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Author: matt

What is ChatGPT (and what it’s actually doing for my clients’)?

Written by matt on . Posted in ChatGPT, AI. No Comments on What is ChatGPT (and what it’s actually doing for my clients’)?

I spend my days in the trenches with marketing teams, wrestling with Shopify bugs at 2am, and watching Google Ads accounts like they’re newborn babies. I’m not here to sell you AI fairy dust or promise ChatGPT will replace your entire team by Thursday.

Instead, let me show you exactly how my clients are using ChatGPT to get actual work done – the unglamorous, deadline-driven, client-breathing-down-your-neck kind of work that keeps businesses running.

ChatGPT in one sentence (because you’re busy)

ChatGPT is like having a bright marketing assistant who never sleeps, writes faster than you do, and doesn’t judge you for asking the same question three different ways until you get what you need.

OpenAI just rolled out GPT-5 across ChatGPT, and honestly? It’s the first AI update that made me text my clients at 7pm because I was genuinely excited about what we could build together.

What it actually does (with real client stories)

Writing & editing that doesn’t sound like a robot wrote it

Last Tuesday, Sarah from Optima Hair Specialists called me in a panic. She needed three landing pages by Friday, each targeting different customer fears about hair systems. Twenty minutes with ChatGPT later, we had:

  • “Hair that looks like you – only better” (for first-timers)
  • “The maintenance question everyone asks” (for the practical crowd)
  • “What your colleagues will actually notice” (for the self-conscious)

The workflow: I fed ChatGPT her customer consultation notes, asked for headline variations by emotional angle, then had it write landing page sections that spoke directly to each worry. Sarah’s conversion rate jumped 23% that month.

Research that doesn’t take all weekend

Remember when “competitive research” meant opening 47 browser tabs and crying softly? My client at Midland Air Conditioning was struggling to position their home office AC units against cheaper alternatives.

I uploaded their competitor pricing sheets to ChatGPT and asked: “What’s the real value gap here, and how do we explain it without sounding defensive?”

It came back with a comparison that highlighted energy efficiency savings over 5 years, turning a £2,000 “expensive” install into a £300-per-year investment. That framing helped them close three big residential jobs in the following month.

Data analysis that actually makes sense

My Shopify client at Sunday Print Shop was drowning in sales data. Which products should they bundle? When should they run promotions? ChatGPT ate their 90-day export and spat out:

  • Five high-margin bundle ideas (custom hoodie + matching cap = 34% higher AOV)
  • A seasonal promotion calendar that actually matched their inventory cycles
  • Product descriptions that mentioned the best-selling items first

Result: Their average order value increased 18% in six weeks.

How real businesses use this stuff

Monday morning at the solicitors’ office

Emma runs a husband-and-wife legal practice specialising in wills and probate. Every Monday, she needs to publish something helpful for families dealing with bereavement – but writing about death is emotionally draining.

Now she starts with: “Act as a caring legal guide. Write a 900-word blog helping families understand what happens in the first week after someone dies. Tone: warm, no legal jargon, like you’re explaining to a neighbour.”

ChatGPT gives her the structure and sensitivity she needs, then she adds the personal touches that make her practice special. Her Google ranking for “probate help” improved, but more importantly, the phone calls got gentler – people felt prepared instead of panicked.

Wednesday crisis at the print shop

The Sunday Print Shop team needed 12 product descriptions by Thursday (classic client timing, right?). Instead of panic-writing generic copy, I showed them how to batch-process:

“Act as a Shopify copywriter. Here are 5 embroidered hoodies in different colors. Write unique descriptions that highlight the fabric quality, personalisation options, and UK dispatch times. Make each one feel special, not like a template.”

Four hours instead of four days. The descriptions were good enough to use immediately and personal enough that customers started mentioning the copy in their reviews.

Friday afternoon with the cultural workshops

Jas runs Punjabi Roots, offering cultural workshops to schools. Teachers kept asking the same logistical questions, so we used ChatGPT to create a comprehensive schools pack:

“Create a teacher-friendly overview of our KS2-KS4 Indian cultural workshop. Include learning outcomes, equipment needs, and a sample timetable. Write it like you’re addressing practical head teachers who need to justify educational value.”

