Robots.txt: what it is, how to write it and what it cannot do
Robots.txt is a plain text file that sits in the root of a website and tells search engine crawlers which…
The Search Marketing Magazine
Crawling: what it is, how it works and what blocks it
Crawling is the process by which a search engine discovers the address of a page, requests it from the server…
301 redirect: when you need one and how to set it up
A 301 redirect moves a URL to another one permanently. When to use it, how it compares with 302, 307…
Google Ads for builders: what a quote request really costs (and why the first ones cost £250)
A click on "bathroom renovation london" costs £12.05 and a quote request £240-285. Campaigns, keywords, negatives, a landing page with…
302 redirect: what it is and when it is the right code
A 302 redirect is an HTTP status code that tells the browser and search engines that a page is temporarily…
Keyword clustering: what it is, how to measure it and when two keywords don't belong together
Keyword clustering is the work of grouping several queries into a single set, to be covered by a single page,…
Google Ads for law firms: what a click costs, what you can say and the budget you need (with measured CPCs)
A click on "divorce solicitor london" costs £35.90, one on "will writing solicitor" £6.78: the practice area sets the bill…
Bounce rate: what it is, how it is calculated and how to read it in GA4
Bounce rate is the percentage of sessions without engagement. How GA4 calculates it, why the benchmarks in circulation no longer…
Fashion marketing: where a shop still beats the marketplace
ASOS is searched 1,830,000 times a month in the UK, with a peak of 2,240,000 in November 2025. All the…
Estate agent marketing: buyers belong to the portals, sellers don't
Rightmove is searched 11,100,000 times a month in the UK, Zoopla 1,830,000. Together that is almost 13 million monthly searches…
Digital marketing for businesses: what changes from one sector to another
A click on "saas seo" costs £25.46. One on "restaurants near me" costs £0.30. Both are businesses looking for customers…
Gym marketing: everything is decided in January
On the first page for "gyms in manchester" not one gym has its own website among the organic results. There…