In my previous blog, I started looking into how AI powered search compares to traditional search engines – such as Google and Bing. One of the most notable differences between the two was the conversational language used by AI powered search engines, like SearchGPT. Within this blog, we’ll take a closer look at conversational AI, associated pros and cons, and evaluate whether it could be the key to the future of search.

What Are SearchGPT and Conversational AI?

SearchGPT is a new search engine, recently launched by OpenAI. Powered by Artificial Intelligence, it has the ability to respond to queries in a conversation-like manner. Unlike traditional search engines – such as Google or Bing – which return a list of websites for you to explore, SearchGPT offers direct answers to your questions in a conversational format. For example, if you ask, “How can I improve my quality of sleep?”, you are likely to receive a direct answer containing tips and advice on improving the quality of your sleep. You may even see additional suggestions that then prompt you to continue the conversation in order to find out more information. Unlike traditional search engines, SearchGPT provides an experience that is more similar to having a conversation with someone, whilst giving direct answers – rather than simply providing a list of links to multiple websites with no additional context.

Conversational AI is the technology that enables SearchGPT to understand and respond to search queries in a natural, conversational way. In my previous blog, I discussed the role of Natural Language Processing (NLP) in SearchGPT; NLP serves as the “brain” behind conversational AI. Using NLP, SearchGPT can better grasp the context of the questions you’re asking, provide a clear and accurate answer right away, and continue the conversation by refining its responses based on your follow-up queries.

What Are the Pros and Cons of Conversational AI?

So… SearchGPT, Natural Language Processing, Artificial Intelligence… It all sounds very futuristic. However, as with many developing areas of technology, there are some drawbacks and areas where additional consideration is needed. While Conversational AI can offer significant benefits in many scenarios, there are also situations where traditional search engines might still be the better choice. Let’s take a closer look at the many pros and cons of Conversational AI, when it comes to search.

5 Key Benefits of Using Conversational AI in Search

Conversational AI makes searching feel like a natural conversation. Instead of typing individual keywords or sifting through a list of links, users can ask questions in their own words, just like talking to a person. This makes the search process easier and more intuitive.

SearchGPT doesn’t just provide a list of links; it gives direct, contextually relevant answers. This saves time by delivering the information you need without requiring you to click through multiple pages of results.

Conversational AI is designed to understand the context of your query. It can handle complex or nuanced questions and adapt based on follow-up questions. This allows for more personalised and accurate responses compared to traditional search engines.

Traditional search engines often require users to click through a number of website links in order to find detailed answers. SearchGPT, however, can summarise complex topics and provide step-by-step guides, making it a more time-efficient tool for getting the answers you need, when you need them.

Conversational AI can tailor responses based on user input and preferences, offering more personalised results. It can suggest next steps, related topics, or refine answers based on the specific details you’ve provided as part of your “conversation”.

5 Potential Drawbacks of Using Conversational AI in Search

While SearchGPT aims to provide direct answers immediately, it can misinterpret queries and provide misleading information. Whilst conversational AI helps provide a direct, single answer to your questions, you do run the risk of being given an inaccurate or incomplete response.

Whilst SearchGPT has the ability to better understand context around search queries, it can still struggle with highly specific information. As such, people searching for niche or complex queries do run the risk of being presented with overly generalised or incomplete answers.

There is a lack of source transparency when it comes to conversational AI and SearchGPT. Whilst sources are provided in some instances, there are responses that lack any information regarding their origin. This makes results incredibly difficult to verify data provided, and to cite sources where needed.

Many years of work have gone into developing long-standing search engines such as Google. Throughout that time, a multitude of search features have come and gone – some of which users find incredibly useful. You won’t find these within conversational AI powered search engines such as SearchGPT – this includes features such as Local Search, Google Maps, comprehensive search filters, advanced search operators, Google Shopping and more.

It appears as though SearchGPT is currently only accessible to those with a ChatGPT Plus or Team account. SearchGPT waitlist users should also have access – with Enterprise and Edu users gaining access over November. OpenAI does plan to roll out SearchGPT to all Free users over the coming months, but there is no set date. Until then, many people will have to either pay or wait for access to this new search engine.

The Future of Search: Is Conversational AI the Answer?

After examining the pros and cons of conversational AI, particularly in the context of SearchGPT, can we confidently say that it represents the future of search?

