Revolutionising SEO: the impact of generative AI search on your strategy

Revolutionising SEO: the impact of generative AI search on your strategy

The AI revolution is here, and it’s shaking things up in the world of Search Engine Optimisation (SEO) like never before. We’re talking about a game-changing transformation that’s set to turn your SEO world upside down and inside out. So, what’s all the buzz about? Well, AI is about to redefine how we approach SEO, and it’s about to get seriously exciting. Let’s delve into the profound impact of AI on SEO strategy, exploring how AI-powered tools and techniques will reshape the way businesses

Search result page with Generative AI

Google has announced several new ways to Artificial Intelligence (AI) in its search engine results page (SERP). The new AI-based system, called BARD AI, stands for “Bidirectional Attention Relevance Diffusion” and it will be used to generate better search results, improving Google’s language understanding capabilities to include images, video, and even real-world understanding.

Let’s have a look at how Google SERP looks with Generative AI:

One of the most significant changes that Bard AI will bring to search engine results pages (SERP) is the shift towards more natural language queries. Instead of using simple keywords, users will be able to ask questions in a more conversational manner, providing Bard AI with more context to understand their intent. This means that websites that optimise their content for natural language queries will be more likely to appear in the top results. And the introduction of Bard AI will have a significant impact on organic search traffic. Most likely, the organic links will be pushed further down the page.

Fret not, the new Google Generative AI update isn’t about to flip the script overnight. It’s not here to change everything, but it’s certainly going to weed out the websites which generate low-quality information that users may consider spam. So, without further ado, let’s get you ready for the AI SEO takeover with these five electrifying tips:

1. Optimise for long-tail keywords

Allows for more natural, hyper-specific queries (long-long-long-tail) keywords. For example, instead of typing in “dress for wedding”, a user could elaborately ask “dress for an outdoor wedding in Miami in May 2024 in a trending colour with 2-day delivery” and be directed to the most relevant places. This means the user typing more Questions instead of Keywords. One of the reasons for this user behaviour is that Voice search is on the rise, and long-tail keywords are the name of the game.

2. Voice Search and Conversational keywords

The rise of voice search has been a significant trend in recent years. With the increasing popularity and widespread use of virtual assistants like Siri, Alexa, and Google Assistant, more and more users are turning to their voice to perform online searches. This shift is attributed to the convenience and ease of simply speaking commands or questions aloud, rather than typing them out.

As a result, optimising blog posts for voice search has become crucial for businesses and content creators who want to reach their target audience effectively. By adapting to this emerging trend, businesses can ensure their content is visible and relevant to users who rely on voice search for their online queries.

 3. Speed Up Your Site

Fast and furious – that’s how voice search users like it. Make sure your website loads quicker than a lightning bolt. Voice search users expect fast and accurate answers, so you need to make sure your website loads quickly and smoothly on different devices and platforms. You can improve your site speed by using a reliable hosting service, compressing your images and files, enabling caching, and minimising redirects and plugins.

 4. Mobile-first indexing

Voice searches are mainly performed on mobile devices, and search engines heavily prioritise mobile-friendly websites. If you are still one of the few businesses that don’t have a mobile-friendly website (sadly, there are still a few of these that exist), you can expect to see a negative impact on your search rankings across both mobile and desktop searches.

 5. Create FAQ pages

FAQ pages are a great way to optimise your website, as they can provide direct and concise answers to common questions that users might have about your products, services, or industry. FAQ pages can also help you rank for featured snippets, which are the boxes that appear at the top of the search results and display a summary of the answer to a query.

Conclusion: embracing the AI revolution

In conclusion, the AI revolution is upon us, and it’s high time we embrace it. SEO isn’t what it used to be – it’s smarter, more intuitive, and user-centric. With AI in the mix, we’re diving headfirst into a new era of SEO, one that’s driven by machine learning and the magic of natural language processing. So, gear up, SEO wizards, because the future is bright, and it’s got AI written all over it! 🚀🤖

Supercharge your SEO with AI. Contact us to begin! 

4 tips for a more engaging and effective newsletter

4 tips for a more engaging and effective newsletter

Most organisations use newsletters to stay top of mind among their network of clients, prospects, and other stakeholders. Ideally, a mailing also brings traffic and contributes to purchasing decisions. However, done poorly it can become counter-effective. The more reason to discover what makes (or breaks) a newsletter and how to use this to your advantage. We are here to help! In this blog, we present you with 4 tips to make your mailing more engaging and effective!

Your ultimate goal will either be to move current and potential clientele from their initial interest through to purchase (or request for quotation) or to maintain communication after a service or order has been completed. Either way, your newsletter will benefit from all 4 tips.

