[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002Fpage\u002F10":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":186,"head_links":189,"breadcrumbs":174,"posts":193,"pages":169,"head":1475},"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":170},"\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 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Norledge’s posts",{"data":100,"pages":169},[101,114,125,136,148,159],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","Brighton SEO: Lionel Kappelhoff – Beyond Technical SEO","\u003Cp>How to deal with Rankbrain and AI in SEO Lionel starts with a quick reminder of how a search engine works – discover, organise and rank. AI provides realtime reranking. Google consumes as much energy as San Francisco annually to do this, which takes a lot of their resources. Crawl budget is extremely important to Google […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrighton-seo-lionel-kappelhoff-beyond-technical-seo\u002F","2022-02-07T16:48:31",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FaxzILXKE-050720211625520608_00100dPORTRAIT_00100_BURST20180427115350495_COVER-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":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":102,"title":115,"excerpt":116,"to":117,"postedAt":106,"readingTime":118,"image":119,"authors":120,"category":122},"How To Manage Status Codes For Out Of Stock Products","\u003Cp>Large ecommerce sites have products coming in and out of stock constantly. For SEO, this offers a challenge of how we are going to handle this. There are many different ways that stock can come and go: A product has been removed permanently from the shop A product is temporarily out of stock A product […]\u003C\u002Fp>\n","\u002Fblog\u002Fmanage-status-codes-stock-products\u002F",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FhwoHuVbh-050720211625520670_status-codes.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[121],{"name":4,"image":111},{"to":123,"name":124},"\u002Fblog\u002Fcategory\u002Fecommerce\u002F","Ecommerce",{"type_key":102,"title":126,"excerpt":127,"to":128,"postedAt":106,"readingTime":129,"image":130,"authors":131,"category":133},"Digital Marketing for Kickstarter","\u003Cp>What is Kickstarter? Kickstarter is the world’s largest crowdfunding platform. Founded in 2009, there have since been over 140,000 fully funded projects on the platform (a number that rises each day), with over $3.6 billion (£2.5 billion) raised in pledges from almost 15 million different backers. The platform sells itself as a way to fund […]\u003C\u002Fp>\n","\u002Fblog\u002Fdigital-marketing-for-kickstarter\u002F",14,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyX2rxJbo-050720211625520671_samantha-gades-540989-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[132],{"name":4,"image":111},{"to":134,"name":135},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":102,"title":137,"excerpt":138,"to":139,"postedAt":140,"readingTime":141,"image":142,"authors":143,"category":145},"Human-centred content for a tech-addicted world","\u003Cp>Earlier this month I wrote a blog post on the need for better quality content in marketing. That topic ties into a wider concern that January’s headlines have brought back into the spotlight: the role of technology in our lives. Specifically, the harmful effects of technology like smartphones and related products like Facebook, both of […]\u003C\u002Fp>\n","\u002Fblog\u002Fcreating-content-tech-addicted-world\u002F","2022-02-07T16:48:32",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fss6epCF7-050720211625521236_pexels-photo-541522-scaled.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[144],{"name":4,"image":111},{"to":146,"name":147},"\u002Fblog\u002Fcategory\u002Fcontent\u002F","Content",{"type_key":102,"title":149,"excerpt":150,"to":151,"postedAt":140,"readingTime":152,"image":153,"authors":154,"category":156},"What is Google Analytics Intelligence?","\u003Cp>Google Analytics Intelligence is an umbrella term that refers to a number of different features within Analytics. All of these features are powered by machine learning and are designed to turn your website’s data into actionable insights without any additional human input. For the purposes of understanding what Google Analytics Intelligence is and how we […]\u003C\u002Fp>\n","\u002Fblog\u002Fgoogle-analytics-intelligence\u002F",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F7xKas82b-050720211625521689_carlos-muza-84523-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[155],{"name":4,"image":111},{"to":157,"name":158},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":102,"title":160,"excerpt":161,"to":162,"postedAt":163,"readingTime":164,"image":165,"authors":166,"category":168},"Let’s stop writing terrible content","\u003Cp>Content is king,’ said everyone in SEO in 2017…and 2016…and 2015. I imagine that the vast majority of the SEO community has taken this mantra on board and incorporated it into their strategies. This is a good thing. Except when it’s not. The problem is that, while everyone in SEO is producing content, not everyone is producing good content. […]\u003C\u002Fp>\n","\u002Fblog\u002Fstop-writing-terrible-content\u002F","2022-02-07T16:48:33",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FmcrMUNM9-050720211625522090_charles-deluvio-453868-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[167],{"name":4,"image":111},{"to":113,"name":18},"13",{"type":171,"style":172,"title":173,"heading":4,"intro":10,"services":12,"breadcrumbs":174,"photo":56,"social":186},"author","dark","Meet the Team",[175,178,181,184],{"path":176,"name":177},"\u002F","Home",{"path":179,"name":180},"\u002Fabout\u002F","About