# Found > --- ## Pages - [AI SEO](https://www.found.co.uk/services/seo/ai-seo/): Unlock AI-powered search potential with Found. We optimise your site using Luminr and advanced strategies to boost visibility and relevance across AI platforms. - [META ADVERTISING](https://www.found.co.uk/services/paid-media/paid-social/meta-advertising/): Found, a leading Meta Ads agency, delivers highly targeted, innovative campaigns using its unique Everysearch™ approach to drive measurable growth. - [MASTER SERVICES TERMS & CONDITIONS 2025](https://www.found.co.uk/master/): APPLICATION 1. 1 These Terms and Conditions (“Master Services Terms and Conditions”) shall apply to the provision of Services by... - [SEARCH ENGINE OPTIMISATION](https://www.found.co.uk/search-engine-optimisation/): SEO is a cost-effective way to drive quality traffic. But what is it, how does it work, and how can expert SEO services unlock real, measurable growth? - [INTERNATIONAL DIGITAL MARKETING AGENCY](https://www.found.co.uk/international-digital-marketing-agency/): Found is an International Digital Marketing Agency mastering global strategy and services - adapting fast so you can focus on the bigger picture. - [DIGITAL EXPERIENCE](https://www.found.co.uk/services/digital-experience/): We’re a London-based digital experience agency that prioritises your customers' needs and business goals, crafting optimised experiences to drive results and revenue. - [DIGITAL MARKETING AGENCY,  NEW YORK](https://www.found.co.uk/digital-marketing-agency-new-york/): Is your Digital Marketing Agency as agile as your business? Found is a New York-based agency brands trust for flexible, high-impact growth. - [Sitemap](https://www.found.co.uk/sitemap/): Find your way around Found easily using our sitemap. - [GOOGLE ADS](https://www.found.co.uk/services/paid-media/ppc/google-ads/): Found is a Google Ads management agency based in London. As a Premier Google Partner, our expert team will accelerate your growth online. - [YOUTUBE VIDEO ADVERTISING](https://www.found.co.uk/services/paid-media/paid-social/youtube-video-advertising/): Found is an expert YouTube video advertising agency. Our team of YouTube video ads management experts will supercharge your growth online. Get in touch. - [FACEBOOK ADVERTISING](https://www.found.co.uk/services/paid-media/paid-social/facebook-advertising/): At a London-based Facebook advertising agency Found, we create bespoke campaigns to drive engagement and action to position you as an industry leader. - [REMARKETING](https://www.found.co.uk/services/paid-media/remarketing/): Found is a remarketing agency based in London. Our remarketing services team will accelerate your performance online. Find out more today! - [INSTAGRAM ADVERTISING](https://www.found.co.uk/services/paid-media/paid-social/instagram-advertising/): At a London-based Instagram advertising agency Found, we create bespoke campaigns to drive engagement and action to position you as an industry leader. - [AMAZON ADVERTISING](https://www.found.co.uk/services/paid-media/amazon-advertising/): Found is an expert Amazon PPC agency based in London. Our team of Amazon advertising specialists will supercharge your growth online. Get in touch today. - [TIKTOK ADVERTISING](https://www.found.co.uk/services/paid-media/paid-social/tiktok-advertising/): Found is an expert TikTok advertising agency. Our team of TikTok ads management experts will supercharge your growth online. Get in touch today. - [PINTEREST ADVERTISING](https://www.found.co.uk/services/paid-media/paid-social/pinterest-advertising/): Found is an expert Pinterest advertising agency. Our team of Pinterest ads management specialists will supercharge your growth online. Get in touch! - [DISPLAY](https://www.found.co.uk/services/paid-media/display/): Found is a display advertising agency based in London. Our display marketing campaigns are data-driven & highly targeted - guaranteed to deliver a return. - [PPC AUTOMATION](https://www.found.co.uk/services/paid-media/ppc/ppc-automation/): Multi-award-winning PPC agency Found can help you achieve a better performance online with PPC automation and scripts. Find out more here. - [FEED OPTIMISATION](https://www.found.co.uk/services/paid-media/ppc/feed-optimisation/): Digital growth agency Found can help you achieve a better ROI across product shopping campaigns with feed optimisation. Find out more here. - [PPC CONSULTANCY](https://www.found.co.uk/services/paid-media/ppc/ppc-consultancy/): Found is a multi-award-winning PPC consultancy agency that harnesses the efficiencies of data and technology to help clients drive growth. Get in touch. - [X/TWITTER ADVERTISING](https://www.found.co.uk/services/paid-media/paid-social/x-advertising/): Found is an expert Twitter advertising agency. Our team of Twitter ads management specialists will supercharge your growth online. Get in touch today. - [TERMS AND CONDITIONS (PRIOR TO MAY 2021)](https://www.found.co.uk/old-terms-and-conditions-2/): Master Services Terms & Conditions APPLICATION 1. 1 These Terms and Conditions (“Master Services Terms and Conditions”) shall apply to... - [TERMS AND CONDITIONS (PRIOR TO JULY 2017)](https://www.found.co.uk/old-terms-and-conditions/): 1. APPLICATION 1. 1 These Terms and Conditions (“Master Services Terms and Conditions”) shall apply to the provision of Services by... - [FOUND COOKIE POLICY](https://www.found.co.uk/cookie-policy/): - [PPC Keyword Tool](https://www.found.co.uk/ppc-keyword-tool/): Found's Ultimate keyword tool concatenates large lists of PPC keywords. All keyword match types supported. Speed up your paid search setup today! - [LINKEDIN ADVERTISING](https://www.found.co.uk/services/paid-media/paid-social/linkedin-advertising/): Found is an expert LinkedIn advertising agency based in London. Our team of LinkedIn ads management specialists will supercharge your growth online. - [REPUTATION MANAGEMENT](https://www.found.co.uk/services/digital-pr/reputation-management/): At Found, Reputation Management Agency, we improve your online brand reputation and support your business goals with bespoke consultancy services. - [MICROSOFT ADS](https://www.found.co.uk/services/paid-media/ppc/microsoft-ads/): Found is a Microsoft Advertising agency based in London. Our Microsoft Ads management team will accelerate your growth online. Find out more today. - [ADOBE COMMERCE](https://www.found.co.uk/services/seo/adobe-commerce/): Found is an experienced Adobe Commerce SEO agency that can accelerate your ecommerce sales. We will take your site to the next level! - [SHOPIFY SEO](https://www.found.co.uk/services/seo/shopify-seo/): Found is an experienced Shopify SEO agency that can accelerate your ecommerce sales. We understand Shopify SEO challenges and will take your site to the next level. - [WORDPRESS SEO](https://www.found.co.uk/services/seo/wordpress-seo/): Found is an experienced WordPress SEO agency that can accelerate your online visibility. We understand WordPress SEO challenges and will take your site to the next level. - [A/B TESTING](https://www.found.co.uk/services/cro/ab-testing/): Turn website clicks into revenue with Found's results-driven A/B testing strategies and services that maximise ROI. - [WOOCOMMERCE SEO](https://www.found.co.uk/services/seo/woocommerce-seo/): Found is a multi-award-winning SEO agency based in London that specialises in Woocommerce SEO. Get in touch with one of our Woocommerce experts! - [YOUTUBE SEO](https://www.found.co.uk/services/seo/youtube-seo/): Found is a multi-award-winning SEO agency based in London that specialises in YouTube SEO. Get in touch with one of our YouTube experts today. - [VOICE SEARCH](https://www.found.co.uk/services/seo/voice-search/): Found is a multi-award-winning SEO agency based in London that specialises in voice search SEO. Get in touch with one of our voice search specialists today. - [SEO MIGRATION](https://www.found.co.uk/services/seo/website-migrations/): London-based SEO agency Found offers expert SEO website migration services that will supercharge your organic performance online. Get in touch today. - [SEO AUDIT](https://www.found.co.uk/services/seo/seo-auditing/): London-based SEO agency Found offers SEO auditing services that will supercharge your organic growth online. Get in touch today. - [APP STORE OPTIMISATION](https://www.found.co.uk/services/seo/app-store-optimisation/): Drive quality app downloads with our app store optimisation service. Get in touch today to find out how we can supercharge your app store performance. - [SEO TRAINING](https://www.found.co.uk/services/seo/seo-training/): Found is a multi-award-winning SEO training agency based in London that harnesses the efficiencies of technology and human brilliance to drive growth. - [MOBILE SEO](https://www.found.co.uk/services/seo/mobile-seo/): London-based SEO agency Found offers expert mobile SEO consultancy services that will supercharge your organic mobile growth online. Get in touch today. - [Everysearch](https://www.found.co.uk/everysearch/): ​​Everysearch™ recognises the diverse world of search beyond traditional engines. Visit us to learn more about Found’s Everysearch™ approach and opportunities. - [DIGITAL PR TRAINING](https://www.found.co.uk/services/digital-pr/training/): Get your brand the attention it deserves with our Digital PR training. Unleash your team's inner creativity! - [CONSUMER PR](https://www.found.co.uk/services/digital-pr/consumer-pr/): At a London-based Consumer PR agency Found, we create bespoke campaigns to drive engagement and action to position you as an industry leader. - [Google Premier Partner](https://www.found.co.uk/google-premier-partner/): - [SEO CONSULTANCY](https://www.found.co.uk/services/seo/seo-consultancy/): Found is a multi-award-winning SEO consultancy agency based in London that harnesses the efficiencies of technology and human brilliance to drive growth. - [LOCAL SEO](https://www.found.co.uk/services/seo/local-seo/): London-based SEO agency Found offers expert local SEO consultancy services that will supercharge your organic local growth online. Get in touch today. - [MEDIA PLANNING](https://www.found.co.uk/services/digital-strategy/media-planning/): Maximise cross-channel ROI with Found. We expertly plan, execute, and optimise across all relevant media platforms, ensuring no opportunity is missed. - [VIDEO](https://www.found.co.uk/services/video/): Whether launching your first video or ready to dominate the digital landscape with a comprehensive video strategy, partner with Found. - [MARKET RESEARCH](https://www.found.co.uk/services/digital-strategy/market-research/): Shatter your growth ceiling and redefine success for tomorrow with Found, your London-based market research agency. - [AUDIT & CONSULTANCY](https://www.found.co.uk/services/digital-strategy/digital-marketing-audit/): Leverage industry experts to help you get started on the road to digital success with our audit and consultancy services. - [TAG MANAGEMENT](https://www.found.co.uk/services/data/tag-management/): Maximise your advertising impact with our Tag Management services. We streamline tag management, enabling seamless tracking across channels. - [LUMINR](https://www.found.co.uk/luminr/): Luminr delivers AI-powered competitor intelligence and comprehensive market insights, enabling you to outsmart competitors and boost brand visibility. - [AI & AUTOMATION](https://www.found.co.uk/services/data/ai-automation/): Our AI and automation agency turns complex digital marketing data into dynamic growth opportunities for your business. - [ANALYTICS](https://www.found.co.uk/services/data/analytics/): Unlock your data's potential with a leading data analytics agency. We transform your data into a strategic asset to power your business growth. - [DATA SCIENCE](https://www.found.co.uk/services/data/data-science/): By working with a London-based data science agency Found, you’ll be able to spot trends in your customers' behaviour and transform them into business growth. - [GOOGLE SHOPPING](https://www.found.co.uk/services/paid-media/ppc/google-shopping/): Found is a Google Shopping management agency based in London. As a Premier Google Partner, our expert team will deliver the highest ROAS. Get in touch. - [CONTENT MARKETING](https://www.found.co.uk/services/content-marketing/): Content Marketing Agency that simplifies the complex. We create content that captivates, engages, and builds lasting brand loyalty. - [INFLUENCER](https://www.found.co.uk/services/influencer-marketing/): At a London-based influencer marketing agency Found, we create bespoke campaigns with credible, authentic, social creators and influencers. - [PAID SOCIAL](https://www.found.co.uk/services/paid-media/paid-social/): Found, a London-based Paid Social Agency, drives bold, data-driven campaigns to break the mould and deliver measurable results. Ready to innovate? - [TECHNICAL SEO](https://www.found.co.uk/services/seo/technical-seo/): Found is a London-based Technical SEO Agency built for agility—offering flexible, expert consultancy that adapts as fast as your business. Ready to grow? - [CREATIVE](https://www.found.co.uk/services/creative/): Found has been delivering creative services for over a decade. We specialise in providing imaginative creative agency solutions to elevate your brand. - [PPC](https://www.found.co.uk/services/paid-media/ppc/): Tired of leading your PPC strategy? Our PPC Agency stays ahead of market shifts - adapting fast and driving growth while you focus on the bigger picture. - [PROGRAMMATIC](https://www.found.co.uk/services/paid-media/programmatic/): Found, a Programmatic Advertising Agency based in London, drives real growth through strategic campaigns, not just easy-to-track metrics. Let us accelerate your growth! - [DIGITAL PR](https://www.found.co.uk/services/digital-pr/): At Found Digital PR Agency London, we improve your online brand visibility and support your business goals with bespoke digital PR services. - [INTERNATIONAL SEO](https://www.found.co.uk/services/seo/international-seo/): Found is a multi-award-winning international SEO agency based in London that specialises in global SEO. Get in touch with one of our experts today. - [ECOMMERCE SEO](https://www.found.co.uk/services/seo/ecommerce-seo/): Found is a multi-award-winning Ecommerce SEO agency in London. While you spot market shifts, we’re already adapting—and driving results that matter. - [IN-HOUSING](https://www.found.co.uk/services/digital-strategy/inhouse-support/): Adopt cutting-edge strategies, data solutions, automations, and best practices from an agency at the forefront of digital innovation. - [STRATEGY](https://www.found.co.uk/services/digital-strategy/): At Found, we have a relentless pursuit for excellence with every digital move. We excel in crafting, connecting, and capitalising on digital opportunities. - [DATA & AI](https://www.found.co.uk/services/data/): Found is a multi award-winning data consulting agency based in London that will convert data into your company’s growth currency. - [PAID MEDIA](https://www.found.co.uk/services/paid-media/): Found is a multi-award-winning paid media agency based in London. Our team of digital pioneers will reshape your entire paid media game. Get in touch. - [Diversity & Inclusion](https://www.found.co.uk/about-us/diversity-and-inclusion/): At Found, we’re laser-focused on nurturing diversity and fostering a culture where inclusivity isn’t just a buzzword; it’s our reality. - [Contact](https://www.found.co.uk/contact/): Oh hey! It's time to get Found. We'd love to hear from you and we're looking forward to receiving your brief. - [Growth for Good](https://www.found.co.uk/about-us/growth-for-good/): At Found, we're dedicated to fostering community growth and engaging in driving positive change, guided by our five core values and ethical standards. - [Careers](https://www.found.co.uk/about-us/careers/): Whether you're embarking on your digital marketing career or have a tonne of experience to bring to the table, we'd love to hear from you. - [About us](https://www.found.co.uk/about-us/): We’re Found, the Everysearch™ agency driving unparalleled performance across every searchable platform. Make every search count. Get Found! - [Awards](https://www.found.co.uk/about-us/awards/): Found have won quite a few Digital Marketing awards over the years — we’re proud of all our awards & accreditations. - [Case Studies](https://www.found.co.uk/case-studies/): At Found, we don’t just ‘do’ digital marketing, PPC & SEO - we live and breathe it. We love a challenge. And we love to write thrilling success stories. - [Meet the Team](https://www.found.co.uk/meet-the-team/): We're a crew of creative and smart thinkers committed to fuelling our clients’ growth and smashing goals. Committed to making an impact. - [Resources](https://www.found.co.uk/resources/): Find our growing list of tools, white papers, case studies and more, all available for download. - [Sectors](https://www.found.co.uk/sectors/): Sector capabilities that deliver: expertly crafted digital marketing campaigns tailored for specific sectors. - [CONVERSION RATE OPTIMISATION](https://www.found.co.uk/services/cro/): Turn clicks into revenue with Found's results-driven conversion rate optimisation (CRO) strategies that maximise ROI. - [SEO](https://www.found.co.uk/services/seo/): Are you excited by your current SEO activity? Our SEO Agency based in London offers fresh-thinking ideas that will take your brand to the next level. - [SERVICES](https://www.found.co.uk/services/): As a fully integrated digital marketing agency, we excel in delivering robust business outcomes, blending expertise with creativity for standout results. - [Blog](https://www.found.co.uk/blog/): The latest digital marketing news & opinion. SEO, PPC & Digital Marketing tips & analysis from our experts. Subscribe to the Found blog today! - [Digital Marketing Agency London | Digital Agency UK](https://www.found.co.uk/): Is your Digital Marketing Agency as agile as your business? 45% of brands want flexible models. Don’t stick with rigid. Ready to adapt? - [PRIVACY POLICY](https://www.found.co.uk/privacy-policy/): Introduction Welcome to the Found Group Limited (“Found”) privacy policy. Found is part of the Tomorrow Group. Found respects your privacy... --- ## Sectors - [HOSPITALITY](https://www.found.co.uk/sectors/hospitality-marketing-agency/): Discover Found, the Hospitality Digital Marketing agency revolutionising the industry with Everysearch™. Contact us to elevate your hotel marketing today! - [TRAVEL](https://www.found.co.uk/sectors/travel-marketing-agency/): Discover Found, the Travel Digital Marketing agency revolutionising the industry with Everysearch™. Contact us to elevate your travel marketing today! - [FINTECH](https://www.found.co.uk/sectors/fintech-marketing-agency/): Found is a multi-award-winning Fintech Digital Marketing Agency leveraging Everysearch™ to help fintech brands attract, engage & convert customers. - [ECOMMERCE](https://www.found.co.uk/sectors/ecommerce-marketing-agency/): Discover Found, the Ecommerce Digital Marketing agency revolutionising the industry with Everysearch™. Contact us to elevate your ecommerce company today! - [SAAS](https://www.found.co.uk/sectors/saas-marketing-agency/): Found is a SaaS Digital Marketing Agency leveraging Everysearch™ to help software brands attract, engage, and convert customers. Contact us today! - [FINANCIAL & PROFESSIONAL](https://www.found.co.uk/sectors/financial-services-marketing-agency/): Found is a leading Financial Services Digital Marketing Agency leveraging Everysearch™ to help financial brands attract, engage, and convert customers. - [B2B](https://www.found.co.uk/sectors/b2b-marketing-agency/): Found is a multi-award-winning B2B Digital Marketing Agency leveraging Everysearch™ to help B2B brands attract, engage, and convert customers. - [HOSPITALITY & TRAVEL](https://www.found.co.uk/sectors/hospitality-travel/): Learn more about Found's expertise in the hospitality and travel sectors and our unique Everysearch™ approach that revolutionises the industry. --- ## Case Studies - [THE CLERMONT](https://www.found.co.uk/case-studies/clermont-cro-case-study/): How Found helped The Clermont Hotel drive a 205% increase in total bookings through CRO activity.Ready to unlock similar results? - [1ST CENTRAL](https://www.found.co.uk/case-studies/1st-central/): How Found helped 1st Central drive a 36% reduction in CPA YoY and stay ahead of the curve through innovative Paid Search strategies. - [TOOLSTATION](https://www.found.co.uk/case-studies/toolstation/): How Found helped Toolstation drive a 40% uplift YoY and stay ahead of the curve through innovative Paid Search strategies. - [EDF ENERGY](https://www.found.co.uk/case-studies/edf-energy/): How Found helped EDF drive a 95% lead increase through Paid Search auditing and consultancy. - [CHAMPNEYS](https://www.found.co.uk/case-studies/champneys/): How Found helped Champneys drive a 35% revenue uplift through targeted PPC strategy. - [THE CLERMONT HOTEL](https://www.found.co.uk/case-studies/the-clermont-hotel/): How Found drove 56% more blog traffic for The Clermont Hotel through SEO content activity. - [HOXTON](https://www.found.co.uk/case-studies/hoxton/): How Found helped the Hoxton drive a 60% revenue uplift YoY on Meta whilst maintaining an efficient use of spend across international campaigns. - [BLACKHAWK NETWORK](https://www.found.co.uk/case-studies/black-hawk-network/): How Found helped One4All drive a 194% revenue uplift through Meta Advertising campaigns. - [VITA STUDENT](https://www.found.co.uk/case-studies/vita-student/): How Found gained 15.3M impressions and 90K social clicks for Vita Student by a creative influencer and paid social campaign on Meta, TikTok & Snapchat. - [TRUST PAYMENTS](https://www.found.co.uk/case-studies/trust-payments/): How Found drove 51% more blog traffic for Trust Payments through SEO content optimisation activity. - [ONE4ALL](https://www.found.co.uk/case-studies/one-4-all/): How Found helped One4All drive a 116% conversion uplift through targeted PPC campaign activity. - [SECRET SALES](https://www.found.co.uk/case-studies/secret-sales/): How Found helped Secret Sales unlock more than a £1m in incremental profit through an AI-driven paid search strategy. - [CLERMONT HOTEL GROUP](https://www.found.co.uk/case-studies/clermont-hotel-data-ai/): How Found helped Clermont Hotel Group bridge the gap between data & hospitality to drive a remarkable guest experience through data. - [RANDSTAD](https://www.found.co.uk/case-studies/randstad-video/): How Found launches a unique Women in Work campaign to coincide with International Women's Day. The results were brilliant with national press coverage. - [ALLCLEAR](https://www.found.co.uk/case-studies/all-clear/): How Found increased visibility of non-branded terms by 292% by optimising the site for keyword opportunities and improving its technical navigation. - [FENDER](https://www.found.co.uk/case-studies/fender-dont-fret/): How Found gained 8.9m impressions on YouTube for Fender by a clever Paid Media ad YouTube campaign which was a fine-tuned approach to audience targeting. - [QUESTBACK](https://www.found.co.uk/case-studies/questback/): How Found increased organic traffic by 134% YoY following a full SEO strategy, including supporting Questback's team across a full site migration. - [YOUTH HOSTELS ASSOCIATION (YHA)](https://www.found.co.uk/case-studies/yha/): How Found produced outstanding video content marketing for the YHA leading to an ROI of 532%, 1.3m impressions and links from travel publications. - [RANDSTAD](https://www.found.co.uk/case-studies/randstad-wiw/): How Found launched a unique Women in Work campaign to coincide with International Women's Day. The results were brilliant with national press coverage. - [FUNKY PIGEON](https://www.found.co.uk/case-studies/funky-pigeon/): How Found helped Funky Pigeon drive a 224% YoY paid uplift and 1644% ROI during Father's Day. Read the low-down on it and other great paid search results. - [CLARKS ORIGINALS](https://www.found.co.uk/case-studies/clarks-originals-wallabees/): How Found gained 69k likes and comments for Clarks with creative influencer marketing campaigns, ensuring genuine followers and an authentic brand fit. - [BONMARCHÉ](https://www.found.co.uk/case-studies/bonmarche/): How Found increased Bonmarche's Paid ROI by 194% YoY with an efficiently executed paid campaign, social support and re-engagement & remarketing. - [CLERMONT HOTEL GROUP](https://www.found.co.uk/case-studies/clermont-hotel-group/): How Found made CRO improvements to the booking bar across hotel pages helping to drive a significant increase in conversion rate. - [BONMARCHÉ](https://www.found.co.uk/case-studies/bonmarche-cro/): How Found drove an additional £777,951 in revenue from the Bonmarche site through CRO A/B testing activity. - [BONMARCHÉ](https://www.found.co.uk/case-studies/bonmarche-pinterest/): - [TAYLOR & FRANCIS](https://www.found.co.uk/case-studies/taylor-francis/): How Found gave clear next steps on how to drive digital marketing value across multiple channels using the Luminr platform insights. - [THE CLERMONT HOTEL](https://www.found.co.uk/case-studies/the-clermont-hotel-seo/): How Found assisted The Clermont Hotel brand in migrating their websites to a new domain as part of a re-brand. - [ROOMEX](https://www.found.co.uk/case-studies/roomex/): How Found drove high-quality leads for Roomex through tailored PPC strategy to effectively target and capture desired audiences. - [HOUSE OF MARLEY](https://www.found.co.uk/case-studies/house-of-marley/): How Found helped House of Marley to reach a 22.3m target audience through a diverse influencer and paid social campaign. --- ## Posts - [THE STATE OF LUXURY: TRENDS RESHAPING LUXURY MARKETING IN 2025](https://www.found.co.uk/blog/the-state-of-luxury-trends-reshaping-luxury-marketing-in-2025/): Explore the key trends reshaping luxury marketing in 2025, from digital innovation to evolving consumer demands, and discover how brands can stay ahead. - [Controlling AI Access to Website Content with LLMS.txt](https://www.found.co.uk/blog/controlling-ai-access-to-website-content-with-llms-txt/): Discover how LLMS.txt empowers website owners to control how their content is used by AI models. Learn why it matters, who should use it, and how it helps protect your IP in the age of generative AI. - [2025 B2B Marketing Trends](https://www.found.co.uk/blog/2025-b2b-marketing-trends/): Explore the top 2025 B2B marketing trends, including AI, content, and data-driven strategies to drive growth and stay ahead in the competitive landscape. - [2025 Ecommerce Marketing Trends](https://www.found.co.uk/blog/2025-ecommerce-marketing-trends/): Discover the top 2025 ecommerce marketing trends & statistics. Stay ahead with insights on growth, consumer behaviour, and digital strategies for success. - [Hotel PPC Ads: The Complete Guide to Hotel Advertising](https://www.found.co.uk/blog/hotel-ppc-ads-the-complete-guide-to-hotel-advertising/): Master Hotel PPC Ads with this complete guide. Optimise your hotel advertising strategy for better visibility and more bookings. - [The CRO process: How to optimise your website ](https://www.found.co.uk/blog/the-cro-process-how-to-optimise-your-website/): Discover how to optimise your website with a proven CRO process. Learn to identify friction points, develop actionable test ideas, and refine user journeys to boost conversions and enhance user experience. - [Social media as a search engine ](https://www.found.co.uk/blog/social-media-as-a-search-engine/): 40% of Gen Z now use social media as search engines. Learn how social media platforms like TikTok are transforming how we discover and consume information. - [Why Isn’t My Brand Appearing In AI Search Tools?](https://www.found.co.uk/blog/why-isnt-my-brand-appearing-in-ai-search-tools/): Why Isn’t My Brand Appearing in AI Search Tools? - [Mastering SEO for Travel Websites: Tips and Strategies](https://www.found.co.uk/blog/seo-for-travel-websites-tips-and-strategies/): Discover proven strategies to boost traffic and conversions on your travel website with this comprehensive guide to travel SEO tips. - [2025 SEO landscape and Google Algorithm updates](https://www.found.co.uk/blog/2025-seo-landscape-and-google-algorithm-updates/): A comprehensive guide explaining all the major Google algorithm updates in 2025. Learn about the SEO landscape today. - [How to Succeed with Reddit Ads: A Beginner’s Guide](https://www.found.co.uk/blog/how-to-succeed-with-reddit-ads-a-beginners-guide/): Learn to succeed with Reddit Ads. This beginner's guide covers advantages, ad types and best practices for your brand to succeed. - [Best AI Marketing Tools for Success in 2025](https://www.found.co.uk/blog/best-ai-marketing-tools-for-success-in-2025/): Accelerate growth in 2025 with top AI marketing tools that enhance efficiency by automating campaigns and activities, driving scalability like never before. - [Paid Social Trends For 2025](https://www.found.co.uk/blog/paid-social-trends-for-2025/): Found Paid Social team have provided their expert insights and knowledge into the biggest Paid Social trends for 2025. Take a look… - [Agency In The Spotlight Webinar](https://www.found.co.uk/blog/a-round-up-from-our-recent-exclusive-agency-in-the-spotlight-webinar-with-producthero/): Last week, our Director of Growth, Harry Calvin Williams, and Senior PPC Account Manager, Ella-Rose Hatchwell took to the screens across the globe in an exclusive Webinar series, Agency In The Spotlight.  - [2025 Travel Trends You Need to Know](https://www.found.co.uk/blog/here-are-10-of-the-key-travel-trends-that-uk-businesses-and-marketers-need-to-know-to-stay-ahead-of-the-curve-and-competitors/): Here are 10 of the key travel trends that UK businesses and marketers need to know to stay ahead of the curve and competitors.  - [Reddit's AI Search Tool: What you need to know and how it could transform your digital strategy](https://www.found.co.uk/blog/reddits-ai-search-tool-what-you-need-to-know/): Reddit has made waves with its revamped AI-powered search tool, signalling a new era for how users and brands interact with the platform. - [Introducing FoundLabs](https://www.found.co.uk/blog/introducing-foundlabs/): We’re excited to announce the launch of FoundLabs, our dedicated innovation hub designed to revolutionise how we work across the Tomorrow Group.  - [The Ultimate Guide to the B2B Buyer's Journey with Everysearch™](https://www.found.co.uk/blog/the-ultimate-guide-to-the-b2b-buyers-journey-with-everysearch/): The B2B buyer's journey has changed. Learn how to apply the unique Everysearch™ approach to help your B2B business navigate the digital landscape successfully. - [Navigating Google’s AI Overviews](https://www.found.co.uk/blog/navigating-googles-ai-overviews/): Optimise your site for AI-driven search results like Google’s AI Overviews with actionable tips to boost visibility and adapt to evolving SEO trends. - [2025 Hospitality Marketing Trends: Going Beyond Traditional Search Engines](https://www.found.co.uk/blog/2025-hospitality-marketing-trends-going-beyond-traditional-search-engines/): Discover the latest hospitality marketing trends to supercharge your digital marketing strategy in 2025. Read our guide today. - [Driving Industry-Leading Success: Found Wins at the UK Search Awards](https://www.found.co.uk/blog/found-wins-at-the-uk-search-awards/): We’re thrilled to announce that Found has been honoured with the Best Use of Search – B2C for large agencies award at the prestigious UK Search Awards. - [JavaScript SEO Best Practices](https://www.found.co.uk/blog/javascript-seo-best-practices/): Learn how JavaScript impacts SEO and how Google handles JS sites. Explore best practices to optimise your site for improved visibility and performance. - [Reputation Management: How to Manage Your Business Reputation Online](https://www.found.co.uk/blog/reputation-management-how-to-manage-your-business-reputation-online/): Explore strategies for managing your business reputation online to enhance trust & increase visibility. Read our comprehensive guide to Reputation Management. - [How to Craft Effective SEO Meta Descriptions for Your Ecommerce Website](https://www.found.co.uk/blog/meta-descriptions-for-ecommerce/): Learn to craft effective SEO meta descriptions for your ecommerce site. Boost click-through rates with our expert tips and strategies. - [Navigating Privacy Changes: PPC strategies in a Cookieless world](https://www.found.co.uk/blog/navigating-privacy-changes-ppc-strategies-in-a-cookieless-world/): Google’s much anticipated ‘Cookieless Future’ is finally upon us. Here is what you need to know about it all. - [Blue Sky: Exploring New Horizons in Social Media Platforms](https://www.found.co.uk/blog/exploring-new-horizons-in-social-media-platforms/): Jamie Klingler explores new social media platform Blue Sky and shares her thoughts on this new horizon in social media. - [Everything is Influenced](https://www.found.co.uk/blog/everything-is-influenced/): Stevie Johnson, MD of Disrupt (Found’s sister company), delves into the ever evolving landscape of influencer marketing at Web Summit.  - [Black Friday 2024 in the UK: Trends and Tips for Businesses](https://www.found.co.uk/blog/black-friday-2024-in-the-uk-trends-and-tips-for-businesses/): Here are key insights into what UK businesses can expect this Black Friday and how they can capitalise on emerging trends. - [Optimising Google Shopping Ads for Black Friday](https://www.found.co.uk/blog/optimising-google-shopping-ads-for-black-friday/): This guide outlines effective strategies to ensure your Google Shopping Ads campaigns are prepared to capture the surge in online shopping activity across the Black Friday season. - [The Benefits of Partnering with a PPC Agency](https://www.found.co.uk/blog/the-benefits-of-partnering-with-a-ppc-agency/): Looking to accelerate your paid search performance? Learn about the benefits of working with a reputable PPC agency. Read our guide. - [Found. & Edyn: Global Partnership](https://www.found.co.uk/blog/found-x-edyn-global-partnership/): Leading digital marketing agency, Found, The Everysearch™ Agency, has been appointed by hospitality powerhouse Edyn, to spearhead its digital organic presence. - [6 Steps to a Successful PPC Brand Bidding Strategy](https://www.found.co.uk/blog/6-steps-to-a-successful-ppc-brand-bidding-strategy/): Learn how to implement effective strategies and techniques to help you successfully optimise PPC brand bidding campaigns. Read our guide. - [Pinterest Insights for 2024](https://www.found.co.uk/blog/pinterest-insights-for-2024/): As we prepare for the festive season, Pinterest appears to be a space where a new breed of “High-Action Festive Shoppers” is emerging. - [Best SEO Agencies in the UK](https://www.found.co.uk/blog/best-seo-agencies/): Explore the Top 10 SEO agencies with reviews and pricing details. Compare expert services to find the best fit for your business and boost your online presence! - [Watch "Navigating audience complexities: A CMO's blueprint for sustainable growth"](https://www.found.co.uk/blog/watch-navigating-audience-complexities-a-cmos-blueprint-for-sustainable-growth/): We were delighted to attend, and deliver a keynote speech at, the 2024 GDS Summit in Ireland and now have a full recording of our session, “Navigating audience complexities: A CMO's blueprint for sustainable growth” available for you to watch upon request. - [2024 SEO Landscape: Key Google Search Algorithm Updates](https://www.found.co.uk/blog/2024-seo-landscape-key-google-search-algorithm-updates/): A comprehensive guide explaining all the major Google algorithm updates in 2024. Learn about the SEO landscape today. - [EVERYSEARCH™ x TRAVEL: The year of the Friendcation ](https://www.found.co.uk/blog/everysearch-x-travel-the-year-of-the-friendcation/): With travel having largely recovered from the pandemic challenges, we’re starting to see a key evolution in group audience behaviour. - [What is the AIDA Model? Examples & Uses](https://www.found.co.uk/blog/what-is-the-aida-model-examples-uses/): What is the AIDA Model? Learn about the AIDA Model and how to use it in marketing to win customers. Read our guide today. - [THE FUTURE OF PPC: KEY TRENDS TO WATCH OUT FOR IN THE REMAINDER OF 2024](https://www.found.co.uk/blog/the-future-of-ppc/): 2024's PPC landscape has been thrilling with AI and machine learning leading the charge. As H1 ends, here are our insights on what to expect for the rest of the year in Search. - [VIDEO ADS IN PPC: BEST PRACTICES FOR 2024](https://www.found.co.uk/blog/video-ads-in-ppc-best-practices-for-2024/): Video ad investment is growing rapidly, outpacing overall digital advertising growth. Here we explore how this shift has come about. - [AI in Marketing: How Found Utilises AI to Transform Digital Marketing Campaigns](https://www.found.co.uk/blog/ai-in-marketing-how-found-utilises-ai-to-transform-digital-marketing-campaigns/): Want to use AI in your marketing? Learn about AI and how Found utilises it to transform digital marketing campaigns. - [The Impact of Social Media on PPC: Trends & Tactics](https://www.found.co.uk/blog/the-impact-of-social-media-on-ppc-trends-tactics/): The biggest change in search behaviour over the last few years hasn't been happening on ‘Search’ at all. Instead, the masses have been turning to Social platforms to perform searches. - [How to Plan a Website Redesign in 7 Steps: The Ultimate Guide](https://www.found.co.uk/blog/how-to-plan-a-website-redesign-in-7-steps-the-ultimate-guide/): Discover the ultimate guide to planning a website redesign in 7 easy steps. Our guide walks you through essential steps for a successful transformation. - [Harnessing the Power of AI in PPC Campaigns](https://www.found.co.uk/blog/harnessing-the-power-of-ai-in-ppc/): When it comes to PPC, the latest AI advancements should be treated as opportunities for evolution. Here's why. - [Found win 'Best use of Google Media' at the Independent Agency Awards 2024](https://www.found.co.uk/blog/found-win-best-use-of-google-media-at-the-independent-agency-awards-2024/): We’re delighted to share the news that Found has won 'Best use of Google Media' at this year’s Independent Agency Awards. - [10 Best SaaS Digital Marketing Strategies for 2024](https://www.found.co.uk/blog/10-best-saas-digital-marketing-strategies-for-2024/): Learn how to implement effective strategies and techniques to help your SaaS business navigate the digital landscape successfully in 2024. Read our guide. - [The Future of Search Marketing: Introducing Everysearch™ Approach](https://www.found.co.uk/blog/the-future-of-search-marketing-introducing-everysearch-approach/): The search landscape has undergone a significant shift, extending way beyond traditional search engines in recent years. Here is the future of search marketing. - [We're a 2024 Great Place to Work for Development](https://www.found.co.uk/blog/were-a-2024-great-place-to-work-for-development/): We've made it onto the prestigious Great Place to Work for Development list in the Medium Category. This is a brand-new category for 2024, - [Found Invest in Everysearch™](https://www.found.co.uk/blog/found-invest-in-everysearch/): Found invests £1 million to create UK-first audience insight technology. - [Everysearch™: A Transformative Digital Marketing Strategy](https://www.found.co.uk/blog/everysearch-a-transformative-digital-marketing-strategy/): A good digital marketing strategy is fundamentally a good business strategy. Today, every customer and client operates in a digital... - [SEOmonitor: AI Overviews Integration](https://www.found.co.uk/blog/seomonitor-sge-insights-integration/): The integration of AI Overviews into SEOmonitor’s platform is poised to be a game-changer for SEO professionals. Here’s how this... - [Google's Third-Party Cookie Update](https://www.found.co.uk/blog/googles-third-party-cookie-update/): Google calls off third-party cookie updates again. Our Head of SEO and resident Google expert, Dan Fernandez, explains everything you need to know about the latest updates.  - [Highlights from Google Marketing Live 2024](https://www.found.co.uk/blog/highlights-from-google-marketing-live-2024/): Last week, Google Marketing Live 2024 offered an exciting glimpse into the future of advertising, showcasing how artificial intelligence (AI)... - [Search in the Gemini era](https://www.found.co.uk/blog/search-in-the-gemini-era/): Following the Google I/O 2024 announcements, Google have released a teaser video of how generative AI in Search is going to be evolving with the power of their new custom Gemini model - [Embracing AI for Enhanced Strategies](https://www.found.co.uk/blog/embracing-ai-for-enhanced-strategies/): As we continue to navigate the changes that come from the fusion of AI with traditional SEO practises, staying updated and adaptable is more crucial than ever. - [The Best Google Optimize Alternatives for Experimentation](https://www.found.co.uk/blog/the-best-google-optimize-alternatives-for-experimentation/): In case you haven’t caught wind of the news, Google has made it official: Optimize will bid farewell by the... - [Career Progression in Paid Media](https://www.found.co.uk/blog/career-progression-in-paid-media/): Progressing through the levels as a Paid Media professional is hard. So, we've broken down the key skills for each level: Account Exec, Account Manager and Account Director. - [Found shortlisted for 7 UK Search Awards](https://www.found.co.uk/blog/found-shortlisted-for-7-uk-search-awards/): We're delighted to share the news that Found have been shortlisted in SEVEN categories at this year's UK Search Awards! - [BEST PPC AGENCIES IN THE UK](https://www.found.co.uk/blog/top-10-ppc-agencies/): Choosing the right PPC agency to trust can be a thrilling yet challenging endeavour. We’ve crafted a list of the top PPC agencies to help you on your way. - [Embracing uncertainty & getting comfortable with optimising the grey](https://www.found.co.uk/blog/embracing-uncertainty-getting-comfortable-with-optimising-the-grey/): If you’re still trying to be ‘granular’, ‘maximise control’ or ‘join every dot’ with your digital advertising then t’s time to let go and embrace a new way of working. - [Found become ISO 27001:2013 Certified](https://www.found.co.uk/blog/found-become-iso-270012013-certified/): We’re absolutely delighted to become ISO 27001 certified, a globally recognised standard for information security management systems. This achievement is a testament to our unwavering commitment to protecting our client and employee data and maintaining the highest standards of information security and we couldn’t be prouder. - [A Day in the Life: Harrison Wright](https://www.found.co.uk/blog/harrison-wright/): Harrison Wright (an Client Experience Manager here at Found) discusses his role and what his day-to-day looks like at our, London-based, digital marketing agency. - [How to use Reverse Image Search](https://www.found.co.uk/blog/how-to-use-reverse-image-search/): Reverse Image Search is a powerful tool that enables you to search the internet using images instead of words. It allows you to find similar images, discover where your images are being used, and gauge their popularity. - [A Day in the Life: Will Harman](https://www.found.co.uk/blog/will-harman/): Will Harman (an SEO Account Director here at Found) discusses his role and what his day-to-day looks like at our, London-based, digital marketing agency. - [The 10 phases of planning a website](https://www.found.co.uk/blog/the-10-phases-of-planning-a-website/): Planning a website properly is no easy feat. So, our experts have put together a list of the 10 phases you should work your way through as part of your website design planning process. - [Found Table Ep.2 | Google Analytics 4 (2/2)](https://www.found.co.uk/blog/found-table-ep-2-google-analytics-4-2-2/): Today, we’re going to share the second half of our latest Found Table session with you; diving into the key benefits of transitioning over to GA4 and discussing the benefits of using GA4… - [Found Table Ep.1 | Google Analytics 4 (1/2)](https://www.found.co.uk/blog/found-table-ep-2-google-analytics-4-1-2/): Come the first of July, Universal Analytics is going to stop processing all data so it is imperative that brands take this super seriously and transition over to GA4 as soon as possible. So, in this article we discuss the points amde in our recent Found Table session all about GA4. - [Setting up reporting in GA4](https://www.found.co.uk/blog/reporting-in-ga4/): We're going to talk through the process of setting up GA4 and explain some of its key reporting features. - [The main differences between GA4 & UA](https://www.found.co.uk/blog/the-main-differences-between-ga4-ua/): With the switch from Universal Analytics (UA) to Google Analytics 4 (GA4) happening on the 1st of July 2023, we're keen to explore the main differences between GA4 and UA. - [UA vs GA4: WHAT YOU RISK FROM NOT SWITCHING](https://www.found.co.uk/blog/what-you-risk-from-not-switching-to-google-analytics-4-ga4/): Understand the impact of not switching to Google Analytics 4 this July and see how it compares to Universal Analytics. Read more at Found. - [What is Google Analytics 4?](https://www.found.co.uk/blog/what-is-google-analytics-4/): Google Analytics 4 is the next generation of Google Analytics, replacing Google's Universal Analytics tool, which is sunsetting on 1st July 2023. - [Google Marketing Live 2023: 6 Top Announcements](https://www.found.co.uk/blog/google-marketing-live-2023-6-top-announcements/): There were lots of announcements made at this year's Google Live event and we know that (sometimes) it can be overwhelming to hear all of the news in one go. So, we've had our Paid Performance experts through all of their notes and highlight the 6 most important announcements, so that we could discuss them with you all here. - [5 SEO tips for blog content in 2024](https://www.found.co.uk/blog/5-seo-tips-for-blog-content-in-2023/): We share our highlights of what you should look to do to make the most of your blog content in 2024. - [Google Search Generative Experience: The Future of Search](https://www.found.co.uk/blog/google-search-generative-experience-the-future-of-search/): Last week, Google held its annual developer conference, Google I/O, and we got a glimpse into the newest plans for an ever-evolving Search landscape with the introduction of Search Generative AI. So, let's discuss it... - [GOOGLE'S THE MESSY MIDDLE MARKETING MODEL](https://www.found.co.uk/blog/the-messy-middle-marketing-model/): In this article, Harry Calvin Williams (Business Director | Found.) talks through the complex entanglement of advertising and consumer purchase decision making, and how this resulted in him choosing just one product out of the many thousands of options available online. - [The Client-Agency Relations Essentials: Trust & Transparency](https://www.found.co.uk/blog/trust-transparency-the-client-agency-relations-essentials/): In this article, we'll look at why a positive relationship with your marketing agency is critical for brand success. - [2025 Best Practices for Domain Migration](https://www.found.co.uk/blog/2023-best-practices-for-domain-migration/): Migrating a website to a new domain or changing its structure can be a daunting task. It requires caution and attention to detail to avoid any negative consequences, such as lost traffic and lower rankings. So here are some best practice guidelines to follow as you gear up for your next site migration… - [Reading Recommendations from World Book Day 2023](https://www.found.co.uk/blog/reading-recommendations-from-world-book-day-2023/): For World Book Day last week, our staff went on social media to recommend books to their online networks. We thought it’d be a good idea to collate their personal recommendations here, in a single blog post, for you. - [TikTok is becoming the 'New Google' for Gen-Z](https://www.found.co.uk/blog/tiktok-is-becoming-the-new-google-for-gen-z/): 40% of Gen-Z prefer using TikTok and Instagram over Google to search. What does this mean for digital marketers and how can brands ensure they aren’t left behind? - [Joining the Flexa100 for 2023](https://www.found.co.uk/blog/joining-the-flexa100-for-2023/): We've come 11th in this year's Flexa100 - an independently verified listing of the Top 100 most flexible companies to work for! - [Google Optimize Sunsetting](https://www.found.co.uk/blog/google-optimize-sunsetting/): It’s recently been announced that Google is sunsetting its A/B testing platform Google Optimize on September 23rd 2023. So, let’s talk about what that means for your business and what you’re going to need to do before September rolls around. - [A Beginners Guide to ChatGPT in SEO](https://www.found.co.uk/blog/a-beginners-guide-to-chatgpt-in-seo/): We’ve taken a look into ChatGPT and some of the best ways we can utilise it to make us more productive.  - [Our Organic Search Team's 2022 Highlights](https://www.found.co.uk/blog/our-organic-search-teams-2022-highlights/): We asked our Organic Search experts; What have they actually learnt from 2022? What have they seen this year that's got them really excited? And (when they reflect on 2022) what do they consider to be a real SEO highlight or development? - [Google E-E-A-T: What It Is & How It Affects SEO](https://www.found.co.uk/blog/whats-the-new-e-in-e-e-a-t/): E-A-T has been with us for a while, so let’s do a refresh of what that means. - [Intentional Communication - Future of Work Skill](https://www.found.co.uk/blog/future-of-work-skill-intentional-communication/): Learn why intentional communication is crucial for the future of work. Discover how it can enhance collaboration and success in the workplace. - [A COLOSSAL F*CUP: The reception of BrewDog’s Anti-Sponsorship campaign across social media](https://www.found.co.uk/blog/a-colossal-fcup-the-reception-of-brewdogs-anti-sponsorship-campaign-across-social-media/): Experts discuss BrewDog's World Cup sponsorship, social media reactions, and the firm's response to the criticism it received. - [Content response: Are Gen Z less resilient?](https://www.found.co.uk/blog/content-response-are-gen-z-less-resilient/): 'I have a fear that Gen Z are the least resilient generation that I've ever seen.' - Steven Bartlett. Let's discuss. - [Performance Max: A new age of paid search marketing](https://www.found.co.uk/blog/performance-max-a-new-age-of-search/): Google has recently launched its newest campaign type; Performance Max (PMax). - [The future of link building: Trends and Strategies for 2025](https://www.found.co.uk/blog/the-changing-world-of-link-building/): Explore link building trends and strategies for 2025. Learn how to adapt your tactics to create high-quality links and enhance your SEO performance. - [Are Marketers more interested in Elon Musk than the looming impact of a cookieless future?](https://www.found.co.uk/blog/are-marketers-more-interested-in-elon-musk-than-the-looming-impact-of-a-cookieless-future/): Analysis from Found's sister company (Braidr) has shown that most CMOs fail to grasp the importance of addressing the inevitable consequences of a future without cookies. - [TikTok SEO: How to Optimise TikToks for Google](https://www.found.co.uk/blog/five-ways-to-to-optimise-tiktok-content-for-google/): Discover how to optimise TikTok Content for Google with our handy guide. Read our top 5 TikTok SEO techniques to help grow your brand. - [Found thoughts: Google’s ‘Reimagining Search - Any Way, Anywhere’ talk](https://www.found.co.uk/blog/found-thoughts-googles-reimagining-search-any-way-anywhere-talk/): Every day, people look to Google for the answers to billions of questions: some simple, many increasingly complex, and others that can’t always be put into words. - [TOTAL SEARCH: THE HOLISTIC FUTURE OF DIGITAL MARKETING](https://www.found.co.uk/blog/total-search-the-holistic-future-of-digital-marketing/): The term 'Total Search' may be one that you're already familiar with. If not, the concept is probably something you'll have already seen but didn't know you had.  - [Google Shopping features for Ecommerce advertisers](https://www.found.co.uk/blog/what-are-the-latest-google-shopping-features-for-e-commerce-advertisers/): Discover the latest Google Shopping features to enhance targeting, boost visibility, and drive sales. Learn how to optimise ecommerce campaigns effectively. - [SEO for Reputation Management](https://www.found.co.uk/blog/seo-for-reputation-management/): As well as the ability to increase brand awareness, generate leads and sales SEO can also play a key part in demonstrating and controlling your brand reputation. - [Found recognised as a Great Place to Work](https://www.found.co.uk/blog/found-recognised-as-a-great-place-to-work/): It’s been another fantastic year for Found, and for the first year, as Tomorrow Group submitting in the Great Places... - [Google Analytics 4. What does the future of Analytics mean for you?](https://www.found.co.uk/blog/google-analytics-4-what-does-the-future-of-analytics-mean-for-you/): What does the future of analytics hold for you? Explore our guide on Google Analytics 4 and stay ahead today. - [Digital PR Explained](https://www.found.co.uk/blog/digital-pr-explained/): Digital PR is often confused with other online activity, from spammy link building to fluffy content creation but here we explain what it is and how, when it’s done right, can deliver strong and tangible results for a business or brand. - [What is the Ideal Bounce Rate for a website?](https://www.found.co.uk/blog/what-is-the-ideal-bounce-rate-for-a-website/): Bounce rate will differ by page, by search term and by search intent.  There is no universal “good” or “bad” number. - [15 Top PPC Tips For Black Friday Success](https://www.found.co.uk/blog/15-top-ppc-tips-for-black-friday-success/): Black Friday weekend is one of the biggest events for retailers, and it is a great event to manage within PPC. - [New London agency group launches to deliver the future of digital experience](https://www.found.co.uk/blog/tomorrow-launch/): We are delighted to announce the launch of a new group collective, Tomorrow. Made up of Found, Disrupt – our social and influencer agency – and Braidr - our newly-created data technology company. - [Faster Keyword Research for Google Ads with Super Keyword Planner](https://www.found.co.uk/blog/super-keyword-planner/): Super Keyword Planner gets keyword ideas & metrics for planning Google Ads campaigns more quickly, supercharging the research we do for client growth. - [Google I/O 2021: Key advancements in Search & Shopping](https://www.found.co.uk/blog/google-i-o-2021-key-advancements-in-search/): Earlier this month Google I/O came to our screens with a huge amount of content, news, updates, and advancements discussed over the event. - [First-party data: What, why and how?](https://www.found.co.uk/blog/first-party-data-what-why-and-how/): First-party data isn't new, but more and more companies are looking at how they can use it as the marketing... - [4 Things To Consider Before Hiring A Digital Marketing Agency](https://www.found.co.uk/blog/4-things-to-consider-when-appointing-a-digital-marketing-agency/): Searching for an agency partner can feel like an overwhelming process, especially if you’re not familiar with the services you’re enquiring about. - [How to explain complex ideas simply](https://www.found.co.uk/blog/seo-is-like-x-factor-how-to-explain-complex-ideas/): Learn how using relatable analogies can simplify complex SEO ideas, helping clients better understand the steps and strategies for improving rankings. - [Great Place To Work 2021 Awards: Team culture in a pandemic](https://www.found.co.uk/blog/great-place-to-work-2021-awards-team-culture-in-a-pandemic/): We’re thrilled to announce that we’ve been awarded 10th place in this year’s Great Place to Work Awards 2021 (medium category)... - [How To Optimise PDFs For SEO](https://www.found.co.uk/blog/dealing-with-pdfs-an-seos-guide/): There might be instances in which Google encounters non-HTML files such as PDF documents and determines they deserve to rank higher than HTML pages.  This behaviour may not always be desirable. - [How to find growth opportunities in a complex digital landscape](https://www.found.co.uk/blog/how-to-find-effective-growth-opportunities-in-a-complex-digital-landscape/): There are many routes to achieving digital growth, however finding those which are most effective from a cost, time, and longevity perspective is where a challenge presents itself. - [Road to Data Scientist: What the role is and how you get there](https://www.found.co.uk/blog/road-to-data-scientist-what-the-role-is-and-how-you-get-there/): “What is a data scientist?” – this is a question I've asked myself since I first heard about the role. - [LUMINR](https://www.found.co.uk/blog/luminr/): Google Search is always changing, meaning complete visibility over the SERP is a necessity. - [Google's Product Reviews update - what does it mean for Search?](https://www.found.co.uk/blog/googles-product-reviews-update-what-does-it-mean-for-search/): On Thursday 8th April 2021, Google announced the rollout of a new Product Reviews update which only involves English language... - [Technical SEO Audit: 5 Key Issues to Cover](https://www.found.co.uk/blog/5-things-to-look-for-in-a-technical-audit/): When it comes to technical audits, a lot of people just rely on the outputs of tools to inform where the focus should be. - [Death of a metric (Bye Bounce Rate)](https://www.found.co.uk/blog/death-of-a-metric-bye-bounce-rate/): RIP bounce rate. The bounce wasn't long for this world, finally saying goodbye last year. Image source: www. tombstonebuilder. com... - [What are the Google News & Google Discover Manual Action penalties?](https://www.found.co.uk/blog/what-are-the-google-news-google-discover-manual-action-penalties/): In February 2021, 12 new types of manual action penalties were released for violations in Google News and Google Discover,... - [Social Media Mining for Marketing Projects](https://www.found.co.uk/blog/mining-social-media-data-for-marketing-projects/): Mining is a use of data science techniques to unearth hidden patterns buried in text; expounding the findings into something useful is where mined ore might be chiselled into a masterpiece of insight.  - [Local SEO Guide – Tips for Getting your Business Noticed](https://www.found.co.uk/blog/local-seo-business-noticed/): The landscape of local SEO has been rapidly changing. So we’re giving you four invaluable tips for getting your business noticed. - [International Women's Day: A dive into our stats](https://www.found.co.uk/blog/international-womens-day-2021-a-dive-into-our-stats/): International Women's Day is an incredibly important event in the strive for equality around the world, celebrating the social, economic, cultural, and political achievements of women globally. - [We're a top 25 UK digital agency!](https://www.found.co.uk/blog/were-a-top-25-uk-digital-agency/): Towards the end of 2020, The Drum conducted a peer poll survey of over 320 agencies to discover which of... - [The 4 Fundamentals to a Modern Google Search Ads Account Structure](https://www.found.co.uk/blog/the-4-fundamentals-to-a-modern-google-search-account-structure/): Over the last few years search advertising has changed. Learn about the 4 Fundamentals of a Modern Google Search Ads Account Structure here. - [THE CURSE OF KNOWLEDGE IN DIGITAL MARKETING](https://www.found.co.uk/blog/the-curse-of-knowledge-in-digital-marketing/): The curse of knowledge not only impacts how we communicate daily, but also effects how digital marketers deliver their work and approach their clients. - [What does Apple's new iOS 14 update mean for paid social?](https://www.found.co.uk/blog/what-does-apples-new-ios-14-update-mean-for-paid-social/): Last year, Apple announced that the new iOS14 would give users more power to opt in and out of sharing... - [6 Reasons to Hire a Paid Media Agency](https://www.found.co.uk/blog/do-you-need-a-paid-media-agency/): Do you really need an Agency for my PPC, Paid Social or Display Activity? Let's help you figure that out! - [SEO TRENDS 2021](https://www.found.co.uk/blog/seo-trends-2021/): The last 12 months have seen a significant change in consumer behaviour due to Covid-19. Online retailers have experienced unprecedented revenue growth and demand for goods delivered to the door has exceeded capacity. - [How to use SEO to meet audience intent](https://www.found.co.uk/blog/how-to-use-seo-to-meet-audience-intent/): Audience intent should be at the heart of your digital strategies, so in this post we look at how to use SEO to meet the needs of your audience. - [3 trends we're sceptical about in 2021](https://www.found.co.uk/blog/3-trends-were-sceptical-about-in-2021/): It’s that time of year again, when everyone likes to make predictions. Coming out of 2020 we’re thinking more cynically.... - [5 trends we're optimistic about in 2021](https://www.found.co.uk/blog/5-trends-were-optimistic-about-in-2021/): Now that we've left 2020 behind, we're looking forward to the trends we think will be big news in 2021. - [Search London's 10th Birthday](https://www.found.co.uk/blog/search-londons-10th-birthday/): Search London is always a hit with the SEO and Digital communities, and this month the event is turning 10... - [20 Great Excel Shortcuts (You might not know about)](https://www.found.co.uk/blog/20-great-excel-shortcuts-you-might-not-know-about/): James Wolman explains and demonstrates some great Excel shortcuts for you to use in your everyday working lives - [Why sea shanties on TikTok were inevitable](https://www.found.co.uk/blog/sea-shanties-tiktok/): You may have seen articles recently talking about the latest TikTok trend to blow up - sea shanties. Puzzling lots... - [Found Recognised with Excellence In Wellbeing award by GPTW](https://www.found.co.uk/blog/found-recognised-with-excellence-in-wellbeing-award-by-gptw/): 8 months on from ranking 6th in the Great Place to Work Awards 2020, Found have been recognised for another... - [The changing face of SEO](https://www.found.co.uk/blog/changing-face-of-seo/): We’ve heard the saying “SEO is dead”, and from the stories I could tell, it'd be easy to believe it is. SEO isn’t what it once was, but that isn’t a bad thing. - [Reddit Roundtable: Data Science In Digital Marketing](https://www.found.co.uk/blog/reddit-roundtable-data-science-in-digital-marketing/): In a nutshell, data science gives answers to the things we don’t know that we don’t know. (Whereas data analytics tends to solve problems for questions we know we don’t have the answers to). - [5 ways to make digital more accessible](https://www.found.co.uk/blog/5-ways-to-make-digital-more-accessible/): Accessibility online can be taken for granted by abled people. What does this mean and what can we do about... - [Beyond Google: Diversifying Your Marketing Strategy for Success](https://www.found.co.uk/blog/are-marketing-strategies-too-reliant-on-google/): Is your marketing too reliant on Google? Discover the benefits of diversifying your strategy to reach new audiences and reduce platform dependence. - [Local Search 2020](https://www.found.co.uk/blog/local-search-2020/): This post acts as a summary of the talk and assumes some level of knowledge of local search ranking factors and experience using Google My Business. - [The Influencer Pay Gap - What is a "fair" price?](https://www.found.co.uk/blog/putting-a-price-on-influence-what-is-fair/): Standardising fees for influencers may be unattainable but certain principles should become the norm: respect, equality, and fair negotiation. - [Long Term SEO Strategy: Do we ever finish optimising a site?](https://www.found.co.uk/blog/long-term-seo-strategy-do-we-ever-finish-optimising-a-site/): As we approach the end of a tumultuous year it’s likely that, after reviewing performance, attention will turn to where marketing budgets should be allocated for 2021 or the 2021/22 financial year. - [2021 Planning: What Should Your Digital Marketing Strategy Look Like](https://www.found.co.uk/blog/2021-planning-what-should-your-digital-marketing-strategy-look-like/): This year has been exceptional due to the pandemic – advertising budgets have been squeezed and consumer behaviours have changed dramatically. The size of the economic fallout is still being gauged but it is likely to be the most significant event in most of our lifetimes. - [Saving Time with Keyword Research Automation](https://www.found.co.uk/blog/keyword-harvester/): Automating keyword research using a Google Colabs notebook built to harness the semRush API is a frictionless method that saves time and effort. - [Tracking the Shopping SERPs Part II: Analysis](https://www.found.co.uk/blog/tracking-the-shopping-serps-part-ii-analysis/): In October we released an article teasing an analysis of the shopping SERPs being rolled out to the UK. - [Design Thinking: How to evaluate ideas](https://www.found.co.uk/blog/design-thinking-how-to-evaluate-ideas/): If you’ve just come out of a mega ideation session, and you’re not sure whether the ideas you came up with are good or trash. This blog is here to help. - [How to Expand Internationally with PPC](https://www.found.co.uk/blog/how-to-target-foreign-markets-with-adwords/): Read our top tips and areas to consider when beginning to build a successful international PPC campaign using adwords. - [4 Data-Led Tips to Drive Performance Through COVID](https://www.found.co.uk/blog/4-data-led-tips-to-drive-performance-through-covid/): The tips in this guide focus on understanding user behaviour across your site, many businesses have seen a complete shift in their audience and conversion behaviours. - [5 Handy Tips for Preparing your Forecasts in Excel](https://www.found.co.uk/blog/5-handy-tips-for-preparing-your-forecasts-in-excel/): As an accountant by trade I can sometimes feel like a duck out of water in the world of digital... - [Black Friday and Cyber Monday Checklist 2024](https://www.found.co.uk/blog/black-friday-and-cyber-monday-checklist/): Dominate Black Friday & Cyber Monday with our ultimate checklist. From bold deals to powerful tactics, set your brand up for success this holiday season! - [Black Friday SEO: Tips to Boost Product Sales](https://www.found.co.uk/blog/products-on-page-copy-targeting-nailing-black-friday-seo/): Nail for Black Friday SEO Strategy with our top tips on optimising your products, nailing your on-page experience and targeting the right audience. - [A Guide to Virtual Meetings](https://www.found.co.uk/blog/a-guide-to-virtual-meetings/): Lockdown brought many things into our lives from banana bread to virtual quizzes. Whilst some things have been left behind... - [Tracking the Shopping SERPs](https://www.found.co.uk/blog/tracking-the-shopping-serps/): Now Google has begun rolling out the Organic listings for Google Shopping in the UK, we wanted to know how... - [Happy Birthday Found! 10 years and counting...](https://www.found.co.uk/blog/happy-birthday-found-10-years-and-counting/): They say time flies when you’re having fun but I didn’t think that applied to a whole decade... as October... - [Found wins at The UK Digital Growth Awards 2020](https://www.found.co.uk/blog/found-wins-at-the-uk-digital-growth-awards-2020/): Now you might've seen a blog post from us a few weeks ago, talking about how we'd been shortlisted in... - [6 Ways to Optimise Your E-commerce Website](https://www.found.co.uk/blog/6-simple-tips-to-help-optimise-your-e-commerce-site/): Discover 6 simple e-commerce SEO tips to boost visibility, drive more traffic, and increase sales with quick, actionable improvements. - [What's New with Google Tag Manager: Partial Exports and Bulk Actions](https://www.found.co.uk/blog/whats-new-with-google-tag-manager-partial-exports-and-bulk-actions/): The analytics team here at Found have been enjoying the small but impactful releases Google had been rolling out this... - [3 New Enhanced Google Features announced - Search On 2020](https://www.found.co.uk/blog/new-enhanced-google-features-search-on/): We know that search has evolved beyond the simple text to answer retrieval method - we can search through traditional means or newer ones like voice and now even our smartphone cameras.  - [New Advancements in Search - Search On 2020](https://www.found.co.uk/blog/new-advancements-in-search-search-on-2020/): “Search will never be a solved problem; we will never stop on the quest to perfect search. ” At Search... - [Delivering a Higher Standard of Google Search - Search On 2020](https://www.found.co.uk/blog/delivering-a-higher-standard-of-google-search-search-on-2020/): This evening Google hosted Search On, their online summit to introduce the latest in AI developments being added to search.... - [5 Stats that show digital landscape is changing and adapting during the pandemic](https://www.found.co.uk/blog/5-stats-that-show-digital-landscape-is-changing-and-adapting-during-the-pandemic/): This piece looks at 5 ways digital landscape has adapted to thrive during these extraordinary times. This piece looks at 5 ways digital landscape has adapted to thrive during these extraordinary times.  - [Design Thinking: The Ultimate Guide to Ideation](https://www.found.co.uk/blog/design-thinking-the-ultimate-guide-to-ideation/): Explore the ultimate guide to ideation with design thinking. Learn creative techniques to solve problems, spark innovation, and drive meaningful results. - [Why it's ok for your team to not feel ok right now](https://www.found.co.uk/blog/why-its-ok-for-your-team-to-not-feel-ok-right-now/): Since the pandemic took hold in March this year, we were thrown into a situation we’ve never been in before.... - [Free Google Shopping listings come to the UK](https://www.found.co.uk/blog/free-google-shopping-listings-come-to-the-uk/): If you work in ecommerce, you probably remember the news from April this year about Google opening up Shopping to offer free listings for merchants in the US - [10 tips for a successful site build and migration](https://www.found.co.uk/blog/10-tips-for-a-successful-site-build-and-migration/): Site migrations can make or break a website. For many the choice to migrate is driven by a need for freedom to drive growth across your site. - [Found Shortlisted For The UK Digital Growth Awards 2020](https://www.found.co.uk/blog/found-shortlisted-for-the-uk-digital-growth-awards-2020/): More excitement for everyone here at Found as we've been shortlisted for two awards at The UK Digital Growth Awards.... - [How to use data to inform your SEO strategies](https://www.found.co.uk/blog/using-data-to-inform-seo-strategies/): Every strategy should be designed to meet an objective, and the more information you have to hand before you begin the easier it is going to be to align activity to the end goal. - [The Good, the Bad, and the Oatly: A brand retrospective](https://www.found.co.uk/blog/oatly-brand-retrospective/): Oatly, the brand who made oat milk the monolith of milk alternatives has had a fascinating history with some bold marketing choices. - [A Practical Guide to Data Science in Digital Marketing](https://www.found.co.uk/blog/a-practical-guide-to-data-science-in-digital-marketing/): This article describes a handful of approaches that use data science to huge effect in various digital marketing streams. - [How to do an SEO competitor analysis](https://www.found.co.uk/blog/how-to-do-an-seo-competitor-analysis/): There is no better way than getting the best results from your SEO than by exploring what it is your competitors are doing well, and here’s how to do it. - [Active Listening: The Key Skill for the Future of Work](https://www.found.co.uk/blog/future-of-work-skill-listening/): Discover why active listening is key to the future of work. Learn how mastering this skill enhances communication, collaboration, and leadership. - [Telling LGBTQIA+ stories: Creative Training with the Diversity Standards Collective](https://www.found.co.uk/blog/telling-lgbtqia-stories-creative-training-with-the-diversity-standards-collective/): I recently attended an online webinar from the Diversity Standards Collective on LGBTQIA+ Creative, which I thought warranted sharing in... - [A guide to Google entity recognition](https://www.found.co.uk/blog/a-guide-to-entity-recognition/): It's time to include entity recognition as part of your SEO strategy and here's how. - [Hubspot Automation: Workflows Explained](https://www.found.co.uk/blog/hubspot-automation-workflows-explained/): Learn how HubSpot automation workflows streamline marketing, boost efficiency, and drive results. Create and optimise workflows with ease. - [Most effective SEO tactics and how to apply them](https://www.found.co.uk/blog/underrated-seo-tactics-and-how-to-apply-them/): Apply most effective SEO techniques to improve rankings and drive organic growth. Discover practical tips for technical, on-page, and off-page SEO enhancements you can start today. - [Found Webinar Replay: Demystifying SEO: The Future of SEO ranking factors.](https://www.found.co.uk/blog/found-webinar-replay-demystifying-seo-the-future-of-seo-ranking-factors/): Last week we hosted another very special webinar all about Search Engine Optimisation and the changing ranking factors. Now if... - [Measuring what matters in digital marketing](https://www.found.co.uk/blog/is-it-all-about-revenue/): When it comes to measuring what matters, is it really all about revenue or are there other metrics you can look at to understand what you’re getting in return for your efforts? - [5D Content: Dimensions to make your content go further](https://www.found.co.uk/blog/make-your-content-go-further/): What is 5D content? A new buzzword? Well, it’s 5 different ways of thinking about content, to make your content go to infinity and beyond.  - [Social shopping is the new normal.](https://www.found.co.uk/blog/social-shopping-is-the-new-normal/): Since the start of the COVID-19 crisis, it's been clear to brands that they will need to quickly adapt to... - [Found Webinar Replay: Filling Up the Funnel: Strategies for Creating Demand and Thinking Beyond Conversion](https://www.found.co.uk/blog/found-webinar-replay-filling-up-the-funnel-strategies-for-creating-demand-and-thinking-beyond-conversion/): If you missed our webinar on Thursday 16th July or just want to watch again, then we've got you covered.... - [5 Ways To Drive Efficiency in Biddable Campaigns](https://www.found.co.uk/blog/5-ways-to-drive-efficiency-in-biddable-campaigns/): At Found we’re always striving to drive efficiency with everything we do so that we can get more back for... - [Guide to Low Search Volume Keywords](https://www.found.co.uk/blog/looking-beyond-high-volume-keywords/): Discover how low-volume keywords can enhance your SEO strategy. Learn to leverage these often-overlooked terms to drive traffic and boost conversions. - [Agency and Client Partnerships: What does it really mean?](https://www.found.co.uk/blog/agency-and-client-partnerships-what-does-it-really-mean/): Every agency says they want to be your partner, working together - but what does this really mean? Lucy explores a true client and agency partnership. - [Strategic Laziness - Automation in Covid-19.](https://www.found.co.uk/blog/strategic-laziness-automation-in-covid-19/): Lockdown has been tiring. If you're feeling drained, it might be decision fatigue so it's time to automate and make the most of your workday instead. - [Good to Grow: Prepping your marketing for the future](https://www.found.co.uk/blog/marketing-for-the-future/): Prepare for the future and its uncertainty through these 4 steps to put you in the best position for growing online. - [An Introduction to SEO for YouTube](https://www.found.co.uk/blog/an-introduction-to-seo-for-youtube/): Every month, over 2 billion people visit YouTube - that’s almost one third of all people on the internet. Every day, people watch more than 1 billion hours of video on YouTube. - [Snapchat is upping its game](https://www.found.co.uk/blog/snapchat-is-upping-its-game/): Interested in adding snapchat to your marketing mix? The social platform has upped its game recently adding new features and some seriously cool tech. - [Found Webinar Replay: Audience Insights: Making Data-Fuelled Decisions.](https://www.found.co.uk/blog/found-webinar-replay-audience-insights-making-data-fuelled-decisions/): On Thursday 25th June, we hosted another webinar as a continuation of Found's series. We looked at how, as a... - [The art of asking better questions for digital marketers](https://www.found.co.uk/blog/are-people-being-more-helpful-or-are-we-asking-better-questions/): Are we getting better answers by asking smarter questions? Discover how question quality can impact the value of the answers we receive. - [Most Significant Recent SEO changes in 2020.](https://www.found.co.uk/blog/significant-seo-changes-in-2020/): Search engine algorithms and features change on a near daily basis, indeed Google announced that they made more than 3,200 to their “search systems” in a recent year. - [How to find your perfect long-term influencer](https://www.found.co.uk/blog/long-term-influencer/): Building long-term influencer relationships is key, but harder to justify when quick, campaign-based approaches seem faster and more cost-effective. - [Re-opening your retail stores with online messaging.](https://www.found.co.uk/blog/re-opening-your-retail-stores-with-online-messaging/): With non-essential businesses reopening on June 15th, brands are ensuring readiness through safety measures and effective messaging for customers and staff. - [Black Lives Matter.](https://www.found.co.uk/blog/black-lives-matter/): At Found, we stand against racism. We stand for equality. We have a firm belief that everyone should have an... - [Marketing Through a Recession](https://www.found.co.uk/blog/marketing-through-a-recession/): COVID-19 has disrupted much of our day to day lives; from our work surroundings to putting a pause on seeing our loved ones. We’re all trying to navigate through the ‘new normal’. - [CREATIVES IN CONFINEMENT: UNLOCKING CREATIVITY AND THRIVING](https://www.found.co.uk/blog/creatives-in-confinement/): Discover how creativity thrived during confinement as creatives adapted, innovated, and found new opportunities despite restrictions. - [Dangers of Bad Data](https://www.found.co.uk/blog/dangers-of-bad-data/): The COVID-19 situation has revealed a striking concern in the data community: analysis in a vacuum. - [Found Webinar Slideshare: How to Nail Your Messaging](https://www.found.co.uk/blog/found-webinar-slideshare-how-to-nail-your-messaging/): Found's webinar series kicked off on Thursday 28th May with a deep dive into brand messaging. Leena Keshishian, who is... - [The Perks of Remote Working](https://www.found.co.uk/blog/the-perks-of-remote-working/): Office life could now be a thing of the past. So, in this work from home experiment; here are my... - [Multi-Channel Marketing: Why "Digital" Means All Channels](https://www.found.co.uk/blog/when-digital-means-all-channels/): Discover how a multi-channel digital marketing approach can enhance customer engagement and improve results by integrating all marketing channels effectively. - [Uncommon sense: Messaging in a crisis](https://www.found.co.uk/blog/messaging-crisis-uncommon-sense/): It’s safe to say that there is no such thing as common sense in a pandemic. What was ‘common sense’ for brands feels like has gone out of the window and nobody knows for sure what's coming next. - [The Future is Automation (With Human Brilliance)](https://www.found.co.uk/blog/the-future-is-automation-with-human-brilliance/): Thinking about automating your PPC? We explore the advantages of automation and why human brilliance is still the cherry on top of an automated strategy. - [New Digital Features Launched During Covid-19](https://www.found.co.uk/blog/digital-features-during-covid/): A list of all platform-specific new features launched to help businesses during covid-19 with their online presence. - [Pre-emptive Marketing Decisions](https://www.found.co.uk/blog/preemptive-marketing-decisions/): Preemptively planning your decisions will not only set you up for success, but will make sure that when you are inevitably faced with a challenge, you know how to tackle it and how to move past it. - [Found Wins at The Drum Search Awards](https://www.found.co.uk/blog/found-wins-drum-search-awards/): Looking for award winning digital marketing? Found is delighted to have won Best Integrated Campaign at The Drum Awards with our client, Hoppy. - [Green marketing is growing](https://www.found.co.uk/blog/green-marketing/): Now, more than ever, customers are buying values first. In this time of uncertainty, people are looking to spend money with brands they can trust to do the right thing. - [Found Rank 6th in 2020 Great Place to Work Awards](https://www.found.co.uk/blog/found-2020-gptw-awards/): We’re delighted to announce that we’ve been awarded 6th place in the 2020 Great Place to Work Awards. Hip hip, hooray! - [Found Webinar Replay: What's Next For Digital Marketing? The Impact of COVID-19](https://www.found.co.uk/blog/covid-marketing-webinar/): Watch our webinar, What's next for Digital Marketing: The Impact of COVID-19. We share advice for CMOs from Google and our analysis of search interest across 200 industries and 14 countries. - [Crisis Marketing Strategies: How to Adapt and Thrive](https://www.found.co.uk/blog/strategic-crisis-marketing/): It's highly unlikely that business will just return to normal once the pandemic is over. So, when it comes to a crisis, what marketing considerations should be feeding into your strategies? - [Crisis Diversions: Video, The Ultimate Digital Comfort Food](https://www.found.co.uk/blog/video-digital-comfort-food/): Video, in the context of cinema entertainment has suffered a big hit, but online and on our screens at home, it's thriving. - [SEO as art: Reimagining search engine optimisation as an artform](https://www.found.co.uk/blog/seo-as-art/): We interview artist Gretchen Andrew, who uses SEO alongside her paints to explore themes of power, systems, desire, and the malleable nature of reality. - [Core Web Vitals - A Guide for SEOs](https://www.found.co.uk/blog/core-web-vitals-a-guide/): Google has updated their timelines for the rollout of the Core Web Vitals forming part of the Search algorithm. Instead of May 2021, the rollout will now begin from mid-June. - [Brands Doing Their Bit For Social Good](https://www.found.co.uk/blog/brands-doing-their-bit-social-good/): We're living in unprecedented times, and with Covid-19 continuing to wreak havoc on the world, businesses, and systems as we... - [Retail Shifting to Digital: How to temporarily close your retail stores.](https://www.found.co.uk/blog/retail-shifting-to-digital/): With the recent announcement of all non-essential businesses closing within the UK, brands with a high street presence are rushing to comply by closing their retail stores and moving to online-only operations. - [8 things that have cheered us up in uncertain times.](https://www.found.co.uk/blog/8-things-that-cheered-us-up/): With the c-word dominating the news and our minds, I wanted to mention another c-word I’ve been thinking about: community.... - [Women in Tech SEO - Event Recap](https://www.found.co.uk/blog/women-in-tech-seo/): On Friday, 6th March 2020, I had the pleasure of attending the first ever Women in Tech SEO conference and... - [How to measure the causal impact of your marketing through 'incrementality'](https://www.found.co.uk/blog/how-to-measure-incrementality/): How do you know if your ads are really impacting customers’ behaviour? - [Our Work Wonder Women](https://www.found.co.uk/blog/our-work-wonder-women/): It’s International Women’s Day this Sunday, March 8th. At Found we’re taking this opportunity to recognise and thank the Wonder... - [5 Growing tech trends to watch out for in marketing for 2020](https://www.found.co.uk/blog/5-growing-tech-trends-to-watch-out-for-in-marketing-for-2020/): In the words of Jon Bon Jovi: “The more things change the more they stay the same” and it's the same for marketing - the goals always stay the same but the tools marketers use evolve. - [5 Books to get you into a Growth Mindset](https://www.found.co.uk/blog/5-books-growth-mindset/): With growth being such an important mindset for us, I’ve been doing some reading around the concept and listed my top 5 growth mindset book recommendations. - [OscarBot's AI predictions beat the film buff and the bookies!](https://www.found.co.uk/blog/oscarbots-ai-predictions-beat-the-film-buff-and-the-bookies/): Our Oscar predicting AI, dubbed ‘OscarBot’, outperformed both the bookies and our in-house movie buff with it’s predictions for the 92nd Academy Awards. - [Great Expectations? Our AI Predicts Oscar Wins](https://www.found.co.uk/blog/great-expectations-our-ai-predicts-oscar-wins/): For the Oscars we've put our resident data science wizards to the test, challenging them to build an OscarBot and make predictions based on available data. - [Found awarded for excellence in wellbeing.](https://www.found.co.uk/blog/found-awarded-for-excellence-in-wellbeing/): Last week, we were delighted to receive the news that we have been awarded Excellence in Wellbeing by Great Places... - [Local SEO Growth: Strategies to Boost Your Business](https://www.found.co.uk/blog/why-you-need-to-start-thinking-locally-to-organically-grow-your-business/): With the SERPs becoming more competitive, owning organic space is becoming harder and clicks are decreasing. - [12 SEO Tips to Help Google Rank Your Website Higher](https://www.found.co.uk/blog/12-easy-things-you-can-do-to-make-google-like-your-website/): Sometimes it’s the small things that make a big difference, and with SEO that’s often true. Here's 12 easy things you can do to get in Google's good books. - [Growth Mindset - Mastering new creative skills.](https://www.found.co.uk/blog/mastering-new-creative-skills-the-importance-of-adopting-a-growth-mindset/): Have you ever found yourself entranced, glued to Youtube, watching someone do something very ordinary or seemingly mundane to a very high standard? - [SEO for Black Friday (and the Holiday Season)](https://www.found.co.uk/blog/seo-for-black-friday-and-the-holiday-season/): Learn how to implement effective strategies and techniques to improve your SEO for Black Friday (and the Holiday Season). Read our guide. - [Rich Results: Google’s SERP is Changing](https://www.found.co.uk/blog/rich-results-googles-serp-is-changing/): - [Chang3 Win Digital Disruptors 2019](https://www.found.co.uk/blog/chang3-win-digital-disruptors-2019/): - [How To Auto-Type Anything You Want By Pressing a Key](https://www.found.co.uk/blog/how-to-auto-type-anything/): With AutoHotkey, any key on your keyboard can be programmed to type any text desired. Follow this step by step guide to get yourself setup. - [Christmas Is Coming - Start Planning Your Social Now](https://www.found.co.uk/blog/christmas-is-coming/): With Christmas upon us, it's vital to get your social strategy nailed. Our Social Account Manager Ruth O'Brien has all the top tips to get you ready. - [Digital Disruptors 2019 Gets Underway](https://www.found.co.uk/blog/digital-disruptors-2019-underway/): The mission of Digital Disruptors is to encourage young people to immerse themselves in the dynamic, challenging and fascinating world of digital. - [Optimise Your Site: Strategies for Resolving SEO Performance Issues](https://www.found.co.uk/blog/resolving-website-performance-issues/): When something goes wrong with website performance, trace back your steps and find all of the possible blockers to getting that performance issue fixed. - [Found's Data Toolshed](https://www.found.co.uk/blog/founds-data-toolshed/): Found’s in-house tools are always built with integration front of mind. No tool is exclusive to one team or for a single purpose. - [A Simple Guide to Web Browser Automation](https://www.found.co.uk/blog/web-browser-automation/): Anything you can do on web pages in the browser can be programmed to happen in a sequence you choose or based on triggers. Here's how to set up automation. - [Are we heading towards sponsorless football shirts?](https://www.found.co.uk/blog/sponsorless-football-shirts/): Paddy Power recently caught our eye with their genius marketing prank involving Huddersfield Town FC and their football shirts. - [Found Wins At 2019 Digital Growth Awards](https://www.found.co.uk/blog/found-wins-at-2019-digital-growth-awards/): We’re delighted to announce that we’ve been recognised once again for our digital marketing expertise with an award at the 2019 UK Digital Growth Awards. - [How many people actually click on the Google Map packs?](https://www.found.co.uk/blog/how-many-people-click-google-map-packs/): Recently, we decided it would be useful to know what percentage of people who see Google map packs at the top of the SERPs, actually click on them. - [How to Make Your Market Analysis Look Like It's From Star Trek](https://www.found.co.uk/blog/make-market-analysis-look-like-star-trek/): Edu-tain your audience and they'll be grateful that you made their working day a bit more fun. Here's how you can make a stunning market map visualisation. - [From zero to hero: The rise of the featured snippet](https://www.found.co.uk/blog/rise-of-the-featured-snippet/): We now live in the era of the featured snippet. These are becoming increasingly varied and are having a major impact on users search behaviour. - [GPTW® Awards Found 3rd In UK's Best Workplaces™ for Women 2019](https://www.found.co.uk/blog/found-best-workplaces-for-women-2019/): We have been awarded 3rd place in the UK’s Best Workplaces for Women: Medium Category 2019, the top placed agency in the list. - [Found Return from the AI & Big Data Expo](https://www.found.co.uk/blog/ai-big-data-expo/): - [Facebook's new crypto currency - what does it mean?](https://www.found.co.uk/blog/facebooks-new-crypto-currency-what-does-it-mean/): Facebook have finally confirmed plans for their new digital currency, which is expected to launch next year. - [Darwinism in Search - The future of SERPs](https://www.found.co.uk/blog/darwinism-in-search-serps/): - [Social Is Not Just An Online Platform](https://www.found.co.uk/blog/social-is-not-just-an-online-platform/): Brands should factor in real-life experiences when planning their digital and social media approach, in order to maximise the effectiveness of a campaign. - [Women's World Cup and Social Media - An Interview With Aileen Larkin](https://www.found.co.uk/blog/womens-world-cup-and-social-media/): Tomorrow marks the beginning of the 2019 Fifa Women’s World Cup, with hosts France kicking things off in Paris with their opening match against South Korea. - [The Future of Search Event](https://www.found.co.uk/blog/the-future-of-search-event/): On Thursday the 23rd May, Found hosted the Future of Search event here at Found Studios. Throughout the evening the speakers and panel explored various themes around what the Future of Search looks like. - [10 Questions With Ruth O'Brien](https://www.found.co.uk/blog/10-questions-with-ruth-obrien/): In this interview I caught up with Found's amazing Social Account Manager, Ruth O'Brien. Hailing from Glasgow, Ruth has had... - [Found Roundup: Meet the Searchies - Google meets CEO Tina Judic](https://www.found.co.uk/blog/google-meets-tina-judic/): At the end of last year, our award-winning CEO, Tina Judic, was interviewed by Google as part of their Search History series to mark 20 years of Search. - [Found ranked 10th in Great Place to Work Awards - The No.1 Digital Agency in our category](https://www.found.co.uk/blog/found-ranked-10th-in-great-place-to-work-awards-the-no-1-digital-agency-in-our-category/): We’re delighted to announce that we’ve been awarded 10th place in this year’s Great Place to Work Awards (medium category)... - [A beginners guide to keyword research part II](https://www.found.co.uk/blog/a-beginners-guide-to-keyword-research-part-ii/): You’ve done it. You’ve collected every potential keyword under the sun on your chosen research topic. You’ve used AdWords, you’ve... - [All the Facebook F8 announcements you need to care about](https://www.found.co.uk/blog/facebook-f8-announcements/): From Messenger to Instagram, find out the top takeaways for marketers and brands from the Facebook F8 conference. - [You can learn to code](https://www.found.co.uk/blog/you-can-learn-to-code/): “Learning to write programs stretches your mind, and helps you think better, creates a way of thinking about things that... - [TikTok - Why It Should Be On Your Radar](https://www.found.co.uk/blog/tik-tok-on-your-radar/): TikTok (formally Musical. ly) has been grabbing a lot of headlines over the past few months due to its rapid... - [Found Wins At The Drum Search Awards 2019](https://www.found.co.uk/blog/found-wins-at-the-drum-search-awards-2019/): Another awards ceremony and ANOTHER win for Found. The end of 2018 saw a flurry of award wins for the... --- ## Recources - [INTEGRATED DIGITAL MARKETING GUIDE](https://www.found.co.uk/resources/white-paper/integrated-digital-marketing-guide/): Integrated digital marketing strategy guide: using cross-channel data to build intelligent growth strategies. - [B2C DIGITAL MARKETING GUIDE](https://www.found.co.uk/resources/white-paper/b2c-digital-marketing-guide/): In this guide, we dive deeply into SEO, Paid Media, Data, and Content trends for B2C companies. - [B2B Digital Marketing Guide](https://www.found.co.uk/resources/white-paper/b2b-digital-marketing-guide/): In this guide, we dive deeply into SEO, Paid Media, Data, and Content trends for B2B companies. - [Digital Marketing GUIDE & TRENDS](https://www.found.co.uk/resources/white-paper/digital-marketing-guide-trends/): In this guide, we dive deeply into Digital Marketing - SEO, Paid Media, Data and Content - trends. - [GUIDE TO INCREMENTALITY](https://www.found.co.uk/resources/white-paper/guide-to-incrementality/): How to prove your digital marketing strategy works? This is the last guide to incrementality that you will ever need. - [PREDICTING BLACK FRIDAY](https://www.found.co.uk/resources/white-paper/predicting-black-friday/): This report will give you the insight required to prepare for changes in user and shopping behaviour in advance of the biggest shopping period of the year. - [12 of the digital youth trends you need to know this year.](https://www.found.co.uk/resources/white-paper/12-digital-youth-trends-you-need-to-know/): Here are our 12 future youth marketing digital trends you should know about, so that you can stay ahead of the game. - [SEO RANKING FACTORS GUIDE](https://www.found.co.uk/resources/white-paper/seo-ranking-factors-guide/): We discuss the influenceable factors involved in a search engine’s assessment of a website, regarding where it chooses to rank it for a given search term. - [ESSENTIAL PAID MEDIA GUIDE](https://www.found.co.uk/resources/white-paper/essential-paid-media-guide/): Practical guidance and insights on the future of paid media channels and how they need to work together to provide an integrated marketing strategy. --- # # Detailed Content ## Pages ### AI SEO > Unlock AI-powered search potential with Found. We optimise your site using Luminr and advanced strategies to boost visibility and relevance across AI platforms. - Published: 2025-04-24 - Modified: 2025-04-24 - URL: https://www.found.co.uk/services/seo/ai-seo/ What is AI-powered search? AI-powered search doesn’t just scan for keywords - it understands what people actually mean. Using natural language processing (NLP) and machine learning (ML), it interprets context, deciphers intent, and serves up results that are more accurate, relevant, and personal. It’s a step up from traditional search. Smarter systems, sharper answers - and a user experience built around what people are really looking for, not just what they type. What is Generative Engine Optimisation (GEO)? GEO is SEO, reimagined for the AI era. It's about making your content the kind that large language models want to pull into answers. Not just optimised for humans or search engines, but for the algorithms shaping how people access information today. Search visibility is evolving. GEO helps ensure your brand is present in AI-generated responses - think ChatGPT, Gemini, Perplexity and Claude or Google’s Search Generative Experience (SGE). If an LLM’s building an answer, you want it referencing you. That means crafting content that's clear, credible, and technically structured to stand out in a crowded, algorithm-fed ecosystem. Search is changing. GEO makes sure you're not just visible — you're part of the answer. What Is Answer Engine Optimisation (AEO)? Answer Engine Optimisation (AEO) is all about making sure your content gets picked up by AI platforms like Google SGE, Bing Copilot, and ChatGPT. Instead of chasing rankings, AEO helps your content surface as the answer. For brands, it’s a smart way to boost visibility, build trust, and show up right when your audience needs you. How does Found agency use AI to optimise SEO campaign efficiencies? At Found, we use AI to work smarter, not just faster. Through FoundLabs, our dedicated innovation hub, we’re building tools that streamline workflows, surface smarter insights, and unlock opportunities traditional processes miss. We’ve developed game-changing tech like our Super Keyword Planner for lightning-fast research, a Review Analyser that transforms customer feedback into creative direction, and Bulk GPT to scale content ideation at pace. It’s all about reducing manual effort and maximising impact. Alongside this, we’re investing in Luminr — our in-house AI-powered technology — and have a dedicated AI team focused on turning disconnected data into decision-making intelligence, redefining how businesses perform and compete in today’s AI-driven world. The result? More efficient campaigns, sharper strategies, and more time spent where it counts — on creativity, performance, and delivering real results. How to appear in AI search results? Improving your brand’s visibility in AI search:Ensure Consistent Information - keep your brand details accurate and up to date across platforms like Google, Bing, Wikipedia, and key directories. Strengthen Keyword Alignment - optimise metadata and on-site content to reinforce associations with relevant search terms. Increase Authoritative Mentions - secure quality coverage through digital PR and publish thought leadership to boost credibility. Monitor AI Search Performance - use tools like Luminr to track your brand’s visibility across AI-driven results such as SearchGPT and Google AI Overviews. Engage with AI Platforms - where possible, submit updates or corrections to ensure... --- ### META ADVERTISING > Found, a leading Meta Ads agency, delivers highly targeted, innovative campaigns using its unique Everysearch™ approach to drive measurable growth. - Published: 2025-04-23 - Modified: 2025-04-24 - URL: https://www.found.co.uk/services/paid-media/paid-social/meta-advertising/ What are Meta Ads? Meta Ads are paid advertising placements across Meta’s suite of platforms—including Facebook, Instagram, Messenger, and the Audience Network. They’re designed to help businesses showcase their products or services through visually engaging, interactive formats. Whether you're launching something new or nurturing customer loyalty, Meta Ads offer an effective way to connect with the right people, in the right places, at the right time—using powerful targeting and creative tools How do Meta Ads work? Meta Ads use Meta’s sophisticated ad platform to deliver personalised content to highly specific audience segments. By leveraging data on user demographics, interests, online behaviour and more, you can reach people most likely to take action. Choose from a range of formats—like Stories, Reels, carousels, or videos—and set campaign objectives that align with your goals, from brand awareness to sales. The platform’s AI-driven optimisation ensures your ads keep getting better results over time. What are the benefits of Meta Advertising? Meta advertising offers brands the ability to scale efficiently, reach vast audiences, and drive meaningful results across the entire customer journey. Its granular targeting capabilities mean you can speak directly to your ideal customer—whether they’re discovering your brand for the first time or ready to convert. With robust analytics, A/B testing, and real-time performance data, you can continuously optimise for better ROI, turning insights into impact. Why partner with a Meta Ads agency? Working with a dedicated Meta Ads agency like Found means putting your campaigns in expert hands. Our Paid Social team combines strategic thinking with creative flair and analytical rigour to deliver ads that don’t just look great—they perform. From concept to conversion, we manage every detail, fine-tune performance, and adapt to shifts in audience behaviour. It’s all about unlocking growth while giving you more time to focus on running your business. --- ### MASTER SERVICES TERMS & CONDITIONS 2025 - Published: 2025-04-14 - Modified: 2025-04-14 - URL: https://www.found.co.uk/master/ APPLICATION 1. 1 These Terms and Conditions (“Master Services Terms and Conditions”) shall apply to the provision of Services by Found to the Client. 1. 2 If there is any conflict or ambiguity between these Master Services Terms and Conditions and the Insertion Order, the Insertion Order shall take precedence. DEFINITIONS AND INTERPRETATION 2. 1 In these Master Services Terms and Conditions, unless the context otherwise requires, the following expressions have the following meanings: “Affiliate” means in relation to a party, any entity that directly or indirectly controls, is controlled by, or is under common control with that party from time to time. “Affiliate Marketing” means Affiliate Marketing services including, but not limited to, strategy, reporting, insights, analysis, tracking and recommendations; “Analytics” means Analytics services including, but not limited to, strategy, reporting, insights, analysis, tracking and recommendations; “Agreement” means any agreement between the Parties which shall incorporate, and be subject to, an Insertion Order and the Master Services Terms and Conditions; “Business Day” means a day (excluding Saturdays) on which banks in London are open for the transaction of normal banking business (other than solely for trading and settlement in Euros); “Campaign” means a campaign as set out in an applicable Insertion Order; “Client” means any individual, firm or corporate body (which expression shall, where the context so admits, include its successors and assigns) which purchases services from Found and whose details appear on an Insertion Order; “Client Materials” means materials, content, information in any form created or generated by Client and supplied to Found or Influencer by Client or on Client’s behalf including as described on the Insertion Order; “Confidential Information” means any and all information acquired by either party about the other party’s business and/or given by one party to the other party and/or generated by either party from the other party’s Confidential Information in the course of fulfilling their obligations under this Agreement. Found’s Confidential Information includes any confidential information of Third-Party Suppliers and Influencers (if applicable); “Content” means content for online or offline purposes including, but not limited to, content strategy and planning, research, briefing and copywriting, optimisation and reporting; “CPA” means cost per action, where Found generates a fee for every defined action; “Creative” means work delivered by the studio team including, but not limited to, website design and build, creative content creation, infographics, email templates and collateral creation; “Credit Limit” means the monetary sum specified as such on the Insertion Order; “CRO” means conversion rate optimisation and/or personalisation, which is the task of improving the conversion of traffic to an agreed on-site action for specific pages and/or personalise experiences for individual customers or customer clusters; “Data and Analytics” means data aggregation, manipulation, analysis and architecture within the marketing space. Services can include (but are not limited to) digital analytics implementation, maintenance and tag management, data analysis, business intelligence, machine learning, attribution modelling, UX and conversion rate optimisation. “Data Protection Legislation” means (i) UK General Data Protection Regulation (UK GDPR), and (ii) The Data Protection... --- ### SEARCH ENGINE OPTIMISATION > SEO is a cost-effective way to drive quality traffic. But what is it, how does it work, and how can expert SEO services unlock real, measurable growth? - Published: 2025-03-06 - Modified: 2025-05-11 - URL: https://www.found.co.uk/search-engine-optimisation/ https://www. youtube. com/watch? v=9CriJMcqmQc --- ### INTERNATIONAL DIGITAL MARKETING AGENCY > Found is an International Digital Marketing Agency mastering global strategy and services - adapting fast so you can focus on the bigger picture. - Published: 2024-09-23 - Modified: 2025-04-29 - URL: https://www.found.co.uk/international-digital-marketing-agency/ What is international digital marketing? International digital marketing involves promoting products or services beyond a brand’s domestic market through channels like SEO, paid media, content, and influencer marketing. By expanding into new regions and countries, brands can enhance visibility, build a global audience, and drive business growth. However, international digital marketing is inherently complex, as it requires reaching customers across borders. Success demands a thorough understanding of local languages, cultural nuances, and regulations to ensure effective communication and meaningful engagement with diverse global audiences. How to develop an international digital marketing strategy? A global marketing strategy goes beyond selecting marketing channels and translating content. It requires a deep understanding of the target demographic. This means creating digital campaigns that align with local languages, values, and regulations while maintaining global brand consistency and ensuring localised relevance. Here are five steps to executing an effective international digital marketing strategy:1. Conduct thorough market and audience research. 2. Define your objectives and set an appropriate budget. 3. Choose suitable strategies by selecting from channels such as SEO, paid media, digital PR, and email marketing. 4. Localise your content with native language speakers. 5. Track and analyse your results. Why partner with an international digital marketing agency? Partnering with an international digital marketing agency like Found provides companies with unparalleled local market expertise, cutting-edge tools, and cost-effective solutions to drive business success. With over 15 years of experience, our unique Everysearch™ approach, and the full breadth of Found's capabilities, we deliver sustained and profitable growth for your brand on a global scale. --- ### DIGITAL EXPERIENCE > We’re a London-based digital experience agency that prioritises your customers' needs and business goals, crafting optimised experiences to drive results and revenue. - Published: 2024-09-04 - Modified: 2025-02-12 - URL: https://www.found.co.uk/services/digital-experience/ What is digital experience (DX)? Digital experience is a vital element of digital marketing, encompassing every interaction between a business and its customers across digital channels. It integrates user experience, website design, user interface, and content to create a cohesive and seamless journey. By unifying all digital touchpoints - including mobile apps, social media, emails, and digital ads - the goal is to leverage these resources to enhance user satisfaction and drive meaningful results. Why choose Found as your digital experience agency? Partnering with a digital experience agency provides brands with specialised expertise in data science, user research and cutting-edge tools, to craft engaging and conversion-driven user experiences. With over 15 years of experience in digital marketing and a track record of excellence in digital experience, we drive revenue and foster profitable growth. --- ### DIGITAL MARKETING AGENCY,  NEW YORK > Is your Digital Marketing Agency as agile as your business? Found is a New York-based agency brands trust for flexible, high-impact growth. - Published: 2024-07-31 - Modified: 2025-05-15 - URL: https://www.found.co.uk/digital-marketing-agency-new-york/ Digital Marketing Agency NY | Found68 Greene Street, 3rd FloorNew York, NY 10012USATalk to us: 1 (212) 796-6926 What are the top digital marketing agencies in New York? Choosing a digital marketing agency in New York is a big call—and rightly so. In a city full of bold claims and buzzwords, you need a team that’s laser-focused on results, not just reports. Whether you’re a fast-moving start-up or a seasoned brand ready to scale, the right agency won’t just nod along with your goals—they’ll challenge your thinking, back it up with data, and make it happen. No fluff. Just smart strategy, sharp execution, and real growth. New York has no shortage of well-known names—Found, Power Digital, Amp and more. But this isn’t just about picking a familiar brand. It’s about finding a partner who understands your business and can deliver on your goals. The right agency depends on what you need—your objectives, your budget, and your growth plans. Get clear on those, and you’ll be in a much better position to choose a team that can actually move the needle. How to choose the right digital marketing agency in New York? Not all agencies are created equal and not all are right for your business. Especially in a city like New York, where competition is fierce, you need clarity before you commit. Get clear on your goals first. It makes spotting the right agency—the one built to deliver on them—a whole lot easier. Look for proof. Real results, sharp testimonials, recent case studies, and some proper recognition. Choose an agency that knows your sector and sets smart, realistic goals—not one that overpromises and underdelivers. Ask about their process, the tools they use, and how they report. You want full visibility—not guesswork and vague reports. And here’s our top advice: steer clear of agencies that claim to do everything. Deep expertise always wins. Finally, while budget matters, don’t let it drive the decision. The best agencies cost more for a reason—they deliver work that works. Why choose Found as your digital marketing agency partner in New York? With over 15 years of performance-driven experience, we know how to turn strategy, data, and creativity into serious results. Our specialist teams work across every digital channel—paid, organic, content, and beyond—building tailored strategies that drive conversions today and brand loyalty tomorrow. Powered by our Everysearch™ approach, we tap into real-time data to spot new audiences, trends, and opportunities before your competitors do. From search to social, we align your brand with the right platforms, the right tactics, and the right creative to fuel long-term, profitable growth. --- ### Sitemap > Find your way around Found easily using our sitemap. - Published: 2024-05-13 - Modified: 2024-05-15 - URL: https://www.found.co.uk/sitemap/ --- ### GOOGLE ADS > Found is a Google Ads management agency based in London. As a Premier Google Partner, our expert team will accelerate your growth online. - Published: 2024-03-28 - Modified: 2024-06-04 - URL: https://www.found.co.uk/services/paid-media/ppc/google-ads/ --- ### YOUTUBE VIDEO ADVERTISING > Found is an expert YouTube video advertising agency. Our team of YouTube video ads management experts will supercharge your growth online. Get in touch. - Published: 2024-03-28 - Modified: 2024-06-04 - URL: https://www.found.co.uk/services/paid-media/paid-social/youtube-video-advertising/ What is YouTube Video Advertising and how does it work? YouTube advertising is a way to promote your business on the popular video-sharing platform. With YouTube ads, you can reach a targeted audience with your message through video ads that can appear before, during, or after videos. You can also display banner ads on the YouTube homepage or in search results. YouTube ads work on a cost-per-view (CPV) basis, meaning you only pay when a viewer watches your ad for at least 30 seconds or interacts with it in some way. With Found's expertise in YouTube advertising, we can help you create effective ads and reach your target audience on this powerful platform. What are the key benefits of YouTube Video Advertising? YouTube video advertising offers brands several key benefits, including increased brand awareness, improved engagement with audiences, and the ability to reach a large and diverse audience. Video ads on YouTube can help drive traffic to your website, increase conversions, and improve ROI. Additionally, YouTube's targeting options allow you to reach specific demographics and interests, making it a powerful tool for targeted advertising. With YouTube's vast reach and engaging content, your business can build a strong online presence and grow your customer base through effective video advertising. Why partner with a YouTube Video advertising agency? Partnering with a YouTube ads management agency can provide expert knowledge and experience to create and execute effective advertising campaigns. With extensive experience in audience targeting, ad formats, and bidding strategies, agencies can optimise campaigns for maximum ROI. This can save businesses valuable time and resources, while also producing better results than an in-house team could achieve. Additionally, YouTube ads management agencies stay up-to-date with the latest trends and updates to ensure that campaigns are always at the forefront of industry best practices. --- ### FACEBOOK ADVERTISING > At a London-based Facebook advertising agency Found, we create bespoke campaigns to drive engagement and action to position you as an industry leader. - Published: 2024-03-28 - Modified: 2025-04-28 - URL: https://www.found.co.uk/services/paid-media/paid-social/facebook-advertising/ How does Facebook Advertising work? Through Meta advertising, our specialists craft campaigns in Facebook Ads Manager that compete in a live auction system. Ads are dynamically placed across Facebook’s network, targeting audiences where they’re most active. As soon as your ads go live, transparent reporting tracks every impression and click, giving you full visibility over performance and ROI from day one How much does it cost to advertise on Facebook? Advertising on Facebook is not only cost-effective but also highly customisable. You can start running ads for as little as £5 a day, and your budget or spending limit is entirely up to you. How effective are Facebook Ads? Facebook ads can have a large impact by enabling you to reach users beyond your organic targeting scope. Every Facebook objective presents an opportunity to assist you in achieving your marketing goals. When executed correctly, Facebook ads can prove to be incredibly effective in driving awareness, traffic, and sales. Why partner with a Facebook Advertising agency? Collaborating with a Facebook ads agency provides you with the assurance of having a strategic plan and testing roadmap tailored to achieve your objectives. At Found, we offer weekly calls with performance insights and recommendations to help you understand our progress and goal attainment. --- ### REMARKETING > Found is a remarketing agency based in London. Our remarketing services team will accelerate your performance online. Find out more today! - Published: 2024-03-28 - Modified: 2024-05-21 - URL: https://www.found.co.uk/services/paid-media/remarketing/ What is Remarketing? Remarketing refers to targeting audiences with ads who have already interacted with your brand on your website, to encourage them to take a desired conversion action. Remarketing is a powerful tool that enables businesses to maintain engagement with potential customers, increase brand awareness, and enhance conversion rates by re-engaging individuals who have already shown interest. Why partner with a Remarketing agency? Partnering with a London-based remarketing agency like Found brings significant advantages. With our team of highly experienced remarketing experts, you’ll have access to the knowledge and industry know-how to maximise results. We use data-led insights to gain a deep understanding of your ideal audience and to help drive bespoke and highly-targeting remarketing campaigns. --- ### INSTAGRAM ADVERTISING > At a London-based Instagram advertising agency Found, we create bespoke campaigns to drive engagement and action to position you as an industry leader. - Published: 2024-03-28 - Modified: 2025-04-28 - URL: https://www.found.co.uk/services/paid-media/paid-social/instagram-advertising/ What is Instagram Advertising? Through Meta advertising, Instagram ads connect brands with audiences across the feed, Stories, and Explore placements. With powerful targeting tools, it’s easy to reach new users, drive website traffic, and boost conversions. Every campaign is designed to be transparent, measurable, and cost-effective — giving you full control and clear visibility over every click and conversion. What are the key benefits of Instagram Advertising? Instagram offers numerous benefits, ranging from a variety of marketing objectives to the flexibility of turning ads on and off as needed. With its vast reach and potential audience, the possibilities are endless, especially when coupled with a long-term growth strategy. Why partner with an Instagram Ads management agency? Partnering with an Instagram ads agency like Found enables you to fully leverage the benefits and opportunities offered by the platform. We ensure that technical aspects such as the Meta pixel and conversion tracking are properly implemented, while also offering exceptional industry strategy and creative recommendations. --- ### AMAZON ADVERTISING > Found is an expert Amazon PPC agency based in London. Our team of Amazon advertising specialists will supercharge your growth online. Get in touch today. - Published: 2024-03-28 - Modified: 2024-05-29 - URL: https://www.found.co.uk/services/paid-media/amazon-advertising/ --- ### TIKTOK ADVERTISING > Found is an expert TikTok advertising agency. Our team of TikTok ads management experts will supercharge your growth online. Get in touch today. - Published: 2024-03-27 - Modified: 2025-02-24 - URL: https://www.found.co.uk/services/paid-media/paid-social/tiktok-advertising/ What is TikTok Advertising? TikTok advertising is a form of social media marketing that leverages the popular short-form video platform, TikTok, to promote brands, products, and services to its massive user base. As one of the fastest-growing social media platforms, TikTok offers various ad formats, including in-feed ads, branded effects, and sponsored hashtag challenges. With its young and engaged audience, TikTok advertising provides businesses with an opportunity to showcase their creativity, engage with users through compelling video content, and reach a generation of digital-savvy consumers in a fun and innovative way. How do I advertise my business on TikTok? To advertise on TikTok, you need to:-Create a TikTok Ads account and select your campaign objective, such as brand awareness, traffic, or conversions. -Define your target audience based on demographics, interests, and behaviours to ensure your ads reach the right users. -Choose the ad format that aligns with your campaign goals, such as in-feed ads, branded effects, or sponsored hashtag challenges. -Set your budget and bidding strategy to control your ad spend. -Design and upload your creative content, keeping it engaging and aligned with TikTok's vibrant and creative community. -Launch your campaign and monitor its performance through the TikTok Ads Manager, making optimisations as needed to maximise results. Why TikTok is good for business? TikTok is a powerful platform for businesses for several reasons. Firstly, it reaches a younger audience, primarily Gen Z and Millennials. Its algorithm promotes content virality, giving businesses the potential for widespread exposure. The short-form video format encourages creativity and storytelling, helping brands engage users effectively. TikTok's authentic and playful nature enables businesses to showcase their personality and build a deeper connection with users. Additionally, the platform offers various advertising options, such as in-feed ads, branded effects, and sponsored hashtag challenges, allowing businesses to tailor campaigns to their specific goals. Partnering with TikTok influencers can further amplify brand exposure and credibility. Furthermore, TikTok's ecommerce features facilitate direct product sales within the app, simplifying the path from discovery to purchase. Overall, TikTok's growing popularity, creative environment, and diverse advertising options make it an excellent choice for businesses seeking to connect with younger audiences and boost brand awareness and growth. --- ### PINTEREST ADVERTISING > Found is an expert Pinterest advertising agency. Our team of Pinterest ads management specialists will supercharge your growth online. Get in touch! - Published: 2024-03-27 - Modified: 2024-05-28 - URL: https://www.found.co.uk/services/paid-media/paid-social/pinterest-advertising/ What is Pinterest Advertising? Pinterest advertising is a form of paid marketing on the Pinterest platform. It allows businesses to create and promote visually appealing pins to reach their target audience and drive engagement, website traffic, and conversions. Advertisers can use various ad formats, such as standard pins, carousel ads, and promoted video pins, to showcase their products or services to millions of active Pinterest users. By leveraging Pinterest's unique visual discovery platform, businesses can increase brand awareness, reach new customers, and inspire users to take action, making it a powerful tool for driving results and growing their online presence. How do I promote my business on Pinterest? To promote your business on Pinterest, you need to: Create a Business Account: Convert your personal account into a business account to access analytics and advertising features. Optimise Your Profile: Craft a compelling bio, use relevant keywords, and include a link to your website. Create Eye-Catching Pins: Design visually appealing pins that showcase your products or services. Pin Regularly: Stay active on Pinterest by pinning regularly to engage your audience. Utilise Rich Pins: Use rich pins to add more context and information to your pins. Join Group Boards: Participate in group boards to expand your reach. Consider Promoted Pins: Use Pinterest's advertising platform to boost your pins' visibility to a larger audience. Analyse and Optimise: Track your performance using Pinterest analytics and adjust your strategy based on insights to maximise your impact. How do I get noticed on Pinterest? To get noticed on Pinterest, you need to:Create High-Quality Pins: Design visually appealing and informative pins that stand out. Use Keywords: Include relevant keywords in your pin descriptions and titles for better discoverability. Pin Regularly: Stay active and consistent with pinning to keep your profile engaging. Join Group Boards: Participate in group boards to increase your exposure to a wider audience. Utilise Rich Pins: Use rich pins to provide more context and information about your content. Engage with Others: Interact with other users by liking, commenting, and repinning their content. Analyse Your Performance: Use Pinterest analytics to understand what content resonates with your audience and adjust your strategy accordingly. Why partner with a Pinterest Advertising agency? Partnering with a Pinterest advertising agency brings invaluable benefits to businesses aiming for success on the platform. Agencies possess specialised expertise and deep understanding of Pinterest's advertising capabilities, enabling them to develop highly targeted and impactful campaigns. They adeptly navigate Pinterest's ad platform intricacies, optimise budgets, and ensure optimal ROI. Pinterest advertising agencies excel in crafting compelling ad content, designing visually appealing graphics, and utilising audience insights to engage the right audience segments. Employing a data-driven approach and leveraging extensive experience, these agencies execute strategic campaigns, streamline processes, and empower businesses to achieve their marketing objectives on Pinterest. --- ### DISPLAY > Found is a display advertising agency based in London. Our display marketing campaigns are data-driven & highly targeted - guaranteed to deliver a return. - Published: 2024-03-27 - Modified: 2024-05-21 - URL: https://www.found.co.uk/services/paid-media/display/ What is Display Advertising? Display advertising is a targeted marketing method that uses visual ads, such as banners and images, to reach and engage specific audiences across websites, social media, and apps. These eye-catching ads can be tailored to fit users' interests and behaviours, making them relevant and effective. With Found's display advertising services, you can strategically showcase your brand, products, or services to the right people at the right time, driving brand awareness and traffic to your website. Let our experienced team maximise the impact of your display campaigns and achieve exceptional results for your business. What are the key benefits of Display Advertising? Display advertising offers a range of valuable benefits for businesses. Firstly, it enables precise targeting, reaching the right audience at the right time. With eye-catching visuals, display ads boost brand awareness and engagement. Additionally, display advertising drives relevant traffic to your website, increasing the potential for conversions. The data-driven approach ensures campaigns are optimised for maximum ROI. By partnering with Found, a leading display advertising agency, you gain access to experts who can create compelling ads that resonate with your audience, boosting your overall online presence and delivering exceptional results for your business. How much do digital Display ads cost? The cost of digital display ads can vary based on several factors, including the platform, ad format, targeting options, and competition. Display advertising typically operates on a cost-per-click (CPC) or cost-per-impression (CPM) basis, where you pay for each click or per thousand impressions. The actual cost will depend on the ad platform's bidding system and your chosen budget. At a London-based agency Found, we work closely with clients to tailor display advertising strategies that fit their objectives and budget, ensuring efficient spending and optimal results for their campaigns. Why partner with a Display Advertising agency? Partnering with a display advertising agency like Found can significantly benefit your business. Our team of experts brings extensive knowledge and experience in creating compelling display campaigns that drive results. We'll help you navigate the complex landscape of display advertising, ensuring your ads reach the right audience at the right time. From creative design to data-driven targeting, we'll optimise your campaigns for maximum ROI. With Found as your partner, you'll have access to cutting-edge tools and insights, allowing you to stay ahead of the competition and achieve your marketing goals with confidence. --- ### PPC AUTOMATION > Multi-award-winning PPC agency Found can help you achieve a better performance online with PPC automation and scripts. Find out more here. - Published: 2024-03-27 - Modified: 2024-05-21 - URL: https://www.found.co.uk/services/paid-media/ppc/ppc-automation/ What is PPC Automation? PPC automation uses software to streamline and enhance the management of your PPC campaigns through automated optimisations. The tools fine-tune PPC ad campaign settings such as ad spend, keyword targeting, and ad positioning based on predictive analysis and real-time data. Utilising PPC automation can help you achieve campaign goals more cost-effectively and efficiently. PPC automation benefits range from enhanced performance to error mitigation and increased scalability. What are PPC scripts? Google Ads scripts are automated tools used in pay-per-click (PPC) advertising campaigns to streamline and optimise various tasks. These scripts are snippets of code written in languages like JavaScript that run on PPC platforms like Google Ads. They help automate repetitive processes, monitor performance metrics, and make data-driven decisions. Adwords scripts can perform various tasks such as adjusting bids based on performance, pausing or enabling ads, generating keyword lists, and detecting anomalies in campaign data. By leveraging Google Adwords scripts, advertisers can save themselves time, improve efficiency, and enhance the overall performance of their PPC campaigns. For the best Google Ads scripts possible, you want to work alongside PPC experts to devise and deliver a comprehensive Google Ads script strategy. --- ### FEED OPTIMISATION > Digital growth agency Found can help you achieve a better ROI across product shopping campaigns with feed optimisation. Find out more here. - Published: 2024-03-27 - Modified: 2025-03-25 - URL: https://www.found.co.uk/services/paid-media/ppc/feed-optimisation/ Why is Product Feed Management important? Your product feed is the engine behind high-performing shopping ads. Get it right, and your products land in front of the right people, with the right details, at the right time. Get it wrong, and you’re burning budget on missed opportunities. A clean, optimised feed boosts visibility, improves relevance, and drives conversions across Google Shopping, Meta, and Amazon. It keeps pricing, stock, and product data accurate—so you stay competitive. Smarter feed management means lower CPAs, higher ROAS, and better results. Simply put: if your feed isn’t working, your ads won’t either. Nail it, and watch performance take off. How to optimise a Product Feed? Titles & DescriptionsYour product titles and descriptions need the right keywords—strategically placed to match user intent and drive relevant traffic. No keyword stuffing, just smart, impactful optimisation that improves visibility without compromising readability. ImagesSharp, professional images make all the difference. Clean, high-res visuals boost engagement and conversions, while correctly formatted file names and sizes ensure seamless display across platforms. CategoriesProducts need to be mapped to the correct taxonomy for each platform. Get it wrong, and your listings won’t surface in the right searches. Pricing & StockNothing kills trust (or sales) faster than incorrect pricing or out-of-stock items still being advertised. Real-time updates keep your feed accurate, preventing wasted ad spend and customer frustration. Feed FormattingErrors, duplicates, or formatting issues? They’ll block your ads from running. Regular checks ensure your product feed is clean, compliant, and ready to perform. Why partner with Found for Product Feed Optimisation services? We don’t just manage your product feed—we make it perform. Found optimises every detail, from keyword-rich titles to real-time updates, ensuring your products reach the right audience. Working across Google Shopping, Meta, Amazon, and more, we fix errors, enhance data, and maximise visibility to drive conversions. No wasted spend, no missed opportunities—just a smarter, high-performing feed. Want better ROAS and lower CPAs? Let’s make your feed work harder. --- ### PPC CONSULTANCY > Found is a multi-award-winning PPC consultancy agency that harnesses the efficiencies of data and technology to help clients drive growth. Get in touch. - Published: 2024-03-27 - Modified: 2024-05-29 - URL: https://www.found.co.uk/services/paid-media/ppc/ppc-consultancy/ --- ### X/TWITTER ADVERTISING > Found is an expert Twitter advertising agency. Our team of Twitter ads management specialists will supercharge your growth online. Get in touch today. - Published: 2024-03-26 - Modified: 2024-05-29 - URL: https://www.found.co.uk/services/paid-media/paid-social/x-advertising/ --- ### TERMS AND CONDITIONS (PRIOR TO MAY 2021) - Published: 2024-03-26 - Modified: 2024-03-26 - URL: https://www.found.co.uk/old-terms-and-conditions-2/ Master Services Terms & Conditions APPLICATION 1. 1 These Terms and Conditions (“Master Services Terms and Conditions”) shall apply to the provision of Services by Found to the Client. 1. 2 If there is any conflict or ambiguity between these Master Services Terms and Conditions and the Insertion Order, the Insertion Order shall take precedence. DEFINITIONS AND INTERPRETATION 2. 1 In these Master Services Terms and Conditions, unless the context otherwise requires, the following expressions have the following meanings: “Analytics” means services including, but not limited to, strategy, reporting, insights, analysis, tracking and recommendations; “Agreement” means any agreement between the Parties which shall incorporate, and be subject to, an Insertion Order and the Master Services Terms and Conditions; “Business Day” means a day (excluding Saturdays) on which banks in London are open for the transaction of normal banking business (other than solely for trading and settlement in Euros); “Campaign” means a campaign as set out in an applicable Insertion Order; “Client” means any individual, firm or corporate body (which expression shall, where the context so admits, include its successors and assigns) which purchases services from Found and whose details appear on an Insertion Order; “Client Materials” means materials, content, information in any form created or generated by Client and supplied to Found or Influencer by Client or on Client’s behalf including as described on the Insertion Order; “Confidential Information” means any and all information acquired by either party about the other party’s business and/or given by one party to the other party and/or generated by either party from the other party’s Confidential Information in the course of fulfilling their obligations under this Agreement. Found’s Confidential Information includes any confidential information of Third Party Suppliers and Influencers (if applicable); “Content” means content for online or offline purposes including, but not limited to, content strategy and planning, research, briefing and copywriting, optimisation and reporting; “CPA” means cost per action, where Found generates a fee for every defined action; “Creative” means work delivered by the studio team including, but not limited to, website design and build, creative content creation, infographics, email templates, video production and collateral creation; “Credit Limit” means the monetary sum specified as such on the Insertion Order; “CRO” means conversion rate optimisation and/or personalisation, which is the task of improving the conversion of traffic to an agreed on-site action for specific pages and/or personalise experiences for individual customers or customer clusters; “Data and Analytics” means data aggregation, manipulation, analysis and architecture within the marketing space. Services can include (but are not limited to) digital analytics implementation, maintenance and tag management, data analysis, business intelligence, machine learning, attribution modelling, UX and conversion rate optimisation. “Data Protection Legislation” means all applicable data protection and privacy legislation in force from time to time in the UK including the General Data Protection Regulation ((EU) 2016/679); the Data Protection Act 2018; the Privacy and Electronic Communications Directive 2002/58/EC (as updated by Directive 2009/136/EC) and the Privacy and Electronic Communications Regulations 2003 (SI 2003/2426) as amended.... --- ### TERMS AND CONDITIONS (PRIOR TO JULY 2017) - Published: 2024-03-26 - Modified: 2024-03-26 - URL: https://www.found.co.uk/old-terms-and-conditions/ 1. APPLICATION 1. 