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Here at Koozai, we’re specialists in all things search marketing. From SEO and content marketing, through to PPC, digital PR and analytics, we’ve specialised in analysing and forecasting search data, keywords and trends, as well as delivering award-winning digital marketing campaigns and strategies, for 20 years.
This snapshot report will be the first in a series of articles showcasing some of the most interesting search trends we’ve found throughout the year, from changes in consumer demand for products and services, through to trending topics and news stories in search engines like Google.
First up are three interesting trends we’ve found in marketing, business and finance over recent weeks:
If the start of 2025 is anything to go by, businesses across the UK are doubling down on their marketing strategies. Our search data analysis reveals a 52% year-on-year increase in Google searches for UK marketing agency support—rising from just over 800,000 searches in early 2024 to more than 1.2 million in the same period this year.
The data highlights a sharp rise in demand across key specialisms too. Searches for PPC agencies surged by 115%, while SEO agencies saw a 61% jump. Other notable increases included content marketing (+57%), advertising (+47%), PR (+42%), and social media marketing (+15%).
Unsurprisingly, the highest level of interest is coming from major urban centres, with London leading the way, followed by Manchester, Birmingham, and Leeds.
This upswing in demand aligns with the latest IPA Bellwether report, which shows a return to growth for UK marketing budgets at the end of 2024, even as some areas like main media spend declined.
Our Managing Director Sophie Roberts puts it: “Despite economic uncertainty, businesses are clearly prioritising marketing investment… There’s growing demand for specialist expertise in areas like PPC, SEO, and PR—skills many organisations can’t sustain in-house.”
It’s clear that more businesses are turning to external agencies for strategic support—and it doesn’t look like this momentum is slowing down any time soon.
With new employer tax hikes coming into force this April, UK businesses are already feeling the strain—and they’re searching for help. Our latest search data analysis reveals a sharp increase in online searches from companies looking for financial support in early 2025.
According to the data, searches related to financial support for businesses rose 49% year-on-year in the first two months of 2025. Meanwhile, interest in alternative funding options climbed 11%, and business loan searches were up 9%. Notably, searches for financial advice for businesses jumped a striking 66% compared to the same period last year.
This spike in interest coincides with a wave of tax changes announced in the Chancellor’s October 2024 Budget, which have now taken effect. These include an increase in Employer National Insurance Contributions from 13.8% to 15%, a rise in the National Living Wage to £12.21 and a reduction in Business Rates Relief from 75% to 40%.
Our findings follow a concerning trend reported by Companies House, which recorded a net loss of nearly 20,000 UK businesses in the final quarter of 2024—the first time business numbers have declined since records began in 2012.
Our Managing Director, Sophie Roberts, summed it up: “Rising employer tax liabilities and a challenging economic climate are putting significant pressure on businesses… Many are actively seeking ways to bridge the financial gap, highlighting the urgent need for accessible guidance and support.”
In short, 2025 is shaping up to be a tough year for many UK businesses—and their Google searches show they’re looking for every possible way to weather the storm.
Our latest research reveals a growing shift in how people approach their financial futures, with online searches for pension investment advice surging in 2025.
In the first two months of this year, searches for advice on how to invest pensions wisely jumped 62% year-on-year. Over the last 12 months, those searching specifically for pension investment guidance rose by 26%, while broader interest in personal financial advice and access to financial advisors climbed 54%.
But it’s not just about returns. Our data shows that people are paying more attention to where their money is going. Searches for ethical pension funds are on the rise—up 58% already this year and 48% year-on-year—indicating a stronger desire to align long-term savings with personal values.
Despite this growing curiosity, there’s still a large knowledge gap. According to the Financial Conduct Authority, while 16 million UK adults are saving into defined contribution pension schemes, 75% of people aged 45+ still don’t have a clear retirement plan.
Commenting on the findings, Sophie Roberts, Managing Director at Koozai, said: “It’s encouraging to see more people taking an active role in how their pensions are managed—especially with growing interest in ethical options. Increased awareness, fuelled by media coverage and economic uncertainty, seems to be driving a need for clearer financial guidance. But the data also highlights a continued need for education and support, particularly around long-term planning.”
As more people look to take control of their future, there’s a clear opportunity for financial services brands to connect with audiences seeking trusted, transparent advice—and Koozai is here to help you reach them.
