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If you’re a marketing lead, then you’ve probably had the potentially tricky job of communicating SEO results to C-suite execs. That’s because SEO performance is rarely one number; it’s a tangle of rankings, traffic, conversions, assisted revenue and more, and it’s not always obvious which one to focus on. AI has made that picture even more complicated. (“What are we doing about getting found in ChatGPT?” ) Traffic is coming from more places, new metrics like citations are appearing and no one seems to know what’s good and what’s good enough.  So, all of this landing in front of C‑suite execs… Read more: How to report SEO results to C-suite (that they’ll actually care about)

What’s happening Last week, Google made several announcements at their annual developer conference, Google I/O. Amongst these were a couple that impact their search product in the short term, and are particularly relevant to search engine optimisation. One of the more significant announcements was dubbed by Google as the “biggest upgrade to our Search box in 25 years”. Over the last two and a half decades, Google’s search box has undergone several changes of size, but rarely of much significance beyond this. Last week’s announcement, however, heralds a truly seismic shift, not only in the design of the search box… Read more: Google’s search box revolution

The role of PR in AI search and why it has become a core driver of visibility I read the other day that the verb “Googling” might become obsolete within months. Whether this is an overstatement, there’s definitely a dollop of truth behind it as search has fundamentally changed. AI search and Large Language Models (LLMs) now step in between people and the open web, therefore visibility means being selected, referenced and recommended. Studies have consistently shown how LLMs draw on signals of authority, consistency, reputation, and citation across the web. They privilege sources that are widely referenced, clearly attributed,… Read more: Of Machines and Media (part 1)

What makes one business stand out over another? Why do some brands attract customers while others struggle to gain visibility? And what role do customer reviews play in all of this? With just a quick swipe through an app or a scroll through the SERPS (page 1 sigh ), customers are making decisions faster than ever. If your business isn’t visible, trustworthy, and well-reviewed, it’s easy to get passed over.  We recently explored a data-backed study that dives deep into the connection between customer reviews, reputation, and local SEO performance. The results are eye-opening and packed with insights for businesses… Read more: How Google Reviews influence rankings (and what to do about it)

You’ve got the insights. You’ve pulled the best ideas out of your engineers, developers, or researchers, and you’ve done it in a way that didn’t make them hate you. Great, now what? Now, it’s time to turn that raw input into SEO-friendly content that resonates with your audience and of course, ranks well too. Having the right information is good, but annoyingly, not good enough unless it’s structured and optimised.  Here’s how you do it… 1. Structuring expert content for maximum impact The biggest mistake STEM brands make is putting a load of text onto the page and just hoping… Read more: How to turn expert insight into SEO content that actually performs #3

If you work in a STEM brand, you already know where the content gold is: in your experts’ heads. But good luck getting them to share it. Your engineers, developers, analysts and researchers are doing the work that sets your brand apart, but they’re not writing content. They’re busy, deep in technical problem-solving, and they probably don’t care much for marketing. So how do you get them to share what they know? Answer: You make it easy, and worth their time. This guide is how you do that – how you run expert interviews that pull out the stuff no… Read more: How to get STEM experts talking (without annoying them)

Creating content for a STEM brand is hard.  If you’re in science, tech/fintech, or engineering, you’ve probably hit one or more of these roadblocks: Sound familiar? “As we offer SEO for fintech, technology and engineering companies, we’re fortunate to work with some truly brilliant STEM brands at Hot House, but quite honestly, even we have to work hard on this. Especially when it comes to gathering correct information. It means we’ve had to get creative in our approach and recognise our subject-matter limits. If we’re going to create strong SEO website content, expert input is everything.” – Paddy, Hot House… Read more: Why STEM brands struggle with content (and what to do about it)

We write SEO content, so what can we say about AI that hasn’t been said before? How about…AI is great and we love it. In an attempt to bash the bashers and share our “improve not remove” mantra with the digital masses, here’s why we’re jumping off the band wagon and actually backing AI use in content so content writers and business owners alike can feel vindicated and use this tool to really great effect… The stigma of using AI and why we disagree “Using AI is lazy” Let’s be honest, we all know this stigma exists: AI for content… Read more: Why using AI in content writing is a (ch)EEAT move

To say we were a little taken aback by this award win is an understatement, and although good old British bashfulness will tell us we should keep this humble, we say sod it… let’s say this how it really is. The team at Hot House Digital are over the moon to have won ‘Best Search Marketing Campaign’ at the Prolific North Marketing Awards 2024 at Old Trafford Stadium in Manchester on 31st October. As a small agency, it’s an honour to see our work recognised in this way, especially as the win is in recognition of our search campaign work… Read more: Hot House Digital wins Best Search Marketing Campaign at the Prolific North Marketing Awards 2024