The 2025 Reality Check: Why Technical SEO Just Became a Priority (Again)

by Luke | Mar 26, 2025 | SEO, Strategy, Tech SEO

If you’re paying attention to the search landscape in 2025, you’ve probably noticed a shift—not subtle, not quiet, and definitely not temporary.

Google’s core updates are rolling out harder and faster, and this time, there’s one thing they’re laser-focused on: credibility.

It’s not just about backlinks anymore. It’s not about publishing a blog post every Tuesday. And it’s certainly not about flooding your site with AI-written content and hoping for the best.

What we’re seeing now is a search ecosystem recalibrating itself in real time—rewarding websites that can prove they’re built by real people, with real experience, and structured in a way that makes sense for both users and machines.

That’s where technical SEO comes back into play.

This isn’t just another “check your meta tags” list. This is about building a site that’s future-proof, credible, and worthy of ranking in a search engine that’s trying to outsmart synthetic content.

What’s Changed in Search?

Before we get to the fixes, let’s unpack the why.

AI-generated content is everywhere. It’s faster than human writers, but lacks the nuance, originality, and context that Google now sees as essential.
The Helpful Content Updates (HCU) from late 2023 through 2025 continue to push down content that’s “search-engine first” rather than user-first.
Search Generative Experience (SGE) is reshaping how results are shown. Sites that offer fast, structured, and credible answers are being prioritised—especially in AI summaries.
EEAT signals have moved from theory to practice. You can’t just say you’re an expert. You have to structure your site like one.

So, what can you actually do to compete? Here are seven technical SEO improvements that matter more than ever.

1. Fix Crawlability & Indexation: Let Google See the Right Stuff

No matter how good your content is, if Google can’t get to it, it’s not going to rank. In 2025, crawlability isn’t just about visibility—it’s a trust signal.

What to check:

Are your sitemaps and robots.txt up to date and accurate?
Are key pages being indexed? Use Search Console’s Page Indexing report to see what’s stuck in limbo.
Are you overloading crawl budgets with paginated content, tag pages, or unimportant parameters?

Google’s crawlers are becoming more selective. Sites with clear structure and prioritised, high-quality pages get crawled more frequently. If you’re publishing credible content and no one sees it, it’s a technical problem—not a content one.

2. Consolidate Content: From Volume to Value

Many websites—especially those that leaned into AI—now have sprawling blog archives full of near-duplicate content. Unfortunately, Google is wise to it.

Rather than seeing 20 pages about the same keyword, it’s now rewarding depth and authority over coverage.

What to do:

Merge overlapping posts into fewer, deeper pages.
Use 301 redirects to consolidate equity from older, thinner pieces.
Add canonical tags if consolidation isn’t possible yet.

Google now penalises “site bloat”—and rewards websites that show editorial intent. Less clutter = more authority. You build authority by diving deeper, not publishing wider. One well-maintained page is worth more than five autopiloted ones.

3. Improve Site Speed & Core Web Vitals (Seriously This Time)

Speed is no longer just about bounce rate—it’s baked into the user experience signals that feed directly into rankings, especially in the age of SGE and mobile-first indexing.

Where to start:

Optimise Largest Contentful Paint (LCP) and Interaction to Next Paint (INP)—Google’s new standard for input response.
Implement lazy loading, use CDNs, and trim third-party scripts.
Don’t ignore CLS (layout shift). A janky mobile page = lost trust.

SGE pushes results that provide instant value. If your site takes too long to load, you might never be surfaced at all—even if you rank. Does your site feel like a modern experience, or a clunky archive? Technical speed reflects how much you value the visitor’s time.

4. Use Structured Data to Reinforce Authority

In 2025, structured data is the semantic map that tells Google what your site is—and who stands behind it.

What to mark up:

Article and Author schema to tie content to real people
Organization, LocalBusiness, and Product schema to define entities clearly
FAQ, How-To, Breadcrumb schema to enhance UX and clarity

SGE relies heavily on structured data to pull accurate summaries. Without schema, you’re invisible in that new layer of search. Show who you are. Tell Google what you do. Apply consistent markup. Reflect on how your structure supports your content’s credibility.

5. Restructure Your Site Around Topics, Not Navigation

Most sites are still organised by legacy logic—services, products, blog categories. But that’s not how search sees it.

Google now rewards topical authority—a clear, structured understanding that your site covers an area of expertise thoroughly.

How to improve:

Build content clusters around key services or subjects.
Link related pieces internally using semantic anchor text, not just “read more.”
Create hub pages that centralise and define your main topic areas.

Topical authority is about clarity. If you’re a financial planner, and you’ve written five separate pages about pensions—but they’re buried and unlinked—you’re not signalling expertise. Expertise shows when your site structure mirrors your knowledge, not just your navigation menu.

6. Eliminate Legacy Bloat That’s Dragging You Down

Most websites have digital skeletons in their closets—old press releases, tag pages, abandoned campaign microsites, duplicate blog categories. They served a purpose once. Now? They’re dead weight.

