Blog
Field notes for tech marketers.
Practical, opinionated writing on the work of marketing technology companies. Updated regularly.
Featured · Paid Media
Google Ads for MSPs: a geo-targeted playbook
26 Jun 2026
Google Ads for MSPs: a geo-targeted playbook
How we structure Google Ads campaigns for MSPs by geography, including location targeting, ad copy, landing pages and budget split across regional markets.
By Nathan YendleLatest posts
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AI SEO
AI search optimisation for IT services firms
23 Jun 2026
AI search optimisation for IT services firms
How MSPs and IT services firms can show up in AI search answers, with a practical playbook covering pages, citations and the bits we still don't know.
By Paul Clapp -
Web Design
Designing the homepage hero for a managed service provider
17 Jun 2026
Designing the homepage hero for a managed service provider
The hero section is the first thing prospects see on an MSP homepage. Here's how we design heroes that qualify, convert and don't waste the slot.
By Paul Clapp -
SEO
Ranking for "[service] near me" as an IT support firm
16 Jun 2026
Ranking for "[service] near me" as an IT support firm
How IT support firms can rank for "near me" searches. We cover GBP signals, page structure and the local intent patterns that produce real enquiries.
By Paul Clapp -
Content Marketing
The 30/30/40 content mix for B2B tech
12 Jun 2026
The 30/30/40 content mix for B2B tech
How we split a B2B tech content programme between thought, evidence and demand-capture, with examples and a planning template you can reuse.
By Nathan Yendle -
Paid Media
Bidding strategies for low-volume B2B keywords
10 Jun 2026
Bidding strategies for low-volume B2B keywords
How to bid on low-volume B2B keywords without smart bidding starving the campaign, including manual CPC, portfolio strategies and offline conversion imports.
By Nathan Yendle -
AI SEO
Why Reddit is now critical to AI search citations
4 Jun 2026
Why Reddit is now critical to AI search citations
Reddit punches above its weight in AI search citations. Here's why it happened, what we've seen and how B2B tech firms can show up authentically.
By Paul Clapp -
Web Design
Pricing pages for SaaS: what works, what backfires
3 Jun 2026
Pricing pages for SaaS: what works, what backfires
We've redesigned dozens of SaaS pricing pages. Here's what consistently lifts conversion and what looks clever but quietly damages pipeline.
By Paul Clapp -
SEO
SaaS SEO benchmarks: what "good" looks like in 2026
29 May 2026
SaaS SEO benchmarks: what "good" looks like in 2026
We share the organic benchmarks we use with B2B SaaS clients in 2026. Traffic, conversion, ranking distribution and what numbers actually mean for pipeline.
By Paul Clapp -
Content Marketing
Customer interview templates for B2B tech case studies
27 May 2026
Customer interview templates for B2B tech case studies
The interview templates we use to draw real stories out of B2B tech customers, with question sets, sequencing notes and approvals workflow.
By Nathan Yendle -
Paid Media
LinkedIn Ads for IT services: a vertical-by-vertical breakdown
21 May 2026
LinkedIn Ads for IT services: a vertical-by-vertical breakdown
How LinkedIn Ads performance changes across IT services verticals, with audience, creative and budget guidance for MSPs, ERP, cybersecurity and SaaS.
By Nathan Yendle -
AI SEO
ChatGPT keeps recommending your competitor. Here's how we fix that
18 May 2026
ChatGPT keeps recommending your competitor. Here's how we fix that
A practitioner's guide to displacing the competitor ChatGPT keeps naming when prospects ask for recommendations in your category.
By Paul Clapp -
Web Design
WordPress vs Webflow for B2B tech: an honest comparison
15 May 2026
WordPress vs Webflow for B2B tech: an honest comparison
We've built dozens of B2B tech sites on both platforms. Here's the honest comparison of WordPress vs Webflow for MSPs, SaaS and IT firms.
By Paul Clapp -
SEO
Local SEO for managed service providers in London
12 May 2026
Local SEO for managed service providers in London
London is the hardest local SEO market for MSPs in the UK. Here's how we approach it for clients who need to compete with national players and incumbents.