Whilst SearchGPT is a fantastic working example of the incredible advancements of AI within search, I believe that traditional search engines such as Google will continue to play a crucial role for a long time to come. Anyone who has used SearchGPT can appreciate the clear benefits of this evolving technology, and I am confident we’ll witness significant strides in conversational AI development in the coming months and years. However, its current limitations often drive users back to traditional search engines when necessary. While Conversational AI and Natural Language Processing are groundbreaking innovations that will undoubtedly play an increasingly pivotal role in search, there will always be situations where traditional search engines and the human touch are indispensable – particularly for nuanced or highly complex queries. Sometimes, having a curated list of resources allows users to dive deeper, conduct their own research, and form independent ideas and opinions. The future of search may well lie in blending these two quite different approaches. Google’s recent introduction of AI Overviews suggests that the search giant is already moving in that direction, combining the best of both methods.

In summary, whilst Conversational AI is likely to play a pivotal role in search over the coming years, especially in the role it plays within SearchGPT, I don’t believe that it is a one-size-fits-all solution. It will be interesting to see how Google and Bing adapt in order to remain competitive with these AI powered search engines, as I expect that we will start to see increased instances of traditional search and conversational AI joining forces. Either way, I am positive that we have many more exciting developments to come, throughout the search landscape – we will be keeping our eyes peeled!

Stay Up to Date with Advancements in Search

Here at Varn we are closely monitoring and reporting on the search landscape and recent developments. If you would like to discuss any of these developments or our ongoing research with the Varn Innovation team, please get in touch. We would love to hear from you. In the meantime, make sure you check back soon for more on the latest developments in SearchGPT.

The photo above shows the Bristol WordPress team at WordCamp Bristol in 2019 – a moment when the community was thriving. By less than a year later the World had changed and, despite best efforts, Bristol WordPress People had ceased to operate. There has been a void in the city’s WordPress community since.

It’s time to reignite the spark

The exciting news is that a small group of us have been meeting to discuss how we can reignite this once-thriving group. I’m happy to announce that Janice Tye, one of the original organisers of Bristol WordPress People has re-instated the official Meetup and scheduled some networking events at the King William Alehouse, 20 King St, Bristol BS1 4EF. Whether you’re an old friend or a new face, you’re invited to join us:

At its peak, Bristol WordPress People was a hub of inspiration – hosting expert talks, lively networking sessions, and delicious food thanks to sponsors like Atomic Smash and 34SP. This was more than just a meetup; it was a friendly, creative community where people shared knowledge, learned new skills, and helped each other thrive.

Now, we need your help to bring it back to life.

Whether you’re a seasoned WordPress pro, someone curious to learn, a website owner in search of advice, or someone with tips and stories to share, we need your help to revive our once-loved group.

Let’s rebuild this community together. Join us at the King William Alehouse and help shape the future of Bristol WordPress People.

[ This article was cross-posted to Bristol Creative Industries from my blog. ]

Thinking about having a new website built or redesigned can be intimidating, especially if it’s your first time working with a web designer or developer. You might not know what to expect or how to prepare. But don’t worry—most designers and developers (myself included!) are here to make the process smooth, enjoyable, and as stress-free as possible.

Here’s a handy guide to what you can expect during our first meeting, the kinds of things we’ll likely discuss, and how you can prepare to get the most out of it.

What We’ll Talk About

The first meeting is all about getting to know you, your organisation and your goals. It’s usually takes less than an hour and essentially amounts to a cup of tea and a chat, either in person or online. Here are some things we’ll likely talk about:

Your Business or Project

I’ll want to understand your business, project, or venture. What do you do? Who is your audience? What’s your unique selling point? This helps me ensure your website aligns with your goals and brand.

Your Goals for the Website

Is this a brand-new site or a redesign? What’s the main purpose of the site—selling products, promoting services, building a community? Knowing your goals helps shape everything from design choices to technical features.

Your Likes and Dislikes

Have you seen websites you really love? I can’t over-state how useful it is to have just a handful of screenshots or links to existing websites, even if it’s just a particular feature or tiny design touch. This really gives me a sense of your style and help us find a good jumping off point. If you already have a website, think about what your bugbears are with it, or what you like and want to keep.

Functionality and Features

We’ll talk about what your website needs to do. Do you need e-commerce functionality, an events calendar, a blog, or something more bespoke? It’s okay if you’re not sure, though. There may be features you don’t even know you want yet, simply because you might not know what’s possible—that’s what I’m here for!

Next steps

By the end of the meeting, you should have a good idea of whether you want to work with me on your project and I will be hoping I didn’t make a fool of myself. We’ll come up with a timeline for next steps, the first of which will likely be me writing up a quote for you.

Questions I Might Ask You

To tailor my work to your needs, I’ll likely ask questions like:

What’s your budget and timeline? Being upfront helps us stay realistic.
Who is your audience? This impacts design, content, and accessibility decisions.
How involved do you want to be? Some clients love to collaborate, while others prefer to step back and let me handle everything.
Who’s doing what? Will you be providing all the copy, images, videos and other content, or would you like me to source these? If we’re re-designing an existing site, will all of the blog posts and other similar content be kept?
Do you have branding? If you don’t already have a logo, fonts and colour palette, would you like me to work with you to develop these?

