Migrations are a potentially dangerous time for website performance, in particular when it comes to Search Engine Optimisation. When migrations are completed without a thoughtful SEO strategy, they can result in the loss of both rankings and traffic, often leading to a resulting drop in conversions and subsequent revenue. When this happens, recovering lost rankings can be difficult and take quite some time. However, lost traffic is not inevitable when you redesign or relaunch your site! Following a simple migration strategy can help to avoid these negative consequences; at Varn we have plenty of experience working alongside clients to achieve smooth and successful migrations. We have collated five common mistakes to avoid when planning for your website migration. But first, what do we mean by the term migration?

What is a website migration?

At the most basic level, a website migration involves moving your site from one location to another. That could mean changing your domain, or switching to another hosting environment. Beyond this, you may hear website redesigns or restructures referred to as a migration, because they often involve many of the same elements. If you are planning any kind of refresh or relaunch of your site, it is worth considering whether the common migration pitfalls outlined in this blog are likely to be relevant. If your plans involve changing URL structures, updating the hierarchical structure of your content, removing areas of the site, relaunching products, or consolidating content from different locations, you may find that there are elements of a migration at play. So, how can you ensure your website migration goes smoothly and to plan? Here are five key migration mistakes to avoid:

1. Ignoring the data

Migrating, redesigning or relaunching a website is an excellent opportunity to rectify any mistakes with your current site strategy, as well as building on existing performance. It is the perfect chance to fix the items that need fixing, whilst consolidating and building on those that are already doing well. Given this, we always recommend a data-driven approach to your migration strategy. It can be surprising how often redesign decisions are made based on vague inclinations or feelings – especially when solid data is readily available via tools like Google Search Console. For example, when it comes to SEO performance and website migrations, we recommend a thorough review of existing content and organic search performance as an initial step. This will help you to identify the top-performing content to protect in the move, the underperforming pages that can be removed without concern, as well as the keywords that are driving traffic to the website. You may discover that some of the pages you are intending to remove are actually ranking for important SEO keywords, which should be carefully protected in the migration – this may mean rewriting the new website’s content to target these terms. Failing to look at the data during the website planning stage will likely mean that some key opportunities are overlooked, negatively impacting ongoing performance.

 2. Inconsistent tracking set ups

Updating your website may be a good opportunity to update your tracking – but be careful here. Changing your GA4 event tracking, or the configuration of your site’s cookie banner during a migration can make it very hard to compare performance pre- and post-launch. It is also very possible for tracking for GA4 or Google Search Console to get ‘lost’ in a migration, which could lead to some downtime in your reporting. Finally, we have seen instances where a new GA4 or Google Search Console account has been set up to go alongside a website migration; whilst this may seem logical and ‘clean’ it actually makes it very hard to maintain visibility of performance over time. Instead, we recommend continuing to use your existing reporting accounts. Ideally, you want to ensure that consistent tracking is in place before and after your launch to allow comparisons between performance, and to help you identify any potential issues which may crop up during the migration process.

3. Incorrect redirect mapping

An important technical element of migrating your website is setting up redirects from existing URLs to their equivalent new counterparts. If your website domain or URL structure is going to be fundamentally different, it may be that every single page on the site needs to be redirected. But even when this is not the case, some content is likely to change, and will need to be identified and covered. It is therefore important to spend some time creating a thorough redirect map for your website; this will involve using a crawling tool to identify all existing URLs and ensuring each has an equivalent on the new website – where there are discrepancies, you will need to select the most appropriate planned URL to redirect to. We often see the redirect stage get overlooked or incorrectly implemented when it comes to website migrations, and the results can be disastrous, especially in terms of SEO. If search engines have certain pages indexed and are suddenly unable to find this content, you will likely see a steep and sudden drop in both rankings and associated traffic. Therefore it is important to take the time to make sure you get this right!

4. Forgetting to let Google know about the move

There is a very useful tool incorporated into Google Search Console called the ‘change of address tool’ which allows you to notify Google that you are moving your website from one domain to another. By letting the search engine know what you are doing, you can help to protect your rankings and ensure they are reflected on the correct pages on your new site. As well as this direct notification, there are additional indirect ways to help signpost search engines around your new website and make it clear where content has moved. For example, the redirect plan already touched on will make it abundantly clear which pages have moved to new URLs. Elsewhere, it is important to ensure the new website has an up-to-date sitemap which reflects all the pages on the site you would like to see ranking, which search engines can use to discover and explore your content.

5. Failing to review and iterate post-launch

The day your website goes live can be scary; and it is hugely reassuring once everything is live and working correctly. But that’s not the end of the story. It’s important to keep a close eye on your site following your migration, so that you can identify and fix any issues as soon as possible. Immediately after launch, we recommend running thorough site health checks to identify broken links, incorrect content, and ensure all relevant pages are indexable. In the following days and weeks, it is worth carefully tracking performance so that any positive trends can be capitalised upon, whilst negative trends are rectified. And in the long run, a site should be an adaptable, changing entity; constant review, testing and iterations will help you to improve and optimise over time. Need further help planning for a website migration? The expert Varn team would be happy to help! Get in touch to let us know about your plans and requirements, and have a chat about how we could help.

I keep forgetting to sell.

Yet my business keeps growing.

Let me share why.

The morning after speaking at a women’s event in Bath, I felt the familiar pang of regret. Once again, I’d forgotten to mention anything about the packages I offer.

Absolutely no mention, zilch, nada of the many different ways women can work with me to define their story and be courageous in sharing it. Hell, I never even mentioned the BIG thing I’m in the process of launching; the She Roars Club.

Bugger. Bugger. Bugger.

But then I checked my social media. New connections. Coffee invites. DMs – all from the fabulous ladies I met the night before. And all because I did the one thing that feels natural to me now, I shared my story.

Because here’s the thing: Selling doesn’t have to feel like selling.