By Paul Clapp -
Web Design
Why MSP websites fail to convert (and how we fix them)
28 Apr 2026
Why MSP websites fail to convert (and how we fix them)
A practical look at the specific reasons MSP websites underperform, with the fixes we apply when rebuilding them for managed service providers.
By Paul Clapp -
SEO
A technical SEO audit checklist for B2B tech companies
26 Apr 2026
A technical SEO audit checklist for B2B tech companies
A practical technical SEO audit checklist tailored to B2B tech sites. We share the exact checks, tools and priorities we use on real client work.
By Paul Clapp -
AI SEO
AI search optimisation: a 2026 primer for tech marketers
25 Apr 2026
AI search optimisation: a 2026 primer for tech marketers
A grounded primer on AI search optimisation for B2B technology marketers in 2026, covering what's known, what's emerging and where to focus first.
By Paul Clapp -
Paid Media
LinkedIn Ads for B2B tech: a buyer-journey playbook
24 Apr 2026
LinkedIn Ads for B2B tech: a buyer-journey playbook
How we structure LinkedIn Ads campaigns for B2B technology firms across awareness, consideration and decision stages, with budgets and creative.
By Nathan Yendle -
Content Marketing
Content strategy for B2B tech: where to start
23 Apr 2026
Content strategy for B2B tech: where to start
A practical starting point for B2B tech content strategy, drawn from how we audit, plan and build content programmes for MSPs, SaaS firms and consultancies.
By Nathan Yendle -
Web Design
WCAG 2.2 accessibility for B2B tech websites: a practical guide
22 Apr 2026
WCAG 2.2 accessibility for B2B tech websites: a practical guide
What WCAG 2.2 actually requires for B2B tech websites, why it matters commercially and the issues we find most often during accessibility audits.
By Paul Clapp -
SEO
Long-tail keywords: where MSPs find their best leads
20 Apr 2026
Long-tail keywords: where MSPs find their best leads
How MSPs should approach long-tail keyword research. We share the patterns we find consistently produce qualified leads, with examples from real campaigns.
By Paul Clapp -
AI SEO
How ChatGPT, Perplexity, Copilot and Gemini choose what to cite
19 Apr 2026
How ChatGPT, Perplexity, Copilot and Gemini choose what to cite
What we know in 2026 about how the major LLMs select and cite sources, plus practical takeaways for B2B tech marketing teams trying to get visible.
By Paul Clapp -
Paid Media
Google Ads for SaaS: matching keywords to funnel stages
18 Apr 2026
Google Ads for SaaS: matching keywords to funnel stages
How we structure Google Ads accounts for SaaS firms by mapping keyword intent to funnel stage, with examples, match types and budget guidance.
By Nathan Yendle -
Content Marketing
Feature comparison content that actually ranks
17 Apr 2026
Feature comparison content that actually ranks
How we build comparison pages for B2B tech that rank for high-intent searches, hold up to legal review and convert better than a generic feature list.
By Nathan Yendle -
Web Design
WordPress vs headless CMS for B2B tech: an honest comparison
16 Apr 2026
WordPress vs headless CMS for B2B tech: an honest comparison
An agency comparison of WordPress and headless CMS options for B2B tech websites, covering cost, performance, marketing autonomy and long-term fit.
By Paul Clapp -
SEO
SEO for SaaS product pages: a practical playbook
14 Apr 2026
SEO for SaaS product pages: a practical playbook
How we approach SEO for SaaS product pages. Practical guidance on structure, intent, schema and the common mistakes we see on real B2B platforms.
By Paul Clapp -
AI SEO
llms.txt: should your tech site have one?
13 Apr 2026
llms.txt: should your tech site have one?
An honest look at llms.txt for B2B tech sites in 2026, including what it does, what it does not do and whether it earns its place on your domain.
