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Paid Advertising

Beyond Google Ads: The Case for Diversifying Your Paid Media Strategy

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It’s no secret that Google Ads has long been the go-to site for businesses looking to advertise online, and for good reason. With its extensive search network, granular targeting capabilities and high-intent traffic, it’s a powerhouse platform that has delivered incredible results for companies across practically every industry. 

But as digital advertising becomes more competitive and user behaviour continues to evolve, relying solely on Google Ads is no longer the smartest strategy. Putting all of your budget into one platform leaves you exposed to rising costs, limited audience reach and sudden policy changes can derail your campaigns overnight. As a result, it’s a good idea to start diversifying. 

In this article, we’ll explore why you should branch out, the alternative platforms that are worth your time and how to decide which ones are the best fit for your goals. Whether you’re running your own ads or managing campaigns for clients, a more balanced strategy could be the difference between stagnation and scalable success.

Why Can’t I Just Rely On Google Ads?

While Google Ads might be powerful, it’s not bulletproof. As more and more advertisers flood the platform and competition intensifies, the cracks in a Google-only strategy are becoming harder to ignore. Below are just a few of the biggest risks that come with putting all of your paid media spend in one basket. 

Tougher Competition & Rising Costs

With over 65% of businesses in the UK using Google Ads for paid advertising, the platform is becoming a little crowded. No matter your industry, chances are you’re battling dozens (if not hundreds) of other businesses for the same keywords. This demand drives up cost-per-click (CPC), meaning you’ll likely pay more for each visit or lead over time. If your margins are tight, that squeeze can hurt.

Limited Reach

Google Ads primarily targets users who are actively searching for a specific product, service or answer. While that intent is valuable, it also means that you’re missing out on audiences who aren’t searching, but still could be interested in what you have to offer. Social media platforms and display networks, for example, help you reach users earlier on in the buying journey or even spark interest where there wasn’t any to begin with. 

Vulnerability to Platform Changes

Google is constantly tweaking its algorithms, ad formats and policies. One day your ads are performing well, the next they’re disapproved or your account is limited with little explanation. A change in rules or a system error can throw a wrench into your entire strategy if Google Ads is your only channel.

Ad Fatigue and Performance Plateaus

If your audience keeps seeing the same types of ads in the same places, engagement tends to drop. This “ad fatigue” can lead to lower click-through rates and higher costs. Diversifying your platforms allows you to refresh your messaging, test different formats and re-engage audiences across different touchpoints.

The Benefits of Diversifying

Diversifying your paid media strategy isn’t just about avoiding the downsides of over-reliance on Google, it’s also about discovering new opportunities to grow, connect and convert. A multichannel approach gives you a broader reach, better insights and more control over your campaign performance. 

Wider Audience Reach

Different platforms attract different types of users. While Google captures those with immediate intent, platforms like Facebook, TikTok and Linkedin allow you to reach users during downtime, casual browsing or discovery phases. This means that you can build brand awareness and nurture leads before they even start searching. 

Reduced Risk

By spreading your budget across multiple platforms, you’re no longer at the mercy of a single company’s rules, pricing or glitches. If one channel dips in performance or gets disrupted, others can pick up the slack. It’s a bit like investing: you wouldn’t put all your money into one stock, so why do it with ads?

Improved Campaign Performance

Each platform offers different formats, targeting methods and user behaviors. By testing your messaging across multiple channels, you can learn what works best, optimise based on real data and fine-tune your funnel. Plus, combining search intent with social engagement or video storytelling gives you more creative flexibility and a better chance at successfully converting.

More Targeting Options

Most social media apps offer deep insights into user interests, demographics, behaviours and lifestyle. Want to reach new parents, small business owners or avid travellers? Platforms like Meta and TikTok give you the tools to do just that, and even often provide more precision and variety than search alone.

Paid Media Platforms to Consider

So, if Google Ads isn’t the only answer, where else should you be looking? The good news is that there’s no shortage of options, and each platform brings something unique to the table. However, it’s up to you to determine the ones that match your goals, audience and content style. 

To get you started, here’s a breakdown of the top contenders that are worth exploring.

Meta Ads (Facebook & Instagram)

Meta’s advertising network remains one of the most powerful tools for reaching consumers based on their interests, demographics and behaviors.

  • Best for: B2C brands, eCommerce, event promotion, lead generation.
  • Why it works: You can target users based on everything from age and location to hobbies and life events. Plus, with retargeting and lookalike audiences, you can stay top-of-mind and expand reach efficiently.
  • Bonus: Visual creatives (carousel ads, reels, stories) offer dynamic engagement formats.

LinkedIn Ads

LinkedIn is the go-to platform for B2B marketers, especially for campaigns targeting professionals, companies or decision-makers.

  • Best for: B2B lead generation, high-ticket services, industry-specific offers.
  • Why it works: Unique targeting options like job title, seniority, company size and industry. It’s ideal for account-based marketing and promoting whitepapers, webinars or demos.

TikTok Ads

So much more than just funny videos, TikTok is a fast-growing ad platform with strong creative engagement and viral potential for brands.

  • Best for: Gen Z or trend-driven brands, lifestyle products, entertainment.
  • Why it works: Short-form video content gets high engagement, especially when it feels native to the platform. The algorithm is powerful at finding the right audiences – even with smaller budgets.

YouTube Ads

As part of the Google ecosystem, YouTube offers massive reach through video content, from skippable ads to in-feed and bumper formats.

  • Best for: Brand awareness, product demos, tutorials, remarketing.
  • Why it works: People go to YouTube to watch, not scroll, so video storytelling has more room to breathe. It’s also great for retargeting website visitors or lapsed customers with visual messaging.

Programmatic Display & Native Ads

These ads appear across a vast network of websites, blogs and apps, tailored to user behavior and content context.

  • Best for: Top-of-funnel awareness, broad audience reach, retargeting.
  • Why it works: Automated bidding and advanced targeting make it scalable. Native ads blend into content environments, which can improve engagement over traditional banner ads.

How to Choose the Right Paid Media Channels

With so many platforms available, you’ll find that the real challenge won’t be finding options, but picking the ones that actually align with your brand, goals and audience. Now, this doesn’t mean that you have to be everywhere at once; instead, it’s about being in the right places for the right reasons. We’ve put together some handy tips below.

Know Your Audience

Start with a clear picture of who you’re trying to reach: where do they spend time online? What kind of content do they engage with? A B2B software company probably won’t get much traction on TikTok, but it could see plenty of success on LinkedIn. An eCommerce clothing brand, on the other hand, might see better results from Instagram, TikTok or Pinterest.

Define Your Goals

Not all channels serve the same purpose. Are you trying to drive immediate sales, generate leads, increase awareness or retarget past visitors?

  • For lead generation, consider LinkedIn, Google Search or Facebook Lead Ads.
  • For awareness, platforms like YouTube, TikTok and display networks are your best bet.
  • For conversions, look at high-intent channels like Google or Microsoft Search.

Being clear on your objectives helps you match the platform to the campaign type.

Consider Your Creative Assets

Some platforms are more visual (Instagram, TikTok), while others are keyword or intent driven (Google, Bing). Do you have engaging video content, quality images or strong ad copy? Choose platforms where your creative strengths can shine, or be ready to invest in new formats.

Test & Measure

You won’t know what works until you try it. Start small, test different platforms with a portion of your budget and track performance closely. Look at metrics like cost-per-click (CPC), cost-per-lead (CPL), conversion rate and return on ad spend (ROAS). Let data—not assumptions—guide your next move.

Balance Your Budget

Think of your paid media budget like a portfolio – some spend should go to proven, high-performing channels, while some should go to experimental platforms. The key is not to overcommit too soon and scale up only when you see traction.

Get Started with Diversifying Your Paid Media Strategy

The brands that thrive long-term aren’t the ones chasing shortcuts, they’re the ones building smart, balanced strategies across multiple touchpoints. So, if you’ve been living in the Google Ads comfort zone, now’s the time to think bigger. Your next best customer might not be searching; you might just need to go find them.

Looking for more expert insights on paid advertising? Check out our Learn page here, where we have plenty of articles on how to optimise your strategy.

Need more professional advice? Why not schedule a strategy call with our specialist team – our innovative, results-driven approach to digital marketing is proven to help brands drive engagement and increase their profitability.

