[WTSKnowledge] Future-Proof Your Marketing How to build & maintain systems that scale beyond the trends
Raycheal Proctor took the stage at this year's WTSFest Portland to talk about how marketing teams are under huge pressures to keep up with new platforms, trends, tools, & expectations.
But what's getting left behind is building something sustainable.
In this WTSKnowledge article, Raycheal explains how to move from disconnected channel activity to an integrated marketing system that can adapt, scale & perform without every campaign starting from scratch.
You’ll learn:
The five components of durable marketing systems
How to assess where yourorganisation sits today
Practical ways to make progress - even with silos & limited data
Sitebulb wants to feature YOUR workflow in their new library [WTSPartner Feature: Sitebulb]
⚙️ Got an AI workflow that's changed how you work?
Sitebulb wants to feature it.
Our WTSPartner Sitebulb is looking for helpful workflows to include in their new AI Automation for SEO Workflow Library.
Whether you’ve automated technical audits, built a custom GPT, streamlined reporting, or created another workflow that’s genuinely saved you time, they’re keen to hear about it.
You’ll receive full author credit, a link to your website or LinkedIn, and the opportunity to share your expertise with the wider SEO community.
➡️ Submit by the end of July for the first round of features
[Webinar] Sentiment Analysis: From Scraping to Strategy
🗓️ July 30th at 4pm BST
Join WTSers, Ana de la Cruz (Chartis.io), Catherine Kim (Risepoint), & Celeste Gonzalez (Lastmile Retail) for a live Zoom session exploring how tocreate a sentiment analysis & how to use it to inform your search & content strategies.
You’ll leave with a:
Plug-and-play Google Colab notebook so you’ll be able to scrape your own datasets immediately
Google Sheets script & Looker dashboard to translate your scraped datasets into valuable insights, & easy-to-understand visualisations
Custom GPT to turn your insights into fresh content ideas
Can't make it? Sign up to get the recording & resources via email
🗓️ Join us at PPC Live #21 in London | 29th July [Spotlight Feature: PPC Live]
Want to stay ahead in the rapidly evolving world of PPC?
Join us at PPC Live #21 on 29th July in London for an afternoon of practicaltalks, expert insights & great networking with fellow paid media professionals.
This edition covers some of the biggest challenges facing PPC marketers today, including:
Future-proofing your PPC career in the age of AI & automation
Using programmatic to drive greater search efficiency
Preparing for Google’s DSA migration with a practical checklist
Building smarter account optimisation workflows using AI & Claude
You’ll hear from Scott Carruthers, Harriet Fitzgerald, Charlotte Osborne, & Veronika Höller before joining a live audience led panel discussion, networking over drinks, and an after-party in the beer garden.
Expect actionable takeaways, honest conversations and a welcoming community of PPC professionals.
💻 WTS Freelance Meetup Tuesday, July 14th Hosted by Alyssa Corso & Franzi Dietrich 🏠 WTS Inhouse Community Chat Thursday, July 16th Hosted by Anett Pohl 🇨🇦 Canadian WTS Meetup Wednesday, July 29th Hosted by Daniela Furtado
👋🏽 WTSIntro call Monday, August 3rd Hosted by Areej AbuAli
⭕ SEO Circle: Content, Tech, AI & Beyond Tuesday, August 4th Hosted by Nadia Mojahed 💻 WTS Freelance Meetup Tuesday, August 11th Hosted by Alyssa Corso & Franzi Dietrich 🇺🇸 West Coast Connect Thursday, August 13th Hosted by Iquo Inyang
🎙️ Scaling Internationally Through Community [WTSPartner Feature: Weglot]
Our founder, Areej AbuAli, recently joined Elizabeth Pokorny of Weglot to break down why community has become a critical lever for growth today.
They talk through how trust, belonging, & shared experiences create value far beyond traditional marketing channels, and why it’s relevant worldwide.
Expect a fresh, strong, & experienced perspective on why the strongest global brands don’t just use marketing channels to build an audience, they become part of communities & grow their trust networks.
Miriam Ellis is a local SEO columnist at Whitespark. She is a well established voice in local search - with over 20 years of experience in content development and local SEO consultancy.
Part 2: The Problems and Challenges Local Businesses Face with Google AI Mode
Just like traditional local search, Google AI Mode customizes outputs based on the searcher’s location if they have that information. However, unlike traditional local search, the results individual users see (even if they are in the same location) vary wildly. This is hugely problematic for business owners and marketers because at present, there is no practical way to understand what each of your potential customers is being shown by AI Mode.
The second major problem is that AI gets things wrong.
They can inconvenience consumers (for example, if you run a restaurant that does not allow pets, but that AI mode has claimed is pet-friendly it’s likely you’ll have to turn those pet owners away)
They can cause your business to lose leads and/or sales (for example, if AI shows an inaccurate rating or irrelevant reviews, customers may look elsewhere)
They represent unknown legal liability (for example, if AI tells a customer that your pizzeria is celiac-safe when it isn’t and then a patron suffers health harms from eating at your restaurant, who is responsible for damages? Unfortunately, AI is an insufficiently regulated technology that can lead to significant human harm without any clear legislation on responsibility)
Local business owners are already familiar with the real-world impact of a lack of full control over a product like Google Business Profiles, and Google AI Mode takes this lack of control to a new level. Local businesses not only lack oversight and input into how they are being represented, but also any practical way to see what local consumers may be seeing due to the variation of results.
Whether tools may emerge to track performance in AI in a practical way remains to be seen.
However, despite these problems, it seems likely that consumer use of Google AI Mode is here to stay. So what should you be doing right now to ensure your local business shows up (and shows up correctly) in Google AI Mode?
In Part 3 of this series, I’ll share a series of tips to help improve your local business’ visibility on Google AI Mode.
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Hey Reader, You may have already seen our official community announcement... We (well... our founder, Areej) are currently recovering from football-induced heartbreak 🇪🇬 BUT, fear not. There’s so much happening across our community lately, and we’ve loved seeing so many of you getting involved! 💗 An extra special thank you to everyone who joined Roxana’s AMA, she shared so many brilliant insights & seeing the community come together to take part in our initiatives is what keeps us going 🫶🏽...
