Search engine visibility

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 […]

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 […]

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 […]

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 […]

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-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 […]

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 […]

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 […]

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 […]