The result? Bookings doubled because teachers could see exactly how the workshops fit their curriculum requirements. Less back-and-forth emails, more confirmed sessions.

The simple workflow that actually works

Here’s what I teach every client:

Monday: Feed ChatGPT your customer context (who they are, what they worry about, how they talk)
Tuesday: Ask for first drafts of whatever you need
Wednesday: Edit like you normally would
Thursday: Test the results
Friday: Refine your prompts based on what worked

No magic, no revolution – just faster first drafts that sound human.

Download: Idea → Prompt → ChatGPT → Draft → Edit → Publish (pipeline graphic)

My copy-paste prompt formula (steal this)

Act as a [role that matches your voice].
Write a [specific deliverable] for [your exact audience].
Context: [their situation, your offer, their main worry].
Tone: [how you normally sound].
Include: [must-have elements].
Output: [exact format you need].

Real example from last week:

“Act as a reassuring clinic copywriter. Write a 300-word FAQ answer: ‘Will my hair system look obvious?’ Audience: men considering their first non-surgical option. Tone: confident but understanding. Include: fitting process, natural hairline techniques, and maintenance reality. Output: headline + 3 short paragraphs + gentle CTA.”

The result felt like a conversation, not a sales pitch.

Where ChatGPT shines vs where it definitely doesn’t

It’s brilliant at:

  • Breaking through “I don’t know where to start” paralysis
  • Turning messy notes into clean copy
  • Creating multiple versions of the same message
  • Research that would take you hours on Google

It struggles with:

  • Your specific industry quirks (unless you teach it first)
  • Perfect accuracy on numbers (always double-check)
  • Capturing your exact brand voice without examples

My rule: Treat it like hiring a talented freelancer. Give clear briefs, provide examples, and edit everything.

Features worth knowing about (the ones clients actually use)

Web search with citations: When my racing stables client needed current prize money data for owner presentations, ChatGPT pulled fresh figures from the British Horseracing Authority and cited every source.

Canvas for co-editing: Instead of endless email attachments, my solicitor client and I now edit blog posts together in real-time. She adds legal accuracy, I keep the tone human.

File uploads: Drop in CSVs, PDFs, meeting transcripts — ask for summaries, action lists, or talking points. Game-changer for client strategy calls.

Voice mode: Perfect for car journeys between client meetings. I’ll talk through a brief, and by the time I arrive, I have three headline options to present.

Is GPT-5 actually worth the hype?

Short answer: if you’re already using ChatGPT for work, yes.

The difference isn’t revolutionary — it’s evolutionary in the best way. Better first drafts, fewer “that’s not quite what I meant” moments, faster responses when you’re on a deadline.

My racing stables client noticed it first: “The training updates sound more like how I’d actually write them.” My print shop client loved that bundle suggestions now considered seasonal trends automatically.

It’s like the difference between a good assistant and a great one — subtle but significant when it’s 4pm and you need something done properly.

Quick start for your team (the version that actually sticks)

  1. Pick one weekly task (blog writing, ad copy, product descriptions)
  2. Save your successful prompts in a shared doc
  3. Create a brand brief for ChatGPT (your tone, your audience, your key messages)
  4. Measure what matters (time saved, quality of first drafts, client feedback)

Start small, get wins, build confidence. Revolution through evolution, not disruption.

Need help setting this up properly? I work with teams to create ChatGPT workflows that actually save time instead of creating more work. Drop me a line — I promise no AI snake oil, just practical systems that help you ship better work faster.

Why You Shouldn’t Optimise for Google’s AI Mode

Written by matt on . Posted in SEO. No Comments on Why You Shouldn’t Optimise for Google’s AI Mode

The digital marketing world is buzzing with talk about Google’s AI Mode. Everyone wants to know how to get their content featured in AI-powered search results. But here’s the thing: optimising directly for AI Mode might be the worst strategy you could choose.