By Paul Clapp -
Paid Media
Microsoft Ads for enterprise software: why it deserves your attention
12 Apr 2026
Microsoft Ads for enterprise software: why it deserves your attention
Microsoft Ads is overlooked by most B2B tech advertisers. Here is why the audience is worth bidding on, and how we structure accounts to make it pay.
By Nathan Yendle -
Content Marketing
Case studies that close: a structure for B2B tech
11 Apr 2026
Case studies that close: a structure for B2B tech
A structure for writing B2B tech case studies that actually win deals, drawn from how we build them for MSPs, SaaS firms and ERP consultancies.
By Nathan Yendle -
Web Design
Page speed for B2B tech websites: a 2026 checklist
10 Apr 2026
Page speed for B2B tech websites: a 2026 checklist
A practical 2026 page speed checklist for B2B tech websites covering images, fonts, scripts, hosting and Core Web Vitals work that moves the numbers.
By Paul Clapp -
SEO
Internal linking strategies for large tech websites
8 Apr 2026
Internal linking strategies for large tech websites
Internal linking strategy for large B2B tech sites. We share the frameworks, tools and review cadences we use to keep link equity flowing where it matters.
By Paul Clapp -
AI SEO
Writing content that AI search engines actually cite
7 Apr 2026
Writing content that AI search engines actually cite
Practical guidance on drafting B2B tech content that ChatGPT, Perplexity, Copilot and Gemini are likely to cite, based on what we've seen work in 2025 and 2026.
By Paul Clapp -
Paid Media
Negative keyword strategy for B2B tech advertisers
6 Apr 2026
Negative keyword strategy for B2B tech advertisers
How we build and maintain negative keyword lists for B2B technology accounts on Google and Microsoft Ads, with categories, tools and review cadence.
By Nathan Yendle -
Content Marketing
The pillar-and-cluster model for SaaS content
5 Apr 2026
The pillar-and-cluster model for SaaS content
How we use the pillar-and-cluster model to plan SaaS content programmes that compound, drawn from how we structure topics, briefs and internal links.
By Nathan Yendle -
Web Design
Schema.org markup every SaaS website should have
4 Apr 2026
Schema.org markup every SaaS website should have
A practical guide to the Schema.org structured data every SaaS website should implement, with examples and the markup that actually moves rankings.
By Paul Clapp -
SEO
Core Web Vitals 2026: what still matters
2 Apr 2026
Core Web Vitals 2026: what still matters
Where Core Web Vitals stand in 2026, what Google has quietly changed and what actually matters for B2B tech site performance and search rankings.
By Paul Clapp -
AI SEO
Structured data for AI search: what to prioritise
1 Apr 2026
Structured data for AI search: what to prioritise
Which schema.org types actually help AI search visibility for B2B tech sites in 2026, and which ones we'd skip without losing sleep.
By Paul Clapp -
Paid Media
Account-based ads on LinkedIn: targeting specific companies
31 Mar 2026
Account-based ads on LinkedIn: targeting specific companies
How we run account-based LinkedIn campaigns for B2B tech firms, from list building and creative to measurement against the actual sales pipeline.
By Nathan Yendle -
Content Marketing
Repurposing technical content across channels
30 Mar 2026
Repurposing technical content across channels
How we repurpose long-form technical content into LinkedIn posts, sales decks, newsletters and short videos without losing the depth that made it useful.
By Nathan Yendle -
Web Design
Designing product pages that close enterprise deals
29 Mar 2026
Designing product pages that close enterprise deals
How to design B2B product pages that move enterprise buyers through evaluation, with the structure and trust signals that actually influence procurement.
By Paul Clapp -
SEO
Local SEO for IT support companies
27 Mar 2026
Local SEO for IT support companies
How IT support companies should approach local SEO. We share the structures, signals and tactics that consistently produce qualified local enquiries.
By Paul Clapp -
AI SEO
Tracking AI search traffic: practical methods for 2026
26 Mar 2026
Tracking AI search traffic: practical methods for 2026
How to track AI search traffic and citation visibility in 2026 with the tools available, plus an honest take on what the data can and cannot tell you.
