SEO, AI Search, Content & Growth Marketing
Advice and insight for growing businesses
Scaling your marketing function? Expanding into new markets? Trying to work out what actually moves the needle in AI-driven search? The Blu Mint blog covers the SEO, content and growth marketing questions that come up as businesses move from scale-up to enterprise.
Losing traffic to AI search? Don’t panic
AI answers are taking clicks from websites, yet the traffic you lose is often the least valuable. Here's why not to panic, and what SaaS and ecommerce teams should track instead.
The science of writing: Flesch reading ease scores
What is the Flesch reading ease score? Why does this matter for online content? Learn about which tools I use to check readability on client work.
How to write SEO articles with AI that rank
I published an article written entirely by AI. It ranked, then sank. Here’s how we write SEO articles with AI now, step by step, and what Google says.
SEO content writing vs copywriting: Are they different?
The term "SEO content writing" is perhaps a bit of a misnomer. Isn't it just copywriting with keywords added? If there is a difference, does it even matter?
Poisoned SERPs, why your rank tracker shows drops that never happened
Google is serving rank trackers fake results pages. Here is how to spot a poisoned SERP, why it is happening and what to check before you panic about a ranking drop.
What is Google's E-E-A-T and why it matters
Google always prefers websites that emphasise quality content and have a strong E-E-A-T strategy. But what is E-E-A-T and why does it matter?
Vienna's family offices, foundations and private banking, marketing in a discretion-first market
What actually earns trust marketing to Vienna's family offices, foundations and private banks, and why loud advertising works against you here.
German healthtech marketing; content built for a regulatory landscape that's moving right now
Germany pioneered digital health reimbursement, and its rules just changed again in January 2026. Here's what genuine German healthtech marketing actually needs to reflect.
Why defence tech marketing is really a PR problem first
Most defence tech companies do not have a marketing function. They have a Frankenstein's monster of sales, comms and PR. Here is what that actually changes.
Why Israeli tech companies need marketing partners who already understand the sector
Why Israeli tech and defencetech companies scaling into the US, EU and Gulf need a marketing partner who already understands the sector, from Blu Mint.
Gulf enterprise marketing, why Arabic-language content is the real differentiator
A recent consulting engagement found no Gulf enterprise providers that combine regional presence with native Arabic capability. Here's what that gap actually means for marketing.
Website migration SEO risk; what actually happens when it goes wrong
A forgotten noindex tag can wipe out organic traffic almost entirely and take over a year to recover. Here's what website migration actually risks and how to protect against it.
International SEO for DACH, when Germany, Austria and Switzerland actually need separate treatment
Same language, three different countries. Here's when Germany, Austria and Switzerland genuinely need separate SEO treatment, and when they don't.
Content marketing ROI, why most businesses can't actually prove it
The content marketing ROI formula is simple. Most businesses fail before they even get to use it because their measurement setup can't isolate what content actually did.
Swiss fintech and banking marketing: what actually works
Switzerland's BNPL market is growing over 20% a year and consolidating fast. Here's what that means for how fintech content actually needs to work.
AI citation tracking, why visibility and traffic aren't the same metric anymore
AI Overviews cut position-one click-through by 34.5%, and Google won't tell you which keywords trigger them. Here's what AI citation tracking actually involves.
In-house vs agency, what actually determines the right call for US marketing teams
The real cost and timeline differences between in-house marketing and hiring an agency, with data to help you decide.
GDPR-first content marketing, writing for European B2B audiences without triggering compliance
Most content marketing playbooks assume aggressive tracking and gated forms. Here's why that approach fails DACH and Nordic audiences, and what to do instead.
How we actually use AI in content production (and where it stops)
A study of 220+ sites shows that AI content at scale backfires. Here is the actual human-AI workflow we use instead, with a live example.
British English or American English: what should your business actually use?
Should your business write in British or American English? An Estonia-based Brit who writes mostly for US clients breaks down what actually decides it.