[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Faaron-dicks\u002Fpage\u002F8":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":217,"head_links":220,"breadcrumbs":205,"posts":224,"pages":200,"head":1535},"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 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Dicks’ posts",{"data":133,"pages":200},[134,148,160,170,182,191],{"type_key":135,"title":136,"excerpt":137,"to":138,"postedAt":139,"readingTime":140,"image":141,"authors":142,"category":145},"post","Brighton SEO: Tom Anthony – Diving Into HTTP\u002F2 – A Guide For SEOs","\u003Cp>Tom Anthony – VP Product at Distilled – gave a great talk this morning on HTTP\u002F2, which represents a major revision of the HTTP network protocol. He broke down what it is, why you should implement it and what the SEO benefits might be. To introduce the topic, Tom took us back to the origins […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrighton-seo-tom-anthony-diving-http-2-guide-seos\u002F","2022-02-07T16:48:31",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fwb6Wvr1N-050720211625520180_cabinet-close-up-indoors-170453-scaled.jpg?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\u002Fseo\u002F","SEO",{"type_key":135,"title":149,"excerpt":150,"to":151,"postedAt":152,"readingTime":153,"image":154,"authors":155,"category":157},"Impression shortlisted in UK Biddable Media Awards","\u003Cp>Impression has been going through plenty of changes recently – including us relocating across Nottingham into our new home. (If you’re a local client, partner or company who would like to meet us, keep March 1st at 5pm free and get in touch to let us know!) There are also a few things which have remained […]\u003C\u002Fp>\n","\u002Fblog\u002Fshortlisted-biddable-media-awards\u002F","2022-02-07T16:48:32",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsxefIbkz-050720211625521152_UK-Biddable-Media-Awards-2018-Shortlist-Twitter.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[156],{"name":4,"image":144},{"to":158,"name":159},"\u002Fblog\u002Fcategory\u002Four-news\u002F","Our News",{"type_key":135,"title":161,"excerpt":162,"to":163,"postedAt":152,"readingTime":140,"image":164,"authors":165,"category":167},"A lightweight JavaScript alternative to WordPress URL Params","\u003Cp>There’s a really great WordPress plugin called URL Params that’s used by over 8000 active installs as of January 2018, but in our opinion, it comes with a big flaw: it doesn’t always play nicely with heavily cached websites. We are big fans of the plugin and it really helps websites with a number of […]\u003C\u002Fp>\n","\u002Fblog\u002Flightweight-javascript-urlparams\u002F","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FHAF6IUMS-050720211625521164_ppc-pattern-for-blog.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[166],{"name":4,"image":144},{"to":168,"name":169},"\u002Fblog\u002Fcategory\u002Fweb\u002F","Web",{"type_key":135,"title":171,"excerpt":172,"to":173,"postedAt":174,"readingTime":175,"image":176,"authors":177,"category":179},"Facebook’s ever-declining organic post reach","\u003Cp>Thursday 11th January, 2018, I’m sure, will go down in memory for a number of social media publishers. After all, it was on this day that Mark Zuckerberg delivered his most recent blow to brands’ organic reach on the Facebook platform.  But it’s worth noting that this isn’t the first time brands’ reach has […]\u003C\u002Fp>\n","\u002Fblog\u002Ffacebook-declining-reach\u002F","2024-12-11T15:58:51",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F0v9Uwj7P-050720211625521778_facebook-organic-page-reach.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[178],{"name":4,"image":144},{"to":180,"name":181},"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F","Paid Social",{"type_key":135,"title":183,"excerpt":184,"to":185,"postedAt":186,"readingTime":175,"image":187,"authors":188,"category":190},"The power of Bedrock and composer in WordPress development","\u003Cp>For some time now, so-called “PHP artisans” have been falling out of love with WordPress in favour of alternatives. I’m not saying I’m not a fan of new content management systems (CMS) like Craft, but I think there’s still a very clear time and place for WordPress. WordPress’ underlying codebase has been around for some […]\u003C\u002Fp>\n","\u002Fblog\u002Fpower-bedrock-composer-wordpress-development\u002F","2023-05-16T16:32:50","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FPLq5hwa4-050720211625521783_bedrock-banner.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[189],{"name":4,"image":144},{"to":168,"name":169},{"type_key":135,"title":192,"excerpt":193,"to":194,"postedAt":152,"readingTime":195,"image":196,"authors":197,"category":199},"What is your server log file hiding from you?","\u003Cp>It’s now 2018 and yet many digital marketers we speak with still know little about the power of log file analysis for search engine optimisation (and user experience) gains. What is a log file? When websites and content delivery networks serve your files to your users or search engine bots, a small trace is left […]\u003C\u002Fp>\n","\u002Fblog\u002Flog-file-analysis-hiding\u002F",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FGrpKIkLj-050720211625521784_unsplash-log-file-analysis-109588-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[198],{"name":4,"image":144},{"to":146,"name":147},"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",[225,558,756,951,1148,1343],{"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":236,"featured_media":237,"comment_status":238,"ping_status":238,"sticky":234,"template":5,"format":239,"meta":240,"categories":242,"collections":244,"coauthors":249,"class_list":250,"acf":260,"head_links":261,"breadcrumbs":262,"url_path":138,"search_description":269,"featured_image_urls":270,"authors":305,"type_nicename":322,"reading_minutes":140,"category":323,"yoast_title":326,"yoast_meta":327,"yoast_json_ld":381,"_links":509},3796,"2018-04-27T10:08:05",{"rendered":229},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fbrighton-seo-tom-anthony-diving-http-2-guide-seos\u002F","brighton-seo-tom-anthony-diving-http-2-guide-seos",{"rendered":136},{"rendered":233,"protected":234},"\u003Cp>Tom Anthony – VP Product at Distilled – gave a great talk this morning on HTTP\u002F2, which represents a major revision of the HTTP network protocol. He broke down what it is, why you should implement it and what the SEO benefits might be.\u003C\u002Fp>\n\u003Cp>To introduce the topic, Tom took us back to the origins of communication online and a conversation from 1996. A professor at an American university was complaining that his emails weren’t able to travel more than 500 miles. The reason for this turned out to be a misconfigured server, which would time out after 6 milliseconds. 500 miles happens to be the distance which light can travel in 6 milliseconds, and is at the crux of the issue when it comes to increasing content delivery speeds – latency. Latency describes the speed at which light, and messages, can travel. This will never change, which means the web development community need to find different ways of transferring messages quick. This is where HTTP\u002F2 comes in.\u003C\u002Fp>\n\u003Ch3 class=\"p1\" class=\"p1\" id=\"what-is-http\">What is HTTP?\u003C\u002Fh3>\n\u003Cp class=\"p1\">HTTP means HyperText Transfer Protocol. HTTP is the underlying protocol used by the World Wide Web. Traditionally, when the web was simpler, servers would form a connection and make a request. A few requests would be enough to form a simple web page. This is whats known as HTTP\u002F1.\u003C\u002Fp>\n\u003Cp>As the web has grown and sites have become more complicated, the number of requests needed to form a web page has grown, now commonly between 50 and 100 requests per page. Only one request can be made per connection. HTTP\u002F2 aims to make multiple, simultaneous connections, allowing requests to be fulfilled faster.\u003C\u002Fp>\n\u003Ch3 class=\"p1\" class=\"p1\" id=\"why-http-2-matters\">Why HTTP\u002F2 matters?\u003C\u002Fh3>\n\u003Cp class=\"p1\">Google confirmed earlier this month that user experienced will be measured and it will constitute a key ranking factor. HTTP\u002F2 will lead to faster load times and better user experience as a result. So, whilst HTTP\u002F2 won’t aid google bots, it will aid the user, meaning a great propensity for your site to rank well.\u003C\u002Fp>\n\u003Ch3 class=\"p1\" class=\"p1\" id=\"how-does-http-2-work\">How does HTTP\u002F2 work?\u003C\u002Fh3>\n\u003Cp class=\"p1\">HTTP\u002F2 now allows browsers to open 6-8 connections to a specific server (any more than 8 connections will cause diminishing returns). With up to 8 connections being made, requests are able to be fulfilled quicker and page load speeds decrease.\u003C\u002Fp>\n\u003Cp class=\"p1\">HTTP\u002F2 is also significantly improved with the use of a Content Delivery Network (CDN). CDN’s host local versions of files, meaning they are retrieved quicker. Essentially, it is much easier for a server located in the UK to retrieve files from within the UK, as opposed to if it has to retrieve them from overseas.\u003C\u002Fp>\n\u003Cp>HTTP\u002F2 is not a migration project. Unlike with the introduction of HTTPS, there will be no redirecting or other development exercises to be carried out. Very often, just the implementation of a CDN will satisfy HTTP\u002F2 requirements, providing your site already operates HTTPS.\u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"takeaways\">Takeaways\u003C\u002Fh2>\n\u003Col class=\"ol1\">\n\u003Cli class=\"li1\">It is a quick performance win. You can roll out a CDN to make deployment ‘easy’.\u003C\u002Fli>\n\u003Cli class=\"li1\">HTTP\u002F2 requires HTTPS. We are now likely to see last hold outs migrating to HTTPS.\u003C\u002Fli>\n\u003Cli class=\"li1\">SPDY is the precursor to HTTP\u002F2 and is not relevant anymore. There is a chrome extension shows you which server and protocol sites are using so you can review this.\u003C\u002Fli>\n\u003Cli class=\"li1\">Moving to HTTP\u002F2 is not a migration. HTTP to HTTPS was a migration with URL changes etc. But this is not the case with HTTP\u002F2. It is something that happens at the network layer. So if you can do it you should.\u003C\u002Fli>\n\u003Cli class=\"li1\">This is something that Google can detect so it is a nice easy win for us as SEOs.\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>You can find Tom’s full slides here – https:\u002F\u002Fwww.slideshare.net\u002FTomAnthony\u002Fhttp2-brightonseo-2018\u003C\u002Fp>\n",false,{"rendered":137,"protected":234},1,8128,"open","standard",{"_yoast_wpseo_focuskw":241,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":234,"footnotes":5},"HTTP\u002F2",[236,243],37,[245],{"id":246,"name":247,"path":248},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[15],[251,135,252,253,254,255,256,257,258,259],"post-3796","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","category-web","collections-brighton-seo",[],[],[263,264,267,268],{"path":207,"name":208},{"path":265,"name":266},"\u002Fblog\u002F","Blog",{"path":146,"name":147},{"path":216,"name":136},"Tom Anthony – VP Product at Distilled – gave a great talk this morning on HTTP\u002F2, which represents a major revision of the HTTP network protocol. 