Marketing

DIGITAL MARKETING: AI Search Is Here Don’t Get Left Behind

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Is your content strategy ready for the generative AI revolution?

Fed up with throwing money at content that’s getting lost in the search abyss? You’re not alone. The rules of the game have changed, and yesterday’s SEO tactics simply won’t cut it anymore.Introducing my Generative Engine Optimisation (GEO) service, because ranking well with AI search engines requires a completely different approach.

While your competitors are still obsessing over keywords, I’m helping forward-thinking brands like yours create content that actually performs in the age of AI search.

What makes our GEO approach different?

* I don’t just guess what works – I’ve reversed engineered how the major generative engines actually process and prioritise content
* I craft nuanced, context-rich content that generative engines love to reference
* You’ll get content that serves both human readers AND satisfies the complex needs of AI systems.

The future of search is already here. Don’t get left behind call or message today.

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Steve Coulter has a 35+ year sales and marketing career both pre & post Internet. A serial innovator and early adopter of technology and new media. In a world of recombinant business ideas and disruption, increasingly involved in digital transformation and the cutting edge of search. I enjoy partnering with companies who scan the horizon and wish to stay ahead of the competition. 

DIGITAL MARKETING: The Generative Engine Optimisation Virtuous Circle

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The Virtuous Circle of GEO Content: Aligning with Google’s EEAT and YMYL Standards

Introduction

The digital landscape has evolved dramatically in recent years, with search engines and generative AI tools becoming increasingly sophisticated in how they interpret and prioritise content. While Search Engine Optimisation (SEO) remains vital, forward-thinking organisations are now embracing Generative Engine Optimisation (GEO) creating content that performs well not just in traditional search, but also as a foundation for AI-generated responses. When properly executed, this creates a virtuous circle that simultaneously satisfies the vital Experience, Expertise, Authoritativeness and Trustworthiness (EEAT) and Your Money or Your Life (YMYL) which are Google’s requirements to rank.

Understanding GEO and Its Relationship with EEAT / YMYL

Generative Engine Optimisation refers to the practice of structuring content in ways that make it ideal for AI systems to comprehend, extract information from, and reference. Unlike traditional SEO, which focuses primarily on keyword placement and technical optimisation, GEO prioritises clear information architecture, factual accuracy, comprehensive coverage, and proper attribution – qualities that perfectly align with Google’s EEAT standards.

The Virtuous Circle in Action

When businesses create content that excels in both SEO and GEO, a positive feedback loop emerges:

  1. Content Creation with EEAT at the Core: Producing content that demonstrates genuine expertise and provides valuable experiences for users.
  2. Enhanced Discovery: This high-quality content ranks well in traditional search results while also being favoured by generative engines for their responses.
  3. Amplified Reach: When generative engines cite your content, it drives additional visibility and traffic.
  4. Trust Building: Citations by trusted AI systems implicitly endorse your content’s reliability, enhancing your domain authority.
  5. Improved Rankings: The additional signals of quality and authority lead to better search rankings.
  6. More Data for Refinement: Increased visibility provides more user interaction data to further refine content.

Key Principles for GEO-Optimised Content

1. Structured Information

Content should be logically organised with clear headings, concise paragraphs, and well-defined sections. This structure makes it easier for both human readers and AI systems to extract and understand key information.

2. Factual Precision

Generative engines prioritise content that provides accurate, verifiable information. Citing credible sources, including relevant statistics, and maintaining factual rigour not only improves GEO performance but directly supports the Expertise and Trustworthiness components of EEAT.

3. Comprehensive Coverage

Content that thoroughly addresses a topic from multiple angles provides AI systems with a robust information base. This completeness signals expertise to both search algorithms and generative engines.

4. Clear Attribution

Properly attributing information, quotes, and research findings enhances trustworthiness. Generative engines are increasingly designed to value and reference content that itself follows good citation practices.

5. Regular Updates

Maintaining content currency demonstrates ongoing expertise and commitment to accuracy. Both search algorithms and generative engines favour recently updated content when recommending authoritative sources.

Balancing Human and Machine Audiences

The most successful GEO strategy recognises that content must serve dual masters providing genuine value to human readers while being optimally structured for machine interpretation. This balance is achieved by:

  • Writing in natural language that flows logically
  • Avoiding unnecessary jargon while maintaining industry-appropriate terminology
  • Including rich contextual information that enhances human understanding
  • Implementing structured data markup to aid machine comprehension
  • Focusing on answering genuine questions rather than simply targeting keywords

Measuring GEO Success

Traditional SEO metrics remain relevant, but GEO success requires additional measurement considerations:

  • Citation Tracking: Monitoring when generative engines reference your content in their outputs
  • Featured Snippets: Assessing selection for these prominent search features (which often feed into generative responses)
  • User Engagement: Analysing how users interact with content after finding it through AI-assisted search
  • Authority Growth: Tracking improvements in domain authority and topical authority metrics

Conclusion

As AI systems become more deeply integrated into how people discover and consume information, optimising for generative engines represents not just a tactical advantage but a strategic necessity. The virtuous circle created by GEO-optimised content that aligns with Google’s EEAT standards delivers sustained benefits; higher visibility, increased authority, and greater trust among both human users and the AI systems that increasingly mediate their online experiences.