Why this matters:

Legacy content often ranks for nothing, earns no links, and dilutes your crawl budget.
Worse, it creates a weak overall content-to-quality ratio, something Google actively considers in its Helpful Content System.

How to clean up:

Run a content audit that looks beyond traffic: assess by purpose, quality, and current relevance.
Remove, merge, or redirect outdated content.
De-index archive or tag pages if they serve no user benefit.

Trimming legacy content helps clarify your topical expertise and sends stronger trust signals. A lean, focused site is more authoritative than a bloated one.

7. Create a System for Content Lifecycle Management

It’s no longer enough to hit “publish” and walk away. In 2025, ranking content is maintained content—and Google increasingly expects freshness, clarity, and relevance over time.

Why this matters now:

Outdated content—even if it used to rank—is being filtered out by SGE and core updates.
Evergreen pages need upkeep to stay accurate, especially in fast-moving industries (health, finance, tech, etc.).
Regular content reviews help demonstrate that your site is actively curated, not just passively indexed.

What to do:

Set a content review schedule (e.g. quarterly for high-value pages).
Add visible “Last updated” timestamps.
Treat high-performing content like products: monitor, refine, and improve based on feedback and performance.

Show your users that you stand by what you write. Tell Google you’re committed to quality. Apply regular reviews. Reflect on what performs—and what doesn’t.

SEO in 2025 Is About Discipline, Not Volume

The days of “more = better” are behind us. Google’s updates are making it clear: quality, structure, and ongoing maintenance are what count now.

If you’ve relied on AI to scale content without revisiting its purpose or accuracy—now’s the time to shift your energy toward cleaning, clarifying, and curating.

Technical SEO is your proof of care. It’s how you show both users and algorithms that your site isn’t just content-rich—but credibility-rich.

The good news? Most of your competitors won’t bother. Which gives you the edge—if you’re willing to do the real work.

The Best SEO Tools for 2025: Elevate Your Strategy with the Right Tools

by Luke | Dec 20, 2024 | Market Analysis, SEO, Strategy

Why SEO Tools Are More Essential Than Ever

Search engine optimisation (SEO) isn’t just about keywords and backlinks anymore; it’s about creating seamless, user-friendly experiences that resonate with your audience. With Google’s focus on Core Web Vitals, the rise of AI, and the dominance of mobile-first indexing, having the right tools in your corner is a must. In today’s blog, we’ll cover the best SEO tools for 2025, from keyword research to competitor analysis, so you can keep your strategy sharp and effective.

1. Google Search Console: The Foundation of SEO Success

Google Search Console remains the bedrock of any SEO strategy. It’s free and packed with insights that help you fine-tune your website’s performance. Learn more about Google Search Console.

Key Features:
- Core Web Vitals reports for page speed and user experience.
- Index coverage to spot and fix crawling issues.
- Search performance metrics to track how your keywords are doing.

Pro Tip: Use the URL Inspection Tool to quickly diagnose and resolve page-specific issues.

2. Google Analytics: Understanding User Behavior

If you want to make smart decisions, you’ve got to know how people are interacting with your site. Google Analytics is your go-to for detailed insights into user behavior. Set up Google Analytics here.

Key Metrics to Monitor:
- Bounce rate and session duration for understanding engagement.
- Conversion rates to see how well your goals are being met.
- Audience demographics to tailor your content strategy.

What’s New for 2025: Enhanced AI features for predictive analytics that help you stay one step ahead.

3. SEMrush: The All-in-One SEO Solution

SEMrush is a powerhouse that covers everything from keyword research to competitor analysis and content optimisation. Discover SEMrush’s full capabilities.

Top Features:
- Keyword Magic Tool: Pinpoint high-intent keywords that your audience is searching for.
- Competitor Gap Analysis: Discover opportunities by comparing keyword and backlink profiles.
- Position Tracking: Keep tabs on your rankings across devices and locations.

Best For: Whether you’re new to SEO or a seasoned pro, SEMrush has something for everyone.

4. Ahrefs: Mastering Competitive Analysis

Ahrefs is your secret weapon for understanding what’s driving traffic to your competitors’ websites. Try Ahrefs for free.

Standout Features:
- Backlink Explorer: See who’s linking to your competitors and why.
- Content Explorer: Find trending topics in your industry.
- Keyword Explorer: Analyse search volume, difficulty, and click-through rates.

When to Use It: Perfect for crafting data-driven content strategies that outshine the competition.

5. Screaming Frog: Unmatched Technical SEO Audits

For technical SEO, Screaming Frog’s SEO Spider is in a league of its own. This desktop tool crawls your site to uncover structural issues. Download Screaming Frog’s SEO Spider.

Why It’s Essential:
- Find broken links and redirects.
- Identify duplicate content and metadata problems.
- Audit Core Web Vitals performance.

Pro Tip: Use custom extraction to pull specific data from your site’s HTML and save time.

6. Frase.io: AI-Powered Content Optimisation

Frase.io brings AI into the mix, helping you create data-backed content briefs and optimise existing pages. Explore Frase.io’s features.

