What Is Answer Engine Optimisation (AEO)? A Clear Guide
— What is answer engine optimisation? A plain-English guide to AEO, how it differs from GEO and SEO, where the term came from, and what it covers. Read on.
Insights
Thinking out loud.
What we’re learning across crisis, performance marketing, digital advocacy and reputation — and how digital keeps changing the work.
How to Write a Crisis Communications Plan: A Practical Guide
— Learn how to write a crisis communications plan: the core components, who owns each role, and the sign-off paths that let you respond at speed. Start here.
SEO vs GEO: The Real Difference, Explained
— The difference between SEO and GEO, explained head-to-head: what carries over from search, what is genuinely new for AI answers, and where budget should move.
How to Get Your Company Mentioned in ChatGPT
— Wondering how to get your company mentioned in ChatGPT? Here are the levers that actually move whether a brand appears in AI answers, and how to track them.
Does SEO Still Matter in 2026? Yes - Here's Why
— Does SEO still matter in 2026? Yes - and it now feeds AI search and GEO. See what has changed, what still works, and how to optimise for both engines.
What to do when ChatGPT gets your company wrong
— AI answer engines can state confident, inaccurate things about your business. Here is a calm, practical sequence for finding the cause and correcting the record.
How to Rank in ChatGPT, Gemini, Perplexity and AI Overviews
— How to rank in ChatGPT, Gemini, Perplexity and AI Overviews: per-engine retrieval and citation differences, and where to focus by audience. Talk to us.
How to deal with negative content in Google search
— How to remove negative content from Google, when removal is possible, when displacement is the realistic route, and the structural steps that actually work. Start here.
How ChatGPT Decides What to Say About Brands
— How does ChatGPT decide what to say about brands? A plain-English guide to the retrieval and citation mechanics behind AI answers - and why your source layer decides the outcome.