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The Business Marketing Online Blog

@bmon.co.uk

A new blog post about online marketing every weekday from the UK, aimed particularly at industrial, engineering and scientific marketers. Follow here or free by email. Over 4000 posts since 2007 archived at https://www.bmon.co.uk/articles/ for the curious!

17 Followers  |  6 Following  |  169 Posts  |  Joined: 20.11.2024  |  1.6098

Latest posts by bmon.co.uk on Bluesky

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Two audiences, one purpose The best-performing websites today speak two languages: one for humans, one for machines. More than ever, we need to write in layers, like those great children's movies that work on...
11.08.2025 13:47 — 👍 0    🔁 0    💬 0    📌 0
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Human-first storytelling One outcome of the desire to increase trust in our brands is an increase in the use of video. Data from LinkedIn claims that marketers with a video strategy are...
10.08.2025 13:45 — 👍 0    🔁 0    💬 0    📌 0
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Breaking down the business of building trust Establishing trust in our brand is more important than ever. So how do we do it? One approach is to classify prospects and customers into groups, and then attempt to...
07.08.2025 13:45 — 👍 0    🔁 0    💬 0    📌 0
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Strong favicons as important as ever Small site icons, known as 'Favicons', have been around for 30 years and yet are becoming more important than ever. Once just the tiny icons seen on browser tabs, they're...
06.08.2025 13:45 — 👍 0    🔁 0    💬 0    📌 0
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The new PNG update: what marketing needs to know Most of us in marketing, on the fringes of graphic design, have been taught that the JPG format is usually the most efficient for complex photos and the PNG format...
05.08.2025 13:46 — 👍 0    🔁 0    💬 0    📌 0
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PDF documents become more rankable content Google search is launching a new ability to handle PDF uploads, as part of an 'Ai Mode' on desktop searches. This allows users to ask questions about documents and receive...
04.08.2025 13:45 — 👍 0    🔁 1    💬 0    📌 0
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What matters for SEO in 2025 SEO in 2025 is quite different to even a year ago. Ai summaries have taken over the top of the search results, Google is less predictable, and its users seem...
03.08.2025 13:46 — 👍 0    🔁 0    💬 0    📌 0
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Analytics data as simple as Q&A This is an interesting development in Google Analytics. Although a little too technical for most of us to use at the moment, Search Engine Journal has reported that there's now...
30.07.2025 13:45 — 👍 0    🔁 0    💬 0    📌 0
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Google Ai is selling, not informing If you were interested in last week's discussion about the way market forces are directing Google away from serving users – and possibly advertisers – you may well like this...
29.07.2025 13:47 — 👍 0    🔁 0    💬 0    📌 0
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Using Ai to open the box Can we use Ai to make someone or something more interesting? I was recently playing with the transcript of an interview with a businessperson who spoke a lot without really...
28.07.2025 13:46 — 👍 0    🔁 1    💬 0    📌 0
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Third time lucky There's something wonderful about triplets in copywriting. They just appeal to us as humans in so many ways. Why is this? I could probably do some research into the psychology,...
27.07.2025 13:46 — 👍 0    🔁 0    💬 0    📌 0
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Making your email more human – with video I will admit to being quite surprised that I don't get more video email messages. It's four years since I first wrote about this idea, and it wasn't radically new...
24.07.2025 13:45 — 👍 0    🔁 0    💬 0    📌 0
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Direct mail can still create a moment Can direct mail still be worth the cost in B2B marketing? Quite possibly. Sure, it's easy to dismiss the post as expensive, because when used speculatively, it is. However, if...
23.07.2025 13:46 — 👍 0    🔁 0    💬 0    📌 0
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Why branding is in the eye of the customer I've written a fair bit recently about the increasing importance of branding, but here's a slightly different take that came up in conversation recently. It's this: branding is the substance...
22.07.2025 13:46 — 👍 0    🔁 0    💬 0    📌 0
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At least we still have PPC Yesterday I looked at some of the dreadful nonsense being thrown up in the Google results. Writers such as Cory Doctorow have put forward theories as to what's going on,...
