Simon Emmins, Author at One2create

A chalk-style illustration on a blackboard showing "SEM" in a green cloud shape, with lines connecting to "PPC" and "SED" labels in green text.

PPC vs SEO: Which Is Best and When to Use Both

4 weeks ago in

PPC (pay-per-click) vs SEO (Search Engine Optimisation) is the debate that shows up the moment a marketing budget tightens up. Both routes can fill your diary with the right kind of enquiry, but they get there in different ways, on different timelines and at different

Google Search Console Platform Properties A 3D isometric illustration of a smartphone displaying a search interface with a location pin, star ratings and search bar, surrounded by floating icons including a magnifying glass, directional arrow and thumbs-up symbol, on a purple background.

Google Search Console Platform Properties: Tracking Your Social Media

2 months ago in

Google Search Console

Your social media content has been showing up in Google Search for years. You just haven't been able to see it. Until now, if someone searched Google and landed on your TikTok video or Instagram profile, that traffic was invisible to you. Google's own analytics

Google search updates 2026 A yellow background with a drawn search bar and a magnifying glass positioned over the right end of it, revealing the word "Update" alongside a circular refresh icon.

Google Search Updates 2026: What Actually Changed and Why You Should Care

2 months ago in

Google Core Update

No, your web developer didn't break your site. If your traffic took a tumble this spring, the far more likely culprit is Google, which has spent 2026 rewiring search more radically than at any point in the last decade. Two major core updates, a spam

Why a good-looking website doesn't always convert A flat illustration of a hand holding a pencil emerging from a smartphone screen, surrounded by web design icons including a lightbulb, typography symbol and image placeholder, alongside a browser wireframe layout on a light grey background.

Looks Aren’t Everything: Technical Reasons Your Website Underperforms

2 months ago in

Your website is stunning. The colours are on-brand, the imagery is gorgeous and your designer did a brilliant job. So why on earth aren't the enquiries coming in? It's a question we hear more often than you'd think. Businesses invest good money in a website

How AI search is changing SEO for small businesses A pair of hands typing on a white keyboard, with a digital graphic of an AI search bar and a robotic head icon floating above the laptop.

How AI Search is Changing SEO for Small Businesses: AEO, GEO, and Agentic Search Explained

3 months ago in

I’ve been in this industry since 1989, and I’ve watched search go from a curiosity to the single most important way that customers find businesses. I’ve seen the ground shift before: the move to mobile, the arrival of pay-per-click, and every Panda and Penguin update

AI Assistants vs. Chatbots: What’s the Difference?

3 months ago in

conversion rate optimisation

There’s a world of difference between a chatbot and a true AI assistant. If you’re relying on the former to handle customer enquiries, qualify leads, or support your sales process, you might be leaving a lot of business on the table. The Lowdown Chatbot ≠

When Should a Business Use an AI Website Assistant?

4 months ago in

conversion rate optimisation

Everyone’s adding AI assistants to their websites right now. Some of them are genuinely transforming how businesses handle enquiries and convert visitors. Others are popping up uninvited, asking vague questions, and annoying customers. The difference isn’t only the technology; it’s also the thinking behind it.

Why Your Website Isn’t Generating Enquiries

4 months ago in

conversion rate optimisation

Your website is live. It looks decent. You’re getting some traffic. And yet… Nothing? No enquiries, no quote requests, no contact form submissions. This is a common frustration that we hear from business owners, and almost always, the culprit isn’t what they expect. The good

Website lifecycle "Overhead view of a person typing on a laptop displaying a mock search engine results page with the word 'lifecycle' in the search bar, surrounded by stationery and a rubber band ball"

What is a Website’s Lifecycle?

5 months ago in

web design

Websites don’t sit still. Or rather, they shouldn’t. If your site looks exactly the same as it did five years ago, chances are it’s losing ground while everything else moves on. Every website has a website lifecycle, and knowing where you are in it can

Budget web design problems, Illustration of a website dashboard showing traffic dropping by 50 percent with downward arrows, representing performance issues caused by budget web design problems.

Buy Cheap, Buy Twice: Why Budget Web Design Won’t Pay Off

7 months ago in

web design

Cheap website design promises you speed and simplicity; a couple of clicks, a bargain basement price, and you’re live. It might look good on paper, but in practice, it usually isn’t. We see the same pattern again and again. Businesses launch on a budget, then

Author: Simon Emmins

PPC vs SEO: Which Is Best and When to Use Both

Google Search Updates 2026: What Actually Changed and Why You Should Care

Looks Aren’t Everything: Technical Reasons Your Website Underperforms

How AI Search is Changing SEO for Small Businesses: AEO, GEO, and Agentic Search Explained

AI Assistants vs. Chatbots: What’s the Difference?

When Should a Business Use an AI Website Assistant?

Why Your Website Isn’t Generating Enquiries

What is a Website’s Lifecycle?

Buy Cheap, Buy Twice: Why Budget Web Design Won’t Pay Off

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