Questions You Might Ask Me

Your first meeting is also a chance to ensure I’m the right fit for you. Here are a few questions you might want to ask:

What’s your process like? I’ll happily walk you through how I work, from wireframes to the final launch.
What experience do you have? Feel free to ask about similar projects I’ve worked on.
How will we communicate? I prefer regular check-ins via email or video calls, but I’m flexible to your needs.
What happens after the site goes live? I’ll explain how I provide ongoing support or hand over the reins with training and documentation.
How much wood would a woodchuck chuck, if a woodchuck could chuck wood? Honestly, I might not be able to answer this one.

How to Prepare for the Meeting

I know it can feel daunting to put your ideas into someone else’s hands, but rest assured, my job is to make this as smooth and collaborative as possible. By the end of our first meeting, you’ll have a clearer picture of the process and (hopefully!) feel excited about the next steps.

In summary, here are a few things you can do ahead of our chat to help make it as productive as possible:

Think About Your Goals

What do you want the website to achieve? Are there specific challenges you’re hoping it will solve? The clearer your goals, the easier it is for me to deliver what you need.

Gather Inspiration

Take note of websites you like, even if they’re outside your industry. It could be their layout, colours, or how they handle navigation. Visuals help spark ideas and guide the design process.

Know Your Audience

Think about who your website is for. If you have personas, data, website analytics, or insights about your customers, bring them along. If not, even a simple description of your ideal audience can be a great starting point.

Have a Budget and Timeline in Mind

You don’t need to have all the answers, but a rough idea of what you can spend and when you’d like the project completed is helpful.

So there you have it. Doesn’t sound too scary, right? If you’re considering working with a web designer or developer, I’d love to hear from you. Whether you’re ready to dive in or just exploring your options, let’s chat and see where it takes us!

Viney

Personalisation isn’t a new topic in digital marketing

But over the past year we’ve seen a surge in tools and capabilities that cater to customer demands and brand desires to connect with each other in more unique, tailored and impactful ways.

In fact, we’re now entering the era of ‘hyper-personalisation’ across many industries – from finance and e-commerce to education, healthcare and, of course, technology.

And the trend shows no sign of slowing – especially with the continued growth of artificial intelligence (AI) capabilities.

What is website personalisation?

Website personalisation simply means tailoring content to your unique user. This can be achieved by using customer data, such as cookies to generate custom product and content recommendations. Alternatively, you might use a customer data platform (CDP) which will create unified customer profiles by collating data from multiple different sources. But it can also mean tailoring the experience, messaging, content, and even design elements for every visitor – without them needing to log in. This could be based on their location (localisation), their journey to the landing page, or the device used.

As AI tools mature, these customisations are only likely to improve. This is, in part, due to the generative AI’s ability to interpret data and create custom content at lightning speed. But it’s also because AI-driven business intelligence tools are giving us more in-depth analytics and audience insights.

Personalisation and the user experience

As digital marketing increasingly meets the customer where they are – on socials, during podcasts, audiobooks, streaming services and within the apps they use each day – user-centricity is everything. Customers expect brands to work much harder to become part of their lives and create seamless interactions. Personalisation is a great way to achieve this.

In 2024, the New York Times updated its app to include a new ‘You’ tab, which adds an additional layer of customisation to the digital experience. They describe it as ‘a personalised, fully customisable space where readers can easily find their unique interests’ and ‘a consistent, reliable shortcut to each user’s interests– as well as suggestions based on reading habits.’

We know B2C and e-commerce consumers are the prime targets for more personalised messaging. A retailer already knows their buying habits and can easily use that data to make personalised recommendations. This is especially true of tech-literate Gen Z and Millennials, who are more willing to share their data in exchange for personalised experiences. But what about B2B markets?

Website personalisation in B2B markets

With varied customer profiles and engaged audiences, B2B website personalisation strategies can be very effective. Wherever the data expresses different challenges, drivers and intent per customer profile, we can create highly targeted messaging. And anywhere we’re lacking that data or relying on instinct particularly when it comes to the finer details such as design preferences, attention spans, and the way content is written or formatted, we can use martech to enable A/B testing capabilities. This unlocks a continuous improvement approach to website content and messaging.

We’re also seeing these tools become increasing popular with website developers, whether through integrations, plugins or optimisations available within the CMS itself.

Webflow recently updated its website personalisation capabilities – a move that is already helping us optimise client websites and landing pages based on audience insights.

It also showcases the capabilities of AI personalisation tools to make website optimisation automatic for dynamic websites that adjust according to your audience’s needs and desires. We predict these functionalities will really start to take off in 2025 – especially in B2B markets where the buying journey can prove more complex.

