Choosing the right Content Management System is crucial for any business wanting to thrive online. These platforms allow users to create and adapt their websites and content for their audiences which is the most fundamental element of having success online.

There are a variety of CMS to choose from all with different strengths and weaknesses. In this article, we will run through some of the most popular CMS and which one is the right choice for your business.

WordPress

WordPress is the most popular CMS system currently in use. It is an open source website which means the code is made available to the public to be modified. This is important because it allows users to add customisable features (plug-ins) to their platforms which enhance functionality and diversify content making it an ideal platform for a wide range of businesses. Websites can accommodate websites of various sizes so is not only ideal for beginners

Wix

Wix is an easy to use CMS system that allows users to “drag and drop” elements to build their websites. Ideal for beginners who have small businesses, Wix could be your go to option. However, for larger businesses or businesses that want to scale in size Wix may not be the best option. It is not open source so you are limited to what you can change on the site outside of your content. 

HubSpot CMS

Hubspot is a customer relationship management system that also offers its own CMS. Hubspot’s CMS is available free and has loads of useful marketing features including personalised content, email marketing, automation, membership websites. On the free version the hubspot logo will appear on forms and pages and users are limited to 25 pages. So if you’re   thinking about building a comprehensive long term website, Hubspot CMS might not be the way to go unless you’re considering getting a paid subscription.

Shopify

Shopify is an e-commerce platform that has a user friendly interface, allows for scalability and has advanced features such as secure checkout, multiple payment options, customer support and international selling. However, some users find the platforms content creation and customisation can be complex with the use of apps required for any complex customisation which increases cost.

If you need help choosing the right CMS system for your business feel free to get in touch.

If you’re trying to get your content featured in Google’s AI Overviews, it turns out your homepage probably won’t help much. A new report from BrightEdge, an enterprise SEO platform, reveals that the majority of citations in AI Overviews are coming from deeper pages on websites—not the homepage.

Key findings from the report

BrightEdge analysed millions of URLs cited by Google’s AI Overviews and found:

• 82.5% of citations come from deep content pages (these are pages that take two or more clicks to reach from the homepage)
• Just 0.5% of citations link directly to homepages
• 86% of citations appeared for only one keyword

What this means for marketers

Traditionally, the homepage and main category pages have been seen as the most important parts of a website. But this research suggests that with AI Overviews, any page can be your first impression.

That means it’s essential to make sure all your content is properly crawled and indexed by Google. You’ll also need to keep it updated so it stays relevant. Every page now has the potential to boost your brand visibility, not just the big, obvious ones.

This means that content such as below are likely to be good places to try rank for AI overviews:

• Detailed blog posts that are helpful and informative to the user
• How to guides that respond directly to commonly asked questions
• Research papers that easily readable and accessible (e.g. not behind payment gateways_

Why deeper pages matter more now

BrightEdge noted that the keywords triggering these citations tend to have high search volumes—around 15,000 monthly searches on average. Around 1 in 5 keywords had over 100,000 monthly searches. So, a well-optimised deep page could actually bring in more visibility through AI Overviews than it might through normal search rankings.

If you want your brand to appear in Google’s AI Overviews, it’s time to look beyond your homepage. Make sure your content—especially on deeper pages—is well-written, regularly updated, and easy for search engines to find. Every page is now a chance to be seen.

What is content fatigue?

Content fatigue is a term used to describe an overall negative sentiment or a lack of engagement from an audience towards a brand’s content.

Content fatigue can occur for several reasons, including:

• Overproduction of content – Posting too frequently (e.g., multiple times per day) can overwhelm your audience, making your content feel repetitive and less valuable.
• Content misalignment – If the content doesn’t resonate with your audience, it won’t drive engagement and can ultimately hurt your traffic.
• Lack of variety – Repetitive content formats can lead to boredom. If your audience constantly sees the same type of content, their interest may decline.

Can content fatigue be fixed?