By focusing on creating genuinely valuable content that serves real user needs whilst maintaining technical excellence, businesses can position themselves advantageously in both traditional search results and generative AI responses. This comprehensive approach to content strategy represents the future of digital visibility, one where quality, authority and trustworthiness are rewarded across all discovery channels.

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Steve Coulter has a 35+ year sales and marketing career both pre & post Internet. A serial innovator and early adopter of technology and new media. In a world of recombinant business ideas and disruption, increasingly involved in digital transformation and the cutting edge of search. I enjoy partnering with companies who scan the horizon and wish to stay ahead of the competition. 

DIGITAL MARKETING: The Generative Engine Optimisation Tipping Point?

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Generative Engine Optimisation: Why It’s Overtaking SEO in Google Search and Why You Must Act Now

Generative Engine Optimisation (GEO) is fast becoming more important than traditional SEO, especially when it comes to visibility in Google Search Results and across the latest AI-powered platforms.

GEO vs SEO: What’s Changing?

While SEO has always been about climbing the rankings in search results and attracting clicks, GEO is about ensuring your content is referenced, cited, or summarised directly within AI-generated answers. This shift is significant. Instead of users scrolling through a list of blue links, they’re increasingly receiving instant, conversational answers from AI tools such as Google’s AI Overviews, ChatGPT, and Perplexity.

Industry analysts are already predicting a sharp decline in traditional search. By 2026, organic search traffic could fall by more than half as users turn to AI-powered search for immediate answers. The numbers speak for themselves: the majority of consumers now trust generative AI results, and adoption of AI-enhanced search is rising rapidly. Have we reached the tipping point where innovators and early adopters are replaced by a majority?

Why Taking Action Now Is Critical

  • User behaviour is evolving: People are moving away from sifting through search results and are instead asking AI tools for clear, direct answers. Google’s AI Overviews are already replacing featured snippets, and platforms like Perplexity and ChatGPT are seeing a surge in use, particularly among younger audiences.

  • Visibility is on the line: If your content isn’t optimised for GEO, you risk being left out of these new AI-driven answer boxes, even if your SEO is strong. AI engines favour content that is authoritative, conversationally written, well-structured, and easy to extract for their responses.

  • Influence over clicks: With GEO, your brand can be referenced in AI-generated answers, keeping you front-of-mind even if users don’t immediately visit your website. This is the new battleground for digital influence.

What You Should Do

  • Update your content: Make sure your information is clearly structured, answers questions in a conversational manner, and demonstrates genuine expertise and trustworthiness.

  • Optimise for AI platforms: Don’t focus solely on Google. Ensure your content is accessible and easily referenced by all major AI engines.

  • Move quickly: Early movers are already gaining a significant advantage. Delaying could mean losing both visibility and influence as AI-driven search becomes the norm.

GEO isn’t just the next step after SEO – it’s the new standard for digital presence. Those who adapt now will secure their place in the AI-powered future of search. I can guide you through this transformative phase.

Can I integrate GEO into SEO?

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Steve Coulter has a 35+ year sales and marketing career both pre & post Internet. A serial innovator and early adopter of technology and new media. In a world of recombinant business ideas and disruption, increasingly involved in digital transformation and the cutting edge of search. I enjoy partnering with companies who scan the horizon and wish to stay ahead of the competition. Please contact me to discuss your digital marketing strategy. 

FREELANCE DIGITAL MARKETING: Business Boost From Only £200 p/m

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Why Your Business Needs a Freelance Digital Marketing Consultant.

Are you struggling to grow your small to medium sized business online while juggling countless other responsibilities? A freelance digital marketing consultant might be exactly what you need.

Immediate Benefits for Your Business

– Expertise without the expense – Access professional marketing knowledge without committing to a full-time salary, NI, employee benefits, pension contributions or office space
– Pay only for what you need – Scale services up or down based on your budget and immediate business requirements
– Quick implementation – Experienced consultants can execute strategies rapidly, delivering ROI much faster than learning everything yourself
– Competitive advantage – Gain access to the same sophisticated marketing techniques used by larger competitors

Why Small Business Owners Are Making the Switch

– Free up your valuable time to focus on what you do best, running your core business
– Measurable results with clear reporting on exactly what your marketing investment is delivering
– No long-term contracts required, giving you complete flexibility as your business evolves
– Fresh perspective from someone who has solved similar challenges for multiple businesses

Don’t let digital marketing become another stress point in your busy schedule. A freelance consultant brings immediate expertise to your business without the overhead of another full-time employee.

