I've been working in digital marketing since 2017, and this category is a bit of a catch-all for everything I've picked up along the way that isn't strictly SEO. You'll find posts on Google Ads, GA4 and tracking, why the numbers in different platforms never seem to match, and the odd opinion piece where I've done something with a client's account that probably looks a bit strange from the outside.
There's some crossover with the SEO posts, especially anything about AI and how people are searching now, because in practice the channels don't sit in neat separate boxes. My aim with all of it is to be honest about what works, what doesn't and where the pitfalls are, so you can make a decision that's right for your business.
When I audit a Google Ads account I always work through it in the same order. I start with conversion tracking, then move on to structure, search terms, technical settings, ads and landing pages and change history, and finish with a list of fixes in priority order. If you're running your own account, you can […]
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With an online store, what I'm trying to do with SEO is get the right shoppers onto your category and product pages, and then make sure those pages give them what they need to buy. Generally speaking that means matching searches to the right pages, keeping the store easy to crawl and marking up your […]
Monthly marketing reports can run to pages of charts, tables and percentages, and the chances are you've had one that left you wondering what any of it meant for your business. You can see the numbers going up and down, but it's much harder to tell whether your marketing is bringing in more enquiries and […]
Server-side tagging moves your tracking out of your visitors' browsers and onto a server you control, which means Google Ads, GA4 and Meta get a fuller picture of the conversions your ads are bringing in. Whether it's worth doing for your business generally depends on how much you're spending on ads, how much of your […]
I've just come back from BrightonSEO, and one idea kept coming up across the talks I sat in on. It's something I'd already been noticing in my own work, but it was useful to hear other people in the industry saying the same thing. AI tools have changed where the slowdown sits in marketing. Drafting […]
When it comes to your marketing you've generally got three options, which are to bring in an agency, hire a freelancer (or a few of them) or employ someone in-house. Any of them can work really well or go badly wrong, and which one suits you depends on how much work there is, what kind […]
In today's digital landscape, email marketing stands as a cornerstone of effective communication and marketing strategies. With billions of emails sent daily, the challenge for marketers is not just to reach the inbox but to capture the attention of the reader. The art of email marketing optimization lies at the heart of this challenge. Email […]
In the ever-evolving landscape of digital marketing, the power of influencer marketing has become increasingly undeniable. Once dominated by celebrities and macro-influencers, the spotlight is now shifting towards a more authentic and approachable group of influencers – the micro-influencers. These individuals, though they may have smaller followings, wield a level of authenticity and engagement that […]
In the ever-evolving landscape of business-to-business (B2B) marketing, digital strategies have emerged as the cornerstone of modern outreach and communication. However, the journey to today's digital marketing prowess has been as dynamic as it has been revolutionary. From the nascent stages of online advertising to the sophisticated, data-driven campaigns of today, B2B digital marketing has […]