Propelling your knowledge to superhero status

Last week, Google announced a wave of updates that confirm what many of us already suspected: AI is no longer on the edges of digital marketing – it’s at the absolute centre. At Google Marketing Live 2025, the focus was clear: AI is already changing the way people search, and as a result, it’s changing […]

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 […]

If you’re hoping to create one perfect piece of content so manipulative that it sends your site straight to the top of Google Search, I’ve got some bad news. Exactly how Google’s algorithm works remains a bit of a mystery. What Google has made crystal clear, however, is how its team assesses the quality of […]

At Base Creative, Christmas isn’t just about ticking off the last to-dos of the year – it’s about giving back when and where we can. This year, we’re continuing a tradition close to our hearts by donating £1,000 across three fantastic initiatives we have worked with over the last 12 months. To decide how that […]