The most successful small businesses know when to delegate. Make your marketing work harder while you work smarter.

Please contact me to engage an enthusiastic partner to achieve your goals and objectives.

My Business Boost Packages to which include SEO optimised website articles and strategic social media posts from only £200 per month.

BUSINESS: Have You Searched Your Business On AI Apps?

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Customers are beginning to move away from Google Search (& other brands) in favour of the more conversational, quote prompt based searching associated with AI Apps like Chat GPT – it’s called ‘Conversational Search’. This means you must now consider the information and detail about your business stored online and study how these apps are projecting your business to prospects.

Another job! I hear you groan.

That’s OK, I can help you, just contact me and we can investigate where you are today and begin to engineer where you wish to be tomorrow. My affordable Audit-Fix-Maximise process for digital transformation covers AI technical SEO hygiene.

In the meantime I ran my own agency through to see the result. I was really pleased with the appraisal and to see an understanding of my offering and appreciation of my 35 plus year career in sales and marketing including the 25 since the millenium I’ve been involved in digital.

Since people have been quizzing the apps on leading figures like Elon Musk for an unbiassed opinion, can we accept that, for now, AI apps are giving a fair representation?

Fun search; Go to Chat GPT and use the prompt ‘Tell me about [INSERT YOUR BUSINESS NAME & INTERNET DOMAIN]

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Overview of Steve Coulter Creative

Steve Coulter Creative is a digital marketing consultancy based in Littlehampton, West Sussex, UK, led by Steve Coulter. The business specialises in affordable, data-driven digital marketing strategies tailored for small and medium-sized enterprises (SMEs), helping them grow, attract more customers, and improve their online presence.

Background and Experience

– Steve Coulter has over 35 years of experience across various industries, including automotive finance, e-commerce, and digital marketing.

– He was instrumental in pioneering Business User Finance & Leasing and developing the Personal Contract Purchase (PCP) model, later adopted by major car brands.

– His expertise covers both traditional and digital business landscapes, with a strong focus on innovation and practical marketing solutions.

– Steve has held senior roles such as National Used Car Sales Manager for Renault UK and has managed marketing campaigns for multiple brands.

Services Offered

– Digital marketing strategy and analysis

– Social media marketing and audits

– Google Business Page (GBP) optimisation for local search

– SEO content creation and keyword analysis

– Performance tracking with clear action plans and ROI focus

Philosophy

Steve Coulter emphasises simplicity, data-driven marketing, and clear messaging inspired by advertising legends like Bill Bernbach and David Ogilvy. He values disruptive innovation and aims to unlock new opportunities for clients by combining unique business ideas.

Additional Creative Work

Steve Coulter Creative also has a presence in art and design, offering abstract and op art as large scale giclée prints and pop art painting commissions. As a pixel artist created Web 3.0 tokenised NFT and branding projects for International clients.

Summary

Steve Coulter Creative is a well-established digital marketing consultancy with deep industry experience, a strong local and national client base, and a focus on practical, affordable solutions for business growth.

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Thank-you Perplexity AI. (Prompt: What can you tell me about Steve Coulter Creative)

If you would like to discuss moving your business forward with affordable state of the art digital marketing and transformation solutions please contact me.

DIGITAL MARKETING: Be Super Effective With Top Keywords

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Unlocking Growth: The Ultimate Guide to Digital Marketing Services for Businesses

In today’s fast-paced online world, digital marketing is the cornerstone of business growth. Whether you’re a startup, a local business in Littlehampton, or an established B2B company, the right digital marketing strategy can transform your brand’s reach, generate quality leads, and drive measurable results. But with so many options: SEO, content marketing, social media marketing, PPC, and more how do you know which digital marketing services are right for your business?

This guide explores the best digital marketing agency solutions for small businesses and established firms alike, and helps you discover effective, affordable strategies tailored to your goals.

Why Digital Marketing Matters for Your Business

Digital marketing is more than just a buzzword. It’s a collection of powerful tools and strategies that allow businesses to connect with their target audience online. From effective SEO techniques for small businesses to advanced PPC management for startups, digital marketing services are essential for anyone looking to compete and thrive in the digital age.

Key Benefits:
– Increased Visibility: Online marketing ensures your business is found by customers searching for your products or services.
– Targeted Reach: Digital marketing allows you to focus on specific demographics, locations, and interests.
– Measurable Results: With analytics, you can track every click, lead, and sale to maximise ROI.

