On July 3rd, 2025, I spent the day at Google Digital Garage at The View Hotel in Eastbourne. It was a free event run by Google UK and organised by Enterprise Nation, packed with useful insights on AI, SEO, digital marketing, and how to stay visible online.

If you run a business or manage your own website, here’s a straightforward breakdown of what I took away.

1. AI Isn’t Magic, But It’s Getting Smarter

We started with a topic that’s on everyone’s radar: AI. One of the Google trainers put it plainly:

“With AI, it’s impossible to know what the future will look like.”

Right now, there are two main types to know about:

• Generative AI: Tools that create content based on your prompts. Think ChatGPT, Google Gemini, AI tools that can write, design, or generate media.
• Predictive AI: Tools that help you understand user behaviour. That’s where Google Analytics 4 (GA4) comes in, Google’s latest version of Analytics built for today’s privacy standards.

If your site isn’t connected to GA4, you’re missing a key tool. It shows you what’s working, where your traffic comes from, and how people interact with your content.

2. Copy-Paste AI Content Can Hurt Your Brand

One thing that came up again and again: AI is useful, but don’t just copy and paste what it gives you.

• It can make your brand sound generic.
• AI tools can sometimes generate “hallucinations”, information that sounds plausible but isn’t factually correct.
• It strips out your voice, which is what your audience trusts.

Use AI to speed up the process, not replace your insight. Start with a draft, but make sure the end result sounds like you.

Tip: Ask the AI tool, “Is this answer biased?” You’ll often get an honest response.

3. Watch Out for the Fine Print

There was a reminder about free tools that’s worth repeating:

“Anything that’s free, you kind of become the product.”

Before using a new tool for your business, especially something that handles data, check the terms. See how your content is stored, whether it’s used to train future models, and who can access it.

4. A Few Useful AI Tools You Might Actually Use

• NotebookLM: Research tool from Google that lets you upload documents and ask questions about them. It’s still in early access, but it can already help generate summaries, FAQs, and content outlines.
• Imagen3 / Midjourney: Visual tools for creative projects.
• Canva: Popular for non-designers. Now includes AI content and layout tools.
• SynthID: Tool from Google DeepMind that adds invisible watermarks to AI-generated images. It helps platforms detect synthetic content, even when it’s been edited.

5. Marketing Is About Story, Not Just Selling

“Marketing is telling the story you want your customers to hear.”

As simplistic as it may sound, that line stuck with me. Great marketing isn’t about shouting louder. It’s about building something people want to follow. Whether it’s a blog, social media, or email updates, focus on being useful, clear, and consistent.

6. Chatbots Have a Place, But People Still Want People

Chatbots are great for quick answers and after-hours messages. But most people still want to speak to someone who knows what they’re doing. If you use a chatbot, keep it simple and make sure people can still reach you directly when it matters.

7. How to Improve Your Chances in AI-Powered Search

Search results are increasingly personalised based on location, device, and browser history, so clarity and relevance matter more than ever.

To help your content show up in AI-powered results:

• Use step-by-step formats, bullet points, and clear headings.
• Write in a natural, conversational voice.
• Be genuinely helpful. Don’t just chase keywords.

8. Preparing for a Post-Cookie World

Third-party cookies are being phased out, which affects how websites track users and measure performance. Google’s Consent Mode doesn’t replace cookies, but it helps manage how they’re used based on each visitor’s consent choices.

If you rely on Google Analytics or run ads, it’s worth reviewing your setup now to make sure your tracking still works when users decline cookies.

9. A Smarter Way to Solve Business Problems

One session focused on practical problem-solving. The first step is to write a clear problem statement — something that describes the issue without blaming, and opens the door to possible solutions.

Then try tools like:

• SWOT: Strengths, Weaknesses, Opportunities, Threats
• 5 Whys: Keep asking “why” until you get to the root
• Six Thinking Hats: Look at the issue from different angles

10. Tools to Stay Organised

• Notion: Customisable and flexible for content planning or internal notes
• Trello: Great for task management and visual project boards

Pick the one that fits your workflow. The best tool is the one you’ll actually use.

11. The Basics Still Matter: Be Findable, Be Helpful

• Google Business Profile: Post updates, add offers, respond to reviews. It builds trust and improves local visibility.
• Google Trends: Google Trends shows what people are searching for and how interest changes over time. It’s a great way to spot rising topics and seasonal trends for blog content.
• Google Search Console: Tracks your site performance in search. Essential if you care about visibility.

Final Thought: Sometimes It’s Worth Getting Help

“Sometimes it’s better to go with a pro.”

I couldn’t agree more. You can learn the tools, but if your time is limited and you want results sooner, working with someone who does this every day can make all the difference.

Need help applying any of this?

If you’re not getting found online, or if your website still feels like hard work, I can help. I offer clear, personal support to improve your SEO and get your site working the way it should.

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Watch the Highlights

Here’s a short video I captured at the Google Digital Garage event in Eastbourne. A quick behind-the-scenes look at the day, the speakers, and the atmosphere. Great energy in the room and plenty of smart takeaways.

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