Tired of wasting your hard-earned cash into marketing strategies that just don't deliver? 

Frustrated with lacklustre leads that lead to dead ends? 

I get it. I’ve been there.

At SocialTap, we’ve generated over £200M in tracked revenue and 500k leads, we hold the key to digital marketing success.

We've spent the last six years perfecting the art of turning digital chaos into cold, hard cash.

We can help. 

Drop me a message and let's chat strategy.

Jon Wilson

In July 2024, a guy called Guy pitched me an idea.

A community for founders, business owners and exited entrepreneurs — with wellbeing at its core.

At the time, it landed perfectly.

I’d already started making some positive lifestyle changes personally. Training more. Looking after my head. Saying no to things that no longer served me.

At the same time, I was going through a big professional shift.
I’d started SocialTap with the support of three experienced entrepreneurs, but I’d decided it was time to buy them out and go it alone.

Both of those decisions created gaps.

My lifestyle changes created a void in my social circle.
The buyout created a gap in terms of professional support.

I’d been to plenty of “traditional” networking events before.
If I’m honest, I hated them. They always felt like something I should do as a business owner, not something I wanted to do.

Function turned out to be exactly what I needed — at exactly the right time.

A carefully curated group of like-minded people.
All founders, business owners or exited founders.
People who care about fitness, wellbeing, personal progression and building meaningful businesses.

Since joining, it’s led me to:
– Wellness sessions at The Farm Club
– Retreat in Andalucía
– HIIT sessions with other business owners
– A bit of Padel
– And some very honest conversations as part of the peer groups

I regularly feel like the least smart person in the room — which tells me I’m in the right room.

What I value most is that I genuinely look forward to each event.
It’s time away from the business, time for myself, and time spent with people doing inspiring things.

And just as importantly, I know I can pick up the phone to any of them for advice — and they can do the same with me.

They say your network is your net worth.

For that reason alone, Function has delivered an infinite return on investment — both professionally and personally.

Building a business can be lonely.
Building one alongside people who genuinely want to see you win changes everything.

Founder @ SocialTap | £200m Sales Generated for Clients | Get quality leads, drive more sales, make more profit

If you’re currently exploring Meta as a new marketing channel, one of the first questions you’ll be asking is:

“How much budget do I actually need to start?”

The honest answer?
It’s less about daily spend and more about how quickly you can get through the learning phase.

Meta needs data.
You need data.
And that only really starts to become meaningful once you’re hitting ~50 conversions in a short period of time. 

That volume gives:

You enough performance signal to judge what’s working
Meta enough signal to optimise delivery properly

Where it gets tricky is high-ticket businesses. It may be easy to get 50 leads in a week, but what about 50 converted sales?

If a sale costs £500 to acquire, you’re looking at £25,000 just to reach 50 sales.
That’s not always realistic early on.

So the smarter move is often to optimise earlier in the journey, whilst not compromising on lead quality:

Lender approvals in finance
Booked appointments
Qualified leads with a strong likelihood of converting

You’re still feeding Meta high-quality signals, but at a much lower cost, allowing you to reach that 50+ event threshold faster.

Once the data’s there?
You can then progressively move optimisation closer to the sale.

The final (and most important) piece of the puzzle 👇
You must understand what you can afford to pay per converted client — and how that looks at volume, not just one-off wins.

Meta doesn’t reward impatience.
It rewards clear economics, good signals, and enough data to learn.

If you get those right, the budgets start to make a lot more sense. 💡

When Meta ads get expensive, most people fix the wrong thing.

Rising costs aren’t random — they’re a signal that something in the system has changed.

But instead of diagnosing that change, most advertisers panic and start “doing stuff”:
👉 swapping creatives
👉 broadening audiences
👉 resetting campaigns
👉 blaming the algorithm

The reality? There are only a handful of things that usually drive cost inflation:
• Seasonality
• Ad fatigue
• Slower landing pages
• Shifts in user intent
• Broken follow-up

The mistake is treating all of these the same.

Performance issues need a process, not a knee-jerk reaction.