1 These Terms and Conditions (“Master Services Terms and Conditions”) shall apply to the provision of Services by Found to the Client. 1. 2 If there is any conflict or ambiguity between these Master Services Terms and Conditions and the Insertion Order, the Insertion Order shall take precedence. 2. DEFINITIONS AND INTERPRETATION 2. 1 In these Master Services Terms and Conditions, unless the context otherwise requires, the following expressions have the following meanings: “Agreement”means any agreement between the Parties which shall incorporate, and be subject to, an Insertion Order and the Master Services Master Services Terms and Conditions;“Business Day”means a day (excluding Saturdays) on which banks in London are open for the transaction of normal banking business (other than solely for trading and settlement in Euros);“Client”means any individual, firm or corporate body (which expression shall, where the context so admits, include its successors and assigns) which purchases services from Found and whose details appear on an Insertion Order;“Confidential Information”means any and all information acquired by either party about the other party’s business and/or given by one party to the other party and/or generated by either party from the other party’s Confidential Information in the course of fulfilling their obligations under this Agreement. Found’s Confidential Information includes any confidential information of Third Party Suppliers“Cookie Period”means the period set out on the Insertion Order;“CPA”means cost per action, where Found generates a fee for every defined action;“Credit Limit”means the monetary sum specified as such on the Insertion Order;“Deposit”means any deposit set out on the Insertion Order“Downtime”means any and all time when the Website is not fully operational;“EPC”means earnings per click, an industry metric;“Execution Date”means the date of the Agreement as set out on the Insertion Order;“Fees”means the fees and charges payable by the Client under Clause 5 & 6 in accordance with the Terms of Payment;“Field of Use”as defined on the Insertion Order. “Found”means Artemis Eight LLP, 1 East Poultry Avenue, London EC1A 9PT, Registered Company Number OC311651, trading as “Found”; and“Group”means, in relation to a company, that company, any subsidiary or holding company from time to time of that company, and any subsidiary from time to time of a holding company of that company. “holding company and subsidiary”mean a “holding company” and “subsidiary” as defined in section 1159 of the Companies Act 2006 and a company shall be treated, for the purposes only of the membership requirement contained in subsections 1159(1)(b) and (c), as a member of another company even if its shares in that other company are registered in the name of (a) another person (or its nominee), whether by way of security or in connection with the taking of security, or (b) its nominee. In the case of a limited liability partnership which is a subsidiary of a company or another limited liability partnership, section 1159 of the Companies Act 2006 shall be amended so that: (a) references in sub sections 1159(1)(a) and (c) to voting rights are to the members’ rights to vote on all or substantially all matters... --- ### FOUND COOKIE POLICY - Published: 2024-03-26 - Modified: 2024-11-11 - URL: https://www.found.co.uk/cookie-policy/ --- ### PPC Keyword Tool > Found's Ultimate keyword tool concatenates large lists of PPC keywords. All keyword match types supported. Speed up your paid search setup today! - Published: 2024-03-26 - Modified: 2025-04-17 - URL: https://www.found.co.uk/ppc-keyword-tool/ Get in touch --- ### LINKEDIN ADVERTISING > Found is an expert LinkedIn advertising agency based in London. Our team of LinkedIn ads management specialists will supercharge your growth online. - Published: 2024-03-26 - Modified: 2025-03-12 - URL: https://www.found.co.uk/services/paid-media/paid-social/linkedin-advertising/ What is LinkedIn Advertising? LinkedIn advertising is a powerful digital marketing strategy that enables businesses to promote their products, services, and brand to a vast audience of business professionals on the LinkedIn platform. Through targeted ads, businesses can reach specific demographics, industries, job titles, and more, making it an ideal platform for B2B marketing and lead generation. LinkedIn offers various ad formats, including sponsored content, sponsored InMail, display ads, and dynamic ads, allowing advertisers to tailor their campaigns to their objectives. With its extensive reach in the professional world, LinkedIn advertising is a valuable tool for businesses looking to expand their presence and connect with a relevant audience. Why choose LinkedIn Ads? Choosing LinkedIn Ads offers several compelling advantages for businesses. Firstly, it provides access to the world's largest audience of business professionals, allowing precise targeting to reach the right decision-makers and influencers. Secondly, its platform facilitates B2B marketing, making it highly effective for lead generation and driving relevant traffic. Additionally, LinkedIn's robust analytics and reporting tools enable businesses to measure campaign performance and optimise strategies for better results. With various ad formats, including sponsored content, InMail, and display ads, LinkedIn Ads offers flexibility in tailoring campaigns to specific marketing objectives. Overall, LinkedIn Ads present an excellent opportunity for businesses seeking to expand their professional network and achieve tangible outcomes. Why partner with a LinkedIn Advertising agency? Partnering with a LinkedIn advertising agency offers numerous advantages for businesses seeking success on the platform. Agencies have specialised expertise and in-depth knowledge of LinkedIn's advertising features, allowing them to create highly targeted and effective campaigns. They can navigate the intricacies of LinkedIn's ad platform, optimise budgets, and ensure maximum return on investment. LinkedIn advertising agencies can craft compelling ad copy, design eye-catching visuals, and leverage audience insights to reach the right professionals. Through a data-driven approach and experience, paid media agencies can deliver strategic campaigns, save time and resources, and ultimately help businesses achieve their marketing goals on LinkedIn. --- ### REPUTATION MANAGEMENT > At Found, Reputation Management Agency, we improve your online brand reputation and support your business goals with bespoke consultancy services. - Published: 2024-03-26 - Modified: 2024-05-29 - URL: https://www.found.co.uk/services/digital-pr/reputation-management/ --- ### MICROSOFT ADS > Found is a Microsoft Advertising agency based in London. Our Microsoft Ads management team will accelerate your growth online. Find out more today. - Published: 2024-03-25 - Modified: 2024-05-21 - URL: https://www.found.co.uk/services/paid-media/ppc/microsoft-ads/ --- ### ADOBE COMMERCE > Found is an experienced Adobe Commerce SEO agency that can accelerate your ecommerce sales. We will take your site to the next level! - Published: 2024-03-25 - Modified: 2025-03-25 - URL: https://www.found.co.uk/services/seo/adobe-commerce/ What is Adobe Commerce? Adobe Commerce (formerly Magento) is a game-changing ecommerce platform designed for businesses looking to scale and thrive. With its flexibility, robust features, and smooth integrations, it’s built to deliver exceptional online experiences. Whether you're just starting out or already a market leader, Adobe Commerce gives you the tools to stay ahead and drive serious growth. Why does SEO matter for your Adobe Commerce site? Without SEO, your store’s potential is limited—if search engines can’t find you, neither can your customers. It’s what gets your products in front of the right people, at the right time, driving visibility and sales across all searchable platforms. Partnering with an Adobe Commerce SEO agency gives you specialist expertise, advanced tools, and data-driven strategies to optimise performance and stay ahead of the competition. Why choose Found as your Adobe Commerce SEO agency? At Found, an Adobe Commerce SEO agency, we know the ins and outs. We don’t just optimise your site—we focus on strategic, high-impact areas like enhancing your site structure for better crawling, refining product descriptions to boost conversions, and fine-tuning on-page elements to ensure you rank higher. Our SEO & ecommerce consultants tailor every strategy to your business needs, ensuring your site stands out and performs. With our approach, you stay ahead of the competition and grow sustainably. --- ### SHOPIFY SEO > Found is an experienced Shopify SEO agency that can accelerate your ecommerce sales. We understand Shopify SEO challenges and will take your site to the next level. - Published: 2024-03-25 - Modified: 2025-03-25 - URL: https://www.found.co.uk/services/seo/shopify-seo/ What is Shopify? Shopify is a powerful ecommerce platform built for businesses that want to grow. It streamlines everything—from custom storefronts to secure payments and inventory management—so you can focus on selling. Whether you're launching or scaling, Shopify provides the tools to optimise performance, drive conversions, and keep your online store running seamlessly. What is a Shopify SEO agency? A Shopify SEO agency helps ecommerce brands boost search visibility, drive organic traffic, and increase sales. Through technical optimisation, content strategy, and authority building, they ensure Shopify stores rank higher and convert better. Found specialises in Shopify SEO, using data and AI-driven strategies to maximise performance and turn search traffic into real revenue. Why choose Found as your Shopify SEO agency? At Found, a Shopify SEO agency, we specialise in enhancing Shopify stores. Our approach goes beyond standard site enhancements; we focus on strategic areas such as refining product descriptions to boost conversions and fine-tuning on-page elements to improve rankings. Central to our methodology is Everysearch™ marketing, ensuring your brand achieves prominence across all digital platforms. Our SEO and ecommerce consultants tailor strategies to your business needs, ensuring your Shopify site stands out and performs optimally. With our approach, you stay ahead of the competition and achieve sustainable growth. --- ### WORDPRESS SEO > Found is an experienced WordPress SEO agency that can accelerate your online visibility. We understand WordPress SEO challenges and will take your site to the next level. - Published: 2024-03-25 - Modified: 2025-03-27 - URL: https://www.found.co.uk/services/seo/wordpress-seo/ What is Wordpress SEO? WordPress SEO is all about optimising your WordPress site to boost its visibility and rankings in search engine results. It’s a mix of technical know-how, on-page improvements, and off-page strategies designed to help your site get found by both search engines and users. From keyword research and optimisation to on-site tweaks, quality backlinks, and improving site speed, mobile-friendliness, and user experience—every element works together to get you noticed. Why is SEO important for a WordPress website? SEO is crucial for WordPress sites because it boosts visibility and rankings across all searchable platforms—from Google to TikTok. A well-optimised site doesn’t just rank higher; it attracts more organic traffic, drives engagement, and turns visitors into loyal customers. Partnering with a leading WordPress SEO agency gives you access to expert knowledge, cutting-edge tools, and data-driven strategies that optimise performance and keep you ahead of the competition. Why partner with a WordPress SEO agency? Partnering with a WordPress SEO agency is more than just improving rankings—it’s about building a site that performs. At Found, we take a strategic, results-driven approach, refining your site structure for better crawling, optimising content to drive engagement, and fine-tuning on-page elements to boost visibility. Every strategy is tailored to your WordPress business goals, ensuring long-term growth. While we handle the SEO, you can focus on what you do best—running your business. --- ### A/B TESTING > Turn website clicks into revenue with Found's results-driven A/B testing strategies and services that maximise ROI. - Published: 2024-03-22 - Modified: 2024-05-22 - URL: https://www.found.co.uk/services/cro/ab-testing/ What is A/B testing? A/B testing, alternatively referred to as split testing, compares two versions (A and B) of a webpage directly against each other. Its primary objective is to determine which version performs better in achieving a specific goal. What are the benefits of A/B testing? A/B testing is useful for optimising user experience and improving conversions by comparing different variations to identify the most effective elements. It can also reduce bounce rates and improve content engagement. Ultimately, A/B testing helps to keep visitors on your site and convert more website visitors into buyers. What can I test with A/B testing? In A/B testing, you can experiment with various elements like headlines, images, button colors, or layouts to determine the most impactful design or content. A common example is testing two different web page headlines to see which one attracts more clicks and leads to better user engagement. --- ### WOOCOMMERCE SEO > Found is a multi-award-winning SEO agency based in London that specialises in Woocommerce SEO. Get in touch with one of our Woocommerce experts! - Published: 2024-03-22 - Modified: 2025-03-30 - URL: https://www.found.co.uk/services/seo/woocommerce-seo/ What is WooCommerce SEO? WooCommerce is a free WordPress plugin that enables businesses to create an online store and sell products or services directly to their customers. It’s highly customisable, scalable, and provides a range of features to manage and run an ecommerce store, including inventory management, payment gateway integration, and shipping options. It's a popular platform for businesses of all sizes looking to establish an online presence and drive sales through their website. How does WooCommerce SEO work? WooCommerce SEO involves optimising your online store's pages, including products and category pages, to improve their visibility in search engine results. This process requires thorough keyword research, technical optimisation, and content creation to improve your site's relevance and authority. Additionally, building high-quality backlinks, optimising your site's speed, and improving user experience are also important factors for success in WooCommerce SEO. A comprehensive strategy that takes into account all of these factors is necessary for achieving long-term success and increasing organic traffic to your WooCommerce store. Why partner with a WooCommerce SEO agency? Partnering with a London-based WooCommerce SEO agency, such as Found, can give you a competitive edge in the ecommerce landscape. SEO agencies have the expertise, resources, and tools needed to design custom strategies that align with your business goals. By leveraging knowledge of the latest SEO techniques, they can optimise your website and boost your online visibility. Additionally, partnering with a WooCommerce SEO agency allows you to focus on other important aspects of your business while leaving SEO to the experts. --- ### YOUTUBE SEO > Found is a multi-award-winning SEO agency based in London that specialises in YouTube SEO. Get in touch with one of our YouTube experts today. - Published: 2024-03-22 - Modified: 2024-05-29 - URL: https://www.found.co.uk/services/seo/youtube-seo/ What is YouTube SEO? YouTube SEO is the process of optimising your video content and channel to rank higher in YouTube search results and related videos. It involves keyword research, video and channel optimisation and audience engagement tactics. YouTube SEO helps increase your visibility on the platform, drive more views and ultimately grow your audience. It's an essential part of any video marketing strategy. Why is YouTube SEO important? SEO is important because it can help your videos rank higher in YouTube and search engine result pages (SERPs), resulting in increased visibility, traffic, and engagement. By optimising your YouTube content, you can also improve the relevance and quality of your videos, making them more likely to be recommended to viewers. This can ultimately help you build your band and achieve your business goals. Does video help with general SEO? Yes, video can help with general SEO. Embedding videos on your website can increase dwell time and reduce bounce rate, which are both positive signals to search engines. As video content connects with your audience at a deeper level, it also helps to drive social shares and backlinks which can favourably impact your SEO. Additionally, videos can appear in search engine result pages (SERPs), giving you another opportunity to rank for target keywords and reach a wider audience. --- ### VOICE SEARCH > Found is a multi-award-winning SEO agency based in London that specialises in voice search SEO. Get in touch with one of our voice search specialists today. - Published: 2024-03-21 - Modified: 2024-05-21 - URL: https://www.found.co.uk/services/seo/voice-search/ What is Voice Search? Voice search refers to the use of spoken language to interact with a search engine or virtual assistant, rather than typing queries into a search bar. This technology allows users to search for information hands-free, and it's becoming increasingly popular thanks to the growth of smart home devices and mobile assistants. Optimising for voice search is important for businesses looking to improve their online visibility and stay ahead of the competition. How does Voice Search work? Voice search works by using natural language processing (NLP) technology to understand spoken queries and provide relevant results. When a user speaks a query into a voice-enabled device, the device records the audio and sends it to a server, where it is processed and matched against a database of indexed content. The device then provides the user with the most relevant result based on the query and available information. Why is Voice Search SEO important? Voice search SEO is important because it allows businesses to optimise their content for the way people naturally speak, enabling them to capture more traffic and generate more revenue. With the growing popularity of virtual assistants, voice search is becoming an increasingly important component of the broader organic search channel. By optimising for voice, businesses can improve the perception of their brand as a leading provider of information in their sector, and stay ahead of the competition. --- ### SEO MIGRATION > London-based SEO agency Found offers expert SEO website migration services that will supercharge your organic performance online. Get in touch today. - Published: 2024-03-21 - Modified: 2025-03-12 - URL: https://www.found.co.uk/services/seo/website-migrations/ What is website migration? Website migration is the process of making significant changes to a website that can impact its structure, visibility, and performance. The most common forms of website migration are moving from one domain to another, a change in CMS provider, and a website redesign. SEO website migration services help mitigate the risks and set up a site for the best chance of success. What are the key benefits of partnering with a website migration agency? Website migrations are a complex task with a lot of moving parts. Poor execution can hurt a site’s performance, traffic, and other SEO metrics that can be difficult to restore. At Found, we can own the whole migration process from start to finish. We offer bespoke website migrations with every tech and SEO base covered. With a proven track record of delivering successful migrations for B2C and B2B companies - from ambitious start-ups to global enterprises - we’re the leading choice. --- ### SEO AUDIT > London-based SEO agency Found offers SEO auditing services that will supercharge your organic growth online. Get in touch today. - Published: 2024-03-21 - Modified: 2024-05-21 - URL: https://www.found.co.uk/services/seo/seo-auditing/ --- ### APP STORE OPTIMISATION > Drive quality app downloads with our app store optimisation service. Get in touch today to find out how we can supercharge your app store performance. - Published: 2024-03-21 - Modified: 2024-05-29 - URL: https://www.found.co.uk/services/seo/app-store-optimisation/ What is App Store Optimsation? App Store Optimisation (ASO) involves improving the visibility and appeal of an app within app stores to drive more downloads and conversions. In addition to securing desirable rankings in the app store search results, ASO also focuses on click-through rate optimisation to capture more targeted users. The most popular app stores are App Store for iOS apps and Google Play Store for Android apps. Why partner with an ASO Services agency? At Found, we can support across every element of your app. Whether you are launching a new app or want to make improvements to existing app stores, we can provide you with a tailored ASO strategy to improve your visibility and increase conversions. With a proven track record of delivering tangible growth, we provide a comprehensive approach to app SEO services that generates genuine, sustainable results. --- ### SEO TRAINING > Found is a multi-award-winning SEO training agency based in London that harnesses the efficiencies of technology and human brilliance to drive growth. - Published: 2024-03-21 - Modified: 2024-06-04 - URL: https://www.found.co.uk/services/seo/seo-training/ --- ### MOBILE SEO > London-based SEO agency Found offers expert mobile SEO consultancy services that will supercharge your organic mobile growth online. Get in touch today. - Published: 2024-03-19 - Modified: 2024-05-28 - URL: https://www.found.co.uk/services/seo/mobile-seo/ What is Mobile SEO? Mobile SEO is the optimisation of websites for mobile devices to improve user experience and search engine rankings. As more searches are carried out on mobile than on desktop, it is crucial for businesses to ensure their websites are mobile-friendly and perform well on all devices. Mobile SEO involves activities like optimising website design, improving website speed, and creating mobile-friendly content to help websites rank higher in search results. What are the key benefits of Mobile SEO? Mobile SEO has multiple benefits for businesses, including improved user experience, increased website traffic, higher search engine rankings, and more conversions. A mobile-friendly website that loads quickly, is easy to navigate, and provides relevant information is more likely to attract and retain visitors. By implementing effective mobile SEO strategies, businesses can reach a wider audience and stay competitive in their industry. Why partner with a Mobile SEO services agency? Partnering with a mobile SEO agency ensures your website is optimised for mobile search, providing a better user experience and increasing the likelihood of ranking higher in SERPs. With over 15 years of expertise in digital marketing and proven expertise in mobile-first indexing strategies, we can provide valuable insights and latest techniques to improve your mobile presence and ultimately drive more traffic and conversions. Working with a mobile SEO agency like Found can give you a competitive advantage in a constantly evolving digital landscape. --- ### Everysearch > ​​Everysearch™ recognises the diverse world of search beyond traditional engines. Visit us to learn more about Found’s Everysearch™ approach and opportunities. - Published: 2024-03-19 - Modified: 2025-05-22 - URL: https://www.found.co.uk/everysearch/ --- ### DIGITAL PR TRAINING > Get your brand the attention it deserves with our Digital PR training. Unleash your team's inner creativity! - Published: 2024-03-18 - Modified: 2024-05-29 - URL: https://www.found.co.uk/services/digital-pr/training/ --- ### CONSUMER PR > At a London-based Consumer PR agency Found, we create bespoke campaigns to drive engagement and action to position you as an industry leader. - Published: 2024-03-18 - Modified: 2024-05-29 - URL: https://www.found.co.uk/services/digital-pr/consumer-pr/ --- ### Google Premier Partner - Published: 2024-03-15 - Modified: 2024-03-19 - URL: https://www.found.co.uk/google-premier-partner/ --- ### SEO CONSULTANCY > Found is a multi-award-winning SEO consultancy agency based in London that harnesses the efficiencies of technology and human brilliance to drive growth. - Published: 2024-03-14 - Modified: 2025-05-22 - URL: https://www.found.co.uk/services/seo/seo-consultancy/ What is an SEO Consultant? An SEO consultant provides guidance and advice on improving websites’ visibility in SERPS (search engine results pages). They analyse search landscape and site performance, identify areas for improvement, and recommend strategies to increase organic traffic and revenue. Specialist SEO consultants stay up-to-date with search engine algorithm updates and industry trends to offer the latest and most effective organic search solutions. What are the key benefits of SEO Consultancy work? Working with an SEO consultancy agency can offer a vast range of benefits, including access to expert knowledge and skills, a fresh perspective on your SEO strategy, and a tailored approach that's specific to your business goals. A good SEO consultancy will work closely with you to understand your business and your audience and develop a bespoke SEO strategy that helps you achieve your objectives. Additionally, an SEO consultancy agency like Found can provide ongoing support and guidance to ensure your SEO efforts remain effective and up-to-date with the latest industry trends and best practices. Why partner with a SEO Consultancy services agency? Partnering with an SEO consultancy services agency can bring a wealth of expertise to your business, ensuring that your online presence is fully optimised and delivering tangible results. As an SEO consultancy agency, Found can provide you with valuable insights into your market and competitors, as well as help you identify new opportunities for growth. Working with an agency can also save you time and resources, allowing you to focus on other important aspects of your business. At Found, we pride ourselves on delivering bespoke solutions that are tailored to your specific needs and are guaranteed to drive growth. --- ### LOCAL SEO > London-based SEO agency Found offers expert local SEO consultancy services that will supercharge your organic local growth online. Get in touch today. - Published: 2024-03-14 - Modified: 2024-05-21 - URL: https://www.found.co.uk/services/seo/local-seo/ What is Local SEO? Local SEO is the practice of optimising your website and online presence to improve visibility in local search results. This involves creating business profiles, building local citations, and optimising your website to make it clear to search engines that your business is relevant and trustworthy for searchers. At Found, we have a team of local SEO experts who can help you boost your online presence and attract more customers from your target area. What are the key benefits of Local SEO work? The key benefits of local SEO include improving your search visibility, attracting more customers to your business, and building a strong online reputation. It can also help you stand out against local competitors and provide valuable insights into customer behaviour and preferences. By optimising your website and map profiles (like Business Profile, formerly Google My Business) for local search, you increase your chances of being found by customers who are actively looking for businesses like yours in your area. Why partner with a Local SEO services agency? Partnering with a local SEO agency can help you leverage their expertise in local search optimisation to improve your business’s visibility in your target location. An agency can provide you with tailored strategies to reach your desired audience, ensure your online listings are accurate and up-to-date, and help you build a strong online reputation. Working with a London-based local SEO company like ours, that is officially recognised as a Google Premier Partner, will ultimately drive more qualified traffic to your website and increase your chances of converting them into loyal customers. --- ### MEDIA PLANNING > Maximise cross-channel ROI with Found. We expertly plan, execute, and optimise across all relevant media platforms, ensuring no opportunity is missed. - Published: 2024-03-14 - Modified: 2024-05-29 - URL: https://www.found.co.uk/services/digital-strategy/media-planning/ What is Media Planning? Media planning is the process of selecting the optimal mix of media platforms to advertise a product, service, or brand. The goal is to determine the best combination of media to achieve the marketing campaign's objectives, such as reaching the target audience effectively, maximising exposure, and increasing return on investment (ROI). This involves research, analysis, and allocation of the advertising budget across various channels like television, radio, print, online, and social media, ensuring the message reaches the right people at the right time and place. How do you determine the target audience for a media plan? Determining the target audience for a media plan involves conducting market research to understand potential customer demographics, psychographics, and behaviours. Analysing current customer data and understanding competitors’ strategies can also provide insights. From this information, you can segment the market into more specific groups, ensuring your media plan targets individuals most likely to respond to your advertising, based on their preferences, habits, and media consumption patterns. How do you decide which media channels to use for advertising? Deciding on advertising media channels requires analysing your target audience's habits and matching them to suitable platforms. Consider your product's nature, message clarity, and each channel's cost-effectiveness. Mix testing and past performance analysis to refine choices, ensuring your budget aligns with marketing goals for optimal reach and ROI. Why partner with a Media Planning agency? Partnering with a media planning agency offers expert insights, access to diverse channels, and data-driven strategies, ensuring your ads reach the right audience efficiently and cost-effectively, optimising your advertising ROI. --- ### VIDEO > Whether launching your first video or ready to dominate the digital landscape with a comprehensive video strategy, partner with Found. - Published: 2024-03-13 - Modified: 2024-06-04 - URL: https://www.found.co.uk/services/video/ What are Video Production services? Video production services are the creation of high-quality and engaging video content used for different purposes like promoting, informing or entertaining. Video production agencies specialise in idea generation, scripting, filming, and editing. This includes online videos, commercials, explainers, documentaries, and more. How much does it cost to produce a video in the UK? The average cost of video production in 2024 is between £1,500 and £15,000 depending on length, complexity, equipment used, and other deliverables. What is included in Video Production? Video production covers everything from idea generation to video distribution however deliverables can vary between video production agencies. Pre-production includes scriptwriting, casting, and location scouting. Production involves shooting the video content and post-production covers voiceovers and editing. How do I hire a Video Production agency? Choosing the right video production company can be a thrilling yet challenging endeavour. So how do you discover the one video production agency that truly resonates with your vision? You can do that easily by selecting the right set of qualities. 1. Video portfolio. Firstly and most importantly research their latest video work to see if they are capable of producing high-quality content. 2. Proven testimonials. You should request testimonials from the agencies that you’re considering that showcase their past successes. 3. Pricing. Choosing a budget-friendly agency might save a few pounds, but it often comes at the expense of quality. The top video production agencies in the UK command higher rates for a reason. --- ### MARKET RESEARCH > Shatter your growth ceiling and redefine success for tomorrow with Found, your London-based market research agency. - Published: 2024-03-13 - Modified: 2024-05-28 - URL: https://www.found.co.uk/services/digital-strategy/market-research/ What is Market Research Market research is a strategy-led approach to collecting, analysing and interpreting information about target markets including existing and potential customers as well as competitors. Its main aim is to use various methodologies like surveys, interviews, focus groups and data analysis to provide businesses with valuable insights about category trends, competitive landscapes and customer behaviour that cannot be found elsewhere. What are the benefits of Market Research? Market research is a prerequisite for any business aiming to be strategic and competitive with its marketing. It serves as a flexible tool that facilitates informed and confident decision-making by allowing businesses to explore the ‘why’ and ‘how’ questions behind people’s buying actions. The knowledge gained through market research reveals effective channels, messages and themes in the marketplace, enabling us to identify growth opportunities, understand customer needs, and mitigate risks associated with business decisions. What platforms and tools do you use for Market Research? We leverage a wide range of platforms and partners within our research methodologies including SEMrush, Sistrix, Moz, Ahrefs, AWR, Site Bulb and our very own proprietary global search intelligence platform, Luminr. And when we can’t find a solution in the marketplace we can partner with, our team of next gen data scientists and analysts is always on hand to build custom tools to navigate any sticky challenges that come our way. --- ### AUDIT & CONSULTANCY > Leverage industry experts to help you get started on the road to digital success with our audit and consultancy services. - Published: 2024-03-13 - Modified: 2024-05-21 - URL: https://www.found.co.uk/services/digital-strategy/digital-marketing-audit/ --- ### TAG MANAGEMENT > Maximise your advertising impact with our Tag Management services. We streamline tag management, enabling seamless tracking across channels. - Published: 2024-03-13 - Modified: 2024-05-28 - URL: https://www.found.co.uk/services/data/tag-management/ What is Tag Management and how does it work? Tag management is organising and deploying various tracking codes and snippets through systems like Google Tag Manager, which centralises tag control on a website, simplifying tag management without extensive coding. How to choose the best Tag Management system? When it comes to choosing the best Tag Management system, choose a system that aligns with your needs, offering ease of use, scalability, and seamless integration with existing tools. Google Tag Manager leads the market due to easy integration with other Google services. Can Found provide support and training on Tag Management? Yes, Found offers comprehensive training and ongoing tag management support, tailored to your tag management solution, ensuring your team is equipped to efficiently handle and optimise tags. What are the benefits of hiring a Tag Management agency? Tag management agencies like Found bring expertise in efficient tag deployment, and tailored strategies for optimal campaign performance. --- ### LUMINR > Luminr delivers AI-powered competitor intelligence and comprehensive market insights, enabling you to outsmart competitors and boost brand visibility. - Published: 2024-03-12 - Modified: 2024-05-30 - URL: https://www.found.co.uk/luminr/ What is Luminr? Luminr is an advanced market intelligence tool that leverages AI and machine learning to provide comprehensive insights into search performance across various platforms. It aggregates data from search engines, social media, and online marketplaces, offering businesses a panoramic view of their digital presence and competitive landscape. What are the benefits of using Luminr? Using Luminr offers multiple advantages: it enables real-time competitor analysis, unique search insights, and content optimisation strategies based on data-driven intelligence. Luminr streamlines the process of monitoring and analysing vast quantities of digital data, providing actionable insights to improve market positioning, optimise content, and enhance overall search visibility. Why should I partner with an agency with Luminr as a technology? Partnering with an agency that uses Luminr technology ensures access to unparalleled search analytics and market insights, allowing for more informed, strategic decision-making. An agency equipped with Luminr can offer personalised, effective strategies tailored to your specific market needs and objectives, ensuring your brand remains competitive and visible in an ever-evolving digital landscape. --- ### AI & AUTOMATION > Our AI and automation agency turns complex digital marketing data into dynamic growth opportunities for your business. - Published: 2024-03-12 - Modified: 2025-04-07 - URL: https://www.found.co.uk/services/data/ai-automation/ What is Artificial Intelligence (AI)? Artificial Intelligence (AI) is a branch of technology that allows machines to think and learn like humans. It's a blend of computer science and robust datasets that create intelligent programmes able to learn, reason and act autonomously. AI is behind services and goods we use every day – from apps that recommend TV shows to chatbots that provide customer support in real-time. How is AI used in marketing? The marketing landscape is significantly evolving as a result of AI, impacting several key areas: Social Media Listening: AI algorithms analyse social media data through aspect-clustering, providing marketers with essential insights into audience sentiments and behaviours, crucial for strategy development. Content Generation: AI creates content that resonates with target audiences, identifying key triggers and keywords, thus enhancing brand engagement and market share. Audience Segmentation: AI enables effective omnichannel strategies and programmatic advertising, focusing on segmented markets and personalised approaches to increase brand loyalty and awareness. Customer Insights: AI and machine learning provide deep insights into audience sentiments and customer care performance, vital for strategic decision-making and budget allocation. What does Automation mean in marketing? Automation in marketing refers to the use of technology to streamline and optimise various marketing processes. It involves automating repetitive, labour-intensive tasks to enhance efficiency and accuracy. This not only accelerates time-consuming activities but also allows marketing professionals to focus on more strategic and creative tasks. By reducing human error in mundane tasks, marketing automation significantly increases organisational efficiency, making operations smoother and more effective. Do you offer Artificial Intelligence (AI) training? Yes, we offer comprehensive training in Artificial Intelligence (AI). We can help you brainstorm AI applications, foster innovation in AI, and understand the most effective ways to use various AI tools. Plus, we can provide insights on achieving AI scalability using cloud providers, ensuring you are well-equipped to leverage this technology. Why should I partner with Found AI & Automation marketing agency? We are a multi award-winning London digital marketing and AI agency, all underpinned by smart data and a growth experience that delivers results, fast. With over 7 years of experience in AI, we've been pioneers in the field, embracing AI solutions even before they became mainstream. Our expertise includes leveraging AI to solve complex marketing challenges, ranging from predicting competitors' ranking movements to providing tailored recommendations for paid media strategies. --- ### ANALYTICS > Unlock your data's potential with a leading data analytics agency. We transform your data into a strategic asset to power your business growth. - Published: 2024-03-12 - Modified: 2024-05-22 - URL: https://www.found.co.uk/services/data/analytics/ What do companies use Data Analytics for? Companies use Data Analytics primarily to unlock insights hidden within their data. By analysing customer behaviour and trends, they can tailor marketing strategies, enhance products, and improve services to meet customer needs more effectively. Additionally, Data Analytics aids in optimising operational efficiency and forecasting future market trends, enabling businesses to make informed decisions, reduce risks, and, ultimately, drive growth and innovation. Does it matter which Analytics platform I currently use? Not at all! We have years of experience supporting clients across various tools - from Google Analytics 4 (GA4) to Adobe solutions and beyond. Our team provides analytics consultancy, evaluating your martech stack, highlighting its strengths and weaknesses, and offering support, regardless of your current solution. You can rely on us for recommendations to get the most out of your analytics platforms. What does an Analytics agency do? An analytics agency plays a pivotal role in transforming your data into actionable insights. They’ll delve deep into your web, app, and business data, providing a clear understanding of performance metrics. Their approach helps in identifying areas of improvement and opportunities for your business’s growth. Their expertise of an analytics consultancy ensures your data is not just numbers, but a valuable tool for making smarter, data-driven decisions that align with your overall business objectives. Why should I partner with Found Analytics Agency? Found is a multi-award London-based Digital Marketing and Analytics Agency that helps brands transform data into business growth. From global brands to ambitious start-ups, we know how to make brands thrive. As a Data Analytics consultancy, we understand the potential value of untapped data is huge. We’re a team of channel experts, growth partners, data scientists and analysts that can make sense of your data. In today's fast-paced world, every company should be demanding digital acceleration. Found is your trusted partner that can turn demand into action today. What Data Analytics tools do you use? Choosing the right tools is crucial for insightful data analysis. Google Analytics 4 remains a popular choice for its comprehensive features and user-friendly interface, suitable for businesses of all sizes. For more advanced needs, Adobe Analytics offers robust segmentation and real-time analytics. For those prioritising user experience, Hotjar provides unique insights through heatmaps and user session recordings. SEMrush excels in SEO and marketing analytics, while Mixpanel offers detailed user interaction data. Consider your specific needs, whether it's user behaviour, SEO, or overall site performance, to select the most fitting tool. --- ### DATA SCIENCE > By working with a London-based data science agency Found, you’ll be able to spot trends in your customers' behaviour and transform them into business growth. - Published: 2024-03-12 - Modified: 2025-03-12 - URL: https://www.found.co.uk/services/data/data-science/ What is Data Science? Data Science is the study of large volumes of data, which involves extracting meaningful insights from raw, structured, and unstructured data to predict the future, explain the present, and unlock a universe of possibilities. It's a blend of detective work and storytelling, where data scientists use statistical tools and algorithms as their compass to navigate through complex data sets. In a nutshell, Data Science gives answers to the things we don’t know that we don’t know. It straddles the business and tech worlds to spot trends and patterns that can help a brand’s bottom line. How can you use Data Science in Marketing? Data Science for digital marketing involves using analytics and algorithms to understand and predict consumer behaviours online. It plays a vital role in marketing by enabling businesses to make data-driven decisions. For example, by analysing the performance data of marketing campaigns, Data Science provides insights into what works and what doesn’t. This information is crucial for optimising current and future marketing strategies, ensuring better allocation of resources and higher ROI. When you have data on how a campaign performs, it’s easy to make decisions about how to make your next one even better. What is the role of Data Science in online advertising? Data Science helps you gain valuable insights into audience behaviour and preferences. Key applications include matching brands with target audiences, tracking campaign performance, real-time ad delivery, budget optimisation, and analysing competition. By working with a Data Science agency, you’ll be able to tailor messages, predict trends, and effectively allocate resources for maximum campaign impact. Why should I partner with Found Data Science Agency? We are a multi award-winning London digital marketing and AI marketing agency, all underpinned by smart data experience that delivers results, fast. Our specialists are the solution to brands’ discoverability issues, using tech automation, smart data, and human brilliance to help B2C and B2B brands grow online. We’ve worked with numerous clients, providing best-in-class experience in Data Science and machine learning. In the dynamic world of data and technology, Found's quick pace and focused approach ensure you're always one step ahead of your competitors. --- ### GOOGLE SHOPPING > Found is a Google Shopping management agency based in London. As a Premier Google Partner, our expert team will deliver the highest ROAS. Get in touch. - Published: 2024-03-12 - Modified: 2025-03-12 - URL: https://www.found.co.uk/services/paid-media/ppc/google-shopping/ What is Google Shopping? Google Shopping is a powerful ad format that allows shoppers to compare and discover products directly in the search results. By showcasing product information such as prices, images, and key attributes, customers can compare products from a range of brands before they go to a brand’s website. Advertisers and retailers use Google Shopping ads to promote their products, ensuring greater visibility and reach among potential customers. When users search for specific products, Google displays relevant Shopping ads, enabling businesses to connect with interested shoppers and drive traffic to their websites, ultimately increasing sales and revenue. How does Google Shopping work? Google Shopping showcases relevant products to a user’s search query at the top of the search results. This can be a search for a specific product from a specific brand or a broader search where the user has a general idea of what they’re looking for but is looking for inspiration of specific products to purchase. Rather than targeting keywords, Google Shopping matches products to searches based on the product information provided by the retailer in a feed uploaded to Google Merchant Center. This data includes the price, brand, product category, and other attributes that help Google understand each product in detail and therefore helps match them to the most relevant search queries. What are the benefits of Google Shopping? Google Shopping offers direct visibility at the top of search results, placing products front and centre where active shoppers are searching. It allows for highly visual, immediate comparisons of products and prices, leading to higher click-through rates and qualified leads. Users can see key details before clicking, improving the shopping experience and conversion rates. Additionally, Google Shopping integrates seamlessly with other Google services, enhancing overall advertising effectiveness and providing detailed analytics for optimisation. Why partner with a Google Shopping agency? Partnering with a Google Shopping management agency leverages expert knowledge and experience to maximise your campaign's potential. Agencies provide strategic planning, ongoing optimisation, and sophisticated targeting techniques to improve visibility and sales while reducing costs. They handle complex aspects of feed management and performance tracking, allowing businesses to focus on other areas. Moreover, agencies stay updated with Google's latest features and best practices, ensuring campaigns remain competitive and effective in driving ecommerce success. Why partner with Found for Google Shopping services? Partnering with Found for Google Shopping services means aligning with a team that not only understands the intricacies of Google Shopping but also knows how to harness its full potential for your brand. Our data-driven approach, combined with creative excellence, ensures your products stand out in the crowded marketplace. With Found, you gain access to expert feed optimisation, strategic bid management, and continuous performance analysis, all aimed at maximising your ROI. Our experience and innovation in navigating the Google Shopping landscape empower your business to thrive in e-commerce, driving qualified traffic and increasing sales effectively. --- ### CONTENT MARKETING > Content Marketing Agency that simplifies the complex. We create content that captivates, engages, and builds lasting brand loyalty. - Published: 2024-03-11 - Modified: 2025-04-29 - URL: https://www.found.co.uk/services/content-marketing/ What is Content Marketing? Content marketing is a marketing strategy deployed to attract and engage audiences by creating and sharing relevant materials online such as articles, videos, emails, podcasts, infographics, and other media. Content marketing provides customers with valuable content and engages them throughout the user journey driving revenue for your business. What does a Content Marketing agency do? A content marketing agency develops content strategies, produces and distributes content to provide value to a target audience with the ultimate goal of attracting a company’s customers and increasing business revenue. Deliverables can vary between content marketing agencies, especially when it comes to content production. Some content marketing agencies will craft content ideas for your in-house team to implement whilst others will own the whole process from start to finish. Why choose Found to be your Content Marketing agency? Partnering with the London-based content marketing agency Found offers brands access to specialised expertise, advanced tools, and cost-effective solutions, enabling them to produce original and authentic content that drives performance. Backed by 15+ years of experience, leveraging wider Found capabilities, we ensure sustained and profitable growth. --- ### INFLUENCER > At a London-based influencer marketing agency Found, we create bespoke campaigns with credible, authentic, social creators and influencers. - Published: 2024-03-11 - Modified: 2025-02-12 - URL: https://www.found.co.uk/services/influencer-marketing/ What is Influencer Marketing? Influencer Marketing is a form of social media marketing, where brands collaborate with online creators to market their product or service. They harness the influence and reach of individuals online in order to connect with their target audience, or a new audience, in an authentic and engaging way, in order to drive brand awareness or drive sales. Does marketing through influencers work? Crafting meaningful, authentic narratives in brand engagement has never been more important. Influencer marketing is the most impactful way to produce such storytelling. As the industry has developed, influencer marketing is peer to peer recommendation at scale and, when executed with precision, won’t just work, but drive your marketing activity to new heights. Why partner with an Influencer Marketing agency? Partnering with our influencer marketing agency ensures culturally relevant storytelling that captivates and delivers ROI. Utilising data-driven insights, we establish meaningful connections with ideal creators for your brand, turning attention into measurable action and revenue. Our expertise and strategic know-how elevate your campaigns, optimising success efficiently. --- ### PAID SOCIAL > Found, a London-based Paid Social Agency, drives bold, data-driven campaigns to break the mould and deliver measurable results. Ready to innovate? - Published: 2024-03-11 - Modified: 2025-04-29 - URL: https://www.found.co.uk/services/paid-media/paid-social/ What is Paid Social? Paid Social involves strategic ad placement across social media platforms, targeting specific demographics and interests to boost online presence. It encompasses various platforms like Facebook, Instagram, LinkedIn, TikTok, and more, serving a wide range of objectives, from brand awareness to lead generation and conversions. At Found, a London-based Paid Social agency, we specialise in creating impactful, data-driven campaigns that achieve significant outcomes for businesses across all sectors. What are the key benefits of Paid Social? Paid Social enables precise audience targeting and diverse ad formats, ensuring your message reaches the right customers at the right time. It supports a comprehensive marketing strategy from awareness to conversion, offering valuable data insights for optimisation, helping businesses to stay ahead of the competition. With Found's expertise as a Paid Social Media agency, brands can mobilise the full potential of Paid Social to achieve high growth and success. Which Paid Social media channels should I use? Selecting the appropriate Paid Social channel depends on your objectives and audience. TikTok and Snapchat are ideal for younger demographics, LinkedIn suits B2B marketing, and Pinterest targets early-stage shoppers. Meta offers broad targeting across Facebook, Instagram, and Threads, while X caters to rapid engagement. For global reach, consider Weibo, WeChat, or VK. Found employs a data-centric strategy to pinpoint the optimal channels for your goals. Why partner with a Paid Social agency? Partnering with a London-based Paid Social agency like Found provides access to seasoned experts crafting impactful multi-channel campaigns. Our data-first approach tailors strategies to fit your unique objectives and target audience. With comprehensive services from strategy to analytics and additional benefits like influencer collaborations and UX enhancements, partnering with Found ensures cutting-edge campaign execution. Our strong platform relationships and Meta Partner status keep your campaigns ahead of the curve, delivering exceptional results for your brand. --- ### TECHNICAL SEO > Found is a London-based Technical SEO Agency built for agility—offering flexible, expert consultancy that adapts as fast as your business. Ready to grow? - Published: 2024-03-11 - Modified: 2025-04-29 - URL: https://www.found.co.uk/services/seo/technical-seo/ What is Technical SEO? Technical SEO is the process of optimising a website that helps search engines find, crawl and understand your site pages. It can also include activities to improve user experience - improving a website’s speed or creating an SEO-friendly site structure. The goal of technical SEO is to improve the technical aspects of a site to increase organic visibility. What is a Technical SEO audit? A technical SEO audit is an overview of a site’s technical health to identify issues that may be negatively impacting its search engine visibility. A technical SEO audit usually involves examining factors like website loading speed, assessing site’s structure, and uncovering duplicate content or canonical issues. They are intended to help technical SEO experts identify areas of improvement to boost a website's search engine rankings and overall user experience. What are the key benefits of Technical SEO work? The key benefits of technical SEO work are - improved search engine visibility, increased organic traffic, better user experience, and higher conversion rates. By optimising technical aspects of a website, technical SEO specialists make a site easier to crawl and index by search engines. This leads to improved visibility in search results and more traffic. Additionally, technically optimised websites tend to provide users with a better onsite experience, which leads to higher engagement and conversion rates. Why partner with a Technical SEO agency? Partnering with a technical SEO agency gives you access to expert knowledge, experience, and resources. A technical SEO company like Found can help identify and address technical issues that may be impacting your website's search engine visibility and user experience that you may not be aware of or capable of addressing yourself. This is because technical SEO experts like a London-based agency Found have years of experience and access to specialised tools and technologies that help diagnose and fix issues quickly and effectively. Partnering with a technical SEO agency also allows businesses to focus on their core competencies because technical SEO work is being carried out externally by technical SEO experts. --- ### CREATIVE > Found has been delivering creative services for over a decade. We specialise in providing imaginative creative agency solutions to elevate your brand. - Published: 2024-03-08 - Modified: 2025-02-12 - URL: https://www.found.co.uk/services/creative/ What does a Creative Agency do? A creative agency transforms ideas into reality, creating compelling visual and strategic stories that resonate with your brand's target audience. Through innovative design, branding, and digital solutions, creative agencies elevate brand identity, to drive engagement and create memorable experiences online and offline. A creative agency should be at the centre of your digital strategy as they hold the keys to ensuring you stand out from the crowd. What is the difference between a Digital Agency and a Creative Agency? A creative agency specialises in creating the right visual assets for a brand's identity, covering both digital and traditional mediums. As a digital agency, Found also focuses on technology-driven solutions, emphasising online channels such as PPC, SEO, Paid Social, Programmatic and CRO. Why choose Found to be your Creative Agency? We supercharge our clients’ performance through innovative digital marketing campaigns overlaid with future-thinking creative to give our clients the search advantage. Our team of experts are creative, curious, and brilliantly talented and, when diverse minds get together, interesting things always happen, and that’s what you’ll get at Found. We act as an extension of your internal team, adopting a ‘whatever it takes’ mindset to achieve big things together. --- ### PPC > Tired of leading your PPC strategy? Our PPC Agency stays ahead of market shifts - adapting fast and driving growth while you focus on the bigger picture. - Published: 2024-03-08 - Modified: 2025-04-29 - URL: https://www.found.co.uk/services/paid-media/ppc/ What is PPC and how does it work? PPC (pay-per-click) is a key part of digital marketing that allows businesses to pay to advertise to customers on Google, Microsoft and beyond searching for keywords related to your business. Whilst PPC once focused primarily on keywords, this has evolved over time to now incorporate products, audiences, landing pages and many more signals now used to find the most relevant customers looking for your products, services or business. What are the key benefits of PPC advertising? PPC is an effective and highly-targeted form of digital marketing. You have control over your budget and can measure results and impact in almost real-time, enabling PPC agency specialists to gain insight into campaign performance and inform optimisations to drive results. PPC is also agile, allowing you to rapidly adjust paid search campaigns to adapt to market trends or consumer behaviour when you spot an opportunity. Why partner with a PPC agency? Partnering with a London-based PPC agency like Found brings significant advantages. Our qualified team of experts possess in-depth knowledge of PPC strategies and can use this knowledge to make sure we’re implementing tactics that align with your specific business objectives. We stay up-to-date with industry trends, platform changes and new releases, ensuring your campaigns are always cutting-edge. With our experience, Found PPC agency London can save you time and money, while our data-driven approach helps deliver you results, whether it's increasing brand visibility, driving website traffic, or boosting conversions. --- ### PROGRAMMATIC > Found, a Programmatic Advertising Agency based in London, drives real growth through strategic campaigns, not just easy-to-track metrics. Let us accelerate your growth! - Published: 2024-03-07 - Modified: 2025-04-29 - URL: https://www.found.co.uk/services/paid-media/programmatic/ What is Programmatic Advertising? In today's digital advertising landscape, programmatic marketing plays a crucial role. This automated strategy, driven by algorithms and data analytics, allows real-time optimisation of ad purchases. Using specialised software, advertisers can precisely target demographics, place ads, and efficiently manage campaigns across diverse channels. The combination of automation and data enhances operational efficiency, enabling advertisers to create personalised content tailored to their audience's preferences. Data-driven precision not only boosts advertising effectiveness but also maximises return on investment. How does Programmatic Advertising work? Programmatic advertising works through automated technology and algorithms that efficiently buy and sell digital ad space in real-time auctions. When a user visits a website or app, data is instantly collected and analysed to determine the best ad to display based on their behaviour, interests, and demographics. Advertisers bid for the ad space, and the winning ad is then instantly displayed to the user. This process happens in milliseconds, allowing for personalised and targeted ads to be delivered to the right audience at the right moment. Found's programmatic advertising experts utilise this cutting-edge approach to create successful and data-driven campaigns for our clients. What are the key benefits of Programmatic Advertising? Programmatic advertising offers targeted precision, leveraging automated algorithms and data analytics for real-time ad buying. This results in efficient audience targeting, optimal use of ad inventory, and personalised content delivery. The process enhances overall campaign effectiveness, maximises return on investment, and provides insightful analytics for continuous improvement. Additionally, programmatic advertising allows for scalability, transparency, and cost-effectiveness, making it a powerful tool in the dynamic landscape of digital marketing. Why partner with a Programmatic agency? Partnering with Found, a London-based programmatic agency, ensures a tailored and strategic approach to automated advertising. With a focus on data-driven precision, Found optimises campaign management through advanced algorithms and real-time bidding expertise. The agency's commitment to transparency, industry insights, and adaptability empowers brands to navigate the dynamic digital landscape effectively. Found’s specialised tools and strategic guidance enhance targeting and overall return on investment, making us a trusted ally for those seeking impactful and results-driven programmatic advertising solutions. --- ### DIGITAL PR > At Found Digital PR Agency London, we improve your online brand visibility and support your business goals with bespoke digital PR services. - Published: 2024-03-06 - Modified: 2025-02-12 - URL: https://www.found.co.uk/services/digital-pr/ What is Digital PR? Digital PR boosts a brand's online presence through various tactics like content creation, social media, and influencer outreach, enhancing visibility and brand recognition. How does Digital PR help with SEO? Digital PR strengthens SEO by securing quality backlinks, increasing web traffic, and improving keyword rankings, thereby boosting search engine visibility. What does a Digital PR agency do? A digital PR agency aligns creative strategies with your business goals, leveraging insights and media relationships to enhance your brand’s online profile. How do you measure ROI in Digital PR? ROI in Digital PR is measured against specific campaign goals, whether it’s media coverage, web traffic, leads, product interest, and sales, ensuring relevance to your business objectives. Why partner with a Digital PR agency? Partnering with a digital PR agency provides expertise, media contacts, and creative strategies to effectively amplify your brand’s digital narrative and drive results. --- ### INTERNATIONAL SEO > Found is a multi-award-winning international SEO agency based in London that specialises in global SEO. Get in touch with one of our experts today. - Published: 2024-03-06 - Modified: 2024-05-22 - URL: https://www.found.co.uk/services/seo/international-seo/ What is International SEO? International SEO involves expanding your website's organic visibility on search engine results pages (SERPs) across various languages and countries. This process includes optimising your website’s content, refining technical elements, and establishing authority through localised digital PR. By investing in international SEO, businesses can effectively reach international audiences, driving organic traffic from a diverse range of global markets. What are the key benefits of International SEO work? International SEO, when executed strategically, offers numerous advantages. Key among these is the opportunity to break into new markets, significantly enhancing your brand's visibility and reach. By optimising your website for target search engines, you can attract new audiences, leading to increased traffic, sales, and revenue. Additionally, a strong presence in international search results elevates your brand awareness and reputation across different regions. Furthermore, adept technical implementation of international SEO enhances the user experience, fostering greater customer satisfaction and building long-term loyalty. Why partner with an International SEO agency? At international SEO agency Found, we take the time to understand each client's unique target audience, goals, and international ambitions, enabling us to craft bespoke global strategies, designed to deliver maximum impact. Our approach begins with thorough research into your target markets, followed by expert advice on site structure requirements and the creation of content that truly resonates with your audience. Our international SEO team is made up of digital specialists, each possessing deep knowledge in SEO and local market expertise. --- ### ECOMMERCE SEO > Found is a multi-award-winning Ecommerce SEO agency in London. While you spot market shifts, we’re already adapting—and driving results that matter. - Published: 2024-03-06 - Modified: 2025-04-29 - URL: https://www.found.co.uk/services/seo/ecommerce-seo/ What is Ecommerce SEO? Ecommerce SEO is the practice of optimising an online store's website and content to improve its visibility in search engine results pages (SERPs). It involves using various strategies to drive more organic traffic to the site - keyword research, technical SEO, product optimisation, content creation, and digital PR. As an ecommerce SEO agency, we know that just driving traffic isn't enough. We work closely with other departments to ensure integration and drive effective results that deliver ROI. What are the key benefits of Ecommerce SEO? Investing in ecommerce SEO services boosts sites’ visibility in search engine results pages, increases stores’ organic traffic, improves user experience, and ultimately drives more conversions and revenue for businesses. Optimising an ecommerce store for search engines, allows businesses to reach their target audience and makes it easier for prospective customers to find and purchase products. Additionally, ecommerce SEO can help companies stay ahead of their competition and build a stronger brand reputation online. Why partner with an Ecommerce SEO agency? Partnering with an ecommerce SEO company ensures that your business stays ahead of the competition by optimising your website for search engines and driving organic traffic to your site. Our team of London-based ecommerce SEO consultants stay up-to-date on the latest algorithm updates and industry trends, so can provide you with a tailored strategy to improve your search rankings and increase conversions. With a proven track record of delivering tangible growth for ecommerce businesses of all sizes, we provide a comprehensive approach to ecommerce SEO services that generates genuine, sustainable results. --- ### IN-HOUSING > Adopt cutting-edge strategies, data solutions, automations, and best practices from an agency at the forefront of digital innovation. - Published: 2024-03-06 - Modified: 2024-05-22 - URL: https://www.found.co.uk/services/digital-strategy/inhouse-support/ --- ### STRATEGY > At Found, we have a relentless pursuit for excellence with every digital move. We excel in crafting, connecting, and capitalising on digital opportunities. - Published: 2024-03-06 - Modified: 2025-02-12 - URL: https://www.found.co.uk/services/digital-strategy/ What is a Digital Marketing strategy? A digital marketing strategy is a comprehensive plan outlining how brands can leverage online channels to achieve specific objectives, such as brand awareness, engagement, lead generation, or sales. It involves utilising digital platforms, data-driven insights, and targeted tactics to effectively connect with and engage a target audience in the online space. Found, as a digital strategy agency, redefines rules, employs industry expertise, and employs a comprehensive approach—from understanding and planning to deployment, measurement, and refinement. Why is a Digital Marketing strategy important? A digital marketing strategy is crucial as it provides a roadmap for brands to navigate the online landscape, ensuring a purposeful approach to achieve specific goals such as brand awareness, engagement, and sales. In the complex digital environment, a well-crafted strategy not only leverages industry expertise but also adapts to the changing landscape, enabling brands to stand out, connect effectively, and continually refine their approach for sustained success. Why partner with a Digital Marketing agency? We strive to be nothing less than brilliant - because we know you do too. With an immense team of growth partners, analysts, data scientists, digital strategists and performance marketers, we take pride in not just attracting but retaining exceptional talent, earning us consecutive recognition as a Great Place to Work. It's the fusion of human brilliance with the potent blend of data, technology, and creativity that provides our clients with strategy advantage to drive remarkable growth - we call this the Found Growth Experience. Taking this ethos and marrying it to a deep understanding of business and customer goals to unlock real growth potential. We believe our clients deserve more than mediocrity. Average is over. Bold is better. --- ### DATA & AI > Found is a multi award-winning data consulting agency based in London that will convert data into your company’s growth currency. - Published: 2024-03-05 - Modified: 2024-06-24 - URL: https://www.found.co.uk/services/data/ What does a Data Consulting company do? A data consulting agency specialises in providing expert guidance and services related to data analysis, interpretation, and management to help businesses make informed decisions and optimise their operations. How do you use data for insights? Leveraging data for insights involves a systematic process of collecting, analysing, and interpreting data to gain valuable information that can inform decision-making and drive improvements. Why partner with a data consulting agency? Partnering with a data consulting agency offers brands access to specialised expertise, advanced tools, and cost-effective solutions, enabling them to make data-driven decisions efficiently. We provide customised strategies, unbiased perspectives, and the scalability needed for growth. --- ### PAID MEDIA > Found is a multi-award-winning paid media agency based in London. Our team of digital pioneers will reshape your entire paid media game. Get in touch. - Published: 2024-03-05 - Modified: 2025-03-13 - URL: https://www.found.co.uk/services/paid-media/ What is Paid Media? Paid media, a key facet of digital advertising, involves businesses investing to showcase ads across diverse platforms such as Google, Microsoft, Meta, LinkedIn, TikTok, YouTube, and more. This strategic approach allows businesses to target specific audiences based on demographic, geographic, or behavioural criteria. By leveraging search engines, social media, display networks, and video platforms, businesses ensure that their content reaches the right audience, maximising the impact of their advertising efforts. Why Paid Media? Paid media stands out for its unparalleled advantage in delivering swift and measurable results. Offering businesses control over ad placements, targeting parameters, and budgets, it becomes a strategic lever for optimising campaigns with maximum impact. Beyond this, paid media provides advanced targeting options, retargeting capabilities, and robust analytics tools, providing valuable insights into campaign performance and audience behaviour. What does Everysearch™ mean for Paid Media? Everysearch™ is our innovative approach to paid media that goes beyond the confines of traditional search engines. It's a comprehensive strategy that acknowledges the diverse avenues of search across platforms such as social media, e-commerce, video-sharing, and music-streaming. It represents a commitment to delivering connected campaigns across all relevant platforms, regardless of industry, budget, targeting, or integration requirements. With Everysearch™, we navigate the digital landscape with agility and precision, ensuring transformative results for our clients. Why partner with a Paid Media agency? Expertise and Experience: Paid media agencies specialise in managing and optimising ad campaigns across various platforms, including product feed management. Time and Resource Efficiency: Managing paid media campaigns can be time-consuming and requires expertise in platforms, analytics, and optimisation techniques. Advanced Tools and Technology: Paid media agencies have access to cutting-edge tools, technology, and industry insights that can enhance campaign performance. Performance Monitoring and Optimisation: A paid media agency closely monitors campaign performance, analysing data, and making data-driven optimisations. Scalability and Flexibility: Agencies provide scalability options, allowing businesses to adjust their advertising efforts based on their goals and budgets. Accountability and Results: Working with a paid media agency provides businesses with transparency, accountability, and measurable results. Why your business needs Paid Media agency services? At Found, we take the time to understand each client's unique goals and audience to develop tailored paid media strategies that are guaranteed to generate maximum impact. Our team of skilled paid media professionals utilise advanced targeting techniques, ensuring that your ads reach the right people at the right time. We also leverage cutting-edge technology and data-driven insights to optimise campaign performance continuously. Through meticulous monitoring, testing, and analysis, we continuously optimise paid media campaigns to improve effectiveness and drive superior results. Our commitment to staying ahead of industry trends and developments ensures that every client benefits from the latest innovations in paid media. --- ### Diversity & Inclusion > At Found, we’re laser-focused on nurturing diversity and fostering a culture where inclusivity isn’t just a buzzword; it’s our reality. - Published: 2024-02-25 - Modified: 2024-05-29 - URL: https://www.found.co.uk/about-us/diversity-and-inclusion/ --- ### Contact > Oh hey! It's time to get Found. We'd love to hear from you and we're looking forward to receiving your brief. - Published: 2024-02-19 - Modified: 2024-03-21 - URL: https://www.found.co.uk/contact/ --- ### Growth for Good > At Found, we're dedicated to fostering community growth and engaging in driving positive change, guided by our five core values and ethical standards. - Published: 2024-02-19 - Modified: 2024-05-29 - URL: https://www.found.co.uk/about-us/growth-for-good/ --- ### Careers > Whether you're embarking on your digital marketing career or have a tonne of experience to bring to the table, we'd love to hear from you. - Published: 2024-02-19 - Modified: 2024-05-09 - URL: https://www.found.co.uk/about-us/careers/ --- ### About us > We’re Found, the Everysearch™ agency driving unparalleled performance across every searchable platform. Make every search count. Get Found! - Published: 2024-02-18 - Modified: 2025-05-15 - URL: https://www.found.co.uk/about-us/ --- ### Awards > Found have won quite a few Digital Marketing awards over the years — we’re proud of all our awards & accreditations. - Published: 2024-02-17 - Modified: 2024-03-18 - URL: https://www.found.co.uk/about-us/awards/ --- ### Case Studies > At Found, we don’t just ‘do’ digital marketing, PPC & SEO - we live and breathe it. We love a challenge. And we love to write thrilling success stories. - Published: 2024-02-11 - Modified: 2024-04-19 - URL: https://www.found.co.uk/case-studies/ --- ### Meet the Team > We're a crew of creative and smart thinkers committed to fuelling our clients’ growth and smashing goals. Committed to making an impact. - Published: 2024-01-28 - Modified: 2025-05-02 - URL: https://www.found.co.uk/meet-the-team/ --- ### Resources > Find our growing list of tools, white papers, case studies and more, all available for download. - Published: 2024-01-28 - Modified: 2024-03-18 - URL: https://www.found.co.uk/resources/ --- ### Sectors > Sector capabilities that deliver: expertly crafted digital marketing campaigns tailored for specific sectors. - Published: 2024-01-28 - Modified: 2024-05-28 - URL: https://www.found.co.uk/sectors/ --- ### CONVERSION RATE OPTIMISATION > Turn clicks into revenue with Found's results-driven conversion rate optimisation (CRO) strategies that maximise ROI. - Published: 2024-01-18 - Modified: 2024-05-29 - URL: https://www.found.co.uk/services/cro/ What is Conversion Rate Optimisation? Conversion rate optimisation (CRO) is the process of increasing the percentage of users on a site to perform the who complete the desired action. This can be buying a product, filling out a form, contacting your business or clicking on a link. What are the benefits of Conversion Rate Optimisation? Conversion Rate Optimisation (CRO) offers a number of benefits for businesses seeking to enhance their online performance, including improved user experience and increased revenue. It plays a critical role in maximising the effectiveness of digital marketing efforts, driving higher conversions, and ultimately contributing to long-term business success. How can Conversion Rate Optimsation help increase revenue? Enhancing your Conversion Rate Optimisation (CRO) efforts allows you to pinpoint and address conversion barriers across your website, leading to an improved user experience and ultimately boosting revenue. Furthermore, partnering with a CRO agency offers you access to specialised expertise, advanced tools, and cost-effective solutions, enabling you to make data-driven decisions efficiently. How long will a Conversion Rate Optimisation test take? The duration of a Conversion Rate Optimisation test varies, typically ranging from 2-4 weeks for simpler tests. However, it can extend to several months for complex tests or websites with lower traffic, ensuring statistical significance and reliability of results. Why is Conversion Rate Optimisation so important? CRO is crucial because it maximises the value of existing traffic, improves user experience, and increases conversions, leading to a cost-effective increase in revenue without the need for more visitors. Why is Conversion Rate Optimisation important for SEO? CRO enhances user experience, leading to higher engagement and longer site visits, which are key factors in SEO rankings, thereby improving search engine visibility. How do you measure Conversion Rate? To calculate conversion rate, divide the total conversions by the number of visitors, then multiply by 100 for a percentage. This formula helps assess the impact of changes by comparing potential missed conversions against past traffic data. --- ### SEO > Are you excited by your current SEO activity? Our SEO Agency based in London offers fresh-thinking ideas that will take your brand to the next level. - Published: 2024-01-15 - Modified: 2025-05-15 - URL: https://www.found.co.uk/services/seo/ What is SEO and how does it work? SEO, or search engine optimisation, is all about driving quality traffic to your website by boosting rankings and organic visibility on search engines. As an SEO agency, we know it’s not just about clicks; it’s about reaching the right audience. SEO involves fine-tuning your site’s technical setup, optimising content relevance, and building backlink authority to ensure your pages rank higher in search results for keywords that matter to your business. Think of it as enhancing your site’s discoverability and credibility so the right audience finds you, fast. You can learn more about SEO in our Search Engine Optimisation Guide. Why is SEO important? SEO isn’t just a marketing strategy - it’s your digital growth engine. A solid SEO strategy boosts your website’s visibility and gets you ranking for the keywords that matter most to your business. Better rankings = more traffic, more customers, and more revenue. Through the Everysearch™ approach and integration with other channels, SEO becomes a high-impact, cost-effective powerhouse that delivers exceptional value. Partner with a top-tier London-based SEO agency to level up your game, drive results, and dominate your competition at scale. How much does an SEO agency cost? SEO agency costs vary depending on your business objectives and the strategy needed to achieve your goals. At Found, we don’t offer one-size-fits-all solutions. Instead, we craft a tailored SEO strategy that aligns with your goals and delivers measurable results within a budget that suits your business. Transparent pricing, no surprises - just a clear commitment to driving growth. Reach out, and let’s discuss how we can create an SEO plan that accelerates your success. Can you guarantee SEO results? At Found, we don’t promise specific rankings. No one can guarantee particular rankings, no matter what some agencies claim. Organic rankings are influenced by a wide range of factors - too many to make any solid guarantees. With search engines constantly updating their algorithms, fluctuations in rankings are part of the natural landscape. But here’s the thing: rankings aren’t the only metric that matters. We focus on the metrics that truly drive your business: organic leads, conversions, and revenue. With our expertise and winning Everysearch™ framework, we’re committed to delivering measurable improvements aligned with your business goals. Our focus is on real-world results that actually move your business forward. To support this, we’ll set ambitious yet achievable forecasts, whether based on historical traffic data or ranking position insights. We help establish clear targets for future performance, providing a strategic roadmap that’s based on solid data and keeps your business progressing. With an SEO agency like ours, you get a strategy built on insights that ensure long-term growth. How does Found report on SEO results? At Found, we provide more than just basic SEO reporting - we deliver tailored, data-driven insights with bespoke Google Data Studio reports. We go beyond tracking rankings and organic traffic to focus on the metrics that matter most to your business, like conversions, and revenue. By... --- ### SERVICES > As a fully integrated digital marketing agency, we excel in delivering robust business outcomes, blending expertise with creativity for standout results. - Published: 2024-01-12 - Modified: 2024-05-29 - URL: https://www.found.co.uk/services/ --- ### Blog > The latest digital marketing news & opinion. SEO, PPC & Digital Marketing tips & analysis from our experts. Subscribe to the Found blog today! - Published: 2024-01-09 - Modified: 2024-04-08 - URL: https://www.found.co.uk/blog/ --- ### Digital Marketing Agency London | Digital Agency UK > Is your Digital Marketing Agency as agile as your business? 45% of brands want flexible models. Don’t stick with rigid. Ready to adapt? - Published: 2023-11-22 - Modified: 2025-05-20 - URL: https://www.found.co.uk/ --- ### PRIVACY POLICY - Published: 2023-11-20 - Modified: 2024-04-29 - URL: https://www.found.co.uk/privacy-policy/ Introduction Welcome to the Found Group Limited (“Found”) privacy policy. Found is part of the Tomorrow Group. Found respects your privacy and is committed to protecting your personal data. This privacy policy will inform you as to how we look after your personal data when you visit our website (regardless of where you visit it from) and tell you about your privacy rights and how the law protects you. This privacy policy is provided in a layered format so you can click through to the specific areas set out below. Please also use the Glossary to understand the meaning of some of the terms used in this privacy policy. 1.  IMPORTANT INFORMATION AND WHO WE ARE 2.  THE DATA WE COLLECT ABOUT YOU 3.  HOW IS YOUR PERSONAL DATA COLLECTED? 4.  HOW WE USE YOUR PERSONAL DATA 5.  DISCLOSURES OF YOUR PERSONAL DATA 6.  INTERNATIONAL TRANSFERS 7.  DATA SECURITY 8.  DATA RETENTION 9.  YOUR LEGAL RIGHTS 10.  GLOSSARY 1. Important information Purpose of this privacy policy Found understands that your privacy is important to you and that you care about how your personal data is used. This privacy policy aims to give you information on how we collect and process your personal data through your use of this website, including any data you may provide through this website. We will only collect and use personal data in ways that are described here, and in a way that is consistent with our obligations and your rights under the law. This website is not intended for children and we do not knowingly collect data relating to children. It is important that you read this privacy policy together with any other privacy policy or fair processing policy we may provide on specific occasions when we are collecting or processing personal data about you so that you are fully aware of how and why we are using your data. This privacy policy supplements other notices and privacy policies and is not intended to override them. Controller Found is the controller and responsible for your personal data (collectively referred to as "Found", "we", "us" or "our" in this privacy policy). The Tomorrow Group is made up of different legal entities, details of which can be found here: . This privacy policy is issued on behalf of the Tomorrow Group so when we mention "Found", "we", "us" or "our" in this privacy policy, we are referring to the relevant company in the Tomorrow Group responsible for processing your data. We will let you know which entity will be the controller for your data when you purchase a product or service with us. Found is the controller and responsible for this website. We have appointed a data privacy manager who is responsible for overseeing questions in relation to this privacy policy. If you have any questions about this privacy policy, including any requests to exercise your legal rights, please contact the data privacy manager using the details set out below. Contact details If you have any questions about this privacy... --- --- ## Sectors ### HOSPITALITY > Discover Found, the Hospitality Digital Marketing agency revolutionising the industry with Everysearch™. Contact us to elevate your hotel marketing today! - Published: 2025-02-26 - Modified: 2025-04-10 - URL: https://www.found.co.uk/sectors/hospitality-marketing-agency/ https://www. youtube. com/watch? v=9CriJMcqmQc What is hospitality digital marketing? Hospitality digital marketing is all about using the right mix of strategies - like paid ads, SEO, digital PR, and content marketing - to attract the right traffic, showcase your offering, and build lasting customer relationships. Tailored for businesses like hotels and other hospitality providers, it’s about understanding consumer behaviour and using targeted tactics to boost visibility, engage your audience, and create experiences that drive conversions. In short, it’s about making your brand stand out and connect with the people who matter most What are the digital marketing trends for hospitality in 2025? Google Business Profile: A must for boosting visibility on Google Search and Maps, helping hotels connect with travellers, share updates, and build loyalty. Influencer Marketing: Partnering with genuine influencers allows hotels and hospitality brands to tap into new audiences through trusted recommendations, turning interest into bookings. Video Content: Essential for capturing attention and influencing decisions, video content on platforms like TikTok and Instagram helps hotels expand their reach in a cost-effective way. Discover more hospitality digital marketing trends here. Why partner with a hospitality marketing agency? Partnering with a hospitality digital marketing agency gives your business access to tailored strategies, expert insights, and the scalability needed for growth. These agencies bring specialised knowledge, advanced tools, and innovative solutions, driving results that resonate with your target audience. With a deep understanding of market trends and consumer behaviour, they can help your brand stand out in a competitive landscape, maximising online visibility and fostering lasting connections. Why choose Found as your hospitality digital marketing agency? At Found, the London-based hotel and hospitality marketing agency, we’re here to help you take back control. Stop handing over 15-25% of your hard-earned revenue to OTAs like Booking. com and Expedia just to sell your own rooms. We’re the Everysearch™ Agency that makes direct bookings happen - cutting out the middleman and bringing guests straight to your website. With over 15 years of experience and deep hospitality expertise, we focus on long-term, profitable growth. Our Everysearch™ approach leverages real-time data to uncover new opportunities and audiences, driving your revenue upwards. Our team of channel and platform specialists tailors your strategy to the most effective platforms and innovative solutions, ensuring your brand stands out in the competitive travel and hospitality landscape. You don’t need OTAs; you just need the right strategy to make your direct bookings soar. Let’s make your brand shine. --- ### TRAVEL > Discover Found, the Travel Digital Marketing agency revolutionising the industry with Everysearch™. Contact us to elevate your travel marketing today! - Published: 2025-02-26 - Modified: 2025-03-03 - URL: https://www.found.co.uk/sectors/travel-marketing-agency/ https://www. youtube. com/shorts/Rb6DbkF5DDc What is travel digital marketing? It’s about using the right blend of digital strategies - paid ads, SEO, content marketing, and digital PR - to connect with the right travellers and bring them straight to your brand. For businesses like tour operators and travel agencies, it’s about understanding what motivates your audience and delivering the right message on the right platforms. The goal? To boost visibility, create memorable experiences, and turn engagement into bookings. Simply put, it’s how you make your brand impossible to ignore and build lasting connections with the audiences who matter most. What are the travel trends for 2025? Micro-influencers: 80% of travellers consult social media before booking. As the focus shifts to micro-influencers, UK brands can drive impactful results by partnering with these authentic, niche voices for deeper connections. Experience-driven travel: Modern travellers seek transformative experiences over traditional holidays. Businesses should create campaigns highlighting meaningful, memorable journeys to tap into the growing demand for experiential tourism. Understated luxury: Travellers are choosing boutique hotels over big chains, drawn to the personalised touches and exclusivity of quiet luxury. Marketers should focus on storytelling to highlight the unique character of their properties. Discover more travel trends here. Why partner with a travel marketing agency? Working with a travel marketing agency unlocks tailored strategies, expert insights, and the scalability to fuel your brand’s growth. These agencies bring specialised knowledge and cutting-edge tools to deliver results that truly connect. With a deep understanding of market trends and traveller behaviour, they ensure your brand rises above the competition, boosting visibility and building lasting relationships with the right audience Why choose Found as your travel digital marketing agency? At Found, the London-based travel digital marketing agency, we help your brand thrive across every digital channel with precision and expertise. With 15+ years in the industry, we focus on sustainable, profitable growth. Our Everysearch™ approach uses real-time data to uncover new opportunities and reach fresh audiences, keeping your revenue on the rise. Our team of specialists ensures your strategy aligns with the best platforms and the most innovative tactics, delivering creative solutions that set your brand apart in the competitive travel landscape. --- ### FINTECH > Found is a multi-award-winning Fintech Digital Marketing Agency leveraging Everysearch™ to help fintech brands attract, engage & convert customers. - Published: 2024-03-13 - Modified: 2025-02-28 - URL: https://www.found.co.uk/sectors/fintech-marketing-agency/ https://www. youtube. com/watch? v=9CriJMcqmQc What is Fintech marketing? Fintech marketing is a strategic approach to promoting financial technology companies through marketing tactics such as paid advertising, SEO, content marketing, and digital PR. In a fast-moving digital landscape, it’s about cutting through the noise, building trust, and positioning brands as industry leaders. Success isn’t just about generating leads - it’s about attracting the right customers, fostering long-term relationships, and driving sustainable growth in an increasingly competitive market. Why partner with a Fintech marketing agency? Partnering with a Fintech marketing agency gives your business access to tailored strategies, fresh perspectives, and the scalability needed to thrive. These agencies bring specialised expertise and cutting-edge tools that enable your brand to stay ahead in the fast-evolving world of financial technology. Beyond just marketing tactics, a Fintech agency ensures your business is equipped with data-driven insights and innovative solutions that drive real growth. Whether it’s increasing brand visibility, improving customer acquisition and retention, or positioning your company as an industry leader, the right agency delivers cost-effective strategies that fuel long-term success. Why choose Found as your Fintech digital marketing agency? As a leading London-based Fintech digital marketing agency, we leverage our unique Everysearch™ approach to drive impactful results. This multi-channel strategy ensures your brand excels across all searchable platforms - search, social, video, and more. Powered by Luminr, our AI platform provides deep insights into search performance, helping you stay ahead of the competition. With over 15 years of experience, we create tailored solutions that boost visibility, attract the right customers, and drive sustained growth, positioning your Fintech brand as an industry leader. --- ### ECOMMERCE > Discover Found, the Ecommerce Digital Marketing agency revolutionising the industry with Everysearch™. Contact us to elevate your ecommerce company today! - Published: 2024-03-13 - Modified: 2025-03-24 - URL: https://www.found.co.uk/sectors/ecommerce-marketing-agency/ https://www. youtube. com/watch? v=9CriJMcqmQc What is ecommerce? Ecommerce is the digital revolution of buying and selling, allowing businesses to operate 24/7, reaching customers worldwide with exceptional convenience. By bridging geographic gaps and streamlining operations through digital transactions, ecommerce empowers brands to expand their audience, drive sales, and create seamless shopping experiences that align with modern consumer demands. Why partner with an ecommerce digital marketing agency? A successful ecommerce store is driven by many moving parts, with marketing at the core. To stay ahead in the competitive online space, your business needs a consistent stream of in-market customers visiting your store, with strategic targeting of the right users at the right time greatly improving conversion opportunities. Collaborating with an ecommerce marketing agency provides brands with specialised expertise, advanced tools, and cost-effective solutions to make more efficient decisions. Working with an agency like ours can deliver tailored strategies, objective insights, and scalable approaches that drive growth and keep your brand ahead in the competitive online landscape. Why choose Found as your ecommerce digital marketing agency? At Found, the London-based ecommerce marketing agency, we can support your business across every digital marketing channel. With over 15 years of experience in digital marketing and proven expertise in retail, we ensure sustained and profitable growth. Our expert teams collaborate to craft a tailored approach, guiding your customers towards purchases on your site while fostering long-term brand loyalty. Leveraging our Everysearch™ approach, we use real-time data to identify new opportunities and audiences, keeping your sales on an upward trajectory. With channel and platform experts across the digital landscape, we ensure your approach is aligned with top-tier platforms, innovative strategies, and creative solutions to maximise your success. --- ### SAAS > Found is a SaaS Digital Marketing Agency leveraging Everysearch™ to help software brands attract, engage, and convert customers. Contact us today! - Published: 2024-03-13 - Modified: 2025-02-10 - URL: https://www.found.co.uk/sectors/saas-marketing-agency/ https://www. youtube. com/watch? v=9CriJMcqmQc What is SaaS marketing? SaaS marketing refers to the specialised marketing strategies deployed by Software as a Service (SaaS) companies to effectively promote and sell their software solutions to both businesses and consumers. This type of marketing focuses on showcasing the unique features, benefits, and value propositions of SaaS products to attract and retain customers in a competitive market landscape. This approach blends digital marketing techniques - SEO, content marketing, social media, and paid media- to generate quality leads, drive user engagement, and boost conversion rates. It’s not just about selling software; it’s about demonstrating real value and building lasting relationships that fuel long-term growth. Why partner with a SaaS marketing agency? SaaS marketing agencies deliver tailored strategies, fresh perspectives, and the agility needed for scalable growth. Partnering with a SaaS marketing agency gives businesses access to specialist expertise, cutting-edge tools, and data-driven solutions that drive sustainable success. In a competitive, fast-moving market, the right agency ensures your brand stands out, attracts the right customers, and maximises long-term retention. Why choose Found as your SaaS digital marketing agency? As a leading London-based SaaS marketing agency, Found helps businesses scale across every digital channel. With over 15 years of experience and deep expertise in SaaS, we drive sustained, profitable growth in an ever-evolving market. Our unique Everysearch™ approach goes beyond traditional marketing, integrating data, technology, AI, and human insight to connect you with the right audiences at the right time across all searchable channels. By optimising every touchpoint across search, social, and paid media, we give your brand the competitive edge needed to thrive. --- ### FINANCIAL & PROFESSIONAL > Found is a leading Financial Services Digital Marketing Agency leveraging Everysearch™ to help financial brands attract, engage, and convert customers. - Published: 2024-03-13 - Modified: 2025-02-28 - URL: https://www.found.co.uk/sectors/financial-services-marketing-agency/ https://www. youtube. com/watch? v=9CriJMcqmQc What is Financial Services marketing? Financial services marketing refers to the strategic activities undertaken by financial institutions, such as banks, insurance companies, investment firms, and fintech companies, to promote their products and services to target audiences. Marketing activities often focus on communicating the value proposition of financial products and services, building trust and credibility with customers, educating consumers about complex financial concepts, and complying with regulatory requirements. Financial services marketing plays a crucial role in helping financial institutions effectively reach and engage with their target audiences and ultimately achieve their business objectives in a rapidly evolving landscape. Why choose Found as your Financial Services digital marketing agency? London-based financial digital marketing agency Found helps financial institutions navigate the complexities of the digital landscape. With 15+ years of experience in financial services, we design bespoke marketing strategies that deliver measurable results. Our Everysearch™ methodology optimises your online presence, ensuring your brand stands out across all digital channels. We focus on building credibility, engaging the right audience, and positioning your financial business as an industry leader in a rapidly evolving market. --- ### B2B > Found is a multi-award-winning B2B Digital Marketing Agency leveraging Everysearch™ to help B2B brands attract, engage, and convert customers. - Published: 2024-03-13 - Modified: 2025-03-20 - URL: https://www.found.co.uk/sectors/b2b-marketing-agency/ https://www. youtube. com/watch? v=9CriJMcqmQc&t=4s What is B2B marketing? B2B marketing refers to marketing tactics such as paid advertising, SEO, digital PR, and content marketing designed specifically for B2B (business-to-business) companies to engage the right businesses, in the right places, at the right time. Success in B2B marketing goes beyond lead generation. It’s about reaching decision-makers across multiple digital touchpoints, guiding them through complex buying journeys, and delivering real commercial impact. In an increasingly competitive landscape, businesses need more than just discoverability - they need a strategy that drives meaningful engagement, strengthens brand authority, and fuels sustainable growth. What does a B2B marketing agency do? B2B marketing agencies offer tailored strategies, fresh perspectives, and the scalability businesses need to grow. Partnering with the right agency gives you access to specialised expertise, cutting-edge tools, and cost-effective solutions that drive real success. With a deep understanding of market trends and buyer behaviour, they can help your brand stand out, maximise online visibility, and build lasting connections that fuel growth in a competitive B2B landscape What are the digital marketing trends for B2B marketing in 2025? Video Content: As consumers increasingly turn to online channels for inspiration, information, how-to, and advice, the power of video content is capturing the attention and shaping the decisions of B2B audiences. Combining video efforts with an effective distribution strategy across high-performing B2B channels such as LinkedIn and YouTube expands your target audience and traffic potential. Influencer Marketing: In 2024, Influencer Marketing matures into a B2B marketing channel. Companies can greatly benefit by collaborating with B2B industry influencers - respected voices who already command the attention and trust of target audiences. This approach allows a more effective engagement, vital for reaching key decision-makers. Analytics and ROI: B2B businesses are capturing unprecedented and exponential quantities of customer data across all systems. It's a big opportunity to measure ROI and refine marketing strategies. To have a true impact, brands need to prioritise understanding the motivations, desires, and behaviours underlying this data, offering a more nuanced understanding of their target audience. Why choose Found as your B2B digital marketing agency? At Found, a London-based B2B digital marketing agency, we’re here to support your business across every digital channel. With over 15 years of experience and a proven track record in B2B, we drive sustained, profitable growth. Our unique Everysearch™ approach ensures your business not only navigates the complexities of digital marketing but thrives in a fast-paced, competitive landscape full of opportunities. Let’s make your brand stand out where it matters most. --- ### HOSPITALITY & TRAVEL > Learn more about Found's expertise in the hospitality and travel sectors and our unique Everysearch™ approach that revolutionises the industry. - Published: 2024-01-29 - Modified: 2025-02-18 - URL: https://www.found.co.uk/sectors/hospitality-travel/ https://www. youtube. com/shorts/Rb6DbkF5DDc What is hospitality and travel digital marketing? Hospitality and travel digital marketing encompasses a range of strategies like paid advertising, SEO, digital PR, and content marketing aimed at attracting relevant traffic, promoting services, and nurturing customer relationships. This approach is tailored for businesses such as hotels, travel agencies, and other service providers in the industry. By understanding consumer behaviour and leveraging targeted tactics, hospitality digital marketing helps brands engage their audience effectively, boost online visibility, and create customer experiences that convert. What are the digital marketing trends for travel for 2025? Google Business Profile: Essential for enhancing visibility on Google Search and Maps, enabling hotels and agencies to connect with travellers, share updates, and foster loyalty. Influencer Marketing: A growing trend where collaborating with authentic influencers helps travel brands reach new audiences through trusted peer recommendations, transforming views into actions. Video Content: Increasingly crucial, video content captivates and informs travellers. Leveraging platforms like TikTok and Instagram, it extends your reach and impacts travel decisions affordably. Discover more travel digital marketing trends here. Why partner with a travel and hospitality marketing agency? Partnering with a travel and hospitality digital marketing agency gives your business access to tailored strategies, expert insights, and the scalability needed for growth. These agencies bring specialised knowledge, advanced tools, and innovative solutions, driving results that resonate with your target audience. With a deep understanding of market trends and consumer behaviour, they can help your brand stand out in a competitive landscape, maximising online visibility and fostering lasting connections. Why choose Found as your digital marketing agency? At Found, the London-based travel and hospitality marketing agency, we empower your business across every digital channel with precision and insight. With over 15 years of experience and proven hospitality expertise, we prioritise sustained, profitable growth. Our Everysearch™ approach leverages real-time data to uncover new opportunities and audiences, keeping your revenue moving upward. Our team of channel and platform specialists ensures your marketing strategy aligns with leading platforms, cutting-edge approaches, and creative solutions, all tailored to maximise your success and make your brand shine in the competitive travel and hospitality landscape. --- --- ## Case Studies ### THE CLERMONT > How Found helped The Clermont Hotel drive a 205% increase in total bookings through CRO activity.Ready to unlock similar results? - Published: 2025-05-15 - Modified: 2025-05-21 - URL: https://www.found.co.uk/case-studies/clermont-cro-case-study/ - Case Study Sectors: Hospitality, Travel - Case Study Specialism: CRO --- ### 1ST CENTRAL > How Found helped 1st Central drive a 36% reduction in CPA YoY and stay ahead of the curve through innovative Paid Search strategies. - Published: 2024-12-16 - Modified: 2025-01-06 - URL: https://www.found.co.uk/case-studies/1st-central/ - Case Study Sectors: B2C - Case Study Specialism: AI, PPC --- ### TOOLSTATION > How Found helped Toolstation drive a 40% uplift YoY and stay ahead of the curve through innovative Paid Search strategies. - Published: 2024-05-20 - Modified: 2024-05-21 - URL: https://www.found.co.uk/case-studies/toolstation/ - Case Study Sectors: Ecommerce - Case Study Specialism: PPC --- ### EDF ENERGY > How Found helped EDF drive a 95% lead increase through Paid Search auditing and consultancy. - Published: 2024-05-19 - Modified: 2024-05-21 - URL: https://www.found.co.uk/case-studies/edf-energy/ - Case Study Sectors: B2C - Case Study Specialism: PPC --- ### CHAMPNEYS > How Found helped Champneys drive a 35% revenue uplift through targeted PPC strategy. - Published: 2024-05-18 - Modified: 2025-03-21 - URL: https://www.found.co.uk/case-studies/champneys/ - Case Study Sectors: Hospitality - Case Study Specialism: PPC --- ### THE CLERMONT HOTEL > How Found drove 56% more blog traffic for The Clermont Hotel through SEO content activity. - Published: 2024-05-17 - Modified: 2025-03-21 - URL: https://www.found.co.uk/case-studies/the-clermont-hotel/ - Case Study Sectors: Hospitality - Case Study Specialism: Content, SEO --- ### HOXTON > How Found helped the Hoxton drive a 60% revenue uplift YoY on Meta whilst maintaining an efficient use of spend across international campaigns. - Published: 2024-05-17 - Modified: 2025-03-21 - URL: https://www.found.co.uk/case-studies/hoxton/ - Case Study Sectors: Hospitality - Case Study Specialism: Paid Social --- ### BLACKHAWK NETWORK > How Found helped One4All drive a 194% revenue uplift through Meta Advertising campaigns. - Published: 2024-05-16 - Modified: 2024-05-21 - URL: https://www.found.co.uk/case-studies/black-hawk-network/ - Case Study Sectors: Ecommerce - Case Study Specialism: Paid Social --- ### VITA STUDENT > How Found gained 15.3M impressions and 90K social clicks for Vita Student by a creative influencer and paid social campaign on Meta, TikTok & Snapchat. - Published: 2024-05-15 - Modified: 2024-07-10 - URL: https://www.found.co.uk/case-studies/vita-student/ - Case Study Sectors: B2C - Case Study Specialism: Influencer, Paid Social --- ### TRUST PAYMENTS > How Found drove 51% more blog traffic for Trust Payments through SEO content optimisation activity. - Published: 2024-05-14 - Modified: 2024-05-21 - URL: https://www.found.co.uk/case-studies/trust-payments/ - Case Study Sectors: B2B, Fintech, Saas - Case Study Specialism: SEO --- ### ONE4ALL > How Found helped One4All drive a 116% conversion uplift through targeted PPC campaign activity. - Published: 2024-05-13 - Modified: 2024-05-21 - URL: https://www.found.co.uk/case-studies/one-4-all/ - Case Study Sectors: Ecommerce - Case Study Specialism: PPC --- ### SECRET SALES > How Found helped Secret Sales unlock more than a £1m in incremental profit through an AI-driven paid search strategy. - Published: 2024-04-29 - Modified: 2024-05-21 - URL: https://www.found.co.uk/case-studies/secret-sales/ - Case Study Sectors: Ecommerce - Case Study Specialism: AI, Data --- ### CLERMONT HOTEL GROUP > How Found helped Clermont Hotel Group bridge the gap between data & hospitality to drive a remarkable guest experience through data. - Published: 2024-04-29 - Modified: 2025-03-21 - URL: https://www.found.co.uk/case-studies/clermont-hotel-data-ai/ - Case Study Sectors: Hospitality - Case Study Specialism: AI, Data --- ### RANDSTAD > How Found launches a unique Women in Work campaign to coincide with International Women's Day. The results were brilliant with national press coverage. - Published: 2024-04-26 - Modified: 2024-06-05 - URL: https://www.found.co.uk/case-studies/randstad-video/ - Case Study Sectors: B2C, Financial & Professional - Case Study Specialism: Content --- ### ALLCLEAR > How Found increased visibility of non-branded terms by 292% by optimising the site for keyword opportunities and improving its technical navigation. - Published: 2024-04-19 - Modified: 2024-05-23 - URL: https://www.found.co.uk/case-studies/all-clear/ - Case Study Sectors: Financial & Professional - Case Study Specialism: SEO --- ### FENDER > How Found gained 8.9m impressions on YouTube for Fender by a clever Paid Media ad YouTube campaign which was a fine-tuned approach to audience targeting. - Published: 2024-04-19 - Modified: 2024-05-20 - URL: https://www.found.co.uk/case-studies/fender-dont-fret/ - Case Study Sectors: B2C, Ecommerce - Case Study Specialism: Paid Media, Paid Social, PPC --- ### QUESTBACK > How Found increased organic traffic by 134% YoY following a full SEO strategy, including supporting Questback's team across a full site migration. - Published: 2024-04-19 - Modified: 2024-05-20 - URL: https://www.found.co.uk/case-studies/questback/ - Case Study Sectors: B2B, Financial & Professional - Case Study Specialism: SEO --- ### YOUTH HOSTELS ASSOCIATION (YHA) > How Found produced outstanding video content marketing for the YHA leading to an ROI of 532%, 1.3m impressions and links from travel publications. - Published: 2024-04-19 - Modified: 2025-03-21 - URL: https://www.found.co.uk/case-studies/yha/ - Case Study Sectors: Hospitality - Case Study Specialism: Content, Influencer --- ### RANDSTAD > How Found launched a unique Women in Work campaign to coincide with International Women's Day. The results were brilliant with national press coverage. - Published: 2024-04-19 - Modified: 2024-05-20 - URL: https://www.found.co.uk/case-studies/randstad-wiw/ - Case Study Sectors: B2B, Financial & Professional - Case Study Specialism: Digital PR --- ### FUNKY PIGEON > How Found helped Funky Pigeon drive a 224% YoY paid uplift and 1644% ROI during Father's Day. Read the low-down on it and other great paid search results. - Published: 2024-04-19 - Modified: 2024-12-16 - URL: https://www.found.co.uk/case-studies/funky-pigeon/ - Case Study Sectors: B2C, Ecommerce - Case Study Specialism: PPC --- ### CLARKS ORIGINALS > How Found gained 69k likes and comments for Clarks with creative influencer marketing campaigns, ensuring genuine followers and an authentic brand fit. - Published: 2024-04-19 - Modified: 2024-05-08 - URL: https://www.found.co.uk/case-studies/clarks-originals-wallabees/ - Case Study Sectors: B2C, Ecommerce - Case Study Specialism: Influencer --- ### BONMARCHÉ > How Found increased Bonmarche's Paid ROI by 194% YoY with an efficiently executed paid campaign, social support and re-engagement & remarketing. - Published: 2024-04-19 - Modified: 2024-05-20 - URL: https://www.found.co.uk/case-studies/bonmarche/ - Case Study Sectors: B2C, Ecommerce - Case Study Specialism: Data, Paid Media --- ### CLERMONT HOTEL GROUP > How Found made CRO improvements to the booking bar across hotel pages helping to drive a significant increase in conversion rate. - Published: 2024-04-19 - Modified: 2025-03-21 - URL: https://www.found.co.uk/case-studies/clermont-hotel-group/ - Case Study Sectors: Hospitality - Case Study Specialism: CRO --- ### BONMARCHÉ > How Found drove an additional £777,951 in revenue from the Bonmarche site through CRO A/B testing activity. - Published: 2024-04-19 - Modified: 2024-05-22 - URL: https://www.found.co.uk/case-studies/bonmarche-cro/ - Case Study Sectors: Ecommerce, Financial & Professional - Case Study Specialism: CRO --- ### BONMARCHÉ - Published: 2024-04-19 - Modified: 2024-05-20 - URL: https://www.found.co.uk/case-studies/bonmarche-pinterest/ - Case Study Sectors: Ecommerce - Case Study Specialism: Paid Social --- ### TAYLOR & FRANCIS > How Found gave clear next steps on how to drive digital marketing value across multiple channels using the Luminr platform insights. - Published: 2024-04-19 - Modified: 2024-05-27 - URL: https://www.found.co.uk/case-studies/taylor-francis/ - Case Study Sectors: Financial & Professional - Case Study Specialism: Data, Digital Strategy --- ### THE CLERMONT HOTEL > How Found assisted The Clermont Hotel brand in migrating their websites to a new domain as part of a re-brand. - Published: 2024-04-19 - Modified: 2025-03-21 - URL: https://www.found.co.uk/case-studies/the-clermont-hotel-seo/ - Case Study Sectors: Hospitality - Case Study Specialism: Migration, SEO --- ### ROOMEX > How Found drove high-quality leads for Roomex through tailored PPC strategy to effectively target and capture desired audiences. - Published: 2024-04-19 - Modified: 2024-05-20 - URL: https://www.found.co.uk/case-studies/roomex/ - Case Study Sectors: B2B, Saas - Case Study Specialism: PPC --- ### HOUSE OF MARLEY > How Found helped House of Marley to reach a 22.3m target audience through a diverse influencer and paid social campaign. - Published: 2024-02-14 - Modified: 2024-05-20 - URL: https://www.found.co.uk/case-studies/house-of-marley/ - Case Study Sectors: Ecommerce - Case Study Specialism: Influencer, Paid Social --- --- ## Posts ### THE STATE OF LUXURY: TRENDS RESHAPING LUXURY MARKETING IN 2025 > Explore the key trends reshaping luxury marketing in 2025, from digital innovation to evolving consumer demands, and discover how brands can stay ahead. - Published: 2025-05-21 - Modified: 2025-05-21 - URL: https://www.found.co.uk/blog/the-state-of-luxury-trends-reshaping-luxury-marketing-in-2025/ - Categories: Consumer Behaviour, Trends The luxury market is evolving, shaped by shifting consumer values, technological innovation, and economic uncertainty. In 2025, brands must navigate a landscape where heritage meets digital-first experiences and exclusivity competes with accessibility. This article explores the key luxury marketing trends redefining success in the sector and outlines how luxury brands can stay ahead. From AI-enhanced campaigns to hyper-personalised discovery tools, the luxury goods industry is in the midst of a strategic transformation and to compete, brands need to be at the forefront. WHAT IS LUXURY MARKETING?   Put simply, luxury marketing is the strategic promotion of high-end products and services designed to convey exclusivity and superior quality. It focuses on crafting experiences that appeal to primarily affluent consumers and reinforce brand heritage. Unlike mainstream marketing, luxury marketing focuses heavily on unique storytelling, limited editions, and high-touch customer service to elevate brand perception and maintain desirability in the eyes of buyers with money to spend.   WHAT DISTINGUISHES LUXURY MARKETING FROM ORDINARY RETAIL MARKETING? Luxury marketing typically differs from standard retail marketing in both tone and execution. While traditional retail focuses on price, convenience, and mass appeal, luxury retail emphasises emotional connection, rarity, and craftsmanship to engage its more niche audiences. The customer journey is often more curated, with an emphasis on personalised service, experiential touchpoints, and a strong sense of brand identity. Trust and brand legacy are central to purchase decisions in the luxury sector, mainly due to the high value products or services being sold.   THE LUXURY MARKET OVERVIEW Historically, the luxury market has shown remarkable resilience and consistent growth. In 2022, Bain & Company valued the global luxury goods market at over €353 billion, with high-end fashion, watches, and jewellery leading the charge. UK consumers continue to be significant players, with London ranked among the top global cities for luxury shopping. However, not surprisingly, the outlook for 2025 signals a notable shift. While the appetite for luxury remains, rising inflation, economic pressures, and shifting consumer values are prompting more cautious spending. According to McKinsey, global growth in the luxury sector is expected to slow to 3-5% in 2025, down from post-pandemic highs of 7-8%. Meanwhile, another shift is taking place as younger consumers are redefining luxury around sustainability, inclusivity, and digital experience. These luxury consumer trends that are continuing to grow mean brands must adapt or risk irrelevance and lose out on valuable customers.   LUXURY MARKETING TRENDS TO STAY COMPETITIVE IN 2025 With big challenges and changes taking place across the industry, it’s more important than ever to stay on top of market trends and ensure you align your marketing strategies with current audiences. Adapting to the changing trends will allow your brand to stay relevant and drive growth.   1. Hyper-personalised discovery through AI and Everysearch™ Modern luxury consumers expect seamless, personalised experiences across every touchpoint. The rise of generative AI and tools like Found's proprietary Everysearch™ platform is enabling brands to understand audience intent in unprecedented depth. Everysearch™ helps luxury marketers uncover the most... --- ### Controlling AI Access to Website Content with LLMS.txt > Discover how LLMS.txt empowers website owners to control how their content is used by AI models. Learn why it matters, who should use it, and how it helps protect your IP in the age of generative AI. - Published: 2025-05-01 - Modified: 2025-05-01 - URL: https://www.found.co.uk/blog/controlling-ai-access-to-website-content-with-llms-txt/ - Categories: AI & Machine Learning, General News, SEO As artificial intelligence becomes more embedded in the digital landscape, companies and SEO’s are facing a growing challenge. How to control whether or even how their content is used to train large language models (LLMs). With AI tools being able to scrape vast amounts of data, traditional defenses such as robots. txt are no longer sufficient. Enter LLMS. txt; a newly created, machine-readable file that gives website owners a say in how their data is used by AI. What is LLMS. txt? LLMS. txt is a text file that allows websites to communicate clear rules with AI models regarding the use of their content. The file was inspired by robots. txt (which is the long-standing standard for search engine crawlers), LLMS. txt specifically targets AI systems, that are not always covered by search engine rules. The new standard was introduced by Jeremy Howard of Answer. AI in September 2024, as a response to the fast-growing trend of AI companies scrapping and training using online content without permission. Similar to robots. txt, the file lives at the root of a website (e. g example. co. uk/LLMS. txt) and uses a clear markdown structure to define the website’s expectations regarding AI usage.   Its design is not only about blocking access, but also about promoting transparency. Websites can now declare which AI models they allow or disallow, and even specify key pages such that give context to the AI developers on the information they may encounter. With the LLM market expected to grow from $4. 5 billion in 2023 to $82. 1 billion by 2033, tools like LLMS. txt will likely play a crucial role in balancing progress with content ownership rights. Why LLMS. txt matters At its core, LLMS. txt empowers websites to: Control content usage - Set clear policies on whether their content can be used for AI training, including blocking certain AI bots Prevent unauthorised data scraping - Offer an opt-out mechanism for AI systems Support responsible AI development - Help AI engineers identify which websites have consented to their content being used Additionally LLMS. txt could possibly enable monetisation strategies as the relationship between website owners and AI model trainers becomes more formal. Clear guidelines could help AI better interpret content, reducing the chance of misrepresentation in AI-generated responses. Who should use LLMS. txt? The file is useful for a variety of businesses, including Publishers - Especially those with high-quality editorial or journalistic content they want to safeguard Ecommerce brands - To prevent product data, descriptions, and pricing from being scraped and used without permission Companies with high value content- content that needs protection or clear usage terms Brands concerned about IP usage - For companies that want to control how their brand, images, or messaging are used by AI systems Businesses exploring AI content licensing- Those looking into monetising or licensing their content for responsible use in AI training LLMS. txt vs ROBOTS. txt It’s important to note that LLMS. txt is not a replacement for robots.... --- ### 2025 B2B Marketing Trends > Explore the top 2025 B2B marketing trends, including AI, content, and data-driven strategies to drive growth and stay ahead in the competitive landscape. - Published: 2025-04-24 - Modified: 2025-04-28 - URL: https://www.found.co.uk/blog/2025-b2b-marketing-trends/ - Categories: B2B, Digital Marketing, Trends As we move further into 2025, the B2B marketing landscape is evolving faster than ever. From rapid advancements in AI to changing buyer expectations and a growing demand for personalised, value-led content — staying ahead now calls for a more agile, insight-driven approach. At the same time, the lines between channels continue to blur. With fresh opportunities emerging across the modern search landscapespace and data playing a more central role in decision-making, businesses must be ready to test, adapt, and evolve. Those who do will not only keep pace but lead the way. In this article, we explore the key B2B marketing trends set to shape the year ahead — from smarter content strategies to new tech-led efficiencies — and share practical insights from how we use our Everysearch™ approach to future-proof marketing plans. Let’s dive in. 1. Hyper-personalisation through AI One of the ways we are realising this for a B2B brand we work with is by developing a customer strategy, splitting their audience into distinct behavioural segments based on the sequence or combination of products they view on the site. In collaboration with an audience insights partner, we are using AI to identify similar patterns with previous users in order to ‘predict’ which products they are most likely to buy next. We can then pull out these audience segments and activate them in paid media platforms, with those products isolated in the feed. This improves the likelihood of the ‘next purchase’, increasing the average annualised customer lifetime value. 2. Content strategy focused on thought leadership In an increasingly competitive market, B2B brands are prioritising thought leadership to differentiate themselves. High-value, insightful content that addresses industry challenges, trends, and solutions helps establish authority and build trust. According to Edelman’s B2B Thought Leadership Impact Study, 64% of buyers say that thought leadership content is a key factor in awarding business. As competition grows, consistent delivery of impactful content will remain vital. Thought leadership in the B2B space is continuing to evolve - it isn’t just in blog or article form in 2025, B2B influencers are also on the rise and one to watch.   3. AI-Driven chatbots and conversational marketing Chatbots powered by AI are revolutionising B2B lead generation and customer support. By offering real-time assistance and personalised responses, chatbots enhance the customer journey while capturing valuable data. Drift’s research shows that businesses using conversational marketing generate 20% more leads. In 2025, AI chatbots will become even more sophisticated, improving conversion rates and reducing response times. 4. Increased investment in video content Video content continues to dominate B2B marketing strategies. From explainer videos and webinars to live demos, video is an engaging format that simplifies complex ideas and increases audience retention. Wyzowl reports that 91% of businesses now use video as a marketing tool, with 88% reporting positive ROI. In 2025, video content will play a bigger role in lead nurturing and brand storytelling. 5. Rise of interactive and immersive content Interactive content such as quizzes, surveys, and calculators is... --- ### 2025 Ecommerce Marketing Trends > Discover the top 2025 ecommerce marketing trends & statistics. Stay ahead with insights on growth, consumer behaviour, and digital strategies for success. - Published: 2025-04-08 - Modified: 2025-04-28 - URL: https://www.found.co.uk/blog/2025-ecommerce-marketing-trends/ - Categories: Ecommerce, Trends Retail industry overview The ecommerce industry is set to experience another year of significant growth in 2025, driven by evolving consumer behaviours, technological innovations, and increasing competition among brands. The UK’s online retail sector remains a critical player in the global market, with ecommerce accounting for 26. 5% of all UK retail sales in 2024 (ONS). As consumers demand more seamless, personalised, and convenient shopping experiences, brands must stay ahead by embracing emerging trends in ecommerce and adapting their digital strategies to meet these expectations. Ecommerce industry stats Understanding key ecommerce industry statistics can help brands identify growth opportunities and also refine their marketing efforts to improve performance or streamline spend. Here are some essential ecommerce stats and figures that are worth knowing.   Global ecommerce sales to hit £5. 4 trillion by 2025 – According to Statista, global ecommerce revenue is expected to grow steadily, driven by increasing internet penetration and mobile commerce adoption. Over 60% of UK consumers prefer mobile shopping – A report by eMarketer highlights that mobile purchases dominate the UK’s online retail industry, emphasising the importance of optimising mobile experiences. Personalisation boosts conversion rates by 10-15% – Research from McKinsey shows that ecommerce brands that personalise their customer journeys see significant increases in conversions and average order values. Social commerce is set to grow by 28% in 2025 – As platforms like Instagram, TikTok, and Pinterest expand their ecommerce capabilities, social commerce is becoming a key driver of online sales. AI-powered recommendations influence 35% of ecommerce revenue – AI and machine learning are reshaping the ecommerce landscape by offering personalised product recommendations that boost sales and customer satisfaction. 2025 Ecommerce marketing trends The search landscape has transformed significantly in recent years, moving beyond traditional search engines to include social media, AI-driven platforms, and voice search. To stay competitive online, brands must optimise their presence across multiple touchpoints, ensuring they meet consumers where they are researching, discovering, and purchasing. Here are the top ecommerce marketing trends that we believe are shaping 2025: 1. AI-Powered search and personalisation AI is redefining the future of ecommerce by enhancing search functionalities and delivering hyper-personalised recommendations. AI-powered search engines, such as ChatGPT, now interpret natural language queries and provide highly relevant results, making it easier for consumers to find what they’re looking for. According to Gartner, 75% of ecommerce brands will leverage AI-driven personalisation by 2025 to improve customer experience and increase conversions. 2. Social commerce continues to thrive Social media platforms are evolving into powerful ecommerce channels themselves. Platforms like TikTok, Instagram, and Facebook are constantly evolving and integrating advanced shopping features, enabling users to make purchases directly through their feeds. In the UK, social commerce is expected to account for 10% of ecommerce revenue by 2025 (Insider Intelligence) which illustrates the opportunities that are available through these channels. Brands that invest in engaging social content and seamless shopping experiences will no doubt capitalise on this growing trend. 