The Dilate Blog

On any given day, Google, ChatGPT, Gemini, Perplexity (you name it), hand out instant answers before a single blue link can load. If your brand isn’t baked into those AI answers, summaries, and snippets, you’re simply not in the conversation. Enter, Generative Engine Optimisation, or GEO. Our team have been experimenting, testing, and learning about […]

We’ve got some exciting news to share. Mentor Marketing, one of WA’s most respected media and programmatic agencies, is officially part of Dilate. If you haven’t come across Mentor before, they’re a boutique media agency led by Amanda Reid. Mentor Marketing is known for their deep expertise in traditional and programmatic media buying, strategic campaign […]

On 10 July 2025, every public post, Reel or carousel from a professional Instagram account became eligible to show up on Google’s search results. Overnight, your grid went from a cosy app corner to a live contender on the world’s biggest search stage. Why does that matter? Because search intent beats thumb-scrolling every day of […]

Late last month, I headed to Google Marketing Live in Sydney. Why? Because it's an event where we can get the drop on what’s happening, coming and changing in search. Google didn’t just share their product roadmap, but the intentions and research behind it - which is a huge deal! I heard their take on […]

In Star Wars: Attack of the Clones, Jedi Obi-Wan Kenobi stands in the Jedi Archives baffled by a mystery. He’s searching for the planet Kamino, but it’s nowhere to be found on the star maps. The archives show nothing-prompting the Jedi librarian to insist, ‘If an item does not appear in our records, it does […]

Search is changing. Not in a “robots have taken over” kind of way. But quietly, steadily, and in ways that are starting to mess with your rankings. And no, it’s not just because Google hit the big red update button again. It’s because artificial intelligence, particularly large language models like GPT and Gemini, are now […]

Google Ads can be a goldmine—when handled correctly. But one of the biggest mistakes businesses make is cranking up their ad budgets overnight, expecting an instant increase in conversions. Spoiler alert: it doesn’t work that way. Sudden, large budget jumps can throw your campaign into chaos, resetting the learning phase and sending your cost-per-click (CPC) […]

AI isn’t here to take over marketing. But it is changing it—fast. Too many businesses still see AI as either a gimmick or a threat. Some think it’s a shortcut to instant results. Others fear it’ll make human marketers redundant. Both are wrong. The reality? AI isn’t replacing marketers. It’s making them more effective. It’s […]

Look, we all use ChatGPT. It's practically part of the team at this point—brainstorming ideas, cranking out content, and making us feel smarter than we are. But if ChatGPT is the only AI tool in your stack, you're coasting while everyone else is lapping you. AI in 2025 isn't just about automating the boring stuff—it's […]

AI-driven personalisation isn’t some futuristic concept—it’s happening now. The brands that get it right see higher conversions, better retention, and customers who actually feel like the brand “gets” them. The ones that don’t? They’re still scratching their heads, wondering why their email open rates are lower than a gym in December. But let’s be honest—scaling […]