How to implement a website personalisation strategy with Webflow

Tailoring content can be a bit of a minefield. You need a really good grasp of your audience and their preferences, a great copywriter who can adapt the tone of voice to suit each profile, and the market insights to highlight the relevant benefits. This can put marketing teams under pressure and prevent them from adopting the latest personalisation and A/B testing capabilities.

But what you might not know is that even the smallest, most simple optimisations can make a big difference. Applying the principles of A/B testing to your user experience can be as granular as changing the colour of CTA buttons or the icon in a benefits section. It could mean swapping out the keyword in a headline, or trying out a new banner design to highlight your latest report. These subtle changes can all have a big impact on your conversion rate. Webflow offers a couple of different ways to implement these optimisations.

Manual website personalisation vs. AI optimisations

Manual personalisation means setting the rules for your customised element in advance and creating an alternative version of content that’s targeted to different customers. Essentially, you’re creating multiple versions of a page or section that is visible to these different audiences. Setting up your parameters will go something like this:

AI-optimised personalisation uses machine learning to determine which variations perform best for each audience to create ever-evolving, dynamic pages or components. Once it has determined an approach that works for each audience, it will automatically route the traffic to the most appropriate variation. The AI adapts based on visitor engagement, whether you add new variations or their behaviour changes. AI-optimised personalisation will:

Get started with Webflow

As a Webflow Enterprise Partner, P+S has all the experience and technical know-how to make your website requirements come true – whether that means migrating from a different system, a design refresh, a conversion rate optimisation (CRO) project, or an entirely new site.

Not just a niche discipline but now a creative business necessity. A UX degree equips professionals with the tools to not only craft intuitive, user-centred designs but also encourage innovation and strategic growth within your teams and business. Investing UX expertise can be a game-changer:

Kick start 2025 by onboarding your budding UX staff with the opportunity to achieve a degree alongside work, whilst you train and retain valued members of staff and fill the skills gaps that are holding back their businesses.

Fund this through your apprenticeship levy or enquire about accessing fully funded apprenticeship training through our partners.

Contact me today: rebecca.vincent@weston.ac.uk to claim one of the last remaining spaces

Most businesses now know about the power of content. But not all content is made equal.

Different types of content serve different purposes and audiences. So content, for content’s sake is not the best way to run your content marketing strategy.

What type of content marketing should you be creating? Which formats will work best for your audiences? Where should you be activating it for maximum effect?

These are all valid and common questions when approaching a content marketing strategy… and it all starts with understanding your audience.

Understanding Your Business and Audience

Knowing your audience is crucial to building out a strong and effective content strategy.

Firstly, you need to have a very clear understanding of your audience’s habits, behaviours and browsing patterns. What are the things they like? What don’t they like? What are their preferred channels?

There’s no benefit in creating a series of long-form blogs and whitepapers, when you’re audience prefers video content. There’s also little benefit if ploughing resources into channels and outlets that your audience simply does not exist in.

Understanding your business in relation to your audience is also very important.

You need to identify the needs of your audience; their pain points and what motivates them to take action. Then you have to overlay this understanding with content ideas on how you can answer those questions and fix their problems.

When you clearly understand these things, you’re on the first step to developing a content strategy.

How The Buyer Journey Impacts Content Marketing Efforts

Principles such as the 95 – 5 rule outline that only 5% of your audience is ready to purchase at any given time. 95-5 states, that because of this, you should not spend all of your time and efforts trying to convert that 5%. Rather, you should spend it engaging with the other 95.

Now the buyer journey does vary from business to business. For some, it can be days, for others, years.

So what this means, in real terms. Is reducing the amount of hard sales content marketing you produce, in favour of more content that builds relationships, and loyalty and fosters engagement.

Producing high-quality content is great. But if all that content does is try to land a sale, your audiences are going to become very fatigued, very quickly.

What Makes YOU, different?

Finally, you need to understand and clearly establish your unique value proposition (UVP).

What sets you apart from your competitors? What makes your products or services unique?

By understanding your UVP, you can create content that showcases your unique strengths and differentiates your business from others.

Shaping Your Content Marketing Strategy

With an understanding of your audience’s interests and your own UVP, it’s time to start thinking about what content you can make,

A well-planned strategy will help you create content that resonates with your audience, aligns with your business goals, and sets you apart from your competitors.

Content creation is an extremely helpful way to drive prospects through the buying process, but also an incredible way to build brand loyalty. Rather than think about the quick wins, you should be thinking more in the long term.

Think about ways you can engage, entertain, delight and educate your audiences, rather than just trying to make a sale.

What content should you be making?

Well the answer to that question, should become apparent once you’ve done all the appropriate strategic research and planning.