Yes, content fatigue can be remedied by following a structured approach:

1. Understand your audience – Develop audience profiles to gain deeper insights into their content consumption habits. This allows you to tailor your content to their preferences.
2. Conduct a content audit – Identify which types of content perform well and which don’t. If a particular format isn’t engaging your audience, experiment with alternatives—if written content isn’t working, try video or interactive formats.
3. Refine your content strategy – Based on your audit findings, focus on producing content types that resonate with your audience. This enables you to build on successful formats while minimizing ineffective ones.

Solutions to content fatigue

Creating new content: trying new formats.

Instead of exhausting a single topic, explore multiple topics that align with your brand and audience. Create varied content that takes different formats and provides fresh, engaging, and valuable insights.

For example, if written content isn’t capturing attention, experiment with different mediums—try new topics, incorporate visual content, or use storytelling techniques. Your audience may respond better to video content, infographics, or interactive posts instead of large text-heavy articles. Testing different formats will help you discover what resonates best with your audience.

Slow down your approach.

Rather than churning out content for the sake of posting, focus on producing high-quality content that truly connects with your audience. The frequency of posting matters less than the impact—content with measurable success will yield better results than high-volume, repetitive content.

Create a long-term content strategy.

Instead of creating content reactively, setting out a long-term content strategy can offer multiple benefits:

• Enables tracking of past content to avoid redundancy.
• Helps establish an optimal posting schedule for audience engagement.
• Provides a structured plan that allows teams to collaborate effectively rather than relying on ad-hoc communication.

Creating strong content isn’t just about immediate engagement—it’s also about demonstrating expertise in your niche. By consistently producing valuable content, you build trust and authenticity with your audience, ensuring they stay engaged with your brand.

Google Ads is a powerful platform that allows businesses to promote their products and services across Google’s search engine and other websites. By using Google Ads Editor, businesses can manage multiple campaigns, make bulk changes, and optimize their ads more efficiently. The latest update, version 2.9, introduces new features to make advertising even more effective. Here’s what’s new and why it matters.

Better Campaign Management

With Manager Account Labels, you can now organize your ads, groups, and keywords more easily. This means you can track and manage your campaigns more efficiently. Additionally, Expanded Shopping Ads allow your products to show up when people search for specific brands, even if those brands are usually excluded.

Improved Video Ads

If you’re running video ads, Vertical Video Generation can now automatically create vertical videos, perfect for platforms like TikTok or Instagram. Plus, Masthead Ads Support lets you create and manage big banner ads for YouTube directly within the editor. The VRC Campaign Conversion Tool helps upgrade older video campaigns to a newer, more effective format.

Better Tracking and Data Management

The new version also improves how you measure your ad success. Limited Lift Measurement Support lets you add or remove campaigns from studies that measure how well your ads are performing. Performance Max Age Exclusions allow you to exclude certain age groups from seeing your ads. Plus, Multi-Tab Google Sheets Export makes it easier to organize your campaign data when exporting to spreadsheets.

Why This is Important

Older versions of Google Ads Editor will no longer be supported, so upgrading to version 2.9 is essential to keep your campaigns running smoothly. Our team is already using these features to help our clients achieve better results. If you’d like to learn how these updates can improve your ads, get in touch with us today!

SEO is the process of optimising your website to rank higher on search engines, when designing websites SEO should have a critical role in your site design to avoid causing technical problems in the future that need to be addressed retroactively. In this article, we will discuss different aspects of web design that are directly impacted by SEO and considerations for users to make when building their websites.

Mobile Friendliness

Mobile is king. Searches on mobile account for 60% of web traffic in 2025, despite this, many businesses still design their websites on desktop, making an impressive website, but treating mobile optimisation as an afterthought. Websites should be designed with mobile as a number one priority due to the sheer amount of search traffic it currently generates. Having a site that is equipped to enhance the user experience on mobile and desktop devices will improve your search rankings.

Page Load Speed

Page load speed is an important ranking factor on Google and is something that should be considered when designing a new site. Content management systems, such as WordPress, have plug-ins which allow users to add custom functionality to their sites but these plug-ins can come at the cost of page speed as they are all separately loaded onto the page. It is better for sites to be designed with extra functionality written into the code and limited use of plug-ins in order to make sure page speed remains fast.

