[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fcharlie-norledge":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":196,"head_links":199,"breadcrumbs":184,"posts":203,"pages":179,"head":1595},"Charlie Norledge","","I am the Director, Head of SEO at Impression. I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":38,"page_content_modules":94,"hero":180},"\u003Cp>Director, Head of SEO. Joined Impression in 2015.\u003C\u002Fp>\n\u003Cp>My background is in web development but I moved away from this when I decided that I wanted a more customer-facing role. I wanted the opportunity to be able to apply my expertise and also deal with clients directly and technical SEO allowed me to do this.\u003C\u002Fp>\n\u003Cp>Day to day, I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nSpeaking at Brighton SEO! I’ve delivered a talks and training on structured data and \u003Ca href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI enjoy surfing and Skiing (although living in the midlands isn’t good for this!)\u003C\u002Fp>\n","Director, Head of SEO",[13,29],{"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":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},35,"98","2020-03-12 15:02:03","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":30,"link_text":33},{"ID":31,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":15,"guid":36,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":37},57,"2020-03-12 15:49:37","Technical SEO","technical-seo","2025-10-28 09:41:49","\u002F?page_id=57","\u002Fseo\u002Ftechnical-seo\u002F",{"ID":39,"id":39,"title":40,"filename":41,"filesize":23,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":23,"date":47,"modified":48,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":55},8558,"Charlie-Norledge","jVjBhz1i-Charlie-Norledge.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&q=90","\u002Fcharlie-norledge\u002F","12","charlie-norledge","inherit","2021-07-15 16:28:10","2021-10-11 10:06:22","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":56,"thumbnail-width":57,"thumbnail-height":57,"medium":58,"medium-width":59,"medium-height":60,"medium_large":61,"medium_large-width":62,"medium_large-height":63,"large":64,"large-width":65,"large-height":66,"1536x1536":67,"1536x1536-width":68,"1536x1536-height":69,"2048x2048":70,"2048x2048-width":71,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":54,"default_portrait":81,"default_portrait-width":54,"default_portrait-height":80,"6_col_and_margin_short":82,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":83,"11_col_and_margin-width":84,"11_col_and_margin-height":78,"9_col_rectangle":85,"9_col_rectangle-width":86,"9_col_rectangle-height":87,"11_col":88,"11_col-width":89,"11_col-height":78,"staff_image_696_600":90,"staff_image_696_600-width":53,"staff_image_696_600-height":54,"rectangular_thumbnail":91,"rectangular_thumbnail-width":92,"rectangular_thumbnail-height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[95],{"acf_fc_layout":96,"reduced":97,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":98,"posts":99},"author_posts",true,"Charlie Norledge’s posts",{"data":100,"pages":179},[101,115,126,141,154,164],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","International SEO Strategy: Beyond Best Practice","\u003Cp>Whether your business operates in multiple territories or has plans to expand, achieving your goals will require you to understand and push beyond international SEO best practices. Doing so will ensure that you’re in the best position to take advantage of the opportunities present in your target markets by maximising visibility in these regions. Taking […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-choose-a-website-setup-for-international-seo\u002F","2026-06-16T10:37:26",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F0hy4R7yg-050720211625503353_s-o-c-i-a-l-c-u-t-96A9UTFAMUM-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[110],{"name":4,"image":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":113,"name":114},"\u002Fblog\u002Fcategory\u002Finternational-marketing\u002F","International",{"type_key":102,"title":116,"excerpt":117,"to":118,"postedAt":119,"readingTime":120,"image":121,"authors":122,"category":124},"Google’s E-E-A-T: The Complete 2026 Guide","\u003Cp>This article was updated on: 11.06.2026 Google’s E-E-A-T Key Takeaways Google’s E-E-A-T framework has gradually become a hot topic in the SEO community in recent years, with studies of recent Google updates, such as the February 2026 core update, indicating that high E-E-A-T websites benefited significantly. With a drastic increase in low-quality AI-generated content, it […]\u003C\u002Fp>\n","\u002Fblog\u002Fe-e-a-t\u002F","2026-06-12T11:14:35",43,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fsascha-bosshard-et3Fex4JiBw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=0%2C280%2C2400%2C2400&w=640",[123],{"name":4,"image":111},{"to":125,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":102,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":131,"image":132,"authors":133,"category":138},"How SEO strategies can leverage ChatGPT in 2026","\u003Cp>What is ChatGPT? ChatGPT is a large language model created by OpenAI that uses artificial intelligence and natural language processing to understand and generate human-like responses to text-based input. A language model is trained on a corpus or multiple corpora, which is a large set of texts. It’s built on the patterns and structure of […]\u003C\u002Fp>\n","\u002Fblog\u002Fchatgpt-ai-for-seo-strategies\u002F","2026-06-11T16:01:47",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fom-siva-prakash-7q-kE4SZzvQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[134,135],{"name":4,"image":111},{"name":136,"image":137},"Team Impression","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":139,"name":140},"\u002Fblog\u002Fcategory\u002Fai\u002F","AI",{"type_key":102,"title":142,"excerpt":143,"to":144,"postedAt":145,"readingTime":146,"image":147,"authors":148,"category":153},"Search in the AI Era: Optimising for Google AI Overviews & LLMs [Video]","\u003Cp>Navigating the AI era requires a new approach to search engine optimisation (SEO). In this video, join marketing experts Charlie Norledge and Lauren Henley as they break down how to show up and stay relevant in a world dominated by Google’s AI Overviews and Large Language Models (LLMs) such as ChatGPT. What you’ll learn: Transcript […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-in-the-ai-era-optimising-for-google-ai-overviews-llms-video\u002F","2026-04-28T13:08:54",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F03_showing-up-in-the-AI-era-optimising-for-googles-AI-overviews-LLMs-min.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[149,150],{"name":4,"image":111},{"name":151,"image":152},"Lauren","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F04\u002FLauren-Henley.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":139,"name":140},{"type_key":102,"title":155,"excerpt":156,"to":157,"postedAt":158,"readingTime":159,"image":160,"authors":161,"category":163},"Google Search launches AI Mode in the UK: What marketers need to know","\u003Cp>The announcement of Google’s AI Mode for UK searchers could be a watershed moment for SEO in the UK. Initially available as a “tab on your Search results page,” we will soon see how much appetite British searchers have for this new function. For those of us working in SEO, AI Mode presents both a […]\u003C\u002Fp>\n","\u002Fblog\u002Fai-mode-uk-launch\u002F","2026-04-02T15:44:18",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002FAI-mode-feature-image.png?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=80%2C147%2C480%2C480&w=640",[162],{"name":4,"image":111},{"to":125,"name":18},{"type_key":102,"title":165,"excerpt":166,"to":167,"postedAt":168,"readingTime":169,"image":170,"authors":171,"category":176},"Performance Marketing is getting smarter: The blurring lines between paid & organic advertising","\u003Cp>Performance marketing is no longer just about clicks or rankings: it’s about experience and outcomes. For search advertisers, this means blurring the lines between Paid & Organic advertising. Those outcomes can no longer come without collaboration. Here’s a snapshot of how performance marketing is getting smarter, and what it means when PPC and SEO work […]\u003C\u002Fp>\n","\u002Fblog\u002Fintegrating-ppc-seo-strategies\u002F","2025-07-31T10:50:51",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fgetty-images-dM2FXKWaFZ4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[172,173],{"name":4,"image":111},{"name":174,"image":175},"Mike Wickham","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":177,"name":178},"\u002Fblog\u002Fcategory\u002Fdigital-strategy\u002F","Digital Strategy","13",{"type":181,"style":182,"title":183,"heading":4,"intro":10,"services":12,"breadcrumbs":184,"photo":56,"social":196},"author","dark","Meet the Team",[185,188,191,194],{"path":186,"name":187},"\u002F","Home",{"path":189,"name":190},"\u002Fabout\u002F","About Us",{"path":192,"name":193},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":195,"name":4},null,{"twitter":197,"linkedin":198},"https:\u002F\u002Ftwitter.com\u002FNorledgeCharlie","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fcharlie-norledge-97984099\u002F",[200],{"rel":201,"href":202},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F",[204,523,714,936,1175,1359],{"id":205,"date":206,"date_gmt":206,"guid":207,"modified":106,"modified_gmt":106,"slug":209,"status":19,"type":102,"link":105,"title":210,"content":211,"excerpt":214,"author":215,"featured_media":216,"comment_status":20,"ping_status":20,"sticky":213,"template":5,"format":217,"meta":218,"categories":220,"collections":223,"coauthors":224,"class_list":226,"acf":235,"head_links":236,"breadcrumbs":237,"url_path":105,"search_description":219,"featured_image_urls":244,"authors":279,"type_nicename":290,"reading_minutes":107,"category":291,"yoast_title":103,"yoast_meta":294,"yoast_json_ld":350,"_links":473},4746,"2026-06-16T10:18:43",{"rendered":208},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fhow-to-choose-a-website-setup-for-international-seo\u002F","how-to-choose-a-website-setup-for-international-seo",{"rendered":103},{"rendered":212,"protected":213},"\n\u003Cp>\u003Cspan>Whether your business operates in multiple territories or has plans to expand, achieving your goals will require you to understand and push beyond international SEO best practices. Doing so will ensure that you’re in the best position to take advantage of the opportunities present in your target markets by maximising visibility in these regions.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan>Taking the time to carefully plan and execute your \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Finternational-seo\u002F\">\u003Cspan>international SEO\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan> strategy will not only save your business a potential admin headache down the line but also a financial one.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan>Read on to learn about why you might want to invest in international SEO, and the key considerations to be aware of when making important decisions such as the structure of your URLs.\u003C\u002Fspan>\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: This post has been updated for 2026 👍 \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-international-seo\">What is international SEO?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-is-international-seo-important\">Why is international SEO important?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#international-seo-best-practices\">International SEO best practices\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-do-i-set-up-international-targeting-for-my-website\">How do I set up international targeting for my website?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-are-subdirectories-aka-subfolders\">What are subdirectories (aka subfolders)?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#hreflang\">How to set hreflang for subdomains\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#subdirectory-advantages\">Subdirectory advantages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#subdirectory-disadvantages\">Subdirectory disadvantages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-are-country-code-top-level-domains-cctlds\">What are country-code top-level domains (ccTLDs)?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#separate-domain-advantages\">Separate domain advantages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#separate-domain-disadvantages\">Separate domain disadvantages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-are-international-subdomains\">What are international subdomains?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#subdomain-advantages\">Subdomain advantages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#subdomain-disadvantages\">Subdomain disadvantages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#which-url-structure-is-right-for-me\">Which URL structure is right for me?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#if-you-already-use-a-cctld\">If you already use a ccTLD:\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#if-youre-planning-on-expanding-into-multiple-territories\">If you’re planning on expanding into multiple territories:\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#if-youre-deciding-between-multiregional-and-multilingual\">If you’re deciding between multiregional and multilingual:\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-optimise-international-seo-for-ai-generative-search\">How to optimise international SEO for AI & generative search\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-dangers-of-translation-only-subfolders\">The dangers of “translation-only” subfolders\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#find-the-best-international-seo-strategy-with-impression-digital\">Find the best international SEO strategy with Impression Digital\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-is-international-seo\">\u003Cspan>What is international SEO?\u003C\u002Fspan>\u003C\u002Fh2>\n\n\n\n\u003Cp>International SEO is a form of website optimisation that enables search engines to determine which countries to present your pages to in search results, and in which languages.\u003C\u002Fp>\n\n\n\n\u003Cp>In short, it is the process of making sure that the UK version of your website appears in the UK search results and likewise for other markets and countries. \u003C\u002Fp>\n\n\n\n\u003Cp>From geotargeting to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-choose-a-website-setup-for-international-seo#hreflang\">hreflang\u003C\u002Fa>, there are plenty of vital considerations to take into account as part of your strategy. Before you get to that stage, though, you need to set up the right international SEO URL structure to help you achieve your business goals.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-is-international-seo-important\">\u003Cstrong>Why is international SEO important?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>To understand why your business needs international SEO, it’s important to first understand how search engines like Google crawl, index and present websites to different audiences.\u003C\u002Fp>\n\n\n\n\u003Cp>The goal of a search engine is to present the most relevant, useful and authoritative content to its users. The content that a user deems to be relevant, useful and authoritative changes depending on their language and the country that they’re searching from.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, someone searching for shoes in France will be presented with different search results than someone searching in the UK. This is because search engines understand that someone searching in France will want to browse websites written in their native language, offering products or services that are available to them at competitive prices. Presenting websites written in another language, or websites offering products unavailable in their market, would result in a bad search experience for the user – something which Google tries to avoid at all costs!\u003C\u002Fp>\n\n\n\n\u003Cp>As a result, businesses looking to trade in another market will need to ensure their website is optimised for each respective audience. Doing so requires making sure their site is multi-regional (one that targets users in different countries who speak the same language, such as the UK and the USA) or multilingual (one that offers content in more than one language).\u003C\u002Fp>\n\n\n\n\u003Cp>Much like a website requiring SEO in its country to rank organically for its target keywords, a multi-regional or multilingual site will need an international SEO strategy to perform strongly.\u003C\u002Fp>\n\n\n\n\u003Cp>The first step is choosing the optimal international website setup.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"international-seo-best-practices\">I\u003Cstrong>nternational SEO best practices\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-do-i-set-up-international-targeting-for-my-website\">\u003Cstrong>How do I set up international targeting for my website?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan>There are three main options for building a website that can perform well organically overseas:\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cspan>Subdirectories\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan>Separate country-code Top-Level Domains\u003C\u002Fspan> (ccTLDs)\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan>International subdomains\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-are-subdirectories-aka-subfolders\">\u003Cb>\u003Cstrong>What are subdirectories (aka subfolders)\u003C\u002Fstrong>\u003C\u002Fb>?\u003C\u002Fh3>\n\n\n\n\u003Cp>A subdirectory, also known as a subfolder, is the part of a website which houses a specific subset of content. Subdirectories are displayed in the URL, appended to the right of the domain. Common examples of subdirectories include: \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.businessname.com\u002Fblog\">www.businessname.com\u002Fblog\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.businessname.com\u002Fshop\">www.businessname.com\u002Fshop\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>A good way of understanding subdirectories is to \u003Cstrong>imagine them like separate folders within a filing cabinet\u003C\u002Fstrong>, with the filing cabinet being the website in its entirety.\u003C\u002Fp>\n\n\n\n\u003Cp>Not only do subdirectories allow you to structure and organise domestic-targeted content, but they are also the first option available to businesses looking to expand abroad. This option involves having the company domain sit on a .com generic top-level domain (gTLD), as this is the industry standard for international sites.\u003C\u002Fp>\n\n\n\n\u003Cp>The website would then require separate subdirectories on the domain to target different markets, such as:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.businessname.com\u002Fgb\u002F\">\u003Cspan>www.businessname.com\u002Fgb\u002F\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan> \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.businessname.com\u002Ffr\u002F\">\u003Cspan>www.businessname.com\u002Ffr\u002F\u003C\u002Fspan>\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan>These country-specific subfolders serve as a signal to search engines that they are aimed at different markets. However, this is not enough.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"hreflang\">How to set hreflang for subdomains\u003C\u002Fh4>\n\n\n\n\u003Cp>\u003Cspan>Each subfolder also requires the appropriate hreflang tag attributes to be implemented to avoid being seen by Google or AI as duplicated, even if it is translated into different languages.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>Hreflang tag attributes explicitly tell search engines which language you are using on a specific page, so they can serve that result to users searching in that language. They can also state the region in which a page should be served to users.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, the following hreflang tag attributes tell search engines that the page is aimed at an English-speaking US audience (hence ‘en-us’).\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cspan><link rel=”alternate” href=”http:\u002F\u002Fexample.com” hreflang=”en-us” \u002F>\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>While search engines are adept at understanding the content on a page, they still require i\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F189077?hl=en\">nformation about localised versions\u003C\u002Fa> of your pages to be able to differentiate them. As well as hreflang tag attributes, each country-specific subdirectory should also ideally be geo-targeted in Google Search Console, Bing Webmaster Tools or other similar platforms. If a page lacks local relevance, even if it has an hreflang tag, most search engines, especially AI, will ignore the tag and filter the page as a duplicate.\u003C\u002Fp>\n\n\n\n\u003Cp>An example of a website utilising this approach is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.nike.com\u002F\">Nike.com\u003C\u002Fa>. The global sportswear giant has chosen to offer content for each of its markets on the .com generic top-level domain (gTLD), with the content for each territory being available on a country-specific subfolder with the correct hreflang tag attributes implemented. The version of the site for users in Great Britain is https:\u002F\u002Fwww.nike.com\u002Fgb\u002F, which has ‘en-gb’ as an attribute in its hreflang tag.