Depending on the content format and type you choose, you can appeal to buyers at different stages of their journey. From awareness and consideration, through to the final decision, different content types can have varying effects.

The awareness stage

At the awareness stage, potential customers realise that they have an issue that needs a solution.

They won’t be looking for answers at this stage but will turn to search engines and social channels to contextualise their problem.

The best type of content that would help generate leads at this stage is top-level informative and relevant content that will explain their problem, concern or situation. It won’t seek to offer immediate answers and solutions or try to push the issue.

It’s about educating and informing… and you can do this in a number of ways.

Blog posts

A blog post or article falls under the category of awareness stage content. Writing blog posts allows a marketing team to target a specific pain point or problem that your audience is experiencing. You may also use search engine optimisation to target keywords that match the search turn. This will assist you in creating valuable content that search engine users may find, in turn potentially generating leads.

White papers

White papers are a form of long-form material, similar to blog posts. However, they differ from blogs in that they provide a comprehensive answer to a specific issue. They can be used to inform, clarify and educate prospects during the awareness stage. They are especially helpful for B2B companies because they cover specific issues related to the industry.

Video Content

For the awareness phase of the buyer’s journey, the following types of video content work best:

Keep these videos short, educating and engaging not hard selling. The goal is to present your best content, as the solution to the viewer’s problem and make them aware of your brand.

The consideration stage

This stage of the buying process is when your customer starts to think about which service or product to solve their issue.

With extensive research and careful consideration of all available options, it is regarded as the lengthiest phase of the buying process. During this phase, your content marketing strategy should include quality content that is as informative as possible, but content that also flexes your knowledge and expertise around the question at hand.

Social media

It can also be the place where your audience can discover more about your brand’s reputation. Social media has an impact on consumers at the awareness stage, but it can also move people from the awareness stage to the consideration stage.

Successful social media marketing, for instance, can show competitive value, increase brand awareness and facilitate decision-making.

Video content

For the consideration phase of the buyer’s journey, consider the following types of video content.

These videos should educate the audience about your solution, address their specific problems and differentiate your offering from competitors. The goal is to build trust, give detailed information and convince customers your product or service is the solution to their problem.

Email marketing

Email can be utilised at any point during the buying process, but it’s most effective during the consideration stage.

Your customer might not be prepared to make a purchase at this time. But any queries they might have can be addressed in your emails. Email also allows you to learn more about your audience. Click-through-rates, web traffic, bounce data, email opens and behaviours on your site can provide valuable insights.

To move buyers through the process, you can start introducing your product or service in more detail.

Decision time

It’s where the buyer will evaluate all of their options and decide on the right provider for a solution. At this stage, your buyer knows about your brand through reading your social media network, digital content and high-quality blog posts, and now intends to make a purchase.

Free trial

Offering a trial is the best method to address any last-minute queries your customer may have about your service. It’s like how car dealerships give test drives. Many software companies free trials to potential customers to give potential customers increase their customer base and widen their market appeal.

Coupon or voucher

Because it appeals to your customer’s fear of missing out, a coupon or voucher is an excellent marketing strategy for the decision stage. Your customer is already fully informed about your company or product at this point in the process. They are now seeking an excuse to make a purchase. At this point, a short-term offer or deal can frequently earn their business.

Case study

A case study can be used in both the consideration and decision-making stages of the buyer’s journey. They’re essentially a kind of research report that focuses on how your solution helped business at another company. They’re excellent for demonstrating how and why your good or service is superior to those of your rivals. By analyzing these case studies, businesses can identify gaps and areas of improvement which can then be utilized to enhance their own strategy.

Video Content

For the decision stage of the buyer’s journey, the following types of video content work best:

These should be high quality, short and focused on getting the prospect to buy your product or service. Get them to take action.

Timing is key

Creating content is always designed for the personality and interests of your target audience segments.

But always remember the 95-5 rule, not everyone is ready to buy from you right away. Warm up your audiences and work hard to endear them to your brand during this incubation period.

Wherever you post your content, be it on YouTube, LinkedIn or Facebook use proprietary analytics to monitor the reception of your content. Different channels often have different windows of opportunity for the most effective posting.

Test and learn with this, mix up your posting schedule and try to learn what times work best for you and your audiences.

The Prominence of Video

Now, you’ll likely have noticed the repeat mentions of various types of video content throughout the buyer journey.

Video is more than just a useful tool for conveying information. Video is one of the best ways to tell a story It also has the highest interest level out of any other content form. Making it one of the most valuable and effective parts of your content marketing efforts.

Video content is incredibly versatile and offers a wide variety of creative opportunities for video marketers. A YouTube video, for example, can educate customers on how to use a product, while also entertaining and engaging.