When you share your story—why you do what you do, who you help, and the impact you create—people connect. They trust. And that’s what leads them to buy.

It’s the same thing I tell my clients when they confess that selling makes them cringe. When they worry they sound pushy, or desperate, or just plain awkward. When they’d rather do anything—literally anything—than talk about their own brilliance.

We’ve been conditioned to believe that selling is about persuasion, pressure, and pouncing at the right moment with a pitch-perfect offer.

But what if I told you that selling doesn’t have to feel like selling at all?

What if I told you that simply telling your story—why you do what you do, who you help, and the transformations you create—can be enough? That your customer’s stories, their wins, their breakthroughs, can do all the selling for you?

Because here’s the thing: People don’t buy because of slick sales tactics. They buy because they feel something. They see themselves in your story. They connect. They trust. And when that happens, selling becomes effortless.

That’s why my inbox was full the morning after my talk. Not because I pitched, but because I shared.

That’s exactly why I created the She Roars Club, a space for women who want to use their stories to sell in a way that feels natural, authentic, and powerful. No awkward pitches. No pressure. Just stories that attract the right people.

The She Roars Club is for women who are brilliant at what they do but struggle to articulate their value. It’s a place where you’ll learn how to craft your story with confidence, show up with impact, and attract the right people without ever feeling salesy.

If that sounds like what you need, join the waitlist here:

https://hilarysalzman.podia.com/the-roar-of-her-story-she-roars-programme

There, phew. I finally remembered to mention the ‘thing’! That wasn’t so bad after all.

👋 Hey, I’m Hilary – I share posts that inspire women to tell their story to attract their dream clients and build a business that’s unapologetically them.

💓 If you know a woman in your network that this post could help, why not share it with them?

This article has previously appeared on the ADLIB Blog.

Average Agency Salary in the South West: Comprehensive Digital Marketing Salary Guide 2025

Understanding Agency salaries in the South West is pivotal for job seekers and employers alike in 2025. This guide provides essential insights into the factors influencing pay scales and highlights the importance of considering additional benefits beyond salary to attract top talent.

For a detailed breakdown of digital marketing salaries in the South West, view our comprehensive salary guide or get in touch for a chat.

VIEW SALARY GUIDE

 


How do we benchmark salaries and rates?

At ADLIB, we’re always keeping close to market trends and how things can fluctuate between organisations. Here, we aim to provide an overall range of salaries based on the spectrum of roles within the South West agency world. Factors that can influence one’s salary: the size of business and team, their location, the size and number of accounts you may be working on, management responsibilities, the industry sector, and specific marketing skills, will all have an impact.


What to consider when assigning a salary to a role

If you choose to make a comparison, consideration should be paid beyond job title. It is worth noting that salary isn’t everything, and there are lots of other important factors to consider.

To attract the best talent, employers should also focus on:


Comprehensive Salary Guide for Agency roles in the South West:

This guide provides salary bandings for various sector roles and their respective job titles, including:


Conclusion

To attract and retain top-tier talent in the South West, consider the complete package: competitive salaries, hybrid working patterns, and a supportive, inclusive work environment.


Written by Tony Allen, Head of Marketing, Digital & eCommerce recruitment at ADLIB.
– Senior Appointments & Strategic Growth | Agency & In-house Marketing.

This article has previously appeared on the ADLIB Blog.

Understanding Digital Marketing salaries is pivotal for job seekers and employers alike. This ADLIB Digital Marketing salary guide provides essential insights into the factors influencing pay scales and highlights the importance of considering additional benefits beyond salary to attract top talent.

VIEW SALARY GUIDE


How do we benchmark salaries and rates?

The following is based on information collated through working in this industry day in, day out, client briefs taken and placements made by ADLIB in the South West. We stress the importance of context when making salary comparisons based on job title. In many cases, there is a significant variance between the bottom end and top end of salaries paid.


Comprehensive Salary Guide for Digital Marketing roles in the South West:

This guide provides salary bandings for various sector roles and their respective job titles, including:

VIEW SALARY GUIDE


What to consider when assigning a salary to a role

If you choose to make a comparison, consideration should be paid beyond job title. For example, take into account the business proposition, any client base, specialist knowledge, time of establishment and management responsibilities. All of which will influence salary.

While salary is a key factor, it’s not the only consideration. To attract the best talent, employers should also focus on:


Conclusion

To attract and retain top-tier talent, consider the complete package: competitive salaries and a supportive, inclusive work environment.


Written by Tony Allen, Head of Marketing, Digital & eCommerce recruitment at ADLIB.
– Senior Appointments & Strategic Growth | Agency & In-house Marketing.

As I mentioned within a recent LinkedIn post, the end of 2024 saw the biggest drop in Google’s market share that we’ve seen in almost a decade. Not only does this demonstrate clear decentralisation in search, it also emphasises the importance of having your website content successfully crawled and indexed by alternative search engines and AI tools. With a growing array of such tools gaining rapid traction – such as SearchGPT, ChatGPT, and Perplexity AI – it is vital that any website aiming to drive significant search traffic is accessible to these emerging platforms and their associated bots.

How Do I Know If AI Is Crawling My Site?

One of the main ways in which you can determine whether your website content is being crawled by search engine / AI bots is by reviewing your website log files. There are two methods you can use to do this, you can either take a manual approach and review the logs yourself, or you can use a log file analyser tool such as that offered by Screaming Frog. I am going to go into more detail below – but please know that if you aren’t comfortable accessing or analysing log files, please get in touch. The experts at Varn are here to help!