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Social Marketing

Should Your Business Join Bluesky in 2025? What You Need to Know

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Bluesky has been at the forefront of many social media professionals’ minds in recent times. Positioned as a competitor of X (formerly known as Twitter), the open-source, text-based platform has seen rapid growth – in 2024, its user base skyrocketed from 2.89 million to 25.94 million. 

(Source)

But what is Bluesky all about? And should your brand be logging onto this newly popular social media network? This guide will get you up to speed. 

What is Bluesky? 

Bluesky is a decentralised, microblogging social media platform, where users can post short updates, share images, videos and links, as well as engage in conversations. Now, if you’re thinking that its similarities to Twitter/X are glaring, you’d be right – Bluesky is actually the brainchild of former Twitter CEO Jack Dorsey! Though it started as an invite-only app, it became free to join in February 2024. 

As a “decentralised” network, Bluesky runs on the AT protocol, a system that is not controlled by any one person or organisation. Instead, developers and individuals have greater control over the user experience, and the inner workings of the platform are more transparent. 

What this all means is that Blueskey is super customisable. As of November 2024, there are 50,000 algorithmic feeds available, and anybody is free to create their own. This is a significant difference from many other social platforms, where a master algorithm controls what users see. 

Why is Bluesky So Popular?

As of February 2025, Bluesky has 33 million users. In terms of app downloads, it became the top free app on Apple’s App Store in mid-November 2024. So, what’s behind the hype? 

Moving Away from X 

X has undergone massive change since it was rebranded from Twitter by Elon Musk in 2023. Many users have grown increasingly frustrated with X due to its algorithmic changes, inconsistent content moderation policies and concerns about free expression. Algorithmic biases have made it difficult for smaller creators and brands to gain visibility, while the increase in ads and sponsored content has diluted the authentic interactions that initially made the platform appealing.

On top of this, concerns about privacy, data collection and the potential misuse of user information have caused many to seek alternatives where they have more autonomy. That’s why Bluesky, in its offering of a decentralised and open-source alternative, presents an attractive option for those who feel disillusioned with centralised platforms.

Customisable User Experience and Algorithms

One of the most appealing features of Bluesky is its ability to let users customise their algorithms, allowing them to control what content they see and how it’s prioritised. This level of personalisation is almost unheard of on centralised platforms, where algorithmic control is tightly guarded by platform owners.

Bluesky’s algorithmic choice model lets users pick from different moderation filters, recommendation systems and content curation tools. This autonomy resonates well with users who feel that traditional platforms have become too controlling, often promoting content that prioritises profit over user experience. 

For businesses, this opens up new avenues to tailor your content to better reach and engage your ideal audience.

Growing Demand for Ethical and Transparent Platforms

Bluesky’s commitment to transparency and ethical platform governance is another reason for its growing popularity. In an age where social media platforms face increasing scrutiny over misinformation, privacy violations and manipulative algorithms, more and more users are seeking alternatives that align with their values. Bluesky’s open-source structure, which allows for public scrutiny and input, gives users confidence that their interests are being prioritised.

For businesses that value ethical marketing and corporate social responsibility, establishing a presence on a platform like Bluesky can strengthen their brand reputation and resonate with conscious consumers.

How to Decide if Bluesky is Right for Your Business

Deciding whether to join Bluesky requires more than just jumping on the latest social media trend. If you’re weighing up the pros and cons, there are a few steps you can take to decide if Bluesky aligns with your business goals.

Assess Your Target Audience

Evaluate whether your target audience is already on Bluesky or likely to adopt it. For instance, if your audience consists of tech enthusiasts, early adopters or industry leaders, Bluesky could be a valuable platform to explore.

Align with Your Marketing Goals

Consider whether Bluesky supports your broader marketing objectives. Are you looking to build brand awareness, foster community engagement or experiment with innovative content? If these goals align with Bluesky’s capabilities, it may be worth the investment.

Evaluate Resource Commitment

Managing another social media platform requires time and resources, so you’ll need to assess whether your team has the bandwidth to create and manage content, engage with followers and measure performance on Bluesky.

Test and Analyse Early Results

You may want to  run a pilot campaign or establish a basic presence to gauge initial engagement and community response. Monitor key metrics such as follower growth, content interactions and user feedback to assess performance.

Monitor Platform Development

Stay informed about Bluesky’s growth and feature enhancements. As the platform evolves, new opportunities for business engagement may emerge, making it easier to justify a long-term commitment.

Tips for Leveraging Bluesky for Business Success

If you decide that Bluesky is the right fit, here are some strategies to maximise your success on the platform:

Develop a Unique Brand Voice

Since Bluesky is a newer platform with fewer established norms, there’s room for brands to experiment and develop a unique tone that resonates with users.

Engage with Early Adopters

Participate actively in conversations and engage with influential users and communities to build brand awareness and trust.

Leverage Custom Algorithms to Your Advantage

Take advantage of Bluesky’s customisable algorithms to tailor content delivery and maximise engagement with your audience.

Foster Community Engagement

Host discussions, Q&A sessions and other interactive content to build a loyal community around your brand.

Experiment & Iterate

Since the platform is still evolving, be open to testing different strategies and adjusting based on audience feedback and performance analytics.

Is Bluesky Right for Your Business in 2025?

Bluesky presents an exciting opportunity for businesses looking to diversify their social media presence and engage with a forward-thinking audience. However, you need to make sure that its the right channel for engaging your target audience and achieving your campaign goals. 

If you’re looking for more guidance on how to optimise your social media strategy, why not schedule a call with our expert team? We can provide you with key insights and services that will help you grow your brand’s online presence.

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Search Optimisation

Local SEO: Best Practices Improving Rankings

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If you’re a business owner looking to improve your visibility in your region, then local SEO is your new best friend. Local SEO is all about making sure that your business appears in local search results when potential customers are looking for your products or services nearby. Whether you run a cafe, plumbing business or a boutique clothing shop, getting local SEO right can mean the difference between being invisible online and becoming the go-to choice for clients in your area. 

Without further ado, let’s dive into how local SEO works, why it’s essential to your campaign and how you can use it to your advantage. 

What is Local SEO & How Does It Work? 

Local SEO is the process of optimising your online presence to attract more business from local searches on Google and other search engines. When someone types in “best coffee shop near me” or “electrician in Bristol”, Google uses SEO signals to determine which businesses to display on their search results pages (SERPs). 

Some of the biggest factors that influence local SEO include:

  • Google My Business (GMB) Profile: Checking that your GMB listing is accurate and up to date is essential for ranking better in local SERPs. 
  • Local Citations: These refer to mentions of your business name, address and phone number across different websites. 
  • Online Reviews: Google values customer reviews, so the more positive ones you have, the better. 
  • Local Keywords: Including location-specific keywords in your content helps Google understand your local relevance. 
  • Backlinks from Local Websites: Getting links from reputable local sites helps boost your credibility in local search rankings. 

Why is Local SEO Important for My Business?

If you rely on customers in a specific area, implementing local SEO tactics is non-negotiable. There are a few reasons for this:

Greater Visibility

Local SEO helps your business appear in the Google Local Pack – otherwise known as the map section at the top of search results – making it easier for local customers to find you. 

Higher Conversion Rates

A recent report by Safari Digital found that not only do 46% of all Google searches involve local intent, but 28% of these searches with local intent result in a purchase. This demonstrates that a good amount of users who search for local businesses will convert, which will boost your rates. 

Better Mobile Experience

With 57% of local searches being conducted from mobile devices and tablets, if your business ranks well in local search results, you’re more likely to attract mobile users looking for quick solutions. Make sure your site is optimised for mobile useability, too! 

Competitive Edge

The reality is that many businesses don’t fully optimise for local SEO, meaning that in doing so, you create a competitive advantage over your competitors. 

How to Perform Local SEO: Best Practices 

So, want to rank higher in local SERPs? Follow these key best practices. 

Optimise Your GMB Profile

As we mentioned earlier, your Google My Business profile is a fundamental part of local SEO. There are a few ways you can optimise it for success:

  1. Claim and verify your GMB listing. 
  2. Fill out details accurately – business name, address, phone number, website and hours. 
  3. Choose the right categories for your business. 
  4. Add high-quality images and videos. 
  5. Encourage happy customers to leave reviews.
  6. Post regular updates about promotions, events or news related to your business.

To give you an example of what this should look like, here’s our GMB profile! 