Notable Features:
- SERP Analysis: Understand what’s ranking and why.
- Content Scoring: Optimise your content to rank higher.
- AI Writing Assistant: Generate outlines and drafts in minutes.

Why It Stands Out: If content is your main focus, Frase.io is an absolute must-have.

7. Yoast SEO & Rank Math: WordPress SEO Simplified

If you’re using WordPress, Yoast SEO and Rank Math are tools you’ll want on your side. While they’re similar, each has its own perks.

Yoast SEO:
- Simple readability and keyword analysis.
- Google Search Console integration.
- Handy internal linking suggestions.
Rank Math:
- Lightweight and fast.
- Advanced schema markup features.
- Multiple keyword optimisation, even in the free version.

When to Choose: Go with Yoast for simplicity or Rank Math for advanced options.

8. Emerging Tools for 2025

a. ChatGPT for SEO: AI-Assisted Content and Idea Generation

ChatGPT has become a favorite for:

Brainstorming keywords.
Writing meta descriptions and title tags.
Crafting FAQ sections tailored to user intent. Learn more about ChatGPT for SEO.

b. Surfer SEO: Content Strategy at Scale

Align your content with search intent using NLP insights. Learn more about Surfer SEO.
Real-time content scoring ensures top-notch optimisation.

c. Answer The Public: Visual Keyword Research

Perfect for generating content ideas based on real-world queries. Discover Answer The Public.
A must-have for uncovering long-tail keywords and FAQs.

9. Free vs. Paid Tools: Finding the Right Balance

Not every tool needs to cost a fortune. Free options like Google Trends and Ubersuggest are excellent for starters, while paid tools like SEMrush and Ahrefs offer deeper insights and scalability. Start small and expand your toolkit as your SEO needs grow.

10. How to Choose the Right Tools for Your Business

The right tools depend on:

Budget: Free tools are great for startups, while premium options are worth it for advanced campaigns.
Team Size: Collaborative features in tools like SEMrush are perfect for larger teams.
Goals: Focus on local SEO, content creation, or technical audits based on what you need most.

Building Your 2025 SEO Toolbox

The SEO world keeps evolving, and your tools need to keep up. By mixing free and premium options, you can build a flexible SEO strategy that delivers results. Keep evaluating your toolkit and stay open to new trends and technologies—because in SEO, staying ahead is half the battle.

Top Halloween Marketing Ideas: When Scares Meet Sales

by Patrick | Oct 28, 2024 | Advertising, Design and Branding, Market Analysis, Strategy

Ah, Halloween – that time of year when it’s socially acceptable to indulge in all things spooky, from gory costumes to haunted houses, and of course, pumpkin-flavoured everything.

Beyond the costumes and candy, Halloween presents a golden opportunity for marketers to tap into that spooky season energy and connect with their audience in new and creative ways. Let’s dive into some of the best Halloween marketing campaigns that have not only scared us, but also inspired us, with their use of different channels to grab attention and make an impact. Grab your candy, settle in, and prepare to be wowed by some truly ‘killer’ marketing.

IKEA: Monsters Not Included

Remember those childhood nights when you were absolutely certain a monster was lurking in your wardrobe? IKEA took this fear and turned it into marketing magic with their “Monsters Not Included” campaign. The premise? Monsters might be hiding behind your curtains, under your bed, or in your wardrobe, but thanks to IKEA’s affordable and cosy home accessories, you can rest assured that no monsters are included in the package.

What’s genius here is how IKEA taps into an almost universal fear—monsters under the bed—and flips it into something whimsical and playful. Not only do they reassure you that no scary creatures come with your new wardrobe, but they also slyly suggest a nightlight might do the trick for any lingering childhood terrors. Short, snappy, and spot-on.

Mars Wrigley: "Halloween It Like You Mean It"

If there’s one thing everyone can agree on during Halloween, it’s that sweets are non-negotiable. Mars Wrigley understood the assignment with their campaign, “Halloween It Like You Mean It,” which was basically a sweet-laden call to action for anyone even remotely thinking of skipping out on the holiday.

With an interactive website that included a ‘Handy Candy Calculator’ to help make sure you don’t run out of fuel for the trick or treaters, Halloween recipes, shopping links, and promo codes; this campaign ticked all the boxes. It wasn’t just about selling chocolate bars; it was about making sure your Halloween was fully stocked, stress-free, and, most importantly, sweet. Whether you’re team Twix or Snickers, Mars Wrigley has your back, ensuring you “mean it” this spooky season.

Liquid Death: Martha Stewart Dismembered Moments Candle

Martha Stewart… in a Halloween campaign? Liquid Death, a brand known for pushing boundaries, decided to team up with the queen of all things domestic to promote their Halloween-themed product: the Dismembered Moments Luxury Candle. Seriously, who doesn’t want a luxury candle in the shape of a dismembered hand? The commercial is a masterpiece in contrasts—Martha, as calm and composed as ever, sweetly introduces the candle amid screams, fake blood, and heavy metal music.

