Simon Theakston

Why being referenced now matters more than being ranked For most of the history of search, one assumption quietly shaped digital strategy: If someone searched, they would click. That assumption informed everything from SEO and content strategy to analytics, attribution,...

Why optimisation alone no longer works For much of the last two decades, digital marketing has been built around tactics. If something stopped working, you adjusted it. You changed keywords, rewrote headlines, refreshed metadata, tweaked layouts, or experimented with formats....