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80/20 Digital Founder, Colm MacGowan, recently presented a keynote at the Mortgage & Finance Association of Australia (MFAA) Conference, exploring how AI is changing lead generation for mortgage brokers. In this article, he shares the biggest insights from the keynote and panel discussion, and explains why trust, brand and operational excellence have become the foundations of being recommended by AI.
AI platforms like Claude, ChatGPT and Google Gemini are rapidly becoming the first step in the customer journey. Buyers are no longer searching using simple keywords. They are having detailed conversations with AI to qualify providers before visiting websites. More than 60% of searches now result in no click, as users increasingly get answers directly from AI-driven search experiences.
Cutting advertising during a recession can slow recovery and cost you market share. Demand doesn’t disappear, people just take longer to decide and compare more. Paid ads can bring enquiries in fast, while SEO builds lower-cost leads over time.
Most businesses do not have a lead generation problem; they have a lead follow-up problem that causes potential customers to be lost after the initial enquiry. Responding to enquiries within minutes significantly increases the likelihood of converting a lead into a customer. Phone calls generally outperform email-only follow-ups because they allow businesses to qualify leads, answer questions and build trust
Answer Engine Optimisation (AEO) focuses on helping AI search platforms understand, verify and surface content as direct answers to user questions. AI search engines such as ChatGPT, Google AI Overviews, Gemini and Perplexity prioritise clear, structured and trustworthy information over traditional ranking signals alone. Content performs better in AI search when answers are stated clearly, written in plain language and
Google’s E-E-A-T framework stands for Experience, Expertise, Authoritativeness and Trustworthiness and helps evaluate content quality and credibility. E-E-A-T is not a direct ranking factor but is closely aligned with the signals Google uses to assess valuable, trustworthy content. Demonstrating real-world experience and industry expertise helps build confidence with both users and search engines.
Weak passwords and password reuse remain major causes of data breaches, identity theft and cyber security incidents. Password managers help users create, store and manage strong, unique passwords across multiple accounts securely. Bitwarden provides encrypted password storage, automatic login capabilities and password generation tools that improve security and convenience.
AI copywriting tools can significantly improve content production speed, efficiency and data analysis capabilities for marketers. Human copywriters remain essential for creativity, emotional intelligence, storytelling and audience-specific communication. The most effective content strategies combine AI’s speed and analytical power with human insight, experience and strategic thinking.
80/20 Digital earned multiple Gold and Silver awards at the Vega Digital Awards for delivering exceptional digital marketing results across several client campaigns. Award-winning campaigns generated significant business growth through a combination of SEO, lead generation and integrated digital marketing strategies. The Vega Digital Awards recognise excellence in creativity, innovation and measurable performance within the global digital marketing industry.
80/20 Digital received 10 NYX Awards recognising excellence in digital marketing and return on investment (ROI) across multiple client campaigns. Award-winning campaigns demonstrated the effectiveness of SEO, Google Ads and integrated digital marketing strategies in driving measurable business growth. Clients across multiple industries achieved significant improvements in revenue, lead generation, search visibility and overall marketing performance.
Short-form video has become one of the most engaging content formats across platforms such as TikTok, Instagram Reels and YouTube Shorts. Consumers increasingly prefer short, easy-to-consume videos that deliver information, entertainment or product insights in a matter of seconds. Effective short-form videos capture attention quickly, communicate a clear message and include a strong call-to-action.
80/20 Digital was recognised at the 2024 AVA Digital Awards, earning both Platinum and Gold awards for outstanding digital marketing campaigns. The award-winning SEO campaign for Showfront delivered significant growth, including a 35% increase in year-over-year revenue and substantial improvements in search visibility. Integrated digital marketing campaigns for Betta Fire Protection generated exceptional business results, including an 1,800% increase in
Mobile optimisation is essential, as most users now browse websites on mobile devices and Google prioritises mobile-first indexing. Simple, intuitive navigation helps visitors find information quickly and improves overall user experience. Fast-loading websites reduce bounce rates, improve engagement and contribute to better SEO performance.
Verifying your Google Business Profile is essential for improving local search visibility and establishing business credibility on Google Search and Maps. Google offers several verification methods, including phone, email, postcard, video call and video recording verification. Google increasingly relies on video verification methods to confirm that businesses are legitimate and operating at their claimed locations.
Email marketing remains one of the most effective digital marketing channels for driving engagement, leads and customer action. Sending too many emails can lead to subscriber fatigue, lower engagement and increased unsubscribe rates. Personalised email campaigns perform better because they deliver more relevant content to specific audience segments.
Professional company photography helps strengthen brand credibility and creates a more authentic connection with customers. Consistent, high-quality headshots improve professionalism and help present a unified team image across websites and marketing materials. Team photos should reflect company culture while showcasing employees in natural and engaging environments.
Short-form video content continues to dominate social media, with platforms prioritising engaging, bite-sized video experiences. Storytelling is becoming increasingly important as consumers seek authentic and relatable brand interactions. Personalised content helps businesses improve engagement by delivering more relevant experiences to specific audience segments.
Google Analytics 4 (GA4) replaces Universal Analytics (UA) and introduces a new way of collecting and analysing website data. GA4 uses an event-based tracking model rather than the session-based model used by Universal Analytics. The platform is designed to provide better cross-device tracking and a more complete view of the customer journey.
Successful lead generation focuses on attracting quality traffic rather than simply increasing visitor numbers.
Well-designed landing pages play a critical role in converting website visitors into enquiries and customers.
Content marketing helps build trust, improve search visibility and position businesses as industry authorities.
Purchasing multiple domain variations can help protect a business’s brand identity and reduce the risk of competitors or third parties using similar domains. Securing common domain extensions, misspellings and alternative versions of a domain can help prevent customer confusion and lost website traffic. Additional domains can be redirected to a primary website, allowing businesses to protect their brand without maintaining
Google reviews play a significant role in local SEO, customer trust and online reputation management. Fake reviews, whether positive or negative, violate Google’s guidelines and can damage business credibility. Purchasing reviews or encouraging non-customers to leave feedback can create long-term risks for rankings and consumer trust.
International Women’s Day highlights the importance of supporting, empowering and celebrating women in the workplace. Success in marketing and business often comes from continuous learning, adaptability and a willingness to embrace new opportunities. Authentic communication, confidence and vulnerability can help build stronger professional relationships and career growth.
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