Category
Advertising in public space — billboards, transport, street furniture, retail and increasingly digital screens — and its measurement problem is fundamental: you cannot ask a poster who saw it. The
Assigning numerical values to leads based on who they are and what they have done, so sales attention goes to those most likely to buy. It works when built on evidence and fails — commonly — when
Treating individual organisations as markets of one — selecting a specific set of target accounts and directing marketing at the people within them, rather than generating leads broadly and filtering
Making a site work for multiple countries or languages so that search engines serve the right version to the right user — and hreflang is the mechanism telling them which version is which. The first
A small set of metrics measuring loading, interactivity and visual stability as experienced by real users — and the honest answer on rankings is that they are a genuine but weak signal, far less
Any change that alters how a site's URLs, structure, content or platform work — and they go wrong because a migration is not one project but several simultaneous ones, any of which can destroy years
Brand architecture is how a company organises the relationship between its brands — the corporate name, product brands, sub-brands and endorsements — and it is the decision that determines whether
Three well-documented ways in which the presentation of a price changes how it is judged — because people evaluate prices comparatively, not absolutely, and have no independent sense of what most
Advertising delivered to internet-connected television screens — through smart TV apps, streaming services, set-top boxes and games consoles — bought like digital inventory rather than like broadcast
Moving marketing capability from agencies to employed teams — and the reason it cycles is that the trade-offs are genuine on both sides, so the correct answer changes as a company's circumstances
Three ways of paying for marketing services, each creating different incentives — and the incentive structure, more than the headline rate, determines what you actually receive. Retainer. A fixed
Rarely through the loyalty itself. Most programmes earn through a combination of margin funded by suppliers, changed purchase behaviour, unredeemed value, and — for the largest schemes — selling the
Yes — comparative advertising is lawful in the UK and EU, and it is deliberately permitted because comparison helps consumers. But it is permitted only on strict conditions, and failing any one of
Advertising in the UK sits under a co-regulatory system: industry-written codes enforced by a self-regulatory body, backed by statutory regulators who can act where self-regulation fails.
A performance model where a third party — a publisher, creator or comparison site — sends traffic to a merchant and is paid only when a defined action occurs, usually a sale. The mechanics are
A retailer selling advertising inventory against its own shopper data — on its website, in its app, in physical stores, and increasingly on other websites entirely. It has become the fastest-growing
A media plan sets out where advertising will run, when, for how much, and to whom. Flighting is one of the scheduling patterns it can use — concentrating spend into bursts rather than spreading it
It helps with discovery, particularly on large or poorly linked sites — and it does not improve rankings, which is the misconception worth clearing up first. What an XML sitemap is. A file listing
A document telling a writer what a piece needs to accomplish and why, before they start — and its purpose is to prevent the far more expensive process of discovering the mismatch after the draft
Three distinct jobs: helping people navigate, helping search engines discover pages, and distributing ranking signals around a site. It is among the most underused levers in SEO, largely because it
Optimising to appear for searches with local intent — where the searcher wants a business near them — and it is genuinely a different discipline, because the ranking factors and the results
Permanence. A 301 says the page has moved permanently; a 302 says it has moved temporarily. Search engines treat them very differently, and using the wrong one has real consequences. — permanent.
The set of considerations that arise when a site's content is generated in the browser by JavaScript rather than delivered in the initial HTML — because search engines must execute that JavaScript
The amount of crawling a search engine is willing and able to do on a site — and for the overwhelming majority of sites, it does not matter at all, which is the most useful thing to know about it.