Freelance Digital Marketing Consultant
A selection of digital marketing articles by Paul Mackenzie Ross, a local expert who has over 25 years professional experience in design and digital after forming his personal studio back in 2000AD.
Google I/O 2025 was wild. I normally report on the Google I/O annual developer conference but was a bit busy this week to even watch live. However, my friends updated me on the key aspects of the event and I’ve been able to catch up with the aftermath. This year, it seems like this was … Read more
There’s a lot of discussion in SEO and digital marketing circles about how search is changing. In fact, when you look back at the history of search, you’ll notice that search is still changing – it always has. However, the thing about the nature of how search is changing now is that it feels more … Read more
And How We Can Do Better When you think about carbon emissions, what are the first images that spring to mind? Do you picture aircraft jetting to and from Heathrow? Maybe it’s Industrial processes and factories belching out fumes? Or is it the day-to-day commute and cars stuck in traffic jams pumping out exhaust gases? … Read more
This was such a timely report. I was only last week (Tuesday) expressing my scepticism with an old-fashioned approach to SEO, and the fact that professionals haven’t been guaranteeing clicks for a very long time. Part of my reasoning was the zero-click results from featured snippets and now the new Google AI Overviews. When I … Read more
TL;DR Start with a Project: The best way to learn digital marketing is by applying your knowledge to a real project—ideally, a personal website or blog based on your interests or business idea. This hands-on approach helps embed your skills beyond theory. Build Your Website: Secure a domain, hosting, and set up your site (WordPress … Read more
The acronym E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s Google’s framework for evaluating the quality of a website’s content, and Google uses teams of people around the world as “Quality Raters”. Practical E-E-A-T is my way of helping you put it into practice. So E-E-A-T is the backbone of any manual analysis of … Read more
In digital marketing it’s easy to get involved in the latest trends and manifest these as marketing tactics. New concepts, platforms and algorithm updates do indeed surface fresh opportunities for your business and your website to innovate and grow. But before you jump on the bandwagon with the latest digital trends you need to contemplate the … Read more
[In a Harry Hill voice…] So which is better? SEO consultant or SEO company? There’s only one way to find out… FIGHT! I’m joking, this is a stress-free zone, so there’s no need for any untoward behaviour. The “SEO consultant vs SEO agency” question comes up in almost every first conversation I have with a … Read more
Now this is a well-worn subject, having to discuss the benefits of blogging for businesses. But this blog post is written from my own unique perspective in over twenty years of blog writing with commercial success. TL;DR Blogs Still Work: Blogging remains effective for businesses, even 20 years after it came about. Blogging Boosts Traffic: … Read more
You’ve heard about robots.txt, but have you heard of llms.txt? LLMs.txt is an emerging “standard” file that’s been designed to optimise website content for large language models (LLMs). Much in the same way that robots.txt steers the web’s crawlers, so LLMS.txt has been designed to handle how LLMs crawl your site’s content. the new text … Read more