Hello.
I’m Robin, and welcome to my website. This is where I write about the digital things that interest me, like user experience, search engine and LLM optimisation, research and analytics.
Digital blog.
Featured post.
How to optimise for AI visibility
Traditional SEO provides the foundation for AI visibility, but LLMs index and rank differently to search engines. Even ranking first in Google's classic organic search results only gives you a small chance of appearing in AI-generated answers. This post explains how LLMs retrieve and use information, why metadata and content structure matter more than ever, and how your off-site brand presence drives AI visibility.
Featured post.
The real impact of AI on organic search traffic
The impact of AI on organic search is huge - and we now have the data to prove it. Some sites that rank first in the organic search results are now losing nearly 80% of their traffic. As our focus moves to visibility in AI results, we need to understand that won't reproduce the traffic organic search once delivered.
A bit about me…
I’ve been working in digital since 2006 - creating websites, improving online experiences, and helping organisations get more from their digital marketing.
I’ve worked across lots of UK industries including retail, manufacturing, tourism and charity, but most of my time has been spent in financial services.
I’m passionate about all things digital, with a focus on digital product development, conversion, AI, SEO, UX, and analytics.
