[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Faaron-dicks\u002Fpage\u002F11":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":212,"head_links":215,"breadcrumbs":200,"posts":219,"pages":195,"head":1506},"Aaron Dicks","","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":71,"page_content_modules":127,"hero":196},"Chief Technology Officer","\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[13,30,42,52,62],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},108,"98","2020-12-16 14:36:55","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"page":31,"link_text":41},{"ID":32,"post_author":33,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":38,"guid":39,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":40},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2026-09-25 10:45:33",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Media Effectiveness & MMM",{"page":43,"link_text":46},{"ID":44,"post_author":16,"post_date":45,"post_date_gmt":45,"post_content":5,"post_title":46,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":47,"to_ping":5,"pinged":5,"post_modified":48,"post_modified_gmt":48,"post_content_filtered":5,"post_parent":49,"guid":50,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":51},244,"2020-12-21 14:32:54","CRO","cro","2026-04-13 10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":53,"link_text":61},{"ID":54,"post_author":16,"post_date":55,"post_date_gmt":55,"post_content":5,"post_title":56,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":57,"to_ping":5,"pinged":5,"post_modified":58,"post_modified_gmt":58,"post_content_filtered":5,"post_parent":25,"guid":59,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":60},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-28 11:36:16","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise 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14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":72,"id":72,"title":73,"filename":74,"filesize":75,"url":76,"link":77,"alt":5,"author":78,"description":5,"caption":5,"name":79,"status":80,"uploaded_to":25,"date":81,"modified":81,"menu_order":25,"mime_type":82,"type":83,"subtype":84,"icon":85,"width":86,"height":87,"sizes":88},25129,"Aaron-Dicks2","Aaron-Dicks2.png",305948,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&q=90","\u002Faaron-dicks2\u002F","12","aaron-dicks2","inherit","2023-10-03 15:58:10","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":89,"thumbnail-width":90,"thumbnail-height":90,"medium":91,"medium-width":92,"medium-height":93,"medium_large":94,"medium_large-width":95,"medium_large-height":96,"large":97,"large-width":98,"large-height":99,"1536x1536":100,"1536x1536-width":101,"1536x1536-height":102,"2048x2048":103,"2048x2048-width":104,"2048x2048-height":105,"post-thumbnail":106,"post-thumbnail-width":107,"post-thumbnail-height":108,"12_col":109,"12_col-width":110,"12_col-height":111,"default_landscape":112,"default_landscape-width":113,"default_landscape-height":87,"default_portrait":114,"default_portrait-width":87,"default_portrait-height":113,"6_col_and_margin_short":115,"6_col_and_margin_short-width":107,"6_col_and_margin_short-height":111,"11_col_and_margin":116,"11_col_and_margin-width":117,"11_col_and_margin-height":111,"9_col_rectangle":118,"9_col_rectangle-width":119,"9_col_rectangle-height":120,"11_col":121,"11_col-width":122,"11_col-height":111,"staff_image_696_600":123,"staff_image_696_600-width":86,"staff_image_696_600-height":87,"rectangular_thumbnail":124,"rectangular_thumbnail-width":125,"rectangular_thumbnail-height":126},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[128],{"acf_fc_layout":129,"reduced":130,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":131,"posts":132},"author_posts",true,"Aaron Dicks’ posts",{"data":133,"pages":195},[134,147,157,168,176,186],{"type_key":135,"title":136,"excerpt":137,"to":138,"postedAt":139,"readingTime":140,"image":5,"authors":141,"category":144},"post","If you don’t have an SSL certificate on your website, act now!","\u003Cp>TL;DR Get a security certificate, fast. We can help you: Get in touch Very soon, websites without an SSL certificate will be shown as “insecure” in the Chrome web browser. Chrome v56, due to be released late January 2017 will mark all insecure websites as “(!) Not Secure” in the browser bar to further Google’s work in […]\u003C\u002Fp>\n","\u002Fblog\u002Fchrome-just-got-serious\u002F","2022-02-07T16:48:40",3,[142],{"name":4,"image":143},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":145,"name":146},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":135,"title":148,"excerpt":149,"to":150,"postedAt":151,"readingTime":152,"image":153,"authors":154,"category":156},"Haven’t the days of off-site checkouts passed?","\u003Cp>I don’t blog too frequently, but when I do it’s usually about technical SEO or web development; this time it’s a little different. Over the past few years, digital marketing has become more data-driven than ever before. Here at Impression, we love having data to analyse so we can make better informed decisions that produce […]\u003C\u002Fp>\n","\u002Fblog\u002Foff-site-checkouts\u002F","2022-02-07T16:48:42",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN03AxvIn-050720211625526510_stairs-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[155],{"name":4,"image":143},{"to":145,"name":146},{"type_key":135,"title":158,"excerpt":159,"to":160,"postedAt":151,"readingTime":161,"image":162,"authors":163,"category":165},"Search Leeds: Programmatic, The Future of Advertising by Ed Blakeway","\u003Cp>Ed kicked off an awesome talk about programmatic with a history of the ad solution before kicking it back to the present and talking about the future of the industry: Where it began Journey so far Our vision is a reality The future What is programmatic? “Programmatic” is a hot topic, a buzzword, but still […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-leeds-programmatic-future-advertising\u002F",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F45nj1SRK-050720211625527264_programmatic-search-leeds.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[164],{"name":4,"image":143},{"to":166,"name":167},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":135,"title":169,"excerpt":170,"to":171,"postedAt":151,"readingTime":140,"image":172,"authors":173,"category":175},"Search Leeds: Melanie Hyde on How to Maximise Potential from an Ongoing Shift in Device Usage","\u003Cp>Melanie followed a really strong presentation by Russell McAthy on marketing attribution. Mel’s focus is on what’s definitely one of the most prominent topics in search today – device shift and the associated attribution. Mobile device usage is growing (obviously!) Melanie noted the shift in device usage and spoke of how her agency’s data shows […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-leeds-melanie-hyde-maximise-potential-ongoing-shift-device-usage\u002F","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fmq5vTrAV-050720211625527267_mobile-device-use.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[174],{"name":4,"image":143},{"to":145,"name":146},{"type_key":135,"title":177,"excerpt":178,"to":179,"postedAt":180,"readingTime":181,"image":182,"authors":183,"category":185},"How to achieve an awesome mobile experience without AMP","\u003Cp>AMP, Google’s Accelerated Mobile Pages is a great way for publishers to enhance their user experience without damaging any potential SEO benefits. It promotes fast, mobile-ready web pages which work well on mobile devices. I wrote recently about our u-turn on support for AMP as an SEO agency; we feel that although the software is […]\u003C\u002Fp>\n","\u002Fblog\u002Fawesome-mobile-experience-without-google-amp\u002F","2022-02-07T16:48:43",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FVlXRjkly-050720211625527398_AMP.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[184],{"name":4,"image":143},{"to":145,"name":146},{"type_key":135,"title":187,"excerpt":188,"to":189,"postedAt":180,"readingTime":190,"image":191,"authors":192,"category":194},"Our U-turn on AMP support","\u003Cp>AMP, or Accelerated Mobile Pages is one of Google’s recent initiatives to increase mobile performance for publishers content. Notice I say content, not website. Continue reading to see why we think that AMP isn’t yet something that should be on the majority of website owners’ radars. Disclaimer: We’ve installed and configured AMP, which meant we got […]\u003C\u002Fp>\n","\u002Fblog\u002Fu-turn-amp-support\u002F",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvlERbPcr-050720211625527409_AMP-support-blog-photo.