Method 1: Manually Review Log Files

If you have access to your website’s cpanel, then your log files should be easy to locate. Once you have the relevant log file(s) downloaded, you can simply search (CTRL+F) the file(s) for individual bot user-agent names. As an example, say I am reviewing Varn’s website log files in order to check that our site is being crawled by OpenAI, and that our content can be picked up and presented to users when carrying out relevant searches using ChatGPT. When searching a test log file for the user-agent ‘ChatGPT’, I can see that this appears multiple times, one of which has been captured within the snapshot below:

Using website log files to check AI crawlability

This snippet from our log file tells us that OpenAI’s ChatGPT bot has been able to successfully crawl content on the Varn website. But that’s not all. We can also see from the information provided that this specific crawl took place on the 15th January, and that the content being accessed was one of the Varn blog posts containing information on optimising LinkedIn pages. Access was successful, according to the 200 HTTP status code, and the absence of a referrer suggests this was a direct crawl initiated by the bot. With this data, we can systematically review additional log file entries to verify whether other content types on the Varn site have been accessed by OpenAI’s bot. Ensuring comprehensive crawl coverage is essential for making relevant content available for potential inclusion in future ChatGPT responses.

Method 2: Use a Log File Analyser

As previously touched upon, you can also review your website log files using a log file analyser – in this example, we will use one we use on a regular basis, provided by Screaming Frog.

Screaming Frog’s log file analyser is very intuitive. After uploading your log file, you will be presented with a number of tables and graphs. This includes a summary of URLs logged, response codes, URL events and more. The information we are looking for can be found under the ‘User Agents’ tab – navigate to this tab and you will see a list of all user agents that have accessed the content on your website. You can then either search for the user agent you need to locate, or order them alphabetically. Below is how the OpenAI ChatGPT user agent is displayed when analysing our test log file within Screaming Frog; you’ll notice that this snippet is also exactly how the user-agent appeared within the previous example, when manually reviewing log files.

Using Screaming Frog’s Log File Analyser to check AI crawlability

Now that we have again confirmed that OpenAI and ChatGPT are able to access the Varn site, we can take a closer look at each of the URLs that have been crawled within the time period covered by this test data. Not only can we see the individual URLs crawled, we can also see the timestamp of each crawl, the remote host IP, the HTTPS response code and much more, thus being able to confirm that our content is crawlable (and is actively being crawled) by ChatGPT.

So, What’s Next?

When we have confirmed that key bots have access to / can crawl our most important content, we can then repeat either of these methods, in order to check additional bots – and not just AI bots. This process works for a variety of user agents, including search engines (Googlebot, Bingbot, Yandexbot, Baiduspider, DuckDuckbot etc.), AI bots (ChatGPT, SearchGPT, OpenAI, PerplexityBot, YouCrawler and so on), social media bots and even specialised bots (AhrefsBot and Semrushbot for example).

As the landscape of search continues to evolve, it is more important than ever to ensure that your website content is accessible to search engines and AI bots, rather than focusing all of your efforts on Google. By regularly checking your log files (or using a log file analyser) as detailed above, you can easily determine which bots are crawling your website and which content they are accessing. This is your crucial first step in optimising for the wider search landscape, and is key to understanding any restrictions you might have in place on your content, as well as potential opportunities. It can even help gain insights into the type of content more often reviewed by bots, so that you can adapt and optimise your content strategy accordingly.

For more information on how to ensure your content is optimised for AI and search engines alike, take a look at our recent post on Answer Engine Optimisation (AEO). You can also check back regularly for the latest search innovation news – or get in touch with us if you would like to be added to our innovation newsletter recipient list. We would love to hear from you, and potentially discuss how Varn could help your website reach a wider audience.

Article by: Aimee, Head of Innovation
We love SEMRush at Varn. It’s a very useful tool that helps us go deep on SEO analysis giving access to keyword data, competitor insights, backlinks and much much more. However it has its limitations, and as is often the case with third-party tools, a lack of access to direct analytics in the form of Google Search Console or GA4 can lead to a lack of accurate data. With the above in mind, we were curious about the accuracy of SEMRush when it comes to the ability to track organic traffic for our clients, so by analysing 32 of our clients Google Search Console profiles, we were able to compare with the results visible in SEMRush and the findings were super interesting:

SEMRush both over and underestimated the traffic

SEMRush was only within 10% accuracy when compared to the GSC data twice and they were both on data-sets of around 1,500 visits from organic search per month The caveat for this data is that SEMrush likely encompasses all organic traffic, whereas Google Search Console (GSC) data is limited to Google traffic. However, due to the disruption in GA4 data caused by consent mode in 2024, we have opted for GSC data. Despite its narrower scope, GSC still offers a statistically relevant basis for comparison. The box plot highlights several key areas: Box: This represents the middle 50% of the data (interquartile range), showing the main spread of traffic estimation differences. Median (Orange Line): The line inside the box represents the 50th percentile (median), showing the central tendency. For overestimates, it’s above 100%, and for underestimates, it’s near 0%. Whiskers: These extend from the box to show the range of the data, excluding outliers. For overestimates, the whiskers range from near 0% to over 300%, while for underestimates, they range from about -100% to near 0%. Outliers: Any data points outside the whiskers (though none are present in this chart) would represent extreme values. When looking at the dataset, 15 websites were overestimated on their traffic and 15 websites underestimated. The traffic was overestimated by an average of 152% across the 15 websites analysed and underestimated by 51%. So when SEMRush overestimates, it tends to be much less accurate than when it underestimates.

SEMRush overestimated websites with high organic traffic

For websites with higher organic traffic levels, SEMRush tended to overestimate their performance vs Google Search Console on organic search. Even accounting for the marginal increase in data that SEMRush will have from other organic search engine estimates, the discrepancy between the two is very large (an overestimation of 107% of websites with 10,000 organic traffic/clicks a month on average.

What does this mean for search marketers?