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image alignwide size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fnikeinternationaltargeting.png\" alt=\"An image showing the multiple locations available on nike.com including Africa and the Americas\" class=\"wp-image-16456\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>An image showing the international site options available on Nike.com.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"subdirectory-advantages\">\u003Cb>Subdirectory advantages\u003C\u002Fb>\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cspan>There may be less technical management and overhead costs in the long-term, e.g. hosting.\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan>Each country-specific subdirectory will inherit authority from other subfolders on the same gTLD, meaning any backlinks earned for one market will benefit another. Each country-specific subfolder would still need country and language-specific backlinks.\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>Subdirectories can be built to target users in multiple countries that share the same language.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"subdirectory-disadvantages\">\u003Cb>Subdirectory disadvantages\u003C\u002Fb>\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>While the subdirectory option works for certain businesses, it’s important to remember that a brand name, especially one with exact-match domains (EMDs), does not always translate well into other languages. Website names that hold little meaning in a foreign market will likely struggle to achieve strong organic rankings, let alone receive a positive click-through rate (CTR).\u003C\u002Fli>\n\n\n\n\u003Cli>Having a multi-site approach means that all sites can be edited from the same CMS, which can be confusing and result in mistakes being made. Moreover, a singular data breach could affect the business’s service offering in every territory.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-are-country-code-top-level-domains-cctlds\">\u003Cb>What are country-code top-level domains (ccTLDs)?\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>A country-code top-level domain (ccTLD) shows users and search engines which country or independent territory a website is registered in using a two-letter country-code. It gives an indication as to who may find the content relevant based on where they reside.\u003C\u002Fp>\n\n\n\n\u003Cp>Creating a new and entirely separate ccTLD is the second option available for websites expanding into new markets. \u003C\u002Fp>\n\n\n\n\u003Cp>For example, a standard UK business may have its current website like the following:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.businessname.co.uk\u002F\">www.businessname.co.uk\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>The ‘co.uk’ is the country-code part of the domain, meaning its purpose is to indicate the market in which a country is supposed to be ranking. While this helps the website rank well in that particular market, it also makes it nearly impossible for it to be seen in other countries. \u003C\u002Fp>\n\n\n\n\u003Cp>For this reason, a business looking to expand overseas will need to either migrate to a ‘.com’ gTLD or purchase a new ccTLD for the country they wish to target. A business looking to expand into the French market may purchase a domain such as:\u003C\u002Fp>\n\n\n\n\u003Cp>www.businessname.fr A good example of a business using the ccTLD route is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.flixbus.co.uk\u002F\">Flixbus\u003C\u002Fa>. Similar to the subfolder option, the website would need to implement hreflang tags between the two sites to ensure that other search engines view the content on each site as intended for different audiences.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image alignwide size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreenshot-2019-11-29-at-16.39.33.png\" alt=\"An image showing the hreflang set up for international websites targeting multiple territories\" class=\"wp-image-16459\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>An image showing the hreflang tag set up for Flixbus\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan>It’s important to bear in mind, however, that subfolders targeting different territories cannot be built on a ccTLD.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"separate-domain-advantages\">\u003Cb>Separate domain advantages\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Content can be prioritised, and the site can be launched with only key content as opposed to risking having half-translated subdirectories. \u003C\u002Fli>\n\n\n\n\u003Cli>Having separate domains offers the option of different content management systems to avoid confusion. It is also possible to manage several key pages, such as the homepage, across both websites.\u003C\u002Fli>\n\n\n\n\u003Cli>Hosting the international site on its local ccTLD will boost its local ranking signals and increase its potential for ranking well in the target market.\u003C\u002Fli>\n\n\n\n\u003Cli>The overseas audience may be particularly favourable to ccTLD websites, as they see it as a trustworthy signal.\u003C\u002Fli>\n\n\n\n\u003Cli>If your brand name means little to the foreign market, having a separate domain with a country-specific brand name will likely give you a higher chance of market entry success.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"separate-domain-disadvantages\">\u003Cb>Separate domain disadvantages\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>More costly in the short-term to build and host a new domain.\u003C\u002Fli>\n\n\n\n\u003Cli>There are key customer service and market entry considerations that would need to be reviewed: address, customer service team, telephone number, etc.\u003C\u002Fli>\n\n\n\n\u003Cli>The domain will need to build authority from scratch.\u003C\u002Fli>\n\n\n\n\u003Cli>Links will need to be built for each site separately, meaning that building authority in a new market will take longer.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-are-international-subdomains\">\u003Cb>\u003Cstrong>What are international subdomains?\u003C\u002Fstrong>\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>Subdomains are parts of the larger domain that can be treated separately, much like having different subfolders for different markets. They typically sit in front of the main domain, such as uk.companyname.com, for a business targeting the UK market. \u003C\u002Fp>\n\n\n\n\u003Cp>Some CMS tools or proxies default to this behaviour, so it’s been a popular technique for many international websites.\u003C\u002Fp>\n\n\n\n\u003Cp>A business can decide to use subdomains to target its content to different markets, as long as it uses the correct href lang tag attributes to help search engines serve the content to the correct markets.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan>A good example of a business using the subdomain route is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fuk.gymshark.com\u002F\">Gymshark\u003C\u002Fa>.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image alignwide size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreenshot-2019-11-29-at-16.54.51.png\" alt=\"An image showing Gymshark's DE (Germay) homepage\" class=\"wp-image-16472\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>An image showing the homepage for Gymshark’s German site – de.gymshark.com \u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan>One caveat – you cannot create subdomains targeting other countries on a ccTLD.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"subdomain-advantages\">\u003Cb>Subdomain advantages\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Subdomains are the default for some CMS tools\u003C\u002Fli>\n\n\n\n\u003Cli>They have some connection to the current SEO authority of the main website, which can aid performance when launching in a new country.\u003C\u002Fli>\n\n\n\n\u003Cli>It does not require the purchase of new domains.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"subdomain-disadvantages\">\u003Cb>Subdomain disadvantages\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Subdomains are considered a separate entity from the parent domain for links; therefore, each subdomain will require a unique SEO and link-building strategy.\u003C\u002Fli>\n\n\n\n\u003Cli>No automatic user association with the target country, unlike ccTLDs.\u003C\u002Fli>\n\n\n\n\u003Cli>Not a common use of language targeting, which might confuse users.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"which-url-structure-is-right-for-me\">Which URL structure is right for me?\u003C\u002Fh2>\n\n\n\n\u003Cp>Deciding on which solution is best for your business depends on a wide range of criteria. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"if-you-already-use-a-cctld\">If you already use a ccTLD:\u003C\u002Fh3>\n\n\n\n\u003Cp>If your existing site sits on a UK ccTLD (\u003Cem>.co.uk\u003C\u002Fem>, for example), it might be best to purchase the equivalent ccTLD (such as \u003Cem>.fr\u003C\u002Fem> or \u003Cem>.de\u003C\u002Fem>) in your target market to avoid a costly website migration to a .com gTLD.\u003C\u002Fp>\n\n\n\n\u003Cp>Alternatively, if you operate with local teams and need to meet strict local regulations or require the highest level of trust from native users, having separate ccTLDs may be useful.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"if-youre-planning-on-expanding-into-multiple-territories\">If you’re planning on expanding into multiple territories:\u003C\u002Fh3>\n\n\n\n\u003Cp>If you have a smaller team or budget but plan on expanding to multiple territories and would like to share any authority built across each country, it may be best to choose the subdirectory route (for example, .com\u002Fgb\u002F). AI crawlers can help boost visibility for small businesses this way, provided you have local relevance across your subdirectories. Choosing this path can also be less costly than purchasing and hosting numerous ccTLDs.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"if-youre-deciding-between-multiregional-and-multilingual\">If you’re deciding between multiregional and multilingual:\u003C\u002Fh3>\n\n\n\n\u003Cp>Another consideration is whether your goal is primarily multi-regional or multilingual. If you purchase a ccTLD, it is almost impossible to rank in any country other than the one targeted. On the other hand, subdirectories are slightly more flexible and can be tailored for targeting multiple countries and regions with the same languages.\u003C\u002Fp>\n\n\n\n\u003Cp>The subdomain route offers similar benefits to the subdirectory route, but search engines appear not to pass on authority to subdomains. It also doesn’t benefit from the advantages of the separate domain route, making it perhaps the least attractive of the three options.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Note\u003C\u002Fstrong>: Remember that when choosing a setup, you should choose one that aligns with the localised payment of the region. Eg, if an e-commerce page uses a subfolder setup but forces a global checkout experience, it will result in conversion drops that will quickly tank its organic visibility.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan>A summary of each option can be found in the table below:\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable class=\"has-fixed-layout\">\u003Cthead>\u003Ctr>\u003Cth>URL Structure\u003C\u002Fth>\u003Cth>Less overheads and technical work\u003C\u002Fth>\u003Cth>Inherited authority\u003C\u002Fth>\u003Cth>Separate brand name\u003C\u002Fth>\u003Cth>Separate CMS\u003C\u002Fth>\u003Cth>Local Ranking Signals\u003C\u002Fth>\u003Cth>Effective with AI\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Subdirectory\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>✔️\u003C\u002Ftd>\u003Ctd>✔️\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>✔️\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>ccTLD\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>✔️\u003C\u002Ftd>\u003Ctd>✔️\u003C\u002Ftd>\u003Ctd>✔️\u003C\u002Ftd>\u003Ctd>Only Local\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Subdomain\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>✔️\u003C\u002Ftd>\u003Ctd>Partially\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003Ctd>\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>A table showing the pros and cons of each website setup option\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-optimise-international-seo-for-ai-generative-search\">\u003Cstrong>How to optimise international SEO for AI & generative search\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Getting the URL sorted is only the first step to effective International SEO. Nowadays, you also have to consider the impacts of Large Language Models (LLMs) such as Gemini and ChatGPT, as well as Google AI Overviews, on your organic traffic. \u003C\u002Fp>\n\n\n\n\u003Cp>Subfolders are the fastest way to feed AI engines large, authoritative blocks of content, but if a brand solely relies on global authority without local validation, AI engines will filter out any content that is simply translated as a replica. This is where ccTLDs can be very useful, as they signal local trust, which AIs can then cross-reference against local business databases to determine authority. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-dangers-of-translation-only-subfolders\">The dangers of “translation-only” subfolders\u003C\u002Fh3>\n\n\n\n\u003Cp>Recently, implementing a unique hreflang tag for subdirectories, whilst necessary, is not enough to prove its uniqueness. The rise of AIOs and LLMs has made it necessary to create more semantic differences, namely, changing the local context, product availability, legal disclosures, intent, or any other piece of information that might change to match the new subfolder. Pages that are “semantically identical” will be identified by AI and filtered out, meaning international subfolders will not be shown. \u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, “content thinness” is another factor AI look to filter out. This means that not only does your subfolder have to be unique, but it should also aim to retain the same amount of useful and relevant content. This ultimately means you need to spend much more time editing your subfolders to be relevant in the context of that region, including changing the copy and updating any currencies, team members, or colloquialisms. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"find-the-best-international-seo-strategy-with-impression-digital\">\u003Cb>\u003Cstrong>Find the best international SEO strategy with Impression Digital\u003C\u002Fstrong>\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan>Choosing the best URL structure is the first step to making sure your website(s) are visible in every country and market you operate in. If you’re interested in learning more about the opportunities available for your business, contact our team of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Finternational-seo\u002F\">international SEO specialists\u003C\u002Fa> today.\u003C\u002Fspan>\u003C\u002Fp>\n",false,{"rendered":104,"protected":213},19,7700,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":103,"_yoast_wpseo_metadesc":219,"inline_featured_image":213,"footnotes":5},"Learn which international SEO setup can increase organic rankings and gain AIO citations in our comprehensive guide. 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With a drastic increase in low-quality AI-generated content, it certainly makes sense that Google is taking steps within their e-e-a-t guidelines to ensure that this does not replace content written by a human with a substantial level of knowledge and expertise.\u003C\u002Fp>\n\n\n\n\u003Cp>As Google search has evolved and its own AI, such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts-and-platforms\u002Fproducts\u002Fsearch\u002Fsearch-live-global-expansion\u002F\">Search Live, has expanded globally\u003C\u002Fa>, the algorithm has moved away from heavily relying on more tangible aspects of a domain, such as backlinks and keyword density, to determine quality and relevance, to take a more sophisticated approach, at the centre of which lies the E-E-A-T concept.\u003C\u002Fp>\n\n\n\n\u003Cp>But what is Google’s E-E-A-T, how can you optimise your website for it, and what is the significance of “Your Money or Your Life” (YMYL)? Find the answer to all of these questions and many more in this comprehensive E-E-A-T guide as we take a deep dive into how Google determines the quality of a website.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#googles-e-e-a-t-key-takeaways\">Google’s E-E-A-T Key Takeaways\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#understanding-e-e-a-t-concept\">Understanding Google's E-E-A-T concept\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#googles-search-quality-rater-guidelines-the-origin-of-e-e-a-t\">Google’s Search Quality Rater Guidelines - the origin of E-E-A-T\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-is-e-e-a-t-in-seo\">What is E-E-A-T in SEO?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#is-e-e-a-t-a-ranking-factor-for-google\">Is E-E-A-T a ranking factor for Google?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#components-of-googles-e-e-a-t\">Components of Google’s E-E-A-T\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#experience\">Experience\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#expertise\">Expertise\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#authoritativeness\">Authoritativeness\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#trustworthiness\">Trustworthiness\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#why-is-e-e-a-t-important\">Why is E-E-A-T important?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#search-quality-rater-guidelines\">Google's Search Quality Rater Guidelines Explained\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#significant-e-e-a-t-changes-to-googles-2022-quality-rater-guidelines\">Significant E-E-A-T changes to Google’s 2022 Quality Rater Guidelines \u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#understanding-the-website-section-2-5\">Understanding the website - section 2.5\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#overall-page-quality-rating-section-3-0\">Overall page quality rating - section 3.0\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#quality-of-the-main-content-section-3-2\">Quality of the main content - section 3.2\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#reputation-of-the-website-and-content-creators-section-3-3\">Reputation of the website and content creators - section 3.3\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#experience-expertise-authoritativeness-and-trust-e-e-a-t-section-3-4\">Experience, expertise, authoritativeness, and trust (E-E-A-T) - section 3.4\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-ymyl\">What is YMYL and why does it matter when it comes to Google's E-E-A-T?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#ymyl-topics-experience-or-expertise\">YMYL Topics: experience or expertise?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#other-key-considerations-for-ymyl-websites\">Other key considerations for YMYL websites\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#brand-loyalty\">Brand loyalty\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#personal-recommendations\">Personal recommendations\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#serp-feature-optimisation\">SERP feature optimisation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#e-e-a-t-levels\">Levels of E-E-A-T\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#lowest-e-e-a-t\">Lowest E-E-A-T\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#lacking-e-e-a-t\">Lacking E-E-A-T\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#high-e-e-a-t\">High E-E-A-T\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#very-high-e-e-a-t\">Very high E-E-A-T\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#can-you-take-e-e-a-t-too-far\">Can you take E-E-A-T too far??\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#fake-e-e-a-t-what-are-the-risks\">Fake E-E-A-T - what are the risks?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#evaluating-e-e-a-t-content\">Evaluating Google E-E-A-T in content\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-to-achieve-technical-excellence-for-e-e-a-t\">How to achieve technical excellence for E-E-A-T\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-to-curate-content-for-quality-and-relevance\">How to curate content for quality and relevance\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-to-demonstrate-expertise\">How to demonstrate expertise\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-to-build-authoritativeness\">How to build authoritativeness\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-to-build-trustworthiness\">How to build trustworthiness\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#using-structured-data-to-support-googles-e-e-a-t\">Using structured data to support Google's E-E-A-T\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#implementing-structured-data-for-e-e-a-t\">Implementing structured data for E-E-A-T\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#schema-types-to-use-for-improving-e-e-a-t\">Schema types to use for improving E-E-A-T\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#measuring-tracking\">Measuring and tracking E-E-A-T\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#ais-impact-on-e-e-a-t\">AI’s impact on E-E-A-T\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#final-thoughts\">Final thoughts\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#googles-e-e-a-t-faqs\">Google’s E-E-A-T FAQs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#is-e-e-a-t-still-relevant\">Is E-E-A-T still relevant?