Jessie Healy 🎨

If you're running Facebook ads and want to scale more: Follow where the 𝗺𝗼𝗻𝗲𝘆 𝗶𝘀 𝗮𝗹𝗿𝗲𝗮𝗱𝘆 𝗴𝗼𝗶𝗻𝗴. A lot of brand owners I speak to think they know who their ICP is. But when I look at which demographics are receiving the most spend on Facebook, it tells 𝗮 𝘄𝗵𝗼𝗹𝗲 𝗼𝘁𝗵𝗲𝗿 𝘀𝘁𝗼𝗿𝘆. Facebook is your business partner, and it wants you to make as much money as possible with your ad dollars so that you spend more. Therefore, its algorithm is going to push spend to who it thinks is 𝗺𝗼𝘀𝘁 𝗹𝗶𝗸𝗲𝗹𝘆 𝘁𝗼 𝗽𝘂𝗿𝗰𝗵𝗮𝘀𝗲. In one simple breakdown, you can see exactly which demographics are receiving the 𝗺𝗼𝘀𝘁 𝘀𝗽𝗲𝗻𝗱, and who are the 𝗺𝗼𝘀𝘁 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗹𝗲. This should be followed up by in-depth research to find out more (KnoCommerce surveys, customer reviews etc.), but it is great for giving you a high-level overview. And it can help inform your creative strategy moving forward. For example: → You thought your customers were 100% female, but you see males are receiving 25% of spend ↳ Dig deeper into the data, and possibly build ads around a gifting angle targeted at males → You thought that your ICP was 25-35-year-old males, but 55+ males are receiving 39% of spend ↳ Produce ads around winning angles using an older avatar instead of a younger one You can see this breakdown by: 1. Going to the 𝗯𝗿𝗲𝗮𝗸𝗱𝗼𝘄𝗻 section on ads manager 2. Selecting 𝗮𝗴𝗲 𝗮𝗻𝗱 𝗴𝗲𝗻𝗱𝗲𝗿 3. Sort by 𝗮𝗺𝗼𝘂𝗻𝘁 𝘀𝗽𝗲𝗻𝘁 Try it your own ad account and I guarantee you'll have some interesting findings.

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Most brands are doing SEO wrong in 4 layers. (And don’t realise which one’s holding them back.) Here’s the brutal truth: Every drop of visibility you're losing falls into one of these buckets... And in 2025? SEO isn’t one game. It’s 4 distinct battles you need to win: GEO (Generative Engine Optimization) – The Citation Battle - Ranking isn’t enough, Are you cited in ChatGPT, Gemini, Perplexity? - Think prompt phrasing, comparison blogs, expert lists No GEO = No mention = No trust AEO (Answer Engine Optimization) – The Snapshot Game - Own snippets, AI overviews, voice searches - Structure wins here: FAQs, schema, entity-rich answers No AEO = You don’t even show up AIO (AI Integration Optimization) – The Scale Factor - Plug into tools, APIs, workflows... let AI use your content - Think programmatic briefs, data-fed summaries, markdown chunking No AIO = No scale = Content chaos SXO (Search Experience Optimization) – The Conversion Engine - SEO isn’t just to rank, It’s to convert - Fast UX, scrollable layouts, mobile-first pages No SXO = Traffic that bounces Let’s take 2 real-world examples: DTC Brand Reality: AEO: Missed voice snippets and product schema GEO: No AI citations, poor content depth AIO: Manual content ops, no workflows SXO: Slow checkout flow, low conversions SaaS Startup Truth: AEO: Weak FAQs, no entity markup GEO: Blog lacks citations or prompt relevance AIO: No system for scaling blog or docs SXO: Long forms, high bounce on mobile You don’t have a traffic problem. You have a structure problem. Break SEO into 4: AEO: Gets you found in AI GEO: Gets you cited and trusted AIO: Gets you scalable content SXO: Gets you real conversions Common SEO Traps Long blogs, no structure = AEO fail No citations, no depth = GEO fail No workflow = AIO fail Poor design = SXO fail Your competitors ranking in ChatGPT? They cracked this. While you publish more posts and blogs randomly… They’re being retrieved, summarized, and chosen. Your next SEO breakthrough isn’t another post... it’s a new lens: AEO, GEO, AIO, SXO. Try These LLM-SEO Tools Built for AI visibility, citations, and structure: Semrush Enterprise AIO/AI Tool-Kit Peec AI Brandlight GrowthX AI AthenaHQ Cognizo Bluefish That’s how you rank and retrieve in 2025 and stay there. ♻️ Repost it to share with your network Follow me Madhav Mistry for insights on marketing