It’s the kind of bizarre, unexpected pairing that makes you do a double-take, and really grabs your attention. Chalk it up to Martha’s unflinching poise in the face of chaos, or Liquid Death’s ability to make canned water seem edgy. Either way, this campaign was a spooky hit, because what’s Halloween without a little dismemberment?

Skoda: Carving Pumpkins (and Cars)

Pumpkin carving? Pretty standard Halloween fare. Carving a Skoda car hood instead? Now we’re talking. Skoda’s Halloween ad played off childhood nostalgia, showing a young boy carving a pumpkin, only to flash-forward to his adult self carving the face into the hood of a Skoda.

It’s a simple concept, but incredibly effective. Not only does it tug at your heartstrings, but it also aligns perfectly with Skoda’s brand—focusing on creativity, craftsmanship, and a bit of fun. It’s Halloween for grown-ups, but with the same childlike joy of carving a pumpkin, only this time the “pumpkin” is a car.

SVEDKA: A Halloween Curse

Here’s the deal: we’ve all experienced ad fatigue, and Svedka knows it. So, what better way to break through the noise than by cursing your audience? The campaign starts with an ominous message: “By watching this, you’re now cursed.”, invoking online copypasta posts which drive engagement by threatening to curse the reader if they don’t comment & share. Sure enough, the only way to break the curse? Share the video with a friend.

It’s the kind of playful and slightly devious concept that fits perfectly with Halloween. By engaging the audience directly and making them part of the experience, Svedka turned a simple video ad into something memorable, interactive, and just a little bit creepy.

Oh, and by the way? By reading this blog post you are now cursed. Share this blog post with your social networks and we’ll get that taken care of for you. 😉

Netflix: "Netflix & Chills"

“Netflix and chill” has become a modern catchphrase, but for Halloween, the streaming giant put a spooky spin on it with their “Netflix & Chills” campaign. The concept was simple: use the popularity of the phrase to showcase some of their scariest shows and movies, like The Haunting of Hill House and 1922.

Sometimes, the best campaigns don’t need to be over-the-top. By playing off their own brand’s massive cultural influence, Netflix was able to remind viewers that when it comes to streaming horror, they reign supreme. All you need is a cosy blanket (and maybe some protection from whatever’s lurking in the shadows).

M&M x Ring: Trick-or-Treating Gets Tech-Savvy

What happens when you combine Halloween with cutting-edge tech? M&M and Ring created an innovative collaboration that took trick-or-treating to a whole new level. By teaming up with Ring doorbells, M&M’s ‘spokescandy’ Red, greeted trick-or-treaters with interactive challenges, pranks, and Halloween-themed games.

The best part? Ring users were encouraged to share videos of these interactions online, bringing a whole new layer of social engagement into the mix. It’s a smart way to integrate technology into a centuries-old tradition, all while making sure M&M’s stay top of mind.

Final Thoughts

From monster-filled closets to luxury candles, Halloween marketing campaigns prove that there’s no shortage of creativity when it comes to capturing the spooky season. Whether they’re tapping into childhood fears or using the latest technology to enhance a centuries-old tradition, brands continue to push the envelope on how they connect with audiences during Halloween.

So, as you’re carving your pumpkin or picking out sweets for trick-or-treaters, remember: there’s always a marketing team somewhere plotting their next spooky move. Happy Halloween!

How to Segment Your Email Audience to Properly Target a Campaign

by Patrick | Aug 24, 2024 | PR, Strategy

These days you may hear the call that ‘email is a dead channel’, but the opposite is true. There are more people currently using email than there are on social media – and it’s estimated that half of email users spend between 10 – 60 minutes each week browsing marketing emails. By tailoring your messages to specific segments of your audience, you can significantly improve open rates, CTR, and ultimately conversions. Here’s a guide for you on how to get started in segmenting your email audience.

Desired Outcome

The first step in email segmentation is defining your desired outcome. This means understanding what you want to achieve with your email campaigns. Are you looking to increase sales, improve customer retention, or boost engagement? Your goals will dictate how you segment your audience.

For example, if your goal is to increase sales, you might focus on segments that include high-intent buyers or past purchasers. If you aim to boost engagement, you might target segments based on past interactions with your emails.

Basic Customer Information

To effectively segment your audience, you need to gather and utilise available customer information. This can include:

Demographics: Age, gender, income level, education, occupation, etc. Segmenting by demographics allows you to tailor content that resonates with specific groups. For instance, students may be interested in budget holiday deals while an older audience may be better suited for all-inclusive or cruise options.
Geographic Location: This is particularly useful for businesses with location-specific offerings, like an events organisation. You can send location-based promotions, adjust your content for regional events, or even account for different time zones.

Previous Customer Interactions

Analysing previous customer interactions can give you a great insight into how interested in your products or services a customer is, and where they may be on their buyer journey. Very few people buy something with no previous interactions with the brand they are buying from. Some indicators of a good customer to target are:

Email Engagement: Track who opens your emails, clicks on links, and converts. You can create segments based on engagement levels, such as highly engaged users who open most of your emails and less engaged users who rarely interact with your content.
Purchase History: Segmenting by purchase history allows you to identify loyal customers, frequent buyers, and those who haven’t made a purchase recently. This can help in crafting specific messages to re-engage lapsed customers or reward loyal ones.
Abandoned Cart: If you have a cart function, you should be able to access data on users who have users who have added items to their cart but haven’t completed the purchase. Sending reminders or incentives to complete the purchase can help recover these potential sales.

