[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Faaron-dicks\u002Fpage\u002F12":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":217,"head_links":220,"breadcrumbs":205,"posts":224,"pages":200,"head":1538},"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":201},"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 & 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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 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Dicks’ posts",{"data":133,"pages":200},[134,148,160,172,180,189],{"type_key":135,"title":136,"excerpt":137,"to":138,"postedAt":139,"readingTime":140,"image":141,"authors":142,"category":145},"post","SEO isn’t all content marketing","\u003Cp>Great, now I’ve got your attention. SEO today isn’t all about content marketing, but it can have a huge impact on your SEO success. In digital marketing, many buzzwords come and go, but we all need to remember there’s much more to achieving success in the search engines than content alone. As far as these fads go, content marketing […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-isnt-content-marketing\u002F","2024-09-19T16:42:04",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FfR1VPp2x-050720211625527412_photo-1446102892025-3900145fd2a7-scaled.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[143],{"name":4,"image":144},"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":146,"name":147},"\u002Fblog\u002Fcategory\u002Fcontent\u002F","Content",{"type_key":135,"title":149,"excerpt":150,"to":151,"postedAt":152,"readingTime":153,"image":154,"authors":155,"category":157},"February’s AdWords shakeup: Removal of AdWords ads sidebar","\u003Cp>Google’s increasing its advertising costs Last week, on Friday 19th February, Google rolled out a change to its search results page layout which many industry commentators have suspected for some time. Previously, for highly competitive and commercial queries there was a small chance of additional ad units appearing, but this move brings with it the […]\u003C\u002Fp>\n","\u002Fblog\u002Fadwords-remove-right-sidebar-ads\u002F","2022-02-07T16:48:44",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FztCDaMxn-050720211625527797_numbers-money-calculating-calculation.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[156],{"name":4,"image":144},{"to":158,"name":159},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":135,"title":161,"excerpt":162,"to":163,"postedAt":164,"readingTime":165,"image":166,"authors":167,"category":169},"Creating custom Magento category page canonical meta tags for SEO","\u003Cp>We recently started working with a large online retailer with a number of Magneto SEO issues. As always, throughout the pitching process and very early into our boarding process, we completed our technical ecommerce SEO audit to ensure we were happy with the technical setup of the Magento site. We found numerous areas of improvement […]\u003C\u002Fp>\n","\u002Fblog\u002Fcustom-magento-category-canonical-tags-seo\u002F","2025-05-08T14:45:56",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FR6RwRLpF-050720211625527801_impression-development-nottingham.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[168],{"name":4,"image":144},{"to":170,"name":171},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":135,"title":173,"excerpt":174,"to":175,"postedAt":152,"readingTime":165,"image":176,"authors":177,"category":179},"Encrypt all the things","\u003Cp>Now is the time to make your website secure. Last week at Enigma Conf 2016, some Google Chrome security engineers previewed the potential manifestation of a Chromium proposal which wants to have insecure content marked as such by default: We, the Chrome Security Team, propose that user agents (UAs) gradually change their UX to display non-secure origins […]\u003C\u002Fp>\n","\u002Fblog\u002Fencrypt-your-website\u002F","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FBhiUvAVB-050720211625527803_pexels-photo-55586-scaled.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[178],{"name":4,"image":144},{"to":170,"name":171},{"type_key":135,"title":181,"excerpt":182,"to":183,"postedAt":152,"readingTime":184,"image":185,"authors":186,"category":188},"Amazon offers free SSL\u002FTLS-based security certificates","\u003Cp>Back in June 2015, Amazon applied to become a root Certificate Authority and since then the tech community has been scratching their heads on why, but today all of our questions have been answered with the launch of Certificate Manager (in the US, for now). Being both a platform supplier and a security certificate vendor, Amazon […]\u003C\u002Fp>\n","\u002Fblog\u002Famazon-offers-free-ssl-security-certificates\u002F",1,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FDNvhyy34-050720211625527901_aws-certificate-manager-launch.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[187],{"name":4,"image":144},{"to":170,"name":171},{"type_key":135,"title":190,"excerpt":191,"to":192,"postedAt":152,"readingTime":193,"image":194,"authors":195,"category":197},"How tech companies are setting the agenda for the mobile web (and all about AMP)","\u003Cp>The web has been mobile-first for some time, yet desktop-driven technology and methodology is still evident everywhere we look on the web. For the majority of websites, load times and the underpinning tech hasn’t kept up with mobile users’ expectations, despite many websites now being accessed from mobile devices over 50% of the time. ‘Mobile-first’ isn’t new news… Last year, the […]\u003C\u002Fp>\n","\u002Fblog\u002Faccelerated-mobile-pages-amp\u002F",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FzS0RM0zM-050720211625527907_pexels-photo-2.