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-do-i-improve-my-e-e-a-t\">How do I improve my E-E-A-T?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#does-using-ai-lower-my-e-e-a-t\">Does using AI lower my E-E-A-T?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"understanding-e-e-a-t-concept\">Understanding Google’s E-E-A-T concept\u003C\u002Fh2>\n\n\n\n\u003Cp>Before outlining the areas you should focus on when considering Google’s E-E-A-T on a website, let’s go back to the basics and look at the origins of the concept.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"googles-search-quality-rater-guidelines-the-origin-of-e-e-a-t\">Google’s Search Quality Rater Guidelines – the origin of E-E-A-T\u003C\u002Fh3>\n\n\n\n\u003Cp>Since at least 2005, Google has been using a large, worldwide focus group of Raters to help review its search results and the quality of the pages that rank highly in its algorithm. These Raters use a document known as the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstatic.googleusercontent.com\u002Fmedia\u002Fguidelines.raterhub.com\u002Fen\u002F\u002Fsearchqualityevaluatorguidelines.pdf\">Search Quality Rater Guidelines\u003C\u002Fa> that outlines, in detail, the various factors and signals that determine the level of page and website quality. While this document was historically confidential, a number of leaks eventually led to Google making the guidelines public. Google semi-regularly reviews and makes updates to these guidelines, adding or amending sections and concepts that refine Google’s assessment of content quality. \u003Ca rel=\"noreferrer noopener\" href=\"#search-quality-rater-guidelines\">We’ll discuss the Search Quality Rater Guidelines in greater detail later on in this guide\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>E-E-A-T as a concept hasn’t always been a part of the guidelines, and since its introduction in recent years, it has also evolved and been tweaked.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-is-e-e-a-t-in-seo\">\u003Cstrong>What is E-E-A-T in SEO?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>E-E-A-T – experience, expertise, authoritativeness and trust – was first mentioned in Google’s Search Quality Rater Guidelines (QRG) in 2014. The framework has gone through several iterations since then, with the most recent in \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fblog\u002F2022\u002F12\u002Fgoogle-raters-guidelines-e-e-a-t\">December 2022 adding the extra ‘E‘ for \u003Cem>experience\u003C\u002Fem> to the concept\u003C\u002Fa>. With this latest update to E-E-A-T, Google also stated that trust sat firmly at the centre of the concept and is the “most important member of the E-E-A-T family”\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1663\" height=\"1247\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fauthoritive-trust-expertise.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25770\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The QRG is used by independent, third-party contractors outside of Google to allocate quality scores for specific search queries to validate the results the algorithm serves to ensure it’s working as desired and collects data to help inform future updates. Since July 2018, all mentions of “high quality” in the QRG have been changed to “high E-E-A-T”. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=RD_3nXTBoB4\">Jennifer Slegg highlighted at SMX Advanced\u003C\u002Fa> that the most noticeable change was that Google wanted their Raters to not only judge the reputation of a website but also the content creators themselves.\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst most sites will have an ‘About Us’ page, they might not have substantial bios for their authors. Slegg stated that “if the content is created by someone with a great reputation, it makes sense for Google to rank that content higher than someone with a bad reputation since it is generally a better user experience for the searcher.”\u003C\u002Fp>\n\n\n\n\u003Cp>In a world of fake news, AI-generated content and conspiracy theories, it is clear that Google’s aim is to ensure that content that is created by creators with great reputations ranks well. It is also apparent that Google hopes to tackle clickbait, with the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fblog\u002F2026\u002F02\u002Fdiscover-core-update\">Februrary 2026 core update\u003C\u002Fa> being significantly focused onaround penalising clickbait. In the QRG, they also have asked Raters to rate sites as “low” if their title is too sensational and doesn’t match the actual content.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"is-e-e-a-t-a-ranking-factor-for-google\">\u003Cstrong>Is E-E-A-T a ranking factor for Google?\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Ffundamentals\u002Fcreating-helpful-content\">While E-E-A-T itself isn’t a direct ranking factor\u003C\u002Fa>, Google uses a variety of signals that align with the concept of E-E-A-T to determine the quality of a website, which can have an impact on ranking performance, so if your content is relevant and ticks all of the E-E-A-T boxes, it has a good chance of performing well not only in organic search but also in AI Overviews. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"components-of-googles-e-e-a-t\">\u003Cstrong>Components of Google’s E-E-A-T\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"experience\">Experience\u003C\u002Fh4>\n\n\n\n\u003Cp>Quality content should demonstrate the author’s first-hand experience with the subject matter. This helps ensure that any insights and suggestions are authentic and have been tried and tested. This area of the concept is particularly pertinent in the face of AI-generated content, as an AI tool can never demonstrate true experiences of anything. It can make assumptions about human experiences, but the content that these tools generate will never be truly unique. Experience is a key differentiator between human and AI-written content.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"expertise\">Expertise\u003C\u002Fh4>\n\n\n\n\u003Cp>Expertise is the extent to which knowledge is demonstrated within the content or by the author. This is another important factor in the Google E-E-A-T guidelines for distinguishing between AI and human content. In addition to sending signals to Google, expertise will build confidence with the user consuming your content.\u003C\u002Fp>\n\n\n\n\u003Cp>Expertise often overlaps with experience, but they’re not the same thing.\u003C\u002Fp>\n\n\n\n\u003Cp>Showcasing expertise can be done in several ways, such as including the author’s name and having a descriptive biography that outlines their relevant qualifications as well as links to their social media profiles. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fschema.org\u002FPerson\">Person schema\u003C\u002Fa> with relevant properties for certifications and professions also assists in this area – see our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fschema-markup-the-definitive-guide\u002F\">definitive guide on schema markup\u003C\u002Fa> to learn how to implement it. \u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"authoritativeness\">Authoritativeness\u003C\u002Fh4>\n\n\n\n\u003Cp>Authoritativeness relates to a website or individual’s overall reputation in a given industry and the extent to which a content creator is a go-to source on the topic.\u003C\u002Fp>\n\n\n\n\u003Cp>This can be best demonstrated in the following ways:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>A strong content architecture covering all areas or aspects of a particular topic.\u003C\u002Fli>\n\n\n\n\u003Cli>Citations, either via backlinks or mentions, from other relevant, authoritative sites.\u003C\u002Fli>\n\n\n\n\u003Cli>Building and showcasing a strong digital profile or personal brand that positions you as an expert on a particular topic.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Looking at these aspects in more detail, topic authority is best achieved through a solid \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fseo-content-agency\u002Fcontent-strategy\u002F\">content strategy\u003C\u002Fa> that ensures you cover everything your potential buyer\u002Fuser will want\u002Fneed to know. The best way to demonstrate authority on a topic is to have tangible experience across all different areas of said topic. The more high-quality content successfully indexed by Google, the more authoritative a site is on a particular subject. \u003C\u002Fp>\n\n\n\n\u003Cp>Although there are ongoing discussions as to whether backlinks are as influential to ranking performance as they used to be, they are still a good indicator of the authoritativeness of a site. If another reputable source links to your site or references information you have published, it’s a strong signal that you can be trusted and have a level of authority and credibility.\u003C\u002Fp>\n\n\n\n\u003Cp>Building a digital profile or brand is all about showing Google who you are and what you do, and therefore how much authority and expertise you have on a particular subject.\u003C\u002Fp>\n\n\n\n\u003Cp>Martin Lewis, a financial journalist and broadcaster who founded \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.moneysavingexpert.com\u002F\">moneysavingexpert.com\u003C\u002Fa>, does this with great success. Martin’s online presence and demonstrable knowledge mean he is rewarded with a knowledge panel in Google search with a brief description of his background and why he is an authoritative figure in the industry, as well as links to his Wikipedia page and social media.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"391\" height=\"736\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fmartin-lewis.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25792\" style=\"width:369px;height:695px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>With that in mind, it is unsurprising that articles written by him rank highly on Google for financial-related topics.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"trustworthiness\">Trustworthiness\u003C\u002Fh4>\n\n\n\n\u003Cp>As we already pointed out, trustworthiness is at the centre of the concept, as the best way to earn trust is by showcasing an aggregation of experience, expertise and authority. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-is-e-e-a-t-important\">Why is E-E-A-T important?\u003C\u002Fh3>\n\n\n\n\u003Cp>Google, along with many other tech giants, are keen to reduce misinformation and harmful low-quality content appearing on its platforms, and with an increasing amount of our daily lives and decisions influenced by web-based information, it is clear to see why. \u003C\u002Fp>\n\n\n\n\u003Cp>In a recent study conducted by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.elischwartz.co\u002F\">Eli Schwartz\u003C\u002Fa>, 77% of Americans admitted to going online to diagnose medical symptoms. Given the potential negative impact on an individual’s health if fed incorrect or misleading information on this topic, users must be shown the most trustworthy and accurate information possible.\u003C\u002Fp>\n\n\n\n\u003Cp>Google provides an excellent example of why its E-E-A-T framework is important in its \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fblog\u002F2022\u002F12\u002Fgoogle-raters-guidelines-e-e-a-t\">Search Central Blog\u003C\u002Fa>; someone searching for how to fill out their tax returns correctly is going to want to see content produced by an expert in the field of accounting, such as a tax advisor or accountant, to be sure that they are getting accurate and trustworthy information.\u003C\u002Fp>\n\n\n\n\u003Cp>Google wants to provide users with the most accurate information possible, so to rank in the top positions, you need to demonstrate E-E-A-T. The concept can apply to both individual pages and whole sites, but as established in the example above, its importance can vary based on the topic and intent behind the search. We will touch more on this later when discussing \u003Ca rel=\"noreferrer noopener\" href=\"#what-is-ymyl\">YMYL\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cp>\u003Cstrong>Key learnings\u003C\u002Fstrong>\u003C\u002Fp>\u003Cul>\u003Cli>Google has been using Search Quality Raters since at least 2005 to assess the efficacy of the algorithm, but E-E-A-T was not part of the quality guidelines until 2014 when it was introduced as just E-A-T, with the extra E for experience added in late 2022.\u003C\u002Fli>\u003C\u002Ful>\u003Cbr>\u003Cul>\u003Cli>E-E-A-T is the concept of 4 key elements that should be present in quality content according to Google, and is an acronym for experience, expertise, authoritativeness and trust. \u003C\u002Fli>\u003C\u002Ful>\u003Cbr>\u003Cul>\u003Cli>It is an essential part of Google’s clamp down on harmful low-quality content and harmful misinformation.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"search-quality-rater-guidelines\">Google’s Search Quality Rater Guidelines Explained\u003C\u002Fh2>\n\n\n\n\u003Cp>Google has made its \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstatic.googleusercontent.com\u002Fmedia\u002Fguidelines.raterhub.com\u002Fen\u002F\u002Fsearchqualityevaluatorguidelines.pdf\">Search Quality Rater Guidelines\u003C\u002Fa> public since March 2013, and while they are a unique opportunity to get a better understanding of how Google determines a quality website, it is important to remember that the quality raters Google contracts to assess search results in relation to the guidelines cannot alter search results directly.\u003C\u002Fp>\n\n\n\n\u003Cp>Google states that Search Rater quality scores are used in the same way that restaurants might use feedback cards. Google uses Rater data to validate the aspects of the algorithm that are working well and identify areas where the results served don’t completely align with the results Google wants to serve, leveraging these insights to inform algorithm updates and tweaks. This means that sites that receive high-quality scores from Raters in live user tests are the types of sites that Google wants to rank well.\u003C\u002Fp>\n\n\n\n\u003Cp>Quality Rater Guidelines are not a roadmap for Google’s algorithm update. We’re not implying that at all. It is, however, worth remembering that every time a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fgoogle-algorithm-updates\u002F\">core update\u003C\u002Fa> occurs, Google advises webmasters to understand how raters assess good content, a large part of which is applicable to E-E-A-T. In turn, Google says that this will help you improve your own content and perhaps do better in Search.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"significant-e-e-a-t-changes-to-googles-2022-quality-rater-guidelines\">\u003Cstrong>Significant E-E-A-T changes to Google’s 2022 Quality Rater Guidelines \u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>With the December 2022 version of the guidelines, specific updates were made that are pertinent with regard to Google’s E-E-A-T. We will break these down below and explain what they mean and why they are relevant.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"understanding-the-website-section-2-5\">Understanding the website – section 2.5\u003C\u002Fh4>\n\n\n\n\u003Cp>The updated guidelines around identifying who operates a website were as follows:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“Start by finding out who is responsible for the website and who created the content on the page… Then, look for information about the website and\u002For content creators on the website itself.” \u003C\u002Fem>(page 15)\u003C\u002Fp>\n\n\n\n\u003Cp>From this, it can be deduced that it’s increasingly important for Google and the user to know who actually owns and operates the website. With the reputation of content contributors also mentioned and not just the website itself, it seems that the reputation of individuals is also more of a factor when evaluating a website.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"overall-page-quality-rating-section-3-0\">Overall page quality rating – section 3.0\u003C\u002Fh4>\n\n\n\n\u003Cp>Google also drastically revised the order of its advice around rating page quality which further reinforces the importance of E-E-A-T, especially in the case of YMYL content.\u003C\u002Fp>\n\n\n\n\u003Cp>The updated QRG offers a new 3-step process for assessing Page Quality:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Assessing the true purpose of the page and how harmful\u002Fdeceptive it is\u003C\u002Fli>\n\n\n\n\u003Cli>Assessing the potential of the page to cause harm or otherwise be untrustworthy or spammy\u003C\u002Fli>\n\n\n\n\u003Cli>If the page is not harmful, the quality rating is based on how well the page achieves its purpose\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>As part of this section, the rater is also asked to consider the “extent to which the topic of the page is YMYL”. We’ll touch on the importance of this later in this article.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"quality-of-the-main-content-section-3-2\">Quality of the main content – section 3.2\u003C\u002Fh4>\n\n\n\n\u003Cp>Google has slightly changed the wording of the section that outlines how raters should assess the quality of a page’s main content.\u003C\u002Fp>\n\n\n\n\u003Cp>In the previous QRG, the time taken to create was mentioned as a factor that could influence the perception of page quality. This has now been replaced with “originality”, and given Google’s recent focus on original content, this isn’t much of a surprise.\u003C\u002Fp>\n\n\n\n\u003Cp>The emphasis here is on how much actual work and effort went into creating the content, as opposed to tactics that rely solely or heavily on automation without oversight or manual curation. In addition to this is the element of originality, whereby there is a clear presence of insights that cannot be found elsewhere.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"reputation-of-the-website-and-content-creators-section-3-3\">Reputation of the website and content creators – section 3.3\u003C\u002Fh4>\n\n\n\n\u003Cp>Google has extended its recommendations for understanding the reputation of both a website and its content creators with the addition of asking raters to consider the reputation of the content creators “in the context of what the page is about”. This essentially means that reputation research should consider that a website may be a go-to source for one type of content, as well as an untrustworthy source for another, but that doesn’t mean it is inherently untrustworthy.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"experience-expertise-authoritativeness-and-trust-e-e-a-t-section-3-4\">Experience, expertise, authoritativeness, and trust (E-E-A-T) – section 3.4\u003C\u002Fh4>\n\n\n\n\u003Cp>The introduction of “experience” to the concept of E-A-T is consistent with many of Google’s updates over recent years, particularly related to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fupdates\u002Fproduct-reviews-update\">product review content\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>Because having significant experience with a particular subject lends itself to trustworthy advice, Google now focuses on the extent to which content creators have “necessary first-hand life experience for the topic”. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cp>\u003Cstrong>Key learnings\u003C\u002Fstrong>\u003C\u002Fp>\u003Cul>\u003Cli>The Search Quality Rater Guidelines document has been made public since 2013 and is the in-depth set of quality requirements that Google’s contracted Raters use to assess the search results.\u003C\u002Fli>\u003C\u002Ful>\u003Cbr>\u003Cul>\u003Cli>The guidelines are semi-regularly revised and updated, with the 2022 update altering the E-E-A-T concept and emphasising its importance in search.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-ymyl\">What is YMYL and why does it matter when it comes to Google’s E-E-A-T?\u003C\u002Fh2>\n\n\n\n\u003Cp>YMYL stands for Your Money or Your Life. But, despite the ‘M’ in the title, it’s not just about money; YMYL actually covers anything that is considered to affect the health, wellbeing, safety or financial security of people.\u003C\u002Fp>\n\n\n\n\u003Cp>In most situations, this is fairly clear-cut. For example, if your business is in any of the following industries, it will be considered part of YMYL:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Car insurance\u003C\u002Fli>\n\n\n\n\u003Cli>Credit cards\u003C\u002Fli>\n\n\n\n\u003Cli>Banking\u003C\u002Fli>\n\n\n\n\u003Cli>Medical advice\u003C\u002Fli>\n\n\n\n\u003Cli>Law\u003C\u002Fli>\n\n\n\n\u003Cli>Retirement planning\u003C\u002Fli>\n\n\n\n\u003Cli>Loans\u003C\u002Fli>\n\n\n\n\u003Cli>Investments\u003C\u002Fli>\n\n\n\n\u003Cli>News about important topics such as politics or business\u003C\u002Fli>\n\n\n\n\u003Cli>Social services\u003C\u002Fli>\n\n\n\n\u003Cli>Ecommerce\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>It is important to remember that the impact or harm is not limited to the person directly viewing or using the content, but also to other people who are affected by the person who viewed the content and groups of people or society affected by the actions of people who viewed the content.