Abby Webb

Google’s AI search demands higher standards for YMYL content. Learn how to keep your financial, legal or health advice visible, trusted and compliant.

At Google Marketing Live 2025, the focus was clear: AI is already changing the way people search, and as a result, it’s changing what brands need to do to show up in search results. Here’s what you need to know – and what it means for your marketing.

Love it or hate it, everyone’s seen it.  Google’s AI Overviews are changing the way your search results appear. Now, AI-generated summaries will often answer user questions before the usual list of site links we’ve come to expect. In fact, 47% of Google Search results now include an AI Overview – at least, according to AI […]

The energy sector is growing and changing, with renewable energy expected to compose up to half of the UK’s electricity by 2025. In today’s landscape, energy companies need to harness the power of digital marketing to effectively connect with their diverse audiences and stand out in a crowded marketplace.  First, it’s important to understand that […]

Let’s cut to the chase. Your organisation has a solution which is going to positively impact the world.  You also have a target audience that you need to take action before you can make that impact. That audience could be potential clients, it could be investors, it could be the government – it could be […]

This short guide will teach you how to track your marketing campaigns using UTM parameters.  Also referred to as a custom URL, a UTM tag is a customised snippet of text (called a parameter) that is added at the end of a website address. This UTM tag allows you to track and identify the traffic […]

AI has taken the world of digital marketing by storm. We’ve seen AI being used in Google Analytics, it’s changing the way we approach content marketing and what we post on social media. Now, it’s the turn of Google Ads. The platform already includes a range of AI features and, at Google Marketing Live, recently […]

Over 700,000 people die by suicide every year according to the World Health Organisation. For every death there are an estimated twenty attempted suicides. People in need require easy access to support – in their timezone and language – so that they can be listened to in confidence and without prejudice as soon as possible.  […]

E-A-T: expertise, authoritativeness and trustworthiness. Until the end of last year, these were the three criteria which Google used to assess the quality of a webpage. In December 2022, that changed. Now, Google talks about “E-E-A-T”: Experience, Expertise, Authoritativeness and Trustworthiness. On the surface, it might not be clear just what this change means and […]

Whether or not you’re an expert in search engine optimisation, it’s clear that those in the profession love a good acronym (SEO, PPC, CPC, CTR… the list goes on!). And, as a professional or marketer for a financial services firm, there are two more SEO acronyms to know about if you want to improve your […]

Whether you’re creating content for your site or just updating it, forming a strategy around your audience’s interests is easier said than done. You’ll likely have a vague version of your ideal audience in mind – their industry, their job titles – but what are they actually looking for when they arrive on your site?  […]

Whether it’s a tip on how to do something (just like this post!) or an answer to a popular question within your industry, the best blog posts are the ones that provide real value to their readers.  So, if you’re wondering what to include in your next blog post (or 10), here’s how to come […]