Straightforward advice for ecommerce, SEO and marketing work, with useful tools linked at the point you need them.
Last reviewed 18 September 2026
UTM tags are not glamorous, but they are the difference between knowing whether a campaign worked and guessing. The best convention is not the most complex one. It is the one your team can apply consistently across paid social, email, affiliates and partner activity.
Read guideLast reviewed 17 September 2026
Return on ad spend (ROAS) is simple: revenue divided by advertising spend. A £5,000 campaign that drives £20,000 in tracked revenue has a 4.0x ROAS. The problem is that revenue is not profit. For an ecommerce business, a seemingly excellent ROAS can still lose money once product cost, returns, payment fees and fulfilment are included.
Read guideLast reviewed 15 September 2026
A page title is a short promise about what the searcher will find. It should help a person distinguish your result from the alternatives, not try to repeat every possible keyword. For ecommerce pages, clarity usually wins: product or category first, the most useful qualifier second, then the brand if it adds recognition.
Read guideLast reviewed 14 September 2026
Campaign traffic is expensive. Before increasing spend, make sure the landing page answers the question the advert created and gives customers a clear route to the next step.
Read guideLast reviewed 12 September 2026
A Shopping campaign cannot compensate for a poor product feed. The feed is the structured version of your catalogue that helps an advertising platform understand what you sell, who it suits and whether it is available. The first job is accuracy; the second is usefulness.
Read guideLast reviewed 11 September 2026
Robots.txt and XML sitemaps serve different jobs. Robots.txt gives crawler-access instructions. A sitemap lists URLs you would like search engines to discover. Neither is a substitute for useful, internally linked pages, but both can prevent straightforward technical mistakes.
Read guideLast reviewed 10 September 2026
Schema markup helps search engines understand the information already present on a page. It is not a way to force a rich result, improve a weak page, or add claims a customer cannot see. The safest starting point is simple, accurate markup that matches the visible content.
Read guideLast reviewed 8 September 2026
Weekly reporting should create better decisions, not a longer spreadsheet. A useful ecommerce KPI set separates demand, conversion and profitability, then makes the assumptions visible.
Read guideLast reviewed 7 September 2026
An SEO content audit is not a word-count exercise. Its purpose is to decide which pages are helping customers find and choose products, which pages need stronger information, and which pages are duplicating each other.
Read guideLast reviewed 5 September 2026
Useful tools reduce avoidable errors and help a team make a decision faster. They do not replace commercial judgement. Whether you are using a calculator, a URL utility or a SEO checker, a reliable workflow has four steps: define the question, verify the inputs, interpret the result and record the decision.
Read guide