When it comes to tools providing competitive intelligence they are great for content planning, proposal documents and benchmarking for results that account for market changes. However, for obvious reasons they are not as accurate as client specific data sets and can be very inaccurate at times. When you are comparing data, make sure that you keep it all on the same platform. So if you are looking at SEMRush data vs the competition, then do not be tempted to include your data from Google Search Console (even though this is in theory more accurate). Instead, keep all the data sources consistent and have a caveat that whilst the total figures may be inaccurate, the percentages in relation to the other websites is the more useful statistic. Additionally when looking at historical traffic in SEMRush, be cautious of how this compares to your Google Analytics/Search Console as this too can show differing traffic fluctuations. To summarise, Varn loves SEMrush as it is such a useful tool for all sorts of projects running from keyword planning to competitive research. If you would like any support with your data analytics, then get in touch with a member of our expert team today.

Key Takeaways:

 
David
13.01.25Article by: David, SEO Account Manager

Ever struggled to explain SEO to your boss or clients? You’re not alone! SEO can seem like a black box, full of mysterious jargon and ever-changing rules. We’ve got you covered. Learn how to answer the most common questions and get buy-in for your strategies.

There is no need for all marketers and stakeholders to have an in-depth understanding of SEO and the tactics involved; that’s what SEO experts are for. However, there are often a lot of misconceptions about SEO and the tactics used, so it is useful to be able to communicate the importance of SEO and understand why we do what we do.

In this article, we are going to aim to answer five common questions that we come across when talking to stakeholders about SEO:

  1. Why is SEO important?
  2. When will we see results? / Why does it take so long to see results?
  3. What KPIs should we set for SEO?
  4. I have heard about [x] tactic. Can that help?
  5. Do we really need to make all these changes to improve organic ranking?

Why is SEO important?

Not everyone gets excited about SEO.  But here’s the thing: in today’s online world, it’s not just important; it’s essential. Think of it like this:

There are many elements that can prevent your content from ranking, including:

Additionally, if your competitors are employing robust SEO strategies, they may outrank you—even if your content is highly relevant. This underscores the importance of ongoing SEO efforts.

SEO tactics also overlap with other areas that are likely important to your business. Therefore, employing an SEO strategy can help you achieve other goals at the same time. For example:

Accessibility and SEO Tactics

SEO and accessibility often work hand in hand. By structuring your website in a manner easily understood by search engines, you simultaneously make it more accessible to users with disabilities, improving inclusivity and broadening your audience reach.

How to appear in AI ChatBots

As AI chatbots like ChatGPT and Google Gemini rise in prominence, appearing in these platforms is becoming as important as traditional search engines. Similar to accessibility, there are overlapping tactics. Techniques such as using schema markup, creating high-quality content, and ensuring structured data can help your content be accessible to these AI Chatbots. Additionally, ensuring your robots.txt file is correctly implemented so that AI chatbots can access your content and use it in their answers is vital. If your content can’t be crawled effectively, it can’t appear in the results.

User Experience (UX) and SEO

A website optimised for search engines inherently prioritises user experience. Seamless navigation, informative, relevant content, and quick and easy navigation – all hallmarks of effective SEO – create a positive user experience. If you’re interested in learning more about how UX and SEO can work together, read our blog on 5 Ways to Improve Website UX with SEO.

When will we see results? / Why does it take so long to see results?

One of the most common questions from stakeholders is, “When will I see a return on my SEO investment?” It’s a question every SEO expert encounters, and for good reason!  Stakeholders are eager to see a return on their investment, and understandably so. While this is a valid concern, it’s essential to set realistic expectations. SEO is a long-term strategy rather than a quick fix.

SEO does not happen overnight

SEO is an ongoing process that requires time and consistent effort to yield substantial results. Here’s why:

Search Engine Indexing: When you update your website, search engines don’t instantly reflect those changes. Their bots need time to crawl and index your site, which can take days, weeks, or even months. Factors like the size of your website and the frequency of your updates influence this process.

Competitive Landscape: The time it takes to see results also depends on the competitiveness of your industry. If you’re in a highly competitive market, it will naturally take longer to achieve top rankings.

SEO is Multi-faceted: Effective SEO involves various elements, including technical optimisation, content creation, and link building. Each of these components requires dedicated effort and contributes to the overall success of your SEO strategy.

We often set the expectation that you can start to see changes in SEO performance over a 3-6 month period, however, it can take 12-16 months to drive real results.

Implementation is Key

Identifying SEO opportunities is only the first step.  Implementing those optimisations is what truly drives results. This includes:

Technical SEO: Addressing technical issues like site speed, mobile-friendliness, and crawlability.

On-Page Optimisation: Optimising your content with relevant keywords, writing compelling meta descriptions, and ensuring proper page structure.

Off-Page Optimisation: Building high-quality backlinks from reputable websites and establishing a strong online presence.

It is important to set the expectation that the results will come 3-6 months after implementation, not 3-6 months from the point that the optimisation opportunities were identified. Without implementation, even the best strategy will not deliver results.

What KPIs should we set for SEO?

Tracking the right KPI metrics is vital to demonstrate SEO success. Google’s metrics from tools like Search Console and Google Analytics 4 (GA4) are often reliable indicators of performance.

Google Metrics

You can track performance using both Google Search Console and Google Analytics 4 (previously UA). We are going to talk about some useful ones below; however, there is a breadth of useful information you can get from GSC and GA4.

If you want to dive deeper into SEO metrics, check out our GA4 training presentation.

When tracking organic search performance with Google’s metrics, we recommend looking at the following in Google Search Console:

We also recommend tracking rankings; you can use average position in GSC or an external tool such as Advanced Web Ranking, which can also show your prominence in featured snippets and competitor rankings.

Further from this, you can track your important conversions in GA4. These are the number of users who complete a desired action on your website (e.g., making a purchase or filling out a form). This is the ultimate goal!

Don’t just focus on conversions! Track the entire journey – rankings, impressions, clicks, and then conversions. This gives you a complete picture of your SEO performance and helps you identify areas for improvement.

If you only measure and track conversions, you will not see if you are making any progress towards this goal. Instead, you need to track all of these metrics to see if you are moving in the right direction and adjust your strategy accordingly.

