Search is evolving quickly, and businesses are having to rethink how they appear online. The lines between traditional search engine optimisation and paid advertising are becoming less clear, which means brands need a joint approach rather than treating each channel separately. A strong content strategy now plays a central role in how organisations are discovered and how they stay visible to the right audiences.
As our Managing Director, Sammy Mansourpour, recently noted, “ChatGPT results and all the mainstream LLM models are based on search data inputs, so it is difficult to see how advertising – ChatGPT in this case – and SEO can be split. The present reality is that any robust search content strategy is informing ChatGPT results.”
This shift highlights the importance of planning content, advertising, and visibility together rather than in isolation. Businesses that adapt early are more likely to build stronger long-term digital presence and maintain consistent reach across platforms.
You can read Sammy’s full comments here.
Every day we apply our strategic, creative and technical expertise to create a meaningful difference for our client’s brands. We help them reach their goals by directing their brands to become smarter, more desirable and more valuable.
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