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Abby Webb

Abby Webb

Head of Search & Content

Abby Webb

Head of Search & Content, and secret Starbucks ambassador

Specialist in all things Google. Abby is a core part of the Search & Content team, with a strong background in copywriting, content and paid search campaigns.

Abby has over 7 years experience, and her work has been featured in many online publications across finance and business.

Here’s my recommended reading

How to track your marketing campaigns using UTM parameters

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 […]

How to design a good homepage

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 […]

The journey matters: how to drive more conversions by tracking where your site visitors come from

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 […]

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 […]

Google Ads AI article card

Improving access to support for people in crisis

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.  […]

How first-hand client research helped to rebuild London Southend Airport’s website

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-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 […]

How to use GA4 to tell what your audience is interested in

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?  […]

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 […]

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 […]