Purchase Intent

Understanding purchase intent can help in creating segments that target potential buyers effectively. This includes:

Customer Journey Stage: Identify where customers are in their buying journey. New leads might belong in a segment that you send more informational content to, while those closer to making a purchase might benefit from a demo or a discount offer.
Browsing Behaviour: Use data on what products or services customers have shown interest in. For example, if a customer frequently visits a specific product page but hasn’t made a purchase, you can target them with a special offer or more information about that product.

Additional Considerations

Besides the primary segments, consider additional factors like:

Seasonal Behaviour: Some customers may only purchase during specific times of the year, such as holidays or back-to-school seasons. Segmenting based on seasonal behaviour can help in targeting these customers at the right time.
Technology Usage: Segmenting by device type or email client can help optimise email design for better readability and engagement.
Opt-in Preferences: Respecting how often subscribers want to hear from you can reduce unsubscribe rates and improve engagement. Some subscribers might prefer daily updates, while others might only want weekly or monthly emails. Segmenting based on these preferences ensures that your audience receives content at a frequency they are comfortable with.

By using these segmentation strategies, you can create more personalised and effective email campaigns that resonate with your audience more and can help move your customers along the path to purchase.

Looking for Web Support?

If you would like to talk to us about our consultancy services, then just click the link below.

Speak to Us Today

Choosing an Apprenticeship in Marketing: My Career Journey (Part iv)

by Lex | Aug 17, 2024 | Strategy

As someone passionate about creativity and communication, I knew early on that I wanted a career that allowed me to explore these interests. My initial foray into the field involved learning about content writing, technical SEO, paid media, and public relations. These areas fascinated me and solidified my desire to dive deeper into the marketing world. However, the traditional university route didn’t appeal to me as much as gaining hands-on experience and learning in a real-world environment. That’s when I discovered apprenticeships, and my journey toward becoming a multi-channel marketer began. But I needed to choose the right training provider for me.

Why I Chose an Apprenticeship

I wanted a learning path that would provide practical skills, real-world experience, help me in my current job role and future career. An apprenticeship seemed like the perfect blend of education and on-the-job training. Not only would I be able to earn a qualification, but I would also gain invaluable work experience and get paid while doing it. I’ve also seen how successful our current apprentice is doing and how much of an impact she has had on the business. Learn more about how our apprentice has helped the business.

Exploring the Multi-Channel Marketer Apprenticeship

One of the first programs that caught my eye was the Multi-Channel Marketer apprenticeship offered by NowSkills. This apprenticeship stood out because it covers a comprehensive range of marketing skills needed in today’s digital landscape as well as transferable skills. From SEO and social media management to email marketing and data analytics, the curriculum is designed to equip apprentices with a versatile skill set.

The NowSkills program emphasises practical learning, allowing apprentices to work on live projects and campaigns. This hands-on approach ensures that by the end of the apprenticeship, you not only understand marketing theories but also know how to apply them effectively in real-world scenarios.

The Digital Project Manager Apprenticeship

Another program that piqued my interest was the Digital Project Manager apprenticeship from The Coders Guild, who have a wide range of apprenticeships. Although it’s more focused on project management, it includes elements of digital marketing, soft skills and making it a great option for those who want a broader digital skill set. This apprenticeship trains you in managing digital projects, coordinating teams, and ensuring that projects are delivered on time and within budget. Which could also help in other job sectors, giving me other career options if required.

What attracted me to this apprenticeship was the opportunity to develop strong organisational and leadership skills. Project management is a crucial aspect of marketing campaigns, and being able to manage projects efficiently is a valuable skill in the marketing industry.

Making the Decision

Choosing between the two apprenticeships was tough because both offered unique advantages. Ultimately, I chose the Multi-Channel Marketer apprenticeship with NowSkills because it aligned more closely with my passion for creative marketing and direct engagement with audiences. However, I appreciated the insights and skills offered by the Digital Project Manager program, and I knew that project management skills would still be beneficial in my marketing career.

Looking Forward

With my decision made, I am eagerly anticipating starting the Multi-Channel Marketer apprenticeship with NowSkills. I am excited about the opportunity to dive into various aspects of digital marketing, from crafting compelling content to analysing campaign performance. The support from NowSkills promises to provide a strong foundation and guidance as I embark on this new chapter.

Final Thoughts

If you’re considering a career in marketing and want a pathway that offers practical experience and a solid education, I highly recommend looking into different apprenticeship options. Programs like the Multi-Channel Marketer apprenticeship at NowSkills and the Digital Project Manager apprenticeship at The Coders Guild offer fantastic opportunities to kickstart your career. Both apprenticeship providers offer a blend of learning and real-world experience that can give you a significant edge in the job market.