Tip 1: Use a consistent format with a clear call-to-action (CTA)

Tagline and logo Newsletter format and CTA

Starting with a clear tagline is always a good idea. If your company logo includes a tagline, consider showing this combination at the top of your newsletter – it sets the mood and is a logical spot for company branding.

Consistency in layout, branding and frequency

Ensure your newsletter always has a recognisable face. Show logos in set places, be consistent in content, layout, use of colours and don’t forget about sending frequency. Whether you send a newsletter once a month or every other month, being consistent is key! Your readers will expect this from you – don’t keep them waiting. To find the optimal day and time for sending the newsletter, do an A/B test on various days and times in the week.

Call-to-actions to draw readers in

To encourage the reader to perform a desired action, as many interaction options as possible should be used. These call-to-actions can be included in headlines, pictures, body text and clickable buttons.


Tip 2: Design a layout and structure with a high level of usability

newsletter design and layoutSufficient spacing

When it comes to the newsletter layout, ensure you sufficiently separate content to offer a clean and calm design. Apply this not only to content blocks – creating breathing room at the top and bottom – but also to headlines and text that follows and in between each sentence,

Sufficient white space makes a newsletter more attractive and easier to read.

Font types, hyperlinks and personalisation

Stick to no more than two font types. Why? You don’t want people to get overwhelmed by all the different styles used – potentially causing them to quickly exit the email – and it adds to the consistency mentioned in tip 1. A newsletter is the perfect channel to draw people to your website or social channels. Do this by hyperlinking content, such as images and buttons, to lead them to certain landing pages such as blogs, product information, and shops: the possibilities are endless. Adding to the newsletter open rate and engagement is personalisation. With simple interference, you can ensure the subject or first sentence of the email mentions the name of the reader, for example: [name], find out how you can create an effective newsletter. Enticing, right?


Tip 3: Create great headlines and titles

Writing is an important newsletter craft. A subject should be attractive and specific, explaining the benefits that the newsletter contains for the reader – though, keep in mind that the subject line should contain no more than 50 characters including spaces. Headlines must be short, catchy, easy to read and in line with real content. The hyperlinks should lead to the right landing pages once you click through, to avoid disappointment.

Usually, the first sentences after each headline are read best. Therefore, place the most important message of the paragraph at the beginning of the text. Be quick and to the point in your communication, as readers have specific goals when exploring a text: to find out the essence. It is important to realise that newsletters are scanned, not read. Nevertheless, you shouldn’t end the text without a strong promotional message, enticing the reader to click on the call-to-action button. See in the images above how this is done!

Tip 4: Use a footer

newsletter footerIn order to briefly state some information about the sender, a colophon or so-called footer should be implemented. The footer must be placed at a logical position, preferably at the bottom of the newsletter and include links to the website and social media. In addition, the address of the sender and the option to unsubscribe should be offered as well. All in place? Great, because it will highly improve the user experience of your newsletter.


Ready to create your own newsletter or could you still use some help? Our digital marketing team can help you create engaging and converting content. Contact us to start levelling up!

Peruvian alpaca industry: empowering economic growth

Peruvian alpaca industry: empowering economic growth

When it comes to luxurious fibres, few can match the softness, quality, and sustainability that alpaca wool brings to the table. From its remarkable durability and insulation properties to its exclusive rarity, alpaca wool is. In partnership with PROMPERÚ, Globally Cool once again embarks on a mission to showcase the exceptional attributes of alpaca wool to the world. This time, we tackle the German and Danish markets.

Driving Peruvian exports: a win-win

The main objective of this project is to economically empower Peruvian SMEs and support them in expanding to European markets. By connecting the dots between Peruvian suppliers and European buyers, this project contributes to the economic growth of Peru. The project is an avenue for Peruvian businesses to expand their horizons and for European buyers to access unique, environmentally conscious products.

The alpaca advantage: the perfect mix of softness and quality

Alpaca wool is a revelation in softness, boasting fibres finer than cashmere. While cashmere’s reputation has been tarnished by mass production, alpaca wool’s artisanal process retains its inherent quality and cultural significance in Peru. Naturally, PROMPERÚ’s vision aligns with this preservation, honoring not just a product, but a heritage. What’s more, Alpaca wool’s hollow cores create a unique construction that ensures better insulation, retaining warmth while moderating temperature effectively, making it the better, more durable choice.

Sustainability woven in every strand

Alpacas hold the environment close to their padded feet. Their gentle grazing ensures that vegetation remains unharmed, leaving the landscape pristine. In stark contrast, cashmere goats have unwittingly contributed to the degradation of grasslands in China, leading to environmental stress and desertification. Alpaca’s sustainable approach echoes through its production efficiency. These creatures yield more wool per individual while consuming less water than their cashmere counterparts. A single alpaca can yield enough wool for multiple sweaters, underlining its eco-friendly impact.

