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Paragraph Mapping: How to write the content Google loves, fast

Everybody wants their content to get to the top of Google Search results. To get to the top of Google Search results, you need to understand Google’s Helpful Content Update. The Helpful Content Update priorities content which is original, insightful and therefore helpful to users. If you were hoping to use AI to write great […]

How to use (& not to use) Google Ads’ generative AI

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 […]

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TikTok SEO part 2: Starting your strategy

TikTok is an awareness-raising powerhouse, perfect for promoting ESG, supercharging your recruitment and much more. Many B2Bs are looking to take advantage of TikTok’s power. They just need to know how. In part 1 of this series, you learned why B2Bs need a TikTok strategy. In part 2, you will learn about the Search Engine […]

TikTok SEO part 1: Why B2Bs need a TikTok SEO strategy 

Two years ago, TikTok began emerging as one of the most important social media platforms. The tide was just beginning to turn. Ads were newly introduced, and businesses were starting to see the potential of TikTok.  Now, TikTok SEO presents businesses with an opportunity to take their organic content to the next level.   Not only […]

E-E-A-T: What Google’s new guidelines mean for search marketing

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 […]

Your 2023: digital marketing in the year ahead

Our team recently discussed the changes and trends they expect our clients to experience this year across the worlds of search, social media, analytics and content marketing. I have compiled their insights here, along with the reasoning behind each prediction. Search Google’s criteria for judging search results underwent significant changes in late 2022, with huge […]

Base Creative’s takeaways from BrightonSEO

Last week was BrightonSEO, and for the first time the entire Base Creative team was able to attend. Here’s what each team member took away from the conference, including insights from particular talks, the importance of team wellbeing, the value of content marketing, and more. Iain Scott, founder & CEO Although I had the honour […]

How long does it take Google to index my site?

You’ve recently launched your new website or you’ve updated one of your pages, but when you Google it, it doesn’t appear among the search results. This could mean that your site or page has not been indexed by Google yet. Indexing is the process by which Google adds new or updated pages to its index […]

How to use a Google Business Profile as an individual

Google Business Profiles make your business more visible online. Your profile will give you the opportunity to customise your business’s listing across Google Search and Maps. If you’re in the UK and search for “Base Creative” on your desktop browser, for example, our profile will appear separately down the right hand side of your search […]

How to create content for different audiences

Posting content online can feel like tossing a message in a bottle into the ocean and hoping a response will float back. You can experiment all you like, but without a process you’ll be lost at sea.  Digital platforms can give you such a massive potential audience, yet the irony is that you may find […]

Making the move to responsive search ads

From 30 June 2022, responsive search ads will be the only type of text ad you can create in Google Ads. You’ll still be able to create call ads, but this update means that you’ll no longer be able to create expanded text ads. What does update this mean for marketing managers? If you already […]