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[196],{"name":4,"image":144},{"to":198,"name":199},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing","15",{"type":202,"style":203,"title":204,"heading":4,"intro":11,"services":12,"breadcrumbs":205,"photo":89,"social":217},"author","dark","Meet the Team",[206,209,212,215],{"path":207,"name":208},"\u002F","Home",{"path":210,"name":211},"\u002Fabout\u002F","About Us",{"path":213,"name":214},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":216,"name":4},null,{"twitter":218,"linkedin":219},"https:\u002F\u002Ftwitter.com\u002Faarondicks","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Faarondicks\u002F",[221],{"rel":222,"href":223},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Faaron-dicks\u002F",[225,550,748,945,1141,1340],{"id":226,"date":227,"date_gmt":227,"guid":228,"modified":139,"modified_gmt":139,"slug":230,"status":19,"type":135,"link":138,"title":231,"content":232,"excerpt":235,"author":184,"featured_media":236,"comment_status":237,"ping_status":237,"sticky":234,"template":5,"format":238,"meta":239,"categories":240,"collections":242,"coauthors":243,"class_list":244,"acf":253,"head_links":254,"breadcrumbs":255,"url_path":138,"search_description":262,"featured_image_urls":263,"authors":298,"type_nicename":315,"reading_minutes":140,"category":316,"yoast_title":319,"yoast_meta":320,"yoast_json_ld":374,"_links":501},2582,"2016-05-04T08:43:33",{"rendered":229},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fseo-isnt-content-marketing\u002F","seo-isnt-content-marketing",{"rendered":136},{"rendered":233,"protected":234},"\u003Cp>Great, now I’ve got your attention. SEO today isn’t \u003Cem>all\u003C\u002Fem> about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcontent-marketing\u002F\">content marketing\u003C\u002Fa>, but it can have a huge impact on your SEO success.\u003C\u002Fp>\n\u003Cp>In digital marketing, many buzzwords come and go, but we all need to remember there’s much more to achieving success in the search engines than content alone. As far as these fads go, content marketing is here to stay. Technical SEO does still have a great impact on your site’s ability to rank, and mustn’t be ignored. But first, about “content marketing”.\u003C\u002Fp>\n\u003Ch2 id=\"what-is-content-marketing\">What is content marketing?\u003C\u002Fh2>\n\u003Cp>Content marketing is the strategic practise of using various forms of content to positively influence customers in their purchase in order to positively influence the sale of goods and services.\u003C\u002Fp>\n\u003Cp>Content marketing takes a variety of forms, many of which aren’t new at all, such as digital PR, to tell and sell a company’s sales proposition. In fact, at the moment, many organisations are seeing great success through modernising how they are approaching their (digital) PR strategies.\u003C\u002Fp>\n\u003Ch2 id=\"seo-and-content-marketing\">SEO and content marketing\u003C\u002Fh2>\n\u003Cp>SEO and content marketing naturally go hand-in-hand.\u003C\u002Fp>\n\u003Cp>Savvy marketers understand that in order to engage with their target audience, they have to have something of value to say, and they have to be able to say it in a visually appealing, relevant, shareable, searchable way. Simple, right?\u003C\u002Fp>\n\u003Cp>It’s actually not as simple as it used to be. Digital marketers of the past could write a few blog posts and achieve SEO success in a matter of weeks. Today, however, web users (and the major search engines) expect much more, and we’re in a golden age of interactive, graphical, image-based, long form guide-driven content marketing.\u003C\u002Fp>\n\u003Cp>When done well, it achieves fantastic results. Our \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.harveywatersofteners.co.uk\u002Fhistory-interior-design\u002F\">History of Interior Design\u003C\u002Fa> piece was linked to over 100 times and was recognised by a number of industry awards sites too. Not only this, it also increased website traffic and its impact on rankings drove new leads into the business as a result.\u003C\u002Fp>\n\u003Cp>Content marketing needn’t rely on graphically designed content, though. The \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fhub.companycheck.co.uk\u002Fbusiness-census-2016\u002F\">Business Census for Company Check\u003C\u002Fa> was a survey-led piece of content marketing which, combined with digital PR, led to features in Forbes, International Business Times, Yahoo News and many more, sending highly valuable inbound links to support SEO success.\u003C\u002Fp>\n\u003Ch2 id=\"laying-the-foundations-for-content-marketing-success\">Laying the foundations for content marketing success\u003C\u002Fh2>\n\u003Cp>SEO has always been a genuine form of marketing, but one which was unfortunately misunderstood and taken advantage of by the few people who implemented ‘black hat’ techniques and gave the whole industry a bad name. This means so many tactics which ‘used to work’ no longer do, as Google continues in its quest to organise the world’s information and deliver the best search results.\u003C\u002Fp>\n\u003Ch2 id=\"building-brands\">Building brands\u003C\u002Fh2>\n\u003Cp>Now, we’ve gone full circle. SEO today is all about building brands – and Google loves a good brand! And how do we do “brand building”… Well, like advertising offline, really.\u003C\u002Fp>\n\u003Cp>The first step to successful brand building is to raise awareness. You need to let people know your brand is there in order to grow it. Yes, a lot of that comes to PR and that’s why many search agencies, like our own, are growing talented digital PR teams. But not everything’s a story, nor is everything newsworthy. What fills the gaps…?\u003C\u002Fp>\n\u003Cp>Social media noise…? Email newsletters? Blogs? Feature content? White papers?