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth class=\"has-text-align-center\" data-align=\"center\">Type of Topic\u003C\u002Fth>\u003Cth class=\"has-text-align-center\" data-align=\"center\">Clear YMYL Topic\u003C\u002Fth>\u003Cth class=\"has-text-align-center\" data-align=\"center\">May be YMYL Topic\u003C\u002Fth>\u003Cth class=\"has-text-align-center\" data-align=\"center\">Not or Unlikely YMYL Topic\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Information\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Evacuation routes for a tsunami\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Weather forecast\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Music award winners\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Advice\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">When to go to an emergency room\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">How often to replace a toothbrush\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">How frequently to wash jeans\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Opinion\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Personal opinion about why a racial group is inferior\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Personal opinion about why an exercise is inferior\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Personal opinion about why a rock band is inferior\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>News\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">News about ongoing violence\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">News about a car accident\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">News about a local high school basketball game\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Social media\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">A Tide Pod challenge post\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">A hot sauce challenge\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">A music video\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Reviews\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Purchasing prescription drugs\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Review of a type of car\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Purchasing pencils\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Google’s Search Quality Rater Guidelines, December 2022\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cp>The two ways in which Google says it determines whether something can affect the health, wellbeing, safety or financial security of people are:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The topic itself is harmful or dangerous. For example, there is clear and present harm directly associated with topics related to self-harm, criminal acts, or violent extremism.\u003C\u002Fli>\n\n\n\n\u003Cli>The topic could cause harm if the content is not accurate and trustworthy. For example, mild inaccuracies or content from less reliable sources could significantly impact someone’s health, financial stability, or safety, or impact society, for topics like symptoms of a heart attack, how to invest money, what to do if there is an earthquake, who can vote, or the needed qualifications for obtaining a driver’s licence.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>When determining whether a topic is YMYL, you should consider whether the following types of harm might occur: is there a health and safety concern, where the content could harm mental, physical, and emotional health, or any form of safety, such as physical safety or safety online? In terms of financial security, it is important to understand whether the topic could damage a person’s ability to support themselves and their families. With regard to society, YMYL topics include those that could negatively impact groups of people, issues of public interest, and trust in public institutions. More generally, any topic that could hurt people or negatively impact the welfare or well-being of society is likely to be scrutinised by Google to ensure it is trustworthy.\u003C\u002Fp>\n\n\n\n\u003Cp>The reason that Google’s guidelines matter so much in YMYL – and why Google tends to be much stricter and impose new regulations on these sites first – is that YMYL sites, by their very nature, affect important areas of people’s lives. It’s essential that the websites Google serves in response to YMYL queries are trustworthy, expert and of high authority.\u003C\u002Fp>\n\n\n\n\u003Cp>That is where Google’s E-E-A-T comes in. In order for a YMYL topic to be trustworthy, it must align with the E-E-A-T concept, as this is what Google primarily uses to determine whether a webpage or website can be trusted. If you’re creating a page for a clear YMYL subject, the E-E-A-T will be under the highest level of scrutiny, and without demonstrating those signals, it will almost certainly not rank highly in search.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"ymyl-topics-experience-or-expertise\">YMYL Topics: experience or expertise?\u003C\u002Fh3>\n\n\n\n\u003Cp>YMYL topics can be covered by a variety of pages with different purposes, and this impacts the weighting of the importance of the specific elements within the E-E-A-T concept. Google even discusses this in its QRG.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth class=\"has-text-align-center\" data-align=\"center\">YMYL Topics\u003C\u002Fth>\u003Cth class=\"has-text-align-center\" data-align=\"center\">Valuable sharing of life experience\u003C\u002Fth>\u003Cth class=\"has-text-align-center\" data-align=\"center\">Information or advice best left to experts\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Sleep challenges when pregnant\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Safe and non-medical tips and tricks for sleeping in the last trimester of pregnancy, provided by people who have personally struggled with this challenge, for example: how to use pillows to sleep comfortably in a position that is safe for babies\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Sleep medications that are safe during pregnancy\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Liver cancer treatment\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">A sincere and respectful forum discussion where people are describing how they’re coping with liver cancer treatment\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Different treatment options for liver cancer and the associated life expectancies under such treatment\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Filling out tax forms\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">A humorous video from a non-expert content creator about the frustrations of doing taxes\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Instructions on how to fill out tax forms\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Saving for retirement\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Reviews of retirement saving services by people with first-hand experience using these services\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Advice on how to invest for retirement: how to save, what kinds of assets to invest in, how much money you will need to retire by a specific age, etc.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>How to vote\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">A social media post by an ordinary citizen describing why they personally believe it is important to vote in local elections\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Information about who is eligible to vote or how to register to vote.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image credit: Google’s Search Quality Rater Guidelines, December 2022\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cp>If a page’s primary purpose is to give information or advice, more of an emphasis on expertise is likely required to ensure that the information is trustworthy. Conversely, there are situations in which pages are created to share the author’s own personal experiences. In this example, factual information from experts and authoritative sources is not necessarily required. Pages that share these first-hand experiences are considered to have high E-E-A-T, as long as the content is trustworthy, safe, and consistent with well-established expert consensus. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"other-key-considerations-for-ymyl-websites\">Other key considerations for YMYL websites\u003C\u002Fh3>\n\n\n\n\u003Cp>E-E-A-T isn’t the only factor to bear in mind when investing in your online visibility as a YMYL brand. As the needs of the online audience continue to evolve, and with technology improving and broadening the opportunities to reach audiences via the web, YMYL sites will undoubtedly be investing in a wide range of activities to support their growth.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"brand-loyalty\">Brand loyalty\u003C\u002Fh4>\n\n\n\n\u003Cp>Particularly in sectors like insurance, brand loyalty can be difficult to achieve due to the fact that many purchase decisions are made on price.\u003C\u002Fp>\n\n\n\n\u003Cp>In order to retain their customers beyond their renewal date, YMYL sites will need to invest in strategies to build up relationships with their customers beyond the time of original conversion.\u003C\u002Fp>\n\n\n\n\u003Cp>Tactics that may be utilised in developing customer loyalty include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002Finbound-marketing\u002F\">Email marketing\u003C\u002Fa>: sharing valuable content with your customers on a regular basis will help keep your brand top of mind\u003C\u002Fli>\n\n\n\n\u003Cli>Social media: your use of social media as a brand, be it \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">paid social media\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Forganic-social\u002F\">organic social media\u003C\u002Fa>, when done well, can help to maintain relationships with customers beyond what you have to sell\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR,\u003C\u002Fa> because PR requires you to talk about topics other than solely the thing that you sell, it provides an opportunity to tap into other areas of interest amongst your audience\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcontent-marketing\u002F\">Content marketing\u003C\u002Fa>, the production of content to help\u002Fadvise\u002Fentertain your audience, will facilitate relationship building and potentially make you their brand of choice, regardless of price\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"personal-recommendations\">Personal recommendations\u003C\u002Fh4>\n\n\n\n\u003Cp>The use of personal recommendations is of particular importance for YMYL sites, where the opinion of a friend, family member or simply a trusted audience sector will instil confidence in potential converters.\u003C\u002Fp>\n\n\n\n\u003Cp>Practically speaking, one tactic you might consider would be the use of referral schemes and referral fees.\u003C\u002Fp>\n\n\n\n\u003Cp>You should also give thought to the use of ‘similar audiences’ and connections of converters when investing in social media advertising, as this will give you access to people who have an affiliation with those who previously bought from you. Craft a campaign which references the positive experience of someone’s friends or people similar to them, and you may find greater conversion rates and increased loyalty.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"serp-feature-optimisation\">SERP feature optimisation\u003C\u002Fh4>\n\n\n\n\u003Cp>The creation of content isn’t solely about providing your audience with useful insight once on your site; when crafted effectively, your content can also occupy a greater portion of the Google search results pages (SERPs).\u003C\u002Fp>\n\n\n\n\u003Cp>The increasing prevalence of featured snippets, such as ‘people also ask’ boxes, gives opportunities to businesses in YMYL to provide valuable explanations of complex topics and answers to common questions.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cp>\u003Cstrong>Key learnings\u003C\u002Fstrong>\u003C\u002Fp>\u003Cul>\u003Cli>YMYL (Your Money, Your Life) is a collective term for content that has the potential to impact the health, wellbeing, safety or financial security of people. \u003C\u002Fli>\u003C\u002Ful>\u003Cbr>\u003Cul>\u003Cli>Google has a duty to ensure that it does not serve content that is harmful to people, and is very strict when it comes to YMYL topics.\u003C\u002Fli>\u003C\u002Ful>\u003Cbr>\u003Cul>\u003Cli>YMYL content needs to be trustworthy to reduce the risk of harm, and given that trustworthiness sits at the core of the E-E-A-T framework, it makes sense that in order for YMYL websites and content to perform well, it must align with E-E-A-T.\u003C\u002Fli>\u003C\u002Ful>\u003Cbr>\u003Cul>\u003Cli>YMYL websites should think beyond just E-E-A-T to build trust, and showcase the right signals to both customers and search engines.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"e-e-a-t-levels\">Levels of E-E-A-T\u003C\u002Fh2>\n\n\n\n\u003Cp>Google’s E-E-A-T is a broad and nuanced spectrum, and it isn’t a simple case of saying whether a website complies or not; there are various levels. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fguidelines.raterhub.com\u002Fsearchqualityevaluatorguidelines.pdf\">Google’s search quality rater guidelines\u003C\u002Fa> guide what E-E-A-T looks like at these various levels. These levels are especially pertinent in cases of YMYL, as these sites should strive to showcase the very highest level of E-E-A-T in order to perform. \u003C\u002Fp>\n\n\n\n\u003Cp>It is important to note that the majority of websites won’t have low E-E-A-T or SEO rankings, provided the content and information on them are genuinely helpful and are not deliberately misleading. The very lowest E-E-A-T websites on Google will look and read spammy, whereas the very highest E-E-A-T level will be difficult to achieve. \u003C\u002Fp>\n\n\n\n\u003Cp>Naturally, webmasters will be keen to achieve the highest possible level of E-E-A-T as quickly as possible, but realistically, it’s a gradual process of moving through the levels over time, and this will generally mean years of building topical authority and sharing good knowledge that serves your audience at every step of their journey. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"lowest-e-e-a-t\">\u003Cstrong>Lowest E-E-A-T\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Pages with the lowest E-E-A-T on Google will look and feel spammy to the human eye and often have a poor page experience for the user. Even though obstructed or obscured main content is more of a page experience consideration, it is also emblematic of untrustworthiness. \u003C\u002Fp>\n\n\n\n\u003Cp>The following other characteristics are outlined in the QRG as signs of an untrustworthy page:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Inadequate information about the website or the content creator for its purpose.\u003C\u002Fli>\n\n\n\n\u003Cli>Deceptive purpose, deceptive page design, or deceptive intent.\u003C\u002Fli>\n\n\n\n\u003Cli>Characteristics of scams, malicious downloads, or other harmful behaviour.\u003C\u002Fli>\n\n\n\n\u003Cli>Any webpage or website designed to manipulate people into actions that benefit the website or other organisation while causing harm to self, others, or specified groups.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"lacking-e-e-a-t\">Lacking E-E-A-T\u003C\u002Fh3>\n\n\n\n\u003Cp>A website may lack E-E-A-T on a certain subject, despite a positive reputation elsewhere. This is where the importance of page and topical relevance comes in. \u003C\u002Fp>\n\n\n\n\u003Cp>Low-quality pages are often the result of a lack of E-E-A-T for the specific topic or purpose of the page, such as a content creator lacking adequate experience or expertise, such as a restaurant review written by someone who has never eaten at the restaurant or an article on how to cook lasagne written by someone who has no expertise in the subject. Similarly, if the website or content creator is not an authoritative or trustworthy source for the page’s topic or purpose such as legal advice given on a cooking website or an ecommerce website without any secure payment information.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"high-e-e-a-t\">High E-E-A-T\u003C\u002Fh3>\n\n\n\n\u003Cp>Websites with high levels of E-E-A-T on Google will achieve and demonstrate a solid level of experience, expertise, authority and trust. Google describes these high E-E-A-T websites as news or government sites, but also highly relevant videos, small business websites and blog posts.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"very-high-e-e-a-t\">Very high E-E-A-T\u003C\u002Fh3>\n\n\n\n\u003Cp>High E-E-A-T pages will satisfy search intent and will be home to high-quality, well-written articles with evidence of knowledge and expertise. Google expands upon this in the QRG by stipulating that the highest quality pages will differ significantly depending on the purpose, topic, and type of website. They give the following examples of the highest-quality original content:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"639\" height=\"206\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fsearch-quality-rater-guidelines-2022.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25799\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Google’s Search Quality Rater Guidelines, December 2022\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"can-you-take-e-e-a-t-too-far\">Can you take E-E-A-T too far? \u003C\u002Fh3>\n\n\n\n\u003Cp>The concept of over-optimising can be a real thing in SEO marketing, whereby a page has been subjected to so many on-page optimisations to rank that it starts to detract from the user experience. But does this also apply to E-E-A-T?\u003C\u002Fp>\n\n\n\n\u003Cp>As with any SEO endeavour, with E-E-A-T, it’s essential to put the user first. If, by including a load of information in the attempt to achieve the highest E-E-A-T signals, you are completely devaluing the purpose of the page and making it difficult for the user reading it to find what they are looking for, then you will most likely be doing more harm than good, and Google will recognise this. Helpful content needs to be supplemented by these signals to reinforce its trustworthiness, not be drowned out. \u003C\u002Fp>\n\n\n\n\u003Cp>Think about the appropriateness of what you are including on the page. If you are publishing a blog on car insurance for example, is it helpful for the user reading the content to be bombarded with constant reminders throughout the post reminding them that the author has the credentials to be regarded as an expert on the topic? Most certainly not.\u003C\u002Fp>\n\n\n\n\u003Cp>The best way for webmasters to understand the appropriate level of E-E-A-T for their content and website is to read the relevant sections within the Quality Rater Guidelines and understand the way in which Google determines the best signals for demonstrating E-E-A-T for that particular type of content.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"fake-e-e-a-t-what-are-the-risks\">Fake E-E-A-T – what are the risks?\u003C\u002Fh2>\n\n\n\n\u003Cp>As with any element that influences ranking potential, certain groups of webmasters will naturally attempt to exploit or ‘trick’ Google, and as you would expect, fake E-E-A-T has been happening for a while.\u003C\u002Fp>\n\n\n\n\u003Cp>Fake E-E-A-T includes but is not limited to the following:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Fake author profiles with AI-generated profile pictures\u003C\u002Fli>\n\n\n\n\u003Cli>Claiming authors are experts in their field when they are not\u003C\u002Fli>\n\n\n\n\u003Cli>Stating that articles are fact-checked when they are not\u003C\u002Fli>\n\n\n\n\u003Cli>Listing a fake address\u003C\u002Fli>\n\n\n\n\u003Cli>Claiming that articles have been reviewed by qualified experts when they have not\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Thankfully for users and those producing genuine high E-E-A-T content, Google has been quick to ensure these fake E-E-A-T pages\u002Fwebsites are not rewarded, and it appears many blatantly fake websites adopting this tactic were heavily impacted by the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstatus.search.google.com\u002Fincidents\u002FVKyoS53ULWzSp8BoDxqk\">October 2023 Google core algorithm update\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>High E-E-A-T takes time and patience to build, and any attempt to create fake signals to shortcut this will likely result in greater harm than good in terms of your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> performance.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cp>\u003Cstrong>Key learnings\u003Cspan style=\"font-family: inherit;font-size: inherit;font-weight: inherit;color: initial\"> \u003C\u002Fspan>\u003C\u002Fstrong>\u003Cli>Google’s Search Quality Rater Guidelines (QRGs) give detailed descriptions of the various levels of E-E-A-T and what’s required to reach them. \u003C\u002Fli>\u003C\u002Fp>\u003Cbr>\u003Cul>\u003Cli>E-E-A-T needs to be crafted gradually over time, and webmasters should leverage insights from the QRGs in order to align their content with Google’s quality signals.\u003C\u002Fli>\u003C\u002Ful>\u003Cbr>\u003Cul>\u003Cli>It is important to include E-E-A-T signals naturally within content and ensure they add credibility and trustworthiness rather than detracting from the user experience.\u003C\u002Fli>\u003C\u002Ful>\u003Cbr>\u003Cul>\u003Cli>Fake E-E-A-T is worse than no E-E-A-T, and Google will pick up on it.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"evaluating-e-e-a-t-content\">\u003Cstrong>Evaluating Google E-E-A-T in content\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>One thing to bear in mind here is that there is no tangible Google E-E-A-T rating – which, in the SEO industry where we love to be data-driven, can be difficult to swallow – meaning it’s not something you can measure or monitor. Instead, we have to rely on common sense and what users think. At the end of the day, user engagement is what it’s all about!