Courtlyn Saxby
Articles by Courtlyn Saxby
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AI Mode, AI Overviews and Ordinary Results
AI Mode is a separate way of searching, not a change to the results page. Knowing which of the three you are looking at is the first thing.
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Some SEO You Should Genuinely Do Yourself
Several parts of search work are done better by the owner than by anyone they could pay, and a few genuinely need help. The dividing line is not difficulty, it is who holds the knowledge.
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How AI Is Changing the Way We Ask Questions—And What That Means for Brands
Navigating the world of information has always been about asking questions. For decades, the process was straightforward: you typed a few keywords into a search bar, and a list of links appeared. We learned to be precise, to think like the search engine’s algorithm, using terms that would pull up the most relevant results. Our…
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Your Best Result Was Always Zero-Click
Zero-click is discussed as a loss. For a contractor the best result, a call straight from a map listing, was always zero-click. Only the proportion changed.
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Personalisation Lives in the Job Record
Inserting a first name is not personalisation. For a trade it comes from the job record: what you installed, when you were last there, what they deferred.
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One Job Should Produce Seven Things
Repurposing does not create material, it multiplies what was captured, and for a contractor almost nothing is captured, because nobody is photographing the job.
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When a Website Actually Needs Redesigning
Redesign because something is failing, not because the site is old. The three-year rule is arbitrary; here is what genuinely warrants a rebuild and what does not.
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When a Retargeting Sequence Is Worth Building
Sequential retargeting is sound in principle and out of reach for most contractors, every stage needs enough people to deliver. One sequence reliably pays.
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Which Promotions Are Worth Running
A promotion raises click-through rate almost regardless of what it offers. Whether it makes money depends on which service it is attached to, and emergency work is the wrong one.