\u003C\u002Fp>\n\u003Cp>Well, sort of. Content with \u003Cspan style=\"text-decoration: underline;\">cut through\u003C\u002Fspan> is the answer. And that’s exactly where the term “content marketing” comes from. It’s no surprise now that content marketing has boomed in popularity over recent years:\u003C\u002Fp>\n\u003Cp>\u003Cscript src=\"\u002F\u002Fwww.google.com\u002Ftrends\u002Fembed.js?hl=en-GB&q=content+marketing&geo=GB&date=1\u002F2011+64m&cmpt=q&tz=Etc\u002FGMT-1&tz=Etc\u002FGMT-1&content=1&cid=TIMESERIES_GRAPH_0&export=5&w=500&h=330\" type=\"text\u002Fjavascript\">\u003C\u002Fscript>\u003C\u002Fp>\n\u003Ch2 id=\"what-is-cut-through-content\">What is “\u003Cem>cut through content\u003C\u002Fem>“?\u003C\u002Fh2>\n\u003Cp>The term ‘cut through content’ is being used more and more in our industry and refers to content which stands out from the crowd. Anything that catches people’s attention can be ‘cut through’ – something which is even more vital in today’s ‘noise filled’ marketing world.\u003C\u002Fp>\n\u003Cp>Our audiences are bombarded with so many messages every day, and we need a way to reach them. Especially since Google introduced its Panda update, the focus on content has become so great, you’ll be hard pushed to find a brand that isn’t creating ‘content’ of some sort or another!\u003C\u002Fp>\n\u003Cp>That’s where cut through content comes in. We need good content that catches attention and drives results. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbuiltvisible.com\u002Fwhat-i-learned-long-form-content-production\u002F\">Long form\u003C\u002Fa> performs well but so do \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Frcs.seerinteractive.com\u002Fmoney\u002F\">shorter pieces\u003C\u002Fa>. In any case, it requires good research and usually great accompanying assets.\u003C\u002Fp>\n\u003Cp>If you’re a designer, writer or developer by trade, you might also want to read about ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fhow-to-create-10x-content-whiteboard-friday\">10x content\u003C\u002Fa>‘ — the idea being that larger content investments pay dividends in terms of traffic way into the future.\u003C\u002Fp>\n\u003Ch2 id=\"how-content-marketing-and-pr-contribute-to-seo-success\">How content marketing and PR contribute to SEO success\u003C\u002Fh2>\n\u003Cp>Content marketing and digital PR can be hugely powerful tools for your business. When done well, they drive new traffic and improved brand awareness. They can position your brand as you want it to be positioned and help you to grow as a thought leader in your niche.\u003C\u002Fp>\n\u003Cp>Much more than that still, it affects our SEO success by driving relevant, authoritative links to our domain. This provides Google with the proof it needs to say yes, this website is the very best website about [insert niche here] and it should appear in position 1!\u003C\u002Fp>\n\u003Cp>Content marketing and PR also help us reach new audiences, particularly those who don’t even know they need our products or services yet. By creating articles and content to feature on websites other than our own, we can tap into the audiences therein in ways no other channel would allow.\u003C\u002Fp>\n\u003Cp>It doesn’t matter what industry you work in or what audience you’re trying to reach, good content, done well, can really benefit your brand. Content marketing doesn’t have to be fancy, but it needs to be really, really good. Focus on becoming an authority in your industry and creating content which reflects your expertise.\u003C\u002Fp>\n\u003Ch2 id=\"summary\">Summary\u003C\u002Fh2>\n\u003Col>\n\u003Cli>Most of “\u003Cem>modern SEO\u003C\u002Fem>” for most companies does actually come down to content. Keep your very best content for your own site and post it on your blog, resources section of the place more accessible to the target audience. You can also create content for external sites, which may be in the form of distributing your content as thought leadership and also the creation of assets they can use and share with their audience.\u003C\u002Fli>\n\u003Cli>SEO ≠ Content Marketing and SEO ≠ Digital PR, but the emphasis has shifted considerably over the past few years. We feel it’s going in the right direction.\u003C\u002Fli>\n\u003Cli>Technical SEO is just as important as it’s ever been. Key elements of technical SEO have remained consistent over time; things like site and page speed. Other elements, like Google’s understanding of the structure of your pages, has declined in importance as their indexing has improved. But in its place is now schema and rich data, powering what we call the \u003Cem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FKnowledge_Graph\">knowledge graph\u003C\u002Fa>\u003C\u002Fem>. I could say more on rich data, but that’s for another post!\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Ch2 id=\"the-future-for-seo-and-content-marketing\">The future for SEO and content marketing\u003C\u002Fh2>\n\u003Cp>The disciplines are going to mature further. Currently, many websites refuse to link to good content for fear of Google penalty. This will relax in time, but at the same time, marketers are already getting more savvy and are providing assets which require links to view.\u003C\u002Fp>\n\u003Cp>In any case, SEO ≠ content marketing, for a very long time.\u003C\u002Fp>\n\u003Cp>Are you using content marketing in your business to underpin your SEO strategy? Let us know in the comments, or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> if you’d like to discuss how we can help you achieve your goals online.\u003C\u002Fp>\n",false,{"rendered":137,"protected":234},8384,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":234,"footnotes":5},[241,184],38,[],[15],[245,135,246,247,248,249,250,251,252],"post-2582","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","category-seo",[],[],[256,257,260,261],{"path":207,"name":208},{"path":258,"name":259},"\u002Fblog\u002F","Blog",{"path":146,"name":147},{"path":216,"name":136},"Great, now I’ve got your attention. SEO today isn’t all about content marketing, but it can have a huge impact on your SEO success. In digital marketing, many buzzwords come and go, but we all need to remember there’s much more to achieving success in the search engines than content alone. As far as these fads go, content marketing 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Previously, for highly competitive and commercial queries there was a small chance of additional ad units appearing, but this move brings with it the removal of the right sidebar for many more.