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Fab to join the State of Play panel last night on the future of SEO Worried about how AI might affect SEO? Key things we're thinking about right now at eight&four: 1) AI hasn't and will not 'kill' Google The actual big story going on in Search isn't LLM stealing market share, it's expansion & fragmentation of search surfaces... Datos’ Q2 report showed YouTube has tripled YoY, Pinterest search doubled, Reddit search +30%. Meanwhile, LLM prompt growth is modest (and early evidence seems to indicate the more people use the LLM's, the MORE they then use Google...!) So - don't get too focused on AI panic, instead stand back and think about how to build distributed influence across as many search surfaces as possible.. this means SEO teams need to be partnering with social teams, PR teams, paid teams - breaking down these baked in digital siloes internally (it's why we integrated a PR & comms agency into eight&four this year - to drive that integrated thinking for our clients) 2) If an agency is trying to panic you, walk away ESPECIALLY if they're trying to sell you a "GEO Ranking dashboard" 🙄. As always with any AI hype, step back, think critically, trust your professional judgement. Replace GEO theatre with clear roadmaps to assist with LLM inclusion, adapt owned content entities to support answer generation (in LLM's, or new AI features being implemented in Google - AI mode, Overview etc.). And yes, take those traditional SEO techniques (technical, schema, IA) into Reddit, YouTube, TikTok! 3) This is a huge opportunity for "SEO" Any hype cycle brings one clear benefit to marketeers - ATTENTION. Use this window of attention SEO is currently getting to make powerful changes to the way your organisation values and prioritises world class content strategy. Reclaim that consultancy seat. Authoritatively push for more effective content investment. 2026? Let's break down silo'ed digital channels, and work effectively together to drive DISCOVERABILITY for our brands. One integrated team, different specialists, working together to show up for our customers, with the right information, in the right places. Fortune favours the brave - go get it!! 🔥🔥🔥 Big thanks to Jessica R. for the invite, and fellow panellists Andrew Fox Helen Pollitt Jessica Atkinson João Filipe Pereira Mark Evans for a great chat 🙏

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Shopify’s latest update could break your tracking (And your ROAS) Most eCommerce brands don’t realise how fragile their tracking setup actually is. And Shopify’s latest move is about to expose that. Here’s what’s changing: Script Tags, checkout.liquid, and Additional Scripts on your Thank You and Order Status pages are being deprecated. From 28 August 2025 (Plus stores) and 26 August 2026 (non-Plus), these legacy tracking scripts will stop working completely. For any store still using the old approach, here’s what happens: ❌ Purchase events stop firing ❌ Retargeting audiences vanish ❌ Attribution data goes dark And when platforms like Google, Meta, or Microsoft can’t see sales… the algorithm stops optimising. Your campaigns look broken, and ROAS collapses almost overnight. Migrate to Checkout Extensibility and rebuild tracking with Customer Event pixels. It’s the only way to protect purchase tracking going forward. This isn’t a minor patch. It’s a very important shift in how Shopify handles conversion tracking and ignoring it will kill your PPC performance fast. 👉 Have you already migrated your Shopify tracking setup, or are you still relying on the legacy scripts?

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