Search Marketing

The latest search marketing best practice, case studies, trends, training and more. From search engine optimisation to pay-per-click

SEO for 2021 Webinar

 ‌ This webinar draws on latest updates to Econsultancy’s renowned SEO Best Practice Guide, which has been created with the help and frontline insight of globally esteemed SEO practitioners to give you the edge in your organic search marketing activity in 2021.

Search Engine Optimisation (SEO) Best Practice Guide Pack Shot

Search Engine Optimisation (SEO) Best Practice Guide

 ‌ Econsultancy’s new and updated series of SEO Best Practice Guides contains everything marketers need to know about search engine optimisation, whether they work for an in-house client-side team, independently, or for an agency.

PPC Best Practice Guide

‌ Econsultancy’s refreshed and updated series of Paid Search Best Practice guides covers everything you need to know about the complex, though potentially very lucrative, area of paid search advertising.

Search strategy

Planning and Strategy for Paid Search

A best practice guide offering step-by-step advice to ensure paid search campaigns are best placed to succeed. From defining budgets, business goals, channels, resourcing and targets, this guide is a useful tool for anyone involved in building or delivering a strategy for paid search.

Marketing Campaign Integration Strategy (Paid Search)

A best practice guide helping marketers test and improve all elements of PPC to stay ahead of the competition and ensure relevance with customers on search. It discusses different bid strategies, ad extensions, how to test messaging and creative, landing page optimisation and how to integrate mobile search into any PPC campaign.

Search trends

SEO Best Practice: Changes in SEO

A look at key changes in search since 2016, detailing updates including interface updates and changes within the industry – how shifting approaches towards optimisation for search engine visibility also contribute to overall change.

Search fundamentals


PPC: A glossary of terms

As a companion to the Paid Search Best Practice Guide, we present this glossary of terms, which aims to demystify some of the most commonly used terms in PPC while illustrating how the fundamentals fit together.

Paid Search Basics Best Practice Guide

This best practice guide serves as an introduction to the role of paid search in the digital marketing mix, covering how to write a successful paid search ad along with the basics of keyword strategy and campaign management. It also covers the latest developments from the search engines.

A glossary of SEO terminology

As a companion piece to the Search Engine Optimisation Best Practice Guide, we present this glossary of SEO terms, which aims to demystify some of the most commonly used terms in SEO while illustrating how the fundamentals fit together.

Latest Articles

Close-up photograph of a bottle of Baileys alongside a glass that has a small amount poured into it.

Diageo on D2C strategy, owning search and adapting to new consumer moments

For brands who primarily sold to or interacted with customers via a physical venue, the Covid-19 pandemic and the lockdown that it brought prompted an abrupt shift towards finding ways to interact with customers in the digital realm instead. This was particularly true for beverage company Diageo, which owns drinks brands like Guinness, Baileys, Smirnoff, […]


SEO Best Practice: Benchmarking and Auditing

This report is part of Econsultancy’s SEO Best Practice Guide, with this section looking at how to benchmark a company’s performance against external measures, examining the aspects of the benchmarking and auditing process that you should undertake as part of your SEO planning and strategy.

On-page and landing pages

SEO Best Practice: Landing Page Optimisation

This report is part of Econsultancy’s SEO Best Practice Guide, with this section outlining the importance of landing pages for SEO and how to utilise conversion optimisation techniques to enable excellent user journeys and meet business objectives.

Technical SEO

SEO Best Practice: Technical SEO

An in-depth guide looking at the technical considerations for SEO, including how technical decisions can affect a website’s compatibility with search engine guidelines and a site’s ability to be ranked for relevant keyword searches. Part of Econsultancy’s SEO Best Practice Guide.

SEO Best Practice: Algorithm Updates

An outline of all the important updates to the Google algorithm, from Google’s earliest algorithm changes to important recent updates including 2020’s broad core updates and AI advancements in search.


Fast Track Search Marketing Training Course

SEO, or a lack of it, can make or break a brand. This Fast Track SEO Marketing Training course will lift the lid on the techniques you can use to stand out in an incredibly competitive marketplace.


2 Min


What PPC is, how it works, the different ad formats and the importance of optimisation.

24 Min

Search Engine Marketing: SEO

An introduction to SEO: why it’s important and how it works. Learn about the key principles of SEO and be introduced to on-page and off-page activity, along with keyword research and how to apply it.

30 Min
Search engine marketing PPC

Search Engine Marketing: PPC

Gain an understanding of Paid Search and PPC, how it works, and how it differs from SEO. Learn about the auction model and how this affects costs, along with keywords, key phrases and targeting options.


Local and international search

SEO Best Practice: International SEO

This report is part of Econsultancy’s SEO Best Practice Guide, with this section explaining some of the most important areas marketers will need to consider to successfully launch into a new market, from how to set up a website to devising and running an international SEO campaign.

Local SEO Best Practice Guide

This report examines the business opportunities of local SEO and advises how to prioritise and build a local SEO strategy. It is intended to offer best practice thinking on how businesses can ensure that local SEO is a valuable investment of both time and money.

Voice search

Voice in 2020 is (still) not about search

Well, here we are. We’ve made it to 2020, the year that so many believed would be a milestone for voice search, because allegedly, 50% of all search queries by 2020 were going to be conducted via voice.

More Reports

SEO Large

SEO for 2021 Webinar

A webinar drawing on latest updates to Econsultancy’s SEO Best Practice Guide, covering topics including Google’s recent changes to ranking factors, the growth in search functionality through AI and updates to fraggles, from passages in search results to Google’s new ability to understand the content of video.

Glasses on blue background

Internet Statistics Compendium: Search

A collection of the most recent statistics and market data on online marketing, ecommerce, the internet and related digital media, drawn from Econsultancy’s Internet Statistics Database. Aimed at marketers looking for benchmarking stats, evidence for use cases or persuasive figures for procuring investment.

Search Marketing - Econsultancy's Internet Statistics Database

Find search marketing trends – visit the ISD

Browse, save and export more search-related statistics and charts in the Internet Statistics Database. Constantly updated to reflect the latest findings.

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