If you don’t know why costs have gone up, any “fix” is basically guesswork.

Grow w/ revenue-driven SEO | Clients: Riverside, VEED, MentorCruise, Buy Me a Coffee | Read our case studies

Hey, I’m Jules, the founder of Embarque. Want to implement your SEO content strategy successfully? Hire us!

We’re powering the growth of 8-figure businesses using the power of ROI-driven SEO.

You’ve probably heard of some of our clients: Riverside, VEED, Flick, EmailOctopus, Buy Me a Coffee, VEED.IO, Levels.Fyi, ScrumGenius and MentorCruise & many more.

We provide high-quality end-to-end SEO services at unrivaled rates and have the case studies to back it up.

If you’re interested in working with us, check out our case studies or drop me a DM.

If not, drop me a follow for more content on:

* Growing a productized business
* Community-centric content strategy
* SEO for founders, startups, marketplaces, bootstrappers, and communities

See you around!

Jules Ignacio Canlas

SEO is not complex.

Some "experts" just made it look complex.

You don’t need 200 ranking factors to succeed.

You need like… 10. Maybe less on a good day.

When you focus on those, you can:

→ Save time by cutting out low-impact tasks
→ See results faster with less trial and error
→ Build rankings that hold steady long-term

Swipe to see the the 10 ranking factors to prioritise 👇 

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Grow revenue w/ leadgen-driven AI LLM SEO | +25 SEO case studies on Embarque.io

10 SEO Ranking Factors That Matter in 2026

Want to stop spending hours on SEO tasks AI can do in minutes?

The tool is only as good as the instructions you give it.

Better prompts help you:

→ Build content briefs fast
→ Get better output with less back and forth
→ Spend more time on strategy, less on grunt work

Swipe to see 11 prompts that make SEO work faster.

Found this useful? Like and share ♻

11 Simple AI Prompts for Faster SEO Work

Bing now has an AI search dashboard.

Yes. For real.

Inside Bing Webmaster Tools, you can now see when AI cites your content.

You can see:

• Total citations
• Which pages get cited
• The queries AI used to retrieve your content
• Trends over time

This is the first real step toward measurable GEO.

AI visibility is no longer a black box.

Swipe through for the full breakdown.

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Bing AI Performance Dashboard 101

Quick SEO catch up for the week.

Here’s a quick recap:

➔ Google reiterated that most sites do not need to use the disavow tool for spam links
➔ Google clarified how it chooses thumbnails for Search results and Discover
➔ Google removed outdated JavaScript SEO guidance from its documentation
➔ Bing updated its Webmaster Guidelines to reflect AI and Copilot search experiences
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Swipe through for the full breakdown.

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This Week in SEO: Disavow, Bing Guidelines, Thumbnails

Want to pull in 190k+ monthly visits and grow MRR by 300%?

Here’s exactly how we did it for Cleanvoice... and how you can do the same.

You'll see how to

➝ Rank early for fast-growing AI keywords
➝ Snag AI overviews and other important SERP elements
➝ Turn blog posts into a steady stream of sign-ups

Swipe through the carousel for the full playbook.

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How We Tripled Cleanvoice’s MRR Using SEO

Quick SEO catch up for the week.

Here’s a quick recap:

➔ Microsoft exposed large scale AI prompt injection attacks targeting AI assistants
➔ Google said resource hints do not help with crawling or indexing
➔ Google explained why it may ignore your sitemap
➔ Google warned against trying to force pages into the index

Swipe through for the full breakdown.
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This Week in SEO: AI Spam, Resource, Sitemaps, Indexing

Want to learn how to 29x SEO traffic in less than 12 months?

We did it for a value betting SaaS.

Before they came to us, they had:

→ No clear SEO roadmap
→ Limited visibility for core product keywords
→ Weak internal linking and site structure
→ No focused strategy around high-intent queries

Traffic wasn’t the main issue. Direction was.

