If your content isn’t built for AI, you’re falling behind. In Part 2 of this episode of The Marketing PowWow, Rich Brown continues the conversation with QBD’s SEO Director Paul Dyer to explore how AI, semantic structure, and Google’s E-E-A-T framework shape content performance in today’s search-first world.

You’ll learn why technical SEO and brand trust now matter more than ever—and how to structure content that speaks to both algorithms and humans.

In this episode:

• How AI is changing content discovery and search behaviour

• Best practices for AI-optimised structure (headings, semantic clarity, entity links)

• Why AI-generated content alone won’t rank

• Using schema markup, pillar pages and internal links to build authority

• How to build credibility with Google’s E-E-A-T principles

• Protecting your content trust score and avoiding AI-content pitfalls

📍 Chapter Markers:

0:00 Start

1:12 AI for Content Creation

10:32 Can I Do This with One Blog?

17:50 Connecting Entities Together

20:16 How Is Your Content Picked Up by AI Search?

26:20 AI Content Traps

29:31 Key Takeaways on Marketing to Robots

Resources Mentioned:

• Human Strategy in a Robotic World (Blog): https://www.qbd.co.uk/human-strategy-in-a-robotic-world/

• Google’s E-E-A-T Framework: https://www.qbd.co.uk/resources/eeat/

• Visibility-First Strategy Audit Quiz: https://www.qbd.co.uk/resources/visibility-first-strategy-audit/

Guest Bio:

Paul Dyer is Director and SEO Specialist at QBD. He advises businesses on navigating algorithm changes, AI-era content visibility, and building long-term SEO resilience. LinkedIn: https://www.linkedin.com/in/paul-dyer-4300b812/

#AIinMarketing #EEAT #SEOContentStrategy #SchemaMarkup #SearchOptimisation

All episodes of The Marketing PowWow are available at: https://www.qbd.co.uk/powwow

Watch now, and don’t forget to subscribe for future insights from The Marketing PowWow.

Before your audience can engage with your content, search engine algorithms decide whether it’s even seen. In Part 1 of this two-part episode of The Marketing PowWow, host Rich Brown (Head of Lead Generation at QBD) talks with SEO expert Paul Dyer (Director at QBD) about why visibility begins with the robots—not the readers.

This episode explores how search engines crawl, rank, and index content in a world dominated by AI and algorithm-driven discovery. If your content isn’t structured for machines, it may never reach a human audience.

In this episode:

• What “marketing to robots” really means

• How algorithms assess crawlability, indexability and search intent

• The evolution of visibility—from Yellow Pages to AI-powered search

• Four essential algorithm signals: technical, semantic, authority & behavioural

• Why even great content stays invisible without the right foundations

📍 Chapter Markers:

0:00 Start

1:04 Introduction

1:46 Marketing to Robots

7:29 Your Content’s Journey

16:50 4 Key Signal Categories

29:11 Technical Aspects for Content

Links mentioned:

• Visibility-First Strategy Audit | QBD

Guest Bio:

Paul Dyer is Director and SEO Specialist at QBD. He helps organisations optimise content for search engine visibility through technical excellence, strategic structure, and AI-era SEO insights. LinkedIn: https://www.linkedin.com/in/paul-dyer-4300b812/

#TechnicalSEO #ContentVisibility #SearchAlgorithms #MarketingStrategy #MarketingToRobots

All episodes of The Marketing PowWow are available at: https://www.qbd.co.uk/powwow

Watch now, and don’t forget to subscribe for Part 2 and future insights from The Marketing PowWow.

In digital marketing, we often focus so much on what to say that we forget about how we say it. Your tone of voice can make or break your brand's connection with customers – determining whether people see you as trustworthy and relatable, or just another faceless company.

Join host Rich Brown, Head of Lead Generation at QBD, as he explores this crucial aspect of marketing with industry expert Jon Smart.

What You'll Learn:

🎯 What tone of voice really means – The difference between brand voice and tone, and why businesses often overlook this powerful tool

🔗 The business impact – How the right tone builds genuine customer connections, differentiates you from competitors, and drives revenue

📝 Creating your brand voice – A step-by-step approach from understanding your audience to documenting your communications style

📱 Multi-platform strategy – How to adapt your voice across different digital channels while maintaining consistency and authenticity

📊 Testing and refinement – How to measure effectiveness, gather feedback, and continuously improve your tone of voice

🎨 Balancing creativity with brand integrity – When to experiment and how to stay true to your core voice while engaging your audience

Meet Our Guest

Jon Smart is Head of Content at QBD, where he helps brands develop and refine their tone of voice strategies. With years of experience working with businesses across various industries, Jon brings practical insights into how companies can authentically represent themselves online and build lasting customer relationships through effective communication.

Whether you're a business owner looking to define your brand voice, a marketer wanting to improve customer connections, or an agency professional seeking to better serve your clients, this episode provides actionable strategies for creating a tone of voice that truly resonates.

