From May 5, Microsoft Advertising will start enforcing something called Consent Mode. If you run Microsoft ads or work with a team that does, this is important news – especially if you’re responsible for performance, compliance, or customer trust.

So, what is Consent Mode?

Put simply, Consent Mode is a way for Microsoft to respect user privacy. It makes sure that ads only collect data if a person has agreed to it. If someone hasn’t given consent, your ads will work differently to protect their privacy – but you’ll still get some useful insights.

This is all part of a growing shift in the digital world: more regulations, more awareness of data privacy, and more pressure on advertisers to do the right thing.

Why this matters to you

If you’re in marketing, you rely on data to see what’s working and improve performance. At the same time, your audience wants transparency and control over how their information is used. Consent Mode helps you do both.

By using Consent Mode, you stay compliant with privacy laws and still collect the data needed to measure results and improve campaigns.

What’s changing?

Starting May 5, Microsoft will require you to send a “consent signal”. This signal shows whether a person has agreed to be tracked. Without it, Microsoft might not be able to collect or report on certain data from your ads.

This applies to:

• Microsoft’s Universal Event Tracking (UET)
• Universal Pixels, Segment, and Conversion pixels used on platforms like Microsoft Invest, Curate, and Monetize

How do you make sure your ads are ready?

You don’t need to be a developer – but you do need to make sure someone on your team (or your agency) has set this up properly.

There are three main ways to send a consent signal:

1. Direct integration: Add the consent signal directly to your Microsoft tracking pixels.
2. Through a consent platform: Use a Consent Management Platform (CMP) or the IAB’s Transparency and Consent Framework (TCF) to handle this for you.
3. With Google Tag Manager: If you use GTM, you can configure it to pass on consent signals to Microsoft.

If you’re not sure how your tracking is set up, now’s a good time to check in with your developers or digital team.

What are the negatives associated with this?

While Consent Mode is a positive step for privacy, it can create some challenges for marketers.

The biggest concern is data loss. If users don’t consent to tracking, Microsoft won’t collect or report on their activity. That means you might miss conversions or see incomplete performance data, making it harder to assess what’s working.

There’s also the technical setup to consider. Implementing Consent Mode correctly may require help from developers or your digital team. If it’s misconfigured, tracking could break or underperform.

With fewer people being tracked, you may also see smaller retargeting audiences and less data for campaign optimisation. Plus, expect a period of reporting disruption—even with everything set up, your numbers might dip as the system adjusts.

Finally, your cookie banner or consent tool plays a big role. If it’s confusing or off-putting, users are more likely to decline tracking—leading to even more missing data.

Planning ahead and reviewing your setup can help minimise these issues while keeping your campaigns compliant and effective.

In summary…

This isn’t just about ticking a compliance box. It’s about building trust with your audience while still getting the insights you need to grow. Consent Mode helps you do both – and now Microsoft is making it a must-have.

Make sure your team is ready by May 5, so your Microsoft Ads continue to work smoothly without any data disruptions.

Keyword clusters break down keywords into groups that can then be targeted by one piece of content. This process allows users to target more keywords speeding up organic traffic while going into more depth on a specific piece of content.

Benefits of Keyword Clustering

Improved SEO – Keyword clustering allows users to enhance website visibility by targeting multiple keywords on a singular web page.

Enhanced User Experience – Covering multiple keywords also lets you delve more deeply into certain topics which enhances user experience as there is more chance their questions are answered on your web page.

Content Creation – While targeting more keywords, it is easier to create more relevant content as there are more keywords to focus content around.

Better Site Structure – Having more relevant content grouped together makes it easier to keep a more coherent and organised site structure.

Keyword Cannibalisation

One of the potential drawbacks of keyword clustering is keyword cannibalisation. Web pages in the same cluster might compete with each other for rankings. To combat this, users should make sure they have one main page per keyword cluster and any other content in the cluster is content mainly focused around secondary keywords.

Balancing Act

While clustering keywords to create more in-depth rich content is great on the surface, it remains a balancing act. Collating a broad range of keywords and topics in one piece of work requires the user to make sure that there is a good balance between the content and your addressing the needs of the user pertaining to all the keywords.