Maintain NAP Consistency

Your company name, address and phone number (NAP) must be consistent across all online platforms, including your website, directories and social media. Google cross-references these details, and any discrepancies can harm your rankings.

Use Local Keywords

Much like any SEO strategy, keyword research is a key aspect of local SEO. Local keywords – for example, “digital marketing agency in Bristol”, rather than just “digital marketing agency” – should be incorporated into your website content, meta titles and descriptions, blog posts and image alt texts. 

Create Location-Specific Content

Regularly updating your website with localised content can help to boost your rankings. You can do this by writing blogs about local industry trends, events or case studies; creating location-based landing pages if you serve multiple areas or even featuring customer testimonials that highlight your services in a specific location. 

Get Listed in Local Directories

You can also submit your business details to high-authority local directories, such as Yell, Yelp, Thomson Local and local Chamber of Commerce sites. This not only improves your visibility, but also builds strong backlinks to your website. 

Build Local Backlinks

Speaking of backlinks, Google sees backlinks from reputable local sites as a vote of confidence. You can earn them by:

  • Partnering with local businesses and linking to each other.
  • Getting featured in local news articles. 
  • Sponsoring local events or charities. 

Use Social Media for Local Engagement

Social signals may not be a direct ranking factor, but they do help you with brand awareness and engagement. Post regularly about local events, tag locations and interact with your customers to boost visibility. 

How to Monitor Local SEO Results

Once you’ve implemented these best practices, you’ll want to track your progress. There are a few ways that you can do this. 

Use Google My Business Insights

GMB provides valuable data on how customers find you, what actions they take and how often they interact with your listing. Check out the ‘Performance’ section of your profile for key insights!

Track Rankings with SEO Tools

Use tools like Moz Local, SEMrush, or Ahrefs to track keyword rankings and local search performance.

Monitor Website Traffic

Google Analytics can help you monitor how much traffic is coming from local searches, which pages are performing well and the behaviour of visitors on your site. 

Check Online Reviews & Engagement

Routinely review customer feedback and engagement on your social media accounts and review sites. Address any concerns and keep interactions positive. 

Audit Local Citations

Use tools like BrightLocal or Whitespark to check if your business details are consistent across directories and fix any discrepancies.

Work With Us

If you need more help with getting your local SEO strategy off the ground, Bigg is here to help! As a digital marketing agency based in Bristol, we specialise in getting businesses like yours noticed online through data-driven insights and an innovative approach to B2B marketing services. Get in touch with our expert team, and let’s put your business on the local map!

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Design

Is Poor Web Design Hurting Your Business?

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Many businesses utilise SEO, content marketing, and paid ads to drive traffic to their websites – but what happens when users arrive? If your web design isn’t up to scratch, they’ll leave before they even have a chance to engage with your business.

Web design isn’t just about making a website look good. It directly influences how visitors interact with your site, how long they stay, and whether they take action. A confusing layout, slow loading speeds, or poorly structured content can drive potential customers away and undo all the hard work you’ve put into attracting them in the first place.

At Bigg, we’ve seen first-hand how a well-designed website can transform a business. So, let’s talk about the role of web design in user experience, common pitfalls, and how to make sure your website is working for you – not against you.

Why Web Design Matters for User Experience

User experience (UX) is all about how easy, enjoyable, and efficient it is for someone to navigate your site. Good UX keeps people engaged, while poor UX leads to frustration and lost business. Here’s how web design plays a crucial role:

First Impressions Count

When a visitor lands on your site, they make a snap judgement. An outdated, cluttered, or confusing design suggests a lack of professionalism. On the other hand, a clean, well-organised site builds trust immediately.

Navigation Affects Retention

If users can’t find what they need quickly, they’ll leave. Menus should be intuitive, links should be obvious, and content should be structured logically.

Mobile-Friendliness Is a Must 

More than half of web traffic comes from mobile devices. If your site isn’t mobile-responsive, you’re alienating a huge portion of your audience.

Speed Impacts Conversions

Slow-loading pages frustrate visitors. If your site takes more than a few seconds to load, people will abandon it in favour of a faster competitor.

Clear Calls-to-Action (CTAs) Drive Sales

If visitors don’t know what to do next – whether it’s booking a consultation, buying a product, or signing up for a newsletter – they won’t take action. CTAs should be clear, visible, and persuasive.

Consistency Builds Trust

A website that has a cohesive style across all pages – consistent fonts, colours, and imagery – reinforces brand recognition and makes navigation smoother for visitors.

Content Placement Matters

Users don’t read websites the same way they read a book. They scan, looking for key information quickly. Strategic placement of key messages and breaking up text into digestible sections makes the experience more user-friendly.

Common Web Design Mistakes You Might Be Making

Even with the best intentions, many businesses make mistakes with their web design. Here are some of the most common issues that could be costing you customers:

Cluttered Layouts

Too much information crammed onto one page overwhelms visitors. If everything is competing for attention, nothing stands out. White space is your friend – it makes content more digestible and helps guide users to key areas.

Slow Loading Speeds

A slow site is a dealbreaker. Every extra second of load time increases bounce rates. Compress images, minimise unnecessary code, and use caching to speed things up. Google considers page speed as a ranking factor, meaning a slow website could also be impacting your search rankings.

Inconsistent Branding

A mix of fonts, colours, and design styles confuses visitors and makes your brand feel disjointed. Consistency is key for building trust and recognition. Your website should align with your other marketing materials, both online and offline, to create a strong, unified brand presence.

Poor Readability

Dark backgrounds with small, light text? Fancy fonts that are hard to read? These design choices make visitors work too hard to consume your content. Make sure text is legible, well-spaced, and easy to scan.

Confusing Navigation

If users have to hunt for information, they’ll leave. Keep menus simple and ensure important pages (like services, pricing, and contact details) are easy to find. Consider implementing a clear site structure with logical categories and intuitive labels.

Ignoring Accessibility

Your website should be usable for everyone, including those with disabilities. This means using proper colour contrast, providing alt text for images, and ensuring compatibility with screen readers. Businesses that ignore accessibility aren’t just excluding a portion of their audience – they’re also at risk of legal consequences under UK accessibility laws.

No Clear User Journey

A well-designed website should guide users through a journey, from initial engagement to conversion. If your site lacks a clear flow – such as directing users towards key pages or encouraging sign-ups – you’re missing out on potential leads and sales.

How to Optimise Your Website’s Design for Success

Now that we’ve covered the pitfalls, here are some practical steps you can take to improve your website’s design and boost user engagement.

Keep It Simple and Intuitive

Every element on your site should have a purpose. Use a clear, logical structure so visitors can find what they need without frustration. If something isn’t essential, consider removing it.

Prioritise Mobile-Friendly Design

With so much traffic coming from mobile users, your site must be responsive. Test it on different screen sizes and ensure that navigation, text, and images adapt properly.

Optimise for Speed

Use tools like Google’s PageSpeed Insights to identify speed issues. Reduce unnecessary scripts, enable browser caching, and optimise images to make pages load faster.

Use Consistent Branding

Stick to a defined colour palette, typography, and tone of voice across your website to reinforce your brand identity and make your business instantly recognisable.

Focus on Accessibility

Implement accessibility best practices so that all users, including those with visual or motor impairments, can navigate your site with ease. This is not only beneficial for users but also can improve SEO rankings.

Make Calls-to-Action Stand Out

A CTA should tell users exactly what to do next. Use active language like “Get a Free Quote” or “Book a Consultation” and place CTAs prominently throughout your site.

Transform Your Website into a Sales Powerhouse with Bigg

Your website should be working tirelessly around the clock to attract, engage, and convert visitors into loyal customers. If it’s not delivering results, it’s time for a change. Whether you need expert SEO services, a complete redesign, or strategic digital marketing solutions, Bigg is ready to help. Reach out today and let’s create a website that works as hard as you do.

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Search Optimisation

The Evolution of Search: Introducing Generative Engine Optimisation (GEO)

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The way people search for information is changing rapidly, and businesses must evolve to remain visible. Artificial intelligence (AI) is playing a growing role in online search, with nearly 45% of the U.S. population now using generative AI tools to find information. This trend extends globally, with AI-driven search adoption increasing across various regions and industries.

The rise of AI-driven search has led to the emergence of Generative Engine Optimisation (GEO), a new approach that ensures businesses appear in AI-generated responses. Unlike traditional Search Engine Optimisation (SEO), which focuses on ranking web pages in search engine results, GEO optimises content for AI-powered engines that generate direct answers. This shift requires a strategic rethink for businesses looking to maintain their digital presence.