Image size can also affect page speed. If image files are too big, they can increase page speed, making sure all images are optimised for a site when designing your site is important for SEO web design.

Copy and Content Optimisation

When designing websites, people can try to limit the amount of words they have on their site to try to make it more visually appealing and engaging. While this can be good, there needs to be a balance for SEO purposes. There should still be enough scope to add copy to improve keywords rankings and optimise content for SEO. Being able to explain concepts in detail and giving a user all the information they need is precisely what makes Google value content higher up the site when it is high in rich content.

Site Structure

Having a well thought out site structure is important for SEO as it allows Google to crawl and index your site and understand your content easier. This is extremely important for appearing high on the SERP, if Google is confused by your content or site architecture it will make it difficult to rank meaningfully. Therefore having SEO in mind when designing your site architecture is important, make sure to not include unnecessary pages on your site that confuse search engines and users.

There’s been plenty of speculation that AI-powered search engines—especially ChatGPT—are challenging Google’s dominance. Some claim Google is losing market share as users shift to AI-driven answers. But the data tells a different story: Google Search is not only 373 times bigger than ChatGPT, but it’s also still growing.

If you work in digital marketing, it’s critical to separate fact from hype. Here’s why Google remains the search king and what it means for your strategy.

Google search dominates AI search

Despite the rise of AI search tools, Google remains unmatched in scale. According to new research from Rand Fishkin:

• Google Search handled 5 trillion searches in 2024 (about 14 billion per day).
• ChatGPT processed an estimated 37.5 million search-like prompts per day—giving it a mere 0.25% market share.
• That’s 373 times fewer searches than Google.
• Even Microsoft Bing (4.10%), Yahoo (1.35%), and DuckDuckGo (0.73%) have larger search shares than ChatGPT.

While ChatGPT is a widely discussed AI tool, it hasn’t replaced traditional search—not even close.

Google search is still growing

Rather than losing ground to AI, Google Search usage actually increased. Year-over-year, Google’s search volume grew by 21.64% in 2024.

This aligns with Alphabet CEO Sundar Pichai’s claim that Google’s AI Overviews have driven even more searches. However, the growth of search queries doesn’t necessarily mean the search experience is improving.

More searches, more frustration?

A new survey from Scorpion and Dynata reveals that users are increasingly frustrated with search. More than half (54%) of respondents said they now look through more search results than five years ago.

The biggest pain points for search users include:

• Sifting through search results (26%)
• Finding the right search term (22%)
• Visiting multiple websites to get answers (21%)

While Google claims AI Overviews improve search efficiency, this data suggests users might actually be searching more because they’re struggling to find the right information.

What this means for digital marketers

With Google Search still 373 times bigger than ChatGPT, here’s how marketers should adapt:

• SEO remains essential – Despite the rise of AI, Google is still where most searches happen. Focusing on high-quality, authoritative content and SEO best practices is crucial.
• Brand recognition matters more than ever – One-third of users said they click on sources they recognize. Building a strong brand presence through consistent content and thought leadership is key to standing out.
• AI search is still in its early days – While ChatGPT and AI-driven search tools are evolving, they haven’t dethroned Google. Keep an eye on AI developments, but don’t abandon traditional search strategies just yet.

Google Search isn’t shrinking—it’s 373 times bigger than ChatGPT search and still growing. But rising user frustration means digital marketers must refine their SEO and branding strategies to stay ahead.

The search landscape is shifting, but for now, Google remains the undisputed leader.

What is identical content?

Identical content refers to the same, or content closely resembling another, being on a website twice. This particularly pertains to content devised for a site’s SEO needs, so it’s important to understand the distinction between content which is fine being repeated, and that which isn’t.

For instance, content that is fine to be repeated would be product specs. This is critical information, regardless of if multiple products across different pages share the same specs, this should always be included. However, the content on the rest of the pages should vary, for the product descriptions, the content needs to be varied.

