Knowledge Hub

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

Why Product Feeds Deserve More Love (Beyond PPC)

A practical guide to why product feeds matter far beyond PPC. Learn how optimising titles, attributes, GTINs, images, and categories boosts both paid and organic visibility, strengthens Google Merchant Center performance, and bridges the gap between SEO and PPC teams.

Meriem Nacer - Paid Media Consultant, Coach & Trainer

November 2025

All things Local SEO: AMA with Claire Carlile

For 1 hour, Claire Carlile answered questions from WTS members in the #seo-local channel, covering everything from managing Google Business Profiles and local citations to rebrands, link building, and optimising for AI and evolving search.

Claire Carlile - Local Visibility Expert at Whitespark

November 2025