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The latest from I-COM

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Covering a host of digital marketing trends, tips, and tricks along with the latest news from I-COM.

Looking for help with digital marketing? Take a look around our services and sector pages to see how we can help your business thrive online. Alternatively, give us a call on 0161 402 3170 and a member of our team will be happy to help!

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Jul 20, 2026

Why AI Search Is Changing How People Research Legal Services

For firms that have neglected PR or off-site presence, the cost of building it is increasing as the importance of AI search grows. Firms that invest now - in consistent digital PR, in getting partners quoted in the right publications, in building original research into their content mix, in structuring content for AI extraction - are laying the foundations for visibility where their future clients are already looking. Read more in our blog post here
Jul 1, 2026

What AI Search Engines Look for When Choosing Which Brands to Cite

AI search tools like ChatGPT, Perplexity, Google's AI Overviews, and Gemini are now a primary way people find information and recommendations online. But unlike traditional search engines, which rank pages based on keywords and links, AI engines decide which brands to surface based on a much broader set of trust and credibility signals. If your brand isn't being cited, it's likely missing one or more of the factors these systems look for. Here's what actually matters, and what you can do about it.
Jun 30, 2026

Why Digital PR Is Now a Core SEO Investment

Digital PR has always had a role in SEO. The connection between earning coverage in authoritative publications and improving search visibility is not new. But for many professional services firms, PR and SEO have sat in separate conversations, measured differently, resourced differently, and in some cases not joined up in a way that maximises the value of either.
Hand using laptop and press screen to play a video.Jun 11, 2026

SEO Isn't Just Text Anymore: How Video Fits Into Modern Search Strategy

If your firm's SEO strategy still treats video as optional, you are missing one of the most visible channels available. This is particularly true for professional services. Discover why video is now crucial for SEO in professional services. Learn how YouTube videos appear in AI Overviews and drive early-stage prospect discovery.
Jun 1, 2026

The Real Cost of AI Content: Why “Cheap Content” Often Becomes Expensive

Here, the digital marketing experts at I-COM look at what happens when AI-generated content goes live without proper oversight. We explain how weak, generic or poorly reviewed copy can affect site performance, how audiences may respond to AI-led content, and where the risks sit for trust, engagement and conversion. We also explore how businesses can use AI more effectively by treating it as part of a curated content process rather than a substitute for human judgement, strategy and editing.
May 29, 2026

May 2026: The Month Search Fundamentally Shifted

There's been a lot of updates and announcements in the SEO community this week. Here's what changed, why it matters, and what you need to do about it. 
May 28, 2026

Key takeaways from Google I/O 2026

It’s been a big week for Google announcements, with their annual I/O and Marketing Live events taking place. Here's the key takeaways that you need to know for your 2026 marketing strategy.
May 20, 2026

How to Collect Reviews Across Multiple Platforms: A Guide for Law Firms

For law firms, reviews are no longer just a measure of reputation. They are a working part of how a firm gets found, both in traditional search results and through AI-driven tools such as ChatGPT, Google's AI Overviews and Perplexity. We covered why review collection should be a never-off marketing activity in a previous post. This guide focuses on the practical side of doing that across more than one platform.
May 8, 2026

How to Write for AEO/GEO: The Shift From Ranking to Being Referenced

 Learn how AEO and GEO are changing content writing, and how to create clear, structured content that can rank well and be referenced by AI search tools.
Apr 29, 2026

Why Collecting Reviews Should Be a 'Never-Off' Marketing Activity for Law Firms

For legal firms, where trust is central to every enquiry and every conversion, leaving review collection to chance is a clear gap. The firms that treat it as a never-off activity, built into the client journey and spread across relevant platforms, are the ones that see the compounding benefit over time.
Apr 13, 2026

Why Case Studies Are One of the Most Powerful SEO Assets You Can Publish

Most SEO content is designed to rank and inform – service pages, guides, and product listings. Case studies show the impact of that content in real scenarios.
Feb 26, 2026

How Industry Awards Can Boost Your SEO Performance

In an increasingly crowded digital landscape, standing out in search results is more challenging than ever. Businesses invest heavily in on-page optimisation, content strategy and user experience, but often overlook a powerful, off-page trust signal: industry awards.
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Digital Marketing Specialists

We are I-COM

Formed in 2005, we have grown to be one of Manchester's largest independent digital marketing agencies.

With a large in-house team of specialists we provide a range of digital services including web design, web development, digital marketing, SEO, branding, content marketing, PR and outreach, social media marketing and paid search marketing, we cover every digital marketing need you may have. Call on 0161 402 3170 or use the contact form to get in touch.

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