How to measure Impact of keyword clusters

It can be tricky to analyse performance of keyword clusters performing well as most keyword research tools only track individual keywords. However, SERanking allows users to combine their keywords into groups or tags to track overall performance. This will allow you to monitor the performance of your clusters and make sure they’re performing well if they require adjustment.

What is a pop-up shop?

A pop-up shop is a one-time event open for a limited amount of time, allowing customers to purchase items in a physical location. This could be anywhere from an empty retail store in a shopping centre, a kiosk, a free-standing pop-up spaces built as a temporary location, to a stall at a business convention (relevant to your industry).

This can be a particularly useful marketing venture for an E-commerce store, to scope out the potential of transitioning into a location, or to even get a better sense of their customer’s sentiment around the brand.

How to know if a pop-up shop is the right business choice for you?

The main thing to consider with a pop-up shop is whether it is suited to your business, and if so- how to successfully launch a pop-up store. Defining your expectations, goals and business needs can help prevent your business from making any poor business choices.

These are some of the essential considerations to make before making the leap and deciding to set up a pop-up:

1. Is it the right time? Are you doing this on a whim, or is it the practical next step in generating traffic or scouting a potential location to set up a shop?
2. Do you have the resources or stock available? Make sure you have a clear budget for the pop-up. You also need to ensure you have enough stock. Be prepared, as running out will likely cause frustration for the customer- especially if they have waited or made a long commute to your store.
3. What is your goal? Do you want to sell lots of products, get a better sense of your customers, and test the waters in a physical store? Set your expectations beforehand, so you can realistically measure the success after.
4. Where do you want to set up your pop-up shop? Are you going to do it based on the majority of your customer’s geo-location, or are you going to capitalise on an event in a fixed location where it feels relevant to set up a pop-up?
5. How does your brand look when it’s a physical space? Think about the design of the space, how you are going to represent your store, what colour palettes will you use, and what branding will you incorporate. Will you create customised retail items like printed bags or business cards?

Why a pop-up shop could be the best marketing decision you make?

Allows customers to come see a physical representation of your E-commerce store, creating an opportunity for a rapport to be established. This process can also generate conversation around the brand, pop-ups often prompt intrigue and if physical marketing elements tease the pop-up happening prior, it starts the discussion around the brand or product.

The opportunity to sell old stock and promote new products. Capitalise on the eagerness of customers being able to see all the physical items of your store and create the chance for your business to shift old products. Making these products even more desirable with discounts is one way to promote impulse buying.

Equally, using the conversation and excitement around your pop-ups for product launches is one way to ensure your product campaign starts with success! Launching it both on your e-commerce store and in a physical location for your pop-up can give you a frame of reference for what type of buying suits your customer base, which is particularly useful if brands are considering launching a physical store.

It allows businesses to question if a physical store is suitable for them, and to test it out on a short-term basis with less commitment. It will help in gathering insights around customer sentiment, as well as the probability of the physical store driving profit. This can also provide clarity on what location best suits your business.

Chat GPT have released their latest features this week with 4o Image Generation being rolled out to customers. The latest feature allows users to generate images from scratch with a prompt, alter existing images or turn images into animations.

Improvements made to image generation

ChatGPT’s previous image generation capabilities had several limitations which have been addressed in this latest release including text rendering. For anyone who has tried to use AI Models to generate images in the past, it is commonplace for current models to confuse text and become incoherent which has been a major stumbling block for creators trying to generate images. 4o Image Generation comes with advanced text rendering which allows users to display coherent text on their images which is a massive step forward from previous models.

The latest model is also said to be much improved at understanding complicated prompts with multiple elements. Previous Dall-E models have struggled with “binding” in the past, fusing together different elements that have been given to it and often getting confused. 4o Image generation is much better at being able to understand how to combine elements and produce high-quality images to specification.

I tested out the text rendering on 4o Image generation by giving it Intelligencys brand designs and asking it to create me a superhero using our brand colours and logo. You can see that the text is legible and accurate to our existing brand colours and logo.

ChatGPT have admitted that the images do take longer to create, however believe the trade off is worth it for the images users are getting in return

What does this mean for artists?