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(If you’re a local client, partner or company who would like to meet us, keep March 1st at 5pm free and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to let us know!)\u003C\u002Fp>\n\u003Cp>There are also a few things which have remained the same –  like being shortlisted for no less than four Biddable Media Awards for our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">excellent PPC campaigns\u003C\u002Fa>. Our team is also up against some stiff competition for the “Best Agency” gong too.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-3626\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FbPu7Ehuz-UK-Biddable-Media-Awards-2018-Shortlist-Twitter.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"\" width=\"1024\" height=\"512\" \u002F>\u003C\u002Fp>\n\u003Cp>The Biddable Media Awards recognise excellent in paid advertising online, covering the full breadth of search and social. We’re really pleased to be shortlisted in the following categories:\u003C\u002Fp>\n\u003Cp>?Biddable Agency Led Campaign of the Year\u003Cbr \u002F>\n?Finance Campaign of the Year\u003Cbr \u002F>\n?Local Campaign of the Year\u003Cbr \u002F>\n?Performance Biddable Agency of the Year\u003C\u002Fp>\n\u003Ch2 id=\"what-are-the-uk-biddable-media-awards\">What are the UK Biddable Media Awards?\u003C\u002Fh2>\n\u003Cp>The UK Biddable Media Awards have been created to recognise the skilled practitioners of paid advertising management – including search and social.\u003C\u002Fp>\n\u003Cp>The awards recognise the value contribution of biddable media to marketing campaigns. They follow a real boom in the number of businesses now investing in paid ads, and reflect the changing culture of ‘pay to play’ that we’re seeing, particularly when it comes to social media reach.\u003C\u002Fp>\n\u003Ch2 id=\"impressions-ppc-offering\">Impression’s PPC offering\u003C\u002Fh2>\n\u003Cp>Our PPC team has always been an integral part of our business. Led by Liam since the very early days of our agency, the team has grown, and continues to grow, to deliver campaigns to a wide variety of businesses – including both ecommerce and lead gen.\u003C\u002Fp>\n\u003Cp>Liam had the following to say of the shortlist:\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>Being nominated is a testament to the kind of work we do here at Impression. We’re not satisfied with ‘ticking over’ our client accounts. 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But in the interest of site speed as it’s becoming ever more important, a dynamic lightweight client-side (browser-based) solution is what we felt is required.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"tldr\">TL;DR\u003C\u002Fh3>\n\n\n\n\u003Cp>Some caches don’t cache URL parameters and therefore each page via plugins like this are generated in real time on some servers.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-use-url-params-in-javascript\">How to use URL Params in Javascript\u003C\u002Fh2>\n\n\n\n\u003Cp>Much like the WordPress plugin counterpart, variables are placed into the URL as key:value pairs, like the example below, and then tags surrounding placeholder words on the page are they dynamically changed.\u003C\u002Fp>\n\n\n\n\u003Cpre class=\"wp-block-preformatted\">https:\u002F\u002Fexample.local\u002Fabc-service\u002F?location=London&service=CRO\u003C\u002Fpre>\n\n\n\n\u003Cp>In the source code of your page — typically edited via your favourite CMS — just wrap a word in a span tag with a data-params attribute to get started.\u003C\u002Fp>\n\n\n\n\u003Cpre class=\"wp-block-preformatted\"><span data-params=\"service\">SEO<\u002Fspan> Services in <span data-params=\"location\">Space<\u002Fspan>\u003C\u002Fpre>\n\n\n\n\u003Cp>Then, match up the value in your data-params span tag with a key:value pair in your URL to complete the page setup. In the examples above you can see the “SEO” Service should be replaced with CRO, from the URL. Likewise, the “Space” location should also be replaced by the value “London” from the URL.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"working-with-the-javascript\">Working with the JavaScript\u003C\u002Fh2>\n\n\n\n\u003Cp>At Impression, we’re big fans of Google Tag Manager, as this keeps work away from internal (or third party) web development teams, typically speeding up the deployment times.\u003C\u002Fp>\n\n\n\n\u003Cp>As such, we’ve written a little drop in script which can be used in any Google Tag Manager container, compatible with most sites (note; you will probably need to edit this to work on single page application sites).\u003C\u002Fp>\n\n\n\n\u003Cp>The script above can be inserted into Google Tag Manager like so:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Furlparams-in-javascript-tag-manager.jpg\" alt=\"\" class=\"wp-image-9329\" width=\"548\" height=\"375\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Notice that in this example I’ve selected “All Pages” for the trigger – on a production environment you might want to restrict this to only your dynamic landing page(s) as otherwise it’s just a little more overhead which isn’t required on that page load.