Simon Rattray
Head of Strategy at Marketing Signals
Simon Rattray on LinkedInArticles by Simon Rattray
7 min readSEO and PPC as one plan: what changes when the channels share data
When SEO and PPC are planned apart, both channels pay for the same customers. Here is how we run them as one plan with one keyword map and one budget review.
Continue Reading
7 min readTechnical SEO audits that get implemented: fixes ranked by revenue
How we run a technical SEO audit that gets built: every issue scored on revenue at risk and effort, written as a developer ticket and re-crawled after release.
Continue Reading
7 min readPPC and SEO strategy: plan content from converting search terms
Your Google Ads account already lists the searches that turn into customers. Here is how we use those converting search terms to build an SEO roadmap ranked by revenue.
Continue Reading
20 min readLaw Firm SEO: What Actually Works in 2027
Law firms still win the majority of their clients through referrals, and that will not change. But the clients who are not in anyone’s network are searching on Google every day, making decisions within minutes of finding a firm. Firms that grow consistently alongside their referral base are those that have built a parallel pipeline through organic search — one that generates enquiries continuously without depending on who any individual happens to know.
Continue Reading
4 min readQuery Intent Shift: What to Do When Google Changes What Your Keyword Means
Throughout the history of language, words have changed meaning over time. For information retrieval systems like search engines, it’s important to reflect these changes in the results they serve to their users. Sometimes words or phrases can have a dual meaning, especially if they are names or brands. Ahrefs made an interesting list of phrases that have changed meaning over time and how Google has adapted the results as a consequence. Different words can also have different intents depending on the time of year they are queried. For example, the term “flowers” in the week before Valentine’s Day is more likely to have a commercial intent of someone wanting to buy flowers, versus someone querying it on a random day in the middle of January.
Continue Reading
9 min readSEO vs. SEM: How They Differ and When Each Strategy is Best
When you’re looking to boost visibility online, two strategies often come up: SEO and SEM. Both approaches can help you attract users through search, but they work in very different ways.
Continue Reading