A great example of content that should not be repeated, is on both product pages and blogs. Take a medical provider as the example, they might have a conditions page for tonsillitis. They might then create a blog about different holistic methods used to ease tonsillitis at home, rather than repeating the information on the conditions page, it should offer new information that also leads users back to the original content.

The same principle applies for e-commerce stores, creating blogs around the products, but not repeating the same information, allows a business to effectively draw in traffic as well as creating an opportunity to redirect the reader to a product or service, which is referred to in some capacity, within the content.

Why does duplicate content need to be removed?

Having duplicated content on a site can impact ranking. Let’s revisit the example we just used; a person is seeking out medical advice about tonsillitis treatment. If it were to lead them to the blog around different holistic at-home treatments, it may misdirect them from seeking out information on their condition. Which can ultimately make SEO efforts futile, if keywords aren’t being strategically used within content to drive traffic, the SEO efforts can be negligible for success.

In terms of content production, it can be inefficient producing ‘samey’ content, creating unique, purpose-driven content can prevent time and money from being wasted. Giving any business a strategic advantage.

How to identify duplicate content?

One of the best ways to identify any repetitive content is to conduct a site-wide content audit on a routine basis. This is an effective way to ensure all the content on your site is original and is not repetitive.

Another tool which can be used, which is free, is Google search console. Google search consoles indexing reporting tool is able to flag any repetitive content.

Troubleshooting duplicate content

Canonical Tags

Canonical tags are  HTML codes which help label pages, this helps Google and other search engines identify which page is the original content. This is applicable for paginated content (content across multiple pages).

Introducing a canonical tag is simple, you’ll need to open up the secondary contents HTML code, navigate to the <head> section and then paste in the following with your primary pages link in place of the example link:

<link rel=”canonical” href=”https://www.example.com”>

Remove and redirect traffic

A simple way to ensure traffic is going to the right content, is to implement a 301 redirect. A 301 redirect allows one URL (HTTP) to automatically redirect to the original/primary content.

A 301 is a permanent redirect, unlike a 302, this ensures the duplicate content won’t reappear on the search engine results page.

Doing this will work in various ways depending on the hosting provider, most make it simple with redirect plugins. On WordPress users can access plugins like All-in-One SEO or Redirection.

What is Google Ads?

Google Ads is an online advertising platform that allows businesses to display ads on Google Search, YouTube, and other partner websites. Advertisers bid on keywords to have their ads appear when users search for relevant terms. The platform helps businesses drive website traffic, generate leads, and increase sales through targeted advertising. When Google Ads experiences issues, it can significantly impact businesses relying on digital advertising for growth.

Google Ads Stops Running for Some Advertisers

Starting Saturday, March 1, many advertisers noticed their Google Ads were not serving, resulting in zero impressions or clicks on their campaigns. Reports quickly surfaced in the Google Ads Forum, where advertisers shared their frustrations about ads not being delivered. Since Google did not immediately respond—likely due to the weekend—many advertisers were left wondering if the issue was a bug, a policy change, or a technical glitch.

Google Confirms and Resolves the Issue

On March 3, Google officially acknowledged the problem, stating that a small number of Google Ads customers were affected. Advertisers experienced error messages, high latency, and unexpected behavior in their accounts. By 4:18 AM ET, Google announced the issue was fully resolved, apologizing for the inconvenience but not explaining the cause. Some industry experts speculated that the outage might be linked to the enhanced CPC (eCPC) deprecation in March or a Google Business Profile (GBP) integration issue affecting local ads. However, Google has not confirmed any of these theories.

What Advertisers Should Do Next

If you manage Google Ads campaigns, check your account data from the weekend to see if your ads were affected. Look for any drops in impressions, clicks, or conversions that may indicate an interruption. If your campaigns were impacted, you may want to contact Google Ads support for further details. While the issue has been resolved, this incident highlights the importance of staying updated on Google Ads changes and monitoring your account regularly to avoid unexpected disruptions.

