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.

Latest Research, Trends and Best Practice

SEO Best Practice: Benchmarking and Auditing

1. Introduction Benchmarking a company’s performance against an external measure may seem challenging, but with an understanding of the types of benchmarking processes and which information to benchmark within each type companies can ensure they are measuring the right changes. Auditing a company’s performance against various metrics is an important part of understanding where the […]

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 […]

What is Google Discover, and how can you increase your chances of being featured?

 ‌ In recent months, many content publishers have been enjoying higher levels of mobile traffic from a new source: Google’s Discover feed.

Discover has the potential to drive valuable extra traffic to publishers – and it can be optimised for. Here’s how, and why you might want to.

Latest Research, Trends and Best Practice

SEO Best Practice: Guidelines and Compliance

1. Introduction There are search engine rules, as well as legal regulations, which govern all accessible internet content. All activities that happen on the internet are governed by these rules and regulations. Non-adherence to search engine rules can result in reduced visibility, while violation of the regulations can result in hefty fines and even imprisonment. […]

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 […]

SEO Best Practice: Technical SEO

1. Introduction Technical SEO can mean the difference between a website ranking well or not ranking at all. Technical SEO skills have become increasingly important because search engines such as Google factor site performance into their algorithms, especially given the growth of mobile. Each technical, design and content decision will affect technical SEO. However, technical […]

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.

Latest Research, Trends and Best Practice

SEO Best Practice: International SEO

1.  Introduction This report has been written to help businesses understand the fundamental steps required to effectively set up and expand international SEO efforts and win international markets. While there are no shortcuts, following this guide will help the business focus its international digital strategy in the most efficient way for that market. The success […]

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 […]

SEO trends in 2020: What do the experts predict?

How has SEO evolved as a career over the course of 2019? How sophisticated is Google’s algorithm? We ask our experts the big questions for SEO in 2020.

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18 stats that show how search and SEO are changing

 ‌ It has been more than two decades since some of the earliest web search engines were launched. During that time, the act of searching the web has changed almost beyond recognition.

Latest Research, Trends and Best Practice

SEO Best Practice: Algorithm Updates

1. Introduction Google and Bing are not static search engines – constant improvements and changes are happening on their platforms on a daily basis. As some of these changes significantly impact the search results, they are reported in updates, sometimes unverified but often acknowledged by the search engine. The single word names of these changes, […]

SEO Best Practice: Landing Page Optimisation

1. Introduction What happens when visitors get to a company website? Where is the best place for them to land? How can brands get visitors to do what they want them to do? If the marketer has successfully identified the user’s needs, how can they determine which pages clearly deliver on that promise, and which pages […]

SEO Best Practice: On-Page Optimisation

1. Introduction In order to rank well for keywords, especially competitive ones, a page needs to be well optimised. From the title tag through to the content, on-page optimisation may improve ranking through focusing content and ensuring the signals sent to search engines are as clear as possible. There are other ranking factors, including links, […]

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 […]

SEO Best Practice: Measurement and Reporting for SEO

1.  Introduction When it comes to being a smarter online marketer, it is necessary to start thinking beyond SEO, particularly when it comes to analytics. Even professionals whose jobs are focused on SEO can learn from other channels and the data they provide. Businesses who are doing more than just search engine optimisation should be […]

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Short Guide to Mobile Marketing Best Practice

Introduction This guide highlights three key themes which will help marketers deliver better mobile experiences for their customers and improve the performance of their mobile marketing activity. These three themes are: personalising the customer experience, mapping the customer journey and planning for the age of assistance. The guide draws from Econsultancy’s Mobile Marketing report which […]

Getting to Grips with Voice Search

Getting to Grips with Voice Search

Introduction Voice assistants and voice interfaces are becoming increasingly embedded into our everyday lives. Each new wave of technology brings new ways for us to talk to our devices. From smartphones, which brought us the first modern digital voice assistant Siri, to smart speakers such as Amazon Echo and Google Home, to the emerging generation […]

Local SEO Best Practice Guide Pack Shot

Local SEO Best Practice Guide

 ‌ This report examines the business opportunities of local SEO and advises how to prioritise and build a local SEO strategy.

Articles on search

Fact-checking five rumours about the way search is changing

The search community is constantly awash with rumours about how search is changing. It’s sometimes difficult to know what to believe, so in this post I review five popular rumours that are currently doing the rounds. How valid are they? And what is the real impact they are likely to have? Rumour 1: Mobile is […]

How SEOs can benefit from using AI and automation

Today, optimizing for search is optimizing your customer’s experience. As people query a search engine on their laptop, ask a voice assistant for help, or use their mobile device to find nearby solutions to their needs, brands must be positioned to appear in these critical decision-making moments.

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Instagram SEO: nine tips for boosting your visibility

In 2020, Instagram is a major force in social media. With more than one billion active users every month, it is increasingly the place to be for many businesses who want to promote themselves – and since the introduction of Instagram Checkout in early 2019, a place for businesses to sell their products directly.

Voice in 2020 is (still) not about search

 ‌ Well, here we are. We’ve made it to 2020, the year that so many believed would be a milestone for voice search, because allegedly, 50% of all search queries by 2020 were going to be conducted via voice. I think most people by now are aware that this stat is, to use the technical term, bunk.

Articles on search

Is Google’s updated SERP design a dark pattern?

In 2019, Google updated the look of its mobile search results pages (SERPs), displaying a website’s favicon and moving the name of the website to the the top of the results card. It also changed the appearance of ads in the SERPs, featuring a black bolded “Ad” label at the top of the card along with the website URL.

Voice in 2020 is (still) not about search

Well, here we are. We’ve made it to 2020, the year that so many believed would be a milestone for voice search, because allegedly, 50% of all search queries by 2020 were going to be conducted via voice.

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.

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