But, there can often be some confusion and concern about producing content like this. You want to be producing quality content. But a lot of people correlate quality content, with extremely high production value and an associated high cost. That’s not always the case.

For example, TikTok can be a very effective source of video content throughout the buyer journey. But TikTok videos don’t need massive production value… if anything, lower production value content works far better here, than something slick and shiny!

YouTube, is becoming increasingly important and quality is important here. It has to look great and something people always overlook, it has to sound great too!

If you’re committed to making video content, know also that sweating the assets is a good thing. Just because you’re making a YouTube video, doesn’t mean it should just be a YouTube video. Consider how you can slice and dice your assets to be used on different channels.

Measuring and Improving Performance

Measuring and improving performance is critical for content marketing success. By tracking your performance, you can identify what’s working and what’s not, and make data-driven decisions to improve your strategy.

By tracking these metrics, you can identify areas for improvement and make adjustments to your strategy.

To improve performance, you need to analyze your data and identify opportunities for growth. This may involve:

By continuously measuring and improving performance, you can optimise your website content creation and activation, ultimately driving better results.

In summary

Content marketing isn’t about creating content for content’s sake – it’s about strategic storytelling that resonates with your audience. The key is knowing your unique value proposition and your audience’s journey, and focusing on the 95% who aren’t immediately ready to buy.

In the vast world of content creation, video content is king, it’s versatile and highly engaging across all stages. Remember, it’s about conversations not just conversions.

The ultimate goal? Content that educates, entertains and connects with your audience!

Let’s be honest, the answer to that question depends entirely on who you ask… and when you asked it.

If you’d asked that question before May 2024, you’d have gotten an answer about domain authority, keywords of all shapes and sizes and various other technical seo aspects.

After this, things got a little hazy. As you may remember, Google suffered quite a large leak of indexing data and ranking factors. There were a lot of things in there, that gave people pause for thought… and more. The big thing was E-E-A-T.

Now we’ve covered E-E-A-T, what it is and what it does extensively, so you can find out more about it here; but essentially, E-E-A-T is a trust and authority ranking from Google’s Search Quality Raters.

Now Google had been telling people for a long time that E-E-A-T was not a direct ranking factor. The information within these leaks, was quite the opposite.

E-E-A-T Vs Ranking Factors

Before this leak many experts had extolled the value of E-E-A-T and how it can be used to build a brand – personally and professionally.

In the financial sectors, where practices and information are highly regulated, E-E-A-T is far more prolific. To the point where, we are seeing organisations with far inferior technical SEO, outperforming their competition in the SERP.

Case and point, when running the search ‘who can I go to for financial advice.’ At the time of writing, the two top-of-the-fold results, are Citizens Advice and MoneyHelper… and the latter is particularly interesting.

Digging just a little deeper into MoneyHelper, it soon becomes apparent that its ‘ranking factors’ are beyond inferior, bordering on non-existent. So why is it so high?

It is a free-to-use resource, created by the Money and Pensions Service. A statutory organisation formed to develop and coordinate a national strategy to improve people’s financial capabilities.

This statutory obligation makes it a fundementally more trustworthy resource, in the eyes of Google.

It outranks Natwest, Which.com, any and every investment business going… and it does this because the basis of its ‘brand’ is that strong.

A societal shift in the flow of information

In recent years, our online spaces have become awash with misinformation and more sinister disinformation.

By rating the quality of the source, Google essentially inhibits the flow of what it deems to be not relevant, helpful or harmful information. Creative something not dissimilar from a backstop.

A growing distrust amongst the general public, for online information is a big factor here.

It could be a news outlet, a social media channel, or an everyday business. There is a growing level of scepticism towards what people see online. Also, it’s well known that the younger generations are far more discerning when it comes to the brands and businesses they associate with.

The knock-on effect means that people have their tribes. They know the things they like, they know the things they don’t.

So, to combat this, businesses need to see their online presence not as one-dimensional. But as a multi-transactional opportunity.

Trust is (and will always be) everything

You can hire experience. You can train and develop expertise. Which, logically, ultimately builds authority. The more experience and expertise you have on a subject, the more authority you have on that subject. Because you have all the experts!

You can’t hire it, you can’t coach it…. you can only earn it. Trust and brand go hand in hand.

Ultimately, trust is built through authenticity. If your content and your communications are inauthentic, disingenuous, or outright false. Then it’s way more likely you’ll alienate your audience over time.

The knock-on effect here could be negative reviews & hostile responses, creators putting out content against your business and online community abandonment.

In turn, this translates into fewer branded searches, a damaged reputation and the loss of an existing and prospective customer base.

Whether you’re looking for a local plumber, trying to hire a lawyer or buying a pair of Air Jordans. Everyone wants the same thing.

It’s not a perfect science!