\u003C\u002Fp>\n\u003Cfigure style=\"width: 616px\" class=\"wp-caption aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2506\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGG0fNPRv-moz-4-ads-top.gif\" alt=\"Credit: Dr. Pete at Moz\" width=\"616\" height=\"340\" \u002F>\u003Cfigcaption class=\"wp-caption-text\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Ffour-ads-on-top-the-wait-is-over\">Credit: Dr. Pete at Moz\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Ch2 id=\"what-happened-in-this-update\">What happened in this update\u003C\u002Fh2>\n\u003Cfigure style=\"width: 230px\" class=\"wp-caption alignright\">\u003Ca href=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F0y9GIpvV-new-layout.png?auto=compress%2Cformat&fit=scale&h=200&q=90&w=153\" rel=\"attachment wp-att-3120\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-2507 size-medium\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F0y9GIpvV-new-layout.png?auto=compress%2Cformat&fit=scale&h=200&q=90&w=153\" alt=\"new-layout\" width=\"230\" height=\"300\" \u002F>\u003C\u002Fa>\u003Cfigcaption class=\"wp-caption-text\">The new layout. Click to expand.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Cp>Google has begun to remove the right sidebar, linearising the page into the one column layout, similar to the one-column mobile layout. Many industry commentators have suggested this is the reason, but we think the reason is a little more commercial…\u003C\u002Fp>\n\u003Cp>Now, the right hand sidebar is almost exclusively reserved for knowledge graph results for brand searches (where ads usually don’t show anyway), or product listing ads (PLAs) for product-driven searches.\u003C\u002Fp>\n\u003Cp>Also, Google has created a few additional ad spots at the bottom of the search results page after the ten organic results, much like on mobile. This is to replace the lower positions previously found towards the mid-bottom right hand side.\u003C\u002Fp>\n\u003Ch2 id=\"does-this-make-sense\">Does this make sense?\u003C\u002Fh2>\n\u003Cp>\u003Cstrong>Completely.\u003C\u002Fstrong> Google makes almost 90% of its revenue from AdWords so by optimising its ad inventory then it can make more money for its investors by taking more from advertisers. Ads placed on the right hand side typically saw much lower click through rates than those placed at the top of the page. For example, look at the difference in the click through rates (CTR) in the screenshot below: 7.45% vs. 0.81%.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2508\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FUCmHwNqL-google-top-vs-other-1.png?auto=compress%2Cformat&q=90\" alt=\"google-top-vs-other\" width=\"819\" height=\"166\" \u002F>\u003C\u002Fp>\n\u003Cp>By moving the fourth result from the right hand side to the top of the page, the ad revenue from position four will increase drastically. And by adding in additional ad spots following the 10 organic listings, Google’s likely to retain or increase the number of ad clicks found from non-top of page ads anyway.\u003C\u002Fp>\n\u003Ch2 id=\"what-this-means-for-advertisers\">What this means for advertisers\u003C\u002Fh2>\n\u003Cp>This means cost increases for advertisers. It’s simple supply and demand — Google is restricting the above the fold supply of ad inventory, so price will face upwards pressure and more advertisers will be priced out of the auction. Some advertisers may also now be planning to bid even higher and as a result, due to the way Google runs their auction, this may artificially inflate the auction price.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2509\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FuMMask3f-supply-demand.png?auto=compress%2Cformat&q=90\" alt=\"supply-demand\" width=\"358\" height=\"323\" \u002F>\u003C\u002Fp>\n\u003Cp>This means advertisers need to be more careful about their pay per click strategies. A properly managed campaign can still deliver unbelievable digital marketing results, so ensure you have a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC expert\u003C\u002Fa> look over your efforts.\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Click here to contact us if you think we can help your business\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":150,"protected":234},8407,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":234,"footnotes":5},[563],40,[],[15],[567,135,246,247,248,249,250,568],"post-2505","category-ppc",[],[],[572,573,574,575],{"path":207,"name":208},{"path":258,"name":259},{"path":158,"name":159},{"path":216,"name":149},"Google’s increasing its advertising costs Last week, on Friday 19th February, Google rolled out a change to its search results page layout which many industry commentators have suspected for some time. Previously, for highly competitive and commercial queries there was a small chance of additional ad units appearing, but this move brings with it the 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recently started working with a large online retailer with a number of Magneto SEO issues. As always, throughout the pitching process and very early into our boarding process, we completed our technical ecommerce SEO\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-carry-out-an-ecommerce-seo-audit\u002F\"> audit\u003C\u002Fa> to ensure we were happy with the technical setup of the Magento site. We found numerous areas of improvement which is sure to keep us busy for some time, but had a unique problem that we were able to solve creatively, which I wanted to share with our \u003Cstrong>Magento SEO\u003C\u002Fstrong> readers.