Featured
Answer Engine Optimisation Explained: How to Get Cited by AI Assistants
What process do AI assistants use to select their citation sources? The platforms demonstrate a uniform behaviour which enables the creation of a reliable description despite the absence of a published algorithm. They retrieve before they answer. Most current systems use retrieval-augmented generation — they search for…
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What Is AI Search Optimisation? A Practical Guide for UK Businesses
AI search optimisation enables businesses to achieve direct question responses from AI systems which include ChatGPT and Google’s AI Overviews and Perplexity and Gemini. The system provides technical access to AI crawlers while it defines entities explicitly and organizes content for immediate answers and maintains uniform brand information across…
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SEO vs GEO: Which One Does Your Business Actually Need?
SEO optimizes websites to achieve higher positions in search engine result pages. GEO, or generative engine optimization, aims to help AI systems identify the best answers to user queries. These two fields exist independently of one another. SEO produces the signals that GEO relies on. Therefore, all companies should…
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The complete guide to ChatGPT ads (2026)
Every so often, a new advertising platform arrives that genuinely changes the game. Google did it in 2000. Facebook did it in 2007. TikTok did it in 2020. In 2026, it’s ChatGPT’s turn. Since OpenAI began testing ads in February 2026, ChatGPT has moved from…
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How Google Ads actually work in 2026, and why most accounts are quietly wasting money
How Google Ads really work in 2026, including automation, Performance Max, rising costs, and why most businesses waste budget by using outdated strategies. Written by Castle, a UK digital marketing agency.
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GEO and SEO in 2026: how search really works now, and why most brands are already behind
An in-depth guide to GEO and SEO in 2026, explaining how AI search works, why rankings are changing, and how brands can stay visible in generative results.
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How paid social media advertising works in 2026
A clear, intelligent breakdown of how paid social media advertising really works in 2026, from AI-led targeting and creative strategy to attribution, rising CPMs, and what brands must do to make paid social perform.
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The future of eCommerce marketing in 2025 and beyond
ECommerce has evolved faster in the past five years than in the two decades before. With online competition at an all-time high, success now depends on more than just good products or ads — it requires data-led strategy, seamless website design, and measurable performance marketing. At Castle, we help eCommerce brands scale sustainably through results-driven campaigns, conversion-focused design, and real-time data optimisation.
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PPC for ecommerce: the ultimate guide
Pay-per-click PPC advertising can be very beneficial for promoting eCommerce stores. It has proven results for maximising leads and increasing revenue. Ideal for targeting high-intent customers, PPC is perfect for the data-driven nature of eCommerce. If you own an eCommerce store and have considered running PPC for eCommerce…
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