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[193],{"name":4,"image":143},{"to":145,"name":146},"15",{"type":197,"style":198,"title":199,"heading":4,"intro":11,"services":12,"breadcrumbs":200,"photo":89,"social":212},"author","dark","Meet the Team",[201,204,207,210],{"path":202,"name":203},"\u002F","Home",{"path":205,"name":206},"\u002Fabout\u002F","About Us",{"path":208,"name":209},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":211,"name":4},null,{"twitter":213,"linkedin":214},"https:\u002F\u002Ftwitter.com\u002Faarondicks","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Faarondicks\u002F",[216],{"rel":217,"href":218},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Faaron-dicks\u002F",[220,528,725,923,1113,1310],{"id":221,"date":222,"date_gmt":222,"guid":223,"modified":139,"modified_gmt":139,"slug":225,"status":19,"type":135,"link":138,"title":226,"content":227,"excerpt":230,"author":231,"featured_media":25,"comment_status":232,"ping_status":232,"sticky":229,"template":5,"format":233,"meta":234,"categories":237,"collections":239,"coauthors":240,"class_list":241,"acf":249,"head_links":250,"breadcrumbs":251,"url_path":138,"search_description":236,"featured_image_urls":258,"authors":278,"type_nicename":295,"reading_minutes":140,"category":296,"yoast_title":235,"yoast_meta":301,"yoast_json_ld":354,"_links":482},2915,"2017-01-18T15:48:10",{"rendered":224},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fchrome-just-got-serious\u002F","chrome-just-got-serious",{"rendered":136},{"rendered":228,"protected":229},"\n\u003Cp>\u003Cstrong>TL;DR\u003C\u002Fstrong> Get a security certificate, fast. We can help you: \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>Very soon, websites without an \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fweb-security\u002F\">SSL certificate\u003C\u002Fa> will be shown as “insecure” in the Chrome web browser. Chrome v56, due to be released \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.chromium.org\u002F2016\u002F09\u002Fmoving-towards-more-secure-web.html\">late January 2017\u003C\u002Fa> will mark all insecure websites as “(!) Not Secure” in the browser bar to further Google’s work in ensuring the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.chromium.org\u002F2016\u002F09\u002Fmoving-towards-more-secure-web.html\">entire web soon runs on HTTPS only\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>This is great for consumers — valid security certificates prevent “man-in-the-middle” attacks, where third parties can listen in to unencrypted information. When filling out web forms on payment gateways or even when logging in to a service or leaving your contact details, as a consumer you should always look for security marks to ensure your data will not be stolen.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-exactly-is-going-to-happen-to-https-security-in-chrome-v56\">What exactly is going to happen to HTTPS security in Chrome v56?\u003C\u002Fh2>\n\n\n\n\u003Cp>The Chrome team will start rolling out the “(!) Not Secure” warning in the latter half of January 2017 to web pages that collect personal or payment card data. We expect this to continue to include all websites in coming versions.\u003C\u002Fp>\n\n\n\n\u003Cp>Currently, you may see in the Chrome browser one of the two following markers in the address bar:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image wp-image-5726 size-full\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Ffirst-transition-alone.png\" alt=\"\" width=\"601\" height=\"235\"\u002F>\u003Cfigcaption>Credit: Google, September 2016\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>However, the master plan has also been revealed; if like me, you have already set some of Chrome’s settings to show you bleeding-edge features, you will notice the exclamation mark is destined to turn red in the future. This will act as a real warning to your website users and it’s this we expect to begin to see on insecure pages in the future.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image size-full wp-image-5730\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fsecond-transition-titled-eventual.png\" alt=\"\" width=\"623\" height=\"302\"\u002F>\u003Cfigcaption>Credit: Google, September 2016\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-should-my-website-be-secure\">Why should my website be secure?\u003C\u002Fh2>\n\n\n\n\u003Cp>I’m glad you asked! There are no longer any downsides to HTTPS pages (it used to mean slower speeds, but the web architects of the world have solved this in many ways now).\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Control your browsing experience fully – no snooping, code injection or malware\u003C\u002Fli>\u003Cli>Better conversion rate for your store\u002Fforms – your users know your website is secure and the connection cannot be listened to so greater trust is felt\u003C\u002Fli>\u003Cli>Security – you accept personal or financial data with much less to worry about\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"if-youre-a-programmer-server-person\">If you’re a programmer \u002F server person\u003C\u002Fh2>\n\n\n\n\u003Cp>Then you can go secure right now!\u003C\u002Fp>\n\n\n\n\u003Cp>We’re HUGE fans of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fletsencrypt.org\u002F\">Let’s Encrypt\u003C\u002Fa>, an open source solution to SSL certificate distribution. What’s more, Let’s Encrypt certificates can also be configured to auto-renew meaning the solution is future proof. Ordinary, signed certificates expire usually every 1 – 5 years, but there are also a number of additional benefits of going with more costly solutions too, such as your company name appearing with a padlock in the browser bar.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"if-youre-not-a-web-developer\">If you’re not a web developer\u003C\u002Fh2>\n\n\n\n\u003Cp>Then you can still go secure very quickly… Security certificates are now easier to come by than they ever have been. A paid-for SSL certificate (with warranty and all the good stuff I hint at above) can be picked up for under £100 and there are now free* options available too. Talk to your web developers to see how quickly you can patch this problem for your business soon!\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>* Free references the certificate cost, not the time and energy required to install, configure and test the certificate up front.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"further-watching-below\">Further watching below;\u003C\u002Fh2>\n\n\n\n\u003Cp>Why HTTPS is important in a forward-thinking web world.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Mythbusting HTTPS (Progressive Web App Summit 2016)\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002Fe6DUrH56g14?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n",false,{"rendered":137,"protected":229},1,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":235,"_yoast_wpseo_metadesc":236,"inline_featured_image":229,"footnotes":5},"If you don't have an SSL certificate on your website, act now!","Very soon, websites without an SSL certificate will be shown as insecure in Google Chrome. Find out how you can prevent a dip of sales for your 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Here at Impression, we love having data to analyse so we can make better informed decisions that produce much stronger ROIs.\u003C\u002Fp>\n\u003Cp>But with this increased reliance on data comes a requirement that that data be reliable and complete. We’re increasingly faced with new clients who need to improve their on-site Analytics and over digital campaign tracking, and we enjoy getting to the crux of the problem to reveal what’s really going on. That said, technology has moved on so much that there really isn’t a need for any marketer or website owners to be operating without clear and complete data.Too often we see marketers or website owners operating in the dark, and for no good reason.\u003C\u002Fp>\n\u003Ch2 id=\"the-issue\">The issue\u003C\u002Fh2>\n\u003Cp>The main issue with tracking that we see is inconsistency in the user journey. Of course, this is far more than just a tracking issue.\u003C\u002Fp>\n\u003Cp>What I’m talking about is examples such as one we saw with an ecommerce store recently; the buyer clicks ‘buy’ on that domain, and is then sent to an off-site cart to continue their journey.\u003C\u002Fp>\n\u003Cp>Because of this, is it very difficult, if not impossible, to track what the user does after they leave your primary domain. For the ecommerce store in question, that means they have absolutely no visibility on whether that person went on to buy, or if they dropped out of the sales funnel.\u003C\u002Fp>\n\u003Cp>But this problem isn’t exclusively an ecommerce one. Lead generation websites can sometimes fall foul of similar mistakes;\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Forms hosted on subdomains or elsewhere\u003C\u002Fli>\n\u003Cli>Over-utilisation of third party applications use for data capture\u003C\u002Fli>\n\u003Cli>Probably, some other stuff I haven’t even ever seen before\u003C\u002Fli>\n\u003Cli>Etcetera.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>If there’s a point in your customer journey where they leave your domain, it can be a huge issue.\u003C\u002Fp>\n\u003Ch2 id=\"which-leads-to\">Which leads to\u003C\u002Fh2>\n\u003Cp>This setup often leads to a number of issues, but they can always be summarised as a ‘complete nightmare’ scenario. Typically, you’d find your website Analytics data aren’t making sense, you see huge drop-offs and large swathes of mystery traffic you’re not sure even existed.\u003C\u002Fp>\n\u003Cp>As a result you being to lose confidence in your upwards reporting and ability to generate a good return from your marketing channels.\u003C\u002Fp>\n\u003Cp>When you lack clear and complete data, you miss out on opportunities to learn about your users. If the ecommerce store I mentioned did have complete tracking information, they’d be able to improve the sales funnel to increase conversion rates. They’d also be armed with hugely powerful data about cart drop outs, which could feed a very successful retargeting campaign.\u003C\u002Fp>\n\u003Ch3 id=\"its-not-just-bad-for-you\">It’s not just bad for you\u003C\u002Fh3>\n\u003Cp>This doesn’t just make for a confusing day buried in Analytics and Excel for you, but this is also a terrible user experience (UX) for your customers. And that’s where I’m going with this:\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>\u003Cstrong>\u003Cem>It doesn’t have to be this way any more!\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Ch2 id=\"the-modern-landscape\">The modern landscape\u003C\u002Fh2>\n\u003Cp>With the huge range in open source ecommerce software available to anyone seriously looking into a new venture, it’s difficult to learn of clients, friends and other (typically new) webmasters buying into anything but a well-integrated software solution with great UX to boot.