In the case of financial information, this is a clear-cut. Businesses are bound by organisations like the FSA. Therefore the information they put out, has to follow a certain set of protocols.

But there are still some areas where it’s a little murky… and consumers can get stung by ‘false brands’

There are businesses out there which use black hat SEO strategies and sponsored SERP placements to game their way to the top of the search engines. So that when you search for tickets to your favourite act, they appear top…

And because consumers have been conditioned to search engines top of the fold functionality, the automatic assumption is, that if it’s top of the search, then it’s the right thing.

Because of this people have been extorted by online touts. Only to have their show tickets turn up at their door, under a different name, and printed with a face value cost that is far, far less than what they paid.

So it’s not fully perfect science. There are those out there, manipulating a false brand. But as Google’s updates broaden and deepen, we’d hope these kinds of tactics become harder to achieve.

Technical SEO is important, but so is building out content threads that show your quality and authenticity.

This can be achieved by creating valuable and trustworthy content that mirrors your values and your mission. Have the right people, speaking – or writing – on the topics they know best. But most of all make sure this comes from a place of authenticity.

Focus on consistency across all your platforms. This will ultimately help you engage with your audience and build your tribe. Try to show your E-E-A-T as much as you can and where possible, lean into user-generated content as this can be a great trust signal.

Ultimately, this is about building trust… and it’s always good to remember that trust is hard earned and easily lost.

In Summary

Brand and SEO are connected. As search engines get smarter and prioritise trustworthy and authoritative sources, businesses need to focus on building a strong brand that matches E-E-A-T.

By combining brand with SEO you can have an online presence that ranks well and resonates with your audience. Remember, trust is the foundation of a brand and is built through consistent, authentic and valuable interactions with your audience.

As you go through the ever changing world of SEO, keep your brand top of mind and you’ll be ahead of the game.

If you’d like to find out more about the role of brand identity and why brand-building is a non-negotiable in 2025, download our Insight Report here: https://www.ambitiouspr.co.uk/our-insight/

Hosted by Nick Clarkson, the first Halo Revelations event, “Putting AI to Work,” was eye-opening to the many possibilities Artificial Intelligence brings to branding and marketing. The event promised to reshape approaches to these crucial aspects of business, and it did not disappoint.

Kerry Harrison (Content Generation with AI, Essential Toolkit Strategies)

Kicking off the talks, Kerry Harrison, shared insights into the groundbreaking tools shaping the future. From creating the world’s first AI gin to utilising tools like ChatGPT Bard, Bing, and Claude Co-Pilot for writing, Kerry emphasised the role of AI in saving time on research and planning. AI, according to Kerry, is a powerful ally that generates ideas and information quickly, allowing for the creation of first drafts and structures.

One key takeaway was the importance of understanding what AI can and cannot do. Kerry stressed that while AI is a valuable tool, human intelligence is essential for strategy, creative thinking, and research. The message was clear:

Neil Collard (Adopting AI, A Mindset Revolution)

Neil Collard delved into the adoption of AI, citing Moore’s Law and Martec’s Law as foundations for understanding the rapid evolution of technology. His presentation centered on the AI Maturity Model, emphasising the importance of alignment, commitment, and ambition.

Neil urged businesses to be ahead of the curve, stating that delays in adopting AI could result in being left behind. He presented a thought-provoking idea: the alignment-adoption-ambition framework, encouraging businesses to sacrifice the sacrosanct and be open to change for success.

Tanya Sharma (Enhancing the customer experience with AI)

During her talk, Tanya Sharma focused on the transformation of customer experience through AI. She emphasised the importance of the client and customer relationship:

AI, when used, introduces new opportunities in customer experience, offering personalised interactions at scale, enhancing customer support through chatbots, and optimising marketing strategies through data analysis and predictive modelling.

Hannah Strickland and Paul Bailey (Navigating the Intersection of AI and Brand Dynamics)

Stepping in for Nick Ellis, Hannah Strickland, and Paul Bailey demystified the hype around AI integration. They revealed that Halo has seamlessly integrated AI into their workflow. During the talk, they gave a case study on a recent branding project they completed for a client, in which they used AI-generated images for the brand. The pair emphasised how AI can provide longevity and quick delivery for a client when on-brand images are created, through the use of AI and specific image prompts

AI can be used in agencies for numerous areas from social content to strategy planning. In practice image prompts can be used as a distinctive asset for a brand. ChatGPT was praised as a valuable collaborator, a partner in ideation that provides a fresh perspective.

Both Hannah and Paul encouraged a simplified approach, suggesting that AI is like having a parent with infinite patience, allowing strategists to think freely.

From content creation to customer experience, the event showcased AI as a catalyst for unlocking success. The key takeaway was clear: AI is not here to replace but to empower, and adopting it responsibly is the key to staying ahead in the ever-evolving landscape of business and creativity. Don’t be left behind – It is time to Integrate and experiment with AI.

