Thoughts.

What we think about search, AI, websites and film, and the kit we use to make the work.

ChatGPT, Google Ads and Claude app icons shown side by side, illustrating the competitive landscape between AI search platforms and traditional paid search

Thought

Is AI the End of Google Ads?

What AI search means for advertisers now.

The DotPerformance CMS editor, with the AI Improve tool rewriting a paragraph

Thought

AI inside our CMS

How we built AI into our CMS, using AWS Bedrock.

Andy Orton at the lectern at Innovation Challenge 2026, with the Payroll, finally slide behind him

Thought

Innovation Challenge 2026

A finalist in the Working Smarter category, and what ten weeks with clinicians changed.

Simon King and John Beaty reviewing a website on screen in the DotPerformance studio

Thought

AEO: entity statements

The paragraph most websites are missing.

Thought

Pingdom

The boring tool that saves your reputation.

Andy Orton operating a DJI Ronin 4D camera during a DotPerformance video production shoot at the Manchester Open for Jiu Jitsu

Thought

DJI Ronin 4D-6K

The day we stopped using gimbals.

Nico van Loggerenberg checking a DJI Ronin 4D mounted on a Tilta Hydra Alien arm at the rear of a red vehicle on the Isle of Man during pre-shoot setup

Thought

Tilta Hydra Alien Arm

A better way to shoot from a moving vehicle.

Thought

Podcast and Interview Studio

Eight cameras. One cut. Cinema quality.

Thought

Cinematic Brand Film

Why most brand videos feel flat.

DotPerformance FPV cinelifter in flight above a red Skoda RS on a coastal road on the Isle of Man during a commercial video production shoot

Thought

FPV Cinelifters

Why we stopped putting GoPros in the air.

Jason Burton making notes in a work booth at the DotPerformance office

Thought

AEO: FAQs

The FAQ section that actually gets cited.

The DotP CMS media library interface showing the Team headshots folder, with folder navigation, asset grid, and a metadata panel displaying title, alt text and tags fields for a selected image

Thought

CMS media library

The media library we built into our CMS.

URSA Mini Pro 12K with a Fujinon 20-120 lens at the DotPerformance studio

Thought

Blackmagic URSA Mini Pro 12K OLPF

Why 12K footage makes a 4K film look better.