\u003C\u002Fp>\n\u003Cp>And with so much data to produce and harvest, it’s never been so important to own the pages where your prospects convert.\u003C\u002Fp>\n\u003Ch3 id=\"1-software-and-platforms\">1. Software and platforms\u003C\u002Fh3>\n\u003Cp>There are so many platforms available to ecommerce store owners these days. There’s really no excuse for using a platform which requires customers to checkout on a separate domain or service.\u003C\u002Fp>\n\u003Cp>Even if you’re on a tighter budget, you can find a great platform to power your shop. For example, for only a few hundred dollars you can install a WooCommerce (WordPress-powered) ecommerce store, install a theme, customise it to your liking and install a payment gateway. If you get some professional help, which even these days isn’t always required, then you can make your site secure with an SSL certificate too.\u003C\u002Fp>\n\u003Cp>I won’t go into the detail of that here as it’s wide open to a lot of conjecture, especially around security, but you get the point; a little now goes a long way so long as you’re looking for a mainly out of the box solution.\u003C\u002Fp>\n\u003Cp>If you have a larger budget and want something that’s suitable for a larger shop with a high volume of products, platforms such as Magento are brilliant. They offer the functionality you need alongside a level of customisation that means you can get exactly what you want in a way that works well for everyone.\u003C\u002Fp>\n\u003Ch3 id=\"2-gateways-and-payment-processing-providers\">2. Gateways and payment processing providers\u003C\u002Fh3>\n\u003Cp>In the UK, SagePay, PayPal and Stripe are some of the most popular payment platforms.\u003C\u002Fp>\n\u003Cp>Ebay corporation has previously been an owner of Magento and PayPal and as a result their integration is very slick. And for most other gateway-software combinations there’s a module or plugin available between £0 and £100 that makes the integration almost seamless.\u003C\u002Fp>\n\u003Cp>Another benefit of these types of payment gateways is that they are open source, meaning that any bugs or requests for improvement usually get sorted very quickly, making for a highly robust platform – which is really important for an ecommerce store.\u003C\u002Fp>\n\u003Cp>This is all possible due to the advancements in the APIs (application programming interfaces; communication pipes allowing or secure data transfer, basically) in these services and the more open nature of the businesses powering them to allow just about anyone to connect successfully through their APIs.\u003C\u002Fp>\n\u003Cp>Again, there’s no excuse for webmasters to host their payments on a different domain, when integration of these high quality gateways is so straightforward.\u003C\u002Fp>\n\u003Ch3 id=\"3-tracking\">3. Tracking\u003C\u002Fh3>\n\u003Cp>Whether the technical implementation itself is new or not, old approaches to ecommerce often lead to the same old tracking issues. For example, we’ve come across some gateways which still force users to only use the now-legacy ga.js Classic Google Analytics.\u003C\u002Fp>\n\u003Cp>Without getting into too much detail here, the newer “Universal Analytics” features are much better, require less code maintenance and also allow for extended functionality, such as Enhanced Ecommerce. Check out Google’s blog on the release \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fanalytics.googleblog.com\u002F2014\u002F05\u002Fbetter-data-better-decisions-enhanced.html\">here\u003C\u002Fa> to understand why you’d want this data at your fingertips!\u003C\u002Fp>\n\u003Cp>In addition, Google has in the last few years, released a product called ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftagmanager.google.com\u002F#\u002Fhome\">Google Tag Manager\u003C\u002Fa>’ — a nice user interface allowing non-developers to insert tracking tags conditionally into specific (or all) pages. With these tags, you can send any piece of data that you can gather from a site to any third party application that’s ready to accept it.\u003C\u002Fp>\n\u003Cp>Without a huge knowledge of code, you can now integrate your store with basket abandonment apps, call tracking solutions and social advertising platforms. But to do all of this, you can’t rely on third party hosted solutions — you need to own (read: manage) the server where this sits in order to edit the underlying codebase in the first place to make all of the above possible.\u003C\u002Fp>\n\u003Ch2 id=\"if-you-dont-already-have-this-in-place\">If you don’t already have this in place…\u003C\u002Fh2>\n\u003Cp>If you don’t already have this in place, then I’d really be starting to ask questions around the importance of being able to understand your site’s usage. If you don’t have benchmarks set in believable data, then how can you improve?\u003C\u002Fp>\n\u003Cp>If you are in this situation, I’ve come up with three steps to help you move forward; it’s not going to be easy but the end result is extremely rewarding.\u003C\u002Fp>\n\u003Ch3 id=\"step-1-analyse-what-you-have\">Step 1: Analyse what you have\u003C\u002Fh3>\n\u003Cp>Even with issues, you will still have something. Check for the following to ensure your Analytics is up to scratch. This will help you identify the issues you can then check off one by one;\u003C\u002Fp>\n\u003Cp>Check for cart\u002Fgateway referral issues — if you’re seeing referral traffic from these pages, then you can be sure that your tracking is either not configured, or configured poorly. As well as being a nuisance, this actually has a huge impact on your being able to follow your customers’ journeys around your site, on a per campaign source\u002Fmedium basis.\u003C\u002Fp>\n\u003Cp>Identify any self-referring issues — similarly, self-referring issues describe a scenario when your own website or other properties are marked as referrers within your Analytics. In an ideal world, these individual sessions should be stitched together to give you a holistic view on your marketing efforts. This is usually caused by a single page or page template not being properly fitted out with tracking code.\u003C\u002Fp>\n\u003Cp>Exclude all irrelevant IP addresses — the IP addresses of your office and your developers will likely lead to a number of false purchase data which doesn’t tie up with your bank. If you’re testing on the same Google Analytics property, consider setting up another for configuration and gateway testing so that your numbers aren’t skewed. In the long run, this approach will also ensure you session and user data isn’t inflated by your own visits.\u003C\u002Fp>\n\u003Cp>Check your ecommerce and goal reports — sometimes “creative” agencies don’t consider your ongoing business needs, such as revenue tracking through anything other than the platform itself. Check that you have ecommerce reporting enabled so that you can track your platform’s output, and also consider setting up conversion goals for actions within your website, such as newsletter signups. This data will begin to form a benchmark for moving forward.\u003C\u002Fp>\n\u003Ch3 id=\"step-2-put-in-place-any-missing-tracking\">Step 2: Put in place any missing tracking\u003C\u002Fh3>\n\u003Cp>Once you’ve identified your issues, then put in place a plan to resolve these. Some may just simply be misconfigurations in the Analytics interfaces, however many sites which span multiple domains or services will require an element of development work to patch them up.\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F6205762?hl=en\">This is a really good guide from Google on measuring campaigns and traffic sources. \u003C\u002Fa>\u003C\u002Fp>\n\u003Ch3 id=\"step-3-set-in-place-a-plan-to-forward-integrate-your-cart-checkout-and-aftercare-process\">Step 3: Set in place a plan to forward integrate your cart, checkout and aftercare process\u003C\u002Fh3>\n\u003Cp>It’s certainly my opinion that you should have in place a long-term plan to completely forward-integrate your outsourced services so that you begin to own more and more of your customer journey, and the data and tracking benefits which come with it.\u003C\u002Fp>\n\u003Cp>If your cart is currently located off-site, then it’s likely you aren’t yet running an ecommerce platform. For you, a migration to a cable platform should be high on your list. So long as you don’t have any complex requirements, an open source ecommerce platform will suit your needs perfectly.\u003C\u002Fp>\n\u003Cp>Following this, or if you already have your shopping cart functionality, but not an on-site checkout (for example, you use PayPal’s off-site checkout page), then the next step in the puzzle is to bring this onto your own website.\u003C\u002Fp>\n\u003Cp>There is an important factor to consider here — web security; you should speak with a developer or your web host and seek help in installing a security certificate. This gives you a green bad in your browser and peace of mind that your user’s connections with the site are encrypted.\u003C\u002Fp>\n\u003Cp>You then have a decision to make around the level of payment gateway integration; through an iframe or through your server. For simplicity I’ll skirt around the most integrated option — typically called a server integration as you then need to seriously think about your card detail handling protocols.\u003C\u002Fp>\n\u003Cp>A ‘direct’ integration — through an iframe — allows you to retain almost all of the shopping experience on your website with just the ultra-important card handling handled for you by the experts. Once this step is completed, your users are then typically forwarded on to your on-site thank you page, along with the transaction data that your Analytics package needs to populate a successful transaction.\u003C\u002Fp>\n\u003Cp>Click \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.sagepay.co.uk\u002Fsupport\u002F12\u002F36\u002Fintegrations\">here\u003C\u002Fa> to see how SagePay allow differing levels of integration.