\u003C\u002Fp>\n\n\n\n\u003Cp>Once you’re ready, deploy your changes and test!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"running-on-static-cached-sites\">Running on static \u002F cached sites\u003C\u002Fh2>\n\n\n\n\u003Cp>This solution is also suitable for use on landing pages or entire static sites, as principally the work required by the JavaScript is the same for each of these.\u003C\u002Fp>\n\n\n\n\u003Cp>This isn’t a one-stop solution for all users, but we hope it may help a few of you improve your granularity in your digital marketing campaigns.\u003C\u002Fp>\n\n\n\n\u003Cp>If you think we can help, just \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>.\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>NOTE: We did originally build this to rapidly launch PPC campaigns but as we’re still unsure whether the AdsBot-Google carawler fully renders JavaScript, especially that from Tag Manager, we can’t yet advocate this approach for PPC campaigns (though if you have no other options, then what have you got to lose!).\u003C\u002Fstrong>\u003C\u002Fp>\n",{"rendered":162,"protected":234},8164,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":768,"_yoast_wpseo_metadesc":5,"inline_featured_image":234,"footnotes":5},"A lightweight JavaScript URL Params Snippet | Impression",[243],[],[15],[773,135,252,253,254,255,256,258],"post-3617",[],[],[777,778,779,780],{"path":207,"name":208},{"path":265,"name":266},{"path":168,"name":169},{"path":216,"name":161},"There’s a really great WordPress plugin called URL Params that’s used by over 8000 active installs as of January 2018, but in our opinion, it comes with a big flaw: it doesn’t always play nicely with heavily cached websites. We are big fans of the plugin and it really helps websites with a number of 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11th January, 2018, I’m sure, will go down in memory for a number of social media publishers. After all, it was on this day that Mark Zuckerberg delivered his most recent blow to brands’ organic reach on the Facebook platform.\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" style=\"border: none; overflow: hidden; width: 100%;\" src=\"https:\u002F\u002Fwww.facebook.com\u002Fplugins\u002Fpost.php?href=https%3A%2F%2Fwww.facebook.com%2Fzuck%2Fposts%2F10104413015393571&width=700\" width=\"700\" height=\"300\" frameborder=\"0\" scrolling=\"no\">\u003Cspan data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\u003C\u002Fspan>\u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cp>But it’s worth noting that this isn’t the first time brands’ reach has suffered – nor, we suspect, will it be the last. In fact, the changes have been happening slowly over the past 3-4 years, incidentally as the true power of Facebook advertising has been growing.\u003C\u002Fp>\n\u003Cp>A study by Buzzsumo and reported by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.socialmediatoday.com\u002Fsocial-business\u002Fnew-study-finds-facebook-page-reach-has-declined-20-2017\">Social Media Examiner\u003C\u002Fa> last year shows how over the period of 12 months, well-established brands’ page engagements fell by 20%.\u003C\u002Fp>\n\u003Cp>\u003Cfigure style=\"width: 1024px\" class=\"wp-caption aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-3594\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F0UxUXXsk-2017-page-engagements.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"\" width=\"1024\" height=\"616\" \u002F>\u003Cfigcaption class=\"wp-caption-text\">Buzzsumo study reporting decreasing engagements through 2017\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fp>\n\u003Cp>In previous shakeups, image and linked posts saw the largest decreases of engagement, whereas video continued to perform well.\u003C\u002Fp>\n\u003Ch2 id=\"whats-happening\">What’s happening?\u003C\u002Fh2>\n\u003Cp>In short, Facebook recently ran a number of tests to demote brand page content in a user’s news feed. Originally a test, this wasn’t rolled out further. Around the same time, the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmedia.fb.com\u002F2017\u002F10\u002F23\u002Fclarifying-recent-tests\u002F\">Explore tab\u003C\u002Fa> came to all users, who can use this area of the home screen for new content discovery.\u003C\u002Fp>\n\u003Cp>Last week, Facebook published the above post confirming that friends and family content will be promoted much more into users’ feeds at the cost of branded organic content. Advertisements on the platform were not mentioned in relation to this update. Also, to be clear, branded page content isn’t being removed in totality – it’s just being toned down a noteworthy amount.\u003C\u002Fp>\n\u003Cp>Larger brands may not feel the squeeze as much as smaller high street companies with limited interesting or high-value content to distribute, but it’s clear that news publishers and others who rely on driving traffic outside of the Facebook ecosystem will suffer.\u003C\u002Fp>\n\u003Ch2 id=\"what-should-i-do-now\">What should I do now?\u003C\u002Fh2>\n\u003Cp>These changes have been coming for some time, and it’s other advertising agencies have undoubtedly seen this coming, too. Impression has been mastering the art of Facebook advertising since before our company launch in 2012.