2025 SEO Predictions: Are We Heading into an AI Winter?
What We’re Seeing Despite the initial excitement surrounding AI-generated content, AI written content by default lacks EEAT (Expertise, Authoritativeness, Trustworthiness) compliance. Audiences are pushing back on low-quality outputs in search re…
2025 SEO Predictions: Alternative Search Journeys
What We’re Seeing Platforms like TikTok and Instagram are emerging as alternatives for visual and experiential searches, allowing users to discover content organically through videos, tutorials and community-driven recommendations. Short-form vid…
2025 SEO Predictions: Competing Locally in a National Market
What We’re Seeing Recent developments in the Search Engine Results Pages highlight a shift in Google’s approach to prioritising geographically relevant content over broader, national-level information. Insights from the recent Google leak r…
2025 SEO Predictions: Navigating the Content Strategy Shift
What We’re Seeing The 3,000-word “Ultimate Guide” article remains the default approach to informational ranking for many. Increasingly, however, Google and other search engines have been rewarding user-generated, bite-sized content th…
2025 Predictions: The Rise of Brand SEO
What We’re Seeing Recent algorithm updates have increasingly favoured brands that demonstrate both strong brand health and robust offsite authority, reshaping the SEO landscape to prioritise more holistic indicators of brand legitimacy and trust….
Dumb Things SEO Experts Keep Doing
Hardly a day goes by where I do NOT see someone with 5, 10, even 15 years’ experience posting tips on social media that make me wonder if these people have really learned nothing about the inefficiency of their methods. Everyone learns at differe…
What your competitors don’t want you to know about accessibility
The EAA and marketing Before we dive into the business cases, here’s a quick summary of how the EAA provides a marketable opportunity. Enhanced SEO: Search engines prioritise user-friendly websites, and accessibility improvements go h…
Building Inclusive Brands: The European Accessibility Act and Marketing Best Practices
The EAA: A Quick Summary The primary goal of the European Accessibility Act is to remove more barriers for the (largely underserved) market of around 101 million people with disabilities in the EU. From a digital perspective, core areas of impact inclu…
Using SEO Principles to Build Brand Credibility
Maintain a human touch As more and more roles are being replaced by bots, human interaction is becoming increasingly valued. Empathy simply cannot be replaced by a machine. As a result, humanity has become a premium aspect of brand identity. Mintel ref…
Overcoming implementation blockers: how to get buy-in for SEO in 2025
The vicious cycle of implementation In our most recent interviews, we heard the same story over and over again. A pattern emerged, and it’s a vicious cycle. 1. The rate of implementation slows down Organic campaign activity begins to decline, wit…
Google Search Console Winners and Losers URLs Report in Hobo SEO Dashboard
The winners and losers reporting system is designed to work automatically as part of automatic reporting. You can run it on the loaded client form the Hobo Admin menu. In your Google Sheets top menu go to Hobo Admin > Projects: Winners and Losers U…
The Commercial Case For SEO: Introducing Named Project Workflows
Named Project Workflows Outside SEO or digital marketing teams, the tactics we use – like keyword research or technical audits – aren’t often understood or fully trusted, leading to scepticism among executives essential for supporting…
Topical Authority
I was reviewing the SEO strategies I recommended in my SEO Guide for Beginners PDF EBook way back in 2018. This is how I described building topical authority in my guide. In short, topical authority, for us, hinged around a simple maxim that I and othe…
How to use Microsoft Clarity for deeper website analytics
Maximize your digital marketing with Microsoft Clarity. Learn how to set up custom events and integrate it with GA4 for richer insights.
Visual content and SEO: How to use images and videos in 2025
Discover top trends, challenges and a step-by-step process to optimize and futureproof your images and videos for search.
Structured data and SEO: What you need to know in 2025
Here’s why structured data matters, key schema types to use and advanced techniques to boost visibility in rich results.
The art of AI-enhanced content: 8 ways to keep human creativity front and center
Reimagine content creation by using AI without losing your creative flair, guiding it to inject personality into every piece of content.
Decoding Googlebot crawl stats data in Google Search Console
Dive into the lesser-known Crawl Stats reports, plus how to monitor Googlebot activity and identify actionable insights for enterprise sites.
Change Who Pays: New Google Ads process for client account transfers
You will no longer have to contact your Google Ads support team to transfer client accounts to another agency.
Google Lens to add Shopping Ads this year
Shopping Ads will appear along with the Google Lens visual search results, which are also getting a new design today.