Digital marketing news, guides and insights from the Crescat Digital team.
On 7 October, Crescat Digital founder Lee Thomas unveiled The UK Law Firm AI Visibility Index 2026 on the operations stage at London Law Expo 2026: 269 law firms, 8,576 answers from ChatGPT, Claude, Gemini and Perplexity, and one question: is your firm named?
9 October 2026
Last reviewed by: Lee Thomas, Managing Director, Crescat Digital — 24 July 2026 Every marketing budget starts as a number someone must defend. A managing partner asks how you arrived at it. A finance director wants to know why it has gone up. And for most firms the honest answer is some mix of last […]
30 July 2026
Last reviewed by: Lee Thomas, Managing Director, Crescat Digital — [publication date] Your firm ranks on page one for “employment solicitor Manchester”. The traffic report looks healthy. The enquiry log hasn’t moved in a year, and at the last partners’ meeting someone asked why, and you didn’t have a good answer. Here is the answer. […]
23 July 2026
Last reviewed by: Lee Thomas, Managing Director, Crescat Digital — 7 July 2026 Picture the quarterly partners’ meeting. You have a report ready, and the news is good: traffic is up, rankings have climbed, the firm’s impressions have never been higher. Then a partner looks over the top of their glasses and asks the only […]
10 July 2026
Last reviewed by: Lee Thomas, Managing Director, Crescat Digital — 18 June 2026 Picture the pitch. A confident, well-prepared agency is across the table, the slides look sharp, and every answer lands. They have done this hundreds of times. Your firm does it once every few years. That imbalance is the real problem with choosing […]
26 June 2026
Last reviewed by: Lee Thomas, Managing Director, Crescat Digital — 9 June 2026 Most firms start this decision with two numbers: the salary they would pay an in-house SEO hire, and the monthly retainer an agency has quoted. The salary usually looks like the cheaper option. It rarely is. That gap between what a hire […]
14 June 2026
Last reviewed by: Lee Thomas, Managing Director, Crescat Digital — 29 May 2026 A marketing director at a UK law firm sits in front of an annual budget request. There is £100k of digital marketing spend to allocate. £40k of it went to PPC last year. A new agency is recommending heavier SEO. The managing […]
9 June 2026
Last reviewed by: Lee Thomas, Managing Director, Crescat Digital — 22 May 2026 66% of UK professional services firms (including law firms) reported increased turnover last year, according to the Law Firm Marketing Club’s Professional Services Marketing Survey 2025 (a UK-focused annual survey of marketing and business development across professional services). Marketing budgets have followed: […]
29 May 2026
Last reviewed by: Lee Thomas, Managing Director, Crescat Digital — 15 May 2026 You have one SEO proposal on your desk. Maybe three. Each one is professionally formatted. Each one mentions audits, content, links, and reporting. Each one runs to twelve or fifteen pages. And none of them gives you a way to tell whether […]
21 May 2026
Last reviewed by: Lee Thomas, Managing Director, Crescat Digital — 21 April 2026 Picture a marketing manager scrolling through 400 posts in their firm’s News and Insights section. Most are short event recaps, awards announcements, and three-paragraph legal updates from 2019. They know it’s a mess. They have known for two years. Every post has […]
15 April 2026
Last reviewed by: Lee Thomas, Managing Director, Crescat Digital — 28 April 2026 You have probably asked every agency you’ve spoken to the same question. How long until SEO actually works? And every agency has given you the same answer. Six to twelve months. Maybe longer. It depends. The trouble is the answer is useless. […]
12 March 2026
Last reviewed by: Lee Thomas, Managing Director, Crescat Digital — 30 April 2026 A managing partner’s prospective client opens ChatGPT and asks for a solicitor specialising in their problem. The answer comes back as a paragraph naming three firms — none of them yours. The enquiry is gone before it started, and you will never […]
20 February 2026
On paper, your numbers might look acceptable: Traffic is steady or even up. Rankings have improved. Internally, the firm feels “visible”. BUT when you look at what matters — qualified enquiries for good‑quality matters — it has not moved in line with the effort and budget. That disconnect is the core issue: you have achieved […]
16 January 2026
Effective search engine optimisation (SEO) depends on several strategies. Among the most prominent are inbound and internal links. While each type has its purpose, their coordination can take the performance of a website to a whole new level. This article explores the relationship between inbound and internal links and how to use them strategically for […]
27 June 2025
Understanding the interplay between zero-click search and passage indexing is crucial in today’s evolving search landscape. Both concepts redefine how users interact with search engine results and how content creators should adapt their SEO strategies to stay relevant. What is zero-click search? A zero-click search is the search result that enables users to easily […]
25 May 2025
The digital marketing landscape has changed significantly with the rise of artificial intelligence (AI)-powered Google search algorithms like RankBrain, BERT (Bidirectional Encoder Representations from Transformers) and MUM (Multitask Unified Model). At the very core of this lies natural language processing (NLP), a subcategory of AI that deals with understanding and generating human languages. Knowing how […]
18 March 2025
In the competitive world of digital marketing, understanding search intent funnels is necessary for meaningful engagement and conversions. Businesses can generate higher click-through rates (CTRs) for commercial queries by creating content strategies that align with user intent. This guide explores the power of search intent funnels and provides actionable insights for SEO professionals to optimise […]
