Search Marketing best practice, trends, case studies

What is Google really targeting with the March Core Update, and will it achieve its goals?

Google has announced its first core update of 2024: the March Core Update, which it calls “an evolution in how we identify the helpfulness of content”. This will be accompanied by a spam update taking aim at persistent forms of spam that Google wants to eliminate. The core updates are designed to “surface the most […]

Briefing Search Marketing

Will Search Generative Experience (SGE) really transform web search?

The date for a full roll-out of Google’s Search Generated Experience (SGE) is currently unknown. With the thorny issue of hallucinations and publishers potentially feeling alienated, not to mention generative AI not proving to be a major winner in search for rival Microsoft, what’s next for SGE?

Article Data and Analytics

Econsultancy’s digital and marketing trends for 2024

We’ve published a list of digital and marketing trends every January at Econsultancy for well over a decade, and have been training marketers for the better part of 20 years. Looking back at some of our annual predictions since 2010, three types of trend stand out: Trends that feel nostalgic, ideas that quickly became amusing […]

Article Search Marketing

Are 40% of Gen Z shunning Google for TikTok? Not exactly

You might have heard that TikTok is the ‘new Google’ based on a stat that two fifths of Generation Z are apparently using it for search. But where did this idea come from, and is it accurate?

windows showing search icons and pharma icons

Article Content

Pharma marketing’s Damascene moment with content and SEO

The healthcare and pharma industry is demanding better performing content and more organic traffic, says Performance-io founder Matt Lowe.

A worker stands in front of a giant computer screen holding a tablet and watching a mechanical arm add cogs to the screen. A large lightbulb hangs in the top left corner.

Article AI/Machine learning

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.

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 SEO

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 Search Marketing

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.

Financial Services Case Studies

ActivTrades achieves 600% increase in top 100-ranking keywords with digital PR strategy

The brokerage firm partnered with ICS-digital to build brand awareness in the UK, Italy, Spain and Latin America, establishing a pipeline for daily commentary between its analysts and journalists at relevant publications. ActivTrades|ICS-digital

B2B Case Studies

Alert Electrical implements AI-based PPC strategy to achieve 20% revenue increase

The UK electrical wholesaler partnered with Imaginaire to optimise its Google Ads account and establish an SEO strategy to drive growth. Alert Electrical|Imaginaire

Financial Services Case Studies

National Accounts increases organic traffic by 188% with SEO strategy targeting Gen Z content creators

The Australian tax accountants partnered with StudioHawk to implement strategic and optimised targeting of a niche audience, which allowed them to stand out in a highly competitive market. National Accounts|StudioHawk

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 SEO

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 Search Marketing

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 SEO

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 SEO

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 Search Marketing

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 SEO

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 Search Marketing

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 Video Advertising

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.

Magnifying glass on blue pink yellow background

Best Practice Digital Advertising

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 PPC

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

Search Engine Optimisation (SEO) Best Practice Guide

PPC Best Practice Guide

Articles on Search

Introduction to SEO

Search Marketing Case Studies

SEO: Content Optimisation

Link Building

Technical SEO

Measuring SEO Performance

PPC Best Practice Guides

Microlearning Courses

Quick Links

Topic hubs