Author
Ian Duncan has worked in digital marketing for over thirty years, across search, paid media, email, marketing automation and more recently the problem of getting businesses named by AI assistants. He founded Axiom Flux in 2024 to do the work he had spent three decades watching agencies get wrong, which is joining the channels up rather than running them in separate silos. He writes the guides on this site himself, and works with clients across medical aesthetics, private healthcare, home improvement and financial services from Fife, Scotland.
What actually changed in search, what the evidence supports, and what to do about it. Covers generative engine optimisation, answer engine optimisation,…
Essential Local SEO Strategies for Businesses in 2025 For businesses serving customers in specific geographic locations across the UK, Local SEO is…
Earning Trust Backlinks Through Quality and Relevance Link building remains a cornerstone of off-page SEO, but the landscape has changed dramatically. Gone…
An Introduction to Video SEO: Optimising Video for Search Success Video content is no longer just a nice-to-have; it’s a powerful tool…
Core Web Vitals (CWV) Explained: Why Site Speed & UX Matter for SEO Google wants to provide users with the best possible…
What is Schema Markup and Why Does it Matter for SEO in 2025? As search engines, including AI-driven experiences like SGE, become…
Building Topical Authority with Pillar Pages and Cluster Content In today’s SEO landscape, simply targeting isolated keywords isn’t enough. Google increasingly rewards…
E-E-A-T Explained: Why Google Demands Experience, Expertise, Authoritativeness & Trust If you’re involved in SEO or content creation, you’ve undoubtedly heard about…
Understanding Google SGE and Its Impact on Your SEO Strategy You’ve likely noticed changes in Google’s search results recently, with AI-generated summaries…
Your 2025 SEO Strategy Guide from Axiom Flux Welcome to the essential Axiom Flux guide for businesses navigating Search Engine Optimisation in…
Discover proven marketing strategies for Harley Street aesthetic clinics. From digital innovation to patient journey optimisation, learn how successful practices attract and…
Comprehensive analysis of UK's £3.2B aesthetic industry reveals 8.4% growth, with detailed insights on treatment pricing, regional performance, and strategic opportunities. Essential…