At Bigg, we specialise in helping businesses navigate these changes with innovative digital marketing solutions. This guide explores what GEO is, how it differs from traditional SEO, why it’s becoming essential for businesses, and the steps needed to optimise for AI-driven search. Understanding these differences can mean the difference between becoming an industry leader or getting lost in the digital noise.

What is Generative Engine Optimisation (GEO)?

Generative Engine Optimisation (GEO) is the practice of structuring content so that AI-driven search engines and chatbots can discover, interpret and use it effectively. Traditional search engines provide ranked lists of links, whereas generative engines synthesise answers directly from multiple sources.

Rather than just aiming for a top Google ranking, businesses must now ensure their content is recognised and cited by AI-powered platforms. GEO focuses on making information easy for generative engines to summarise and present accurately. This requires a shift in content strategy – emphasising expertise, experience, authority, and trustworthiness (EEAT) to create high-quality, informative, and credible content that AI can seamlessly integrate into its responses.

Why Businesses Should Care About GEO

As AI-driven search engines become more advanced, businesses that ignore GEO risk losing online visibility. Here’s why it matters:

Increased Brand Authority

When generative engines use your content to answer queries, your brand is seen as a reliable source. This builds credibility and influences customer trust. Unlike traditional SEO, where ranking is based partly on page authority, GEO ensures your content is referenced consistently in AI-generated results.

Competitive Edge

GEO gives businesses an advantage by ensuring  their content is favoured by AI models. Those who adopt GEO strategies early will be ahead of their competitors. As AI-generated search results become more dominant, companies slow to adapt may struggle to maintain their digital presence.

Enhanced User Engagement

Generative search engines favour content that is clear, informative, and well-structured. By optimising for GEO, businesses can create more engaging content that improves customer interaction. Users prefer receiving accurate, summarised information without having to sift through multiple search results.

Adaptability to AI Search Evolution

Google’s AI integration is shaping the future of search. Businesses that focus on GEO today will be better positioned to benefit from AI-driven Google optimisation in the years ahead. Companies that understand the nuances of AI-generated search results will be able to refine their content strategies accordingly.

Boost in Organic Reach

AI-generated responses often bypass traditional search rankings. By optimising content for GEO, businesses can reach audiences directly without relying solely on standard search results. This means businesses must consider how AI-driven platforms synthesise their content and ensure that their messaging aligns with AI-friendly formats.

Examples of Generative Engines

Several AI-powered tools are driving the need for GEO. Here are some of the key generative engines:

ChatGPT – OpenAI’s conversational AI tool that generates responses based on vast training data. Businesses should align content with authoritative sources to influence AI-generated answers.

Perplexity AI – Focuses on synthesising multiple perspectives into concise, structured responses, making content clarity and credibility crucial for optimisation.

Google’s AI Overviews – Summarises search results at the top of Google’s SERPs, requiring businesses to optimise their content for AI-driven visibility.

Gemini – Processes and generates content in various formats. Multimedia integration can enhance visibility in AI-generated responses.

Microsoft Copilot – AI-powered assistant that integrates with search and productivity tools. Businesses should ensure their content is structured for easy AI extraction and interpretation.

Similarities Between GEO and SEO

While GEO introduces a new approach to digital visibility, it shares several core principles with traditional SEO. Both methodologies are designed to enhance online presence, improve content relevance, and ensure that businesses connect effectively with their target audience. Here are some key similarities:

Visibility Goals

Both GEO and SEO aim to increase the visibility of content online, ensuring it reaches the right audience. Whether through AI-generated responses or traditional search rankings, the objective is to make valuable content more accessible to users.

Strategic Use of Keywords

Keyword optimisation remains essential in both GEO and SEO. While GEO focuses on natural language processing to align with AI models, SEO incorporates strategic keyword placement to improve discoverability in traditional search engines.

User Experience and Accessibility

Both GEO and SEO prioritise creating a seamless user experience. This includes ensuring content is engaging, easy to find, and structured for readability. Optimising for both human readers and AI-generated summaries helps maintain strong engagement.

Content Quality and Relevance

High-quality, relevant content is at the core of both strategies. GEO and SEO adhere to Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) principles, ensuring that content meets user needs while maintaining credibility.

Data Insights and Analytics

Both approaches use data-driven strategies to refine content performance. By analysing user behavior, search trends, and content engagement metrics, businesses can continually optimise their strategies to improve visibility and relevance.

Technical Optimisation

Optimising the technical aspects of a website is crucial for both GEO and SEO. Ensuring fast load times, mobile-friendliness, and crawlability allows content to be properly indexed and surfaced by both AI-driven and traditional search engines.

Authority and Trust Building

Both GEO and SEO rely on building authority through credible content, citations, and strategic partnerships. Establishing a brand as a reliable source increases trustworthiness and improves search rankings and AI-generated citations.

Continuous Adaptation

The digital landscape is constantly evolving, and both GEO and SEO require ongoing updates to stay aligned with search engine algorithm changes and AI advancements. Keeping up with industry trends and refining optimisation strategies is essential for maintaining strong online visibility.

By understanding these similarities, businesses can integrate GEO alongside their existing SEO efforts, creating a comprehensive digital marketing strategy that adapts to both traditional search and the growing influence of AI-driven search models.

How GEO Differs from Traditional SEO

While SEO and GEO both aim to increase visibility, they operate differently:

Search Intent vs. Answer Intent

SEO targets web pages that match search intent, while GEO ensures content is structured to be extracted and delivered as direct answers. AI-driven engines prioritise content that answers queries concisely without requiring users to click through multiple links.

Keyword Placement vs. Contextual Understanding

SEO relies on keywords, backlinks, and metadata, whereas GEO prioritises natural language understanding, clarity, and credibility. Search engines trained on AI models prefer content that reads naturally, rather than keyword-dense, forced copy.

Rankings vs. Citations

SEO strives for higher rankings on search engine results pages (SERPs). GEO aims for content to be cited as a trusted source within AI-generated responses. If AI chatbots and search engines frequently pull from your website, it establishes credibility and long-term visibility in the digital space.

This shift means businesses must rethink their digital marketing strategies to remain competitive in an AI-driven search environment.

GEO Checklist for AI Success

To maximise visibility in AI-generated responses, businesses should implement the following GEO optimisation strategies:

  • Create High-Quality, Authoritative Content – Ensure content aligns with E-E-A-T principles (Experience, Expertise, Authoritativeness, and Trustworthiness) to be recognised as a reliable source.
  • Use Natural Language Optimisation – Structure content in a conversational and informative manner, mirroring the way users phrase questions in AI search.
  • Focus on Structured Data and Formatting – Use clear headings, bullet points, and schema markup to make content easily digestible for AI-driven platforms.
  • Optimise for Multi-Platform AI Search – Think beyond just Google optimisation. Ensure content is discoverable by AI search tools such as ChatGPT, Gemini, and Perplexity AI.
  • Monitor AI-Generated Traffic – Analyse engagement metrics to refine content strategies and improve how AI models reference and summarise your content.
  • Continuously Update and Adapt – AI search engines evolve rapidly; updating content regularly ensures continued relevance in AI-generated responses.

By integrating GEO best practices into your digital marketing strategy, businesses can stay ahead in an AI-driven search landscape. As generative engines become a dominant force in online search, optimising content for AI-driven platforms will be crucial for maintaining visibility, authority, and engagement. While GEO is by no means a replacement for SEO, companies that proactively adapt to advancements in both areas will certainly reap the benefits.

Prepare for the Future of Search with Bigg

As AI-powered search engines evolve, the shift from traditional SEO to Generative Engine Optimisation is accelerating. Businesses that adapt their digital marketing strategies now will maintain visibility and credibility in an AI-driven search environment.

As a digital marketing agency with extensive experience in helping clients get results, we are well-equipped to help you prepare for the future of search. As well as having a skilled team of writers on board to ensure your website content is ready for AI-driven search, we offer expert SEO services tailored to the latest advancements in search technology. Our team is dedicated to helping businesses optimise continually, ensuring they stay ahead of the competition.

Don’t let AI-driven search leave your business behind. Get in touch with Bigg today and ensure your brand is positioned for success in the era of AI-powered search.