3. Voice commerce gains momentum With the growing adoption of smart... --- ### Hotel PPC Ads: The Complete Guide to Hotel Advertising > Master Hotel PPC Ads with this complete guide. Optimise your hotel advertising strategy for better visibility and more bookings. - Published: 2025-03-28 - Modified: 2025-04-14 - URL: https://www.found.co.uk/blog/hotel-ppc-ads-the-complete-guide-to-hotel-advertising/ - Categories: How to, Paid Search (PPC), Travel PPC ad campaigns are an essential tool for increasing visibility and driving direct bookings for any hotel brand. By strategically placing ads in search results, hotels can effectively compete with Online Travel Agencies (OTAs) and enhance their digital marketing strategies. This guide explores how hotel-specific Google advertising works, its benefits, costs, and best practices to help you maximise your return on investment. What is the difference between Google Ads and Google Hotel Ads? While Google ads cover a broad range of industries, including retail and services, Google Hotel Ads are specifically designed for the hospitality industry. The key difference lies in the information displayed: while Google PPC ads might show just an ad or product, Hotel Ads feature real-time pricing and availability of hotel rooms, allowing users to directly compare different hotels in a location. Additionally, Google Hotel ads enable hotels to showcase their offers alongside OTAs, giving them the opportunity to secure bookings directly from their website. How do hotel specific PPC ads work? Hotel specific PPC ads operate like all PPC ads, by pulling real-time pricing and availability data directly from a hotel’s booking engine or a third-party integration provider. When a user conducts a hotel search, Google displays a price comparison widget that lists different booking options, including the hotel’s direct website. Hotels bid on ad placements through a cost-per-click (CPC) model, ensuring they stay competitive in the search results. This allows hotels to appear prominently for relevant searches while optimising their ad spend. How much does Google PPC hotel ads cost? The cost of hotel specific ads varies depending on several factors, including your chosen pricing model and competition within a your specific market. Google offers two main pricing models for hotel-specific PPC ads: Cost-per-click (CPC): With this model, you pay each time someone clicks on your ad. The amount you pay is determined by your bid, which reflects how much you're willing to pay for a click on your ad. Target ROAS (tROAS): Optimise your bid and maximise conversion value based on real-time data. Both models offer flexibility in terms of budget, allowing hotels to adjust bids based on their goals. The benefits of Google PPC ads for hotels  Utilising Google ads for your hotel brand offers a range of different benefits that can transform your digital marketing campaigns, including: Increased Visibility: Google ads display at the top of search results, ensuring your hotel is front and centre for potential customers. Direct Bookings: By showing prices and availability, Google ads encourage users to book directly through your website, reducing commission fees to OTAs. Targeted Marketing: You can target specific geographic locations, times of the year, and customer demographics, making your ads more effective and cost-efficient. Increased ROI: With the ability to control bids and pricing models, you can optimise your hotel ad campaigns to maximise return on investment. Improved Competitiveness: Competing directly with OTAs on Google’s platform enables you to stand out in a crowded market and capture more bookings. Hotel focused PPC ads management... --- ### The CRO process: How to optimise your website  > Discover how to optimise your website with a proven CRO process. Learn to identify friction points, develop actionable test ideas, and refine user journeys to boost conversions and enhance user experience. - Published: 2025-03-26 - Modified: 2025-04-14 - URL: https://www.found.co.uk/blog/the-cro-process-how-to-optimise-your-website/ - Categories: CRO, How to We’re all users, visitors, and customers — and we all have expectations when engaging with websites and digital services. But let’s be honest: things often go wrong. Whether it’s struggling to locate a button, encountering unclear information, or dealing with a clunky user experience, these issues highlight gaps that demand attention. This is where Conversion Rate Optimisation (CRO) excels. By identifying and testing potential improvements, CRO uncovers friction points, helping to refine and optimise digital experiences. Over the past decade, our team have refined a proven methodology that not only pinpoints where to make improvements but also identifies the right questions to ask. Here’s an in-depth look at that process. 1. Define Business Type and Goals The first step is to define the website’s primary goal. Understanding whether a business operates in a B2B or B2C environment shapes how we assess user behaviour and define success: B2B Goals: Typically revolve around lead generation, often through contact forms, whitepaper downloads, or demo requests. B2C Goals: Focus on driving purchases or subscriptions, with user actions aimed at completing transactions or adding items to the basket. 2. Analyse Structure, Funnels, and User Flow Once the goal is clear, the next step is to map out the user journey and identify points of friction: User Flow Mapping: For B2B, this might involve understanding the steps leading to a form submission. For B2C, it’s about tracking the path to purchase and identifying potential drop-off points. Conversion Funnels: Analysing traffic sources and key drop-off areas helps prioritise which areas require the most attention. Device Split Analysis: Users behave differently depending on the device. Research shows that 58% of website visits now come from mobile devices (Statista), making mobile optimisation essential. Top Pages and Bounce Rates: Understanding which pages attract the most traffic — and where visitors leave — helps uncover usability gaps. 3. Conduct a Comprehensive UX Review This stage involves a deep dive into the website experience, factoring in user expectations, device types, and visual differences. The goal is to assess how seamlessly users can complete their intended actions. Key questions include:- Is the desired information easy to locate? - Are CTAs (calls to action) clear and engaging? - Are there unnecessary blockers slowing the journey? Our experts use FigJam (similar to Miro) to visualise the journey, adding colour-coded post-it notes that highlight what works well, where issues arise, and what could be tested. 4. Develop Actionable Test Ideas Once problem areas are identified, the next step is to break down these insights into actionable test ideas. This phase involves: Identifying test opportunities based on user pain points. Mapping out the areas where tests will be conducted. Defining key success metrics beyond revenue alone. CRO isn’t just about driving revenue — it’s about enhancing the overall user experience. Improving site usability boosts customer perception, loyalty, and trust, even if conversion happens later or through another channel. 5. Create Mockups, Develop, and Set Up Tracking To visualise potential changes, I often create mockups to compare the... --- ### Social media as a search engine  > 40% of Gen Z now use social media as search engines. Learn how social media platforms like TikTok are transforming how we discover and consume information. - Published: 2025-03-17 - Modified: 2025-04-14 - URL: https://www.found.co.uk/blog/social-media-as-a-search-engine/ - Categories: AI & Machine Learning, Paid Social, Social Media Gen Z's buying behaviours have been reshaping the digital landscape for a while, with 40% of users now turning to social media for online searches. Platforms like YouTube, TikTok, Instagram, and Pinterest are where they go to find everything from fashion inspiration and dining recommendations to holiday ideas, home improvement tips, and even financial advice. Gen Z are no longer just relying on Google or brand messaging—they are avid researchers, seeking trusted, peer-driven sources when making purchasing decisions. What is social media search?   Social media search refers to using the built-in search functions on social platforms rather than traditional search engines like Google. Instead of relying on SEO results, users now turn to platforms such as Instagram, TikTok, and YouTube for more engaging, authentic, and timely content that reflects the latest trends. Short-form video content, in particular, offers quicker, more digestible insights compared to long-form blog posts from top-ranking brands. Gen Z craves insider knowledge and real-world experiences over traditional, often generic, search results. Social media platforms are becoming key sources of inspiration and decision-making. Examples of social media search  What’s increasingly clear is that social media search isn’t limited to the inspiration phase. Users are leveraging it across the entire customer journey—whether they're researching products, comparing features, or making quick, impulsive purchases. Platforms like TikTok, with its seamless shopping experience and Apple Pay integration, make it incredibly easy to purchase directly from video recommendations. TikTok’s evolving search functionality, now with results similar to Google’s, provides users with multiple content options such as videos, images, users, and even shop tabs, catering to different preferences. Gen Z and social media Gen Z are seasoned digital natives, and their habits shape how brands approach social commerce. TikTok, with an average use of 58 minutes per day, is the most popular platform for this demographic in the UK, followed by YouTube, Instagram, and Snapchat. Far from being impulse buyers, Gen Z are research-driven consumers. They turn to social media to find authentic reviews and real-life experiences, often seeking "dupes" of high-end products on TikTok shop or Amazon. Price sensitivity is also a key factor in their buying decisions. In fact, 70% of Gen Z and 69% of millennials only trust a brand after conducting their own research. Influencers, particularly micro-influencers, play a pivotal role—thanks to their high engagement rates, their content often ranks highly in search results. With TikTok shop’s smooth purchasing experience, influencers can inspire immediate purchases directly from their videos. Social media has become Gen Z's primary source of recommendations, from holiday ideas to product reviews. They trust social media more than traditional search engines and rely on peers rather than paid ads for advice. Gen Z values transparency, making the research phase a crucial element in establishing brand trust. Introducing Everysearch™ approach  At Found, we understand that the search landscape is evolving. Users are increasingly shifting away from traditional search engines. To address this, we’ve introduced the Everysearch™ approach, recognising the importance of gaining visibility across all searchable platforms.... --- ### Why Isn’t My Brand Appearing In AI Search Tools? > Why Isn’t My Brand Appearing in AI Search Tools? - Published: 2025-03-11 - Modified: 2025-04-28 - URL: https://www.found.co.uk/blog/why-isnt-my-brand-appearing-in-ai-search-tools/ - Categories: AI & Machine Learning, General News, SEO In an era where AI-powered search tools like ChatGPT are shaping how consumers discover and engage with brands, ensuring accurate information about your business is visible in these searches is more critical than ever. But if your brand isn’t appearing in AI-generated responses, what’s causing this—and more importantly, how can you fix it? Our expert has explained more...   Understanding AI-Powered Search Unlike traditional search engines that crawl the web for indexed pages, AI-driven search tools operate differently. They rely on vast datasets, structured information, and live web sources to generate responses. Instead of ranking links, they synthesise information to provide direct, conversational answers. This fundamental difference means the usual SEO strategies may not be enough to ensure visibility. Why your brand might be invisible in AI searches Several factors can impact whether your brand appears in AI-powered search results: AI Models May Not Be Fully Up-to-DateChatGPT and similar tools are not performing live searches but instead their models are trained on data with cutoff dates and then augmented with web search capabilities. This means they may not have the latest updates about your brand, potentially relying on outdated training data. Search Algorithm Bias & Data SourcesAI models such as ChatGPT use Bing in combination with various unnamed technology partners. If the algorithm favours certain types of brands or accommodations over others, your business might not be prioritised in search results. Weak Brand Associations in AI Knowledge BasesIf AI models do not strongly associate your brand with key industry terms they may not surface your business in relevant queries. Conflicting or Outdated InformationAI models may pull from older or conflicting data sources, leading to inaccuracies such as your brand being incorrectly displayed as "closed. " Without a consistent and authoritative data presence, these errors can persist. Limited High-Quality Content & Online VisibilityAI tools prioritise sources with high credibility. If your brand isn’t producing authoritative content—such as blogs, research papers, or press coverage—it may struggle to surface in AI-driven responses. Additionally, if your brand isn’t appearing in traditional search results, AI models may rely on training data rather than fresh web queries. How to Improve Your Brand’s AI Search Presence So, if your brand isn’t performing well in AI searches, here’s some tips on how to improve performance:  Ensure Up-to-Date Information Is Widely AvailableAI systems rely on publicly available data. Ensuring your brand’s details are accurate and up-to-date across platforms like Google, Bing, Wikipedia, and industry directories will improve visibility. Enhance Brand-Keyword AssociationsStrengthen the link between your brand and key search terms by creating high-quality content, optimising your website’s metadata, and increasing brand mentions across the web. Boost Digital PR Efforts & Media CoverageSecuring press mentions and authoritative third-party references can elevate your brand’s presence in AI-referenced sources. Regularly publishing thought leadership pieces and securing coverage in industry publications will help. Regularly Test & Monitor AI Search ResultsGiven how AI search is evolving, consistent monitoring is key. Platforms like Luminr are developing tools to track brand visibility in AI search environments,... --- ### Mastering SEO for Travel Websites: Tips and Strategies > Discover proven strategies to boost traffic and conversions on your travel website with this comprehensive guide to travel SEO tips. - Published: 2025-03-05 - Modified: 2025-03-05 - URL: https://www.found.co.uk/blog/seo-for-travel-websites-tips-and-strategies/ - Categories: How to, SEO, Travel Who doesn’t love a holiday?   With weather in the UK starting to lose its winter chill, and the “what I eat in a day at an all-inclusive resort” TikToks filling our FYP pages, booking your next holiday has become more of a focus than ever. And that’s why it’s even more important for travel websites to invest in a strong SEO strategy to ensure that they are right at the forefront of that booking decision. Join me as I break down the why and how of setting your website apart in the highly competitive travel landscape. Why is Travel SEO Important? In a nutshell, Travel SEO is important as it enables businesses to stand out in a crowded market, by appearing higher in search results, across multiple features and expanding their reach in the where users often plan their trips .   Whether it’s finding the best travel agency, uncovering a hidden gem, or discovering local tips, travellers rely heavily on search engines to guide them through the vast expanse of information available online.   With the introduction of AI Overviews and ever-expanding SERP features, there’s now multiple ways in which a travel company can make themselves visible to prospecting holiday-makers.   Travel-related searches have become more and more saturated with new ways of presenting information to users, beyond Google Hotel & Flights features for transactional keywords.   Appearing for as many of these key touchpoints as possible, through a finetuned SEO approach, is imperative for brand building, getting eyes-on-site and, ultimately, conversion.   SEO Strategy Tips for Travel Websites 1. Conduct Comprehensive and Considered Keyword ResearchKeyword research is the foundation of any effective SEO strategy, and in the travel sector, it’s critical to understand the intent behind search terms.   For example, someone searching for “holidays in Venice” will be looking for different information than the user searching for “things to do in Venice “ and even “ Venice”.   By considering intent and mapping your keywords against every stage of the customer journey, you will have a full funnel SEO approach - versus only targeting those that are already willing to convert. 2. Utilise content to target every stage of the travel customer journey Travel decisions aren’t made in a single search or click. Today’s travellers move through a complex decision-making process, often spanning weeks or even months. After the uncertainty of last-minute cancellations and difficult refunds post-pandemic, trust has become a critical factor in their choice of providers. To capture and nurture potential customers, travel brands must create content that aligns with every stage of the customer journey funnel: Awareness Stage (Inspiration & Discovery) – Users begin with broad searches like “best summer destinations in Europe” or “family-friendly holiday ideas. ” Informative, engaging content—such as travel guides, listicles, and interactive quizzes—can help attract these top-of-funnel visitors. Consideration Stage (Research & Planning) – As travelers narrow their choices, they look for details on accommodations, transport options, and itineraries. Content like detailed comparison guides, expert reviews, and insider... --- ### 2025 SEO landscape and Google Algorithm updates > A comprehensive guide explaining all the major Google algorithm updates in 2025. Learn about the SEO landscape today. - Published: 2025-02-25 - Modified: 2025-03-28 - URL: https://www.found.co.uk/blog/2025-seo-landscape-and-google-algorithm-updates/ - Categories: Analytics, General News, SEO The digital landscape is rapidly evolving, and SEO is no exception. As search behaviour evolves, being proactive with your organic SEO strategy is more important to maintain a competitive edge. With Google owning approximately 89% of the global market share for search engines, its continuous release of new algorithm updates significantly impacts SEO practices to enhance user experience. These updates can heavily impact search engine results, affecting many businesses that rely on organic traffic as a revenue source. Staying up to date with the latest SEO developments is crucial to maintaining and improving your online presence. This live blog will cover algorithm updates as they are confirmed, so be sure to keep an eye on it over the year to keep up to date. What are Google Algorithm Updates? Google rolls out hundreds of updates to their search engine every year, some are minor, while others, known as core algorithm updates, have large impacts on search rankings. The purpose of these updates is to improve and refine the quality of search results, making sure that only the most relevant information is shown for your query. The idea of these updates is to ensure the engine is a more accessible and trustworthy space. The main areas the core algorithm updates focus on are: Prioritising high-quality content Combating spam Understanding and interpreting user intent December 2024 - January 2025 | Confirmed Algorithm & Spam Update While there were no confirmed algorithm or spam updates at the beginning of the year, we noted continuing ranking fluctuations throughout early January. These movements can be attributed to the lasting effects of late December's significant algorithm and spam updates, which caused widespread volatility across many industries and sectors. A lot of websites saw large peaks and troughs in their rankings, as the update's impact carried over into the New Year, reflecting Google’s adjustments. The December updates focused on improving search quality by targeting low-quality content, addressing manipulative link-building practices, and refining how Google identifies helpful content. Websites that relied on thin content, AI-generated copy, or aggressive link-building were particularly affected, with some experiencing ranking declines. On the other hand, websites that prioritised original, user-focused content and adhered to Google's E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines often saw improved performance. Industries such as e-commerce, travel, and health were among the most impacted, likely due to their competitive nature and reliance on search visibility. E-commerce websites, in particular, experienced volatility during the crucial post-holiday period, prompting many site owners to reassess their content quality and user experience. In line with these updates, Google also issued a warning in December about the excessive use of JavaScript, emphasising its potential to hinder search engine crawlers—especially with the rise of AI-driven search tools. With AI crawlers making up approximately 28% of Googlebot’s traffic, reliance on JavaScript can affect content accessibility. This shift is significant as AI search tools often struggle with rendering JavaScript-heavy websites, prioritising server-side rendering and HTML content instead. To mitigate potential visibility issues in both traditional and... --- ### How to Succeed with Reddit Ads: A Beginner’s Guide > Learn to succeed with Reddit Ads. This beginner's guide covers advantages, ad types and best practices for your brand to succeed. - Published: 2025-02-18 - Modified: 2025-02-25 - URL: https://www.found.co.uk/blog/how-to-succeed-with-reddit-ads-a-beginners-guide/ - Categories: Paid Social Reddit, a thriving online community with over 57 million daily active users, offers a unique platform for advertisers aiming to reach engaged and niche audiences. Known for its passionate communities, or “subreddits,” Reddit provides the perfect environment to foster authentic brand interactions. For marketers, platforms like Reddit complement traditional channels, diversifying ad strategies and unlocking untapped potential audiences. In this guide, we'll walk you through how to run successful Reddit ads, covering the advantages, ad types, and best practices. Whether you're curious about Reddit ads pricing or looking for Reddit ads examples, this guide has everything you need. Understanding Reddit's User Demographics Knowing the key demographics that use the platform is important to understand if its a valuable channel for your audience and your brand. Reddit's audience is predominantly younger, with 63% of users aged 18-34. They are highly engaged, tech-savvy, and often spend time in niche communities where their interests lie. Understanding the platform's community-first ethos is essential—users value authenticity and transparency above all else. The Advantages of Reddit Ads Reddit offers several unique benefits that make it stand out, this includes: Niche Targeting: Subreddits allow hyper-targeting based on user interests. Cost-Effective Ads: Reddit's ads are affordable and are similar in cost to Meta. Your campaign type, audience targeting, creative and marketing message will impact the costs. High Engagement: Users are more likely to engage with posts that align with their community interests. Customisable Formats: Reddit’s ad platform offers versatile formats, such as video ads, image ads, carousels, conversation ads, their new product ads are currently in Beta. Self-Serve Platform: Easy-to-use tools for creating and launching campaigns. The Disadvantages of Reddit Ads It's also important to know that there are also disadvantages to the platform too, including: Community Moderation: Ads can be flagged or receive negative feedback if perceived as overly promotional. Steep Learning Curve: Reddit requires in-depth knowledge of community norms to avoid backlash. Limited Tracking Tools: Compared to other platforms, Reddit's analytics and tracking options are less robust. Reddit Ad Types To advertise with Reddit, it’s crucial to understand the different ad formats available you. The ad format that is best for your brand depends on a lot of factors including your messaging, assets and creatives and objectives. Free-form Ads: This format allows you to get creative and create a unique ad which can include text, image, video and GIFs all in one ad. Image Ads: These are incredibly visual and great if you’re looking for an initial test. Video Ads: High-performing Reddit video ads are ideal for storytelling and visual engagement. Carousel Ads: Similar to Meta’s carousel ads, you can showcase multiple images within one ad which users can swipe through. Conversation Ads: This is where your ad is within a conversation thread. Tip: Add compelling CTAs to maximise conversions in Reddit paid ads. Reddit Ads Best Practices To ensure your ad campaigns succeed, follow these 4 key best practices: Respect the Community: Research any subreddits where you plan to advertise. Join conversations to understand the... --- ### Best AI Marketing Tools for Success in 2025 > Accelerate growth in 2025 with top AI marketing tools that enhance efficiency by automating campaigns and activities, driving scalability like never before. - Published: 2025-02-13 - Modified: 2025-03-13 - URL: https://www.found.co.uk/blog/best-ai-marketing-tools-for-success-in-2025/ - Categories: AI & Machine Learning, Content Marketing, Digital Marketing, Trends Staying ahead in today’s competitive digital landscape calls for innovative tools that boost marketing performance, and AI is fast becoming an indispensable ally for marketers seeking to elevate their efficiency and drive better results.   In 2025, marketing success is about working smarter with the right AI tools. In this overview of the best AI marketing tools for 2025, we’ll explore how the latest generation of artificial intelligence is redefining efficiency, driving scalability, and empowering marketers to deliver impactful campaigns with more personalisation and agility than ever before. What are the benefits of using AI marketing tools? AI is transforming marketing through powerful automation, rapid data insights, and sophisticated personalisation. It can save time and money across an expanding range of creative and technical activities, enabling skilled marketers to achieve more, and helping generalists tackle tasks once out of reach. This efficiency frees up time for human-focused areas such as strategy and relationship-building, whilst tools can standardise outputs from major chatbots like ChatGPT. According to Markets and Markets, a leading global market research firm, the global artificial intelligence market is projected to grow at a CAGR of 35. 7% from 2024 to 2030 — from $214. 6 billion to $1. 34 trillion — reflecting the enormous potential of AI to: Drive efficiency Boost productivity Save time Improve personalisation Enhance customer care Reduce costs Enable scalability Enhance audience targeting Provide real-time insights Generate and optimise content Ultimately, these AI marketing tools empower organisations to make better decisions, work smarter, and increase the value they deliver. Best AI Marketing Tools Commonly Available Today Below, we highlight some of the best AI-driven digital marketing tools for supporting your 2025 marketing strategy. Each tool drives efficiency in unique ways, from AI competitor analysis and AI market research tools to AI marketing automation and beyond. 1. Surfer SEO Marketing Area: SEO & Content Optimisation Surfer SEO is among the best AI marketing tools for streamlining your on-page content optimisation. Its intelligence engine provides real-time recommendations on ideal keyword density, content length, heading structure, and more. As you draft or update copy, Surfer SEO’s interactive score rises or falls based on how well your content aligns with the top-ranking pages. This AI tool for digital marketing also integrates with Google Docs and WordPress for seamless workflows, allowing you to produce search-optimised, high-quality articles faster. By harnessing AI-driven data, Surfer SEO saves time, reduces guesswork, and helps you scale your organic visibility. It’s a valuable assistant for both novice and seasoned SEO practitioners seeking a structured, data-backed approach to content success. 2. Brand24 Marketing Area: Social Listening & Sentiment Analysis Brand24 is a marketing AI tool that crawls social media platforms, forums, blogs, and news outlets to find every mention of your brand or key topics you wish to track. By applying AI-powered sentiment analysis, Brand24 highlights whether public perception skews positive, neutral, or negative in real time. Marketers can then respond quickly to crises, amplify praise, or fine-tune messaging. This platform’s user-friendly dashboard centralises data, making... --- ### Paid Social Trends For 2025 > Found Paid Social team have provided their expert insights and knowledge into the biggest Paid Social trends for 2025. Take a look… - Published: 2025-02-06 - Modified: 2025-04-28 - URL: https://www.found.co.uk/blog/paid-social-trends-for-2025/ - Categories: AI & Machine Learning, B2B, Paid Social, Social Media Social media ads continue to be a large revenue driver for many businesses, and with digital marketers cementing their digital marketing goals and plans for the year, our Paid Social team have provided their expert insight and knowledge into the biggest Paid Social trends for 2025. From social ecommerce, the creator economy, to the use of AI, here are our top predictions.   Social Search Gen Z are no longer ‘Googling it’ with 40% of Gen Z now relying on social media for search, a shift away from traditional search engines. Younger audiences are turning to TikTok, Instagram and YouTube throughout their buying journey. This is not only true when they are researching products, but planning their holidays, decorating their home and making bigger life decisions.   Social search has many benefits, firstly, short form video is much easier to digest and far more engaging than a hefty blog article. Secondly, Gen Z are craving authenticity. Gen Z don’t part with their cash easily, which is why finding authentic reviews and the real experiences of others plays a large role in their customer journey.   How can brands authentically ensure that their content is optimised for social search? Ensure that captions, descriptions and hashtags are all added. We would also recommend reviewing the content that appears for your phrase or keywords in the social search results when creating your content to see how you can gain competitive advantage with better content, and answer the questions that others are asking in the comments of other videos.   Short Form Video (UGC) Short-form videos on platforms like TikTok and Instagram are taking over social media, and for good reason. These quick, bite-sized videos are effective at capturing attention in ways that long-form content often can't, making them perfect for reaching potential customers. The key is to stop the endless scroll and earn that precious moment of engagement. How can you make the most of short-form video in 2025?  To make the most of short-form video, aim to keep your videos under 15 seconds. This length ensures your message is delivered quickly, catering to the declining attention span of modern audiences. Begin with a strong hook—a compelling opening that encourages users to stop scrolling and pay attention. Once you have their attention, deliver your key message clearly and effectively, avoiding any unnecessary details. User-generated content is another powerful tool to increase engagement. It helps make the brand feel more authentic and relatable, which can bridge the gap between the brand and the audience. UGC style content shows real people interacting with your product, making it more trustworthy and appealing. Using captions and text overlays in videos is crucial for viewers watching on the go, ensuring your message is still understood even without sound. Incorporating these strategies into your short-form video content can help boost engagement, attract new audiences, and ultimately, enhance your brand presence on social platforms. Rise Of EGC Creators From behind-the-scenes glimpses to inspiring success stories, businesses across industries are tapping... --- ### Agency In The Spotlight Webinar > Last week, our Director of Growth, Harry Calvin Williams, and Senior PPC Account Manager, Ella-Rose Hatchwell took to the screens across the globe in an exclusive Webinar series, Agency In The Spotlight.  - Published: 2025-02-04 - Modified: 2025-02-04 - URL: https://www.found.co.uk/blog/a-round-up-from-our-recent-exclusive-agency-in-the-spotlight-webinar-with-producthero/ - Categories: AI & Machine Learning, Consumer Behaviour, Ecommerce, How to, Paid Search (PPC) A round-up from our recent Agency In The Spotlight Webinar with ProductHero. Last week, our Director of Growth, Harry Calvin Williams, and Senior PPC Account Manager, Ella-Rose Hatchwell took to the screens across the globe in an exclusive Webinar series, Agency In The Spotlight.   The first in the new webinar series, brought to you in collaboration with ProductHero, shared the strategies behind our team's award-winning campaign—the one that earned them the 2024 UK Search Award for Best Use of Search – B2C (PPC) with our client 1st Central. The webinar, which was watched by people all over the globe, explored behind-the-scenes insights from the award winning campaign.   Behind the Award-Winning Campaign The session offered a comprehensive analysis of the campaign's success, emphasising the pivotal role of first-party data in crafting personalised and effective marketing strategies. By leveraging this data, the team enhanced customer segmentation and delivered tailored experiences across paid search and social platforms, resulting in a 33% increase in direct sales and a 50% rise in direct quotes for 1st Central. Embracing AI in Digital Strategy A significant portion of the discussion centred on the transformative impact of artificial intelligence in digital marketing. The team highlighted how the use of AI to analyse the client’s rich customer dataset expedited the process of extracting usable customer segments, shortening the timeline to achieve performance efficiencies. This integration of AI not only optimises performance but also positions businesses to stay ahead in the competitive landscape. The Power of Everysearch™ The webinar also delved into the application of Everysearch™, our industry-leading audience-first approach. By focusing on audience intent and behaviour, this methodology has been instrumental in shaping campaigns that exceed targets and drive substantial growth. At its core, Everysearch™ uses an understanding of who the customer is and how they search, in order to be more precise in the choice of digital channels, creative messaging and content types are necessary to achieve strategy objectives. Key Takeaways:  For business and marketing professionals aiming to elevate their strategies, the webinar underscored several actionable insights: Data-Driven Personalisation: Utilising first-party data to inform customer segmentation can lead to more personalised and effective marketing efforts. We worked with our sister agency, Braidr, the global data and AI consulting company to get best results here. AI Integration: Incorporating AI into digital strategies can enhance efficiency, provide deeper insights, and improve campaign outcomes. Audience-First Approach: Prioritising audience intent and behaviour through approaches like Everysearch™ can result in campaigns that not only meet but surpass objectives. For those who missed the live session, the webinar is available on-demand here, offering valuable perspectives to refine and enhance your marketing strategies. By embracing these insights, businesses can navigate the evolving digital landscape more effectively, ensuring sustained growth and success in their marketing endeavours. To read more about our award-winning campaign visit 1st Central Case Study. If you’d like to get in touch to discuss any of the points raised in the webinar in more detail get in touch with our team. --- ### 2025 Travel Trends You Need to Know > Here are 10 of the key travel trends that UK businesses and marketers need to know to stay ahead of the curve and competitors.  - Published: 2025-01-29 - Modified: 2025-03-13 - URL: https://www.found.co.uk/blog/here-are-10-of-the-key-travel-trends-that-uk-businesses-and-marketers-need-to-know-to-stay-ahead-of-the-curve-and-competitors/ - Categories: Digital Marketing, Travel, Trends Here are 10 of the key travel trends that UK businesses and marketers need to know to stay ahead of the curve and competitors. As the travel industry gears up for another exciting year, 2025 promises to bring shifts in consumer behaviour, preferences, and emerging opportunities for businesses across the digital marketing landscape. Here are 10 of the key travel trends that UK businesses and marketers need to know to stay ahead of the curve and competitors in the travel and hospitality industry. https://www. youtube. com/shorts/Rb6DbkF5DDc 1. Pets are a priority Travelers are prioritising their furry companions when making booking decisions, even at premium establishments. Pet-friendly policies are no longer a nice-to-have—they’re a powerful way to attract and retain guests. Hotels should spotlight their pet-friendly amenities in marketing campaigns to secure this growing demographic. Younger generations are driving this trend as recent research by Morgan Stanley revealed that 38% of 18-34 year olds often travel with pets.   2. Traveling for experiences The demand for travel tied to live events—be it concerts, sports, or festivals—is surging. For instance, international fans are finding value in traveling to Europe to catch their favourite artists while exploring new destinations. UK marketers should craft packages that pair event access with bespoke travel services to capture this market. 3. The rise of guest-centric hospitality Hyper-personalisation is no longer a luxury but an expectation. From curated in-room amenities to flexible check-ins, guests want experiences that feel custom-built. Direct marketing efforts should emphasise these bespoke offerings to stand out from OTAs like Booking. com. 4. Weathering change: Climate’s impact on travel Google Trends data shows a staggering 300% increase in searches for “cooler holidays” compared to this time last year. Climate change is shifting tourism patterns, with traditional summer destinations like Spain and Italy seeing declining interest during peak months due to extreme heat. Cooler alternatives or off-season travel are becoming more attractive. Businesses should adjust their messaging to highlight these emerging opportunities. 5. The allure of understated luxury A growing preference for "quiet luxury" has travellers opting for boutique hotels over large luxury chains. These smaller, independent properties offer personalised touches and exclusivity that resonate with discerning guests. Marketers should focus on storytelling and emphasising the unique character of their establishments. 6. Adapting to regulatory shifts As governments implement tighter restrictions in high-traffic destinations, such as limiting short-term rentals or addressing overtourism, the landscape is shifting. Businesses that position themselves as reliable, regulation-compliant options will have an edge. Stay informed and ready to adapt your strategies. 7. Evolving luxury in air travel While traditional first-class flights are declining, airlines are redefining business class as the pinnacle of in-flight luxury. Others are doubling down on ultra-high-end first-class options. UK brands targeting affluent travellers can benefit from partnerships with airlines to offer seamless, premium travel experiences. 8. Cultural renaissance in the Middle East The Middle East continues to attract attention with its evolving approach to tourism, easing restrictions on activities like gambling and alcohol. The region’s transformation offers UK marketers opportunities to align campaigns with these cultural shifts, creating compelling collaborations. 9. The power of micro-influencers According to Expedia CEO Ariane Gorin,... --- ### Reddit's AI Search Tool: What you need to know and how it could transform your digital strategy > Reddit has made waves with its revamped AI-powered search tool, signalling a new era for how users and brands interact with the platform. - Published: 2025-01-16 - Modified: 2025-01-16 - URL: https://www.found.co.uk/blog/reddits-ai-search-tool-what-you-need-to-know/ - Categories: AI & Machine Learning, Content Marketing, Digital Marketing, SEO Reddit has made waves with its revamped AI-powered search tool, signaling a new era for how users and brands interact with the platform. For years, Reddit’s on-site search feature has been a source of frustration for users, notorious for its clunky interface and inability to surface relevant results efficiently. This led to a workaround that became second nature: users turning to Google with “Reddit” appended to their search queries. Phrases like “best time to go to Mexico Reddit” or “Intermezzo review Reddit” became standard methods for uncovering Reddit’s invaluable user-generated insights buried beneath its subpar search functionality. However, a major shift occurred in February 2024, when Reddit entered a publishing partnership with Google. This collaboration aims to boost Google’s AI tools with Reddit’s rich data while simultaneously enhancing Reddit’s visibility in organic search results. In this context, Reddit’s decision to revamp its on-site search capabilities represents a bold, strategic move that could reshape the platform's future. What’s new? From initial previews, Reddit’s upgraded search feature promises a much more robust experience for users, potentially outperforming Google’s search results for specific queries. Powered by AI, the new tool is designed to surface more accurate and relevant posts, helping users find valuable content with greater ease. However, as with any emerging AI-driven search technology, questions about data accuracy, consistency, and reliability remain. Just as platforms like ChatGPT experienced growing pains early on, Reddit will need to focus on content evaluation to ensure its AI-driven search provides trustworthy results over time. For brands, this shift presents a new opportunity to rethink how they engage with Reddit’s communities. Unlike other social platforms, Reddit demands a more nuanced, authentic approach to interaction. With its new AI search tool, Reddit is positioning itself as a more powerful platform for brands looking to connect with highly engaged users. The ability to tap into specific, niche communities can open new doors for brands seeking direct engagement, whether for customer support, brand awareness, or targeted content marketing. What’s at stake? The true test of Reddit’s AI search tool will be its long-term impact on user behaviour. Will it eliminate the need for users to append “Reddit” to their Google searches? If successful, Reddit Answers could become a compelling reason for users to perform searches directly on Reddit, rather than relying on Google to surface Reddit content. This shift would make Reddit an even more integral part of users’ digital routines, further establishing the platform as a key player in the online search ecosystem. This development underscores how quickly the digital search landscape is evolving. With new technologies emerging, platforms like Reddit are redefining how users find information and interact with brands. As digital marketers, staying ahead of these trends requires a deep understanding of audience behaviour, the ability to leverage data-driven insights, and an agile approach to adapting to new tools and platforms. What you need to do For brands, the message is clear: stay alert to Reddit’s growing role as both a community hub and a search platform. Its new AI-powered search tool could significantly alter how you engage with audiences and deliver your message. With its unique combination of authenticity,... --- ### Introducing FoundLabs > We’re excited to announce the launch of FoundLabs, our dedicated innovation hub designed to revolutionise how we work across the Tomorrow Group.  - Published: 2025-01-16 - Modified: 2025-01-16 - URL: https://www.found.co.uk/blog/introducing-foundlabs/ - Categories: AI & Machine Learning, Culture, General News, Trends At Found, we know that innovation drives success. That’s why we’re committed to developing cutting-edge solutions and adopting smarter ways of working where technology can make a difference. .   We’re excited to announce the launch of FoundLabs, our dedicated innovation hub designed to revolutionise how we work across the Tomorrow Group.   What is FoundLabs? FoundLabs is the hub of our technological innovation, focused on creating tools that streamline our work, help maintain a competitive edge, and unlock new insights & opportunities. By leveraging advanced technology, we aim to free up time for what truly matters: crafting powerful strategies and driving creative excellence for our clients across the agency.   Led by our Head of Paid Operations, Becky James, and Martech Specialist, Richard Lewis, FoundLabs embodies our culture of continuous improvement and collaboration. A culture of innovation and collaboration At Found, we firmly believe that the best ideas come from within. Every innovation we’ve introduced is born from the expertise and ingenuity of our talented team. This philosophy resonates across the Tomorrow Group, underscoring our commitment to putting innovation at the heart of everything we do. Our approach has led to transformative solutions that empower us to work smarter—not harder—while delivering exceptional results for our clients. Game-changing innovations Here are just a few examples of the pioneering technologies developed through FoundLabs: Super Keyword Planner: Enables quick and comprehensive keyword research for high-impact campaigns. Review Analyser: Automatically scrapes and analysis Trustpilot reviews to inspire creative & messaging. Multi-Market Scanner: Checks search volume for keywords across multiple markets at once to find which markets have the highest demand. Bulk GPT: Streamlines bulk requests to ChatGPT, enhancing efficiency The team behind the innovation Becky James, Head of Paid Operations“It’s an incredibly exciting time at Found as we continue to develop tools that help our teams to work more efficiently as well as enabling them to find innovative solutions that drive impact and deliver exceptional results for our clients. Innovation is embedded in our culture, and it’s inspiring to see all of our teams contributing ideas that shape our approach to digital marketing. I’m proud to lead such an important initiative within the Tomorrow Group. ” Richard Lewis, Martech Specialist“As a team, we thrive on turning ideas into actionable solutions. The pace of change in our industry is exhilarating, and the growing potential of technology presents endless opportunities. Knowing that the tools we create make a tangible difference to our teams and the industry-leading work they produce is incredibly rewarding. ” Let’s innovate together FoundLabs is just one of the many ways we’re driving progress and redefining what’s possible in digital marketing.   Want to learn more about our industry-leading suite of tools and how they can help your business succeed? Get in touch with our team today! --- ### The Ultimate Guide to the B2B Buyer's Journey with Everysearch™ > The B2B buyer's journey has changed. Learn how to apply the unique Everysearch™ approach to help your B2B business navigate the digital landscape successfully. - Published: 2025-01-09 - Modified: 2025-01-09 - URL: https://www.found.co.uk/blog/the-ultimate-guide-to-the-b2b-buyers-journey-with-everysearch/ - Categories: B2B, Consumer Behaviour, Digital Marketing, How to In today's rapidly evolving digital landscape, understanding and optimising the B2B buyer's journey is crucial for business success. This comprehensive guide explores the modern B2B buyer's journey and introduces Everysearch™, Found's revolutionary approach to navigating the complex decision-making process in the B2B space. The Shifting Search Landscape Before delving into the B2B buyer's journey, it's essential to understand the seismic shift in the search landscape. Traditional search rules no longer apply: 77% of B2B customers report that they research thoroughly before making a purchase. An increasing number of queries are generated in-browser. Search extends far beyond conventional search engines, encompassing social media, e-commerce, video-sharing, and even music-streaming platforms. This transformation demands a new approach to search marketing - one that captures visibility, commands attention, and maximises performance across every searchable platform. What is the B2B Buyer's Journey? The B2B buyer's journey is the process that business customers go through when making purchasing decisions. It encompasses various stages, from identifying a problem or need to evaluating solutions and ultimately making a purchase. This journey is typically more complex and longer than consumer buying processes, involving multiple stakeholders and extensive research across diverse digital channels. How the B2B Buyer's Journey Has Changed in Recent Years The B2B buyer's journey has undergone significant transformations, primarily driven by digital advancements. According to Gartner, B2B buyers now spend only 17% of their time meeting with potential suppliers when considering a purchase. Instead, they dedicate 27% of their time researching independently online which means your digital presence is crucial. Their research also shows that on average, the B2B purchase journey involves between 11 and 20 stakeholders from internal influencers to procurement teams. This is a lot of people to engage and win over. This shift highlights the critical importance of digital presence and engagement throughout the buyer's journey, especially given the evolving search landscape. Introducing Everysearch™: A Revolutionary Approach Enter Everysearch™ - Found's ground-breaking approach that aligns perfectly with these evolving buyer behaviours. Everysearch™ recognises that modern B2B decision-making isn't linear but rather a complex web of digital interactions across various platforms and touchpoints. Everysearch™ addresses the seismic shift in the search landscape, reshaping how companies navigate digital marketing to thrive in a competitive, fast-paced environment brimming with opportunities. It acknowledges that search marketing goes much further than conventional search engine success. A key challenge in the B2B space is keeping up with the shifting demands in consumer behaviour. The digital space has never been more complex, but to remain competitive, companies must truly understand how their audiences are searching online and how this behaviour has adapted over time. Luminr: The AI Lens of Everysearch™ At the heart of the Everysearch™ approach is Luminr, Found's proprietary platform. Luminr serves as an AI lens to the entire searchable web, seamlessly consolidating a diverse array of search results into one cohesive interface. It offers unparalleled insights, delving deep into every aspect of search performance – from the attention you're capturing to the influence you're having, and the strategic... --- ### Navigating Google’s AI Overviews > Optimise your site for AI-driven search results like Google’s AI Overviews with actionable tips to boost visibility and adapt to evolving SEO trends. - Published: 2025-01-06 - Modified: 2025-04-28 - URL: https://www.found.co.uk/blog/navigating-googles-ai-overviews/ - Categories: AI & Machine Learning, Google Algorithm Updates Search is changing, and Google’s AI Overviews are transforming how we find and interact with information online. Instead of just listing links, these overviews provide detailed, AI-generated responses directly on the search engine results page (SERP). For brands, this means adapting SEO strategies isn’t optional—it’s essential to staying relevant. What Are AI Overviews? AI Overviews are part of Google’s Search Generative Experience (SGE), launched in May 2024. Unlike featured snippets that quote text from websites, these summaries are created using Google’s large language model, Gemini. Key Features of AI Overviews Quick Summaries at a Glance: AI Overviews, in their collapsed state, sit right at the top of the search results, giving you a bite-sized, AI-generated summary. In-Depth Explanations: With just a click, the overview expands into a detailed, multi-paragraph response. It’s like having a full article right there on the search page—ideal for when you’re looking for more in-depth information. Source Citations for Transparency: AI Overviews don’t stop at answers—they also include links to their sources, adding credibility and allowing for further research if you want to.   Impact of AI Overviews on SEO Metrics AI Overviews dominate a significant portion of screen space on search engine results pages (SERPs), with studies revealing they can take up as much as 48% of the page on mobile and 42% on desktop. This crowding pushes organic rankings further down the page, creating new challenges for traditional performance metrics like click-through rates (CTR). In other words, even being in the coveted top three positions on Google might not have the same impact it once did. Key Observations Co-occurrence with Featured Snippets: According to a study by Botify and DemandSphere, AI Overviews appear alongside featured snippets around 60% of the time. This powerful combination can take up as much as 76% of the SERP on mobile. This leaves less room for organic results to shine CTR Challenges: It’s becoming increasingly common for websites in positions 1–3 to see Click Through Rates that resemble those that are in positions 4–6, as their visibility is squeezed thanks to this feature Shift in Consumer Behaviour: More people are getting their answers straight from the search results page, thanks to zero-click searches. This means fewer clicks to individual websites, which can affect traffic and engagement For brands, it’s a clear sign to adapt to this new 'normal. ' The goal isn’t just to rank but to make sure your content stays relevant and stands out in an increasingly competitive search results landscape. Actionable Insights for Brands To thrive in this search landscape, businesses should combine traditional SEO strategies and those tailored to AI-driven search. 1. Maintain SEO Fundamentals Basic SEO practices remain critical. Since 75% of AI citations come from the top 12 positions, this is still the aim. Enhance technical SEO, improve page speed, and use structured data to optimise visibility. 2. Optimise Content for AI Overviews Create content that aligns with intent and adheres to AI algorithms. Tools like cosine similarity analysis can help evaluate how... --- ### 2025 Hospitality Marketing Trends: Going Beyond Traditional Search Engines > Discover the latest hospitality marketing trends to supercharge your digital marketing strategy in 2025. Read our guide today. - Published: 2025-01-06 - Modified: 2025-03-05 - URL: https://www.found.co.uk/blog/2025-hospitality-marketing-trends-going-beyond-traditional-search-engines/ - Categories: Digital Marketing, SEO, Travel Stepping into 2025, hospitality marketing is being transformed by technology, changing guest expectations, and a growing emphasis on personalization and sustainability. These trends highlight the importance of adapting to new channels, including platforms beyond traditional search engines, to capture guests' attention in a digital world. Here’s a guide to the top hospitality marketing trends that are reshaping the industry. What is hospitality marketing? Hospitality marketing involves strategies to promote hotels, restaurants, resorts, and other services within the travel sector. This type of marketing aims to enhance brand visibility, attract new guests, and build loyalty by creating meaningful connections through both digital and in-person experiences. Why is marketing important in hospitality? Marketing is essential in hospitality for several reasons: Engaging Diverse Guest Preferences: From leisure travellers to business visitors, effective marketing helps tailor offerings to meet various guest needs. Building Long-Term Relationships: By engaging guests and providing personalised experiences, hospitality brands can foster loyalty and encourage repeat bookings. Driving Growth Through Technology: Innovative marketing uses tools like AI and data analytics to streamline processes, reduce costs, and offer more relevant experiences. 2025 hospitality marketing trends With a shift away from conventional search engines, hospitality marketing is embracing more dynamic, guest-centric channels. Below are the emerging trends and tools brands can leverage to stay ahead. Omnichannel Discoverability Beyond Search EnginesToday’s travellers often bypass traditional search engines, turning instead to social platforms, review sites, and travel apps. For hospitality brands, being present on these channels—where potential guests actively seek travel recommendations—has become crucial. Utilising metasearch engines like Google Hotel Ads or TripAdvisor, along with social platforms like Instagram and TikTok, enhances discoverability and connects hotels with audiences earlier in their planning stages. By strategically placing their brands on these channels, hospitality businesses can capture the attention of travellers researching destinations, accommodations, and experiences across various platforms . . Personalised Guest Experiences with AI and Data InsightsAI and data analytics allow hotels to anticipate guest preferences and provide customised experiences, from tailored room amenities to personalised dining options. For instance, AI can help hotels create personalised recommendations for guests based on past stays or preferences, providing everything from activity suggestions to curated wellness options. This trend aligns with the growing expectation of “hyper-personalization,” where guests expect tailored services that feel unique to their needs . . Sustainability and Green PracticesAs travellers become increasingly eco-conscious, hospitality brands are adopting sustainable practices to meet these preferences. From eliminating single-use plastics to sourcing local ingredients, sustainability is not only a way to appeal to guests but also a long-term investment in brand integrity. Hotels embracing green practices—such as energy-efficient lighting and water conservation measures—stand out to environmentally conscious travellers. This emphasis on sustainability can enhance brand image, attract eco-minded guests, and reduce operational costs . . Health and Wellness ExperiencesThe demand for wellness amenities is growing, as travellers prioritise physical and mental well-being during their stays. Hotels are expanding their wellness offerings beyond spas to include fitness programs, mental health retreats, and rooms with wellness-focused amenities like... --- ### Driving Industry-Leading Success: Found Wins at the UK Search Awards > We’re thrilled to announce that Found has been honoured with the Best Use of Search – B2C for large agencies award at the prestigious UK Search Awards. - Published: 2024-12-17 - Modified: 2024-12-17 - URL: https://www.found.co.uk/blog/found-wins-at-the-uk-search-awards/ - Categories: Digital Marketing, General News We’re thrilled to announce that Found has been honoured with the Best Use of Search – B2C for large agencies award at the prestigious UK Search Awards. This accolade recognises the transformative multi-channel campaign we delivered for leading UK direct-to-consumer car insurer, 1st Central. Tasked with the bold challenge of revolutionising their customer acquisition strategy, we harnessed the power of our proprietary Everysearch™  framework to drive exceptional results. The UK Search Awards celebrate the very best in search marketing across England, Ireland, Scotland, and Wales, positioning themselves as the premier recognition for excellence in the industry. To be acknowledged by such a highly regarded organisation is a true honour. A massive congratulations to our talented team whose forward-thinking, innovative, and dedicated approach crafted an industry-leading campaign. Not only did this campaign exceed sales targets and deliver remarkable results, but it also continues to drive success for our valued client. Florence Bundy, COO of Found, said: “We’re hugely proud of this award win. Consistently delivering impactful campaigns that go above and beyond for our clients is what inspires us every day. Our teams work incredibly hard to create innovative, results-driven strategies, and this recognition is a testament to their passion and expertise. A huge well done to everyone involved in this campaign! ” Our trademarked Everysearch™ framework is at the heart of our success. By diving deep into audience behaviour and decoding their journey, we create precise, impactful campaigns that deliver measurable results where they matter most. Discover more about our industry-first proprietary technology here. Read more about our award winning campaign here. Explore More Award-Winning Campaigns Curious about our approach? Take a closer look at our award-winning campaigns here. --- ### JavaScript SEO Best Practices > Learn how JavaScript impacts SEO and how Google handles JS sites. Explore best practices to optimise your site for improved visibility and performance. - Published: 2024-12-16 - Modified: 2025-02-27 - URL: https://www.found.co.uk/blog/javascript-seo-best-practices/ - Categories: How to, SEO JavaScript is an integral part of most websites. Our detailed JavaScript SEO guide will cover the essential elements of JS, including how Google interacts with JavaScript based sites and the best practices for optimising your site for better visibility and performance.   WHAT IS JAVASCRIPT? JavaScript is a programming language - a fundamental tool in modern web development, powering dynamic and interactive website features. Known for its speed, it enhances website performance, making it an essential choice for creating seamless user experiences. Developers value its ease of maintenance, efficient debugging capabilities, and compatibility with other programming languages, making it a versatile option for front-end development. Along with hypertext markup language (HTML) and cascading style sheets (CSS) it’s one of the most widely used programming languages. JavaScript is powerful and creates websites that users love - dynamic, interactive, and memorable. However, from an SEO standpoint, JavaScript brings a range of complexities. This is where the real challenge begins. HOW DOES JAVASCRIPT AFFECT SEO? User experience and site speed - Too much JavaScript can slow your site down. If your site doesn’t load fast enough, users will bounce straight to your competitors. Bad news for your business, and even worse for your search rankings, where user experience and speed are make-or-break factors.   Internal linking - JavaScript can dynamically generate links, which might seem great for user experience, but search engines often struggle to crawl them. This can compromise your site’s internal linking structure, making key pages harder to find. However, it's possible to use internal links with JavaScript, but they must include the href attribute within an tag. Images - Lazy loading images is a technique to boost performance by only loading images when they’re needed, instead of all at once. It’s great for speeding up page load times, but if done wrong, search engines might miss indexing those images altogether, costing you valuable visibility in image search. Metadata - Some sites rely on JavaScript to load crucial metadata like titles and meta descriptions. The problem? If it doesn’t render properly, search engines might miss it entirely leaving your page poorly represented in the SERPs. Content accessibility - Content accessibility is key for both users and search engines. To make sure your content is clear and indexable, it needs to load properly, have a crawlable URL, and follow the same SEO best practices you’d apply to HTML sites. Make sure your URLs are unique, descriptive and easy for search engines to understand. Rendering - JavaScript can have a big impact on how a webpage loads and renders. If critical content isn’t included in the initial HTML, it might stay unindexed for some time. Render-blocking JavaScript can also slow down your page’s load time, holding back its full performance potential. Google advises removing or deferring any JavaScript that delays the loading of above-the-fold content to ensure a faster, smoother user experience and better indexing. HOW DOES GOOGLE CRAWL AND INDEX JAVASCRIPT? Google processes JavaScript websites in three main phases: Crawling Rendering Indexing... --- ### Reputation Management: How to Manage Your Business Reputation Online > Explore strategies for managing your business reputation online to enhance trust & increase visibility. Read our comprehensive guide to Reputation Management. - Published: 2024-12-12 - Modified: 2024-12-12 - URL: https://www.found.co.uk/blog/reputation-management-how-to-manage-your-business-reputation-online/ - Categories: Digital PR, SEO Managing your brand's online reputation is a big task and not one to be underestimated. Your online reputation can make or break your business. As our digital world continues to expand, channels increase, audiences grow, and consumers are more empowered to share their views online than ever before, the job of online reputation management can be daunting. But when done well, it can have a massive impact on your business. Building and implementing a brand reputation strategy is essential in today’s digital world to ensure your business is proactive and reactive in protecting your brand's image. In this article, we’ll discuss what online reputation management is, its benefits, and some practical advice and tactics you can incorporate into your business to ensure you cover the main areas—including SEO and social media reputation management. What is reputation management? Reputation management is the process of managing the public's perception of your brand. Managing your reputation has become increasingly complex as the channels through which consumers view and talk about your brand grow, and discussing brands online has become much more the norm. There are several key channels you can utilise across marketing to manage your brand's reputation, including Social Media, Digital PR and SEO. Your reputation has a huge impact on your business success. A positive reputation builds brand loyalty, promotes word of mouth, recommendations, and ultimately drives engagement with your brand. It’s essential that you manage the elements you can control to minimise negativity and reduce the impact it can have on your brand. Why is reputation management important for a business? Trust is at the heart of every purchasing decision, and your brand’s reputation is a key driver of that trust. Here’s why managing your reputation is crucial: Increasing brand visibilityPositive buzz online can amplify your brand’s presence, whether it’s social media content that goes viral or positive PR and media coverage in targeted outlets to reach your audience—it all builds up your brand awareness. Building trustMore important than ever before, consumers rely heavily on reviews, with 76% regularly reading them before making decisions. Positive reviews boost trust, as online feedback is often as influential as personal recommendations. Managing your reputation ensures your brand is seen as trustworthy and credible. Understanding your customersMonitoring conversations around your brand helps you understand what customers like and dislike. This feedback provides you with valuable insights, helping you address pain points, refine your products or services, and tailor your marketing channels and message more effectively to meet their needs. Dispelling misinformation or negative reviewsWe don’t need to tell you that misinformation spreads quickly online, but tools like AI can help you track and respond to false claims in real time. Prompt responses can prevent small issues from escalating into major problems. Increasing overall revenueA strong reputation allows you to command better and more competitive pricing, as customers prioritise service and quality over cost. By maintaining a stellar reputation, you can drive revenue growth through customer trust. Positioning you as thought leadersYour reputation is also... --- ### How to Craft Effective SEO Meta Descriptions for Your Ecommerce Website > Learn to craft effective SEO meta descriptions for your ecommerce site. Boost click-through rates with our expert tips and strategies. - Published: 2024-12-03 - Modified: 2025-02-27 - URL: https://www.found.co.uk/blog/meta-descriptions-for-ecommerce/ - Categories: Ecommerce, SEO Are meta descriptions still important for SEO in 2025? Yes.   In today’s crowded digital landscape, standing out is everything. Sure, ranking high on Google is crucial for ecommerce businesses of all sizes, but here’s the catch - if no one’s clicking through to your site, what’s the point? Meta descriptions are essential for driving traffic to your online store. They might not directly boost your rankings, but they help search engines understand your page and, more importantly, secure the clicks that matter. Want stronger CTRs for your ecommerce website? This guide will show you how. WHAT IS A META DESCRIPTION? Meta descriptions are the summaries that appear on search engine results pages (SERPs), giving users a snapshot of your content and helping them decide if it’s what they’re looking for. As the first thing users see, getting them right is essential. The most effective meta descriptions are clear, compelling, and highlight the key benefits of your products. Meta description example: HOW TO WRITE META DESCRIPTIONS FOR ECOMMERCE? 1. Use your target keyword. Keywords in the meta description that match a user’s query will appear bolded on the search results page. Google highlights these keywords to help users scan the page quickly, so it’s important to get them right. For those browsing visually, this makes your result stand out. Additionally, use related synonyms to attract a broader audience. Most importantly, keep it sounding natural, focused on the customer and their needs. At Found, we use our proprietary technology, Luminr, to gain unrivalled insights into search performance, including the keywords customers use. This enables us to quickly analyse competitors’ strategies for attracting visitors across the entire searchable web and identify key opportunities to improve keyword targeting and click-through rates. 2. Make your meta descriptions unique.   Each meta description should be unique to its page. While templated descriptions may save time, they can significantly hurt your click-through rate. Each meta description needs to be tailored, offering a clear snapshot of the specific product or category. Even if your products appear very similar - such as “black mini dresses” - highlight unique features like fit, design, material, occasion, or price to differentiate them. 3. Keep it at length. Google is particular about meta description length. Ideally, your meta description length needs to be between 130-160 characters. If it's too long, it will be cut off. If it’s too short, Google may disregard it and select text from the page instead. To make the most of your meta description, place the most important information at the beginning, such as action-driven phrases or key details about your product or brand.   4. Brand tone and competing messaging. Your meta description should reflect your brand’s personality and answer the 'Why us? ' question, even in under 160 characters. Like all good copywriting, it’s an opportunity to deliver a compelling message and convince potential customers to click on your website instead of a competitor’s. 5. Add unique selling points (USPs), discounts, offers, urgency and scarcity. Some... --- ### Navigating Privacy Changes: PPC strategies in a Cookieless world > Google’s much anticipated ‘Cookieless Future’ is finally upon us. Here is what you need to know about it all. - Published: 2024-11-19 - Modified: 2024-11-22 - URL: https://www.found.co.uk/blog/navigating-privacy-changes-ppc-strategies-in-a-cookieless-world/ - Categories: Data, Digital Marketing, Paid Search (PPC) Google’s much anticipated ‘Cookieless Future’ is finally upon us. This titanic change has been talked about for nearly 4 years and has seen multiple deadline extensions during this period. Here is what you need to know about it all. What's actually happening and who does it impact? In response to an ever increasing demand from consumers to protect online privacy (and pressure from regulators) Google announced that 3rd Party Cookies will be phased out of their Chrome browser. This was a massive blow to the ad space as although the importance of privacy is undeniable, the reality is that the digital ad ecosystem has relied on 3rd Party Cookies for everything from tracking through to targeting and as a result their removal genuinely jeopardises the running and measurement status quo. What are 3rd party cookies, how are they collected, and who uses them? A 3rd Party Cookie is a Cookie that is placed on a user’s device by a domain that is not the domain of the site that user is visiting. The purpose of this is to collect data for the 3rd Party, which typically then either gets directly used by that 3rd Party or sold on to an AdTech company (or both) for them to use.   Advertisers and Social Media platforms have historically relied heavily on this data to inform targeting strategies as it gives them the ability to tailor ads (or offer tailored targeting) to the personal data provided and this has unsurprisingly proved to be highly effective when it comes to digital campaigns. With the industry being so heavily reliant on 3PC then this change represented a massive risk to the performance of existing campaigns. As a result, the entire industry has had to pivot in order to find new ways to achieve the same outcomes without infringing on new privacy regulations. The importance of first party data The number one solution to this problem is for advertisers to try and maximise the quantity and quality of their owned data. This 1st Party Data will become the foundation of all customer centric targeting moving forwards so it needs to be as good and plentiful as it can possibly be. 1st Party Data can be collected from website, apps, social media platforms, advertising analytics and any other properties that are owned by the advertiser. The importance of this data cannot be understated and as a result we recommend making a conscious effort (and investment... ) to build out these lists. How to get hold of first party data Nearly all of the major ad platforms offer campaign types that allow you to prioritise building out your CRM and although some industries will already be very familiar with these (e. g. B2B), for others it will have never been a priority. Lead Gen campaigns are perfect for driving these sign ups directly. LinkedIn may have built its reputation on these campaign types, but the rise in popularity across Facebook and Google shows how the mentality of the... --- ### Blue Sky: Exploring New Horizons in Social Media Platforms > Jamie Klingler explores new social media platform Blue Sky and shares her thoughts on this new horizon in social media. - Published: 2024-11-19 - Modified: 2025-02-27 - URL: https://www.found.co.uk/blog/exploring-new-horizons-in-social-media-platforms/ - Categories: Culture, Digital Marketing, Social Media As the political and social media landscapes continue to evolve, we find ourselves reflecting on a time when we could rely on certain platforms to stay informed and perform our roles effectively. Whether it was through a carefully curated RSS feed or an active presence in a specialized tech listserv, many of us built our professional knowledge and networks based on the information we consumed daily. For the past 16 years, Twitter has been a central hub for news, entertainment, and professional networking. However, with recent changes to the platform—especially following its acquisition by Elon Musk and subsequent transformation into X—the reliability and functionality that once made Twitter indispensable has been significantly altered. As familiar features such as verification and the block function were removed, and as X began to shift its focus, the search for a viable replacement platform became more urgent. Alternatives like Spoutible, Mastodon, Threads, and Blue Sky were explored, but none seemed to fully replicate the utility and engagement of the old Twitter—until recently. After giving Blue Sky another try over the past weekend, I can confidently say that the platform has emerged as a strong contender, particularly for those of us in communications, political circles, and industry-focused discussions. With major outlets like The Guardian pulling back from X, and users increasingly leaving the platform, Blue Sky has gained momentum, particularly in the UK, where it is now seeing higher engagement than both X and Threads. For those of us who are accustomed to a more curated and manageable feed, Blue Sky offers a refreshing sense of control and organization. Key Takeaways from My Experience on Blue Sky: No Link Suppression – Unlike many platforms, Blue Sky allows links to be shared without restriction, making it an ideal space for distributing content from your Substack, company updates, and other valuable resources. No Algorithmic Curation – Blue Sky offers a chronological feed based on the people you follow, ensuring that the content you see is directly aligned with your network and interests. Chronological Feed – Content appears in real-time, allowing for a transparent and unfiltered flow of information. Unlinked Quoted Posts – Blue Sky allows users to quote posts without automatically linking back to the original post, providing more flexibility in content sharing. Mass Block Functionality – Users can block accounts based on keywords or terms found in their usernames or descriptions, enhancing your ability to maintain a focused network. Ad-Free Experience – Currently, Blue Sky operates without ads and remains free to use, with a team of only 20 employees managing the platform. No Edit Button – Blue Sky maintains a commitment to unedited, real-time content—there is no option to edit posts once shared. Video Support – Videos of up to 59 seconds are supported, enabling users to share brief multimedia content. Starter Packs – These are akin to Twitter lists and are created by individuals to help users follow a curated group of accounts. You can bulk-follow a collection of accounts based on your professional or personal interests. For those who have yet to fully transition... --- ### Everything is Influenced > Stevie Johnson, MD of Disrupt (Found’s sister company), delves into the ever evolving landscape of influencer marketing at Web Summit.  - Published: 2024-11-15 - Modified: 2024-12-05 - URL: https://www.found.co.uk/blog/everything-is-influenced/ - Categories: Ecommerce, Influencer Marketing, Travel In a world where “Everything is Influenced” is your brand capitalising on the creator economy? Stevie Johnson, MD of Disrupt (Found’s sister company), delves into the ever evolving landscape of influencer marketing at Web Summit.   In an age where authenticity, community, and cultural relevance drive consumer behaviour, Stevie showcased how the creator economy has become the backbone of digital marketing. His keynote emphasised the vital need for brands to adopt a creator-first approach to reach today’s savvy, ad-resistant audiences. As Stevie shared, “If your brand isn’t in the creator economy, it’s not just missing out on conversation—it’s being written out of history. ” The shift from Influence to Authenticity In reflecting on how we got here, Stevie brought attention to the evolution from traditional influencer marketing to what it is today. He called out early influencer content—self-described as “dreadful,” having had first-hand experience in delivering branded messaging simply pasted onto his social channels, “There was no creative in the creator economy,”. Back then, influencer marketing was merely transactional, prioritising brand reach over genuine customer connection and authenticity. Today, things look vastly different. Brands that truly want to connect must rely on creators as creative directors rather than simple messengers. This shift isn’t just refreshing; it’s effective. In fact, recent data shows that creator-led content can perform 5x better than traditional branded assets across various digital channels. As Stevie explained, “Creators craft content that speaks louder than any ad—authenticity drives results. ” Where does your brand fall on the spectrum of investment in influencer marketing? Have you dabbled but not found the sweet spot. Is it a secondary budget that a head of marketing uses at their discretion? More than ever, Influencer Marketing needs to be a key pillar if your intention is to grow community and sales. That’s where the dynamic duo of Found and Disrupt come into play to supercharge your brand’s reach and impact. In today’s digital age, “belonging” has transcended its traditional definition. For younger audiences, it’s not just about finding an affinity with a brand—it’s about connecting deeply with communities that resonate with them. Gen-Z audiences often lack loyalty to brands themselves; their loyalty lies with creators. These creators, as Stevie put it, “aren’t just the next evolution of media; they’re the gatekeepers to culture and community. ” This is crucial for brands to recognise if they want to make a meaningful impact. By embedding themselves authentically into these communities and fostering trust, brands can create loyal relationships within creator-driven spaces. Disrupt builds these community transformative connections. They leverage sentiment analysis tools and social listening to go beyond surface metrics and delve into genuine audience responses. This approach has helped shift brands’ reputations, transforming their influencer strategies into a genuine bridge with their target audience. Navigating the “Messy Middle” of the consumer journey Unlike the linear buying paths of the past, today’s journey is an ever-evolving cycle where consumers move fluidly between discovery, consideration, review, and purchase. In Stevie’s words, “Everything Is Influenced,” and this... --- ### Black Friday 2024 in the UK: Trends and Tips for Businesses > Here are key insights into what UK businesses can expect this Black Friday and how they can capitalise on emerging trends. - Published: 2024-11-14 - Modified: 2024-12-03 - URL: https://www.found.co.uk/blog/black-friday-2024-in-the-uk-trends-and-tips-for-businesses/ - Categories: Digital Marketing, Ecommerce As Black Friday 2024 approaches, businesses in the UK are gearing up for one of the year's most competitive shopping events. With changing consumer expectations, mobile-first trends, and an extended holiday shopping period, marketers will need to adapt their strategies to maximise reach and conversion. Here are key insights into what UK businesses can expect this Black Friday and how they can capitalise on emerging trends. 1. The Extended Shopping Period Black Friday has evolved beyond a one-day event into an extended sales period. With many UK retailers already adopting longer sale durations in 2023, expect 2024 to follow suit, with some campaigns potentially beginning as early as late October. This shift allows brands to spread out demand, attract different shopper segments, and reduce the logistical pressure of a single shopping day. By launching promotions earlier, businesses can capture early-bird shoppers who prioritise convenience and seek to avoid holiday season crowds. However, with extended campaigns comes the challenge of maintaining consumer interest over time. Retailers can avoid “deal fatigue” by spacing out promotions and creating “limited-time offers” throughout November. This approach keeps the excitement alive and helps retailers maintain momentum up to the actual Black Friday weekend. 2. Making Mobile Shopping a Priority Mobile shopping continues to grow, with over 50% of Black Friday purchases in 2023 happening on smartphones. For Black Friday 2024, businesses should anticipate an even greater shift towards mobile-first shopping. To succeed, they need to ensure that their websites are fully optimised for mobile with fast load times, smooth navigation, and secure payment options. Creating mobile-first landing pages and personalised mobile ads will further enhance the shopping experience and drive higher engagement. Shoppers expect an easy, intuitive mobile experience, so consider implementing features like app-only discounts, push notifications, and mobile-responsive ad designs. This focus will allow brands to reach on-the-go shoppers and meet rising mobile shopping demands effectively. 3. The Top Product Categories In 2024, electronics, clothing, and toys are predicted to lead Black Friday sales once again, with health and beauty products also expected to gain traction. For example, 2023 saw high demand for electronics, particularly TVs and home gadgets, as well as significant interest in clothing, where 82% of shoppers preferred trying items in-store to examine fit and color. Retailers should leverage these trends by highlighting popular products in their ads and offering exclusive discounts or bundles to attract price-sensitive shoppers. Moreover, as consumer priorities shift, brands may want to include wellness products and eco-friendly items in their Black Friday deals to align with growing consumer awareness of health and sustainability. 4. Optimising Omnichannel Experience and Personalisation While digital sales dominate Black Friday, a seamless blend of online and offline channels is critical to the modern shopping experience. Many consumers start their research online but prefer to shop in-store for items like clothing and beauty products. By aligning in-store and digital experiences, businesses can accommodate the “research online, buy offline” trend that continues to grow in popularity. A successful omnichannel strategy for Black Friday... --- ### Optimising Google Shopping Ads for Black Friday > This guide outlines effective strategies to ensure your Google Shopping Ads campaigns are prepared to capture the surge in online shopping activity across the Black Friday season. - Published: 2024-11-11 - Modified: 2024-12-03 - URL: https://www.found.co.uk/blog/optimising-google-shopping-ads-for-black-friday/ - Categories: Ecommerce, How to, Paid Search (PPC) Black Friday is one of the biggest sales events of the year and is now much more than a single day or weekend with many businesses now running sales throughout November. It’s also one of the most competitive periods of the year on Google Ads with so many advertisers vying for a consumer’s attention and Google Shopping ads are key to getting your products in front of potential customers. This guide outlines effective strategies to ensure your campaigns are prepared to capture the surge in online shopping activity during this peak season. Understanding Google Shopping Google Shopping ads are now run through Performance Max campaigns and they allow businesses to showcase products at the top of Google search results as well as dynamically targeting people across other Google platforms and the Google Display Network. To optimise these campaigns for Black Friday, it's crucial to ensure you are providing Google with accurate product data, clear images of your products and competitive pricing. Managing Google Shopping Costs During Black Friday Google Shopping ads work on a cost-per-click (CPC) model, where advertisers pay each time someone clicks on their ad. During Black Friday, competition intensifies, often leading to higher average CPCs. However, the increased demand and CVR is also significant and often justifies the increased investment during this time. Budgeting effectively and monitoring bid strategy performance closely can help manage costs while maximising visibility and sales during this key period. How to Optimise Your Google Shopping Campaigns for Black Friday 1. Ensure Product Feed Data is Accurate The product feed is the backbone of your Google Shopping campaign. Ensure core product attributes (e. g. price, title, description, availability, delivery details) are accurate and up-to-date. Errors or mismatches between the feed and site can cause disapprovals, preventing your products from showing ads. Clear, high-quality images are vital and can increase click-through rates and traffic to your products. Populate any missing or incorrect GTINs and ensure the Google Product Category is using the most relevant value possible to allow Google to better classify your products. Regular checks on your product feed are essential, especially during the high-volume Black Friday period, to ensure all products are displaying the correct information and compliant with Google’s policies. 2. Enhance Product Data Attributes To maximise exposure of your products across Google shopping, additional details can be added to the feed attributes to enhance the targeting and improve Google’s understanding of each product. There are a number of different ways to enhance the feed data, including: Populating additional product attributes in the feed data - This can include attributes such as colour, material, product highlights, product details & more. The more information you provide Google about each product the better. Including relevant keywords in the feed data - This is most commonly added into either the title, product type or product description and helps Google to better match your products to relevant search queries. Use custom labels to label key products & create campaign segments - This can be used... --- ### The Benefits of Partnering with a PPC Agency > Looking to accelerate your paid search performance? Learn about the benefits of working with a reputable PPC agency. Read our guide. - Published: 2024-11-05 - Modified: 2024-11-05 - URL: https://www.found.co.uk/blog/the-benefits-of-partnering-with-a-ppc-agency/ - Categories: Paid Search (PPC) Struggling to maximise your online advertising results? A PPC (Pay-Per-Click) agency can be a game-changer, helping businesses enhance their paid search strategies and achieve superior ROI. This article delves into how partnering with PPC experts can optimise your campaigns and boost your digital marketing performance. What does a PPC agency do? A PPC agency manages all aspects of paid search advertising, including keyword research, ad creation, campaign builds, bid strategy management, and campaign analysis. They craft strategies tailored to your business goals, ensuring your ads reach the right audience at the right time. By monitoring campaign performance, they make data-driven adjustments to maximise effectiveness and ROI. Agencies will specialise in various advertising platforms like Google & Microsoft ads, providing comprehensive coverage across your digital marketing efforts. What do agencies charge for PPC? PPC agency pricing can vary widely. Some agencies charge a flat monthly retainer or a percentage of your ad spend, while others might bill per project or campaign. Costs are influenced by factors such as campaign complexity, the level of service required, and the scope of work. For example, smaller businesses might find basic management services on a low fee threshold, while enterprises requiring more advanced strategies and extensive support might invest significantly more. What are the benefits of a PPC agency? 1. Expertise and PrecisionPPC agencies possess a deep understanding of the digital advertising ecosystem, which ensures your campaigns are executed with precision. Their expertise in targeting, bidding, and ad optimisation helps in crafting ads that resonate with your audience and yield better conversion rates. Agencies stay updated with algorithm changes and best practices and ensure campaigns remain competitive. 2. Time and Resource EfficiencyRunning a successful PPC campaign demands time and continuous management. By outsourcing to an agency, businesses can concentrate on core operations, leaving the complexities of ad management to the specialists. Agencies provide detailed performance reports, allowing businesses to track performance and progress on various initiatives across digital. 3. Access to Cutting-Edge ToolsProfessional PPC agencies use advanced tools for analytics, A/B testing, and competitor benchmarking. These tools provide insights that are critical for refining strategies and improving ad performance. They can play a crucial role in effective campaigns and capitalising on opportunities that drive growth in line with their client’s KPIs. 4. Scalability and AdaptabilityAs your business grows, so do your marketing needs. PPC agencies are well-equipped to scale your campaigns and adapt strategies to new market trends or business objectives. This scalability ensures that your digital advertising efforts align with your evolving business goals. 5. Cost Management and ROI MaximizationEffective PPC management also involves spending wisely. Agencies can optimise your budget allocation, reducing wastage and improving ROI. By continuously analysing performance data, they fine-tune your campaigns to get the best possible results from every pound spent. Partnering with a PPC agency offers significant advantages, including expert management, time savings, and better resource utilisation. By leveraging professional expertise, businesses can enhance their digital presence, achieve higher ROI, and stay ahead in a competitive market. Ready... --- ### Found. & Edyn: Global Partnership > Leading digital marketing agency, Found, The Everysearch™ Agency, has been appointed by hospitality powerhouse Edyn, to spearhead its digital organic presence. - Published: 2024-10-31 - Modified: 2024-12-10 - URL: https://www.found.co.uk/blog/found-x-edyn-global-partnership/ - Categories: Digital Marketing, General News, Travel We are delighted to share that we've been appointed by hospitality powerhouse Edyn, to spearhead its digital organic presence. Specialising in the travel and hospitality sector, we will focus our efforts on Edyn’s design-led aparthotel brand, Locke, to drive incremental growth across a range of digital channels for the brand. Edyn, known for its future-facing, hybrid approach to hospitality, is continuing to expand its portfolio of Locke Aparthotels in vibrant European cities, most recently opening Locke de Santa Joana in Lisbon this summer, with Paris on the horizon for early 2025. The new partnership, worth six-figures, will see us deliver bespoke SEO and PR strategies to enhance Locke’s visibility, boost opportunities and brand performance in the highly competitive travel industry on a UK and global scale. "Bringing Edyn into our portfolio of leading hospitality clients is an exciting opportunity for our team. Our approach of combining creativity with deep data insights to build truly impactful, personalised campaigns sets us apart, all underpinned by our team's extensive industry knowledge and experience. We are eager to unlock the full potential of Edyn and contribute to their rapid growth in such a dynamic market. " Florence Bundy, COO of Found "This is an important period for Edyn as we continue to grow our Locke brand presence. Found’s expertise and innovative approach are exactly what we need to build our audience and maintain our competitive edge. Their deep understanding of our market and audience gives us full confidence in their ability to drive impactful results. " Hinson Li, Head of Digital Acquisition at Edyn About Edyn Edyn, recognised for its future-facing, hybrid approach to hospitality that enriches neighbourhoods while meeting the needs of today’s traveller, combining the design and lifestyle sensibilities of boutique hotels with the freedom and flexibility of serviced apartments in a trailblazing ‘aparthotel’ concept. Locke aparthotels are design-led lifestyle accommodations in vibrant city locations. Locke isn’t like other hotels because it isn’t a hotel. More space than a hotel. More style than a serviced apartment. Where you can eat, sleep and unwind in your own, beautifully designed space. With all the stuff you actually need to continue your everyday, even when you’re away from home. Made to be lived in, not just slept in. Locke is a place you can connect with yourself, and the community. Beautiful but comfortable. Subtle but assertive. Hip but inclusive. Your new way to stay. --- ### 6 Steps to a Successful PPC Brand Bidding Strategy > Learn how to implement effective strategies and techniques to help you successfully optimise PPC brand bidding campaigns. Read our guide. - Published: 2024-10-29 - Modified: 2025-03-05 - URL: https://www.found.co.uk/blog/6-steps-to-a-successful-ppc-brand-bidding-strategy/ - Categories: How to, Paid Search (PPC) When it comes to Pay-Per-Click (PPC) campaigns, brand bidding is a vital strategy for many companies. Brand bidding protects your brand identity and captures traffic from those actively searching for your business. With the right approach, this technique can drive high returns and prevent competitors from leveraging your brand name. So, let’s explore the steps necessary for an effective PPC brand bidding strategy to ensure you get the best results. What is PPC brand bidding?   PPC brand bidding refers to targeting keywords associated with your brand name and related variations. This can include misspelt brand terms, brand + product keywords, and brand + service keywords. By bidding on these keywords, your ads occupy prime real estate on the search results page, directing high-intent traffic to your site and maintaining your brand’s visibility. What are the benefits of brand bidding? One of the primary benefits of brand bidding is that it ensures you’re capturing users who are directly searching for your brand. This tactic can effectively protect your brand against competitors who might otherwise capture that traffic. Especially in industries where competition is high (like eCommerce or hospitality) competitors often bid on each other’s brand terms to increase visibility. Additionally, brand bidding reinforces brand authority and control over messaging. Unlike organic search results, which pulls in content from multiple sources, PPC brand bidding allows you to highlight key selling points and position your brand in the best light. What are the disadvantages of brand bidding? While brand bidding has many advantages, there are some potential downsides. One common concern is that it may cannibalise organic traffic, as users who would have clicked on an organic result may instead click on a paid ad, incurring a cost. Testing can help determine if cannibalisation is a significant issue in a particular campaign. Additionally, if competitors aren’t bidding on your brand terms, the investment in brand bidding might be better allocated to other parts of the PPC funnel. 6 effective brand bidding strategy tips Now, let’s dive into the six steps to set up a brand bidding strategy that works. 1. Define Brand Bidding Objectives Before diving into brand bidding, clarify what you hope to achieve. Is the goal to increase brand visibility, protect brand integrity, or generate revenue? Understanding these objectives will help shape your strategy and determine how much budget to allocate. For instance, a primary goal of brand protection will require a different approach than a purely revenue-driven strategy. 2. Conduct SERP Analysis A competitive analysis is essential to understand the landscape for your brand keywords. Use tools like SEMRush to check if competitors are bidding on your terms. It’s also helpful to perform manual searches for your brand, as some competitors may not appear in automated tools due to limited visibility. SERP analysis should cover both search and shopping auction insights (for eCommerce). Identifying patterns in competitors’ bidding behaviours, like timing their bids around sales or major campaigns, allows you to adjust your strategy accordingly. 3. Identify the Value... --- ### Pinterest Insights for 2024 > As we prepare for the festive season, Pinterest appears to be a space where a new breed of “High-Action Festive Shoppers” is emerging. - Published: 2024-10-07 - Modified: 2025-02-25 - URL: https://www.found.co.uk/blog/pinterest-insights-for-2024/ - Categories: Consumer Behaviour, Digital Marketing, Paid Social, Social Media As we prepare for the festive season, marketers are ramping up their efforts to capture the attention of holiday shoppers. One platform standing out as a hub for consumer inspiration and purchasing decisions is Pinterest, where a new breed of “High-Action Festive Shoppers” is emerging. Here's a bit of a breakdown of the key insights for the 2024 holiday season that should guide your campaign strategy and maximise your return on investment this year. Please Note: Data included in this article has been taken from the Pinterest Festive Season 2024 and Remix of Festive Season Vertical Insights 2024 reports. The Rise of the High-Action Festive Shopper Pinterest users are not your average holiday shoppers. Dubbed "High-Action Festive Shoppers," this audience segment is young, ambitious, and keen to take their celebrations to new heights. Data reveals that 70% of festive season searches on Pinterest are from Gen Z and Millennials, with Gen Z alone making up 42% of Pinterest’s global monthly active users. These shoppers are unique because they aren’t just browsing—they’re personalising their holiday experiences, and they’re ready to spend. Compared to other platforms, Pinterest users spent 63% more during the festive season in 2023. Whether it’s festive tableware or holiday outfits, their baskets are filled with carefully curated items that add the aesthetic wow factor to their celebrations. Personalisation Meets Purchase Power Personalisation is at the heart of holiday shopping on Pinterest. 50% of users look for unique ways to personalise their festive experiences, whether through custom decorations, handmade gifts, or festive attire . This desire for personalisation doesn’t stop at décor—fashion, beauty, and even tech products see a major surge during the festive period. For fashion enthusiasts, Pinterest is where 76% of users purchased holiday outfits, with top subcategories like party outfits and Christmas attire seeing search spikes of up to 120% . Similarly, in the beauty category, 63% of Pinterest users shop for festive makeup, hair products, and accessories, while food & drink enthusiasts are pinning recipes at a higher rate, with searches for festive dishes like gingerbread increasing by 165% . Festive Season Spending Trends The shift in shopping behaviours reveals that Pinterest users start planning early and are more likely to spend across multiple verticals, including fashion, home décor, and even technology. By the time Black Friday hits, Pinterest users are ready to convert, showing 110% higher Black Friday tech purchases compared to non-Pinners. Beyond that, luxury shopping also sees a boost. Gen Z and Millennials are leading the charge in this space, turning to Pinterest as their primary source of festive luxury inspiration. In fact, 3 out of 4 luxury buyers use Pinterest for product discovery, with male users especially likely to gift high-end items. Capitalising on High Action For brands looking to leverage this holiday momentum, Pinterest offers a treasure trove of opportunities. The platform is a strategic powerhouse for holiday campaigns, with users more inclined to save, plan, and purchase. 44% of users added items to their basket after seeing them on... --- ### Best SEO Agencies in the UK > Explore the Top 10 SEO agencies with reviews and pricing details. Compare expert services to find the best fit for your business and boost your online presence! - Published: 2024-10-04 - Modified: 2025-03-18 - URL: https://www.found.co.uk/blog/best-seo-agencies/ - Categories: SEO Choosing the right SEO agency is a big decision - and rightly so. Your online presence is on the line, so you need an agency that doesn’t just talk the talk but delivers real, measurable results. In the competitive world of SEO, where every agency claims to be the best, finding the right partner to match your goals can be a challenge. Whether you’re an ambitious start-up or a well-established enterprise, you deserve an SEO agency that gets your vision and has the expertise to bring it to life. The answer? Knowing how to spot the agencies that truly stand out from the crowd. To make your search easier, we’ve curated a list of the best SEO agencies in the UK to help you cut through the noise and find your perfect fit. From improving search rankings to driving organic traffic, these agencies are proven experts who don’t just talk a good game - they deliver results you can trust. With our guide in hand, you’ll be ready to kickstart your SEO journey in 2025 and achieve long-term success. TOP 10 SEO AGENCIES 1. FOUND Found is a multi-award-winning SEO agency with offices in London and New York, turning organic search into a powerful, dynamic force across every searchable platform. In a world where SEO has evolved dramatically, getting it right has never been more crucial - no matter the platform. From Google to TikTok, Amazon to Instagram, and even AI-driven search, the way we search is constantly expanding. At the heart of Found’s success is their trademarked Everysearch™ approach - a game-changing method that tackles this seismic shift in search. By redefining how brands navigate the ever-changing organic search landscape, Found empowers businesses to thrive in a fast-paced, competitive world brimming with opportunity. https://www. youtube. com/watch? v=9CriJMcqmQc Found’s strong partnerships with leading companies like Google and Microsoft give them exclusive early access to the latest innovations and insights. This means their clients stay ahead of the curve, with strategies and campaigns that lead the way in an ever-evolving industry. Clients: Puma, Peacocks, Toolstation, ManyPets, DigitalRealty, TrustPayments. Prices*: From $1,000+ minimum project size. Reviews: 4. 8 Google  2. CEEK CEEK is an SEO agency based in London, Brighton and Manchester giving clients the edge they need to cut through the noise in today’s competitive digital landscape. Their passionate search team drives results with a forward-thinking approach, delivering outstanding results for a global client base. SEO is at the heart of everything they do, with deep expertise in Google and other major search engines. Always ahead of the curve, CEEK adapts to the ever-changing world of search algorithms, ensuring consistent results. With a unique blend of in-house digital PR, technical SEO, and content marketing specialists, every campaign is designed not just to boost rankings but to generate real revenue and strengthen your brand’s authority. Clients: Deliciously Ella, Mogu Mogu, Lavazza, The MAINE Ibiza, Disney. Prices: From $1,000+ minimum project size. Reviews: 4. 8 Google  3. Propeller Propeller helps ambitious brands in... --- ### Watch "Navigating audience complexities: A CMO's blueprint for sustainable growth" > We were delighted to attend, and deliver a keynote speech at, the 2024 GDS Summit in Ireland and now have a full recording of our session, “Navigating audience complexities: A CMO's blueprint for sustainable growth” available for you to watch upon request. - Published: 2024-09-23 - Modified: 2024-09-23 - URL: https://www.found.co.uk/blog/watch-navigating-audience-complexities-a-cmos-blueprint-for-sustainable-growth/ - Categories: Digital Marketing, General News We were delighted to attend, and deliver a keynote speech at, the 2024 GDS Summit in Ireland and now have a full recording of our session, “Navigating audience complexities: A CMO's blueprint for sustainable growth” available for you to watch upon request. REQUEST ACCESS At this GDS Summit in Dublin, Harry Williams (our agency’s Head of Growth), unveiled a comprehensive blueprint for navigating the complexities of an ever-evolving digital landscape. Using real-life case studies from our agency, Harry’s keynote explored the transformation of the digital landscape, gave advice to CMOs on how to understand and influence their brand’s audience and their online behaviours, and shared strategies for achieving sustainable and profitable growth in today’s competitive environment. Alongside delivering a keynote presentation, we spent time with CMOs at the summit discussing their current business needs and advising them on the benefits of employing a comprehensive Everysearch™ approach. “It was fascinating to hear about the variety of complex challenges being faced by today's CMOs and to have the opportunity to deliver my keynote on how we're tackling audience challenges at Found. using our Everysearch™ framework. ” - Harry Calvin Williams During his talk Harry actually discusses a few pieces of our work that aren’t available for you to view as case studies here on our website but we’d be happy to discuss all of the work we’ve done with you directly (on request). Why we took part in GDS The two-day summit over in Dublin provided us with plenty of opportunities to: Engage with senior leaders around a curated agenda that focused on tackling business critical challenges and driving the industry forward. Be a part of exclusive shared learning, horizon scanning and actionable insights sessions that enable organisations to deliver transformative strategies. Build meaningful relationships with brands as a solution provider and help businesses accelerate their existing projects and deliver on their objectives. We really enjoyed attending the summit and contributing to the event’s agenda. Now, we’re delighted to make Harry’s keynote presentation available for you all to watch upon request. If you watch the session and have any questions, don’t hesitate to reach out and contact us. --- ### 2024 SEO Landscape: Key Google Search Algorithm Updates > A comprehensive guide explaining all the major Google algorithm updates in 2024. Learn about the SEO landscape today. - Published: 2024-09-17 - Modified: 2025-02-25 - URL: https://www.found.co.uk/blog/2024-seo-landscape-key-google-search-algorithm-updates/ - Categories: Google Algorithm Updates, SEO The digital landscape is constantly evolving and SEO is no exception to this, making it increasingly important to be proactive with your organic strategy to stay ahead of the curve.   Google owns approximately 91% of the SEO landscape and is constantly releasing new algorithm iterations to provide a better end product to users, alongside creating a more efficient business model.   These algorithm updates can have a significant impact to the search results page and in some cases to the businesses who rely on this as a source of revenue, making it vital for companies to stay up to date with the latest SEO news.   What are Google Algorithm Updates? The creators of Google wanted to make the internet a more accessible place, however this mission wasn’t going to be achieved overnight, it’s thought that Google makes hundreds of updates every year often consisting of more large officially known algorithm updates.   The key purpose of these Google declared core updates is to focus on creating a search results page that will provide the most relevant and valuable information to users. However by doing that, websites often experience fluctuations in their organic rankings and traffic during these algorithm roll outs.   Google’s core algorithm updates aim to improve the overall search experience by: Prioritising high-quality content: by serving users with trustworthy, informative and valuable content. Combating spam: by actively identifying and removing spammy or low-quality websites from search results. Understanding user intent: by understanding the keyword within the user's search query to provide the most relevant information. What are the latest Google Algorithm Updates in 2024? Staying informed about the latest Google algorithm updates enables you to monitor performance during these volatile periods. Here are five key updates that have shaped the SEO landscape so far in 2024: 1. March 2024 Core & Spam Update:  The release of these two algorithm updates were a turning point for SEO due to a large number of high performing websites being negatively impacted during the 45 day roll out.   This major core update worked in conjunction with the March 2024 Spam Update focusing on tackling low-quality content and spam. And for the first time Google shared how their algorithm updates would no longer rely on a single signal or system to show more helpful search results.   The goal of Google algorithm updates was to remove AI generated spam from being served on the search results page by 45% by using Google's SpamBrain AI-powered spam detection system, as a result of this a greater emphasis was placed on Google’s helpful content system.   2. May 2024 Site Reputation Abuse: Back in March during the core algorithm update and spam update Google amended their spam policies so it’s no surprise an update was released two months after focusing on this.   On the 5th May Google’s Site Reputation Abuse Policy went into play, this was designed to target websites using manipulating tactics which often focused on the quantity of content instead... --- ### EVERYSEARCH™ x TRAVEL: The year of the Friendcation  > With travel having largely recovered from the pandemic challenges, we’re starting to see a key evolution in group audience behaviour. - Published: 2024-09-05 - Modified: 2025-03-05 - URL: https://www.found.co.uk/blog/everysearch-x-travel-the-year-of-the-friendcation/ - Categories: Consumer Behaviour, Travel, Trends Destination Inspiration for Friendcations: For when plans finally make it out of the group chat. Couple and family travel occasions are the typical, knee-jerk, go-to activations when brands market for groups in the travel and hospitality landscape. With travel having largely recovered from the grip of the pandemic challenges, we’re starting to see a key evolution in group audience behaviour—one that remains relatively untapped. In the last year, for travellers across all ages, it's more the merrier when it comes to travel companions. It's official, friendcations are on the rise.   Friendcations have gone from a trend among younger audiences to a mainstay occasion among travellers across all generations - whether they are Gen Z or Baby Boomers. Everysearch™: Social media influence isn’t just for the kids It is no surprise that the digitally native Gen Z are more likely than the average traveller to be influenced by social media. They’re by far the most likely generation to have social media ads or posts influence their vacation destination. What’s changed recently, though, is the number of older consumers who are adopting social media. Even though baby boomers are the least likely to leverage these options for travel influences, there’s clearly a growing market here. For those travelling in groups, the three most distinct factors which are important in picking a destination are nightlife, culture and activities. Which means visual, entertainment rich platforms are key to capturing their imagination.   While their favourite platform is Facebook, the number of baby boomer travellers who use Instagram has increased 13% year-on-year. We’ve seen an overall 32% increase in this generation tapping into social media for travel inspiration. By leveraging the right creative and platforms, and by emphasising entertainment alongside ease and accessibility, brands can effectively inspire and attract older generations and their companions in their travel journey. Tailoring your ‘deal’ to the type of group travel your audiences are searching for Those who travel with friends are 31% more likely than the average traveller to use Airbnb. This is because flexibility and personalised experience matters more to the group, as opposed to getting a pre-packaged deal.   Recommendation: Tailor your brand ‘deals’ to the type of group travel your audiences want to take.   Go from being the logistics provider to becoming the destination  Value for money is a key factor for travellers. Being able to prompt this anticipation of value is key throughout the customer journey from inspiration to research and planning across multiple platforms will help your brand gain cut-through.   Recommendation: Expand your venue-based content from aesthetic facility setup to show group experiences that your audience will visualise themselves in. Tap into trends like ‘plans making it out of the group chat’ to show people experiential group journeys that your brand can bring to life for them.   50 is the new 50 - show your audience that you see them as they are Ageist stereotypes are rampant in the marketing world while generations old and older alike are redefining... --- ### What is the AIDA Model? Examples & Uses > What is the AIDA Model? Learn about the AIDA Model and how to use it in marketing to win customers. Read our guide today. - Published: 2024-08-30 - Modified: 2024-09-10 - URL: https://www.found.co.uk/blog/what-is-the-aida-model-examples-uses/ - Categories: Digital Marketing The AIDA model is a classic marketing framework that guides potential customers through their buying journey. Developed in 1898 by St. Elmo Lewis, it originally described the process a salesperson must follow to lead a prospect to a successful sale. WHAT IS THE AIDA MODEL? The AIDA model describes a series of steps that customers follow when making purchase decisions. The stages consist of Awareness, Interest, Desire, and Action.   This framework typically aligns with the customer or marketing funnel and serves as a blueprint for developing effective marketing strategies that drive conversions and sales. WHAT DOES AIDA STAND FOR? The AIDA approach, over 125 years old, is perhaps the oldest acronym in marketing. Multiple versions of this framework exist today, all falling under the broad umbrella of "Hierarchy of Effects Models," which aim to understand potential customer behaviour to persuade them to take action on a brand, product, or service.   AIDA stands for Awareness, Interest, Desire, and Action. Awareness: People become aware of a brand, product, or service. This awareness typically stems from advertising, which captures attention by creating a buzz. Interest: As people become familiar with the brand and learn more about the product or service's benefits and how it fits their lifestyle, their interest grows. Desire: People develop a connection with the product, thus transitioning from mere interest to a more emotional inclination of wanting or "needing" it. Action: Finally, people decide to interact with the product or service by taking action. This could include signing up for a trial, subscribing to an email, making a booking or completing a purchase.   HOW TO APPLY AIDA TO DIGITAL MARKETING Digital advertisers and marketers often find it challenging to focus on the strategic big picture when most of their time is spent navigating through an abundance of intricate and overwhelming details. However, having a view of the broader perspective is crucial, especially because digital marketing today demands alignment between strategy, creative, and performance to achieve impact. The AIDA model provides a structured approach to help marketers guide potential customers through the buying journey. Awareness The first step in the AIDA model is to raise awareness and capture the attention of potential customers. This involves making them aware of your brand, product, or service through content forms with mass reach, such as advertisements, videos, podcasts, and social media. However, with people exposed to thousands of ads daily, being able to cut through the noise is essential. The goal is to be disruptive enough to capture attention without being annoying. Thumb-stopping content, especially when unexpected, can be particularly effective in paid media campaigns. On the SEO front, brands should focus on informational content at this stage. This is because someone getting to know your brand at the awareness stage will want to read something vastly different from someone who is ready to purchase or comparing products. Creating content hubs or "content clusters" can help structure content for various stages of the funnel. For example, if your target audience is... --- ### THE FUTURE OF PPC: KEY TRENDS TO WATCH OUT FOR IN THE REMAINDER OF 2024 > 2024's PPC landscape has been thrilling with AI and machine learning leading the charge. As H1 ends, here are our insights on what to expect for the rest of the year in Search. - Published: 2024-08-01 - Modified: 2024-07-31 - URL: https://www.found.co.uk/blog/the-future-of-ppc/ - Categories: Paid Search (PPC) 2024 has been a very exciting year already in the world of PPC with AI and machine learning advancements at the forefront of everything. ACTIVATION SGE, ‘AI Overviews’ & Incorporating Ads The AI Overviews (formerly SGE ‘Search Generative Experience’) has brought a huge amount of excitement. Using AI to deliver an immersive searching experience is one of the biggest developments we have ever seen and could genuinely change the way that people use Search Engines. However, amongst all of this eager anticipation is the lingering uncertainty over exactly where ads will fit in and a nagging fear that Google Ads accounts across the world could have their results turned upside down. Fortunately, our belief is that this won’t be the case. Primarily because it isn’t in Google’s interest to harm their biggest income source(! ), but also because Ads can, should and will be at the heart of this new and improved search experience. The setup may have to be different in order to accommodate the entirely new way of searching, but the reality is that if your ad is relevant then it will be front and centre. The aim is always to try and help people to take action faster and easier and with the extra context provided then customers will be qualified more effectively and the path to purchase ultimately reduced. Visual Search Entering The Game ‘Immersive’ is a key concept of everything coming out of Google at the moment. Inspiration can come from anywhere and the belief is that the more seamless the integration of your phone to the engine the more seamless your purchase journey will be. Enter visual search. Utilising AI from image searches is not brand new (as anyone who uses Pinterest regularly will know), however joining the dots between something you see in the real world and want to buy has always been a little clunky.   The introduction of Google Lens (and others) has made the visual searching process both easier and more tailored to the individual and the incorporation of shopping ads into visual search is set to change the ad game as a result. See it, photograph it, buy it. This can only be a good thing for online retailers. Interactive AI Ad Experiences Say goodbye to the days of hundreds of ads being built out just to highlight sales.   “What performs better X% off or save £Y? ” - Real answer: It depends. Static experiences are fine tuned to the mass average, but tailored to no individual and this means that (through no fault of your own) you are leaving sales on the table.   AI powered recommendations will give new depth to ads and provide a personal experience that is tailored to the individual rather than the masses. Yes, some people will still only be interested in offers and there will be no loss there, but for everyone else wondering how the product works, what its features are, where it can be used or why it is the right choice will now have their answers. These tailored recommendations will connect with customers throughout their purchase journey and deliver increases in volume... --- ### VIDEO ADS IN PPC: BEST PRACTICES FOR 2024 > Video ad investment is growing rapidly, outpacing overall digital advertising growth. Here we explore how this shift has come about. - Published: 2024-07-30 - Modified: 2024-07-23 - URL: https://www.found.co.uk/blog/video-ads-in-ppc-best-practices-for-2024/ - Categories: Digital Marketing, Paid Social Video ad investment is growing rapidly, outpacing overall digital advertising growth. Here we explore how this shift has come about. You may or may not have noticed, but there has been a seismic shift in video ad investment over the last year. Digital continues to grow, but reports suggest that video ad investment is rising at a rate that is nearly double that of overall digital advertising investment. This is particularly interesting as for many Google Ads purists then video campaigns have often been viewed as an afterthought. The challenges around attributing value have always been a huge hindrance and having the video campaigns sat next to the hyper efficient and super trackable Search and Pmax campaigns only made matters worse. So why the change? How has video gone from being the black sheep in a ‘performance’ focused platform to such a hotbed for extra investment? Well, in our opinion, the answer is in the timing.   Over the last year tracking across the board has been thrown up in the air. The promised but now abandoned loss of 3rd Party Cookies, greater focus on personal data privacy and the introduction of GA4 have all completely transformed how we attribute performance. Modelled results and utilising AI to fill the gaps has become an accepted norm and the byproduct of this is a lot of change in how the ‘success’ of campaigns is perceived. A lot of the typical ‘high performers’ have taken a hit (unlike Video), which has undoubtedly helped, but more significantly it has generated a greater level of uncertainty in measurement overall that has paved the way for increased willingness to embrace the imperfect measurement that video has always offered. Secondly, the rise in TikTok has forced businesses to embrace video. The need to not be left behind has pushed advertisers to invest in video assets which has not only normalised video, but it has also enabled an improvement in potential returns-per-video investment - something that has been a stumbling block for clients for many years. So, with all of this in mind, let’s dive into how you can make the most out of video for the remainder of 2024. DELIVERING EFFECTIVE VIDEO ADS Creative First: Truly Commit To The Video Asset This should perhaps go without saying, but for video to thrive then the video itself needs to be as strong as possible. As anyone who has experienced the ‘joy’ of having auto-generated Pmax videos knows, not all video is good video... so it’s worth pushing it to be the best that you can create. Typically, In this arena, you have four options:  Glossy, big brand style videos Rough and ready low-fi video User Generated Content (UGC) AI generated video Considering the glossy, high end videos normally come with big brand costs then this may be prohibitive, but low-fi and UGC are not only realistic options, but have also proven to be incredibly effective. UGC in particular typically generates the highest level of engagement across all digital platforms (which is an added benefit from a versatility perspective) and doesn’t need to break the bank. Finally, AI generated... --- ### AI in Marketing: How Found Utilises AI to Transform Digital Marketing Campaigns > Want to use AI in your marketing? Learn about AI and how Found utilises it to transform digital marketing campaigns. - Published: 2024-07-24 - Modified: 2024-07-23 - URL: https://www.found.co.uk/blog/ai-in-marketing-how-found-utilises-ai-to-transform-digital-marketing-campaigns/ - Categories: AI & Machine Learning, Digital Marketing What is AI marketing? AI marketing is the use of artificial intelligence technologies like machine learning, natural language processing, and data analytics to enhance, accelerate and scale marketing activity. When deployed effectively, it can enable marketers to gain deeper customer insights, personalise content, predict customer behaviour, and deliver targeted messaging at scale across channels, to name just a few of the benefits. The premise of AI marketing is that by adopting and integrating AI into marketing activities effectively, marketers can improve campaign performance, customer engagement, and marketing ROI while at the same time reducing their costs. How can AI be used in marketing? The central uses of AI in marketing at present are: Personalisation - Tailoring content, product recommendations, and experiences to individual customers based on their data and behaviour. Predictive analytics - Analysing data to forecast customer actions, market trends, and campaign outcomes. Content creation - Generating and optimising marketing copy, images, and videos. Chatbots and virtual assistants - Providing instant, personalised customer service and support. Ad targeting - Delivering ads to the right audience at the right time to maximise relevance and conversions. Social listening - Monitoring online conversations to understand customer sentiment, interests, and needs. Marketing automation - Streamlining and scaling repetitive tasks like email campaigns, social media posting, and lead nurturing. When applied effectively, AI can enable more efficient, insightful, and impactful marketing across the customer journey. What are the advantages and disadvantages of using AI for marketing? Advantages of using AI in marketing: Enhancement of marketing tasks - AI enables new capabilities previously unavailable or prohibitively expensive. For instance, LLMs can accurately analyse social media text at scale, avoiding the choice between limited accuracy of older AI or high costs of human labour. Acceleration and scaling - AI allows skilled marketers to produce more high-quality work in less time. This could mean creating well-researched content briefs quickly, freeing up time for more authentic writing or producing additional high-quality briefs. Integration - AI for digital marketing can be seamlessly incorporated into client work through technically proficient team members using technologies like Python and Google Cloud infrastructure. These advantages lead to increased ROI on marketing campaigns and more impactful data insights. Disadvantages of using AI in marketing: Reliance on high-quality data - AI solutions follow the GIGO principle (garbage in, garbage out). Results are only as good as the foundational data, necessitating effort to ensure data accuracy and quality. Human expertise required - Controlling AI outputs has a learning curve. LLMs can appear more intelligent than they are, potentially leading to poor outcomes if users lack experience. They're best conceptualised as cognitive tools requiring experience and expertise to handle correctly for desired marketing outcomes. At Found, our marketing professionals are seasoned in effective use of the latest AI marketing advancements, ensuring you're in safe and experienced hands. Some examples of how we utilise AI to transform digital marketing campaigns: 1. Next-level search intelligence insights with Luminr At Found, our flagship AI innovation partnership is with Luminr, a... --- ### The Impact of Social Media on PPC: Trends & Tactics > The biggest change in search behaviour over the last few years hasn't been happening on ‘Search’ at all. Instead, the masses have been turning to Social platforms to perform searches. - Published: 2024-07-16 - Modified: 2024-07-18 - URL: https://www.found.co.uk/blog/the-impact-of-social-media-on-ppc-trends-tactics/ - Categories: Paid Search (PPC), Paid Social The biggest change in search behaviour over the last few years has, interestingly, not actually been happening on ‘Search’ at all. Instead, the masses have been turning to Social platforms to perform searches with both overall and proportional volumes seeing significant rises. The Drum, via Hubspot, shared that 1 in 3 people now use a Social platform to find answers to questions with 1 in 6 preferring the process to conventional Search altogether. Additionally, the biggest change to ‘the norm’ has come from Millennials and Gen Z with nearly two thirds preferring Social apps such as Reddit to Search Engines. Considering that the demographic profiles of the biggest promoters of Social search are the two youngest then this ‘trend’ looks like it is not just here to stay, but will actually get even more pronounced over time. One of the biggest causes of this is the meteoric rise of TikTok. According to sources there are 23 million TikTok users in the UK alone and they are rapidly catching up to the 35m Instagram users and 45m Facebook users. Not only is TikTok growing at twice the rate of either of these, it also has a 50% higher monthly time spent than Facebook and 300% higher time spent than Instagram. This level of movement on one side of the market has created both concern and excitement in equal portion for most digital advertisers and the need for imminent adaptation is clear. However, although everyone agrees that there is a clear need to adapt to this new world, working out how exactly you should do that is another matter altogether... Conventional search - Where do we stand now? With all of the above pointing to a significant change in the status quo then it does beg the question: what does the future look like for Search Engines? Having had things nearly all their own way for well over 10 years, the change in behaviours of Millennials and Gen Z has really turned things on their heads. The main trigger for this has undoubtedly been the rise of smartphones (specifically the convenience and familiarity of apps that they bring) and with that only set to bed in further with the next generations then a pivot to ensure continued relevance is absolutely necessary. The biggest and most obvious move to address this looming imbalance is Google’s decision to forge a partnership with TikTok. The numbers outlined in the first few paragraphs showcase the sense behind a move and the real world output of this has been TikTok videos showing in Google Searches and vice versa. Specifically, on the Google side, TikTok videos are already present for any relevant searches, but more importantly they are (reportedly) set to play a big role in Google’s AI Overview (Search Generative Experience). Google have put all of their eggs in the AI basket and bet that making the Search experience as immersive as possible is going to be what keeps them ahead. Incorporating high quality, relevant Social results not... --- ### How to Plan a Website Redesign in 7 Steps: The Ultimate Guide > Discover the ultimate guide to planning a website redesign in 7 easy steps. Our guide walks you through essential steps for a successful transformation. - Published: 2024-07-11 - Modified: 2024-12-10 - URL: https://www.found.co.uk/blog/how-to-plan-a-website-redesign-in-7-steps-the-ultimate-guide/ - Categories: Digital Marketing, How to, SEO Website Redesign Planning: The Ultimate Guide Embarking on the journey of redesigning your website may seem complex, but we’ve curated a comprehensive guide to streamline the process and ensure your website becomes a powerful asset for your business. Our guide walks you through essential steps from audience research to information architecture and helpful tools. Let's begin. 