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How important is it to optimise for organic chatbot visibility?

The SEO world is facing its biggest shake-up in decades. As chatbots and AI-powered assistants like ChatGPT, Gemini, Perplexity, and Claude increasingly serve as primary sources of information, a new term has entered the digital marketing vocabulary: Generative Engine Optimisation (GEO). GEO refers to the process of optimising your website or content to appear in… Read more How important is it to optimise for organic chatbot visibility?

Posted on 26/07/202506/08/2025 by vulkanoff

How to personally help reduce the global CO2 emissions by 12%

Only 20 industrial greenhouse gas emitters were responsible for almost half of the total greenhouse gasses generated between 1988 and 2015. And 100 companies were the main cause of 71% of the global emissions. Unsurprisingly most of these are coal and oil giants or whole countries. So how do we affect these massive corporations and… Read more How to personally help reduce the global CO2 emissions by 12%

Posted on 18/10/202118/10/2021 by vulkanoff

Launching new brand using paid social channels

Launching a new brand can be a daunting experience, doubly so when budgets are tight and you need to ruthlessly optimise your paid social campaigns. Paid social is by no means a mandatory channel when launching a new product or service. Some clever PR and the right product-market fit can get quite a lot of… Read more Launching new brand using paid social channels

Posted on 06/10/202001/01/2021 by vulkanoff

Writing better email newsletters

I’ve been thinking and even writing about email a lot lately. Part of it is because of my job, but the most recent spark of inspiration came from a delightful twitter thread by Hugh Weber about his 11-year old daughter Emerson and her habit of writing letters: I highly suggest you read the whole thing… Read more Writing better email newsletters

Posted on 04/05/2020 by vulkanoff

Marketing in times of pandemic

Each crisis presents unique challenges, but also unique opportunities. The current global pandemic is no different. Many companies will be severely affected and without financial support are likely to go out of business. At the same time brands that are fortunate enough to have robust supplier and logistics should try and benefit from situation. Small… Read more Marketing in times of pandemic

Posted on 26/04/2020 by vulkanoff

Misconceptions about email

hey.com, a project by the people behind basecamp.com, is launching this April. The concept – email is broken and someone needs to fix it. You can read through their launch manifesto and apply to the waiting list, if you are interested. As a person working with email and advising e-commerce brands how to use it,… Read more Misconceptions about email

Posted on 16/02/2020 by vulkanoff

The Fable of the Dragon-Tyrant | Metaphors of Death

Is death the natural conclusion of life? Is it ethical for a species to reach for immortality? This wonderful essay by Nick Bostrom, turned into a short animated video by popular youtuber/podcaster CGP Grey tries to answer this ethical dilemma… Read more

Posted on 08/02/2020 by vulkanoff

The P&G Memo that led to focused brand teams

Sometimes you stumble upon pieces of knowledge that manage to distill whole professions in a few eloquently written paragraphs. I’ve studied marketing and branding for more than 10 years now and this memo, sent out to the marketing team of P&G 88 years ago, is the best description of the “brand men”’s duties and responsibilities… Read more The P&G Memo that led to focused brand teams

Posted on 25/10/2019 by vulkanoff

The power of vulnerability

TED.com has been one of the places online where you could always find though-provoking and inspiring talks. You could even say it’s full of ideas worth spreading… Brené Brown‘s talk about the power of vulnerability is 100% worth your time. With almost 40 million views it’s not unlikely that you’ve seen it before, but this… Read more The power of vulnerability

Posted on 02/03/201901/01/2021 by vulkanoff

Despite all bad news, the World is getting better

If you had the chance (or the misfortune) to sit through the full evening news, you may think that the World is going to end in the next 24 to 48 hours. The thing is, bad news generate viewership, we all slow down and look when there is a car crash in the motorway, don’t… Read more Despite all bad news, the World is getting better

Posted on 21/01/2019 by vulkanoff