For instance, you may see rankings improve for some pages and not others, and you will then need to review the optimisation of the pages that are not seeing the expected improvement in performance. If you only track conversions, it will take much longer for you to see changes and know what to do next.

Example KPIs to set

The timeline you set for the KPIs depends on how long it will take to implement SEO optimisations; you won’t see progress if the strategy is not properly implemented.

Additionally, when tracking keywords, it is important to measure your KPIs against only the keywords that you want your site to rank for and are optimising for. For instance, if you start optimising for a larger set of keywords, your overall ranking average position may go down, but this may mean you are just ranking for more keywords now.

Third-party platform metrics

While Google’s tools provide invaluable data, consider supplementing them with insights from third-party platforms like SEMrush, Ahrefs, and Majestic. These tools offer additional metrics and features that can help you gain a deeper understanding of your SEO performance.

If you have access to Google metrics, then it is recommended to use this as your most reliable source and then supplement with other metrics if needed. For instance, the SEMRush metric, Page Authority, is often used to track Off-Page performance.

I have heard about [x] tactic. Can that help?

SEO tactics have evolved significantly over the years. It’s important to explain why certain tactics are prioritised while others are avoided. Black-hat techniques, such as purchasing backlinks or keyword stuffing, are outdated and can harm your rankings. The days of purchasing thousands of low-quality backlinks and keyword stuffing are over. Google’s ranking algorithms are much more sophisticated than in the past and are much better at serving quality pages to users as opposed to pages using spammy SEO practices.

5 SEO tactics that will hinder your search performance:

Instead, focus on creating valuable content and employ an SEO strategy that aligns with search engine guidelines. Google EEATs (Experience, Expertise, Authority, Trustworthiness) guidelines are a brilliant starting point for writing SEO-optimised content.

Do we really need to make all these changes to improve organic ranking?

When talking about SEO, we talk about a full strategy involving On-Page, Technical SEO and Off-Page SEO. In response, stakeholders may ask the question, “Can we just do one part of the strategy?” Unfortunately, SEO requires a comprehensive approach.

Why a Holistic Strategy Matters

On-page SEO, technical SEO, and off-page SEO work together to create long-term results. For example, improving technical SEO will not have as much impact if your content is not valuable and optimised for search intent, and having optimised copy is not enough if Google can’t crawl your site efficiently.

Prioritising Changes

Many people think a small tweak can instantly boost rankings, but that’s rarely the case. However, not all optimisations have equal importance. It’s critical to address the most impactful issues first.

Key Takeaways

Communicating the importance of SEO to stakeholders requires simplifying complex concepts and demonstrating how SEO aligns with business goals. By addressing common questions and misconceptions, you can build trust and support for your SEO strategy.

Remember, SEO is not just a technical process—it’s an investment in your brand’s visibility and credibility.

Final tips:

  1. Emphasise that SEO is a long-term investment
  2. Set clear, measurable KPIs that align with your goals.
  3. Be transparent about the tactics you use and why they matter.

If you are looking for support with your SEO, don’t hesitate to reach out to our expert team who are happy to help. Contact our expert SEO team

Article by:Jess, Senior Technical SEO Executive

For years we have seen Google regularly launching new algorithm updates, making major changes to search results. These changes then also become integral to how we approach SEO strategies for our clients. As these updates become larger and more regular,  keeping up with industry developments and their impact becomes an increasingly vital part of any search marketing strategy. We need to continuously stay ahead of the curve, measuring impact and monitoring competition, elements that are key to every business wishing to thrive in today’s digital landscape.

It isn’t just Google search results that we need to stay on top of. Aside from traditional algorithm developments, we are also seeing a lot of fast growth in AI Overviews, Google Gemini and GPTs / AI powered search engines such as SearchGPT. AI is making its way into many of our key processes and marketing strategies here at Varn, whilst also driving a number of new algorithm updates, making our Innovation team integral to any successful SEO strategy.

What is a Google Algorithm Update?

As Google has stated time and again, successful rankings are not all about the volume of content you add to a website. The key is providing a solution to your users’ needs, matching their search intent with the most relevant and helpful results possible. In order to deliver this content, Google needs to gain an understanding of the quality and relevance of content within a website page – considering many different factors and signals along the way.

Google algorithms are designed to test, evaluate and sort through the billions of pages within their index, before providing a user with the most accurate results. And this process needs to be refined on an ongoing basis, alongside industry developments and improved understanding of website users / search intent. Google algorithm updates are just that – updates to the algorithm driving their search engine. This can include anything from a slight tweak to how Google perceives a certain technical SEO element, to the amount of importance placed on certain off-page SEO factors.

Google constantly changes its ranking systems and has converted the SERPs into an experimental board. In 2022, Google stated they had launched 4,725 changes, over 8,000 experiments and more than 4,000 improvements to search, which suggests it changes 13 times per day on average. However, Google does not officially confirm every change as an update – some of these more minor changes are often put down to SERP volatility, if they are even noticed at all; while major algorithm updates tend to have a bigger impact that can result in very noticeable fluctuations in organic rankings and traffic.

A Roundup of Google Algorithm Updates in 2024

When we look back and see the list of algorithm updates from recent years, it would appear as though 2024 was relatively quiet compared to most. Although with so many ongoing developments in search, AI and machine learning, it sometimes takes quite a lot of research in order to uncover the causation of ranking fluctuations.

Whilst 2023 clearly shows a larger number of updates than this past year, it is worth noting that Google have purposefully reduced the volume of announcements being made to their algorithms in 2024:

Having said that, here’s a detailed breakdown of the significant Google updates of 2024:

March Core Update (5th March – 16th April 2024)

This was the first major core update of the year, noted for its significant volatility and multiple systems getting updated at once, including the Helpful Content system. It was mainly adapted to reward high-quality, helpful content, whilst also demoting pages designed primarily to rank well without offering value to users. The update particularly impacted sectors like health, finance, and education, as Google refined its ability to assess authority and trustworthiness across various niches, leading to a 40% reduction of unhelpful content within search results.

