Search Marketing

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

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

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 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 Search Marketing

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.

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.

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.

Person using voice search on a mobile phone.

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.

Boutique kids and baby retailer’s SEO campaign grows organic traffic by 33%

US-based Maisonette worked with Menerva Digital to address content gaps and duplicate URLs

Hair loss brand grows customer base by 64% through SEO improvements

Australia’s The Hairy Pill worked with StudioHawk to improve its E-E-A-T credentials

B2B Case Studies

UK-based office equipment provider exceeds target for new leads through backlink-focused SEO campaign

Officeology worked with NOVOS to generate links through a creative PR story on Gen Z’s office preferences

Best Practice Search Marketing

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 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 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 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 PPC

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 Search Marketing

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 PPC

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

Planning and Strategy for Paid Search

Part of Econsultancy’s Paid Search Best Practice Guide bundle, this report looks at how to build a solid strategy for paid search advertising that encompasses budgeting, bidding, resourcing and channel considerations.

Keyword strategy

SEO: On-site optimisation

Measurement and reporting for SEO

Measurement and reporting for PPC

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