1. Benchmark your current performance Before planning your website redesign, it's crucial to document your current performance metrics. This will provide a clear understanding of your website's current status and highlight areas for improvement during the redesign process. The significance of each metric may vary based on your redesign goals, but reviewing these areas can be beneficial before starting the process: Sessions, users, new users Engagement rates Conversion rates Top-performing pages in terms of conversions/leads/revenue Top-performing keywords Number of inbound linking domains 2. Conduct thorough research Research is critical for a business or service to succeed. The key areas are – audience, competitor and search landscape research. This will give you a solid understanding into your competitive landscape, identify your target customers, and help you devise strategic approaches to capture their attention and engagement. i) Audience Audience research revolves around understanding customer expectations, behaviours, needs, and motivations. The better your understanding of your customers, the more confidently you can design user experiences and fine-tune content on your website. Whether it's visual aesthetics, messaging, or product/ service offering, you can customise every detail to your target audience's preferences and motivations. ii) Competitor Competitor analysis presents an inspiring opportunity to observe other businesses within your industry while also aiding in pinpointing potential market gaps. When conducting research, don't just focus on your primary competitors; also consider your search and digital competitors. Document their strengths, areas for improvement and any other valuable insights you can gather. Visualise the user journey from the perspective of your target customer evaluating the accessibility of the content and identifying any areas that cause frustration. iii) Search Landscape One of the most critical steps when planning a website redesign is to understand digital search space - analyse your market, your brand’s performance within it, and determine keywords your prospective customers are using to discover your products or services. Here at Found, we use Luminr, our proprietary technology which consolidates the full spectrum of search results into a unified interface. It provides unrivalled insights into every search performance - the attention you are capturing, the influence you are having, and the moves your customers and competitors are making. There are many other tools out there you can use, like Google's Keyword Planner or Semrush, the choice is yours. Once you've compiled all your actionable insights, you can utilise them to inform your site’s AI or integrate them strategically across your website copy to drive search visibility and SEO performance.   3. Perform a content inventory audit When you are rebuilding an existing website, it is highly beneficial to conduct a content inventory early in the planning process. A website content inventory audit provides... --- ### Harnessing the Power of AI in PPC Campaigns > When it comes to PPC, the latest AI advancements should be treated as opportunities for evolution. Here's why. - Published: 2024-07-10 - Modified: 2024-07-10 - URL: https://www.found.co.uk/blog/harnessing-the-power-of-ai-in-ppc/ - Categories: AI & Machine Learning, Digital Marketing, Paid Search (PPC) The buzz around AI over the last year has been intense with many areas of advertising (and most of the planet. . ! ) feeling like a whole new world of opportunity has been opened up. However, when it comes to PPC, the reality is that AI has been a part of everything we’ve done for years and that the latest advancements should be treated as opportunities for evolution rather than a need for absolute revolution. Nearly a decade ago PPC was built on manual optimisations. The focus was always on maximising control - adjust every single bid using manual CPC, focus on Exact keyword only, avoid Broad, use single keyword ad groups (SKAG), make hundreds of unique ad copy, create unique landing pages for keywords, single product shopping grouping - the list goes on, but the rule of thumb was that the more granular your account was the better your results would be.   However, although this level of granularity gave you control, and was undoubtedly the best way to deliver results at the time, the approach had four major weaknesses: 1. It took an ungodly amount of time to update the entire account (... and where Google Ads Editor would break more often than not) 2. The setup wasn’t able to react to real world changes 3. The scale ended up being very difficult to effectively manage 4. Human error / mistakes were easy and could sit unnoticed for a long time These four problem areas can be summed up as: slow, rigid, difficult and unreliable. Those were considered unavoidable ways of life when it came to optimising an account and this is exactly why AI began to wriggle its way in. Every action that has been taken by companies in the PPC space over the last 10 years has been to improve or remedy these four areas. They know that if the Google Ads experience is fast, responsive, easy and reliable then more people will spend more time spending more money. This sounds like it should be a bad thing, but the reality is that with these improvements then people are happy to spend more because the platform is capable of delivering increased results in line with the increased investment. It’s a win-win. Fast forward to today and almost all aspects of this granular approach have now gone. Manual bidding, static ads, single keyword ad groups and standard shopping have (in the most part... ) been consigned to the history books and in their place has come Smart Bidding, Broad, RSA, Demand Gen, PMax and many, many more.   All of these ‘new’ features have been introduced over the last few years and have gradually phased out their manual predecessors one by one. This has meant that our familiarity and comfort with the machine has subconsciously been built up to the extent that our trust in AI and attitude towards working with it to maximise results is now second nature.   Photo by Igor Omilaev on Unsplash... --- ### Found win 'Best use of Google Media' at the Independent Agency Awards 2024 > We’re delighted to share the news that Found has won 'Best use of Google Media' at this year’s Independent Agency Awards. - Published: 2024-07-03 - Modified: 2024-07-04 - URL: https://www.found.co.uk/blog/found-win-best-use-of-google-media-at-the-independent-agency-awards-2024/ - Categories: Digital Marketing, General News, Paid Search (PPC) We’re delighted to share the news that Found has won 'Best use of Google Media' at this year’s Independent Agency Awards for our work with Peacocks. The awards ceremony took place last night and members of our team were thrilled to go up onstage to accept the award. The Award This particular category is sponsored by Google is designed as an opportunity for independent agencies (like us) to showcase and celebrate the best and most innovative use of Google products such as Google Ads and Youtube. It's specifically for campaigns that boost brand awareness, increase leads, online sales and conversion rates whilst showcasing detailed targeting techniques and contextual creative to deliver great results and stellar performance. The Work Found have be working alongside Peacocks since 2022. They are a fashion retail chain based in the UK and sit within the wider Edinburgh Woollen Mill group, with both online and in-store paths to purchase. They sit in a highly contested landscape, where market demand has been led by sale promotion periods and dominated by large brands. The results of this particular piece of work we did with them were very impressive. By focusing on elevating brand awareness, prioritising click quality, and driving substantial revenue growth, our dedicated team of experts achieved exceptional results. This work really demonstrated the power of a strategic approach – one that recognises the value of customer acquisition and brand building alongside cost optimisation. By working with Peacocks to invest in targeted marketing initiatives, we were able to break through the growth barrier and achieve substantial success. The Feedback https://www. youtube. com/watch? v=dhjj9oNaojo Congratulations to the team at Found! This was a superb example of innovation, strategy, a challenger mindset, meticulous use of data, but most of all really great creative thinking. It drove impeccable results for Peacocks and breathed new life into the brand. Well done! Sarah Byrne, Google Our Thoughts This was a collaborative effort involving strategic planning, compelling creatives, and full leverage of Google's offerings - culminating in a 55% sales increase and a 13% year-over-year revenue growth for Peacocks, who we love working with. This monumental success is a direct reflection of the extraordinary work ethic and talent of my team—Ella-Rose Hatchwell, Lauren Guzewich, and Joanne Jackson. Their tireless dedication is the driving force behind our achievements and I’m so proud!   Juliette Fletcher (Account Director | Found. ) --- ### 10 Best SaaS Digital Marketing Strategies for 2024 > Learn how to implement effective strategies and techniques to help your SaaS business navigate the digital landscape successfully in 2024. Read our guide. - Published: 2024-06-28 - Modified: 2025-02-25 - URL: https://www.found.co.uk/blog/10-best-saas-digital-marketing-strategies-for-2024/ - Categories: B2B, Paid Search (PPC), Paid Social, SEO The world of SaaS is ever-expanding. According to Statistica, revenue in the SaaS industry will hit $344 billion by 2027, and innovations in AI will only see this number continue to grow exponentially over the coming decade. With the explosion of start-up tech and established industry heavy-weights continuing to evolve and introduce innovations that transform the way we work, yesterday's announcement quickly falls into tomorrow's history books, and getting seen becomes harder and harder. Navigating the evolving landscape of SaaS Digital Marketing Value creation doesn’t happen overnight and establishing a strong digital footprint is integral to the long-term success of any business, and deploying the right digital marketing strategies in the SaaS world means you’ll get seen by your target audiences no matter where they’re searching. That’s where Everysearch™ comes into play. Everysearch™ is the framework we apply to identifying your target audiences, making sure your brand is being seen at any given opportunity. Thanks to our proprietary technology, Luminr, we’re able to spot gaps and assess your competitor's tactics to establish the strategy that is going to drive the most value and point more customers towards your sales team. By being able to showcase what optimal coverage looks like within your sector, we can tell you which channels and what platforms you need to appear on throughout as users journey, from discovery triggers right through to conversion. No tactic should be seen in isolation, and instead, the following pointers will help steer you in the right direction to be wherever your audiences are. 1. Establishing your brand world You want to show up wherever your audience is, and there’s nothing like consistency to make sure people remember who you are. Having a clear brand identity that offers flexibility depending on the platform will go a long way in opening up opportunities for you to utilise within your digital marketing strategy. Think of 3-5 different scenarios in which your audience may see you and think about what you want to say to them in each and make sure you have brand guidelines to reflect each of them. 2. What is your value manifesto? Once you’ve got the above, you’ve got an asset that is vital to the next technique, which is showcasing the value you can add to your potential customers. You need to have a clear manifesto to your audience that you can be trusted, and that your SaaS technology is the answer to them. That’s where the content on your site comes in. It’s your manifesto to prospective customers that you can offer a valuable asset that will improve their working lives. 3. Be part of a digital community Forums have been around for decades but their position within digital marketing is only now being explored and utilised for value. Reddit is coming up to 20 years old and only now is Google seeing it as a reputable source of information to serve in search results pages. This is where communities of users gather to query, educate and... --- ### The Future of Search Marketing: Introducing Everysearch™ Approach > The search landscape has undergone a significant shift, extending way beyond traditional search engines in recent years. Here is the future of search marketing. - Published: 2024-06-20 - Modified: 2025-02-27 - URL: https://www.found.co.uk/blog/the-future-of-search-marketing-introducing-everysearch-approach/ - Categories: Digital Marketing, General News The future of search and SEO has fundamentally changed. It’s no longer just about conventional search engine success. Search is so much more than that. If you consider your own user behaviour and search habits, you’ll notice this shift. Search is everywhere. Search now spans across social media platforms, video-streaming networks, marketplaces, travel portals - the list goes on. The future of search relies on getting a solid understanding of where your audiences are, where they are browsing online, and how you can grab their attention to ultimately get their attention and get ahead of your competitors.   https://www. youtube. com/watch? v=9CriJMcqmQc Search engine dominance & the need to adapt Digital marketing strategies have traditionally relied on search engines such as Google and Microsoft as a fundamental backbone. While this remains true, major players like Google have recognised the need to evolve with consumer demands and changing search behaviours. At GML 2024, Google introduced the headline ‘Search in new ways,’ powered by their new custom Gemini model. Key advancements include: Quick answers with AI overviews: Already tested in Search Labs with over a billion uses, AI overviews are now being rolled out to everyone in the U. S. , with more countries to follow. I’ve already seen lots of examples of these showing in the UK for more long-tail informational keywords.   Simplified language and detailed breakdowns: AI overviews will offer options to simplify language or break down information for more detailed understanding. Handling complex questions: Instead of breaking queries into multiple searches, users can ask in-depth, detailed questions in one go. Planning ahead: Search will assist with planning tasks such as meal preparation, gym routines, and party planning, with the ability to export plans into Google Docs or Gmail. As Google adapts to these changes, digital marketing specialists must also evolve to capture audiences across diverse platforms. Embracing these advancements ensures we reach users when it matters most, regardless of where they are browsing. Everysearch™: The future of search marketing  The digital landscape has changed dramatically, especially over the last five years. The way consumers discover new products has evolved. While search engines strive to be the perfect solution for discovery, they simply can't match the effectiveness of social media. Social media excels at discoverability, and to win at search in 2024 and beyond, your brand must be discoverable online. A new report from WARC underscores the dominance of social media as the leading media channel globally in terms of ad spend. Social media has become an integral part of the customer purchasing journey. Although traditional 'performance' metrics may not fully capture its value, brands are increasingly investing in social platforms due to the evolving user journey. While Google and other search engines excel in converting and driving last-click ROAS, social media plays a vital role in building brand awareness.   Multi-channel marketing is a familiar concept but, in search marketing, it’s a whole new ballgame. Everysearch™ - a term we coined to encompass this seismic shift in the... --- ### We're a 2024 Great Place to Work for Development > We've made it onto the prestigious Great Place to Work for Development list in the Medium Category. This is a brand-new category for 2024, - Published: 2024-06-10 - Modified: 2024-06-19 - URL: https://www.found.co.uk/blog/were-a-2024-great-place-to-work-for-development/ - Categories: Culture, General News Last week, we were thrilled to learn that we made it onto the prestigious Great Place to Work for Development list in the Medium Category. This is a brand-new category for 2024, and what a way to make our debut — at number 16! For the past eight years, we have consistently ranked in the Great Place to Work list, an accolade that honours organisations fostering thriving workplace cultures. These cultures not only enable their people to flourish but also drive business success. A crucial element of this success is providing opportunities for learning and development, and it highlights the companies that offer exceptional experiences for growth at work. This recognition holds particular significance for us at Found, as the development and progression of our team is a cornerstone of our people-first approach. We firmly believe that career progression is a deeply personal journey, unique to each individual. Our mission is to ensure that development opportunities are both meaningful and impactful for every team member. We take immense pride in our internal mobility rate of 58. 8% in 2023, a testament to our commitment to nurturing talent from within. What Makes This Recognition Special To be eligible for recognition in any GPTW list, companies must first meet the Great Place to Work Certified™ standard. This involves rigorous assessments against the Development Index, which includes ten statements from the core Trust Index™ survey, identified as having the most impact on employees’ development experiences. These are all grouped into four key essentials: Development, Management Behaviour, Empowerment, and Recognition. Our Approach At Found, we understand that the path to development varies greatly among individuals. Here’s how we approach the four key areas identified by Great Place to Work: Empowerment Essentials Freedom is one values; we thrive on autonomy and empowerment and the confidence to make a difference everyday. We trust our people to learn through experience and be empowered to own their role. This autonomy is fundamental in allowing our team to develop their skills and confidence, preparing them for future possibilities at Found. Recognition Essentials Recognising our employees' efforts is crucial to fostering a growth-oriented culture. We have multiple reward and recognition initiatives to ensure that good work is shouted about, helping to identify where individuals excel and where they can continue to grow. By valuing everyone’s contributions, we create an inclusive environment where our team feel appreciated and valued. Management Behaviour Essentials Inspiring managers and leaders is a core focus of our people strategy as we know strong management goes hand in hand with development. We invest in leadership and management training to ensure our managers are supported to lead with care, clarity and coaching, untapping the potential of our team.   Development Essentials With quarterly growth conversations, we ensure the conversation is ongoing around development and not a once a year thing. We empower our team to own their growth, focussing on possibilities and opportunities through experience, exposure and training. Each one of our team members has a personalised career... --- ### Found Invest in Everysearch™ > Found invests £1 million to create UK-first audience insight technology. - Published: 2024-06-07 - Modified: 2024-12-03 - URL: https://www.found.co.uk/blog/found-invest-in-everysearch/ - Categories: AI & Machine Learning, General News Found’s proprietary technology, created by our in-house team of engineers and AI experts to provide cutting-edge audience insight data from multiple networks, platforms and marketplaces, is a first of its kind market development. It provides detailed insights into audience habits, helping to establish market positions and determine how best to spend marketing budget wherever the customer is, whatever platform they are on, and whoever drives their motivation. https://vimeo. com/943690710/dd25ed3038 Why Everysearch™? The Found team have spent two years developing the revolutionary technology and framework after recognising how the industry was rapidly evolving and search marketing no longer being just about conventional search engines. Search now spans social platforms, marketplaces, travel portals, video sharing, and entertainment platforms. Search is everywhere. And the audience data required for marketing activity must change and adapt to reflect this change in audience behaviour. “We are embracing change and ensuring our team and our clients are ahead of the curve with the development of Everysearch™. Google handles over 3. 5 billion searches per day however, with Facebook averaging over 2 billion and 83% of Instagram users saying the platform helps them discover new products and services, it’s time to embrace the search revolution and recognise that search is everywhere. The audience-first approach is the way forward and our technology, data insights and expert team of creatives will change the industry and businesses. As an ambitious and dynamic agency, we strive to achieve unparalleled performance across every searchable platform. ”  Natalie Patel (Managing Director at Found, the Everysearch™ agency) https://vimeo. com/962111672 It’s simple - with 40% of Gen Z relying on social media platforms, including TikTok and Instagram, for their searches, a brand's search visibility has never been more paramount on every relevant searchable platform. Brands need to be ahead of the curve to ensure they stay competitive. The Everysearch™ technology will consolidate the full spectrum of search results into a unified interface, providing an Everysearch™ score and insights to help maximise performance. Want to find out how Everysearch™ could take your business to the next level? Contact our team of search experts here. --- ### Everysearch™: A Transformative Digital Marketing Strategy - Published: 2024-06-05 - Modified: 2024-06-05 - URL: https://www.found.co.uk/blog/everysearch-a-transformative-digital-marketing-strategy/ - Categories: Opinion, Trends A good digital marketing strategy is fundamentally a good business strategy. Today, every customer and client operates in a digital environment and so, by extension, every business needs to have an effective digital strategy. Powered by data, digital marketing has the advantage of being able to test, learn and develop at both speed and scale meaning that businesses who get their strategy right, are able to achieve exceptional growth. WHAT IS A DIGITAL MARKETING STRATEGY? In its simplest form, a digital marketing strategy is a plan that connects a business with its customers. The key to a good strategy is the coherence and coordination of specific actions behind that plan with a specific objective in mind. Contemporary strategies which are resilient in the fast-evolving digital marketing landscape and can outpace a competitive market focus on these key things in order to drive tangible business results: Coherence: a detailed understanding of both your market, your products/services and, most importantly, your customer - who they are, and how they engage with brands online. Coordination of specific actions: this really is the core of your strategy, having a comprehensive understanding of how you will engage with specific customer types, on which channels and what creative will perform best.   Specific objectives: typically the objectives will reflect KPIs for core business performance: revenue growth, increased profitability, reduced customer acquisition cost. Sophisticated strategies determine specific targets and ensure the accurate and validate measurement of progress towards these goals. "A future-proofed digital strategy merges clarity with impact, turning complex challenges into growth opportunities. Beyond today’s KPIs, it must commit to crafting sustainable growth models that enhance your brand’s future equity, ensuring every move counts. ” INTRODUCING EVERYSEARCH™ The digital marketing landscape has always been defined by rapid evolution. In fact, it’s this ever-changing nature that has always attracted disruptive businesses as it creates the opportunity for more agile brands to acquire new customers and market share from slower-moving competitors. However, the last few years in particular have seen a real shift in the way people incorporate multiple digital touchpoints, channels and content formats when looking to discover new ideas, brands and products. We used to conventionally think about Search as being exclusively the preserve of the search engines and, conversely, social platforms being simply where people consumed content. However, as the platforms have evolved and people’s online behaviours have changed we need to completely redefine the notion of Search as being about capturing visibility, commanding attention, and maximising performance across every searchable platform.   Where we might have talked about upper- and lower-funnel activity, we must adopt a more contemporary approach to digital strategy such as the messy middle marketing model where people bounce between exploration and evaluation - incorporating a variety of channels, media and purchase influencers - before ultimately arriving at a decision. The Everysearch™ framework is the key to success in this diverse landscape as it provides both the insight on how and where your customer personas are searching online as well as... --- ### SEOmonitor: AI Overviews Integration - Published: 2024-05-28 - Modified: 2024-06-03 - URL: https://www.found.co.uk/blog/seomonitor-sge-insights-integration/ - Categories: AI & Machine Learning, SEO The integration of AI Overviews into SEOmonitor’s platform is poised to be a game-changer for SEO professionals. Here’s how this new feature will impact the way you optimize for search engines: Advanced Keyword Insights One of the most significant benefits of AI Overviews is the ability to dive deeper into keyword data. SEO professionals will gain a richer understanding of how users interact with search results, revealing the nuances of search intent that are often missed by traditional keyword tools. This depth of insight allows for more precise targeting and optimization, ensuring that your content is aligned with what users are truly searching for. Enhanced Content Strategy Crafting relevant and engaging content is at the heart of effective SEO, and AI Overviews will take your content strategy to the next level. By leveraging detailed information about user queries and expectations, you can create content that not only ranks well but also resonates with your audience. This means more engaging articles, blog posts, and landing pages that meet the specific needs and interests of your target market. Performance Metrics Staying ahead of the competition requires real-time data and insights, and this is where AI Overviews truly shine. The integration will allow you to monitor trends and adapt your strategies quickly based on up-to-the-minute performance metrics. Whether it’s tracking the success of your latest campaign or identifying emerging trends, you’ll have the tools you need to stay agile and responsive in a fast-paced digital landscape. Why This Matters In the ever-evolving world of digital marketing, staying ahead of the curve is essential. SEOmonitor’s integration of AI Overviews empowers marketers to make data-driven decisions that are both strategic and impactful. Here are a few reasons why this development is so significant: 1) Empowering Data-Driven Decisions With access to comprehensive and detailed insights, marketers can move away from guesswork and rely on solid data to inform their decisions. This leads to more effective strategies and better outcomes for clients, as every decision is backed by real user behaviour and trends. 2) Refining Strategies SEO is not a set-it-and-forget-it discipline; it requires constant refinement and adjustment. The real-time data provided by AI Overviews will enable marketers to refine their strategies continually, ensuring they remain effective and aligned with current search behaviours and trends. 3) Achieving Better Results Ultimately, the goal of any SEO effort is to achieve better results—higher rankings, more traffic, and increased conversions. The enhanced capabilities offered by AI Overviews mean that marketers are better equipped to achieve these goals, delivering superior results for their clients and outperforming competitors. SEOmonitor’s integration of AI Overviews marks a significant advancement in the field of search engine optimization. By providing advanced keyword insights, enhancing content strategy, and offering real-time performance metrics, this new feature empowers SEO professionals to make more informed, strategic decisions. In an industry where staying ahead of the curve is crucial, SEOmonitor is providing the tools necessary to lead the way. As we approach the launch date on June 3rd, the anticipation is... --- ### Google's Third-Party Cookie Update > Google calls off third-party cookie updates again. Our Head of SEO and resident Google expert, Dan Fernandez, explains everything you need to know about the latest updates.  - Published: 2024-05-27 - Modified: 2024-12-03 - URL: https://www.found.co.uk/blog/googles-third-party-cookie-update/ - Categories: Google Algorithm Updates, SEO Google has recently announced that it has, once again, delayed its plans to phase out third-party cookies in Chrome. The initiative to remove third party cookies was first introduced in 2019 and has been delayed multiple times since then, so it comes as no surprise that the search giant announced another delay in a recent update. It’s currently looking like the phase out will now happen in early 2025.   So what does it all mean? Let’s get into it...   What is the third-party cookie depreciation?   Back in 2019 Google launched an initiative called Google's Privacy Sandbox, which aims to improve privacy across the web, while still allowing businesses to gather relevant data for advertising purposes. Third-party cookies have historically been implemented by advertisers and website owners, meaning they can track users without clear consent and therefore create profiling that is invasive. Not only that, this type of cross-site tracking can be exploited by cyber criminals to steal data or spread harmful malware. Quite rightly, this activity sparked concerns with regulatory bodies as well as consumers so Google announced this programme as a way of phasing them out. The original aim was to have the cookies phased out on Chrome by 2020, which has been pushed back and back and now pushed back again to 2025.   Why has it been delayed? Well, that’s a good question and one a lot of people are asking, after so many delays. The short answer is; it’s getting complicated! There are multiple different stakeholders involved and it’s taking longer than expected to get all parties on the same page.   In the most recent update from Google, which can be read here, the reasons are twofold.   Firstly, there are some challenges collating feedback from the industry regulators and developers and it needs to work closely with all related parties to get it right and roll out the initiative and seemingly need more time to do so.   “We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem” Secondly, Google is working closely with the UK’s Competition and Market Authority (CMA) and they have requested more time to review results for industry tests from participants who have a deadline for the end of June. With that deadline in place, it’s clear they need more time after June to review and analyse the results.   "It's also critical that the (UK’s Competition and Markets Authority) has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4. " What does it mean?   It means that the third-party cookies will continue to be live across Chrome until early next year, at the earliest. But it’s safe to say, no one is... --- ### Highlights from Google Marketing Live 2024 - Published: 2024-05-24 - Modified: 2024-05-29 - URL: https://www.found.co.uk/blog/highlights-from-google-marketing-live-2024/ - Categories: AI & Machine Learning, General News, Google Algorithm Updates, Paid Search (PPC) Last week, Google Marketing Live 2024 offered an exciting glimpse into the future of advertising, showcasing how artificial intelligence (AI) is transforming media, creative processes, and measurement methodologies. As a proud Google Premier Partner agency, we had the privilege of attending the event in person, and we are thrilled to share our top takeaways. These advancements herald a new era of advertising, marked by unprecedented efficiency, creativity, and precision. So, here are our main takeaways: 1) Gross Profit Optimisation is Coming This feature promises to revolutionise campaign strategies by enabling advertisers to target profit directly. According to Google, campaigns optimised for gross profit can achieve up to 15% better performance. This will allow for seamless transitions between Max Value/TROAS and Profit targets without disrupting campaign performance - providing advertisers with unparalleled flexibility and control. 2) Lower Audience List Thresholds to Just 100 Plenty of small and medium-sized businesses have been struggling to meet the current (higher) audience size requirements, limiting their ability to leverage first-party data effectively. With this change, running Demand Generation campaigns are going to become more accessible, enabling advertisers to use their valuable data to enhance ad performance. This democratisation of access means that even more businesses can benefit from the sophisticated targeting and personalisation strategies available, levelling the playing field. 3) Performance Max Asset-Level Reporting We're going to able to see detailed metrics for each asset, including placement and exclusion details for YouTube. By offering granular insights into how individual assets perform, advertisers will be able to fine-tune their strategies with greater precision. This level of detail will support better optimisation decisions and help marketers to better understand which creative elements resonate most with their audiences and where improvements can be made. The ability to drill down into asset performance will undoubtedly lead to more effective campaigns and higher returns on investment for brands. 4) AI-Powered Search Ads Users will be able to upload pictures to help tailor their searches and discover how retailers can meet their needs through Generative AI responses. The demand for (and usage of) image-enhanced search will only set to increase as users become more aware of this new search method and AI-generated recommendations are set to become a natural part of users' search experiences (and , thus, a part of paid search advertising). 5) Enhanced Brand Creative Controls for Performance Max & Demand Generation In a world where brand consistency is paramount, Google's enhanced brand creative controls for Performance Max and Demand Generation campaigns are a welcome addition. Advertisers can upload reference images to guide Google's AI in customising and tailoring suggested assets to align with brand guidelines. This includes matching brand colours and fonts, ensuring that all creative elements reflect the brand's identity accurately. These controls provide a balance between automation and personalization, allowing brands to maintain their unique voice and aesthetic while benefiting from AI-driven efficiencies. Google Marketing Live 2024 has demonstrated that the future of advertising lies at the intersection of AI and creativity. The innovations unveiled at... --- ### Search in the Gemini era > Following the Google I/O 2024 announcements, Google have released a teaser video of how generative AI in Search is going to be evolving with the power of their new custom Gemini model - Published: 2024-05-15 - Modified: 2024-05-29 - URL: https://www.found.co.uk/blog/search-in-the-gemini-era/ - Categories: AI & Machine Learning, Google Algorithm Updates In the wake of Google I/O 2024, excitement is buzzing around the latest advancements in search technology. Google has released a teaser video showcasing how generative AI, powered by their new custom Gemini model, is set to transform the search landscape. https://youtu. be/s4InWsd-J6g These innovations promise to enhance user experience by delivering more precise, intuitive, and comprehensive search results. Let's dive into the key advancements that Google is bringing to the table and explore how they will impact the world of search: Quick Answers with AI Overviews One of the standout features is the introduction of AI-generated overviews. This capability has already been tested in Search Labs, where it has amassed over a billion uses. AI overviews provide quick, concise answers to user queries, streamlining the search process and making it more efficient. This feature is being rolled out to all users in the U. S. , with plans to expand to other countries soon. AI overviews aim to simplify the search experience, allowing users to get the information they need at a glance. Whether you're looking for a brief summary or an in-depth explanation, these overviews will cater to your needs, saving you time and effort. Enhanced Understanding with AI Overviews In addition to providing quick answers, AI overviews will offer options to simplify language or break down complex information into more manageable parts. This is particularly beneficial for users who may find certain topics challenging to understand. By presenting information in a more accessible way, Google is making knowledge more inclusive and easier to digest. Imagine searching for a detailed scientific concept or a complex legal term; the AI overview can present the information in simpler language or dissect it into detailed, understandable chunks. This flexibility ensures that users of all backgrounds can benefit from Google's search capabilities. Tackling Super Complex Questions Gone are the days of breaking down complex queries into multiple searches. With the new generative AI capabilities, users can ask detailed, multifaceted questions in one go and receive comprehensive answers. This feature allows for a more natural and conversational search experience, mimicking how one might ask a human expert for advice. For instance, instead of conducting separate searches for different aspects of a travel plan, you can ask a single, complex question about your itinerary, accommodation options, and sightseeing suggestions. Google's AI will parse through the details and provide a thorough, cohesive response. Planning Ahead with AI Google's generative AI is also set to revolutionize how we plan our daily activities. Whether you're meal planning, setting up a gym routine, or organizing a party, search will now be able to assist you in planning and exporting your plans directly into Google Docs or Gmail. This integration enhances productivity and makes it easier to manage and share your plans. This feature is a game-changer for those who rely heavily on digital tools for organization. By centralizing planning tasks within the search function, users can seamlessly transition from idea to execution without needing multiple apps or services.... --- ### Embracing AI for Enhanced Strategies > As we continue to navigate the changes that come from the fusion of AI with traditional SEO practises, staying updated and adaptable is more crucial than ever. - Published: 2024-05-14 - Modified: 2024-05-29 - URL: https://www.found.co.uk/blog/embracing-ai-for-enhanced-strategies/ - Categories: AI & Machine Learning, SEO As professionals in the digital marketing sphere, we find ourselves on the brink of a transformative era. The increasing integration of AI and machine learning in SEO strategies is not just reshaping our approach to search engine optimisation but is setting new benchmarks for effectiveness and efficiency. Let's delve into the key advancements that are driving this evolution and explore how they are revolutionising the SEO landscape... AI-Driven Keyword Research One of the most significant impacts of AI in SEO is in keyword research. AI-powered tools are now capable of predicting keyword success with unprecedented accuracy. By analysing vast amounts of data, these tools can identify trends and patterns that were previously undetectable. This allows SEO specialists to craft more targeted strategies that align closely with user intent. For instance, AI can help identify long-tail keywords that are not only relevant but also less competitive, giving businesses a better chance to rank higher in search results. This shift from traditional keyword research to AI-driven insights ensures that SEO efforts are more focused and effective, leading to better search engine rankings and increased organic traffic. Content Optimisation AI is also revolutionising content creation and optimisation. By providing deep insights into user preferences and engagement metrics, AI tools help marketers create highly optimised content tailored for both search engines and real readers. These insights include understanding the types of content that resonate most with audiences, the optimal length for blog posts, and the best times to publish. Moreover, AI can assist in generating content ideas, suggesting topics that are likely to perform well based on current trends and user interests. This ensures that content remains relevant and engaging, ultimately driving more traffic and boosting search engine rankings. The integration of AI in content strategy helps marketers stay ahead of the curve and meet the ever-evolving demands of their audience. Technical SEO The complexity of technical SEO has long been a challenge for SEO professionals. However, machine learning algorithms are simplifying this aspect by automating tasks such as crawl analysis, error detection, and site performance monitoring. These algorithms can quickly identify issues that might hinder a site's performance, such as broken links, duplicate content, and slow page load times. By automating these routine tasks, SEO specialists can focus more on strategic planning and innovation. The ability to swiftly address technical issues ensures that websites remain optimised for search engines, leading to better visibility and higher rankings. This automation also enhances the overall efficiency of SEO campaigns, allowing for more comprehensive site audits and faster implementation of improvements. User Experience (UX) User experience (UX) has become a critical factor in SEO success, and AI is playing a pivotal role in optimising UX. AI-enhanced UX optimisation directly contributes to better search engine rankings by improving site navigation, content relevance, and overall user satisfaction. For example, AI can analyse user behaviour on a website and suggest changes to the layout, design, and content to make it more user-friendly. Improved UX leads to longer site visits, lower... --- ### The Best Google Optimize Alternatives for Experimentation - Published: 2023-12-13 - Modified: 2024-04-20 - URL: https://www.found.co.uk/blog/the-best-google-optimize-alternatives-for-experimentation/ - Categories: Trends In case you haven’t caught wind of the news, Google has made it official: Optimize will bid farewell by the end of September. But here’s the intriguing part – after the initial announcement, Google dropped another bombshell. GA4 will seamlessly integrate with third-party testing tools via an API, leaving testing capabilities out of GA4 itself. The possibilities that lie ahead are both fascinating and promising. So what’s the best Google Optimize alternative? Experimentation, conversion rate optimization (CRO) and user experience (UX) optimization – if these topics pique your interest, then like me, your feed is likely inundated with articles and discussions about the impending sunset of Google Optimize. Comparison of Google Optimize Replacements To help make this process easier, we took a look at some of the top tools in the business to understand their offering and how they could work for Google Optimize customers: VWO (Visual Web Optimiser) VWO is one of the bigger players in experimentation. They offer web, mobile app and server-side testing capabilities. Apart from offering all testing and personalization capabilities, they also can: Capture heatmaps an session recordingsForm analysisWebsite surveysCan personalize emailsIntegrates with GA4 For the web testing tool, there is a free tier which is capped at 50,000 monthly tracked users. All other functionality comes at an extra cost, which can add up if you need more advanced features. Optimizely Another big hitter in the content experimentation and personalization landscape, Optimizely offers a lot to scale across the full web stack. With their digital experiences platform, you can control every aspect of the digital experience for users. For those looking for a starting point in A/B Testing, Optimizely offers rich and advanced features across the full stack. Those features include: Conditional activation of experiments Multipage test Multi-armed bandit testing Mutually exclusive experiments Experimentation on SPA Integrates with GA4 Direct integration with Google Cloud Platform There are three tiers of pricing: Grow, Accelerate and Scale. Each of these packages includes a combination of testing features, with Scale being the richest set. Pricing is on request directly from Optimizely. “it’s essential to future-proof our strategies. Remember, it’s not just about the integration with a single platform, but about finding the right fit for your MarTech stack and nurturing an experimentation culture. ” Brandon Janse Van Vuuren Webtrends Optimise Boasting an impressive 28-time average return on investment for their clients, Webtrends Optimise is a more affordable but not less impressive option for those wanting to continue their testing after the sunset of Google Optimize. Some noteworthy features: Mobile app A/B testing via their SDK Personalization support Message testing Capabilities Product/content recommendation capabilities. Offers 30-day free trial Free tier for under 10,000 users Integrates with GA4 The pricing page indicates that most features are included for £179, but depending on what features you need there might be additional costs not covered for that price. FigPii Developed by a CRO agency, this tool has impressive features. It is well suited for businesses hoping to engage in robust A/B testing... --- ### Career Progression in Paid Media > Progressing through the levels as a Paid Media professional is hard. So, we've broken down the key skills for each level: Account Exec, Account Manager and Account Director. - Published: 2023-10-31 - Modified: 2024-07-26 - URL: https://www.found.co.uk/blog/career-progression-in-paid-media/ - Categories: Culture, Opinion, Paid Search (PPC), Paid Social This week's message: Progressing through the levels as a Paid Media professional is hard. This is something that I’ve been reflecting on recently as although the route seems beautifully simple and logical on paper (AE > SAE > AM > SAM > AD), the reality is that it’s not. The requirements to step up to Manager and also to Director are such a sharp change to your day to day that it is actually very easy to get stuck. This can be particularly maddening when you feel like you are performing very well and getting positive feedback at the level you’re at. So, I thought I’d break down the key skills as I see them at each level: Account Exec, Account Manager and Account Director. Senior isn’t included in these sub groups as it is better viewed as an indication of excelling in the core areas required of that level. Paid Media Career Levels: Account Executive - Platform excellence, consistency, reliability The focus here is on learning and executing the fundamentals. Essentially, making sure nothing goes wrong. In order to do this you need to know your platform (E. g. Google, Meta etc. ) inside out and be able to complete all set tasks without issue and on time. Account Manager - Account progression, client relationship, person management The switch here is to being the guiding force of the account. Having the ability to use your developed Exec skills to proactively take your accounts forward is key. On top of that, being trusted by your point of contact is a must (service industry... ) and beginning to work with and develop your own exec. Account Director - Account transformation, prioritisation, delegation This is another big shift as you have to let go and begin to trust more people whilst also having the biggest impact possible across multiple accounts. All of the skills that you developed at Exec and Manager level are still needed, but you have to develop an understanding of when to use them for maximum impact and when to let someone else do the work. The client must also see (and trust! ) you as someone who can solve all problems and really advance their fortunes. To summarise, if you do find yourself stuck then start asking some questions, find out where your weaknesses are in relation to the above and ask for opportunities to improve / showcase them. It’s far better to promote internally than hire externally so this should be something that is encouraged. This should also answer the question of why some people progress quicker than others. Although these people are normally excellent with the platform, the real reason is that they excel in the soft skills required from Manager and above. Anyone that is trusted by all of their clients and drives account improvement is worth their weight in gold. If you want to accelerate your ascent of the greasy ladder of progression then those are the areas you need to focus on. --- ### Found shortlisted for 7 UK Search Awards > We're delighted to share the news that Found have been shortlisted in SEVEN categories at this year's UK Search Awards! - Published: 2023-10-24 - Modified: 2025-03-12 - URL: https://www.found.co.uk/blog/found-shortlisted-for-7-uk-search-awards/ - Categories: B2B, General News, Paid Search (PPC), Paid Social 'It's been an unprecedented year for all of the wrong reasons for a lot of businesses so to be able to showcase so many positive results across such an array of verticals is testament to the standard of work that is being produced by the team. ' - James Rigby (Head of Paid Performance | Found. ) We're delighted to share the news that Found have been shortlisted in SEVEN categories at this year's UK Search Awards! The UK Search Awards celebrate the very best in Search across England, Ireland, Scotland and Wales are and the ultimate award for UK Search agencies and teams. They're regarded as the premiere celebration of UK search in the industry so we are delighted to receive recognition from such an impressive body. Campaigns that our PPC experts have delivered for our client teams at Toolstation, Champneys Health Resorts, Blackhawk Network, Vita Student, and others have been acknowledged by the judges. We are shortlisted for the following: ✨ Best use of Search - Retail/Ecommerce PPC (Large)✨ Best use of Search - Travel/Leisure PPC (Large)✨ Best use of Search - B2B PPC (Large)✨ Best use of search - B2C PPC (Large)✨ Best Local Campaign PPC (Large)✨ Best use of social media in a search campaign (Large)✨ And... Best Large PPC Agency! ! ! We'd like to share heartfelt 'congratulations' to every single member of our team that's been involved in delivering this work, the time and effort that that've put into these pieces of work hasn't gone unnoticed or unappreciated. We're incredibly proud of the campaigns we've delivered for our clients this year and it's amazing to have our belief that the work is outstanding validated like this. We're now really looking forward to seeing our fellow nominees at the UK Search Awards ceremony in November! ! ! As our Head of Paid Performance has put it: 'The UK Search Awards is one of the most prestigious award bodies in our industry so to have 7 submissions shortlisted is nothing short of incredible. It's been an unprecedented year for all of the wrong reasons for a lot of businesses so to be able to showcase so many positive results across such an array of verticals is testament to the standard of work that is being produced by the team. Thank you to everyone that has put the time in at Found (you've been amazing) and to our clients for continuing to trust us to deliver during these challenging times. Best of luck to all of our fellow agencies too - we look forward to seeing you on the 30th! ' --- ### BEST PPC AGENCIES IN THE UK > Choosing the right PPC agency to trust can be a thrilling yet challenging endeavour. We’ve crafted a list of the top PPC agencies to help you on your way. - Published: 2023-10-12 - Modified: 2025-02-26 - URL: https://www.found.co.uk/blog/top-10-ppc-agencies/ - Categories: Opinion, Paid Search (PPC) In a crowded field of PPC agencies, each showcasing their own strengths, how do you pinpoint the one that aligns perfectly with your goals? It’s not just about finding a good fit; it’s about choosing a partner who will amplify your vision and drive measurable success. Finding the right PPC agency to partner with is a pivotal decision. Your brand deserves an agency that doesn’t just promise results but delivers them - consistently and transparently. Whether you're a budding startup or an established enterprise with a vast team, navigating the UK’s competitive PPC landscape can feel overwhelming. Every agency seems to craft a compelling pitch, and as marketing professionals, they’re adept at selling themselves. So how do you discern who will truly walk the talk? Selecting the ideal PPC agency partner often feels like finding a needle in a haystack The stakes are high - your business's performance marketing success hangs in the balance. But with the right guidance, you can cut through the noise, identify a trustworthy ally, and unlock the full potential of your campaigns. TOP 10 PPC AGENCIES IN THE UK 1. FOUND Found is the Everysearch™ agency based in London, mastering search performance across all digital search marketing platforms. Utilising paid search, paid social, and creative content, they harness the power of data and AI to craft and execute winning digital marketing strategies that drive impactful results for the searches that matter. From Google to TikTok, Amazon to Instagram, search is everywhere. They are a multi award-winning PPC agency and their Everysearch™ approach is revolutionising paid media by turning it into a powerful force across all searchable platforms. They meticulously analyse search behaviour to pinpoint exactly where customers are looking. With years of experience spanning various industries across the UK and globally, from Ecommerce and B2B to Travel and Hospitality, their innovative PPC strategies are crafted with precision, fuelled by data-driven insights and a spark of creative genius. https://www. youtube. com/watch? v=hPsRqjB0rjk Found’s dedicated PPC management team works as an extension of brands’ internal marketing functions and loves to think outside of the box to find the best way to use the varied PPC services they offer to get brands the results they’re looking for. Their specialist PPC division is made up of qualified professionals that guarantee top-tier expertise that you can rely on. They're proud of their impressive campaign results, and encourage prospective clients to check out their track record and even speak directly with existing clients. Transparency is one of the agency’s core values. Whilst always maintaining a core of PPC fundamentals in their campaigns, Found continually tests new approaches and tactics to get the best understanding of what works for specific businesses in order to establish the optimal paid search strategies to achieve their clients’ goals. Their close relationship with ad platforms such as Google and Microsoft means that they get access to the latest betas and developments (as well as industry insights) that they use to understand market trends and keep their... --- ### Embracing uncertainty & getting comfortable with optimising the grey > If you’re still trying to be ‘granular’, ‘maximise control’ or ‘join every dot’ with your digital advertising then t’s time to let go and embrace a new way of working. - Published: 2023-10-06 - Modified: 2024-04-23 - URL: https://www.found.co.uk/blog/embracing-uncertainty-getting-comfortable-with-optimising-the-grey/ - Categories: Opinion, Trends This week's message: If you’re still trying to be ‘granular’, ‘maximise control’ or ‘join every dot’ with your digital advertising then all you are actually doing is inadvertently putting a cap on your potential growth. It’s time to let go. I know it’s hard, I started PPC in a world where Exact meant Exact, Broad was the devil’s work and every touchpoint attribution was the holy grail, but those days are sadly gone. In order to achieve something transformational you need to embrace uncertainty across the board and get comfortable optimising the grey. The announcement last year that Google’s search share was under threat from TikTok (40% with gen Z) felt uncomfortable. The disruption almost felt like ‘they’ must just be ‘searching wrong’. But, with overall Google impressions down in numerous categories this year (in particular high Gen Z indexing areas) then this uncomfortable reality is something we are very quickly having to get comfortable with. Google’s actions over the last week have seen them introduce X to their Display network and work with TikTok to show Google results in their search feature. This is off the back of Instagram and TikTok videos being introduced to the SERP last year (or was it the year before? I lose track... ). They have also abandoned their attribution tool, spoken at length about the ‘messy middle’ and introduced the Demand Gen campaign type to Google Ads, which focuses on producing ads in spaces for those that buy on social platforms. All of Google’s moves in recent times have been to expand reach, to integrate in diverse and vibrant ways, let go of ‘exact’ tracking and embrace ‘holistic’ approaches. All of this done with AI based bidding frantically optimising in the background to achieve an advertisers goal. If you aren’t thinking, planning, creating and measuring with all of this front of mind then you will very quickly find yourself trapped bidding only on Brand, chasing a ROAS in Ads and wondering why your market share is dwindling and “where the hell did it all go wrong? ”. Embrace the change. Marketing was never meant to be an exact science - it’s a vibrant new world that, if approached correctly, could actually be your greatest opportunity in years. --- ### Found become ISO 27001:2013 Certified > We’re absolutely delighted to become ISO 27001 certified, a globally recognised standard for information security management systems. This achievement is a testament to our unwavering commitment to protecting our client and employee data and maintaining the highest standards of information security and we couldn’t be prouder. - Published: 2023-08-11 - Modified: 2024-07-04 - URL: https://www.found.co.uk/blog/found-become-iso-270012013-certified/ - Categories: Data, General News We’re absolutely delighted to become ISO 27001 certified, a globally recognised standard for information security management systems. This achievement is a testament to our unwavering commitment to protecting our client and employee data and maintaining the highest standards of information security and we couldn’t be prouder!   What does this mean for our clients? Operational excellence - our ISO certification demonstrates our ability to drive and maintain robust operational processes and showcases the culture we have instilled to embed, review, and evolve our businesses. Best in class - The ISO27001 certification is the most prestigious standard for information security management. Trust & Accountability - we prioritise trust and accountability in everything we do. Our certification offers the assurance that your valuable data is in secure hands. We take full responsibility for safeguarding your information and maintaining the highest level of confidentiality. Peace of mind - Our proactive approach to risk management ensures that our business operations run smoothly, protected from security incidents and potential disruptions. Giving our clients, team and partners peace of mind that their data is safe with us. Understanding ISO 27001:2013 ISO 27001:2013 is a benchmark for creating and maintaining a solid Information Security Management System (ISMS). This framework gives us guidelines to establish, implement, and continually improve our information security controls and risk management practices.   Achieving ISO 27001:2013 certification was no small feat. It required meticulous planning, a comprehensive understanding of our information security risks, and the dedication of our entire team. The process began with a thorough internal audit to identify potential vulnerabilities and gaps in our security measures and following this assessment, we devised a comprehensive plan to address these weaknesses and implement best practices for data protection. The final stage was a rigorous external audit conducted by an accredited certification body. This audit scrutinised our ISMS to ensure its adherence to the ISO 27001:2013 standard. The auditors examined our policies, procedures, and practices to ascertain their effectiveness in safeguarding data and information assets alongside leadership and team interviews to prove that we were invested at every level. With immense pride, we successfully passed the audit, and Tomorrow Group was granted the prestigious ISO 27001:2013 certification. The Benefits of ISO 27001:2013 Certification There are many benefits to ISO 27001:2013 from structure and accountability through to future proofing our businesses. The key benefits include: Heightened Data Security: With the ISO 27001:2013 certification, our clients can be confident that their sensitive information is safeguarded with the highest level of security protocols.   Risk Mitigation: The ISO 27001:2013 standard emphasises a proactive approach to risk management. By identifying and addressing potential threats, we significantly reduce the likelihood of security incidents and data breaches. Regulatory Compliance: Many industries and regions have stringent data protection regulations. Achieving ISO 27001:2013 certification ensures that our company complies with relevant data protection laws, providing clients with added peace of mind. Business Continuity: ISO 27001:2013 encourages business continuity planning, ensuring that we can effectively respond to and recover from any security incidents,... --- ### A Day in the Life: Harrison Wright > Harrison Wright (an Client Experience Manager here at Found) discusses his role and what his day-to-day looks like at our, London-based, digital marketing agency. - Published: 2023-07-31 - Modified: 2024-07-04 - URL: https://www.found.co.uk/blog/harrison-wright/ - Categories: Culture 1. My day starts with... The gym or a run... sometimes not (more often not as I’m more of a night owl than an early bird). Breakfast and a cup of coffee is important to help me through morning admin – checking emails, my calendar and writing out my to do list – this helps me get nicely set up for the day ahead. 2. In my team I... Don’t specialise in a specific channel, I get to work across all areas of the business which is fantastic for my own personal development. It’s also a very social team as we work with so many different people day-to-day, cross-team collaboration is a big part of what makes Found so special. 3. My role involves... Supporting with client retention, project management support, market research and data insights – mostly through our fantastic proprietary search tool, Luminr, made by our in-house data team. I’m very solutions focused in my approach to tasks, which is why I love my current role and how it isn’t bound to a specific service. This gives me and the rest of the team complete freedom when it comes to supporting our clients' needs and helping them grow. 4. I got into digital... . Because I did some broad work experience when I was 15 at the holiday company TUI for a week, where one of the days I sat in with their digital marketing team. I learnt about the basics of SEO and PPC which really sparked an interest in digital as a whole. Although talking about sunny holiday destinations constantly was enough for a week, not sure I could put up with that consistently working in gloomy British weather. Fast forward to early 2020 when I started at Found as an SEO Intern. I was part of the Sales and Marketing team until March 2021, when I went on to join the Growth team and I've now moved again to join our Client Experience Team. 5. My usual routine is... . Constant calls, whether that’s weekly catch-ups, exciting opportunity discussions or ideation sessions - there’s plenty more! BAU tasks as well such as assessing progress on various accounts, updating roadmaps or providing insight reports. These are good to crack on with when you’ve got a few hours call free. 6. Since the pandemic... I’ve really come to value the flexible working lifestyle. Don’t get me wrong, I prefer working in an office more often than not – having people to bounce ideas off and get quick support from is so useful. Having only worked as an intern for 2 weeks at the office before having to work from home during the pandemic, I really appreciate these sorts of perks that come with office life. 7. I can't get through the day without... A bit of music. The office is great as we have something on in the background all day whether that’s the radio or a playlist, usually a good mix too so there is something... --- ### How to use Reverse Image Search > Reverse Image Search is a powerful tool that enables you to search the internet using images instead of words. It allows you to find similar images, discover where your images are being used, and gauge their popularity. - Published: 2023-07-18 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/how-to-use-reverse-image-search/ - Categories: Digital Marketing, SEO Reverse Image Search is a powerful tool that enables you to search the internet using images instead of words. It allows you to find similar images, discover where your images are being used, and gauge their popularity. It can be used to find specific images on the internet that are associated with an image that you already possess or to discover how frequently certain images are being used (or how popular they are). For example, you can use reverse image search to find multiple types of the same shirt but on different websites to see how popular it is among multiple retailers. The images that you use on your website (or social media accounts) could also be being used by other people without your permission. So, you can use a tool like reverse image search to see how and where your own images are being used on other digital platforms. How to Perform a Reverse Image Search Reverse image search can be done on various browsers like Chrome, Internet Explorer, Safari, and Firefox. Here's how you can use it: Using a Desktop Browser Open images. google. com on your preferred browser. Click on the camera icon and select the "upload an image" tab. Choose the image file you want to search. OR... Drag and drop the image directly into the Google image search box. OR... Right-click an image on the internet and select "Search Google for this image. " Using a Mobile Phone (Chrome App) Open the Chrome app on your iPhone, iPad, or Android device. Tap and hold the image you want to search with until a box appears. Click on the option that says "search Google for this image. " Benefits and Limitations of Google Reverse Image Search Google reverse image search offers several advantages for digital marketing purposes. It allows you to monitor the usage and impact of your images, identify linking opportunities, protect your intellectual property, maintain a distinct visual identity, and gain insights into contextual nuances. However, it's important to note that reverse image search has limitations. While it can show results from websites like Linkedin and Pinterest, it may not find images from platforms like Twitter or Instagram. By leveraging the capabilities of reverse image search, you can enhance your content marketing strategy, protect your work, and differentiate your website in a competitive landscape. It's a valuable tool for maintaining authenticity and finding higher-resolution versions of images to enhance your online presence. Found is a London-based multi-award-winning digital growth, SEO, PPC, Social and Digital PR agency that harnesses the efficiencies of data and technology and future-thinking to help clients grow their businesses online. If you have any questions or concerns about performing an action like a reverse image search, then the Found team is ready to help. Feel free to contact our team today. --- ### A Day in the Life: Will Harman > Will Harman (an SEO Account Director here at Found) discusses his role and what his day-to-day looks like at our, London-based, digital marketing agency. - Published: 2023-07-13 - Modified: 2024-07-04 - URL: https://www.found.co.uk/blog/will-harman/ - Categories: Culture 1. My day starts with... Putting together my to-do list, prioritising it and checking what I need to do for the day. I’m quite detail-focused so this really helps me get ready each morning. Granted this list almost doubles by about 11am but that’s what I enjoy about Found and being at an agency, constantly being on your toes. I should really invest in a pair of pointe shoes. 2. In my team I... Organise and work with a great team of executives to ensure the work we’re delivering is going to be top-notch and push them up Google’s rankings. Part of my role is helping to teach them and improve their SEO skills. I love it when they deliver amazing work and see their progression. 3. My role involves... Strategically planning clients SEO activity so that they'll meet their organic goals. I also head up CRO at Found so working on how they can improve their conversion rate. Lots of my job involves communicating with clients and making sure we’re driving them growth in the right areas of their business and helping them with wider digital marketing decisions. 4. I got into digital... . Because I studied marketing at Southampton university and honestly all of the ‘classic’ marketing lectures seemed a bit dated. It was the digital marketing lectures that really seemed cutting edge with new ideas and technology coming out all of the time. When it came to my work placement year I sat next to a colleague who was ‘The SEO Guy’ . I spent a few months pestering him and asking him loads of questions. That’s what got me into SEO. 5. My usual routine is... . Wake up at 6 and go to the gym, coffee and breakfast, to do list, attempt to complete my to do list in between thousands of client calls. Nonstop and I love it! 6. Since the pandemic... I’ve really missed the team and when I’m in the office and there are a few of us in, I absolutely love the buzz and how well we collaborate. 7. I can't get through the day without... My cracking team, the SEO team at Found has so many years of really great experience and is always there to help out. Oh and my to do list and several coffees. 8. What are your best memories at Found? We’ve had some excellent socials over the years I’ve been at Found, I really loved the summer social we did last summer. This was the first time we’d met up in person since the pandemic and so many people had joined who I’d only ever met over Zoom. I also vividly remember my first quarterly business review that I presented in, I won’t deny I was a tad nervous... 9. The thing I love most about my job... . Easy! Presenting the excellent work the team have been doing, and the results that follow, to clients during monthly meetings and quarterly business reviews. The sense... --- ### The 10 phases of planning a website > Planning a website properly is no easy feat. So, our experts have put together a list of the 10 phases you should work your way through as part of your website design planning process. - Published: 2023-07-11 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/the-10-phases-of-planning-a-website/ - Categories: Digital Marketing, SEO The old adage ‘fail to prepare, prepare to fail’ has never been more applicable than during the process of building a website. If you don’t plan your website properly, then building it is going to be a messy process and your site may not be as efficient or effective as it could be. Planning a website properly is no easy feat. So, our experts have put together a list of the 10 phases you should work your way through as part of your website design planning process. 1. Understanding Your Audience To create a successful website, it's incredibly important to appeal to your audience by understanding their interests. Conduct thorough customer research, including methods like questionnaires, email surveys, and interviews, to gain insights into customer behaviour, requirements, and desires. Use this data to ensure that your website's design and functions cater to the user, ultimately increasing engagement and interest. If budget allows, consider monitoring how customers navigate the website and gather their feedback to identify areas for improvement. 2. Researching Your Competition Studying your competitors can provide valuable inspiration and help identify market gaps. Visit your main competitors' websites, analysing their strengths and weaknesses. Take note of their effective strategies and areas that need improvement but make sure to prioritise creating your own user-friendly design over a flashy upgrade of your competitors’. Striking a balance between aesthetic appeal and usability is crucial. 3. Developing an Effective SEO Strategy Incorporate a well-planned Search Engine Optimisation (SEO) strategy early in the website planning process. Conduct comprehensive keyword research, with assistance from an SEO agency, to identify relevant keywords and phrases for your industry. Use this research to create a targeted sitemap and develop content aligned with user search intent. Ensure your website brief includes SEO guidelines for search engine-friendly development. By implementing SEO best practices from the start, you can maximise your website's visibility and attract organic traffic. 4. Performing a Content Inventory If you're rebuilding an existing website, conduct a content inventory early in the planning process. Audit all current content to assess relevance, determine what needs rewriting or removal, and identify content gaps. Evaluate content from the user's perspective and consider factors such as purpose, target audience, last update date, author/owner, and quality rating. Then, categorise content as requiring no change, updates, or removal. 5. Resource Allocation and Coordination Ensure you have the necessary resources allocated for your website project. Properly assign people and dedicate sufficient time to meet deadlines. Consider key stakeholder availability during User Acceptance Testing (UAT) to prevent delays. Planning and coordinating resources in advance will ensure a smooth and timely execution of your website project. 6. Conducting Card Sorting Sessions Utilise card sorting sessions to determine the ideal information architecture of your website. Gather diverse participants, such as existing customers, staff members, or friends and family, to assist in this process. Participants organise your website's content into logical groups based on their understanding and preferences. Conduct both open and closed card sorting sessions for thorough analysis.... --- ### Found Table Ep.2 | Google Analytics 4 (2/2) > Today, we’re going to share the second half of our latest Found Table session with you; diving into the key benefits of transitioning over to GA4 and discussing the benefits of using GA4… - Published: 2023-06-28 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/found-table-ep-2-google-analytics-4-2-2/ - Categories: Analytics, Google Algorithm Updates GA4 is coming our way as Universal Analytics will be sunsetting at the end of June. So, come the first of July, Universal Analytics is going to stop processing all data and it is imperative that brands are taking this super seriously and transition over to GA4 as soon as possible to ensure that they have accurate data to make judgments for their own internal marketing campaigns. So, today, we’re going to share the second half of our latest Found Table session with you; diving into the key benefits of transitioning over to GA4 and discussing the benefits of using GA4... How has putting GA4 on the agenda gone? Making sure that CMOs and key stakeholders take GA4 super seriously is a major priority for us at Found. Most big clients have seen the monster coming over the hill for years but a lot of people we’ve been speaking to have been pushing off fully adopting GA4. This is because so many businesses use Universal Analytics as their single point of truth across marketing and digital activity. So many other elements are plugged into that tool, the idea of switching over to a completely different platform (and amending the way that your business measures things) has felt so daunting that people have sort of kicked the can down the road. We’re quite fortunate, July of last year was the deadline for most of our clients to transition over to GA4, so we’ve been discussing the shift away from Universal Analytics with clients since well before then. We’re actually in a place where we can facilitate year-on-year comparisons for some of our clients (within GA4) already but we know that there are plenty of businesses out there that still haven't started to transition over from Universal Analytics yet. The reality is that the later you leave moving across, the more problems you're going to have. The earlier you migrate across to GA4, the easier your life will be;  For those that have already successfully transitioned over, we're seeing a lot of people (at all levels of business) use GA4 as their primary reporting dashboard. We’re hearing a lot of functionality questions from them, like: Where do I find this report? How do I see this? Does this report (that I use to access frequently in UA) still exist in GA4? So it's just been a case of showing people what the new data presentation looks and how to best use it for their unique business focusses. The reality for everyone else is, as we've already said, come July you don't have a choice. You do have to adopt the tool as soon as you can. Fortunately, a lot of our clients are forward thinking and already there. It's just a case of helping them understand the full range of implications for (come July) when we can't use certain data, how they want to proceed. So, it's really been about making sure that we understand, amongst our clients’ teams, who needs to... --- ### Found Table Ep.1 | Google Analytics 4 (1/2) > Come the first of July, Universal Analytics is going to stop processing all data so it is imperative that brands take this super seriously and transition over to GA4 as soon as possible. So, in this article we discuss the points amde in our recent Found Table session all about GA4. - Published: 2023-06-27 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/found-table-ep-2-google-analytics-4-1-2/ - Categories: Analytics, Google Algorithm Updates GA4 is coming our way as Universal Analytics will be sunsetting at the end of June. So, come the first of July, Universal Analytics is going to stop processing all data and it is imperative that brands are taking this super seriously and transition over to GA4 as soon as possible to ensure that they have accurate data to make judgments for their own internal marketing campaigns. So, for this conversation today, we’re going to dive into the key benefits of transitioning over to GA4 and discuss the benefits of using GA4... What are the key takeaways from (and key benefits of) the platform in itself? So, Google Analytics 4 is the next generation measurement solution from Google. It's a lot more integrated in the Google systems and it brings together the two screens of measurement that we've never been able to accurately track together - the web and the app. So, for anyone that has real estate on both app and web, Google Analytics 4 is the first solution in its class, at enterprise level, that will unify those two streams of data. Another benefit that Google Analytics 4 brings is its predictive capabilities. We know that, with the gaps in the events that are introduced by the privacy controls, we have some work to do in finding missing sessions and the missing users. So, Google Analytics 4's predictive capabilities help us to just start filling those gaps. Another benefit is the fact that Google Analytics 4 has a new infrastructure that probably will not interest a lot of the users of the platform but (just to let you know) Google Analytics 3, which we all refer to as UA/Universal Analytics, was built on an infrastructure that was probably 20 years old and wasn't fit for purpose anymore. So, Google Analytics 4 comes with a big overhaul of everything that is just behind the scenes. What are the key challenges when it comes to migrating over from UA to GA4? Google Analytics 4 introduces different concepts and different ways of looking at measurements. Before it was all about sessions and users and loads of types of hits, that no one really understood, right now it's all about the user and it's all about the events that those users do on the website. So, everything is an event. There are a lot more things to track, more opportunities to track every single interaction that the user makes with the website or the app and we have everything centred on the user. Which makes it much easier to unify user journeys at user level throughout individual user sessions and throughout their interactions. With these events in GA4, it's much easier to organise the tracking for a website based on every single interaction with its elements. Some people will not call the full overhaul of the tools a benefit in and of itself because of the way it looks at the moment (it's still a nascent product) but Google are still working... --- ### Setting up reporting in GA4 > We're going to talk through the process of setting up GA4 and explain some of its key reporting features. - Published: 2023-06-16 - Modified: 2024-05-09 - URL: https://www.found.co.uk/blog/reporting-in-ga4/ - Categories: Analytics, Data, Google Algorithm Updates What is GA4? GA4 is the next generation of Google Analytics that is replacing Universal Analytics (which is sunsetting on 1st July 2023). Built on new technology, GA4 aims to provide holistic measurements and predictive insights that are built for a privacy-centric future. Perhaps most importantly, Google Analytics 4 is going to be able to help your business make more informed digital optimisation decisions by providing your team with data-driven insights into your customers' digital behaviour. However, getting started with GA4 can seem daunting to some, especially if you're used to Universal Analytics and haven't begun the process of switching over tools yet. So, we're going to talk through the process of setting up GA4 and explain some of its key reporting features. Setting Up GA4 The first step in setting up GA4 is to create a new property using Google's GA4 Setup Assistant. This process is similar to Universal Analytics, and the Setup Assistant will guide you through the process of creating a new property. It may take up to 30 minutes for data to appear. To see if the property is set up correctly, visit your website and check the Real-Time report to see if there is any activity. Reporting options in GA4 Once you have set up GA4, you can start using its powerful reporting capabilities. GA4 offers a range of reporting options, including; A Reports Snapshot A Real-Time report Life Cycle reports User Explorer reports Just to name a few! Main types of report The Reports Snapshot is excellent for quickly glancing over important metrics and answering questions such as where new users are coming from and how many there are. The Real-Time report is great for viewing activity on your website that is happening right now and seeing where users are coming from in terms of source and location. By default, all GA4 properties will start with the Life Cycle and User Explorer reports. The Life Cycle report focuses on understanding the user journey, from acquisition to retention, including engagement and monetization. The User Explorer report helps you understand your customers/users in more depth, including demographics and devices. HOW TO move over TO GOOGLE ANALYTICS 4 Making the switch to GA4 may not be a straightforward process. You should start by reading Google’s resource for guidance but (for a smoother transition) we highly recommend seeking assistance from an expert. Found is a London-based multi-award-winning digital growth, SEO, PPC, Social and Digital PR agency that harnesses the efficiencies of data and technology and future-thinking to help clients grow their businesses online. If you have any questions or concerns about moving to GA4, the Found team is ready to help. Feel free to contact our team today. --- ### The main differences between GA4 & UA > With the switch from Universal Analytics (UA) to Google Analytics 4 (GA4) happening on the 1st of July 2023, we're keen to explore the main differences between GA4 and UA. - Published: 2023-06-14 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/the-main-differences-between-ga4-ua/ - Categories: Analytics, Data, Google Algorithm Updates Google Analytics has been the go-to tool for website owners to track and analyse website traffic, user behaviour, and other key metrics for over a decade. However, with the switch from Universal Analytics (UA) to Google Analytics 4 (GA4) on the 1st of July 2023, many website owners are wondering about the differences between the two, and which one is better. In this blog post, we're going t explore the main difference between GA4 and UA... The most significant difference between GA4 & UA Universal Analytics uses a single tracking code to collect data on website traffic and user behaviour. This data is organized into dimensions (such as pageviews, sessions, and bounce rate) and metrics (such as the number of unique visitors, page views per session, and average session duration). These dimensions and metrics are used to generate reports on user behaviour and website performance. In contrast, GA4 uses an event-driven model to collect data on user behaviour. An event is any action a user takes on your website, such as clicking a button or submitting a form. These events are organized into categories, actions, and labels, providing a more granular view of user behaviour. GA4 also includes machine learning models that can analyse user behaviour patterns to generate insights into the customer journey. Other differences between GA4 & UA GA4 allows for greater data privacy A significant difference between GA4 and UA is in the way they handle data privacy. GA4 is designed to be a more privacy-focused set of tools, with an emphasis on giving users more control over their data. For example, GA4 allows users to opt out of tracking and delete their data. UA, on the other hand, does not offer these privacy features, which may be a concern for some users. GA4 has its ability to track users across multiple devices and platforms. GA4 allows you to track user behaviour across your website, mobile app, and other connected devices, giving you a more comprehensive view of user behaviour. This feature is especially useful for businesses that have a strong mobile presence or that use multiple platforms to engage with customers. GA4 has machine-learning capabilities. GA4 includes an AI-powered insights feature that uses machine learning to identify trends and patterns in your data. This feature can help you quickly identify areas where you can improve your website or app to provide a better user experience. What GA4 currently lacks One of the main disadvantages of GA4 is the lack of support for some features that are readily available within Universal Analytics. For example, GA4 does not support custom dimensions and metrics, which allow you to track specific user actions or events on your website. This means you may need to modify your tracking strategy if you rely on custom dimensions and metrics to analyse user behaviour. Another disadvantage of GA4 is the lack of support for some third-party integrations. For example, some marketing automation tools and tag management systems may not be fully compatible with GA4.... --- ### UA vs GA4: WHAT YOU RISK FROM NOT SWITCHING > Understand the impact of not switching to Google Analytics 4 this July and see how it compares to Universal Analytics. Read more at Found. - Published: 2023-06-07 - Modified: 2024-05-02 - URL: https://www.found.co.uk/blog/what-you-risk-from-not-switching-to-google-analytics-4-ga4/ - Categories: Analytics, Data, Google Algorithm Updates Analytics plays a critical role in driving success for modern businesses. And for years, Universal Analytics has been a trusted tool that helped organisations make data-driven decisions and better understand their customers. But the clock is ticking and now we're less than a month away from the retirement of this platform. If you want to stay ahead of the game and keep your data safe, there’s no time to waste. Read this blog article if you want to understand the impact of not switching to Google Analytics 4.   Why is Google Analytics Changing? In its official announcement, posted last year, Google stated: Source: https://support. google. com/analytics/answer/11583528? hl=en But what could be the reason behind this decision?   Universal Analytics has been around for over 10 years and it was built for a different time - when brand experiences relied exclusively on a single platform and the collection and sharing of people’s data wasn’t regulated as strictly as today. Now regulatory changes, browser privacy controls and users’ focus on privacy and data control are shifting the paradigm in which data is being consumed, shared and measured. All of these actions are introducing gaps in the way web analytics work. To overcome this, Google created this brand new analytics platform (well, not so new now) which uses predictive metrics to give us a better understanding of the data we collect.   What Will Happen If You Don't Switch? What you should know is that all standard Universal Analytics properties will stop processing new hits on 1st July, 2023. From that point, Universal Analytics users will be able to access previously processed data for 6 months, until October 1st, 2023. But after that, it will be inaccessible. If you don’t make the switch in time, you’ll have to deal (without any doubts) with:  1. Data Loss And if you’re still wondering what data you will lose, the answer is simple - ALL OF IT. And by all data, we mean all data, including: Conversion data Website traffic data Website engagement data Marketing attribution data 2. Missing Your Year-Over-Year Data Your historical data will not automatically show up in GA4 when you turn it on.   If you didn’t make the switch yet, you will lose the critical ability to compare performance year-over-year. The sooner you start implementing the new platform, the more data you will have to compare. 3. Platform Familiarity GA4’s reporting interface is different, so it will take time to familiarise yourself with it. Switching to GA4 too late can leave you behind, while everyone else will have the advantage of already understanding GA4 and how to actually use it. The sooner you implement it, the sooner your teams can get used to the new platform before they really HAVE TO get used to it. So make sure to act on time. How Do The Two Platforms Differ? Google Analytics has been the go-to tool for website owners to track and analyse website traffic, user behaviour, and other key metrics... --- ### What is Google Analytics 4? > Google Analytics 4 is the next generation of Google Analytics, replacing Google's Universal Analytics tool, which is sunsetting on 1st July 2023. - Published: 2023-05-31 - Modified: 2024-07-04 - URL: https://www.found.co.uk/blog/what-is-google-analytics-4/ - Categories: Analytics, Data, Google Algorithm Updates Google Analytics 4 (commonly referred to as 'GA4') is the next generation of Google Analytics, replacing Google's Universal Analytics tool, which is sunsetting on 1st July 2023. Built on new technology, GA4 aims to provide holistic measurements and predictive insights that are built for a privacy-centric future. Perhaps most importantly, Google Analytics 4 will help your business make more informed decisions by providing you with data-driven insights into your customers' digital behaviour. By understanding what your customers are doing on your website, you can make changes to your marketing strategy, your website design, and your product offerings to better meet their specific needs. Back in April 2022, we discussed what the future of Analytics might look like, and now the time has come. The suite of Universal Analytics tools, that we’re all used to using now, is going to stop processing new data on the 1st of July 2023. So it is vital that your business is prepared for this switch. WHY YOU SHOULD CARE ABOUT GA4 So, why should you be working to prepare our business for GA4? 1. Universal Analytics will no longer exist Perhaps the most important reason you should care about GA4, is that the old analytics will no longer be available or pull in fresh data. GA4 takes over on the 1st of July 2023, so setting it up before then is crucial. Universal Analytics customers will be granted an additional three months, to October 1, 2023. From that point, properties will become read-only meaning that users will still be able to access UA properties for historical data analysis for another 6 months. After this period the data in UA will be deleted. 2. It offers you a greater understanding of customer behaviour GA4 provides more accurate and detailed customer behaviour data through advanced machine learning algorithms. GA4 tracks event-based actions, such as users clicking on a button and video plays, regardless of whether they happen on web or in applications. The new analytics alert you of relevant trends in data, allowing you to predict changes and adapt accordingly. 3. You'll get insights about your clients and site in a faster timescale GA4 can identify trends and patterns in customer behaviour, providing more actionable insights to improve campaign performance and drive better results. 4. You're going to have more control over your reporting GA4 encourages custom reports to be created rather than premade ones. This helps to keep the dashboard neat and tidy, making it easier to navigate and present to clients. HOW TO START USING & REPORTING WITH GA4 It's essential to understand how to use this powerful tool to track and analyse website traffic, user behaviour, and other key metrics that can help you improve your online presence and get found. Getting started is simple, and follows a similar procedure to Universal Analytics. Google’s GA4 Setup Assistant will show you exactly how and where to create a new property. Once this has been done, it can take up to 30 minutes for data... --- ### Google Marketing Live 2023: 6 Top Announcements > There were lots of announcements made at this year's Google Live event and we know that (sometimes) it can be overwhelming to hear all of the news in one go. So, we've had our Paid Performance experts through all of their notes and highlight the 6 most important announcements, so that we could discuss them with you all here. - Published: 2023-05-26 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/google-marketing-live-2023-6-top-announcements/ - Categories: General News, Google Algorithm Updates There were lots of announcements made at this year's Google Live event and we know that (sometimes) it can be overwhelming to hear all of the news in one go. So, we've had our Paid Performance experts through all of their notes and highlight the 6 most important announcements, so that we could discuss them with you all here. 1. Improved Insights Until now the insights tab has been limited in how deep we can dig into the data and how much we can learn from it, with only 2 set date ranges of last 7 or 28 days. With the updated insights tool, Google is changing this with the ability to choose custom date ranges, download the data and explore historical insights. On top of the updated PMax insights tab, Google are also bringing us improved product and asset insights. All of these updates will allow us to better understand what’s driving performance and use that information to understand what customers are looking for, how they’re engaging with our ads and what we can do to keep improving performance. 2. AI-Powered Campaign Workflows Google Ads is bringing AI to our campaign workflows to help create more engaging assets, ads and campaigns that are relevant to what consumers are searching for. Soon, we’ll be able to ask Google for suggestions directly in the Google Ads platform when building new ads or campaigns. From conversational inputs, Google will use AI to suggest keywords and assets including headlines, descriptions and images. These can then be reviewed and edited by our PPC specialists before being published to the campaign, allowing AI to help us but we still get that final input to make sure everything aligns with our client’s tone of voice and message and is relevant to what we’re advertising. AI isn’t just coming to campaign builds, asset creation in PMax is also integrating AI. Based on a few inputs about the business and product(s) being advertised, Google will provide us with suggested assets pulled from the site and existing assets from previous campaigns. On top of this, we’ll also be able to describe the creative we want and using AI, generate new assets. Creative can be expensive and time consuming for businesses to create at scale so these tools could potentially help us alleviate some of this workload both for us and our clients. 3. Brand restrictions for broad match Broad match keywords have become more and more a part of our accounts over recent years but brand campaigns have been one area where we can’t use broad match to its full potential where we want to make sure we’re only showing ads to customers searching for our client’s brand names and not on generic or competitor terms. This update will allow us to use broad match keywords for brand campaigns, adding brand lists to restrict the search terms the broad match keywords will be eligible to show ads for to only the brands we choose. 4. Updated Customer Acquisition &... --- ### 5 SEO tips for blog content in 2024 > We share our highlights of what you should look to do to make the most of your blog content in 2024. - Published: 2023-05-25 - Modified: 2024-07-04 - URL: https://www.found.co.uk/blog/5-seo-tips-for-blog-content-in-2023/ - Categories: Content Marketing, Digital PR, SEO With a flurry of updates, opinions and information flooding the SEO world at the moment, it can be difficult to understand what it all means. One thing for certain is the increasing importance of a fully fledged blog content strategy. Our SEO Executive (Jana Kukebal) gives her highlights below of what you should look to do to make the most of your blog content in 2024. 1. Put Search Intent in Focus Creating articles based on high-search volume terms is ok, but what if that's not what your readers are actually looking for? Quality over quantity. Always! It's better to reach one reader and help them rather than reaching ten readers with zero outcome. ✅ Explore and understand your audience ✅ Conduct industry research, not just keywords research ✅ Identify your readers' pain points and provide them with practical solutions 2. Organise Information Plain block of text or a few well-titled paragraphs with bulleted lists? Surely, you'd chose the latter option. It's much easier for readers to grasp information when it is well-organised. Unfortunately, many people still overlook this crucial aspect, but let's not be those people! ✅ Add structured data ✅ Ensure your titles are relevant and descriptive ✅ Use bulleted or numbered lists 3. Create Concise Content When faced with a problem, especially one that requires an urgent solution, most people prefer a quick one-sentence answer rather than a 15-minute-long video or a lengthy article. So why would you burden your readers with long, irrelevant content? ✅ Keep it short and sweet ✅ Place the most important information at the beginning of the article ✅ Highlight the main idea and key points 4. Consult Experts Instead of pretending to be an expert in every subject, reach out to actual experts who can provide unique and genuinely helpful content. It may be challenging and require some investment, but both -readers and Google - will appreciate it! ✅ Expand your network and connect with various experts ✅ Seek an expert's opinion on relevant topics (people LOVE sharing their opinions) ✅ Make sure you credit the expert 5. Use Artificial Intelligence We have amazing opportunities opened up with AI tools, so why not to use them? ! AI can accelerate processes and help with research, ideas and proofreading. But there are a few rules to follow: ✅ Always fact-check. AI can fool you. ✅ Review AI-generated content carefully and edit it. Avoid blind copy and paste. ✅ Add a personal touch. AI is great but the reader wants to hear from you, not a robot. If you want to discuss optimising your business' blog with our SEO experts, then please reach out to start a conversation with us today. --- ### Google Search Generative Experience: The Future of Search > Last week, Google held its annual developer conference, Google I/O, and we got a glimpse into the newest plans for an ever-evolving Search landscape with the introduction of Search Generative AI. So, let's discuss it... - Published: 2023-05-17 - Modified: 2024-07-04 - URL: https://www.found.co.uk/blog/google-search-generative-experience-the-future-of-search/ - Categories: Google Algorithm Updates, SEO Google’s Search Generative Experience Announcement Last week, Google held its annual developer conference, Google I/O, and we got a glimpse into the newest plans for an ever-evolving Search landscape with the introduction of Search Generative AI.   Google’s been using AI technology behind the scenes in search for years, e. g, RankBrain, Natural Language Processing models such as BERT and MUM, Image/Video/Voice Search, to name a few. Now, we’re being introduced to an updated large language model called PaLM 2, new ways to find useful content and generative AI being featured at the forefront of the SERPs. Google’s constant mission over the years has been to find ways to improve user experience, which we can see reflected in the countless algorithm updates tailored towards UX, so it would make sense that the SERP gets an experience-inspired revamp! Main changes we can expect AI Integrations: Screenshot from: Google I/O, May 2023 First up, we have AI-powered snapshots powered by LLMs including PaLM 2 and advanced MUM. These panels will be shown at the top of the SERP, only for relevant queries, and Google has described them as a “jumping off-point”, so that users can then interact conversationally with the result and explore the topic further. The AI snapshot was shown to include an overview, pros and cons as well as additional information/links to respective organic sources. In Cathy Edward’s IO talk, she gives the example of searching for a new bike using the query, “good bike for a 5 mile commute with hills”. The AI powered snapshot intuitively returns important considerations to make when buying a new bike, followed by products alongside their description, reviews, current price, images and USP which is informed by the Google Shopping Graph over Search. Just this example alone shows how important it will be to provide as much useful, up to date and relevant information as possible, especially in a competitive eCommerce market. Business owners should look to shift their focus beyond the traditional 10 blue links in the SERP, as CTR would naturally be impacted by this change e. g category pages could see a decrease in CTR, but product pages could see a rise if hosted in the AI panel.   These snapshots will also mean a new aspect is added to local search, as options and context will be provided and comparisons can take place between results. Perspectives: Another new feature will be the Perspectives filter. These will be focusing on pulling multimedia results such as videos and images which have been posted in places such as Q&A boards or social media, which means a lot more visibility opportunity for content creators. The introduction of this filter just goes to show how visually centred search is becoming! We’ve already discussed how TikTok became a search engine rival and how Instagram is showing personalised content to users to keep up, so it’s natural that Google would be jumping on the same bandwagon to diversify search results. A lot more weight is being placed... --- ### GOOGLE'S THE MESSY MIDDLE MARKETING MODEL > In this article, Harry Calvin Williams (Business Director | Found.) talks through the complex entanglement of advertising and consumer purchase decision making, and how this resulted in him choosing just one product out of the many thousands of options available online. - Published: 2023-04-13 - Modified: 2024-07-03 - URL: https://www.found.co.uk/blog/the-messy-middle-marketing-model/ - Categories: Consumer Behaviour, Digital Marketing, Opinion I BOUGHT SOME LUGGAGE I recently bought some new luggage. Some very nice luggage actually. For the last eight years, I’ve used a Canterbury gym holdall as my weekend / carry-on bag which was finally starting to show its age and so it was time to replace it. I knew I wanted a hard shell suitcase which would satisfy most budget-airlines strict cabin bag criteria, and I had also been sold on the concept of a built-in USB battery pack that I’d seen on some Instagram ads previously. Beyond that, I had no real preference or brand affiliation in mind. A few weeks later and I am walking out of the AWAY store in Covent Garden with a matte black Carry-On, featuring the optional battery pack.   As a marketing professional, I wanted to retrace my consumer footsteps and try to better understand how I got to this point. Luggage really hasn’t changed much since the rise of affordable air travel, and brands in the space are very competitive. So why is it that I ended up purchasing from AWAY? We would all like to think that we thoroughly research our ‘considered purchases’ and that this results in us choosing the best possible product for our needs and budget. This is rarely the case. In this article, I will talk through the complex entanglement of advertising and consumer purchase decision making, and how this resulted in me choosing just one product out of the many thousands of options out there. THE MESSY MIDDLE Throughout the history of the sector, people have tried to understand and model how marketing affects consumers but I particularly like the recent work carried out by Google’s consumer insights team. The team wanted to understand contemporary shopping behaviour from the perspective of the consumer and so observed several hundred hours of shopping tasks, covering 310 individual journeys. Shoppers were tasked with researching a product for which they were currently in-market. These journeys were captured using screen capture video, and the shoppers narrated their actions. After behavioural scientists had analysed all these journeys and the qualitative data, they made an attempt at describing what they’d seen. Drawing on a Post-It Note, they put a purchase trigger at the top, and the purchase itself at the bottom and illustrated a typical consumer journey in the middle. What they’d found was that there are no ‘typical’ journeys. Instead, there’s a confusing web of touchpoints which they named ‘The Messy Middle’. Consumers navigated backwards and forwards between different brand websites, search engine result pages, videos, social media and so on. Similarly, previous data from Google highlighted over 900 digital touchpoints over a three-month period in one consumer’s car buying experience. TURNING IT INTO A MARKETING MODEL Interesting, but not particularly useful. Fortunately, the Google team didn’t stop there. Despite the apparent uniqueness of each consumer’s journey, and the huge variety of different digital touchpoints and channels used, there was some pattern in what they observed. Adding some structure, they developed... --- ### The Client-Agency Relations Essentials: Trust & Transparency > In this article, we'll look at why a positive relationship with your marketing agency is critical for brand success. - Published: 2023-03-24 - Modified: 2024-12-16 - URL: https://www.found.co.uk/blog/trust-transparency-the-client-agency-relations-essentials/ - Categories: Digital Marketing, How to, Opinion The role of a marketing agency in business success is undeniable. Marketing agencies provide their clients with the knowledge, resources, and strategies required to increase their brand awareness, revenue, and hit KPI’s. However, simply hiring a marketing agency is not enough. Businesses must cultivate a positive connection with their agency in order to maximise the value of the partnership. In this article, we'll look at why a positive relationship with your marketing agency is critical for brand success. The Benefits of a Good Relationship with Your Marketing Agency A strong client–agency relationship can bring a number of benefits to your business. Some of the key advantages of a strong partnership include: 1. Improved Collaboration A positive working relationship with your marketing agency creates an environment in which you and your agency work as a team. When you view your agency as a strategic partner rather than a service provider, you are more likely to improve communication by sharing information, insights, and feedback that will assist your agency in creating better campaigns. In turn, your agency can provide you with valuable feedback and insights to help you make informed marketing decisions. 2. Better Communication Another key outcome of a good working relationship with your marketing agency is improved communication. This is an important benefit to consider because a marketing agency can only deliver results if they understand your company's goals, target audience, and marketing objectives. When communication is efficient and effective, your agency can deliver campaigns that are more likely to produce positive results and are aligned with your business goals. 3. Greater Creativity Good communication and collaboration improve teamwork, and teamwork improves creativity. Working with your agency to brainstorm ideas, test new concepts, and push the limits of what is possible, you can create campaigns that stand out from the crowd and capture the attention of your target audience by combining your industry knowledge with the creativity of your agency. 4. Increased ROI The ultimate goal of any marketing campaign is to produce a positive return on investment (ROI). A good working relationship with your marketing agency can help you achieve this goal by ensuring that your campaigns are tailored to your company's needs and designed to produce the best results possible. When your agency has a thorough understanding of your company and its target audience, they can create campaigns that are more likely to elicit positive responses from customers, generate leads, and drive sales. Building a Strong Relationship with Your Marketing Agency Now that we've established the importance of having a good relationship with your marketing agency, let's look at some strategies for developing a strong partnership. 1. Define Your Expectations Before hiring a marketing agency, you should have a firm grasp on your company's goals, target audience, and marketing objectives. This will allow you to clearly define your expectations and communicate them to your agency. When your agency understands your goals, they can tailor their services to meet your specific requirements and deliver campaigns that are in line... --- ### 2025 Best Practices for Domain Migration > Migrating a website to a new domain or changing its structure can be a daunting task. It requires caution and attention to detail to avoid any negative consequences, such as lost traffic and lower rankings. So here are some best practice guidelines to follow as you gear up for your next site migration… - Published: 2023-03-13 - Modified: 2025-02-27 - URL: https://www.found.co.uk/blog/2023-best-practices-for-domain-migration/ - Categories: SEO Migrating a website to a new domain or changing its structure can be a daunting task. It requires caution and attention to detail to avoid any negative consequences, such as lost traffic and lower rankings. Today, we want to discuss the best practices for site moves, including separating domain changes from other modifications, being mindful of misconfigurations, creating a backup and a detailed plan, and monitoring the site's performance. So here are some best practice guidelines to follow as you gear up for your next site migration... 1. Create a Backup and a Detailed Plan Before making any changes to your website, you need to ensure that you have a complete backup of the whole site and its content stored somewhere. This backup can be useful in case of any unforeseen issues during the move. You need to create a thorough and detailed plan of your proposed site move; including a comprehensive timeline of the changes and the necessary steps to be taken. Your migration plan should include a checklist of all the necessary tasks to be completed before, during, and after the move. Don't forget: communicating your migration plan with all stakeholders involved in the site move is essential. 2. Separate Domain Changes from Other Modifications One of the main issues with combining a domain change with other modifications is that it can create confusion for both search engines and users. For example: Search engines use the URL structure to understand the hierarchy of a website and the relationships between different pages. Changing the URL structure and domain simultaneously can cause search engines to take longer to understand the new structure, leading to traffic loss and lower rankings. To minimize the risks associated with site moves, Google's Gary Illyes recommends breaking them into smaller pieces. Instead of making all the changes at once, he suggests separating domain changes from other modifications as much as possible. For example: If a website is moving from "example. ch" and "example. fr" to "example. com," Illyes recommends moving "example. fr" first and waiting before moving "example. ch. " 3. Communicate the Site Move to Users and Stakeholders Communicating the site move to users and stakeholders is crucial in managing expectations and minimizing any potential negative impact on the site's traffic and rankings. Inform others of the changes being made and the expected downtime, if any. Make sure to provide updates during the site move to keep everyone informed of the progress. 4. Identify and Debug Misconfigurations Promptly Another crucial factor to consider during a site move is the presence of misconfigurations such as incorrect redirects. These errors are common during domain changes and can cause traffic loss if not corrected promptly. Google's John Mueller highlights the importance of identifying any errors and debugging changes promptly to minimize the recovery time. There is no guaranteed timeframe for a full recovery if you lose rankings and traffic during a domain change. Recovery time can vary depending on the complexity of the changes and the severity... --- ### Reading Recommendations from World Book Day 2023 > For World Book Day last week, our staff went on social media to recommend books to their online networks. We thought it’d be a good idea to collate their personal recommendations here, in a single blog post, for you. - Published: 2023-03-07 - Modified: 2024-04-03 - URL: https://www.found.co.uk/blog/reading-recommendations-from-world-book-day-2023/ - Categories: Culture, Digital Marketing, General News, Opinion, Trends For World Book Day last week, our staff went on social media to recommend books to their online networks. We thought it’d be a good idea to collate their personal recommendations here, in a single blog post, for you. So, here are all the books that our digital marketing experts recommend reading this year (and snippets from their individual LinkedIn posts explaining why). "I recently read David Aaker's 'The Future of Purpose-Driven Branding' and found it a really useful read... my friend (Sara) was kind enough to send me a copy of the book and I couldn't put it down - it's a must read for any brand marketers out there! " You can grab a copy of the book here. "Two stand out books for me, that have inspired my passion for career development at Tomorrow (Found. Braidr & Disrupt Marketing), helping people to own their career, and making it accessible to everyone, are the brilliant ‘The Squiggly Career’ and ‘You Coach You’ by Helen Tupper and Sarah Ellis. Full of practical tools and ideas for action, they’re a must for anyone wanting to explore their career and skill sets. " You can grab a copy of ‘The Squiggly Career’ here and a copy of ‘You Coach You’ here. "Every colleague or client I get into a geeky sales discussion with receives a whole pitch on why they need to purchase this book now. It teaches you not to get into buckets with crabs, animals are the best prospectors and how to follow a bank robbers advice to find money! " You can grab a copy of the book here. "I am completely obsessed with anything around marginal gains and it's something that got me into CRO and I use the theories and examples for client work. The case studies in this book are brilliant and really delve into what it takes to achieve high performance. Matthew Syed is basically my hero. " You can grab a copy of the book here. "This book does well at breaking down the complex task of branding into consumable chunks. It guides you from planning right to deliverables in an honest and engaging way. " You can grab a copy of the book here. "Radical Candor by Kim Scott analyses how to be a good boss. Scott's argument is that we need to be completely honest with our colleagues without offending them. The book lays out what should have been obvious to me but I just happened to miss the mark completely. I have to admit, without realising it I was practising manipulative insincerity. Scott's work really has transformed the way I interact with my colleagues and I recommend this to anyone: people with direct reports and people looking to move to a management position. " You can grab a copy of the book here. "Imposter syndrome is something that is prevalent in the corporate world and often stops people trying new things and taking risks so I wanted to share 'Osho... --- ### TikTok is becoming the 'New Google' for Gen-Z > 40% of Gen-Z prefer using TikTok and Instagram over Google to search. What does this mean for digital marketers and how can brands ensure they aren’t left behind? - Published: 2023-02-07 - Modified: 2025-02-25 - URL: https://www.found.co.uk/blog/tiktok-is-becoming-the-new-google-for-gen-z/ - Categories: SEO, Social Media 40% of Gen-Z prefer using TikTok and Instagram over Google to search. What does this mean for digital marketers and how can brands ensure they aren’t left behind? 'Social search' is the term coined to describe using social media platforms to search for things, in place of search engines. Recently, we have seen a growing trend of consumers using TikTok and Instagram to search for recommendations, learn about current events and much more. Recent trends show that 'social search' is on the rise Some of the main reasons for using social media are to find content and research what to buy, especially amongst Gen-Z. Short videos and bulleted infographics are the new way to share knowledge, and it’s both quick to create and digestible to read or watch. Young people have grown up consuming content on what to wear, how to create a routine and where to eat without having to search for any of these things it is no wonder that we have collectively realised almost anything could be found on social media. Research shows that 50% of 16-24 years olds use social media to research brands instead of search engines, and each month more people visit social media networks than they do search engines. How can brands adapt to social search in 2025? As new ways of using social media become established, brands need to stay on top of it. Luckily, social search is of the simple trends to implement. 57% of social media users are more likely to claim they have learnt practical life skills from social media than from university, Brands need to use this opportunity to help position themselves in front of their target audience. As people are increasingly using social media as a search tool or creating searchable content, that solves a relevant problem on channels such as TikTok it is more critical than ever for brands looking to increase their awareness and followers in 2025. Over 1 in 5 accounts followed are companies and brands that users are considering buying from, and this metric can increase if brands utilise social search strategically. A few ways to optimise for social search include using alt text on creative assets, geotagging posts and creating a descriptive caption.   Social search is here to stay From my perspective, as a Gen-Z digital marketer, I can see social search becoming more prominent, and it could be one of the top trends of 2025 as a whole. The most impactful way social search can be utilised is when it is paired with influencer content to help maximise clicks and engagement. This would also make it easier for brands to direct what they want their influencers to cover, so the content can be discovered easily when searching for relevant keywords, so the content can get in front of the target audience. This also makes it easier for social media users to find exactly what they are looking for and get direct links to the products or services they need much... --- ### Joining the Flexa100 for 2023 > We've come 11th in this year's Flexa100 - an independently verified listing of the Top 100 most flexible companies to work for! - Published: 2023-01-26 - Modified: 2024-04-03 - URL: https://www.found.co.uk/blog/joining-the-flexa100-for-2023/ - Categories: Culture It’s been a great start to 2023 for Found – not only is it our first year as a ‘flexified’ business (as part of the Tomorrow Group), but we've come 11th in this year's Flexa100 - an independently verified listing of the Top 100 most flexible companies to work for! We are absolutely delighted to be recognised in the Flexa100 as it validates that the way we work is truly flexible and reflective of the way that our team want to work. We believe in creating a working environment where our team can thrive and can do their best work – no matter where they are, as well as having flexible hours, allowing our team to get that work/life balance that is so fundamental to our wellbeing. Our people are at the heart of everything we do, and that mindset, alongside our values, really allows us to create a unique working environment for our people. We can’t wait to continue our flexible journey and are already looking at what else we can do! Congratulations to the entire team! Special thanks for Flexa for hosting us last night for the Flexa100 awards. It was inspiring to be in a room with so many flexible working champions! --- ### Google Optimize Sunsetting > It’s recently been announced that Google is sunsetting its A/B testing platform Google Optimize on September 23rd 2023. So, let’s talk about what that means for your business and what you’re going to need to do before September rolls around. - Published: 2023-01-23 - Modified: 2024-07-04 - URL: https://www.found.co.uk/blog/google-optimize-sunsetting/ - Categories: Analytics, CRO, Data, Google Algorithm Updates It’s recently been announced that Google is sunsetting its A/B testing platform Google Optimize on September 23rd 2023. So, let’s talk about what that means for your business and what you’re going to need to do before September rolls around. Now, Google is sunsetting Google Optimize this year because it’s merging the functionality into Google Analytics when the transition from Google Analytics 3 (Universal Analytics) to Google Analytics 4 (GA4) happens this summer. If you don’t know much about the imminent shift to GA4, then we strongly recommend you read our article outlining the change here.   In it’s official announcement, posted Friday 20th January, Google stated that: Source: https://support. google. com/optimize/answer/12979939 Now, integrating Optimize into GA4 is a totally logical thing for Google to do. It’ll allow users to have a singular view of their website's performance and bring their data and optimisation tools into the same place.   Whilst we may not know the full ins and outs of this newly announced change just yet, there’s plenty to be optimistic about regarding this improvement to Google’s GA4 offering. Potential benefits of Google Optimize sunsetting: 1. It should improve the user experience of GA4 By merging Optimize into GA4, Google will be giving Analytics users a more comprehensive view of their website's performance and will be enabling them to access Google’s optimisation tools more easily than they can right now. 2. It will simplify existing workflows Because users of both Universal Analytics and Optimize will no longer have to switch between multiple platforms to access different optimisation tools (once the integration of the two tools into GA4 is complete) their optimisation processes should become more efficient. 3. It should result in better data integration By integrating Optimize into Google Analytics, Google is making it easier for users to track and analyse behaviour throughout the customer journey (along the conversion funnel). This is going to provide GA4 users with greater insights into how users interact with their websites, and where they drop off. But, the benefits of integrating Optimize features into GA4 doesn’t diminish the fact that we are definitely losing Google Optimize this year. So, whilst we’re keen to be optimistic about the change we also want to provide you with advice on how to move forward this year, knowing that you won’t have Google Optimize come October. To prepare for this sunsetting, you should: 1. Create segments for your on-going tests over inside Google Analytics Your Optimize experiment data is available over in Google Analytics, you just need to follow the step-by-step instructions in this guide to find your experiment data in Analytics and discover what you can do with it.   2. Download your historic test performance data You need to make sure that you have a record of all the work that you’ve done to optimise your site to date. The last thing you want is to lose all of the incremental insights you’ve gained over the years when Google Optimize is no longer accessible to... --- ### A Beginners Guide to ChatGPT in SEO > We’ve taken a look into ChatGPT and some of the best ways we can utilise it to make us more productive.  - Published: 2023-01-19 - Modified: 2024-04-23 - URL: https://www.found.co.uk/blog/a-beginners-guide-to-chatgpt-in-seo/ - Categories: AI & Machine Learning, SEO ChatGPT is a hot topic right now. With artificial intelligence (AI) continuing to enter our lives more and more, as well as our workplace, it is crucial to understand what it is, what it is capable of and how best to utilise it. We’ve taken a look into ChatGPT and some of the best ways we can utilise it to make us more productive.   What is it?   ChatGPT is short for Chat-based Generative Pre-Trained Transformer. It is a type of AI called a natural language processing (NLP) model that has been developed by the team at OpenAI. This form of AI has been built to understand written and spoken language and generate responses based on what the user inputs into it. Having been trained on a mammoth amount of text data it is able to understand the content and meaning of the words and phrases inputted and generate extensive, highly relevant responses.   Here’s how ChatGPT explains itself:  Source here. What can it do?   ChatGPT is the upgrade of it’s little brother InstructGPT. This AI was previously trained to, you guessed it, take instructions and directions from people and deliver answers to questions.   ChatGPT incorporates this technology into itself which allows it to take instructions from humans and create outputs based on those instructions.   It can write essays, code, generate ideas for content and keywords and much more provided you input clear instructions.   How can it be used for SEO?   There are a lot of potential SEO uses for ChatGPT that can help speed processes, generate ideas and improve output, here are some we found particularly useful.   1. Keyword Generation and Mapping  While we still rely on our usual SEO tools for keyword research, utilising ChatGPT can be a quick way to get a list of starting points and suggestions to then research in more detail. It can even group them together to make them easier to analyse, for example by grouping them based on semantic relevance. Source here. 2. Content Briefs and Outlines for Copywriters Content briefs can be a lengthy process and so using ChatGPT to generate your outline based on content topic and desired keywords can speed up the process. Once it has created an outline you can go through and populate it with the nitty gritty details to then send off to be written. ChatGPT is also a great place when looking for some initial blog ideas. 3. FAQs Another use of ChatGPT to save you some time is by getting it to generate a list of FAQs based on a certain topic. Once you have a list you can cross reference them with search volumes and intent to ensure they are relevant to your product/service page before building them out.   Source here. 4. Scheme Mark-up, nofollow & Canonical Tags Yes, ChatGPT can even write code for you to save you time. Providing it with the instruction to generate a nofollow or canonical tag for a certain... --- ### Our Organic Search Team's 2022 Highlights > We asked our Organic Search experts; What have they actually learnt from 2022? What have they seen this year that's got them really excited? And (when they reflect on 2022) what do they consider to be a real SEO highlight or development? - Published: 2022-12-21 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/our-organic-search-teams-2022-highlights/ - Categories: SEO As 2022 draws to a close, it's natural for each and every one of us to look back and reflect on the year that's just passed us by. But when 2022 is far behind us (in our rear-view mirror), what are the actual learnings that we want to take with us and draw value from in the future? What moments or insights do we really want to hold on to as we move forward into (a hopefully prosperous) 2023? Well, we asked our Organic Search experts just that question. So, what have they actually learnt from 2022? What have they seen this year that's got them really excited? And, when they reflect on 2022 what do they consider to be a real SEO highlight or development? Starting at Found! Jokes aside, I think it has been the so many Google updates that we have had this year. However, by far the most exciting thing coming from Google is MuM. Although it was announced last year, so not necessarily 2022, it is coming to live this year with all Google new updates and ever changes in the SERPs. MuM makes the tasks of many SEOs way more difficult but also more exciting. Multisearch and Multilingual, what is there not to be excited about? Everybody talks about ChatGTP as something that will kill SEO, only that Google has been investing in Natural Language Processing for years now, so I can’t wait for people to discover that ChatGTP is nothing compared to what Google has!   It’s not a secret that “Content is King”, but the further we go, the more we see how important it is to write high-quality content for people and not for search engines. It is indeed hard to balance between SEO writing and writing for people, but this is one of the characteristics that defines a professional SEO team. This year has shown me that if your content doesn’t have enough Expertise, Authoritativeness, and Trustworthiness (Hello to Google’s E-A-T algorithm! ), stuffing the content with keywords won’t help to rank higher. If I had to choose between no keywords in H1 but really valuable content or lots of keywords but not much sense – I think you know what I’d go for! Having been watching the rise of AI (well, technically it’s machine learning, but that’s way less catchy) copywriting with some mild concern for my job, what I’m taking away from this year is that Google has my back, for now.   With the roll-out of the helpful content update, and their continuing support of ‘people first’ language, we can rest assured that skynet won’t be taking over quite yet. That is to say, instead of creating content with a keyword only focus, Google wants to see valuable content created that will resonate with your intended audience. While they might be using machine learning to police the content, copywriting for SEO will remain, mostly, human.   October was my second venture to BrightonSEO and although there were... --- ### Google E-E-A-T: What It Is & How It Affects SEO > E-A-T has been with us for a while, so let’s do a refresh of what that means. - Published: 2022-12-16 - Modified: 2024-12-16 - URL: https://www.found.co.uk/blog/whats-the-new-e-in-e-e-a-t/ - Categories: Google Algorithm Updates, SEO It is very appropriate of Google to significantly update their Content Rater Guidelines when everybody is losing their minds about AI content creation and speculating again how content is dead. Although the timing does seem convenient, this update is quite clearly linked to the rest of the updates that Google has been rolling out during the year. Product review updates, Helpful Content Updates... they've all been related to content. However, while all of these seem new, E-A-T has been with us for a while, so let’s do a refresh of what that means. What’s E-A-T? Anybody who has spent long enough in SEO will remember when E-A-T was first introduced (back in 2014), but it was only in 2018 when everyone started taking it seriously because it was confirmed that it had become part of Google Core Algorithm. As laid out by Google Content Rater Guidelines, E-A-T is translated into a website content by using: EXPERTISE: To demonstrate Expertise, your content must be written by a person with in depth knowledge of the subject. Your website must represent professional experience on the topic. "A verified beauty chemist writing about best hyaluronic acid serums. " AUTHORITY: It is not enough to just write the content in a professional way, but you need to demonstrate your (the author) Authority in the topic. "Showing the author credentials, job title, bio and relevant experience. " TRUST: However, in the era of anybody who can write anything, or copy anything from the web or even use AI to create your content, you need to convince your user to Trust your word.   "Adding links to linkedin bios, having visible content info, or even making sure your writers engage in forums or social media will reassure your users. " What’s E-E-A-T? Something we have noticed quite a lot in the last waves of Google updates (product review, helpful content etc) is the rise of personal experience content. Videos in TikTok and YouTube or direct feedback about restaurants and companies have become the king of content. And it is not strange that users prefer to read first experience reviews of products or services. Users constantly feel that whatever information is found on the internet has been written by companies to trick them into buying something, into hiring them and more and more often content is written for “SEO purposes”, not to help users. The solution is to make sure that within the algorithm real content is prioritised, always considering content that has Experience, Expertise, written with Authoritativeness and (overall) that users can consider Trustworthy. Image taken from pag. 26 from Google Search Evaluators Guidelines. Google says Trust is the most important characteristic of your content and it says: “The type and amount of Trust needed depends on the page, for example:  ● Online stores need secure online payment systems and reliable customer service.   ● Product reviews should be honest and written to help others make informed purchasing decisions (rather than solely to sell the product).  ● Informational... --- ### Intentional Communication - Future of Work Skill > Learn why intentional communication is crucial for the future of work. Discover how it can enhance collaboration and success in the workplace. - Published: 2022-11-27 - Modified: 2024-11-06 - URL: https://www.found.co.uk/blog/future-of-work-skill-intentional-communication/ - Categories: Culture In the second part of my future skills series we are going to be talking about intentional communication. As many of us have realized the way that we used to work is unlikely to go back to what we used to know, with 72% of companies believing that they offer a hybrid working style post pandemic. With this, we need to have much more intentional communication with people in different places, at different times to make sure the right message is delivered at the right time, which is a skill that needs to be developed. Firstly lets take a look at how communication has changed during the pandemic. We have changed from newsletters and town hall meetings to more distributed and personalized communication. Leaders have realized the need to adapt their communication at a time there is great anxiety and uncertainty. We have had to increase our wellbeing check ins and daily team check ins to feel connected to one another. Without seeing people and being able to sense a change in their behavior or energy, we have had to harness our emotional intelligence for better communication and relationships. We’ve had to change our team building and onboarding of new team members to be virtual and make more of a conscious effort to check in and be available. We’ve had to communicate more regularly with changing business decisions whether that is continuing to work from home, furlough, redundancy, changing business focus, business performance to name a few – things have changed frequently and we’ve had to be agile with our response and how we communicate that quickly and confidently. So now what? How is our communication going to change for the future? The Social Leadership 76% of people said their trust in leadership increased during the pandemic because of more frequent communications around business updates, check ins and more, so team members are going to expect this going forward. No longer will employees accept just newsletters signed off by the CEO, they will expect their leaders to be more social and personal in their communication, and they will expect more regular sharing of information. No longer will just positional authority be enough but authority and leadership will underpinned on what is created and shared. Mindset, skills and behaviour will be key for leadership positions to create engagement and collaboration across businesses. Emotional Intelligent Communication Credit: https://unsplash. com/@quinoal We’ve had to be extra sensitive with our communication during the pandemic with heightened compassion to how our team members are feeling and how a message will be received. Leaders will need to continue to strengthen their emotional intelligence especially with their communication; they need to be more intentional with the format of a message, the time, the right platform; whether that is how you deliver feedback to you team member, how you capture different audiences, how you communicate important business updates, emotional intelligence will need to be applied. Even from a diversity and inclusion standpoint which has become a huge focus for... --- ### A COLOSSAL F*CUP: The reception of BrewDog’s Anti-Sponsorship campaign across social media > Experts discuss BrewDog's World Cup sponsorship, social media reactions, and the firm's response to the criticism it received. - Published: 2022-11-10 - Modified: 2024-11-06 - URL: https://www.found.co.uk/blog/a-colossal-fcup-the-reception-of-brewdogs-anti-sponsorship-campaign-across-social-media/ - Categories: Digital Marketing, General News, Opinion, Social Media In case you’ve managed to miss it, BrewDog’s sponsorship of the Football World Cup in Qatar (and discussion about the ads that they’ve launched surrounding it) is a massive focus of social media chatter this week. The Scottish brewer recently launched its OOH ads (stating ‘First Russia, then Qatar. Can’t wait for North Korea’) in an ‘Anti-Sponsorship’ capacity but has been urged by social media users to get its own house in order before taking aim at others. BrewDog has, admittedly, pledged to share all of the profits from the sale of its ‘Lost Lager’ during the tournament with organisations fighting human rights abuse but the firm still plans to show World Cup matches at its branded pubs and bars. BrewDog is even going to be selling its products in Qatar whilst the games are on. Backlash to the firm’s blatant hypocrisy has been widespread across socials but BrewDog founder James Watt’s response, to the valid criticism shared online (referring to people’s comments as the “usual Twitter hate”), has sparked even more discussion about the campaign online. So, we’ve asked some of our experts to share what they think of all this (BrewDog’s sponsorship of the World Cup in Qatar, the reaction to the campaign across social media, and the firm's response to the criticism that they've received) with you. Like almost all alcohol-bev brands, BrewDog’s primary target demographic is 18-25 years old (‘new drinkers’ who haven’t yet determined their favourite beer) and this campaign shows a blatant lack of understanding of what Gen-Z consumers care about. On the surface, the message appears great - it takes a principled and moral stance that would normally resonate with the brand’s consumers. The way that this has shown BrewDog to be a company that talks the talk but doesn’t bother walking the walk when it comes to morality will irrevocably dissuade young people from ever engaging with the Brewer’s products again. A lot of the impetus behind this campaign is good old fashioned ‘any publicity is good publicity’ thinking but nowadays, social media won’t accept that - the justified reactions to this campaign have restored my faith in modern consumers (slightly). Christie Clark (Marketing Manager | Found. ) The concept of the anti-world cup campaign is nice, but the problem is the execution. They cannot position themselves as an ‘anti-sponsor’ while still promoting the cup games in their bars.   Brewdog has a lot of brand reputation work to do after their multitude of scandals, and speaking out on human rights sits a bit strangely given the reports on how they have historically treated their own staff.   Overall the response on social media has been that people are finding the campaign quite opportunist and shallow. If they had truly committed and linked up their communications strategy with their ground strategy for bars, then it may have hit better. I feel they missed a trick by failing to create ‘World Cup Safe Spaces’ in their bars, showing alternative entertainment on the TVs... --- ### Content response: Are Gen Z less resilient? > 'I have a fear that Gen Z are the least resilient generation that I've ever seen.' - Steven Bartlett. Let's discuss. - Published: 2022-10-04 - Modified: 2025-04-07 - URL: https://www.found.co.uk/blog/content-response-are-gen-z-less-resilient/ - Categories: Culture, Opinion Episode 176 of Steven Bartlett’s ‘The Diary Of A CEO’ podcast is currently doing the rounds as a hot topic of discussion because of comments made during the session about Gen Z. Here, we’re going to have one of our team member discuss their thoughts on Steven Bartlett’s comments with you all. Episode 176 of Steven Bartlett’s ‘The Diary Of A CEO’ podcast is currently doing the rounds as a hot topic of discussion because of comments made during the session about Gen Z. In the episode, titled ‘Simon Sinek: The Advice Young People NEED To Hear’, Steven Bartlett (British entrepreneur and founder of Social Chain) states: 'I have a fear that Gen Z are the least resilient generation that I've ever seen. ' The internet is now full of people either agreeing with the sentiments that Steven shared during the session or critiquing his stance and generalisations about a social group he himself has no part in. We’ve talked about the content internally and some of our specialists feel really passionately about the topic so today we’re going to have one of our team member discuss their thoughts on Steven Bartlett’s comments with you all. Generation Z (or Gen Z) is anyone who was born from 1997-2012 according to Wikipedia. Before I begin my argument against the devilishly handsome and successful Steven Bartlett, I’ll disclose that I am not technically a fully paid member of Gen Z I am actually a Millennial (born in 1995). I do however feel a duty to jump to the defence of my younger sibling and Gen-Zers around the world. So, I want to pull out a few quotes from the interview with Simon Sinek and challenge them directly. 1. 'TikTok is telling people what work is like' This is an interesting one, I actually think that Gen Z probably believe the opposite, I’d argue that they understand the difference between social media and realty much better than their older counterparts do. Why? Because they see it every day, surely, they can decipher a fake or staged video from the real thing? Surely, they know that the corporate world isn’t all about “muffins” and “pottery classes”. Though, that does sound quite idyllic, I must say... 2. 'Look at the storms my father went through' Now, I don’t know what his father did for work, I’m going to guess that he wasn’t in digital marketing, but we get our fair share of storms and stresses to deal with in a Marketing agency. Angry clients, not hitting forecasts, short deadlines etc but I think younger generations can contextualise these things better. Senior staff know what’s achievable within a certain timeframe and know when it’s time to push back. I think it’s simply the case that nowadays companies are better at dealing with storms when they come now and that younger members of the team are getting guidance and help that they might not have had in years gone by. Is that a bad thing? Absolutely not. 3. 'They can hoist a main sail in a storm' As a lover of Russell Crowe’s Master and Commander, I'm a fan of this nautical expression (used by Simon in the interview). I do, however, feel the urge to push back on this comment in defence of Gen Z. How do you... --- ### Performance Max: A new age of paid search marketing > Google has recently launched its newest campaign type; Performance Max (PMax). - Published: 2022-09-12 - Modified: 2024-12-16 - URL: https://www.found.co.uk/blog/performance-max-a-new-age-of-search/ - Categories: Google Algorithm Updates, Paid Search (PPC) Performance Max now allows users to create one campaign that's tied to multiple key business goals by using machine learning to continuously improve performance across a variety of Google channels such as Discover, Display, Gmail, YouTube and more. Did you know that 59% of consumers find their favourite brands whilst performing totally mundane tasks online (like watching videos on their mobiles, catching up on their interests, or reading through their emails)? It's with this insight that Google has recently launched its newest campaign type; Performance Max (PMax). What is Performance Max? Performance Max now allows users to create one campaign that's tied to multiple key business goals by using machine learning to continuously improve performance across a variety of Google channels such as Discover, Display, Gmail, YouTube and more. What are the main advantages of using Performance Max campaigns? On average, when you upgrade a Smart Shopping campaign to PMax, users can see a 12% increase in conversion value at the same or better return-on-ad-spend. PMax allows marketers to provide clients with more in-depth insights into their audiences, creatives, and other conversion drivers (including consumer insights and trends that might be impacting campaign performance). PMax makes marketers more aware of the customers' full path to purchase because, with current campaigns there’s a usually an attribution gap that leaves teams not always aware of the customers' full journey to conversion. What are the disadvantages that can arise from using PMax? Machine learning (like that employed by PMax) is only as good as the information that you provide it with, so continual testing of a variety of texts, images and audience signal combinations are essential to ensure optimal campaign performance. Some downtime can come after launching a performance campaign - this is where advertisers really need to speed up their potential learning period by making sure adding in audience signals. So, even though Performance Max has massive potential to make managing campaigns (across a variety of channels) significantly easier, specialist teams like ours really need to have time and space to think about how best all of the assets that get employed are optimised - with a big onus on testing new creatives and keyword-types. This means that, when afforded the opportunity to fully map out a comprehensive and strategic testing approach, we (as PMax enthusiasts) are now able to benefit from having a much better understanding of customers' full paths to purchase and provide our clients with more in-depth analyses of industry trends and consumers behaviour. PMax now makes it easier for experienced teams like ours to run campaigns across multiple channels so we need to be thinking about how we can best utilise the new data we have to hand in order to drive performance and help our clients stand out from competitors. Interested in trialling out Performance Max at your business? Get in touch with our Paid Search experts now! --- ### The future of link building: Trends and Strategies for 2025 > Explore link building trends and strategies for 2025. Learn how to adapt your tactics to create high-quality links and enhance your SEO performance. - Published: 2022-08-31 - Modified: 2024-11-06 - URL: https://www.found.co.uk/blog/the-changing-world-of-link-building/ - Categories: Digital Marketing, Digital PR Link building is an important part of both Digital PR and SEO strategies. Securing relevant and authoritative links back to site to improve rankings in search engine results pages and drive brand awareness and traffic is something brands regularly come to us for support with. As with anything in the digital space, the way in which links are secured, how they are measured and the results they drive has changed an awful lot over the past decade and will continue to do so over the next 10 years. Our team believe now more than ever, it’s important to create a sustainable organic link building strategy that will deliver results now and in the future.   Many years ago, link building tactics used to focus on things such as directory submissions, chasing broken back links and guest blogging... manually placing each link. This, not surprisingly, was not sustainable or delivering best results, so something needed to change! In addition, the changes to how Google handled links in the 2012 Penguin update helped propel the rise in content marketing and digital PR in more recent years and brings us more towards where we are today. Over the years, link building has evolved into Digital PR where we use tactics that will earn us valuable links, activity such as news jacking, news stories, thought leadership, and useful evergreen content such as guides and reports. There is a whole host of factors that inform which tactics we carry out for clients, such as the news agenda, Google updates, the target media as well as competitor activity. What does this mean? So, there’s good and bad news. I’ll start with the bad, securing good quality organic coverage with links is getting harder for many reasons; - competition, savvy media outlets and paid opportunities to name a few. The good news is that there are things we can do as PR and SEO experts to adapt to maximise results and ensure we are delivering the best for the brands we work with. We believe we need to future proof our digital PR and link building strategies, so they last a lifetime and are able to sustain the elements that are constantly changing. So, how do we make link building a sustainable success for our brands?    We focus on 4 key areas: Relevancy Creating genuinely interesting and useful content that makes us indispensable Tactics that will deliver results Metrics that matter By concentrating our strategies around these points, we ensure we create and carry out link building strategies that have staying power and deliver results. Let’s look at the points in a bit more detail...   Be and stay relevant - ensuring you have content that is relevant to your audience as well as your target media is more important than ever. Google won’t reward content or campaigns that it doesn’t see as relevant, so what’s the point! Create content with a purpose – media outlets are savvy and know the power their sites can have... --- ### Are Marketers more interested in Elon Musk than the looming impact of a cookieless future? > Analysis from Found's sister company (Braidr) has shown that most CMOs fail to grasp the importance of addressing the inevitable consequences of a future without cookies. - Published: 2022-08-09 - Modified: 2024-04-03 - URL: https://www.found.co.uk/blog/are-marketers-more-interested-in-elon-musk-than-the-looming-impact-of-a-cookieless-future/ - Categories: Digital Marketing, General News, Social Media Analysis from Found's sister company (Braidr) has shown that most CMOs fail to grasp the importance of addressing the inevitable consequences of a future without cookies. Braidr has been analysing the Twitter profiles of more than 15,000 CMOs (and similar professional roles across the UK and US) over the past 12 weeks and the data that they've collected shows that --- ### TikTok SEO: How to Optimise TikToks for Google > Discover how to optimise TikTok Content for Google with our handy guide. Read our top 5 TikTok SEO techniques to help grow your brand. - Published: 2022-07-25 - Modified: 2024-12-16 - URL: https://www.found.co.uk/blog/five-ways-to-to-optimise-tiktok-content-for-google/ - Categories: SEO Discover how to optimise TikTok Content for Google in this short blog. Read our top 5 TikTok SEO techniques to help grow your brand. TikTok has undoubtably cemented itself as a dominant force in the social media world over the last few years. Currently maintaining over one billion daily users, it saw a significant growth in popularity during the pandemic and shows no signs of slowing down. As well as being a platform that allows users to express themselves creatively, it has also given companies the chance to promote their products or services in a new way, which when used correctly can be a great tool for boosting brand awareness and exposure. These growth opportunities have recently been increased by the fact that Google is now indexing TikTok’s video content, allowing users to search videos with ease. Whilst TikTok does provide an exciting platform for brands to use to grow, it is vital that the content produced on the platform is sufficiently optimised for Google in order to produce significant results. In this article, we will explore five ways in which TikTok can be used as effectively as possible when it comes to digital marketing and SEO. How to optimise TikTok content for Google using these top 5 TikTok SEO techniques. 1. Don’t Underestimate Hashtags The importance of keywords is well-known when it comes to SEO. Essentially, the strategy of using relevant keywords in your website metadata and on-page copy increases brand discoverability. The same techniques can be applied to hashtags when it comes to TikTok. Although hashtags can sometimes be seen as something to just add on to fill out the description of content, a well-considered hashtag strategy is vital for optimising TikTok content for Google. Use hashtags that are relevant to the audience you are trying to attract, but not so popular that it will be difficult to stand out amongst the competition. Finding and targeting a niche is the best way to do this, and you can do this by using a keyword rank checker. It is a good idea to target long-tail keywords, as these are likely to have less competition when it comes to search volume and will therefore be easier to rank for. 2. Make use of TikTok SEO Analytics TikTok analytics tools, such as TikTok Pixel, provide detailed information your audience demographics and general behaviour, as well as which content of yours gets the most interaction. Paying attention to these statistics and tailoring your content to fit them accordingly will allow you to develop a more effective strategy for optimising your TikTok content, so it is essential to make use of them. 3. Identify Trends Spending time on TikTok as a user is a great way to understand the trends that are gaining the most traction. Once you have identified the trends, in terms of the style of videos being made and the audio being used, you can begin to take advantage of them for your own content optimisation. An easy way to do this is the ‘For You’ section will show the popular videos in a given category, which you can analyse depending on what your... --- ### Found thoughts: Google’s ‘Reimagining Search - Any Way, Anywhere’ talk > Every day, people look to Google for the answers to billions of questions: some simple, many increasingly complex, and others that can’t always be put into words. - Published: 2022-07-12 - Modified: 2024-12-16 - URL: https://www.found.co.uk/blog/found-thoughts-googles-reimagining-search-any-way-anywhere-talk/ - Categories: Paid Search (PPC), SEO ‘Help people get the information they need; no matter what they’re looking for, no matter how they ask’ Pandu Nayak, Google Fellow (speaking at the Cannes Lions Festival 2022) Every day, people look to Google for the answers to billions of questions: some simple, many increasingly complex, and others that can’t always be put into words. Google’s mission to organise the world’s information is timeless, but expectations for what a search engine can do have never been higher, and how Google responsibly deliver on that mission keeps on advancing and evolving. This year, on the Cannes Lions Lumiere stage, Pandu Nayak (Google Fellow and one of the foremost leaders in search) talked to attendees about the history of search and the latest AI innovations that are enabling entirely new ways for users to explore information. He discussed and displayed Google’s new ‘multi-search feature’ which allows users to combine text and image searches (so a user could photograph a bottle of wine and use that, along with the work ‘sparkling’ to see if the brand carried a sparkling version of that particular product). As digital performance experts who help brands get found online, multi-search is something that our team are having a serious think about. With Google working to make it possible for users to search any way, anywhere what do we need to be working on to ensure that brands get found when prospective clients look to find them? As multi-search is already being tested in the US (and is soon to be rolled-out worldwide), some of our experts took the time to sit and review Pandu’s talk recording and share their thoughts on what multi-search is going to mean for our business, our clients, and the world of search. We’re in another phase of search evolving, where Google is taking more steps towards becoming a one-stop-shop online portal rather than a search engine alone; providing us with an extensive range of data, info, services, and resources which should (in theory) better our every day – from booking a cab to restocking fridges without any direction. With search advancing at the rate it is, we’ll soon enough enter a world where we can get things done without having to visit a website at all. E-comm/retail wise, Google will align themselves a lot more to Amazon. As a result of this transition, it feels obvious that brands need to start investing in the why, nailing their brand narrative & diversifying themselves from an already saturated market & truly understanding their key audiences/needs. Chantelle Duff (Biddable Account Director, Found. ) With 15% of searches being entirely new everyday, the ever-changing search environment means that we all need to be keeping our eyes out for new visible trends and adapting our SEO strategies accordingly. The future of search might include searching by voice, camera or other new technologies. We don’t know which ones Google will prioritise and deem most valuable and how that will that impact SEO strategies, so this ever-changing search landscape... --- ### TOTAL SEARCH: THE HOLISTIC FUTURE OF DIGITAL MARKETING > The term 'Total Search' may be one that you're already familiar with. If not, the concept is probably something you'll have already seen but didn't know you had.  - Published: 2022-06-09 - Modified: 2025-01-27 - URL: https://www.found.co.uk/blog/total-search-the-holistic-future-of-digital-marketing/ - Categories: SEO The term 'Total Search' may be one that you're already familiar with. If not, the concept is probably something you'll have already seen but didn't know you had.   What is Total Search? Put simply; it's the combination of multiple performance marketing channels into one entity. When SEO and PPC are used as growth tactics they can become siloed and sometimes even compete to drive the most value. The way that value is measured can also differ with channels reporting on different metrics, such as paid sessions and organic sessions or CPC and organic clicks.   But now, with a data-led approach, Total Search can align activities to achieve the shared digital goals better. Total Search means taking a step back and looking at the whole picture.   The most important metric for businesses that deploy digital marketing tactics is results; that's their bottom line. It doesn't matter which channel results come from; as long as a brand sees growth, they will continue to invest. Why is it now becoming more relevant? The subject of Total Search is growing in popularity. Back at BrightonSEO in April, it was a key topic discussed throughout the event by industry experts.   So it's no surprise that it's a big topic of conversation internally here at Found too, with our teams exploring how we can use this idea to create a better experience for our clients. A graph showing the combined search volume of several terms relating to 'total search' from Google Keyword Planner. It's hard to pinpoint when the concept of Total Search began, but it's been around for several years now. And our proprietary search tool, Lumnir, was built on this very idea; a total search view of a Search Engine Results Page, or SERP, landscape. How Luminr is being used to achieve Total Search. Found's biggest contribution to the idea of Total Search is our very own SERP tool. It was imagined by the brilliant Head of Data Science, James Wolman, and brought to life by our data team. Luminr crawls the page 1 SERP results of a specific set of keywords based on the relevance to the brand. When crawled, every part of the page is assessed: Organic results Top-of-page and bottom-of-page ads Any other in-SERP features e. g. featured snippets, people also ask, knowledge panel, map pack, shopping etc. Which order do these results appear in? An example of a page 1 results page, with multiple in-SERP features. A click-through rate is assigned to each result based on which feature it appears and how far down the page it sits. We also use a unique total search metric called SERP Real Estate, which is calculated using the CTR and the keyword's search volume. This data is then aggregated to spot the best opportunities for ranking based on SERP features. It can also look at how well certain sites or even pages are performing and how they increase or decrease in visibility over time. The tool gives you insights into the entire... --- ### Google Shopping features for Ecommerce advertisers > Discover the latest Google Shopping features to enhance targeting, boost visibility, and drive sales. Learn how to optimise ecommerce campaigns effectively. - Published: 2022-05-20 - Modified: 2025-02-25 - URL: https://www.found.co.uk/blog/what-are-the-latest-google-shopping-features-for-e-commerce-advertisers/ - Categories: Ecommerce, Paid Search (PPC) To win back valuable market share from Amazon, Google has rolled out a series of shopping-related initiatives and updates over the last two years, starting with announcing that the Google shopping tab would open up to free listings. Their efforts appear to be paying off, with new data from Morgan Stanley discovering that 61% of consumers now start their shopping searches on Google, up from 54% in May 21, leading to an increase in Google shopping transactions. With Google Marketing Live just around the corner, we'll soon have more insight into how shopping will continue to evolve, but several new features have already been revealed that retailers can take advantage of. Trusted Store Badge Google recently announced the Trusted Store Badge, a blue checkmark displayed alongside ratings & reviews to assure consumers they're shopping with a reputable business. This presents a big opportunity for smaller retailers and challenger brands to grow, with initial tests showing that the badge delivers increased traffic to online stores. The trusted store badge is earned based on delivery speed, delivery & return costs and return windows. Retailers should take advantage of this and focus on delivering a superior online shopping experience to gain a competitive advantage in search results and customer satisfaction and retention. Photo by Rupixen from unsplash Retail Search for E-Commerce  Google has developed "Retail Search", a new product that integrates Google's advanced search technology with a retailer's on-site search function. This will enable brands to leverage Google's understanding of search query context and user intent to improve on-site customer experience. It also includes Google's image search capabilities, which would need significant investment for a brand to develop itself. Retail Search could prove a more efficient way for medium-sized retailers or those with large inventories to provide a more straightforward shopping experience and ultimately win more sales. Visual SERPs, Visual Search & Multi-search Google confirmed last month that it had increased visual results on mobile search. Displaying larger product images in a grid format and larger images within text results. The same change is being tested on desktops, as are full-width video results. But, rollouts of either are not confirmed as of yet.   This update is solely within organic search at the moment. But with the push towards performance max campaigns, we'll likely see a similar evolution within the ad space.   Additionally, although still a very small percentage of total Google queries, Google Lens searches have tripled in the last year and are expected to continue to grow. This could be accelerated with the rollout of "multi-search" in the coming months, allowing users to add text queries to their image searches through Google Lens to narrow down their results.   In the future, it's clear that retailers & brands won't be able to rely solely on traditional text & shopping formats. To remain competitive, they will also need effective visual assets. In the fast-paced ecommerce world, ordinary strategies won’t keep you ahead. Found's Everysearch™ approach revolutionises digital marketing with innovative tactics... --- ### SEO for Reputation Management > As well as the ability to increase brand awareness, generate leads and sales SEO can also play a key part in demonstrating and controlling your brand reputation. - Published: 2022-05-12 - Modified: 2025-04-29 - URL: https://www.found.co.uk/blog/seo-for-reputation-management/ - Categories: SEO As well as the ability to increase brand awareness, generate leads and sales SEO can also play a key part in demonstrating and controlling your brand reputation. For most businesses branded search queries are likely to make up a significant portion of searches used to find your site and consumers new to your brand may be searching for additional information about your company when making a purchasing decision. In addition to ranking first for your own brand name there are other elements on branded Search Engine Results Pages (SERPS) that can influence consumer perception. If the other listings showing on your brand SERPs convey a negative view of your business this can have a significant impact on trust and user behaviour particularly for those unfamiliar with your brand. This article examines the steps you can take to help optimise your branded SERPs and improve your online reputation. Managing your branded search presence not only protects your reputation but also strengthens consumer confidence at every stage of the buying journey. By actively monitoring and optimising the content that appears around your brand in search results — from review sites to news articles and social profiles — you can ensure that new and returning customers encounter consistent, positive messaging that reinforces trust and drives conversions. Identify queries of concern At the start of any reputation management campaign it is important to understand the current lay of the land. The first step in this process is to identify specific search queries of concern. These are likely to be queries where unfavourable websites are ranking in prominent positions. Search queries of concern will typically be: Brand e. g. “yourcompanyname” Brand + generic e. g. “yourcompanyname reviews”, “yourcompanyname scam”, “yourcompanyname + ” There are several data sources which can help you to identify potential result pages to evaluate: Google Ads query report Google Search Console performance report The search terms present in Google’s auto-suggest feature Third-party keyword research Extract and classify ranking URLs Once you’ve identified search queries of potential concern it’s time to fetch more data to benchmark the current situation. You’ll want to benchmark the ranking of your own website on the results page for each query as well as take note of the other URLs which show and their present position. For each URL you’ll then want to undertake: Sentiment analysis - is the result positive, neutral or negative to your brand? This can be taken further by expanding the scale to more touch points to highlight the most toxic results. Ownership analysis - is the result owned (controlled), earned or uncontrollable. This will give you an overview of the most prominent URLs in your brand space and ownership and sentiment classification can be used to inform priority URLs and search queries for action. Except in extreme cases you’ll typically find that there are just a small number of prominent detractor or offending URLs which appear repeatedly across a range of branded and brand + generic search queries. Build out your content... --- ### Found recognised as a Great Place to Work - Published: 2022-04-29 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/found-recognised-as-a-great-place-to-work/ - Categories: Culture It’s been another fantastic year for Found, and for the first year, as Tomorrow Group submitting in the Great Places to Work certification. We are thrilled to announce that not only did we place 22nd in the Great Places for Wellbeing 2022, but we have also ranked 6th in the overall Great Places to Work 2022 for medium sized businesses. That’s 4 places up from last year and a real coup for the whole team at Found that continually work so hard to create an inclusive, fun and adaptable working environment. The last two years have been challenging for multiple reasons, but what we love is how much we have learned and changed for the better as a business. Not only having to move towards hybrid and remote working, but considering how we continue to offer the best support for our employees regarding their mental & physical health, motivation, and engagement with the business. Throughout Tomorrow we have so many fantastic initiatives for togetherness, team work and promoting inclusive and dynamic working, that we really feel this recognition is thoroughly deserved, and truly reflects the hard work that every single one of our people commits consistently. We continue to offer regular check-ins, flexible working hours and social events (when possible! ), to keep everyone happy, healthy and motivated. We pride ourselves on our strength and resilience, and promoting our culture of trust with our people. Team work and collaboration are truly at the heart of everything we do, and we are so proud to be recognised as one of the top businesses in the UK to work with. "I’m beyond delighted that we have ranked 6th place in the Great Places to Work UK Best Workplaces 2022! It’s been another phenomenal year at Found and Disrupt, not to mention the recent launch of our new data and technology business, Braidr. People are the heart and soul of our business, so it makes me incredibly proud that this recognition is because of our team; who they are, what they do, how they feel, and what we can – and do - achieve together. Absolutely pleased as punch for everyone. "Tina Judic Here's to the rest of 2022, and continuing to climb up those rankings in 2023! --- ### Google Analytics 4. What does the future of Analytics mean for you? > What does the future of analytics hold for you? Explore our guide on Google Analytics 4 and stay ahead today. - Published: 2022-04-27 - Modified: 2024-09-18 - URL: https://www.found.co.uk/blog/google-analytics-4-what-does-the-future-of-analytics-mean-for-you/ - Categories: Analytics We are witnessing a new exciting, yet challenging, step into the future of analytics. Google is sunsetting Universal Analytics on July 1, 2023 to make way for Google Analytics 4 (GA4) – the newest technology, improving every day, but changing a lot of analytics paradigms and practices. Universal Analytics customers will be granted an additional three months, to October 1, 2023.   From that point, properties will become read-only meaning that users will still be able to access UA properties for historical data analysis for another 6 months. After this period the data in UA will be deleted. This is a major shift in how data is collected, stored and filtered so you’ll need to accommodate, learn the new interface and understand the new concepts. Just make sure this learning process starts TODAY. If you’re still wondering what will happen to your data and how you can mitigate its loss, this article might be just for you.   What Is Google Analytics 4? Industry & regulatory landscapes are constantly changing, impacting how data can be collected & used. With more and more businesses investing in Analytics to navigate the changing ecosystem, reliable measurement has never been more critical and more of a challenge. That’s the background story of the sunset of Universal Analytics and the rise of GA4 – the next generation of Google Analytics. Having more features and capability than its predecessor, GA4 has been built on new technology and it aims to serve the measurement needs of a privacy-centric, less reliant on cookies future. It’s been designed in such a way that can help you retain more customers by predicting churn rates and deliver a better understanding of who makes your ideal customer.   What Is New in Google Analytics 4? 1. Machine Learning There’s no doubt that Machine Learning is the future of analytics. GA4 it’s also part of the future, using ML to provide valuable insights so you can understand your customers better and improve your ROI. The new analytics alerts you of relevant trends in data, allowing you to predict changes and adapt accordingly. 2. New Tracking Paradigm GA4 is changing the tracking paradigm. It is events based, and so, KPIs and measurement plans need to be planned and maintained more closely. The session dimension is being redefined and session counting differs radically from Universal Analytics. 3. Privacy-Focused GA4 is designed to work in a cookieless future. It uses machine learning and AI to fill in the gaps in data due to cookie restrictions. It’s a way to future-proof your business and ensure that you will continue to have access to essential visitor data. 4. Cross-Platform Design GA4 is conceived to reduce fragmentation and offers marketers and analysts a holistic view across all digital real estate (Web + App) their brand is operating on. What Does This Mean For Your Business?   Google’s announcement stirred up the analytics world and many organisations started weighing-up the technical as well as regulatory impacts of shutting down Universal Analytics. With the new... --- ### Digital PR Explained > Digital PR is often confused with other online activity, from spammy link building to fluffy content creation but here we explain what it is and how, when it’s done right, can deliver strong and tangible results for a business or brand. - Published: 2022-04-06 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/digital-pr-explained/ - Categories: SEO Digital PR is often confused with other online activity, from spammy link building to fluffy content creation but here we explain what it is and how, when it’s done right, can deliver strong and tangible results for a business or brand. What is digital PR? In its simplest form, it’s a series of tactics to increase a brand or business’ online presence, predominantly via the media. It focuses on creating newsworthy, engaging and creative content that will secure coverage in the media to help your businesses or brands, reach their current, or new, target audience. There are other channels that digital PR can target including blogs, forums and review sites to support wider media activity. The aim of digital PR is to get your brand, business or product in front of your target audience to drive awareness, traffic to your website or a specific action such as an enquiry or booking. As mentioned, PR is sometimes confused with link building in the SEO world, but it’s very different. Link building is purely focused on securing links back to site. It can be on any site, anyhow and with no consideration of relevance, a brands reputation, or the audience it’s reaching. More often than not, link building becomes a paid for opportunity, resulting in links of questionable quality and provenance being secured in pursuit of third-party authority metrics. On the other hand, Digital PR is focused on creating content that will naturally get talked about to secure links and results in an organic way that doesn’t involve a fee. A way that truly represents a brand, positions them as reputable and is much more likely to engage your audience to inspire action. Which let’s be honest, is the aim of the game! PR activity can sometimes be forgotten about when considering wider SEO activity and digital growth but for a lot of consumer and B2B businesses, PR can be pivotal in delivering results on its own or as part of a wider scope of activity. With so many brands competing for space in the media, creativity in PR has become more important than ever before. Bringing your news to life in engaging and media friendly way is vital to the success of activity. Knowing your audience, creative ideas and media relationships are all key to PR success and this is something that Found has truckloads of! So, how does digital PR help a business or brand? Digital PR can support your brand or business in many ways. It can work as a sole tactic or as part of a wider SEO or digital growth strategy. Via online media, Digital PR will: Drive awareness via brand/ product mentions Secure links to your website to drive traffic Educate your audience regarding a new offering / product Instil trust in your target audience Build a positive reputation Position you as thought leaders in your given industry Depending on the overall objectives, campaign activity can be tailored to deliver the results you want and the... --- ### What is the Ideal Bounce Rate for a website? > Bounce rate will differ by page, by search term and by search intent.  There is no universal “good” or “bad” number. - Published: 2022-03-24 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/what-is-the-ideal-bounce-rate-for-a-website/ - Categories: SEO Photo by Karolina Grabowska from Pexels I’ve been asked this question a few times in my career and it always confuses me. It’s a bit like “how long is a piece of string? ”. Bounce rate will differ by page, by search term and by search intent. There is no universal “good” or “bad” number. That’s not to say bounce rate is a useless metric and you can’t benchmark between, for example, different product or service pages to identify areas for potential improvement. What really is a bounce? To confirm we are on the right page (before you bounce! ) let’s look at what the true definition of bounce rate is. I will focus on Google Analytics in this article as this tracking solution is used by the majority of businesses we work with. “the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server. ” https://support. google. com/analytics/answer/1009409? hl=en Assuming your tracking is working correctly a user who bounces may do so for one of two reasons: They successfully found the content they were looking for and have now moved on to some other activity. The landing page did not offer what the user expected and they were not enticed to explore your site further. A user who visits any additional page on your site has not “bounced” but has not necessarily found what they were looking for or had a good experience. Consider these two scenarios: Scenario 1: A user searches for a factual query such as “iphone 13 price” They click through to the product page on the Apple website. The webpage provides the answer the searcher needed and the user closes the browser tab. The data says: This is a bounce yet the specific user need has been satisfactorily met. Scenario 2: A user searches for “size 12 red dress” They land on a product page from Retailer A. The webpage shows the product as being out of stock. “Related products” links appear on the product page and the user clicks through to one of these viewing a second product. The 2nd product is not available in the searchers size. The user is disappointed and decides to try another retailer. They navigate back to the Google results page and click through to a competitor, retailer B. The data says: This is not a bounce as the user viewed multiple pages during their session, yet the user need was not satisfactorily met. In short - a high bounce rate does not mean your content is poor. Google wants to kill factual searches with high bounce rates For user intents such as those outlined in Scenario 1 above Google tries to provide answers in-SERP without the need for a user to click through to a third-party website. It does this by scraping information from publisher websites and presenting this information itself in an answer box or featured snippet or answer box in order... --- ### 15 Top PPC Tips For Black Friday Success > Black Friday weekend is one of the biggest events for retailers, and it is a great event to manage within PPC. - Published: 2021-11-17 - Modified: 2024-11-07 - URL: https://www.found.co.uk/blog/15-top-ppc-tips-for-black-friday-success/ - Categories: Digital Marketing, Ecommerce, Paid Search (PPC) Black Friday weekend is one of the biggest events for retailers, and it is a great event to manage within PPC. If you get it right! Black Friday is a day – or a long weekend – that commands planning, focus and agility. This is the time when you are going to spend a high percentage of your annual marketing budget and you need to get it right. So, as a Black Friday veteran, here is a few tips to help ensure that you are Black Friday ready. Black Friday Budgets & Admin Credit: https://unsplash. com/@kmuza 1. Review last year’s performance. Data holds immense value, and reviewing past years’ performance is crucial to preparing for this year. Analysing data from 2023, along with recent performance metrics, can provide a solid foundation for your Black Friday plan. What worked well? What didn’t? What lessons did last year’s results reveal? Did certain ad types outperform others? Which bidding strategies proved most effective? How was spending managed? Did you invest aggressively at the start of the day or weekend? At what point did you reach peak conversions? 2. Pre-plan your budget pacing for the month. Bidding and budgets go hand-in-hand. The Black Friday period will see such a considerable hike in spend that it is integral you are on top of budget pacing for the entire month. The key period to be aware of here is the period after Black Friday, especially if you are on automated bidding. The last thing you want is to continue on the spend trajectory after the event, when the conversions have dropped, and the offers have gone. 3. Ensure you know the promotions you will be running, and when. It’s so essential to not only be aware of the promotions but to plan the ad copy for them, and the timing of them, to understand what the offers will be and, importantly, what stock availability there is to service the demand. 4. Create your people plan of attack for ‘in case of’ moments. It’s important to ensure that everything is aligned and everyone knows who to speak to ‘in case of... ’. Who is providing stock checking updates (if it’s not fully automated)? What is the action plan when we run out of stock? What if we’re flying and could exceed budget – who is on hand to make the call to slow down or drive on? Plan for all eventualities as Black Friday can be stressful enough without a curveball coming at you that you haven’t considered. Ads & Extensions Credit: https://unsplash. com/@katetrysh 5. Prepare and upload Black Friday ads well in advance. I’m sure we’ve all experienced what seem to be perfectly reasonable ads being disapproved. Imagine that happening on the morning of Black Friday? I bet you don’t want to imagine it, right? Make sure your ads are prepared and uploaded so you don’t have any surprises. 6. Use an automatic rule to pause and activate ads. Just as I said you must upload... --- ### New London agency group launches to deliver the future of digital experience > We are delighted to announce the launch of a new group collective, Tomorrow. Made up of Found, Disrupt – our social and influencer agency – and Braidr - our newly-created data technology company. - Published: 2021-09-13 - Modified: 2025-03-25 - URL: https://www.found.co.uk/blog/tomorrow-launch/ - Categories: Digital Marketing, General News We are delighted to announce the launch of a new group collective, Tomorrow. Made up of Found, Disrupt – our social and influencer agency – and Braidr - our newly-created data technology company - Tomorrow’s focus is to create the best digital experiences for our clients. We operate in a highly dynamic and innovative space, where keeping one step ahead of the market and competition makes all the difference. And, with a vision to be a company of the future, now, we relish being a leader in our market. As a company, we will never stop looking to the future, never stop learning, and we will always challenge ourselves to be the best we can be for our clients. As ever, Found will continue to harness the efficiencies of technology and the future-thinking of a smart team to deliver exceptional results through paid media, SEO, content, digital PR, CRO, and growth experience.   Disrupt, as a fully-fledged, data-powered influencer and social agency, will continue to pioneer the way brands connect with their audiences through the use of data, cultural innovation, and disruptive content that commands attention. Our data team has expanded considerably and, under new leadership, it has become a data technology company, Braidr; a company created to help CMOs create elevated brand experiences by bridging the data gap between business and marketing to create new structures, more valuable than the sum of their parts. Why Tomorrow? According to Invesp, 87% of marketers say data is their company’s most under-utilised asset. The global marketing data market was valued at 34. 61 billion U. S. dollars in 2019, and it was expected to grow to 52. 26 billion in 2021, according to Statista. And with the global digital ad spend expected to reach $389. 29 billion in 2021 (Statista, 2020) - a 17 percent rise from 2020 - the landscape is significantly changing. Brands are, rightfully, demanding more from their partners: they are demanding excellence in performance; expansion into new and emerging channels; and requiring data and technology to form a competitive backbone to digital success. As award-winning leaders in paid media, SEO and content solutions, Found complements the innovative, data-driven influencer and social services solutions offered by Disrupt; with both working alongside Braidr; helping brands to put insight behind every decision. Collectively, as Tomorrow, they will work together to deliver best-in-class digital solutions. Tina Judic, co-founder and CEO of Found, will step into the role of Chairman of Tomorrow. Tina has been in the world of digital marketing for over 20 years - leading Found from inception 11 years ago – and has continually driven and embraced the need for speed and progress. She created Tomorrow to harness the power of technology and marketing in an evermore-connected world. Natalie Patel will become Managing Director of Found. Natalie - who joined Found 6 years ago - is a digital growth specialist, future-thinking speaker, and inspirational leader. She will bring her years of experience and a fresh perspective to take on the... --- ### Faster Keyword Research for Google Ads with Super Keyword Planner > Super Keyword Planner gets keyword ideas & metrics for planning Google Ads campaigns more quickly, supercharging the research we do for client growth. - Published: 2021-06-01 - Modified: 2024-09-23 - URL: https://www.found.co.uk/blog/super-keyword-planner/ - Categories: SEO Keyword research tells us how people are searching online. It starts with a seed - e. g. 'flights to italy' - and branches out into related keyword ideas like 'flights to sorrento', and metrics for those ideas - e. g. 720 searches in UK with Google last June. Information like this is key to discovering the best new Google Ads campaign opportunities to supercharge our clients' business growth, and the faster it can be accessed, the better. Super Keyword Planner is a campaign research tool developed in-house to provide our team with faster and more fluid access to the highly useful & relevant keyword ideas most commonly sourced from the Google Ads Keyword Planner interface. The super keyword planner app In this post, after a quick run-through of the features, I will cover what prompted me to start developing Super Keyword Planner, and take you through how it can be used to obtain search demand insights even more quickly when exploring new ad campaign ideas. CONTENTS The Super Keyword Planner app in a nutshell Why it was created Core features Refinement features Speed improvements The bottom line Super Keyword Planner in a nutshell Super Keyword Planner gets keyword ideas & metrics for planning Google Ads campaigns quickly & easily. Unique features: Built just for campaign keyword research Bulk retrieval of keyword ideas Multiple markets at once Minimal design Streamlined user journey Simplified spreadsheet export Mobile friendly Benefits: Easier ad-hoc research Save time on campaign planning What it really means: Keep your train of thought Say 'yes' to more research requests Get more done Put your feet up Why Super Keyword Planner was created Spreadsheet amnesia. It happens to the best of us. You're staring at a keyword research spreadsheet you just downloaded from Keyword Planner. It's got keywords. Search Volume. CPC. It's really great. But why did you download it? You can't remember why. You know there was a good reason. It'll come back to you, maybe in a few seconds, maybe a few minutes. Point is, you were knocked off your train of thought. Why? Because you had to travel through the Google Ads interface to get to Keyword Planner. Spreadsheet amnesia can dampen your inspiration In a bid to stop this happening any more, I developed Super Keyword Planner. It's a web app - a light and nimble Keyword Planner overlay built to make keyword research faster and easier: 5x faster for small jobs and 30x for bigger ones. This lets you keep your train of thought while getting keyword data, and makes keyword research available to those who normally wouldn't have the time. The basic functionality of Super Keyword Planner - previewing keyword ideas for 'holidays in spain' and getting a download with search volume, CPC & competition, taking about 10 seconds. This is in contrast to using Keyword Planner, for which the same action takes about 1 minute and requires more clicks. 3 issues with using keyword planner for quick research The process of getting keyword... --- ### Google I/O 2021: Key advancements in Search & Shopping > Earlier this month Google I/O came to our screens with a huge amount of content, news, updates, and advancements discussed over the event. - Published: 2021-05-27 - Modified: 2024-05-08 - URL: https://www.found.co.uk/blog/google-i-o-2021-key-advancements-in-search/ - Categories: Google Algorithm Updates, Paid Search (PPC), SEO Earlier this month Google I/O 2021 came to our screens with a huge amount of content, news, updates, and advancements discussed over the event. Here, we take a look at some of the most significant updates across Shopping and Search and what they mean for digital strategies. 1. Shopping. Late last year, Google Shopping launched the unpaid listings in the UK so we were expecting to see further developments in the Shopping space, especially as tracking the performance of shopping results becomes crucial to all ecommerce strategies, not just Paid Media. Expanding the inventory. This year, Google explained how their Shopping Graph is used to show users the most relevant shopping information through a "comprehensive, real-time dataset about products, inventory and merchants". As part of this, Google announced they are expanding their partnership with Shopify to allow Shopify's 1. 7 million merchants to easily feature their products across Google. Previously a hassle for Shopify merchants, this could be huge for ecommerce sites that run on the platform, with their products now able to be discovered across Search, Shopping, YouTube, Images and more much more easily. Shopping through screenshots. In one of the more advanced developments, Google announced the capability for users to now shop through the screenshots they take. Recognising that screenshots are one of the most popular, and easiest, ways for people to save something for later, Google will now let you save these screenshots to Google Photos. Whenever those photos are then viewed, users will be prompted to search the photo with Lens, allowing them to see different search results which help them find the products or related in the photo. This is huge for online shopping and could signify a shift in how people are searching and shopping for products. The best way to make this work? Optimise your images with alt tags and schema to give Google as much information as possible about what is being displayed. This is crucial for product photos, where the information you provide about them including price, image location, stock availability, reviews and so on can be used by Google to display the information directly in Search, Images, and Shopping. Shop until you (don't) drop. Along with other modules being released, Google will be introducing a new feature in Chrome that allows you to see your open carts when you open a new tab. Think of it like a to-do list browser extension, but instead of all your tasks for the day, you see all of your baskets. Regardless of whether you go to another site, or get distracted by other things, when you open a new tab you'll be able to pick up exactly from where you left off. How big is this? Time will tell. I personally wouldn't want reminding of how many open carts I have dotted around my favourite websites, but it could be big for encouraging conversions. Whether this will impact things like basket abandonment email campaigns, retargeting activity, or even how these conversions are then... --- ### First-party data: What, why and how? - Published: 2021-05-27 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/first-party-data-what-why-and-how/ - Categories: Data First-party data isn't new, but more and more companies are looking at how they can use it as the marketing world moves towards a cookie-less future. Here, we look at what it is, why you should be using it, and how you can incorporate it into your marketing strategies. What is first party data? Put simply, first-party data is information a company collects from their own sources. This could come from both online and offline sources, including: Your website and appsSocial media platformsYour CRM dataPoints of saleCall centresSubscription dataSurveys Because first-party data comes directly from your audience and their behaviours and interactions with your company it is an invaluable source of information, not least because nobody else has access to it. But many businesses don't know how to utilise it effectively in their marketing activity to help attract more like-minded customers, or why they should be using it at all. Why should you use first-party data? Put simply, because it's your upper hand on your competitors. It gives you first-hand insight into what your customers need from you, what they want to see more or less of, and what they see as your strengths and weaknesses. If you can scale that feedback and apply the learnings, not only do you get a more satisfied existing customer base, but also higher potential for them to then refer you to similar prospective customers, act as your advocates, and help you connect with similar audiences. As well as giving you the upper hand from a business and engagement perspective, you can use the information you gain from this kind of data to identify areas of your business you can push harder and those you need to invest more attention in, giving you both marketing and business application from one set. How to collect first-party data. Before we can start using first party data in marketing activity, we need to be able to collect it at scale and the easiest way to do that is to make sure you've got pixels on your website and social media profiles. These will collect information about the behaviours and actions of those who engage with you and then record it in your CRM or CDP. The most common way to collect first-party data is through Google Analytics, but you can also have different pixels for platforms like Facebook and LinkedIn to gather data about your social media audiences. How to use first-party data. 1. Gain audience insight. First-party data can be used for a variety of applications, but the one of the most valuable is gaining insights about your audience and one of the biggest parts of this is building out a full audience profile. With the data you can gain from your website visitors, surveys, and customer feedback you can begin to build a picture of who your audience actually is, rather than who you think it is. Once you have that you'll have a better understanding of things like: What they do on your website,... --- ### 4 Things To Consider Before Hiring A Digital Marketing Agency > Searching for an agency partner can feel like an overwhelming process, especially if you’re not familiar with the services you’re enquiring about. - Published: 2021-05-27 - Modified: 2025-01-27 - URL: https://www.found.co.uk/blog/4-things-to-consider-when-appointing-a-digital-marketing-agency/ - Categories: Digital Marketing Searching for an agency partner can feel like an overwhelming process, especially if you’re not familiar with the services you’re enquiring about. The digital landscape is vast and it can be difficult to know exactly what kind of support you need or want. During my time working on the sales team at Found for the past year I’ve frequently been involved in these conversations, albeit from an agency perspective. Whilst it was important for myself to learn as much as possible about the prospects' business, objectives and marketing history; it’s just as important for prospects to understand the partner that they’ll be working so closely with.   You want to make sure that you are prepared for that first chat, as you may miss a trick or two that could be crucial to your final selection. To get the best and most relevant information for your business, here are some things to consider when appointing a digital marketing agency. Before You Start Firstly you need to have a think about what you actually want. By this I mean you need to be clear on your business objectives and the main reasons you’re looking to onboard an agency partner. This will help you figure out the things that are most paramount to your business which will in turn shed light onto those questions that will really help you make an informed decision.   1. Integrated Services and Growth Opportunities As I mentioned earlier, the digital marketing world can feel intimidating when you’re new to it all. You may go into these conversations not too clued up on the specifics of SEO, PPC, CRO and so on. That’s absolutely fine as the agencies are the experts and can guide you as to what they think would best suit your business and objectives. This can, for example, be as simple as a teenage clothing brand wanting to grow their awareness being best suited to Social Media channels. This is obviously quite a top level example and it’s normally a much more layered, complex process when deciding which services to focus on within the digital strategy. But, the point is, the agencies are there to help you achieve the best results possible so be sure to take their ideas on board.   There are many different routes you can take when starting your digital marketing journey, but you want to make sure that you’ve got the option to go faster or slower and even change direction. Having an agency that has many different services is great; but having an agency that can seamlessly integrate these services and offer opportunities for growth to achieve your business goals is even better.   2. Operations, Processes and Client Service When considering the operations and processes of a prospective agency, it can come down to more of a personal preference decision. Chemistry is a key factor which is why a lot of businesses will ask the agency team to visit their offices to pitch or just to have... --- ### How to explain complex ideas simply > Learn how using relatable analogies can simplify complex SEO ideas, helping clients better understand the steps and strategies for improving rankings. - Published: 2021-05-18 - Modified: 2024-10-28 - URL: https://www.found.co.uk/blog/seo-is-like-x-factor-how-to-explain-complex-ideas/ - Categories: SEO We all know that complex issues can be hard to grasp - trying to get our head around them can sometimes cause a real headache, especially when we get lost in the realm of jargon, acronyms, and expertise. It can be frustrating and discouraging, as much for the listener as it is for the speaker. When we don’t understand, we feel stupid. And when we feel stupid, we are most likely to give up and disengage. One thing I have learned over the years is that your expertise is worth very little if your audience: can’t understand you, and can’t make use of what you are trying to communicate. Ideas that are misinterpreted or misunderstood can lead to a loss of opportunity, trust or money. Not to mention the confused, bored, or frustrated listeners. A well-communicated concept or idea, on the other hand, can persuade, inspire and motivate. When we share the same language, we can inspire action and understanding of what is needed to succeed. Search Engine Optimisation (SEO) is not a new concept in digital marketing but often is hard to grasp for people who do not specialise in online marketing. It’s a complex set of processes and requirements that is constantly evolving. Very often, our clients have different levels of understanding of SEO. This only adds to this complexity. So how do you get your clients on the same page? Using analogies to explain complex problems. My experience taught me that thoughtfully and deliberately using analogies can be the most efficient way of explaining something complex simply and clearly. Analogies can help people step back, look at the concept from a more familiar angle and see possibilities that were obscured before. You can use metaphors and similes to create an analogy. They both compare the familiar with the unfamiliar, making it immediately easy for audiences to grasp what you are trying to communicate. While a simile is saying something is like something else, a metaphor is often poetically saying something is something else. As such, they are a must-have item in your leadership storytelling kit. Similes and metaphors are everywhere, just a quick google search for “SEO is like... ” shows us how helpful (and insightful) analogies can be: SEO is like a river, it keeps on flowing. PPC is like a faucet: once you turn it off, it stops providing you leads. A website without SEO is like a car with no gas. “Content is soul. Technical SEO is the backbone. ” These examples evoke vivid images and allow us to "see" things from a new perspective. We “get it” instantly. In my work as an Account Director, I often have to explain SEO to clients who are new to inbound marketing. Many people struggle to immediately grasp concepts like crawlability, on-page, E-A-T, off-page, authority, etc. I don’t blame them - it is lots of jargon that makes little sense to someone who has never done it before. I remember how, many years ago, I joined... --- ### Great Place To Work 2021 Awards: Team culture in a pandemic - Published: 2021-05-13 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/great-place-to-work-2021-awards-team-culture-in-a-pandemic/ - Categories: Culture We’re thrilled to announce that we’ve been awarded 10th place in this year’s Great Place to Work Awards 2021 (medium category) for companies of 51-250 employees. We’ve been extremely proud to rank in the prestigious Great Place to Work Awards for the past five years, but this year is extra special for us. This year’s culture audit submission was based on our response to the COVID-19 pandemic. There is no denying that the pandemic affected everyone in the world. For us, the impact was felt across both our team and our clients. The first, and possibly most significant, way the pandemic impacted us, was that we went from being entirely office-based to working remotely, in a world that was full of uncertainty. We ensured the team were aware of our decisions, our focus, our hopes, and our concerns during this time of uncertainty. It became a true ‘in it together’ moment that, whilst we would all prefer to see each other face-to-face each day, really has brought us together in ways we never thought possible. This was really demonstrated in our culture audit and survey sent to the team, and completing our submission reinforced how incredibly proud of our team we are. Thank you to all of our Founders that contribute to making Found the great place it is – hip hip, hooray! We’re looking for more fantastic Founders to join our team, check out our roles here. --- ### How To Optimise PDFs For SEO > There might be instances in which Google encounters non-HTML files such as PDF documents and determines they deserve to rank higher than HTML pages.  This behaviour may not always be desirable. - Published: 2021-05-13 - Modified: 2024-11-06 - URL: https://www.found.co.uk/blog/dealing-with-pdfs-an-seos-guide/ - Categories: SEO There might be instances in which Google encounters non-HTML files such as PDF documents and determines they deserve to rank higher than HTML pages. This behaviour may not always be desirable. Why do PDFs rank higher than HTML pages? The text within PDFs is readable by search engines. Often content presented in PDF format is particularly in-depth spanning multiple pages and with keyword rich content. HTML pages may lack depth and keyword relevance. Some report style content will be cited externally resulting in inbound links pointing to PDF files. This can result in PDFs being seen as a better result to return to users, and therefore PDFs outranking HTML webpages. Why would you not want a PDF to rank? Due to associated problems with PDF files, it is often preferable to rank an HTML page in their place because PDFs: Provide visitors with a poor user experience, particularly on mobile. Lack site navigation, taking users away from the website and do not allow visitors to easily discover new or relevant pages which could potentially assist with increased overall traffic and conversions. Are difficult to maintain and update, and therefore visitors might get access to outdated or unreliable content. Do not allow for implementation of structured markup. PDFs do not work the same way as HTML and prevents structured markup from being applied to the content. Tracking Issues. The data acquired from Google Analytics on how people are using PDFs are limited such as getting data on what links users followed to PDFs. Approaches Used to Handle PDF Documents. Various approaches can be taken when dealing with PDF documents in favour of HTML pages. These might include: Adding a “X-Robots: noindex” tag in the HTTP header used to serve the document. Inserting a canonical link in the PDF’s HTTP header referencing the HTML page. Creating an HTML version of the published PDF Linking to HTML pages containing PDF content instead of the PDF themselves Adding the PDF to the robots. txt file, however this does not prevent it from being indexed in the search results. Pros and Cons of different SEO approaches to deal with PDFs. We’ve compiled this table outlining the pros and cons associated with different approaches to deal with the occurrence of PDFs in search results. ApproachPDF ActionLanding Page ActionProsCons1noindex applied to file x-robots HTTP headerNo actionThis will prevent the PDF file appearing in search results once it is recrawledAll value obtained from any links to the pdf is lost. There is no guarantee that your HTML landing page will perform as well as the PDF file2Insert a canonical link in the HTTP header referencing the HTML landing pageNo actionIf canonical is respected the PDF will stop ranking and most of the value will be transferred to your HTML landing page boosting its ranking potentialIt is unlikely that the canonical reference will be respected if the landing page and PDF serve content which significantly differs 3Insert a canonical link in the HTTP header referencing the HTML landing page... --- ### How to find growth opportunities in a complex digital landscape > There are many routes to achieving digital growth, however finding those which are most effective from a cost, time, and longevity perspective is where a challenge presents itself. - Published: 2021-05-04 - Modified: 2025-01-27 - URL: https://www.found.co.uk/blog/how-to-find-effective-growth-opportunities-in-a-complex-digital-landscape/ - Categories: Digital Marketing, How to There are many routes to achieving digital growth, however finding those which are most effective from a cost, time, and longevity perspective is where a challenge presents itself. Within this article we’ve pieced together a simplified approach that seeks to help businesses understand how to find the most effective opportunities, saving time and budget, but most importantly ensuring the outcome of achieving performance targets, and that starts with a simple checklist: Setting objectives, KPIs and goals Understanding your data Targeting the right audience/competitors Spotting strengths and weaknesses of the competition Defining your challenges Uncovering growth opportunities Measurement and improvement 1. Setting objectives, KPIs and goals Clear objectives are crucial, and are the where all your research, activity, and decisions should point back towards. You should always start with a clear business objective e. g. Achieve £10M in revenue in 2025. Understand how you want all your channels to contribute to this overall objective. For example, "Digital sales to account for 60% of revenue". It’s good to have a starting point to understand what you want each channel to aim for but be ready to flex. Your digital agency may turn around and tell you that they can achieve more than this, then you’ll need to be ready to assess the ROI across your various channels. For objectives to work, they need to be clear, concise, and have a measurement attached to them - what are the key results you need to drive to hit that objective. 2. Understanding your data This is a simple but important point; if your tracking is inaccurate, you’re going to limit your growth potential. Work with your internal teams and client side/internal data teams to ensure attribution is nailed, and you have a clear view from click to purchase. Setting this up correctly will allow you to assess the impact and ROI of each channel and start to spot where there is potential for growth. 3. Targeting the right audience/customers Who are your audience, how do they search and what’s the opportunity across each platform? Answering these questions will allow you to determine which platforms/channels will be most profitable. You can use a combination of third party tools, like Google Analytics, Global Web Index, SEMrush, Facebook Analytics etc. , to learn more about your audience's behaviour. Then, combine this with more qualitative data from industry studies, and use data science tactics like social media mining, to understand how your audience are communicating and behaving online. 4. Spot strengths and weaknesses of the competition Knowing what tactics your competitors are using to grow is essential, especially if you’re not in the lead position. You can have a better product or service, but if you’re not targeting your audience smarter than the rest you’re not going to achieve your true potential. For this you really need the help of data and tools. We utilise Luminr, our proprietary search intelligence platform that analyses the full digital landscape across all markets and SERP focussed channels. If you’re not using... --- ### Road to Data Scientist: What the role is and how you get there > “What is a data scientist?” – this is a question I've asked myself since I first heard about the role. - Published: 2021-04-15 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/road-to-data-scientist-what-the-role-is-and-how-you-get-there/ - Categories: Data “What is a data scientist? ” – this is a question I've asked myself since I first heard about the role. I always wanted to become a person who solves complex problems because I was attracted to things that I did not understand at first glance. Data science is an endless loop; there will always be a query that needs to be solved or a problem that needs to be investigated, and that's what attracted me to the position. What does it take to be a data scientist? I have been at Found for 6 months and here, I had my first taste of data science. So far, I’ve noticed that being a data scientist requires knowledge in three main fields: Computer science Mathematics Business Broadly speaking, a data scientist's responsibility is to use data-driven techniques in order to solve business-related problems. Source: https://medium. com/@rabah. ayari/start-your-data-science-journey-8f3ffdbdc886 With that in mind, there are a variety of skills required to be a data scientist - it isn't just about knowledge, but more what you can bring to the role and what will help you succeed. From my experience, the most valued skills are: Coding skills: R, Python, SQL/NoSQL Problem solving and analytical thinking Interest for machine learning and data-modelling Data engineering There are countless other skills involved in being a data scientist, but these are the ones that it feels everyone should have as they begin their career. Moving to data science I started my career as a full-stack developer after I finished a Computer Science degree at university. In my case, the transition from a developer role to a data scientist was influenced by the desire to grow constantly and to always keep up with changing trends in technology. While computer science was a great starting point, and gave me the knowledge and some of the skills I'd need, it wasn't fulfilling other areas I wanted a job to. So I knew a change was in order, and some of the reasons I chose data science as the path forwards are: The job duties themselves Challenge and variation Tool development Data science job duties Being a data scientist in the marketing space, you need to bridge the gap between data and engineering and the marketing practitioners in order to spot trends or patterns that can help a company grow online. These days online activity is very widespread and will soon reach the whole population. Given that, online businesses are growing with the number of internet users, so data scientists will be more and more sought after as the need for understanding data and trends, and their audiences, grows. Source: https://datareportal. com/global-digital-overview Challenge & variation Being a developer is fun and it gives you satisfaction when you see the results of what you’ve built, but it requires the writing of loads of source code files to solve your problems. A data scientist, on the other hand, is able to solve a task in a few lines of code. The attractive and challenging... --- ### LUMINR > Google Search is always changing, meaning complete visibility over the SERP is a necessity. - Published: 2021-04-14 - Modified: 2024-12-05 - URL: https://www.found.co.uk/blog/luminr/ - Categories: B2B, Data Google Search is always changing, meaning complete visibility over the SERP is a necessity. As an SEO specialist (or perhaps you are their natural enemy: the PPC specialist) you probably feel good going home for the day comfortable in the knowledge that your client is ranking #1 in organic listings (or paid search) across every single one of your target keywords. And the landing page experience is wonderful because it matches the intent of the search query and is optimized to the nines. Look at you. We are all well aware that there is a lot more happening in the SERP. You can rank number one organically but still be obfuscated below the fold, especially on mobile devices. Despite the array of SEM tools at our fingertips (or wallets), a downward-tipping organic traffic trend despite your climbs in organic visibility over the last six months might often leave you scratching your head . We felt this blind spot in explaining disjointed channel performance and decided to do something about it. We call it Luminr. The idea being to develop a more holistic picture of how much of the SERP brands actually ‘own’ and attribute this to changes in online performance.   What is Luminr? As a proprietary search intelligence tool, Luminr is a measure of total search ownership across every pixel of page one on Google Search. This means every listing, every feature type, and every ranking URL across the keywords you are focusing on is captured and monitored. More than that, snapshots are taken so you have a visual comparison of the SERPs for specified dates - want to know what they looked like when you first started tracking keywords vs. what they are now? That's no problem, and is a goldmine for identifying shifts in intent and opportunities available. Luminr also monitors your competitors, so instead of just seeing how you're performing across different elements of the SERP, you can see how your competitors compare as well. That gives you huge insight into what their strategies are, what they are focusing on, and where the gaps are for you to capitalise on. After going through rigorous internal testing, we've rolled the tool out to our clients to help them understand performance and opportunities on a holistic scale. This way, we're all working from the same data and the same information, and then having conversations about how we can work together in an integrated fashion to capitalise on where the opportunities are. Whether that means SEO need to focus on capturing additional SERP features, or PPC needs to upweight bidding on particular terms, or we need to drill into competitor content to understand where they are focusing their attentions - Luminr is at the heart of it all. What can you use Luminr for? Monitor actual performance across a set of keywords Analyse competitor performance Identify new Search competitors and how they differ across different SERP features and channels Draw performance benchmarks on estimated click through and total Search... --- ### Google's Product Reviews update - what does it mean for Search? - Published: 2021-04-09 - Modified: 2024-12-05 - URL: https://www.found.co.uk/blog/googles-product-reviews-update-what-does-it-mean-for-search/ - Categories: B2B, Ecommerce, SEO On Thursday 8th April 2021, Google announced the rollout of a new Product Reviews update which only involves English language reviews currently. Danny Sullivan, Google's public search liaison, has confirmed it will mostly be complete in rollout within two weeks: Twitter Previously, we looked at the impact product reviews had on the unpaid shopping listings following the rollout in November and found a strong correlation between product reviews and the unpaid ranking position. And with Google continuously striving for better quality content across the web, it shouldn't be a surprise that product reviews are getting more of a focus. A lot of product reviews are thin - they don't provide expert opinion, in-depth knowledge, or research - and just summarise a product or selection of products. This is exactly what Google is hoping to target as part of this update, looking to reward better content (i. e. better quality reviews) in an effort to help those producing rich content in the product reviews area. What can we expect to see? With a focus on improving the quality of reviews, and rewarding those that offer the most valuable information, we're hoping to see a lot more detail come through about products both on the pages and in the search results. But, with consumers 21% more likely to leave a review after a negative experience than a positive one, this could prove to be quite troublesome for businesses, especially if they aren't on top of their responses. Negative reviews tend to include more information about the issues and what the problems were, with positive reviews often being shorter and not as descriptive. So, if Google is placing an emphasis on the information being included in a review then the likelihood is negative reviews will feature more information and could end up being rewarded as richer content. On the flip side, we'd also expect to see more verified reviews appearing - those where the reviewer is a proven consumer - to reduce the level of fake reviews reaching the results. Google is on a mission to provide the best quality content, from experts and trusted sources - for this, that means reviews should need to be verified as well. Even with a negative review, if it is verified it is more useful to other consumers because it adds an element of trust. We'd expect to see an increase in brands pushing for reviews from their customers to support this, rather than ad hoc review management. Finally, we'd also expect to see a lot more review-style content coming through. Product reviews and unboxings are huge for influencers and social, but with the rollout of this update we'd anticipate that will also roll into Search. Things like comparison articles, "top X" roundups with more detailed information, richer product description content on pages, reviews pulling through to product pages rather than a centralised third party website, and written specified product review articles from trusted sources. Where else could it go? According to Danny Sullivan, it could... --- ### Technical SEO Audit: 5 Key Issues to Cover > When it comes to technical audits, a lot of people just rely on the outputs of tools to inform where the focus should be. - Published: 2021-04-08 - Modified: 2024-10-29 - URL: https://www.found.co.uk/blog/5-things-to-look-for-in-a-technical-audit/ - Categories: SEO When it comes to technical audits, a lot of people just rely on the outputs of tools to inform where the focus should be. While tools are fantastic and some of the crawling configurations will give you everything you need as a starting point, they are just that - a starting point. Technical SEO audit checklist Technical SEO isn't just "can my site be crawled and indexed", it's "can my site be crawled and indexed effectively". You need to look beyond indexation levels and into what is actually driving them, and then identify anything that could be limiting your performance against your objectives, and that means things like: Site structure Internal linking Canonical tag setup Faceted navigations Asset optimisation 1. Site structure. A lot of people shy away from site structure, opting to just accept what they are working with and look at ways to build on it rather than weighing up the benefits changing a structure might have. A lot of newer websites don't tend to run into issues with site structure - they follow logical folder structures, URLs make sense, and navigations reflect the core pages you want to display. But some still fall victim to poor planning or ad hoc additions. Things to look out for here include: Page depth levels - use Screaming Frog or your preferred crawling tool to see where pages on the website actually sit; are there unnecessary levels between pages, are there pages that should be closer to the homepage/further away? Orphan pages - where do these come up on the site, why are they appearing, where should they sit? Folder structure - do all of your sub-pages sit in the correct folders, is there any duplication of subcategories across different category levels? Navigation - are all of your key pages in your main navigation, are any duplicated in the footer, how many people are using the links in the navigation to get around your website? Site search - if you have a search functionality on the website, how are people using that, is there a reason they're using that instead of following your folder structures? Cleaning up site structures will not only help crawlers navigate your website more easily, but also help them understand where the important pages actually are on your site and why they should be seen as such. In turn, you'll also be improving the experience for your users - a win-win. 2. Internal linking. Internal linking is possibly the most overlooked part of technical SEO. It is a map of your website, allowing crawlers and users to locate and access different pages where they are related to the page they are on to begin with. This gets broken down into two streams: Hierarchical linking Contextual linking Hierarchical linking covers things like the navigation, footers, and sitemaps - setting out a clear structure of importance across the website. This acts as a structural map of your website. Contextual linking happens in the actual content on the pages, linking... --- ### Death of a metric (Bye Bounce Rate) - Published: 2021-03-17 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/death-of-a-metric-bye-bounce-rate/ - Categories: Digital Marketing RIP bounce rate. The bounce wasn't long for this world, finally saying goodbye last year. Image source: www. tombstonebuilder. com As you may have heard, Google has put down this beloved metric of many a client with GA4 carrying on as if it never existed. Who or what was bounce rate? A bounce on a webpage was counted when a user would land on a page and do nothing. Well, at least on the web page, they could be making tea for all the analytics server knows. And it doesn’t. A bounce session duration is counted as if the person was on site for 0 seconds. This is because of a lack of a second data point - nothing triggered, nothing found. Were they even there? The rate comes into play when you take the number of these ghostly web visits and divide them by all sessions, giving a percentage. All the single pages, all the single pages Image source: zeebee @ imgur A high bounce rate is only 'bad' if you want users to visit more than one page. Which is often the case. What is a good bounce rate? You could try this free tool, once an essential, now a relic left to age on the internet until the domain name runs out. Logan Mastrianna, of datadrivenu. com fame, shares in his informative post that bounce rate can often not mean very much. It doesn’t tell you what the user was really doing or why:  A bounce happening isn’t necessarily bad. Maybe the user already got all the information they needed. A non-bounce isn’t necessarily good. Maybe the user was frustrated by having to click on several pages to find what they were looking for. Bounce rate was also entirely dependent on the type of page. For example, a high bounce rate of 75% on a blog post would actually mean that your blog post is engaging enough that 25% went to a different page afterwards. That's what I like to call a soft conversion. Or again it could mean that someone landed on a blog page when they were expecting something completely different (and left). Or it could mean that they read the page for a solid fifteen minutes... The good news is that you won’t have to worry about bounce rate anymore on GA4. It’s gone, dead, done, dusted. A new bouncing baby metric is born No more single sessions, only engaged sessions from now on. Not quite the inverse of bounce rate, this metric has three different ways of validating an engaged user. Engaged SessionLasted 10 seconds or longerHad 1 or more conversion events2 or more page views This is way more lenient than bounce rate, as a user could be idle on a webpage for over 10 seconds and still count as an engaged user. A user could even accidentally click on a page twice... maybe not as likely. Seems like engaged sessions could be the dawn of a slightly more informative age now... --- ### What are the Google News & Google Discover Manual Action penalties? - Published: 2021-03-16 - Modified: 2024-05-02 - URL: https://www.found.co.uk/blog/what-are-the-google-news-google-discover-manual-action-penalties/ - Categories: SEO In February 2021, 12 new types of manual action penalties were released for violations in Google News and Google Discover, where previously manual actions only applied to Google Search violations. What does this mean? Well for most content publishers hopefully not much because everyone should be following the guidelines to make sure they don't violate them, but in broader terms it does mean that content in Google News and Google Discover is now subject to the same level of manual review as Google Search. A note on manual action penalties. Manual action penalties occur when a human reviewer at Google has determined that pages on your website are not compliant with Google's webmaster quality guidelines. These differ from algorithm updates and are flagged in Google Search Console if they are issued. Most of these manual actions are issued for attempts to manipulate the search index, with pages reported in Google Search Console resulting in pages or sites being ranked lower or omitted from results. These previously only applied to Google Search, but will now also be present for Google News and Google Discover results. Google News & Google Discover manual penalties. With 12 new manual action penalty types now in play, it's important to understand what they are and how they apply to Google News and Google Discover. Some types will only apply to one or the other, whereas others will be applicable for both. Google News penalty types. There is only one new penalty type that is applicable to purely Google News listings, and this is a Transparency violation. This policy is all about making sure the content being served is trustworthy, and relies on things like author and publication information as well as article information like dates, and sources to understand whether the content being served can be trusted. What does this mean? You need to make sure your content is correctly marked up with structured data as well as making it clear to users and search engines where your information is coming from. If you operate in a YMYL sector, this should be second nature, but we're expecting to see more of this come into play over the next few months. Google Discover penalty types. There are two new policy violations that apply specifically to Google Discover: Adult-themed content Misleading content 1. Adult-themed content Adult-themed content violations are in place for websites or pages which contain nudity, sex acts, sexually suggestive activities or sexually explicit materials. It's important to note that because this is a specific violation for Google Discover, it is unlikely to impact Google Search but pages that do not require this content (e. g. are not adult websites) should still make sure it is not included as standard. What does this mean? Although Google explicitly state in their guidelines that "medical or scientific terms related to human or sex education are generally permitted", if you do operate in a medical space it is worth keeping a close eye on your content and it's performance.... --- ### Social Media Mining for Marketing Projects > Mining is a use of data science techniques to unearth hidden patterns buried in text; expounding the findings into something useful is where mined ore might be chiselled into a masterpiece of insight.  - Published: 2021-03-11 - Modified: 2025-04-30 - URL: https://www.found.co.uk/blog/mining-social-media-data-for-marketing-projects/ - Categories: AI & Machine Learning, Data, Social Media How to Use Social Media Mining for Powerful Audience Insights Social media mining (SMM) is the hallowed art of trawling through an abundance of openly accessible online conversations with the goal of building a deeper insight into your audience. And that’s exactly what it comes down to - an art. Mining is a use of data science techniques to unearth hidden patterns buried in text; expounding the findings into something useful is where mined ore might be chiselled into a masterpiece of insight.   Many introductory articles delve into sentiment analysis of tweets related to U. S. elections, but such scenarios are uncommon in typical client briefs. Moreover, social data offers far richer opportunities: X (formerly Twitter) boasts approximately 245 million daily active users , Reddit has around 97 million daily active users , and YouTube engages about 122 million users daily — all providing generous, publicly available APIs ripe for exploration. This doesn't even account for the myriad specialised discussion forums accessible via web scraping tools. The practice is typically divided into two waves: (1) data collection and (2) data analysis. Both are way more complex than they might appear at first impression. The collection requires a ton of careful forethought and trial-and-error. Analysis is arguably even tougher but there layeth the fruit of possibility. This is a working guide for data scientists collaborating with teams who want audience insight, in-house or client-facing. The data scientist might be inclined to challenge themselves by amassing as much data as their systems allow but the client is looking for quality. Ultimately, it’s about striking a balance between a trustworthy sample size and juicy insights. Social Media Mining Approach Objectives Solidify the project objective. This is imperative for not only the usefulness of the result but your own mental wellbeing. An unfocussed analysis is going to leave you taking wild swings in the dark with unpredictable outcomes that are unlikely to hit the mark. Be clear on the goal, be it a generalist fact finding mission or a much more specific request into how a target audience feels in reaction to a particular event. Some decent questions to base a SMM project around might be: What are the most common phrases used when talking about video streaming? Which combination of hashtags will drive the highest level of engagement for fashion-themed video content? Why do people get frustrated with and stop using my product? Which locations are people in the UK most looking forward to travelling to? How does our business’ brand awareness fare against our competitors? Furthermore, why are you undertaking this work? Is it to inform a content strategy? To give insight into messaging? To help a business understand their positioning in the market? This will become much more important later on when translating the results into a workable piece but it’s important to establish that now. If the venture is to explore the language that resonates with your audience most strongly then your approach is likely to be very NLP... --- ### Local SEO Guide – Tips for Getting your Business Noticed > The landscape of local SEO has been rapidly changing. So we’re giving you four invaluable tips for getting your business noticed. - Published: 2021-03-10 - Modified: 2025-04-07 - URL: https://www.found.co.uk/blog/local-seo-business-noticed/ - Categories: SEO In this local SEO guide, we’ll walk you through some of the most effective ways to improve your business’s visibility in local search results. As search behaviour continues to evolve, so does the landscape of local search engine optimisation—and staying ahead matters. While local SEO is important for businesses of all sizes, it’s absolutely vital for smaller businesses looking to attract and convert customers in their area. From getting found on Google Maps to appearing in “near me” searches, local SEO helps ensure you're showing up at the right time, in the right place, for the right people. 1. Create Google Business Profile Credit: https://unsplash. com/@hjkp The first tip on how to improve local SEO rankings is the simplest. If you haven’t already, you’ll need to set up your Google Business Profile account—you can find the instructions here. A Google Business Profile allows local businesses to appear in search results when users are looking for them online. The best part? It’s currently free, making it an accessible marketing tool for businesses of all sizes. 2. Optimise your Google My Business account Once you’ve created your Google Business Profile listing, it’s time to optimise it for maximum impact in your local area. To get the most out of your profile, make sure to include the following: A detailed, unique business description that's properly formatted and includes relevant links. Accurate business categories that reflect your services. Plenty of photos, including a high-resolution profile image and cover photo. A local phone number. A business address that matches exactly with the one on your website and across local directories. Your opening hours and days (if applicable). Real customer reviews (we’ll cover this more in a bit). 3. Consistency is key: NAP The third tip on our local SEO checklist is to ensure that your business has full NAP (Name, Address, Phone Number)one every page of your site. Google is cracking down on local businesses whose information is inconsistent or difficult to verify, and rewarding local businesses with clear, concise, and easily-accessible information. Review your site’s pages and ensure that all your business information is consistent throughout the site. It’s a good idea to use Schema. org markup on your NAP to give the search engines all they need to display your company information correctly. Here’s the code that you can adapt to your own website. COMPANY NAME ADDRESS LINE 1 CITY, REGION POSTCODE/ZIP --- ### International Women's Day: A dive into our stats > International Women's Day is an incredibly important event in the strive for equality around the world, celebrating the social, economic, cultural, and political achievements of women globally. - Published: 2021-03-08 - Modified: 2024-07-04 - URL: https://www.found.co.uk/blog/international-womens-day-2021-a-dive-into-our-stats/ - Categories: Culture International Women's Day is an incredibly important event in the strive for equality around the world, celebrating the social, economic, cultural, and political achievements of women globally. There is still so much to do globally to ensure equality is not only possible, but achieved, and we all need to do our part to make sure that happens; for us, that starts with our team, and in 2020 we were recognised as 2nd in the Great Place to Work for Women, Medium Category. At Found, being an equal opportunities employer is baked into our foundations and we do everything possible to make sure that we celebrate and reward every one of our team regardless of their gender, status, or background, and that's clear to see when we dive into our stats: Our CEO is female; according to Statista just 7% of CEOs in FTSE 100 companies are female 67% of our board members are female Our pay gap between male and female employees is just 1%, in favour of women 50/50 split between men and women in leadership roles A near 50/50 split of male (54%) and female (46%) employees in the workforce 60% of promotions went to women last year We are delighted to have such a talented team of women leading our business forwards alongside a fantastic group of supportive men helping to make it all possible. We will continue to strive for equality, and equal opportunities, in all of our activity, and here are just some of the ways we celebrate our teams to make sure their achievements are always heard and recognised across the business: Quarterly Awards: Based on our values of Ambition, Impact, Truth, and Unity, the team vote for people who have demonstrated significant contributions over the last quarter Monthly Shout Outs: A company-wide newsletter celebrating the results, achievements, and contributions of the team On-the-spot Rewards: For team members who have gone above and beyond as a thank you for all of their work Friday Meetings: Company-wide catch up every Friday where the team talk about their wins of the week, passing shout outs to all those who have contributed to the wins or supported in other ways throughout the week And today, on International Women's Day, we shared company-wide recognition of the women in our team provided by everyone in the agency, to showcase the fantastic ways they are contributing to our success as an agency and how they are seen and respected across the company. We will continue to #ChooseToChallenge, and invite everyone to join us as we celebrate International Women's Day and the strive for equality across the globe. Found is a London-based multi-award-winning digital growth, SEO, PPC, Social and Digital PR agency that harnesses the efficiencies of data and technology and future-thinking to help clients grow their businesses online. --- ### We're a top 25 UK digital agency! - Published: 2021-03-04 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/were-a-top-25-uk-digital-agency/ - Categories: Digital Marketing, General News Towards the end of 2020, The Drum conducted a peer poll survey of over 320 agencies to discover which of the UK's digital agencies were the most respected in the industry. After 2,099 votes were recorded, we are delighted to say we've been ranked 24th out of all agencies included! Ranking in the top 25 agencies across the UK is a true testament to our team, culture, and digital skills. We are absolutely are thrilled to see this recognised by our agency peers and to have taken the time to complete the survey ourselves and appreciate our agency peers who are doing some amazing work in a time that has been so tough for so many. Our mission is to always look for ways we can improve what we do and how we can support and develop our team so that they can continue to be brilliant in their roles. We love working closely with our clients and understanding how we can go above and beyond the day to day activity, but sometimes, it's nice to sit back and just reflect on the amazing things our team is already doing for our clients and that's exactly what we're doing this week, celebrating the successes, big and small. Finally, a huge well done and thank you to the team here at Found, a thank you to all of our agency peers for your votes, and congratulations to all of the agencies who placed - we're all looking forward to what the next year brings and to finally being together again later this year! --- ### The 4 Fundamentals to a Modern Google Search Ads Account Structure > Over the last few years search advertising has changed. Learn about the 4 Fundamentals of a Modern Google Search Ads Account Structure here. - Published: 2021-03-04 - Modified: 2025-02-25 - URL: https://www.found.co.uk/blog/the-4-fundamentals-to-a-modern-google-search-account-structure/ - Categories: Paid Search (PPC) Over the last few years search advertising has changed, in part due to the progress of Artificial Intelligence. From historical data collected, machines can predict trends and make automated decisions without any human intervention. Google has incorporated more and more machine learning into its products and has made huge progress in terms of automated bidding and recommendations. Smart Bidding uses a combination of signals to set the best bids for each auction. We are moving away from manual management for many campaigns, and instead towards a more automated and simplified structure. Google continuously pushes marketers to rethink the paid search account structures for more efficiency and to prepare for the future. It reduced the campaign management time, and the margin for errors. These are the latest Google best practices; 4 co-dependent principles to follow for success. 1. From granular structure to consolidated. There are an infinite number of ways to segment campaigns including keywords, audience, device, intent, etc. However, this segmentation is no longer necessary.   Google recommends having simplified account structures for better performance through machine learning. A consolidated structure contains less campaigns with fewer, but ultimately larger ad groups. Each campaign is based on one specific objective, and leads to a specific URL (both relative to the ad group). All the ad groups should have at least 5,000 impressions per month.   In the example below, a company sells home entertainment systems and electrical goods. There are 4 generic paid search campaigns, grouped by type of product. Campaign 1Campaign 2Campaign 3Campaign 4ComputersWashing MachinesRefrigeratorsTelevisions Computers are the most significant products as they drive most of the sales with a high profit margin. The new recommended structure could result in having only 2 campaigns: Campaign 1 contains only computer terms, and all other products are in Campaign 2. The number of ad groups varies, depending on different factors.   Campaign 1 – ROAS = 700Campaign 2 – ROAS = 900ComputersWashing Machines RefrigeratorsTelevisions  2. Fewer and smarter keywords. When using the old method of manual bidding, keywords under different match types were used. Each of them could have for example; a specific bid, landing page or ad copy, and perform differently. With Smart Bidding, there is no reason to spread out data across different keyword matches but rather to maximise the volume of data by expanding to broader match types. A big advantage of this is that it is much less time-consuming, allowing analysts to focus on the insight and planning rather than manual management, and it can cover new queries. Source: Google 3. Empower your campaigns with DSA. Dynamic Search Ads is a great automated tool to capture incremental traffic, especially from long tail or low volume search queries. Google generates personalised ads based on the landing page for the search queries which it believes are relevant. Google has previously mentioned that each campaign should have an additional ad group for DSA which would work better alongside the standard ones, rather than a separate campaign on its own. The DSA... --- ### THE CURSE OF KNOWLEDGE IN DIGITAL MARKETING > The curse of knowledge not only impacts how we communicate daily, but also effects how digital marketers deliver their work and approach their clients. - Published: 2021-03-03 - Modified: 2024-10-28 - URL: https://www.found.co.uk/blog/the-curse-of-knowledge-in-digital-marketing/ - Categories: Content Marketing The curse of knowledge not only impacts how we communicate daily, but also effects how digital marketers deliver their work and approach their clients. It is a concept that is rarely spoken about, but is it something we should be more aware of? In this article, we will delve into the origins of the idea, real-life situations it impacts, and how we can adapt our communication skills for the better. WHAT IS THE CURSE OF KNOWLEDGE? A concept dabbled with for many years, but it was Chip and Dan Heath’s explanation of the idea in Made to Stick which resonated with me. The book explained the concept that we all have insider information or knowledge about things that others do not, but we tend to assume they do. Essentially, when we are delivering information on any given topic, either in written text or verbally, we instinctively believe the person receiving the information already has knowledge of this topic. Often, they do not have any knowledge at all. This creates confusion for both parties and the critical information we are trying to get across is entirely not received. WHY TAPPING OUT A SONG SOUNDS LIKE NONSENSE TO OTHERS The best example of the ‘curse of knowledge’ is the tappers and listeners exercise. We have all tried to tap out our new favourite song using just our fingers but shockingly, the people hearing this very rarely pick up the tune. This is because that when we are tapping, we have the song playing in our head but, of course, the person in front of us does not. The same thing happens when we are communicating our skills to someone without our skill set. If we assume they are on the same wavelength from the off, we’ll be met with blank looks every time. HOW THE CURSE AFFECTS COMMUNICATING WITH CUSTOMERS Credit: https://unsplash. com/@christiannkoepke BLOG CONTENT FOR CUSTOMERS If you work in an agency, it is more than likely that in the initial stages you have very little knowledge of your clients’ target audiences. So, if you are producing content for them, you may well be the ideal person for the job as you have no previous knowledge. All your views are impartial, and your mind is a blank canvas. For instance, forex trading was never high on my list of skills, let alone having any basic knowledge of it. However, as a content writer this was great for content marketing campaigns for their products and services. I wrote a series of blog posts that targeted a broad audience, high up in the purchase funnel that essentially just wanted to know how forex trading worked. Had I had ten years of forex trading experience, my written content may have explicitly targeted to the seasoned spread betters, and in turn, narrowing my target audience. KEYWORD RESEARCH FOR CUSTOMER’S AND CLIENT’S BENEFIT One of the most satisfying parts of my job is finding a relevant, targeted set of keywords for any of my clients –... --- ### What does Apple's new iOS 14 update mean for paid social? - Published: 2021-02-24 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/what-does-apples-new-ios-14-update-mean-for-paid-social/ - Categories: Social Media Last year, Apple announced that the new iOS14 would give users more power to opt in and out of sharing their data, such as their browsing history and location. Essentially, it will be like the cookies opt-in pop-ups on websites, but within all apps that use personal data (such as Facebook). Until now, users opt into sharing their data when agreeing to the app's T&Cs when first installed (you know, those 10,000-word essays you always read before clicking the checkbox). Understandably, many app developers and mobile platforms are concerned as they rely on ad revenue. The most vocal opposition has been from Facebook, who obviously has quite a vested interest in being able to both collect data and serve targeted ads. Facebook's ad platform relies on the ability to attribute conversions with user IDs through cookies. Facebook also tracks user activity on other apps and browsers to build powerful data-led targeting capabilities. Having permission to access user data impacts ad targeting, retargeting, frequency capping, campaign measurement, attribution and fraud detection (preventing bots from driving up CPCs). For marketers, this could be potentially quite damaging to performance. The new update will mean that Facebook could be in big trouble when it comes to keeping paying advertisers happy. The potential loss from Apple mobile-device users who opt-out is a scary thought. Facebook even went to the length to run newspaper ads attacking Apple for the move, arguing that small businesses will be hit hard. Apple CEO Tim Cook however continues to defend the update as it is a more transparent experience: https://twitter. com/tim_cook/status/1339720611313065984 What this means for advertisers The biggest impact will be felt by those who rely on Facebook's Audience Network placements or campaigns with an app install objective targeting iOS users. The key concern for most advertisers will be the limited ability to retarget and accurately measure performance on campaigns that include iOS users (which will be likely, quite a lot). Although the potential impact is still very much uncertain, there are some steps marketers can put in place to prepare and minimise risk: Update to Facebook's SDK for iOS 14 version 8. 1 if you measure events within your business' app. This will help to continue to personalise ads delivered to iOS 14 users and receive app conversion events reporting. Create customer-centric audiences. Segmenting your first-party data will assist more granular targeting and create cost efficiencies to help combat losses from broader prospecting audiences. Invest in new customer acquisition. Capturing 1st party data is becoming increasingly essential. Building your CRM lists will help future-proof your targeting. Lead-gen ads can be a particularly effective way to capture data from social audiences on Facebook and Instagram. Consider incrementality studies to measure impact of campaigns. Reporting limitations include delayed attribution, estimated results and limits on breakdowns for results by demographics, region and placement. Verify your website's domain, particularly if your pixel is used by multiple businesses. The pixel will soon only optimise for a maximum of eight conversion events for each domain.... --- ### 6 Reasons to Hire a Paid Media Agency > Do you really need an Agency for my PPC, Paid Social or Display Activity? Let's help you figure that out! - Published: 2021-02-23 - Modified: 2025-01-27 - URL: https://www.found.co.uk/blog/do-you-need-a-paid-media-agency/ - Categories: Paid Search (PPC) Do I really need an Agency for my PPC, Paid Social or Programmatic Advertising activity? In the world of paid media, everything comes at a price and it often feels like a pretty steep one. Paying out to Google, Microsoft, Facebook and any number of Programmatic partners every month adds up fast, and with CPCs and CPMs continuing to rise then costs can feel like they’re spiraling out of control. With all of this going on then it’s entirely logical to ask the question: “Do I really need an agency, or is it just an extra cost that I could do without? ”. Why Paid Media Agencies Exist Agencies exist to provide incremental value to the businesses they service. This seems fairly simple, but with the need for every pound to have directly attributable revenue and the lack of sales journeys that link to the agency fee, then it can be perceived as an unnecessary cost. The solution to this though is to understand what exactly that ‘value’ is so that you can establish the true impact that the agency is having on your business. Establishing Paid Media Agency Value Understanding ‘true’ value is important at every level, whether that be traffic, keywords, platforms or channels and it is the same for the agency itself. This is no simple process, but establishing it leads to smarter investment and, ultimately, better overall returns. In the case of an agency there are a few areas that can be examined in order to assess overall value. 1. Deliver Incremental Profit This is first on this list as it is the primary goal for 99% of businesses. The agency should be able to spend your budget in a way that delivers more profit (inclusive of fee) than would’ve been achieved without them. If this isn’t the case then something has definitely gone wrong... 2. Saves Hiring Costs & Time Outside of the simple monetary exchange, there is also a cost saved via equivalent in-house salaries. Even if there wouldn’t be a dedicated digital employee, it still takes time for someone to manage activity and that is time taken away from other business tasks. On top of that there is also the challenge of recruitment (time + fees + risk), which can be a minefield at best. 3. The Best of Digital Agencies are set up to be at the very forefront of Digital with biddable experts constantly sharing ideas, cross-team integration with the likes of SEO and Data and ongoing platform partner interactions. This set up ensures that no opportunities are missed and that the latest and greatest insights and ways of running activity are applied instantly. For most non-agencies this just isn’t possible, which results in an outdated approach and gradually deteriorating results. 4. Strategic Direction The day-to-day is around activation, but a good agency should be able to provide you with strategic input that helps you to achieve your goals. A true partnership that combines a client’s business knowledge with the agency’s... --- ### SEO TRENDS 2021 > The last 12 months have seen a significant change in consumer behaviour due to Covid-19. Online retailers have experienced unprecedented revenue growth and demand for goods delivered to the door has exceeded capacity. - Published: 2021-02-18 - Modified: 2024-04-23 - URL: https://www.found.co.uk/blog/seo-trends-2021/ - Categories: SEO, Trends The last 12 months have seen a significant change in consumer behaviour due to Covid-19. Online retailers have experienced unprecedented revenue growth and demand for goods delivered to the door has exceeded capacity. During these times, many businesses have had to evolve a greater online presence or die. Investing in digital marketing is more important than ever to safeguard future interests. With most sales growth predicted from online, SEO is critical for driving business expansion. So what SEO strategies and tactics will help you dominate in the SERPs and earn more revenue in 2021? User experience & Core Web Vitals Credit: https://unsplash. com/@uxindo Last year Google confirmed that Core Web Vitals will become a ranking signal this year in May. The new page experience signals will combine existing UX related signals including HTTPS-security, mobile-friendliness, page load times, and interstitial guidelines with Core Web Vitals. It’s key to prepare now for when page experience becomes a ranking factor for two reasons; to safeguard and expand your brand’s visibility in search whilst also boosting engagement on-site via enhanced user experience. The Core Web Vitals report in Google Search Console is an excellent resource to identify areas for improvement. If you aren’t sure where to start, Found put together a comprehensive blog post ‘Core Web Vitals Guide’ to walk you through the process. SERP understanding and optimisation In 2021 search engines are highly sophisticated and have a greater understanding than ever of queries beyond keywords – they can find and deliver the exact information that users are looking for. It’s more critical than ever to concentrate on learning what a user is looking for and how Google answers those specific queries. Luminr tracks the proportion of page one SERP real estate your brand owns and monitors the make-up of the page (ads/maps/google products/related searches/organic results). SERP Real Estate helps to proactively identify SERP feature opportunities whilst additionally pinpointing where competitors are targeting their efforts. It also gives a breakdown of the domains and SERP features appearing on the first page, along with the keywords triggering them to provide insight into who is owning what features and where the opportunity sits. This can be used to help optimise and improve existing content, identify new opportunities for search as well as determine paid media budgets. Local SEO Credit: https://unsplash. com/@hjkp The Covid-19 pandemic dominated the events of 2020. During the crisis period public mobility has been much reduced and there has been an increased demand for local commerce. This is exactly why local SEO and marketing strategies should be introduced – consumers want to learn about local business and for brands there is a great opportunity to grow their customer base. Google My Business is the perfect tool to achieve this. To make the most of your GMB listing your business information must be current and accurate, and your customers need to be up to date with changes in opening times, schedules, delivery options, etc. And don’t forget to leverage promotional deals to help drive... --- ### How to use SEO to meet audience intent > Audience intent should be at the heart of your digital strategies, so in this post we look at how to use SEO to meet the needs of your audience. - Published: 2021-02-11 - Modified: 2024-10-29 - URL: https://www.found.co.uk/blog/how-to-use-seo-to-meet-audience-intent/ - Categories: SEO Audience intent is a crucial part of SEO strategies , and something that everyone should be looking at to truly understand what your audience is searching for and how you can meet their expectations. On the 4th February 2021, I joined Majestic's Old Guard vs. New Blood webinar series alongside Dixon Jones, Jenny Halasz, and Natalie Mott to talk through exactly what audience intent is and what that then means for SEO. You can watch the recording below or head over to their website for the transcript. https://www. youtube. com/watch? v=tSKvZ2PfdNc&feature=emb_title Utilising keyword research to identify intent. One of the biggest things about keyword research is knowing who your audience is. If you don't know who they are, you can't focus on the keywords they may be using to find you, making it much harder to be there (or rank) when they are searching for things related to what you offer. At the very start of this webinar, Natalie rightly said that "there is no substitute for getting your hands dirty with keyword research" when it comes to using SEO to serve audience intent. To really get to grips with what information you should be providing, you need to know what people are searching for and what kind of information is already being displayed. Think of it like a sale; to make that transaction you need to know what you are selling and who is going to buy it, otherwise you're just sitting there waiting for people to give you money. That then means you should be thinking of Search as a click transaction - you need to earn the click, and you need to make sure that click provides something for the audience in return. If you aren't providing that value, your audience won't hang around and likely won't return to you if you appear for another query, because another site is serving their needs better. Have that happen consistently (along with a multitude of other factors) and you end up seeing decreases in rankings because your website is not being seen as relevant to the searches. So you need to be looking at keyword research from two angles: What Why What are people searching for? What is appearing already? What isn't appearing? What kind of results are showing? What's the split of known vs. unknown competitors? Why are people searching for that? Why are the websites showing that are? Why isn't content around a related topic showing? Why are there no additional SERP features on this query, but there are on that one? Then there is the fact that search is constantly evolving, and 15% of queries every single day are brand new, so there are always new keywords and new opportunities to go after. You just need to know how to find them (more on that over here), and then understand if they are relevant to your audience before you start looking at building them into your plans. Too often keyword research is conducted by just looking... --- ### 3 trends we're sceptical about in 2021 - Published: 2021-02-08 - Modified: 2024-12-05 - URL: https://www.found.co.uk/blog/3-trends-were-sceptical-about-in-2021/ - Categories: B2B, Trends It’s that time of year again, when everyone likes to make predictions. Coming out of 2020 we’re thinking more cynically. We’ve compiled three digital marketing trends we feel are misunderstood or won’t live up to the hype in 2021. Of course, we’re not fortune tellers so we’ll be waiting to be proved wrong, and if you disagree we’d like to hear your thoughts on why.   Antitrust In terms of wider industry developments in 2021, we don’t think the antitrust lawsuits raised against Google and Facebook in the US will have any impact on digital marketing. In the case of a generation, the US government has taken steps to investigate whether these tech giants have unfairly dominated the online space. It will likely focus on the difference between users simply preferring Google's service or whether Google turned us away from other viable alternatives. Christian Kroll, CEO of Ecosia (the search engine that plants trees) thinks that ethical alternatives are playing against 'one of the most dominant players in today's economy' and without legislation, have been abusing their position of power.   It could take years for the case to be argued in court, and who knows what the search landscape will look like by that time. I guess what we're saying is, it's unlikely to be a 2021 problem, maybe a 2023 problem? In the meantime, if you'd like action paid search on Ecosia, you can do so on Bing Ads to reach an environmentally conscious audience. With data visibility consistently reducing, maybe targeting people's choice of search engines could be a new way to reach specific audience demographics. Data Fatigue Credit: https://unsplash. com/@priscilladupreez Everybody and their Grandma have been making a Covid data visualisation and we are not exempt. People are hungry for what we call “dataisbeautiful fame” but it can be dangerous when people are making beautiful charts that lack context that cause people to start paying attention. Covid sort of revealed a concern in the data community – analysis in a vacuum, in which lots of data analysts were weighing in on the pandemic without the necessary domain or insider knowledge. A nice chart can add legitimacy to underlying bad data. We’re hoping that people won't be too fatigued by data. Delivery specialists working in Biddable Media or SEO might become too occupied with BAU and returning to “normal” to allow time to think outside the box, with less time to engage with new technologies and ideas. Especially in smaller teams. We’re also wary of the gatekeeping of publicly accessible data sources and APIs. Projects and scopes will get smaller as more companies want to hold their first party data prisoner. The age old question: In-house vs Agency Credit: https://unsplash. com/@punttim With automation only growing, it seems as if old school granular Biddable Media account management is being phased out. This has been a major driver for companies moving Biddable Media activity in-house. As a completely biased opinion, we think manual optimisation was never where true agency... --- ### 5 trends we're optimistic about in 2021 > Now that we've left 2020 behind, we're looking forward to the trends we think will be big news in 2021. - Published: 2021-02-04 - Modified: 2024-12-05 - URL: https://www.found.co.uk/blog/5-trends-were-optimistic-about-in-2021/ - Categories: B2B, Trends Now that we've left 2020 behind, we're looking forward to the trends we think will be big news in 2021. Some of these trends you may already be familiar with, some emerged last year and some have just been there the whole time and are getting their moment in the spotlight. Intent and semantics The importance of intent and semantics both in search queries and on page content has been bubbling quietly but this year is the year. Last year we saw plenty of advancements in how Google interprets, understands, and ranks content on the web. Not just indexing web pages, but being able to index passages, as well as providing features like Topic Cards more frequently. With BERT now present for nearly every query, a huge focus going forward will be placed on entity recognition and building up the understanding of why your content deserves to rank over another site - think contextual relevance, hubs of content, and proving you are an expert on a topic rather than optimising for specific keywords just because they have a high search volume. Fact checking Credit: https://unsplash. com/@sigmund Leading on from intent, the theme of quality content for humans rather than search engines has been growing as algorithms get more sophisticated at disseminating meaning. A key marker of quality is accuracy and we've seen social platforms step up their fact checking with features that flag potentially misleading information. Google also announced Pinpoint last year, likely an extension of their investment into The Trust Project, also speaking to their ongoing mission to provide the best quality information in search results - making sure journalists are able to trust the facts they are quoting. While this tool is just for journalists, it does also speak to the need for SEOs and digital marketers to ensure their content is up to the fact-check challenge. This year we will likely see a focus on quality like never before, making sure content is in line with what the users need, the intent of the queries that lead to it, and that it is factually correct at every check.   