The importance of quality score in paid search

Paid search, or pay per click (PPC), often used in conjunction with SEO, remains an essential marketing element for many businesses, most notably those that want an online presence.

But we are still seeing businesses not effectively implementing PPC campaigns successfully. One of the biggest areas that businesses are failing to address is a low AdWords quality score. In short, if you’re trying to master PPC, you need to understand quality score.

According to Google, “quality score is an estimate...

By Will Haswell, 22 August 2017, 0 comments. Categories: Paid Search, Search Marketing.

Believable product reviews build consumer trust for businesses

Imagine you receive an email asking you to leave an online review for a concert you went to a decade ago. Besides being a test of your beer-befuddled memory, it would also ring a few alarm bells, wouldn’t it?

Or maybe you are suddenly requested to leave a review for a restaurant you have never heard of and which on further inspection turns out to be a back-street wheelie bin compound.

Sadly, these are real-life examples of the various ruses that have eroded confidence in online reviews, even though the...

By Matt West, 21 July 2017, 0 comments. Categories: Customer Experience, Search Marketing.

How AI is changing SEO

SEO is a results business. So imagine if you have access to data that tells you precisely what you need to do in order to optimise your website and improve visibility in search engines.

Well, you don’t have to imagine, the technology is already available.

Although AI SEO is still in its infant stages, in the next couple of years it will dominate how digital marketing companies develop SEO strategies.

AI is already being used in digital marketing to gather data on ad targeting, determine the relevancy of...

By Richard Oldale, 30 June 2017, 4 comments. Categories: Search Marketing.

Strong and Stable vs. The Many – UK election PPC strategies analysed

When Theresa May called for a snap general election to be held on Thursday 8th June 2017, the major UK political parties were left with little time to prepare and implement their campaign strategies.

Whilst each party presented very different manifestos to how they would govern the UK, one thing the two major political parties, Labour and The Conservatives did agree on was to invest in search marketing, competing to get their adverts positioned at the top of search engine results pages (SERP).


By Ian O'Rourke, 16 June 2017, 0 comments. Categories: Paid Search, Search Marketing, Social Media Marketing.

Consumer reviews - the powerful weapon driving customer acquisition

For consumers, trust matters.

There have been countless surveys that support the notion that online reviews are the number one most trusted source for accurate product information. Whether consumers are looking for bike or a restaurant to eat in, the opinions of other consumers are often the first port of call.  

Love them or hate them, consumer reviews are here to stay and how you manage your reviews strategy can have a significant impact on your brand reputation, customer advocacy and revenue.

In an...

By Jon Buss, 12 June 2017, 0 comments. Categories: Data-driven marketing, Search Marketing.

The challenges of marketing via voice recognition technology

Digital marketing strategy is transitioning away from a ‘type-only’ search model, fuelled by the proliferation of voice-enabled digital assistants such as Amazon’s Echo, Google Home, Apple’s Siri and Microsoft’s Cortana.  Digital marketers have been responding to the trend by focusing their efforts in areas such as optimising brand visibility in Google snippets to respond to the rise in voice-search question asking.  Brands are now being offered even...

By Huw Morris, 06 June 2017, 0 comments. Categories: Customer Experience, Data-driven marketing, Search Marketing.

Four ways user data can inspire Google-relevant redesigns

It’s not just SEO hype — search is becoming more data-driven, and metrics like goal conversions and user engagement are more important than ever.

All signs point to a shift in how we use search engines to navigate the internet. Google’s Knowledge Graph, Knowledge Vault, and Accelerated Mobile Pages projects, for example, are clearly designed to provide snippets of data to mobile users. This is...

How the digital marketing industry is closing the skills gap

The digital marketing industry has been caught up in the midst of an on-going cross-industry digital skills gap over the last few years. With thousands of extra workers required to fulfil demand it’s imperative that the industry take steps to help close this gap from within.

Last year a Government report highlighted the gulf between the number of skilled workers in Britain compared to both the required sum and the state of the rest of the...

By Michael O' Flynn, 30 May 2017, 2 comments. Categories: Best Practice, Search Marketing, Social Media Marketing.

What brands need to know about Google Lens

From what we’ve seen so far from this year’s Google I/O conference, it’s clear that Google is betting big on AI, and connecting different technologies.

As part of this, there’s been a strong focus on phones and the mobile experience, as there has been for the past few years.

One of the key features of any phone is the camera – as Snap put it in their IPO documents, the camera is the starting point for a user on mobile, just as the cursor or search box was for desktop. 


By Dan Calladine, 19 May 2017, 0 comments. Categories: Search Marketing, Video & Audio Marketing.