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.
Have you ever heard of or seen the term “thin content”? If you have a WordPress website and use the excellent Yoast SEO plugin, then you probably have. The plugin’s “traffic light” system considers word count of pages in whether it awards you a green light or not. It is just one aspect of the … Read more
Isn’t it time we evolved the list of search intent classifiers to now include instructional intent? Sure, this is a variation of informational search intent, but isn’t the intent behind the use of generative AI such that it now deserves its own category? What is Search Intent? Off the back of Andrei Broder’s 2005 research paper … Read more
I was talking with an IT and comms company the other day, trying to describe how the landscape of search has been continually evolving and I said they needed a new form of digital PR so to speak. So what is the future of digital PR or is it already here and we’ve not been giving it the attention it deserves?
Anyone who trades in stocks and shares will be familiar with the term “buy the dip”. It’s a trading strategy where an asset value falls, and investors buy at the lower rate in anticipation that it will increase again in the future. During times when there are temporary uncertainties and dips, this is a sound … Read more
What is Technical SEO? Technical SEO is the part of the search engine optimisation process where a website’s backend and technical elements are optimised to help search engines to crawl, index, and rank web pages better. What’s the Difference Between On-Page SEO and Technical SEO? On-page SEO and technical SEO are different yet complementary. On-Page … Read more
Someone mentioned the other day that Google’s Quality Raters Guidelines has been refreshed and when I took a look, it was on the 23rd January 2025. How did I miss that? TL;DR Google’s Quality Raters Guidelines were updated on 23rd Jan 2025 They now have a few mentions of generative AI whereas they didn’t previously … Read more
We kicked off 2025 with a bang in the SEO world. If you felt like the ground was shifting beneath your feet in January, you weren’t imagining it. Between Google wrapping up major updates from December, releasing new guidelines, and throwing a spanner in the works for popular SEO tools, there was plenty to keep … Read more
Specialisation is great, but the most rounded professionals are those who have so many elements of digital marketing and beyond in their DNA…
2024 has been an amazing year in the digital marketing world, marked by the continued rapid advancement of AI, big shifts in search engine algorithms, and the ever-evolving social media landscape. From the rise and rise of generative AI to the burgeoning importance of authenticity, 2024 has been a year of exciting developments. So without … Read more
I recently heard a criticism of someone for being “reactive” in their digital marketing role. Tonight I want to stand up for them and offer my wholehearted support because I am 100% behind them being reactive in the work that they do. What is Being Reactive? There are a couple of definitions of the adjective … Read more