Choosing the Best Digital Marketing Agency for Small Business

Selecting the right digital marketing agency is crucial. The best agencies offer a blend of creativity, technical expertise, and a deep understanding of your industry. When searching for a digital marketing agency near me or digital marketing services near me, look for providers with proven experience, transparent pricing, and a portfolio of successful campaigns.

What to Look For:
– Industry Experience: Agencies that specialise in your sector (e.g., content marketing agency for B2B companies) understand your unique challenges.
– Customised Strategies: Avoid one-size-fits-all solutions. The best agencies are business enthusiasts that tailor their approach to your business goals.
– Comprehensive Services: From SEO to email marketing, choose an agency offering a full suite of services.

Building an Effective Digital Marketing Strategy

A successful digital marketing strategy is the foundation of online growth. But how do you create a digital marketing strategy that delivers results?

Steps to Success:
1. Define Your Goals: Are you looking to increase website traffic, generate leads, or boost sales?
2. Know Your Audience: Use data to understand your customers’ needs and online behaviour.
3. Choose the Right Channels: Focus on platforms where your audience spends time: be it Google, Facebook, LinkedIn, or email.
4. Measure and Optimise: Track key metrics and adjust your strategy for continuous improvement.

Essential Digital Marketing Services for Businesses

1. SEO (Search Engine Optimisation) Effective SEO techniques for small businesses are vital for ranking higher in Google search results. This includes keyword research, on-page optimisation, link building, and local SEO strategies.

2. Content Marketing
Content marketing agency services help you create valuable blog posts, videos, and guides that attract and engage your audience. High-quality content boosts your authority and drives organic traffic.

3. Social Media Marketing
Top social media marketing strategies for businesses focus on building relationships, growing your following, and driving engagement on platforms like Facebook, Instagram, and LinkedIn.

4. PPC (Pay-Per-Click) Management
Affordable PPC management for startups ensures you get the most from your advertising budget. Google Ads and social media ads can drive targeted traffic and quick results.

5. Email Marketing
Email marketing best practices for businesses include personalised campaigns, automation, and segmentation to nurture leads and retain customers.

6. Lead Generation Services
Lead generation services for your industry use a mix of online advertising, landing pages, and content offers to capture high-quality leads.

Online Advertising Solutions for Local Businesses

For local businesses, online advertising is a game-changer. Whether you’re a restaurant, retailer, or service provider, digital marketing services near me can help you reach customers in your area. Google My Business, local SEO, and targeted ads ensure your business appears when people search for services like yours.

How to Get Started with Digital Marketing

If you’re new to online marketing, start by assessing your current digital presence. Are you ranking for important keywords like digital marketing, SEO, or internet marketing? Do you have active social media profiles? Is your website optimised for mobile users?

Next, set clear objectives and consider partnering with a digital marketing agency that understands your market. Look for agencies that offer:
– Transparent reporting
– Proven results in your industry
– Flexible, scalable service packages

Measuring Success: Analytics and Optimisation

One of the biggest advantages of digital marketing is the ability to track and measure everything. Use tools like Google Analytics to monitor website traffic, conversion rates, and customer behaviour. Regularly review your campaigns and adjust your digital marketing strategy to improve performance.

Why Choose a Full-Service Digital Marketing Agency like SCC?

A full-service digital marketing agency offers everything you need under one roof, from SEO and content marketing to PPC, social media, and email marketing. This integrated approach ensures consistency, maximises your budget, and delivers better results.

Conclusion: Take Your Business to the Next Level

Digital marketing is the key to unlocking your business’s potential in the online world. By investing in the right digital marketing services, you can increase your visibility, attract more customers, and achieve sustainable growth. Whether you need a content marketing agency for B2B companies, affordable PPC management for startups, or online advertising solutions for local businesses, the right partner can make all the difference.

Ready to take the next step? Start by reaching out to SCC, the best digital marketing agency for SME & MME sized businesses, and discover how a customised digital marketing strategy can help you achieve your goals.

Contact me:

Tel: +44(0)7407 038877
Email: steve@stevecoulter.co.uk

MARKETING: The Michelin Brothers’ Lightbulb Moment

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How Michelin Used Behavioural Science to Sell Tyres (Before It Was Cool)

When we discuss successful applications of behavioural science in marketing, we often think of recent digital campaigns with sophisticated data analytics. Yet one of the most brilliant examples dates back to 1900, when the Michelin brothers created what would become one of the most prestigious culinary institutions in the world, originally as a clever ploy to sell more tyres.

