Search Marketing best practice, trends, case studies

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PPC trends: ‘keywordless’ paid search and the move to automation

In recent years there has been a marked shift towards Google’s AI taking the reins from PPC marketers, leaving marketers with less manual control. How has this trend changed the game for paid search, and what does it mean for the role of a search marketer?

Article PPC

PPC trends: the ‘cookiepocalypse’ and its impact on paid search strategy

With Google laying the groundwork to phase out third-party cookies starting from mid-2024, we asked the experts about the impact on PPC and how search marketers can adapt.

Article PPC

PPC trends: the role of generative AI in paid search

How is generative AI transforming the work of paid search marketers? We asked three experts to give us their views.

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Article SEO

Despite advances in conversational search, SEOs still don’t need a voice strategy

With the impact of GenAI, voice search is experiencing a revival of interest. But a lack of reporting hints that voice isn’t a distinct category of searches.

Article SEO

The key trends to know in SEO – Part 2: The long tail and multimodal search

What are the current trends shaping search, and what should SEOs do to respond to them? In part 2 we cover the growing ‘long tail’ of search and what the emergence of multimodal search means for SEO.

Article Innovation and Trends

The key trends to know in SEO – Part 1: ‘Experience’ and generative AI

What are the current trends shaping search, and what should SEOs do to respond to them? Part 1 covers the extra E in E-E-A-T, as well as the future for AI-generated content in search.

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Article SEO

How to adopt the right mindset for enterprise SEO

While enterprise SEO has many of the same fundamental concepts and principles as traditional SEO, thinking of the two as interchangeable can lead to some missteps.

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Article Content

Is generative AI ushering in a new wave of content farms? We ask the experts

With AI-generated text and imagery more accessible than ever, fears about a new wave of spammy content appear to be coming to pass. What will the impact be on trust in search results? We asked the experts.

Best Practice SEO

SEO Best Practice: The Fundamentals of Search Engine Optimisation

A report introducing the key concepts and terminology of SEO, examining the makeup of a search results page and providing a foundation in the discipline of optimising pages for the search engines.

Best Practice Search Marketing

SEO Best Practice: Changes in SEO

This report outlines the key changes in search that have occurred since 2020, detailing notable interface updates, changes within the SEO industry and the growth of AI in search processing.

Best Practice SEO

SEO Best Practice: Algorithm Updates

This report outlines the key updates to Google’s algorithm that website owners should know about in order to optimise their webpages. It includes the most recent broad core updates as well general algorithmic shifts that aim to deliver a better experience for the user.

Best Practice SEO

SEO Best Practice: Guidelines and Compliance

This guide helps website owners identify what SEO practices to avoid in order to comply with search engine guidelines. It explains the difference between a true penalty and algorithmic suppression and offers tips for avoiding penalties applied by Google and Bing.

B2B Case Studies

Printer brand boosts organic search traffic 196% through content and influencer campaign

Japanese-headquartered Roland DG worked with Fight or Flight to promote its new range of commercial printers across the UK and Europe

Technology Case Studies

Technology gift company increases organic traffic by 50% with content-focused SEO campaign

International brand USB Makers partnered with Quibble to build quality backlinks and increase keyword rankings in the UK and US

Ecommerce luxury fashion retailer boosts revenue by 81% through SEO upgrade

UK-based WYSE London worked with StudioHawk to implement technical improvements

Best Practice SEO

SEO Best Practice: On-Page Optimisation

This report looks at the critical components of on-page optimisation, the practice of improving site rankings by focusing content and ensuring signals sent to search engines are as clear as possible.

Best Practice Search Marketing

SEO Best Practice: International SEO

This report looks at how businesses can successfully launch into new markets by optimising their international web presence, from choosing a domain strategy to language considerations and content localisation.

Best Practice SEO

SEO Best Practice: Audience Analysis and Keyphrase Selection

This report explores how businesses can succeed at understanding who they are targeting and how they can optimise their keyphrase selections based on what those audiences are typing into search engines.

Best Practice Search Marketing

SEO Best Practice: Link Strategy and Tactics

This report covers the practice of link building and its importance to SEO, and guides businesses through the steps to creating an effective link building strategy that encourages organic traffic. It also looks at how businesses can avoid penalties from search engines.

Best Practice Search Marketing

SEO Best Practice: Social and Digital PR – The Influence on Search

With changes to the Google algorithm rendering many link building tactics less effective or even harmful to businesses, SEO practitioners have had to significantly change how they work. This report explores these changes and examines the crossover between SEO practice and social and digital PR.

Best Practice SEO

SEO Best Practice: Technical SEO

This report provides best practice guidance on how to technically optimise a website in terms of its architecture and performance for the search engines. It includes detailed sections on URL management, sitemaps, side speed, HTML code and other specialist technical considerations.

Best Practice Search Marketing

SEO Best Practice: Landing Page Optimisation

This report looks at the importance of landing pages for SEO and explains how businesses can employ conversion optimisation techniques to enable excellent user journeys and meet business objectives.

Best Practice SEO

SEO Best Practice: Benchmarking and Auditing

This report looks at how to benchmark and audit internal and competitor websites, explaining the different types of processes involved, why they are important and how to apply the insights gained from them in order to improve web performance.

Best Practice Search Marketing

SEO Best Practice: Measurement and Reporting for SEO

Measurement allows marketers to track the effectiveness of their efforts. From the role of analytics and the importance of identifying goals to defining data needs and ensuring validation, this report goes beyond SEO to look at the essentials of measurement and reporting.

Best Practice Search Marketing

Video and Audio Advertising for Paid Search Best Practice Guide

Part of Econsultancy’s Paid Search Best Practice Bundle, this report looks at the growth and opportunities of video and audio advertising, including practical advice on ad formats and targeting options.

Best Practice PPC

International and Multilingual Paid Search

Part of Econsultancy’s Paid Search Best Practice Bundle, this report looks at the key considerations involved in launching international and multilingual paid search campaigns, including Google’s competition around the globe and localisation concerns.

Best Practice PPC

Marketing Campaign Integration Strategy for Paid Search

Part of Econsultancy’s Paid Search Best Practice Bundle, this report covers how to integrate paid search with other channels in the marketing mix, including SEO and display advertising.

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Best Practice PPC

Paid Search Best Practice Guide

Search engines are often the first port of call in the customer journey. Econsultancy’s Paid Search Best Practice Bundle covers everything businesses need to know about the complex and constantly evolving area of paid search advertising.

Best Practice Search Marketing

Shopping Campaigns for Paid Search

Part of Econsultancy’s Paid Search Best Practice Bundle, this report shows how Shopping campaigns should be set up and optimised for maximum returns.

Best Practice Search Marketing

Paid Search Optimisation Best Practice Guide

Part of Econsultancy’s Paid Search Best Practice Bundle, this report covers the tools and strategies advertisers need to test and optimise paid search campaigns, from making use of ad assets to running experiments with ad variations and crafting compelling landing pages.

Best Practice Search Marketing

Setting Up Paid Search Best Practice Guide

Part of Econsultancy’s Paid Search Best Practice Bundle, this report covers everything marketers need to know to set up paid search campaigns from the ground up, from structuring campaigns and keyphrase analysis to crafting effective ad copy, tracking and targeting.

Best Practice Search Marketing

Search Marketing

The latest search marketing best practice, case studies, trends, training and more. From search engine optimisation to pay-per-click

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