Choosing an apprenticeship with NowSkills was one of the best decisions I’ve made, and I’m excited about where this journey will take me next, as I do feel this is the ideal apprenticeship for me. If you’re passionate about marketing and eager to learn on the job, an apprenticeship might just be the perfect path for you too.

Looking for Web Support?

If you would like to talk to us about our consultancy services, then just click the link below.

Speak to Us Today

Static VS Dynamic Websites: How the power of Static Sites can revolutionise your business

by Sophie | Jun 28, 2024 | Content Marketing, SME, Strategy, Web Development

The History of Static vs Dynamic Websites

For much of the past 30-40 years, the technology behind how the web operates has largely remained the same. The standard model of a web page, sent to your web browser via a server in the form of HTML and displayed via the DOM has been the foundation of nearly all websites since the internet began. In the web 1.0 days, web pages were incredibly simple – often made up of basic text and images with very little interactivity or dynamic content. These pages, often referred to as ‘static’ web pages, were called so due to their simplistic, unchangable nature. The page you were served was the page you received, with little to no state changes, built in HTML, CSS & javascript purely on the client side, with no content being rendered on a backend server.

As the web evolved and the internet became a greater force in everyday life, the demands and use-case of websites also grew. People needed access to websites with increased functionality – access to databases, dynamic and changeable content, and increased interactivity that became the standard of a what a modern website was. Support for these kind of features usually had to be supported by the power of a server. This era saw the rise in PHP-based platforms like WordPress becoming the king of user-generated websites, bridging the gap with client & server side dynamic content generation. With WordPress, you can create dynamic websites that allow you to build templates, connect databases and create a site with multiple different interactive features – particularly blogs, which is what primarily drove it to become such a popular tool. This accessibility, combined with the breadth of customisable features available via plugins made WordPress almost unrivalled as a web-building platform for the past 20 years.

Over time however, even more technological advances have been made, with greater challenges presenting themselves. A large majority of the world no longer access the internet via a traditional desktop computer setup. Smart devices such as phones, watches and speakers all access the internet, and require content to be served and displayed to the user in multiple ways. These days websites need to be responsive, and Social Media platforms have grown beyond what the traditional web browser model can sustain. Javascript-based frameworks such as React, Angular, Vue & Svelte have completely revolutionised how content and applications are built and delivered, and this growing demand for high performance and multi-platform content is at odds with the feature-heavy, mutable builds of a traditional dynamic website.

This is where the modern Static site has now begun to shine. Instead of relying on a server to render and deliver sections of content in chunks to a browser – Static sites are fully built, immutable and ready to go directly from the client / browser. This allows them to be super speedy, perform excellently (because you don’t have to wait for the page content to be rendered from a server), with minimal page size. This lack of client-server communication also makes Static sites significantly more secure, as they have less vulnerabilities open during the page rendering process.

Static vs Dynamic Web Pages – What’s the Difference? By Academind

A common build for a modern Static Site is what’s known as a JAMStack – which stands for Javascript, API & Markup. You can find out more about the JAMStack in greater detail over on their website, here: https://jamstack.org/

One of the major key differences between a JAMStack based Static site with a Headless CMS and a traditional all-in-one full stack web platform like WordPress is the customisability. There are multiple different platforms, frameworks, languages and APIs that you can choose to create your static-based site, and you can tailor it to what works best for your business and platform. Snipcart have a brilliant visual diagram example of what this looks like here:

The end result of this is a website with tons of scalability and high performance. However, this also comes at the expense of user accessibility. Whilst the platforms are relatively simple to update and create content on, the initial setup of a JAMStack website requires you to understand how all of the different composite parts interact. Whilst static site generators such as Next.JS, Hugo, Astro & Eleventy streamline the initial setup and deployment process with sites such as Netlify and CMS platforms like Decap and Contentful; knowledge on how to set up and create content for these sites requires coding and development experience, something that the average website user or business owner might not necessarily have.

With the right development partner, a static site with a Headless CMS could be an incredible solution for your business, provided you have the tools and setup to add content to the site via an accessible platform.

____

Heres an overall summary of the Pro’s and Con’s of Static Sites to help you assess if they can be the right solution for your business:

The Pros of Static Websites & Headless CMS

Excellent Performance and incredible page speeds, even on sites with high page counts due to the serverless nature of how content is built and delivered to the browser.
Highly Secure and safe – Without the server-browser connection, there are significantly less vulnerabilities available for people to exploit, making your website much safer and less open to attacks.
Customisable and tailored to your business – You can choose the technologies, tech stack, frameworks, platforms and APIs you want to add to your website instead of being tied to one platform or provider.

The Cons of Static Websites & Headless CMS

Steep Knowledge Curve for required for Setup – You need a good understanding of code, how frameworks and APIs work to ensure that your site is set up and optimised efficiently
Lots of Moving Parts – Although the site removes the server, having lots of different platforms and APIs supporting your site requires management and upkeep to ensure every aspect is kept up to date and well maintained.
Potentially Less User-friendly – Depending on the backend / CMS, a custom Static & Headless website can potentially be less accessible for users or members of staff to populate and work on, compared to a more established platform like WordPress.

