Content
Editorial frameworks, content production and the line we draw between AI-assisted and AI-only. Where content strategy intersects with SEO and GEO, and where it doesn't. Written by the editors and strategists shipping client content this week.
How AI content creation actually reaches E-E-A-T standard
AI drafts the volume. A human owns the accuracy, experience and voice. Here is the real content pipeline Firewire uses to make AI content creation pass E-E-A-T.
AI product descriptions done right: unique copy at scale
How to write unique, benefit-led product descriptions at scale with AI, without shipping generic slop. Structured input, AI draft, per-page human edit.
Blog post template: 8 fill-in-the-blank structures you can copy right now
Grab a blog post template that fits any topic: 8 fill-in-the-blank structures to draft faster. No email gate, just copy and start writing.
50+ key AI writing statistics for 2026 (data, trends and sources)
AI writing statistics that show how marketers really use it: 40+ data points on adoption, quality, search impact and what it means for content.
4 SEO benefits of original content
Firewire explores 4 SEO benefits of creating original content for businesses and brands looking to stand out and increase traffic.
Supercharge your SEO writing process: the 2026 guide
SEO writing that ranks isn't guesswork. Follow our 8-phase process to plan, draft and optimise content that wins search traffic and converts.
Explore what else we publish.
Practical SEO writing from the team running Firewire's SEO programmes. Technical audits, schema engineering, migration playbooks, and what we're learning from current Google updates. Written for marketing managers who are tired of generic ranking advice and want to know what's actually moving the line in production accounts.
Paid search writing from the Firewire team. Campaign architecture, attribution modelling, budget strategy, ROAS analysis, and what AI-native operations change about what's possible in paid. The pieces are written by the specialists who'd run your account, not a content team translating from someone else's spec.
Generative Engine Optimisation writing. How brands earn citations inside AI-generated answers across ChatGPT, Perplexity, Claude, Gemini and Google AI Overviews. The newest discipline in search marketing, written from active client engagements rather than speculation: the entity work, the schema patterns, the measurement frameworks, the field reports.
Agency-level thinking. Frameworks for evaluating search marketing investments, market commentary, and the operating decisions behind how Firewire works. Written for marketing leaders making category-level calls, not for practitioners chasing tactics.
Notes on the search marketing industry from inside a working agency. Hiring, operations, the AI-native shift in how agencies are built, and reflections from running Firewire. A smaller category by design: we ship a piece here when there's something worth saying, not on a calendar.