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Changes at Google, Meta and LinkedIn, AI search, sales technology and strategy, explained with data and practical implications.
Structured data for AI search engines: which markup to prioritise
Which structured data to implement so that search engines and AI assistants understand a website: priorities, common errors and validation.
Performance Max: when to use it and when to avoid it
When Performance Max makes sense compared with Search or Shopping, depending on the business, conversion volume and measurement quality.
Account lists in LinkedIn Ads: how to build them and keep them up to date
How to build account lists for LinkedIn Ads: ideal customer profile, tiers, buying signals, uploading and ongoing maintenance.
Meta Conversions API: an implementation guide for eCommerce
How to implement the Meta Conversions API in an online shop: choosing a method, deduplicating with the pixel, data quality and GDPR.
eCommerce category architecture: the change with the biggest SEO impact
How to design eCommerce category architecture around real search demand, handle faceted filters and avoid keyword cannibalisation.
What GTM Engineering is and why marketing and sales need it
What GTM Engineering is, what a GTM engineer does, how it differs from RevOps and which sales processes are worth automating first.
Core Web Vitals: how page speed affects conversion
What LCP, INP and CLS measure, the thresholds Google sets and which speed improvements to prioritise to rank higher and convert more.
B2B partner programme: models, incentives and metrics
How to design a B2B partner programme: partnership models, partner selection, incentives, activation and the business metrics to track.
Offline conversions in Google Ads: how to connect your CRM
How to import CRM opportunities and sales into Google Ads with offline conversions or enhanced conversions for leads, step by step.
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