____

At Brand Ambition, we’re dedicated to creating the best solutions for our clients, and we’re always looking into new and cutting-edge technology to help people get the most out of their SME’s and Businesses. If this sounds like it could be a solution for your business, get in touch and see how we can make a difference for your website.

How to Stand Out at Events

by Patrick | Jun 11, 2024 | Strategy

Attending events is a golden opportunity for businesses to connect with potential clients, partners, and industry leaders. But a lot of business owners and sales people find it difficult to know how to make the most of the money spent in events. You’ll need a strategic approach. Lucky for you, here at Brand Ambition we have you sorted. Here are some tips from the team on how to stand out and make a lasting impression at events.

Set Your Goal for the Day

First things first, figure out what you want to achieve. Are you there to generate leads, network with industry pros, or boost brand awareness? Having clear, specific goals will guide your actions and keep you focused throughout the event. Trust us, it’s way easier to measure success when you know what you’re aiming for (and much easier to justify the spend on future events to your CFO!).

Reach Out to Priority Conversations Early

Events can be a whirlwind with so many people, workshops, and sessions. You really don’t want to be trying to start up a conversation with someone while they’re in the middle of the feat of acrobatics that is a standing lunch.

To make sure you don’t miss out, identify the key individuals you want to connect with beforehand. Reach out to them early through social media or event apps, LinkedIn is a great channel for this. Engaging early helps you connect with high-priority contacts before the event gets too hectic, and gives you an idea of their interest in you & your company.

Have a Hook

Standing out in a sea of booths can be tough. And if you’ve booked an event with a booth before, the pricing means that you’re really going to need to stand out. That’s why you need a killer hook. Think exclusive demos, fun contests, or unique giveaways. A compelling hook will draw attendees to your booth, and give you more chances for meaningful interactions. Make your booth a must-visit spot, not just a place to pass by.

Be Friendly

This goes almost without saying, but needs to be mentioned. Be nice to the poor attendees, they’re being sold at all day.

Always Ask a Question at the End of a Talk

This is a special tip from our MD Sam here at Brand Ambition. Prepare one insightful question when you are listening to a speaker for the Q&A session. Asking smart questions shows your expertise and interest, making you more memorable to both the speaker and other attendees. Bonus points if you mention your company’s name before you ask your question. Just make sure the question is relevant.

Asking a question to a speaker is a great way to stand out and also makes you much more approachable in networking sessions as people will have at least a tiny bit of familiarity with you.

Follow Up After

Don’t let those new connections fade away! Collect contact information and jot down notes on key conversations during the event, if someone doesn’t want to give you contact information, they aren’t interested, give them a ‘your loss’ and be on your way.

We also recommend sending personalised follow-up messages within 1-2 working days, no later! Following up promptly keeps you & your business top of mind and solidifies the relationships you’ve started. It shows professionalism and keeps the momentum going on any further conversations you may have.

By engaging early, using hooks, being approachable, actively participating, and following up, you’re giving yourself the best chances to hit your established goals for the day. One final tip I’ll give you for free as a wrap up is that you’ll need lots of practice to become ‘good at events’. So what are you still doing here? Go get ‘em tiger.

Looking for Web Support?

If you would like to check out our full range of web support and SEO services, then just click the link below.

Speak to Us Today

Navigating the Wild World of Paid Advertising on Social Media

by Joseph | Apr 20, 2024 | Social, Strategy

Let’s take a dive into the whirlwind world of paid advertising on social media. Whether you’re a seasoned marketer or a budding entrepreneur trying to make a splash online, understanding the ins and outs of social media ads can be a game-changer for your brand.

So, picture this, you’ve got an amazing product or service, but you’re struggling to get the word out there. That’s where paid advertising swoops in to save the day. With billions of users scrolling through their feeds every day, social media platforms like Facebook, Instagram, Twitter, and LinkedIn offer a goldmine of opportunities to connect with your target audience.

Setting Your Advertising Goals

First things first, let’s talk strategy. Before you start splashing cash on ads left and right, take a moment to define your goals. Are you looking to drive traffic to your website, increase brand awareness, or maybe boost sales?

Having a clear objective in mind will help you tailor your campaigns for maximum impact.

Understanding Your Audience

Next up, it’s time to get cosy with your audience. Who are they? What do they like? Where do they hang out online? Understanding your target demographic is key to crafting ads that resonate with them. And hey, don’t be afraid to get specific. The more you know about your audience, the better you can tailor your messaging to speak directly to their interests and pain points.

Crafting Compelling Content

Now, let’s talk about content. Gone are the days of boring, cookie-cutter ads that blend into the digital abyss. In today’s fast-paced world, attention is the ultimate currency, and you’ve got to earn it. Get creative with your ad content – whether it’s eye-catching visuals, compelling copy, or interactive elements, aim to stop scrollers dead in their tracks.