After Embarque, they had:

→ 29x growth in organic traffic
→ 29,479 monthly organic sessions
→ 1,800+ users landing on high-intent pages every month
→ #1 rankings for core product terms like “value betting software”

And the best part? This wasn’t built on random blog posts or vanity traffic. 

It was built on commercial intent, structured internal linking, and authority pointed exactly where revenue happens.

Swipe through this carousel to see the exact framework we used, what we prioritised first, and how we turned SEO into a predictable growth channel. 👇 

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How We Grew a Betting Software 29x in <12 Months

Want to learn how to drive 924k AI citations in 90 days?

We did it for a workflow SaaS.

Today, they average:

→ 263k AI citations every 30 days
→ 924k AI citations every 90 days

Swipe through to see the exact strategy we used, what we fixed first, and how we turned AI search into a steady visibility channel. 👇 

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How we got 924k AI citations over 90 days

Google just rolled out a branded queries filter in Search Console.

It was announced back in November 2025. It's now live for eligible sites, and it changes how you should be reading your performance data.

Before this update, separating branded from non-branded traffic meant building manual filters in GSC. Easy to get wrong. Easy to skip.

Now it's automatic.

Here's why that matters:

→ Branded traffic reflects people who already know you, it's not a measure of SEO reach
→ Non-branded traffic is the truer signal of whether your content is actually pulling in new audiences
→ For GEO, non-branded pages are the ones AI tools like ChatGPT and Perplexity are most likely to cite

Swipe through this carousel to see what the filter does, how to use it in your reporting, and how to connect it to your GEO strategy. 👇 

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Google Search Console Now Has a Branded Queries Filter.

Most brands are optimising for Google in 2026.

But a growing share of discovery is happening inside ChatGPT, Perplexity, and Gemini — and those tools don't rank pages. They cite sources.

The brands showing up in AI answers aren't always the ones with the highest domain authority. They're the ones with the broadest presence across the web.

Reddit threads. G2 reviews. Comparison listicles. Forum mentions. Third-party coverage.

That's what LLMs pull from.

Here are 9 things you can do right now to increase your chances of being cited:

→ Get mentioned on third-party sites, not just your own
→ Appear in "best of" and comparison articles in your category
→ Structure content so AI can extract answers immediately
→ Build topic clusters, not just individual pages
→ Write the way people actually prompt AI tools
→ Strengthen your E-E-A-T signals with real author credentials
→ Keep your best pages current and well-maintained
→ Check GA4 today — AI tools are already sending you referral traffic
→ Use internal linking to build topical depth across your site

Swipe through for the full breakdown on each one. 👇 

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9 WAYS TO GET YOUR BRAND CITED BY LLMs

Quick SEO catch up for the week.

Here’s a quick recap:

➔ Google AI Mode expanded to 53 new languages
➔ Businesses report Google reviews disappearing again
➔ Google warns JavaScript placeholders can break indexing
➔ Bing adds AI citation data to Webmaster Tools

Swipe through for the full breakdown.

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AIO, Bing AI Performance, Review, Indexing

Does Google penalise pages for bad title tags?

Short answer: no.

Google has clarified that it does not have a “bad title” algorithm or filter that suppresses pages just because the titles are poorly written.

In summary:

→ Google does not penalise sites simply for writing poor titles
→ The title shown in search is not always taken from the page’s <title> tag
→ Changing a title tag does not guarantee the SERP title will update

Titles still matter, but the bigger issue is relevance and how well the title reflects the page.
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Swipe the carousel for a quick breakdown of how Google actually handles titles in search.
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Does Google Penalise Pages for Bad Title Tags?

Should you disavow bad backlinks?

Short answer: it depends.

Google says most sites don’t need to use the disavow tool because its systems already ignore many spammy links automatically.

But that doesn’t mean the tool is useless.

If you’re dealing with large volumes of obvious spam links or manipulative link patterns, disavowing can still make sense.

So for most sites, bad backlinks are usually ignored.

For some sites, especially in clear spam situations, disavowing can still be helpful.

Swipe through the carousel for a simple breakdown of when disavowing actually makes sense.
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Do You Actually Need to Disavow Bad Backlinks?

