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THE events edition + 8 industry updates
Published 9 days ago • 5 min read
Hey Reader,
We're starting this edition with a heavy heart, hearing the news about Nick Wilsdon's passing.
Nick was a truly wonderful man & always supported everyone around him. Back in 2019, when the WTS community was still brand new, we hosted a collab evening meetup with ReadingSEO, and he was one of the first people to show up. He sat through all the talks and was incredibly supportive of everything we're building. Fast forward a few years, we were struggling to gain sponsor traction for WTSFest Berlin; he pinged me to sign up as a scholarship sponsor.
We're sending lots of love & our deepest condolences to his family & team at Torque Partnership.
How do you write for AI search - & know it worked? Headline Sponsor: SEOTesting
AI Overviews are answering more conversational queries without a click, which changes what a page has to do to earn a citation.
Alex Galinos, Director of Acquisition at hoppa ✈️, built a repeatable 3-step workflow using SEOTesting’s AI SEO tools.
Every airport destination page they refresh now runs through it:
1. Find the questions. The Query Fan-Out Generator turns 1 destination keyword into the conversational follow-ups a page needs to answer - much closer to how someone prompts an AI assistant than a keyword list.
2. Score the page. The Content Evaluator scores the live URL against that fan-out, so gaps become a checklist rather than a judgement call.
3. Prove it worked. Each changed page ships with a before/after SEO test attached.
The result? The refreshed pages drove a 24.9% rise in organic purchases and a 20.1% rise in organic revenue.
[TOMORROW!] How to Package & Price Your AI Search Services WTSTalk Webinar - Register to watch live or get the recording
Antonia & Leon are keen to help agency owners & freelancers expand their services into new, sustainablerevenue - all built from your existing AI search expertise.
They'll chat through things like:
How should you package your AI search work?
What should you charge?
Standalone service? Add to existing retainer? Ongoing offering?!
How to position your new service to get the right clients
For many years, marketing has been built around influencing human memory.
In ‘How Brands Grow’, Byron Sharp introduced the concepts of mental and physical availability.
To grow effectively, brands need to build memory structures so people remember them (mental availability) when a need arises, while also keeping them available and easy to purchase.
Customers are less likely to buy a product they can’t remember, and they can’t buy one that isn’t on the shelf.
Physical availability in the digital era means much more than just traditional shelf space, with the Google SERPs presenting a whole host of ways to be “physically” available - whether through organic or paid placements.
And now, with the rise of AI search, we need to consider a third form of availability: retrieval availability. Is your brand surfaced by AI and LLM systems when someone describes a relevant need or buying situation?
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Thanks for signing up for our WTSTalk! This email has all the resources mentioned in the webinar, the deck, & the recording. A HUGE THANK YOU to Antonia & Leon for sharing their knowledge & helpful resources with our community! Read the recap here: WTSKnowledge recap You can watch the session on YouTube here: Watch the recording Check out the specifics from the presentation deck here: See the deck Grab the transcript here: Webinar transcript More about WTS... The WTS community is a place...
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