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 Evergreen Content? How to Build Long-Lasting Organic Traffic
Evergreen content maintains its relevance and traffic over years rather than days. This guide explains how to create content with lasting organic value.
Analytics & CROWhat is A/B Testing? How to Run Tests That Improve Your Website
A/B testing shows two versions of a webpage to different visitors and measures which performs better. This guide explains how to run valid A/B tests and use results to improve conversion rates.
Technical SEOWhat is Structured Data? How to Help Search Engines Understand Your Content
Structured data makes your content machine-readable for search engines and AI tools. This guide explains what it is and why it matters in 2026.
Analytics & CROWhat is Conversion Rate Optimisation (CRO)? A UK Business Guide
Conversion rate optimisation improves the percentage of website visitors who take a desired action. This guide explains how CRO works, what it delivers, and how UK businesses can approach it systematically.
PPC & Paid MediaWhat is TikTok Advertising? Paid Social for Younger Audiences
TikTok Ads reaches the UK's largest under-35 digital audience. This guide explains how TikTok advertising works and when it is the right investment.
Content StrategyWhat is Content Decay? How to Prevent Your SEO Rankings from Fading
Content decay describes how articles lose organic rankings and traffic over time without maintenance. This guide explains how to detect and reverse it.
Local SEOHow to Rank Higher in Google Maps: A Guide for UK Businesses
Ranking higher in Google Maps means more calls, visits, and directions from local customers. This guide covers every factor that influences Google Maps rankings for UK businesses.
Technical SEOWhat is Internal Linking? SEO Strategy for Site Architecture
Internal linking is one of the most powerful and underused SEO techniques. This guide explains how internal links work and how to use them strategically.
Local SEOGoogle Business Profile vs Google Ads: Which is Right for Your Business?
Google Business Profile is free and drives organic local traffic. Google Ads is paid and targets a broader range of searches. This guide explains when to use each and how they work together for UK businesses.
PPC & Paid MediaWhat is LinkedIn Advertising? B2B Paid Social Explained
LinkedIn Ads is the primary paid channel for reaching B2B decision-makers. This guide explains how LinkedIn advertising works and when it is the right investment.
Content StrategyWhat is Thought Leadership Content? Building Authority Through Expert Opinion
Thought leadership content establishes individuals and brands as the definitive expert voice in their field. This guide explains how to create it effectively.
Local SEOWhat is Review Management? How Online Reviews Affect SEO
Review management is the systematic process of monitoring, responding to, and growing your online reviews. It directly affects local SEO rankings, conversion rates, and brand reputation. This guide explains how.