A Problem of Demand

In 1900, the automobile industry was in its infancy. In France, where the Michelin tyre company was based, there were fewer than 3,000 cars on the road. For the Michelin brothers, André and Édouard, this presented an existential business challenge: how could they grow their tyre business when so few people owned cars?

The brothers identified the fundamental behavioural challenge underlying their business problem. Car ownership wouldn’t increase unless people had compelling reasons to drive – and drive often. Their tyres would only wear out (requiring replacement) if motorists felt motivated to embark on journeys.

The Behavioural Insight

Their solution was ingenious: create demand for driving itself. The brothers understood a key principle we now recognise in behavioural economics, i.e. if you want to change behaviour, reduce friction and increase motivation.

They published the first Michelin Guide – a free handbook for motorists that contained practical information including maps, instructions for changing tyres, listings of mechanics, and importantly, places where drivers could find petrol stations, accommodation and good food while travelling across France.

The brilliance of this approach was multifaceted:

1. Reduced uncertainty: The guide removed a significant psychological barrier to travel – the fear of the unknown and the anxiety of not knowing where to find essential services.

2. Created social proof: By documenting places others had visited, the guide normalised the idea of recreational motoring.

3. Leveraged the endowment effect: Once motorists received the free guide, they felt compelled to use it.

4. Applied loss aversion: The guide highlighted experiences motorists might miss if they didn’t venture out on the roads.

From Marketing Tool to Cultural Institution

What began as a marketing tactic evolved significantly. In 1920, the guide was no longer free, with André Michelin reportedly saying, “People only respect what they pay for.” By 1926, they introduced the now-famous star rating system for restaurants.

The Michelin brothers had tapped into something deeper than they initially intended (aka the Law of Unintended Consequences) the human desire for quality experiences and authoritative guidance. The restaurant ratings became so prestigious that chefs would dedicate their careers to achieving Michelin stars.

Lessons for Modern Marketers

The Michelin Guide case study offers several timeless lessons:

– Understand the ecosystem of your product: Michelin realised their success depended on the broader adoption of automobile culture.

– Address behavioural barriers: They identified and systematically removed reasons not to drive.

– Create value beyond your product: The guide offered genuine utility that extended far beyond tyres.

– Play the long game: What started as a marketing tool became a complementary business and brand-building exercise that has lasted over a century.

Long before the terms “content marketing” or “behavioural economics” entered our lexicon, the Michelin brothers were pioneering these concepts through intuition and business acumen. They understood that to sell tyres, they needed to sell the journey first.

In our current era of data-driven marketing, the Michelin story reminds us that understanding fundamental human behaviour and motivations remains the cornerstone of effective marketing. Sometimes the most powerful applications of behavioural science don’t come from complex algorithms but from simple insights about what makes people tick, or in this case, what makes them drive.

Next time you’re developing a marketing strategy, ask yourself: What’s your equivalent of the Michelin Guide? How might you create value that extends beyond your product while subtly driving demand for it? I say this looking at the EV manufacturers who are marketing ‘the performance’ of luxury EV brands when buyers already know that!

Steve Coulter is a 35+year career sales and marketing professional. Author and researcher of the digital transformation resource ‘The Definitive Guide To Digital Transformation For Legacy Businesses’ and ‘Audit-Fix-Maximise’ a – do the simple things well – strategy for all digital marketers. 

FREE: The Definitive Guide To Digital Transformation For Legacy Businesses

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Future-Proof Your Business: The Ultimate Guide to Digital Transformation Is Here!

The business world is undergoing seismic shifts, and organisations must adapt or risk being left behind. From the economic turbulence caused by Brexit and US tariffs to stringent YMYL (Your Money Your Life) SEO standards, businesses of all sizes face mounting pressures to transform. Legacy organisations, in particular, are grappling with the dual challenges of maintaining operational excellence while reinventing themselves for a digital future.

This FREE, comprehensive guide to digital transformation is designed to help businesses navigate these complexities. Packed with actionable insights, frameworks, and real-world case studies, this resource is tailored for organisations striving to remain competitive in a potentially recessionary market marked by government public sector cutbacks and evolving customer expectations.

Why Digital Transformation Is Critical Now

The stakes have never been higher. Legacy businesses face disruption from agile digital-native competitors who are redefining industries. At the same time, regulatory frameworks like Google’s EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) demand authoritative content delivered through optimised platforms. Businesses operating in health, finance, and legal sectors must meet these standards while ensuring compliance and maintaining trust.

Economic shocks such as Brexit and US tariffs have further strained markets, while public sector cutbacks have created ripple effects across industries. Digital transformation offers a pathway to resilience, allowing businesses to optimise operations, enhance customer experiences, and unlock new revenue streams.