\u003C\u002Fp>\n\u003Ch2 id=\"finally-let-me-know-how-you-get-on\">Finally, let me know how you get on!\u003C\u002Fh2>\n\u003Cp>If this guide has helped you put in place an improvement strategy, then please let me know in the comments below.\u003C\u002Fp>\n\u003Cp>We do also offer advanced Analytics consultancy, so if you think you may benefit from a bespoke audit and migration\u002Fimplementation, then please \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":149,"protected":229},8341,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":229,"footnotes":5},[231],[],[15],[544,135,243,244,245,545,246,247],"post-2765","has-post-thumbnail",[],[],[549,550,551,552],{"path":202,"name":203},{"path":254,"name":255},{"path":145,"name":146},{"path":211,"name":148},"I don’t blog too frequently, but when I do it’s usually about technical SEO or web development; this time it’s a little different. Over the past few years, digital marketing has become more data-driven than ever before. Here at Impression, we love having data to analyse so we can make better informed decisions that produce 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style=\"font-weight: 400;\">Ed kicked off an awesome talk about programmatic with a history of the ad solution before kicking it back to the present and talking about the future of the industry: \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Where it began \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Journey so far\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Our vision is a reality \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">The future \u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"what-is-programmatic\">\u003Cspan style=\"font-weight: 400;\">What is programmatic?\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">“Programmatic” is a hot topic, a buzzword, but still not all advertisers know what it means (yet).  \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">It’s an automated method of buying digital advertising. It’s not just display, though when used online at present, it usually is. Display has been around for a long time, too, the first ad was published in 1995! \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Programmatic can refer to a number of things, as Ed goes on to explain, but in essence, it’s the automated way of buying ad inventory, generally on a CPM basis.  It’s bought in real time based on an individual user (or smallish audience) — not a mass targeting approach at all. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Within programmatic, there’s a variety of targeting techniques. Some are behavioural, but it can also be mixed in with all sorts of data sets. You can enrich your data with actions your customers take on and off your site. There’s lots of data available out there!\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"where-did-it-begin-and-why-is-programmatic-so-prevalent\">\u003Cspan style=\"font-weight: 400;\">Where did it begin and why is programmatic so prevalent?\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Supply exceeded demand in advertising in the noughties. Publishers love monetising their site, but there wasn’t previously a way to fill this ad inventory at the same pace that publishers wanted to. So programmatic came along and solved this by providing a mutually beneficial way to buy remnant inventory. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This is how ad buying works (simplified) without programmatic.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Col>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">User visits a search engine\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">User enters a query \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Bids are fixed based on targeting \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">User shown an ad based on a real-time bid and quality\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">But then with an element of programmatic in your advertising toolbox\u003C\u002Fspan>\u003C\u002Fp>\n\u003Col>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">User visits a site (with ad space available)\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">User details are passed to traders in real time \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Bids are fired based on targeting (taking in to account all available data)\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">User shown an ad based on a real-time bid\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Display advertising has been around for quite a while. Typically, historically it was on a per site basis and each 1000 impressions were a flat cost. Ed’s example was of a large newspaper — advertisers would have previously assessed all ‘Femail’ (Daily Mail) readers were female, but that’s obviously not the case. Given that example, you can see that “old display” is actually perhaps a poor form of targeting afterall! \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Some people have been burned by old school display but proper attribution and decent programmatic will be revolutionary to these advertisers. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">To succeed as an advertiser, you really need to treat users as individuals. Only pay what it’s worth for the ad impression, too. That way, your budget can be spent elsewhere with your savings.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"the-journey\">\u003Cspan style=\"font-weight: 400;\">The journey\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Tech tied it all together\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Content and search behaviour drives what is created\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Audiences are created and sold based on popularity\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">It’s only going to grow further\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">(Goes beyond first party data as well)\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Ed predicts, that in the next 5 years, programmatic ad spend will grow to over $150bn across additional media types; video, display, outdoor, radio, journalism, tv, etc, etc. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">But looking back, what did we want to achieve?\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>Multi-channel planning\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – don’t keep stuff in silos!\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>Centent driven creative\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> (i.e. live weather, dynamic pricing, etc) Check out Monarch’s example here when you look to book a flight soon! \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>CRM integration\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – Don’t underestimate what you have. First party is the best and most valuable type of data you can get. \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>Enhanced targeting\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – Tap into third party data. I.e. mastercard data, mosaic data (offline research and online targeting). Could go on and on! Really drives home that the creative needs to be so tied into that user to keep relevance.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>Strategy\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – Deploy strategically. Don’t just show an ad because the user’s there. Right message at the right time. Upsell after one product has been purchased.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"the-future\">\u003Cspan style=\"font-weight: 400;\">The future\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cb>Outdoor\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – Recently over 500,000 outdoor ad spaces were categorised and coded with a number of parameters ready for a more programmatic approach. And it’s already happening — last year Diageo fired OOH ads when it was warmer than 16 degrees pointing punters to their closest pub! \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>Journalism\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – mobile, native content. For example, programmatic could enable publishers to show different stories depending on \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">who\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\"> you are. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>TV\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – Sky is actually already leading this. The network can actually already differentiate ads for the audience. Based on what you’re watching, show different ads across your subscriptions \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>Radio\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – Being able to receive different ads based on who you are. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Right now, there’s actually very little in the way of setting programmatic providers apart so really the burden of setting your campaign apart rests on the decisions of the individual running the campaign. Efficiencies can be made in the strategy and execution rather than the platform choice, in essence. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">In the Q&A, Ed said that human intervention will be key. Machines alone won’t give great results. I.e. advertising when the weather’s changed. Smart advertisers will protect themselves, be smart, and use the best solutions available to them. It’s not yet just plug and play. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>Summary:\u003C\u002Fb> \u003Cb>People will be the differentiating factors in terms of success going forward. \u003C\u002Fb>\u003C\u002Fp>\n",{"rendered":159,"protected":229},8355,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":229,"footnotes":5},[738],40,[740],{"id":741,"name":742,"path":743},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[15],[746,135,243,244,245,545,246,747,748],"post-2718","category-ppc","collections-search-leeds",[],[],[752,753,754,755],{"path":202,"name":203},{"path":254,"name":255},{"path":166,"name":167},{"path":211,"name":158},"Ed kicked off an awesome talk about programmatic with a history of the ad solution before kicking it back to the present and talking about the future of the industry: Where it began Journey so far Our vision is a reality The future What is programmatic? “Programmatic” is a hot topic, a buzzword, but still 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style=\"font-weight: 400;\">Melanie followed a really strong presentation by Russell McAthy on marketing attribution. Mel’s focus is on what’s definitely one of the most prominent topics in search today – device shift and the associated attribution. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"mobile-device-usage-is-growing-obviously\">\u003Cspan style=\"font-weight: 400;\">Mobile device usage is growing (obviously!)\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Melanie noted the shift in device usage and spoke of how her agency’s data shows conversion rates on desktop might be going up, whilst it’s not improving on mobile. This isn’t something I haven’t heard before – often mobile devices are used for research but transactions still commonly take place on desktops. At Impression, we only foresee mobile transactions increasing. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"stats-about-mobile-usage\">\u003Cspan style=\"font-weight: 400;\">Stats about mobile usage\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Continuing that notion, the two part research and sales process taking place across devices. The key issue facing marketers is cross device attribution. It’s very hard to make these sorts of statements with good data. Russell mentioned Google’s match rate is still less than 40%, so there’s a lot we still don’t know.  \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Melanie also said ‘search is the most common starting point for mobile research’, which we definitely agree with. Some stats from her presentation: \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">33% of mobile searches start on branded websites \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">26% of mobile searches start on branded apps\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"retail-in-a-mobile-world\">\u003Cspan style=\"font-weight: 400;\">Retail in a mobile world\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Brand loyalty is very strong on mobile. Consumers \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">are\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\"> spending on mobile, even if data shows it’s still less than desktop (for now) – something that’s not matched by the efforts of major retailers. Less than 3% of retailers believe their business is mobile ready, and a further 70% said they don’t offer a mobile app.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Sales made through apps now account for a third of retail spend on mobiles, despite only 10% of retailers offering them. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Mobile consumer spending expectations that 42% of all retailers will involve a mobile device in some way.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"what-does-this-means-for-advertisers\">\u003Cspan style=\"font-weight: 400;\">What does this means for advertisers?\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">It’s becoming increasingly more difficult to track a consumer’s activity across device. \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">It’s harder to make informed decisions on where and how to target consumers.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"key-things-that-can-help-you-maximise-the-potential-of-mobile-traffic\">\u003Cspan style=\"font-weight: 400;\">Key things that can help you maximise the potential of mobile traffic\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Ch3 id=\"1-think-mobile-first\">\u003Cb>1.\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> Think mobile first\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Every stage of the optimisation. Not enough action here, especially in certain sectors.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"2-understand-the-attribution\">\u003Cb>2. \u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> Understand the attribution\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Many tools and many suppliers are out there to help with attribution\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Target people more effectively\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Email match\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Consider cross-device tracking\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Remarketing and retargeting across device\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 id=\"3-use-all-the-data-you-can\">\u003Cb>3.\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> Use all the data you can\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Match CRM data to audience lists\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 id=\"4-watch-google-product-launches\">\u003Cb>4.\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> Watch Google product launches. \u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Google knows the importance of lcoal search and they’re innovating in this space. Recently, they’ve launched a number of better ad formats for mobile advertisers. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"5-consider-intent-across-devices\">\u003Cspan style=\"font-weight: 400;\">5. Consider intent across devices. \u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Nearly a third of all mobile search is used for local store search\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Mobile is used when out and about. Looking for stores, for example\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Target these users differently! Ensure you have location extensions. Push apps when appropriate. \u003C\u002Fspan>\u003Cb>Be relevant. \u003C\u002Fb>\u003C\u002Fp>\n\u003Ch2 id=\"summary\">\u003Cspan style=\"font-weight: 400;\">Summary\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">You’re probably not yet fully understanding what your data means so spend some time looking into it to ensure you’re acting on the best data you can get. Then act. \u003C\u002Fspan>\u003C\u002Fp>\n",{"rendered":170,"protected":229},8356,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":229,"footnotes":5},[231],[937],{"id":741,"name":742,"path":743},[15],[940,135,243,244,245,545,246,247,748],"post-2716",[],[],[944,945,946,947],{"path":202,"name":203},{"path":254,"name":255},{"path":145,"name":146},{"path":211,"name":169},"Melanie followed a really strong presentation by Russell McAthy on marketing attribution. Mel’s focus is on what’s definitely one of the most prominent topics in search today – device shift and the associated attribution. Mobile device usage is growing (obviously!) 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Leeds: Melanie Hyde on How to Maximise Potential from an Ongoing Shift in Device Usage - 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1099],{"embeddable":130,"href":1100},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F8356",[1102],{"href":1103},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=2716",[1105,1107,1109],{"taxonomy":517,"embeddable":130,"href":1106},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=2716",{"taxonomy":520,"embeddable":130,"href":1108},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=2716",{"taxonomy":197,"embeddable":130,"href":1110},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=2716",[1112],{"name":526,"href":527,"templated":130},{"id":1114,"date":1115,"date_gmt":1115,"guid":1116,"modified":180,"modified_gmt":180,"slug":1118,"status":19,"type":135,"link":179,"title":1119,"content":1120,"excerpt":1122,"author":231,"featured_media":1123,"comment_status":232,"ping_status":232,"sticky":229,"template":5,"format":233,"meta":1124,"categories":1127,"collections":1128,"coauthors":1129,"class_list":1130,"acf":1132,"head_links":1133,"breadcrumbs":1134,"url_path":179,"search_description":1126,"featured_image_urls":1139,"authors":1171,"type_nicename":295,"reading_minutes":181,"category":1187,"yoast_title":1125,"yoast_meta":1190,"yoast_json_ld":1218,"_links":1273},2588,"2016-05-15T21:36:36",{"rendered":1117},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fawesome-mobile-experience-without-google-amp\u002F","awesome-mobile-experience-without-google-amp",{"rendered":177},{"rendered":1121,"protected":229},"\u003Cp>AMP, Google’s Accelerated Mobile Pages is a great way for publishers to enhance their user experience without damaging any potential SEO benefits. It promotes fast, mobile-ready web pages which work well on mobile devices.\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">I wrote recently about our u-turn on support for AMP as an SEO agency; we feel that although the software is great for publishers with extremely large sites, for smaller businesses concerned with SEO there aren’t yet enough compelling reasons to adopt. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">However, that’s not to say B2B sites can’t attract and gain mobile users. Quite the opposite is actually true. Let’s start off by looking at the benefits of Accelerated Mobile Pages;\u003C\u002Fspan>\u003C\u002Fp>\n\u003Col>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Mobile-first approach\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Faster loading page for mobile users\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Improved search engine presence \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Wide support for ad networks and analytics packages \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Pages are part pre-rendered from the seach results\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Ch2 id=\"achieving-mobile-success-without-amp\">Achieving mobile success without AMP\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">AMP does this by the following techniques, as its project website states. Even if you choose not to implement AMP on your website, you should really be considering actioning as many of these points as possible, as research shows that a slow website has a much lower conversion rate. Google also loves fast pages too, and page load time has long been understood to be an SEO ranking factor.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"1-allow-only-asynchronous-scripts\">\u003Cstrong>1) Allow only asynchronous scripts \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cp>\u003Cfigure style=\"width: 300px\" class=\"wp-caption alignright\">\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fblog.typekit.com\u002F2015\u002F08\u002F04\u002Fnew-embed-code-for-asynchronous-font-loading\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2589\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FfDiSMVzS-async-code-typekit.png?auto=compress%2Cformat&fit=scale&h=163&q=90&w=200\" alt=\"Source: Typekit. Async code loading\" width=\"300\" height=\"245\" \u002F>\u003C\u002Fa>\u003Cfigcaption class=\"wp-caption-text\">\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fblog.typekit.com\u002F2015\u002F08\u002F04\u002Fnew-embed-code-for-asynchronous-font-loading\u002F\">Source: Typekit. Async code loading\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Now whilst in principle, this is a great idea — to block any scripts which must load before the page is registered as complete — unfortunately many scripts aren’t loaded in this way.  Many scripts that aren’t already asynchronous probably can’t be in their current form. Consider refactoring some code and further investigate the new HTML5 \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">async\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"> attribute. The idea here is that the actual load time of the page is reduced fairly significantly and then the scripts execute following that time. \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">\u003Cbr \u002F>\n\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"2-size-all-resources-statically\">\u003Cstrong>2) Size all resources statically \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Each visual element in HTML — especially images, videos and iframes — can have a specified height and width, allowing the browser’s rendering engine to accurately calculate the required space before the actual element itself is fully downloaded. Many content management systems automatically include this information however there’s a tendency for developers to omit these attributes as browsers can quite accurately calculate this requirement — at a cost of time. To be fully optimised, ensure that dynamic resizing isn’t something you’re making your visitors’ browsers do. \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">\u003Cbr \u002F>\n\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"3-dont-let-extension-mechanisms-block-rendering\">\u003Cstrong>3) Don’t let extension mechanisms block rendering \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Whilst this is a feature of AMP, the thought behind it completely makes sense. When using external embeds, features or items, do not allow these to hold up the loading of a page. AMP technology addresses this by loading in most external elements through the \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">amp-iframe\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"> element, which effectively sandboxes its content and allows the content to load in at its own pace. In AMP these additional elements are also tagged with the \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">async\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"> attribute to ensure where possible that their contents cannot prevent the page from rendering. \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">\u003Cbr \u002F>\n\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"4-keep-all-third-party-javascript-out-of-the-critical-path\">\u003Cstrong>4) Keep all third-party JavaScript out of the critical path \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cp>\u003Cfigure style=\"width: 300px\" class=\"wp-caption alignright\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ffundamentals\u002Fperformance\u002Fcritical-rendering-path\u002Fanalyzing-crp\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2590\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fm5XgYB0t-analysis-dom-css-nb-js-async.png?auto=compress%2Cformat&fit=scale&h=69&q=90&w=200\" alt=\"Source: Google. JS outside of the critical path.\" width=\"300\" height=\"103\" \u002F>\u003C\u002Fa>\u003Cfigcaption class=\"wp-caption-text\">\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ffundamentals\u002Fperformance\u002Fcritical-rendering-path\u002Fanalyzing-crp\">Source: Google. JS outside of the critical path.\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The critical rendering path is the theory behind rendering the page as it’s available, rather than once the browser download is complete. Google explain this pretty well \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ffundamentals\u002Fperformance\u002Fcritical-rendering-path\u002F?hl=en\">\u003Cspan style=\"font-weight: 400;\">here\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">. JavaScript, especially from third parties, generally runs synchronously, and has a nasty habit of writing in lots of additional requests to external sources. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Ad networks are terrible for this; additional requests can take potentially up to a second each, and there may be 2-3 of these per page. In this scenario, the page render would only be complete after all of those round trip requests. AMP handles this by, again, sandboxing this content into amp-iframe elements so that this isn’t a render blocking issue. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">You can mitigate this on your own website by optimising scripts where possible, loading them asynchronously, and also ensuring that your JavaScript runs in the footer of your page. With the rise in the use of tag managers and tag containers, you should also explore the possibility of running your external scripts through a solution such as Google Tag Manager. \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">\u003Cbr \u002F>\n\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"5-all-css-must-be-inline-and-size-bound\">\u003Cstrong>5) All CSS must be inline and size-bound \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Something special to AMP is that it allows only on-page CSS style scripts. Usually these are required through additional external files. There are pros and cons to this approach; \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Pros\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">; this ensures developers practice good code hygiene. The 50KB file size limit is plenty for even the most complex pages, and it saves at least one additional HTTP request to load the page. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Cons\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">; as the style is all inline, repeated elements must be defined at least one per page whereas an external CSS file would allow for this to be loaded only once. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This is a specific of AMP that for a mobile site you would not want to follow, however the best practise outcome is that all code is minified and compressed into only one file required by all pages. This can then be cached locally by your website owner’s and on their subsequent page views and visits, the additional HTTP request will be saved anyway. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"6-font-triggering-must-be-efficient\">\u003Cstrong>6) Font triggering must be efficient \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cp>\u003Cfigure style=\"width: 300px\" class=\"wp-caption alignright\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ffundamentals\u002Fperformance\u002Foptimizing-content-efficiency\u002Fwebfont-optimization?hl=en\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2591\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fr7WGhufU-glyphs.png?auto=compress%2Cformat&fit=scale&h=77&q=90&w=200\" alt=\"Source: Google\" width=\"300\" height=\"116\" \u002F>\u003C\u002Fa>\u003Cfigcaption class=\"wp-caption-text\">\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ffundamentals\u002Fperformance\u002Foptimizing-content-efficiency\u002Fwebfont-optimization?hl=en\">Source: Google\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Specific to AMP again, but a play on web font optimisation. Font files used on the web are huge, so they can have their own impact on web page load times. Some fonts which aren’t optimised can block the rendering of text until all of the relevant files are downloaded — sometimes when using a variety of font faces with different weights, this can be dozens of total files from an external font service. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This additional load time and the render-blocking impact of fonts makes it extremely important to be selective of the files which are required, and how they’re loaded in. Many font services now allow for \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">async\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"> loading, such as \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fblog.typekit.com\u002F2015\u002F08\u002F04\u002Fnew-embed-code-for-asynchronous-font-loading\u002F\">\u003Cspan style=\"font-weight: 400;\">TypeKit\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Other CSS-based font services such as Google Fonts allow you to select the font weights and the package of glyphs required so that you’re not downloading too many items you do not require. Google Fonts, for example, also allows you to reference multiple fonts via one CSS file, which minimises external HTTP requests.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">So what can you do? If you’re using external font services, read their documentation to understand how to optimise your usage. Check the glyph sets you’re using (i.e. do you really need the Latin and Greek characters) and request only those that your website needs. If you’re using a service like TypeKit, ensure that your JavaScript is asynchronous. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"7-minimize-style-recalculations\">\u003Cstrong>7) Minimize style recalculations \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Changing elements on a page requires them to be re-drawn. Similarly, heavy processing requirements surrounding CSS animations or JavaScript effects, especially whilst the user is scrolling requires the device to constantly redraw the contents of the frame. Whilst most devices will be able to handle these complex calculations, to maintain the 60 frames per second refresh rate many mobile browsers use, much of the calculations need to be completed within 10 milliseconds to not cause a juddering effect to the user. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">To ensure you don’t fall foul to this, ensure you’re using the most efficient supported method of creating your animations, limit all unnecessary JavaScript executions, and use your browser toolbars to debug performance. This is a little out of scope of this guide due to the advanced programming nature of it, but if you’re interested please see \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ffundamentals\u002Fperformance\u002Frendering\u002F\">\u003Cspan style=\"font-weight: 400;\">Google’s advice here\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> and the associated \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.udacity.com\u002Fcourse\u002Fbrowser-rendering-optimization--ud860\">\u003Cspan style=\"font-weight: 400;\">Udacity course\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"8-only-run-gpu-accelerated-animations\">\u003Cstrong>8) Only run GPU-accelerated animations \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">AMP only allows animating and transitioning on \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">transform\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"> and \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">opacity\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"> properties, meaning that the devices browser isn’t redrawing elements. The transform and opacity attributes are handled by a device’s GPU and keeps these jobs separate, as not to slow down the browser’s display of elements. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">AMP doesn’t allow every type of animation to ensure that the browser experience is smooth, however on your own website you’re free to use any of the effects you please. Further to the previous point, six, it’s worth bearing in mind how a website is rendered on the page to ensure that you’re using the best animation method possible, therefore keeping your user’s experience a pleasant one. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch4 id=\"9-prioritize-resource-loading\">\u003Cstrong>9) Prioritize resource loading \u003C\u002Fstrong>\u003C\u002Fh4>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">AMP handles its resource loading in a particular way which can easily be replicated across a number of other platforms. Specifically, AMP loads resources only as or just before they are required. It does this by pre-fetching lazy loading resources (i.e. images below the fold) and it also ensures important content is prioritised. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Additionally, AMP pages can be pre-loaded into the user’s browser just before it’s required from the search engine results page — something which without AMP we cannot achieve. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">However, to work towards front-end AMP parity, we can include a number of techniques we can employ on our own websites. One is \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.chromium.org\u002Fdevelopers\u002Fdesign-documents\u002Fdns-prefetching\">\u003Cspan style=\"font-weight: 400;\">dns-prefetch\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> which resolves additional DNS hostnames for popular external resources before they are requested. Another would be to lazy load images so that they are taken out of the critical rendering path. There are a few ways of doing this; a \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fluis-almeida.github.io\u002Funveil\u002F\">\u003Cspan style=\"font-weight: 400;\">few\u003C\u002Fspan>\u003C\u002Fa> \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.appelsiini.net\u002Fprojects\u002Flazyload\">\u003Cspan style=\"font-weight: 400;\">front-end\u003C\u002Fspan>\u003C\u002Fa> \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcss-tricks.com\u002Fsnippets\u002Fjavascript\u002Flazy-loading-images\u002F\">\u003Cspan style=\"font-weight: 400;\">techniques\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> for example, but one of our favourite is through the Apache module mod_pagespeed — it includes a handy filter called \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">lazy_load_images\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"> which inlines a lazy loading script. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The other mod_pagespeed filters are worth checking out too, as you can inline size attributes, convert them to webp and even inline smaller images into the page’s code to save on a HTTP request.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"what-to-do-next\">\u003Cspan style=\"line-height: 1.5;\">What to do next?\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Thanks for sticking with me through this monster post. I’ve still only scratched the surface of web page optimisation. There are plenty of other server-side modules depending on your configuration, and it’s probably impossible to read up on the number of front-end JavaScript optimisation solutions available. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cfigure style=\"width: 300px\" class=\"wp-caption alignright\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2592\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FFoSue96q-pingdom-waterfall.png?auto=compress%2Cformat&fit=scale&h=75&q=90&w=200\" alt=\"Use Pingdom to analyse your page load waterfall diagram and get recommendations.\" width=\"300\" height=\"112\" \u002F>\u003Cfigcaption class=\"wp-caption-text\">Use Pingdom to analyse your page load waterfall diagram and get recommendations.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">I always start my page speed analysis over at \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Ftools.pingdom.com\">\u003Cspan style=\"font-weight: 400;\">Pingdom\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> and then visit a number of other tools (\u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fredbot.org\u002F\">\u003Cspan style=\"font-weight: 400;\">RedBot\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fspeed\u002Fpagespeed\u002Finsights\u002F\">\u003Cspan style=\"font-weight: 400;\">Google PageSpeed Insights\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">) to get a real feel for what’s going on. Just by viewing your browser’s source code you’ll notice whether your scripts are combined and whether you’ve managed to collapse the whitespace in your HTML. These tools all give feedback and recommendations and these are a great place to start your optimisation efforts.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">In addition, Google hosts a number of excellent resources on \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ffundamentals\u002Fperformance\u002F?hl=en\">\u003Cspan style=\"font-weight: 400;\">website optimisation for developers\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, and a quick Google search is always successful and will provide numerous other techniques.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This guide has shown an alternative method of achieving each of the AMP project benefits, or has mitigated against not conforming to each of them. If you’re still unclear on the reason for not conforming to the AMP project, be sure to read about my recent \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fu-turn-amp-support\u002F\">\u003Cspan style=\"font-weight: 400;\">U-turn in my opinion\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Check out the \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ampproject.org\u002Fdocs\u002Fget_started\u002Ftechnical_overview.html\">\u003Cspan style=\"font-weight: 400;\">AMP project’s roundup on benefits\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> if you’re after any further reading. Otherwise, please leave any further questions in the comments below! \u003C\u002Fspan>\u003C\u002Fp>\n",{"rendered":178,"protected":229},8379,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1125,"_yoast_wpseo_metadesc":1126,"inline_featured_image":229,"footnotes":5},"Awesome mobile experience without Google AMP | Impression","In this feature length guide, learn how to achieve complete mobile optimisation success without using Google's AMP markup language. Read in full 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class=\"has-text-align-left\">AMP, or Accelerated Mobile Pages is one of Google’s recent initiatives to increase mobile performance for publishers content. Notice I say \u003Cem>content\u003C\u002Fem>, not \u003Cem>website\u003C\u002Fem>. Continue reading to see why we think that AMP isn’t yet something that should be on the majority of website owners’ radars.