March Spam Update (5th March – 20th March 2024)

This was released at the same time as the March Core Update, introducing three new spam policies: scaled content abuse, expired content abuse and site reputation abuse. The latter were scheduled for May 2024 while the other two had an immediate effect, where many reported to have seen an increased amount of manual actions.

May Site Reputation Abuse (6th May 2024)

The activities targeted by the Site Reputation Abuse (SRA) Update have been recently named ‘Parasite SEO’. This is when third-party content is published with no first-party involvement, in order to leverage the first-party site’s ranking signals. For now, manual actions to remove these sites from Google’s index followed manual site reviews, which eventually will be incorporated into the Spam algorithm in the future.

AI Overviews Release (14th May 2024)

At the end of 2023, some of us were lucky enough to test this (then) new feature – ‘SGE’ – that Google planned to release throughout 2024. After a lot of feedback and controversy regarding the accuracy of the answers and the attribution of sources, AI-generated answers were officially added to Google SERPs, originally only available to US accounts and now renamed ‘AI Overviews’.

A few months later, John Mueller confirmed that AI Overviews are affected by Core Updates, which can decide whether a website features in the AI-generated answers or not.

June Spam Update (20th June – 27th June 2024)

Following the May SRA update, this involved Google improving its ability to identify spammy pages / websites that don’t comply with their new policies. However, this update did not automate the reputation abuse policy still, which remains manual.

July Deepfake Update (31st July 2024)

Deepfake is the term used to describe artificially generated images and videos. Unlike usual algorithm updates where analysis and sorting is carried out, this update revolved around Google adjusting its search algorithm to prevent non-consensual explicit deepfakes from ranking highly. Over 70% of the targeted searches were reported to have a reduced exposure to deepfakes.

August Core Update (15th August – 3rd September 2024)

The August core update focused on improving the quality of search results by showing less content that feels as though it was created just to perform well on search – and instead, prioritising content that people find genuinely useful. This update also aimed to better capture improvements that sites may have made, so that Google can continue to show the best of the web.

November Core Update (11th November 2024)

The November Core Update sought to refine the quality and relevance of global search results further. However, there’s a bit of negative sentiment to this update as Google warned that sites affected by the September 2023 Helpful Content Update are not to see much of an improvement still after this new Core Update. In terms of volatility, a week into the roll out, we didn’t see any heat reported in the major ranking trackers.

December Core Update (12th November 2024)

Concluding the year, Google’s December 2024 Core Update is aimed at refining how content quality and relevance are evaluated in search rankings. As a global update, it impacts all regions and languages, introducing high volatility in search results. Websites that prioritize high-quality, user-focused content may see positive changes, while those relying on outdated or superficial SEO tactics could face declines. Google emphasizes that the update rewards authenticity, relevance, and substance in content creation, continuing its focus on aligning rankings with user satisfaction and engagement metrics.

The impact of AI and Algorithm Updates in 2024

Every year, after every update, we see stories flooding social media, detailing the impact these key updates have had on users’ websites. More often than not these are reporting a negative impact on search results, due to an algorithm update. It is important to know that these updates are not a punishment to site owners – they are simply a realignment to match Google’s goal – to deliver the best content for user intent. The 2024 updates, heavily influenced by advancements in artificial intelligence, have pushed this objective further than ever.

If your website has been affected by a Google Algorithm Update, give us a shout and we’ll help you get back on track. At Varn, we recommend prioritising authenticity, relevance, and quality across all forms of content, so that websites can navigate these updates effectively and build resilience for future changes.

What does the future of these Algorithm Updates look like?

These 2024 updates demonstrate a future where SEO will demand adaptability, people-first approaches, and a strong understanding of AI and other emerging technologies. With that in mind, we have put together a small list containing what we think the future holds for SEO in the coming year.

Don’t fall behind

With AI-driven tools playing a more prominent role in search algorithms, SEO strategies must evolve to accommodate generative AI and natural language models. For businesses, staying ahead will require a mix of innovative content strategies, technical optimisations, and a commitment to transparency and trustworthiness. These are values and competences that our teams embrace to support our clients throughout their digital campaigns and activities.

If you would like to know more about Varn and our Innovation team, please feel free to get in touch. We would love to hear from you.

Article by:Greg, Technical SEO Manager

It’s fun times in SEO – we are seeing fast and impactful change and we are all learning that it’s no longer about simply ranking in a traditional sense for a certain keyword – it’s about being the answer.

Search is shifting from providing a long list of links where you hope to be near the top of the list, to delivering much more precise, personalised and immediate helpful answers. These might be in the form of rich snippets, AI-powered responses or the reply of your trusted voice assistant. As we see these changes impact how people behave when they want to search and find out the answer to a question, businesses are going to need to rethink their approach to discoverability and visibility.

So what is Answer Engine Optimisation (AEO)?

Put simply, AEO is the process of tailoring your content and website to be the preferred answer for search engines like Google and Bing, as well as for AI-driven tools such as SearchGPT and Perplexity. AEO is about really understanding how people will be searching for the information they need. Today, people could be searching by typing a question, using voice search or interacting with an AI assistant, and to be ‘the right answer’, you will need to ensure your content is structured, clear and relevant enough to be selected.

Unlike traditional SEO, which focuses on ranking your website in a list of links, AEO targets the “zero-click” search results, this means elements like the featured snippets, rich results, or direct answers that will appear at the very top of the search page. These are typically the answers that people will see before they even think about clicking through to a linked website.

I like to think of AEO as a new and more modern branch of SEO – we now need to be about optimising not just for rankings, but for helpfulness and relevance. If you want to be visible and your content to stand out in the crowd, you will need to be ‘the answer’ people (and the search engines) are looking for.