This might sound controversial. After all, AI search is clearly the future. But before you jump on the AI optimisation bandwagon, let’s take a step back and think about how we got here in the first place.

How Optimisation Got Us Into This Mess

Remember the old days of SEO? We wrote thousands of identical articles. We stuffed keywords into every paragraph. We created content purely to show up in search results. The result? The internet became flooded with rubbish content that served no real purpose.

This poor user experience is exactly why Google introduced AI Overviews. It’s why we now have AI Mode. The search giant needed to fix the mess that aggressive optimisation tactics created.

Now, many marketers want to repeat the same mistakes with AI Mode. They’re creating content specifically for AI systems to digest and summarise. They’re chasing new platforms just to get AI visibility. But this approach misses the bigger picture entirely.

The Real Problem with AI Mode Optimisation

It’s a Zero-Sum Game

Think about this logically. AI systems like Google’s AI Mode are designed to keep users within their own ecosystem. They want people to get answers without clicking through to your website.

When AI Mode features your content, it summarises the key points right there in the search results. Users get what they need without visiting your site. You might get a small amount of traffic, but it will never be enough to justify making AI optimisation your primary strategy.

You’re essentially working hard to feed a system that has no intention of sending you meaningful traffic. That’s not a sustainable business model.

The Traffic Simply Isn’t There

Let’s be honest about the numbers. Even when AI systems feature your content, the click-through rates are incredibly low. Users are getting their answers directly from the AI summary. They don’t need to visit your website.

This means you’re investing time and resources into a strategy that delivers minimal returns. Meanwhile, you could be focusing on tactics that actually drive traffic and build your brand.

Three Tactics You Should Avoid

1. Unnatural Summarisation

Many content creators are now writing specifically for AI consumption. They structure their articles to be easily summarised by large language models. They use unnatural language patterns that AI systems prefer.

This approach creates the same problems we had before. Content becomes robotic and formulaic. It serves the algorithm rather than real human readers. We end up with more low-quality content cluttering the internet.

Remember, people can tell when content is written for machines rather than humans. This approach damages your brand reputation and reader trust.

2. Platform Chasing for AI Visibility

LinkedIn Pulse and Reddit have become popular targets for AI optimisation. Marketers are creating content on these platforms purely to get featured in AI search results.

This strategy is fundamentally flawed. These platforms want to keep users engaged within their own ecosystems. They’re not designed to drive traffic to your website.

LinkedIn Pulse content rarely generates significant external traffic. Reddit posts might get upvotes, but they don’t typically drive lasting business results. You’re essentially scraping the bottom of the barrel.

3. Building Content Moats

Some marketers are creating hundreds of pieces of content to cover every possible search intent. They call this building “content moats” around their topics.

This mass-production approach is exactly what created the content quality crisis in the first place. It leads to thin, repetitive content that serves no real purpose.

Google’s algorithms are getting better at identifying and penalising this type of content strategy. The short-term gains aren’t worth the long-term risks.

What You Should Do Instead

Think Like a Journalist, Not an SEO

The most successful content creators are thinking like journalists rather than SEO specialists. They focus on building genuine audience relationships rather than just search engine visibility.

Consider how news organisations like the BBC or The Guardian operate. People visit these sites directly because they trust the content quality. Readers bookmark these sites and check them regularly. They don’t always find this content through search engines.

This direct relationship bypasses search engines entirely. It creates a sustainable traffic source that doesn’t depend on algorithm changes or AI developments.

How to Build Direct Relationships

Start by creating content around original ideas and perspectives. Don’t just respond to trending topics. Develop your own insights and share them with your audience.

Write content that reflects your genuine expertise and opinion. People should be able to recognise your unique voice and perspective across all your content.

Focus on solving real problems for your audience. Create content that people actively seek out because it provides genuine value.

Invest in Digital PR

Digital PR is no longer just about traditional publicity. It’s become a core component of modern SEO strategy. This approach helps you get featured on authoritative third-party websites.