\u003C\u002Fp>\n\n\n\n\u003Cp>With that said, there are some ways to measure E-E-A-T, but we’ll come back to that. For now, let’s consider the ways you can improve your E-E-A-T.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-achieve-technical-excellence-for-e-e-a-t\">\u003Cstrong>How to achieve technical excellence for E-E-A-T\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>The technical foundation of your site is more important than ever, with E-E-A-T in mind.\u003C\u002Fp>\n\n\n\n\u003Cp>You’ll want to be sure your website works as it should and is secure. At its most basic level, y\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fchrome-just-got-serious\u002F\">ou’ll need an SSL certificate in place\u003C\u002Fa> so that your website URL begins with HTTPS (the secure protocol) rather than HTTP. At a deeper level, it’s about making sure your site is \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fweb-security\u002F\">hosted on secure servers\u003C\u002Fa>, that it provides a secure experience for users (especially when it comes to payments) and that all data is secure on your site (using correct cookie implementations and so on).\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1670\" height=\"1252\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Ffoundations-and-optimisations-pyramid.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25773\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Your site also needs to be fully accessible to users across devices and with different needs. Consider this to be the technical foundations to best serve the people who use your site; if there’s something that doesn’t work but should, now’s the time to get it fixed.\u003C\u002Fp>\n\n\n\n\u003Cp>Also, bear in mind that Google is a user of your site and that it needs to be able to crawl and index your site effectively. Use too much gated content or the use of content which cannot be parsed by Google’s crawlers, and you’ll suffer. At the same time, inefficiently structured sites, incorrectly formatted \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fxml-sitemaps\u002F\">sitemaps\u003C\u002Fa>, and the use of things like JavaScript can make it difficult for Google to access your site and will need to be addressed accordingly.\u003C\u002Fp>\n\n\n\n\u003Cp>Our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO Guide\u003C\u002Fa> provides many more details around the growing use of JS and its implications.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-curate-content-for-quality-and-relevance\">How to curate content for quality and relevance\u003C\u002Fh3>\n\n\n\n\u003Cp>The usability of your content will affect the perceived E-E-A-T too.\u003C\u002Fp>\n\n\n\n\u003Cp>This isn’t to say that you need to be writing reams and reams of new content, nor that you must invest all of your budget in complex, long-form content pieces – necessarily.\u003C\u002Fp>\n\n\n\n\u003Cp>Instead, it’s about auditing your existing content to ensure it best serves your target user. If that means reducing the complexity of the content, then do! Remember, people read online content very differently from the way they read a book or a report, so make it easy to skim, highlight important points using features like bold, italic or bullet points, and be sure to utilise visual graphics where it better communicates your point.\u003C\u002Fp>\n\n\n\n\u003Cp>If your content is too thin, though, you’ll likely also see the impact of this in the perceived E-E-A-T of your site – and not in a good way. Think of it like this: as an expert in your field, you should be able to cover every topic comprehensively but also in a way that your audience can fully understand.\u003C\u002Fp>\n\n\n\n\u003Cp>A quick way to identify ‘thin content’ on your site is to look at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearch.google.com\u002Fsearch-console\u002Fabout\">Google Search Console\u003C\u002Fa> for “Crawled, not indexed” pages, which suggests Google has reviewed and chosen not to store a page in its index or serve it to users – these pages would be a good place to start your ‘thin content’ review.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1257\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fseo-content-strategy-diagram.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25776\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Google’s Quality Rater Guidelines have an entire section on low-quality pages. It states that if a page has one or more of the below characteristics, the “Low” rating applies:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>An inadequate level of expertise, authoritativeness and trustworthiness\u003C\u002Fli>\n\n\n\n\u003Cli>The quality of the main content is low\u003C\u002Fli>\n\n\n\n\u003Cli>An unsatisfying amount of main content\u003C\u002Fli>\n\n\n\n\u003Cli>The title of the content is clickbait, intentionally shocking or exaggerated\u003C\u002Fli>\n\n\n\n\u003Cli>The ads or supplementary content distract from the main content\u003C\u002Fli>\n\n\n\n\u003Cli>There is an unsatisfying amount of website information or information on the content creator\u003C\u002Fli>\n\n\n\n\u003Cli>The website has a mildly negative reputation, based on extensive reputation research\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The QRG goes on to say that they will consider content to be of low quality if it is created without adequate time, effort, expertise, talent or skill. Pages will also be considered low if they have a small amount of content for the purpose of the page. Such as an encyclopaedia article on a very broad topic, such as World War II, that only has a few paragraphs.\u003C\u002Fp>\n\n\n\n\u003Cp>Also, think about the authorship of your content. If it’s a standard web page, it’s important to consider how the credentials of the brand behind it are displayed and proven, and to utilise outbound\u002Fexternal links to reference high-quality, high-authority sources like government websites or academic reports where appropriate.\u003C\u002Fp>\n\n\n\n\u003Cp>When it comes to something like a blog post, consider how the individual behind the post is represented and whether they communicate their message as fact or opinion. We have seen a number of sites now utilising peer reviews alongside outbound links to cite their sources, and more are doing their own research\u002Fwriting reports \u002F achieving specific accreditations to further add to their credentials.\u003C\u002Fp>\n\n\n\n\u003Cp>In addition to quality content, using \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fschema.org\u002F\">schema.org\u003C\u002Fa> structured data to inform content and give search engines more context for specific on-page attributes, such as information about the authors and contributors, as well as the organisation itself, to help add an extra layer of credibility. We’ll go into more detail on \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fe-e-a-t\u002F#structured-data\">structured data\u003C\u002Fa> and how it can support Google’s E-E-A-T and SEO rankings later on in this guide.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-demonstrate-expertise\">How to demonstrate expertise\u003C\u002Fh3>\n\n\n\n\u003Cp>Another area to consider in your website’s E-E-A-T is the credibility and expertise of the authors behind not just your content, but also the representation of your brand around the web.\u003C\u002Fp>\n\n\n\n\u003Cp>If your business lacks spokespeople, there’s the possibility that users – and Google – will question the voices behind the brand. Now, there may be legitimate reasons why you don’t have willing spokespeople, and that’s fine, but if you can assign spokespeople for your brand, you’ll likely benefit.\u003C\u002Fp>\n\n\n\n\u003Cp>One brand in the YMYL sector which has done this particularly well to date is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.gocompare.com\u002F\">Go Compare\u003C\u002Fa>, which utilises niche-specific experts to represent their insurance types both on and off-site. In the image below, we see the use of Ryan Fulthorpe as a spokesperson for the car insurance part of the business:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1191\" height=\"699\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fryan-fulthorpe.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25795\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>If we then Google the name ‘Ryan Fulthorpe’, we see that Ryan has been Go Compare’s spokesperson in newspapers and across the web:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"752\" height=\"558\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fryan-fulthorpe-serp.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25791\" style=\"width:540px;height:401px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>However, this focus on authorship should not be considered a ‘silver bullet’. It will not ‘fix’ all E-E-A-T issues and should therefore be considered as a tactic in correlation with broader PR-style activity. For example, thought leadership\u002Fguest posting is a valuable part of a ‘layered’ PR strategy, as explained in more detail \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fproactive-vs-reactive-layered-approach-digital-pr\u002F\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Of course, authorship isn’t solely a PR-driven consideration; the author of your content will likely be assessed by Google even when that person isn’t a spokesperson for your brand and simply exists as a partner who provides peer reviews of content to add to its credibility and attest to its accuracy.\u003C\u002Fp>\n\n\n\n\u003Cp>We have seen sites in the YMYL space, such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.healthline.com\u002F\">Healthline\u003C\u002Fa>, benefit from E-E-A-T updates. Winning sites generally tend to disclose who their authors are and utilise expert reviewers where possible. The screenshot below, taken from Healthline in September 2023, shows how the site is using ‘medical reviewers’ to ensure their content is accurate:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1145\" height=\"201\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fhealthline-medical-review.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25797\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Healthline.com website medical review example, September 2023\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>In fact, running a site search of Healthline.com in September 2023 and looking specifically for ‘medically reviewed’ reveals that over 78,000 articles exist on the site backed by a medical reviewer:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"523\" height=\"153\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fhealthline-medically-reviewd-by.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25796\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Google search for “medically reviewed by” on Healthline.com, September 2023\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Google has not, at this time, specifically referenced this as a ranking factor – and it is valid to suggest it might use different signals for different sectors. That said, it is logical to see how, given the need for content accuracy in YMYL, such peer analyses are so important, whether that analysis comes from someone within your own team with the appropriate credentials or an external party.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-build-authoritativeness\">How to build authoritativeness\u003C\u002Fh3>\n\n\n\n\u003Cp>The links that point to your website are a key factor in the way Google perceives your site and its relative authority amongst other sites. For this reason, it’s important you always maintain a natural and beneficial backlink profile that comprises quality websites with relevance and authority in your niche.\u003C\u002Fp>\n\n\n\n\u003Cp>As Google’s E-E-A-T has grown in importance, so too has the need for a positive backlink profile. Gain links through unethical means, such as paid-for links or link exchanges, you’ll see the detrimental effects even more so than before. But invest in activities that earn you high-quality links from authoritative and trustworthy, industry-relevant sources through activities such as content creation and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR\u003C\u002Fa>, and you’ll reap the rewards.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-build-trustworthiness\">How to build trustworthiness\u003C\u002Fh3>\n\n\n\n\u003Cp>Another area where your trustworthiness as a brand is very clear is in the reviews and ratings provided by real users.\u003C\u002Fp>\n\n\n\n\u003Cp>If appropriate, you might utilise a platform like TrustPilot or Google’s own Google My Business reviews to make sure that users – and Google – can quantifiably see how trustworthy your brand is.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cp>\u003Cstrong>Key learnings\u003C\u002Fstrong>\u003C\u002Fp>\u003Cul>\u003Cli>While you can’t tangibly rate the E-E-A-T of content, there are a number of ways you can demonstrably improve it. \u003C\u002Fli>\u003C\u002Ful>\u003Cbr>\u003Cul>\u003Cli>Ensuring your site has the correct technical foundations that support security and accessibility is crucial, as well as ensuring Google is able to access and crawl your content. \u003C\u002Fli>\u003C\u002Ful>\u003Cbr>\u003Cul>\u003Cli>Having quality and relevant content may seem obvious, but it’s also about ensuring that it is tailored to best serve your target audience. Removing or improving thin, low-quality pages is also a valuable task. \u003C\u002Fli>\u003C\u002Ful>\u003Cbr>\u003Cul>\u003Cli>Ensure you are adequately demonstrating the credentials and authorship of your content, and use structured data to enhance content with added signals. \u003C\u002Fli>\u003C\u002Ful>\u003Cbr>\u003Cul>\u003Cli>Showcase your content contributor’s expertise for added credibility.\u003C\u002Fli>\u003C\u002Ful>\u003Cbr>\u003Cul>\u003Cli>Curate a healthy backlink profile that supports authority on your website’s topics. \u003C\u002Fli>\u003C\u002Ful>\u003Cbr>\u003Cul>\u003Cli>Build trust by gathering third-party reviews and endorsements.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"using-structured-data-to-support-googles-e-e-a-t\">Using structured data to support Google’s E-E-A-T\u003C\u002Fh2>\n\n\n\n\u003Cp>Using structured data properly can be beneficial in terms of E-E-A-T for a number of reasons.\u003C\u002Fp>\n\n\n\n\u003Cp>Primarily, it helps establish and solidify the relationship between \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fentity-seo\u002F492947\u002F\">entities\u003C\u002Fa> (records of knowledge regarding specific subjects such as people, objects or locations within a database, e.g. Google’s Knowledge Graph), especially among the various places they are mentioned and discussed online.\u003C\u002Fp>\n\n\n\n\u003Cp>Google itself has come out and said that this markup “helps” with understanding the content of the page while also gathering information about the web and the world in general by providing explicit clues about the meaning of the page and specific elements on it.\u003C\u002Fp>\n\n\n\n\u003Cp>By using structured data, webmasters can help streamline Google’s ability to assess the E-E-A-T of a given page or website by reducing ambiguity among entities, creating new connections Google wouldn’t have otherwise made in its Knowledge Graph, as well as providing additional information about an entity that Google might not have obtained without the structured data.\u003C\u002Fp>\n\n\n\n\u003Cp>Knowledge Graph and Google patent expert, the late \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seobythesea.com\u002F\">Bill Slawski\u003C\u002Fa>, explained why structured data is important in search:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“Structured data adds a level of preciseness that a search engine needs, and might not grasp, because it doesn’t have the common sense of a human.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Without confidence about what entities are on a page, search engines may struggle to accurately assess the E-E-A-T of those entities and the page by proxy. With the proper use of structured data, you can remove any ambiguity, which is undoubtedly important when evaluating E-E-A-T.\u003C\u002Fp>\n\n\n\n\u003Cp>An example of this in practice is a situation where you have a person who is the subject of a page that shares a name with someone else. You can use the SameAs structured data property to point to a page on them on a knowledge base, such as Wikipedia, to make it clear which person you are referring to. \u003C\u002Fp>\n\n\n\n\u003Cp>Structured data effectively spoon-feeds Google crucial information about the topics on your site as well as the individuals who contribute to it, which enables it to accurately assess the trustworthiness and credibility of both the content and its creators.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"implementing-structured-data-for-e-e-a-t\">\u003Cstrong>Implementing structured data for E-E-A-T\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>There are several ways to implement structured data, including Microdata and RDFa, but the most common way and preferred by Google is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fjson-ld.org\u002F\">JSON-LD\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Google has published \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fappearance\u002Fstructured-data\u002Fgenerate-structured-data-with-javascript\">documentation\u003C\u002Fa> on adding structured data dynamically using JavaScript and Google Tag Manager. WordPress websites can even benefit from the Yoast SEO plugin’s various built-in Schema capabilities.\u003C\u002Fp>\n\n\n\n\u003Cp>In terms of E-E-A-T, the method of implementation is far less important than the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fschema.org\u002Fdocs\u002Ffull.html\">types of Schema\u003C\u002Fa> marked up on the website. For E-E-A-T, webmasters should leverage as much information as possible about the credibility, reputation, and trustworthiness of the authors and experts who work for an organisation or contribute content to the website.\u003C\u002Fp>\n\n\n\n\u003Cp>Structuring Schema correctly is vital to ensure that search engines can understand the various properties of a given entity and those properties’ relationships with other entities. This involves nesting schema, whereby you specify which item properties belong to a certain item type. \u003C\u002Fp>\n\n\n\n\u003Cp>Nesting Schema is important for search engines crawling the page to be able to get an understanding of the main entities on the page and their relationship to one another, eliminate the occurrence of multiple redundant or conflicting Schema types on the same page, as well as being able to easily read the resulting Schema from a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearch.google.com\u002Fstructured-data\u002Ftesting-tool\u002Fu\u002F0\u002F\">Structured Data Testing Tool\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1220\" height=\"865\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fnested-schema-markup.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25793\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"schema-types-to-use-for-improving-e-e-a-t\">Schema types to use for improving E-E-A-T\u003C\u002Fh3>\n\n\n\n\u003Cp>There are a number of Schema types and properties that help send the right E-E-A-T signals about your website and contributors to search engines, and below are just a few of the most essential when it comes to showcasing your website’s overall trustworthiness:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Person Schema\u003C\u002Fli>\n\n\n\n\u003Cli>Organisation Schema\u003C\u002Fli>\n\n\n\n\u003Cli>Author (Schema property)\u003C\u002Fli>\n\n\n\n\u003Cli>reviewedBy (Schema property)\u003C\u002Fli>\n\n\n\n\u003Cli>Citations (Schema property)\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>It’s important to remember that, like E-E-A-T itself, structured data such as Schema is not a direct ranking factor, but with Google consistently encouraging its usage as much as possible to help search engines make sense of your site, it can only be presumed that by better understanding your content and the entities included, your site is better placed to demonstrate its E-E-A-T and quality signals.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cp>\u003Cstrong>Key learnings\u003C\u002Fstrong>\u003Cli>Solidify the relationship between entities to assist Google in reducing ambiguity and make connections within the knowledge graph by providing explicit clues as to the specific elements on a webpage, by using structured data such as Schema.\u003C\u002Fli>\u003C\u002Fp>\u003Cbr>\u003Cul>\u003Cli>Nest structured data to ensure it is read and understood correctly.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"measuring-tracking\">Measuring and tracking E-E-A-T\u003C\u002Fh2>\n\n\n\n\u003Cp>It is very difficult to tangibly measure E-E-A-T. It is not a ‘rating’ that is measured by a number, nor something we can run through a tool and monitor over time.