Mastering Ad Targetting

But wait, there’s more! Don’t forget about targeting. One of the beauties of social media advertising is the ability to laser-target your ads to reach the right people at the right time. From age and location to interests and behaviours, the options are endless.

Experiment with different targeting options to find what works best for your brand.

Budgeting and Monitoring Your Ads

Now, let’s talk budget. Ah yes, the million-dollar question. How much should you spend on social media ads? Well, it depends. Start small and test the waters to see what kind of results you get. From there, you can gradually increase your budget as you refine your targeting and messaging. And hey, don’t forget to keep an eye on your metrics. Tracking things like click-through rates, conversions, and return on ad spend will help you gauge the effectiveness of your campaigns and make informed decisions moving forward.

Combating Ad Fatigue

Last but not least, let’s talk about the elephant in the room, ad fatigue. Yep, it’s a real thing. As powerful as social media ads can be, bombarding your audience with the same old ads day in and day out is a surefire way to get tuned out. Keep things fresh by regularly refreshing your ad creative and testing new approaches to keep your audience engaged.

So there you have it, folks, a crash course in the wild world of paid advertising on social media. From defining your goals and understanding your audience to crafting killer content and keeping things fresh, there’s a lot to consider. But with a little creativity, experimentation, and a sprinkle of data-driven insights, you’ll be well on your way to advertising success in no time. Happy advertising!

The Micro-Goal Method

by Sam | Apr 12, 2024 | Market Analysis, SME, Strategy

How Small Wins Propel Marketing Success

Spring…there’s a surprise, it’s the perfect moment to reflect on our progress and celebrate achievements. This time of year is often a point of reflection with new budgets being set for the next year or a review of strategies placed in Q1.

So how are you doing? Are you on track to hit your goals in 2024.

For us, the first quarter has already slipped by, and if it’s any indication, we’re on a trajectory to a year filled with triumphs and growth.

At our agency, we’ve embraced a philosophy that’s proven to be a game-changer: the power of micro-goals.

This approach isn’t just about breaking down your grand vision into smaller, more manageable tasks. It’s a testament to how these bite-sized objectives can fuel remarkable outcomes, particularly in the fast-paced world of digital marketing.

The Science Behind Micro-Goals

The concept of micro-goals is deeply rooted in behavioural psychology. It draws from the principle that our brains are wired to seek and celebrate achievements, no matter the scale.

When we set and accomplish micro-goals, we experience a surge of dopamine, the feel-good neurotransmitter. This not only boosts our morale but also enhances our motivation, propelling us to tackle subsequent goals with increased zeal and focus.

In the realm of marketing, where every click, view, and engagement counts, leveraging micro-goals allows us to chart a course through the tumultuous waters of digital strategies with precision and adaptability.

Case in Point: E-commerce Success Story

Our recent experience with an e-commerce client illustrates the efficacy of the micro-goal method beautifully. During our initial Explore and Audit phase, we identified the product page content as the key area for improvement across the site.

Ultimately, there just wasn’t enough of the right type of content on each product page. A basic description and a few key bullet points. There was nothing to set them apart from any other competitor.

We then devised a content strategy segmented into weekly micro-goals, ensuring each task was actionable and aligned with our broader objectives. Over two months, this meticulous approach enabled us to craft and deploy over 60 pages of optimised content, setting the stage for an additional 100 pages.

Our process is methodical yet dynamic, adapting to the insights we glean at each step:

SEO Research: We dissect search trends and user behaviour to pinpoint opportunities.
Competitor Analysis with AI Support: Leveraging technology, we uncover gaps and advantages in our client’s market presence.
Content Team Writing: Our creatives translate insights into compelling, value-driven content.
SEO Team Uploading: Optimisation isn’t just about keywords; it’s about ensuring content resonates and ranks.

By the third month, our client witnessed a phenomenal 101% increase in top 10 SERP rankings—a clear testament to the effectiveness of focused, incremental efforts.

Why Micro-Goals Work in Marketing

Clarity and Focus – Micro-goals transform vague aspirations into clear, actionable steps, enabling teams to maintain focus and direction.

Agility – In the ever-evolving digital landscape, the ability to pivot quickly is invaluable. Micro-goals facilitate rapid adjustments based on real-time data and feedback.

Accountability – When objectives are delineated so precisely, it’s easier to track progress and hold each team member accountable for their contributions.

Momentum – Each small win builds confidence and momentum, driving teams forward with renewed energy and determination.

As we continue to navigate the year, we’re excited to apply the micro-goal methodology across our diverse portfolio of clients, each time refining and enhancing our approach to yield even greater successes.

Celebrating Every Victory

We encourage you to embrace the micro-goal approach, whether in marketing or any aspect of business and life. Celebrate every milestone, no matter how minor it may seem, for it’s the sum of these victories that culminates in grand achievements.

We’d love to hear about your experiences with micro-goals and how they’ve impacted your professional journey. Share your stories and let’s inspire each other to reach new heights.

Remember, the journey of a thousand miles begins with a single step—or, in our case, a micro-goal.

« Older Entries