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Posts
AI & innovation
- Three SEO strategies driving visibility in the age of AI discovery
- How to get featured in listicles and comparison articles for GEO
- AI vs SEO? Why new data proves it’s not a competition
- Google AI Mode launches in the UK: what marketers need to do now
- How ChatGPT’s agentic AI is changing SEO, and what you should do about it
- AI Mode’s Thematic Search: Implications for content & visibility
- How to make sure you’re visible in AI search
- Cloudflare changed the rules for AI: What it means for your website
- How to stay ahead with Varn’s AI Visibility Frameworks: An interview with Head of Innovation, Aimee Talbot
- Google brings AI Mode metrics to Search Console
- How AI assistants are getting smarter – and why desktop still dominates AI search traffic
- The new search battleground: Is your brand winning or invisible?
- Video SEO and optimising for YouTube (& AI Overviews)
- A major shift in search: The rollout of Google’s new AI Mode
- Research shows what AI cites for “best SEO agency” searches
- Is it worth optimising for AI Overviews?
- Entity SEO: Get your brand seen in Google & AI search
- 7 ways to optimise your website copy for search engines and LLMs
- Google’s AI Mode: What is it and how will it impact search?
- How to optimise your website for voice search
- How to adapt your backlinks and digital PR for AEO and SearchGPT
- Why schema markup is important for AI search and how to do it
- Is JavaScript hiding your website from AI search results? Here’s how to fix it
- The evolution of SEO – rankings are out, visibility is in
- Is SEO dead?
- Is AI crawling your website? How to check and why it matters
- Google Algorithm updates in 2024 and the influence of AI
- What is Answer Engine Optimisation (AEO)?
- The pros and cons of SearchGPT: Is conversational AI the future of search?
- AI vs. algorithms: How SearchGPT differs from traditional Google search
- Search GPT launches: How does it compare to Google?
- Featuring in Google’s AI Overviews
- Google Marketing Live Keynote – the new era of AI advertising?
- Understanding and preparing for Google’s AI Overviews
- TikTok: The new search engine tool for Gen Z?
- Prompt engineering | How to get generative AI to produce useful outputs
- How does Google’s Search Generative Experience (SGE) work?
- Varn Research: 55% of Google SGE results overlap with standard organic search results
- AI and the future of search
- How AI can help us focus on the core principles of SEO
- Google’s generative AI: A leap in fashion PPC, or generating more problems for marketers?
- How to leverage Search Console Bulk Data Export
- 3 ways Varn are using Chat GPT to streamline SEO
- 10 Easy Ways to Use Google Search Console to Improve your SEO
- How ChatGPT will impact Search Marketing | Varn’s View
- Google Analytics Training: Understanding GA4
- What’s SERP?! An updated summary of the latest SERP features (Part 2)
- What is Google Data Studio and how will it help improve your digital marketing strategy?
- How To Use Content Groups & improve Your Google Analytics Reporting
- How website speed impacts the performance of your business
- In The Schema Things: An essential guide to schema for your website: Part 2
- In The Schema Things: An essential guide to Schema for your website: Part 1
- Common Search Marketing Myths – Part 9: Submitting Your Website to Google, Social Media and Algorithm Updates
- How to get the most out of Google Analytics
- VARN Original Research: Over 59% of people still don’t know the difference between organic and paid search results
- What makes the perfect SEO sandwich?
- How to Track Visits from Google Maps in Google Analytics and GA4
- 3 tips to help you prepare for the impact of voice search on SEO
- Common Search Marketing Myths – Part 3: Ongoing SEO, Website Hosting and Mobile Optimisation
- Moving from HTTP to HTTPS – The Benefits and How-To
- Google Analytics: How to Exclude Search Bots and Spiders from Your Reports
- Why It Is Important To Use Customer Data To Drive Repeat Sales
- Googlebot cannot access CSS and JS files on your website? How to fix this issue…
- Embrace Website Analytics For A Smarter Business
- How Google Search Works, As Explained By Google
- What is a Google Partner and why Varn are one
- Google Places: Why it is important and 7 things to consider
- How to submit your site to Bing Places
- Tips For International SEO Part 2: Tips 6-10
- What is Facebook marketing and how do I use it?
- Case Study: Conversion Tracking
- The new Google Disavow Tool
Backlinks
Content Strategy
Crawling & Indexing
Data & Analytics
- An introduction to server-side tracking
- Making sense of GA4 and Google Tag Manager: A practical guide
- What are dark patterns in cookie compliance banners & how can you avoid them?