Here’s why this matters for AI visibility: AI systems often pull information from trusted sources like Tom’s Guide, CNET, or industry publications. They’re less likely to feature content directly from brand websites.

If you want your expertise featured in AI responses, you need to get it published on these authoritative platforms. Digital PR is the most effective way to achieve this goal.

Building Your PR Strategy

Start by identifying the key publications in your industry. These might be trade magazines, influential blogs, or news websites that your target audience trusts.

Develop relationships with journalists and editors at these publications. Offer them genuine insights and exclusive information that their readers would find valuable.

Create newsworthy content that these publications want to cover. This might include original research, industry surveys, or expert commentary on current events.

Develop In-House Subject Matter Experts

Modern search algorithms pay attention to author credibility and expertise. They want to see real people with genuine knowledge writing about topics in their field.

This means you need to develop recognised thought leaders within your organisation. These people should be publishing content not just on your website, but across the industry.

When your experts become recognised voices in your field, it boosts your entire organisation’s credibility. AI systems are more likely to feature content from recognised experts than from anonymous corporate blogs.

Building Expert Recognition

Encourage your team members to speak at industry conferences and events. This builds their personal reputation and associates them with your brand.

Get your experts featured in podcasts, interviews, and guest articles. The more they appear across different platforms, the stronger their credibility becomes.

Support your experts in developing their own personal brands on social media and professional networks. Their individual success reflects positively on your organisation.

Create Original, Shareable Content

The most valuable content online is original research and analysis. This type of content naturally attracts backlinks and social shares. It positions you as a thought leader rather than a follower.

Original content also has the best chance of being featured by AI systems. When everyone else is referencing your research, AI algorithms recognise you as the authoritative source.

Types of Original Content to Create

Conduct industry surveys and publish the results. Original data is always in high demand and naturally attracts media attention.

Analyse new developments in your field before anyone else does. When Google releases new features or patents, be the first to explain what they mean.

Run experiments and share the results. Test new strategies or technologies and document what you learn.

Create comprehensive guides that become the definitive resource on specific topics. These pieces of content continue to attract traffic and links for years.

The New Era of Content Strategy

We’re entering a phase where innovation beats optimisation. The old tactics of reverse-engineering successful content and creating similar pieces won’t work anymore.

AI systems are sophisticated enough to recognise and reward genuine expertise and originality. They can identify content that provides real value versus content that simply follows a formula.

This shift actually benefits businesses that focus on quality over quantity. You no longer need to produce hundreds of pieces of content to compete. Instead, you need to create fewer pieces that offer genuine insights and value.

Why Quality Trumps Quantity

High-quality, original content naturally attracts the signals that AI systems value. It gets shared more frequently. It attracts backlinks from other authoritative sources. It keeps readers engaged for longer periods.

This type of content also builds genuine brand authority. When people associate your brand with valuable insights and original thinking, they’re more likely to seek you out directly.

Building for the Long Term

The businesses that succeed in the AI era will be those that focus on sustainable, long-term strategies. They’ll build direct relationships with their audiences rather than depending entirely on search traffic.

They’ll create content that serves real human needs rather than trying to game AI algorithms. They’ll invest in building genuine expertise and thought leadership.

Most importantly, they’ll remember that behind every AI system are real people looking for real solutions to real problems.

Final Thoughts

Google’s AI Mode represents a significant shift in how people find and consume information online. But the solution isn’t to optimise directly for AI systems.

Instead, focus on the fundamentals that have always worked: creating valuable content, building genuine expertise, and developing direct relationships with your audience.

The tactics that got us into the current content quality crisis won’t solve the problems that AI Mode creates. We need a different approach entirely.

By thinking like journalists rather than SEOs, investing in digital PR, developing recognised experts, and creating original content, you’ll build a sustainable content strategy that works regardless of how AI systems evolve.

The businesses that thrive in the AI era won’t be those that game the system. They’ll be those that provide genuine value and build lasting relationships with their audiences. That’s a much more sustainable approach than chasing the latest optimisation tactics.