What You’ll Learn in the Guide

This definitive guide covers every aspect of digital transformation, including:

– Strategic Planning: Aligning digital initiatives with business objectives and navigating economic challenges.

– Leadership Alignment: Cultivating a digital mindset and driving change from the top.

– Technology Modernisation: Upgrading infrastructure for cloud adoption, cybersecurity, and data-driven insights.

– Customer Experience: Creating seamless omni-channel strategies that meet elevated expectations.

– Workforce Transformation: Up-skilling employees and recruiting digital talent for future-ready teams.

– Search Visibility: Building technical foundations and content authority to thrive under YMYL SEO standards.

Whether you’re starting from scratch or scaling existing initiatives, this guide provides a roadmap for success tailored to your organisation’s unique context.

Contact Me Today

Don’t let disruption define your future Contact Me for a FREE copy of The Definitive Guide to Digital Transformation For Legacy Businesses today and take the first step towards securing your business’s relevance in an ever-changing world.

The bundle includes a 15 chapter comprehensive guide written in a non-academic way, plus a single sheet 5 stage process for SME sized companies with limited time and budgets.

Once you are familiar with the basics of Digital Transformation, myself and team would enjoy working together to transform your business in 2025.

DIGITAL MARKETING: Audit – Fix – Maximise

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From Overwhelm to Overachieving – Marketing For Busy Owners.

Does keeping up with digital marketing trends, your website and social media feel like you’re chasing a moving target? That’s because it is.

As a busy small business owner, you’re stuck: do it all yourself (who has time?), ignore it (risky!), or hire a professional (costly?).

Here’s the fix. I blend affordable, cutting-edge strategies with my Audit ➔ Fix ➔ Maximise system to turn your marketing into a sales-driving machine. No gimmicks, just measurable results for your reach, engagement, and sales revenue.

Ready to outshine competitors?

Let’s chat today. Your first step to unstoppable growth starts here!

DIGITAL MARKETING: 2025 Most Crucial Intel So Far

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Digital Marketing Search Enging Optimisation in 2025 – Adapting to AI and Emerging Opportunities. SEO Isn’t Dead but Evolving.

Crucial Intelligence. 

Google’s dominance persists (83.54% of searches), but AI chatbots like ChatGPT (4.33%) and platforms like YouTube (6.79%) are gaining traction, signalling a shift in search behaviour.

Q. How have you altered your strategy?


AI’s Impact on Search.

AI-driven tools provide personalised answers, reducing clicks to websites. Google’s integration of AI into search results creates challenges but also opportunities for content creators.

Q. Are you optimising your content to be picked up by AI apps?


Algorithm Updates Favour Quality.

Google’s 2024 updates penalised even large sites, emphasising high-quality, authentic content over technical optimisation. Good news for SME! Smaller businesses benefited from these changes.

Q. Could you ramp up quality and authenticity to benefit?


AI Content Can Rank.

AI-generated content, if high-quality and user-focused, can perform well in search rankings, as shown by recent studies and data.

So, potentially no penalty for automation.

Future SEO Success.

Winning strategies include creating original content, understanding user intent, adapting to AI-driven changes, and leveraging multimedia formats like video and audio.

Q. Introduce a Text – Voice – Video strategy?

Stay ahead in the evolving SEO landscape, embrace AI tools, focus on quality content, and adapt to shifting user behaviours to thrive in 2025!

Do you struggle to devote enough time to your advertising & marketing. Contact me to discuss how we could resolve that by working together in an affordable way.

DIGITAL MARKETING: Simple Organic Marketing Strategy

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A Simple & Affordable Path to Better Organic Search Rankings.

Many website owners look for shortcuts to boost their Google rankings, but after years of experimenting, I’ve found that patience and quality always win. Here’s a simple approach that consistently delivers results:

– Create high-quality, well-structured content that genuinely addresses user needs and questions.

– Regularly update existing content to maintain accuracy and relevance (Google loves fresh content!).

– Focus exclusively on educational content that provides real value to your audience.

– Strategically publish new content that complements your existing information and expands your topical reach.

While it takes time to build authority, this approach creates a solid foundation that algorithms reward with better rankings. No shortcuts, just consistent value delivery that both users and search engines appreciate.

What sustainable organic SEO strategies have worked best for you?

For any readers who would rather concentrate on their businesses, I’m here to assist with all of the above.

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Originally published on LinkedIn. Steve Coulter is an experienced SME business owner since 1987, digital marketing consultant and content creative. Tech-savvy early adopter now helping businesses evolve & grow.​​​​​​​​​​​​​​​​ Contact me today.

 

DIGITAL MARKETING: The Elephant In The Room

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Can we talk about the elephant in the room?  

An elephant in the room.

