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 are Google Ads Keyword Match Types? Broad, Phrase, and Exact Explained
Keyword match types control which searches trigger your Google Ads. Choosing the right type significantly affects campaign efficiency and cost.
Content StrategyWhat is ToFu, MoFu, BoFu Content? The Marketing Funnel Explained
ToFu, MoFu, and BoFu represent different stages of the buyer journey — and each requires different content. This guide explains the framework and how to apply it.
Analytics & CROWhat is Direct Traffic in Google Analytics? What It Really Means
Direct traffic in GA4 often means much more than visitors who typed your URL directly. Understanding what it really represents can reveal missing attribution and improve marketing measurement.
Technical SEOWhat is Domain Authority? Understanding Website Authority in 2026
Domain Authority is a metric used to estimate a website's ranking strength. This guide explains what it means, how it's calculated, and how much it actually matters.
Analytics & CROWhat is a Marketing Dashboard? How to Build One for Your Business
A marketing dashboard consolidates your key performance metrics into a single view, enabling faster decision-making. This guide explains what should be on a UK business marketing dashboard and how to build one.
PPC & Paid MediaGoogle Ads Account Structure: How to Organise Campaigns for Maximum Performance
Poorly structured Google Ads accounts waste budget and limit performance. This guide explains the optimal account structure for UK businesses.
Content StrategyWhat is Content Personalisation? Tailoring Content to Individual Users
Content personalisation delivers different content experiences to different users based on their characteristics and behaviour. This guide explains how it works.
Analytics & CROWhat is Looker Studio? How to Build Marketing Dashboards
Looker Studio (formerly Google Data Studio) is a free tool for creating interactive marketing dashboards that connect directly to GA4, Google Ads, Search Console, and other data sources.
Technical SEOWhat is Google's Helpful Content Update? What Changed and What It Means for Your Site
Google's Helpful Content system changed how the search engine evaluates content quality. This guide explains what changed and how to ensure your content meets the new standard.
Analytics & CROWhat is Attribution Modelling? How to Credit Marketing Correctly
Attribution modelling determines which marketing touchpoints receive credit for a conversion. The model you choose significantly affects your view of which channels are working. This guide explains the options.
PPC & Paid MediaWhat is Google Ads Audience Targeting? Reaching the Right People
Google Ads audience targeting goes beyond keywords to reach the right people. This guide explains the audience types available and how to use them.
Content StrategyWhat is Gated Content? Lead Magnets and Content Behind Barriers
Gated content exchanges valuable resources for contact information. This guide explains when gating works and when it hurts your content strategy.