Field Notes
From the
AI search era.
Tactical strategy, algorithm analysis, and AEO deep-dives from our team. 378+ articles covering SEO, AI search, paid media, content, and more.
What is Case Study Marketing? Using Client Successes to Win New Business
Case studies prove your capability with real-world evidence. This guide explains how to create case studies that win clients and rank in search.
E-commerceShopify SEO Guide: How to Rank Your Shopify Store in the UK
Shopify has good built-in SEO capabilities but also specific limitations. This guide explains the most impactful SEO optimisations for UK Shopify stores and how to avoid common pitfalls.
Technical SEOWhat is Alt Text? Image Accessibility and SEO
Alt text describes images for accessibility and search engines. This guide explains how to write effective alt text that serves both purposes.
E-commerceeCommerce SEO Guide for UK Businesses: How to Rank and Sell More
eCommerce SEO drives organic traffic to your online store from people actively searching to buy. This guide covers the key strategies UK online retailers use to rank and convert more customers.
PPC & Paid MediaWhat is Google Ads Conversion Tracking? Setting It Up Correctly
Conversion tracking tells Google Ads which clicks led to sales or leads. Without it, optimisation is impossible. This guide explains how to set it up correctly.
Content StrategyWhat is UGC? User-Generated Content for Marketing
User-generated content — created by your customers, not your team — is among the most trusted and cost-effective marketing content available. This guide explains how to use it.
Technical SEOWhat is Lazy Loading? Images, Performance, and SEO
Lazy loading defers the loading of off-screen images until they are needed. This guide explains how it works and how to implement it without hurting SEO.
IndustriesBranding vs Marketing: What's the Difference?
Branding and marketing are often confused, but they serve different purposes. Understanding the distinction helps UK businesses allocate effort and investment more effectively.
PPC & Paid MediaHow to Audit a Google Ads Account: A Step-by-Step PPC Audit Guide
A thorough PPC audit reveals inefficiencies and opportunities in your Google Ads account. This step-by-step guide covers everything to look for.
Content StrategyWhat is Zero-Click Search? How AI is Changing Organic Traffic
Zero-click searches are queries answered directly in search results without any website click. This guide explains what it means for content strategy.
IndustriesWhat is Brand Equity? How to Build and Measure It
Brand equity is the commercial value a brand adds to a product or service beyond its functional value. High brand equity enables premium pricing, customer loyalty, and resilience. This guide explains how it works.
Technical SEOWhat is Hreflang? International SEO for Multilingual Websites
Hreflang tags tell search engines which language and country version of a page to show different users. This guide explains how international SEO works.