Knowledge Hub

Debunking and Demystifying Generative Information Retrieval: Misinformation in The SEO Space

An evidence-based breakdown of generative information retrieval myths, separating SEO misinformation from fundamentals across chunking, information gain, and LLMs.txt.

Dawn Anderson - SEO Consultant and Founder, Bertey

March 2026

From Archive to Asset: How to Optimise Existing Videos for Search & AI in 2026

Discover how optimising your existing video library boosts AI citations, YouTube visibility, and search performance without creating new content.

Georgie Kemp - SEO Lead, VEED

February 2026

Why Going Viral Isn’t the Flex Your Boss Thinks It Is: How to Craft Content with Purpose

Zoe’s WTSFest London talk challenges the obsession with going viral and introduces her PURPOSES framework - a practical system for creating strategic, multi-platform content built on trust, clarity and long-term impact.

Zoe Burke - Head of Content, Brand & Social Bridebook

February 2026

From Retrieval to Selection: How AI Chooses Content

A practical guide to Selection Rate Optimization, explaining how AI systems choose content and what makes pages safe to cite.

Aimee Jurenka - SEO Strategist

February 2026

How to Set Goals You Can Actually Achieve – WTSTalk with Hannah Smith

Learn why goals fail and how to set achievable challenges by focusing on emotion management, realistic ambition, and time constraints.

Hannah Smith - Head of Content, Women in Tech SEO

February 2026

AI Crawlability: What SEOs Need to Know to Stay Visible in AI Search

Learn how AI bots like GPTBot and PerplexityBot differ from Googlebot, what blocks them, and how to safeguard your visibility in answer engines.

Shannon Vize - Sr. Content Marketing Manager and Team Lead, Conductor

January 2026

AI Search Unpacked: AMA with Emina Demiri-Watson

In this Slack AMA, Emina Demiri-Watson shares practical insights on AI search, GEO, LLM optimisation, brand visibility, and how SEO teams should adapt without chasing hype.

Emina Demiri-Watson - Head of Digital Marketing at Vixen Digital

January 2026

From Self-Doubt to Confidence: AMA with Tazmin Suleman

For 1 hour, Tazmin shared candid advice in the #wts-amplify-me Slack channel on marketing careers, community, and confidence - offering practical insights and encouragement for anyone finding their way in the industry.

Tazmin Suleman - Founder & Coach

December 2025

AIO/GEO: Separating Facts from Theories in AI Search

Explore what actually works in AI search. This article breaks down high-evidence AIO tactics, common misconceptions, the role of structured data and authority signals, and how to prepare your content for AI Overviews, ChatGPT, Gemini, Perplexity, and beyond.

Jasveer Matharu - Co-Founder & Head of R&D, Oxford Comma Digital

December 2025