\u003C\u002Fp>\n\n\n\n\u003Cp>However, there are clear proxies for E-E-A-T measurement that all brands investing in it should consider, including:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Search rankings\u003C\u002Fstrong>; how well your website ranks in the SERPs will be influenced by Google’s perception of your E-E-A-T, so any work you do to improve E-E-A-T should (where all else is equal) result in improved ranking positions\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Organic search traffic\u003C\u002Fstrong>; your improved search rankings should result in increased organic traffic, especially where your E-E-A-T efforts improve the perception of your brand to encourage greater click-through rates\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>There are also engagement metrics that should be considered when investing in E-E-A-T because E-E-A-T is all about creating better experiences for your users. Therefore, you should also consider monitoring metrics like:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Time on page\u003C\u002Fstrong>: the amount of time a user spends digesting your content is often indicative of how involved in it they are and how useful it is to them – bear in mind that it can also suggest that the content is too difficult to get through, so consider this metric alongside others like how long it ‘should’ take to read and engagement rates\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Engagement rates\u003C\u002Fstrong>; the propensity of users to exit your website after viewing just one page for a short amount of time is indicative of them either not enjoying the content, or it could be that your content has served its purpose without the need to move around – in the case of the former, invest in improving the content and in the latter, think about how to use structure to encourage people to move around your site and perform desired actions such as clicking through to a commercial page or submitting an enquiry form\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Conversion rates\u003C\u002Fstrong>, the number of users who choose to complete desired actions – be that making a purchase, signing up for a newsletter, submitting a form and so on – is an indicator of how compelling your website experience has been and how much they trust your brand\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Qualitative feedback can also help assess your E-E-A-T. Speak to your target audience, or distribute surveys amongst your colleagues, to better understand how trustworthy real people think your brand is.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cp>\u003Cstrong>Key learnings\u003C\u002Fstrong>\u003C\u002Fp>\u003Cul>\u003Cli>While there is no way of tangibly measuring E-E-A-T, monitoring key metrics such as rankings and overall organic traffic following E-E-A-T improvements is a good start.\u003C\u002Fli>\u003C\u002Ful>\u003Cbr>\u003Cul>\u003Cli>Other metrics related to user engagement are also a good indication that trustworthiness signals are having a beneficial impact on user behaviour and not just in terms of ranking performance.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"ais-impact-on-e-e-a-t\">\u003Cstrong>AI’s impact on E-E-A-T\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In recent years, the use of AI has led to a significant challenge regarding Google’s E-E-A-T framework. As Large Language Model (LLM) AI’s become the norm for a lot of people to search for information, and Google, Bing, and other search engines are integrating their own AI into their services, such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fwebsearch\u002Fanswer\u002F16329036?hl=en&co=GENIE.Platform%3DAndroid\">Search Live\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcopilot.microsoft.com\u002F\">Microsoft Copilot\u003C\u002Fa>, the E-E-A-T framework has had to adapt to ensure users are still receiving vetted, high-quality information.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstatus.search.google.com\u002Fincidents\u002F7eTbAa2jWdToLkraZj5y\">Google’s March 2026 Core Algorithm Update\u003C\u002Fa> cracked down on low effort, unedited AI content to ensure E-E-A-T is prioritised in the face of content writers using “copy and paste” AI content to pump out large quantities of content. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fpanamedia.me\u002Fgoogle-march-2026-core-update-uae-websites\u002F#:~:text=The%20single%20most%20significant%20shift%20in%20this,%E2%80%94%20or%20simply%20rephrases%20what%20already%20ranks.\">Research has shown\u003C\u002Fa> that, in light of this algorithm update, shallow health sites saw significant declines, whereas sites with proven expertise have gained in rankings. \u003C\u002Fp>\n\n\n\n\u003Cp>This means that, whilst AI can be a useful tool in gaining inspiration and structural planning for content, it should not be used as a content writer. You can learn more about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fchatgpt-ai-for-seo-strategies\u002F\">how to effectively use AI tools like ChatGPT\u003C\u002Fa> in our helpful guide.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"final-thoughts\">Final thoughts\u003C\u002Fh2>\n\n\n\n\u003Cp>With something seemingly so important in modern-day search marketing that is not easily identifiable or measurable, E-E-A-T may appear to be an overwhelming concept for webmasters and content creators. Google looks at a multitude of factors to determine a website’s quality and trustworthiness, and these are areas that cannot be built overnight. It requires a gradual and consistent process of curating specific areas of your site and reputation online to showcase strong expertise, experience and authoritativeness in your relevant industry or topic. \u003C\u002Fp>\n\n\n\n\u003Cp>The important thing to remember is that while E-E-A-T considerations are certainly not to be ignored, especially for YMYL topics and industries, it isn’t a silver bullet for achieving the top ranking positions in search and should be part of a wider, holistic SEO strategy. If you are creating original, high-quality content that serves the needs of your audience and is created primarily to provide users with valuable answers or information, you are already laying down the foundations for decent levels of E-E-A-T. \u003C\u002Fp>\n\n\n\n\u003Cp>If you are looking for expert \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> guidance and a full assessment of your website’s E-E-A-T, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">contact the team\u003C\u002Fa> here at Impression to find out how we can help you.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"googles-e-e-a-t-faqs\">\u003Cstrong>Google’s E-E-A-T FAQs\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"is-e-e-a-t-still-relevant\">Is E-E-A-T still relevant?\u003C\u002Fh3>\n\n\n\n\u003Cp>Yes, E-E-A-T is now more relevant than ever – in fact, it’s necessary. Developing trust and authority in your content is the primary way to increase organic rankings as well as become cited in AIOs and LLMs like Gemini or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fchatgpt-ai-for-seo-strategies\u002F\">ChatGPT\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-do-i-improve-my-e-e-a-t\">How do I improve my E-E-A-T?\u003C\u002Fh3>\n\n\n\n\u003Cp>To improve your E-E-A-T, make sure to conduct thorough research on the topic you’re talking about, make sure all of your facts and statistics are correctly evidenced and taken from reputable sources, provide in-depth and detailed content, provide backlinks to reputable websites, and use real life case studies to show your experience in the field.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"does-using-ai-lower-my-e-e-a-t\">Does using AI lower my E-E-A-T?\u003C\u002Fh3>\n\n\n\n\u003Cp>No, using AI does not inherently lower your E-E-A-T score, you mustu be careful using AI for content, as it can “hallucinate” facts and create generic, bland content that will fare lower in rankings. \u003C\u002Fp>\n\n\n\n\u003Cp>It is recommended to use AI for planning and inspiration only to preserve the integrity and authority of your content.  \u003C\u002Fp>\n",{"rendered":117,"protected":213},25807,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":535,"_yoast_wpseo_metadesc":536,"inline_featured_image":213,"footnotes":5},"Google’s E-E-A-T: The Complete Guide","Understand how to improve your website's experience, expertise, authoritativeness, and trustworthiness signals to rank higher in organic search 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class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-chatgpt\">What is ChatGPT?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-seo-strategies-can-leverage-ai-like-chatgpt\">How SEO strategies can leverage AI like ChatGPT\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#generating-content-at-scale\">Generating content at scale\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#content-ideation\">Content ideation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#categorise-keywords-by-search-intent\">Categorise keywords by search intent\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-generative-intent-is-redefining-the-2026-search-journey\">How generative intent is redefining the 2026 search journey\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#create-schema-markup\">Create schema markup\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-do-you-report-on-ai-search\">How do you report on AI Search?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#risks-of-using-ai-for-seo\">Risks of using AI for SEO\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-the-long-term-impact-of-language-models-on-the-web-search-industry\">What is the long-term impact of language models on the web search industry?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-is-chatgpt\">What is ChatGPT?\u003C\u002Fh2>\n\n\n\n\u003Cp>ChatGPT is a large language model created by OpenAI that uses artificial intelligence and natural language processing to understand and generate human-like responses to text-based input.\u003C\u002Fp>\n\n\n\n\u003Cp>A language model is trained on a corpus or multiple corpora, which is a large set of texts. It’s built on the patterns and structure of the language in the corpora, and this knowledge is then used to make predictions about the likelihood of the next word or sequence of words given the previous context.\u003C\u002Fp>\n\n\n\n\u003Cp>Language models can be trained to carry out specific tasks, and there are many different models out there, including:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>GPT-5.4  \u003C\u002Fli>\n\n\n\n\u003Cli>Gemini 3.1 Pro  \u003C\u002Fli>\n\n\n\n\u003Cli>Claude Opus 4.6   \u003C\u002Fli>\n\n\n\n\u003Cli>OpenAI o4-mini  \u003C\u002Fli>\n\n\n\n\u003Cli>DeepSeek-R1\u002FV3.2  \u003C\u002Fli>\n\n\n\n\u003Cli>Kimi K2 Thinking\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Tech giants continue to invest billions into AI research to evolve their language models into autonomous agents. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fqai\u002F2023\u002F01\u002F27\u002Fmicrosoft-confirms-its-10-billion-investment-into-chatgpt-changing-how-microsoft-competes-with-google-apple-and-other-tech-giants\u002F\">Microsoft’s landmark $10 billion commitment in 2023\u003C\u002Fa> accelerated ChatGPT’s integration into the ecosystem, eventually unifying its AI efforts under the Microsoft Copilot brand. This strategy aimed to pivot Bing from a traditional search engine into an “AI-first” companion, successfully growing its share of the desktop search market.\u003C\u002Fp>\n\n\n\n\u003Cp>Simultaneously, Google’s collaboration with its DeepMind subsidiary led to the launch and rapid evolution of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Finnovation-and-ai\u002Ftechnology\u002Fai\u002Fgoogle-gemini-ai\u002F\">Gemini\u003C\u002Fa> (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Ftechnology\u002Fai\u002Fbard-google-ai-search-updates\u002F\">formerly Bard\u003C\u002Fa>). In a definitive shift to counter its competitors, Google transitioned its core interface to prioritise \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-ai-overviews\u002F\">AI Overviews\u003C\u002Fa> and the conversational AI Mode. This evolution has fundamentally redefined the search landscape, moving the industry toward a “zero-click” reality where the search engine synthesises information directly for the user.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-seo-strategies-can-leverage-ai-like-chatgpt\">How SEO strategies can leverage AI like ChatGPT\u003C\u002Fh2>\n\n\n\n\u003Cp>But \u003Cstrong>how \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-use-chatgpt-for-seo\u002F\">do you use ChatGPT for SEO in 2026\u003C\u002Fa>\u003C\u002Fstrong>? There are a few tips and tricks to help.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"generating-content-at-scale\">Generating content at scale\u003C\u002Fh3>\n\n\n\n\u003Cp>One of the most exciting applications of ChatGPT is content creation at scale. The tool can respond to a wide number of requests to produce both short and long-form copy at scale, potentially reducing hundreds of hours in copywriting time.  \u003C\u002Fp>\n\n\n\n\u003Cp>ChatGPT can help SEOs to craft metadata, write blog outlines and make category and product page recommendations. Human intervention is essential, however, and SEOs must establish a proofing stage at the beginning, middle and end of the copywriting process to create content that reads naturally while also being keyword-targeted and distinct from competitor content. \u003C\u002Fp>\n\n\n\n\u003Cp>A general rule of thumb for generating a prompt is to use the following format:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>“I want you to act as a….” (copywriter)\u003C\u002Fli>\n\n\n\n\u003Cli>“I will…” (what information will you provide?)\u003C\u002Fli>\n\n\n\n\u003Cli>“You will…” (what do you want it to produce? What is the style or tone you want it to use?)\u003C\u002Fli>\n\n\n\n\u003Cli>Provide your request. Make sure it includes the context you laid out earlier in the prompt.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>This process of generating prompts such as these is what is known as prompt engineering. Repeating this style of input will help to train the model over time.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1574\" height=\"770\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fchatgpt-seo-strategies-generating-content-at-scale.png?auto=compress%2Cformat&q=90\" alt=\"Screenshot of ChatGPT displaying prompt to generate new content\" class=\"wp-image-21633\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"content-ideation\">Content ideation\u003C\u002Fh3>\n\n\n\n\u003Cp>Another use of ChatGPT is for content ideation. Researching topics can be time-consuming and demotivating, but language models facilitate this process. Though the data provided by ChatGPT isn’t as exhaustive or up-to-date as tools like Ahrefs or Semrush, it can be a great jumping-off point for creating a content calendar.\u003C\u002Fp>\n\n\n\n\u003Cp>Prominent SEO \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.authorityhacker.com\u002Fchatgpt-prompts\u002F\">Gael Breton\u003C\u002Fa> has shared some valuable prompts for ideation:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“I run a website about X. What are some sub-niches I should be tackling with my content? Give me the results as a table with the sub-niche a number between 1 and 100 to indicate the sub-niche popularity.\u003C\u002Fem>”\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"1146\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fchatgpt-seo-strategies-content-ideation.png?auto=compress%2Cformat&q=90\" alt=\"Screenshot of ChatGPT displaying prompt with a list of sub-niches with Google search volume.\" class=\"wp-image-21632\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Gael also explains that you can expand on this list and provide a list of target keywords that you can then cross-reference with data from Ahrefs or Semrush.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1094\" height=\"1202\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fchatgpt-seo-strategies-content-ideation-2.png?auto=compress%2Cformat&q=90\" alt=\"Screenshot of ChatGPT displaying prompt with a list of article titles, target keywords and google search volume.\" class=\"wp-image-21631\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Due to inclinations in which language models tend to behaviour to sometimes make things up, popularity numbers or requests for numerical data might not be accurate, this is also known as hallucinations.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"categorise-keywords-by-search-intent\">Categorise keywords by search intent\u003C\u002Fh3>\n\n\n\n\u003Cp>A common step in the keyword research process is categorising keywords by search intent. Before optimising for keywords, SEOs must first understand where the queries fit into the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fusing-search-intent-to-shape-a-content-strategy\u002F\">search journey\u003C\u002Fa>. Most search terms can be assigned to one of these four types of intent: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Informational\u003C\u002Fli>\n\n\n\n\u003Cli>Navigational\u003C\u002Fli>\n\n\n\n\u003Cli>Commercial Investigation\u003C\u002Fli>\n\n\n\n\u003Cli>Transactional\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>You can ask ChatGPT to classify your list of keywords by search intent, helping you to understand where they fit into the search journey and plan your optimisation efforts accordingly.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"896\" height=\"982\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fchatgpt-seo-strategies-search-intent.png?auto=compress%2Cformat&q=90\" alt=\"Screenshot of ChatGPT displaying prompt and a list of search intent related keywords\" class=\"wp-image-21635\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-generative-intent-is-redefining-the-2026-search-journey\">\u003Cstrong>How generative intent is redefining the 2026 search journey\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Generative intent is an evolution of search intent. It is an emerging area where the definition is not yet clear or universally agreed upon. Whilst traditional search seeks to retrieve and rank information, generative intent seeks a personalised response. Here, in AI-driven environments like AI Mode in Google, or in ChatGPT, users are crafting complex prompts with multiple clauses, containing more information than they would in traditional search, with the intent to generate a personalised answer. The user may be looking to complete a task or summarise a lot of information in one fell swoop. \u003C\u002Fp>\n\n\n\n\u003Cp>While traditional keyword data is limited here, new AI Visibility Trackers and Citation Analytics tools are now helping marketers monitor how often their brand is mentioned or cited within these generative responses.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"create-schema-markup\">Create schema markup\u003C\u002Fh3>\n\n\n\n\u003Cp>SEOs can also leverage ChatGPT to create \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fschema-guide-fast-paced-world\u002F\">schema markup\u003C\u002Fa>. Structured data can be used to enhance rich results and by using ChatGPT you can easily go ahead and create templates to work from:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"799\" height=\"737\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fchatgpt-seo-strategies-schema-markup.png?auto=compress%2Cformat&q=90\" alt=\"Screenshot of ChatGPT displaying prompt which has generated schema markup\" class=\"wp-image-21634\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>While you still have to edit this it gives a great (and more importantly valid) jumping-off point to start creating structured data for your website.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-do-you-report-on-ai-search\">How do you report on AI Search?\u003C\u002Fh2>\n\n\n\n\u003Cp>My colleague has written a \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fthe-cmos-guide-to-ai-metrics-what-kpis-actually-matter\u002F\">CMO’s guide to AI search metrics\u003C\u002Fa>\u003C\u002Fstrong>. Here, you’ll learn about the metrics that matter and how to craft a narrative around search that uses LLMs.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"risks-of-using-ai-for-seo\">Risks of using AI for SEO\u003C\u002Fh2>\n\n\n\n\u003Cp>Though the applications of ChatGPT are both extensive and exciting, it is important to be aware of its limitations. \u003C\u002Fp>\n\n\n\n\u003Cp>It is advisable to avoid an overreliance on the tool, as language models are only as knowledgeable as their corpora and number of parameters. Language models are known to create ‘hallucinations’, which is when the chatbot provides a convincing but made-up answer to a question. \u003C\u002Fp>\n\n\n\n\u003Cp>Whilst AI models are continuously improving, meaning some of the most famously reported hallucinations in the early days of LLMs \u003Cem>should\u003C\u002Fem> not be as prevalent as they once were. Citations with links to authoritative content may grow in importance for thoughtful and diligent users who want to verify the output. \u003C\u002Fp>\n\n\n\n\u003Cp>The hallucination phenomenon means that human critical thinking and supervision remain essential, particularly when researching content for Your Money Your Life (YMYL) industries, such as medical or financial advice. Not only could this have a potentially harmful impact on readers, but it could also have a negative impact on website rankings, user experience and brand authority. \u003C\u002Fp>\n\n\n\n\u003Cp>There is also the question of originality. As more people start using AI tools for content creation, we run the risk of seeing search results become saturated with almost-duplicate or otherwise unhelpful content. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-is-the-long-term-impact-of-language-models-on-the-web-search-industry\">What is the long-term impact of language models on the web search industry?