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 Rebranding? When to Rebrand and How to Do It Successfully
Rebranding changes how a business presents itself to the market — from logo and visual identity to positioning and name. This guide explains when rebranding is worth it and how to approach it without damaging what you've built.
PPC & Paid MediaWhat is Impression Share in Google Ads? And How to Improve It
Impression share shows what percentage of available auctions your ads appeared in. This guide explains what it means and how to improve it.
Content StrategyHow to Build Topical Authority: A Systematic Approach to Becoming the Definitive Source
Topical authority is built through systematic, comprehensive content coverage of specific subject areas. This guide shows you how.
IndustriesWhat is Brand Strategy? How to Develop One for Your UK Business
Brand strategy defines what your brand stands for, who it serves, and how it creates value — the foundation for every marketing and communication decision. This guide explains how to develop one.
Technical SEOWhat is Google Discover? Content Discovery Beyond Search
Google Discover shows personalised content recommendations without a search query. This guide explains what it is and how to get your content featured.
IndustriesWhat is Tone of Voice in Branding? How to Define Yours
Tone of voice defines how your brand communicates through words — the personality and style that runs through all your written and verbal communication. This guide explains how to define and apply tone of voice effectively.
PPC & Paid MediaGoogle Ads vs Facebook Ads: Which is Right for Your Business?
Google Ads and Facebook Ads have fundamental differences in how they target and convert audiences. This guide explains which is right for your business.
Content StrategyWhat is an Internal Linking Strategy? Building a Connected Content Architecture
Strategic internal linking distributes authority across your site and helps search engines understand your content hierarchy. This guide covers how to do it effectively.
IndustriesWhat are Brand Guidelines? How to Create and Use Them
Brand guidelines document how your brand elements should be used to ensure consistency across all touchpoints. This guide explains what they include and how to create effective brand guidelines for your UK business.
Technical SEOWhat is People Also Ask? How to Appear in PAA Boxes
'People Also Ask' boxes appear on the majority of Google results pages and capture significant attention. This guide explains what they are and how to appear in them.
IndustriesWhat is Brand Positioning? How to Stand Out in a Crowded Market
Brand positioning defines the unique space your brand occupies in the minds of your target customers relative to competitors. This guide explains how to develop a compelling brand position for your UK business.
PPC & Paid MediaHow Much Should I Spend on Google Ads? Budget Planning for UK Businesses
Setting the right Google Ads budget is critical to campaign success. This guide provides a realistic framework for UK businesses planning PPC investment.