- Understanding GA4’s new Consent Settings feature: a comprehensive guide for 2025
- SEMRush vs Google Search Console: How accurate is SEMRush organic data?
- Protect your Google Ads and Analytics – Are you ready for Consent Mode V2?
- How to measure SEO success: 7 key metrics
- GA4 Update Imminent: Our Advice
- Event parameters: replicating categories, actions and labels in GA4
- How to get the most from GA4
- GA4 terminology – a Google Analytics 4 glossary
- How to Set up Google Analytics 4 (GA4)
- How to track Pageviews on Single Page Applications using Google Tag Manager
Digital PR
Google Analytics
News
- European Accessibility Act 2025: UK Application & Requirements
- BrightonSEO talk roundup April 2025
- Tom Vaughton at brightonSEO April 2025 with his talk, ‘The only 4 SEO strategies you’ll EVER need’
- Varn wins the Business Services Award at the Bath Life Awards 2025
- Varn wins Highly Commended Award at The British Business Excellence Awards 2024
- Brighton SEO October 2024 | talk highlights
- Varn announced as finalist in the British Business Excellence Awards 2024
- Brighton SEO April 2024 | talk highlights
- A new Head of Innovation role at Varn
- Key takeaways from Google’s Partner Summit Live 2023
- How Varn is marking World Mental Health Day
- Brighton SEO 2023 | Friday talk round-up
- Google Adds Extra ‘E’ to the EAT Guidelines | News
- Brighton SEO 2022 | Friday Talk Round-up
- Solar Panel Searches Up 334% on 2021
- Aimee Talbot: Celebrating 10 years at Varn!
- Meet Helen Dalton: The newest member of our Technical SEO team
- Dan Fallon joins the Board at Varn
- Welcome Rob Wilde!
- Is your website bad for the planet?
- Eco-friendly Varn: How to make your business more environmentally friendly
- Enter the Varn Christmas game to WIN 1 of 3 amazing prizes
- Would you benefit from bespoke SEO training?
- Varn Nominated For The Drum Search Awards 2016
- Why We Helped Make The Biggest Paper Bag In The World
- BOA Bridge Watch: What It Is And Why We Did It?
Off-page SEO
- How to come up with compelling Digital PR ideas that gain traction
- A deep dive into anchor text for offsite SEO
- How Varn creates effective outreach lists for digital PR
- 5 digital PR tactics to leverage for your e-Commerce brand
- Guest Posting | How to do it properly for Digital PR
- How to align Digital PR and Technical SEO
- How to write an article that ranks well in Google
- How to measure the success of a digital PR campaign
- How to Find Content Gaps and Fill Them
- Are Airbnb actually doing fantastic SEO by saying they don’t do search marketing?
- How to measure the value of a backlink to your site
- 5 Important SEO Rules For Successful Website Upkeep
- 3 Key first steps for improving your Offsite SEO
- 3 great research pieces and how they got links
- Why video is vital – the power of video in a Google search
- The ultimate guide to Facebook SEO
- The ultimate guide to YouTube SEO
- The Ultimate Guide to Instagram SEO
- What’s SERP?! An updated summary of the latest SERP features (Part 1)
- 3 key things to remember when building a good backlink profile
- How to write content that gets links
- How to get started with your digital content strategy
- What Search Marketing can learn from Formula 1: The parts that make a successful SEO race team
- 3 Alternative link building techniques to kick start your outreach strategy
- How to optimise your LinkedIn company and profile page
- How to create great content that improves your website’s SEO
- What are backlinks and why are they important for your website performance?
- 10 essential long-term SEO wins to help give your website a shot in the arm
- Why you should always optimise your content for SEO, even if your goal isn’t organic traffic
- Do you really know what the purpose of your website is?
- Top 10 reasons shoppers don’t complete purchases online – Part 1
- 4 reasons content marketing is important to your business
- Why having an online presence could help sales in your high street shop
- Would Your Company Benefit From a Wikipedia Page and How To Get One
- You Shouldn’t Just ‘Dabble’ in SEO If You Want Your Business To Grow Sustainably
- Creating a Low-risk, High-value Strategy Using Affiliate Marketing
- Common Search Marketing Myths – Part 8: Online Collaborations, Duplicate Content and When to Start SEO
- 3 Reasons Your Website Should Have A Blog Or News Area
- Common Search Marketing Myths – Part 5: Keyword Targeting, Guest Blogging and Changing Domain
- Common Search Marketing Myths – Part 4: Disavowing Backlinks, Outbound Links and Ads Bidding
- 11 tips that a trip to IKEA taught us about web marketing and SEO
- Common Search Marketing Myths – Part 1: Exact Match Domains, Backlinks and Google
- How Traditional Businesses Can Disrupt The Established Marketplace With Search Engine Marketing
- Why Should You Write Differently For the Web Than You Do for Print?
