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Articles by Tom Light

Head of SEO

Increase trafficImprove user experiences
How does Google actually treat hidden content in tabs or click-to-expand?
We look at what Google actually says today about hidden content in tabs and accordions, and why the old advice no longer holds up.
Tom Light
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Increase trafficLevel-up your websiteImprove user experiencesUnderstand your audienceBoost conversions
AI Search & GEO: From keywords to prompts, how search is evolving
AI is changing search. Learn how to shift from keyword targeting to GEO prompts, and why visibility now depends on being referenced, not just ranked.
Tom Light
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Blog
GEO Search is Already Here, Is Your Website Ready?
AI search is here. Learn how GEO, AI Overviews and LLM tools like ChatGPT reshape visibility, and the steps to make your website citation-ready with Fresh Egg.
Tom Light
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Increase trafficLevel-up your website
What is an XML sitemap and why is it essential for SEO in the AI search era?
We break down what an XML sitemap is, why it has always been useful, and how the shift towards AI-powered search makes it more relevant than ever.
Tom Light
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Blog
Google's Helpful Content Update – What Do You Need to Know?
The next iteration of Google's helpful content algorithm has now arrived, and it may have a knock-on effect on marketing and SEO teams. While Google previously said this update would focus more on lesser-known content creators with direct experience, they now confirm this was not included in the Sep
Tom Light
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Do more with data
Measuring ROI in SEO
In this blog, I share knowing the signs of SEO success and what to look for and finding hidden value in other methods that you can use to report positive traction with your SEO efforts.
Tom Light
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Increase trafficLevel-up your website
Content hubs: what are they, how do they work and why does your website need them?
If you run your own website or you work in digital marketing, either client-side or for an agency, chances are you've heard, seen or read people talking about the importance of content hubs.
Tom Light
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