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Disclaimer: We’ve installed and configured AMP, which meant we got to know the AMP syntax very well. Actually, we even wrote a guide on how to use \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Faccelerated-mobile-pages-amp\u002F\">AMP and other mobile-only technologies\u003C\u002Fa> earlier this year. This puts us in a good place to sum up our opinion below;\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"accelerated-mobile-pages-isnt-yet-great-for-your-mobile-marketing-strategy\">Accelerated Mobile Pages isn’t* yet** great for your mobile marketing strategy\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignright is-resized\">\u003Ca href=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fgoogle-amp-results.png\" rel=\"attachment\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fgoogle-amp-results.png\" alt=\"Google AMP Results. Source: Marketing Land\" width=\"280\" height=\"498\"\u002F>\u003C\u002Fa>\u003Cfigcaption>Google AMP Results. Source: \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fmarketingland.com\u002Fgoogle-launches-amp-listings-heres-how-they-look-166136\">Marketing Land\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Since hearing a number of expert opinions, as well as taking a step back and thinking through Google’s logic on introducing AMP, I’ve been able to reassess where I think AMP fits into a firms digital and mobile marketing strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>AMP isn’t a great move if you’re an SME, as you’re very unlikely to ever be featured in the AMP carousel, pictured right. Likewise, if you don’t regularly produce and promote content on your website, you’re unlikely to get listed.\u003C\u002Fp>\n\n\n\n\u003Cp>In the UK, we still haven’t seen much happening with AMP article listings, and suspect that only those sites currently eligible to be included within Google News will be suitable for AMP inclusion for some time.\u003C\u002Fp>\n\n\n\n\u003Cp>Implementing AMP support on your website isn’t actually too difficult, even if you have a bespoke content management system. There are many plugins for most popular content management systems now, including \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwordpress.org\u002Fplugins\u002Famp\u002F\">one for WordPress\u003C\u002Fa>, our CMS of choice.\u003C\u002Fp>\n\n\n\n\u003Cp>What’s annoying though, is two fold;\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Google is being prescriptive on what elements you’re allowed on your page, and\u003C\u002Fli>\u003Cli>Digital marketers are being coerced into allowing Google to scrape and serve up web pages in full, meaning we’re all slightly out of control.\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>Will Critchlow summed this up well on Twitter last year in speculating the potential next step for the search engine giant;\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Cblockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\u003Cp lang=\"en\" dir=\"ltr\">Is the next step Google automatically creating AMP versions of regular web pages and hosting cached copies whether you like it or not?\u003C\u002Fp>— Will Critchlow (@willcritchlow) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fwillcritchlow\u002Fstatus\u002F651778002724986881?ref_src=twsrc%5Etfw\">October 7, 2015\u003C\u002Fa>\u003C\u002Fblockquote>\u003Cscript async src=\"https:\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" charset=\"utf-8\">\u003C\u002Fscript>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>In fact, Will’s colleage \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.distilled.net\u002Fresources\u002Ffive-interesting-talks-from-brightonseo-2016\u002F\">Dom\u003C\u002Fa> summarised this in a graph recently at UK SEO Conference BrightonSEO, where \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-build-useful-audience-personas-to-guide-your-digital-strategy\u002F\">Impression was also represented on stage\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Famp_flowchart.png\" alt=\"amp_flowchart\" class=\"wp-image-3432\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"limitations\">Limitations\u003C\u002Fh2>\n\n\n\n\u003Cp>Naturally, these platforms, especially where web hosting en masse is involved will come with limitations and security measures. Here are a few limitations of the markup language which have proved troublesome for sites out on the web;\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>The feeling of lack of control. As Google is (optionally) hosting cached versions of your pages on its faster servers, you are ultimately not in control of what the user sees.\u003C\u002Fli>\u003Cli>Compared with not implementing the markup language syntax, AMP can be a lot of work. You’re not going to drop out of Google’s listings for not implementing this technology.\u003C\u002Fli>\u003Cli>Little-to-no benefit. Aside from some speed gains (which may well lead to more customers), many sites will not see any of the further benefits discussed on the AMP project website. Search engine results page carousels seem to be limited to the chosen few at the moment.\u003C\u002Fli>\u003Cli>The markup language itself is limiting. Even simple tasks, such as embedding a YouTube clip or Google Analytics tag requires its own syntax in the AMP markup language. Some scripts require the use of a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ampproject.org\u002Fdocs\u002Freference\u002Fextended\u002Famp-iframe.html\">sandboxed iframe\u003C\u002Fa> as they’re not natively supported, for example like Wistia video hosting.\u003C\u002Fli>\u003Cli>Almost all non-Google and non-ad network JavaScript is disallowed. This means things like live chat and dynamic newsletter signups aren’t permitted and will not work.\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"amp-is-great-for-some-publishers\">* AMP is great for some publishers\u003C\u002Fh2>\n\n\n\n\u003Cp>Despite the general sentiment of this article, actually for some users, Accelerated Mobile Pages can be of great assistance. Generally this will be felt differently by two distinct groups; those with a great mobile UX, and those without.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-mobile-web-will-get-better-over-time\">** The mobile web will get better over time\u003C\u002Fh2>\n\n\n\n\u003Cp>As with all new technologies and initiatives, it’s likely that with further adoption and development, this technology will improve over time.\u003C\u002Fp>\n\n\n\n\u003Cp>However, many firms still be stuck with the dilemma of to implement AMP, as given that in the time AMP tech will take to mature, many firms will have already been through a new mobile-first responsive web redesign.\u003C\u002Fp>\n\n\n\n\u003Cp>AMP, and other technologies like it only exist to bridge the gap between desktop-only sites and growing mobile usage. Without this disconnect, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Faccelerated-mobile-pages-amp\u002F\">these technologies\u003C\u002Fa> are only a means to an end for large publishers to get an opportunity to further amplify their content on specific networks.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"getting-gains-without-amp\">Getting gains without AMP\u003C\u002Fh2>\n\n\n\n\u003Cp>For those not already aware of the gigantic browsing habits shift towards mobile, this conversation has at least sparked some interest in what marketers should currently be looking towards for their mobile strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>Aside from the almost unobtainable snippet benefits from installing AMP, the main benefit is from vastly reduced load time. This has a very positive impact on user behaviour, as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.soasta.com\u002Fblog\u002Fmobile-web-performance-monitoring-conversion-rate\u002F\">studies show\u003C\u002Fa> that conversion rates are a lot higher when load time is quicker. If you or someone in your team is tech-savvy, then you should really look towards utilising server-side caching, extended browser caching and potentially also content delivery networks to speed up your website for your users.\u003C\u002Fp>\n\n\n\n\u003Cp>We’ve optimised hundreds of websites for better \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> and UX. If you require our help in order to optimise yours, please \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch here\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":188,"protected":229},8383,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":229,"footnotes":5},[231,238],[],[15],[1326,135,243,244,245,545,246,247,248],"post-2584",[],[],[1330,1331,1332,1333],{"path":202,"name":203},{"path":254,"name":255},{"path":145,"name":146},{"path":211,"name":187},"AMP, or Accelerated Mobile Pages is one of Google’s recent initiatives to increase mobile performance for publishers content. Notice I say content, not website. Continue reading to see why we think that AMP isn’t yet something that should be on the majority of website owners’ radars. Disclaimer: We’ve installed and configured AMP, which meant we got 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