Field Notes
From the
AI search era.
Tactical strategy, algorithm analysis, and AEO deep-dives from our team. 454+ articles covering SEO, AI search, paid media, content, and more.
What 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.
Analytics & CROWhat is UTM Tracking? How to Track Marketing Campaign Performance
UTM parameters tag marketing links so GA4 can identify exactly which campaigns, channels, and content drive your website traffic and conversions. This guide explains how UTMs work and how to use them correctly.
Technical SEOWhat is Duplicate Content? How It Affects SEO and How to Fix It
Duplicate content causes search engines to split ranking authority across multiple pages. This guide explains the causes, effects, and fixes for duplicate content.
Local SEOSEO Agency Manchester: Finding the Right SEO Partner in the North West
Manchester's competitive business landscape makes SEO a key growth driver for ambitious businesses. This guide covers what Manchester SEO agencies deliver and how to evaluate them.
Analytics & CROWhat is Google Analytics 4 (GA4)? A UK Business Guide
Google Analytics 4 is Google's current web and app analytics platform. This guide explains what GA4 does, how it differs from Universal Analytics, and how UK businesses should use it.
Analytics & CROWhat is UI Design? User Interface Design Explained
UI design is the visual and interactive design of digital interfaces — buttons, typography, colour, and layout. Good UI design makes products aesthetically appealing and easy to use. This guide explains what it involves.
PPC & Paid MediaWhat is PPC Attribution? Understanding Which Ads Drive Revenue
Attribution determines which ads get credit for conversions. This guide explains the different attribution models and how to choose the right one.
Content StrategyWhat is Digital PR? Earning Links and Coverage for SEO and Brand Authority
Digital PR earns editorial coverage and backlinks simultaneously, making it one of the most efficient ways to build both authority and brand visibility.
Analytics & CROWhat is Multivariate Testing? When to Use It vs A/B Testing
Multivariate testing simultaneously tests multiple page elements to find the best combination. This guide explains when multivariate testing is appropriate versus A/B testing and how to run it.
Technical SEOWhat is a 301 Redirect? URL Redirects Explained for SEO
301 redirects move web pages permanently and transfer their SEO authority. This guide explains how redirects work and how to avoid the common mistakes that harm rankings.