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 Pack Shot

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.

Search strategy

Planning and Strategy for Paid Search

1. Introduction Paid search has many different channels with a high degree of customisation. Before advertisers set their accounts up and start to structure their campaigns, it is essential that there is a proper plan and strategy in place. This is regardless of whether advertisers are working with an agency or managing the whole process […]

SEO Best Practice: Link Strategy and Tactics

1. Introduction Link building is the practice of acquiring a link from a relevant site to a target site. In order to rank well, a webpage must include links, due to the way that search engines understand relevance. This means that businesses should have a link building strategy in place. Having a strategy that is […]

Marketing Campaign Integration Strategy (Paid Search)

1. Introduction A sound knowledge of how marketing channels are operated and optimised is vital for success in paid search. The level of dependency on paid search as a channel fluctuates from industry to industry and business to business. The most successful campaigns understand where paid search fits in the wider picture and how to […]

SEO Best Practice: Audience Analysis and Keyphrase Selection

1.  Introduction Audience analysis and keyword/keyphrase selection is exceptionally important in order to ensure the visibility of a website. Without understanding who a business is targeting and what words they are typing into a search engine, it is exceptionally difficult to cut through the noise in the search results and be visible. For a business […]

Search trends

SEO Best Practice: Changes in SEO

1. Changes in SEO Contributor The following report has been written by Chris Green, Head of Search at StrategiQ. The following report summarises the key changes in search since 2016, when the last Econsultancy SEO Best Practice Guide was published. Changes to SEO came thick and fast during that period, and show no sign of […]

Search fundamentals

ppc

PPC: A glossary of terms

As a companion to the Paid Search Best Practice Guide, we present this glossary of terms, which aims to demystify some of the most commonly used terms in PPC while illustrating how the fundamentals fit together.

Paid Search Basics Best Practice Guide

1. Introduction Google Ads, the primary platform for paid search, reported 78 new features on its announcement page in 2019 alone,[1] demonstrating the incredible pace of change in this space and the need to constantly stay informed about updates in paid search. Taking on board the latest developments, this report explores the basics of paid […]

SEO Best Practice: The Fundamentals of Search Engine Optimisation

1. Introduction The value of proper search engine optimisation (SEO) should not be underestimated. Whether it increases the visibility of a business within search engine results, or reduces the cost per click by assisting the page quality score, optimisation is important to businesses. This report explores the basics of how most English language search engines […]

A glossary of SEO terminology

As a companion piece to the Search Engine Optimisation Best Practice Guide, we present this glossary of SEO terms, which aims to demystify some of the most commonly used terms in SEO while illustrating how the fundamentals fit together.

Microlearning

2 Min

PPC

What PPC is, how it works, the different ad formats and the importance of optimisation.

Econsultancy
24 Min
SEO

Search Engine Marketing: SEO

An introduction to SEO: why it’s important and how it works. Learn about the key principles of SEO and be introduced to on-page and off-page activity, along with keyword research and how to apply it.

Econsultancy
30 Min
Search engine marketing PPC

Search Engine Marketing: PPC

Gain an understanding of Paid Search and PPC, how it works, and how it differs from SEO. Learn about the auction model and how this affects costs, along with keywords, key phrases and targeting options.

Econsultancy

Reports

mobile phone with shopping cart icon on yellow circle on red background

Google Shopping (Paid Search) Best Practice Guide

1. Introduction Shopping campaigns operate on the same cost-per-click (CPC) model as their Search ad counterparts. The main difference between the ad types is that Shopping ads provide an image and price of each product, making these results highly appealing to consumers. In recent years, Google Shopping has continued to experience sustained growth and is […]

Video Advertising (Paid Search)

1. Introduction Video advertising can be an effective, eye-catching medium for building brand awareness when done properly. As more video content is consumed online, it makes sense that brands will want to follow suit with rich media video adverts promoting their brands. Unlike text ads in traditional paid search, video ads open up a whole […]

More

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10 technical SEO considerations for Shopify

From fixed URL structure to international setup and performance optimisation – Vervaunt MD Paul Rogers and NOVOS Founder Sam Hurley go through 10 technical Shopify SEO considerations.

Search Marketing - Econsultancy's Internet Statistics Database

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.

Topic hubs

B2B - Econsultancy's Internet Statistics Database

B2B