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Digital Marketing

Multi-Channel Attribution: Basics & Best Practices

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Recent research has shown that 75% of companies are now taking a multi-channel approach to marketing, but why? And how can you leverage this trend? Keep reading to find out everything you need to know about how to get started with multi-channel attribution. 

What is Multi-Channel Attribution?

It’s no secret that today, many customers will engage with businesses through multiple touchpoints before actually converting. In fact, Adobe recently revealed that within the B2B sector, the average customer is exposed to a whopping 36 touchpoints per brand before converting. 

However, wouldn’t this all be a lot easier if brands had visibility on which touchpoints create the most conversions? That’s where multi-channel attribution comes in.

Now, multi-channel attribution might sound a bit wordy, but the concept is pretty simple. Essentially, it’s the process of identifying the touchpoints in a customer journey that end in a sale. This helps businesses understand which of their marketing channels generate the best return on investment (ROI).

This all means that when a multi-channel attribution model is put in place, you’ll have a much better idea of where to spend your marketing budget and achieve the best results on your campaigns. 

Multi-Channel Attribution Models 

There are three key types of multi-channel attribution model, each with their own unique properties and benefits:

Linear Attribution

When using the linear attribution model, the conversion rate is divided equally across all channels. For instance, if a customer sees a social media ad, then reads a blog post on your website and finally buys a product after clicking on a retargeting email, linear attribution gives all three channels equal credit. 

Last Channel

Last channel attribution models largely give credit to the last touchpoint a customer interacted with before converting, all the while acknowledging the contributions of other channels in facilitating the customer journey. 

If we repurpose the example used above, in this instance the last channel model would attribute the majority of the credit to the retargeting email as it was the final touchpoint interacted with before purchase, even though the social media ad and blog post also played a role. 

Time Decay

With time decay (otherwise known as time delay) attribution, the amount of credit a channel receives for a conversion is based on where it happened in the timeline. Using the same example again: the time decay model would give most credit to the retargeting email, as it was the touchpoint closest to the purchase, and the previous channels less credit as they were interacted with further back in time. 

Why Use Multi-Channel Attribution?

 If you’re not tracking where your conversions are coming from, you’re basically missing out on half the story! Here are just a few reasons why you should be taking a multi-channel attribution approach to your analytics.

Because Customers Don’t Just Click and Buy

People rarely see an ad, click it and buy instantly. They browse, research, get distracted, see your brand again and then convert. Multi-channel attribution helps you map out this journey so you can see what touchpoints actually matter.

You Stop Overvaluing One Channel and Undervaluing Others

Without multi-channel attribution, you might think your PPC ads are doing all the heavy lifting when, in reality, your organic content is doing the nurturing. Multi-channel helps you balance your marketing budget so you don’t overspend on channels that aren’t as effective as you thought.

Better Budget Allocation = More Profit

Speaking of budgets – multi-channel attribution helps you put your money where it actually drives conversions. If you know that a mix of paid ads and email marketing gets the best results, you can optimise your spend instead of simply guessing.

You Can Identify and Fix Weak Links in the Funnel

Maybe your social ads are bringing in loads of traffic, but those visitors aren’t converting until they see a retargeting ad. With multi-channel attribution, you’ll spot these trends and adjust your strategy to keep people engaged at every stage.

It Improves Customer Experience

When you understand how customers interact with your brand across multiple touchpoints, you can create a more streamlined journey. This means better messaging, smarter targeting and an overall smoother buying process.

It’s a Must for Omnichannel Marketing

If you’re running a mixture of ads, emails, social media, SEO and influencer marketing, multi-channel attribution helps you measure how they all work together. Otherwise, you’re flying blind.

It Helps You Adapt to Changing Customer Behavior

Consumer behavior is constantly evolving. One year, people might be clicking on Google Ads like mad; the next, they’re discovering brands through TikTok. Multi-channel attribution helps you stay on top of these shifts.

It Puts You Ahead of the Competition

Finally, many businesses still rely on outdated attribution models. If you embrace multi-channel attribution, you’ll be making smarter, data-driven decisions while your competitors are wasting budget on guesswork.

How to Get the Most Out of Multi-Channel Marketing

So, we’ve established why multi-channel attribution is such a game-changer, but remember: this is only if you do it right. If you’re not careful, you’ll end up drowning in data without any real takeaways. With things in mind, let’s break down the best practices to make sure you’re getting real insights that help you optimise your strategy.

Define Clear Goals from the Start

Before you start tracking every customer interaction, figure out what you actually want to measure. Are you optimising for sales? Leads? Brand awareness? Your goals will determine which attribution model makes the most sense.

Track Everything (But Stay Organised)

Multi-channel attribution is useless if you’re missing key touchpoints, so make sure you’re tracking:

  • Organic and paid search
  • Social media (both paid and organic)
  • Email marketing
  • Display ads
  • Direct traffic
  • Referral traffic
  • Offline touchpoints (if applicable)

Use UTM parameters, tracking pixels and CRM integrations to keep your data clean.

Use a Reliable Attribution Tool

You’ll soon find that trying to manage multi-channel attribution with spreadsheets is a nightmare. Instead, use tools like:

  • Google Analytics 4
  • HubSpot
  • Adobe Analytics
  • Facebook Attribution
  • Looker Studio (formerly Google Data Studio)

Pick a tool that integrates well with your existing marketing stack.

Consider Cross-Device and Cross-Platform Tracking

Customers jump between devices (desktop, mobile, tablet) and platforms (Google, Facebook, email). Make sure your MCA strategy accounts for these multi-touch journeys.

Google Analytics 4 does this well, but you could also look into solutions like Mixpanel or Segment for deeper tracking.

Analyse & Adjust Regularly

Attribution isn’t a “set it and forget it” job. You should review your data regularly to:

  •  Identify trends in customer behavior
  • Spot underperforming channels
  • Shift budget to high-performing touchpoints
  • Test different attribution models

Set up monthly or quarterly reviews to make data-driven adjustments.

Don’t Rely on One Model Forever

Customer behavior changes over time, and so should your attribution model. Test different models periodically to see which one provides the best insights.

Balance Data-Driven Insights with Human Judgment

Data is powerful, but you shouldn’t be blindly trusting numbers without context. If a channel seems underperforming but aligns with brand-building efforts, it might still be worth the investment.

Ready to Boost Your ROI & Know Your Audience Better?

Multi-channel attribution sounds complicated, but the reality is that it’ll make your marketing efforts much easier. If you’re keen to learn about more ways that you can effectively optimise your campaign and boost your ROI, our Learn page is packed full of insightful articles crafted by our experts.

Looking for more practical advice on how to get the results you really want? We can help with that too! Why not schedule a strategy call with our friendly team today? With a full suite of results-driven digital marketing services on offer, we’ll help you increase your profitability month by month.

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Digital Marketing

Inside the Consumer’s Mind: The Psychology of Digital Marketing

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At Bigg, we believe that truly effective digital marketing services aren’t just about visibility, they’re about understanding the consumer on a deeper level and adapting accordingly. Every click, purchase, and interaction a consumer has with a brand is influenced by psychological processes. From cognitive biases to emotional triggers, consumer behaviour is shaped by a complex set of factors that determine their responses to marketing efforts.

The online world is crowded with competing messages, making it essential to break through the noise with a digital campaign rooted in psychology. Consumers make decisions based on subconscious motivations, past experiences, and social proof. By understanding these influences, brands can craft strategies that align with audience needs and desires, driving both engagement and conversions.

The Role of Perception in Decision-Making

Perception is the process through which consumers interpret and make sense of information. In digital marketing, perception shapes how consumers view a brand, affecting their trust, engagement, and likelihood of purchase. Factors such as colour psychology, website design, and the way information is structured all influence how a brand is perceived. A clear and visually appealing layout fosters positive associations, while clutter and poor usability create frustration.

Additionally, perception is influenced by context and framing. The way a message is presented can change consumer attitudes, even if the core information remains the same. By carefully curating visuals, messaging, and design, brands can create a strong first impression that leads to higher engagement and conversion rates.

How to Shape Positive Perception

Visual Appeal Matters: High-quality images and consistent branding enhance credibility. Colours can trigger psychological responses; for example, blue is often associated with trust and security, while red can create a sense of urgency or excitement..

Website Usability: An intuitive and well-structured website keeps users engaged. Slow-loading pages or complex navigation frustrate visitors and increase bounce rates. Consumers expect seamless experiences, so ensuring your website loads quickly and offers easy access to information will encourage visitors to stay longer. 