Rich results on Google are search results that are more visually appealing than standard results and produce more visibility and traffic. Examples of rich results include FAQ sections on the search engine results page (SERP), product listing with price and star ratings, job posting with company name and location and more.

Why are rich results important?

Rich results are important because they automatically give users more information which informs users if the information is relevant to their needs quicker. If users can ascertain how useful your content is on the SERP they are much more likely to click through onto your website generating more relevant traffic that is likely to take action e.g. make a purchase, subscribe to a newsletter etc.

How to gain rich results?

To have your pages show up in rich results on the SERP users need to implement Schema markup on their pages. Schema makeup is code you add to your web pages to let Google better understand your content and display it in a rich format. Don’t worry you don’t need to be a coding genius to implement schema makeup, many of the most popular CMS such as WordPress have plugins that allow you to add Schema to your web pages.

What different types of Schema markup are there?

Google recognises 35 different types of Schema markup in total some of the most popular formats include:

• Review Markup – Lets users know this is a review page and add a star rating to search results

• Product Markup – Lets users know this is a product page and adds product details such as image, price, rating etc.

• Article Markup – Lets users know this is an article and can be added to the “top stories” section of Google for a particular search query

• Local Business Markup – Provides users with information about a local business including the name, address, phone number, opening hours and more

How to add Schema markup to your pages

The easiest way to install Schema to your pages is by installing a plugin such as Schema Pro. Schema pro allows users to add different types of schemas to different page types or individual pages. Make sure when adding schema to pages the schema type is relevant or this can confuse search engines and will limit your chances of appearing in rich results.

Social media platforms are not just for personal use, brands and businesses now utilise platforms to create an online presence. An online presence can be integral to the overall marketing approach you take. A social channel needs to perform for your business, whether it’s to communicate, sell a product or both of the aforementioned.

How to figure out what social media platforms to use?

Deciding what social media platforms are suited to your business is a combination of two considerations: the audience and the potential for expansion or migration from one platform to another.

Understanding your audience, it’s important to have a full sense of the audience you have. Having a grasp on who it is you’re creating content, product and services for will help you navigate what platforms are best suited to your business.

For instance, an education provider may utilise platforms like LinkedIn, Facebook or X to make announcements. Whilst a beautician’s parlour may opt for platforms such as Instagram or TikTok.

Social media migration, although rare, has happened over the last two decades at least twice of major note, the first being from Vine to TikTok and the second being from X to Threads. Being prepared by creating dormant accounts which utilise the username synonymous to your brand, ensure if a migration happens your business will already own the username preventing the need for financial intervention or rebranding.

Expansion of a platform, some platforms can take a while to establish a significant user base, but that doesn’t mean they aren’t worth creating an account for, in fact, it has been proven that it can provide a strategic advantage and competitive edge. Take Musically (Now TikTok), accounts which had created when TikTok began to thrive as a platform, have now been able to establish authority and build their audience.

How can social media help with creating success for a business?

Establishing an online presence can help a business achieve many things, some of these benefits include:

Building a relationship with the audience – creating social media profiles can help a business connect with the customer, allowing a rapport to be established and trust to be built.

Ease of communication – social media provides the unique advantage of being able to reach audiences very quickly, making it a brilliant communication tool.

Representing a brand – social media can be a great way to show brand identity and demonstrate the personality of a business.

An opportunity to market products and services – Advertising services or products is made simpler, whether it’s utilising advertising tools for businesses or positioning products more naturally to customers.

Increasing reach – having an online presence can increase the reach of your brand, it can help position you to a wider audience, creating potential for more success within the business.

Taking the next step

The next step in getting your business’s social media profiles set up is considering the handles you want to use. We recommend keeping it simple and sticking to your business name

If your business name is already taken as a handle, then consider putting the year of establishment on the end or utilising an underscore to separate parts of the username.

Make sure it’s easy for your audience to recognise your business, utilising brand logos for profile images, and utilising the bio to place links to your website. On some platforms, should you want to, you can add in a physical business address. Making it simple for potential customers to navigate to your online space or physical business address.