UX Connecting all the dots is User Experience (UX), a major trend we think will impact digital across the board. Page experience signals are already part of the ranking algorithm, incorporating things like mobile friendliness, safe browsing, https, and ensuring there are no intrusive interstitials, but this is now expanding to include the Core Web Vitals as of May 2021 (a mere 4 months away). As mentioned earlier, this is all part of Google’s drive to provide high quality information, quickly, for everyone. With it, we expect to see vast improvements to the quality of sites appearing in the top results, and UX will be a driving force. SEO-led UX enhancements should be a pivotal part of strategies this year, if you haven’t already been focusing on them. Automation & AI Automation and AI, the two buzzwords that just won't go away. They're here for a good reason,... --- ### Search London's 10th Birthday - Published: 2021-02-03 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/search-londons-10th-birthday/ - Categories: SEO Search London is always a hit with the SEO and Digital communities, and this month the event is turning 10 and we are thrilled to be one of the sponsors, with the event taking place on the 23rd February from 5pm to 8pm GMT. The event will be hosted on Remo and you can sign up to secure a spot here, with the platform offering the chance for attendees to network with each other as well as the speakers in between talks, just as you would at a physical event! The line-up is taking shape, with talks from our very own Head of SEO Operations, Tom Brand, Liam Patterson, the CEO of Bidnamic, and SEO Jo Blogs, organiser of Search London. Tom will be talking through how you can achieve migration greatness, covering off the key elements you need to take into account when working on a migration - from the technical right the way through to communication skills and project management - to help ensure a successful migration. Liam will be talking through the pros and cons of using Smart Shopping for Google Shopping campaigns, giving some actionable advice to help run accounts more effectively and diving into why Smart Shopping is more suited to smaller retailers. SEO Jo will then be talking through 5 ways to build your confidence in 2021, giving us all a much needed pep-talk, as well as sharing photos of the last 10 years at Search London. Then finally, as if the talks weren't enough to get you excited, SEO Jo will be hosting a competition in the run up to the event with the winners being announced on the night! As it is the 10th birthday, the competition will be following a "10 years theme" with details of how to get involved below: Every attendee to share on Twitter or LinkedIn either: Photo(s) of yourself when you were tenFun fact from 2011 - (eg Adele had 2 number 1 hits)Photo of what you loved when you were 10 (if you still have it) The person with the most likes/comments on Twitter or LinkedIn wins a prize and there will be up to 3 winners. There are limited places available so make sure you sign up to secure your spot here and make sure you follow Search London on Twitter for all the latest information: @SearchLDN --- ### 20 Great Excel Shortcuts (You might not know about) > James Wolman explains and demonstrates some great Excel shortcuts for you to use in your everyday working lives - Published: 2021-01-21 - Modified: 2024-06-04 - URL: https://www.found.co.uk/blog/20-great-excel-shortcuts-you-might-not-know-about/ - Categories: Data Hello and welcome to another Excel blog post - third in this series, where I attempt to explain and demonstrate some great Excel shortcuts for you to use in your everyday working lives (or just for fun). If you’re not already familiar with them, you may want to check out my previous posts: 5 Great Time-Saving Excel Tips and 5 Great Uses of the IF Formula. For the slightly more advanced users, there's also our latest Excel Cheat Sheet. It's packed with formulas and macros aimed at keyword marketers but useful for anyone who wants to sharpen up their skills and knowledge. As of January 2021, we've refreshed this list with an additional 10 shortcuts that will knock your socks off with their sheer usefulness! 1. ALT + = (autosum a column) I first read this tip elsewhere about 3 months ago and scoffed at it openly. “How much time can this possibly save me? ” scoffed I. Well, apparently quite a lot, as I’ve used this shortcut all the time since, every day. Simply use this shortcut at the bottom of a big list of numbers and it’ll do an immediate sum of them for you. If you find yourself doing this kind of thing regularly then it’s definitely worth remembering. 2. Ctrl + Tilde Key (shows formulas in cells) If you’re not sure what the tilde key is, it’s the one at the top left of your keyboard next to the number 1. That is, the tilde key was traditionally always there (~) but now probably has something like the following (¬) instead. Regardless, that is the key. The one next to the number 1 look (If you’re a mac owner then you’re probably beyond all help, sorry). Anyway this shortcut can be used to toggle showing the formulas on the page. It can be especially good if you’re analysing and comparing formulas next to each other. 3. F2, or double click (show formulas and references) This tip was added after watching several colleagues struggle to keep tabs on what cells were being referenced in some of their formulas. Stupidly easy – rather than running your eyes/finger up and down the page to find the cell reference, just double click on the cell (or press F2 on it) and it will go back into edit mode and show all the referenced cells in nice colourful boxes. 4. F3 (brings up list of named ranges used in sheet) If you don’t make use of named ranges in your worksheets, then this tip might not make sense – but that should really give you more impetus to start using them, so you can come right back here and learn how to find them again! As it turns out, it’s incredibly easy – simply press F3! 5. F4, whilst writing formula (locks cells with $ symbols) In my previous post I talk about the importance of using $ symbols to lock formulas in place. This can be a pain if you’re... --- ### Why sea shanties on TikTok were inevitable - Published: 2021-01-19 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/sea-shanties-tiktok/ - Categories: Trends You may have seen articles recently talking about the latest TikTok trend to blow up - sea shanties. Puzzling lots of people and bringing joy to many others, these hearty tunes are the latest twist in the wild ride that is the twenties. However, I don’t count myself among the surprised and confused because as I sit in my hindsight heavy eyes, I can smugly say I saw this coming. In this blog post I show you my working, how I worked backwards to arrive at the realisation - sea shanties on TikTok were inevitable. Thanks Unsplash! We start our journey with some classic Google Trends data, the bedrock of any pseudo-scientific endeavour. Here I looked at the term ‘sea shanty’ globally to see if there were any trigger events that started this whole saga. I had a hunch that the two naval themed Assassin’s Creed games were to blame and I think the timings line up (try and spot the two peaks in 2013 and 2014, potentially corresponding to the game releases). Let me explain. Back in 2013, Ubisoft released their latest installment of the Assassin’s Creed series of games - Assassin's Creed IV: Black Flag. Some background on the game: You play as a recruit of a shadowy group that works to dismantle an ancient order bent on controlling the world. Each game has a historical setting, with lots of research into the time and the traditions. It’s where I get most of my history education. This instalment of the game was set among islands of Jamaica, Cuba and the Bahamas and featured the ‘Golden Age of Piracy’ from the early 18th century. A feature in the game allowed your ship crew to sing sea shanties, and the gaming community lapped it up. People posted lyrics on Genius, and their favourite compilations on YouTube garnering over 6M views. Kotaku even featured an article professing their love for these songs three years later. Another instalment of the game was also released in 2014 with more sea shanties further fuelling the fire.   Genius Lyrics All went quiet for a few years, until the call of the sea beckoned once more. In 2019, the company A24, who produced movie buff favourites like Midsommar, Uncut Gems, Moonlight and more released a film called The Lighthouse. Centred around two lighthouse keepers, the film doesn’t actually feature a single ship or shanty anywhere. However, the film had a cult following online, almost a niche subculture of its own where reddit users would share memes and copypastas. Salty air and hallucinated mermaids did nothing but fuel the fire of what I’m dubbing ‘seame’ (sea + meme) culture. Reddit u/-ShowMeYourKitties The final and third leg of my three legged stool argument that proves why sea shanties on TikTok were inevitable is the scientifically researched fact that singing with other people boosts your mood and improves your health. With the world turning upside down last year, people flocked to TikTok so that they could revel in... --- ### Found Recognised with Excellence In Wellbeing award by GPTW - Published: 2021-01-18 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/found-recognised-with-excellence-in-wellbeing-award-by-gptw/ - Categories: Culture, General News 8 months on from ranking 6th in the Great Place to Work Awards 2020, Found have been recognised for another award from Great Places to Work. For the second year in a row, we've been awarded the Excellence in Wellbeing recognition. We are absolutely delighted with this news and hope to continue looking after our employees to the best of our ability. Rewind to a year ago, January 2020, we couldn't have imagined the year to turn out how it did. Coronavirus not only threatened our physical health, but also our mental health as we were confined to our homes for months. This presented a new challenge for employers to help support their employees wellbeing in uncertain times, and completely remotely. It was, and still remains, more important than ever for us to support our team through this time and we did so through regular check-ins, mental health talks, creating a wellbeing channel on Slack to share tips and resources, sending out mental health packs from Mind in the post to encouraging movement challenges, introducing even more flexible working hours and more to support our team with the ups and downs that the pandemic as thrown at us. That's why being recognised for the this award following last year feels all the more significant, and we're extremely proud of everyone at Found for adapting quickly and looking after themselves, as well as each other. Onwards and upwards in 2021! --- ### The changing face of SEO > We’ve heard the saying “SEO is dead”, and from the stories I could tell, it'd be easy to believe it is. SEO isn’t what it once was, but that isn’t a bad thing. - Published: 2021-01-14 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/changing-face-of-seo/ - Categories: SEO, Trends We’ve all heard the saying that “SEO is dead”, and, from the stories I could tell, it might be easy to believe it is. SEO isn’t what it once was (it’s barely what it was 6 months ago) but that isn’t a bad thing. The industry’s lost a lot of terrible habits – from content spinners to link farms – but it’s gained a lot of good ones too. For some time now, the industry has needed to change how it does things, and that finally started happening last year. Throughout 2020, we saw more and more businesses turn to SEO for support in meeting their objectives, but also to help ensure business survival. Retail stores were closed for large parts of the year and previously their websites had played second fiddle. Companies in the B2B industry suddenly couldn't go to the large events and conferences to showcase their products or services and had to find ways to connect with these audiences through different means. Suddenly everyone was online, everyone had to be able to serve customers as they would in person, and everyone needed to reach their audience and allow them to find and purchase products and services they previously would have done offline. What happened to SEO 2020? Because there was suddenly a much larger focus on website performance, and digital performance as a whole, SEO really came to the forefront of marketing departments. Budgets were being cut to avoid unnecessary spend, and sometimes whole channels were being turned off because the return couldn't be justified. But with that, SEO had to outperform every previous expectation. It went from making sure a website functions, to making sure the previously offline audience came to the website and converted. It went from making sure a page was indexed, to making sure various pages were appearing in various elements for various searches to capture as much of the audience as possible. It finally turned away from just what would help search engines and into what the audience needed. Audience needs have always been important to SEO - the intent behind searches, semantic understanding of the relationship between keyword and content and action, the need for different types of search feature and different forms of content - and through 2020 a lot of companies and agencies who previously neglected this element were forced to adapt. However, you are never going to be able to learn everything about your audience, or how you need to serve them, through a single channel or by operating under a single channel mindset. So for SEO, that means we still need to make changes to how we work with other channels and teams to really drive the best performance possible. Where does SEO go in 2021? Moving away from single channel mindsets. As an industry, we are so used to talking about SEO as the be all and end all for all of your website problems, but there’s an issue with this. Every problem you encounter is... --- ### Reddit Roundtable: Data Science In Digital Marketing > In a nutshell, data science gives answers to the things we don’t know that we don’t know. (Whereas data analytics tends to solve problems for questions we know we don’t have the answers to). - Published: 2021-01-06 - Modified: 2024-04-23 - URL: https://www.found.co.uk/blog/reddit-roundtable-data-science-in-digital-marketing/ - Categories: Data In a nutshell, data science gives answers to the things we don’t know that we don’t know. (Whereas data analytics tends to solve problems for questions we know we don’t have the answers to). It straddles the business and IT worlds to spot trends and patterns that can help a business’ bottom line. Data scientists are experts at wrangling gold mines of unstructured information and Big Data but no two are exactly alike. They emerge from incredibly diverse backgrounds - computer science graduates, statisticians, business analysts, scientists, psychologists to name a few - which speaks to the wide array of skills in a data scientists’ bag of tricks. Marketing is made more effective by data science, so we stitched together a roundtable discussing the role of data science in marketing from the perspectives of Reddit users. PRACTICAL USES OF DATA SCIENCE IN MARKETING A few months ago I wrote about some practical applications of data science in marketing, including social media mining, persona development and data-led creative. On Reddit, the discussion focuses more generally on the conceptual application of data science to marketing.   One of the most interesting takes was data science as an additional skill to any digital marketer. Programming can be a substantial barrier to entry in learning data science but there are a number of more visual tools that abstract away the need to code. A few of my personal favourites are Exploratory (a UI built on top of R, without needing to know R), KNIME (a visual data science pipeline tool), and Orange (a data mining and visualisation tool). Getting to grips with tools like these will afford you a significant advantage. For example being able to identify patterns of customer behaviour that lead to conversion events, which you might already be looking at manually, case by case. Being able to take advantage of machine learning will allow you to do it at a much greater scale. Card Really though, you don’t even need to go as far as learning how to use these tools, especially if you already have data scientists in your marketing department. The best thing you can do as a digital marketer in a world of data is to become knowledgeable in how data science works generally. This will enable you to have productive conversations with your data team to work together to develop valuable solutions to real business problems. You’ll quickly become the data science team’s best friend. Card DATA STORYTELLING Storytelling goes beyond marketing. It helps customers engage with your brand and clients buy into your narrative. Data scientists tell stories with data by combining a strong narrative with strong visuals, usually following an experiential escalation from initial question through methodology and insights to recommendations. At the peak of data storytelling lies data journalism - telling complex stories through engaging data visualisations. Data analysis can feel a lot like journalism - interrogating data, following your intuition, chasing leads. Cleaning data is where your inner journalist emerges and you begin... --- ### 5 ways to make digital more accessible - Published: 2020-12-15 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/5-ways-to-make-digital-more-accessible/ - Categories: CRO, Digital Marketing Accessibility online can be taken for granted by abled people. What does this mean and what can we do about it? There are little adjustments we can all put into practice to make websites and social media easier to use for everybody. You might be surprised at how easy it is to make your posts online more accessible - read on to see 5 tips you can implement today! Tip 1: Subtitle your videos If you’re publishing video anywhere on the internet, subtitles are a very welcome addition. Users on TikTok have found creative ways to add subtitles, even when the platform doesn’t support it natively, by adding text boxes to subtitles. There are even free tools like Kapwing that help automate the process. It can also be helpful to add a contrasting colour as the background to your subtitles to make them easier to read. Screenshot via @ElianaGhen and 3playmedia Tip 2: Add image descriptions Images can’t be read by screen readers, so adding some text to describe images posted are very useful in sharing online. A lot of platforms offer this functionality already, WordPress and now Instagram offer the option to fill out ‘alt text’. Don’t worry about describing everything visible, you just need to cover the main details in a sentence or two. A lot of Instagram users are now adding short descriptions to captions as well as in the alt text, just like the example from Eliza below: Screenshot via @Disabled_Eliza Tip 3: Avoid ‘fancy’ fonts You may have seen the young people on social media using what looks like funky fonts in their captions and tweets - but it’s not all as it seems. It’s a tricksy workaround to change the appearance of text where you wouldn’t normally be able to customise it. However these ‘fonts’ are taken from mathematical symbols and can make it really difficult to interpret with a screen reader. See the example from @KenCDodds below to see what that means: https://twitter. com/kentcdodds/status/1083073242330361856 Tweet from @KenCDodds Tip 4: Use CamelCase with hashtags CamelCase is when you capitalise each word in a hashtag. This really helps the legibility of hashtags especially when they are made up of several words strung together. You may remember an example of how hashtags can get confused with the infamous release of Susan Boyle’s album - easily avoided with CamelCase. Image via the BBC Tip 5: Emojis for dramatic effect Everybody loves a good emoji, and you might be surprised to find out how well screen readers can include them in their text-to-speech tech. When using emojis, try to keep all the important information before the emoji so that the message doesn’t get lost and avoid posting multiples of the same emoji for dramatic effect. If you’re curious about what multiple emojis sound like, Easterseals blog post shares some examples of emoji descriptions so that this: 😬😬😬😬😬😬😬😬😬😬😬😬 would actually sound like this: Grinning face with clenched teeth Grinning face with clenched teeth Grinning face with clenched teeth Grinning... --- ### Beyond Google: Diversifying Your Marketing Strategy for Success > Is your marketing too reliant on Google? Discover the benefits of diversifying your strategy to reach new audiences and reduce platform dependence. - Published: 2020-12-15 - Modified: 2025-03-12 - URL: https://www.found.co.uk/blog/are-marketing-strategies-too-reliant-on-google/ - Categories: Digital Marketing, Opinion Google went down, globally, on 14th December 2020 and immediately the marketing world went into panic stations. Nobody could access their documents (G Suite went down), their marketing platforms (Google Ads and YouTube went down), their conference calls or email (Gmail and Hangouts went down), or their reporting dashboards (Google Analytics, Google Search Console and DataStudio went down). While the downtime was short-lived, it did pose the question of whether we have become too reliant on Google as the force behind our activity. So here, the team look at some of the other platforms you can incorporate into your marketing activity in the unlikely, but not impossible, event this happens again to start diversifying your approaches and covering your bases. SEO: A world beyond Google Google is the most dominant search engine, there’s no doubt about it, but other search engines have their own benefits. In the UK, Bing is the next-closest search engine to Google when it comes to usage, followed by Yahoo, DuckDuckGo and Ecosia as the other key players in the space. When it comes to Bing, a lot of similarities can be seen in the overall Search experience when compared to Google, including the layout and additional organic features to incorporate into strategies. Whenever we work with clients with a physical presence, either as an office headquarters or a chain of retail stores, we recommend they also set up listings on Bing Places – Bing’s answer to Google Business Profile – to take advantage of the features available there as well. Yahoo also offers a similar platform in Localworks or you can submit listings through Yext. Bing is largely underrepresented in digital strategies because of the dominance of Google, but there are definitely features to take advantage of as part of your SEO campaigns and while the ranking algorithms are different there is a lot of crossover in terms of general usability and relevance to the search query – if it works for Google, it’ll likely work for Bing (and other major search engines in the UK) as well! Determine which search engines are driving traffic and conversions on your site and make sure you’re looking into new features and opportunities across them to tie into your overall approaches. Ben Wheatley, Senior SEO Account Manager Paid Media: Social reigns supreme Similar to SEO, Microsoft Ads (aka Bing) allows for an additional layer to Search activity and brings with it some great opportunities. For Search, a lot of it comes down to who your audience demographic is – if your audience is older then Bing is a fantastic platform to reach them on as they tend to favour it over Google. For the budget-conscious, Microsoft Ads also tends to provide cheaper CPAs so if you’re struggling for budget diversification this is a great option to explore. Search engines such as Yahoo and Ecosia are also partners of Microsoft Ads so you get the additional reach of those platforms as well. And if that isn’t enough, they also... --- ### Local Search 2020 > This post acts as a summary of the talk and assumes some level of knowledge of local search ranking factors and experience using Google My Business. - Published: 2020-12-09 - Modified: 2024-04-23 - URL: https://www.found.co.uk/blog/local-search-2020/ - Categories: SEO As part of our team’s internal training, I recently hosted a session on the changing local search landscape. This post acts as a summary of the talk and assumes some level of knowledge of local search ranking factors and experience using Google My Business. WHY SHOULD I CARE ABOUT LOCAL SEARCH? For certain businesses, a presence in Google’s local map pack is critical to gain search exposure. The local search pack is usually located directly below paid search listings and ahead of the standard “10 blue links” and its presence is not just limited to queries containing a location. In competitive industries such as travel, which are increasingly dominated by Online Travel Agencies (OTAs) such as Booking. com, presence in local packs is a SERP opportunity not currently available, in the traditional sense at least, to aggregators. Property owners can gain control of their location listings and reduce leakage to aggregators. Google 3-pack local results appear for 93% of Google searches with local intent, so the potential is strong. As you would expect, the search engine has increasingly begun to monetise this lucrative space with the addition of paid local-pack ads and in the travel sector expanding the roll-out of Google Hotel Ads which tend to see brands compete against 2 or 3 OTAs. However, Google doesn’t only show local results for keywords that contain a specific location. They will also show it to you if the algorithm believes it needs some local results: The key thing to consider, is that you’ll still want to optimise for your keyword+location, but be aware that occasionally a keyword without a location might be better. CONSUMER BEHAVIOUR CHANGES As well as changes to the SERPs, consumer habits are also changing. The growth of mobile has resulted in a much higher proportion of location dependent searches and more Google searches take place on mobile devices than on desktop machines in 10 countries. Google Trends: Searches containing “near me” With the exception of lockdown due to the 2020 pandemic which saw a significant change in behaviour, the growth in searches containing ‘near me’ has been almost exponential. TRACKING SMARTPHONE USERS According to Google’s research, 75% of smartphone users expect to get immediate information while using their smartphone, and 60% of smartphone users have contacted a business directly using search options like ‘click to call’. Mobile searches for terms such as ‘best place to buy X’ have grown almost 70% over the last two years. This underscores the need to be optimising for your local terms. If you haven’t disabled location sharing, Google handily shows you a map of everywhere it has tracked you at https://www. google. com/maps/timeline. This information can be used to present information such as graphs of how busy a location is expected to be at any given time – these now show in real-time. LOCAL SEARCH RANKING FACTORS Local SEO Guide has a good guide to local search ranking factors but in brief there are some areas which effect ranking, some of which you can... --- ### The Influencer Pay Gap - What is a "fair" price? > Standardising fees for influencers may be unattainable but certain principles should become the norm: respect, equality, and fair negotiation. - Published: 2020-12-04 - Modified: 2024-09-18 - URL: https://www.found.co.uk/blog/putting-a-price-on-influence-what-is-fair/ - Categories: Influencer Marketing The Instagram account The Influencer Pay Gap is well worth a follow if you are interested in seeing “behind the curtain” of influencer negotiations. Influencers anonymously submit the fees they have been offered, as well as indicating their follower size and also their ethnicity. Brands are very occasionally even named and shamed. Disparities in fees between white influencers and influencers of colour are also at times made painfully clear. The purpose behind the account was to bring fees to light, because there is no standardised fee structure for pricing influencer activity. One influencer with over 500K followers may work for a few hundred pounds, while another may not except less than a few thousand. Both are potentially justified; influence is about more than followers or even engagement. Take for example Beyoncé’s campaign with Peloton. If you were to only value the partnership based on engagement with the content, the few thousands of likes Peloton’s announcement got would make the partnership seem like a bad investment. But if you were to look at the big picture, the value is obvious. Peloton’s shares rose as much as 8. 6 percent following the announcement. So how do you put a price on an influencer’s content? With infleuncer becoming more talkative on outlets such as The Influencer Pay Gap it has never been more important to pitch a collaboration at the right level. Have KPIs in mind Credit: https://unsplash. com/@goumbik As the Beyonce and Peloton example shows, to understand the potential value of a partnership you need to have the big picture in mind. If the target is impressions for example, a fee can be recommended based on estimating the influencer’s impressions per post and mapping this against a target CPM based on the size of the influencer and their vertical. Similar estimates can be made based on goals of engagements and conversions if you have the right data. But it is important to remember this is not a simple media buy – qualitative metrics, which are harder to put a value on should also be considered. How do you value a positive comment for example? To truly answer this question a brand uplift study is required, but a lot can be gleaned from a brand’s previous campaigns and vertical trends. Drive value – but respectfully Getting a piece of content from an influencer for peanuts can be done – but should it? While it is important to drive as much value as possible for brands, the reputational risk of having a brand become associated with not treating their collaborators fairly also needs to be considered. The best influencer campaigns are partnerships, where the influencer is excited to be partnering up with the brand, leading to more considered and more creative content. When to show your hand “What’s your rate” asks the marketer; “What’s your budget? ” asks the influencer. And a Mexican stand-off begins that can be frustrating to both, with each party worrying that showing their hand first could see them pitching... --- ### Long Term SEO Strategy: Do we ever finish optimising a site? > As we approach the end of a tumultuous year it’s likely that, after reviewing performance, attention will turn to where marketing budgets should be allocated for 2021 or the 2021/22 financial year. - Published: 2020-11-30 - Modified: 2024-06-04 - URL: https://www.found.co.uk/blog/long-term-seo-strategy-do-we-ever-finish-optimising-a-site/ - Categories: SEO As we approach the end of a tumultuous year it’s likely that, after reviewing performance, attention will turn to where marketing budgets should be allocated for 2021 or the 2021/22 financial year. For many businesses the ongoing situation has resulted in financial performance diverging significantly from forecast at the start of the year. It’s therefore likely that decision making this time round may be more drastic than usual with the need to either reduce costs or the opportunity to build upon previously unanticipated rapid growth. One of the channels which may come under review is that of organic search - influenced through practices which may be grouped under the banned of “SEO”. For many sites organic represents their largest source of traffic and revenue and, if rankings are currently strong and budgets tight, it may be tempting to see this as “free” traffic which will be there forever and does not require any ongoing investment. Sure, unlike biddable, with earned channels such as organic search performance is unlikely to drop off a cliff the moment you divert attention but without conscious efforts to maintain standards sessions will stagnate and then slowly decay over time as sites which are actively optimising in the space pull ahead. In this article we look to answer - do we ever finish optimising a website?  And, what happens if I stop focusing on SEO? Measuring SEO Performance Credit: https://unsplash. com/@sernarial What would represent a “fully optimised site”? True SEO performance can only be measured in terms of the tangible results it drives for a business. Everything else is vanity.  Primarily this will be through e-commerce transaction metrics and goal completions which successfully make their way through your conversion funnel.  Whilst your exact products, pricing and go to market approach may change the fundamental bottom line of how success will be measured will not. Many SEO tools will spit out scores reporting on aspects of your optimisation efforts.  Does a 10/10 score for my article’s keyword optimisation represent the perfect content and guarantee my web page will rank for target searches?  Of course not.  Even with the smartest of tools these are arbitrary metrics regardless of whether “target scores” are predefined limits or generated from an analysis of successful websites in a space. Holistic SEO Considering individual elements of SEO in isolation from others and even your site’s overall performance across other channels may lead to the “completion” of certain tactics but not of SEO. A checkbox mindset focusing on individual tactics as opposed to an SEO strategy tends to lead to naive optimisation choices, unnecessary work and short-term decision making by chasing the latest trend rather than considering the experience your site and brand actually offer your targeted audiences. Whilst each tactic undertaken as part of an SEO campaign should have a goal, with measurable KPIs wherever possible, it is not possible to ever complete a strategy.  Sure you can reach 0 broken links, have perfect hreflang attributes and have optimised all your title tags... --- ### 2021 Planning: What Should Your Digital Marketing Strategy Look Like > This year has been exceptional due to the pandemic – advertising budgets have been squeezed and consumer behaviours have changed dramatically. The size of the economic fallout is still being gauged but it is likely to be the most significant event in most of our lifetimes. - Published: 2020-11-25 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/2021-planning-what-should-your-digital-marketing-strategy-look-like/ - Categories: Digital Marketing This year has been exceptional due to the pandemic – advertising budgets have been squeezed and consumer behaviours have changed dramatically. The size of the economic fallout is still being gauged but it is likely to be the most significant event in most of our lifetimes. During these unprecedented times, it’s imperative to invest in the areas which will deliver the most return on your investment to safeguard the future interests in what is likely to be a turbulent start to 2021. With most of the growth predicted from online, let’s take a closer look at the core components of next year's strategy.   Invest in site experience Credit: https://unsplash. com/@f7photo In May Google announced that page experience signals, which measure how users perceive the experience of interacting with a web page, would be included in Google Search ranking.   This month Google announced that the page experience signals in ranking will be introduced in May 2021. The new page experience signals combine Core Web Vitals with the existing search signals including page load times, mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guidelines. It’s vital to begin preparations for when user experience becomes a ranking factor, not only to protect and grow your brand’s visibility in search but also to boost engagement on-site through improved user experience. You can start preparing the groundwork now for when user experience becomes a ranking factor. The Core Web Vitals report in Google Search Console is a great resource to start and ‘Core Web Vitals Guide’ blog post has all the detail you need to guide you through the process.   Map your consumer journey Credit: https://unsplash. com/@delfidelarua7 COVID has pushed many brands to move online, meaning that the online market place is becoming more competitive, in turn pushing advertising spend up. Consumer habits have also changed. Global Web Index reports that search engines (52%), social media (43%) and customer reviews (37%) are the most used touchpoints when it comes to product or service research. However, the purchase journeys are becoming increasingly fragmented and every target persona requires a different approach at each stage. Mapping provides digital marketers with a deeper understanding of people's motivations, recognising which stage each buyer is at, and what they need to progress to a conversion. This information helps to guide your marketing team, and likewise the digital specialists can utilise this data to ensure the messaging is targeted and delivered to the right person, at the critical time. Keeping your audience at the heart of your marketing strategy will create experiences that will build consumer confidence, seize the market's attention, and lead your customer towards the ultimate goal of conversion and subsequently repeat business. Be agile and have a fluid strategy in place  Credit: https://unsplash. com/@stay_in_touch The pandemic initiated rapid consumer behaviour changes and brands must stay relevant in an already fierce marketplace. Deloitte’s report shows that consumers will seek to conduct more business with brands who quickly pivot their offerings and adapt the changing landscape. To execute an... --- ### Saving Time with Keyword Research Automation > Automating keyword research using a Google Colabs notebook built to harness the semRush API is a frictionless method that saves time and effort. - Published: 2020-11-23 - Modified: 2024-05-02 - URL: https://www.found.co.uk/blog/keyword-harvester/ - Categories: Analytics, SEO If you do a quick search for 'automated keyword research', there are plenty of blog posts talking about it. What most of them don't talk about, however, is automating good quality keyword research, that can be used right off the bat, without any complicated process to follow. That's what this post is about. Introducing Keyword Harvester Keyword harvester is a tool that automates keyword research by working through a list of seed keywords, getting closely related keywords and search volumes for each of these - or in other words, automatically building out good quality keyword groups for them. This means there is no need to pull the keywords manually. The keyword inputs and outputs are handled directly within the fast and responsive Google Sheets interface. Keyword Harvester automatically building out keyword groups It saves time and effort when doing keyword research: No need to manage . csv exports and imports No more waiting for SEO tool interfaces to load Freedom from two factor authentication delays Keyword Harvester runs from a Google Colab notebook built to automate keyword research by harnessing the SemRush API with the Python-Semrush python module. Efficient keyword harvesting Back in the 1100s, farmers using the heavy plough could expect to harvest 250 kilos of grain from an acre of land. With its ability to turn over the fertile clay laden soils of northern europe at unprecedented speed by leveraging the automated power of the ox, the medieval heavy plough was praised as a high technology of its time. Alexander Nequam, Abbot of Cirencester Abbey, called it 'a divine piece of work, whose utility transcends the power of writing to express'. 12th century English plough team with oxen. Thanks to the heavy plough, efficiency was on the increase, but few could dream of what would one day become possible. Today, a farmer working the same land can expect to harvest 3,500 kilos of wheat per acre - that's 14 times as much. We've got brand new combine harvesters Keywords are the staple grain of search, so harvesting keywords is a pretty important and commonplace daily activity for the team at Found. Up until now, it's been necessary to find keywords by ploughing through the web interfaces of the major keyword research tools such as Google Ads Keyword Planner, SemRush and Ahrefs, for which 2-factor authentication, slow web page loads, and the management of . csv exports are part and parcel. Switch-tasking and delays such as these not only take time but disrupt focus and flow. The web interfaces of the major SEO tools are amazing development achievements. But they have to serve all possible needs at once, which makes them slow. Conversion focused keyword research Keyword Harvester is first designed to speed up conversion focused keyword research, which is the most common form of keyword research we do for our clients. By this, I mean research where I only want keywords searched by people who are definitely interested in a specific topic. So for the topic 'christmas dinner... --- ### Tracking the Shopping SERPs Part II: Analysis > In October we released an article teasing an analysis of the shopping SERPs being rolled out to the UK. - Published: 2020-11-23 - Modified: 2024-12-03 - URL: https://www.found.co.uk/blog/tracking-the-shopping-serps-part-ii-analysis/ - Categories: Ecommerce, Paid Search (PPC), SEO If you have only five minutes then read this. In October we released an article teasing an analysis of the shopping SERPs being rolled out to the UK. Since then we have amassed and analysed more than 25K search results by around 3K keywords. This is that prophesied analysis, chock-full of insight: Paid and unpaid shopping listings appear together 100% of the time. You heard me. The same site rarely appears across both paid and unpaid listings in a single search. Positive product ratings are strongly correlated with strong organic ranking positions - correlation coefficient of 0. 40 i. e. “moderate correlation” (Source). There is a substantial disparity between big ecommerce sites with some relying entirely on organic coverage (e. g. Zalando) while others throw their money at ads (e. g. Amazon). In general though, it is a mixed bag. Unpaid listings have opened up the Shopping floodgates to companies who can compete without ads as we have observed many companies appearing across unpaid listings without ever ranking for a single visible ad. The number of distinct domains competing across the first 50 unpaid shopping results has been experiencing a slow incline although it may be too early to tell if this will continue, or if this means anything at all. Around 70% of unpaid shopping results lead to a product comparison page with the remainder clicking straight through to the external website unobstructed by competitor websites selling the same product. A competitive Google Shopping strategy must incorporate both paid and organic functions. Recommendations from our Search Strategists Make sure you are tracking the performance of both paid and unpaid listings - by default this isn’t split out in Google Analytics so while you can see some information in Merchant Center you won’t be able to see how much unpaid listings are contributing to your overall performance. Pay particular attention to your product markup - reviews and product ratings are showing as a significant factor in the ranking of unpaid listings so the more information you can provide about your product through structured data and on-page content, the better your chances are of appearing. Keep track of the products that are appearing and the listing features they trigger - do they show a standard unpaid listing or do they include a link to go through to a product comparison view? Understanding what kind of competition you’re competing with at a product level can help inform other tactics, e. g. if your products are triggering links to comparison pages, you should look at informational content users are searching for around the products, buying guides, or even style guides and inspiration-style content. How frequently do combination listings appear? This one’s simple: 100% of the time. And virtually every time, the top row will be filled with ads. The number of ads in the top row depends on the size of your screen but will typically be somewhere between three and six. How frequently do sites appear in both paid and unpaid listings... --- ### Design Thinking: How to evaluate ideas > If you’ve just come out of a mega ideation session, and you’re not sure whether the ideas you came up with are good or trash. This blog is here to help. - Published: 2020-11-20 - Modified: 2025-01-27 - URL: https://www.found.co.uk/blog/design-thinking-how-to-evaluate-ideas/ - Categories: Content Marketing, Creative POV: You’ve just come out of a mega ideation session, and you’re not sure whether the ideas you came up with are good or trash. This blog is here to help. If you’re confused and wondering what’s going on, check out the last design thinking blog post, where you’ll find the ultimate guide to ideation, check it out here. In the ideation phase of design thinking, the goal is to generate as many ideas as possible. The next step is whittling it all back down again, really distilling the best ideas. Source: Nima Torabi on Medium The great thing about the techniques below is that not only will you be able to sniff great ideas like a truffle pig, but you’ll also have a framework that lays out why the idea is good. Handy if part of your job is selling ideas.   Below is a list of techniques that can help you evaluate your ideas with a mini how-to of each one. The Democratic Method: This is when you get a group of people in a room or a virtual call to vote on which idea they like best. The highest vote wins. This technique is useful when evaluating ideas that have a big audience or require mass appeal as part of the brief. The Four Categories Method: This method asks you to categorise your ideas in four categories. It’s a bit like nominating them for yearbook awards? The categories are: Most Delightful Most Rational Darling Long Shot Give The People What They Want: This is a variation on the four category method with 6 categories. Each idea is evaluated on how the end user feels when they interact with the idea: Certainty - this idea will help me find information or confirm information giving me certainty. Uncertainty - this idea will help me explore information and find new things. Connection - this idea will help to connect to people or their experiences. Significance - this idea will help put me in the spotlight and share my experiences. Growth - this idea will help me to grow or learn. Contribute - this idea will help me help other people. Six Thinking Hats: This technique is from the book, Six Thinking Hats by Dr Edward de Bono. It’s a way of thinking in a group, giving each person a hat and a thinking methodology to combat groupthink. Below is a diagram that gives an overview of each hat and how to think whilst metaphorically wearing each hat. Use each hat to judge your ideas, you can even categorise each hat’s favourite ideas to understand the appeal to different personalities and use cases. Image Source: https://sites. google. com/site/yr10visualarts/six-thinking-hats Now Wow How Matrix: This is another method best employed in a group. Each idea is categorised into 3 segments and plotted on a chart. Now - Ideas that can be implemented now How? - Ideas that are great but impossible to implement  Wow! - Ideas that are great and can be implemented... --- ### How to Expand Internationally with PPC > Read our top tips and areas to consider when beginning to build a successful international PPC campaign using adwords. - Published: 2020-11-18 - Modified: 2025-02-25 - URL: https://www.found.co.uk/blog/how-to-target-foreign-markets-with-adwords/ - Categories: Paid Search (PPC) Sometimes it feels like the world is getting smaller by the day. Retail giants such as Amazon and eBay have broken down the barriers for B2C businesses working across multiple territories, and now it’s the norm for consumers to be shopping online from anywhere in the world. The trend of increasing globalisation of our markets is here to stay, with fulfillment logistics becoming even easier and consumers becoming more confident with buying from abroad. So if you’re operating in just a single territory right now, how do you look to expand your digital presence to new markets? PPC may be the answer.   PPC enables your business to be almost-instantly visible in any market that you choose through appearing in that country’s version of Google. However, the amount that you appear and how well that resonates with customers to drive sales will depend upon how well your campaigns are set up. We’ve kept things simple here with our 3 steps to launching into new markets.   1: Research, Research and Research some more Know your Search Engines Before starting any form of research, you need to be aware of what the prevalent search engine is in that country. Google Ads is the number one paid ad platform for most countries, and on the whole this is pretty simple. However, there are some notable exceptions, including: Russia (Yandex) China (Baidu) Japan (Yahoo) Korea (Naver) Taiwan (Bing Ads/Yahoo) In most of these countries, Google Ads does have a presence, but in countries such as Russia and China, local search engines really are a must if you want to make any kind of impact. In China, Baidu boasts 76% market share, while in Russia, Yandex sees about 52%. These ad platforms have different targeting options, sophistication and reach, so it’s important to fully understand them before beginning. More than just Language - Intent and Localisation  Apart from target country market research, identify whether there is a demand for the products/services you offer in that country:  Search for variations of keywords in the SERPs Use a variety of keyword research tools Note your competitors (they almost certainly won’t be the same as your current market) Gauge differences in price points, discounts and the way competitors in the prospective territory market their products or services Check the messaging used - are websites pushing USPs over prices Both ad copy and keyword translations will form the backbone of your new activity. It’s easy for messages to get confused during the translation stage so it goes without saying you can’t do this through an online translator. Ensure you use an expert who is a native speaker for that market, as well as that language. We use idioms when we speak and create copy more often than we think, which means that our good intentions can be lost when the copy is word-for-word translated to a new language. Users can tell the difference between someone who knows the market and speaks like a local to someone who just... --- ### 4 Data-Led Tips to Drive Performance Through COVID > The tips in this guide focus on understanding user behaviour across your site, many businesses have seen a complete shift in their audience and conversion behaviours. - Published: 2020-11-16 - Modified: 2024-04-23 - URL: https://www.found.co.uk/blog/4-data-led-tips-to-drive-performance-through-covid/ - Categories: Data Throughout 2020 market landscapes have been changing, audience behaviour has shifted greatly, and as a business there’s a lot of information out there that can help you understand this behaviour to drive more leads, sales, sign-ups etc. The tips in this guide focus on understanding user behaviour across your site, many businesses have seen a complete shift in their audience and conversion behaviours. Without a firm grasp on the data many businesses are missing out on large opportunities to drive revenue and prepare for growth post-lockdown. 1. Understand demand shifts Credit: https://unsplash. com/@markuswinkler Lockdowns across the world have changed demand across almost every industry. To understand the demand of your own products a really easy method is to utilise Google Trends. Within this tool you can compare the popularity of products you sell, services you’re thinking of offering, or informational searches users are making. The data points go back 5 years, and can give insight into whether you’re offering users what they are currently interested in. 2. Changing demographics The change in demand for products has also led to a shift in demographics for many businesses. The first step to understanding this shift can be found in Google Analytics within the demographics report. Compare your audience age or gender year on year/pre vs. post lockdown to work out how your audience is changing. You may learn that you have a new converting user base, and decisions can be made on how to best target them. 3. Post-lockdown offers & testing If you have brick and mortar stores that you’re not able to operate during lockdown, use this time to understand what drives user conversions across your site with testing. Develop post-lockdown offers then A/B test these in paid ad messaging, on-site through the use of Google Optimise or other CRO platforms, or in organic meta data. Use the data previously gathered on your audience from the demand and demographic shift sections to make assumptions or hypothesis based on data, then come to a data-lead conclusion. If you’re looking to get a strong understanding of your new audience base, Found’s social listening service can help to understand key conversion drivers based on data mining from social platforms. 4. Create dashboards Credit: https://unsplash. com/@lukechesser Everything can change within a day; this unpredictability means we must be more vigilant across our data set. Simple dashboards tracking sessions, conversion rates, user behaviour metrics, demographics, and other KPIs can be set up in Google Data Studio. This will provide your business with a daily view of performance that can help to make decisions to keep the flow of revenue as stable as possible in turbulent times. The data to help your business succeed in challenging times is available across analytics platforms. Understanding where to start can be difficult, hopefully the tips in this guide can help you make the first step. If you have questions around how you can leverage the data available to you to increase performance across your digital channels, get in touch... --- ### 5 Handy Tips for Preparing your Forecasts in Excel - Published: 2020-11-13 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/5-handy-tips-for-preparing-your-forecasts-in-excel/ - Categories: Data As an accountant by trade I can sometimes feel like a duck out of water in the world of digital marketing, but luckily for me, we can all appreciate some handy tips when it comes to preparing forecasts and models in Excel. Now this isn’t all about fancy formulas and shortcuts (although I’ve thrown some in for good measure) but rather a few tips that will help improve the useability and functionality of your forecast while helping you get the job done faster. Tip 1 – Include a dedicated section or sheet in your document that lists out all the relevant inputs and assumptions that will drive your forecast. This small detail can make life a lot easier in a few ways: Anyone who needs to review or use the model can quickly see the key assumptions applied in the forecast all in one go and without having to go through multiple sheets. All formulas utilising the same inputs can be driven from a single source. This ensures consistency across the model and reduces the risk of errors or miscalculations. It makes for a more dynamic forecast as inputs and assumptions can easily be updated across the workbook by changing the number in one place only. This allows you to quickly and easily test varying assumptions in your forecast... no updating individual sheets or formulas going on here. Tip 2 – Use formatting strategically to help others (and yourself) read and use the forecast. Now you can tackle this in a number of ways and everyone has their own preferences, but two pieces of formatting I would consider in any model are: a. The use colour formatting to distinguish between ‘actual’ numbers as opposed to ‘forecast’ numbers. For example: This can be done simply by using Excel’s conditional formatting functionality: You should note that in the command I have locked the row (‘$4’) but not the column (‘b’) this allows you to copy the formatting across cells and be sure that the format is based on the correct cell. b. Use formatting to distinguish between cells that contain hardcoded data compared to those containing a formula. Generally, in a forecast we want to minimise the use of hardcoded data as this can be inefficient to update and lead to errors. However, this is sometimes unavoidable so having a way to quickly identify these cells can save a lot of time and make it easier for others to follow. For example: Again, we can utilise conditional formatting to highlight these cells using the ‘=ISFORMULA’ function. Note: to apply the formatting to the full range you need to select all the relevant cells before navigating to the ‘Conditional Formatting’ command. When entering the ISFORMULA formula you need to refer to the active cell (in this case B6). Tip 3 – You can group, but you can’t hide Hidden cells can be a nightmare in any document, particularly if they include data that is being utilised in your forecast. If you have a... --- ### Black Friday and Cyber Monday Checklist 2024 > Dominate Black Friday & Cyber Monday with our ultimate checklist. From bold deals to powerful tactics, set your brand up for success this holiday season! - Published: 2020-11-11 - Modified: 2024-12-05 - URL: https://www.found.co.uk/blog/black-friday-and-cyber-monday-checklist/ - Categories: B2B, Ecommerce, Paid Search (PPC), SEO Every year, Black Friday returns, and marketers kick into high gear months in advance. The UK remains one of the world’s ecommerce giants, yet 2024 has been anything but predictable. For brands straddling multiple categories, the message is clear: keep a pulse on these industry shifts and double down where the momentum is building. WHAT IS BLACK FRIDAY MARKETING? Black Friday isn’t just a shopping event - it’s a battlefield for brands to dominate the market and capture consumer attention. This is when your marketing strategy needs to go bold, with tactics designed to break through the noise and deliver unbeatable deals. Black Friday is about giving customers offers they can’t resist, driving sales to new heights. While it’s a time for aggressive pricing, it’s also a unique opportunity to build customer loyalty and engagement that lasts well beyond the holiday rush. This is the time to go all in and turn casual browsers into devoted fans. A QUICK LOOKBACK. Before we discuss the BFCM checklist for 2024, I thought it would be useful to take a quick look back at 2023. 1. Black Friday online sales grew 8% year-over-year (YoY) to $70. 9 billion globally in 2023. 2. Black Friday started much earlier and finished later with a lot of brands extending discounts online. No change this year with Amazon kicking off their Black Friday deals in October! 3. Last year, customers were more likely to search directly for brands and deals compared to the year previously. 4. Shoppers researched more across platforms (mobile, Shopping, YouTube) than any previous year - a trend likely to grow this year.   HOW TO PREPARE FOR BLACK FRIDAY CYBER MONDAY? We’re expecting that retailers and brands will lead with a digital first strategy this year - making sure they are present during the different touchpoints of the consumer journey, from awareness right the way through to driving action on site. Struggling with where to start? ! Fear not - the team at Found have pulled together a whitepaper which contains all the information you need! We've brought some of our best minds together to predict the trends that we’re expecting to see over the next few months in retail and consumer behaviour - using data modelling of previous years and applying what we know about 2020 so far to help you build your plans.   You can download the whitepaper here which already contains all of the handy checklists we’re going to go through below. 2024 BLACK FRIDAY CHECKLISTS GENERAL PREPARATIONYour go-to list before any Black Friday: B2C BLACK FRIDAY CHECKLISTSpecific checklist developed for B2C companies, focusing in on preparation and activation across different channels: B2B BLACK FIRDAY CHECKLISTSpecific checklist developed for B2B companies, focusing in on preparation and activation across different channels: BIDDABLE MEDIA BLACK FIRDAY CHECKLISTA checklist which details the must-do actions across all Biddable channels including: Search, Social, Local, YouTube and Shopping: GOOGLE SHOPPING BLACK FRIDAY CHECKLISTA huge proportion of overall revenue is tracked through Google Shopping campaigns, so... --- ### Black Friday SEO: Tips to Boost Product Sales > Nail for Black Friday SEO Strategy with our top tips on optimising your products, nailing your on-page experience and targeting the right audience. - Published: 2020-11-06 - Modified: 2025-03-12 - URL: https://www.found.co.uk/blog/products-on-page-copy-targeting-nailing-black-friday-seo/ - Categories: Ecommerce, SEO Black Friday is fast approaching, and while everyone is focusing on updating ads, planning in new campaigns, and drilling through data to find new audiences, it can be easy to forget that SEO has a huge part to play as well. So, we take a look at the fundamentals of Black Friday SEO to help your ecommerce brand to prepare. Products. This is what people come to your site to buy, so should be your first review point. If the product information isn’t accurate, or they aren’t displaying properly, you need to get that fixed asap, and definitely ahead of your development code freeze. Top things to check include: Accessibility & Indexation - can they be easily found (by crawlers and people), are they being indexed properly, are any showing up as crawl errors?   Is there a separate “hub” for products on offer, or is it a sitewide discount? - this changes your targeting approach, so get this nailed at the start for minimal last-minute panic. Is the information correct? Think stock counts, pricing, descriptions, reviews - is it all pulling through properly? Are the images appropriate? Are they high quality? - Images are a huge part of product purchases, the ability to zoom in, click through galleries, and even have 360 images to manipulate angles is a great plus to any product page Then, you need to get into the nitty-gritty of product optimisation: Is the schema accurate, pulling through and validating properly, and matching the feed information for the product? - Do not forget the stock in the schema and make sure it is updated with Offer markup ahead of the day! Are the images optimised? Think file size, file name, alt text. Does the description include target keywords?   Does the product name need optimising? Does the page effectively call out the offers in the text as well as image overlays?   Then once you’re done with all of your checks, benchmark them then check them again in the week before your code freeze, and then again in the days leading up to your offers starting. Most sites put a code freeze in place the week (or sometimes two) before Black Friday but (and developers will hate me for this) for any urgent changes you can normally still get them pushed through in the days leading up to launch. Just make sure it is actually urgent and will impact plans and performance if not resolved, and say this to them!   On-Page Copy. This one is a bit of a grey area as it depends on how you are running your offers. So, we’ve split it into the two kinds of offers you can run: Sitewide. If you are running sitewide discounts, whereby everything on the website is part of the offer (even to varying degrees) then you will need to: Make sure the correct discounts are being applied to the right categories/sections - e. g. if T-shirts are 20% off but Jumpers are 15% then... --- ### A Guide to Virtual Meetings - Published: 2020-10-28 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/a-guide-to-virtual-meetings/ - Categories: Culture, Digital Marketing, How to Lockdown brought many things into our lives from banana bread to virtual quizzes. Whilst some things have been left behind in March, virtual calls are certainly here to stay. Whether you’re using Zoom, Google Hangouts or Microsoft Teams, we have some tips and tricks we’ve picked up along the way to help your virtual meetings run smoothly. 1. Make sure you have a comfortable set up It is worth investing in a good office chair that will provide you with back support, as well as arranging your desk and laptop set up in a way that is kind to your posture. 2. Take care when using two screens Credit: https://unsplash. com/@leecampbell When considering your desk set up, also think about which screen you are going to use for video calls vs which screen your camera is on. You want to make sure you are engaging with the call participants as well as being able to see them. 3. Think about your lighting Particularly with the winter months, the natural light isn’t there for much of the day, having some extra lighting will make sure participants can see you clearly. 4. Switch off your notifications When sharing your screen, you want to make sure your notifications aren’t pinging up as a distraction for both you and the other participants. Even if not hosting, you’re best to switch them off to avoid distractions. 5. Check your tech Make sure your tech is working properly ahead of the meeting, including audio, camera, access. You don’t want to waste time at the start of the meeting trying to workout why you can’t hear anyone. 6. Have a clear agenda Credit: https://unsplash. com/@hope_house_press_leather_diary_studio As with face to face meetings an agenda is key to ensure the efficient running of a meeting. Particularly when having meetings virtually, the flow may not be quite as smooth as it would be in person, but having an agenda in place helps with this. 7. Schedule breaks As you would in a F2F meeting, we need breaks tea, fresh air, or even just a lap of your living room to stretch your legs. Breaks might not come as naturally when doing a meeting virtually, so slot them in amongst your agenda points. 8. Be engaging It can be hard to keep all participants engaged during a virtual meeting and without some of the cues we are able to give face to face, it can be tricky to interrupt. Make sure you are regularly asking your participants if they have any questions or want to add anything. 9. "You're on mute" Credit: https://unsplash. com/@mbaumi After months of working from home, this is a phrase we’ve all come to know and we’re all guilty of forgetting to unmute ourselves, but do try to remember to unmute before contributing, or on zoom, hit the space bar to temporarily enable your microphone. Virtual calls aren’t going anywhere in a hurry and as with many of the new challenges that working from home has brought... --- ### Tracking the Shopping SERPs - Published: 2020-10-26 - Modified: 2024-12-03 - URL: https://www.found.co.uk/blog/tracking-the-shopping-serps/ - Categories: Ecommerce, Paid Search (PPC), SEO Now Google has begun rolling out the Organic listings for Google Shopping in the UK, we wanted to know how much of an impact this really has on the SERPs, and how much it will impact both Paid and Organic channels.   Why do we care about this? This is a huge introduction to Organic search for retail websites - no longer is the coveted Shopping performance purely for Paid channels! But that doesn't mean Organic is just going to start flying, and as with anything Organic, there has to be some way the products are being ranked. It isn’t a free-for-all; there is a system. And that is a system we wan’t to monitor.   First step? Track the landscape. What are we tracking? Google has already said the PLAs at the top of the main results page will remain as paid-only listings, which means the changes are happening on the Shopping tab itself. So, unlike our previous analysis on aspects like the map pack, we needed to extend our Luminr to assess the Shopping tab specifically instead of the main page. Because of that, we’re tracking the presence of Paid and Organic shopping listings, on the Shopping tab, to identify things like: How frequently combination listings appear - Paid + Organic How frequently a site appears in both types of listing How frequently the same products appear in both types of listing  Which websites dominate the results? How does estimated CTR vary depending on if you appear in Paid or Organic listings? How are the listings changing over time? Are we seeing different sites in the Paid listings vs. the Organic? All of this information then allows us to: Identify changes in real time and react accordingly Identify trends in listing performance and appearance, to factor into our performance forecasts and reporting Identify new competitors appearing across both Paid and Organic - just because their websites aren’t ranking on the first page of the main results, doesn’t mean they aren’t appearing at product level in the Shopping tab Spot trends in product performance and how that differs on the Shopping tab compared to other Paid listings, and how it compares to other Organic listings So, how are we doing it? In our admittedly preachy introductory post to SRE, we mentioned flexibility and integration being driving philosophies for its development. We’ve executed and analysed a further 260K searches since then. In this instance however we’re leaning towards flexibility, building out a specialised function to monitor the introduction of organic listings in Google Shopping. And from there, who knows where we might take it. . In the humble words of the immortal Michael Bolton: Incredible thoughts, incredible mindsToo many great ideas insideIt's a miracle my head can contain themMy spectacular brainFor all humankindChanging how we think about space and timeNow it's time to share them with the people, my brain is a genius - Incredible Thoughts, The Lonely Island To achieve this we curated a list of the most important... --- ### Happy Birthday Found! 10 years and counting... - Published: 2020-10-25 - Modified: 2024-07-04 - URL: https://www.found.co.uk/blog/happy-birthday-found-10-years-and-counting/ - Categories: Culture They say time flies when you’re having fun but I didn’t think that applied to a whole decade... as October 2020 marks the 10 year birthday of our agency. It’s crazy to think that this time 10 years ago we were a small affiliate business, looking to test the waters in search and becoming a digital agency. Time to Celebrate! After a year of the unexpected, it’s easy to feel like there’s not much worth celebrating anymore but we thought it’s important to take some time to appreciate how far we’ve come and everyone that’s been part of it – plus an excuse to break out the cake and bubbles. This year we celebrate turning 10 with a virtual afternoon tea, packed to perfection by our very own Head of People & Culture, Chelsea Hall. Back to the Beginning Found has evolved a lot over the last 10 years, something I have been fortunate enough to be a part of, having joined a year before the launch back when we were Artemis8. In those days, Google wasn’t the giant of the search world we see today and we were making our way as a successful affiliate company. However, after spotting an opportunity to start expanding our services, I saw Found transform from affiliate to an integrated search agency, through to a performance marketing agency and now to full service, growth agency. We’ve acquired businesses and expanded our offering into the exciting world of influencer marketing, spoken at numerous events and even hosted a few of our own. We’ve become Google & Facebook Partners and ranked 6th in the medium category of Great Places to Work and 3rd in Great Places for Women. Building a Culture In theory growing an agency is as simple as increasing the revenue it generates, but in practice there’s so much more to it. Over the years, Found has prided itself on the culture that we’ve purposefully built with our team and our clients, creating a place we all love to be. I thought it would be worth sharing some of our core values that have enabled us to grow in this way, and what it really means to the team. Truth – This sits at the core of everything we do and is something that for the past 10 years I’ve seen in abundance. Being honest with one another, with our clients, our partners and overall striving for transparency in everything we do is so important. Impact – Quite simply, I don’t think we’d still be an agency if we hadn’t had so much of an impact on the clients we work with. At Found I’ve seen us take on big challenges and get big results, finding those gamechanging actions both internally and with clients to drive change is what excites us the most. This in itself has fuelled our growth mindset making us grow and grow. Unity – Now more than ever, unity is something I see day in, day out at Found. Our... --- ### Found wins at The UK Digital Growth Awards 2020 - Published: 2020-10-21 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/found-wins-at-the-uk-digital-growth-awards-2020/ - Categories: Analytics, Digital Marketing, General News Now you might've seen a blog post from us a few weeks ago, talking about how we'd been shortlisted in not one, but two categories at The UK Digital Growth Awards 2020... Well we can proudly announce that we have won both awards! Integrated Search Campaign of the Year - Found and Hoppy. "This was a really well-founded campaign that achieved challenging growth targets through the smart application of data. Well done! " https://twitter. com/dontpanicevents/status/1318901170270855170 Best Use of Data - Found and Nettitude. "This entry demonstrated great use of applied data science to content development and performance tracking. The team recognised that the traditional methods of measurement wouldn't work so devised a proprietary framework themselves. A truly unique and innovative approach to solving the problem of ensuring optimal landing pages to improve SERPs ranking. " https://twitter. com/dontpanicevents/status/1318903646797574144 We're so proud of the team, especially those who worked with Hoppy and Nettitude throughout the past year. If you’re interested in how we could support the growth of your business through digital channels, then get in touch today to speak to a member of the team. --- ### 6 Ways to Optimise Your E-commerce Website > Discover 6 simple e-commerce SEO tips to boost visibility, drive more traffic, and increase sales with quick, actionable improvements. - Published: 2020-10-19 - Modified: 2025-04-29 - URL: https://www.found.co.uk/blog/6-simple-tips-to-help-optimise-your-e-commerce-site/ - Categories: SEO Some of the most common drivers of SEO success across e-commerce sites are simple to implement and can see quick turnaround on results. This guide covers off the 6 quick tips we have for e-commerce site owners to start seeing revenue growth across your domain. 1. Improve your sub-category internal linking. Linking out to sub-category pages from the top of a category page provides Google with a lot of relevancy information. Links can be text or image based, should normally occur beneath the introductory copy, and should avoid pushing products below the fold. Identify a hierarchy for your products and categories and reflect this by linking out to relevant categories throughout the site. This is particularly helpful when launching a new product line as the new internal links assist with the page’s indexation and ranking performance. 2. Utilise your homepage to improve product and category performance. The homepage of your site most likely contains the largest number of backlinks of any other page across the domain. It’s the most authoritative page and the links that point out from that page pass the most value through to other areas of the site. Choose to link to your top priority category pages and products from the homepage, and rotate links to seasonal pages to drive increased performance for these pages during seasonal peaks. 3. Create a seasonal demand calendar and content plan. Christmas and Black Friday are the two most important periods of the year for many e-commerce sites. Most site owners will be optimising their content to target the uplift in demand around these two seasonal events. The levels of competition around these terms therefore is exceptionally high. Often an area where smaller e-commerce sites can gain traction is in targeting more niche seasonal terms. By mapping out the seasons, holidays and events taking place throughout the year, and conducting a little research using Google’s keyword planner, businesses can identify demand they didn’t know previously existed. Reviewing user search volumes throughout the year can also identify when seasonal peaks and uplift occurs, helping you to make decisions around when to launch specific product lines. 4. Write unique product descriptions. This one can be difficult to implement where there are thousands of products and limited time available to create copy. A simple solution is to prioritise pages based on the organic traffic/revenue they’ve driven over a year and optimise in batches prioritising the top performing pages first. If you have keyword research available you can also prioritise pages with the greatest potential to drive traffic in the future, based on search volumes (you should also base this on how relevant you believe the rest of your site is to the particular product, e. g. if you sell mainly fitness equipment you’re much more likely to rank for a new brand of treadmill vs. a pair of running shoes). 5. Refresh your keyword research at least once a year. User search behaviour changes over time. Refreshing keyword research is a great way of... --- ### What's New with Google Tag Manager: Partial Exports and Bulk Actions - Published: 2020-10-16 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/whats-new-with-google-tag-manager-partial-exports-and-bulk-actions/ - Categories: Analytics, Google Algorithm Updates The analytics team here at Found have been enjoying the small but impactful releases Google had been rolling out this autumn. Aside from the big announcement of 2020 - server-side tagging - the things that have got us excited and literally made our lives easier have been the partial exports (hurrah for reusability) and bulk actions (amazing for time-saving). Partial exports. Previously used as a back-up or a way to distribute useful repositories, the export function has all of a sudden become so much more useful! Going from an all-or-nothing paradigm to export any subset has made a huge difference in the ways this feature can be used. For example, here at Found we use a set of helper tags to allow for easy addition of GA events and with this feature, we don’t have to recreate them in every container or do complicated JSON pruning for an entire container export to extract them. How they work: In the usual place for the export functionality : Admin -> Container -> Export container you now get a picklist of all tags after selecting the container version/workspace you want to download. In our case, should we simply want to download some helper Javascript tags, this becomes super easy like so: One super useful feature is the dependency warning - if you choose to export tags without their associated variables or triggers, you automatically get a warning, so you can ensure you are considering all elements of the export and you don’t end up with a job half done. Pretty neat. Bulk actions. Every GTM light or pro user has at some point suffered from the pain of having to review a container, find upwards of 20 tags/variables/triggers that were obsolete and had to make a cup of coffee, resign to the task ahead, then proceed to delete all of them one by one - waiting for the page to refresh every time, clicking confirmation buttons and frankly wasting a good chunk of time unnecessarily. Such was life before bulk actions - small release, but what an impact this is having! The magic of adding check-boxes against the lists is a serious time-saver: You can now select the tags you need (tags are pictured in this example but the interface is the same for variables or triggers, clients, zones, templates) and then choose to perform bulk actions.   Bulk actions available: Tags: Delete, Pause/Unpause, Move to FolderTriggers: Delete, Move to FolderVariables: Delete, Move to FolderClients: Delete, Move to Folder Zones: DeleteTemplates: Delete Trying to delete items that have references will result in a warning, just as in the individual deletion process.   In summary - the team has got back a big chunk of their time, which they are now using to write blog-posts, so watch this space! Jokes aside, we’re thrilled to see such a popular tool that is crucial in deploying tracking solutions for our clients get incrementally better and help us get even more efficient in our roles. We’re definitely... --- ### 3 New Enhanced Google Features announced - Search On 2020 > We know that search has evolved beyond the simple text to answer retrieval method - we can search through traditional means or newer ones like voice and now even our smartphone cameras.  - Published: 2020-10-15 - Modified: 2024-04-23 - URL: https://www.found.co.uk/blog/new-enhanced-google-features-search-on/ - Categories: SEO We know that search has evolved beyond the simple text to answer retrieval method - we can search through traditional means or newer ones like voice and now even our smartphone cameras.   As part of Search On, Aparna Chennapragada took us through three core areas that looked at how they’ve been enhancing existing Google features and how we can expect to see them develop further over the coming months. 1. Learning. Outside of more generic queries, you can now use various search methods for knowledge acquisition; especially for hard to search things like equations, or foreign languages. Google has been working on developing AI to help them understand the question, the problem, and then provide you with the tools and resources you need to answer your query.   Through developments to Google Lens, you can now take a photo of what you need and Google can interpret that to provide you with the answers. So, if you’re in a foreign country and don’t understand the language on a menu or a sign, you can take a picture of it and Google Lens now has the functionality to translate and read it out loud.   With a huge amount of home learning at the moment, Google Lens has also been developed to understand homework questions like equations, translate them into queries, and then provide the answer and step by step guides and videos on how to solve the equation. The latest development of this is one step further, incorporating AR to help searchers understand and explore, helping to bring learning to life and offer a much more in-depth search experience. The final part of their Learning enhancements comes from the DataCommons database. While this has been available for a couple of years, they are now exposing DataCommons as a new layer of the Knowledge Graph. With this, you can ask Google questions and say “tell me the crime level in Chicago” and then Google aggregates a huge amount of data to present information back to the searchers in easily digestible, visual formats to help answer the query as effectively and succinctly as possible. 2. Shopping. Improvements to shopping have been well documented throughout 2020, but as part of these the release of free listings will be fundamental for many merchants throughout the rest of the year. We recently wrote a blog post on the free Google shopping listings coming to the UK and what that means, along with what you need to do to have them show. However, there are also changes to how people can shop. Going back to Google Lens, from next month you’ll be able to long press on images on Google to search the image itself. With that, the way we shop is poised to change forever; their ‘style engine’ technology will allow you to search the image for the exact or similar items as well as suggesting ways to style it. Think the Clueless wardrobe at a monumental scale, where you’ve taken the largest products... --- ### New Advancements in Search - Search On 2020 - Published: 2020-10-15 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/new-advancements-in-search-search-on-2020/ - Categories: SEO “Search will never be a solved problem; we will never stop on the quest to perfect search. ” At Search On, Cathy Edwards outlined there are four incoming updates to how Google’s information retrieval systems work, which will directly impact how search happens and the results which are served. All of which are expecting enhancements and updates to how they are powered within the next month.   1. Did You Mean. ‘Did you mean’ is the technology that understands typos and common errors in search and is thereby able to work out what the user really meant, and serve a result correct to that query. This is technology which has been built upon detecting mistakes; that means tracking what a user types the first time, when they then refine it and mapping the differences within their queries.   Whilst no specifics were detailed, Cathy outlined that this is an area that has been heavily invested in and they’ve made breakthroughs in improving, showing examples where the original query barely matched what the user really meant and the mistyping was based on key proximity rather than phonetic spelling. Currently 1 in 10 queries involve some form of misspelling so improving the way Google processes this will have a huge impact upon how search works.   2. Specific Searches. Often a user searches for a very niche question or they’re looking for an exact answer to a problem they’re facing. Cathy outlined a breakthrough in how Google is indexing the answers to these which will impact 7% of queries from next month. At present, Google indexes web pages which can provide answers to this type of query, but they’re shifting to also index the individual passages - so the specific answer as well as the context around it. We’d expect it’ll impact ‘utility’ searches where there is a useful, simple answer.   Traditional search where full web pages are returned involve information retrieval where Google looks down into its index and sources the most valuable answer. Whilst this is still a quick result, it involves heavy-lifting in terms of how Google processes it and involves the consideration of hundreds of ranking factors to order the content. However, by using block-level indexing, Google can look up into its categorised Knowledge Graph to immediately return the content that helps answer the user question.   It’s also worth noting the time and support Google has provided to open-source technology such as AMP and supporting Gutenberg frameworks, as this is block-level creation of content that will integrate well with this form of indexation. 3. Broad Searches. After covering specific searches, Cathy moved on to talk about the advancements when it comes to broad searches. It was implied that whilst users may type a broad query that they often are actually looking for a more specific answer or that their next query will include some more specific refinements for the answer they need. For example if searching to renovate a bathroom, after the broad query they may... --- ### Delivering a Higher Standard of Google Search - Search On 2020 - Published: 2020-10-15 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/delivering-a-higher-standard-of-google-search-search-on-2020/ - Categories: SEO This evening Google hosted Search On, their online summit to introduce the latest in AI developments being added to search. The event opened with Prabhakar Raghavan giving a summary of the 4 core principles that Google is focused on for improving and providing a higher standard of search. It’s important to remember these and keep them front of mind when you’re considering why Google has updated in a certain way, or what will perform best in search.   Traditional ranking factors are becoming increasingly diluted through the way that Google layers different ‘baby algorithms’ on to one another, which means simply optimising for a set of metrics isn’t possible anymore - instead, one of the keys to SEO success is understanding the why behind Google’s changes to then adapt your site. In this instance, Google is focusing on providing the best answers to searchers through having knowledge of all of the world’s information, knowing which is the correct/high quality information, and then providing users with secure and open access to that.   To look at the 4 principles in depth:  Understand the World's Information. Google has always focused on building the most comprehensive index of websites to rank search results and provide searchers with answers to their queries. The issue is, 15% of queries every single day are ones that have never been seen before. Think about that for a moment, if there are say, 3. 5 billion searches happening every day, then that’s 525,000,000 searches every single day that have never been done before. That is a monumental amount of searches to find relevant, accurate information for with no prior knowledge of the query itself. That’s where Prabhakar moved on to explain the advances they’ve made to the Knowledge Graph, showing how it had taken a step up from just looking at websites, to helping people know about the information and the world around them. The improvements made to the Knowledge Graph drill into related queries, so as well as providing an answer for the direct query, there are now answers for related queries right there in the search results waiting for you. Part of expanding the Knowledge Graph was also enhancing the data available on places, and locations, and the latest updates here allow people to see things like how busy certain places are directly in Google Maps. While this feature has been around for local businesses for some time now, this latest update has seen it expanded to include new areas like parks and beaches - places outside of a physical location - showing how busy an area is both in real-time and throughout the day, so you can plan your visits more safely with COVID-19. The next phase of this is showing the busyness information directly in Google Maps - so you won’t even have to search for a business to see if it is quiet, you’ll be able to see it directly in the interface. COVID-19 has been a fundamental driver for some of these... --- ### 5 Stats that show digital landscape is changing and adapting during the pandemic > This piece looks at 5 ways digital landscape has adapted to thrive during these extraordinary times. This piece looks at 5 ways digital landscape has adapted to thrive during these extraordinary times.  - Published: 2020-10-14 - Modified: 2024-04-23 - URL: https://www.found.co.uk/blog/5-stats-that-show-digital-landscape-is-changing-and-adapting-during-the-pandemic/ - Categories: Analytics, Digital Marketing, General News, Opinion Digital advertising has evolved significantly since its inception in the 1990’s and now encompasses multiple channels including social media, video content, paid advertising and SEO. Coronavirus has forced many brands to pivot the direction of their marketing and advertising strategies as consumer habits have changed rapidly. Coupled with brands tightening their belts to weather the pandemic means marketing budgets have come under pressure in 2020. Despite the general gloom surrounding the current situation, seismic change brings with it great opportunities as companies scramble to capitalise on emerging trends. Looking towards Q4 2020 and 2021, there are a number of surging trends which offer a great opportunity for brands in the new business environment. This piece looks at 5 ways digital landscape has adapted to thrive during these extraordinary times.   More older people than ever are using the internet. One group that has felt left behind by the digital revolution is the older generation. As technology use has simplified, those aged 65 to 74 have increased their internet use; with a Bridging the Digital Divide study showing growth from 52% in 2011 to 83% in 2019. With this group also being more likely to require shielding from the virus, online grocery shopping has surged as people seek to reduce their exposure in supermarkets. Also, the NHS track and trace app may be the first app many of this demographic have downloaded. With internet use surging amongst 65+ group, there has never been a better time to engage these new online users by designing the websites and apps that are intuitive and simple to use and optimising them for easy discoverability.   Digital video is on the rise. Credit: https://unsplash. com/@glenncarstenspeters The 2020 spring lockdowns resulted in governments around the world telling their citizens to stay at home. By April approximately half the world's population was living under some kind of restriction, meaning 3. 9 billion people had a lot of spare time on their hands. Audiences flocked to digital video services such as Netflix who saw a surge of subscriptions. Programs such as the Tiger King saw 64 millions views in its first month of release, with many analysts contributing its runaway success to the lockdown audience. eMarketer has predicted that in 2020 47 million people in the UK (69. 9% of the population) will stream content at least once a month, which is a 2. 9% increase from 2019. Social media video content such as YouTube and Instagram has seen strong performance too. With further growth expected and the rise of new social media channels such as TikTok offering a great way to target generation Z in particular, now is the perfect time to engage with viewers with quality video content. Podcasting is becoming more popular.   With production relatively unaffected by social distancing requirements, audio content has seen a boom during the Covid period. The pandemic coincided with a rekindling of interest in all things audio, with podcasts now at the forefront of growth in this media. Deloitte has... --- ### Design Thinking: The Ultimate Guide to Ideation > Explore the ultimate guide to ideation with design thinking. Learn creative techniques to solve problems, spark innovation, and drive meaningful results. - Published: 2020-10-13 - Modified: 2025-01-27 - URL: https://www.found.co.uk/blog/design-thinking-the-ultimate-guide-to-ideation/ - Categories: Content Marketing Design thinking has exploded in popularity recently as a new way of approaching problems, and coming up with new ways of doing things. Usually applied in fields such as design and UX, it’s influence has seeped into companies like Apple, Google and GE making it a veritable buzzword for marketing and beyond. Design thinking has a process with defined steps but tends to be a bit squiggly (technical term) as some steps help to define the one before and vice versa. Author/Copyright holder: Teo Yu Siang and Interaction Design Foundation. Copyright terms and licence: CC BY-NC-SA 3. 0 In this blog post we’ll be looking at the third step - ideation, in more detail. As a creative strategist, ideation is a discipline I like to keep sharp and in my back pocket (sounds like a disaster waiting to happen right? Remind me to not mix metaphors again).   What is ideation? I like to think of it as an algorithm to generate ideas. It gives some structure to a ‘vanilla’ brainstorm, is great for reviving flagging brains and is a fun way to strategise in a group. The aim of ideation is purely idea generation, which means to say quantity over quality. No matter what an idea is, it gets noted without analysis or judgement. This is a purely numbers game. Why do you need ideation? So ideation is great and all, but why waste time brainstorming when we could all go and do some proper work? Well, ideation is a great way to innovate with new ideas. A lesser known benefit is how well it can let you frame and redefine what you may see as ‘problems’ into solutions.   “One man’s problem is another’s solution. ” - Me, just now There is no pressure to find the ultimate solution in an ideation session, instead stupid questions are encouraged. Questions that question the status quo are powerful, and are the first step in challenging long held assumptions about how things are done or have been done in the past. Another great advantage of using ideation is the sheer volume of ideas generated means that you’re statistically more likely to end up with a better solution. In design thinking, ideation is the stage when you stretch divergent thinking muscles, spreading laterally to look beyond obvious answers and broaden possibilities. Source: Nima Torabi on Medium How to ideate  So how would one go about running an ideation session? Structure is absolutely critical here, as you want to set everyone involved up for success. Mindset is everything. Ideally you’d have a defined problem or question that you want to address. The next step is assembling a group of different thinkers from different disciplines and a moderator (this will probably be you). A session works best when there are clear rules.   Rule 1: Set times to think about each prompt, and set times for discussion. Short sprints of timed discussion, and alone time work well - a bit like HIIT training. Rule... --- ### Why it's ok for your team to not feel ok right now - Published: 2020-10-09 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/why-its-ok-for-your-team-to-not-feel-ok-right-now/ - Categories: Culture Since the pandemic took hold in March this year, we were thrown into a situation we’ve never been in before. Whether you were a parent expected to juggle full-time work with home schooling or someone in a flat share alternating working from your bed to working from the dining table with your housemates. We all had to embrace change (not a natural thing for many people) and adjust our ways of living. From strict lockdown to the government’s confusing messaging once they relaxed the rules, it’s been really tough for everyone, particularly when it comes to mental health. It’s been 6 months and we’re still navigating and living through an unprecedented situation. It’s only natural that we’re feeling anxious, tired and more depressed than usual. Each and every person is dealing with their own unique situation in the context of a global one, the fear of the virus itself plus the knock-on effect: socially, economically & psychologically. Is it any wonder, we’re not feeling okay? No, it’s completely normal! In figures released by the ONS (Office of National Statistics) it stated that “over four in five of people surveyed – 84 per cent – said they were worried about the effect the virus is having on their life, while 53 per cent said it was affecting their well-being” due to the Coronavirus pandemic. This doesn’t come as a surprise, as it’s reflected in the conversations I’m having with friends, family and team members on a daily basis. So what can we do to ensure we are supporting our team whilst the world is turned on its head? Here are a few tips: Listen Credit: https://www. freepik. com/kues1 Yes it is that simple but I don’t just mean listen to what your team members are saying, pay attention to any changes in behaviour, mood, output and habits. Any changes to the norm can often be a sign of mental health struggles. Listen to what they are saying and remember that individuals are often the best people to determine what support they need or the adjustments they need to make so ask them how you can support them and listen to what they say. Can vs Can’t A large contributor to how we’re feeling is down to having the control taken away. There is so much out there that is uncertain at the moment and this naturally puts people on edge and makes them feel anxious. Try to adjust their focus to things they can do, instead of things they can’t control. Work with them to create simple action plans and support them through activity, communicating more often than you usually would. Offer Flexibility  We’re in a constantly changing situation so expect that your team’s needs and your own needs will continue to change. Tackle stressors together on an individual basis as something that causes issues one week may not be the same the following week. Make sure you are checking in regularly and modelling positive mental health practices such as taking... --- ### Free Google Shopping listings come to the UK > If you work in ecommerce, you probably remember the news from April this year about Google opening up Shopping to offer free listings for merchants in the US - Published: 2020-10-08 - Modified: 2024-04-23 - URL: https://www.found.co.uk/blog/free-google-shopping-listings-come-to-the-uk/ - Categories: Google Algorithm Updates, Paid Search (PPC) If you work in ecommerce, you probably remember the news from April this year about Google opening up Shopping to offer free listings for merchants in the US – a move that took many by surprise because it is such a fundamental part of any retail PPC campaign these days, but one that was spurred on by the COVID-19 pandemic and a way to help retailers gain free exposure through the crisis. Now, those listings are coming to the UK (as well as Europe, Asia, and Latin America) from mid-October, giving you a couple of weeks to get your listings set up and ready to take advantage of the “new” feature. Credit: https://unsplash. com/@rupixen What do you need to do? Upload your product feeds to Google MerchantCenter – if you’re already running Paid Shopping campaigns, this should alreadybe set up! Opt-in to “Surfaces across Google” – either whenyou sign up, or by navigating to the Growth tab in your Merchant Center accountand heading to “Manage programs” Monitor your feed health (either through a feedprovider, or manual checks) to make sure your products are eligible to show Monitor your performance – there is a new reportcoming to Merchant Center soon where you’ll be able to see unpaid clicks! And that’s it! The biggest part of this is going to be the same as with Paid Shopping campaigns – making sure your feed is eligible and in good health to get the maximum performance out of it. Why do we care about free Google Shopping listings? This is another step towards Google blurring the lines between paid-for advertising and organic listings – it’s the same feature, but it will be reported on differently. That means, for SEO teams, you’ll need to up your reporting and make sure you have visibility on how user behaviour is changing: Have users started clicking on shopping listingsmore – paid or organic – because there is more choice/the feature is moreprominent? Have you seen fewer organic clicks through tocategory pages because users can more easily be served a variety of relatedproducts, see the images, prices etc. without clicking through to a landingpage? But as integrated teams, you’ll also need to work much closer together to understand how product information needs to be structured, both in the feeds and on the pages, and then go a step further and understand which products or product types are driving the best performance to focus in on your individual strategies and adapt as necessary. You’ll also (or at least should) find yourselves working much closer with Product and Merchandising teams – training them on the information that’s needed when new products get uploaded to the site, when new ranges are brought in, and when sales run or products go out of stock. These things were primarily associated with the Paid Search and Business teams, but now they span into SEO as well. Then you need to think about how this changes the setup of the results page. Currently in the US,... --- ### 10 tips for a successful site build and migration > Site migrations can make or break a website. For many the choice to migrate is driven by a need for freedom to drive growth across your site. - Published: 2020-10-06 - Modified: 2025-01-27 - URL: https://www.found.co.uk/blog/10-tips-for-a-successful-site-build-and-migration/ - Categories: SEO Site migrations can make or break a website. For many the choice to migrate is driven by a need for freedom to drive growth across your site. Maybe you’re stuck with an old CMS platform, that doesn’t allow you the freedom to optimise your content, create new pages and effectively drive leads or conversions through your site. So, you make the decision to move to a new platform, create a new site and migrate the old one across to retain the value. The decisions you make for your site from here on out will impact site performance in ways that many have failed to appreciate. We’re writing this guide to help site owners make the right decisions in the build up to and post-migration and ensure you can drive the growth you want to see for your site or business. 1. Create a united team with a shared goal Across migrations you’ll often be working with multiple teams; a development agency, a digital agency, a design agency and in-house teams will often be collaborating to deliver a site build and migration. It’s imperative to create goals that everyone is working towards, set up ways of working from the off, ensure everyone has clear responsibilities and create a combined plan/roadmap to keep track of everyone’s activity. 2. Prioritise organic search A common mistake seen across many migrations is to take SEO advice too lightly. It can seem like an area that can be addressed later or something that takes a backseat when it comes to branding or UX, but getting your SEO right will prevent drop offs seen by many other brands. 3. Start with the right platform Before choosing a platform, speak to your digital agency. They have your long-term performance interests in mind and understand that platform can be the difference between a successful site launch, followed by years of growth, compared to a loss in performance and a struggle to get back to baseline. Your SEO experts should be working directly with your development agency, leading on what functionality your site requires to dominate the organic SERPs. 4. Build a structure that enables growth Your site’s structure, from the sitemap of all content, to linking between blog posts and services/solutions/products should be planned before moving into design phase. Your digital agency should be working directly with you to identify what services/solutions/products your business needs to drive growth and planning these out into a sitemap. You can then work on this collaboratively to determine what your final site structure should be. Nailing site structure will lead to improved traffic and revenue performance post-launch and enable you to build the site out effectively in the future without having to awkwardly force in new pages to the site structure. 5. Consider international targeting If you already do business in international markets but don’t have a site setup to offer pages in the relevant languages of those locations, now is the time to build this out! You can see big increases in... --- ### Found Shortlisted For The UK Digital Growth Awards 2020 - Published: 2020-10-01 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/found-shortlisted-for-the-uk-digital-growth-awards-2020/ - Categories: Digital Marketing, General News More excitement for everyone here at Found as we've been shortlisted for two awards at The UK Digital Growth Awards. "Which awards? ! " we hear you scream. Well, the first is for Integrated Search Campaign of The Year for Hoppy. This might sound familiar, as we won an award in the same category for Hoppy at The Drum Search Awards back in May - hopefully we make it two out of two! The second award is for the Best Use of Data for Nettitude. If you know us well, you know how important our in-house data team is for everything we do. They are fantastic, and continue to surprise us with their innovative ideas, so being shortlisted for this award really is testament to the work they put in. Winners will be announced via social channels on Wednesday 21st October from 1pm. The team will be anxiously looking forward to that, but until then, I guess we'll have to celebrate making the shortlist anyway - right? If you're interested in how we could support the growth of your business through digital channels, then get in touch today to speak to a member of the team. --- ### How to use data to inform your SEO strategies > Every strategy should be designed to meet an objective, and the more information you have to hand before you begin the easier it is going to be to align activity to the end goal. - Published: 2020-09-16 - Modified: 2024-11-05 - URL: https://www.found.co.uk/blog/using-data-to-inform-seo-strategies/ - Categories: SEO Every strategy should be designed to meet an objective, and the more information you have to hand before you begin the easier it is going to be to align activity to the end goal. That said, a strategy is only as good as the data used to create it – if you’re working from an incomplete or inaccurate dataset then the tactics you deploy won’t necessarily be the ones you need. What types of data are most important for SEO? Generally, there are two types of data you can use to form a strategy: Internal External Wherever possible, a mixture of both should be used so you can approach the strategy from different standpoints. Using internal data Internal data is a goldmine and should be the first thing you look at when forming a strategy, but many people confuse internal data with platform data like you would get from Google Analytics and similar platforms. When we reference internal data, it is information specifically from the company, including: Financial data (sales, refunds/cancellations,upsell rates) Marketing data (plans, promotions, positioning) Audience data (demographics, interests,geographies) Promotional data (platforms, technologies, website) Clients know their business, and they know it better than you. But they can also reach out to other people in the company to get information much easier than you could, you just need to remember to ask them for it. Use cases Financial data If you know the general conversion rate of salesto upsells (e. g. at-basket addons, in-platform feature upsells), you can workout how many conversions you’d need to generate to increase the averagecustomer value, resulting in a higher lifetime value for each customer and thushigher revenue If you know the rate of refunds (and averagerefund value) that occur, you can bake them into your forecasts and make surethat you’re goals are set on driving X% more revenue to cover the cost of therefunds If you’re working on a lead basis, you can askyour client for information on the value of leads being driven by differentconversion points (and channels) so you can focus your Organic efforts on thepages, or sections, of the site which result in the highest value leads forthem Marketing data Any information around a client’s own plans tomarket the company, product, or service should always be baked into your ownplans for new landing pages, on-page optimisation, and new content Positioning data is what sets your client apartfrom their competitors – use this to inform landing page optimisation, newcontent, and general tone of voice across the website Audience data Target vs. actual audiences often differslightly, and platform data only gives you estimations, so the more you knowabout their audience the more you can tailor content on the site to capture andengage them Any kind of terminology that is specific totheir audience should be used in keyword research and page creation Platform data Ever had a client spring a migration on you? The more information you know about their platforms and technologies, the easier it is to prepare for last minute... --- ### The Good, the Bad, and the Oatly: A brand retrospective > Oatly, the brand who made oat milk the monolith of milk alternatives has had a fascinating history with some bold marketing choices. - Published: 2020-09-14 - Modified: 2025-01-27 - URL: https://www.found.co.uk/blog/oatly-brand-retrospective/ - Categories: Content Marketing Oatly, the brand who made oat milk the monolith of milk alternatives has had a fascinating history with some bold marketing choices. Recently the brand has come under fire for selling a stake of their company, linking them to Blackstone - a private equity firm with alleged shady connections to both Trump supporters and deforestation companies in Brazil.   Is this a case of a disruptor brand becoming a behemoth business participating in the very system they were railing against? Let’s discuss! The Post Milk Generation Milk has not had a good time, with a new alternative popping up seemingly every day. Instead of using Gen Y, Gen Z and all the Gens in between, the Vox have suggested using milk preferences instead. It checks out. Milk was king, then came the 70s and the soy milk generation. Soy was dropped like a stone when almond milk came along and now it’s oat time. So if you ever want to find out how old someone is or how they interact with social media, sniff their tea?   Source: Oatly USA Oatly got started when a team of Swedish scientists discovered the nutritious alt-milk phenomenon made from oats, water, and enzymes. Their marketing has had a storied history, at the beginning they had almost no media budget which is why they decided to use their packaging as a media channel. Less is not more with meandering quirky copy on every available surface.   Source: Oatly / Fortune To get the word out, they talked to baristas in coffee shops, the (influencers of the offline world) to spread the good oat word. As their popularity grew, so did their opposition. Then came the milk wars. The Milk Wars Angered at the idea that people were shunning milk, The Big Swedish Dairy Lobby* (*not their real name) decided to enter into a bitter advertising feud. They shouted ‘Milk is Milk! ’ and even went as far as to make up silly names for their competition in parody attack ads on TV. In a genius marketing move, Oatly went and trademarked the silly names, and started using them on their packaging. When their anti-milk slogans got slapped with lawsuits, they printed the details on their packaging.   Championing the spirit of disruption, the brand has always given the appearance of radical self awareness. Even their latest sustainability report has a big sticker that shouts about their poor performance compared to last year. Their latest creative foray has seen them temporarily suspend oat milk selling activity to create an Oatly Department of Distraction Services (ODDS for short). Here they have frankly outdone themselves with online entertainment. Bored at home in 2020? Why not watch a video on Olympian level porridge making, make your own t-shirt,or get your wacky dreams illustrated by their own resident art director? Source: Lisa from Oatly Milk Gone Bad The recent news about Blackstone hasn’t been the first time the brand has landed in hot water. With such strong convictions, every... --- ### A Practical Guide to Data Science in Digital Marketing > This article describes a handful of approaches that use data science to huge effect in various digital marketing streams. - Published: 2020-09-11 - Modified: 2025-04-29 - URL: https://www.found.co.uk/blog/a-practical-guide-to-data-science-in-digital-marketing/ - Categories: B2B, Data, Digital Marketing How Data Science Boosts Marketing? We might one day “become less valuable than the data we produce,” the opening scene from Watchdogs 2. Giving away our freedom to tech companies without even knowing it is a scary prospect. In simple terms it would mean being rejected from a mortgage before you’ve even applied based on the huge amounts of data being siphoned from you. We haven’t arrived at that scary future yet, pray we never will. Nevertheless, the already staggering amount of information available to marketers is a gold mine for data scientists. Traditional advertisers have been driven by gut feelings. Data scientists’ gut feelings are hypotheses: hunches about untapped veins in mountains of messy data. A good marketing data scientist should be an adept engineer capable of cracking the vault of online data through APIs and large-scale scrapes and be able to persist that data in a robust way. They also need to be able to tell a story through data by playing the curious investigator, knowing which tools to apply and how to string together a narrative of actionable insight. Commercial awareness is everything - context is the difference between a party factoid and a relevant, applicable insight to drive forward a marketing strategy. Research, experiment, influence, attribute and optimise. This article describes a handful of approaches that use data science to huge effect in various digital marketing streams. Trust Issues with Attribution Yes, yes attribution. The only way to know the full truth behind the performance of marketing strategies yet paradoxically not for everybody. Partly to do with data scientists’ inability to reverse engineer conclusions about attributed revenue figures. We as data scientists know exactly the process raw data is churned through to output the report numbers but building confidence in this insight requires explainability. Clients shouldn’t be expected to take the data scientist’s word on why channel X is more effective than channel Y; data scientists should be accountable for their results. Faith cannot be a component of any data-driven strategy. Attribution tells us what works and it allows marketers to optimise their budgets more effectively. It’s all about the ROI. Knowing one campaign has a strong indirect halo effect across several channels is a powerful insight that allows marketers to optimise their budgets a lot more intelligently. Customer Persona Development & Audience Mining Social media mining (SMM) is the art of sifting through masses of unstructured data from social media platforms. It is a highly challenging task and generating insight beyond bog-standard sentiment time series graphs can be a true art form. Social media offers a sympathetic ear into niche communities defined by highly specific interests that can tell companies a lot about their customers. Generally speaking, SMM is ideal for conducting market research, tracking campaigns, audience persona research, understanding product contentions and monitoring brand awareness. Be warned though, it is also residence to mass marketers, spammers, trolls, spies and hackers.   This is a good time to talk about good and bad social listening.... --- ### How to do an SEO competitor analysis > There is no better way than getting the best results from your SEO than by exploring what it is your competitors are doing well, and here’s how to do it. - Published: 2020-09-09 - Modified: 2024-10-29 - URL: https://www.found.co.uk/blog/how-to-do-an-seo-competitor-analysis/ - Categories: SEO No matter what you do in anything, be it marketing, sport, baking, if your competitors are beating you, then there is a method behind their achievements. While being beaten is sometimes about superior intellect or creativity, with SEO it is all about cunning and looking at what others are doing, and working out the best combination of various factors so that you can do it better. It is very rare for a website to get position #1 simply by mistake. SEO takes months of hard work and research to nail the best strategy and make sure that you are secure in your rankings, and the best way to get ahead and stay ahead is by conducting a regular competitor analysis. So, while it may be tempting to conduct a huge competitor audit in one sitting, the likelihood is that once you’ve gone through everything and been able to apply all your findings, they could be out of date and your competitors have found the next idea. So the best thing for you to do is select a section of your site which has historically struggled to gain momentum organically, where you know there is considerable search volume and competitors are dominating. SEO Competitor Analysis Checklist Identify Competitors Keyword Analysis Content Analysis Technical Identify Competitors Now, this may sound simple, but you need to select your competitors. When doing this, you should only think about your competitors who rank in top positions only. While you may have selected competitors as a business in general, you only want to be analysing competitors who you want to beat in the rankings. H&M wouldn’t be conducting an SEO competitor analysis on Primark, as an example. What you need to do is conduct a simple Google search for products or services on offer, and see who is appearing on page 1. Don’t just limit yourself to this list either, use different keyword combinations or conduct different searches using different words, and write down each competitor on page 1. After you’ve done this a few times, take a look at your list and see who is showing up the most. Hopefully, you have a list of 3-5 websites which keep cropping up. These are the sites you should start to be analysing and are the direct competitors you need to be working on. Keyword Analysis The next step here involves using specialised tools. The best and most recommended of these tools can be pricey, but they are well worth it. By using tools such as SEMRush or AHRefs, you’re able to simply insert your competitor’s websites and find out every keyword they are ranking for, where they are ranking, how many searches these keywords get, and what URL ranks for those keywords. This is where your original list of keywords blows up into a mixture of variants and new keywords which you maybe didn’t consider before. It also allows you to see how popular the keywords are as well, and maybe change your views on what... --- ### Active Listening: The Key Skill for the Future of Work > Discover why active listening is key to the future of work. Learn how mastering this skill enhances communication, collaboration, and leadership. - Published: 2020-09-04 - Modified: 2024-11-06 - URL: https://www.found.co.uk/blog/future-of-work-skill-listening/ - Categories: Culture Welcome to the key skills series Since March we have been forced to adapt our ways of working, and it’s no secret that people don’t want to simply go back to the old way of working and with that, we need to nurture and develop a new set of skills that are needed for the future of work. In the next four weeks I will be sharing my thoughts on the top skills needed for the future of work and some tips on how to develop and implement these skills. FUTURE SKILLNUMBER ONE: ACTIVE LISTENING Listening has always been a fundamental skill but one I think more now than ever is so important. We’re hearing more and more than companies like Atlassian, Google and Twitter, will allow their teams to work remotely indefinitely, with many companies following suit and developing a distributed workforce. This presents an opportunity to really develop skills that will be needed for this future way of working. Without being in person and not everyone being in the same room, we really need to make a conscious effort to listen to what is being said and what is not being said as without that in person connection, it is hard to pick up on some of those body language cues that identify people’s reactions and how people are feeling. TOP TIPS FOR DEVELOPING ACTIVE LISTENING SKILLS NUMBER 1 – Ask yourself why is someone telling me this? If we took a moment and asked ourselves this question, we can start to understand the person’s mindset and motivation. We’ve been told in the past that by repeating back what someone has said to you, it shows you have been listening. However, what this doesn’t show is your understanding of why you are being told this and what it means to the person telling you. Instead of paraphrasing what the person has said, a top tip is to try responding with ‘What I’m hearing is... ’ or ‘It sounds to me like... ’ to ensure you have understood correctly. This allows the speaker to confirm you have understood why they are telling you this. If you’re not entirely sure on something, probe a bit deeper and ask ‘What do you mean when you say... ’ or ‘Is this what you mean... ’. Sometimes people aren’t entirely sure themselves of why they are telling you something but by listening and asking why, you can help each other to uncover the real meaning and issue to find better solutions and better connectivity by allowing the person to feel listened to and understood. NUMBER 2 - Avoid assuming you know how the conversation is going to go Thinking you already know how a conversation will go stifles the possibilities that can come out of conversations. Trying to control the conversation and grabbing the narrative makes for one-sided conversations and kills collaboration, mutual understanding and appreciation, so it is best to go into a conversation with genuine curiosity about what the person is... --- ### Telling LGBTQIA+ stories: Creative Training with the Diversity Standards Collective - Published: 2020-09-03 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/telling-lgbtqia-stories-creative-training-with-the-diversity-standards-collective/ - Categories: Culture I recently attended an online webinar from the Diversity Standards Collective on LGBTQIA+ Creative, which I thought warranted sharing in a blog post. What inspired this webinar was some hard hitting research, describing a fall in confidence from the LGBTQIA+ community and how brands tell these stories.   The damning results of research from the joint efforts of Gay Times, Karmarama & YouGov show that 82% feel that LGBTQ+ representation is tokenistic - up 1% from last year. But what is tokenism? Here is a definition from the Dictionary of Google™: Pictured: A screenshot with the definition of tokenism: "The practice of making only a perfunctory or symbolic effort to do a particular thing, especially by recruiting a small number of people from under-represented groups in order to give the appearance of sexual or racial equality within a workforce. " So what does this mean in the context of this research? Brands are more concerned with looking woke than actually changing how they operate. Challenging the narrative requires an understanding of the two current iterations of creative that features LGBTQIA+: 1. Representation - Visibility, simply showing off the existence of LGBTQIA+ people in daily life. An ad (that I have lost the name of and link to) was shared with us in the webinar showing a female couple expecting a baby together. Interestly, when surveyed a lot of viewers of the ad just assumed that the women were only friends. This erasure happens all the time, even as way back as Ancient Greece with Sappho the poet. This has even inspired it’s own subreddit: r/SapphoAndHerFriend, sharing eye opening examples of this erasure with a humorous twist.   Below is an example of “blink and you’ll miss it” representation, showing a couple kissing on the bridge in an ad for Amstel beer. In case you missed it, it’s from 00:04-00:05. 2. Telling stories - Moving away from stereotypes and telling authentic stories that resonate with the community. Representation is growing globally, but the problem lies in point 2, telling authentic stories. Representation can lend itself to tokenism, especially if there’s not much from the brand before and after an ad to back it up.   Telling stories can be difficult too, and brands often get it wrong. But why is this? Some people’s only knowledge of LGBTQIA+ experience are born from stereotypes. Shared with us in the webinar was an example of a brand getting it very wrong, Gosh! Food.   It’s not a phase. Don’t let who you are keep you up at night. Do the right thing and get it off your chest. Because like our food, it’s all perfectly natural. https://t. co/BecXRaoTiN pic. twitter. com/eXevFVzjfw— Gosh! Food (@Gosh_Food) January 13, 2020 They chose to tell the story of a young person coming out as a 'flexitarian' (a dietary choice where you eat both vegetarian food and meat, i. e. food) to their parents. In the ad, the parents have a very bad reaction - just like the (justified)... --- ### A guide to Google entity recognition > It's time to include entity recognition as part of your SEO strategy and here's how. - Published: 2020-08-28 - Modified: 2024-10-28 - URL: https://www.found.co.uk/blog/a-guide-to-entity-recognition/ - Categories: SEO You know those sites that seem to just do well in search even though they've missed the fundamentals? The fact that Google knows that when you search '2008 Britney' you want to see her smashing car windows, not the other 364 days of the year? The way that if you're searching for information about an event and then look for a hotel, the two seem to be right next to each other? How does any of that actually work? It could be that Google has really honed in on its mind-reading skills, or there's something bigger going on. Well, Derren Brown can rest easy as Google is not after his show. In fact, all of these insights and connections that Google can make in milliseconds is driven by its understanding of Entities. Before we dive into this and explore how Google's library of entities and their connections fuels so many of the rich answers we see in search, there are three things we need to define: What is an “entity”? What is entity recognition? What is entity salience? What is a Google entity? According to Google’s patent (Question answering using entity references in unstructured data), an entity is a thing or concept that is singular, unique, well-defined and distinguishable. That “singular” thing or concept could be a person, a place, or an item among other things and could be identified in relation to wider “categories” like locations, movies, animals etc. The reason entities are different to a 'thing' is because they are universally understood and accepted as being synonymous with their sub-entities. Confusing right? Let's talk through an example. To circle back to one of my initial examples, we're going to spend a minute talking about Britney. Notice, you instantly knew that I'm referring to Britney Spears here. That shows that it is widely accepted that the brand 'Britney' is synonymous with Britney Spears, as are her biggest hits, her own website, the show in Vegas, her social media and even her Wikipedia page. All of these smaller elements that make up the Britney brand are the sub-entities that contribute towards creating this much larger, recognised entity. via GIPHY What is entity recognition? Entity recognition is how Google determines what an entity truly is, and accepts it into its list of 'approved entities'. Then each time Google undertakes its information retrieval process, you should imagine it cross-referencing that list of entities with those which appear on the site. This helps Google to understand two things: 1. Is the content talking about relevant, reliable sources (entities) in relation to the topic? 2. Is an entity being spoken about frequently in a context which is unexpected/not relevant to the current definition? Through Natural Language Processing (NLP) search engines are able to determine core concepts and related themes within an article, match them to entities and therefore determine how relevant/useful to the user the content is. So if you're thinking about growing your Expertise-Authority-Trust or even just looking to improve your overall organic... --- ### Hubspot Automation: Workflows Explained > Learn how HubSpot automation workflows streamline marketing, boost efficiency, and drive results. Create and optimise workflows with ease. - Published: 2020-08-24 - Modified: 2025-01-27 - URL: https://www.found.co.uk/blog/hubspot-automation-workflows-explained/ - Categories: Digital Marketing As marketers, Hubspot and other similar CRM tools are something we use frequently. In short, they make our lives easier. The ability to keep a catalogue of contacts and to then email them as a group, but for them to receive the emails individually as well as personally, is invaluable. There’s also the analysis aspect of Hubspot which makes it all the more worthwhile. The insights you gain into the performance of your marketing techniques can continuously improve your results.   All of this then comes together into an automated experience through workflows, the cherry on top. There’s a number of different ways you can take advantage of workflows, but the best way for you to find out what works for you is to test and learn from your own methods. However, if you want to know some places to start, I’ve got you covered.   Enrollment Triggers It’s worth noting that when you are creating a workflow, you can choose different ways for a workflow to start. You can either turn it on yourself and it will start as soon as you do, or you can center it around a date. This is good for setting it up in advance and you can leave it to start on it’s own, for the date and time that you set. Another option is to center it on a date linked to one of your contacts, like the day they signed up for something or their birthday. This can be useful for B2C companies that are looking to improve customer relations and maybe even provide special promotions. Once you’re on a workflow, the first thing you need to sort out is the enrollment trigger. There are many options on how to filter contacts into a workflow, but there’s a few that I find the most useful that you should be aware of. List memberships is the path I usually choose to enroll contacts; I’ll already have contacts on Hubspot that are in named lists so I can simply add them into the workflow. If you haven’t managed to get your contacts into a list yet but still imported your contacts together, then you can also enroll by the import. Another useful enrollment trigger is the form submission option. This is perfect for sending follow up thank you emails to customers for filling in forms on your landing pages. As well as this, it’s great for adding contacts straight into a mailing list workflow as soon as they’ve filled out the form.   