should not be viewed as a “tactic” in isolation. They are a key piece of infrastructure that supports revenue, brand trust, and risk reduction. A well-implemented CDN helps organisations: Deliver faster, more consistent experiences across regions Protect revenue during traffic spikes, outages, or attacks Reduce operational risk […]
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Competitor analysis has always been a core part of SEO, yet the rise of AI driven search and LLM powered results has reshaped how we understand the competitive landscape. Instead of focusing only on ranking positions, we now examine visibility across many surfaces, the clarity and usefulness of content, the strength of entities, and how […]
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Plenty of SaaS companies position their services as user-friendly. These handy apps and platforms seek to empower users to get more done without any of the niche expertise, technical hurdles and other complexities that so often serve as barriers to entry. Anyone can build a website with WordPress.com. Anyone can be a bookkeeper with Xero. […]
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5 Things you need to know From LLM-powered platforms like ChatGPT to the AI Overviews in Google’s search results, AI search is already having an impact on brand visibility and clickthrough rates. But the rate of change may be about to speed up with the arrival of Google AI Mode. Currently rolling out to 180 […]
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There’s just no getting away from the fact that content production is expensive; high-quality content even more so. Hence why you must balance strategy with efficiency. However, one classic way to undermine both strategy and efficiency is to have multiple marketing functions (content, SEO, digital PR, social media, etc.) creating their own content independently of each other for the same or similar target audiences. For example, the SEO team commissions or creates content intended to boost […]
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We have seen a clear decline in LLM referral traffic over recent months, especially from ChatGPT, and this trend lines up with the release of GPT-5. Many senior marketers are asking why GPT-5 seems to send fewer clicks to websites than GPT-4.5. The answer is simple. GPT-5 gives people more complete answers inside the chat, […]
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Introduction Everyone wants to know what they can do to increase their brand’s visibility in AI-assisted search. So, the SALT team conducted research to see if traditional SEO ranking signals had any impact on brand mentions in AI responses. AI search is disrupting traditional SEO. Success is no longer as simple as ranking on page […]
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The team at SALT has carried out research into whether content structure and templates have an impact on your content surfacing in Google AI Mode. Now that Google AI Mode is available in the UK, CMOs and marketers are naturally keen to know how best to optimise their content. A quick online search will throw […]
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In an era where AI-powered search and generative summaries are becoming mainstream, simply writing good content is no longer enough. Organisations need to demonstrate four key qualities of Experience, Expertise, Authoritativeness and Trustworthiness (EEAT) so that their content can be surfaced reliably by large language models (LLMs) and AI-driven search engines. Why EEAT still matters, […]
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What if you had a way to move your marketing investment across the balance sheet, from a cost centre to a long-term asset? A strategic approach to content marketing can do that, but it requires more than a plan to publish marketing collateral. By taking a page out of the playbook for traditional media, CMOs […]
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This study compares the types and structural characteristics of travel-related pages cited by two leading generative AI systems, Google’s AI Overviews and OpenAI’s ChatGPT. We looked at a dataset of 2,279 URLs cited in AI Overviews and 1,483 URLs cited in ChatGPT. Results were analysed across six travel categories: luxury, cruise, family, beach, solo, and […]
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Halloween is a time for scary stories that keep you awake at night. So, turn off the light and pass me the torch, as I tell you a tale as familiar as it is terrifying—a tale about the bogeyman under every content marketer’s bed: ROI. It’s the monthly reporting meeting. The applause for September’s sales […]
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