Remember: AI Mode should be a byproduct of your broader content strategy, not the entire focus of it. Build something valuable, and the visibility will follow naturally.

Is SEO Really Dead in 2025?

Written by matt on . Posted in SEO. No Comments on Is SEO Really Dead in 2025?

You’ve probably heard this before: “SEO is dead!” It seems like every time Google makes a change, someone’s declaring the end of search engine optimisation. But here we are in 2025, and the question feels more pressing than ever.

With AI churning out content at lightning speed, Google’s new AI-powered search experience changing how we see results, and more people getting answers without ever clicking through to websites, it’s natural to wonder if SEO has finally breathed its last breath.

The short answer? SEO isn’t dead. But it’s definitely not the same game it used to be.

Why Everyone Keeps Writing SEO’s Obituary

Every Google update seems to trigger the same reaction. Site owners watch their traffic drop and immediately assume SEO has died. But here’s the thing: this has been happening for years, and SEO keeps adapting.

The folks at Ahrefs actually dug into this question with real data and found something interesting: SEO isn’t dying, it’s just changing. The sites that adapt survive and thrive. The ones that don’t? Well, they get left in the dust.

SEO Today is Harder, But Not Dead

Let’s be honest: ranking well in 2025 is tough. Gone are the days when you could stuff keywords into mediocre content and call it a day. Google’s got smarter. It understands what people actually want, not just what words they type.

The challenge now is standing out in an ocean of content. Everyone’s publishing. AI tools are generating millions of articles daily. The bar for quality has never been higher.

To succeed today, you need:

  • Genuine expertise and authority
  • Well-structured, properly marked-up content
  • Smart connections between your pages
  • Content that genuinely helps people

The Real Challenge: AI is Changing the Game

Here’s where things get interesting. AI isn’t just creating more content, it’s changing how people search. Google now often provides AI-generated answers right at the top of search results. People get their answers without visiting any website at all.

This doesn’t spell doom for SEO, but it does mean you need to think bigger. You can’t rely solely on Google traffic anymore. Building your own audience through email lists, communities, and brand recognition becomes crucial. You also need to think beyond Google: platforms like YouTube, TikTok, and even Reddit are becoming important search channels.

What Actually Works Right Now

Despite all the changes, some fundamentals still drive results:

Smart keyword targeting remains important. Focus on what people actually want to know, not just popular search terms.

Connecting your content through internal links helps both users and search engines understand your site better.

Truly helpful content wins every time. Not fluff, not filler: content that genuinely solves problems or answers questions.

Quality backlinks still matter, though relevance matters more than quantity these days.

Technical excellence is non-negotiable. Your site needs to load fast, work on mobile, and be easy for search engines to understand.

Building a Future-Proof Strategy

Want to stay ahead? Here’s what clever businesses are doing:

Establish real credibility. Your expertise needs to be obvious and verifiable. Google values content from people who actually know what they’re talking about.

Create content clusters. Build comprehensive topic coverage with main pages supported by related articles that dive deeper into specific aspects.

Help search engines understand your content with proper structured data markup.

Diversify your traffic sources. Don’t put all your eggs in one basket. Build audiences on multiple platforms.

Use AI thoughtfully. These tools can help with research and ideation, but they shouldn’t replace human insight and expertise.

The Bottom Line

SEO isn’t dead, but lazy SEO definitely is. If you’re still using outdated tactics like clickbait headlines, spinning content, or buying dodgy backlinks, you’re fighting yesterday’s battle with tomorrow’s weapons.

Modern SEO requires more sophistication. It’s about understanding what people really need, providing it in a well-structured way, and building genuine authority in your field.

The businesses succeeding with SEO in 2025 aren’t just chasing rankings: they’re building long-term value for their audiences. And that approach will serve them well no matter how much the search landscape continues to evolve.

SEO has survived countless predictions of its demise. It’ll likely survive many more, continuing to adapt as technology and user behaviour change. The question isn’t whether SEO will survive: it’s whether your approach will evolve with it.