Welcome to this month’s Digital Marketing News Roundup! As ever, the digital marketing world has seen some dramatic changes in July, affecting both SEO and PPC. In this blog, we’ll go through these key changes, providing all the information you need to stay up to date.
We knew Click Through Rates would be at a detriment following the rise of AI overviews. A recent analysis has found that Google’s top organic CTRs have dropped from 28% to 19%, with this decrease being correlated to the advancement of AI overviews.
The decline steepens the further down the search results you go, and presumably, this trend will only continue as Google’s use of AI increases.
SEO has many factors that constantly fluctuate in how much weight they carry in terms of site ranking, based on trends and Google core updates. CTRs have been a crucial part of this for a long time now, and the near redundancy of these will change SEO experts’ strategy to rank highly in the SERPs completely.
This core update ended up being a 16-day rollout, completing on the 17th of July. With speculation that it’s one of the biggest updates we’ve seen in some time.
Many sites saw negative results from this update – a significant decline in rankings and search visibility.
Another main change noticed is the SERP volatility spikes post-update, which is shown in SEMRush’s figure below:
This wavering stability of rankings creates an unpredictability of traffic and CTRs. Ensure you are monitoring traffic patterns and keeping an eye on the impact on your niche.
Read our recent blog on ranking drop diagnosis to better your understanding of why the traffic to your site has decreased.
SEMRush has recently concluded that 16% of the current top ten ranking URLs on Google weren’t even in the top 20 before the core update.
This massive shift in Google’s ranking strategy can severely hinder SEO experts due to the unpredictable change in approach necessary, rendering previously successful and established SEO practices ineffective.
On the 25th of June, Google announced MUVERA, a multi-vector via Fixed Dimensional Encodings (FDEs) retrieval algorithm. This algorithm’s main purpose is said to be to allow web-page retrieval to be more accurate, all with a higher degree of efficiency.
The MUVERA algorithm ranks fewer candidate pages, therefore only promoting the most relevant pages. This highlights just how important the quality of content being published must be these days to rank highly.
This month, a whole new method of content discovery has arisen from Instagram’s Indexing update.
Search engines such as Google will now be able to index public posts and reels from a professional Instagram account, and therefore allow these to appear in the search results.
For example, Google Gemini’s recent Instagram posts are showing in the SERPs below. When you click through these links, no Instagram account is needed, therefore allowing their content to be viewed quickly and efficiently.
This extra channel of traffic to a site’s content is so important to its SEO strategy, as it can be a great opportunity to increase visibility beyond the Instagram platform, therefore reaching that wider audience.
Links such as “see more” are being tested in Google’s snippets, jumping to the related content that the meta description was lifted from on the webpage.
The Search Engine Roundtable collated several examples from the community showing this.
Google has tested similar features to this over recent years. Let’s see if this one sticks around!
You don’t want to miss some of the upcoming dates this August, great marketing opportunities available that can be factored into your content strategies:
17th August: National Non-Profits Day
21st August: World Entrepreneurs Day
25th August: Summer Bank Holiday
28th August: National Thoughtfulness Day
Here at Wildcat Digital, it is our passion to support your ambition through clever digital marketing strategies, helping your business punch above its weight online.
Our dedicated and expert team is here to help you and your business get your foot in the door of SEO and PPC. Arrange a free consultation today.
Catch up with our last few Digital Marketing Roundups here:
SEO Account Director
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.
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.
Head of Digital
Sarah joined Wildcat in January 2025, bringing over seven years of SEO expertise to the team. With a background in Fashion Communication and Promotion, she has worked both in-house and at agencies, covering a range of digital marketing specialisms before focusing on SEO.
Passionate about all things search, Sarah thrives on helping brands grow their online presence.
Outside of work, she enjoys walking her dog, running, and shopping for vintage clothing.
Office Manager
Amelia joined Wildcat Digital in January 2025, bringing extensive experience in HR, Health & Safety, Facilities Management and IT Support. Previously an Operations Manager at The University of Sheffield, she has a strong background in creating efficient and well-organized work environments.
Specialising in HR, Health & Safety, and Facilities Management, Amelia ensures the Wildcat Digital team has the resources and support needed to thrive. Whether managing office operations, maintaining compliance, or fostering a positive workplace culture, she keeps everything running smoothly.
Outside of work, Amelia loves trying new things, traveling, camping, and walking. She also enjoys socialising and exploring new places with friends and family. Her adventurous spirit and proactive approach make her a valued member of the team.
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 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.
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.
Team Lead & 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.
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.
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.
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 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.
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
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.
Senior 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.
Senior PPC Executive
Alex joined Wildcat Digital in December 2024 as a Senior PPC Executive, bringing a strong background in Paid Media, Paid Social, and Programmatic advertising. With a degree in Business & Marketing and Google Ads certifications, she has the expertise to craft high-performing campaigns that drive results.
Before joining Wildcat Digital, Alex worked at two leading agencies in Leeds, honing her skills across various digital advertising platforms. Her analytical mindset and strategic approach help businesses maximize their online presence and advertising budgets.
Outside of work, Alex enjoys spending time with her dog, Lola, and going on walks with her dog walking group. She’s also a keen footballer and loves playing five-a-side whenever she gets the chance. Her enthusiasm and team spirit make him a great addition to the Wildcat Digital team.
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!
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