Anything is Possible

The March Core Update and HCU has been a hot topic lately, so Rachael Gearon and I put together some helpful tips to follow: ✔ Always sense-check your content against Google’s EEAT guidelines - https://lnkd.in/dgQQ2J3S. - They are not a direct ranking factor, however, Google’s developer documentation suggests that they do look for evidence that these things exist, as it indicates to Google what people find engaging. - Ensure you have a level of expertise and authority on the subject, competing with more authoritative sites is no easy task, so try to find topics within your niche that you have enough knowledge to cover. 🖋 Create truly original and interesting content - Skim through the top results and see what’s already been covered to avoid rewriting the same thing - use your own specific experience to add a unique spin to any content you create. - Note that AI will just rehash the information that already exists, so be mindful when/if you’re using it. A good, balanced approach would be for AI to help create copy briefs to ensure you don’t miss anything important on the topic. 📢 Write for people first - A lot of the websites affected by the March core update were most likely prioritising the content that they thought search engines would like, but there is more and more evidence now that suggests that Google is shifting towards evaluating user signals to determine what content is useful. - So, produce the content you think your users need or want - avoid writing content for content’s sake. Consider what the needs of your audience are and how you can meet them with your content. This will help you create purposeful, meaningful content that is genuinely useful.  - Focus on pertinent information, and be concise - when answering a question, for example, just answer it and don’t pad out the section with extra content to reach a higher word count. ✖ It’s no longer just about the keywords anymore - Focus on writing in a natural language, using a variety of synonyms and different phrases, Google has evolved to understand the semantics and context. - Don’t just look at the high-volume keywords in isolation, also consider long-form keywords with lower search volumes but the right intent. Intent volume > search volume. - Allow keywords to guide your content, but not to lead it. Anything else we should've included? 💡

Alexander Calder did an amazing presentation in my 'AI in Marketing class'. Key takeaways included how Gen AI is impacting search, digital ads, CRO and tips for students to capitalize on Gen AI with digital tactics. He really knows his stuff. With a company name of 'Anything Is Possible', why wouldn't someone want to work with that team? He also included some fun AI tech finds like 'Debate Devil' and 'Goblin' which I'm looking forward to checking out.

A couple of weeks ago one my childhood dreams came true… We ran our first Anything is Possible event, bringing together all of my favourite things. Data, media, broadcasting and football. This one meant a lot. I am a born and bred West London boy and a huge Brentford Football Club fan. I even got my first job at the football club selling programmes at Griffin Park, so to be hosting with the one and only Phil Giles was incredible. A huge thank you to our other collaborators Jasper Martens from PensionBee, David Sanderson from Sky and our very own Sam Vining for delivering four fantastic talks. Reflecting on this event, it's clear that there is huge value in highly curated groups of people where you get the chance to learn from different perspectives. In a small, intimate setting, the conversations between people from different sectors have already opened new avenues for innovation and collaboration. A special thanks to everyone who joined us—your input made it a cracking day. Looking forward, we will be doing more of these! Keep an eye on our future Curiosity Club events that are already being planned! Here's an obligatory photo of me posing in front of the stands at the Gtech. #CuriosityClub #Data #Disruption #CompetitiveEdge #MediaAgency