Clear Messaging: Consumers need to instantly understand what a brand stands for. Using straightforward language and avoiding technical jargon helps create a more relatable and trustworthy experience.

Emotional Triggers: The Key to Connection

Emotions drive decision-making, often more powerfully than logic. Successful digital marketing campaigns don’t just inform; they create emotional responses that influence behaviour. Positive emotions such as happiness and excitement encourage sharing and brand loyalty, while fear and urgency can drive immediate action.

Brands use emotional triggers to connect with their audience on a deeper level. Whether through storytelling, humour, or ethical transparency, companies that evoke strong emotions are more likely to build lasting relationships and customer trust.

Types of Emotional Triggers Used in Marketing

Happiness: Encourages sharing and brand loyalty. Content that evokes joy, such as uplifting stories or humour, is more likely to be shared, increasing organic reach.

Fear: Creates urgency, driving immediate action. This is often seen in limited-time offers or loss-aversion strategies where consumers act quickly to avoid missing out (FOMO).

Trust: Builds long-term relationships. Transparency, ethical business practices, and consistent messaging help establish consumer trust.

Surprise: Unexpected marketing tactics can capture attention and enhance brand recall. Limited-time perks or exclusive deals can delight customers and encourage engagement.

Cognitive Load and Consumer Behaviour

Cognitive load refers to the amount of mental effort required to process information. When consumers encounter overwhelming or complex messaging, they are likely to disengage. Simplified content, clear visuals, and logical navigation help reduce cognitive load, making it easier for consumers to absorb information.

To optimise user experience, brands should use short paragraphs, bullet points, and clear calls-to-action. A well-structured website with minimal distractions keeps users focused and increases the likelihood of conversions.

How to Optimise for Cognitive Load

Concise and Scannable Content: Bullet points, short paragraphs, and bolded keywords improve readability. Simplifying content helps users absorb information more effectively.

Simplified Navigation: An intuitive layout makes it easy for users to find information quickly. Reducing the number of clicks required to complete an action enhances user experience.

Clear Calls-to-Action (CTAs): Providing one clear directive reduces decision fatigue. Strong action-oriented language improves conversion rates.

White Space Utilisation: Proper spacing between content elements improves comprehension and engagement. A minimalist approach to design helps keep users focused on essential elements.

The Power of the Social Proof Phenomenon

Social proof is a psychological principle where individuals look to others for guidance on how to behave, particularly in uncertain situations. This explains why testimonials, reviews, and case studies play a critical role in digital marketing. When consumers see others endorsing a product or service, they are more likely to trust the brand and make a purchase.

Different types of social proof include user-generated content, influencer endorsements, and industry certifications. Displaying real customer experiences, verified ratings, and expert recommendations enhances credibility and reassures potential buyers that they are making a safe choice.

How to Leverage Social Proof

User-Generated Content (UCG): Featuring real customers using your products builds authenticity. Visual testimonials, such as images and videos, enhance credibility and engagement.

Case Studies: Demonstrating measurable results from past campaigns reinforces credibility. Providing detailed before-and-after data points encourages consumer confidence.

Influencer Endorsements: Having industry experts or respected figures endorse your brand and its products or services strengthens trust. Partnering with micro-influencers can also increase engagement rates and drive conversions.

Trust Badges and Certifications: Displaying industry certifications, awards, and security guarantees reassures potential customers. Prominent placement of trust indicators, such as SSL certificates, can improve conversion rates.

Personalisation: The Future of Digital Campaigns

Personalisation is the practice of tailoring content to individual consumer preferences based on data insights. In an era where generic messaging is ignored, personalised experiences improve engagement and customer satisfaction. Behavioural targeting, AI-driven recommendations, and dynamic email segmentation are key strategies brands use to deliver relevant content.

By leveraging personalisation, businesses can create stronger connections with their audience. Customised landing pages, product recommendations, and adaptive marketing messages make consumers feel valued, increasing their likelihood of making a purchase.

Incorporating Personalisation into Digital Marketing Services

Behavioural Targeting: Analysing customer interactions to deliver tailored content. Personalised retargeting ads help nurture leads effectively.

Email Segmentation: Sending personalised offers based on past behaviour. Dynamic content that adapts to user interests improves engagement.

AI-Powered Recommendations: Using machine learning to suggest relevant products or services. Predictive analytics help brands anticipate consumer needs.

Custom Landing Pages: Tailoring website experiences based on user demographics and interests. Personalised landing pages improve conversion rates.

The Scarcity Principle: Creating a Sense of Urgency

The scarcity principle states that people place higher value on things that appear limited in availability. Marketers use this principle by incorporating limited-time offers, low-stock alerts, and exclusive deals into their campaigns. This creates urgency, encouraging consumers to act quickly before missing out.

Countdown timers, early access offers, and VIP-only promotions also leverage scarcity to drive engagement. By highlighting exclusivity and limited supply, brands can increase conversions and strengthen customer interest.

How Scarcity is Used in Digital Campaigns

Limited-Time Offers: Encourages immediate action (e.g. “Only 24 hours left!”). Urgency can significantly boost conversions.

Low-Stock Alerts: Triggers urgency (e.g. “Only 3 items remaining!”). Highlighting scarcity increases consumer motivation.

Exclusive Access: Making customers feel special (e.g. “VIP members only”). Offering early-bird promotions fosters brand loyalty.

Countdown Timers: Visually reinforcing time-sensitive promotions. Countdown clocks in emails and landing pages increase engagement.

The Role of Reciprocity in Boosting Engagement

Reciprocity is a psychological principle that suggests people feel obliged to return a favour when they receive something of value. In digital marketing, this means that offering free resources, discounts, or trials can encourage consumers to engage with a brand and make a purchase.

Examples of Reciprocity in Action

Free Trials: Users are more likely to convert after experiencing value. Free trials reduce purchase hesitation and drive sign-ups.

eBooks and Resources: Providing valuable content for free increases brand trust. Offering well-researched content positions brands as industry leaders.

Exclusive Discounts: Rewarding engagement with special offers encourages repeat purchases. Loyalty programs build customer retention.

Gated Content: Offering premium content in exchange for contact information enhances lead generation. Content upgrades enhance perceived value.

The Mere Exposure Effect: The Power of Repetition

The mere exposure effect is a cognitive bias where repeated exposure to a brand increases familiarity and trust. This principle is why consistent branding, retargeting ads, and regular content updates are effective in digital marketing. The more consumers see a brand, the more likely they are to develop a preference for it.

Consistent messaging across social media, email marketing, and advertising reinforces brand awareness. Retargeting campaigns, in particular, help keep a brand top-of-mind, increasing the chances of conversion over time.

How to Apply the Mere Exposure Effect

Retargeting Ads: Keeping your brand in front of potential customers. Sequential advertising reinforces brand messaging.

Consistent Branding: Using the same colours, fonts, and messaging across all platforms. Strong brand identity fosters recognition.

Regular Email Campaigns: Staying in touch with your audience keeps your brand top-of-mind. Automated email workflows nurture customer relationships.

Content Drip Campaigns: Gradually introducing information over time to reinforce brand awareness. A structured content strategy improves engagement.

Ready to Take Your Digital Campaign to the Next Level?

Understanding the psychology behind consumer behaviour allows us to create digital marketing strategies that are not only engaging but also effective. At Bigg, we don’t just run digital campaigns; we craft experiences that drive real results.

As a leading marketing agency based in Bristol, we offer comprehensive digital marketing services tailored to your business needs. Our expertise spans paid advertising, search optimisation, social media management, and more.

Partner with us to leverage consumer psychology in your digital marketing campaigns. Get in touch today and let’s create something powerful together.

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Search Optimisation

Mastering Voice Search: Essential Strategies to Boost Your SEO in 2025

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Voice search is changing the way we find information online; instead of typing out searches, more and more people are simply asking their smart devices questions – whether it’s Alexa, Siri or Google Assistant. This shift in how we search is shaking up SEO in a big way.

At Bigg, we’re all about helping businesses stay ahead of the game, so let’s take a look at why voice search matters, how it’s changing user behavior and – most importantly – how you can optimise your website to make the most of it.

Why Voice Search Matters

Voice search isn’t just a cool tech feature – it’s a fundamental shift in how people interact with the internet. With millions of smart speakers in homes and voice assistants built into smartphones, searching by voice has become second nature for many users. It’s faster, hands-free and often more convenient than typing.