\u003C\u002Fp>\n\n\n\n\u003Cp>The store uses the out-of-the-box Magento navigation menu system, based on the Magento category store structure. This is usually great for the time-saving benefits it brings, however when similar sub category names work their way in to different menus through near-duplicate category pages, duplicate content issues are introduced. Multiply this issue by hundreds and you’ve got a big SEO visibility issue!\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-background\" style=\"background-color:#23b09b;color: white;font-family: 'Red Hat Display'; id=\" updated-post\"=\"\">\u003Cstrong>A quick aside — an additional SEO problem arises when you have a flat URL structure on your Magento categories. I.e. https:\u002F\u002Fdemostore.com\u002F\u003Cstrong>sub\u003C\u002Fstrong>-category-name.\n\nIf you have duplicate sub category, then subsequent URLs will be appended with a unique ID, similar to; https:\u002F\u002Fdemostore.com\u002Fsub-category-name-\u003Cstrong>234\u003C\u002Fstrong>. To avoid this issue, ensure your URLs are unique, or opt for the longer parent-category\u002Fsub-category URL structure. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"solving-duplicate-category-issues\">Solving duplicate category issues\u003C\u002Fh2>\n\n\n\n\u003Cp>The easiest way to solve this issue is to keep the short sub category URL structure mentioned above, and to engineer your navigation to use custom formats where this deep, cross linking is encouraged.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image wp-image-3076 size-medium\">\n\u003Cfigure class=\"alignright is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fcustom-layout-update.png\" alt=\"custom-layout-update\" width=\"326\" height=\"309\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Magento’s Custom Layout Update\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>However, for those of you without the luxury of being able to change this, like we aren’t, for now, you can use Magento’s Custom Layout Update to update your canonical tag to point to your preferred ranking version.\u003C\u002Fp>\n\n\n\n\u003Cp>You can find the Custom Layout Update by clicking on the category name you’d like to edit on the Manage Categories screen, and selecting the tab named “Custom Design”.\u003C\u002Fp>\n\n\n\n\u003Cp>Custom Layouts are useful across Magento stores for a number of reasons – namely editing layout structures, changing templates and pulling in additional static content blocks on a product, page or category-by-category basis.\u003C\u002Fp>\n\n\n\n\u003Cp>Custom Layout Updates use the same XML layout language which is used by the Magento template design process. If you didn’t install your theme yourself, speak with your web developer to get more insight into this. From this point onwards, just copying, pasting and editing is the only skill set you’ll need!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"enabling-magento-canonicals\">Enabling Magento canonicals\u003C\u002Fh2>\n\n\n\n\u003Cp>Under the administration panel, navigate to System > Configuration the from the left menu, select Catalog underneath the Catalog menu.\u003C\u002Fp>\n\n\n\n\u003Cp>On the page which loads, expand “Search Engine Optimizations” to show the canonical options. Select;\u003C\u002Fp>\n\n\n\n\u003Cpre class=\"wp-block-preformatted\">Use Canonical Link Meta Tag For Categories: Yes\u003C\u002Fpre>\n\n\n\n\u003Cpre class=\"wp-block-preformatted\">Use Canonical Link Meta Tag For Products: Yes\u003C\u002Fpre>\n\n\n\n\u003Cp>If this is already configured, move to the next step, otherwise save your settings and flush the Magento cache when prompted.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"removing-the-default-canonical-tag\">Removing the default canonical tag\u003C\u002Fh2>\n\n\n\n\u003Cp>This is where Custom Layout Updates come in useful.\u003C\u002Fp>\n\n\n\n\u003Cp>In this text area, paste the following;\u003Cbr>\u003Ccode><reference name=\"head\">\u003Cbr>\n<action method=\"removeItem\">\u003Cbr>\n<type>link_rel<\u002Ftype>\u003Cbr>\n<name>\u003Cstrong>https:\u002F\u002Fdemostore.com\u002Fduplicate-category-name\u003C\u002Fstrong><\u002Fname>\u003Cbr>\n<\u002Faction>\u003Cbr>\n<\u002Freference>\u003C\u002Fcode>\u003Cbr>By replacing the bold URL element with the full URL of the category name, the canonical tag will be successfully removed from the page’s source code. If this doesn’t happen as expected, then one of two things are happening;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>You have copied the URL incorrectly; incorrect URL, missing HTTP\u002FHTTPS, extra spaces added, or\u003C\u002Fli>\n\n\n\n\u003Cli>There is a code execution priority order — your code is being executed too late. Speak to your developer about this!\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"adding-your-new-custom-canonical\">Adding your new custom canonical\u003C\u002Fh2>\n\n\n\n\u003Cp>Now you have successfully removed the canonical tag from the specific Magento category page, we need to include a new one. This is achieved through the addLinkRel action method as per the below example.