\u003C\u002Fp>\n\u003Cp>We see two clear paths of investment (in terms of time, and budget):\u003C\u002Fp>\n\u003Ch3 id=\"1-upgrade-your-content-efforts\">1. Upgrade your content efforts\u003C\u002Fh3>\n\u003Cp>If you read Mark’s post carefully you’ll notice the emotive language which it contains. We’re sure this isn’t coincidental, since there are numerous studies and real-world news examples mentioning Facebook’s appreciation (or lack thereof) of emotion and social networking.\u003C\u002Fp>\n\u003Cp>An example of this is how strongly emotive \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fnewsroom.fb.com\u002Fnews\u002F2017\u002F09\u002Finformation-operations-update\u002F\">page content\u003C\u002Fa> (in this case sponsored ads) appearing around the time of US Presidential Elections and containing divisive political ideologies, is actually considered to be a factor in Mr. Trump’s win.\u003C\u002Fp>\n\u003Cp>This snippet from Mark’s post above speaks this angle very clearly to me:\u003C\u002Fp>\n\u003Cp>\u003Ci>“\u003C\u002Fi>\u003Ci>And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.\u003C\u002Fi>\u003C\u002Fp>\n\u003Cp>\u003Ci>For example, there are many tight-knit communities around TV shows and sports teams. We’ve seen people interact way more around live videos than regular ones. Some news helps start conversations on important issues.”\u003C\u002Fi>\u003C\u002Fp>\n\u003Cp>For brands wishing to grow organic engagement into 2018, the requirements are clear:\u003C\u002Fp>\n\u003Col>\n\u003Cli>Remain topical and current\u003C\u002Fli>\n\u003Cli>Encourage conversations on the platform\u003C\u002Fli>\n\u003Cli>Be emotive\u003C\u002Fli>\n\u003Cli>Use more media (ideally video) content over text\u003C\u002Fli>\n\u003Cli>Avoid low value content, like clickbait and “tag a mate” competitions\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Ch3 id=\"2-pay-to-play\">2. Pay to play\u003C\u002Fh3>\n\u003Cp>In may respects, Facebook has been a “pay to play” network for some time now, but this latest change will surely be the impetus for change many brands have been reluctantly holding out for.\u003C\u002Fp>\n\u003Cp>Small investments into boosted posts, or ideally via the Facebook Ads platform if budget and prowess allows, will ensure your brand message and content is delivered to a relevant audience of your choosing.\u003C\u002Fp>\n\u003Cp>Facebook advertising costs have increased steadily as the advertising platform has become more popular in recent years, but it still offers a very compelling cost per acquisition. Its increasing ad inventory and formats is also meeting advertisers’ demands for more lead generation and shopping content.\u003C\u002Fp>\n\u003Cp>Still, well run commercial Facebook advertising accounts can still perform extremely well.\u003C\u002Fp>\n\u003Ch2 id=\"our-take-on-this\">Our take on this\u003C\u002Fh2>\n\u003Cp>Facebook is still a very interesting ecosystem, and it still represents a very lucrative opportunity for brands to connect with their consumers, though for commercial intent this will be almost exclusively through the paid ads platform in the future. In our opinion, this factor isn’t an entirely upsetting change, as typically good campaigns require demographic advertising anyway.\u003C\u002Fp>\n\u003Cp>Costs may increase slightly, but we’re not expecting any large surges just yet. Social media advertising still typically offers a lower cost per acquisition (depending on the campaign type and style) when compared to paid search marketing so will remain an exciting proposition for some time.\u003C\u002Fp>\n\u003Cp>And, as a side note, quality of ad creative, brand messaging and care around targeting will likely improve as a result of these changes, too, which is better for everyone involved.\u003C\u002Fp>\n",{"rendered":172,"protected":234},8172,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":234,"footnotes":5},[964],36,[],[15],[968,135,252,253,254,255,256,969],"post-3593","category-paid-social",[],[],[973,974,975,976],{"path":207,"name":208},{"path":265,"name":266},{"path":180,"name":181},{"path":216,"name":171},"Thursday 11th January, 2018, I’m sure, will go down in memory for a number of social media publishers. After all, it was on this day that Mark Zuckerberg delivered his most recent blow to brands’ organic reach on the Facebook platform.  But it’s worth noting that this isn’t the first time brands’ reach has 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some time now, so-called “PHP artisans” have been falling out of love with WordPress in favour of alternatives. I’m not saying I’m \u003Cem>not\u003C\u002Fem> a fan of new content management systems (CMS) like Craft, but I think there’s still a very clear time and place for WordPress.\u003C\u002Fp>\n\u003Cp>WordPress’ underlying codebase has been around for some time, and a vanilla WordPress installation is missing some of the niceties that more recent content management systems have as standard.\u003C\u002Fp>\n\u003Cp>However, WordPress powers (as of right now, May 2023) 43.2% of all content management-powered websites, according to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.manaferra.com\u002Fwordpress-statistics\u002F\">Manaferra\u003C\u002Fa>. There are a significant number of community and private plugins on the market; many in-house developers tend to start learning WordPress first, and the wider ecosystem of PHP developers who know about WordPress is huge. For me, consulting directly with business owners who do not know how to code, these are some very compelling reasons for remaining with the technology.