By Paul Clapp -
Paid Media
Conversion tracking for long B2B sales cycles
25 Mar 2026
Conversion tracking for long B2B sales cycles
How we set up conversion tracking for B2B technology firms with sales cycles measured in months, including offline imports and value-based bidding.
By Nathan Yendle -
Content Marketing
Content for technical buyers vs business buyers
24 Mar 2026
Content for technical buyers vs business buyers
How to write content that lands with both technical and commercial readers in B2B tech, with the structures we use to serve each without losing the other.
By Nathan Yendle -
Web Design
Website integrations: connecting CRM, marketing automation and call tracking
23 Mar 2026
Website integrations: connecting CRM, marketing automation and call tracking
How to connect your B2B tech website to CRM, marketing automation and call tracking properly so leads, attribution and routing all work end to end.
By Paul Clapp -
SEO
Programmatic SEO for tech: when it works and when it doesn't
21 Mar 2026
Programmatic SEO for tech: when it works and when it doesn't
Programmatic SEO for B2B tech sites. We share when scaled page generation works, when it backfires and the architecture decisions that make the difference.
By Paul Clapp -
AI SEO
Google AI Overviews: how MSPs can win the cited-source spot
20 Mar 2026
Google AI Overviews: how MSPs can win the cited-source spot
What we've learned about getting MSPs cited in Google AI Overviews in 2026, including page structure, schema and the local search dimension.
By Paul Clapp -
Paid Media
Demand-gen vs lead-gen: budgeting for tech advertisers
19 Mar 2026
Demand-gen vs lead-gen: budgeting for tech advertisers
How we split paid budgets between demand generation and lead capture for B2B tech firms, with ratios, channel choices and the common mistakes.
By Nathan Yendle -
Content Marketing
Editorial calendars for tech marketing teams
18 Mar 2026
Editorial calendars for tech marketing teams
How we build editorial calendars for B2B tech marketing teams, including the workflow, tooling and governance that keeps a programme on schedule.
By Nathan Yendle -
Web Design
B2B website migration without disaster: a replatform playbook
17 Mar 2026
B2B website migration without disaster: a replatform playbook
A practical playbook for B2B website migration covering planning, redirects, SEO preservation, content audit and the post-launch checks that protect rankings.
By Paul Clapp -
SEO
SEO migrations: protecting rankings during a replatform
15 Mar 2026
SEO migrations: protecting rankings during a replatform
How to protect SEO rankings during a website migration or replatform. The practical checklist we use on real B2B tech projects, with the common pitfalls.
By Paul Clapp -
AI SEO
Rethinking content KPIs in the AI search era
14 Mar 2026
Rethinking content KPIs in the AI search era
How B2B tech marketing teams should rethink content KPIs in 2026, including which metrics still matter, which to retire and which new ones to add.
By Paul Clapp -
Paid Media
Retargeting tech buyers without burning the brand
13 Mar 2026
Retargeting tech buyers without burning the brand
How we structure retargeting campaigns for B2B technology firms so they pay back without becoming the ad that follows the buyer everywhere.
By Nathan Yendle -
Content Marketing
Writing for IT directors without being patronising
12 Mar 2026
Writing for IT directors without being patronising
How to write content for IT directors that respects their expertise, addresses their real concerns and avoids the marketing tropes that make them close the tab.
By Nathan Yendle -
Web Design
Designing trust signals that convert IT directors
11 Mar 2026
Designing trust signals that convert IT directors
How to design trust signals that actually move IT directors and procurement, with the placement, types and proof patterns that earn enterprise trust.
By Paul Clapp -
SEO
Topic clusters for technology companies
9 Mar 2026
Topic clusters for technology companies
How B2B tech companies should structure topic clusters for SEO. We share the framework, examples and review process from real client engagements.
By Paul Clapp -
AI SEO
Brand mentions vs backlinks in AI search
8 Mar 2026
Brand mentions vs backlinks in AI search
Whether brand mentions or backlinks matter more for AI search visibility in 2026, and what B2B tech marketers should actually do about either.
