Google recently released new guidelines on how to optimise content for AI search. Some people agree with them: others don't. Here's my take:

If you struggle with writing good link text, you're not alone – the web is filled with poorly written links.

Preview text (some call it the preheader) is so important it can make the difference between someone opening your email or ignoring it – and yet many marketers have no idea what it is.

It might sound like the name of a strange sex cult, but the inverted pyramid is the most common way you can structure a story.