Field Notes
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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 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.
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.
Analytics & CROWhat is 'Above the Fold' in Web Design? Why It Matters for Conversion
Above the fold is the portion of a webpage visible without scrolling. It is the most valuable real estate on any web page. This guide explains how to use it to maximise conversions.
PPC & Paid MediaWhat is Landing Page Optimisation? Converting PPC Traffic into Leads
Landing page quality directly determines whether paid traffic converts. This guide covers what makes landing pages effective for PPC campaigns.
Content StrategyWhat is Content Distribution? How to Get Your Content Seen
Creating great content is only half the job — getting it in front of the right audience is the other half. This guide covers effective content distribution strategies.
Analytics & CROWhat is Wireframing? How Wireframes Improve Web Design
Wireframes are structural blueprints of webpages that define layout and function before visual design begins. This guide explains what wireframes are and why they improve website design outcomes.