By Paul Clapp -
Paid Media
Landing page CRO for paid traffic in B2B tech
7 Mar 2026
Landing page CRO for paid traffic in B2B tech
How we design and test landing pages for B2B technology paid campaigns, with the patterns that lift conversion and the mistakes that quietly cost pipeline.
By Nathan Yendle -
Content Marketing
Webinars and on-demand content as SEO assets
6 Mar 2026
Webinars and on-demand content as SEO assets
How to turn webinars and on-demand video into long-running SEO assets, with the workflow we use for transcription, structure and on-page optimisation.
By Nathan Yendle -
Web Design
The case for hand-coded websites in 2026
5 Mar 2026
The case for hand-coded websites in 2026
Why hand-coded websites built with modern frameworks like Astro outperform page builders for B2B tech, and where the trade-offs actually sit.
By Paul Clapp -
SEO
Ranking for branded competitor terms (ethically)
3 Mar 2026
Ranking for branded competitor terms (ethically)
How B2B tech companies can ethically rank for competitor brand terms in organic search. Practical guidance on content, structure and the lines we don't cross.
By Paul Clapp -
AI SEO
Auditing your visibility in Copilot and ChatGPT
2 Mar 2026
Auditing your visibility in Copilot and ChatGPT
A practical, repeatable process for auditing your B2B tech brand's visibility in Microsoft Copilot and ChatGPT, with the prompts, tools and gotchas we use.
By Paul Clapp -
Paid Media
Attribution models for tech companies with multi-touch journeys
1 Mar 2026
Attribution models for tech companies with multi-touch journeys
How we choose attribution models for B2B tech firms with long multi-channel journeys, comparing data-driven, position-based and modelled approaches.
By Nathan Yendle -
Content Marketing
Measuring content marketing ROI in B2B tech
28 Feb 2026
Measuring content marketing ROI in B2B tech
How to measure content marketing ROI in B2B tech with long sales cycles, including the metrics, attribution choices and reporting we use with clients.
By Nathan Yendle -
Content Marketing
AI-assisted vs AI-generated content: where to draw the line
26 Feb 2026
AI-assisted vs AI-generated content: where to draw the line
Where we draw the line between AI-assisted and AI-generated content in B2B tech, with the workflow, the editorial rules and the failure modes we see.
By Nathan Yendle -
Paid Media
Auditing a paid programme that's plateaued
25 Feb 2026
Auditing a paid programme that's plateaued
How we audit paid media programmes that have stopped scaling, including account structure, attribution, creative fatigue and the questions to start with.
By Nathan Yendle -
AI SEO
The content gap most B2B sites have for AI search
21 Feb 2026
The content gap most B2B sites have for AI search
Most B2B tech sites have the same shaped content gap for AI search. Here's what's missing, why it matters and how we close it for clients.
By Paul Clapp -
Web Design
Building a partner portal: same domain or sub-brand?
17 Feb 2026
Building a partner portal: same domain or sub-brand?
Partner portals can sit on the main domain, a subdomain or a sub-brand. Here's how we decide for B2B tech clients and the trade-offs that matter.
By Paul Clapp -
SEO
International SEO for UK-based B2B tech firms
13 Feb 2026
International SEO for UK-based B2B tech firms
How UK-based B2B tech firms should approach international SEO. We share the architecture, hreflang and content choices that actually work.
By Paul Clapp -
Content Marketing
Sales-marketing content collaboration playbook
11 Feb 2026
Sales-marketing content collaboration playbook
How sales and marketing teams in B2B tech can work together on content, with rituals, formats and ownership rules drawn from real engagements.
By Nathan Yendle -
Paid Media
LinkedIn Document Ads: do they outperform sponsored content?
7 Feb 2026
LinkedIn Document Ads: do they outperform sponsored content?
How LinkedIn Document Ads compare to standard sponsored content for B2B tech, with engagement data, retargeting value and the cases where each format wins.
By Nathan Yendle -
AI SEO
Optimising for compare X to Y prompts in AI search
3 Feb 2026
Optimising for compare X to Y prompts in AI search
Compare X to Y prompts are where buyers form preferences. Here's how we structure pages and signals to win them across LLM surfaces.