\u003C\u002Fp>\n\u003Cp>To aid in our argument for WordPress development, I’d like to describe our tech stack, which has evolved to be far from vanilla.\u003C\u002Fp>\n\u003Ch2 id=\"bedrock\">Bedrock\u003C\u002Fh2>\n\u003Cp>We use Roots.io’s Bedrock framework, which pulls in WordPress as a composer dependency. This allows us to have a controlled, sharable staging environment around our team, and comes with niceties like .env support out of the box. There are also other niceties like upgraded security, and a little security by obscurity, too, in the form of non-standard file paths which protect sites from a small number of automated attacks and exploits.\u003C\u002Fp>\n\u003Ch3 id=\"version-control\">Version control\u003C\u002Fh3>\n\u003Cp>Because of the number of files pulled into the project via public dependencies, the actual file storage requirements for version controlling your work is incredibly small. This means the entire Bedrock directory can be included in version control, ensuring that multiple developers maintain the same plugin and other requirements – something that’s not possible with vanilla WordPress.\u003C\u002Fp>\n\u003Ch2 id=\"webpack-and-laravel-mix\">Webpack and Laravel Mix\u003C\u002Fh2>\n\u003Cp>Our preference is to take this a little further by pulling in some Laravel dependencies – namely mix() – so that we can integrate our build process into Webpack JS. This allows us to run all development and live file builds automatically in the terminal window and, crucially, allows us to run the same in our automated deployment and testing environment.\u003C\u002Fp>\n\u003Cp>The output here is cache-busting file path names, which sits nicely behind our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwordpress-amazon-cloudfront\u002F\">Cloudfront setup\u003C\u002Fa>, which I’ve blogged about recently.\u003C\u002Fp>\n\u003Ch2 id=\"plugins\">Plugins\u003C\u002Fh2>\n\u003Cp>There’s an awesome website out there called \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwpackagist.org\u002F\">https:\u002F\u002Fwpackagist.org\u002F\u003C\u002Fa>, which is effectively a WordPress plugin repository mirror with all plugins factored as dependencies for composer.\u003C\u002Fp>\n\u003Cp>It’s WPackagist which brings true version control to your WordPress builds. As they put it, here’s why you should use composer for plugin dependency management:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Avoid committing plugins and themes into source control.\u003C\u002Fli>\n\u003Cli>Avoid having to use git submodules.\u003C\u002Fli>\n\u003Cli>Manage WordPress and non-WordPress project libraries with the same tools.\u003C\u002Fli>\n\u003Cli>Could eventually be used to manage dependencies between plugins.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"uploads\">Uploads\u003C\u002Fh2>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fen-gb.wordpress.org\u002Fplugins\u002Filab-media-tools\u002F\">Media Cloud\u003C\u002Fa> by ILAB is a great WordPress plugin\u002Fmodule which enables your media storage to be based on services like Amazon S3 (and others). Although this is a great permanent file store, the added advantage here is the benefits given by the separation of concerns this affords us:\u003C\u002Fp>\n\u003Ctable class=\"table\">\n\u003Cthead>\n\u003Ctr>\n\u003Ctd>\u003Cstrong>Requirement\u003C\u002Fstrong>\u003C\u002Ftd>\n\u003Ctd>\u003Cstrong>AWS service\u003C\u002Fstrong>\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003C\u002Fthead>\n\u003Ctbody>\n\u003Ctr>\n\u003Ctd>Computing power\u003C\u002Ftd>\n\u003Ctd>Amazon EC2 (Elastic Compute Cloud)\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Database storage\u003C\u002Ftd>\n\u003Ctd>Amazon RDS (Relational Database Store)\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>File store\u003C\u002Ftd>\n\u003Ctd>Amazon S3 (Simple Storage Service)\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Global cache and delivery\u003C\u002Ftd>\n\u003Ctd>Amazon Cloudfront\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003C\u002Ftbody>\n\u003C\u002Ftable>\n\u003Cp>This means your application can become scalable as there is no locally required EC2 file or data storage.\u003C\u002Fp>\n\u003Ch2 id=\"theme\">Theme\u003C\u002Fh2>\n\u003Cp>Finally, within your theme, with Bedrock and the wealth of other dependencies you can pull in via WPackagist, and others, you have a number of options for replacing the default theme boilerplate.\u003C\u002Fp>\n\u003Cp>We have a few preferences within the team, but right now typically websites are rolled out with the twig templating language. 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id=\"its-now-2018-and-yet-many-digital-marketers-we-speak-with-still-know-little-about-the-power-of-log-file-analysis-for-search-engine-optimisation-and-user-experience-gains\">It’s now 2018 and yet many digital marketers we speak with still know little about the power of log file analysis for \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">search engine optimisation\u003C\u002Fa> (and user experience) gains.\u003C\u002Fh3>\n\u003Ch2 id=\"what-is-a-log-file\">What is a log file?\u003C\u002Fh2>\n\u003Cp>When websites and content delivery networks serve your files to your users or search engine bots, a small trace is left behind in a log file — one line per asset served.