- 10 Ways to Keep Out Competitors in Brand Searches
- How Vulnerable is Your Site to Negative SEO?
- Make Your Marketing Campaigns Count With This ‘Quick-Glance’ Seasonality Chart
- Why Content Is More Important than Ever in Google’s Eyes
- What Is ‘Quality Website Content’ & 6 Steps To Get It
- The Importance of High Quality Content in SEO
- 8 Steps To Take Control Of Your Brand In Local Search
- How Varn ended up in the Guardian and how this could help your online marketing
- Which Social Media Sites Should I use to Promote My Business?
- How to create indexable links: Part 2 External links
- How to create indexable links: Part 1 Internal Links
- Tips for International SEO – Part 1: Tips 1-5
- 5 Tips for Optimising your Blog
- 10 Tips on How to Make the Most of LinkedIn
- 7 Tips To Get The Most Out Of LinkedIn Advertising
Reporting
SEO Strategy
- How to get the most out of Shopify’s native SEO functionality
- Mastering the SEO Conversation: Answering Stakeholder Questions
- SEO key terms & definitions: A-Z glossary
- Why long-term SEO always wins
- How to find a great SEO agency – Google’s advice
- Top 5 reasons why a bespoke SEO audit can be game changing for your website
- What to do if your website suddenly loses organic search traffic
- SEO content optimisation checklist
- How Long Does SEO Take? | 2 Graphs Which Tell The Story
- How to use (and not use) Yoast for your SEO optimisation strategy
- Top 8 SEO agencies
- Could your business benefit from SEO Mentoring?
- What is the most important thing I can do to get my website to perform better?
- SEO challenges solved by Varn
- How to manually review your website before Google does
- Why search is more than Google and 6 best practices for a vertical search campaign
- Why Good SEO Techniques Are Future Proof
- How A Website Audit Can Benefit Your Business
- 15 things that Google will penalise you for – Part 2
- 15 things that Google will penalise you for – Part 1
- Having poor SEO can be worse than having no SEO at all
- Six steps to a successful SEO strategy
SERP
Technical SEO
- Why technical SEO should be integral to your website launch process
- 10 key technical SEO factors
- 5 Ways to improve website UX with SEO
- Shopify For SEO: Top 10 benefits & 3 mistakes to avoid
- What is search keyword intent modelling and why is it important?
- Understanding the GA4 Quota Limits in Looker Studio
- Can Google Crawl Content in Accordions for SEO?
- YouTube Keyword Insights: a useful tool for SEO?
- The ultimate guide to long-tail keywords and how to use them within your SEO efforts
- Googlebot Site Crawling and Indexing – 5 Key Steps You Should Follow
- How to get the balance right between SEO, eCommerce and usability in your page content
- What is Google’s Crawl Budget Management and why is it important?
- Nofollow vs Dofollow: Which one do you want for SEO?
- 8 Ways to make your website more accessible and why it is important
- 5 ways you can improve your SEO outreach efforts
- How to get to the top of Google Surfaces
- Everything you need to know about Podcast SEO
- What to do if someone copies your website content or design?
- What is internal linking and why is it important?
- Google’s Featured Snippet Update and what Deduplication means for your website
- In The Schema Things: An essential guide to Schema for your website: Part 3
- Common Search Marketing Myths – Part 10: Content Marketing, Facebook Hashtags and Anchor Text
- Don’t waste your time and money on broad keyword targeting – it is not as important as you think
- How to Find Featured Snippet Opportunities
- What’s SERP?! An essential guide to SERP Features: Part 5
- What’s SERP?! An essential guide to SERP Features: Part 4
- What’s SERP?! An essential guide to SERP Features: Part 3
- What’s SERP?! An essential guide to SERP Features: Part 2
- What’s SERP?! An essential guide to SERP Features: Part 1
- How to get the most from your Google My Business profile
- Top 10 tips to create a killer contact page
- Speakable Schema Markup for Publishers and its Impact on SEO
- Common Search Marketing Myths – Part 7: Can Click Through Rates, Domain Age and XML Sitemaps Impact Your Rankings?