I’ve had a think about some insights that may be helpful, based on what we know about AEO and how AI powered search is impacting our clients.

AEO is coming and there’s really no escape; so here are 5 things to think about with a top tip from me to help you optimise for AEO:

1. AEO is the future

The search experience is changing and quickly. Google, Bing and other engines are increasingly aiming to provide instant answers directly within the search results. The rise of AI-driven tools like SearchGPT, plus a shift of search behaviour towards voice search via devices like Alexa and Siri, is also fuelling this trend.

AEO focuses on creating content that not only ranks but also satisfies the “zero-click” phenomenon, where people will be able to find out the answer to their question, without clicking through to a website. Now, while this may sound like a loss for website traffic, the reward can be significant as you will gain heightened brand visibility, authority and user trust.

My Top Tip

Focus on answer-first content. My question to you is, do you know your audience’s most common questions?

You can use helpful tools like Google’s People Also Ask or Answer the Public to reveal questions your audience is asking. For example, imagine you are a scented candle business – this popped in my mind as I have been searching for Christmas inspiration for my wife – and I’m sure she doesn’t read my blogs. Just type into Google ‘best scented candles’ and you can take a look at other popular questions, in this case you’ll see questions like, ‘What candle gives off the most scent?’ and ‘What candle scent is most popular?’ Compile your questions and prioritise creating content that provides clear, actionable answers.

2. The role of structured data in AEO

For your content to be recognised as the best answer, search engines need to understand it. Structured data, or schema markup will act as a translator between your website and the search engine. In a nutshell it provides context to the search engine about your content. Using schema for FAQs (Frequently Asked Questions), how-to guides, product details and reviews can dramatically improve your chances of appearing in featured snippets or knowledge panels.

My Top Tip
Implement FAQ schema on your website and identify common questions your customers ask for this section. You can use free tools like Google’s Structured Data Markup Helper to generate the schema code and add it to your page. This step can significantly boost your chances of appearing in featured snippets and driving visibility. Our team can help you with schema mark up if you need support.

3. Focus on intent

Search isn’t just solely about keywords, it’s about context too. This means that understanding the ‘why’ behind a query is crucial. For example, someone searching “best candles” might be looking for reviews, purchase options or even tips to make their own. AEO involves anticipating these potential nuances and aligning your content with the intent behind the search.

Search engines can distinguish between informational, navigational and transactional queries and AEO success relies on creating content that aligns with these categories while offering real value to the searcher.

My Top Tip

Analyse your website’s search data and customer feedback to identify common queries and their intent. For instance, if you do sell candles, segment queries like “how to make candles” (informational), “best candles for gifts” (navigational) and “buy scented candles online” (transactional). Then you can create tailored content for each intent. These could take the form of a helpful blog about making candles, a product guide focused on gifting and your e-commerce pages. This will make sure you can meet the needs of your audience at every stage of their search journey.

4. Content that earns trust

Google’s EEAT (Expertise, Experience, Authoritativeness, Trustworthiness) guidelines are fundamental to AEO. This is because answer boxes and AI-driven responses rely on authoritative sources to provide accurate answers. Put simply this means that in order for your specific content to be featured, you must demonstrate expertise that is backed up by trusted and verified data or sources.

My Top Tip

You can enhance your authority by including expert insights and citing trusted sources in your content. If we go back to the candle example, if you’re writing a blog about the benefits of different candle scents, reference studies on aromatherapy or mention certifications from recognised industry bodies. Additionally, highlight the expertise of your team, such as candle-making professionals or experienced scent designers, to build trust with both users and search engines. This positions your brand as an authoritative source in the candle industry, increasing your chances of appearing in answer boxes.

5. Optimise for voice search and conversational queries

Voice search has changed how we interact with search engines. Queries are becoming longer and much more conversational and optimising for voice search means creating content that mirrors how we speak, rather than how we type. Your content needs to focus on natural phrasing and question-based formats that will align with spoken language.

My Top Tip
Optimise your content by using natural, conversational language that mirrors how people speak. Let’s stick with our candles shall we?

So instead of just targeting the keyword “best candles,” this candle maker will need to create content that answers questions like, “What are the best candles for a romantic dinner?” or “How do I choose the perfect candle smell for my kitchen area?” You need to match the way people ask questions using voice search to help your content appear in voice search results.

6. Don’t stop – test and refine for AEO

Monitoring what works, what’s having an impact on your performance and refining your strategy is essential to staying ahead.Use data to refine your strategy, adjusting your content to better match user intent and improve visibility in search results.Our team are regularly helping our clients to track and evaluate their performance with actionable recommendations to optimise content.

My Top Tip

Use tools like Google Search Console to monitor and track how your pages are performing in answer boxes and rich snippets. Look at metrics like click-through rates and user engagement to understand what’s working.  For example, if a certain candle-related FAQ is driving high engagement, consider expanding on it or creating more content in a similar style.

 Stay up to date with AI’s impact on search

As search changes and AI-driven tools like SearchGPT reshape how we find answers, the importance of Answer Engine Optimisation (AEO) is growing. The ‘good old days’ of simply ranking for keywords are behind us and personally I see this as a really good thing – fun times are ahead for search.

For me, its all about understanding your audience’s needs and providing them with immediate, helpful answers that stand out. That’s good marketing.

If you’re unsure where to start or need some help along the way, we can support you in optimising for AEO and ensuring your content is the answer. Get in touch with our expert team here.

Article by:Tom, CEO of VarnMore articles by Tom

In my previous blog, I started looking into how AI powered search compares to traditional search engines – such as Google and Bing. One of the most notable differences between the two was the conversational language used by AI powered search engines, like SearchGPT. Within this blog, we’ll take a closer look at conversational AI, associated pros and cons, and evaluate whether it could be the key to the future of search.

What Are SearchGPT and Conversational AI?

