Relevant, topical thinking across web development, SEO, paid media and AI adoption. Our focus is always the same: deliverability, accountability and data-driven decisions that produce outcomes you can measure.
Over the last eighteen months I have steadily integrated AI tools into how I work. As the tools have improved and my confidence in using them has grown, so has my ability to see what is possible across every project I touch. The quality is higher, the output is better, and I can tackle work I previously could not reach. But I cannot unsee the opportunity anymore, and the workload keeps growing.
Eighty percent of AI projects fail, twice the failure rate of traditional tech projects. The industry blames the tools. The real problems are the data, the people implementing it, and how it is actually being done.
For years, Google measured page responsiveness by capturing only your very first click. That metric, First Input Delay, was replaced in 2024 with INP, which measures every interaction throughout a session. INP is proving far harder to fix. You cannot patch it with a hosting upgrade. And 28% of websites are currently failing it, including some of the most recognised brands in UK retail.
In the past, websites ranking in Google's top ten were cited by AI tools 75% of the time. Now that's dropped to under 40%. If your SEO strategy is still built around ranking position, you are optimising for a metric that no longer reliably delivers the outcome your business needs.
Let's map out your digital inventory, eliminate bottlenecks, and build a scalable ecosystem designed for long-term growth.