Then there’s page views, which can be super useful in following up on customers' intrigue. If you were to send out a marketing email with a link to a landing page, then you can use this enrollment trigger to send another email when they view the page. This can be a great way to get that first conversation started as they’ve shown some sort of interest in what you have to offer as a business.   Time Delays Quite a... --- ### Most effective SEO tactics and how to apply them > Apply most effective SEO techniques to improve rankings and drive organic growth. Discover practical tips for technical, on-page, and off-page SEO enhancements you can start today. - Published: 2020-08-21 - Modified: 2024-12-05 - URL: https://www.found.co.uk/blog/underrated-seo-tactics-and-how-to-apply-them/ - Categories: B2B, Ecommerce, SEO With constant changes to keep up with, evolving strategies, and refocusing of budgets, the value of the work you can provide has likely never been under as much scrutiny. So how do you make sure the work you’re doing is driving the right value, without breaking the bank or taking months to complete? Throughout this post I’m going to talk through some of the core underrated SEO tactics that help drive valuable performance without compromising on all of the other work you’re planning over the next quarter. Instead, these are fast and actionable activities you can start implementing today alongside everything else you’re doing; and if you can’t fit it in or don’t have the right resource, you can always talk to us about it. SEO generally breaks down into three core strains – technical, on-page, and off-page – and although they have evolved over the past few years the fundamentals remain the same: Technical focuses on the crawlability and indexationof a site On-page focuses on the content, targeting, andexperience of a site Off-page focuses on external sources and in-SERP optimisation So it makes sense that each of the tactics I’ll run through also break down into those areas. Technical SEO tactics Navigation refresh Your navigation is present on every page, it is normally one of the most interacted with elements of a page, and more often than not is how users find other pages they’re interested in. If you don’t have a solid navigation setup you’re already cutting down the potential. But how do you work out what goes in the navigation, and what can be left out? Work from GA Utilise heatmaps Assess keyword & marketopportunity First, you’ll need to look in GA to figure out which pages are driving the most performance – getting the most traffic/engagement/recording the most conversions etc. – this should act as the anchor for every decision. If the pages in the navigation aren’t getting the engagement, but deeper pages are, you’ve got an argument to swap the ordering around. Heatmaps, keyword and market opportunity all kind of speak for themselves – you want to make sure the pages in the navigation are the ones your users are most likely to engage with, but you also don’t want to compromise your keyword or market positioning for the sake of a little more engagement. Heatmaps will let you know where people are clicking on the navigation, giving you data on what could change and what they want to see for definite, whereas keyword and market opportunity assessments rely heavily on understanding what brings those people to your site in the first place. Poorly updated navigations can be detrimental to SEO performance, especially if you’re removing core pages that rank for a lot of keywords, so you need to be extra careful here. Updating the navigation to make sure all links are correct, it reflects the user behaviour on the site, and includes the core (and well-optimised) focus pages will act as the starting point... --- ### Found Webinar Replay: Demystifying SEO: The Future of SEO ranking factors. - Published: 2020-08-07 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/found-webinar-replay-demystifying-seo-the-future-of-seo-ranking-factors/ - Categories: SEO Last week we hosted another very special webinar all about Search Engine Optimisation and the changing ranking factors. Now if you missed the webinar or just want a recap, you're in the right place. The Head of SEO Operations at Found, Tom Brand; kicks the webinar off by introducing the agenda with the first speaker being Hannah Thorpe. She used her section to speak about SEO in 2020 and how it has evolved over time; what are the most important things to optimise and how do they help you rank? Jono Alderson from Yoast was our guest speaker of the day and his section was all about speed. I'm not just talking about how fast he talks, but he wanted to highlight the importance of site speed in modern SEO. Users will not wait around for your site, so you need to ensure that you're constantly optimising everything you can. As Jono describes, there is no shortcut to this and the key is optimising every small element to the max because if you look after the milliseconds, the seconds will take care of themselves. You can watch Hannah's and Jono's talks below, we hope you find it insightful and enjoyable! Demystifying SEO: The Future of SEO ranking. https://vimeo. com/444501121/5b732796fa Agenda: 00:00-00:30 - Intro & Welcome - Tom Brand, Found00:30-24:31 - What even is SEO nowadays? The new ranking factors - Hannah Thorpe, Found24:31-28:32 - Q&A with Hannah Thorpe, Found28:32-49:17 - Gone in a second: Speed up or lose your customers - Jono Alderson, Yoast49:17-55:37 - Q&A with Jono Alderson, Yoast55:37-56:07 - Outro & Goodbye - Tom Brand, Found If you'd like to chat to one of the team at Found about this webinar or anything else, then please get in touch today. If you're new to our webinars and want to attend the next one, then please sign up here. --- ### Measuring what matters in digital marketing > When it comes to measuring what matters, is it really all about revenue or are there other metrics you can look at to understand what you’re getting in return for your efforts? - Published: 2020-08-03 - Modified: 2024-10-28 - URL: https://www.found.co.uk/blog/is-it-all-about-revenue/ - Categories: SEO What do you measure in digital marketing? Is it all about revenue? For every business, revenue is the bottom line. There are no two ways around it. To survive as a business, you need to make money. How that money is generated differs from business to business, whether it comes through advertising, selling products or services, or generating leads, the final question at the end of it all is “how much money did it make? ” Does this mean that every single thing you do as a business has to generate revenue? Probably not, right? You measure so many different things as a business: from what comes in to what goes out, even what comes in as a result of what goes out. So when it comes to measuring what matters, is it really all about revenue or are there other metrics you can look at to understand what you’re getting in return for your efforts? Measuring what matters. I wrote a post recently on what it really means when digital is responsible for the vast majority, if not all of your business efforts and how we should be measuring digital performance. That got me thinking about whether or not what is being measured is actually valuable and whether businesses are really focusing on the right things. If you look back at most of the proposals you’ve sent out or pitched for, you’re probably going to find a couple of core performance measures in the mix that break down into: Traffic (visits to site) Return (leads, transactions, revenue) But what about all of the other things people could do on your website? Where are those metrics? What could they add that these two don’t cover? And, most importantly, which matter? In this post we’ll run through three things: Hard metrics Soft metrics Metrics that matter For the hard metrics, I’ll discuss what you really need to be looking at, why they matter, and how you can use them to inform your marketing decisions. For the soft metrics, I’ll explain what they are and how you can derive insight from them. For the metrics that matter, I’ll run through how you can figure out what you need to be measuring. But, first things first, you need to lock down a consistency for reporting so you’re not only looking at the same data all the time to spot the trends and changes, but you’re confident that data is accurate as well. To do that, ask yourself the following: Reports: Are you looking at the same report in GA/GSC/GoogleAds etc. all the time? Are you reportingdaily/weekly/monthly/quarterly/bi-annually/annually? Are you annotating platforms as changes aremade? (GA, Rank trackers etc. ) Are you monitoring SERP feature changes? Triggerchanges? Measurement changes in platforms? Accuracy: Are the channel groups/segments set up properly? Are goals tracking correctly? Are you using content groups to split the data? Are you tying up data in reporting platforms toback end systems/live data? Traffic Type: Is it all going to informational sections of thesite?... --- ### 5D Content: Dimensions to make your content go further > What is 5D content? A new buzzword? Well, it’s 5 different ways of thinking about content, to make your content go to infinity and beyond.  - Published: 2020-07-29 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/make-your-content-go-further/ - Categories: Content Marketing You’ve seen 2D cartoons, lived in a 3D world, and maybe experienced the joy of 4D cinema. So you might be thinking, what is 5D content? A new buzzword? Well, it’s 5 different ways of thinking about content, to make your content go to infinity and beyond.   There are a lot of content strategies and frameworks out there and it’s more than likely that you’ll need to pick and mix what’ll work for you. We’ve detailed 5 dimensions below to consider, kind of like an interstellar themed ride through content marketing, without the tears.   Dimension 1: Dr Who? Typically most content considerations start with thinking about who you are targeting. Some strategies call these audiences ‘personas’ which is a fancy way of saying people. Taking the time to get to know these people is never time wasted. The tactic here is to make your content go further by giving people what they want or don’t know they need, instead of what is convenient for you to make. Dimension 2: Magnetic Wormholes (or as they’re more commonly known, Marketing Funnels) This dimension is all about using the three stages of a classic marketing funnel as a shopping list for your content. Source: Wikimedia Commons Shopping list: Awareness Consideration Purchase Using the funnel this way means you’ll have content that caters to people finding out about you for the first time, as well as to people who are ready to take the next step. You can categorise the content you already have into each stage of your purchase funnel, so you can be sure that you haven’t missed out on any coverage. For a basic setup, you’d ideally have one piece for each stage and then expand from there. There are no hard and fast rules about which content works best where, so experiment to find what works for you.   Funnel cake to doughnut?   Instead of only looking at just the traditional marketing funnel, you can also consider expanding your content to cover what happens after a purchase. Some newer age funnels include this as an extra stage in the purchase journey. Content that ‘delights’ after a purchase, turns customers into advocates. Which in turn means it's less of a funnel but more of a cycle, a self sustaining circle. Let the content do the work for you. Dimension 3: For all intents and purposes People use a search box as a confessional for questions you wouldn’t ideally ask another human being, like how to spell ‘definitely’ and sometimes, ‘is a bird a mammal’. Eggs? Reptile? Warm blood? So how do you make your content go further if you know that a search engine is the most likely way of reaching your target audience? And how do you account for intent? If thinking about the marketing funnel wasn’t enough then you’ll love this dimension.   The people over at The Colouring In Department have come up with a framework that takes into account all the different stages plus emotions... --- ### Social shopping is the new normal. - Published: 2020-07-27 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/social-shopping-is-the-new-normal/ - Categories: Social Media Since the start of the COVID-19 crisis, it's been clear to brands that they will need to quickly adapt to survive. The lockdown has been devastating on the high street, but trends towards online shopping and a push to support local businesses has been profitable to those who have been able to adapt quickly. It's no surprise that since the start of lockdown, social media usage has gone through the roof. At the end of April, Facebook reported record-breaking numbers on usage, including users soaring from 2. 6 billion to 3 billion worldwide. With people stuck at home they are turning more to social channels to share news, stay in touch and most importantly - shop. During one of Facebook's recent insights sessions, the speaker noted that people are spending more time on brand pages, fulfilling their need for browsing that they can't currently get on the high street. It's not just Facebook observing this trend, with Pinterest reporting a 55% surge in searches within the UK year on year. A stat that's a bit more interesting to brands is that Pinterest has also seen a 63% increase in checkouts for retail brands on the platform. What's clear from this is that the public are increasingly moving to social media channels for discovery and are increasingly comfortable with purchasing directly within the platforms. The big players have all made some major moves to embrace and encourage shopping activity in recent months. Facebook announced Shops, a new feature intended for small businesses to easily set up an online store attached to their Facebook and Instagram profiles. A shopping tab will also be added for users to browse and discover new products and brands. In direct response to the lockdown, Instagram also launched a Support Small Business sticker to encourage users to follow and share their favourite small business pages via Stories. At Snap's recent Summit, SnapChat expanded the Snap Map to include Places, which displays key information for local businesses and even options for delivery in the US. At the start of the month, Snapchat also expanded its Dynamic Ads option to more countries (including the UK! ). This is great news for e-commerce brands, as it means they can now easily serve inventory-connected ads with real-time information such as pricing. Pinterest's new Shop tab within the Lens camera is another example of how much the social giants are pushing users towards the checkout. The tab uses image search and pops up to display matching products in-stock when the user takes a photo of an item. Although the end of lockdown might be round the corner, the public's sense of safety has been dented. People may never return to the highstreet in the same numbers they did before. With Q4 quickly approaching, now is the perfect time for consumer-facing brands to ensure their products are visible on social media, profiles are optimised for discover and new ad options are explored to maximise conversion rate. If you're needing any guidance on improving... --- ### Found Webinar Replay: Filling Up the Funnel: Strategies for Creating Demand and Thinking Beyond Conversion - Published: 2020-07-23 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/found-webinar-replay-filling-up-the-funnel-strategies-for-creating-demand-and-thinking-beyond-conversion/ - Categories: Digital Marketing, How to If you missed our webinar on Thursday 16th July or just want to watch again, then we've got you covered. The main focus was on strategies to create demand online and how to think beyond just conversion. Our Director of Growth Strategy, Hannah Thorpe, introduced the running order and the speakers with the first being Jon de Weijer from Google. Unfortunately we are unable to show Jon's talk as it was an exclusive for the live webinar, but if you want read up more on understanding and harnessing the path to purchase then check out this article from Google which includes a PDF of all the research done. Lauren Nickel, also from Google, then spoke about discovery ads which are new display ads that appear in multiple Google feed environments. The other half of her talk was about YouTube advertising, more specifically TrueView for action which focuses on prominent CTAs to help drive leads and conversions. Following Lauren was Dora Moldovan, who is the Director of Data and Analytics here at Found. As a second part of the deep dive into Google display and YouTube advertising; Dora speaks about how we've driven results for clients like Fender, My 1st Years and Vashi with advertising through Google. You can watch Lauren and Dora's talks below, we hope you find it insightful and enjoyable! Filling Up the Funnel: Strategies for Creating Demand and Thinking Beyond Conversion https://vimeo. com/439233111/c0e7099fd1 Agenda: 00:00-00:57 - Intro & Welcome - Hannah Thorpe, Found00:57-14:16 - A Deep-Dive into Discovery Ads and Trueview for Action - Lauren Nickel, Google14:16-23:18 - Case Studies & Power of Integration - Dora Moldovan, Found23:18-25:44 - Q&A with Lauren and Dora25:44-27:02 - Outro & Goodbye - Hannah Thorpe, Found If you'd like to chat to one of the team at Found about this webinar or anything else, then please get in touch today. If you want to attend future webinars, including an SEO focused one on Thursday 30th July, then please sign up here. --- ### 5 Ways To Drive Efficiency in Biddable Campaigns - Published: 2020-07-23 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/5-ways-to-drive-efficiency-in-biddable-campaigns/ - Categories: Paid Search (PPC) At Found we’re always striving to drive efficiency with everything we do so that we can get more back for our investment whether that’s in time or in media spend. With lockdown starting to be eased and as shops and hospitality start to re-open, we’re starting to see the movement towards a ‘new normal’. There’s no doubt that the pandemic has impacted businesses across all industries in one way or another and as we start to understand the longer term impact the pandemic has had, we can be sure that a lot of businesses are going to be focusing on making their investment work harder to drive a greater return. In the biddable team at Found, we’re always focused on efficiency, trying to drive the lowest CPA or highest ROAS we can for our clients. Five of the ways we approach this are below Step 1: Quality Score optimisation Quality score is measured for each keyword on a scale of 1 - 10 and put simply, the closer to 10 we can get a keyword’s quality score, the less we need to pay to appear in the search results. The three components of quality score are expected click-through rate, ad relevance and landing page experience and each keyword is given a rank of below average, average or above average for each. By understanding which keywords have a lower quality score, we can identify areas of improvement and optimise the ads and landing pages to be as relevant as possible to the keywords, increasing quality score and improving the average CPC. Step 2: Use exact match as much as possible This goes hand in hand with quality score optimisation, the more traffic we send through exact match keywords instead of BMM (broad match modified) or phrase match keywords, the easier it is for us to tailor the ad copy and landing pages to the keywords. Key to this is using cross-negatives to direct traffic to the precise exact match keyword when there are multiple keywords that could trigger a specific search term. For this, we use Squared. io which has an automation to solve this, automatically applying exact match negatives when keywords are coming through the wrong keyword or match type. As well as this, it’s also important to carry out regular search query reports, harvesting new keyword opportunities from search queries against existing non-exact keywords or shopping campaigns. Step 3: Bid Strategies Bid strategies help us to be more efficient not just with our media spend but also with our time. By implementing bid strategies on our campaigns, we allow the engine’s algorithms to adjust our bids to show ads to the right people at the right stage in their research or purchase journey with the aim of getting the best possible return from the ad spend. Not only does implementing these strategies allow us to drive efficient performance, it also frees up time our team would have previously spent manually optimising bids to focus on more strategic tasks, allowing... --- ### Guide to Low Search Volume Keywords > Discover how low-volume keywords can enhance your SEO strategy. Learn to leverage these often-overlooked terms to drive traffic and boost conversions. - Published: 2020-07-22 - Modified: 2025-03-12 - URL: https://www.found.co.uk/blog/looking-beyond-high-volume-keywords/ - Categories: B2B, SEO When you are selling online, you need to make sure you are targeting your audience. What are people searching for? Who else sells what I’m selling? How do I get to the top of Google?   With SEO and PPC, keywords are the most vital part of any strategy. Every search starts with a word, or collection of words, which are used to find what a user is looking for. With these keywords, you want to be making sure that you have the relevant page to target them with. Research what keywords will work best for you As part of any strategy, keyword research is essential so that you can evaluate the space in which you want to start targeting. This will start with some basic keywords based on what you are offering, whether that be furniture or clothing, and other relatable terms that stem from overarching groups, until you end up with a structure like this: In this research, you discover your current rankings, what the competition is like, and how many searches on average each query gets. A mistake many make is going after those search terms which have the highest search volume. While these high search volume queries are attractive, they are not the only route you should be focusing on.   High search volume keywords are usually umbrella terms, and more than often have a lower level of user intent which acts as the commercial grouping for a set of products.   One example sector which falls into this category is cybersecurity. As an industry, there are multiple names which represent a very expansive product base. Cybersecurity can branch from a simple home computer cybersecurity software to a full-blown corporate cybersecurity software program. Both very different audiences, but a term that can apply to both areas of the market.   One set of keywords that works for one company will not be the best fit for another, so by researching the entire landscape, you are able to narrow down your keyword list so that you can start to action your strategy. Think about the bigger picture, by thinking smaller This is where you would need to start looking at the commercial aspect of what your business offers, and what the core products or services are that you are offering and want to be found for. Big search volumes are attractive and sometimes a great thing to be ranking for, but if you offer a specific service within an umbrella or a bespoke service, then going smaller is likely to be your route for getting valuable customers and leads. Commercial keywords have a more defined intent and offer a clearer signal to what a user is looking for and are often supported by words such as ‘buy’, ‘book’ and ‘enquire’. In the context of cybersecurity, one example of a commercial keyword which contains more intent is ‘managed security services’. This search query has a much lower search volume but has a much clearer user intent as they... --- ### Agency and Client Partnerships: What does it really mean? > Every agency says they want to be your partner, working together - but what does this really mean? Lucy explores a true client and agency partnership. - Published: 2020-07-20 - Modified: 2024-05-02 - URL: https://www.found.co.uk/blog/agency-and-client-partnerships-what-does-it-really-mean/ - Categories: Digital Marketing “We’ll become your trusted partner” “We act as an extension of your team” “We share your challenges and successes” These are all promises that agencies, including Found, make to their clients. They’re an attempt to demonstrate the closeness in relationship and experience that you’ll get working alongside them. But what does all of that mean?   I’ve worked at Found for over 3 years and during this time I have sat within a few of the different teams within the agency. This has given me a unique perspective on what a client-agency partnership means in practice across multiple disciplines and both in delivery teams and client experience. I have since found my calling and now work within the Found Growth Experience team, which has allowed me more time to think about what partnership truly means. In its simplest form, a partnership is two parties which are engaged together in the same activity. I think the very nature of agency services means by default the agency and the client are in partnership. So what is it that we’re trying to say when we tell clients that we build partnerships?   We’re trying to express that we absorb the values of our clients and combine them in with ours to find the best way of working that makes both businesses comfortable and achieves our respective goals. In effect, not just a partnership but a relationship that is a catalyst for success.   “A catalyst for success” sounds like a marketing spiel, I know. So let me break it down into the 5-steps we use for actually making this happen.   Step 1: Value-Alignment  The key to a strong partnership is matching each other in terms of values.   At Found our values are so fundamental to us that they’re literally written on the wall. They’re something that the team are awarded for each quarter and we continually celebrate the successes of individuals who meet those values in the team. They are: Ambition Truth Impact  Unity  For us, working alongside a client who meant we compromised those values just simply wouldn’t work.   Step 2: A Shared Mission At Found, we are all about growth. Success for us is not simply hitting those target CPAs and reaching position 1 on the SERPs, but seeing our client’s businesses thrive and hit their growth targets. From day one, we become invested in the success of our clients’ businesses and want to do all that we can for them. Throughout our partnerships, we work to understand the business goals of our clients, beyond their marketing objectives, to ensure all of our activity is aligned with the ultimate goal. We want our clients to feel that they are wholly supported by their Found team and that we share their vision. As part of this, we aim to work as an extension of our clients’ teams. This provides us with clear visibility on their deliverables, allowing us to identify where we can provide support, beyond our core activity.... --- ### Strategic Laziness - Automation in Covid-19. > Lockdown has been tiring. If you're feeling drained, it might be decision fatigue so it's time to automate and make the most of your workday instead. - Published: 2020-07-17 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/strategic-laziness-automation-in-covid-19/ - Categories: Opinion Not another COVID blog! Well, that is definitely not the subject of this post, but it’s pretty hard to ignore the effects it has had on everyone’s lives. So at some point in March, all of a sudden our homes got transformed into make-shift offices and our well-rehearsed commuting routine was gone. A few months in, we’ve read countless studies of the impact of not being in an office, too much screen time, creativity blockers, effects on mental health, etc. And while we’re all thinking about festival season, Zoomfest seems to be the only one we’ll be attending this year. What I really want to talk about is the one thing we got in abundance with the working from home situation – autonomy – freedom to organize our working lives without the framework of a commute+office, freedom to choose our working hours, freedom to choose when to take a break, etc. This may all seem great, and while some enjoy it fully, some found themselves struggling with the lack of structure. The underlining idea being that with autonomy and lack of structure comes increased decision making, and this alone can overwhelm us.   Making an increased number of decisions every day can lead to decision fatigue. There have been a lot of studies – almost legends circulating about tech leaders wearing the same clothes every day (Steve Jobs, Mark Zuckerberg being the most prominent) – strategies to avoid decision fatigue. Now, not only are you stuck at home having to decide every aspect of your working life ( including when to take a break or what to do in that break), you’re probably doing some repetitive tasks due to the requirements of your job. We all have them – those tasks where you turn on a good podcast and just go through it because you have to. You have done it a number of times before, you know it inside-out, you just go through the motions. And while a few iterations in it made you feel like an expert, this task now just makes you feel like a keyboard monkey – time to act: Automate it! Be lazy! Automation: Choose to outsource your repetitive tasks to robots. Due to the nature of our jobs – digital media is pretty tech savvy (some roles more than the others) - we’ve all heard of automation and are probably daily users.   If you’re too lazy to do something repeatedly, then automation is for you.   How to approach automation? Solve simple tasks: Contactless technologies, self service tills, subscription services, they all aim to automate one aspect or another of our lives. Most of the times they don’t solve complex problems, they solve repetitive, thankless tasks by making our lives easier. This is the angle you should look at when aiming to put some automation in your life. That report that you’re compiling every week looking at the same data sources – try to automate it. Start small: You don’t need to tackle the biggest problem head... --- ### Good to Grow: Prepping your marketing for the future > Prepare for the future and its uncertainty through these 4 steps to put you in the best position for growing online. - Published: 2020-07-15 - Modified: 2024-12-05 - URL: https://www.found.co.uk/blog/marketing-for-the-future/ - Categories: B2B, Opinion As we’re slowly returning back to normality it is important to take a step back to really figure out what marketing strategy you’re going to deploy to ensure you're putting your best foot forward in, for what many companies, will be their peak period - Q4.   COVID-19 has pathed the way for a new way of life, a new mind-set and with that becomes new behaviours. With these new behaviours comes new opportunities and brands need to ensure they’re making consumers lives as easy as possible. The following quote really resonated with me:  “In such an uncertain market, value and convenience were the clear winners” Nick Carroll, Associate Director, Mintel It’s no longer enough to just be customer centric, brands need to become customer obsessed and really understand what message they should be shown, at what time, to ensure they have the best possible experience of your digital storefront. I’ve compiled key points for preparing your marketing for the future.   1. A seamless user experience should be priority  According to a recent study by eMarketer, in 2020 UK retail growth is forecast to come from digital and mobile. Now is the time to spend time and investment on your UX, particularly for mobile. CRO is a great starting point to really figure out what small changes to key traffic driving landing pages can be improved by minor tweaks from CTA button placements to form optimisations. Consumers are more and more likely to spend time researching products online ahead of going into the store. In a recent study undertaken by GWI, 51% of adults planned to spend less time in stores or visit stores less frequently because of COVID-19. Your digital storefront needs to be your focus to ensure you’re providing your customers with the best shopping experience, payment options and security. Page speed is also a priority for UX, not only is it a ranking factor, but it can harm your bounce rate significantly if pages don’t load in under 2 seconds. Google states: “2 seconds is the threshold for e-commerce website acceptability. At Google, we aim for under a half-second. ” You can check your page speed with Google’s page speed insights tool here for reference. 2. Understanding your audience & planning accordingly. Consumer behaviour is changing and brands need to stay abreast on where their audience are spending their time. Do you research, look at competitors, create a customer persona and make sure you keep an eye on comments and engagements to see how your audience may have changed over time. It’s important that your audience feels like you’ve supported them during challenging times. Customer segmentation is vital across all channels to ensure you’re communicating the right message to the right user at the right time. Spend time ensuring that your CRM lists are all up to date and segmented properly. Planning is key and full-funnel audience solutions can identify shoppers with high purchase intent during peak periods. Google has recently pulled together ‘the ultimate seasonal... --- ### An Introduction to SEO for YouTube > Every month, over 2 billion people visit YouTube - that’s almost one third of all people on the internet. Every day, people watch more than 1 billion hours of video on YouTube. - Published: 2020-07-13 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/an-introduction-to-seo-for-youtube/ - Categories: SEO, Social Media Every month, over 2 billion people visit YouTube - that’s almost one third of all people on the internet. Every day, people watch more than 1 billion hours of video on YouTube. There are local versions of YouTube in more than 100 countries, and you can navigate YouTube in more than 80 languages.   All of this to say that if you’re not doing SEO for YouTube, you’re losing out on a massive, massive opportunity. Keywords The first place to start, as always, is your keywords. You probably have some SEO keyword research performed before this, and that will help, but after you have figured out what your video is going to be about, you can refine your keywords by using YouTube’s search function. Just pop your keywords into the search bar, and out will pop some suggestions. Use this to build an idea of the kinds of keywords you should be putting in your titles, descriptions, video tags etc. Titles Look, this is the very basics of SEO and it doesn’t change just because it’s YouTube. Exact keywords aren’t need - you can keep the clickbait in your title if you want - but you should include keywords that broadly match what you’re looking to rank for. Short, snappy titles that focus on your core topic work best  https://www. youtube. com/watch? v=AI4ynXzkSQo James Hoffman shows you the perfect way to do it here. Descriptions Unlike a website, descriptions aren’t quite as important - so you can continue to shill your patreon, detox tea with your 10% signup code, and your squarespace links to your hearts content - but there is still some value in writing out a nice, broad description of what the video is about. You should typically include: A broad description of what the video is about - feel free to include a couple of keywords but don’t be stuffing them in A CTA to a relevant video in your library A CTA to subscribe A brief biography of you/the channel and links to your social media accounts Keyword tags Tags are words and phrases that help give YouTube better context for the content of your video and influences the ‘Suggested Videos’ part of YouTube. For best practice and performance, single words are fine but make sure you’re adding 2-3 word phrases into your tags too. Tags can also be added to your channel but this should be used sparingly - be ultra focused on what your channel is about and don’t try to keyword stuff as this can negatively affect your channel in search. Video length Another key part of SEO for YouTube is video length. Much like written content on a website, there is some correlation between length of a piece of content and higher rankings. Length of a video is a single indicator of quality (and there are others), but generally you find that the longer a video, the higher it will rank. Of course, there’s a balance to be struck, so don’t try... --- ### Snapchat is upping its game > Interested in adding snapchat to your marketing mix? The social platform has upped its game recently adding new features and some seriously cool tech. - Published: 2020-07-10 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/snapchat-is-upping-its-game/ - Categories: Digital Marketing, Social Media Last month Snap held a virtual 2020 Snap Partner Summit where various announcements were made for the future of the platform. An interesting development is their focus on discovery - aiming to become a one stop shop for finding, and trying, new brands and products. Here's a list of the new and upcoming features that brands should take note of: Places Visible on the Snap Map, the new Places Profile feature offers additional information on nearby businesses such as reviews, opening hours and options to order. It will be interesting to see how this feature expands, 'optimising brand SnapMap page' may become a regular task for social media managers in the near future. Local Lenses Snap previewed a new AR feature call Local Lenses, which creates shared AR experiences at a local level. Soon, users will be able to enter virtual spaces together and collaborate on AR art projects. Retail brands could embrace this at a local level, inviting store visitors to add to their virtual guest book. Scan Snappers have long been able to scan Snapcodes using the camera to unlock Lenses, but now you can scan... things! Scan will now act as a visual search function and identify 90% of all known plants and trees and nearly 400 dog breeds. Later this year, a nutritional look-up option will be added. This all seems quite novelty right now, but it's possible in the future that this will expand out into clothing and branded items. Imagine a future where you don't have to ask that stranger on the street where they got their shoes. Instead you could (subtly) use Scan to find out - and maybe even be directly linked to the store to buy them. Lens Voice Scan Without going into too much detail, Snap also previewed a voice-search element to the Scan feature. The example was the speaker asking Snapchat to turn her hair pink, with it automatically applying the Lens. SnapMinis An interesting announcement at the developer conference, Snap Minis are apps that can be built within Snapchat so that friends can interact with shared experiences. One of the first will be with Headspace, where Snapchat users will be able to send encouraging messages to friends and do quick meditations. Other Minis included cinema booking apps and festival line-up planners. It appears that Snapchat is moving to become more like Weibo - a one-stop social app where users can book a taxi or order food in the same space. A whole host of other new developer and content features were also announced, if you want to check them out, Snap has them listed here. If you're interested in adding Snapchat into your social strategy, our team of specialists can help. Get intouch. --- ### Found Webinar Replay: Audience Insights: Making Data-Fuelled Decisions. - Published: 2020-07-02 - Modified: 2024-05-10 - URL: https://www.found.co.uk/blog/found-webinar-replay-audience-insights-making-data-fuelled-decisions/ - Categories: Analytics, Data On Thursday 25th June, we hosted another webinar as a continuation of Found's series. We looked at how, as a business, you can make smart decisions through the use of data. Following an initial welcome and introduction from Hannah Thorpe, our Director of Growth Strategy; guest speakers Katie Gilsenan and Viktoriya Trifonova from Global Web Index (GWI) talk all about the impact Coronavirus has had on consumers. This research is just one example of the extraordinary work that is going on over at GWI, so be sure to visit their website or check out all of the research they've done on the current pandemic. James Wolman, a Data Scientist at Found, then took to the floor to talk about how you can conduct your own informal audience research. He describes it as informal because you don't need create the data yourself but find the right data that is already out there, in this case through social media mining. Audience Insights: Making Data-Fuelled Decisions. https://vimeo. com/434011604/cc7d920e4b Agenda: 00:00-00:56 - Intro & Welcome - Hannah Thorpe, Found00:56-15:28 - Coronavirus: The Transition to a "New Normal" - Katie Gilsenan; Viktoriya Trifonova, Global Web Index15:28-22:00 - Q&A with Katie Gilsenan and Viktoriya Trifonova, Global Web Index22:00-42:36 - Audience Research: Informal Insights - James Wolman, Found42:36-46:53 - Q&A with James Wolman, Found46:53-47:36 - Outro - Hannah Thorpe, Found We hope that you enjoy and it proves to be a useful resource for you! If you'd like to chat to one of the team at Found about the webinar or any other queries, then please get in touch today. If you'd like to attend future webinars to learn what's new, what's changing and what works in digital marketing; then please sign up here. --- ### The art of asking better questions for digital marketers > Are we getting better answers by asking smarter questions? Discover how question quality can impact the value of the answers we receive. - Published: 2020-07-02 - Modified: 2025-02-25 - URL: https://www.found.co.uk/blog/are-people-being-more-helpful-or-are-we-asking-better-questions/ - Categories: Opinion The key really for agencies is knowing your clients, and for clients is knowing your agency. The more agencies know about the pressures their clients are under, who their contacts report into, and what the focuses are from both the contact team and the wider business, the more they will be able to support. And similarly, the more clients know about the agency, what services they offer, which teams do what and to what extent, and how the different services relate to each other, the more they will be able to lean on you for support. Asking the right questions about the right things to the right people will open whole new avenues for strategic direction and pre-emptively forming decisions around potential tactics to deploy and goals to achieve. So as an agency, where do you start? Understanding industries. If you work in an agency environment, you tend to work across a variety of clients in a range of industries, which is both great and pressuring. You need to know what’s happening in your clients’ industries almost day-by-day to be able to inform your marketing activity and make sure your strategies are still effective. Great, but... how? I myself work across ecommerce, entertainment, data security, and property-based industries, each with sub-sectors and sub-sub-audiences; do I need to be an expert in all of them? No. Do I need to know what changes in those industries are important to my clients? Yes. But that isn’t following every single development in every single strand of every single publication, that is knowing enough to have meaningful conversations with my clients, and to do that I need to know: What the leading publications are in theindustry (these tend to give the fullest datasets) What the niche publications are in the industry(these tend to provide more of an argument/opinion on developments) What the client’s focus is in the industry –commercial growth, disruption, service expansion? What will impact the client’s performance –competitors (new and existing, business and channel), market/economy changes,the weather? Every business has different focuses and operates in a different market position, even if they’re in the same industry. So knowing about the industry is great, but you also need to be able to apply a nuanced view that takes into consideration their business, sector and direct competitors. Understanding sectors. You need to dig into the specific sectors your clients operate in, and that largely starts with audience and market positioning. One of my clients is a well-known ticket provider who have multiple brands under the same company. Each brand has its own audience, even though they’re all the same company, and each has its own focuses. And that’s true of almost every service-based business, too. If you’re looking at data security, you’ll have some services that apply to CTOs and some that apply to wider teams. If you’re looking at property is it investment, commercial, or domestic? More so with service-based businesses, you’ll find different teams in the company have different goals and different... --- ### Most Significant Recent SEO changes in 2020. > Search engine algorithms and features change on a near daily basis, indeed Google announced that they made more than 3,200 to their “search systems” in a recent year. - Published: 2020-07-01 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/significant-seo-changes-in-2020/ - Categories: SEO Search engine algorithms and features change on a near daily basis, indeed Google announced that they made more than 3,200 to their “search systems” in a recent year. The vast majority of these Google updates won’t have any significant measurable impact on a sites’ organic search performance, however since 2019 we have seen more significant “Core algorithm updates” roll out approximately quarterly, the most recent being at the start of last month. As Google tries to get better at answering search needs be this by returning a list of websites or surfacing an answer directly on the results page. Despite these changes the fundamentals of SEO remain constant: Ensure an efficiently accessible site, offer a good user experience through the provision of informative value-adding content and demonstrate your authority and credibility in the space. In such a fast-moving environment it can be difficult to keep track of the changes which a site can practically take advantage of and have the ability to move the performance needle. In this article I’ve taken a look at recent changes in the SEO landscape which may affect your approach or prioritisation to optimisation. Crawling Evolution of the “Nofollow” link attribute Last September Google announced that they were introducing two additional HTML link attribute values to complement the existing widely supported rel=”nofollow”. Much of the focus at the time was on the introduction of two newly introduced value which could be used to provide additional link context: rel=”ugc”, used to denote that a link exists within a publicly editable field such as a forum post or blog comment; rel=”sponsored”, used to denote a paid link from within a sponsored post. However the main implication is that whilst rel=”nofollow” originally acted as a “catch all” to prevent search engines following a particular link or associating the source and destination pages, since March 2020 this has no longer been the case. Google may follow and evaluate nofollow links and use them as ranking signals. “All the link attributes -- sponsored, UGC and nofollow -- are treated as hints about which links to consider or exclude within Search. ” - https://webmasters. googleblog. com/2019/09/evolving-nofollow-new-ways-to-identify. html This means that sites with higher quality inbound links containing the nofollow attribute may now receive ranking benefits from such links. What to do? If you were previously focusing your off-site efforts purely on sites which offered ‘followed’ links you may wish to reevaluate your approach as “nofollow” links may now pass value. This may particularly affect targeting of major newspaper websites many which use a blanket “nofollow” rule on all external link Unsupported Robots. txt Directives In September 2019 Google removed support for unofficial directives within robots. txt files. This meant that some directives which formerly controlled crawling and indexation behaviour would no longer be respected. At the time we had a small number of clients making use of the unofficial “Noindex:” directive to prevent pages appearing in search results. Alternative methods such as meta robots noindex and password protection of directories had... --- ### How to find your perfect long-term influencer > Building long-term influencer relationships is key, but harder to justify when quick, campaign-based approaches seem faster and more cost-effective. - Published: 2020-06-24 - Modified: 2025-04-07 - URL: https://www.found.co.uk/blog/long-term-influencer/ - Categories: Influencer Marketing Influencer marketing has become a mainstay in brand strategies, showing no signs of slowing down. In 2024, the industry was valued at $24 billion and is projected to reach nearly $33 billion by 2025. This growth reflects the increasing reliance on influencers to connect with audiences authentically. Cutting through the noise is getting harder Authenticity, now essential but difficult to showcase The long and short of it Building longer term relationships with influencers is a big part of the solution. Cultivating and nurturing long term partnerships is a no-brainer, but it’s harder to justify the investment (both time and money) when the alternative is a simpler campaign based approach.   Research has shown that the more often an influencer posts about the same brand, the more their audience trusts the endorsement. Questioning the authenticity of a brand partnership becomes a lot harder when there’s a clear history of collaboration with the same brands. An influencer can be a valuable source of insight, and working together as partners over a longer period of time can prove to have results beyond an improved ROI. They have a direct connection to their audience and can even pass along valuable feedback on the reception of previous campaigns to feed into the development of new ones. Relationship marketing At its core, influencer marketing is monetising digital word of mouth. It pays to treat working with influencers as a longer term relationship to nurture and grow rather than a transaction. Just like the balance between performance driven activities and longer term brand love uplift campaigns, a nuanced approach that includes both is needed to realise the full potential of influencer marketing.   Transactional approach vs Relationship marketing Short termvsLong termFocus on a single outcomevsFocus on brand affinityLittle emphasis on audience experiencevsMore emphasis on audience experienceLow audience commitmentvsHigher audience commitmentQuality is the brand’s concernvsQuality is of concern to all stakeholders The influencer collective Another key trend that is highlighting the need for building longer-term relationships with influencers is the growth of the influencer collective. Building squads (or teams) of influencers is an integral part of maintaining an always on advocate strategy. A community of influencers, all with their own unique spin, coming together to showcase how a brand aligns with their values - covering a wider range of audiences. Think of them like the Avengers, and when they collaborate on a post together, it’s like the crossover event their audiences didn’t know they needed. Here at Found we helped build Team Marley, a group of 33 influential musicians and artists on social media. Over the course of our campaign we worked with them on content creation, brought them together IRL for Boardmasters and ended up expanding audiences significantly. Investing the time in building those relationships meant that we could go bigger and bolder every time, go team spirit! The influencer investor  Some brands are past embracing influencers, offering them investment opportunities with a seat on the table, giving rise to the influencer-investor. If an influencer believes enough... --- ### Re-opening your retail stores with online messaging. > With non-essential businesses reopening on June 15th, brands are ensuring readiness through safety measures and effective messaging for customers and staff. - Published: 2020-06-15 - Modified: 2025-02-25 - URL: https://www.found.co.uk/blog/re-opening-your-retail-stores-with-online-messaging/ - Categories: Digital Marketing, Ecommerce With the announcement that non-essential businesses are able to reopen their stores from 15th June, brands are taking every measure to make sure they are ready to do so, from both a customer and staff safety perspective and a messaging rollout. It’s crucial during this that the safety of all involved remains at the forefront of activity, and aligning your online messaging to that is a big step to reassuring customers that you’ve taken every precaution possible to encourage a safe shopping experience. Website Actions Update your COVID-19 landing page – this needsto be a hub of information for your customers and updated accordingly in linewith government advice and updates. Update your announcement banner – this is agreat, sitewide way to ensure customers know your stores are back open. Update your FAQs – specifically to cover any newstore policies, opening hours, appointment slots, delivery, and safetymeasures, helping give customers all the information they need about returningto your stores as well as giving your customer service teams a location to sendusers for more information. Update on-page text and metadata for store pages– make it clear that your stores are back open, but that you are operating inaccordance with the latest safety measures to reassure customers. If you’re offering “click and collect” or“collect in store” services again, update the appropriate product pages andsite metadata accordingly to help users see that, if they don’t want to shop inthe store, they can still come in and collect their items instead of waitingfor delivery. Local Listings Once your website is updated with all of the new information, you should start looking to make that consistent across your local listings to ensure it is accurately displayed in maps and local searches. Google My Business & Bing – update storeopening hours and ensure listings are not set to "Closed" or"Temporarily closed so users know you’re back open; this is especiallyimportant if opening hours have changed from what they were previously. Google My Business Posts – utilise Posts toprovide more information about in-store safety and booking appointments to comein, depending on your store’s policy. Apple Maps – you can update your listing in https://mapsconnect. apple. com/ andtell users on Apple Maps that you are now back open. Waze – update your opening hours to indicateyou’re back open. PPC Actions To help spread the message further, make sure PPC is ready to be switched back on if you paused or reduced spend while stores were closed. Reactivate local extensions for stores that havereopened. Check whether call extensions should be directedinto the stores or a central customer services team for the initial relaunch. Mention stores have reopened in ad messaging. Reactivate local inventory ads. Reactivate store location keywords and updateads with messaging in line with new store policies. Update your callout extensions for reopenedstores. Set-up local campaigns to target users acrossGoogle channels. Social Actions Pin post to top of Facebook and Twitter with informationon store openings, hours, and safety measures where relevant, and add as ahighlighted story to Instagram. Update... --- ### Black Lives Matter. - Published: 2020-06-11 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/black-lives-matter/ - Categories: Culture At Found, we stand against racism. We stand for equality. We have a firm belief that everyone should have an equal opportunity in life; to live a life that is free from discrimination, free from persecution; and free from judgement because of the colour of their skin. We have worked hard to learn, to understand and to try and make a difference. And we have introduced policies and measures that ensure we adhere to our pledges. We’ve engaged closely with partners like The Hebe Foundation and Great Places to Work, to get actively involved and to steer the conversation for inclusivity and fairness. Through our Digital Disruptors partnership, we’ve listened to stories from young people about the experiences they have in society and offered them an opportunity to learn about digital marketing. It’s been a privilege to work with these young minds and to give them a platform to showcase their talents, but also to illustrate that digital can present a great career path, no matter what your skin colour, your religion, your gender or sexual identity. We don’t purport to know everything but, as a business, we can listen, we can learn, we can have a voice and we can take action. And we are already in a position to make a difference because, as a team at Found, our culture evolves around trust and unity. It is who we are. I want to be very careful that Found does not simply jump onto any bandwagons, to tick the ‘right boxes’. I want to be sure that we are building on the work we’ve done already, what we represent already, and what we can learn and apply in the future. We have signed an open letter pledging solidarity with the black community, promising to take action on inequality and “maintain inclusive cultures that are sensitive to the enduring injustice and pain of racism”. This is just one step of many things we can do. We recently launched Found Allyship, made up of a team of people within the agency whose focus is to not just champion diversity and inclusion, but to help us all to make a difference. We may not always get things right, but we will always seek to do the right thing. By seeking to understand, I hope we can all become better allies and advocates as well as instigators of change. The 'Justice for George Floyd' petition is linked below as well as a link to the Black Lives Matter website where you can educate yourself and donate to the cause. Stay safe everyone.   Justice for George Floyd PetitionBlack Lives Matter Website --- ### Marketing Through a Recession > COVID-19 has disrupted much of our day to day lives; from our work surroundings to putting a pause on seeing our loved ones. We’re all trying to navigate through the ‘new normal’. - Published: 2020-06-08 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/marketing-through-a-recession/ - Categories: Digital Marketing, Opinion COVID-19 has disrupted much of our day to day lives; from our work surroundings to putting a pause on seeing our loved ones. We’re all trying to navigate through the ‘new normal’. Marketing has been no exception to these changes and we’re having to adapt a new way of working with our clients. Over the last 9 weeks we’ve been working with our clients to determine the best strategy to adopt, given the unprecedented changes we’re experiencing to customer behaviour. At the start of COVID-19, many of our clients reduced their marketing spend whilst they focused on cash flow in the business. A fair proportion of these clients are now transitioning towards an ‘assessing’ & ‘pivoting’ mindset as they focus on what life is going to look like for their business post COVID-19.   No one knows what the future is going to hold, but one thing’s for sure, COVID-19 has accelerated the need for digital transformation & marketers should be preparing a plan for marketing in a recession, and what can be done now to ensure we’re set up to succeed in the best possible way.   I’ve compiled a list of key questions our clients have been asking over the last couple of weeks.   It’s almost certain that we’re heading for a recession, so how should we react?   For a lot of companies and brands, this won’t be the first recession they’re experiencing and it’s key to take the learnings from 2008 & 2009. Of course these were driven by an economic event, rather than a pandemic. However consumer confidence hit an all-time low which led to a series of different marketing responses; from decreased marketing spend for some and increased digital marketing budgets for others; similar trends can be expected post COVID-19. As we see news reports on some significant drops in the UK GDP and work our way into a new recession, it's key that we look to learnings from previous downturns to plan for the future. Graph from recent BBC article on the downturn of the UK economy. The trends from previous recessions show that reducing marketing budgets during difficult times doesn’t necessarily work medium to long term. Brands that maintain their investment were set up to succeed for future growth against those who reduced budgets. The main reason for this is due to taking competitor market share. If key competitors come off the space, this is your chance to gain a higher share of voice on the SERPs. Get your brand out there to build consumer confidence and become front of mind when your target audience is looking to convert. The majority of our clients are going to be deploying a different strategy depending on their financial position. We’re advising our clients to secure digital marketing budget (if possible) during difficult times as it poses a huge amount of opportunity to build brand awareness to ensure when we come out the other side, we’re set up to succeed. This will also be... --- ### CREATIVES IN CONFINEMENT: UNLOCKING CREATIVITY AND THRIVING > Discover how creativity thrived during confinement as creatives adapted, innovated, and found new opportunities despite restrictions. - Published: 2020-06-05 - Modified: 2024-12-16 - URL: https://www.found.co.uk/blog/creatives-in-confinement/ - Categories: Opinion A lot has to be said about being a creative, and with it comes a lot of the classic clichés. Always being classed as the Maverick of the group, the one who runs away with their ideas and knows what’s right (even if the majority say it’s wrong), the disruptor who is always seeking to zig when everyone else zags, and of course the biggest of them all – the one who thinks outside the box. Skip forward 12 weeks and yes, pretty much all of them are still correct. However, my grounding force when I am running away with my ideas is now in the form of a 10 year old girl obsessed with unicorns, my zigging only stretches as far as the opposing wall in my makeshift office (said 10 year old’s bedroom) and the box in which I am trying to break through has been my own personal solace for over 2 months, one that I used to call ‘home’.   DISTRACTION Working across multiple projects, all with individual creative needs and direction needs focus. Of course, the office environment offers so much. The opportunity to directly shout across the room to your BD, a quick trip to the designer for a little amend, and a team in close proximity to advise that the idea ‘needs a little more work’. Although having those benefits in sight, what you also have for a huge proportion of the day is – distraction. A diary stacked with quick meets, and even longer actions or the ding of the slack channel that can’t be ignored from the sender 2 metres away.   Little distractions that when all combined can hinder your overall output. This has not changed. What has is the mindset in which they are being approached. WFH means that we can now own our time. Letting loose of the yes man mentality and taking a step back to prioritise and focus on elements that you have actively chosen to deliver and fit within your personal ‘new normal’. Tasks are still being met, and delivery still on time, however having the ownership of when, where, and how you respond means that certain third party distractions that at times could have hindered, are now fully in your control, inevitably providing you less distraction and more focus on productivity. There are benefits of gaining new skills with less distraction too. I have progressed from a Creative Director by adding new skills in primary and secondary education as a teacher for my kids, and the go to lunchtime dinner lady, all of which will be reapplied when returning to the fold. CONNECTED THROUGH DISCONNECTION One of the immediate fears, when we went into lockdown, was communication. Personally, I very much feed off of human interaction, and the thought of only engaging on a physical level with the family, a cat and chihuahua was rather daunting. How can I keep communicating through a screen daily? Can I really get the human engagement that I... --- ### Dangers of Bad Data > The COVID-19 situation has revealed a striking concern in the data community: analysis in a vacuum. - Published: 2020-06-03 - Modified: 2024-05-02 - URL: https://www.found.co.uk/blog/dangers-of-bad-data/ - Categories: Data The COVID-19 situation has revealed a striking concern in the data community: analysis in a vacuum. Many data analysts are weighing in on the pandemic in their free time, be it for the endeavour of mastering a new machine learning framework or mining Reddit /r/dataisbeautiful karma. Without domain knowledge, insider knowledge and, for lack of a better word, experience in industry, analysis is blind. This fosters a danger of false positives and inaccurate conclusions. The even more dangerous thing is that a powerful chart or a sophisticated analysis has the power to add legitimate backing to bad analysis. In aid of this crisis and for the purpose of restoring integrity to the data community here are five lessons I’ve learned from COVID-19. Lesson 1: Blind leading the blind. BBC News One of the strongest examples of how lack of industry knowledge is a bad recipe for data-driven decisions is a BBC News article explaining the five tests that need to be passed in order to ease lockdown restrictions. Test two of five looks for a “sustained and consistent” fall in the daily death rate. At the time of publication it looked like the number of hospital deaths was slowing down. Good sign! However, a more recent (at the time) analysis suggested that the peak may have already passed two weeks prior. This misconception was a result of a lack of knowledge around the data being analysed, especially the very specific information around features in the data sets. It turns out that the data showed when deaths were recorded not  when they actually happened. The false assumption about the real meaning of this date variable in the data is reality-bending with implications on peoples’ quality of life. There are no shortcuts. I think this quote from data science legend Hadley Wickham says it best, explaining how important getting to know your data is: “That’s one of the things that really irritates me. I think it’s easy to go from ‘data cleaning” to ‘Well, you’ve got a data cleaning problem, you should hire a data janitor to take care of it. ’ And it’s not this ‘janitorial’ thing. Actually cleaning your data is when you’re getting to know it intimately. That’s not something you can hand off to someone else. It’s an absolutely critical part of the data science process. ” Lesson 2: Data is king now. Above is a video of a recent government press conference centred almost exclusively around data. Remember when “content is king” was a thing? A mere royal servant in comparison to data now. There are now entire press conferences dedicated to talking about data. This was not the norm before. Peoples’ and the media’s focus are shifting. Data is becoming the bedrock of policy making in government. Data-led decision making is at the forefront of this crisis and has captured the attention of the world. Everybody is looking at the data every day.   Lesson 3: Numbers can be dangerous. Wikipedia Now that data is king,... --- ### Found Webinar Slideshare: How to Nail Your Messaging - Published: 2020-06-01 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/found-webinar-slideshare-how-to-nail-your-messaging/ - Categories: Digital Marketing Found's webinar series kicked off on Thursday 28th May with a deep dive into brand messaging. Leena Keshishian, who is a creative strategist at Found, spoke about uncommon sense and how brands have handled their messaging throughout this pandemic. James Sandrini, our guest speaker from 48. 1, then took us through tearing up the rulebook when preparing for a post-COVID world. You can find the slides used by Leena and James below as well as some of the things they discussed. If you want to signup for future webinars, please click here. https://www. slideshare. net/HarrisonWright8/uncommon-sense-messaging-in-a-crisis/HarrisonWright8/uncommon-sense-messaging-in-a-crisis LEENA KESHSHIAN - UNCOMMON SENSE: MESSAGING IN A CRISIS Most brands have been coming up with similar key messages throughout the COVID-19 pandemic that include: "we're all in this together""unprecedented times""now more than ever""even though we're apart""in these challenging times""new normal" This is the sort of messaging that as a brand, you don't want to follow. It's cliché, repetitive and boring for most consumers. In Leena's own words: 'Messages like the above repeated start to lose their heart (if they had any to begin with) because as a brand, it's a lot harder to make it seem like you genuinely care, than to just be useful. ' The only way for brands to win with their messaging is to forge their own path; to recognise the circumstances without that being the message. You can check out Leena's blog post on her webinar topic, which outlines her thoughts on the topic in more detail. https://www. slideshare. net/HarrisonWright8/tear-up-the-rulebook/HarrisonWright8/tear-up-the-rulebook JAMES SANDRINI - TEAR UP THE RULEBOOK: HOW TO PREPARE FOR A POST-COVID WORLD This is a crisis that is different to anything else we've ever experienced in our lives. This is why we have to throw away the rule book, we're all in this together facing these strange circumstances for the first time. Our needs and world views have drastically changed during this time. We're all facing a sense of loss. We're all suffering through stress and discomfort. We're all being forced to balance our risk quotient. We're all inundated with acts of civic activism. We're all discovering new ways to live our lives. This is now a reality for everyone, so we're all in the same boat. Some of the trends that have come from this pandemic aren't showing any signs of going back to normal anytime soon. Flight volume in Europe, unemployment rates and the Zoom share price are some of the most drastic changes we've seen. With a conservative government paying over £100bn of wages to millions of people across the UK, you can see why these are unprecedented times. —  48. 1Opening minds, not closing doors Based in Shoreditch, 48. 1 are a multidisciplinary creative agency made up of strategists, designers and filmmakers, centred around the belief that different opinions, collaborative thinking and the spirit of discovery serve as catalysts for great work. Covering all things brand, digital, motion, packaging and campaigns, 48. 1 work on transformational projects for brands including LEON, Gozney, GLH Hotels, Gymbox and... --- ### The Perks of Remote Working - Published: 2020-06-01 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/the-perks-of-remote-working/ - Categories: Culture Office life could now be a thing of the past. So, in this work from home experiment; here are my brightsides. With it now being over two months since lockdown was first introduced, working from home has started to become a normality for many of us. Differentiating your work life from your personal life can be particularly challenging, especially if you’re stuck using your bedroom as your office. However, no matter where your temporary workstation is situated or who you find yourself surrounded by, if anyone, we all have things we like and dislike about this jumbled lifestyle.   We thought we'd look to the brightside and focus on some of the perks we've seen from this new remote working lifestyle. So Close, Yet so Far. Communication during Remote Working In any workforce, communication is important. In an agency, it’s imperative. There needs to be transparency between teams and clients, but also when discussing complex issues sometimes it's just easier to be in one room and hash it out. Thankfully, there are many different platforms to utilise during these disconnected times.   The 'Quick Coffee' Replacement Walking through our open plan office, frequently you grab a colleague and head to the kitchen together to make your next cup of coffee and run through an issue you're having. With this not possible, the replacement we've been using is Slack. Slack is the perfect channel to speak to your colleagues quickly. Whether you have a question, need something reviewed or just want some office chit chat, this instant messaging service is there for you. It’s not just instant messaging either; Slack has video calling capabilities. I’ve used this feature a good amount, but it can be temperamental. I will, however, forever praise the convenience of Slack -  it’s an ideal, less formal alternative to email and something that I have been using a lot during this work from home period.  Slack uses the marketing slogan 'where the work happens' and we'd say this is pretty true for Found, it's where quick decisions are made and instant messaging reigns supreme. The 'Let's Jump in a Meeting Room' Although Slack is perfectly suitable for a number of different situations, being able to actually speak to a person can be much more efficient. In particular when you compare an email conversation to a quick chat in person, the amount of time saved is huge. If it's more than a 2-minute chat that needs your full attention, in our office we'd normally be jumping into a meeting room to nail down the solution. Video calling is therefore a valuable communication method to replace that and something we're encouraging for when you'd ordinarily sit down one-on-one. For a simple call with either a client or colleague, for us it's always Google Meet just due to the simplicity in setting up a call, being able to use your own Meet link again and again and the fact no extra downloads are required. It’s also worth noting the benefits... --- ### Multi-Channel Marketing: Why "Digital" Means All Channels > Discover how a multi-channel digital marketing approach can enhance customer engagement and improve results by integrating all marketing channels effectively. - Published: 2020-05-28 - Modified: 2024-10-29 - URL: https://www.found.co.uk/blog/when-digital-means-all-channels/ - Categories: Opinion When we look at the performance of “digital” activity, what are we really looking at? How much traffic gets driven to the website? How many top-tier conversions are recorded in a week, a month? How well the website converts? How many followers you’ve gained on social media? How much engagement your videos are driving? Or are we looking at everything combined? Measuring digital performance. The impulsive reaction is likely to be we’re looking at everything combined; but we can’t be. Especially if we’re not taking into account human behaviour changes, external factors, or our market position. Even more so when you’re only tasked with one element of digital performance like driving conversions through a specific channel. No, at best we’re looking at the total sum of individual activities; at worst we’re looking at the performance of one metric in isolation applied to the wider goals, and neither will tell us what the combined impact is of running the activity on the business. For example, if you’re measuring digital performance based on top-tier conversions, are you basing success on: The number of conversions generated The value of conversions generated The average conversion value How this month compares to last month, or lastyear Any one of those is fine as your success measures are unique to your position, but even if you combined all of those metrics you still wouldn’t have the overall picture because you’re not looking at anything outside of what you are directly responsible for. Measuring digital performance isn’t just about how well your test performed, or how many conversions you drove in a month, or how many new subscribers you’ve had sign up to your newsletter. It is about understanding how all of that looks in a wider view. Say the economy is going through some major changes; physical stores are closing, buyer behaviour is changing, and audience needs have adjusted. If you had a good month for conversions online, is that solely because your online activity has worked better than previous months? If you had a bad month online, is that solely because offline factors played more of an impact than previous months? We all fall into the easiness trap – looking at top-level performance indicators in a hurry and assuming if it’s up, it’s good – and while it generally serves the purpose, we also know that we can’t base future decisions of assumption alone. We need to look at digital performance in relation to, not in isolation of, wider business performance. We need to be looking at “digital” as “all channel” performance – which aspects of what tactics from which channels are providing the most value? Assessing the channel mix. When you’re looking at performance its easy to just look at what you’re responsible for because that’s all you’re going to be measured against. But without an understanding of how other channels are contributing to performance you’re not looking at where new opportunities might be or the overall importance of particular pages or assets. So... --- ### Uncommon sense: Messaging in a crisis > It’s safe to say that there is no such thing as common sense in a pandemic. What was ‘common sense’ for brands feels like has gone out of the window and nobody knows for sure what's coming next. - Published: 2020-05-27 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/messaging-crisis-uncommon-sense/ - Categories: Opinion Let's talk about common sense. I’m sure everyone has seen the news, so I’ll skip over the preamble. On a fateful Monday in early May 2020, Dominic Raab told the nation on BBC Breakfast to use common sense to see loved ones outdoors. Many marketers have been watching recent government comms and many of them have ridiculed the lack of clarity. Messaging has never been so important. It is literally a matter of life and death.   I want to talk some more about common sense and what it means in our current context. Common sense as a concept is a strange one if you look closer. The wild assumption that there is a base level of knowledge shared universally is both impossible and unrealistic. The most common usage of common sense is to proclaim the lack of it - a meme for at least a century or three. Terræ-filius by Nicholas Amhurst in 1726 Given that no one in recent memory has been through a worldwide lockdown, I think it’s safe to say that there is no such thing as common sense in a pandemic. What was ‘common sense’ for brands feels like has gone out of the window and nobody knows for sure what's coming next.   Going back to messaging right now, let me paint another picture. This time it’s a Wednesday in mid-March. It’s safe to say everybody was feeling a bit weird. Not to fear, a group of celebrities have come out to release a cover of Imagine to let us know that everything will be okay. Ridiculed and slated all over the internet, NY Times writer Jon Caramanica said it better than I ever could: “In times of crisis, some think it’s enough to throw something slapdash together, serve it to the world and hope it heals some people. But that’s just not how things work. ” Jon Caramanica, NY Times So what have brands been doing since then? A lot of them have gone down the same route. The key messages have included (but not limited to): “we’re all in this together”“unprecedented times” “now more than ever” “even though we’re apart” “in these challenging times” “new normal” Now, I’m not happy or proud to admit this but I know the Microsoft Teams advert off by heart. This isn’t a good thing. (If you are after a chuckle, read the comments on YouTube. ) Messages like the above repeated start to lose their heart (if they had any to begin with) because as a brand, it’s a lot harder to make it seem like you genuinely care, than to just be useful. Another quote I couldn’t put more succinctly: “The ‘we can get through this’ brands are not the brands who are going to get us through Covid-19”Ant White, CHE Proximity Many brands have hit a dilemma. Some aren’t allowed to mention anything by name and instead use thinly veiled innuendos about our times, and others are going down the ‘safe route’ with the pick and mix sympathy phrases... --- ### The Future is Automation (With Human Brilliance) > Thinking about automating your PPC? We explore the advantages of automation and why human brilliance is still the cherry on top of an automated strategy. - Published: 2020-05-22 - Modified: 2024-06-03 - URL: https://www.found.co.uk/blog/the-future-is-automation-with-human-brilliance/ - Categories: Data, Digital Marketing The robots have almost defeated us at PPC and that’s actually a really good thing. The world of PPC is often fraught with inadequacies, thanks largely in part to the fact that we are human. The volume of data that a computer can process in a short space of time is much larger than any human could realistically analyse. The amount of data now available to us for a single keyword, let alone a campaign or even an account of thousands of keywords, is vast; with device, location and audience signals, we haven’t just been looking at a keyword bid in isolation for a long time and with every addition of new user signals, the puzzle just gets more complicated.   Automation for some is a taboo subject, with many believing that it simply doesn’t do as good a job as us. A standard day for a PPC’er would be made up of bid optimisation, adjusting ad copy and completing tasks that, in the past, computers haven’t been all that great at. It’s these past experiences that can make it hard to trust and hand over control to algorithms with new methods of automation appearing all the time. Ad-copy is still widely seen as a human job, but now AI assistance is becoming more common thanks to smarter thinking and a better understanding of user queries and a company's brand. What is Automation? There are countless mundane tasks which take up a considerable amount of time for PPC specialists day-to-day, taking time away from developing effective strategies and ensuring your business is getting the best possible ROAS (return-on-ad-spend) or CPA (cost-per-acquisition).   PPC automation can help a business lower their CPC (cost-per-click), increase CTR (click-through-rate), improve quality scores and manage keyword bidding as well. In search, Google reigns supreme with 88% of search market share if you also include YouTube and Google Images results. The rest of the space is taken up by the likes of Bing, Yahoo, Facebook, Amazon, Twitter, Pinterest and DuckDuckGo. While the Google algorithms aren’t yet able to know every nuance of an account, there are ways you can build varying strategies that can benefit your business objectives, whether that be revenue or prospective client enquiries.   What are the Main Benefits of PPC Automation The key benefit of automation is, of course, time saving. In a world where we’re constantly time-poor and having to make trade-off decisions on the value of our time, anything that can help speed up delivery is great. By taking away mundane, repetitive tasks, you could be allowing a PPC specialist the headspace to think strategically and test new innovations.   Beyond just time saving, automation can also enable more complex bidding. The automation provided by Google Ads enables targeting across a more detailed range of criteria, based on signals of searcher behaviour, rather than a static set of demographics programmed by the account owner. The automated bidding then will adapt to change bids at a quicker rate and will continually... --- ### New Digital Features Launched During Covid-19 > A list of all platform-specific new features launched to help businesses during covid-19 with their online presence. - Published: 2020-05-20 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/digital-features-during-covid/ - Categories: Digital Marketing With COVID-19 bringing uncertainty to many businesses, we are constantly seeking insights that can provide us with a better understanding of the market under the current circumstances. In light of this, platforms including Google and Facebook have launched new features to help with your marketing and provide consumers with key information. These features are not in support of businesses alone; many included in the list below (particularly those of social platforms) are for the benefit of individuals - helping us come together when navigating life in lockdown. We have pulled together an overview of all the new features you can make the most of. Google: Free Google Shopping - For the first time since 2012, when Google Shopping became a paid advertising only channel, Google is allowing retailers to feature on Google Shopping Tab for free - helping merchants better connect with customers. Google Ads Credits - Google dedicated $340m in ad credits to small and medium businesses, to be used in 2020, to help them stay in contact with customers during these unprecedented times. GMB Bulk Edit - With many brands being unable to operate during this time, consumers are seeking information highlighting whether brands are operational at present. The Google My Business API allows business owners to upload information across locations in bulk, helping businesses display relevant, correct information. Special Announcements Schema - In further effort to help businesses keep their customers up to date on information, Google rolled out COVID-19 schema, enabling announcements to be pulled into the SERPs. Support for VirtualEvent Schema - During the lockdown period, many events have been cancelled, postponed or moved online. Google's VirtualEvent schema allows this information to be pulled into the search results and other products such as Google Maps. Facebook: Messenger Rooms - Facebook has introduced video calls to it’s Messenger service, as well as extending the Whatsapp Video calls to include up to 8 people to help families and friends stay in touch. Small Business Grants - Similarly to Google, Facebook also launched a $100m small business grant programme of credit and cash grants, to help businesses reach consumers through Facebook Ads. Facebook Business Hub - Facebook has produced a dedicated hub of guides and resources to help support businesses through this uncertain time; including a resilience toolkit and emergency response guide. Care Reactions - To help bring some positivity to your feed, there are now care reactions available on Facebook. In addition to the usual reactions available, from thumbs up to yawning, ‘care’ emojis have been added to the line up, including a hug and a heart. Help Requests/Offers - This new feature allows users to find and share support with people nearby using posts on this dedicated feed. There are various filters enabled to help narrow down your search. Instagram: Small Business Stickers - As you may have seen popping up on your feed, Instagram recently introduced a Small Business Sticker. When accounts you follow use this sticker in their stories, they will be grouped under... --- ### Pre-emptive Marketing Decisions > Preemptively planning your decisions will not only set you up for success, but will make sure that when you are inevitably faced with a challenge, you know how to tackle it and how to move past it. - Published: 2020-05-18 - Modified: 2024-10-28 - URL: https://www.found.co.uk/blog/preemptive-marketing-decisions/ - Categories: Digital Marketing How many times as marketers have we turned around and said, “I wish I knew it was going to play out like that”? How many times have we looked back at a campaign and said “Yeah, that’s great, but if we’d done this it could have been faster/simpler/more effective”? Sometimes all you can do is look back and learn for the next time, but that learning phase is key. Pre-emptive decision making is founded on learning from past experiences and applying that knowledge to future scenarios. This is different to predictive decision making, but applies a similar principle. Think of it more as contingency planning, if you like, applying an “if this happens, what do we do next? ” thought process. What is pre-emptive decision making? Say you’re preparing a proposal for a new content piece with an existing client, do you: Send it and talk them through your thinking? Ask in advance what they want to be covered? Cover all angles in the pitch, even if some won’t be needed in full? Send a draft through and then finalise after feedback? Look back at previous proposals and work from that as a template? The thing is, there is no right answer to that straight away. You need to drill down into what you know about the client and how they like to work; who is the proposal going to? Who signs off on the proposal? What information do you need to include to get it signed off? How much detail do you need to go into on different factors (reasoning, creative, execution, distribution, measurement)? Pre-emptive decision making is a core process of nailing a campaign, whatever that campaign may be, but for it to be effective you need to rely on what you already know. In the above example, if you know your client doesn’t like reading lengthy documents, option 1 might be your best bet. If you know they need to get it signed off by someone else, options 2 and 4 might be your best approach. If you know a previous a proposal has been signed off, option 5. If you need to prove that all angles have been considered, then go with option 3. If you can guess what the hurdle might be, you can plan how to avoid it. You can preemptively account for blockers and overcome them. Putting it to use. The first thing you need to do is understand what blockers you might face, whether that is getting sign off from a client, implementation resource not being available, creative assets not being the right sizes, or delays in sign off. One thing we won’t be able to fully account for is external factors, but we can preempt the challenges that could come with them through strategic campaign planning. The more you know about what could stop you progressing in a campaign, the more you’ll be able to affect the outcomes. Once you know what the blockers might be, or what challenges you might... --- ### Found Wins at The Drum Search Awards > Looking for award winning digital marketing? Found is delighted to have won Best Integrated Campaign at The Drum Awards with our client, Hoppy. - Published: 2020-05-13 - Modified: 2024-04-23 - URL: https://www.found.co.uk/blog/found-wins-drum-search-awards/ - Categories: General News, SEO We might not be able to attend award ceremonies but that won’t stop us from celebrating our latest win! Of course, there will be less alcohol consumed and no noisy tables being asked to be quiet by the compere, but we are still immensely pleased to have been awarded the Best Integrated Campaign (PPC & SEO) at The Drum Search Awards for our work with Hoppy. Born in Blue Lab, EDF Energy’s innovation accelerator, Hoppy is a new home management site, providing access to the widest range of utility, broadband/TV and mobile deals as well as the option to book a tradesperson for any job around the home. Found was tasked with defining a coordinated multi-channel, data-led strategy to, firstly, drive efficiency and then scale. Our integrated, data-led campaign across Paid Media, SEO, Display and CRO smashed Hoppy’s CPA and CR targets and propelled them to their next phase of growth. A huge congratulations to the team who works with Hoppy – and to the team at Hoppy who made this win possible with their hunger, openness and collaborative approach. Read more about our work here. --- ### Green marketing is growing > Now, more than ever, customers are buying values first. In this time of uncertainty, people are looking to spend money with brands they can trust to do the right thing. - Published: 2020-05-04 - Modified: 2025-04-07 - URL: https://www.found.co.uk/blog/green-marketing/ - Categories: Trends Now, more than ever, customers are buying values first. People are choosing to spend their money with brands they trust to do the right thing—whether it's using sustainable materials or ensuring ethical business practices. Environmental awareness remains a key priority for consumers, with many expecting brands to actively think and act green. A new level of brand advocacy has emerged—especially for local businesses. People are going the extra mile to support them, whether through pre-purchasing vouchers or pledging support via crowdfunding. So how can brands ensure they’re building a loyal and sustainable supporter base? The United Nations is calling the 2020’s the ‘Decade of Action’. A period of time in which governments, civil society and businesses are being called upon to walk the walk, not just talk the talk. To affect change, to follow through on their promises, to make things happen.   It is time, the UN declares, to accelerate “sustainable solutions to all the world’s biggest challenges”. And it is everybody’s responsibility to get involved. That ‘everybody’ includes brands new and old, who are navigating their own set of pressures from an increasingly militant consumer audience. One that’s beginning to not only view environmental action as a nice to have among their favourite brands, but a downright necessity.   In fact, one recent survey showed that a huge 72% of respondents were actively buying more environmentally friendly products than they did just five years ago.   Green marketing matters, doesn’t it? One effect of this collective consciousness raising – admirably encouraged by the Greta Thunbergs of the world – can be seen in the rapid uptake of green initiatives by brands on mass. So much so, that this kind of activity has been assigned its very own name – ‘Green Marketing’ – which refers to the promotion of products or services using their sustainable characteristics as a key selling point.   Take Timberland, for example, who uses the sustainability narrative to market itself while doing its bit for the planet at the same time. The brand’s Nature Needs Heroes campaign was designed to create a conversation around its long-term sustainability strategy while also strengthening views about Timberland as just that: sustainable to the core. On top of this, they’ve pledged to use 100% organic and renewable material in their products by 2020 and have committed to planting 50 million trees by 2025, making them one of the brands who is, it’s safe to say, walking that walk. And they’re not alone. Other household names who have got their eco-activity down to a fine art include Starbucks, IKEA, Coca-Cola and The Body Shop, who’ve all undertaken notable initiatives to help give back to the planet. View this post on Instagram Find 6 hidden actions we all could be doing to help Mother Earth – and if we do them together, the impact could be revolutionary! 🙏 Here are some hints: 1. Don’t throw it away, _____! 2. Cycle or ____ instead of driving. 3. Take a shorter shower to... --- ### Found Rank 6th in 2020 Great Place to Work Awards > We’re delighted to announce that we’ve been awarded 6th place in the 2020 Great Place to Work Awards. Hip hip, hooray! - Published: 2020-05-01 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/found-2020-gptw-awards/ - Categories: Culture, General News We’re delighted to announce that we’ve been awarded 6th place in this year’s Great Place to Work Awards (medium category) for companies of 51-250 employees (up 4 places from last year! ) This is a fantastic achievement and one that we are very proud of. Since we first took part in the awards four years ago, we have continued to climb in the rankings, including being recognised for Great Places to Work for Women and Excellence in Wellbeing. This is a great indication of how we are always striving to evolve and develop to ensure Found continues to be a Great Place to Work. Being recognised by Great Places to Work is fantastic recognition for all the hard work that we’ve done to create a culture that allows our people and our performance to flourish, and we’re delighted to be identified as an employer of choice that puts culture at the centre of what we do. Thank you to all of our Founders that contribute to making Found the great place it is – hip hip, hooray! --- ### Found Webinar Replay: What's Next For Digital Marketing? The Impact of COVID-19 > Watch our webinar, What's next for Digital Marketing: The Impact of COVID-19. We share advice for CMOs from Google and our analysis of search interest across 200 industries and 14 countries. - Published: 2020-05-01 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/covid-marketing-webinar/ - Categories: Digital Marketing On Tuesday 28th April, we hosted our very own webinar for clients and colleagues alike. In these unprecedented times, it can be hard to look forward and understand how the upcoming weeks, months and years are going to look from a marketing perspective. So, we wanted to provide a learning resource that discusses the effects of COVID-19 on the digital marketing world, and what that could mean for brands in the future along with actionable business insights.   Kicking off with an initial welcome from Tina Judic, our CEO; our guest speaker Jon de Weijer from Google took us through helping CMOs in today's uncertain market. Following Jon was our very own data scientist, James Wolman, to talk through how he and his team have been using data science to analyse the impact COVID-19 has had on the search landscape. His research 'lifted the filter' on the expectation of 2020 versus the reality across 200 industries and 14 countries. There is a lot of great information for you to digest so I’ll leave you with the link to the recorded webinar, enjoy! What's Next For Digital Marketing? The Impact of COVID-19 https://vimeo. com/413686403/d02d156b1c Agenda: 00:00-01:52 - Welcome – Tina Judic, CEO, Found 01:52-23:36 - Helping CMOs in Today’s Uncertain Market – Jon de Weijer, Google 23:36-32:41 - Q&A with Jon de Weijer, Google 32:41-51:44 - Expectation vs. Reality: Using Data Science to Lift the Filter on Search Demand – James Wolman, Found 51:44-56-15 - Q&A with James Wolman, Found We hope you enjoy and find it useful, whether you're a brand or an in-house team. If you would like to chat to one of the team at Found about our research or any insights we discussed above, then get in touch today. --- ### Crisis Marketing Strategies: How to Adapt and Thrive > It's highly unlikely that business will just return to normal once the pandemic is over. So, when it comes to a crisis, what marketing considerations should be feeding into your strategies? - Published: 2020-04-28 - Modified: 2024-10-29 - URL: https://www.found.co.uk/blog/strategic-crisis-marketing/ - Categories: Digital Marketing 2020 has quite frankly got off to a terrible start, with travel, retail, and hospitality industries feeling the brunt of it so far. From the floods in February causing a near 8% decline in the number of people visiting high street stores, through to the current pandemic which has had monumental impacts on across various industries. Its highly unlikely that business will just return to normal once the pandemic is over. Many businesses will be having to adopt strategies left, right, and centre right now to make it through the next couple of months, but even more will be considering their longer-term strategies – think over the next 2+ years. For industries so reliant on trade and free movement (read “all industries”), it would be not only naïve for businesses to think only about the short term, but potentially even detrimental to their survival. So, when it comes to a crisis, what marketing considerations should be feeding into your strategies? From an agency perspective If you are an agency, working with multiple clients across a variety of channels in a mixture of industries, you are in one of the best positions to learn from the data and what you are seeing. Whether you are servicing SEO, PPC, CRO, Email, or providing consultancy on Data & Analytics; as an agency you are exposed to a huge amount of information, which is both overwhelming and invaluable. And because of that, you will need to break the considerations into different points: Are services / products changing? What from/to and for how long initially? Is delivery paused/available/partially available? Is there leftover stock that needs to be cleared? Where are the opportunities if we cannot sell as normal? Are goals changing? How are forecasts changing? Has the quantity vs. quality balance changed? Do we need to do more to attract and nurture in preparation for future conversions? Is budget changing? How is media spend affected? Are there areas that perform well that should be pushed further? Are there areas that do not perform but we are there for coverage that can be sacrificed? Are the marketing channels being used the right ones for meeting the goals? Are there services at risk of being paused or deferred? Are there changes that could be made to the services to continue driving performance? Is resource changing? Client-side, what is their team setup looking like? Which resources are likely to be stripped back to handle the current issues? Are those changes going to impact anything we need to get implemented or created? Are those changes going to impact the work we can do to drive performance? Is the market affected? Are there similarities between client changes and what is happening in the market? Are we seeing competitors decrease spend or change Biddable tactics? Are we seeing a change in user behaviour? Are there changes in what and how people are searching? Is website use being affected? Are new users at the same intent level as returning users? How is... --- ### Crisis Diversions: Video, The Ultimate Digital Comfort Food > Video, in the context of cinema entertainment has suffered a big hit, but online and on our screens at home, it's thriving. - Published: 2020-04-27 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/video-digital-comfort-food/ - Categories: Content Marketing According to a study by Econsultancy, only 14% of UK marketing campaigns are continuing ‘as planned', which I'm sure doesn't come as any surprise. The rest have been either put on hold, cancelled or adapted to ensure that any content produced is sensitive to our new surreal circumstances. Video in the context of cinema entertainment has suffered a big hit, but online and on our screens at home, it's thriving. People are at home, and most of us are glued to our screens, primed to engage with video content.   Options for video production seem limited right now, but many companies are finding new and interesting ways to create content to connect with customers in these weird times. Surprisingly, ads on TV have embraced the production hurdles of this situation with mobile and laptop webcam quality video making their way to our screens.   Smart uses of stock imagery are being leveraged too, by choosing footage that accidentally-on-purpose promotes social distancing, demonstrated in a study where 27. 4% fewer images and videos ads display models kissing, hugging, holding hands, shaking hands, or touching. We’ve collected some interesting video trends that are emerging below. 5 post-Covid-19 Video Trends 1. Interactions with technology are at the forefront This Co-op video uses a video call as a creative format to showcase how technology is bringing us together. https://www. youtube. com/watch? v=lIZ7AEi465o 2. Social distancing is the new normal Directly addressing the elephant in the room, Tourism Australia talks about the benefits of social distancing. https://www. youtube. com/watch? v=cIazHOYR_cw 3. A focus on hand washing and hygiene McDonald's have made an 'unskippable' pre-roll YouTube ad telling us to wash our hands. https://www. youtube. com/watch? v=W1OitbooblI&feature=emb_title 4. Fitness is more important now than ever Nike champions those who are working hard at home. https://www. youtube. com/watch? v=9UTf5EItRC0 5. Less aspirational, more simple pleasures Tesco focuses on what's important to us in the here and now, family and the simple pleasure of a home cooked meal.   https://www. youtube. com/watch? v=zkjkVqEhEDA So we’ve seen that video has changed, but what hasn't changed? Video is still a key way of creating engaging content that sparks conversations online. Below, we discuss how video is playing a critical role in marketing, even now. Remember when, some time around 2012, it became cool to declare that you didn’t even own a TV anymore? You know, roughly the same period where most conversations would, by default, turn into a two-hour rant about the unparalleled artistic beauty of Breaking Bad? It was a strange time, one where people had been so blown away by the power of online video that they were literally turning their backs on the most treasured of all British household staples since the 1950s. The TV-ditching thing is largely over now (no small thanks to smart teles), but the power of the digital video reigns like never before. Especially in the world of marketing. Yet, despite the fact we’re watching well over an hour of video every single... --- ### SEO as art: Reimagining search engine optimisation as an artform > We interview artist Gretchen Andrew, who uses SEO alongside her paints to explore themes of power, systems, desire, and the malleable nature of reality. - Published: 2020-04-24 - Modified: 2024-12-16 - URL: https://www.found.co.uk/blog/seo-as-art/ - Categories: Culture, Opinion, SEO Gretchen Andrew uses SEO to remake the internet in her own image. Making Search Engine Art (or SEO Art as we at Found are now calling it) is about identifying the internet’s system of freedoms and constraints and working within them. It’s not unlike a sculptor molding clay; dealing with its inherent physical properties and considering the impact of gravity and time. Search Engine Artist Gretchen Andrew looks at the internet as a creative medium. Just like clay, and oil on canvas, she makes art within its strictures. Here at Found we’re continually manipulating the content and code of our clients’ websites to improve their visibility in the search engines, we identify with the programs and opportunities afforded by the internet and it’s structure and use them to our clients advantage. So what happens when you put these tools in the hands of an artist who has a different remit? One of self promotion yes, but also one who seeks to challenge the moral and ethical shortcomings of the internet and the algorithms that govern what we see. We interviewed Gretchen Andrews to find out. Gretchen, who famously SEO’ed her way into the Frieze Los Angeles Art Fair in 2019, uses the internet’s inability to parse desire to turn her own hopes into a reality (hint: Google “cover of artforum” and select images). Her latest studio work, referred to as “vision boards,” appear as top search results through her unique process of ‘gaming’ the failures of the internet to make her own dreams come true. The feminine and trivialized materials of Gretchen’s vision boards challenge the inherent bias of the male-dominated worlds of AI, programming, and political control in the digital age.   In discussing the internet’s creative potential Gretchen shared, “A sculptor does not select clay and then bemoan its inability to float in the atmosphere. I see the internet’s failings and limitations in the same light, they are inherent properties that can be used to convey framings of and answers to the perennial questions of art. My work’s medium is the internet, the search engine, but it is about power, systems, rules, desire, and the malleable nature of reality. ” We caught up with Gretchen to discuss her work and what we and our clients can learn from her approach. You call your work Internet Imperialism. What do you mean by this? Internet Imperialism is a term I invented to describe my art practice of manipulating search results with my vision boards in a way humans can understand but technology cannot. It employs the same SEO techniques that businesses use to propel their sites to the top of Google searches while also revealing the holes in how the internet works. The term implies that I personally imperialize the internet experience with my artwork but also that the technical internet system, the parts users don’t see, is also being controlled by me.   The Next American President, Gretchen Andrew You studied/worked in tech, why did you make the jump... --- ### Core Web Vitals - A Guide for SEOs > Google has updated their timelines for the rollout of the Core Web Vitals forming part of the Search algorithm. Instead of May 2021, the rollout will now begin from mid-June. - Published: 2020-04-20 - Modified: 2024-10-29 - URL: https://www.found.co.uk/blog/core-web-vitals-a-guide/ - Categories: SEO Google has updated their timelines for the rollout of the Core Web Vitals forming part of the Search algorithm. Instead of May 2021, the rollout will now begin from mid-June. In this update, they have also announced the rollout will be gradual and that page experience won't play its full role as part of the ranking systems until the end of August. What is confirmed for the rollout? According to Google, when the rollout begins, "the page experience update will consider several page experience signals" which includes: Core Web Vitals (LCP, FID, CLS, and Chrome's recent fix to CLS) Top Stories carousel on Google Search will include all news content providing it meets the Google News policies - AMP format is no longer required Similar updates to the Google News app - expanding usage of non-AMP content No longer show the AMP badge icon to identify AMP content Back in December, we could see early signs of a test which would provide a visual indicator to highlight pages with a great experience in the search results. This hasn't been mentioned in the latest announcement, so it is unclear whether this will be rolled out but during testing it looked like this: Screenshot by Peyman Khalili, referenced by Search Engine Roundtable It was said if the test was successful it would be incorporated into the rollout. Although the rollout timeline has moved, the inclusions of the rollout haven't changed drastically. With that in mind, we take a look at what the Core Web Vitals specifically mean for SEO and the activity you need to be focusing on right now, including: An overview of the Core Web Vitals How to review Tools you can use Use cases Getting ahead An Overview of the Core Web Vitals The Core Web Vitals consist of three metrics: Largest Contentful Paint (LCP) – measuringloading performance First Input Delay (FID) – measuringinteractivity Cumulative Layout Shift (CLS) – measuring visualstability These are all metrics which have previously been available through other tools such as PageSpeed Insights and are powered by the Chrome User Experience Report (CrUX), but having them directly accessible in GSC opens up a few new opportunities. Alongside these three Core metrics, there are other “supplemental metrics” which capture a larger part of the experience and are used to help diagnose issues with the Core Web Vitals: Time to First Byte (TTFB) & First ContentfulPaint (FCP) – diagnose issues with LCP Total Blocking Time (TBT) and Time toInteractive (TTI) – diagnose issues with interactivity The other point to note is that although these metrics are all available now, they still have room to grow and develop as more and more data becomes available. This is key for understanding whether the benchmark will move in the future and, right now, it doesn’t look like it will. Benchmarks across each metric can be seen in the image below for what constitutes a “Good”, “Needs Improvement” and “Poor” URL: Source The aim at the moment is to have your... --- ### Brands Doing Their Bit For Social Good - Published: 2020-03-27 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/brands-doing-their-bit-social-good/ - Categories: Digital Marketing We're living in unprecedented times, and with Covid-19 continuing to wreak havoc on the world, businesses, and systems as we knew them before, brands everywhere have a tough decision to make – continue under the guise of normalcy, shut down operations, or use their abilities for good. Many chose the latter, channelling efforts into helping the strained health services, entertaining home-bound people, and generally trying to do good in a time of need. Below is Found's round-up of how businesses and institutions are working all over the world to help.   The directive to wash our hands constantly and use sanitiser while out has led to an unfortunate shortage of hand sanitiser as some consumers purchased it in bulk, leaving others, but especially medical facilities, without. In the UK, BrewDog, better known for their beers and breweries, began manufacturing 'Brewgel Punk Sanitiser', an alcohol-based sanitising gel which the company is giving away and donating to those in need. https://twitter. com/BrewDog/status/1240208876408123393? s=20 Across the pond, the owner of LMVH Bernard Arnault greenlighted the French factories' efforts to produce hand sanitiser for doctors and nurses instead of the usual Christian Dior perfumes. LMVH is on track to donate 12 tonnes of the brand-new gel to 39 hospitals, roping in L'oreal and Givenchy factories to help with production too. It's not a one-off either – Arnault promised to keep producing hand sanitiser for as long as it is needed.   Hand sanitiser manufactured in a Dior bottle. Image Source: LVMH / Financial Times Face mask supplies have similarly started to dwindle, which some fashion designers chose to see as a challenge to tackle – not a reality to accept. Prada is well-known for its elegant handbags and beautiful garments though this season's look will be much simpler and more in demand. The company has pledged to produce 110,000 masks by April 6th, while Gucci and Balenciaga have also promised to help with the supply of masks. LVMH, which owns beauty and fashion giants like Fendi Louis Vuitton, and Dior, will likewise supply 40 million masks to where they're needed.   Highstreet retailers are rolling up their sleeves too and shifting production to alleviate shortages. Zara is donating over 400,000 masks while the H&M Group is rearranging its supply chain to start providing protective wear for hospital staff and other healthcare workers.   Jack Ma, the billionaire owner of China-based retailer Alibaba, joined the charitable efforts on March 19th. He announced that the Jack Ma Foundation and the Alibaba Foundation are donating 2 million masks, 150,000 test kits, and 20,000 face shields to countries across Southeast Asia. This was soon followed by another announcement that more donations (1. 8 million masks, 210,000 test kits, and 36,000 pieces of protective clothing, plus ventilators and thermometers) were making their way to other countries across the continent.   Image Source: Alizila Job losses are a predictable yet deeply unfortunate consequence of the chaotic times. With so many finding themselves out of work during a difficult time, Co-op is offering numerous temporary and permanent positions... --- ### Retail Shifting to Digital: How to temporarily close your retail stores. > With the recent announcement of all non-essential businesses closing within the UK, brands with a high street presence are rushing to comply by closing their retail stores and moving to online-only operations. - Published: 2020-03-27 - Modified: 2024-07-04 - URL: https://www.found.co.uk/blog/retail-shifting-to-digital/ - Categories: Digital Marketing, Ecommerce With the recent announcement of all non-essential businesses closing within the UK, brands with a high street presence are rushing to comply by closing their retail stores and moving to online-only operations. It’s crucial in these times that businesses provide accurate and useful information for their consumers, maintaining as much business-as-usual service as possible. Website Actions  Your website should be the first point of call as it is now your virtual (and only) storefront. There’s a few quick steps you need to take to get it up to date and help users on their shopping journey.   Create a specific landing page that you keep updated – this page needs to become the hub of all information around Covid-19 and your business, reviewed in line with any major updates to government advice.   Add an announcement banner visible on every page – this will help users to navigate to the information they need and understand how your business is still trading. Add FAQs specific to Covid-19 – we’d recommend speaking to your customer service team on the common questions they’re getting and publishing these on site; this will help alleviate some of the pressures on your team as consumers can find answers for themselves.   Update on-page text and metadata for store pages across your site - If you have landing pages for each store, update the meta descriptions to let people know they’re temporarily closed and if they can still purchase online. Also update the copy on the page itself to include this information for people who visit it looking for more information.   Update site metadata – if your sitewide meta descriptions include CTAs like ‘click and collect’ or ‘visit the store’ make sure these are removed.   Update all product pages – update your availability on product pages to show things can only be bought online, new delivery times and help users trust they can still buy from you. Local Listings  Once your website is updated, you can move on to looking at your presence in maps and in local searches on Google. This may be time consuming as there are multiple platforms but it will help to ensure that you are capturing any potential footfall to the store back to the website.   Use ‘Special Hours’ to update your Google My Business opening hours – this feature means you can set special opening hours and show the closure is only temporary.   Use the ‘Temporarily Closed’ feature in Bing Places – it’s important to remember to set a reminder to go back and revisit this as you must schedule an end time to being temporarily closed.   Apple Maps – you can update your listing in https://mapsconnect. apple. com and tell those using Apple Maps that you are now closed. Waze – often forgotten but for major city locations, update your store opening hours in Waze to indicate a temporary closure.   PPC Actions It’ll be important to take key PPC actions too as they will... --- ### 8 things that have cheered us up in uncertain times. - Published: 2020-03-27 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/8-things-that-cheered-us-up/ - Categories: Culture With the c-word dominating the news and our minds, I wanted to mention another c-word I’ve been thinking about: community. There has been an influx of positive news and support online, especially on social media.   I’ve put together a list of some things we’ve seen at Found that have cheered us up in uncertain times.   Let's kick off this list of feel-good with maybe the best news I’ve seen since... well, in a while.   A 95 year old Italian grandmother has become the oldest person in Italy to recover from Covid-19 – without the help of antiviral medication. My favourite takeaway from this story is the victory picture: hospital staff standing proud and a slightly confused grandma with a thumbs up. Even with their masks covering their mouths, you can see the genuine smiles. Image source: Telegraph. co. uk As I write this, I came across another story closer to home – Jack Bowden, a great-grandfather is also the oldest UK Coronavirus survivor at 98 years young. What’s even more incredible is that he went into hospital on the Monday and was back in his own bed in the same week.   Going back to Italy for a second, one of the most surprising effects of a country-wide lockdown has been the transformation of the waters of Venice. You might have seen stories of exotic sea life returning to the canals, but alas this appears to be fake news. Clearer waters can never be a bad thing, even if it comes without dolphins. Image source: Andrea Pattaro/AFP via Getty Images One great thing that has come out of these uncertain times is the community spirit it’s brought back to social media. Someone championing participation online is kooky character Noel Fielding. You might know him from the Channel 4 Bake Off, but he is also a lover of the arts, setting up an interactive club on twitter. https://twitter. com/noelfielding11/status/1239134238986907650 Art Club (aptly named) is a free-for-all but great for kids stuck at home to get involved in. If you’re ever after an afternoon pick-me-up, scroll through the wacky entries on #artclub and enter a surreal world of decorative lunch meat. https://twitter. com/aligno/status/1239224532768100352 If you’re after something even more social, well I’m pleased to inform you that you can still go to the pub. A pub quiz that is. Bars and pubs across the country have taken their offering online, leveraging the power of social media for organised fun! The Pembury Tavern used the Q&A feature on instagram Stories to collect answers (example below) and I also spotted some other establishments using tools like Google Hangouts and Zoom for even more social interaction. Here at Found, we also hosted our first internal Friday night quiz and we plan on making it a weekly occasion. With some persuasion we could be encouraged to release a handy Google sheet quiz scorecard template if you fancy having a go at home. Questions not included. If there’s a word for less than sedentary,... --- ### Women in Tech SEO - Event Recap - Published: 2020-03-13 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/women-in-tech-seo/ - Categories: SEO On Friday, 6th March 2020, I had the pleasure of attending the first ever Women in Tech SEO conference and the day certainly lived up to my expectations. From tackling Google Sheets and Python to exploring the SEO practices to avoid, the day was filled with a variety of insightful talks. Below are some quick notes from the talks of the wonderful women at Tech SEO I had the pleasure of listening to. Roxana Stingu @RoxanaStingu The first speaker was Alamy’s Roxana Stingu who spoke on the challenges of optimising your site when it is full of high-quality images that you don’t want to compress.   The answer? Optimise everything else! Stingu provided useful details on optimising page speed and time-to-first-byte (TTFB), with actionable tips like investigating CDNs, checking GZIP, redirects, DNS Lookups, TLS 1. 3 for SSL, database optimisation, and considering static caching for pages that don’t change much. Izzi Smith @izzionfire Izzi Smith delivered a fascinating talk on entities. Entity optimisation helps machines to deliver better and more relatable responses to human queries. Smith argued for ensuring that your brand entity is well represented in search; she also went through the key things that matter including authority, relatedness, and priority. Emily Potter Emily Potter from Distilled showed us that a lot of SEO ‘best practices’ actually harm traffic to your site, including that “91% of meta description changes have no detectable impact, particularly for large sites. ” This was evidenced by one brand removing meta descriptions from their website pages to find that Google’s auto generated ones had more impact. Another example Potter used was that through fixing breadcrumbs schema, she’d seen this have a negative impact when the SERPs changed. It was highlighted that the current page initially having valid schema received a loss in clicks. Hence, we need to accept that users are hard to predict and consider swapping best practice for user experience – be user-centric! Ruth Everett Deepcrawl’s Ruth Everett talked about using Python, learning new things and trying them out as a fun part of SEO. She introduced how Python can help technical SEOs by automating, extracting and analysing data. Encouraging us all to have a think of what can possibly be automated and look for an existing script, or learning to write your own! Moreover, through using Python she explained how SEOs are able to make better decisions, allowing more time to spend on important tasks. One example that was particularly interesting was an alt text generator for image optimisation. Python is also now being used to power machine learning. Aleyda Solis @aleyda Aleyda Solis from Orainti presented on the technical SEO challenges with marketplace sites. Key points were: It’s not about indexing more pages, but rather it’s about indexing the right pages It is not about traffic but about money-growth-profit. It is also important to create best practice guidelines and processes for venders Don’t allow products to be listed twice by the same vender Each product should not be listed in... --- ### How to measure the causal impact of your marketing through 'incrementality' > How do you know if your ads are really impacting customers’ behaviour? - Published: 2020-03-09 - Modified: 2025-01-27 - URL: https://www.found.co.uk/blog/how-to-measure-incrementality/ - Categories: Data, Digital Marketing If you are not measuring incrementality then you have an incomplete picture on whether your marketing is really making you money. The question is, how do you know if your ads are really impacting customers’ behaviour? You might be measuring last click performance, but that's not enough to give you the whole picture, and if you base your decisions on incomplete data, well, enough said... “Measurement is fabulous. Unless you’re busy measuring what’s easy to measure as opposed to what’s important. ”Seth Godin, author and famously wise chap. How do you know that the revenue you see in Google Analytics next to ‘Paid Search’ is solely due to the adverts that you’re paying to display, and wouldn’t have been captured anyway by, say, strong organic listings? How can you be certain that your media spend is genuinely making you money? Incrementality is definitely a made-up word but come on, it’s marketing so that doesn’t really matter. Anyway, 4. 5K searches per month on Google, increasing by 180 searches every month in the UK is the only definition we need to justify our use of the term. KPI-based marketing is obviously great for measuring the as-is value pouring through various marketing funnels but it’s uninformative when it comes to the real value added. Even multi-touch attribution modelling or Google’s latest and most complex marketing attribution product cannot impart the insight necessary to measure incrementality. The real value of digital marketing is in the incremental sales; the sales that would not have happened without your marketing genius. Running an incrementality experiment is the only way to truly get to the bottom of this. Measuring incremental impact is more than simply suspending your paid media activity for a week and looking at the difference. Running these kinds of tests is tricky business so the point of our whitepaper is to show you how to calculate incremental value in a fair and accurate way. WHAT DOES 'INCREMENTALITY' REALLY MEAN? In plain English, incrementality is the lift that advertising provides above the native demand. Native demand here refers to the sales that occur without any marketing influence. The difference between native demand and ad-driven sales represents incremental lift – the increase in sales that is truly attributable to paid media. It is the north star of marketing measurement. By doing it effectively you can begin to quantify the impact of ads on your business and honestly claim responsibility for the results of your work. HOW TO MEASURE INCREMENTALITY Don’t worry, you won’t need to slash your profits in half while you run a test. Our incrementality whitepaper explains how to select small subsets of your total audience to compare against each other, and then apply these findings across the board. WHAT IS AN INCREMENTAL LIFT TEST? Experiments relying on treatment and control groups are the scientific gold standard in determining what works and what should play an important role in an advertiser’s attribution strategy. Your incrementality experiment should have two main features: - A well-defined... --- ### Our Work Wonder Women - Published: 2020-03-06 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/our-work-wonder-women/ - Categories: Culture It’s International Women’s Day this Sunday, March 8th. At Found we’re taking this opportunity to recognise and thank the Wonder Women we work with everyday. International Women’s Day is an important tradition that’s been happening every year since 1911. The main purpose of the day is to celebrate the social, economic, cultural and political achievements of women - but even more importantly, a global activation to action equality for women all around the world. Although progress is still being made to equalise the rights for women across the world, the progress is still very slow. This year’s theme is "I am Generation Equality: Realizing Women's Rights" and is seeking to draw attention to the fact that equality is essential for successful economies and communities. Our CEO, Tina, has always been a passionate advocate for equality in the workplace: “I’m so proud that Found has such an abundance of female talent in the business – smart, intelligent, passionate, and always striving for excellence. Straight-talking, talent-nurturing and, quite frankly, industry leaders, I couldn’t be more inspired than by the women (and men) who I work alongside, day in, day out. ” Tina Judic, CEO Every year we undertake analysis to ensure that we are operating in a fair and equal way for all employees at Found. Below are this year’s stats that we are really proud of: 51% of our team are female70% of our leadership team is femaleWe have a 1. 5% pay gap in favour of women52% of promotions were awarded to women in the last 12 months We asked everyone in the office to submit an anonymous quote praising a female they work with for their skills and brilliance, and the results definitely made us feel grateful to work somewhere with so many diverse talents. You can see a selection of quotes in the gallery below, with our full list of Wonder Women just a little further down. OUR FOUND WONDER WOMEN: FROM A TO Z. Senior Biddable ManagerSenior Paid Media ExecutiveHead of People & CultureOperations DirectorHead of SEOAssistant AccountantSEO Account DirectorCreative StrategistData AnalystBusiness Manager & Growth PartnerBusiness Director & Growth PartnerSocial Account ManagerSEO ExecutiveContent Specialist We’re really fortunate at Found that we don’t have to make too much effort to ensure women have the same opportunities. We have such a natural open and inclusive culture, which is something I’m really proud of. From equal opportunities for everyone and an equal pay gap, to supporting parents at work and women in leadership; these are some of the reasons we have been recognised as one of the UK's Best Workplaces for Women. We’ve got such an amazing, talented group of individuals that all contribute to making Found a great place to work for everyone, regardless of gender. Becky James Senior Biddable Media Manager "Not only is Becky talented, but her drive and tenacity inspires people to make change everyday. " Bridget Flynn Producer "Bridget is a true inspiration to work with, she manages to combine creative brilliance with some serious... --- ### 5 Growing tech trends to watch out for in marketing for 2020 > In the words of Jon Bon Jovi: “The more things change the more they stay the same” and it's the same for marketing - the goals always stay the same but the tools marketers use evolve. - Published: 2020-02-28 - Modified: 2024-04-23 - URL: https://www.found.co.uk/blog/5-growing-tech-trends-to-watch-out-for-in-marketing-for-2020/ - Categories: Digital Marketing, Trends In the words of Jon Bon Jovi: “The more things change the more they stay the same” and it's the same for marketing - the goals always stay the same but the tools marketers use evolve. Just think that ten years ago it would have been unimaginable to consider a reality in which there are 18 billion videos watched on Snapchat per day, but in 2020 those are the viewing figures being reported. Marketing moves quickly and those of us in the profession have to be proactive enough to know what the latest trends are, work out what’s going to be worth investing time and money into (and what’s going to be a flash in the pan) and then get to work harnessing those channels and tools. To reference the Bon Jovi song again: “I guess it's time to roll up our sleeves... ” As we enter a new decade, let’s take a forward look at the tools that may find a role in the toolkits of discerning marketers everywhere. From drones to voice search, and 5G and beyond, here are five key growing tech trends in marketing that we think should be on your radar. 1. Automation of Advertising It’s arguably been a long-time coming, but the days of human-managed pay-per-click (PPC) advertising might be numbered. The acceleration of AI and responsive advertising means that now more than ever, your audience is going to be served relevant advertising in their search listings, which ultimately means more conversions for you. A great example is Google’s Responsive Search Ads, which allow the advertiser to input five headings, which Google will then mix and match with different creative to produce optimal results. The advantage is that your campaigns are maximally optimised but the disadvantage is that you have slightly less control over your creative. That said, by applying the following straightforward three-step process, you can go from zero to fully automated campaigns in no time at all: 1. Assemble your tech stack: work out what tools you need. 2. Teach the machine: feed your campaigns data, and let the algorithm iterate to become more effective. 3. Monitor the machine: automation works quickly, so be prepared to keep checking in to see your results, and to tweak your campaigns where necessary. We’ve been thinking about automation a lot here at Found, and we’ll be releasing some more in depth thoughts (coming to the blog soon) on what this means for our PPC team and how we work in the future.   