Industry
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.
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.
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.
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.