Abby Webb

The energy sector includes a broad range of organisations, from renewable energy developers and energy infrastructure providers to technology businesses, utilities and consumer-facing suppliers. Each operates in a complex market, often with multiple audiences, long buying journeys and products that can be difficult to explain. Effective energy marketing therefore requires more than promoting individual products […]

The search landscape is shifting quickly, with features, user behaviour and industry commentary updating almost every day. Google is obviously central to that shift towards AI search, as it continues encouraging users towards generative AI experiences through features like AI Overviews and AI Mode. That makes its “Guide to Optimising for Generative AI Features on […]

AI content policies are starting to show up in more places, especially among publishers, broadcasters and other editorial-led organisations. With AI playing a much larger role in how a lot of content gets produced, these policies are no surprise. The question I’m asking isn’t whether organisations are using AI in content creation. Most already are, […]

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 […]

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 […]