Bing just rewrote its Webmaster Guidelines and officially added AI search into the rulebook.

Here’s a simpler version: 

→ GEO is now officially part of Bing guidelines
→ You can control how Copilot uses your content with meta tags
→ AI content is allowed, but only with human oversight
→ Bing now treats AI manipulation as search spam

If AI visibility matters to you, this update is a big signal. 

Swipe the carousel for a simple breakdown of what changed and what to pay attention to next. 👇 

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Bing adds GEO to its official guidelines

Want to learn how to turn SEO into a reliable inbound channel for your agency?

We did it for Embarque, our own website.

Before we got our SEO in order, we had:

→ 6,528 monthly organic sessions with no reliable growth system
→ Traffic tied to bursts of effort rather than a consistent strategy
→ No clear way to turn search into a predictable source of leads

After we applied the same approach we use for clients, we had:

→ 49,121 monthly organic sessions by March 2026
→ A structured content system built around 90-day cycles and clear commercial goals
→ SEO generating discovery call bookings throughout the week

Swipe through this carousel to see the exact workflow we used, what we prioritised first, and how we turned SEO into a reliable pipeline channel. 👇 

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We Grew Embarque's Organic Traffic to 49K Monthly Visits

Would you let an AI agent spend £50,000 of your company's budget without checking its work?

Probably not.

Here's the uncomfortable implication of that: AI agents have skin in the game now. 

If they recommend the wrong vendor, they lose user trust. So they have become very conservative, very fast.

They won't recommend you because you rank well or wrote compelling copy.
They'll recommend you because you are the safest, most defensible choice.

That's the shift. 

We've moved from the visibility era to the eligibility era.

The brands showing up consistently in AI answers aren't necessarily the biggest. They're the ones with:

→ Clean, machine-readable product data — no ambiguity, no hiding behind forms
→ Honest pricing, real limitations, and clear implementation paths
→ Strong third-party validation — reviews, forums, press, community mentions
→ Content that helps the agent make its case: comparisons, ROI models, "best for X" guidance

Swipe through for the full breakdown and what to do about it this week. 👇

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TRUST IS THE NEW RANKING FACTOR

Want to learn how to build an SEO foundation that actually drives growth?

We did it for Uncapped.

Before they came to us, they had:

→ Little to no content ranking on Google
→ No SEO strategy or foundation in place
→ A product with real demand — and zero organic visibility to match it

After Embarque, they had:

→ 700+ ranking keywords
→ 5,700 monthly organic visitors
→ 973 referring domains and a peak of ~10,000 monthly search clicks

Swipe through this carousel to see the exact workflow we used, what we prioritised first, and how we turned SEO into a reliable acquisition channel for them 👇 

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Uncapped Kickstart Their SEO

Want proof your SEO is pulling its weight and driving the results you care about?

A solid tracking system makes that clear.

By tracking the right metrics, you can:

➔ See which pages actually drive conversions and revenue
➔ Spot SEO issues before they hurt your traffic
➔ Make data-backed decisions instead of guessing

Swipe for the key metrics to track.
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#seo #seotips #seoexpert

SEO Tracking 101

Want to know if your SEO and AI search traffic is actually making you money?

GA4 is the best place to check, and it gives you the insights you need to:

➡ Improve conversions by fixing high-exit pages
➡ Optimise content using real engagement data
➡ Make smarter SEO and GEO decisions with deeper insights

Swipe through to see 9 easy GA4 tips to strengthen your SEO and LLM SEO strategy. 👇 
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#seo #seotips #seoexpert

taplio

The Battle

Jon Wilson

Jules Ignacio Canlas

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Performance ScoreJon Wilson's LinkedIn Performance

Performance ScoreJules Ignacio Canlas's LinkedIn Performance

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The Battle

Jon Wilson

Jules Ignacio Canlas

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jon Wilson's LinkedIn Performance

Performance ScoreJules Ignacio Canlas's LinkedIn Performance

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Performance ScoreJon Wilson's LinkedIn Performance