\u003C\u002Fp>\n\u003Cp>The format varies between operating systems, but typically the same information is presented; remote IP address, timestamp, HTTP method, URL requested, status code, size in bytes, user agent string, etc. You can also format these according to specific needs.\u003C\u002Fp>\n\u003Cp>It’s from these footprints that technical SEOs can piece together a search engine crawler bot’s activity on a web host, and in turn evaluate, over time, how the site is being crawled. On larger websites, a large concern of technical SEOs is the allocation of Google’s \u003Ci>crawl budget.\u003C\u002Fi>\u003C\u002Fp>\n\u003Cp>In addition, without filtering bot traffic, you can sample your entire web server’s browsing history and look for user-related errors in order to resolve them.\u003C\u002Fp>\n\u003Ch2 id=\"how-can-you-analyse-a-log-file\">How can you analyse a log file?\u003C\u002Fh2>\n\u003Cp>My favourite post and related talk by far on the subject is \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fohgm.co.uk\u002Fserver-logs-excel-fails-brightonseo-2016\u002F\">this one on ohgm.co.uk\u003C\u002Fa>, as it caters for enterprise-level, Excel-breaking data, but the favourite tool at Impression is Screaming Frog’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.screamingfrog.co.uk\u002F22-ways-to-analyse-log-files\u002F\">Log File Analyser\u003C\u002Fa>, which brings data into a readable format a little easier.\u003C\u002Fp>\n\u003Cp>If your data set isn’t too large, then typically importing it into Excel is a good beginner route, as with a quick “data to columns” transformation you can set up a pivot table to begin querying the data.\u003C\u002Fp>\n\u003Ch2 id=\"what-can-you-find\">What can you find?\u003C\u002Fh2>\n\u003Cp>In short, analysing a log file can be done in many ways depending on what you’re looking for, but typically you might want to:\u003C\u002Fp>\n\u003Ch3 id=\"filter-google-bot-traffic\">Filter Google Bot traffic\u003C\u002Fh3>\n\u003Cp>Understanding Google’s allocation of crawl budget is key to technical SEO. Uncover bots visiting pages you don’t want them to, or discover directories getting more than their fair share of time or download resource. Also, identify pages which are visited regularly and ensure these fit into your perception of important pages on your site.\u003C\u002Fp>\n\u003Ch3 id=\"compare-desktop-and-mobile-bot-user-agent-activity\">Compare desktop and mobile bot user agent activity\u003C\u002Fh3>\n\u003Cp>Your browser (or bot) will have a set user agent string – a small sentence that describes the type of machine or software you’re using to request the web page from the server. It’s in this small detail that you can filter in or out traffic from different sources. You can see all of Google’s own bot names and user agent strings listed \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F1061943?hl=en\">here\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>A few examples;\u003C\u002Fp>\n\u003Ctable class=\"table\">\n\u003Ctbody>\n\u003Ctr>\n\u003Ctd>Googlebot\u003C\u002Fp>\n\u003Cp>(Desktop)\u003C\u002Ftd>\n\u003Ctd>Mozilla\u002F5.0 (compatible; Googlebot\u002F2.1; +http:\u002F\u002Fwww.google.com\u002Fbot.html)\u003C\u002Fp>\n\u003Cp>or (rarely used):\u003C\u002Fp>\n\u003Cp>Googlebot\u002F2.1 (+http:\u002F\u002Fwww.google.com\u002Fbot.html)\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Googlebot\u003C\u002Fp>\n\u003Cp>(Smartphone)\u003C\u002Ftd>\n\u003Ctd>Mozilla\u002F5.0 (Linux; Android 6.0.1; Nexus 5X Build\u002FMMB29P)\u003C\u002Fp>\n\u003Cp>AppleWebKit\u002F537.36 (KHTML, like Gecko) Chrome\u002F41.0.2272.96\u003C\u002Fp>\n\u003Cp>Mobile Safari\u002F537.36 (compatible; Googlebot\u002F2.1; +http:\u002F\u002Fwww.google.com\u002Fbot.html)\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003C\u002Ftbody>\n\u003C\u002Ftable>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>With Google continuously rolling out better mobile experiences, it’s always a good idea to check that your site is being interpreted as you intend by the smartphone bot variants.\u003C\u002Fp>\n\u003Ch3 id=\"compare-crawls-and-your-sitemaps\">Compare crawls and your sitemaps\u003C\u002Fh3>\n\u003Cp>Google’s Search Console gives nice stats about the number of submitted vs. indexed pages, but if you want to get granular and identify problem pages, you’ll need to use an indexation checker, like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.greenlanemarketing.com\u002Ftools\u002Fgoogle-indexation-tester\u002F\">Greenlane’s\u003C\u002Fa>, and also head to your log files to check that the unindexed pages weren’t crawled.\u003C\u002Fp>\n\u003Cp>From there you’ll know whether or not a page was originally crawled — so if it was, and still isn’t indexed, then you’ve likely got other problems at hand.\u003C\u002Fp>\n\u003Ch3 id=\"establish-crawl-frequency-on-top-files\">Establish crawl frequency on top files\u003C\u002Fh3>\n\u003Cp>If you run a busy website and you’re interested in knowing how search engines are accessing key files, like your sitemap or robots.txt, then you can take a long-term view over the file’s pathname in the logs and check accurate crawl frequency, per bot.\u003C\u002Fp>\n\u003Ch3 id=\"identify-accurate-server-and-url-errors\">Identify accurate server and URL errors\u003C\u002Fh3>\n\u003Cp>Again, Search Console tries to give you this information via its Crawl Report, but if you have intermittent issues on your website, then it’s unlikely Google’s report will identify these.