Listen & Subscribe

🎧 Main Podcast Page: https://www.qbd.co.uk/powwow

🍎 Apple Podcasts: https://podcasts.apple.com/gb/podcast/qbd-podcast-the-marketing-pow-wow/id1750875556

🎵 Spotify: https://open.spotify.com/show/5XcV86d8jldj9ImeVGhcUP

📻 Amazon Music: https://music.amazon.co.uk/podcasts/b429d319-7554-4c04-ae1d-c72453f5a4d2/qbd-podcast-the-marketing-pow-wow

📺 YouTube: https://www.youtube.com/playlist?list=PLIXWLU1xeYAZPnAghAnMrov_ACfVctnVk

Don't forget to subscribe for more digital marketing insights and hit the notification bell so you never miss an episode!

0:00 Titles and Highlights

1:11 Introduction

1:35 What is a Tone of Voice?

2:02 How do brands go about TOV

2:57 What your audiences expect from your TOV

3:22 Having a Personality

4:36 The foundations that a TOV gives a business

6:13 What happens if you overlook at TOV

7:34 How does a TOV make a business more human?

13:30 How does a TOV help?

15:31 What about AI?

18:20 Where to start with a TOV

22:13 Business Values and the TOV

25:09 TOV and different platforms

30:37 Finding the right voice

32:35 Industry specific TOV

34:00 How to stand out with your TOV

#ToneOfVoice #BrandVoice #DigitalMarketing #ContentStrategy #BrandIdentity #CustomerConnection

🎙️ Welcome to The Marketing PowWow! In this episode, Paul Dyer dives into the evolution of the buyer’s journey with marketing expert Peter Baylis, founder of PEB Marketing Academy. 🌟 Together, they unravel how AI, digital fragmentation, and evolving consumer behaviour are reshaping the way we connect with audiences.

Topics Covered:

✅ The traditional buyer’s journey and its key stages.

✅ How AI is revolutionising consumer decision-making and expectations.

✅ Strategies for integrating traditional and digital marketing approaches.

✅ Practical steps to maintain visibility in an AI-driven landscape.

Peter shares his extensive experience in helping businesses adapt to these shifts, offering actionable insights to thrive in today’s dynamic marketing environment.

🔗 Explore the podcast episodes: https://www.qbd.co.uk/powwow

Peter Baylis - Founder at PEB Marketing Academy

Peter Baylis is a seasoned Business Breakthrough Strategist with a strong track record of partnering with organisations and leaders to unlock exponential growth. Drawing on deep strategic insight and hands-on experience, he specialises in crafting transformative business solutions, from go-to-market strategy and operational scaling to leadership development and change management. Known for his pragmatic, results-driven approach, Peter has helped clients identify untapped potential, implement high-impact initiatives, and accelerate performance to achieve lasting success. 

Discover more about PEB Marketing Academy: https://pebmarketingacademy.com/

Connect with Peter: https://www.linkedin.com/in/peterbaylis/

📌 Follow us on social media:

LinkedIn: https://www.linkedin.com/showcase/qbd-podcast-the-marketing-powwow/

Facebook: https://www.facebook.com/profile.php?id=61573840793434

Instagram: https://www.instagram.com/marketingpowwow/

TikTok: https://www.tiktok.com/@quickbydesign

Welcome to another engaging episode of The Marketing PowWow, hosted by Molly Sneath. This is part 2 of our Paid Social podcast where we’re diving deep into the dynamic world of paid social advertising with expert insights from our guest, Rich Brown, Head of Lead Generation at QBD.

🔍 In this episode, we explore:

• The evolution of the paid social landscape and its impact on businesses.

• Key platform-specific strategies for Facebook, Instagram, TikTok, and more.

• The role of AI in ad creative, audience targeting, and campaign automation.

• How social commerce and private engagement spaces are transforming advertising.

Rich brings years of expertise in lead generation, crafting innovative campaigns that deliver real results for businesses across industries.

🌟 Don’t miss out on these actionable tips to refine your 2025 paid social strategies!

📌 Full episode details: https://www.qbd.co.uk/powwow

📲 Follow us on social media to stay updated:

• LinkedIn: https://www.linkedin.com/showcase/qbd-podcast-the-marketing-powwow/

• Facebook: https://www.facebook.com/profile.php?id=61573840793434

• Instagram: https://www.instagram.com/marketingpowwow/

• TikTok: https://www.tiktok.com/@quickbydesign

#marketingpodcast #digitalmarketingtips #socialmediamarketing #paidsocial #leadgeneration #aiinmarketing #videomarketing #socialcommerce #facebookads #instagramads #tiktokmarketing #contentstrategy #marketinginsights #socialmediastrategy #businessgrowth

Welcome to another engaging episode of The Marketing PowWow, hosted by Molly Sneath. This month, we’re diving deep into the dynamic world of paid social advertising with expert insights from our guest, Rich Brown, Head of Lead Generation at QBD.

🔍 In this episode, we explore:

• The evolution of the paid social landscape and its impact on businesses.

