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.
Search Engine Optimisation (SEO) Best Practice Guide
Econsultancy’s new and updated series of SEO Best Practice Guides contains everything marketers need to know about search engine optimisation, whether they work for an in-house client-side team, independently, or for an agency.
PPC Best Practice Guide
Econsultancy’s refreshed and updated series of Paid Search Best Practice guides covers everything you need to know about the complex, though potentially very lucrative, area of paid search advertising.
Webinar: Digital Advertising and Paid Search
This webinar draws on trends and insights from Econsultancy’s guide to The Fundamentals of Digital Advertising, and it highlights key updates from Econsultancy’s Paid Search Best Practice Guides. It examines:
– Key trends in digital advertising
– Creating a digital advertising plan
– Overcoming key challenges in digital advertising
– How to balance PPC management with automation
– New ad formats to test in 2023
Articles on Search
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.
How is generative AI transforming the work of paid search marketers? We asked three experts to give us their views.
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.
Search Marketing Case Studies
SEO: Content 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.
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.
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.
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.
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.
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.
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.
Measuring SEO Performance
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.
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.
PPC Best Practice Guides
Find search marketing trends – visit the ISD
Browse, save and export more search-related statistics and charts in the Internet Statistics Database. Constantly updated to reflect the latest findings.