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ccode><reference name=\"head\">\u003Cbr>\n<action method=\"addLinkRel\">\u003Cbr>\n<rel>canonical<\u002Frel>\u003Cbr>\n<href>\u003Cstrong>https:\u002F\u002Fdemostore.com\u002Fperfect-category-name\u003C\u002Fstrong><\u002Fhref>\u003Cbr>\n<\u002Faction>\u003Cbr>\n<\u002Freference>\u003C\u002Fcode>\u003C\u002Fp>\n\n\n\n\u003Cp>Finally, bringing this all together, the <reference> tags need not to be duplicated as we’re dealing with the head element on both actions. The resulting code will look something similar like the below;\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ccode><reference name=\"head\">\u003Cbr>\n<action method=\"removeItem\">\u003Cbr>\n<type>link_rel<\u002Ftype>\u003Cbr>\n<name>\u003Cstrong>https:\u002F\u002Fdemostore.com\u002Fduplicate-category-name\u003C\u002Fstrong><\u002Fname>\u003Cbr>\n<\u002Faction>\u003Cbr>\n<action method=\"addLinkRel\">\u003Cbr>\n<rel>canonical<\u002Frel>\u003Cbr>\n<href>\u003Cstrong>https:\u002F\u002Fdemostore.com\u002Fperfect-category-name\u003C\u002Fstrong><\u002Fhref>\u003Cbr>\n<\u002Faction>\u003Cbr>\n<\u002Freference>\u003C\u002Fcode>\u003C\u002Fp>\n\n\n\n\u003Cp>I hope that helps inspire some better Magento SEO optimisation, even when you feel your hands are tied, or you’re not a developer. \u003C\u002Fp>\n",{"rendered":162,"protected":234},8408,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":760,"_yoast_wpseo_metadesc":761,"inline_featured_image":234,"footnotes":5},"Custom Magento category canonical meta for 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id=\"now-is-the-time-to-make-your-website-secure\">Now is the time to make your website secure.\u003C\u002Fh2>\n\u003Cp>Last week at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.usenix.org\u002Fconference\u002Fenigma2016\">Enigma Conf\u003C\u002Fa> 2016, some Google Chrome security engineers previewed the potential manifestation of a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.chromium.org\u002FHome\u002Fchromium-security\u002Fmarking-http-as-non-secure\">Chromium proposal\u003C\u002Fa> which wants to have insecure content marked as such by default:\u003C\u002Fp>\n\u003Cblockquote>\n\u003Cp dir=\"ltr\">We, the Chrome Security Team, propose that user agents (UAs) gradually \u003Cstrong>change their UX to display non-secure origins as affirmatively non-secure\u003C\u002Fstrong>. We intend to devise and begin deploying a transition plan for Chrome in 2015.\u003C\u002Fp>\n\u003Cp dir=\"ltr\">The goal of this proposal is to more clearly display to users that HTTP provides no data security.\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\u003Cp>Chris Palmer (@fugueish on twitter) tweeted a now-removed photo of the demo, which I captured below demonstrating the potential UX soon to \u003Cem>potentially\u003C\u002Fem> be enabled by default for all HTTP content.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2489\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FWqSzDSSB-Screen-Shot-2016-01-31-at-14.54.14.png?auto=compress%2Cformat&q=90\" alt=\"Screen Shot 2016-01-31 at 14.54.14\" width=\"624\" height=\"618\">\u003C\u002Fp>\n\u003Cp>After a little research, we actually found out that this has been an option within the Chrome \u003Ca rel=\"noreferrer noopener\" href=\"chrome:\u002F\u002Fflags\u002F\">chrome:\u002F\u002Fflags\u002F\u003C\u002Fa> page for some time, titled “Mark non-secure origins as non-secure”.\u003C\u002Fp>\n\u003Cp>We ran a little test on a local news website of our own to investigate the impact ourselves.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-2490\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FK8zWoEMo-nottingham-post-insecure-website.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"nottingham post insecure website\" width=\"1024\" height=\"388\">\u003C\u002Fp>\n\u003Cp>As you can see, the \u003Cspan style=\"color: #ff0000;\">×\u003C\u002Fspan> appears over the permanent security padlock symbol – a change from the previous UX of having only the document icon there. The user is also explicitly warned about the lack of encryption on the website.\u003C\u002Fp>\n\u003Ch2 id=\"is-this-a-good-idea\">Is this a good idea?\u003C\u002Fh2>\n\u003Cp>Correctly configured end-to-end encryption of web traffic is the only true method of ensuring online communication cannot be eavesdropped upon. As a company of digital marketers, we have in recent years been drawn to SSL\u002FTLS certificates for only a subset of the reasons a website may choose to ‘go secure’. Below are a few general benefits of having a secure website.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Higher level of trust and confidence in the website.\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Few websites in 2016 will be just the typical ‘brochure website’ of the past. Many websites are now deeply integrated into CRM systems, eCommerce platforms and more. As a result, security of personal, contact and payment information is increasingly brought into question by users. Through using signed TLS certificates, websites are able to prove their \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcdnify.com\u002Fblog\u002Fuse-https-benefits-higher-transmissions-protocol\u002F\">authenticity, confidentiality and guarantees\u003C\u002Fa> around the information they collect.\u003C\u002Fp>\n\u003Cp>With increased levels of trust, typically conversion rates (form fills, ecommerce transactions) are higher as the user is put at ease.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Search Engine Optimisation benefit\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Google has shown in the past that it is likely to prefer websites which display secure content over insecure content. As a result, many search marketers, including ourselves, were quick to certify our websites over a year ago. However, we’re yet to see significant step changes in how Google is handling this secure content.\u003C\u002Fp>\n\u003Cp>To avoid mass disruption and now having allowed extra time for larger corporations to join the bandwagon, it’s our belief that Google will make more significant ranking algorithm changes in 2016 focussed around security signals.\u003C\u002Fp>\n\u003Ch2 id=\"what-does-this-mean-for-marketers\">What does this mean for marketers?\u003C\u002Fh2>\n\u003Cp>With this latest announcement at Enigma, Google’s sitting the other side of the fence to its usual position. By exposing insecure content, it’s pushing website owners to secure their assets. Their usual position is to pull people by using the carrot and stick method talking about potential SEO benefits.