SearchGPT is a new search engine, recently launched by OpenAI. Powered by Artificial Intelligence, it has the ability to respond to queries in a conversation-like manner. Unlike traditional search engines – such as Google or Bing – which return a list of websites for you to explore, SearchGPT offers direct answers to your questions in a conversational format. For example, if you ask, “How can I improve my quality of sleep?”, you are likely to receive a direct answer containing tips and advice on improving the quality of your sleep. You may even see additional suggestions that then prompt you to continue the conversation in order to find out more information. Unlike traditional search engines, SearchGPT provides an experience that is more similar to having a conversation with someone, whilst giving direct answers – rather than simply providing a list of links to multiple websites with no additional context.

Conversational AI is the technology that enables SearchGPT to understand and respond to search queries in a natural, conversational way. In my previous blog, I discussed the role of Natural Language Processing (NLP) in SearchGPT; NLP serves as the “brain” behind conversational AI. Using NLP, SearchGPT can better grasp the context of the questions you’re asking, provide a clear and accurate answer right away, and continue the conversation by refining its responses based on your follow-up queries.

What Are the Pros and Cons of Conversational AI?

So… SearchGPT, Natural Language Processing, Artificial Intelligence… It all sounds very futuristic. However, as with many developing areas of technology, there are some drawbacks and areas where additional consideration is needed. While Conversational AI can offer significant benefits in many scenarios, there are also situations where traditional search engines might still be the better choice. Let’s take a closer look at the many pros and cons of Conversational AI, when it comes to search.

5 Key Benefits of Using Conversational AI in Search

Pro #1: Natural Interactions

Conversational AI makes searching feel like a natural conversation. Instead of typing individual keywords or sifting through a list of links, users can ask questions in their own words, just like talking to a person. This makes the search process easier and more intuitive.

Pro #2: Direct Answers

SearchGPT doesn’t just provide a list of links; it gives direct, contextually relevant answers. This saves time by delivering the information you need without requiring you to click through multiple pages of results.

Pro #3: Understanding Context

Conversational AI is designed to understand the context of your query. It can handle complex or nuanced questions and adapt based on follow-up questions. This allows for more personalised and accurate responses compared to traditional search engines.

Pro #4: Efficiency

Traditional search engines often require users to click through a number of website links in order to find detailed answers. SearchGPT, however, can summarise complex topics and provide step-by-step guides, making it a more time-efficient tool for getting the answers you need, when you need them.

Pro #5: Personalisation

Conversational AI can tailor responses based on user input and preferences, offering more personalised results. It can suggest next steps, related topics, or refine answers based on the specific details you’ve provided as part of your “conversation”.

5 Potential Drawbacks of Using Conversational AI in Search

Con #1: Accuracy

While SearchGPT aims to provide direct answers immediately, it can misinterpret queries and provide misleading information. Whilst conversational AI helps provide a direct, single answer to your questions, you do run the risk of being given an inaccurate or incomplete response.

Con #2: Limited Creativity

Whilst SearchGPT has the ability to better understand context around search queries, it can still struggle with highly specific information. As such, people searching for niche or complex queries do run the risk of being presented with overly generalised or incomplete answers.

Con #3: Source Transparency

There is a lack of source transparency when it comes to conversational AI and SearchGPT. Whilst sources are provided in some instances, there are responses that lack any information regarding their origin. This makes results incredibly difficult to verify data provided, and to cite sources where needed.

Con #4: Lack of Search Features

Many years of work have gone into developing long-standing search engines such as Google. Throughout that time, a multitude of search features have come and gone – some of which users find incredibly useful. You won’t find these within conversational AI powered search engines such as SearchGPT – this includes features such as Local Search, Google Maps, comprehensive search filters, advanced search operators, Google Shopping and more.

Con #5: SearchGPT Accessibility

It appears as though SearchGPT is currently only accessible to those with a ChatGPT Plus or Team account. SearchGPT waitlist users should also have access – with Enterprise and Edu users gaining access over November. OpenAI does plan to roll out SearchGPT to all Free users over the coming months, but there is no set date. Until then, many people will have to either pay or wait for access to this new search engine.

The Future of Search: Is Conversational AI the Answer?

After examining the pros and cons of conversational AI, particularly in the context of SearchGPT, can we confidently say that it represents the future of search?

Whilst SearchGPT is a fantastic working example of the incredible advancements of AI within search, I believe that traditional search engines such as Google will continue to play a crucial role for a long time to come. Anyone who has used SearchGPT can appreciate the clear benefits of this evolving technology, and I am confident we’ll witness significant strides in conversational AI development in the coming months and years. However, its current limitations often drive users back to traditional search engines when necessary. While Conversational AI and Natural Language Processing are groundbreaking innovations that will undoubtedly play an increasingly pivotal role in search, there will always be situations where traditional search engines and the human touch are indispensable – particularly for nuanced or highly complex queries. Sometimes, having a curated list of resources allows users to dive deeper, conduct their own research, and form independent ideas and opinions. The future of search may well lie in blending these two quite different approaches. Google’s recent introduction of AI Overviews suggests that the search giant is already moving in that direction, combining the best of both methods.

In summary, whilst Conversational AI is likely to play a pivotal role in search over the coming years, especially in the role it plays within SearchGPT, I don’t believe that it is a one-size-fits-all solution. It will be interesting to see how Google and Bing adapt in order to remain competitive with these AI powered search engines, as I expect that we will start to see increased instances of traditional search and conversational AI joining forces. Either way, I am positive that we have many more exciting developments to come, throughout the search landscape – we will be keeping our eyes peeled!

 Stay Up to Date with Advancements in Search

Here at Varn we are closely monitoring and reporting on the search landscape and recent developments. If you would like to discuss any of these developments or our ongoing research with the Varn Innovation team, please get in touch. We would love to hear from you. In the meantime, make sure you check back soon for more on the latest developments in SearchGPT.

Article by:Aimee, Head of InnovationMore articles by Aimee