By Paul Clapp -
Web Design
Why your "Get a quote" CTA is converting at 0.3%
30 Jan 2026
Why your "Get a quote" CTA is converting at 0.3%
Generic Get a quote CTAs underperform on most B2B tech sites. Here's why they fail and what we replace them with to lift conversion.
By Paul Clapp -
SEO
SEO strategy for a freemium SaaS product
26 Jan 2026
SEO strategy for a freemium SaaS product
Freemium SaaS has a different SEO problem from sales-led B2B SaaS. We share the strategy we use to drive sign-ups at scale through organic search.
By Paul Clapp -
Content Marketing
Building a content engine with a one-person team
24 Jan 2026
Building a content engine with a one-person team
How to run a credible B2B tech content programme as a solo marketer, with workflow, prioritisation and a realistic weekly schedule we have seen work.
By Nathan Yendle -
Paid Media
Reddit Ads for B2B tech: an honest assessment
20 Jan 2026
Reddit Ads for B2B tech: an honest assessment
Whether Reddit Ads work for B2B tech firms, with subreddit targeting, creative formats, lead quality and the cases where the channel earns its budget.
By Nathan Yendle -
AI SEO
Tracking AI citations: Profound vs manual prompt audits
16 Jan 2026
Tracking AI citations: Profound vs manual prompt audits
Profound and manual prompt audits both have a place in tracking AI citations. Here's what we use each for, what we trust and where the gaps still sit.
By Paul Clapp -
Web Design
When to build sector landing pages instead of services pages
12 Jan 2026
When to build sector landing pages instead of services pages
Sector landing pages outperform generic services pages for many B2B tech firms. Here's when to build them and when they're a waste of effort.
By Paul Clapp -
SEO
Google's E-E-A-T for technology companies: a practical read
8 Jan 2026
Google's E-E-A-T for technology companies: a practical read
What E-E-A-T actually means for B2B technology companies and how to build the signals that matter. Our applied take, with examples.
By Paul Clapp -
Content Marketing
Content audits: a quarterly framework
6 Jan 2026
Content audits: a quarterly framework
A quarterly content audit framework for B2B tech sites, with the metrics, decisions and pruning rules we use across managed services and SaaS clients.
By Nathan Yendle -
Paid Media
Server-side tagging for B2B tech: setup and pitfalls
2 Jan 2026
Server-side tagging for B2B tech: setup and pitfalls
How we set up server-side tagging for B2B tech firms, including GTM Server containers, consent handling, match rates and the implementation pitfalls.
By Nathan Yendle -
AI SEO
How AI search shifts the branded/unbranded query split
29 Dec 2025
How AI search shifts the branded/unbranded query split
AI search is changing how branded and unbranded queries behave for B2B tech firms. Here's what we've seen in real client data and what it means.
By Paul Clapp -
Web Design
Designing developer documentation sites that get used
25 Dec 2025
Designing developer documentation sites that get used
Most developer docs are poorly designed and quietly cost SaaS companies revenue. Here's how we design developer documentation sites that engineers actually use.
By Paul Clapp -
SEO
Five SEO mistakes that ruin a SaaS rebrand
21 Dec 2025
Five SEO mistakes that ruin a SaaS rebrand
SaaS rebrands routinely tank organic traffic. Here are the five SEO mistakes we see most often and how to avoid them.
By Paul Clapp -
Content Marketing
B2B tech email newsletters as a distribution channel
19 Dec 2025
B2B tech email newsletters as a distribution channel
How we use email newsletters as a distribution channel for B2B tech content, with cadence, structure and measurement notes from real programmes.
By Nathan Yendle -
Paid Media
Tracking pipeline back to LinkedIn ad spend (without lying)
15 Dec 2025
Tracking pipeline back to LinkedIn ad spend (without lying)
How to attribute pipeline to LinkedIn Ads honestly, including the limits of platform reporting, offline conversion imports and CRM-side modelling.