Working with Digital Marketing Agencies can feel like a roller coaster, starting with high hopes but soon hitting a dip. As a former business consumer of digital products as well as a nowadays provider, I feel your pain.

Truth 💣 Most companies hit serious jams with their suppliers. You know the story; costs out of nowhere, amendments ongoing weeks later, and updates somewhere between no hope and Bob Hope.

Don’t get me started on generic websites that could belong to anyone and miss your brand style and the best bits.

Then when you’re live, your website supplier entered witness protection and disappeared to Costa Rica.

Here’s where myself and team are different:

First of all you can contact me personally for an informal free initial consultation. WhatsApp me your domain and any other pertinent marketing links and I’ll give it a 3.5 decade expert and experienced once over.

Then once we have decided upon a plan, we believe in keeping it real with clear agreed in advance pricing you can budget for. Timelines and prices that don’t make you laugh (or cry), myself or team will remain in touch during and afterwards.

So if you’re website is tired, needs some new relevant SEO optimised content or an update with no dramas. Please contact me and let’s chat.

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Experienced SME business owner since 1987, digital marketing consultant and content creative. Tech-savvy early adopter now helping businesses evolve & grow.

DIGITAL MARKETING: 10 Off-Site SEO Hacks

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Off-site SEO is not just those backlinks random people offer to sell you in unsolicited e-mails, nor does it need to be a mystery. Here’s some simple and effective off-site SEO ideas that can deliver relatively quick results. Pick and mix!

1. Guest Blogging on High-Authority Sites

Publish content on established websites in your industry. This provides backlinks from trusted domains and exposes your brand to new audiences.

Target the more receptive mid-tier industry blogs and create genuinely valuable content that addresses their audience’s needs. Include one or two natural links back to relevant pages on your site.

2. Build Relationships with Influencers

Connect with industry influencers who can amplify your content and lend credibility to your brand.

Start engaging authentically on their social channels, share their content, and offer genuine value before asking for anything. Small influencers (micro-influencers) often provide better engagement rates and are easier to connect with.

3. Create and Share Infographics

Design shareable infographics that visualise interesting data or concepts in your industry.

Use tools like Canva to create an infographic around trending topics or evergreen information, then share it on social media and your own off-site weblogs linking back to your site. There are Infographic Specialists you can contact to create more sophisticated designs.

4. Participate in Relevant Online Communities

Become an active, helpful member in forums, LinkedIn, Quora, Reddit, or industry-specific communities.

Find questions you can answer expertly, provide thorough responses, and include links to your content only when directly relevant. Build reputation first, then leverage it for visibility.

5. Leverage Local SEO and Business Directories

Ensure your business is listed consistently across major directories and review sites.

Claim and optimise your Google Business Profile, then systematically add your business to top directories like Yelp, Yellow Pages, and industry-specific listings. Ensure NAP (Name, Address, Phone) consistency across all platforms.

6. Repurpose Content Across Platforms

Transform your existing content into different formats to reach wider audiences.

Turn a popular blog post into a YouTube video, SlideShare presentation, or podcast episode. Each new format creates opportunities for different backlink sources and audience exposure.

7. Build Strategic Partnerships

Collaborate with complementary (non-competing) businesses in your industry for mutual promotion.

Identify potential partners and propose content swaps, joint webinars, or co-created resources. This can quickly expand your reach to pre-qualified audiences.

8. Leverage Social Proof and Testimonials

Showcase client success stories and testimonials on third-party platforms.

Request satisfied customers to leave reviews on Google, industry review sites, or testimonials you can share. Then amplify these positive experiences through case studies that others in the industry might link to.

9. Create Skyscraper Content and Strategic Outreach

Research top-performing content in your niche, then create something significantly better – more comprehensive, up-to-date, and visually appealing.

Use tools like Semrush to find content with lots of backlinks, improve upon it, then reach out to sites currently linking to the original piece, showing them your superior version.

10. Create Your Own Industry Weblogs 

Create and maintain with regular updates independent weblogs relevant to your own industry. These evergreen resources will direct visitors to your site for yours to come.

Publish the kind of information people are searching for in longer form content than your own website. Use Google search and look at the search term suggestions to inspire content. Also, these are great for long-tail keywords.

Quick Tip: Rather than trying all strategies at once, pick 2-3 that align best with your resources and industry, then execute them thoroughly before moving on to others. Track results to see which approaches work best for your specific situation.

I can help with any of your digital marketing solutions, please contact me. 

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Steve Coulter is an experienced SME business owner since 1987. Digital marketing consultant and content creative. Tech-savvy early adopter now helping businesses evolve & grow.​​​​​​​​​​​​​​​​

Originally published on LinkedIn.

 

 

DIGITAL MARKETING: What Is On-Page SEO?

