Search Marketing

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

Search trends

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 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

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.

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.

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

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.

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 Articles

Close-up photograph of a bottle of Baileys alongside a glass that has a small amount poured into it.

Diageo on D2C strategy, owning search and adapting to new consumer moments

For brands who primarily sold to or interacted with customers via a physical venue, the Covid-19 pandemic and the lockdown that it brought prompted an abrupt shift towards finding ways to interact with customers in the digital realm instead. This was particularly true for beverage company Diageo, which owns drinks brands like Guinness, Baileys, Smirnoff, […]

Measurement

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.

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.

On-page and landing pages

SEO Best Practice: On-Page Optimisation

This part of Econsultancy’s SEO Best Practice Guide 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.

Technical SEO

SEO Best Practice: Technical SEO

An in-depth guide looking at the technical considerations for SEO, including how technical decisions can affect a website’s compatibility with search engine guidelines and a site’s ability to be ranked for relevant keyword searches. Part of Econsultancy’s SEO Best Practice Guide.

webinar

Fast Track Search Marketing Training Course

SEO, or a lack of it, can make or break a brand. This Fast Track SEO Marketing Training course will lift the lid on the techniques you can use to stand out in an incredibly competitive marketplace.

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

Local and international search

SEO Best Practice: International SEO

This report is part of Econsultancy’s SEO Best Practice Guide, with this section explaining some of the most important areas marketers will need to consider to successfully launch into a new market, from how to set up a website to devising and running an international SEO campaign.

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. It is intended to offer best practice thinking on how businesses can ensure that local SEO is a valuable investment of both time and money.

Voice search

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.

More Reports

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.

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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