\u003C\u002Fp>\n\u003Cp>As mentioned, few websites are secure so for marketers, step 1 is to audit online assets and procure the relevant certificates for all domains.\u003C\u002Fp>\n\u003Ch2 id=\"how-to-secure-your-website\">How to secure your website\u003C\u002Fh2>\n\u003Cp>The last year has seen many of the barriers to entry for obtaining HTTPS certificates lowered and this is great news for webmasters everywhere. In 2014 I \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-introduce-https-ssl-ranking-factor\u002F\">reviewed the certificate options available\u003C\u002Fa> but now the conversation has evolved somewhat as \u003Cstrong>HTTPS certificates are now FREE!\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>For some time, CDN providers have been offering HTTPS for free, and last week Amazon Web Services (AWS) joined the movement through launching \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Famazon-offers-free-ssl-security-certificates\u002F\">Certificate Manager\u003C\u002Fa> to enable free certificate management and signing for AWS resources.\u003C\u002Fp>\n\u003Cp style=\"text-align: left;\">We’ve previously paid for HTTPS certificates as we wanted the extended validation bar when asking our potential customers for their contact information, but there are totally secure methods of receiving signed certificates for free, namely through \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fletsencrypt.org\">letsencrypt.org\u003C\u002Fa>. With this service, currently released in Beta, advanced system admins can generate and sign certificates themselves.\u003C\u002Fp>\n\u003Cp style=\"text-align: left;\">I hope this has been a useful post — please let me have your questions below!\u003C\u002Fp>\n",{"rendered":174,"protected":234},8409,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":957,"_yoast_wpseo_metadesc":958,"inline_featured_image":234,"footnotes":5},"Encrypt all the things: HTTPS now required | Impression","Now is the time to make your website secure. Last week at Enigma Conf, Google Chrome previewed a new browser feature shaming insecure 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loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-2486\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F92XfhKAe-aws.jpg?auto=compress%2Cformat&q=90\" alt=\"aws\" width=\"325\" height=\"185\" \u002F>Back in June 2015, Amazon applied to become a root \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.geekwire.com\u002F2015\u002Famazon-wants-to-be-your-ssl-certificate-provider-applies-to-be-a-root-certifcate-authority\u002F\">Certificate Authority\u003C\u002Fa> and since then the tech community has been scratching their heads on why, but today all of our questions have been answered with the launch of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Faws.amazon.com\u002Fcertificate-manager\u002F\">Certificate Manager\u003C\u002Fa> (in the US, for now).\u003C\u002Fp>\n\u003Cp>Being both a platform supplier and a security certificate vendor, Amazon Web Services is in a unique position to offer a slightly more pain-free certificate application and renewal process, making the service very appealing to application developers and web service users.\u003C\u002Fp>\n\u003Cp>Thousands, if not millions of websites around the web rely on dozens of Amazon’s services to host and run their applications and websites, including us here at Impression. Each service, when built in a modular way, can be exposed to the word wide web to provide scalable web services, and when doing so for sensitive data, encryption becomes extremely important.\u003C\u002Fp>\n\u003Cp>Although there are a few caveats to the certificates — that they aren’t the full \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-introduce-https-ssl-ranking-factor\u002F\">Extended Validation I describe here\u003C\u002Fa> nor can they be used on EC2 instances — the domain validation TLS offering is more than enough for companies wanting to protect their users and data more. The free price tag is also very interesting, however the certificates can only be used on Amazon services for which you pay for what you use. A prime use case for companies using AWS will be to use the certificates on CloudFront distributions.\u003C\u002Fp>\n\u003Cp>Given \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-introduce-https-ssl-ranking-factor\u002F\">SSL is now an organic search ranking factor\u003C\u002Fa>, it makes sense for search marketers out there to consider the benefits of utilising the AWS cloud. However, now Amazon have made the move we expect Google and Microsoft to offer similar benefits to both Cloud Platform and Azure in the future.\u003C\u002Fp>\n",{"rendered":182,"protected":234},8410,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":234,"footnotes":5},[184,1154],37,[],[15],[1158,135,246,247,248,249,250,252,1159],"post-2485","category-web",[],[],[1163,1164,1165,1166],{"path":207,"name":208},{"path":258,"name":259},{"path":170,"name":171},{"path":216,"name":181},"Back in June 2015, Amazon applied to become a root Certificate Authority and since then the tech community has been scratching their heads on why, but today all of our questions have been answered with the launch of Certificate Manager (in the US, for now). Being both a platform supplier and a security certificate vendor, Amazon 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has been \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fdigiday.com\u002Fpublishers\u002Fmobile-traffic-overtakes-desktop-uk-publishers\u002F\">mobile-first for some time\u003C\u002Fa>, yet desktop-driven technology and methodology is still evident everywhere we look on the web. For the majority of websites, load times and the underpinning tech hasn’t kept up with mobile users’ expectations, despite many websites now being accessed from mobile devices over 50% of the time.