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Digital Marketing: What Is On-Page SEO?

On-page SEO refers to the practice of optimising individual web pages to rank higher in search engines and earn more relevant traffic. Unlike off-page SEO (which focuses on signals from other websites), on-page SEO deals with elements you can directly control within your own website.

Essential On-Page SEO Elements

Title Tags:
The title tag is one of the most important on-page SEO elements. It appears as the clickable headline in search results and should clearly describe your page’s content.

Meta Descriptions:
While not a direct ranking factor, meta descriptions affect click-through rates by providing a brief preview of your page content in search results.

Header Tags (H1, H2, H3):
Headers help organise your content and make it easier for search engines to understand your page structure.

URL Structure:
URLs should be clean, descriptive, and include relevant keywords when natural.

Content Optimisation:
Your main content should be:
– High-quality and original
– Relevant to the search intent
– Well-structured with short paragraphs
– Enhanced with relevant media (images, videos)
– Naturally incorporating target keywords

Image Optimisation:
Images should include descriptive file names and ALT text for better accessibility and SEO.

Internal Linking:
Link to other relevant pages on your website using descriptive anchor text.

Technical On-Page Elements

Mobile Responsiveness:
Ensure your page looks and functions well on all devices.

Page Speed:
Optimise images, minimise code, and use caching to improve loading times.

Best Practices for On-Page SEO

1. Focus on one primary keyword per page
2. Write for humans first, search engines second
3. Ensure content matches search intent
4. Keep URLs short and descriptive
5. Optimise images before uploading
6. Use headers logically to structure content
7. Include relevant internal links
8. Make content easy to read and scan
9. Ensure fast loading times
10. Make pages mobile-friendly

Remember, on-page SEO is about creating the best possible experience for both users and search engines. When you focus on quality content and good technical implementation, better rankings often follow naturally.

A gold star if you have got this far. However, I can SEO your website content while you concentrate on your business and what makes you most profit.

Side note: With super fast broadband page loading speeds are less of an issue, but old habits from the days of 56K dial-up die hard and why leave the possibility on the table that your page may load slowly one day and cost you business or Google ranking?

Please contact me to maximise the way your business website works for you.

DIGITAL MARKETING: What Is SEO?

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What is SEO? A Beginner’s Guide to Search Engine Optimisation

Search Engine Optimisation (SEO) is the art and science of making your website more visible in search engine results. Think of it as making your website speak the same language as Google, Bing, Yahoo and other search engines so they can better understand and recommend your content to people searching for topics related to your site.

How Does SEO Work?

When you search for something online, search engines scan through millions of websites to find the most relevant results. They use complex algorithms to determine which pages deserve to appear at the top of search results. SEO involves optimising your website to meet these algorithms’ criteria.

Key Elements of SEO

Quality Content:
The foundation of good SEO is creating valuable, relevant content that answers people’s questions and solves their problems. This means writing clear, informative articles, blog posts, or web pages that address topics your target audience cares about.

Keywords:
Keywords are the search terms people type into search engines. Effective SEO involves researching and naturally incorporating relevant keywords into your content. However, it’s important to avoid “keyword stuffing” the practice of unnaturally forcing keywords into your text.

Technical Optimisation:
Search engines need to be able to easily crawl and understand your website. This includes having:
– Fast loading speeds
– Mobile-friendly design
– Secure hosting (HTTPS)
– Clear site structure
– Proper HTML markup

Backlinks:
When other reputable websites link to your content, search engines view this as a vote of confidence. Building quality backlinks through creating share-worthy content and building relationships with other sites is crucial for SEO success.

Why SEO Matters

In today’s digital world, being visible in search results is crucial for any business or website. Good SEO practices can:
– Drive more organic (free) traffic to your website
– Build credibility and trust with your audience
– Provide better user experience for your visitors
– Generate more leads and sales
– Create sustainable, long-term results

Getting Started with SEO

Start by focusing on creating high-quality content that serves your audience’s needs. Research keywords relevant to your topic and incorporate them naturally into your writing. Ensure your website is technically sound and easy to navigate. Remember that SEO is a long-term strategy – it takes time to see results, but the benefits are well worth the effort.

SEO isn’t about tricking search engines; it’s about making your website the best possible resource for your target audience. When you focus on providing value to your users, search engines will notice and reward your efforts with better rankings.

SCC & SEO

Please contact me if you would like your website content refreshed or optimised for search engines. It’s very rewarding to make alterations and see the improved search and visits results. Virtually free, this is peak Organic Marketing!

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More detailed explanations about the two different types of Search Engine Optimisation (SEO) are here:

An Explanation Of On-Page SEO
An Explanation Of Off-Page SEO