By Nathan Yendle -
AI SEO
Writing llms.txt for a complex multi-product tech site
11 Dec 2025
Writing llms.txt for a complex multi-product tech site
A practical guide to writing llms.txt for tech sites with multiple products, regions or audiences, with the structure we use and the trade-offs.
By Paul Clapp -
Web Design
Migrating from HubSpot CMS to WordPress: when it makes sense
7 Dec 2025
Migrating from HubSpot CMS to WordPress: when it makes sense
We've migrated multiple B2B tech sites off HubSpot CMS to WordPress. Here's when the move makes sense and how to do it without losing SEO.
By Paul Clapp -
SEO
Subfolders vs subdomains for tech sites: an SEO take
3 Dec 2025
Subfolders vs subdomains for tech sites: an SEO take
Subfolders or subdomains for blog, docs, support and resources on a B2B tech site? Our applied SEO take and the questions that decide it.
By Paul Clapp -
Content Marketing
The pillar page structure that actually ranks
1 Dec 2025
The pillar page structure that actually ranks
The pillar page structure we use for B2B tech sites that ranks, captures demand and survives algorithm changes, with section-by-section detail.
By Nathan Yendle -
Paid Media
LinkedIn Conversation Ads vs Lead Gen Forms: when each wins
27 Nov 2025
LinkedIn Conversation Ads vs Lead Gen Forms: when each wins
How LinkedIn Conversation Ads and Lead Gen Forms compare for B2B tech, with use cases, costs, conversion quality and when to combine the two formats.
By Nathan Yendle -
AI SEO
Bing Chat vs ChatGPT: how their citation patterns differ
23 Nov 2025
Bing Chat vs ChatGPT: how their citation patterns differ
Bing Chat and ChatGPT cite differently. Here's what we've seen across our clients, the practical implications and where the patterns diverge most.
By Paul Clapp -
Web Design
Auditing a tech website before acquisition: an M&A guide
19 Nov 2025
Auditing a tech website before acquisition: an M&A guide
Buying a tech company means buying its website. Here's the pre-acquisition website audit we run for buyers in the B2B tech space.
By Paul Clapp -
SEO
Branded vs non-branded organic: how to read the split
15 Nov 2025
Branded vs non-branded organic: how to read the split
How to read the branded vs non-branded organic split for B2B tech companies. We share what good ratios look like and when the split is telling you something.
By Paul Clapp -
Content Marketing
Repurposing a webinar into 12 content assets
13 Nov 2025
Repurposing a webinar into 12 content assets
How we turn a single 45-minute B2B tech webinar into a dozen content assets, including the production workflow, tooling and ownership notes.
By Nathan Yendle -
Paid Media
When to run branded paid search even if SEO already ranks
9 Nov 2025
When to run branded paid search even if SEO already ranks
How to decide whether to run branded paid search when SEO already ranks first, including competitor bidding, message control and when to switch off.
By Nathan Yendle -
AI SEO
Why G2 and Capterra matter more for AI than for SEO
5 Nov 2025
Why G2 and Capterra matter more for AI than for SEO
G2 and Capterra have always mattered for B2B software. Their role in AI search citations is materially different. Here's what we've seen and what to do.
By Paul Clapp -
Web Design
Multi-region B2B tech websites: a localisation playbook
1 Nov 2025
Multi-region B2B tech websites: a localisation playbook
Multi-region tech sites fail in predictable ways. Here's the playbook we use to localise B2B tech websites without breaking SEO or sales.
By Paul Clapp -
SEO
SEO for B2B tech startups with no domain authority yet
28 Oct 2025
SEO for B2B tech startups with no domain authority yet
Practical SEO for early-stage B2B tech startups with no domain authority. We share what we'd do in the first six months on a clean slate.
By Paul Clapp -
Content Marketing
Working with subject-matter experts who don't want to write
26 Oct 2025
Working with subject-matter experts who don't want to write
How we extract publishable content from busy engineers, consultants and CTOs without asking them to write a word, with the workflow we use weekly.
By Nathan Yendle