21.07.2025 13:45 — 👍 0    🔁 0    💬 0    📌 0
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What on earth is Google doing? I spent some of my summer travels reading about the current strategy being demonstrated by Google search, because that's the kind of exciting guy I am. After all, Google is...
20.07.2025 13:46 — 👍 0    🔁 0    💬 0    📌 0
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Ai* search results from the horse's mouth Google has started a help document called AI features and your website which might be worth keeping an eye on. The guide covers "how AI features like AI Overviews and...
17.07.2025 13:46 — 👍 0    🔁 1    💬 0    📌 0
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Are sales and marketing in perfect harmony? It's tempting to see the website as the final word on a product or service. The benefits and presentation that we've carefully put together should have been selected as what...
16.07.2025 13:46 — 👍 0    🔁 0    💬 0    📌 0
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The end of the line for google.co.uk A fairly trivial bit of housekeeping in the search world, but an era is over, as Google has withdrawn its country-specific domains. Starting a few weeks ago, the likes of...
15.07.2025 13:45 — 👍 0    🔁 0    💬 0    📌 0
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Don't block the Ai bots Search engine bots index our content, drive traffic to our sites, and help us reach our audience. But when it comes to the Ai platform bots, there's been some discussion...
14.07.2025 13:48 — 👍 0    🔁 1    💬 0    📌 0
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Why branding is really about meaning What is our brand? To many businesses, it's a a checklist of assets. The logo. The tone of voice description. The style guide. But these are just tools. Our brand...
13.07.2025 13:45 — 👍 0    🔁 0    💬 0    📌 0
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Why so-called 'Excellent' ads can kill our CTR All Google Ads advertisers will have been tempted by that 'Excellent' ad strength score in Google Ads. But what Google's machine learning considers excellent, our customers might find irrelevant, or...
10.07.2025 13:45 — 👍 0    🔁 0    💬 0    📌 0
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3 words for better content In addition to all the tests and questions that Google suggests we consider for our online content, there's some interesting 'Who, How and Why' advice. Transparency is trending, thanks to...
09.07.2025 13:45 — 👍 0    🔁 0    💬 0    📌 0
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The tests to see who we're writing for Let's round off our look at the questions we should ask about our content with Google's final set of recommendations: focusing on being 'people-first'. Here's what it has to say...
08.07.2025 13:45 — 👍 0    🔁 0    💬 0    📌 0
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Ensuring our content isn't seen as filler We talked about Google's "Expertise questions" yesterday. Ensuring that our written content follows these guidelines should mean that search engines will find our content to be dependable. But Google has...
07.07.2025 13:45 — 👍 0    🔁 0    💬 0    📌 0
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How to pass Google's expertise test Google has stated that its ranking systems are designed to present "helpful, reliable information that's primarily created to benefit people, not to gain search engine rankings, in the top search...
06.07.2025 13:46 — 👍 0    🔁 0    💬 0    📌 0
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Go home. The free website traffic party is over. I believe that it's time to stop pretending the future of the web is just more of the same. Ai search is here — and it's about to overturn our...
03.07.2025 13:48 — 👍 0    🔁 0    💬 0    📌 0
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Stop telling stories buyers might not believe Do you feel that something's not working in B2B marketing? Everyone's optimised everything to death, and buyers still aren't buying it. The problem may not be the delivery of the...
02.07.2025 13:46 — 👍 0    🔁 0    💬 0    📌 0
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Flipping the script Most B2B case studies follow a formula as predictable as a bad novel. "The customer had a problem, found us, and everything is great now." While that structure technically works,...
01.07.2025 13:45 — 👍 0    🔁 0    💬 0    📌 0
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In new markets, it's not just about the ads Setting up a search advertising pay-per-click (PPC) campaign in a new market might seem straightforward. Just regionalise or translate the keywords and ads, adjust the geography and go. Google Ads...
29.06.2025 13:46 — 👍 0    🔁 0    💬 0    📌 0

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