Search Marketing best practice, trends, case studies

‘The way we interact with search boxes has changed’: What GenAI and RAG mean for retailers

If you’ve used Amazon’s Rufus or Walmart’s search bar, you’ll be familiar with new forms of AI-powered site search. As more retailers are adding AI-powered search, we caught up with the co-founder of one such solution to find out how this tech is changing the relationship between shopper and online store, and what it means […]

A pair of hands typing on a keyboard with a search bar above that has a robot icon at one end.

Article SEO

AI Overviews are ‘problematic for marketers’: Why mid-funnel content is the right response

At HubSpot’s Inbound 2024, Fire&Spark Founder and President Dale Bertrand argued that despite their impact on traffic, Google’s AI Overviews present an opportunity for marketers to capture higher-quality website visitors.

Article AI/Machine learning

Fears about Google search quality and competition overstated, according to study

A new study carried out by SparkToro’s Rand Fishkin in association with Datos looked at search behaviour and clicks over time to see if there had been any change. It concluded that right now, Google’s position at the top is secure.

Article AI/Machine learning

How should search marketers respond to Google AI overviews?

We asked some SEO and performance experts what marketers should do, if anything, to adapt to AI overviews across organic and paid search.

Article Community management

Is Reddit trying to have its cake and eat it with Google and generative AI?

In its first earnings call as a publicly-traded company, Reddit detailed its growth from organic search traffic. But can Reddit manage to have its cake – trade on its reputation for unvarnished authenticity – and eat it – license its content to train the very AI models it wants to stand apart from?

Article AI/Machine learning

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 SEO

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 AI/Machine learning

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 […]

Best Practice Search

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

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.

Travel and Leisure Case Studies

Top Fitness doubles ROAS with integrated SEO and paid media campaign focusing on efficiency

The US fitness equipment retailer worked with Impressive Digital to align SEO and paid media towards acquiring and converting mid-funnel traffic, and experimented with campaigns that targeted demographics outside its traditional audiences. Top Fitness | Impressive Digital

B2B Case Studies

Palletways increases lead conversions 12% YoY with PPC account restructure

The UK-based distribution company partnered with Circus to rebuild its Google Ads account structure in order to pursue growth with maximum efficiency. Palletways | Circus

Healthcare and Pharmaceutical Case Studies

Dr Talbots grows page one and two ranking terms 289% with bottom-up SEO approach to sales funnel

The US health and wellness company partnered with Impressive to target increased brand awareness and growth in organic rankings through keyword research, content optimisation and creation and link building. Dr Talbots | Impressive

Best Practice Search

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 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 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 Search

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

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 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 SEO

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

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 Paid search

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 Paid search

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 Paid search

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

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 Paid search

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 Paid search

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

Search Marketing

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