12 March 2025
Crawling and indexing of sites is paramount for website owners and SEO specialists. Google Search Console (GSC) provides useful tools and insights for improving crawling efficiency and increasing visibility in search engine results. This article illustrates ways of adding value through GSC by increasing crawl budget assigned to your site and ensuring the important pages […]
6 March 2025
For all webmasters and SEO professionals, Google Search Console (GSC) is a great tool for obtaining insights into how Google crawls and interprets itself for a website. One of the more confusing statuses that a website owner may receive is “Discovered-Currently not indexed”. This article examines the relationship between internal no-follow links and the “Discovered-Currently […]
11 February 2025
The ways users interact with search has changed over time. Thanks to AI and voice assistants, people ask more conversational and complicated questions instead of typing simple keywords. Businesses and marketers should optimise for this new search behaviour to stay relevant in the fast-moving digital landscape. Search behaviour evolution Since the early days of […]
15 January 2025
This is something that has become more of an issue since the rise of AI and generative writing, and it is a problem which Google is very aware of and actively combatting. A few key things for readers before we continue: Keyword cannibalisation is when two pages in the same website are competing for the […]
11 October 2024
Website structure is an underestimated entity in SEO. Sure, like everything it relies on other pieces being in place, but in itself it contributes a lot to ranking in competitive places. Having informational content about a category should be linked to from the category/ sub-category. It’s very often housed in a separate part of the […]
20 August 2024
Contents What is an internal link? Why are internal links important for SEO? Example of internal link structures Important definitions What does a good internal link structure look like? How can you see your internal link structure? How to use Screaming Frog to assess your internal link structure How to use SEMrush to assess […]
7 April 2024
There's no denying that artificial intelligence (AI) is driving rapid change in numerous areas of business, including digital marketing. As part of this transition, content writers are having to become AI prompt engineers, turning to large-language models (LLMs) such as Open AI's Chat GPT and Google's Gemini to boost their output and effectiveness. To fully […]
1 February 2024
2023 was arguably the most volatile year in SEO that I can remember in my 12 years working in this industry. AI is disrupting so many industries right now, and SEO is certainly one of them. So, what can we expect in 2024? Change. And a lot of it. Here are our predictions for the […]
2 January 2024
As a professional creative working in digital marketing, during the emergence of mass AI integration, I’ve found myself immersed in the evolving relationship between digital designers and artificial intelligence. After hearing from my peers on the subject, I still felt that we were missing a vital voice in this discussion. So, I decided to (figuratively) […]
22 October 2023
In the dynamic world of digital marketing, Artificial Intelligence (AI) is reshaping the landscape, especially in Search Engine Optimization (SEO). I had the privilege of speaking with an industry expert about how AI is revolutionizing SEO, particularly for small and medium enterprises (SMEs). Here's what we uncovered: Interviewer: Thank you for joining us. Let's […]
23 July 2023
Google announced an algorithm update at the end of last week (Aug 18th). We believe it will be the most impactful update they have released in a decade, and will have a huge impact on how SEO is done in the coming years. The update focuses on website and content quality. It is […]
23 August 2022
E-commerce received an exponential boost during two years of Covid lockdowns, as shoppers were forced to make their purchases online. But can that performance be sustained in a post-Covid market, and has it left the sector with fresh challenges? An accelerated pandemic trend Many businesses had no choice but to focus on online sales […]
3 August 2022
It’s well-known that Google is the default search engine for Apple’s Safari browser. However, while Google still dominates the search engine space, rumours have begun to circulate which suggest Apple has designs on launching their own search engine. Siri, Spotlight and Maps Of course, Apple does already have a search engine that supports […]
4 July 2022
Google Analytics 4 (GA4) is described by Google as ‘the next generation of analytics’. It was introduced in 2020 and represents a major overhaul of the existing platform. GA4 looks and feels quite different and has several new features. If you have a Google Analytics account and have only ever used Universal Analytics (UA), it […]
21 June 2022
There are many businesses out there that are not sure whether they should keep content indexed, or whether they should no index their content for better SEO. It is no secret that Google does not like one thing – content that isn’t useful to the user. Google’s primary goal for their search engine is to […]
10 January 2022
With the UK’s PSTN and ISDN networks scheduled to be switched off in 2025, Structured Communications needed to help businesses prepare for the migration to modern digital telephony standards. To pave the way for this role, the Horsham-based communications solutions provider decided to rethink its web presence. Increasing site reach and improving user experience […]
1 October 2021
For more than a year now, digital technologies have enabled the widespread adoption of working practices that had mostly been the preserve of freelancers, creatives, and start-up entrepreneurs. Remote working, powered by persistent online connectivity, allowed business to continue when the world was forced to shut down. Clients, colleagues, resources – everything and everyone was […]
