January has been a busy month in the world of SEO. With the rollout of 2 Google Algorithm updates reported across December, January has been a bit of a scramble for SEOs worldwide as we attempt to realign our campaigns with the updated ranking factors issued by one of the web’s largest players.
That said, in the ever-changing world of digital marketing, SEO professionals are hardwired to deal with changes of circumstance. So we thought that we would share with you some of our recent findings of digital marketing, ranking factors, as well as some top tips from one of the UK’s leading digital marketing agencies for 2025.
As we reported last month in our Monthly Roundup, Google finalised the rollout of 2 new Algorithm Updates by the 19th of December. Now that the waves have settled, let’s take a look at each to determine how each update may have affected your rankings.
This Core Algorithm Update was a change to how Google ranks all websites within their search engine results pages. You can review your own performance on your Google Search Console or GA4 properties, and see if your rankings (and likely traffic or other KPIs) dropped on, between or since these dates.
It’s not always clear if your business, industry or niche has been affected, and Google isn’t in the business of letting every website within their index know if they have been affected. However, if you compare like-for-like dates last year, you may be able to see if you have been hit by less-favourable rankings due to Google’s new yardstick.
If you have noticed a non-seasonal dip, then it may be worth speaking with your SEO or marketing team to help make improvements to your website or get an SEO team on board to help you compete under these new terms.
Most often, gains and losses will be dealt to most websites, so you may be able to group your worsened URLs and narrow down your search into why you have lost positions across certain campaigns, folders or URLs associated with your marketing efforts.
After updating the Core Algorithm, Google updated its automated spam filter. This update allowed Google to better detect spam within its search engines, slightly changing the results for its search pages.
This update will have gone unnoticed by most businesses, and potentially improve rankings slightly. You likely will have been following good practices up to this point, and may only notice an improvement if spammy sites have been removed from more preferable positions.
To review the effects of this update, simply review your site through GA4, Search Console or other analytics software around the dates above. If there wasn’t a noticeable change outside of seasonal changes often noticed across the late December period, then this update likely hasn’t affected you.
If you have noticed a change in your results outside of seasonal differences, then you may need to review your content and linking against Google’s Spam Policy, speak with your SEO team, or hire a digital marketing agency to help you diagnose this effect and build a strategy to help you restore your rankings.
Reported on the morning of January 20th (during my second coffee of the morning), Google announced that they would be requiring Javascript to block scrapers and bots from many SEO tools.
This information has since been confirmed by SEJ and other sources.
In short, Google implemented a new version of their search tool at the beginning of January, and this requires Javascript to be enabled. Google is running Javascript on their search page and functions, whilst also limiting your browser in doing the same thing. Looking closer, it appears that this new script limits the amount of requests made to a page or document. This is called Rate Limiting. and this has a knock-on effect on extension tools such as Conductor and MozBar.
Worryingly, these tools help us do our jobs every day, and it is unclear at present why Google would limit the use of such tools, whilst also making their search tools bulky and more demanding on their own resources.
It’s no secret that Google’s search function (and subsequently, the Ads that we view) are the main breadwinner for Alphabet. It seems that Google is trying to protect this feature with the blocking of scrapers from potentially replicating its hard work, at least at this early stage.
Google recently relaunched its infamous Tag Assistant browser extension. Favourited by busy SEOs, this little assistant looked through the code of any webpage and returned any Google technology working away in the background and the tag information concisely within the browser.
This extension was deprecated in 2023, and it was never replaced by the search engine behemoth. However, it has been brought back as of January 2025.
If you haven’t used Tag Assistant, find it here, and install it as an extension to your browser.
In October, Google unveiled their AI Assistant in Developer Tools. This addition allows Google’s Gemini to help Google Chrome users interpret data within the ‘Inspect’ feature.
Whilst it went over our heads at the time, this little feature allows uncertain web developers, SEOs and those looking to level up their understanding of web pages an insight into the many elements and attributes that build a web page.
To use the AI Assistant, simply right-click on any element of a webpage and select ‘Inspect.’ This will display the underlying HTML and CSS that structure the page. Then, right-click on a specific element within the Inspect panel to reveal an ‘Ask AI’ option.
You can ask the AI almost anything, such as explanations of the CSS applied to a particular element, where the element is located within the DOM (Document Object Model), or its dependencies.
Give this functionality a go yourself, and it may help you quickly up-skill your understanding of web pages and web development. For us here at Wildcat, it has helped us better understand the complex websites that we work with every day.
Whilst we weren’t 100% sure about it at the time of release, this little feature allows uncertain web developers, SEOs and those looking to level up their understanding of web pages an insight into the many elements and attributes that build a web page.
To trigger the AI response, simply right-click on any element of a web page, and click ‘Inspect’. From here, you will be shown the elements that build up the webpage. Right-clicking again on any particular element will show the ‘Ask AI’ prompt.
You can ask the AI almost anything that you wish, including insights into the CSS used on this particular element, and even where each element is nestled, or other dependencies.
Similar to our much-loved Conductor Chrome SEO Extension, Detailed SEO Extension offers further insight into many of the key areas of a web page that an SEO would typically look at. This includes:
The WhatFont Extension allows you to view the font of a web page in-browser. This simple tool is great for those getting to grips with web development and CSS.
Struggling to anchor hrefs? The Display #Anchor Extension helps SEOs and Web Developers find all Anchors present on the page within your browser. We find this simple tool to be very handy in some situations, so why not add it to your browser and make <a> links simple?
Keeping an eye on upcoming global events calendar can help you publish content when there is a spike in interest. As such, we have earmarked to following dates for your calendar to help you publish your content during this peak.
Here at Wildcat Digital, we keep our finger on the pulse of SEO, PPC and the wider world of digital marketing.
Help your business grow by staying up to date with the competition. Our team dedicates time each month to upskilling our knowledge on marketing, SEO Tools and search engine news to help our clients maintain their competitive advantage over other players in their niche.
If you want to get your head above the pack, then get in touch with our team today.
SEO Executive
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
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