\u003C\u002Fh2>\n\n\n\n\u003Cp>The development of language models and the integration of conversational AI into Google and Bing is one of the most significant developments in the history of web search. These tools have the potential to revolutionise how people look for answers to questions and find products\u002Fservices. For SEOs, learning \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-optimise-for-generative-ai-search\u002F\">how to optimise content for ai search\u003C\u002Fa>\u003C\u002Fstrong> is now a critical step in adapting to this change.\u003C\u002Fp>\n\n\n\n\u003Cp>Some people, including Gmail creator Paul Buchheit, have \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FPaul_Buchheit\">claimed\u003C\u002Fa> that the arrival of conversational AI signals the end of search engine result pages (SERPs) as we know them. The ability of ChatGPT to understand complex questions and give clear, concise answers in a matter of seconds could be a major time-saver for many.\u003C\u002Fp>\n\n\n\n\u003Cp>Indeed, the introduction of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fsearch\u002Freintroduction-googles-featured-snippets\u002F\">Featured Snippets\u003C\u002Fa> in Google’s search results in 2018 highlights that finding quick, straightforward answers to questions is a well-recognised goal for people navigating the web. The buzz surrounding ChatGPT demonstrates that conversational AI tools meet this intent much better than traditional SERPs, and hence the only way forward for Google and Bing is to integrate these tools into search engines to retain this element of web search.\u003C\u002Fp>\n\n\n\n\u003Cp>This trend is further underscored by Google’s introduction of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fappearance\u002Fai-overviews\">AI Overviews\u003C\u002Fa> in May 2024. Designed to summarise information at the top of search results, these AI-generated insights aim to deliver concise answers to complex topics. Expanded to over 100 countries, AI Overviews demonstrate a clear step forward in meeting the demand for quick, accurate information. However, their rollout has also raised questions about \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.technologyreview.com\u002F2024\u002F05\u002F31\u002F1093019\u002Fwhy-are-googles-ai-overviews-results-so-bad\u002F\">accuracy\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fsearch\u002Fai-overviews-update-may-2024\u002F\">transparency\u003C\u002Fa>, highlighting the ongoing challenge of balancing user convenience with reliability.\u003C\u002Fp>\n\n\n\n\u003Cp>However, the jury is still out on whether conversational AI tools could truly replace search engines. Many people do not want one answer from a single source but rather would like to compare and view multiple sources, particularly when their intent is transactional.\u003C\u002Fp>\n\n\n\n\u003Cp>Language models are also highly limited by the datasets that they are trained on. According to OpenAI, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fopenai.com\u002Findex\u002Fintroducing-gpt-5-4\u002F\">ChatGPT 5.4\u003C\u002Fa> (released March 2026) features deep web research and agentic workflows, allowing it to access real-time information and execute complex professional tasks across various software environments.\u003C\u002Fp>\n\n\n\n\u003Cp>A lot of the potential behind language models and their long-term impact on web search is still up for debate. For now, ChatGPT and similar tools can be used as tools to facilitate more ambitious \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> strategies and scale organic growth for businesses.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n",{"rendered":128,"protected":213},21640,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":726,"_yoast_wpseo_metadesc":727,"inline_featured_image":213,"footnotes":5},"How SEO strategies can leverage ChatGPT in 2026 | Impression","Generative AI tools such as ChatGPT has the SEO industry talking. Discover the future of SEO and how to leverage AI SEO for your strategy in 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o",{"rendered":142},{"rendered":944,"protected":213},"\n\u003Cp>Navigating the AI era requires a new approach to search engine optimisation (SEO). In this video, join marketing experts Charlie Norledge and Lauren Henley as they break down how to show up and stay relevant in a world dominated by Google’s AI Overviews and Large Language Models (LLMs) such as ChatGPT. \u003C\u002Fp>\n\n\n\n\u003Cp>What you’ll learn: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The Great Divide: Understand the shift from clicks to “zero-click” searches, where users get direct answers from AI overviews without visiting a website. \u003C\u002Fli>\n\n\n\n\u003Cli>Optimising for LLMs: Learn to move beyond single-keyword tracking and start measuring performance at a “prompt level”—focusing on conversational queries that users ask LLMs. \u003C\u002Fli>\n\n\n\n\u003Cli>The Power of Brand: Discover why investing in your brand’s reputation and authority is more critical than ever. Google’s AI looks for citations from reputable sources and earned media, making these new key performance indicators. \u003C\u002Fli>\n\n\n\n\u003Cli>Practical Strategies: Find out how to use AI for better competitive analysis and how to adapt your digital PR campaigns to secure mentions in high-level publications that AI models trust.\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002F@impressiondigital\">\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Search in the AI Era: Optimising for Google AI Overviews & LLMs\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FehmO8uXuHcs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"transcript\">Transcript\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Charlie Norledge:\u003C\u002Fstrong> As an industry, we’ve been Google-first for many years. One of the changes over the last 12 months is that we’ve seen a big rise in people starting to use \u003Cstrong>LLMs\u003C\u002Fstrong>, so that’s things like ChatGPT, Perplexity, and Gemini. I think the way we’re going to have to start changing our strategy is by looking at how we can rank within those spaces now. It’s not just a case of thinking, “okay, we’re fine in Google, these are our rankings.” It’s multi-touch now, and it’s really about understanding where our performance is across those different spaces.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Lauren Henley:\u003C\u002Fstrong> That does tie into \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>\u003C\u002Fstrong> as well because for years lots of campaigns have been made for Google. They’ve been made for links and link targets. So, moving away from that, \u003Cstrong>unlinked mentions\u003C\u002Fstrong> are going to be so much more important, and sort of tracking things across not just Google, but across social and different platforms.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Charlie Norledge:\u003C\u002Fstrong> I think from our client perspective, the biggest impact we’re seeing is when it comes to traffic. We’re seeing something called the \u003Cstrong>‘The Great Divide’\u003C\u002Fstrong> over the past few months, where people are getting their questions answered directly in search without having to click on a website. We’re seeing \u003Cstrong>zero-click search\u003C\u002Fstrong> happen, and the great divide is where impressions go up. So, a lot more people are searching, but because their answers are directly in the search results, they’re not clicking. Whilst it is quite scary, it’s something that we have to accept is going to happen, and I think what we need to do is try to make sure that when there’s a potential for our client to be featured in AI, we’re optimising to be in that space.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Lauren Henley:\u003C\u002Fstrong> If people have been doing good \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fe-e-a-t\u002F\">E-E-A-T\u003C\u002Fa>\u003C\u002Fstrong> signals for the past few years anyway, that hard work will continue to pay off. Google looks for citations through the expertise on someone’s website, but it also looks to earned media and reputable sources to recommend products too, so that work is still really important to do.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Charlie Norledge:\u003C\u002Fstrong> Yeah, I can see that when we look at the citations that come through from those different LLMs like ChatGPT and Perplexity, a lot of it comes from places like Reddit and \u003Cem>The Times\u003C\u002Fem>, which are really high-level news publications. In digital PR, we’ve been building links in those publications for a long time, so hopefully, digital PR is going to get even more important in our strategies.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Lauren Henley:\u003C\u002Fstrong> Yeah, exactly, and it gives us some opportunities because through these tracking tools and where you mentioned the different citations that we find, we can add those sources to our media list and make sure we target them specifically.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Charlie Norledge:\u003C\u002Fstrong> On the keyword tracking side, I think we’re going to see a pretty significant change there as well. For the longest time, we’ve just tried to track maybe 100 keywords for each client, and they’ve been the goal. I think as search becomes more conversational, it’s not just about tracking a keyword like ‘contact lens’. Someone won’t go into an LLM and just search for ‘contact lenses’. They will go in and say, “what is the best contact lens provider in the UK?” So, I think rather than just tracking a single keyword within LLMs, what we’re going to do is start to track it at a \u003Cstrong>prompt level\u003C\u002Fstrong>. You would have ‘contact lens’ as a topic, and you would track maybe 30 prompts, best guesses of what you think users search for, and then you can get a score of how visible you are across those prompts, how often your brand is mentioned, how often you’re linked, and what the sentiment is. Is it positive or negative? And then we can really measure how that’s going. So, if you’re going to take anything away from this, you need to start measuring and optimising for this now. We’ve got technology doing this in-house, but we’d strongly recommend for any brand that they start to look at understanding how they’re performing in LLM search across all the different spaces\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Lauren Henley:\u003C\u002Fstrong> From a PR point of view, it’s just sticking with that relevance. It doesn’t mean that links aren’t important; they’re still really important. It just gives them a different layer of importance. And it means that you need to focus on those brand mentions and not kind of discard them because they’re not passing link equity.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Charlie Norledge: \u003C\u002Fstrong>I think with all of this, it does show how important \u003Cstrong>brand\u003C\u002Fstrong> is going to be. I think people have to be prepared to be able to invest in that level to improve your brand. It’s not just about optimising a single page anymore; it’s about looking at your brand as a whole and trying to make it as relevant as possible.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":143,"protected":213},34294,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":948,"_yoast_wpseo_metadesc":5,"inline_featured_image":213,"footnotes":5},"Search in the AI Era: Optimising for Google AI Overviews & LLMs | Impression",[729,950,951,222],45,284,[],[225,954],309,[956,102,228,229,230,231,232,735,957,958,234],"post-34292","category-digital-pr","category-digital-strategy",[],[],[962,963,964,965],{"path":186,"name":187},{"path":240,"name":241},{"path":177,"name":178},{"path":195,"name":966},"Search in the AI Era: Optimising for Google AI Overviews & LLMs [Video]","Navigating the AI era requires a new approach to search engine optimisation (SEO). In this video, join marketing experts Charlie Norledge and Lauren Henley as they break down how to show up and stay relevant in a world dominated by Google’s AI Overviews and Large Language Models (LLMs) such as ChatGPT. What you’ll learn: Transcript 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name":45,"status":46,"uploaded_to":23,"date":47,"modified":48,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":1009},{"thumbnail":56,"thumbnail-width":57,"thumbnail-height":57,"medium":58,"medium-width":59,"medium-height":60,"medium_large":61,"medium_large-width":62,"medium_large-height":63,"large":64,"large-width":65,"large-height":66,"1536x1536":67,"1536x1536-width":68,"1536x1536-height":69,"2048x2048":70,"2048x2048-width":71,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":54,"default_portrait":81,"default_portrait-width":54,"default_portrait-height":80,"6_col_and_margin_short":82,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":83,"11_col_and_margin-width":84,"11_col_and_margin-height":78,"9_col_rectangle":85,"9_col_rectangle-width":86,"9_col_rectangle-height":87,"11_col":88,"11_col-width":89,"11_col-height":78,"staff_image_696_600":90,"staff_image_696_600-width":53,"staff_image_696_600-height":54,"rectangular_thumbnail":91,"rectangular_thumbnail-width":92,"rectangular_thumbnail-height":93},{"id":1011,"path":1012,"display_name":151,"job_title":1013,"description":1014,"avatar_url":152,"acf":1015},188,"\u002Fabout\u002Four-team\u002Flauren-henley\u002F","Associate Director, Digital PR","I joined Impression in September 2024. For me, no two days are the same, which I enjoy.",{"job_title":1013,"full_bio":1016,"specialist_service_links":1017,"photo":1028},"\u003Cp>Associate Director, Digital PR. Join Impression in September 2024.\u003C\u002Fp>\n\u003Cp>I left school unsure of what career path to take, but my hobby of tinkering with websites soon led me to an apprenticeship in SEO thirteen years ago. Along the way, my passion for pop culture and current affairs opened doors to exciting opportunities in social media and PR which I really enjoyed. Over the years, I’ve worked my way from an apprentice to a senior role at one of the UK’s largest Digital PR agencies, gaining invaluable experience collaborating with brands of all sizes – local, national, and international. In September 2024, I joined Impression as a Digital PR Campaign Consultant, where I get to combine my expertise in SEO with my love for news trends to make the most of digital PR campaigns.\u003C\u002Fp>\n\u003Cp>My day to day is usually really varied which I enjoy! From outreaching campaigns for our range of clients or improving processes for the department to going out to speak at industry events no two days are the same!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nI’ve worked my way up to a senior marketing position as a single parent who has never been to university. I’m a big advocate of not always doing things the ‘done’ way!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI’ve lived in the north for ten years and I’m still finding new places I haven’t visited yet so I like to go on adventures with my son. I also seem to enjoy collecting hobbies, sometimes it’s sewing or DIY or cooking – it keeps things interesting!\u003C\u002Fp>\n",[1018],{"page":1019,"link_text":1022},{"ID":1020,"post_author":16,"post_date":1021,"post_date_gmt":1021,"post_content":5,"post_title":1022,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":1023,"to_ping":5,"pinged":5,"post_modified":1024,"post_modified_gmt":1024,"post_content_filtered":5,"post_parent":1025,"guid":1026,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":1027},119,"2020-12-16 14:39:49","Digital PR","digital-pr","2026-06-30 10:15:22",37897,"\u002F?page_id=119","\u002Fpr-social\u002Fdigital-pr\u002F",{"ID":1029,"id":1029,"title":1030,"filename":1031,"filesize":1032,"url":1033,"link":1034,"alt":5,"author":44,"description":5,"caption":5,"name":1035,"status":46,"uploaded_to":23,"date":1036,"modified":1036,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":1037},32888,"Lauren-Henley","Lauren-Henley.png",392359,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F04\u002FLauren-Henley.png?auto=compress%2Cformat&q=90","\u002Flauren-henley\u002F","lauren-henley","2025-04-10 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Lauren",{"property":342,"content":343},{"property":345,"content":346},{"property":348,"content":349},{"@context":351,"@graph":1088},[1089,1099,1105,1106,1113,1117,1135],{"@type":290,"@id":1090,"isPartOf":1091,"author":1092,"headline":142,"datePublished":1073,"dateModified":1075,"mainEntityOfPage":1093,"wordCount":1094,"publisher":1095,"image":1096,"thumbnailUrl":1077,"articleSection":1098,"inLanguage":365},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-in-the-ai-era-optimising-for-google-ai-overviews-llms-video\u002F#article",{"@id":1064},{"name":4,"@id":357},{"@id":1064},1035,{"@id":361},{"@id":1097},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-in-the-ai-era-optimising-for-google-ai-overviews-llms-video\u002F#primaryimage",[140,1022,178,18],{"@type":367,"@id":1064,"url":1064,"name":948,"isPartOf":1100,"primaryImageOfPage":1101,"image":1102,"thumbnailUrl":1077,"datePublished":1073,"dateModified":1075,"breadcrumb":1103,"inLanguage":374},{"@id":369},{"@id":1097},{"@id":1097},{"@id":1104},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-in-the-ai-era-optimising-for-google-ai-overviews-llms-video\u002F#breadcrumb",{"@type":376,"inLanguage":365,"@id":1097,"url":1077,"contentUrl":1077,"width":333,"height":1080},{"@type":378,"@id":1104,"itemListElement":1107},[1108,1109,1110,1112],{"@type":381,"position":222,"name":187,"item":382},{"@type":381,"position":384,"name":241,"item":385},{"@type":381,"position":159,"name":178,"item":1111},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-strategy\u002F",{"@type":381,"position":389,"name":142},{"@type":391,"@id":369,"url":382,"name":318,"description":5,"publisher":1114,"inLanguage":365,"potentialAction":1115},{"@id":393},{"@type":395,"target":1116,"query-input":399},{"@type":397,"urlTemplate":398},{"@type":401,"@id":393,"name":318,"url":382,"logo":1118,"image":407,"sameAs":1119,"@context":412,"email":413,"foundingDate":414,"legalName":415,"vatID":416,"description":417,"telephone":418,"address":1120,"location":1121,"areaServed":1131},{"@type":376,"inLanguage":365,"@id":403,"url":404,"contentUrl":404,"width":405,"height":406,"caption":318},[409,410,411],{"@type":420,"streetAddress":421,"addressLocality":422,"addressRegion":423,"postalCode":424,"addressCountry":425},[1122,1125,1128],{"@type":428,"name":429,"geo":1123,"address":1124,"photo":407,"telephone":435},{"@type":431,"latitude":432,"longitude":433},{"@type":420,"streetAddress":421,"addressLocality":422,"addressRegion":423,"postalCode":424,"addressCountry":425},{"@type":428,"name":437,"geo":1126,"address":1127,"photo":446,"telephone":447},{"@type":431,"latitude":439,"longitude":440},{"@type":420,"streetAddress":442,"addressLocality":443,"addressRegion":444,"postalCode":445,"addressCountry":425},{"@type":428,"name":449,"geo":1129,"address":1130},{"@type":431,"latitude":451,"longitude":452},{"@type":420,"streetAddress":454,"addressLocality":455,"addressRegion":456,"postalCode":457,"addressCountry":458},[1132,1133,1134],{"@type":461,"name":462},{"@type":461,"name":464},{"@type":461,"name":458},{"@type":467,"@id":468,"name":4,"image":1136,"description":6,"sameAs":1137,"url":202},{"@type":376,"inLanguage":365,"@id":470,"url":8,"contentUrl":8,"caption":4},[198,472],{"self":1139,"collection":1144,"about":1146,"author":1148,"replies":1150,"version-history":1153,"predecessor-version":1156,"wp:featuredmedia":1160,"wp:attachment":1163,"wp:term":1166,"curies":1173},[1140],{"href":1141,"targetHints":1142},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F34292",{"allow":1143},[479,480,481,482,483],[1145],{"href":486},[1147],{"href":489},[1149],{"embeddable":97,"href":492},[1151],{"embeddable":97,"href":1152},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=34292",[1154],{"count":384,"href":1155},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F34292\u002Frevisions",[1157],{"id":1158,"href":1159},34295,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F34292\u002Frevisions\u002F34295",[1161],{"embeddable":97,"href":1162},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F34294",[1164],{"href":1165},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=34292",[1167,1169,1171],{"taxonomy":512,"embeddable":97,"href":1168},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=34292",{"taxonomy":515,"embeddable":97,"href":1170},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=34292",{"taxonomy":181,"embeddable":97,"href":1172},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=34292",[1174],{"name":521,"href":522,"templated":97},{"id":1176,"date":1177,"date_gmt":1177,"guid":1178,"modified":158,"modified_gmt":158,"slug":1180,"status":19,"type":102,"link":157,"title":1181,"content":1182,"excerpt":1184,"author":215,"featured_media":1185,"comment_status":20,"ping_status":20,"sticky":213,"template":5,"format":217,"meta":1186,"categories":1188,"collections":1189,"coauthors":1190,"class_list":1191,"acf":1193,"head_links":1194,"breadcrumbs":1195,"url_path":157,"search_description":1200,"featured_image_urls":1201,"authors":1233,"type_nicename":290,"reading_minutes":159,"category":1243,"yoast_title":1187,"yoast_meta":1245,"yoast_json_ld":1270,"_links":1322},34026,"2025-07-29T10:50:34",{"rendered":1179},"\u002F?p=34026","ai-mode-uk-launch",{"rendered":155},{"rendered":1183,"protected":213},"\n\u003Cp>The announcement of Google’s AI Mode for UK searchers could be a watershed moment for SEO in the UK. Initially available as a “tab on your Search results page,” we will soon see how much appetite British searchers have for this new function.