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As AI continues to shape how websites are built and optimised, Conversion Rate Optimisation (CRO) is becoming increasingly standardised. We advocate for putting the customer, and human, first.

It's hard to find a corner of the tech world that generative AI hasn't reached. "Should we use AI here?" has quietly become "where shouldn't we?", and AI code has quickly evolved from a joke into standard industry practice.

I took myself off to Athens SEO., and have written up my findings! The conference brought together SEO professionals, marketers, and industry experts to discuss the latest developments shaping the search landscape. It was a valuable opportunity to explore emerging trends, exchange ideas, and gain practical insights into the future of search.

A handful of the Hookflash SEOs put down our laptops, picked up our notepads and headed to Brighton for one of the largest SEO conferences in the digital marketing world: BrightonSEO’s April conference. Here are some of our biggest takeaways from BrightonSEO in April 2026...

Reddit is getting a lot of attention in SEO right now, and for good reason. It's consistently one of the most cited sources across LLMs, meaning that as more users turn to AI-powered search for answers, Reddit is frequently part of what shapes those responses. That's not lost on SEOs, and it's driving a lot of interest in Reddit SEO strategy.

We're all familiar with what eating means in our day-to-day lives, but what does EEAT have to do with SEO...?

Calculated Metrics in GA4 are nothing new – they existed in Universal Analytics too – but they are one of the most under-utilised features. Although you only get five Calculated Metrics in a free property, they are a hugely powerful in making Google Analytics more actionable, particularly for Ecommerce brands.