Artists are concerned about the latest developments in AI technology with 4o Image generation. The latest release has seen a wave of users online recreating images in their favourite art styles with the famous Studio Ghibli style being used in the latest online trend. However, many users feel aggrieved by this saying these artists dedicated their lives to creating such art and it should not be available to be co-opted by anyone through LLM’s which they believe are essentially stealing the work. It also makes graphic design much more accessible to users without the skill which leaves designers who have been upskilling in the field for their entire careers on the back foot and leaves the future of the profession up in the air.

ChatGPT 4o Image Generation is available to all users including free users however, paid users can generate 5x as many images.

Why is Meta So Important?

Facebook and Instagram, both owned by Meta, are some of the most widely used social media platforms in the world. Billions of people use them daily to stay connected with friends, share updates, and discover new content. For businesses, these platforms are a key part of their marketing strategies, allowing them to reach the right audience through targeted advertising. Most of Meta’s revenue—over 96%—comes from ads, making them essential to keeping these platforms free for users.

The Idea of a Paid, Ad-Free Experience

Meta is exploring the idea of offering a paid subscription in the UK that would allow users to browse Facebook and Instagram without seeing ads. The move follows the company’s introduction of a similar service in the EU, where users can opt for an ad-free experience starting from €5.99 (£5) per month. The subscription would be aimed at people who do not want their data to be tracked for targeted advertising.

Meta has said it is working with the UK’s Information Commissioner’s Office (ICO) to ensure the plan aligns with data protection laws. Regulators have expressed concerns that users should have a genuine choice—either agreeing to data tracking for personalised ads or paying for an ad-free experience.

Would People Pay for an Ad-Free Experience?

Social media experts believe that most users are unlikely to subscribe. When Meta launched its ad-free option in the EU in October 2023, uptake was reportedly low. Many people are used to free social media and would rather continue using the platforms with ads than pay a monthly fee.

For Meta, introducing an ad-free option may be less about making money from subscriptions and more about preparing for future regulations that could restrict data collection for targeted advertising. As privacy laws tighten, offering a paid alternative allows Meta to continue operating within legal requirements while still relying on its primary source of revenue—advertising.

Ultimately, most people will decide whether they value privacy enough to pay for it or whether they are happy to keep using social media for free with ads.

Google dropped its March 2025 core update recently, and like most algorithm updates, it’s got people in marketing and SEO circles buzzing. The main headline? Not every site that’s lost traffic will recover—and some might not recover at all.

But before you panic, here’s what you really need to know (in plain English).

Google’s focus is shifting—for good reason

This latest update is part of a bigger effort by Google to show more relevant, useful, and satisfying content in its search results. Sounds good, right? It is. But here’s the catch: Google’s not promising that every website will magically return to its former glory.

Danny Sullivan, Google’s Search Liaison, said this update doesn’t mean everyone who dropped in rankings will bounce back. In fact, some sites might not recover at all. Why? Because not all content—no matter how well-intentioned—hits the mark for users anymore.

“Great content” isn’t always enough

Even if your site has high-quality content and your heart’s in the right place, that doesn’t guarantee a top spot on Google. Sullivan said that some pages just don’t offer the kind of experience users are looking for anymore.

This isn’t a dig at creators—Google even admits their systems still need work. But it’s a reminder that what felt like good content a few years ago might not feel that way now.

One update doesn’t fix everything

Not every site is affected by the same part of the algorithm. So just because your site took a hit doesn’t mean the next update will fix it. You could be impacted by a different system than another site, even in the same industry. And unfortunately, there’s no guarantee your traffic will bounce back at all.

Search is changing—and fast

What Google wanted to rank in 2023 is not what it wants to rank in 2025. Social content is playing a bigger role. User satisfaction is front and centre. The way we search is evolving—and so are Google’s expectations of content.

So what should marketers do?

If you work in marketing, here’s the bottom line: stop chasing algorithm reversals. Focus on creating content that’s genuinely helpful, genuinely engaging, and meets your audience’s needs—today, not three years ago.

Because even if your site doesn’t shoot back up the rankings right away, that kind of content has a much better chance of succeeding in the long run.

TL;DR:

• Google’s March 2025 core update won’t help all websites recover.
• Good content alone isn’t always enough—experience matters too.
• Every site is affected differently by algorithm changes.
• Google’s definition of “good content” keeps evolving.
• Focus on quality, relevance, and user satisfaction above all else.

Keep creating for your audience—not the algorithm. The rest will follow (eventually).

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!