A world of exclusivity and rarity

With fewer than 5 million alpacas involved in wool production, alpaca stands as a symbol of exclusivity. In contrast, the cashmere market is flooded with over 700 million goats. This scarcity adds an element of uniqueness to alpaca wool, presenting it as a selection that embodies individuality and elegance.


Image by kamchatka on Freepik

Crafting success: the PROMPERÚ and Globally Cool partnership

The effort to highlight the appeal of alpaca wool is unfolding through a partnership between PROMPERÚ and Globally Cool. PROMPERÚ, an influential advocate for Peru’s exports and tourism, acknowledges the potential of alpaca wool in European markets. By commissioning Globally Cool to thoroughly study the Home Decoration and Home Textile sector in Germany and Denmark, PROMPERÚ is establishing a solid foundation for the success of Peruvian businesses.

Globally Cool’s strategy involves a series of coordinated steps. From longlisting parties of interest to conducting interviews with relevant buyers, each stage provides valuable insights that shape the project. The buyer profiles resulting from these interviews offer valuable information about preferences, sustainability practices, and EU legal requirements. The culmination of these efforts yields a comprehensive market report, poised to empower Peruvian suppliers.

Globally Cool: international business made easy

At the core of this project is our enthusiasm for the companies we support. Through clear communication and genuine interaction, the Cool team unearths insights that go the extra mile. What’s more, buyers are encouraged to share more, forging deeper connections, which sometimes result in potential business matches.

Our commitment to delivering market research findings in a professional yet practical manner will enable Peruvian suppliers to broaden their offerings to Europe and beyond.


Contact us to improve your exports today!

Accessibility and SEO: making your website inclusive and search friendly

Accessibility and SEO: making your website inclusive and search friendly

In the ever-evolving digital landscape, the significance of website accessibility and search engine optimisation (SEO) cannot be overstated. Both accessibility and SEO play important roles in establishing a strong online presence and fostering a positive user experience. In this blog, we will delve into the critical aspects of making your website user-friendly. 

Understanding accessibility and SEO

Website accessibility involves designing and developing web content in a manner that accommodates users with diverse abilities, ensuring equal access and usability for all individuals, regardless of disabilities. On the other hand, SEO focuses on optimising your website to enhance its visibility in top pages of the search engine results, thereby driving organic traffic and engagement.

The interplay between accessibility and SEO

Contrary to popular belief, accessibility and SEO are not mutually exclusive concepts, but are rather inherently intertwined. Creating an accessible website inevitably contributes to an enhanced user experience, which search engines value. Websites that prioritise accessibility often witness improved search rankings due to their ability to cater to a broader audience and meet search engine criteria for quality and relevance.


Below, we have compiled a compact list of actions you can take to ensure your website is accessible to all visitors.

8 key strategies for an inclusive and search-friendly website:

  1. Implementing Alt text for images: Accompany each image with descriptive alt text, providing an accurate description of the visual content. This not only aids individuals using screen readers but also allows search engines to comprehend and index your images effectively.
  2. Utilising clear and structured headings: Organise your content using proper heading tags (H1, H2, etc.) to create a logical order. Screen readers rely on headings to navigate through your content, and search engines use them to understand your page’s structure and topic hierarchy.
  3. Providing transcripts and captions: For multimedia content such as videos and audio, supply comprehensive transcripts and captions. This ensures inclusivity for individuals with hearing impairments and augments your SEO by providing searchable text content.
  4. Ensuring mobile responsiveness: Given the prevalence of mobile devices, optimising your website for mobile responsiveness is vital. Search engines prioritise mobile-friendly websites and an accessible design bolsters user experience across all devices.
  5. Enhancing page load speed: Optimise your website’s loading speed to reduce user frustration and encourage longer engagement. Improved page speed not only benefits individuals with slower internet connections but also aligns with search engines’ preference for fast-loading websites.
  6. Crafting descriptive URLs: Create concise and descriptive URLs that reflect the content of your web pages. This facilitates user understanding and assists search engines in comprehending your site’s content relevance.
  7. Thoughtful keyword integration: Employ the appropriate and relevant keywords throughout your content, headings, and meta descriptions. Strive for a natural language flow while incorporating strategic keywords to maximise SEO impact.
  8. Streamlined navigation: Design an intuitive navigation structure to help users find information seamlessly. An organised navigation system fosters user satisfaction and signals to search engines the coherence of your content.
  9. An accessible online world

Incorporating accessibility principles into your website not only promotes inclusivity but also yields valuable SEO benefits. By adhering to these best practices, you can create an online platform that welcomes all users and thrives in the competitive digital landscape. Embrace the opportunity to build an inclusive and search-friendly website, contributing to a more accessible and equitable online world.

For further guidance on accessibility and SEO, follow us on our social media channels for regular updates and insightful tips or contact us!