Abby Webb

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 […]

This short guide will teach you how to track your marketing campaigns using UTM parameters.  Also referred to as a custom URL, a UTM tag is a customised snippet of text (called a parameter) that is added at the end of a website address. This UTM tag allows you to track and identify the traffic […]

When designing their website, some companies don’t give their homepage much thought. After all, shouldn’t it be the easiest page to design? You’ve got a blank slate – you can put anything and everything about your business on there. What could go wrong? But bad website homepage design is everywhere – and it has a […]

When it comes to site traffic, your visitors’ journeys are just as important as their destinations.  It’s great getting new visitors to your site. However, if you don’t understand how and why they got there, you’re missing half of the picture. Understanding your visitors’ journeys will help you optimise your site’s pages, attract more visitors […]

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 […]

Over 700,000 people die by suicide every year according to the World Health Organisation. For every death there are an estimated twenty attempted suicides. People in need require easy access to support – in their timezone and language – so that they can be listened to in confidence and without prejudice as soon as possible.  […]

Audience research and customer insight is a critical part of any successful digital marketing activity.  Last year, Base Creative undertook a project to rebuild London Southend Airport’s website to reflect its values and improve revenue generation.  To design the new website, it was vital that we first gain an exhaustive understanding of all of the […]

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 […]

Whether you’re creating content for your site or just updating it, forming a strategy around your audience’s interests is easier said than done. You’ll likely have a vague version of your ideal audience in mind – their industry, their job titles – but what are they actually looking for when they arrive on your site?  […]