\u003C\u002Fp>\n\u003Cp>The issues I’m discussing are HTTP responses in the range over 400 (404, 500 being common ones). Without filtering on user agents (i.e. looking at ALL traffic requests) – filter on HTTP response codes. This will also include AJAX form submissions, data requested or loaded after a page load, etc. Identify all troublesome URLs and get down to investigating!\u003C\u002Fp>\n\u003Cp>This tip can also be handy outside the realms of SEO — if a form isn’t submitting every 1 in 10 times, or a payment gateway times out 2% of all occurrences, you’ll soon know about it!\u003C\u002Fp>\n\u003Ch3 id=\"audit-request-file-sizes\">Audit request file sizes\u003C\u002Fh3>\n\u003Cp>If you’re hosting large files on your website, then you will be once again wasting your crawl budget. Ensure the file size (in bytes) is included in your access log format, and check for extremely large files. Think about whether or not these files are useful to a search engine, and then either compress, host elsewhere, or even consider blocking access to the resource in order to streamline crawl budget.\u003C\u002Fp>\n\u003Ch3 id=\"identify-rogue-query-parameters\">Identify rogue query parameters\u003C\u002Fh3>\n\u003Cp>Does your website suffer from excessive faceted navigation and an over-reliance on query parameters? (URLs with lots of question marks and ampersands in them). If so, or if it has in the past, check that these URLs aren’t still being crawled. If the base page URL is still the same, then the query parameter version of this URL will still be valid also.\u003C\u002Fp>\n\u003Ch3 id=\"check-up-on-response-times\">Check up on response times\u003C\u002Fh3>\n\u003Cp>Ensure that your log format has microtime so that you can complete this step. Google downloads only a predetermined amount of data per website, but it also can time out of an allocated time budget. Time is money, after all — especially with cloud computing!\u003C\u002Fp>\n\u003Cp>Audit pages which take over the average and establish what might be causing this issue. If you run a dynamically templated website (most content management systems), then consider heavily caching your website so that it behaves as if the HTML rendered comes from static files. This drastically reduces your server overhead and massively speeds up response times, too.\u003C\u002Fp>\n\u003Ch2 id=\"how-to-get-to-your-access-logs\">How to get to your access logs\u003C\u002Fh2>\n\u003Cp>Depending on the hosting environment you’re using, this may vary slightly.\u003C\u002Fp>\n\u003Cp>\u003Cb>NGiNX users \u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>Typically your log file may be found here: \u002Fvar\u002Flog\u002Fnginx\u002Faccess.log. Bear in mind that this will not automatically rotate – therefore your storage capacity will be limited. See \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.digitalocean.com\u002Fcommunity\u002Ftutorials\u002Fhow-to-configure-logging-and-log-rotation-in-nginx-on-an-ubuntu-vps\">this guide\u003C\u002Fa> on how to configure access log rotation on NGiNX.\u003C\u002Fp>\n\u003Cp>\u003Cb>Apache users \u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>Typically your log files could be stored at \u002Fvar\u002Flog\u002Fapache2\u002Faccess.log or \u002Fvar\u002Flog\u002Fhttpd\u002Faccess.log or similar.\u003C\u002Fp>\n\u003Cp>\u003Cb>CDN \u002F other users\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>Typically, some setup may be required to ensure full access logging is activated and stored in a useful way. We use Cloudfront for CDN hosting and to achieve access log logging, a configuration with Amazon S3 is required.\u003C\u002Fp>\n\u003Ch2 id=\"resources\">Resources\u003C\u002Fh2>\n\u003Cp>This is only a short introductory post – fortunately many industry commentators have already gone into good depth on this topic before. Here are a few of our favourite posts on the topic:\u003C\u002Fp>\n\u003Cp>\u003Cb>Built Visible\u003C\u002Fb>: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbuiltvisible.com\u002Flog-file-analysis\u002F\">The Ultimate Guide to Log FIle Analysis\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>\u003Cb>Screaming Frog\u003C\u002Fb>: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.screamingfrog.co.uk\u002F22-ways-to-analyse-log-files\u002F\">22 Ways to Analyse Log Files\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>\u003Cb>Moz\u003C\u002Fb>: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fthe-technical-seo-renaissance\">Technical SEO Renaissance\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>\u003Cb>Slideshare\u003C\u002Fb>: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FDominicWoodman\u002Fa-guide-to-log-analysis-with-big-query\">Log File analysis with Big Query\u003C\u002Fa>\u003C\u002Fp>\n",{"rendered":193,"protected":234},8174,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":234,"footnotes":5},[236],[],[15],[1359,135,252,253,254,255,256,257],"post-3571",[],[],[1363,1364,1365,1366],{"path":207,"name":208},{"path":265,"name":266},{"path":146,"name":147},{"path":216,"name":192},"It’s now 2018 and yet many digital marketers we speak with still know little about the power of log file analysis for search engine optimisation (and user experience) gains. What is a log file? When websites and content delivery networks serve your files to your users or search engine bots, a small trace is left 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