Field Notes
From the
AI search era.
Tactical strategy, algorithm analysis, and AEO deep-dives from our team. 456+ articles covering SEO, AI search, paid media, content, and more.
What 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.
Local SEOWeb Design Agency Manchester: Building Websites That Perform in the North West
Manchester has a competitive web design market with agencies ranging from boutique studios to full-service digital agencies. This guide explains what to look for and how to evaluate them.
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.
Local SEOSEO Agency Edinburgh: Organic Growth for Scotland's Capital
Edinburgh's financial services, tourism, and university sectors demand strong organic search presence. This guide explains what effective Edinburgh SEO looks like.
IndustriesWhat 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.