Studies predict that in 2025, over half of all online searches will be voice-activated. This means businesses need to rethink their SEO strategies to remain visible in search results. Voice search queries tend to be longer, more conversational, and often phrased as full questions rather than short keywords. Understanding this change is the first step to helping your content stay relevant and discoverable.

How Voice Search Is Changing User Behavior

Traditional text searches are usually short and to the point, people type just a few keywords to get quick results. Voice searches, on the other hand, tend to be more conversational. Instead of searching for “best Italian restaurant Bristol,” a user is more likely to ask, “What’s the best Italian restaurant in Bristol?”

This shift means that content needs to be optimised to match natural speech patterns. Another major trend is the rise of question-based searches. Many voice searches begin with “who,” “what,” “when,” “where,” “why” or “how.” If your website provides clear and direct answers to these kinds of questions, you’re far more likely to show up in voice search results.

Local searches are also becoming more prominent. Many users rely on voice search to find nearby businesses, check opening hours, or get directions. This makes local SEO more important than ever. If your business isn’t optimised for local searches, you could be missing out on valuable customers.

How to Optimise for Voice Search

Now that you’re familiar with why we need to be optimising for voice search, here are some tips and best practices to help you get started. 

Use Conversational Keywords

Because voice search queries are more natural and speech-like, traditional short-tail keywords aren’t enough. Instead, focus on long-tail keywords that mirror real conversation. Instead of just targeting “digital marketing agency bristol” consider phrases like “What’s the best digital marketing agency in Bristol?”

A good way to find these conversational phrases is by thinking about the questions your customers ask you. Tools like Answer the Public can also help you find common voice search questions. What do people want to know about your services? Answering those questions in a natural, engaging way will help your content perform better in voice search results.

Create FAQ-Style Content

Since voice search is all about answering questions, structuring content in an FAQ format is a great strategy. Having a dedicated FAQ page, or incorporating common questions into blog posts and service pages, increases your chances of ranking in voice search results.

For example, instead of just writing about your services, phrase sections as answers to common questions: How much does a building survey cost? or What does an SEO agency do? This way, your content directly aligns with the way people search by voice.

Get Featured in Google’s Snippets

If you’ve ever asked a question on Google and seen a short, boxed answer at the top of the results, you’ve seen a featured snippet. These are highly valuable because voice assistants often read out the content from these snippets as the answer to users’ queries.

To improve your chances of getting a featured snippet, write clear, concise answers to common questions, use structured headings and break down complex topics into easy-to-digest sections. Google rewards well-organized, informative content with these top spots.

Prioritise Mobile Optimization

Most voice searches happen on mobile devices, so having a fast, mobile-friendly website is crucial. A slow or poorly optimised site can hurt your rankings, and Google now considers mobile-first indexing when ranking pages.

Make sure your website loads quickly, looks great on all screen sizes, and avoids intrusive pop-ups that frustrate users. You can check your site’s mobile performance using Google’s Mobile-Friendly Test to ensure you’re meeting best practices.

Optimise for Local SEO

Since many voice searches are location-based, make sure your business is fully optimised for local searches. That means having an up-to-date Google Business Profile, with your business name, address and phone number accurate across all platforms, and incorporating location-specific keywords into your content.

For example, instead of just saying, “We offer damp surveys,” you might say, “Our independent damp surveyors in Bristol provide expert advice and assessments.” This small change makes a big difference in voice search rankings.

Improve Your Website Speed

Page speed is critical for voice search optimisation. If your site takes too long to load, it’s less likely to appear in search results. Compressing images, using fast hosting and reducing unnecessary code can help speed up your site and improve your ranking potential.

To check your page speed, Google’s PageSpeed Insights is an excellent tool that provides data about how your site is performing on both desktop and mobile devices. 

Why You Should Act Now

Voice search is already shaping how people find information online, so businesses that optimise their content now will have a major advantage in the coming years, while those who ignore it risk being left behind.

At Bigg, we specialise in helping businesses stay ahead of digital trends. Whether it’s optimising for voice search, improving your website’s SEO or creating high-quality content, we’re here to help you get results.

If you want to help make sure your business gets noticed in voice search, get in touch with our expert team to find out more about our comprehensive, innovative digital marketing solutions.

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Content

How to Leverage Micro-Content for Maximum Engagement

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As it’s often the first touchpoint for potential customers, content is one of the biggest cornerstones of a strong digital campaign. Be it reading blog posts, seeing social media posts or watching a video, a recent study found that 69% of consumers aged 18-24 were heavily influenced to make a purchase after viewing branded content online. Plus, businesses that create regular content get 97% more backlinks, helping to strengthen their online presence.

However, while high-quality content should build trust, highlight expertise and create loyal customers, the reality is that not all content is powerful enough to keep up with the pace of modern life. As the speed of content consumption continues to rise, users are increasingly looking to receive information in easily digestible portions. This demand has led to the emergence of micro-content. 

Want to find out what micro-content is and how to use it to engage users better? Keep reading!

What is Micro-Content & Why Is it Trending?

Research has shown that in 2025, the average human attention span is 8.25 – a significant drop from 12 seconds in 2000 – and it’s hardly surprising. In the social media age, users are bombarded with information from all angles, and as a result, we’ve started quickly losing interest in content that doesn’t grab us right away. 

For brands, this means that the pressure to make content as concise and engaging as possible is on – run-on copy, drawn-out videos or slow-loading websites can be a surefire way to lose a prospective customer. This is where micro-content comes in. 

Micro-content refers to small, digestible chunks of information designed for quick consumption.  Think short, focused pieces like social media posts, short-form videos like TikToks, catchy headlines, concise email subject lines or even those helpful “tooltips” you see on websites.  It’s all about delivering key information or sparking interest in a compact and readily accessible format.  

Micro-content isn’t just about length, however, it’s also about context.  It’s crafted and distributed with specific platforms and audience needs in mind, often optimised for mobile viewing and easy sharing. In a world where consumers are calling out for simplicity and clarity, micro-content cuts through the noise, delivering concise, relevant information when and where people are most likely to engage with it.  

It’s also highly shareable, making it ideal for boosting brand visibility and reaching wider audiences on social media.  From a business perspective, micro-content is easy and cheap to produce and can be repurposed across multiple platforms, thus maximising its impact and ROI.  

Types of Micro-Content

Micro-content can include any type of short-form content that can be consumed quickly. Chances are that you consume micro-content everyday without even realising it! Below are some of the most popular formats you’ll find it in to give you an idea of what you can achieve with your brand. 

Videos 

Undoubtedly the most popular form of micro-content, short-form videos like TikToks, Instagram Reels and Youtube Shorts are favoured by 73% of consumers when it comes to learning about a product or service, thanks to their ability to convey complex information in very little time. 

Short-form video content is also more engaging and interesting to a more diverse range of audiences when compared to other formats like long-form articles or downloadable eBooks. 

Social Media Updates

Brief text updates are another huge face of micro-content. This might include concise, snappy Instagram captions or Stories, Facebook or X posts and even visually appealing pins on Pinterest. 

Images with Captions

A picture is worth a thousand words, but a well-crafted caption can take a piece of content even further. Memes and GIFs also fall into this category, adding humor and relatability to your posts. 

Infographics

Visual representations of data or information can make complex topics easier to understand and digest quickly. 

Headlines & Titles

Catchy and intriguing headlines are integral for drawing readers in and encouraging them to learn more.

Email Subject Lines

These are your first impressions in someone’s inbox. A compelling subject line can make the difference between an opened email and one that gets deleted.

How to Create Compelling Micro-Content

At first glance, you’d think there couldn’t be anything more simple than creating a short post or video. However, there’s a delicate art to consistently producing content that actually captures. With this in mind, here are some best practices to keep in mind as you start planning micro-content. 

Understanding Your Audience and Platform

Before creating any content, it’s important to know who you’re trying to reach and where they spend the most time online. Consider their interests, needs and online behavior. Each platform has its own unique characteristics, for instance, X thrives on concise, attention-grabbing tweets with relevant hashtags, while Instagram is a visual platform where high-quality photos and videos reign supreme. Tailor your content to fit the style and expectations of each platform.

Keep It to the Point

(Source: Hubspot) 

When crafting micro-content for your social media strategy and ad campaigns, it’s important to remember that less is more. Skip the details and hone in on one key idea; your message should be understandable within seconds. The more to-the-point your content is, the higher the chances are of it being shared. 

