Strategy & Insights

Legal clients are turning to AI long before they contact a lawyer. Here’s what firms need to prioritise in 2026 to remain part of the client’s shortlist.

Google Ads, social, AI search all run on the same signals: fast sites, clear structure, relevant content. This short read explains how the work you do for SEO powers the rest of your digital ecosystem.

Google’s AI Mode is changing how people search and how brands are found. Bonfire SEO Manager Sarah Salameh explains what’s coming, what it means for marketers, and why the fundamentals of SEO still matter most.

AI is reshaping how consumers discover and engage with brands. Discover why a connected advertising ecosystem is now crucial for achieving visibility and measurable growth.

Ads are coming to Google’s AI Overviews and soon AI Mode. Our latest piece unpacks AI Max: what it is, where ads show, and what it means for Australian marketers right now.

AI is changing how people search and how often they click. With zero-click results becoming the norm, traditional traffic metrics no longer tell the full SEO story. Senior Media Strategist Nicole Ryan explains how Bonfire is adapting our SEO approach for AI-driven search, from making content easier for machines to interpret to tracking visibility in new ways.

Instagram posts can now show up in Google search results, but only if you’ve set things up correctly. We break down what’s changed, why it matters, and the simple steps marketers can take to make their content discoverable beyond the app.

Too many campaigns still start in Ads Manager, not with the audience. There’s a better way to plan, one that begins with the people you actually want to reach. It’s a small shift that can make a big difference to how your campaigns perform.

Not long ago, eCommerce growth was simple: spend more on media, sell more products, scale the business. That model doesn’t hold anymore. With rising costs and increased competition, revenue-first campaigns are starting to fall short. Growth now depends on the quality as well as the quantity of your conversions.

Google’s AI-led search is rewriting the rules of brand visibility. Bonfire’s General Manager – Growth unpacks what this means for marketers, and how to stay front and centre in a zero-click world.

Google’s AI Mode is already changing how people search in the US and India. It hasn’t launched in Australia yet, but when it does, it will reshape how brands are discovered, surfaced, and selected online. Here’s what you need to know before it arrives.

AI is reshaping how content earns visibility. Discover why brands need a publishing mindset, how Bonfire’s team is adapting in real time, and what it means for the future of content strategy.