My name is Michael James, I am a driven postgraduate part of the Bristol UWE Alumni. I am known for:

Thriving in social environments and building strong professional relationships.
Demonstrating an unwavering work ethic and relentless pursuit of goals.
Embracing challenges as opportunities for growth and learning.
Balancing academic rigor with a love for sports and active lifestyle.

My current area of work is UX/UI design and digital marketing, with a passion for enhancing brand images in the digital space. Currently exploring opportunities to collaborate on projects that push the boundaries of digital design and marketing. Keen to contribute my skills to forward-thinking teams and exciting initiatives in this dynamic field.

Working closely with agencies every day, we’ve had a front-row seat to the start of one of the most significant transformations our industry has ever experienced – the transition to a world with AI. Through our recent research holding detailed interviews with 30 creative agency leaders, and working alongside more than 20 agencies in their AI journey in 2024, we’ve seen firsthand how AI is reshaping not just how we work, but what’s creatively possible.

Moving past the AI anxiety

Let’s be honest – when generative AI first emerged as a serious tool for creative work 2 years ago, many of us had concerns. Would it diminish the value of human creativity? Could it compromise the quality of our work? Will it make our hard won skills redundant? These were natural reactions. But what we’ve discovered through our research and hands-on experience is something far more nuanced: while the potential for semi-automating some tasks is there, the more impactful use of AI is as a powerful creative amplifier.

What we’re actually seeing

The most inspiring moments in our research came from agencies that have moved past the experimental phase. These AI Pioneers – about 20% of the agencies we studied – are building new ways of working that combine human creativity with AI’s ability to condense and recombine huge amounts of information to deliver more impactful results for their clients.

One agency leader put it perfectly when they described how AI allows creatives to “more easily access their creativity.” We’re seeing teams explore more creative directions, push boundaries further, and deliver higher quality work – not because AI is doing the creative thinking, but because it’s removing barriers to expression and expanding what’s possible.

The real opportunity

The efficiency gains for certain tasks are real (think content localisation, for example). But the real win for agencies is using AI to help them what they do best – strategic thinking and creative innovation. When creatives can quickly explore multiple directions and “get all of their crap ideas out quickly,” as one leader put it, they have more time and mental space for the kind of deep creative thinking that leads to breakthrough ideas.

What this means for agency leaders

From our conversations we’ve learned that successful AI integration isn’t just about having the right tools – it’s about having the right approach. Here’s what’s working:

1. Skills Before Tools

The agencies seeing the best results are those investing heavily in their people. They’re equipping their teams not just with AI tools, but with the skills and confidence to work with AI as it evolves.

2. Strategic Integration

Rather than making AI a point solution for doing a handful of identified tasks, the AI Pioneers are weaving it throughout their core processes. They’re rethinking workflows, team structures, and even their business models to leverage AI’s strengths.

3. Client Partnership

The most forward-thinking agencies are bringing their clients along on the journey, having open conversations about how AI enhances their creative options and encouraging their clients to take advantage of them.

Looking Ahead

We are at the beginning of the AI transition. The agencies that will thrive aren’t those using AI to simply work faster – they’re the ones using it to push creative boundaries and deliver ideas that were previously too complex, too expensive, or too time consuming to be possible.

A call to action

To our fellow agency leaders: this is our moment. The technology is ready and the opportunity is clear. Yes, there are challenges to navigate – from skill development and agency growth, to client education to data privacy. But the rewards for those who get this right are many.

As the creative industry embraces AI, we’re constantly finding new ways to augment creativity and increase the value we can add to brands. But it’s not enough to just give people the tools – it’s about equipping people with the skills and confidence to work with AI as it evolves.

The question isn’t whether AI will transform our industry – it’s already happening. The real question is how will you integrate AI in a way that augments the value to bring to your clients, and aligns with your agency’s creative vision? Every agency’s journey will be unique, shaped by their particular strengths.

Moving forward

For those ready to embrace this change, the path forward is about building teams that are confident with AI, developing processes that leverage its strengths, and creating work that shows clients the enhanced value we can deliver.

The future of creativity is human + AI, and for those of us willing to embrace this change, the creative possibilities are exciting..

To dive deeper into how creative agencies are successfully navigating the AI transition, download our full report. Drawing on conversations with 30 creative agency leaders and our experience helping over 20 agencies embrace AI throughout 2024, it offers practical insights on everything from building AI-confident teams to developing new client service models. Whether you’re just starting your AI journey or looking to accelerate your adoption, you’ll find actionable strategies and real-world examples to guide your next steps.

Visit wearespark.ai to access the complete research and join the conversation about the future of creative work.