If your first reaction to hiring a videographer is “what would they actually do for us?” or “we can’t justify that cost,” then I need to be direct with you: there’s a fundamental hole in your growth strategy. Not because video is trendy. Not because everyone’s doing it. But because …
Do YouTube Videos Matter More Than Your Blog Posts For AI Visibility?
The single biggest shift in search visibility isn’t about better writing, it’s about being on camera. I’ve spent years telling ecommerce brands to build Answer Machine content. Write comprehensive guides. Build topical authority. Answer real customer questions better than anyone else. I still believe all of that. But new data …
The Compound Effect: Why Optimisation Is Your Route To Next Stage Ecommerce Growth
Most ecommerce founders are burning money trying to buy growth when they should be building it. You know the pattern. Revenue plateaus. Someone suggests “we need more traffic.” Budget gets shifted to ads. Numbers tick up temporarily. Then you’re back where you started, except now you need more ad spend …
How To Optimise Ad Campaigns Sending Better Signals to Algorithms
As platforms get more AI-driven, they optimise to whatever signals you give them. That’s not a theory. That’s how the machine works now. Google’s Performance Max doesn’t care what you want to sell. It cares what converts. Feed it bargain hunters through discount campaigns, and it’ll find you more bargain …
The Ever Evolving Role of the Ecommerce Marketer (2026 Edit)
You’re not a marketer anymore. You might have that title. Your LinkedIn probably says it. But the actual work you’re doing? That’s not marketing. That’s operations. And that’s not a problem. That’s how you future-proof your growth. The ecommerce marketer used to be about tactics. Run this campaign. Test that …
How to Optimise Your Product Feed Using Custom Labels (…and start making more money through Google Ads)
If I ever created a course it’ll be on Custom Label optimisation for Google Ads. Why? It’s still one of the most underutilised optimisation techniques for Google Ads success. I’ve just completed a Google Ads audit where the client is spending £25k a month. All ran by their appointed agency …
How to Run an Ecommerce Store Where Growth Doesn’t Become Shackled to Paid Ads
The ecommerce founders I speak with are running faster just to stay in the same place. They’re spending more on Meta. Chasing better ROAS on Google. Testing new creative weekly. And the moment they pause, revenue drops. It’s a tough place ecommerce right now if you’re stuck in the growth=ad …
AI’s Brand Recommendations Are Chaotic: What This Means for Your Answer Machine Strategy
As AI evolves from lab-curiosity to primary mode of discovery, Rand Fishkin’s new SparkToro research lays down a striking reality for marketers and ecommerce leaders: AI tools are wildly inconsistent when they recommend brands or products and you should not treat these outputs like SEO rankings. That sounds unsettling at …
Is an Answer Machine Just a Series of Blogs and Articles?
Short answer: no.Longer answer: if you treat it that way, it will never work. An Answer Machine is not a content format.It is not a publishing schedule.It is not “let’s write more blogs and see what ranks”. An Answer Machine is a mindset shift. One that forces you to stop …
Who Are You Optimising For? Know Your Niche Before You Build an Answer Machine
An Answer Machine only works when it knows who it is answering. That sounds obvious, but it is where most ecommerce brands go wrong. They jump straight to producing content, clustering questions, and publishing answers without ever being clear on one fundamental thing: Who is this actually for, and why …
The Optimisation Foundations of Answer Machine
If your ecommerce business wants to dominate search in its space, you don’t start with keywords. You start with intent.You start with structure.And you start with a decision to treat content as an optimisation system, not a publishing habit. That’s what Answer Machine is. Not a content calendar.Not an SEO …
Klaviyo Optimisation: The 1-Hour Reminder – Catching Shoppers While Their Intent Is Peak
Most abandoned cart sequences start way too late. By the time that first email lands (6 hours, 12 hours, sometimes 24) the moment has passed. The customer has moved on. The intent has cooled. What was once a warm opportunity becomes a cold recovery attempt. The first abandoned cart email …