2. The 5G Network There’s a lot of room for hyperbole when it comes to 5G, but we think that widespread implementation of the new 5G network around the world is going to have a big impact on marketing for 2020 and beyond. How could it not? With significantly faster speeds, consumers are in for a range of added benefits that marketers can take advantage of: Content-rich media including films will take seconds, rather than half an hour, to download, meaning the... --- ### 5 Books to get you into a Growth Mindset > With growth being such an important mindset for us, I’ve been doing some reading around the concept and listed my top 5 growth mindset book recommendations. - Published: 2020-02-20 - Modified: 2024-11-06 - URL: https://www.found.co.uk/blog/5-books-growth-mindset/ - Categories: Opinion Here at Found, we’re always looking for ways to learn something new. With growth being such an important mindset for us, I’ve listed my top 5 recommendations to help develop a growth mindset. This is not an exhaustive list, but all are books I’ve found particularly helpful in applying growth mindset concepts to my day to day. What are the best books on growth mindset? 1. Mindset by Dr Carol Dweck The original growth mindset book. It takes you through what a growth mindset is and how your mindset is the key to everything – e. g. if you think you can or if you think you can’t, you’re right. There are also some great tips on how you can train your mind to become more growth focused. A great intro to the concept. 2. The Squiggly Career by Helen Tupper & Sarah Ellis A brand new book but a game changer in how we think about career development and growth (a big passion of mine! ) It’s helped me understand that growth in our careers isn’t always linear but actually comes in many different shapes and paths, each with something new to offer and learn from. It’s a fantastic way to start thinking about defining these possibilities and being open to them. 3. The Outward Mindset by The Arbinger Institute This book helps you change the way you think about yourself, how you think of other people and the way you work with people, helping you change the outcome of your life experiences. It really takes growth mindset and leadership to a new level. It is enlightening, thought provoking and helps you think about how you interact with others to get the best outcome. 4. The Coaching Habit by Michael Bungay Stanier Coaching for me is key to helping your team develop a growth mindset, and is one of the most powerful tools you can have as a manager. This is a fantastic book on how to develop a coaching habit to ask more powerful questions, overcome obstacles and empower your teams. One I would recommend to any manager/leader/HR professional. 5. How to Fail by Elizabeth Day I’ve kept the best for last, my all-time favourite book for growth - I’m a big fan of the podcast too. Although this goes through a lot of personal stories, I feel there is a lot to learn from these. By reframing failure as an opportunity to learn or guide us in a different direction, it really helps us to develop a growth mindset. Instead of seeing failure as a negative, it’s an opportunity to grow and learn, and in turn, build resilience.   *Book links are Amazon ‘Smile’ links where Amazon will donate 0. 5% of the net purchase price (excluding VAT, returns and shipping fees) of eligible purchases to a charity of your choice. Overall, I think all of these books are a good start in helping to develop a growth mindset - each with something unique to offer. Of... --- ### OscarBot's AI predictions beat the film buff and the bookies! > Our Oscar predicting AI, dubbed ‘OscarBot’, outperformed both the bookies and our in-house movie buff with it’s predictions for the 92nd Academy Awards. - Published: 2020-02-11 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/oscarbots-ai-predictions-beat-the-film-buff-and-the-bookies/ - Categories: AI & Machine Learning After the glitz and glamour of the weekend’s celebrations (for the Academy’s lot at least) our data science team are feeling quite smug, and deservedly so. Our Oscar predicting AI, dubbed ‘OscarBot’, outperformed both the bookies and our in-house movie buff with its predictions for the 92nd Academy Awards Ceremony, which took place on February 10th. For those not in the loop, our data team trained the OscarBot with a carefully curated blend of social signals, IMDB features, and historic awards data. From this, the OscarBot’s model learned to accurately predict Oscar winners from the set of nominees. Well, that’s the idea anyway – last year predictions didn't go so well for the OscarBot, but we decided to make some improvements and have another go this year. Here’s what was predicted: With all three making similar predictions it came down to the results in just two categories, Director and Best Picture. Whilst none of them predicted that Parasite’s director Bong Joon Ho would pick-up up the Director award, OscarBot however did think that Parasite would win best picture, which it did! This has come as quite a pleasant surprise to everyone at the office as there was a bit of a consensus that the OscarBot had got it wrong.   James Wolman, our resident data scientist, had this to say on OscarBot’s victory: “It's a testament to what we can learn from listening to social media data. It was the social data that really sharpened up OscarBot's predictive power and gave it the edge it needed to capture this year's surprise win. But it was more than that, the important part was how we trained it to interpret that data - which tweets to listen to and how to understand them in terms of the hype and emotion. I'm so proud of my OscarBot! -weep- I can't believe you all doubted it -sob-"  With one loss and one well-deserved and odds-defying win, the OscarBot is a great example of what strategic AI application and machine learning can do. It also reinterprets what we think about as data; it’s certainly not all about numbers – social signals and data were the elements that gave the OscarBot its competitive edge. The art of data and its application lies beyond the obvious.   We’re going to leave you with a Bong Joon Ho’s inspiring words: “Once you overcome the 1-inch-tall barrier of subtitles, you will be introduced to so many more amazing films. ” Let’s make 2020 all about taking risks and overcoming metaphorical barriers that prevent us from seeing and doing more. Parasite opened in UK cinemas on February 7th.   --- ### Great Expectations? Our AI Predicts Oscar Wins > For the Oscars we've put our resident data science wizards to the test, challenging them to build an OscarBot and make predictions based on available data. - Published: 2020-02-05 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/great-expectations-our-ai-predicts-oscar-wins/ - Categories: AI & Machine Learning, Trends There’s only a short time to go until the 92nd Academy Awards and until we find out who will win the coveted Oscar trophies. For the Oscars last year we put our resident data science wizards to the test, challenging them to build an OscarBot and make predictions based on available data. The OscarBot was pitted against our resident film buff, Lily, and the bookies to see who could predict the results most accurately. You can see how the bot fared last year (let’s just say it *was* the OscarBot’s first rodeo and it lost big) but with 2020 in full swing, we thought to give the OscarBot some improved algorithms and another chance. Pitting the OscarBot against Lily’s passionate, hand-selected, knowledge and experience based predictions isn’t quite enough for us. We needed another control group and the bookies’ forecast is ideal to compare our OscarBot skills against. The following information is correct as of February 3rd, 2020, taken from oddschecker. com. First, let’s recap how our OscarBot does its thing. Here at Found, we know that AI isn't far enough along yet to go the distance alone, which is why we love stirring human brilliance into tech innovation. Our Data Scientist James trains the model with a carefully curated blend of social signals, IMDB features and historic awards data. From this, it learns to accurately predict an Oscar winner from a set of nominees. Then all we have to do is wait patiently for the results to roll in. The OscarBot has given us an unexpected choice this year in the best picture category. Many want to see Parasite walk away with the award as it’s highly unusual for a foreign-language film to scoop it. So unusual, in fact, that it would be a first in the Oscar’s history. Parasite has some stiff competition from Once Upon a Time... in Hollywood and 1917; both films have the broad thematic appeal typically favoured by the academy members. A bold choice for OscarBot but not an unpopular one, could this an inspired choice that gives it the edge? However a subject that Academy members generally seems to favour is war, and 1917 delivers with the kind of poetic realism that usually wins big. Best Picture is undoubtedly the category to watch with our OscarBot going squarely against the opinions of the bookies and film buff. The academy has also been known to award ‘retroactively’, like in the case of Jennifer Lawrence who received an Actress in a Leading Role Oscar for Silver Linings Playbook when it was widely understood that she should have won for Winter’s Bone; similarly, Colin Firth’s performance in the King’s Speech won him the Actor in a Leading Role Oscar - though he received boundless praise for the subtlety of his performance in previous year’s A Single Man. There are some murmurs online that it’s Quentin Tarantino’s ‘time’ to get a gong for directing, an accolade he’s not received to date (he’s won two for best original... --- ### Found awarded for excellence in wellbeing. - Published: 2020-01-31 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/found-awarded-for-excellence-in-wellbeing/ - Categories: Culture, General News Last week, we were delighted to receive the news that we have been awarded Excellence in Wellbeing by Great Places to Work. With team wellbeing a top priority for the agency, it is great to be officially recognised for this. This is the first year that GPTW has awarded companies for this category and having already been ranked in the top 10 for GPTW (medium category) and top 3 for GPTW for Women, this is further recognition for the efforts we put into staff happiness and nurturing a positive workplace culture here at Found. Everything from fulfilment at work, work environment and financial security right through to mental health and interpersonal relationships is assessed, based on the team’s responses to a series of questions sent to them in a survey. With our culture firmly orientated around supporting our team, we take the wellbeing of our people seriously. This is why we have invested in our ‘Foundfullness’ programme which features a whole series of in-house training and development activities to help develop our Founders from a career, physical, mental and emotional standpoint. Most importantly we have a culture of openness, nurturing and care that has put our people at the heart of what we do and every decision we make. To be recognised for these efforts, makes us extremely proud. --- ### Local SEO Growth: Strategies to Boost Your Business > With the SERPs becoming more competitive, owning organic space is becoming harder and clicks are decreasing. - Published: 2020-01-30 - Modified: 2024-10-29 - URL: https://www.found.co.uk/blog/why-you-need-to-start-thinking-locally-to-organically-grow-your-business/ - Categories: SEO With the SERPs becoming more competitive, owning organic space is becoming harder and clicks are decreasing. So how can businesses continue to grow organically when organic clicks are harder to come by? The key could be in optimising for local search. And with the possibility of user-specific knowledge graphs in process, local SEO has never been more important for businesses. Optimising for local search. There are a number of ways to optimise for local search, including: Location-specific keywords Google Business Profile, and other map options e. g. Bing Places, Apple Maps Local citations and reviews And each tactic has their own applications with the main aim being to help improve a businesses’ presence for more specific queries. Optimising for location-specific keywords. Optimising for “near me” keywords is great in principle, but is never going to work for a website. Everyone is in different places, so you need to be logical about what you’re doing. Instead, you need to be looking at queries such as “ in ” or “ in ” so that: You can have static landing pages for location-based queries, e. g. store pages detailing all of the information about our store in a specific location You can appropriately target the locations you care about, and their immediate surroundings – if you operate in Farringdon, for example, you can add information to your landing page about nearby areas (e. g. Angel) to build up a radius. The inclusion of nearby areas helps subliminally target “near X” queries. But this doesn’t just apply to businesses with brick and mortar stores. This is a great tactic to implement for any business, with location-specific keywords often being incorporated into B2B searches or for areas covered by businesses, for example “plumbing services in London”. Optimising for Google Business Profile (and other map options). Google Business Profile (GBP) is a fantastic source of organic traffic for businesses, with many having under-optimised listing or under-utilising the features available to them. For any business with a storefront, or any that "make in-person contact" with customers, GPB is a must have for your marketing strategy. The features are always expanding, allowing businesses to add up-to-date information about their locations, pictures, videos, posts for content and offers, products, enquiry forms, and more to drive engagement with the map listings. Bing Places is also great for businesses without a physical store location, for example service-based businesses carrying out jobs at the customer's location. Apple Maps is also a huge opportunity for businesses, with many companies not fully utilising it. If you take a moment to think about Apple's market position compared to other devices and operating systems, a large portion of your audience could very well be coming from iOS devices. Why would you not try and capture their queries as well? For any business strategy, Map Packs offer a great deal of opportunity to be captured. And, not only do they help find and engage with your listing, they take up space in the SERPs. More than... --- ### 12 SEO Tips to Help Google Rank Your Website Higher > Sometimes it’s the small things that make a big difference, and with SEO that’s often true. Here's 12 easy things you can do to get in Google's good books. - Published: 2020-01-22 - Modified: 2025-04-29 - URL: https://www.found.co.uk/blog/12-easy-things-you-can-do-to-make-google-like-your-website/ - Categories: SEO Whether you’re a seasoned SEO pro or just getting started, these straightforward actions are designed to be achievable without needing a huge budget or technical team. Think of it as a quick checklist you can work through to start building better foundations for long-term organic growth. You don’t need to overhaul your entire site overnight to see improvements. Often, a few smart tweaks can go a long way toward making your site more appealing to both users and search engines. From sharpening up your metadata to tightening your internal linking, small optimisations can stack up to deliver meaningful results much faster than you might expect. Good SEO isn’t always about big, complicated strategies — it’s about consistently getting the basics right. If you can take care of the small things, you create a stronger foundation for everything else to build on. Not only will these quick wins help improve your visibility in search results, but they’ll also enhance the user experience, making it easier for visitors to find what they need and engage with your content. Whether you’re a seasoned SEO pro or just getting started, these straightforward actions are designed to be achievable without needing a huge budget or technical team. Think of it as a practical checklist you can revisit regularly to make sure your site stays in Google's good books and continues climbing the rankings over time. Listen to what Google is telling you. Search console is a freely available tool that lets you know of any errors across your site. Login to it weekly, and check for any errors. Fix the ones you can and seek advice for the ones you can’t. Use a good copywriter. Google has spent a lot of resources creating an algorithm that helps users find the best content on the topic they’re searching for. It used to be about keyword stuffing, then keyword density was a more refined version, now Google is so much better at understanding synonyms and the relationships between words, meaning well written copy should be paramount to your approach. Title tags. For those who aren’t familiar, title tags are what users see in the search results when they search for a keyword, the text in the blue links that send users through to a site. These are important for two reasons, firstly it’s the first thing a user sees, so make them enticing. Secondly they’re a really important ranking factor, if the main keyword your page is trying to target isn’t in your title tag, you’re going to struggle to rank effectively. Find out which keywords you want to target and write user friendly, keyword targeted title tags. If you’re struggling for inspiration check out what your competitors are doing. H1 tags. H1 tags aren’t as important as title tags, but they are a relevancy signal for Google. Have one H1 tag per page, and try to include your main keyword in the H1. Answering a question in 150 words or less. This is a great way... --- ### Growth Mindset - Mastering new creative skills. > Have you ever found yourself entranced, glued to Youtube, watching someone do something very ordinary or seemingly mundane to a very high standard? - Published: 2020-01-17 - Modified: 2024-12-16 - URL: https://www.found.co.uk/blog/mastering-new-creative-skills-the-importance-of-adopting-a-growth-mindset/ - Categories: Opinion Have you ever found yourself entranced, glued to Youtube, watching someone do something very ordinary or seemingly mundane to a very high standard? Take this guy cleaning a carpet. There can be something deeply satisfying about seeing people be everyday badasses, showing off a mastery of skills that elevate regular jobs or everyday activities into some sort of art form - it can be captivating, even hypnotic, and makes for compelling viewing. I've heard this be called ‘Competence Porn’, and I can see why. It brings a certain deep sense of satisfaction through seeing people being extremely competent at stuff. Much of it we discover through our own desire to learn a new skill, a search to find out ‘how to’ do something, but learning from it is often not the reason that we keep on watching it.   Take drain unblocking, surely this is one profession that really can’t be elevated to an art-form? You’d be wrong, this Australian team ‘Drain Addict’ are nailing it, with some of their 400 or so drain unblocking videos racking up millions of views (see blocked drain 308) - trust me that moment when the blockage finally becomes clear is strangely satisfying. Watch this chap from Baumgartner fine art restoration meticulously restoring this ancient relic. Or this bloke skilfully trimming a hedge. Most of us readily admit that we’d like to attain mastery of new skills, whether it’s skateboarding tricks, cake making, stand-up comedy or oil painting, and these days we have a huge, instantly accessible resource bank of (often self-proclaimed) experts and so-called influencers to access to help us get there - think Youtube, Twitch and even Quora. The key thing here to actually making it happen and getting good at something new, is in approaching this learning with the right kind of positive mindset - what some call a ‘growth mindset’. That’s because these amazing online resources and these so-called experts can, rather than enable, be what prevents you from mastering a new skill. Confused? Let me explain. When we want to learn a new skill, often our first stop now is Youtube, and that’s ok if you want to pick something up that can be taught in 5 mins. Like ‘how to tie a bow tie’ or ‘how to bleed a radiator valve’, but when it comes to the more creative skills, often we are looking for shortcuts that don’t really exist and certainly aren’t a substitute for experience and hard work. “We get into creative work because we have good taste. ” Ira Glass The trouble is that we can’t satisfy our own discerning appreciation for good work very quickly when we attempt to learn a new skill. Take learning the guitar for example, in order to get any good at it you have to spend a lot of time listening to yourself sound very, very bad. Offending our ears and our own innate sense of taste in the process. I know this from personal experience, and the inevitable... --- ### SEO for Black Friday (and the Holiday Season) > Learn how to implement effective strategies and techniques to improve your SEO for Black Friday (and the Holiday Season). Read our guide. - Published: 2019-11-28 - Modified: 2025-02-25 - URL: https://www.found.co.uk/blog/seo-for-black-friday-and-the-holiday-season/ - Categories: SEO Black Friday, a US import we resisted for a little while, is almost as big a thing here in the UK (and Europe) as it is over the pond. The concept of Black Friday was introduced to UK shoppers back in 2010 by Amazon and almost a decade later, it’s been widely embraced by retailers and shoppers alike. The appetite for deals and savings is ever present for shoppers and a survey has revealed that people are planning to spend an average of around £250 over the Black Friday weekend, which is inclusive of Cyber Monday. Research by PwC found that 8% of shoppers are planning to avoid the shopping weekend entirely – an easy to believe number considering that we’re just four weekends away from Christmas. The visions of shoppers queueing for their deals is a thing of the past as online shopping is the go-to method for securing a deal. In the UK, 77% of Black Friday transactions now take place online and the retailers who can anticipate and cater to this growing demand are the ones to reap the rewards. Preparing your brand’s website for the Black Friday weekend and the festive season is essential to maximise sales and improve search visibility. Unsure where to begin? Our detailed strategy is laid out below. Technical foundations  Product Schema Site speed  GMB & Bing Places Ensure optimisations are live in time Emphasise seasonal USPs Research search behaviour Repurpose your sale page Use tag manager to update page titles Steal from competitors 6 Months Before Technical Foundations Getting the technical foundations for SEO right should be a priority for any site, especially if you are looking to capitalise on an increase in seasonal searches. However it can also be an extremely daunting task so we’ve highlighted three of the most important things to look out for. Internal links from category pages Internal links are important in creating a crawlable structure for a search engine to discover and crawl all the pages and content on your website. A basic rule to follow is that an ideal site architecture has the lowest number of clicks between between the homepage and any given page. This should be managed by having a clear category and subcategory structure to the site where every page has its place in the hierarchy. More info on this can be found here. Resolve 404s The common 404 page not found error is the bane of many a webmaster and consumer. Links to these incorrect URLs may, over time, hurt your SEO rankings, as search engine crawlers waste resource attempting to access nonexistent pages and link equity is lost not to mention the bad user experience provided. A scan of your site with a tool such as Screaming Frog SEO Spider will highlight all the broken links that need fixing. Prioritising this task over other technical fixes will set you in good stead as broken links lead to bad user experience and we know Google (and other search engines) care... --- ### Rich Results: Google’s SERP is Changing - Published: 2019-11-14 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/rich-results-googles-serp-is-changing/ - Categories: SEO Time to understand what that means for your brand and what you can do about it. Cast your mind back to when Google was just starting out, back when we were loading up search results on a Motorola Razr (in between games of snake), and the results we saw were drastically different to the experience we have online today. Previously Google was based around just 10 blue links with no advertising or enhanced results for users. By 2007, Google had developed to its more advanced format of Universal Search; which included elements such as maps, news, videos, shopping and images, creating a much richer search landscape for users. This was the start of Google providing users more detail on what they want and improving the user experience on search results pages. The SERP today Today the SERP is becoming an increasingly popular place for users to spend their time, with over 34% of all searches not resulting in a click to any of the results. Users expect to get the information they need in the case of short answers or fact checks within the results themselves, rather than spending time browsing a website. The Topic Layer and Knowledge Graph Google has a central store of information and understanding of how facts relate to one another, which is called the Knowledge graph. Roughy one-third of Google's one hundred billion monthly searches (May 2016) are answered by information in the Knowledge graph. If you see an infobox next to your search results, then that is an example of information from Knowledge graph's 70 Billion (Oct 2016) known facts. More recently Google has added what they call the Topic Layer which groups related facts and subtopics from the Knowledge Graph to a given search term, and then displays them in an easy to explore manner. Allowing users to easily "explore information from the web, all with a single search. " Increased volume of Rich Results Rich results highlight key information and assist search engines in understanding a page’s purpose. They are made up of rich snippets and cards, offering more space for images and carousel featurettes on SERPs. These are only set to increase, so it’s important to make sure you’re optimised to take advantage of the evolving landscape. Google Discover Beyond traditional search, Google has also invested in upgrading the Google Feed and rebranding it to be Google Discover. This feature pushes information and stories to users before they even begin searching; with over 800 million people using this a month it’s a huge area of growth for Google and for businesses included within the feed. The most interesting thing about Google Discover is how it changes a user’s behaviour from pulling information from the search and a single query journey, to having information pushed to them and a journey based purely on clicks. This browsing style of search replicates the way we scroll through social media news feeds and content sites, as opposed to the traditional search engine model. The ever-changing... --- ### Chang3 Win Digital Disruptors 2019 - Published: 2019-11-01 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/chang3-win-digital-disruptors-2019/ - Categories: Digital Marketing, General News Last week saw the final of the 2019 Digital Disruptors programme. Our mission has been to offer young individuals a better understanding of all things digital, first hand from industry experts. This year, our participants went on an exciting journey through the world of digital marketing, partaking in multiple workshops across London. We then organised them into teams and challenged them to come up with a social/video channel that serves a specific purpose and cause. This year, I have been lucky enough to be directly involved with the programme as a team mentor. It has been a true inspiration to witness first-hand the desire, motivation and belief that these youngsters, who have an average age of 16, possess. It's a certainty that they all have very bright futures ahead of them. Shortly before the finalists took to the stage at the Old Billingsgate, during the PI Live Conference, this below video was played to the audience. It gives a great insight into the journey our Disruptors took, leading right up to the final. The time had come for our finalists to present their ideas to the four judges, in a 'Dragons Den' style setup. The atmosphere was scintillating and the stage was set. Even for a seasoned professional public speaker, the setting was a daunting one to say the least. Live, in front of a crowd of several hundred (who were there in attendance of the PI Live Event), the Digital Disruptor finalists took to the stage. What happened next completely blew me, my colleagues and all of the judges away. Every single team took to the stage and wholeheartedly smashed it. They delivered thoughtful, compelling and emotive presentations that captivated the room and demanded attention. Here's a wrap up video of the final: Whilst every team deserved to win in their own right, there could only be one in the end. This year's trophy went to Cairo Whittingham, Djenne Black, Mabinta Kendah and Excellent Longange. Together, they came up with the concept of Chang3, a YouTube Docu-series that would focus on Knife Crime in its first series. The presentation began by using the powerful images of victims of knife crime which instantly captivated the audience and judges. They then set out a cohesive business plan that communicated clearly how they would fund the series, utilising merchandise revenue to invest back into communities affected by knife crime, as well as charities that are able to help. Chang3 L to R: Djenne Black, Mabinta Kendeh, Cairo Whittingham, Excellent Longange. Keep your eyes peeled - next week we will be releasing a full interview with this year's winners. If you would like to get involved with the Digital Disruptors programme, please visit our website tofind out more. --- ### How To Auto-Type Anything You Want By Pressing a Key > With AutoHotkey, any key on your keyboard can be programmed to type any text desired. Follow this step by step guide to get yourself setup. - Published: 2019-10-14 - Modified: 2025-01-27 - URL: https://www.found.co.uk/blog/how-to-auto-type-anything/ - Categories: AI & Machine Learning Your email address has to be typed exactly right. There is no room for error. The computer won't get what you mean in the same way as if you were reading 'he ate the homburger'. If you mis-spell your email address, that confirmation email to sign you up to HM Government's tax account isn't going to arrive, which means you may never get that tasty tax rebate. That's why you need to concentrate hard on writing your email address. Concentrating hard can be fun if what you are concentrating on is interesting. But how interesting is your email address? That depends if you made the list of funniest email addresses. If you didn't make the list, you'll want to know how to make email address writing stop. Auto typing your email address What if I told you that for the past year, instead of writing out my email address, I have been pressing 'F7' on my keyboard? Here's a slightly maniacal gif example of this in action. Every time, I'm grateful not to have to put down what I'm thinking about in order to make sure it's exactly right. You, too, can have a quickfire email address like this. Read on. . AutoHotkey is the program that makes this possible. Screenshot of the AutoHotkey website With AutoHotkey, any key on your keyboard can be programmed to type any text you desire. You have little programs (called scripts) running in your taskbar which change what a key-press on the keyboard does. They run silently in the background and get your keyboard working for you for a change. How to Automate typing your email address Download AutoHotkeyInstall itFind out where the program looks for your scripts. For me, it was a folder in my username directory which appeared there after the install: C:UsersRichard. LewisAutoHotkeyMake a new notepad file in that folder you just found. In the first line of the file, write the key you want to use to type your email address, like this: KEY::, so that would be F1:: or ¬::On the next line, put SendInput {Raw} and then immediately after, the text you want to type whenever the key is pressed, whether it's your email address or anything else, so that would be SendInput {Raw}your@email. co. ukOn the next line, put returnClose the file, saving it as whatever you want to call it, something like 'typeemail. ahk'. It's the . ahk at the end that's important, this stands for AutoHotkey and is how the program recognises it. Here's the whole thing for you to copy and paste: F7::Send {Raw}your@email. comreturn A script for AutoHotkey is just a notepad file that it can read, helping to put you in charge of your keyboard. You've made your script, nice work. Now, to turn it on. Activate your script by going to your start menu, find AutoHotkey and execute your script by clicking on it. When it's running, it will appear in the taskbar as a green icon. Bonus: A spicy window... --- ### Christmas Is Coming - Start Planning Your Social Now > With Christmas upon us, it's vital to get your social strategy nailed. Our Social Account Manager Ruth O'Brien has all the top tips to get you ready. - Published: 2019-10-11 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/christmas-is-coming/ - Categories: Social Media With the high street already struggling against the power of e-commerce, and the Brexit-shaped elephant in the room that has now become a "will they, won't they? " situational comedy mixed with an absolute bonfire - social media is going to be vital for many brands to help bridge consumer confidence and sell product during the peak period. Time spent on social channels is increasing, as is the e-commerce functions available for brands to play with, indicating that social might shine this festive season. Santa has officially gone social - is your brand ready? Organic social is your front window What do people do on social? They browse. Your content deserves as much care and attention as the fancy window displays at Selfridges. The basics are ensuring your images are high-res and formatted correctly. Too many brands think that uploading any old image will do. Users scroll through hundreds of posts every day, so you need to make sure your content stands out! It's not all about wall posts either - offer viewers mini catalogues they can browse. Create snackable "gifts for... " albums on Facebook and Story Highlights on Instagram. Turn your profiles into a social hub of gifting inspiration. If you have physical stores, then make sure to update your opening hours with seasonal times too. If you have special shopping nights, create Facebook events that people can use to set up a reminder. Take a step back and think about what customers might want to find on your page, rather than just think about what content you want to push. Also, speaking about catalogues... Source: Facebook Facebook and Instagram are all about social shopping If you are a retail brand and haven't already started using the shopping functions, you're definitely missing a trick. It takes very little time to set up and the ability to tag products in photos is game changing. Plus Instagram is testing shopping posts as ads, allowing brands to reach even more people with tagged up content. There's more - Facebook is also testing out a new Dynamic Ad function that allows shoppers to purchase directly on the platform, rather than clicking through to a brand's website. Facebook is continuing to move towards a fully on-platform e-commerce solution for advertisers, which is excellent news for small businesses with limited web-dev budgets. Source: Pinterest The power of Pinterest Pinterest can be considered more of a planning tool or visual search platform than a social network. With a strong female userbase, it can be the ideal way to catch shoppers’ eyes during the peak gifting season. The platform has steadily increased its ad inventory over the past 12 months, including introducing Shopping Ads. Recently, Pinterest has also started testing "shop the look" ads and the ability to upload entire catalogues to create promotable pins that feature multiple products in a native way. Let’s talk TikTok TikTok has gone from strength to strength in 2019, now boasting over 500 million monthly active users around the world.... --- ### Digital Disruptors 2019 Gets Underway > The mission of Digital Disruptors is to encourage young people to immerse themselves in the dynamic, challenging and fascinating world of digital. - Published: 2019-08-30 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/digital-disruptors-2019-underway/ - Categories: General News Last week saw the start of the 2019 Digital Disruptors programme and it definitely kicked off with a bang. Over the course of the week I had the pleasure joining the groups and photographing their experiences during an action-packed schedule. It was incredibly inspirational to see first-hand their enthusiasm and passion for all things digital. Founded in 2018, Digital Disruptors was set up in the memory of Nicky McShane. Up until her untimely death in 2017, Nicky was one of the digital industry’s most progressive and exuberant figures. Found's very own Tina Judic (CEO) and Julie York (PR Lead), alongside Nicky’s daughter Naomi, set up Digital Disruptors to honour the memory of Nicky. Their mission is to encourage young people to immerse themselves in the dynamic, challenging and fascinating world of digital. If you’d like to find out more about the Digital Disruptors story, you can read about it here. In partnership with the Hebe Foundation (a charity that has supported over 1500 in the last 10 years), Found helps to deliver a programme that provides fantastic opportunities for the next generation of upcoming experts who are just starting out on their journey into the world of digital. The overall structure of this programme see’s the participants go on a journey where they initially partake in workshops which provide them with insight into the many aspects of digital. We held a workshop at our own offices this week, hosted by Found's Creative Director Paul Coldham. Paul showed participants the power of video content in digital, as well as showcasing several of the cameras our in-house production team use. Beyond our own offices, the participants enjoyed workshops across offices at Universal McCann, Reverse Media Group, Facebook, Snap and Awin. Here’s some of our favourite photos from the week: Once they’ve gone through the educational phase of the programme, our participants are splits up into groups and tasked with a challenge. This year, they have to create a content series which will be distributed on any variety of digital platforms, which helps to which serves a purpose or specific message. They then have to pitch to our own team members, in a Dragons Den styles knock-out tournament, up until the grand final which is being held at the Old Billingsgate in October. Here at Found, we are really excited to see what the Disruptors come up with over the upcoming weeks. Check out our social channels or keep up with the journey with us via our website blog. If you would like to get involved with Digital Disruptors, either a sponsor or a participant – get in touch with us. --- ### Optimise Your Site: Strategies for Resolving SEO Performance Issues > When something goes wrong with website performance, trace back your steps and find all of the possible blockers to getting that performance issue fixed. - Published: 2019-08-20 - Modified: 2024-10-29 - URL: https://www.found.co.uk/blog/resolving-website-performance-issues/ - Categories: SEO As someone who has worked for a performance agency for the last five years, I have learned that almost everything we do needs to be based on data, knowledge, and past experiences. But only almost because sometimes we get faced with things we’ve never seen before. It’s rare, but occasionally we have to act on impulse and instinct. Sometimes, when working on SEO, you need to rely on impulse and instinct... That is a scary place for marketers. What happens if we’re wrong, if we make a bad decision, or we don’t see the results we expect? A lot of us go into some kind of internal meltdown, blaming ourselves for not doing what we should have done even though we didn’t know what it was that we should have done in the first place. As much as we hate to admit it, there are always going to be situations where we don’t know the answers to everything, so the next best thing we can do is try and minimise the time we spend in those scenarios and get through them as quickly and effectively as possible. So how do you do that? Work through your issues. Say you need to order a pizza; before you do you need to decide what kind of pizza you want, how you want to order it, whether you want any sides, what size you want, do you want a drink, do you even want pizza? Trick question, everyone wants pizza. But what happens when it is something more serious than pizza? Another trick question, nothing is more serious than pizza. For argument’s sake, let’s say there’s an issue issue with a client’s website where performance just isn’t where you expected it to be. The client is questioning it and what you’re going to do about it, but you aren’t sure what it is or what to do to fix it, and you know you’ll probably need to do a bit more than usual because the client’s developers have a massive backlog to work through. What do you do? You work backwards. You find all of the possible blockers to getting this performance fixed, and then you figure out which aspects of those blockers are in play and what you do next: Find all thepotential blockers Identifyaspects of blockers causing issues Determineimpact scope of identified aspects Determinerequirements for fixing 1. Find all the potential blockers. What potential blockers could you encounter in this scenario? Developer backlog Indexing/crawlability Duplicate content Incorrect tracking Keyword targeting UX Conversion rate Landing pages Demand Industrychanges There are probably more, I just like round numbers. Now, which of these can you influence? Indexing/crawlability Duplicate content Incorrect tracking Keyword targeting UX Conversion rate Landing pages Hardcore marketers might argue that you can influence demand, but that is a whole other post. Now you’ve got a list of things that a) might be causing issues on your website, and b) you can do something about. 2. Identify aspects of blockers causing issues.... --- ### Found's Data Toolshed > Found’s in-house tools are always built with integration front of mind. No tool is exclusive to one team or for a single purpose. - Published: 2019-08-06 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/founds-data-toolshed/ - Categories: Data Our Data Science & Analytics team strive to innovate new tools and techniques to enhance the performance of Found’s teams. If our delivery teams are athletes, then the data team’s output is 100% pure muscle-building whey isolate. With just a touch of sweetener for taste. (We like stracciatella). Found’s in-house tools are always built with integration front of mind. No tool is exclusive to one team or for a single purpose. Our tools to bring our teams together. I’m conscious that might sound a bit airy-fairy, so let’s cut the intro short and dive straight into the details around some of the tools we’ve developed in-house.   Don’t have time to read the whole post? I’ve summarized it into a table for you lazybones: TOOL NAME PURPOSEUSED BY1Keyword Clustering ToolOrders massive keyword lists into hierarchically structured keyword groups of similar themes and intentionsSEO, Paid Media2Outreach Prediction Engine (IN:Reach)Uses machine learning to estimate the likelihood of prospects converting into a backlinkSEO, Content3Anomaly DetectiveAlerts via Slack when our clients’ website performance begins to show unusual performanceSEO, Paid Media, Data, Management4Automated ForecastingRapidly generate performance forecasts for clientsSEO, Paid Media, Data, Business Development5Influencer DiscoveryUncover tens of thousands of potential influencers across Facebook, Twitter, YouTube and InstagramInfluencer6Traffic EstimatorDownload keyword search volume data at scale, beyond the limits of Google’s Keyword Planner, and with greater accuracySEO, Paid Media7Ad Copy Performance AnalyzerEasily assess the performance of CTAs and common phrases across Google Ads ad copyPaid Media, SEO 1. KEYWORD CLUSTERING TOOL We built our hierarchical clustering engine in response to spotting a gap in the market. There are plenty of tools that group keywords into categories or clusters, but that doesn’t reduce the complexity of creating a reliable website taxonomy and mapping search volume demand. To solve this problem, we created a tool that allows for scale when mapping huge volumes of keywords to a website’s structure while defining the taxonomy itself – by means of hierarchical clusters.   What it does: This tool uncovers the hidden structure from an unorganised list of keywords. Put more explicitly, it groups extremely large lists of keywords into clusters of similar theme and intent. Why that is clever: The complexity of creating a reliable website taxonomy from huge lists of keywords is a long and arduous task. Why? Most websites do not have a flat structure. Amazon for example has a homepage, departments within the homepage, categories within each department, subcategories in each category etc. In other words, it’s hierarchical. The tool is clever because it doesn’t just organise keywords into a list of n groups, it creates a 3-level structure, arranging keyword groups into child, parent and grandparent groups. Who uses it? : Our SEO team use it to accelerate keyword targeting strategies, and our Paid Media team use it to build out ad campaign structures. Uses & Benefits: The tool takes a very time consuming task and smashes through it in seconds. Also gives the user additional information to cross reference, assisting the decision making process around site... --- ### A Simple Guide to Web Browser Automation > Anything you can do on web pages in the browser can be programmed to happen in a sequence you choose or based on triggers. Here's how to set up automation. - Published: 2019-07-31 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/web-browser-automation/ - Categories: SEO There are 4 stages I go through when I'm condemned to do a repetitive task, like filling in and submitting hundreds of online forms. Stage 1 is hope, that it won't be all that tedious. After all, isn't life what you make it? After the first few are done, hope is crushed and I move into phase 2 - the despair phase. Doing those first few sucked and I just projected that out into the future, multiplied by 200. But my fate is sealed so I push on. Now I've done 15 and I'm starting to perversely enjoy it. This is the simple joy phase, in which my world shrinks and my mission as a human being becomes solely to add these manager emails to the correct local listings profile. No more bills to pay, no nothing - some might call it a peak meditative state. But it couldn't last. Sharply I arrive at stage 4 - searing hand pain. I'm at #42. It doesn't have to be this way. In an alternate universe, other me is doing something more interesting while his computer is doing the boring task of updating site manager emails, all on its own. Click here to see it in action. In one of these universes, your computer is doing your work for you. Chrome Can Be Your Robot Slave Did you know that Google Chrome can be automated? Anything you can do on web pages in the browser can also be programmed to happen in a sequence you choose or based on triggers. There is a special version of Chrome designed for this, which can be most powerfully controlled by scripts in languages such as Python, but that's not the only way to do it. There is a tool you can download for free which opens this up to the non-coder. If you are halfway good at setting up newly purchased consumer electronic equipment, you should be fine with this tool. So what is it? SeeShell is a free browser that you download. It takes your instructions and robotically carries them out on any list of URLs that you provide. Or, it can record any repetitive browser task you do and attempt to replicate it. The learning curve is far lower than for coding, but the results are similar in power. Here's the working example encase you missed it. SeeShell Automated Browser Overview This is what the browser you download looks like On the left you've got a normal looking browser display. On the right, there's a list of pre-recorded automation sequences to show you examples of what the browser can do and how to try to replicate this for your own needs. What you will eventually do is make your own automation sequence. This is what an automation sequence looks like If I click on one of those Demos, I see the above - a list of sequenced steps detailing actions and the conditions for those actions. To run through the first few steps... --- ### Are we heading towards sponsorless football shirts? > Paddy Power recently caught our eye with their genius marketing prank involving Huddersfield Town FC and their football shirts. - Published: 2019-07-24 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/sponsorless-football-shirts/ - Categories: Opinion, Trends Here at Found we’re always on the lookout for industry developments, eye catching news and brilliant content. One brand that recently caught our eye is Paddy Power. You might think the answer to the title is somewhat confusing... In order to make sense of it, we need to go back to 1976.   In 1976 Kettering Town FC were the first English club to wear a jersey with a front of shirt sponsor. They chose local business ‘Kettering Tyres’ as their partner for a humble ‘four figure sum’. But the FA were unamused by this and threatened them with a £1,000 fine and, funnily enough, they failed to attract another sponsor the year after. Enviously looking on, Liverpool were the first top flight team to place a brand on their shirt. ‘Hitatchi’ came on board in 1977 (the year Liverpool won the European Cup) and then the whole of Europe soon followed suit.   You can bet that the Ketting Tyres deal was a drop in the ocean compared to Manchester United’s current £47m per year deal with Chevrolet. At the start of the 2017/2018 Premier League season we were introduced to sleeve sponsors for the first time. This was a huge change and everyone wanted to cash in. Brands ranging from Western Union (Liverpool), Nexen Tyres (Man City), Angry Birds (Everton), JD Sports (Cardiff and Brighton), Virgin Media (Southampton) and many more got involved. But the regular football fans felt as if this was too much and just another way for brands to advertise to an already money hungry industry.   Fast forward to now, in the 2019/2020 season. We’re expecting even more brands to take advantage of shirt sponsorship. Man City, for example, already have Puma, (shirt manufacturer), Etihad (front of shirt sponsor), Nexen tyres (sleeve sponsor) as visible partners but are taking it a step further this year by trailing a back of shirt sponsor (above the players’ name) with their global tablet partner, ‘Tecno’.   Is this too much? Or is it just simply the world we’re living in now? A company who is campaigning to abolish the madness is Paddy Power. Known for their outrageous stunts, they ‘trolled’ the industry by photoshopping a huge ‘PADDY POWER’ hen-do like sash across the new Huddersfield Town shirt. Former Crystal Palace chairman Simon Jordan claimed it was ‘a genius piece of marketing’. The FA got in touch to raise their concerns only to be told it was a prank all along. The betting shop engineered the stunt as part of its ‘Save Our Shirt’ campaign, where it is calling on brands to stop sponsoring “sacred” football shirts – including competitors from their own industry (Half of Premier League teams are now sponsored by gambling firms). As a result, Paddy Power will “unsponsor” the team and relinquish its space on the front of the Huddersfield Town shirt, and is encouraging others to do the same. The actual Huddersfield kit, was revealed last week and features no sponsorship at all... --- ### Found Wins At 2019 Digital Growth Awards > We’re delighted to announce that we’ve been recognised once again for our digital marketing expertise with an award at the 2019 UK Digital Growth Awards. - Published: 2019-07-22 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/found-wins-at-2019-digital-growth-awards/ - Categories: Digital Marketing, General News We’re delighted to announce that we’ve been recognised once again for our digital marketing expertise. This time we have won an award at the 2019 UK Digital Growth Awards. Our campaign, which we delivered for our client Hoppy, won the Best Integrated Search Campaign on the night. Over the last 12 months, we’re proud to have run an integrated Paid Search, SEO and CRO campaign for Hoppy. And to great effect! We absolutely smashed our KPI targets, helping them get a foothold in the very competitive and saturated price-comparison market space. Congratulations to all the other winners and shortlists on the night. We had a great time and look forward to many more nights like it in the future. If you'd like to have a chat with us about our award winning digital marketing expertise, get in touch! --- ### How many people actually click on the Google Map packs? > Recently, we decided it would be useful to know what percentage of people who see Google map packs at the top of the SERPs, actually click on them. - Published: 2019-07-19 - Modified: 2025-01-27 - URL: https://www.found.co.uk/blog/how-many-people-click-google-map-packs/ - Categories: Ecommerce, SEO, Travel We recently decided it would be very useful to know what percentage of people who see Google map packs, frequently found at the top of the SERPs, actually click on them. However, upon investigating this, it did not seem possible to find research on this topic anywhere online, so we decided to do it ourselves. The first thing we needed to do was find some data to use. We found that the accounts that had data on this tended to be ones where a physical location was particularly relevant, such as retail sites with physical stores, or the hospitality industry. This suggests there is a potential bias here. Putting that aside, however, we ended up discovering that we could easily find a fair number of accounts with search terms, impressions and clicks that we could use to estimate the click through rate. By the time we finished, these accounts totalled over 3. 6 million impressions in the last 12 months. Search terms, impressions and clicks were downloaded for each company across mobile and desktop, which were then divided into brand and non-brand search terms. By finding all the variations of the client’s name, including a quite frankly impressive number and array of misspellings, it was relatively easy to classify any term containing these phrases as brand terms. The click through rates for each client were calculated and averaged, allowing us to find the average click through rates for each category. Here are the results of our experiment: So what does this mean? Firstly, when it comes to map packs, the click through rate is dramatically higher on mobile than it is on desktop. This makes sense as people may be more likely to look for a location while on the go, and thus not near their desktop. Additionally, when searching for a location term on my phone, the map pack is the first item to appear on the search results page... However, when attempting the same search on my desktop, the map pack appears under the main site - so it may be possible that users are simply looking for the quickest way to access the site. Another interesting thing to note is that while on desktop brand terms have a higher click through rate, the opposite is true of mobile. In the case of desktop, brand terms may be more relevant as a person could be using this to find a specific location where they need to go before leaving their current location, which would likely favour a brand term with a specific location in mind. Comparatively, mobile users may be making more impulsive decisions without a specific location in mind. The thought process here is as follows; if a person is already moving around and decides to search for something, this is less likely to be something they have been actively planning for a long time or they might have planned in advance and thus potentially have not thought far enough ahead to have a specific brand in... --- ### How to Make Your Market Analysis Look Like It's From Star Trek > Edu-tain your audience and they'll be grateful that you made their working day a bit more fun. Here's how you can make a stunning market map visualisation. - Published: 2019-07-17 - Modified: 2025-02-25 - URL: https://www.found.co.uk/blog/make-market-analysis-look-like-star-trek/ - Categories: SEO One thing I always loved about Star Trek was the maps of the galaxy they had on the bridge of the Starship Enterprise, showing and labeling the stars and planets of different alien civilizations. I loved the rich backdrop these maps put behind the show, making its futuristic premise of an explored galaxy of technologically advanced civilizations seem real. This map of the Star Trek galaxy from Star Trek online has all my old favourites - the Federation stars & planets in blue (that's us), the Klingon Empire in red, and even the ultimate bad guys - the Borg - in Purple on the right. My current vocation of SEO hasn't yet taken me to navigating the galaxy on a starship, but it has taken me deep into keyword market analysis - and that's something that can be made to (sort of) look like it's from Mr Data's computer terminal on the Enterprise bridge. In SEO, keyword market analysis answers this question: What are people searching for online in relation to what you sell, and how often are they searching for those things? If you are running a website without this knowledge, it will be difficult to know which new pages to make or which existing ones to improve to achieve your growth goals in organic search. In this post, it is assumed you have already done this analysis in a spreadsheet, and having put your keywords into groups are now looking to present the findings about what the market looks like to your client visually. This post is about the market visualisation I like to use and how it's made. If you haven't got your keywords grouped yet, I recommend taking a look at the predecessor post to this one, how to easily group all your keywords. Market Map A Market Map is an image of a market. It's like taking a shareable photo of what the market really looks like, as revealed by the keyword analysis you have done. This is what I mean by keyword analysis - a spreadsheet with keywords put into groups, and their search volumes. A market map turns a spreadsheet into a galaxy. In the image below: The lines show how the keyword groups are structured. The circles shows how popular these keyword groups are relative to each other by their size (also shown by label size) The colours represent the taxonomies and are customisable. The colours show the 2 main galactic empires in the venue space - 'corporate' & 'non-corporate'. The circles show the relative search volume for corporate keywords e. g. 'team building venue' and non-corporate keywords e. g. 'party venues bristol', split into sub-groups that show market structure. Here's a full size version that's big enough to navigate like a galaxy (you may need to scroll around). Here's a different industry twist on the same theme, this time for big tech - here's the full size galaxy version. We can see who the big and small fry are at a... --- ### From zero to hero: The rise of the featured snippet > We now live in the era of the featured snippet. These are becoming increasingly varied and are having a major impact on users search behaviour. - Published: 2019-07-10 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/rise-of-the-featured-snippet/ - Categories: SEO We are addicted to content. Whether it’s reading the news, a blog, listening to a podcast, reading your favourite book on your Kindle or watching something on YouTube, it seems that we are hard-wired to consume, enjoy and share content. This is isn't new, but the rise of the featured snippet and the battle for position zero is. Ever since Gutenburg invented the printing press, it seems we just can’t get enough. Before the digital age, the newspaper, the book and the radio were the dominant form of mass media. Television was a game changer, but that will pale to insignificance compared to what the modern smartphone is already doing. Source: MCNY Before televisions entered our homes, the front page of the newspaper had the greatest influence, then prime time on radio and television was, and still is, the top spot for advertisers. However, since Google became the dominant search engine, the number one position as been become the most sought-after digital presence. But the top spot in Google has changed. We are now in the era of position zero, which is the term used to describe the featured snippet block at the top of the Google search results page. These are becoming increasingly varied and are having a major impact on users search behaviour. Source: Google In fact, Rand Fishkin at Brighton SEO last year said there is an ever-decreasing number of available clicks to organic listings for both branded and non-branded queries. The biggest decreases apply to mobile searches where more than 50% of queries now result in no click at all. The data he presented showed a 20% decrease in on organic mobile CTR and a 20% increase in mobile no-click searches. Furthermore, the rate at which keywords are generating a featured snippet has been consistently growing over the last few years. As a result, the number of searches that generate no click, because the information is already there for the user, is also increasing. Commercial or transactional keywords are of course the priority for many businesses, as they should be. However, with the growth of featured snippets, the category of informational keywords, particularly question-based ones, are increasingly relevant. Question based keywords also present us an opportunity to add structured data to our content, which is a vital tactic to ensure Google properly understands your content as easily as possible and gives a site the best chance to compete in voice search, which is only growing. The battle for position zero is a relatively new one but it is perhaps the most important one we face today. Organic search is only getting harder, so adapting to the world of position zero and building strategies to compete and win are more important than ever. The process Competing for position queries initially requires a considerable amount of keyword research, competitor analysis, content analysis and planning. Initially you will want to cast a wide net and gather as many long tail keywords which can be done through tools such as... --- ### GPTW® Awards Found 3rd In UK's Best Workplaces™ for Women 2019 > We have been awarded 3rd place in the UK’s Best Workplaces for Women: Medium Category 2019, the top placed agency in the list. - Published: 2019-07-08 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/found-best-workplaces-for-women-2019/ - Categories: General News We were delighted to find out last week that we have been awarded 3rd place in the UK’s Best Workplaces for Women: Medium Category 2019, the top placed agency in the list! Here at Found, we have made an environment that’s fair and inclusive for all, regardless of gender, and to be recognised for this is an achievement we are extremely proud of. In an industry that has always been very male-dominated, we knew we wanted to create an workplace where women can truly excel. Fairness at Found is not just women-specific, we create an environment and culture that is inclusive for all. This means that women at Found will always have equal opportunities to be recognised, trusted and supported at all times. This is evident in the fact that we have a balanced gender split, with the team made up of 55% female and 45% male. We have worked hard to build a talented team that focuses on supporting, nurturing and celebrating people’s strengths, experiences and skills, irrespective of background, race or gender. From an interview structure based on culture-match, competency, and future thinking, we know if someone is right for a role from day one. And we’re very serious about salary too. With a lot of noise in the media around equal pay, we run pay audits twice a year to ensure pay is a reflection of role responsibility and performance. Our most recent analysis actually came out 1% in favour of women – which we did unconsciously – demonstrating it’s truly in our culture to create a fair work environment for all. For us at Found, though, it’s not just about equal pay. It’s about understanding that the team have a life outside of work – especially those with families – so from enhanced maternity pay to flexible working for both our Found mums and dads, we’ve created a workplace that acknowledges and understands these pressures and strive to support them. We’re delighted to have been recognised for our efforts in this way and will endeavour to continue to make this a fair and equal workplace for all our staff. If you’re interested in finding out more about a career at Found, check out our careers page here. --- ### Found Return from the AI & Big Data Expo - Published: 2019-06-27 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/ai-big-data-expo/ - Categories: Trends Last week, Found attended the European AI & Big Data Expo, in Amsterdam. The conference is a showcase of next-generation technologies and strategies from the world of Artificial Intelligence & Big Data, Cyber Security, Internet of Things and Blockchain. With our Gold-level badges proudly swinging from our necks we explored the practical implementation of AI & Big Data in driving the world forward in 2019 and beyond. Most of all, it was amazing to see how AI is being applied around the world to solve all kinds of problems. Top of our list was Airbus’ application of AI to monitor the Earth from space and detect signs of natural disasters. A slide from the presentation by Airbus illustrating how they can use AI from space to predict earthquakes. If that sounds a bit too “Age of Ultron”, hot on the agenda was emphasis around Sustainable Development Goals, or SDGs. How will AI change our world over the next decade? Will the augmentation of our Earth be a force for good, driving our society forward? Or will the benefits be realised only by those who have the wealth to wield these technologies? The 17 sustainable development goals. Concern about the societal implications of artificial intelligence and automation is nothing new. AI can either help achieve these SDGs or keep them out of reach. Alongside the AI & Big Data Expo were a number of other co-located conferences, including Internet of Things (IoT), which holds special relevance for the future of digital marketing. We’re becoming a sensor-driven world that holds the promise of efficiency in a range of day-to-day activities. On the other hand, the gathering and storage of data from social media profiles through to kitchen appliances raises concerns about privacy - something we should be considerate of in digital marketing. My personal take away from the conference is that as more of our data becomes available to advertisers there is a responsibility to use it carefully. Marketing is ultimately about helping businesses succeed and all types of business can use AI to impact the SDGs in different ways. How we use digital marketing has a direct line to our future. --- ### Facebook's new crypto currency - what does it mean? > Facebook have finally confirmed plans for their new digital currency, which is expected to launch next year. - Published: 2019-06-18 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/facebooks-new-crypto-currency-what-does-it-mean/ - Categories: Social Media Facebook have finally confirmed plans for their new digital currency, which is expected to launch next year. The currency will be called Libra and will be managed via a digital wallet named Calibra. But why are Facebook getting into currency and blockchain technology? And what will this mean from a marketing perspective? Let’s take a look... The digital wallet will be available in Facebook's Messenger and WhatsApp products, as well as a standalone app. Functions will include transferring funds to friends, paying bills and even using your phone to pay instore, such as for coffee - much like Apple Pay. Facebook are positioning the move as a solution for users who don't have easy access to basic financial services, particularly in developing countries. This sounds lovely from a PR perspective, but we all know what Facebook's end game is here. Source: Facebook At the F8 developer conference a few years ago, Mark Zuckerberg shared his vision as the Facebook suite of apps allowing users to share, shop and bank from one source and even suggested that brands will no longer have the need to have a website. By launching a Facebook-controlled currency, it feels like major moves are being made to reach that goal. The idea of social commerce isn't exactly new to Facebook's suite of apps, with Instagram shopping having launched earlier this year. However, it's safe to expect new and more exciting shopping features to roll out across all the platforms to encourage user and brand adoption of Libra. It should be noted that Facebook has claimed that Libra payment data will not be used for targeted advertising, but presumably by encouraging more in-app shopping behaviour, there should be further options available for ad placements and targeting. This isn't actually the first time that Facebook has entered the payment network game, with the Messenger Payments feature launching then not really catching on. However, what makes Libra different is that it is backed by the Libra Association, a Swiss non-profit which has some huge names behind it including Mastercard, Visa, PayPal, Spotify, eBay and more. With so many big-name partners onboard and Facebook's 2. 38 billion monthly active users, Libra certainly looks set to change the way the world spends money online.   Source: Libra Association When it comes to safety, Libra is a stablecoin, which means it remains fairly stable compared to real-world assets such as the Pound or Euro. Its value should never go up and down on a daily basis as sometimes happens with cryptocoins such as Bitcoin. However, there are still some questions about the move given Facebook's fairly recent scandals surrounding data and security. Will people will trust Facebook enough to adopt the new wallet system? Probably. Given the positioning as a free and more accessible payments solution, I won't be surprised if it is more widely adopted in regions such as India before it gets big in the UK and US. Apparently, the name Libra is inspired by the Roman measurement for coins. As... --- ### Darwinism in Search - The future of SERPs - Published: 2019-06-17 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/darwinism-in-search-serps/ - Categories: SEO As I take a look at what’s changed and what’s likely to change in Google’s Search Engine Result Pages I’m reminded of how far they’ve come and how many different types of results are now being served. Videos, Reviews, Shopping Results, News Boxes, Knowledge Cards, Related Questions, to name just a few. There are so many now, they all serve a purpose, and each has its own part to play in improving the user’s search experience. It’s added to the number of factors an SEO needs to consider when crafting a campaign, especially when it comes to understanding how the space is likely to evolve around any given search term. So it’s only natural that how Google decides which of its many SERP features to show has been a hot topic in the SEO world, and one interesting theory (with some evidence from Google to back it up) is Darwinism in search. According to Jason Barnard, it’s survival of the fittest for Google’s search features. When it comes to how SERP features like featured snippets and image packs are changing for different search queries, the most recent information from Google suggests that Darwinism in the search results is behind this. The theory is that all SERP features such as featured snippets and image packs are individually ranked for each query based on scores known as ‘bids’ for a chance to display on the first page for each query. These features can and have been for quite some time squeezing out the standard blue links, sometimes to a dramatic extent. It’s suggested that this process is Darwinian in nature – the SERPs evolve as the scoring algorithms evolve, and SERP features really do compete with each other in a similar way to animal species’. So in the future, we’ll probably see the fluctuations in the types of SERP features settling down a bit as the algorithms start to get really close to understanding user intent i. e. the environment, excepting of course the new SERP features which are added to facilitate new devices. This post from Jason Barnard on SEJ goes into the theory in more detail and is well worth a read. From Search to Discovery It’s long been obvious that the better that Google can satisfy your query on the SERP itself the less you need to click through to the website. This provides many revenue opportunities for Google as they seek to grab a bigger share of the pie in different sectors, just look at how they’ve revamped Google Shopping and introduced the universal shopping cart in the retail sector, as well as making strides into the lucrative airline market with Google Flights too. Google is increasingly moving away from returning results listings in favour of answers. This is only going to continue as not only does it sometimes provide a revenue opportunity for Google but more importantly, for most users this offers a quicker and easier experience than trawling third party websites to extract the information they... --- ### Social Is Not Just An Online Platform > Brands should factor in real-life experiences when planning their digital and social media approach, in order to maximise the effectiveness of a campaign. - Published: 2019-06-13 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/social-is-not-just-an-online-platform/ - Categories: Social Media When it comes to planning a social media strategy, it can be easy to fall into the trap of coming at it exclusively from a digital perspective. On the other side of the coin, live activations can also often be planned and implemented with the social media element shoe-horned in as an afterthought (please stop with the giant Instagram frame cut outs, no one actually wants to share them). The real problem here is treating marketing activities in silos, as well as not going back to the basics of considering how the audience actually behaves and why they would feel compelled to share or recommend something. People trust people but, more importantly, they trust their friends. The most powerful ambassadors at any brand's fingertips are their own customers. The eternal problem is getting those customers to engage and share in an authentic way. Tactics like competitions can be an easy way to boost numbers, but increased engagement and followers does not necessarily equate to real tangible value. The majority of sharing also now takes place on "dark social" apps such as Messenger and WhatsApp, presenting another challenge for brands, with consumers preferring to share content privately rather than on public forums. So how do you cut through in a space you can't see? The simple solution is factoring in real-life experiences when planning your digital and social media approach. Whether it be something simple like a permanent in-store "Instagrammable" moment, or a fully integrated experiential activation, some of the most impactful branded moments and campaigns have been from taking a social-first approach that also seamlessly blends online and offline. Anyone who has studied marketing learns about Maslow's Hierarchy of Needs and how it applies to consumer behaviour. If it was updated for 2019, right next to WIFI we'd have "cool pics for my socials". Cool pics for the Insta is almost as important as WIFI these days. An excellent example is Now TV's giant Jeff Goldblum statue. Celebrating the 25th anniversary of Jurassic Park, giant Jeff could be seen all over social media last summer alongside Now TV branded deck chairs, as well as attracting plenty of media coverage (and its own Wiki page). Source: Now TV Blended real-life activations are also an excellent way for heavily regulated brands, such as beer and spirits, to connect with consumers while minimising the risk of falling fowl of the regulators. Promoting alcohol can be tricky on non "age-gated" spaces such as Instagram but creating highly 'grammable experiential moments (where people are presumably ID-ed at the bar) is an effective way of ensuring your brand stays visible on consumer timelines at peak moments. Asking customers to share photos of their drinks can be a risky business but creating a cool experience that's essentially designed to look cool on Instagram, such as Aperol's Spritz Social events, and you've got guaranteed social buzz. Source: Aperol Spritz Yes, actually creating real life things can be a lot more expensive than a digital-only campaign. However, in today's... --- ### Women's World Cup and Social Media - An Interview With Aileen Larkin > Tomorrow marks the beginning of the 2019 Fifa Women’s World Cup, with hosts France kicking things off in Paris with their opening match against South Korea. - Published: 2019-06-06 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/womens-world-cup-and-social-media/ - Categories: General News, Social Media Tomorrow marks the beginning of the 2019 Fifa Women’s World Cup, with hosts France kicking things off in Paris with their opening match against South Korea. The popularity of Women's Football has been on the rise in recent years, with the 2015 final between the USA and Japan becoming the most watched football game ever in the USA. This momentum looks set to be continued and this tournament could mark the watershed moment for women's football, with experts predicting a record one billion viewers will be reached worldwide. The USA are looking to repeat their triumph during the 2015 tournament. Credit: @usscoccer As we head towards what looks to be a record-breaking year for Women's Football, it’s interesting to consider the factors that are helping give this sporting competition the attention that is much deserved and long overdue. Brands are definitely stepping up and playing their part; it’s been reported that Visa has pledged to match their marketing spend this year with their sponsorship of last years Mens World Cup on this tournament. Separate to the World Cup and closer to home, Barclays are also banking on Women's Football as last year they broke the record for Women's Football sponsorship deals. As well as big brand sponsorship deals playing its part, it’s also crucial to understand the role social media has in helping to take women's football into the mainstream. In order to understand more about the role digital and social is playing in offering exposure to the Womens beautiful game, I caught up with Aileen Larkin, Official Team Reporter for Scotland’s Women’s World Cup Squad. On the ground in France over the next four weeks, Aileen will be following the Scottish team and keeping the public in-the-loop with play by play updates, all made possible by social media. We caught up and discussed what she feels is going to help this years tournament get the coverage it deserves. How did you end up as a reporter for the FIFA Women's World Cup? Normally I work at the FIFA Museum as the Social Media Editor, and when the FIFA Digital Team were looking for a team reporter for Scotland they asked if I would be interested. For a Scottish football-lover working in digital, it was an absolute dream opportunity – so of course I was only too delighted to take on the role! Pictured: Aileen Larkin, Official Team Reporter for Scotland's Women's World Cup Squad. Experts are predicting that this year’s FIFA Women’s World Cup can expect around 1 Billion viewers globally - is this the watershed moment in taking women’s football mainstream? I think this is going to be a huge stepping stone for women’s football. Nations are really getting behind their teams and young girls are growing up idolising female footballers – which is a relatively new development for many countries – including Scotland. The coverage at this year’s FIFA Women’s World Cup will give players a global platform to showcase their skill, engage new fans and promote... --- ### The Future of Search Event > On Thursday the 23rd May, Found hosted the Future of Search event here at Found Studios. Throughout the evening the speakers and panel explored various themes around what the Future of Search looks like. - Published: 2019-05-28 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/the-future-of-search-event/ - Categories: General News On Thursday the 23rd May, Found hosted the Future of Search event here at Found Studios. Throughout the evening the speakers and panel explored various themes around what the Future of Search looks like. First up was Hannah Thorpe (Business Director at at Found) and Gerry White ( Technical SEO Lead at Just Eat). Examining the future of SEO, they took a dive into the trends, changes and ever-evolving landscape of search. With Google increasingly supplementing its traditional search role and, in many ways, becoming a 'Discovery Engine', they took a look at how brands can harness the potential of a search engine that suggests things we want to see before we search for them. They also discussed position zero in the search results, what this actually means and how brands can get there. Next up we had Jonathan de Weijer (Agency Development Manager at Google) who talked about machine learning, just how powerful that is, and how it's powering Google's Search Advertising tools to give ever more precision, intelligence and relevance to Google Search and Shopping campaigns. Last of the talks was Amy McMullan-Finnegan-Dehn (Paid Media Director at Found) who focused on how to deliver search strategy that will beat the challenges facing retail. Taking a customer first perspective, Amy discussed how consumers are discovering, how we can support them on their journey to purchase and how we can measure the effectiveness of our campaigns and activity. The evening was then rounded off with a fantastic panel that saw Dora Moldoven (Director of Data Science and Analytics at Found), Bhavek Rughani (Head of Marketing at AllClear Insurance) and Google's Jonathan go head to head on all things search. It was fascinating to see where they agreed and disagreed on what's next for search. Inevitably, the discussion turned to voice search and the differences that it is currently making and will eventually make to users and businesses across search. To round the evening off afterwards, guests were able to continue the debate over a glass of prosecco and some canapés, rounding off a brilliant evening discussing all thing search. If you would like to attend our next event, email info@found. co. uk and we'll make sure you get kept up to date. --- ### 10 Questions With Ruth O'Brien - Published: 2019-05-28 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/10-questions-with-ruth-obrien/ - Categories: Social Media In this interview I caught up with Found's amazing Social Account Manager, Ruth O'Brien. Hailing from Glasgow, Ruth has had a fascinating journey so far. Absolutely crazy about all things social, she has a keen eye on the latest developments across the industry at the moment... What was your first job? My first ever job was a weekend job at Somerfield when I was still at school. I worked on the checkouts and somehow ended up being promoted to supervisor fairly quickly. I was studying computer science & programming at Uni but wasn't really enjoying it, so one of the assistant managers recommended I switch to business instead so I could get into management. Pictured: Ruth O'Brien After Uni I worked at a parenting website start-up which helped me get stuck in with all things digital marketing, including social media & influencers. Why did you get into marketing? When I switched to studying business at University, I found I enjoyed the marketing classes the most. One of the creative directors from Leith Agency came in and gave a guest lecture about what it was like to work at an agency and I pretty much decided that's what I wanted to do. I ended up switching my degree to a joint honours in business and marketing. What was the first social network you used? I forget what came first, but I was heavy into MSN Messenger, Myspace, Bebo and LiveJournal when I was in high school. If you could work with any brand in the industry at the moment, who would it be and why? Vans - I love how they focus and engage with different subcultures in a way that still feels authentic. They way that they connect social with in-store and live activations really works too. Credit: @Vans What is the most interesting thing about your job? It's bit of a cliché but I like that no day is ever really the same. The nature of social means being reactive and trying out new things. Platforms are also constantly releasing new features and I enjoy thinking about new cool things our clients could do with them. Which social network do you feel offers the most value for a brand? There's no "one size fits all" social channel, it really depends on the brand and where their audience lives. When it comes to paid social, I do find that Facebook's targeting capabilities and variety of creative formats can mean that Facebook and Instagram often deliver the best results. But again it will depend on the brand, as well as the KPIs. When it comes to preferred platforms, Ruth is a big fan of Facebook's targeting capabilities. Credit: Tim Bennett Which brands have got your attention in the social space at the moment? I'm really liking Carlsberg’s current campaign where they have been promoting negative tweets to highlight their new recipe. The first time I saw one of the ads on Twitter I shared it with my friends as it was... --- ### Found Roundup: Meet the Searchies - Google meets CEO Tina Judic > At the end of last year, our award-winning CEO, Tina Judic, was interviewed by Google as part of their Search History series to mark 20 years of Search. - Published: 2019-05-21 - Modified: 2024-04-04 - URL: https://www.found.co.uk/blog/google-meets-tina-judic/ - Categories: General News At the end of last year, our award-winning CEO, Tina Judic, was interviewed by Google as part of their Search History series to mark 20 years of Search. This series highlights leading figures in Search Marketing, delving deep into their personal and professional relationships with the Search industry, exploring the evolution of Search over the past two decades, as well as predicting what the future holds for the industry. Here are the highlights: On how the way Search has changed for her, professionally and personally Tina’s first memory of searching for something on the internet is asking the search engine questions very politely, however, the results weren’t always what she was looking for. “I recall being very polite with my Ask Jeeves questions, along the lines of: “Dear Jeeves, please can you tell me how tall Everest is? ” However, in the 20 years since those halcyon days, she is pleasantly surprised to not only find that Google has become a verb, but that it has become a part of our everyday lives. “To think, before search engines, we had to ask people or head to the local library to look up answers to questions. The biggest thing that has changed for me, personally, is the pace at which data is available. It’s made me even more inquisitive but also, perhaps, a little lazy. ” On a professional level, the changing Search landscape has allowed Found to flourish, growing the business from that of a PPC affiliate, into a full digital performance agency. She underlines how Google Search remains at the very core of the business. “Google Search, however, is still very much at the core – the data available, the audience insights, the targeting ability and the platform options means that Found has been able to evolve at the pace of digital change and serve our clients well. ” The biggest changes in Search At conception, she viewed Search as a novelty, something of a quirky, if useful platform. It hadn’t yet started to dominate every part of our lives, an all-encompassing part of our lives – whether we are searching for directions to a restaurant or trying to figure out how to change a lightbulb on a car, we are constantly engaging with search engines. “It’s always on. It is now an all-encompassing encyclopaedia, reviewer, locator, provider. Looking at this more broadly, the biggest change is to society itself. It’s unlocked answers, brought people closer together, changed how we think about information and how we access it. ” What’s different from last year? Tina notes the increasing focus on video – By now we are all aware of how huge video already is, but now that it has matured it is starting to really prove its value. “We’ve seen video take much bigger strides to proving its worth in the Search space, with video carousels now featuring directly in the SERPs for many queries and engaging users with excellent content more directly - I fully expect this to... --- ### Found ranked 10th in Great Place to Work Awards - The No.1 Digital Agency in our category - Published: 2019-05-09 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/found-ranked-10th-in-great-place-to-work-awards-the-no-1-digital-agency-in-our-category/ - Categories: Culture, General News We’re delighted to announce that we’ve been awarded 10th place in this year’s Great Place to Work Awards (medium category) for companies of 51-250 employees. This is a tremendous achievement and one that we are very proud of. Being recognised in this way is fantastic validation for all the hard work that we've done to create a culture that allows our people and our performance to flourish. Ranking 10th makes us the highest ranked digital agency in our size category, and we’re delighted to be heralded as an employer of choice and one that flies the flag for inclusion and diversity in the workplace. We’re always looking for passionate and talented people to join our team. If you’re interested in a role at Found or would like more information on what makes Found such a great place to work then check out our careers page. --- ### A beginners guide to keyword research part II - Published: 2019-05-03 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/a-beginners-guide-to-keyword-research-part-ii/ - Categories: SEO You’ve done it. You’ve collected every potential keyword under the sun on your chosen research topic. You’ve used AdWords, you’ve looked at competitors and you’ve been checking out industry forums. Hopefully, you would have used my previous blog as a guide to finding as many keywords as humanly possible. Depending on what you’re researching and how specific you were with your initial keyword research you might be left with lots of irrelevant keywords, this is because the tools we use aren’t perfect, and they don’t know your company or your clients as well as you do. This means it’s time to remove all the unnecessary codswallop from your list. Now this is the real challenge, that can often be rather time-consuming and manual but in order to get a good understanding of the search volume surrounding the product/service you want to target it’s a necessary step.   So, buckle up and let us dive into phase two headfirst. Step 1: General admin Paste all of your keywords that you’ve collected into a spreadsheet. Keep all the data that comes with the keywords that AdWords spits out, as this might come in handy with future analysis, however, for the moment we’ll just be focusing on the search volume and the keywords. Create a filter on the top row, this will be used to search through the dataset throughout. Delete any keywords with a search volume of 0. Step 2: Remove duplicates This is an obvious step but can often be overlooked which leads to rather disastrous implications. Imagine leaving two of the same keywords with large search volumes in a search landscape document could drastically impact your future strategies. Yikes! In Excel it’s dead easy. Highlight your dataset, Data > Data Tools > Remove Duplicates Done.   Step 3: Remove irrelevant branded keywords First of all, you need to remove the branded keywords from the dataset. Often when using AdWords, you may find the keywords it spits out is full of brands and other company names. These are phrases that more often than not you won’t rank for and so you’ll want to avoid targeting. Quickly skim through your dataset making a mental note of any other brand you see. Search for these brands in the search bar and remove all of these from your list.   Step 4: Remove irrelevant locations Quite often a few of the usual tools you might use for keyword analysis include locations that are irrelevant. The same scenario as the branded keywords skim through and remove any you won’t be looking to target. *Handy Tip*  Sorting your keywords by a-z can help you stop a large chunk of irrelevant keywords in one go, helping to speed up the process. Step 5: Remove irrelevant years There’s no use in ranking for top iPhone X deals 2016 this year. It’s 2019, get with the programme sister. Step 6: Arrange by character length Keywords that are just 1 word tend to be very generic and can often be extremely... --- ### All the Facebook F8 announcements you need to care about > From Messenger to Instagram, find out the top takeaways for marketers and brands from the Facebook F8 conference. - Published: 2019-05-03 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/facebook-f8-announcements/ - Categories: Social Media Every year, Facebook hosts the F8 conference to update developers and creators on new features and the future of the platform. Given the headlines that have dominated in the last year or so, it wasn't surprising that this year's keynote from Mark Zuckerberg had a heavy emphasis on the issues of privacy. The overall trend of the conference appeared to be shifting the platform into a more community-led environment. But what does this mean for marketers? Here are the key takeaways that brands should note of: Instagram shopping rolls out to influencers. Source: Instagram Measuring ROI from influencer activity is about to become a lot easier. Having tested the new in-app shopping function with selected brands, influencers and publishers are now going to get in on the action. This will allow influencers to tag products in posts that followers can tap and instantly buy. The feature is still in beta in the US so likely won't be widely available worldwide for at least a few months, but it does show promise that proving ROI from influencer and Instagram activity is about to become a whole lot easier.   Paid may be more important than ever due to the shift away from newsfeed. Facebook had previously said that it intended to move away from the newsfeed format. A new structure has already begun to roll-out, named "FB5", a cleaner feed with prominent spaces for groups and events. More content from Groups will also start to appear in the newsfeed, suggesting another algorithm change that could have negative impact on organic reach for brand pages.   Make sure to optimise social for discovery. Source: Facebook Facebook's new Events tab is designed to make it easier for users to find out what's happening in their local area and get recommendations. This offers plenty of opportunities for brands and small businesses to connect with users at a local level. Ensuring that page and location information is up to date and creating event pages for launches or activities will be an even more important part of social media management.   Opportunities in messaging platforms. Source: Facebook Messenger will be getting a desktop version that includes features from the app such as audio and video calls. By encouraging desktop use, I wouldn't be surprised to see some new ad units and formats available for advertisers either. On the subject of new ad formats, Ads Manager will be getting new lead generation templates designed to drive users into a simple Q&A or book an appointment with businesses on Messenger.   WhatsApp should also be on the radar for brands, with a new Business Catalogue function that allows users to browse products from within the app.   Vanity metrics could be on the out. Instagram chief Adam Mosseri spoke about the popularity of Stories and what could be learned from it. He announced that the platform will be reducing the focus on follower counts and testing hiding the number of likes that content receives.   Although both are essentially vanity... --- ### You can learn to code - Published: 2019-04-29 - Modified: 2024-05-14 - URL: https://www.found.co.uk/blog/you-can-learn-to-code/ - Categories: Trends “Learning to write programs stretches your mind, and helps you think better, creates a way of thinking about things that I think is helpful in all domains. ” Bill Gates, Co-chairman, Bill & Melinda Gates Foundation, Co-founder, Microsoft This is a call to every digital marketing analyst; from every intern learning the ropes of Google Ads Editor to a veteran SEO director manually grouping keywords, to all content creatives who are simply out of ideas. You shouldn't be manually mapping redirect pages - it's not scalable. If you're downloading the same data, every month for your monthly reports, well there’s a better way. The way you are writing ad copy is manual when you could be doing it automatically. You have great ideas. What if you could also access the whole of Reddit in just a few lines of code, map a million redirects in less than an hour or change thousands of lines of ad copy before your next tea break? Learning to code is learning to talk to machines. When you go to another country and speak their language you get a warmer experience. When you converse with your computer in its native tongue, it will extend to you a transformative range of capability. I’ll just say this. There's a reason top companies like Stripe teach newcomers to code. Stop searching for other people’s ad scripts and write your own. You have good ideas too and you should be able to see them through. As Found’s data scientist, I believe that you can. “Learning to code is useful no matter what your career ambitions are. ” Arianna Huffington, Founder, The Huffington Post Okay so now you're thinking *but I* could never learn to code. But I'm telling you that if you try, you can do it . The Internet is awash with online training material and all popular programming languages typically have big, supportive online communities. If I have convinced you to believe in yourself then read on, otherwise thanks for reading as much as you did. Where do you start? Online courses are a great place to learn the basics but you learn a lot more effectively by coming up with a project. I think the most important thing you can do is to *complete* some personal projects. You'll learn way more working on projects you're interested in than crushing courses online. For me learning is much more permanent when you go through the struggle of trying to solve a problem. Your project can be anything you want. Personally, I'm working on a side project for our after-work football club at Found that will split the active players into evenly balanced teams based on how they rate each other against a set of skills. I will face challenges and frustration along the way, as it goes with learning anything new (albeit my first challenge is not knowing and not wanting to know a thing about football). I’ve never really understood the offside rule but I know it’s... --- ### TikTok - Why It Should Be On Your Radar - Published: 2019-04-26 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/tik-tok-on-your-radar/ - Categories: Social Media TikTok (formally Musical. ly) has been grabbing a lot of headlines over the past few months due to its rapid growth and safety fears. With over 500 million monthly active users worldwide, it's certainly starting to capture the attention of brands looking to reach social audiences in new and engaging ways. But should you be including it in your social strategy? 2018 - the year TikTok blew up TikTok has risen to staggering heights very quickly, with the app now having been downloaded over 1 billion times. According to Business Insider, over 664 million of those downloads came in 2018, resulting in it beating Instagram for yearly downloads in the on-going race for dominance in the social platform arena. As far as non-game app downloads go for 2018, only WhatsApp, Facebook and Facebook Messenger were able to beat TikTok - which came in at an impressive 4th place. It's also worth noting that customers on TikTok spent over $50m on App purchases, highlighting the potential that is there for brands capable of influencing consumer intent while using the App. Getting down with the youth TikTok's short-form video format is a huge hit with younger audiences, with the majority of engaged users aged 24 and under. While the likes of Facebook and Instagram have wide reaching and established audiences, TikTok's appeal to the younger demographics offers unique opportunities for brands to connect with the typically harder to reach youth market. One brand that was quick to adopt the platform was Guess, who launched the #InMyDenim hashtag challenge. The campaign featured a branded Guess video on the app for 24 hours, inviting all users to participate in the challenge and engage with the brand. Results were incredibly positive, attracting over 25 million impressions, 5,550 challenge responses and a click through rate of 16. 5%. Aside from branded content campaigns, there is also a huge opportunity to tap into the new social influencers emerging from the platform. Many popular creators can boast over 1 million subscribers and with the platform still being in relative early days, fees are significantly lower compared to working with YouTube or Instagram personalities. Paid social opportunities At the start of 2019, TikTok began talking to agencies about plans for a self-managed ads platform. The pitch deck (published on Digiday) included options for brand takeovers, in-feed videos, hashtag challenges and custom lenses. Source: Tik Tok At the moment, TikTok's ads offering appears to still be in Beta but it is clear that they intend to roll out some sort of service this year. However, until issues with verifying users' ages have been addressed, options will likely be limited for brands. If you're keen to explore options on TikTok and youth marketing for your brand, get in touch and our team will be happy to help. --- ### Found Wins At The Drum Search Awards 2019 - Published: 2019-04-10 - Modified: 2024-05-13 - URL: https://www.found.co.uk/blog/found-wins-at-the-drum-search-awards-2019/ - Categories: Digital Marketing, General News Another awards ceremony and ANOTHER win for Found. The end of 2018 saw a flurry of award wins for the Found Team, with us winning the Best PPC Campaign and the Best Use of Search (Retail) for our work with client Bonmarché, at the 2018 UK Search Awards. Also, our very own CEO, Tina Judic, was awarded Marketing Agency Leader of the Year at The Drum Agency Business Awards. Last week it was time for The Drum Search Awards 2019. Not wanting to buck the trend, we are delighted to announce we've been awarded the trophy for Best B2C Campaign - SEO, for our work with AllClear. A fantastic achievement and one that we're all extremely proud of here at Found. Credit: Dom Martin If you’d like to have a chat about how we can assist you with your digital marketing campaigns, reach out andconnect with us today. --- --- ## Recources ### INTEGRATED DIGITAL MARKETING GUIDE > Integrated digital marketing strategy guide: using cross-channel data to build intelligent growth strategies. - Published: 2021-03-12 - Modified: 2024-05-30 - URL: https://www.found.co.uk/resources/white-paper/integrated-digital-marketing-guide/ - Resources Categories: Data, Digital Marketing - Resources Content: Whitepaper INTRODUCTION. All online businesses strive for growth, and most will commonly attempt to attribute sales or conversions to specific digital marketing channels (like organic search or social media) in order to understand and manage budget and performance. But deciding which specific channel to assign a sale to — when users frequently visit from multiple channels (and devices, locations, times, and so on), in a way which provides insight and value, is complex and difficult. How does one measure which channels were most influential in purchase decisions? Was the first or the last touch point more important? What happens if there are offline touch points, too? These are hard questions to answer, and the complexity increases with each channel that is added to the mix. Making the wrong decision means wasting budget, missing out on sales or cannibalising broader efforts - effectively hindering business growth. As a result, digital marketers and analysts turn to different methods and models of multi-channel attribution to attempt to understand the value of each channel in isolation, and how user behaviour and consumer value changes when they interact with each other. They model scenarios that apply different values depending on the ordering, role or behaviour of a specific channel within a user journey; all of which are ‘true’, but none of which agree on the value of any given vertical. Given this complexity, it seems counter-intuitive to build strategies for each channel in isolation. When deploying tactics and activity, and measuring the performance of a specific channel, there is a risk of negatively impacting other channels, and even harming overall performance. What is more, the chances are, you probably do not even know it is happening. When budgets and individual key performance indicators (KPIs) — and, frequently, performance-related bonuses — are allocated by channel, there is a risk of reducing the incentive to collaborate on integrated strategies. It is every person for themselves, in a rat race to prove that their channel performs best — all at the expense of the consumer, and the business’s growth aspirations. In almost all cases, channels could perform better if used efficiently together — and while there may be short-term losses in some areas, as the distribution of traffic and conversions shifts to a smarter equilibrium, there are significant opportunities to be had by working together. Anyone who wants to fulfill their growth ambitions must put the overall business objectives first and worry less about individual channel budgets, performance and bragging rights. This means building integrated growth strategies that span different activities, departments and verticals. To apply this kind of thinking, it is essential to align and integrate all aspects of one’s strategy and tactics, from defining and developing objectives; to changing how to research the markets, audience and competitors; to how to position and market products and services. The more sophisticated the planning at each of these stages and the better quality of data and research applied, the greater the chance of deploying a successful multi-channel strategy. This is... --- ### B2C DIGITAL MARKETING GUIDE > In this guide, we dive deeply into SEO, Paid Media, Data, and Content trends for B2C companies. - Published: 2021-01-21 - Modified: 2025-02-24 - URL: https://www.found.co.uk/resources/white-paper/b2c-digital-marketing-guide/ - Resources Categories: Content, Data, Digital Marketing, Paid Media, PPC, SEO - Resources Industries: Retail - Resources Content: Whitepaper B2C businesses faced a slew of disruptions in 2020, which led to accelerated online sales, jumping from a fifth (21. 8%) to almost a third (27. 5%) of all sales in the UK. Businesses that weren’t digital first either pivoted or served content hoping to stay front of mind when everything eventually reopened. In this limbo, channels needed to adapt. We saw SEO advising on Coronavirus messaging for landing pages, Biddable Media supporting PSAs around opening hours, and Data defining customers that had never shopped online before. Integration is essential as circumstances dictate fast turnarounds - a theme that will carry through to 2021. Our teams have shared their dos and don’ts for the coming year, especially for B2C businesses looking to both support their offline offering and grow online. THINGS YOU SHOULD DO. SEO. Prioritise UX. Seriously, almost half of consumers are shopping with new brands and we’ve also seen that users are less brand loyal than ever before. You need to offer value and experience, and UX can help make digital feel more like a service than ever before. This is only going to grow in importance as the arrival of AR shopping comes to different industries - start looking for structured data to support it and make sure your website is ready to capture these kinds of interactions. A lot of that also ties to the broader focus of making sure customers can find your products easily. That means even if stores remain closed, making sure you are using the Products feature on Google My Business, making sure your product markup is accurate and contains all relevant information, and making sure your product images are well optimised for image search. Structured data and image optimisation are likely to play a big part in the AR journey, and we know product ratings have a strong correlation with organic ranking results in Shopping, so a focus on products needs to be at the heart of growth this year. One thing we would strongly recommend is to set up smarter trends analysis dashboards to understand shifts in demand, giving context to changes that are happening in the world. Google’s new search trends insight in Google Ads is a great resource, but you can go further and make your own dashboard tracking search volumes for your products. Businesses that are on top of what’s happening in search will be in with the best chance of capturing organic demand, as well as being able to react quickly to changes in customer needs. As we’ve seen in 2020, audiences are changing as more people rely on online for their essentials. We suggest taking a look at your demographic data to see if anything is different for 2021. If you reached a new audience in 2020, keep them engaged this year by developing content strategies and landing pages to target their needs. It also wouldn’t hurt to refresh your keyword landscape to see if searches match up to previous years, and give you more... --- ### B2B Digital Marketing Guide > In this guide, we dive deeply into SEO, Paid Media, Data, and Content trends for B2B companies. - Published: 2021-01-14 - Modified: 2025-03-12 - URL: https://www.found.co.uk/resources/white-paper/b2b-digital-marketing-guide/ - Resources Categories: Content, Data, Digital Marketing, Paid Media, PPC, SEO - Resources Industries: B2B - Resources Content: Whitepaper 2020 was a whirlwind and the B2B industry was no exception. We saw more people go online for answers, and companies were expected to provide them. Going into 2021, the B2B industry is continuing this focus to make sense of what's happening and share the impact on both customers and the wider industry. Data was at the heart of B2B success in 2020 and we fully expect that to continue through 2021, with a focus on providing insights that inform consumer purchasing decisions and conversion paths. However, every channel has a part to play in that journey, so we're sharing some of the dos and don’ts and what to expect in 2021 for B2B marketing. THINGS YOU SHOULD DO. SEO. Brand traffic is huge for B2B, and businesses should be focusing on how they can optimise that journey for audiences. That means a focus on owning your brand results - not just ranking in position 1 for brand terms, but dominating page 1; appearing in local listings, PAAs, featured snippets, image search and the knowledge panel. We strongly expect structured data, local listing features and additional SERP feature optimisation to play a huge part in strategies for B2B companies in 2021. Brand isn’t going anywhere, and with it, SEOs need to be looking at how they dominate the space for both pure-brand terms and brand-generics. A focus on intent is going to be stronger than ever in 2021. Companies need to know exactly what and how to serve content to meet the intent of the queries that led to it. For those businesses with a high lead value, users that are ready to convert (for example, search for brand generic keywords) should be landing on highly relevant landing pages (optimised for UX of course), leading to a better conversion rate. If your landing pages don’t match the intent or needs of the audience then they are not only not going to perform well from a conversion perspective, but also won’t rank well to bring the audience to you in the first place. We’re also expecting B2B companies to start looking internationally in 2021. 2020 broke down the barriers usually faced by B2B industries, and with everyone moving online, location became less of a driving factor for conversions. With more people working remotely than ever before, locations carry less weight in digital, but more weight in targeting. An agency SEO team like ours can help support your in-house teams in understanding which services are priorities in particular regions, helping you expand successfully in new markets. PAID MEDIA. Invest in feeding in more lead data, especially if your business has a long lead cycle. The more information that is fed back into platforms, the more informed optimisations (and results) will be. This is particularly true with the rise of automation allowing for bidding strategies to focus on conversions - if platforms only have the number of conversions on site to go on, not how many of those turned into actual leads and... --- ### Digital Marketing GUIDE & TRENDS > In this guide, we dive deeply into Digital Marketing - SEO, Paid Media, Data and Content - trends. - Published: 2021-01-13 - Modified: 2024-05-30 - URL: https://www.found.co.uk/resources/white-paper/digital-marketing-guide-trends/ - Resources Categories: Content, Data, Paid Media, PPC, SEO - Resources Content: Whitepaper What a year 2020 was - unlike any other, featuring a global pandemic along with a US election, and that’s not even including the Australian bushfires, a stock market crash, and Prince Harry and Meghan stepping down as royals. In the chaos, people all over the country were in lockdown, turning to the digital world for solace. Adults in the UK spent over a quarter of their waking day online, with a whopping 1. 6 trillion hours worldwide spent on our phones in the first half of 2020. This shift was apparent in the online shopping boom where almost 50% of consumers tried new brands and local businesses looked for ways to move their offerings online. LEARNINGS FROM 2020. As digital marketers, we weren’t able to rely on performance from previous years to inform forecasts or general seasonality in terms of expected keyword performance; or the usual peaks and troughs in traffic, conversions, and revenue we see throughout a normal year. This meant every channel had to adapt how they worked in real-time, and with the pandemic leading to store closures, decreased in-person contact, and shifts across the digital landscape with new features rolling out to support businesses, we were not only responsible for digital performance, but playing a huge part in business survival as well. As a result, many companies and many of our own clients had to change their focuses overnight, moving from a focus on “how can we drive more revenue” to “what does my audience need at this moment”. With that came changes to strategies, tactics, and immediate and long-term focuses, with each digital channel having their own challenges to overcome. SEO. For SEO in particular, seasonality as we knew it was gone, and using forecasts to inform our strategy was a challenge. Understanding our audience became more important than it already was, as new audience groups emerged with everything shifting online. With these new audience groups, user engagement metrics were also changing, impressing the need to tailor content to these new demographics. Our plan of attack was rooted in research and trend analysis, staying on top of emerging and expected search trends so that we could optimise for terms users were searching for. Identifying these as they emerged was pivotal to providing the support our clients needed throughout the year, being able to adapt focuses in real-time without swaying from the overall business objectives. This also meant we needed to be on the lookout for new features and opportunities asthey were rolling out. With stores closed through large periods of 2020, this meant adapting how we approached local SEO. Google and Bing released new features to their local listing platforms throughout the year, not least announcements, changes to opening hours, and additional attributes to help provide more thorough information to customers. This played a key role in connecting with customers and providing the information they needed. The rollout of Unpaid Shopping listings to the UK in the latter stages of 2020 was another shift we... --- ### GUIDE TO INCREMENTALITY > How to prove your digital marketing strategy works? This is the last guide to incrementality that you will ever need. - Published: 2020-11-09 - Modified: 2024-06-05 - URL: https://www.found.co.uk/resources/white-paper/guide-to-incrementality/ - Resources Categories: Data, Digital Marketing, Measurement, Paid Media, PPC - Resources Content: Whitepaper DOES SHOWING ADS IMPACT CUSTOMERS’ BEHAVIOUR? How do you know that the revenue you see in Google Analytics next to ‘Paid Search’ is solely due to the adverts that you’re paying to serve, and wouldn’t have been captured anyway by, say, strong organic listings? Incrementality is a made-up word but, come on, it’s marketing so that doesn’t really matter. 4,400 searches per month on Google – increasing by 180 searches per month in the UK – is the only dictionary definition we need to justify our use of the term. Run-of-the-mill KPI marketing is obviously great for measuring the last-click (last non-direct click) value of various channels, campaigns, keywords etc. but it’s completely uninformative when it comes to real value added. Even using multi-touch attribution modelling or Google’s latest and most complex marketing attribution product cannot impart the insight necessary to measure incrementality. The real value of digital marketing is in the incremental sales; the sales that would not have happened without your genius. This article is going to give you our tried and tested recipe for measuring the incremental value of advertising and help you interpret and communicate the results. WHO SHOULD READ THIS? Marketing managers looking to justify the value of their chosen agency. Analysts tasked with judging the performance of an experiment. An agency trying to prove their worth. A business wanting to check if they’re spending money intelligently. Anyone who wants to understand the real value added by their marketing. WHAT DOES ‘INCREMENTALITY’ REALLY MEAN? In plain English, incrementality is the lift that marketing and advertising provide above the native demand. Native demand here refers to the sales that occur without any advertising influence. The difference between native demand and ad-driven sales represent incremental lift – the increase in sales thatis truly attributable to paid media. It is the gold standard of marketing measurement. By doing it effectively, you can begin to quantify the impact of ads on your business and honestly claim responsibility for the results of your work. YOU MAY HAVE HEARD MANY OTHER SIMILAR TERMS. THEY’RE ALL INTERCHANGEABLE AND IN- CLUDE: Uplift analysis. Incremental uplift analysis. Incremental lift analysis. Lift analysis. Incrementality. Incremental lift. Incremental revenue. Conversion lift. Additional elevatory examination. Now, if you’re not technical, this is the time to Slack the article to your analyst and ask them for some of that lovely incrementality ‘stuff’. HOW TO ACTUALLY MEASURE INCREMENTALITY. WHAT IS AN INCREMENTAL LIFT TEST? Experiments relying on treatment and control groups are the scientific gold standard in determining what works and what should play an important role in an advertiser’s attribution strategy. Your incrementality experiment should have two main features: A well-defined test group that will no longer be served ads. A carefully matched control group with a level of spending consistent with the past three months at least. GHOST ADS. Our methodology is inspired by a Think With Google article about revolutionising the measurement of ad effectiveness. Google describes it as “an ideal solution for ad experiments”, far... --- ### PREDICTING BLACK FRIDAY > This report will give you the insight required to prepare for changes in user and shopping behaviour in advance of the biggest shopping period of the year. - Published: 2019-12-05 - Modified: 2025-03-12 - URL: https://www.found.co.uk/resources/white-paper/predicting-black-friday/ - Resources Categories: Black Friday, Data, Digital Marketing, Paid Media, PPC, SEO - Resources Industries: B2B, Retail - Resources Content: Whitepaper INTRODUCTION. The findings in this report will give you the insight required to prepare for changes in user and shopping behaviour in advance of the biggest shopping period of the year, giving your marketing department a leg up in forecasting, budget management, and campaign planning across different scenarios. THE DATA PART. LEARNING FROM THE PAST. To really know how we expect Black Friday to play out this year, and whether we expect to see any significant differences from last year, we first need to know how last year performed across different industries. So, we set out to understand how users behaved in 2019, hour by hour, across a range of sectors. SUMMARY. As ecommerce has seen a massive change, at Found we conducted an analysis of last year's Black Friday and forecasted this year's to gain insight into one of the biggest digital shopping days of the year. For this, we conducted analysis within 4 key areas: 1. Analysed Black Friday data from our clients in 2019, to uncover an hourly play-by-play, showing 4 distinct patterns of user behaviour: GROUP 1: POST WORK PEAK. Highest traffic between 7pm - 9pm Retail websites. GROUP 2: MIDDAY PEAK. Highest traffic between 11am - 3pm Non-typical Black Friday websites like Recruitment & Enterprise tech. GROUP 3: PRE-WORK CLIMB. Highest traffic between 6am - 9am Retail, Software / Tech websites. GROUP 4: PRE-WORK CLIMB WITH AFTERNOON REDUX. Highest traffic between 6AM - 9AM with second peak between 3pm - 5pm B2B sites. 2. Compared retail event day activity segmented by device to show that UK Black Friday shoppers on mobile are the biggest contributor to online retail sales for our clients. 3. Using ONS data, we forecasted online sales (as a proportion of all sales) on Black Friday to be up from last year by 9% (minimum predicted) all the way up to 65% (maximum predicted). 4. Identified three distinct peaks in influencer marketing interest, with the biggest being in summer, and the second biggest at the end of November, which we theorise is businesses preparing for Black Friday and beyond influencer marketing campaigns / gifting. BLACK FRIDAY 2019 PLAY-BY-PLAY. By performing a clustering analysis, we found four distinct patterns of user behaviour on Black Friday 2019 (plus one outlier): An important note: The findings presented here are more anecdotal than scientifically robust. They are trends we’ve noticed across our own clients in different industries. The data we used was hourly user counts on Black Friday 2019 for each account - for organic and direct UK traffic only, to ensure changes in traffic reflect the natural day rather than being influenced by media spend. These four core trends can be summarised as below. In each group below, we’ve illustrated the change in user traffic, with the chart in pink showing the most typical behaviour of the group. GROUP 1: POST WORK PEAK. The companies in this group saw user counts ramping up from around 9 AM, remaining relatively level until the evening (around 7-9pm)... --- ### 12 of the digital youth trends you need to know this year. > Here are our 12 future youth marketing digital trends you should know about, so that you can stay ahead of the game. - Published: 2018-03-12 - Modified: 2024-05-30 - URL: https://www.found.co.uk/resources/white-paper/12-digital-youth-trends-you-need-to-know/ - Resources Categories: Digital Marketing - Resources Content: Whitepaper MEET THE CONNECTED GENERATION. This new wave of individuals, born 1980 – 2000, are changing the shape of business faster than ever before. So if you have any interest in owning a stake in the digital realm, you should get to know its future leaders better. In the UK alone there are over 16 million millennials consuming digital media on a daily basis. Unlike any generation before them, they are constantly connected, acting as sponges to innumerable information. This is the Connected Generation - the heir to the throne of the digital kingdom, bringing with them a whole new way of thinking, and doing. To help you make sense of it all, here are our 12 future digital youth trends you should know about, so that you can stay ahead of the game. 1. TRADITIONAL ADVERTISING IS DEAD. Over the last five years we have seen the rise of influencer marketing, helping brands build credible partnerships that are authentic and grow long-term relationships. According to AdWeek, a survey last year “Found that only 6% of millennials believe that online ads are credible. ” They find their heroes on social media platforms. Terms such as ‘Insta-famous’ and the continuous rise of Instagram Stories and Snapchat have added to the value of discovery online. Like no other generation, young people today are well informed about products and consumer goods, and they are less prepared to trust traditional advertising meaning if brands want their disposable income spent with them they need to think outside the box when it comes to targeting this generation. Forget traditional media, plans and advertising. Using influencers and engaging with audiences are the best ways to position in culture authentically. Put the consumers’ interest first and win them over. 2. IT’S ALWAYS THE QUIET ONES. Social media empowers young people who would otherwise be considered introverted in everyday life (Mark Zuckerberg changed the face of this forever). Research shows that the introverted millennials are the big content creators who churn out game-changing digital innovation. Our advice to you? Block out all the noise and bright lights to see where the hidden gems of influence lie. Frankly, the online space is saturated with accounts with big numbers to their names, so it is up to you to sift through them to find the most appropriate one for your brand. But don’t rule out the quiet kid who’s on the come up! If you catch a rising star early enough, you might just bag yourself a bargain and your brand a one-way ticket to marketing stardom. Use influencer tools such as our “Find Your Influencer” page, it will help you get real insight into who to work with and their potential value. 3. BUILD IT AND THEY WILL COME. Video is estimated to account for 91% of global internet traffic by 2024. Delivering consistent valuable video content attracts attention, lots of it. Self-education, particularly in the digital sphere, has become embedded in our daily interactions and often subconsciously too. If we... --- ### SEO RANKING FACTORS GUIDE > We discuss the influenceable factors involved in a search engine’s assessment of a website, regarding where it chooses to rank it for a given search term. - Published: 2018-01-11 - Modified: 2024-05-30 - URL: https://www.found.co.uk/resources/white-paper/seo-ranking-factors-guide/ - Resources Categories: Content, SEO - Resources Content: Whitepaper In this short guide we discuss the influenceable factors involved in a search engine’s assessment of a website, regarding where it chooses to rank it for a given search term. The practise of Search Engine Optimisation (SEO) is by some seen as a dark art, the territory of search ‘magicians’ who using smoke and mirrors can affect change in the search engine result pages (SERPs) without anyone actually understanding their methods. While this is of course untrue, and over recent years SEO has become more transparent and accessible. It doesn’t mean that a greater understanding of what is going on when an SEO’r (or SEO agency) ‘works their magic’ wouldn’t benefit all parties involved. This short guide attempts to fix that as it covers four of the most important factors in SEO and attempts to explain them in an open and accessible way. As search engines evolve, so do the approaches and best practices involved in optimising a website for search. What doesn’t really change is the search engines’ ambition to offer the searcher the ‘best’ possible set of results for the query they have given. Many marketers and website owners would do well to understand that anything done to subvert or circumvent this is doomed to end, at some point, in failure and a penalty from the search engine. 1. CONTENT Content is the most important of all on-page SEO ranking factors. How you speak to the user determines how search engines will view you. What is great content? From a search engine’s perspective, it fundamentally has to provide the information a user is searching for in a succinct and sufficiently detailed fashion. It might sound like creating content that works for search is the same as for a user, and to some extent this is true. It’s certainly a guiding rule. But, search engines still need a bit of help understanding what content is about; as the name suggests, it’s about optimising what’s already there and there are certain ways we do this... ‘PROOF TERMS’ IN THE CONTENT Strongly linked to the primary keyword on the page, ‘proof terms’ are those thematic words that you would expect to find in most or all articles on a given topic. So if you’re writing about the environment and your keyword is “climate change”, then the ‘proof terms’ one would expect to find in the article might be “global warming” or “climate science”. The great thing about ‘proof terms’ is that they tend to appear completely naturally whenever you’re producing in-depth content on a topic, so it’s often not necessary to think too hard about them. N. B. it’s best to avoid discussing two or more topics on the same web page as this will confuse search engines, a situation known as topic dilution. ‘RELEVANT TERMS’ IN THE CONTENT In the same Searchmetrics study mentioned above, it was noticed that half of all highly ranked websites utilised ‘relevant terms’. These are words not as closely correlated with the keyword as ‘proof... --- ### ESSENTIAL PAID MEDIA GUIDE > Practical guidance and insights on the future of paid media channels and how they need to work together to provide an integrated marketing strategy. - Published: 2017-01-30 - Modified: 2024-05-30 - URL: https://www.found.co.uk/resources/white-paper/essential-paid-media-guide/ - Resources Categories: Paid Media, PPC - Resources Content: Whitepaper Welcome to Found’s ‘Essential Guide to Paid Media’, written to provide practical guidance and insights on the future of individual channels and how they need to work together to provide an integrated marketing strategy for an increasingly integrated world. Welcome to the future The digital industry moves fast. Perhaps faster than any other. One minute, you’re cutting-edge. You’re leading the way and producing results your clients’ only dreamed of. Then, all of a sudden, everything changes. Perhaps a new platform is introduced, or a new technology. Something that impacts the whole industry and causes it to pivot. If you want to be successful, you must pivot too. It’s this dynamic nature of paid media that makes it so thrilling. But it can make it perplexing too. With so much changing so quickly and so much at stake, understanding where to focus can be a constant concern. 1. The rise of mobile Mobile devices now outnumber human beings on the planet - and at current rates they are multiplying 5x faster than we are. According to recent statistics the average consumer is now connected through five addressable devices. This breeds opportunities and headaches of equal proportion for marketers wanting to build coherent brand experiences. Today’s proactive marketer not only has to recognise the same consumer across all these devices but also track any actions the consumer takes on each. “UK digital ad spend is forecast to grow 5. 7% annually in 2024”  - IPG, Magna 2. Rapid global growth of other platforms It’s not just mobile, the number of online platforms continues to grow. The introduction of wearable tech and the increased popularity of social media apps like Snapchat and Instagram has created new opportunities and uncharted territory for marketers to target users in new and different ways. Only by taking a bespoke approach to these platforms and creating experiences tailored to make the most of the individual features of each, will we finally move away from the outdated marketing methodologies that are unsuitable for these emerging spaces and put our feet firmly into the future. 3. The need for integration The strategies need to be all-inclusive and driven by learned data. Gone are the days of single channel communication, it is now about targeting prospective customers through multiple channels in ways that are appropriate and effective. But even that’s not enough. For maximum impact online and the most jaw-dropping results, brands need to ensure each channel is interacting with, and enhancing, the others, in a virtuous digital circle. In themselves, the channels are siloed, with limitations. Together, their potential is limitless. Time for action But these are of course just words. Words we’ve heard many times before. How we put them into practice to drive meaningful performance for our clients is what’s important. Introducing the web of moments The purchase funnel as we know it is dead. The path from awareness to conversion is not a straight line. It’s far more convoluted, so much so that, at Found, we don’t focus too... --- ---