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.

Introduction to SEO

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.

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.

SEO: Content Optimisation

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.

Link Building

Technical 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.

Measuring SEO Performance

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.

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.

PPC Best Practice Guides

Setting Up Paid Search Best Practice Guide

A best practice guide helping marketers lay the foundations for successful paid search campaigns, covering practical advice on how to work with changes from Google Ads, using the variety of ad formats available, audience targeting, local search, Microsoft Ads, testing creative and the tracking of paid search campaigns.

Video Advertising (Paid Search)

Best practice guidance for advertisers looking to utilise video ads for both brand building and commercial success. Covering ad formats, video-specific metrics and audience targeting alongside real world examples, this report will help marketers create effective video advertising campaigns.

Marketing Campaign Integration Strategy (Paid Search)

A best practice guide helping marketers test and improve all elements of PPC to stay ahead of the competition and ensure relevance with customers on search. It discusses different bid strategies, ad extensions, how to test messaging and creative, landing page optimisation and how to integrate mobile search into any PPC campaign.

Planning and Strategy for Paid Search

A best practice guide offering step-by-step advice to ensure paid search campaigns are best placed to succeed. From defining budgets, business goals, channels, resourcing and targets, this guide is a useful tool for anyone involved in building or delivering a strategy for paid search.

Paid Search Optimisation Best Practice Guide

A best practice guide helping marketers test and improve all elements of PPC, covering the strengths and weaknesses of different bid strategies, ad extensions, how to test messaging and creative, landing page optimisation and how to integrate mobile search into any PPC campaign.

Paid Search Basics Best Practice Guide

This best practice guide serves as an introduction to the role of paid search in the digital marketing mix, covering how to write a successful paid search ad along with the basics of keyword strategy and campaign management. It also covers the latest developments from the search engines.

Articles on SEO

SEO
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Search marketing in 2022: What do the experts predict?

Big updates from Google have always had a major impact on the world of search marketing, and 2021 feels like it’s been a big year for Google updates and announcements. 2021 was slated to bring the arrival of Google’s Page Experience ranking signal (originally due to roll out in May, the update finally arrived in […]

Search Marketing Case Studies

Articles on PPC

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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