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"992\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fai-mode-uk-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34029\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>For those of us working in SEO, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Faround-the-globe\u002Fgoogle-europe\u002Funited-kingdom\u002Fai-mode-search-uk\u002F\">AI Mode\u003C\u002Fa> presents both a challenge and an opportunity.\u003C\u002Fp>\n\n\n\n\u003Cp>Any big shift in Search presents a challenge, due to the uncertainty of how users will respond and how well reporting will be able to keep up. For all news on Google Search and Algorithm updates, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fgoogle-algorithm-updates\u002F\">check out our monthly blog series\u003C\u002Fa>. We can estimate the impact on our websites and make predictions regarding how to track users’ interactions, but it will take months for us to have certainty. Tool providers will also need to adapt and change with the times, so we won’t necessarily be able to rely on old faithfuls for the services that we have always enjoyed. \u003C\u002Fp>\n\n\n\n\u003Cp>It is possible (likely, even) that AI Mode will reduce organic clicks and further alter user behaviour in Search. However, stakeholders will still (rightly) need to understand the impact and the ROI of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, pressure for growth will remain, and we will need to move quickly to adapt to a changing landscape.\u003C\u002Fp>\n\n\n\n\u003Cp>That being said, the challenge presented by AI Mode doesn’t mean that it is an existential threat to SEO. Instead, those of us working in Search, including marketing stakeholders who have a vested interest in multiple marketing channels, need to look for its opportunities. For example, I have already observed referrals from ChatGPT converting at a higher rate on clients’ websites than traffic from Google, Bing and Direct sources. Perhaps AI Mode will be the same.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1308\" height=\"1218\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fai-mode-uk-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34028\" style=\"width:415px;height:auto\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>It will certainly represent a new way to present our content, to reach our customers, and to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcomple-e-a-t-a-framework\u002F\">bring together different organic channels\u003C\u002Fa>. Google claims that its new feature is designed to be “truly multimodal”, so I expect to see an extension of Google’s multimedia Search results, where social posts, videos and images are common inclusions. We need to consider \u003Cem>all \u003C\u002Fem>of what our businesses have to offer, be that great content, engaging social content, and high-quality media. It presents an opportunity to attract new audiences early in their journeys and present our brands in new ways. It should also encourage us to prioritise \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">user experience\u003C\u002Fa> and to align with the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fusing-search-intent-to-shape-a-content-strategy\u002F\">search intent\u003C\u002Fa> behind our target audience’s search patterns.\u003C\u002Fp>\n\n\n\n\u003Cp>While clicks from AI Mode may be lower than traditional search, it will not prevent our brands from being seen, and businesses will ultimately still need to invest at some point due to the mass market reach that Google naturally offers. We need to remember that, whether it’s traditional or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fsearch-generative-experience-generative-ai-sge-guide\u002F\">generative search\u003C\u002Fa>, Google is still the market leader in this space. \u003C\u002Fp>\n\n\n\n\u003Cp>Perhaps as a result of this, more top-of-funnel metrics such as Impressions and Share of Search may take centre stage across KPIs and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fthe-cmos-guide-to-ai-metrics-what-kpis-actually-matter\u002F\">AI search metrics\u003C\u002Fa>, providing a broader view of how our multimedia content can drive success. Let’s view AI Mode as an opportunity to engage those potential customers at multiple points in their journey, and get ahead of competitors by embracing the challenge, rather than running from it. \u003C\u002Fp>\n\n\n\n\u003Cp>Time will tell whether AI Mode is good for our businesses or bad, but we guarantee failure if we refuse to engage with Google’s push into generative search. To learn \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-optimise-for-generative-ai-search\u002F\">how to optimise for AI search\u003C\u002Fa> and get ahead of competitors, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">reach out to our team\u003C\u002Fa>\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",{"rendered":156,"protected":213},34037,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1187,"_yoast_wpseo_metadesc":5,"inline_featured_image":213,"footnotes":5},"Google Search launches AI Mode in the UK: What marketers need to know | Impression",[222],[],[225],[1192,102,228,229,230,231,232,234],"post-34026",[],[],[1196,1197,1198,1199],{"path":186,"name":187},{"path":240,"name":241},{"path":125,"name":18},{"path":195,"name":155},"The announcement of Google’s AI Mode for UK searchers could be a watershed moment for SEO in the UK. Initially available as a “tab on your Search results page,” we will soon see how much appetite British searchers have for this new function. For those of us working in SEO, AI Mode presents both a 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marketing is no longer just about clicks or rankings: it’s about experience and outcomes. For search advertisers, this means blurring the lines between \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fseo-and-ppc-differences-and-integration\u002F\">Paid & Organic advertising\u003C\u002Fa>. Those outcomes can no longer come without collaboration.\u003C\u002Fp>\n\n\n\n\u003Cp>Here’s a snapshot of how performance marketing is getting smarter, and what it means when \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> work together, rather than apart.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-serp-is-one-shared-ecosystem\">\u003Cstrong>The SERP is one shared ecosystem\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>It’s no surprise that the results page has changed significantly over time. What was a consistent and predictable page of listings has evolved to become far more experiential: AI Overviews, shopping carousels and the upcoming AI Mode (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fsundar-pichai-ai-mode-google-bleeding-edge-456722\">which is to be rolled into core search\u003C\u002Fa>). It’s much harder to predict which element of a results page a user is going to interact with, meaning Organic and Paid must work together to ensure all bases are covered.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>So what can you do?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Develop a clear understanding of where you are and aren’t present across the results page. This doesn’t just mean what keywords you’re ranking on, but what \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fserp-features\u002F\">features of the SERP\u003C\u002Fa> are showcasing your business.\u003C\u002Fli>\n\n\n\n\u003Cli>Generate a combined organic and paid optimisation roadmap that takes into account wider visibility across the SERP than simply individual channel listings. That might be organic and paid feed optimisation or even structured data.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>SEO has a natural head start, as these new SERP features aren’t yet available to paid teams. Making sure your SEO team understands these results and shares that insight with your PPC team will help you stay ahead when ads are eventually introduced.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"automation-thrives-off-input\">\u003Cstrong>Automation thrives off input\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Col start=\"2\" class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Paid Search platforms have become increasingly automated over recent years. Smart Bidding, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhat-are-performance-max-campaigns\u002F\">Performance Max\u003C\u002Fa> and even the rise of Broad Match are now features that do a lot of heavy lifting. A common mistake that advertisers continue to make is investing heavily in automated features, without giving the signals that feed them the care and attention they deserve. This is why it’s more important than ever that paid & organic take a combined approach to long-term optimisation. Simply put, what you are (or aren’t) doing from an SEO standpoint is having a direct impact on your paid campaigns.\u003C\u002Fp>\n\n\n\n\u003Cp>Arguably, advertisers need to go back to basics and ensure some of the fundamentals of their website set-up are in order to make sure you’re not setting yourselves up for easy failure on your PPC campaigns.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>For example:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Landing page quality\u003C\u002Fstrong> continues to have a huge impact on Quality Score and therefore conversion rates. Look for below-average landing page performance in your Paid keyword quality score data and use this as a framework for landing page optimisation.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Content relevancy\u003C\u002Fstrong> impacts not just your organic rankings, but also your PPC campaign engagement. Again, the impact on Quality Score (and the fact that this is a metric that bidding algorithms will use to determine CPC…) means that user intent is answered directly on the landing page isn’t just SEO’s problem.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Structured data \u003C\u002Fstrong>is vital for both organic listings and paid shopping activity to gain visibility. The most basic data won’t cut it if you want to stand out on a results page these days, whether it’s an Organic listing and or product ad, not to mention how this data is now being used to fuel snippets.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"measurement-is-king\">\u003Cstrong>Measurement is King\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>With the evolution of data privacy in recent years, siloed use of platform-specific data or even just looking at CTR across Paid and Organic search terms isn’t enough anymore. Of course there’s merit in understanding individual channel performance: SEO can provide visibility of long-term trends and uncover emerging intent, whilst PPC offers speedy options of getting quick and clear feedback on what works from the consumer perspective. Combining oversight and analysis of how the two interact with each other is key though, and provides more informed and agile outcomes.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>What can you start looking at?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcustomer-value-optimisation-maximising-lifetime-value-and-return\u002F\">Customer lifetime value (LTV)\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>If you can get hold of this data, it can become your most powerful metric and force both channels to build strategies that drive \u003Cem>\u003Cstrong>quality\u003C\u002Fstrong> \u003C\u002Fem>traffic, rather than focusing on what looks good from a channel attribution perspective.\u003C\u002Fp>\n\n\n\n\u003Col start=\"2\" class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fincrementality-testing\u002F\">Incrementality\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>If you’ve ever wondered the true impact of your paid or organic channels, incrementality testing can give you the answers you need, backed by robust data. You’ll be able to allocate budgets in a smarter way, whilst avoiding double-counting success across channels.\u003C\u002Fp>\n\n\n\n\u003Col start=\"3\" class=\"wp-block-list\">\n\u003Cli>Post-view and cross-channel influence\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Exploring the customer journey beyond one channel, how does a user who has viewed one specific channel then go on to interact with another? Building reports in your chosen attribution platform is vital to helping marketers understand the full customer journey and how channels work together to drive conversions.\u003C\u002Fp>\n\n\n\n\u003Col start=\"4\" class=\"wp-block-list\">\n\u003Cli>LLM tracking\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>As more users shift to LLM platforms for their searches, it’s essential to understand how your brand is performing in this space. Search behaviour on LLMs differs from traditional search, often involving more complex queries. Tools like Profound, Scrunch, and Otterly.ai can help you start assessing your performance in these emerging environments.\u003C\u002Fp>\n\n\n\n\u003Col start=\"5\" class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fan-seos-guide-to-no-click-searches\u002F\">Zero click searches\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Zero-click searches are on the rise, and while impressions aren’t a new metric, they offer valuable insight into how often your site appears in search results. Instead of focusing solely on clicks, tracking impressions can give you a clearer picture of your overall visibility and performance.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"user-experience-unifies\">\u003Cstrong>User experience unifies\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>It’s easy to get caught up in what a Paid ad or Organic snippet showcases on a results page. To the average consumer, search is just… search. Most people don’t actively think about what content they’re engaging with online. All users searching require the same things: speed, relevance and the answer to what they’re looking for.\u003C\u002Fp>\n\n\n\n\u003Cp>I’ve spoken already about going back to basics and that point is no more important than when it comes to user experience.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Content needs to be strong, regardless of the traffic source\u003C\u002Fli>\n\n\n\n\u003Cli>Landing pages should be fast, surface relevant information quickly and be optimised well for conversion\u003C\u002Fli>\n\n\n\n\u003Cli>Messaging must feel seamless and aligned across both channels\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Search ads and organic activity share the responsibility of getting the user experience across search channels right, so it’s time we start collaborating on just that.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-now\">\u003Cstrong>What now?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Smarter performance means smarter collaboration. If your teams are still working in isolation, you’re likely missing out on shared wins. \u003C\u002Fp>\n\n\n\n\u003Cp>We believe the most effective work happens when people come together,  across specialisms, channels and KPIs. So if your team is ready to think differently about how search really works today, we’re here to help start the conversation.\u003C\u002Fp>\n\n\n\n\u003Cp>Ready to chat? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> with us or dive deeper into \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fseo-and-ppc-differences-and-integration\u002F\">SEO & PPC collaboration\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n",{"rendered":166,"protected":213},34000,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1371,"_yoast_wpseo_metadesc":1372,"inline_featured_image":213,"footnotes":5},"Bridging Paid & Organic Activity for Smarter Performance Marketing","Search is changing. Learn how aligning PPC and SEO strategies helps brands stay visible, efficient, and competitive across an unpredictable SERP.",[951,1374,222],40,[],[225,1377],235,[1379,102,228,229,230,231,232,958,1380,234],"post-33987","category-ppc",[],[],[1384,1385,1386,1387],{"path":186,"name":187},{"path":240,"name":241},{"path":177,"name":178},{"path":195,"name":1388},"Performance Marketing is getting smarter: The blurring lines between paid & organic advertising",{"thumbnail":1390,"medium":1391,"medium_large":1393,"large":1395,"1536x1536":1397,"2048x2048":1399,"post-thumbnail":1401,"12_col":1403,"default_landscape":1405,"default_portrait":1407,"6_col_and_margin_short":1409,"11_col_and_margin":1411,"9_col_rectangle":1413,"11_col":1415,"staff_image_696_600":1417,"rectangular_thumbnail":1419},{"url":170,"width":246,"height":246},{"url":1392,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fgetty-images-dM2FXKWaFZ4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",{"url":1394,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fgetty-images-dM2FXKWaFZ4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",{"url":1396,"width":253,"height":254},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fgetty-images-dM2FXKWaFZ4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1398,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fgetty-images-dM2FXKWaFZ4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",{"url":1400,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fgetty-images-dM2FXKWaFZ4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",{"url":1402,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fgetty-images-dM2FXKWaFZ4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1404,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fgetty-images-dM2FXKWaFZ4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1406,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fgetty-images-dM2FXKWaFZ4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1408,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fgetty-images-dM2FXKWaFZ4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1410,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fgetty-images-dM2FXKWaFZ4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1412,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fgetty-images-dM2FXKWaFZ4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1414,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fgetty-images-dM2FXKWaFZ4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1416,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fgetty-images-dM2FXKWaFZ4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1418,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fgetty-images-dM2FXKWaFZ4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1420,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fgetty-images-dM2FXKWaFZ4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1422,1431],{"id":215,"path":281,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":1423},{"full_bio":10,"job_title":11,"specialist_service_links":1424,"photo":1429},[1425,1427],{"page":1426,"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":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"page":1428,"link_text":33},{"ID":31,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":15,"guid":36,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":37},{"ID":39,"id":39,"title":40,"filename":41,"filesize":23,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":23,"date":47,"modified":48,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":1430},{"thumbnail":56,"thumbnail-width":57,"thumbnail-height":57,"medium":58,"medium-width":59,"medium-height":60,"medium_large":61,"medium_large-width":62,"medium_large-height":63,"large":64,"large-width":65,"large-height":66,"1536x1536":67,"1536x1536-width":68,"1536x1536-height":69,"2048x2048":70,"2048x2048-width":71,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74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Director, Paid Media","I have over ten years' experience in Paid Media, mostly working across international e-commerce businesses.",{"job_title":1434,"full_bio":1437,"specialist_service_links":1438,"photo":1448},"\u003Cp>Executive Director, Paid Media. Joined Impression in May 2021.\u003C\u002Fp>\n\u003Cp>I have nearly ten years of experience in Paid Media, mostly working across international e-commerce businesses. I graduated from The University of Sussex with a Masters in Technology & Innovation Management before starting my career at a large London agency where I focused mostly on branding campaigns across Facebook. However, I decided that I wanted to specialise more in performance marketing and moved to a specialist agency where I spent nearly 7 years leading large Paid Search accounts.\u003C\u002Fp>\n\u003Cp>My role at Impression revolves around operations and processes within the department, striving to drive innovation and efficiency to help our clients grow faster.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I once did a cycle across Uganda for charity, and managed to not get eaten by a lion.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I enjoy lots of sports and activities, with climbing being my most recent obsession.\u003C\u002Fp>\n",[1439],{"page":1440,"link_text":1443},{"ID":1441,"post_author":16,"post_date":1442,"post_date_gmt":1442,"post_content":5,"post_title":1443,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":1444,"to_ping":5,"pinged":5,"post_modified":1445,"post_modified_gmt":1445,"post_content_filtered":5,"post_parent":23,"guid":1446,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":1447},169,"2020-12-17 10:02:30","Paid Media","paid-media","2026-06-15 15:58:53","\u002F?page_id=169","\u002Fpaid-media\u002F",{"ID":1449,"id":1449,"title":1450,"filename":1451,"filesize":23,"url":1452,"link":1453,"alt":5,"author":44,"description":5,"caption":5,"name":1454,"status":46,"uploaded_to":23,"date":1455,"modified":1455,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":1456},7376,"Mike-Wickham","Mike-Wickham.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&q=90","\u002Fmike-wickham-3\u002F","mike-wickham-3","2021-06-24 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