- How To Design a Website That Works: Combining Aesthetics and Usability
- VARN Original Research: How your domain name could be damaging your business
- VARN Original Research: 55% Of People Don’t Know Which Are Paid Ads On Google
- 6 Top Tips For Google Image Search Ranking
- Don’t Lose Customers Through A Faulty Contact Form
- 5 Tips To Evaluate Your Own Website Before Google Does
- 5 Important Housekeeping Rules For Website Upkeep
- VARN Original Research: How Many Of Us Print Out Web Pages?
- Different Strategies You Need For Optimising Mobile SEO
- Digital Branding: 6 Mistakes That Let Down Your User Experience
- Why Your Website’s Imagery Needs The Professional Touch
- Adblocking is Not the End of the Free Content World
- Why Do People Leave My Shopping Cart? And How To Prevent This
- Assess Your Website’s ROI: Is It Worth the Investment?
- 5 Tips For Better Navigation On Your Website
- 10 Reasons Why You Need to Put a Video on Your Homepage
- Increase Your Website’s Effectiveness With A/B Testing
- Are People Using Shorter Searches For B2B Services?
- How to optimise your META Title Tag and Description
- 20 Tips for Optimising YouTube Videos
- 5 Tips For Image SEO On Your Website
- Google Now Checks Your Website Is Mobile Friendly. Are You Ready?
- How Your Website Speed Impacts On Your Google Ranking And Conversion Rate
- Improve Your Search Ranking By Changing To HTTPS
- Ignore Your Sub-Pages At Your Peril
- Why your website USP is critical to success
- Do Your Customers Like Your Website? 5 Tips to make your website perform better
- Why Mobile SEO is Vital and 5 Mistakes to Avoid
- Things you need to think about when making your website responsive
- How and Why to Create Rich Snippets
- 9 Tips For E-Commerce SEO
- How to create URLs that help with SEO
- 7 KPIs for Search Engine Optimisation
- Why Carousels and Image Sliders may be bad for your Website
- 8 Tips on writing Meta Descriptions for SEO
- 10 Tips on How to Reduce Your Websites Bounce Rate
- Tips on Writing Title Tags for SEO
- Google: 10 Reasons Why Your Visitors Might not be Converting to Buyers
- 8 Principles to help structure your website, No.4
- 8 Principles to help structure your website, No.3
- Responsive web design for your mobile website : Why Google loves it
- 8 Principles to help structure your website, No.2
- 8 Principles to help structure your website, No.1
- Googles Guide to Good Website Building
- 9 Tips for Local SEO
- 5 Tips to Optimise Your Email Newsletters for Mobile Phones
- Five Steps to Better Website Conversions
- Five Things to Watch Out for When Designing Your Webpages
Uncategorised
- Restrictions in paid media advertising
- PPC: The ultimate guide to Performance Max Campaigns
- Google Ads optimisation framework | From the 4As to the 3Cs?
- Ecommerce and online shopping trends for 2023
- The influence of cross-cultural variations on effective ad copy
- Google Ads Benchmarks 2023: Key Trends & Insights for Every Industry
- What is a keyword Quality Score and 10 Tips on How to Improve It
- The PPC and Paid Media trends up ahead for 2023
- The latest Google Ads Research from Varn 2022
- Latest Varn Google Ads Research 2022
- “To Click Or Not To Click”? That is the question
- 57.4% of people don’t know which links on Google are paid ads
- 58.1% of people don’t know which links on Google are ads: is Google making ads less clear?
- Varn Original Research: 35.1% of users recognise ads on Google but don’t click on them
- Varn Original Research: Only 40% of people know which links on Google are paid adverts
- Why You Should Look At The Timings Of Your AdWords Campaigns
- VARN Original Research: Almost 60% of People Still Don’t Recognise Google Paid Ads When They See Them.
- Is it a bad thing that 57% of people still don’t recognise Google ads in search results?
- Common Search Marketing Myths – Part 6: How PPC Affects Organic Search, the Death of Bing and More
- VARN Original Research: You Won’t Believe How Many People Don’t Recognise Paid Ads in Google.
- Does your Google AdWords campaign create a profit or just increase your turnover?
- Common Search Marketing Myths – Part 2: Meta Tags, H1 Headings and Google AdWords
- VARN Original Research: 7% more people don’t know what Google Ads are compared to 12 months ago
- Store Visit Conversions: The Future of AdWords Campaigns
- How to include Location Extensions in Google AdWords
- VARN Original Research: 50% Of People Don’t Know Which Are The Paid Ads On Google
- How Twitter Advertising can work for your business
UX & CRO
Website Migration