\u003C\u002Fp>\n\u003Ch3 id=\"mobile-first-isnt-new-news\">‘Mobile-first’ isn’t new news…\u003C\u002Fh3>\n\u003Cp>Last year, the tech giants made a move to begin to bring this \u003Cstrong>user experience\u003C\u002Fstrong> in line with the wants and needs of users of the \u003Cstrong>mobile web\u003C\u002Fstrong>:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Facebook launched its \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Finstantarticles.fb.com\u002F\">Instant Articles\u003C\u002Fa> format\u003C\u002Fli>\n\u003Cli>Google released its open source \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ampproject.org\u002F\">AMPP\u003C\u002Fa> (Accelerated Mobile Pages Project)\u003C\u002Fli>\n\u003Cli>Apple launched \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdeveloper.apple.com\u002Fnews-publisher\u002F\">Apple News\u003C\u002Fa> for iOS devices\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>All three are examples of stripped down \u003Cstrong>mobile content formats\u003C\u002Fstrong> which have been pre-released to select publishers. It’s our belief that adopting these formats early may lead to future inclusion in new content discovery formats.\u003C\u002Fp>\n\u003Cp>In the UK, you can already see both Facebook and Apple’s new formats in the wild, and Google have been very forthcoming with their anticipated user experience when AMPP indexing is rolled out into search results.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-2482 size-full aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F0EyDxall-next-gen-mobile-web.png?auto=compress%2Cformat&q=90\" alt=\"next-gen-mobile-web\" width=\"1000\" height=\"595\" \u002F>\u003C\u002Fp>\n\u003Cp>As you can see, the direction is clear — less clutter, well-formatted content and full-bleed media. The mobile web certainly doesn’t have to be boring, but it does need to load quickly. Recent reports (plus some tests of our own!) indicate that load time can be reduced by around \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.techrepublic.com\u002Farticle\u002Fhow-to-speed-mobile-page-load-times-with-amp-and-wordpress\u002F\">300-400%\u003C\u002Fa> with Google’s Accelerated Mobile Pages.\u003C\u002Fp>\n\u003Ch2 id=\"the-tech-behind-accelerated-mobile-pages\">The tech behind accelerated mobile pages\u003C\u002Fh2>\n\u003Cp>Focussing now on Google’s Accelerated Mobile Pages (AMP) for the explanation, here’s how and why we’re able to gain these performance enhancements;\u003C\u002Fp>\n\u003Ch3 id=\"lighter-codebase\">Lighter codebase\u003C\u002Fh3>\n\u003Cp>AMP pages are supposed to load fast. Mobile users don’t want or need extra web page clutter. As a result, the AMP project promotes lightweight code including a number of AMP-specific tags, some of which are listed below, which modern browsers and the AMP JavaScript libraries will know how to interpret. Added benefits are lazy image loading, for example.\u003C\u002Fp>\n\u003Cp>\u003Ccode>amp-img\u003C\u002Fcode> \u003Ccode>amp-audio\u003C\u002Fcode> \u003Ccode>amp-pixel\u003C\u002Fcode> \u003Ccode>amp-video\u003C\u002Fcode> \u003Ccode>amp-carousel\u003C\u002Fcode>  \u003Ccode>amp-anim\u003C\u002Fcode> \u003Ccode>amp-iframe\u003C\u002Fcode> \u003Ccode>amp-twitter\u003C\u002Fcode> \u003Ccode>amp-youtube\u003C\u002Fcode>\u003C\u002Fp>\n\u003Ch3 id=\"limited-javascript\">Limited JavaScript\u003C\u002Fh3>\n\u003Cp>AMP ships with its own JavaScript library and actually restricts both first and third party JS files being included. This puts the onus on CSS3 for animations and causes a number of issues with external tracking scripts such as Google Analytics (for which there is a \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.lunametrics.com\u002Fblog\u002F2015\u002F12\u002F08\u002Fgoogle-analytics-using-amp\u002F\">pixel-based work around\u003C\u002Fa> with the \u003Ccode>amp-pixel\u003C\u002Fcode> tag above).\u003C\u002Fp>\n\u003Ch3 id=\"sandboxed-ads-and-external-content\">Sandboxed ads and external content\u003C\u002Fh3>\n\u003Cp>The AMP runtime and validator doesn’t care about anything external. Ad blocks and third party content is included only via iframe so that the content is sandboxed and won’t impact page load time. Also, pertinent to the point below, this is content that shouldn’t be core to the page and therefore doesn’t require the same level of caching.\u003C\u002Fp>\n\u003Ch3 id=\"datacenter-caching\">Datacenter caching\u003C\u002Fh3>\n\u003Cp>Google will cache \u003Cem>\u003Cspan style=\"text-decoration: underline;\">and serve\u003C\u002Fspan>\u003C\u002Fem> AMP-validated content. Note the emphasis on \u003Cem>\u003Cspan style=\"text-decoration: underline;\">serve\u003C\u002Fspan>\u003C\u002Fem>. In Google’s traditional search engine model, pages are cached however when visited from the search results page, the web server hosting the content still plays an important role in serving that visitor with content. The AMP model is different, in that the Google web cache will now be used to serve up AMP pages without touching the website’s own server. We’ll have to wait and see whether this is helpful or not outside of the realm of speed…\u003C\u002Fp>\n\u003Cp>Here’s how the HTML tags work behind the scenes to instruct Google on which version is AMP HTML and which is the canonical, “normal” URL for the web page.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2483\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FhfPbtENh-how-ampp-caching-works.jpg?auto=compress%2Cformat&q=90\" alt=\"how-ampp-caching-works\" width=\"1600\" height=\"931\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"amp-in-practice\">AMP in practice\u003C\u002Fh2>\n\u003Cp>We’ve implemented AMP for our site already – take a look at it in practice \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Faccelerated-mobile-pages-amp\u002F\">here\u003C\u002Fa> [note – we actually removed AMP from our site. 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