Types of Micro-Content

Experiment with different formats to keep your content fresh and engaging. Short-form videos are perfect for quick tutorials, product demos or behind-the-scenes glimpses. Eye-catching images, such as infographics and quotes, can also be very effective. Engage your audience with questions and polls, share quick tips and tricks or provide inspiration with quotes and excerpts.

Crafting Compelling Copy

Grab your audience’s attention with a strong headline that accurately reflects your content. Use strong verbs and an active voice to make your writing more dynamic and engaging.  You should always include a call to action to encourage your audience to take the next step, whether it’s visiting your website, following you on social media or sharing your content with others.

Maintaining Consistency

Consistency is crucial for building a loyal audience. Establish a regular posting schedule to keep your audience engaged and coming back for more.  Maintain a consistent brand voice across all your platforms to make sure that your micro-content aligns with your overall brand identity and messaging.

Tracking and Analysing

Keep track of your results and analyse your metrics to see what’s working and what’s not. Pay attention to engagement metrics such as likes, shares, comments and clicks.  Use this data to understand what resonates best with your audience and refine your content strategy over time.

Need Help with Your Digital Campaign?

Looking for more guidance on incorporating micro-content into your social media strategy? Perhaps you just need some professional assistance with revamping your digital campaign? If so, Bigg can help. As a dynamic copywriting agency based in Bristol, we provide a comprehensive range of innovative digital marketing solutions, driven by industry expertise and a scientific approach.

Want to find out more about how we can improve your performance and boost your profitability month by month? Schedule a call with our team. 

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Social Marketing

Harnessing the Power of Dark Social: Why You Shouldn’t Overlook Private Channels

Dark blue background with the text 'Harnessing the Power of Dark Social' in white font

At Bigg, we’re all too aware that marketing trends evolve quickly, and staying ahead of the curve can be a challenge. One topic that deserves more attention in 2025 is dark social. It’s not just a buzzword – it’s a critical piece of the puzzle for understanding how people really engage with your content. If you’re not already thinking about dark social, you could be missing a golden opportunity to learn more about your audience and refine your digital campaigns accordingly.

Dark Social Explained

The term “dark social” was first coined in 2012 by Alexis Madrigal, a former editor of The Atlantic. It refers to the traffic and engagement generated when people share links or content through private, untracked channels. Think WhatsApp messages, Facebook Messenger chats, Slack conversations, emails, or even good old-fashioned word-of-mouth. Unlike public interactions on platforms like Instagram or X, these shares happen out of sight, making them difficult to measure with traditional analytics tools.

For example, imagine you – or our expert content writers – have written a blog post. Someone reads it, loves it, and sends the link to a friend via WhatsApp. That friend clicks on the link and visits your website – but your analytics platform categorises it as ‘direct traffic’ because the source can’t be traced. That’s dark social in action.

Why Dark Social Matters

Dark social might not always be the most visible part of your marketing efforts, but it’s one of the most influential. These unseen interactions – like links shared in private messages or small group chats – can reflect genuine interest and drive significant traffic to your website. Understanding and embracing dark social is key to unlocking deeper insights into how your audience engages with your content. Let’s take a closer look at why dark social matters deserves your attention:

It Reflects Genuine Interest

When someone shares your content privately, it’s often because they truly find it valuable or interesting. These are the kinds of recommendations that carry real weight, often sparking meaningful engagement. Unlike a generic public share, a dark social interaction feels more personal and trusted.

It’s Bigger Than You Think

Dark social is a major driver of web traffic. Past research by RadiumOne suggested that a staggering 84% of what consumers share online actually takes place in dark social spaces. Ignoring this activity means you’re potentially missing insights into a huge segment of your audience.

It’s How People Share Today

As privacy concerns grow and the social media landscape becomes increasingly saturated, people are shifting towards private communication. In the UK, WhatsApp is one of the most popular apps for staying connected, and private groups on platforms like Facebook and Instagram are thriving. In support of this, a 2019 study revealed that 63% of people preferred to receive content and recommendations via dark social channels, rather than public ones. This shift means businesses need to adapt their digital strategies to meet their audience where they’re most active.

It Reaches New Audiences

Dark social can help businesses reach new audiences by leveraging the shift in social media habits toward private, peer-driven interactions. Gen Z, for example, spends more time on social media than any other generation and they often turn to influencers and private channels for recommendations. Older generations, while less active on traditional public platforms, are also driving dark social growth by relying on private spaces like messaging apps or email to share and discuss content. 

For businesses, this shift underscores the importance of focusing on these hidden interactions, where authentic conversations and trusted recommendations happen, allowing them to connect with new customer segments through personal, meaningful engagement.

It Provides Valuable Information

Dark social is all about connection. People join private groups or niche forums to share advice, and these conversations are rich with insights. For example, photography enthusiasts often turn to places like Reddit to ask for gear recommendations before making a purchase.

Even though dark social interactions are harder to track, they can reveal what your audience really cares about. A survey conducted in 2021 found that 89% of respondents trust personal referrals and recommendations over other sources. By tapping into these private spaces, you can better understand your audience’s needs and create more relevant content or offers.

Measuring the Impact of Dark Social

Measuring dark social may seem daunting – after all, it’s called dark social for a reason – but there are several practical ways to get started. 

Use Urchin Tracking Model (UTM) Parameters

Adding UTM parameters to your links is a great way to track traffic sources. For example, if you’re sharing a promotional link on Instagram Stories or in an email newsletter, UTM tags can help you see how many people clicked. While UTMs won’t solve the entire dark social mystery, they’re an essential tool for pinpointing traffic from specific campaigns.

Create Unique Landing Pages

Dedicated landing pages can make it easier to track specific traffic sources. Let’s say you’re running an Instagram-exclusive promotion. By directing users to a unique landing page, you can measure visits and engagement tied directly to that campaign.

Survey Your Audience

Sometimes the best way to gather insights is to ask directly. A simple question like “How did you hear about us?” during checkout or sign-up can reveal whether dark social played a role. While it won’t cover every scenario, it adds a layer of qualitative data that complements your analytics.

Monitor Traffic Patterns

If you notice a spike in direct traffic after sharing content, it’s a good indicator that dark social is at play. Combine this with UTM data and surveys to build a more complete picture of your audience’s behaviour.

How to Include Dark Social in Your Strategy

Dark social shouldn’t feel like a mystery – it’s an opportunity to deepen your understanding of how people engage with your brand. Here are some practical steps to incorporate it into your digital campaigns.

Prioritise Shareable Content

The more shareable your content, the more likely it is to circulate in private channels. Think visually striking infographics, relatable memes, and content that solves real problems for your audience. For example, a travel agency could create an “Ultimate Packing Checklist” or a “Top 10 Hidden Gems in Italy” guide, which people are likely to share privately via WhatsApp or email to help friends and family planning trips.

Focus on Mobile-Friendly Experiences

Dark social thrives on mobile platforms, so make sure your website and content are optimised for mobile users. From fast loading times to intuitive navigation, a seamless mobile experience encourages users to share your content effortlessly. Recipients are also more likely to have an enjoyable experience while visiting your site, and therefore may be more inclined to explore your offering and even convert.

Leverage Messenger and Chat Features

Platforms like Instagram and Facebook Messenger offer built-in tools that align with dark social. Use features like direct messaging campaigns, broadcast channels, and one-to-one conversations to build stronger connections and drive engagement.

Track and Test Continuously

As dark social evolves, so should your approach. Experiment with different tracking methods, keep an eye on emerging private channels, and regularly evaluate what’s working. By staying flexible, you’ll be better equipped to adapt to changes and seize new opportunities.

The Bigg Approach

At Bigg, we’re all about helping businesses like yours enhance their digital strategy by leveraging every opportunity for growth. As a leading digital marketing agency offering a comprehensive range of services, we’re well-equipped to do whatever it takes to help your business reach new heights in the online space.

Whether it’s crafting smarter digital campaigns, optimising your content for sharing, or fine-tuning your social media strategy, we bring the expertise and creativity needed to make a real impact. No matter where your audience engages – publicly or behind the scenes – we’re here to help you turn insights into action and deliver campaigns that truly resonate.

Ready to take your digital marketing efforts to the next level? Let’s make it happen together. Get in touch with us today and let’s build a smarter, more effective approach to growing your business.

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