ROAST

Every agency deck I've seen recently is selling GEO as a brand new discipline. The Head of Innovation at one of the agencies actually running these programmes told me something different: most of it is just good SEO, for now. The "for now" is where it gets interesting. I sat down with John Campbell (Head of Innovation & AI at ROAST) for an hour on Generative Engine Optimisation, what it actually is, where the budget genuinely needs to go, and where the effort should focus over the next few months. A few things that stuck with me: ☉The shift from links to mentions, and why digital PR is quietly moving up the value chain ☉Why a week of prompt tracking tells you nothing, and what to measure instead ☉The 95% of brands that should stay off Reddit entirely ☉And the bit almost nobody is positioning properly, what happens when ChatGPT, Claude and Perplexity stop using search engines as their connective tissue, and being cited in an answer matters less than being the connected app that completes the task If you operate in travel, retail, property, recruitment or financial comparison, the window to take a position on apps and connectors is closing faster than the trade press suggests. Full piece linked below.

Marketing channels don't operate in silos, and the best agencies don't either. The strongest digital marketing partners connect SEO, paid media, social, email, content, and analytics into a strategy that drives measurable business growth - not just campaign metrics. That's why Clutch recognized these firms as the Top 15 Digital Marketing Companies in the world in the latest Clutch Global rankings. 🌎🏆 Congratulations to: Ignite Visibility Elit-Web NinjaPromo: Your All-In-One Marketing Solution Black Propeller UAMASTER EvenDigit SmartSites 💡 ROAST Promodo Digital Agency Volume Nine HawkSEM Netpeak GrowthHit Inweb OuterBox These agencies stood out for their expertise, execution, and ability to deliver results across today's most important digital channels. See the full rankings and explore the companies leading the way in digital marketing ⬇️ #ClutchGlobal

What a weekend in Greece for the second ever Athens SEO organised and hosted by two former ROASTies Francesca Kavvadia and Eva Mermingi. It was a great conference and Athens is an amazing place to visit, you can't beat Greek hospitality! I managed to take in the local sights to go alongside the conference. I can see why this event will have a unique place in the SEO conference line-up going forward. Thanks to Dan Taylor (up the tigers 🐯), Lily Ray who I joined on the panel and Aris Vrakas for asking the questions. And... some great new connections with Frank van Dijk 📈, Chris Lever, Dixon Jones, Bengü Sarıca Dinçer, Yagmur Simsek, Mark Williams-Cook, Aleyda Solís, Iva Jovanovic, Simone De Palma, Jamie Indigo and Luke Gosha!!

🚨 Talent Watch 🚨 Gentoo Media's chief financial officer, Mads Haugegaard Albrechtsen has resigned. Other notable moves include: 👉 Colin Fleming to join OpenAI as CMO of its business unit 👉 Niklas Fallsjö who has left his position at kwiff 👉 Sudhir Jain undertakes a new role as head of compliance at Kalshi 👉 Faye Daffarn has left her position at Tug Agency 👉  Sarah Di Sapia has promoted to chief strategy officer at UM Worldwide 👉  Santiago Sánchez-Lozano has promoted to chief executive officer for EMEA at WPP Production Read all of this and more in our talent watch round up below 👇 https://lnkd.in/eBFdpCrU #DigitalMarketing #performancemarketing Read all of this and more in our talent watch round up below :point_down: https://lnkd.in/eBFdpCrU #DigitalMarketing #sbc-seo-project-devs

Performance marketing people: OpenAI hires business unit CMO and former TikTok exec joins Influencer’s Advisory Board Also in this week’s PMW people moves roundup, TeamViewer appoints Peter Ruchatz as CMO and Block Report’s founder leaves for Charlie Oscar. You can find all the latest hires through the link in the comments below 🔗 Colin Fleming, Stuart Flint, DoubleVerify, George David, Spin, Peter Ruchatz, Nicole Palmieri, ROAST, Amy Green, Yael Klass, HiBob #performancemarketing #marketing #advertising #peoplemoves #agency #brand #marketingcareers

Is SEO really dead? We asked industry experts for their reaction to #Google's latest update. “In a world of AI summaries, zero-click journeys and agent-led discovery, last-click attribution becomes even less reliable," explains Neil Goddard, head of SEO for Tug Agency. “This update isn’t the end of search traffic. It’s the end of search traffic for one specific business model (sites whose only job was to be the page Google sent the click to),” explains Michael Norris, chief marketing officer at Youtech. "The challenge brands will come across will be a continued impact on traffic and CTR [click-through rate], which again is something we’ve been preparing for," continues Haider Ali. “Visibility is no longer about SEO rankings or paid search positions, but about your brand's eligibility to even enter the conversation,” explains Ella Kersey, growth director at Brandwidth. Get our analysis and a more detailed reaction in our article below 👇 Ellen Jennings-Trace writes for Affiliate Leaders https://lnkd.in/e6KmdZMY #SEO #DigitalMarketing

This week’s recruitment roundup includes appointments by ROAST, HiBob, dunnhumby, Raptor, Avion Express, TeamViewer, FOUND Agency and Kao Data… https://lnkd.in/ebjh3QCJ