• Key platform-specific strategies for Facebook, Instagram, TikTok, and more.

• The role of AI in ad creative, audience targeting, and campaign automation.

• How social commerce and private engagement spaces are transforming advertising.

Rich brings years of expertise in lead generation, crafting innovative campaigns that deliver real results for businesses across industries.

🌟 Don’t miss out on these actionable tips to refine your 2025 paid social strategies!

📌 Full episode details: https://www.qbd.co.uk/powwow

📲 Follow us on social media to stay updated:

• LinkedIn: https://www.linkedin.com/showcase/qbd-podcast-the-marketing-powwow/

• Facebook: https://www.facebook.com/profile.php?id=61573840793434

• Instagram: https://www.instagram.com/marketingpowwow/

• TikTok: https://www.tiktok.com/@quickbydesign

The world of PPC is evolving fast. In this episode of The Marketing PowWow, host Rich Brown sits down with Digital Marketing Specialist Molly Sneath to break down the essential things every business needs to know about PPC.

Key Topics:

• How PPC has moved from keyword-based to audience-focused targeting
• The role of AI and automation in managing campaigns
• Why a multi-platform PPC approach is crucial (Google, LinkedIn, Meta, TikTok & more)
• How businesses can measure success and maximise return on investment

Guest: Molly Sneath

Molly is a Digital Marketing Specialist with a focus on PPC, helping businesses navigate the ever-changing paid advertising landscape. She shares straightforward, practical insights on smart bidding, audience targeting, and making PPC work for any business.

📢 Don’t miss this episode if you want to get the PPC essentials right!

🔗 Listen now: https://www.qbd.co.uk/powwow

📌 Follow us for more insights:

LinkedIn: https://www.linkedin.com/showcase/qbd-podcast-the-marketing-powwow/

Facebook: https://www.facebook.com/profile.php?id=61573840793434

Instagram: https://www.instagram.com/marketingpowwow/

TikTok: https://www.tiktok.com/@quickbydesign

🎧 Available on:

YouTube: https://www.youtube.com/watch?v=o6ZB7i8wrFw

Apple Podcasts: https://podcasts.apple.com/gb/podcast/qbd-podcast-the-marketing-pow-wow/id1750875556

Spotify: https://open.spotify.com/show/5XcV86d8jldj9ImeVGhcUP

#PPCMarketing #DigitalAdvertising #MarketingTrends #MarketingPodcast #SmartBidding #PayPerClick #TheMarketingPowWow

This is part 2 of this podcast, make sure you listen to part 1 first.

How much has AI really changed the search landscape over the past couple of years?

Why does optimising content for generative search need to be part of every business’s SEO arsenal?

And, with AI evolving at a rapid pace, what can online businesses do to thrive in the age of AI?

In this first instalment of a special two-part QBD Marketing Pow Wow podcast, host Rich Brown sits down to talk with QBD Director and in-house SEO specialist Paul Dyer about the rise of AI and its implications for SEO and digital marketing. During this wide-reaching chat, they discuss:

• How AI has impacted search over the past two years
• What drove these changes, and Google’s response
• How QBD predicted what was coming and what we did to get ahead, for ourselves and our clients
• With generative search here to stay, what does the future hold?

With expert insight, analysis and advice, this podcast will bring you up to speed with everything you need to know about the current search landscape and how to optimise your website for the different AI platforms. It also looks at what you can do now to future-proof your website as AI continues to develop and come to the fore.

How much has AI really changed the search landscape over the past couple of years?

Why does optimising content for generative search need to be part of every business’s SEO arsenal? 

And, with AI evolving at a rapid pace, what can online businesses do to thrive in the age of AI?

In this first instalment of a special two-part QBD Marketing Pow Wow podcast, host Rich Brown sits down to talk with QBD Director and in-house SEO specialist Paul Dyer about the rise of AI and its implications for SEO and digital marketing. During this wide-reaching chat, they discuss:

• How AI has impacted search over the past two years
• What drove these changes, and Google’s response 
• How QBD predicted what was coming and what we did to get ahead, for ourselves and our clients
• With generative search here to stay, what does the future hold?

With expert insight, analysis and advice, this podcast will bring you up to speed with everything you need to know about the current search landscape and how to optimise your website for the different AI platforms. It also looks at what you can do now to future-proof your website as AI continues to develop and come to the fore. 

Stay tuned for part two, which will be released very soon.

Welcome to the latest episode of The Marketing Pow Wow! 🎙️ In this exciting episode, we had the pleasure of hosting Neil Davis, the Managing Director of Sterling Networks. Join us as Neil delves into the world of business networking, offering invaluable insights and strategies on how to build a strong and professional network.

Episode Highlights:

• Why networking is crucial for business growth
• Effective strategies for building a powerful network
• Neil’s top tips for getting the most out of business networking

Whether you’re a seasoned networker or just starting out, this episode is packed with actionable advice that you won’t want to miss!

🌐 Check out Sterling Networks: sterlingnetworks.co.uk

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