15 May 2021
Google is currently in a testing phase for a replacement to third party cookies. FLoC stands for Federated Learning of Cohorts, and it is Google’s potential answer for increasing privacy concerns around third party cookies. Summary This is only in testing phase This relies on the browsers to enable interest-based advertising: This means FLoC is […]
15 March 2021
Overview Summary Google are introducing algorithm updates that require webmasters to improve the performance of their website through these five metrics: Page loading performance through good quality code, minimal size and correct dimensions of visual content, and good management of scripts. Mobile responsiveness Website security User safety (no site malware/ deceptive content) No intrusive […]
11 February 2021
Whether you wish to create, optimise, or upgrade your business website, there are many benefits to working with a professional web design company – provided you choose the right one. You’ll want to work alongside a team that understands your business and its objectives. Budgets and deadlines can become barriers to smooth progress, so it’s […]
26 January 2021
The need for valuable content on your website cannot be understated. From boosting website traffic to generating a personality for your brand, a blog will provide the opportunity to engage your audience, leading to potential sales. But what kinds of content are likely to prove effective? How-to guides boost trust Sharing knowledge about a […]
19 January 2021
It’s tempting to dismiss the option of hiring an agency to build a website for you. After all, there are so many DIY site building services out there, that using an external web developer may seem like an unnecessary expense – especially for newer or smaller businesses. However, finding and using a reliable digital marketing […]
12 January 2021
Focusing on SEO will improve your search engine visibility and generate a major boost in website traffic. However, implementing an SEO strategy is not always straightforward. Because of the commitment required, smaller businesses may not give it priority. If you’re looking to boost your online presence, you must first decide on your approach to search […]
5 January 2021
As the coronavirus pandemic sweeps the globe, the way we are living, operating, and using the internet is shifting. It is unsurprising to see wholesale changes in search in an event like this, and whilst I do not enjoy the word ‘unprecedented’ being used so frequently, it is extremely appropriate for most cases. Unprecedented is […]
20 April 2020
In the world of digital marketing, using paid Google Ads (or AdWords) doesn’t directly influence your organic results or boost the rankings of your website pages – even though some companies have claimed to have seen an increase in organic traffic after investing heavily in Google Ad campaigns. Equally a competitor isn’t going to necessarily […]
10 January 2020
Creating an appropriate and consistent tone is vital for any business. The tone should be addressed in all business communications, whether it’s the copy and content on product packaging, a company website, social media platforms or marketing emails. Tone of voice is one of the main ways to develop a successful brand identify, yet so […]
18 December 2019
Google My Business increases the potential for local customers to find your business by boosting your online presence and channelling any searches with local intent. According to Google, businesses that make effective use of Google My Business are twice as likely to appeal to prospective customers or clients, as they appear more credible and established. […]
18 September 2019
What is Search Engine Optimisation and how can SEO benefit your business? Since the digital boom the property market has transformed from being almost entirely print based to exploding into the digital world, with your dream home now being just a click and swipe away. Whether looking for an agent to sell your house or beginning the daunting task of finding your dream […]
1 July 2019
With digital marketing growing at such an exponential rate, businesses are constantly looking for new ways to promote themselves online. Many marketing teams have found that the best way to do this is through blog content. Alongside providing an approachable personality to your business, a blog is the perfect way to keep your clients and […]
15 May 2019
SEO Trends & Predictions in 2018: What to Expect It’s true that SEO is constantly updating, changing & adapting. Keeping website owners – and, agencies – on their toes! But, getting ahead of the game is key to keeping up with the constant cycle of updated algorithms & ranking factors. So, take a look at […]
16 January 2018
8 Social Media Trends for Businesses in 2018 To the average user, social media can be a minefield of fake news, celebrity gossip and political scandal. But for marketers, social selling is now the pinnacle of internet street cred and the most powerful marketing tool to grace the digital sphere. With such an enormous percentage […]
15 January 2018
Snapchat are finally straying from their longstanding tradition of no links, and it’s certainly set to benefit marketers! What are Snapchat Links? Snapchat users can now link to external websites thanks to Paperclip Links in Snap Map; the platform’s latest feature. Whilst seemingly simplistic, this update generates huge opportunities for businesses by helping them gain […]
11 July 2017
Running a business is tough. The constant juggle between providing the services you offer, and finding people to purchase those services is the backbone of any business. So, exploring opportunities to increase turnover is essential to your businesses growth. Digital marketing is a service which today is completely necessary. The world is online, and your […]
10 July 2017
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