Us",{"path":182,"name":183},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":185,"name":4},null,{"twitter":187,"linkedin":188},"https:\u002F\u002Ftwitter.com\u002FNorledgeCharlie","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fcharlie-norledge-97984099\u002F",[190],{"rel":191,"href":192},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F",[194,521,713,905,1096,1287],{"id":195,"date":196,"date_gmt":196,"guid":197,"modified":106,"modified_gmt":106,"slug":199,"status":19,"type":102,"link":105,"title":200,"content":201,"excerpt":204,"author":205,"featured_media":206,"comment_status":207,"ping_status":207,"sticky":203,"template":5,"format":208,"meta":209,"categories":210,"collections":212,"coauthors":217,"class_list":219,"acf":228,"head_links":229,"breadcrumbs":230,"url_path":105,"search_description":237,"featured_image_urls":238,"authors":273,"type_nicename":284,"reading_minutes":107,"category":285,"yoast_title":287,"yoast_meta":288,"yoast_json_ld":342,"_links":472},3781,"2018-04-27T09:50:35",{"rendered":198},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fbrighton-seo-lionel-kappelhoff-beyond-technical-seo\u002F","brighton-seo-lionel-kappelhoff-beyond-technical-seo",{"rendered":103},{"rendered":202,"protected":203},"\u003Ch2 id=\"how-to-deal-with-rankbrain-and-ai-in-seo\">How to deal with Rankbrain and AI in SEO\u003C\u002Fh2>\n\u003Cp>Lionel starts with a quick reminder of how a search engine works – discover, organise and rank. AI provides realtime reranking. Google consumes as much energy as San Francisco annually to do this, which takes a lot of their resources.\u003C\u002Fp>\n\u003Cp>Crawl budget is extremely important to Google – how much will it cost to crawl your website’s pages?\u003C\u002Fp>\n\u003Ch2 id=\"how-do-you-organise-a-crawl-effectively\">How do you organise a crawl effectively?\u003C\u002Fh2>\n\u003Cp>Prioritise URLs according to your important pages. Schedule important pages first. Optimise the way that Google will discover and crawl those pages. Desktop and mobile crawlers are not necessarily going to discover your pages in the same way.\u003C\u002Fp>\n\u003Cp>Analyse your log files to discover how frequently your site is being crawled. It is much better to use these than to use third party tools and data. CReate alerts when crawl frequencies drop or increase. Log files are the only accurate source of data.\u003C\u002Fp>\n\u003Cp>Algorithms use variables to decide how often to crawl, but what are they? They decide to crawl based on technical quality, popularity, semantic scores and user behaviours.\u003C\u002Fp>\n\u003Cp>Internal metrics like page quality make a difference, as do external metrics like backlinks.\u003C\u002Fp>\n\u003Cp>Once indexed, Google scores your pages to rank them – we know that various factors affect this.\u003C\u002Fp>\n\u003Cp>Artificial Intelligence is involved at multiple stages of the process. Machine learning is an iterative process used to improve AI functionality.\u003C\u002Fp>\n\u003Ch2 id=\"what-about-rankbrain\">What about RankBrain?\u003C\u002Fh2>\n\u003Cp>A query will match with Google’s knowledge base, but RankBrain determines how satisfied users are with the results that are returned. If users don’t appear to be satisfied, RankBrain will reshuffle the rankings to try and improve satisfaction.\u003C\u002Fp>\n\u003Cp>Help Googlebot understand what your site is talking about and help it to see the right pages in the right places.\u003C\u002Fp>\n\u003Cp>Page Importance is a query-independent score based on the quality of information within a certain page. Look at the patent to find out more, but it’s basically a score for each and every page. One factor is Google’s PageRank metric.\u003C\u002Fp>\n\u003Cp>Internal PR, sitemap inclusion, the file type of the page, quality and spread of anchor text, number of words, duplication ratio and the importance of the parent page are all key factors in determining page importance.\u003C\u002Fp>\n\u003Cp>Google doesn’t like to keep digging too far into a site, so you need to position the most important sections of the site closer to the home page.\u003C\u002Fp>\n\u003Cp>We also know that higher word counts improve rankings and improve Google’s crawl ratio.\u003C\u002Fp>\n\u003Cp>We should also pay attention to internal PageRank, of which internal links are an important part. We can use Search Console to give us some information to help us see what Google might consider to be more important.\u003C\u002Fp>\n\u003Cp>Google is also sensitive to click through rates and bounce rates. Lower BR = more bot hits. Better CTR = better ranking positions.\u003C\u002Fp>\n\u003Cp>Remember, priority pages should be linked 1-2 clicks away from the home page – no more! Focus on the content and the way it’s being delivered. Your page needs to be informative, developed and FAST. Page performance is key, so do whatever you can to improve it.\u003C\u002Fp>\n\u003Cp>We know that Google classifies intent based on navigational, transactional and informational – Google behaves differently for different intents. For transactional, work on brand, product info and informative content on product pages.\u003C\u002Fp>\n\u003Cp>Informational pages need to include a lot of good linking signals and clear named entities.\u003C\u002Fp>\n\u003Cp>Navigational queries are served with good semantic optimisation, as well as trust and citation flow signals.\u003C\u002Fp>\n\u003Cp>Word embeddings is a term of language modelling and learning that RankBrain uses – it is part of the foundation of RankBrain and is concerned with the relationships between words, which are mapped onto mathematical vectors. Each entity and content is vectorised, which is a way of computing these verbal relationships. Google can then evaluate the distance between two concepts. For each entity Google knows all the context that it should be able to see around it. What words are normally used with it? What sentences does it appear in? Etc.\u003C\u002Fp>\n\u003Cp>Google uses concepts to understand concrete queries.\u003C\u002Fp>\n\u003Cp>You need to look at semantically related content on your site and how it’s interlinked.\u003C\u002Fp>\n\u003Ch2 id=\"in-summary\">In summary…\u003C\u002Fh2>\n\u003Cp>Crawling, indexing, ranking and reranking is all based on ML principles.\u003C\u002Fp>\n\u003Cp>Never forget that AI models are still algorithms. You can manipulate them if you know the signals they are looking for. Remember to follow crawl budget with your logs as well!\u003C\u002Fp>\n\u003Cp>Make users want to come back by manipulating CTR and BR.\u003C\u002Fp>\n",false,{"rendered":104,"protected":203},19,8131,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":203,"footnotes":5},[211],1,[213],{"id":214,"name":215,"path":216},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[218],109,[220,102,221,222,223,224,225,226,227],"post-3781","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-brighton-seo",[],[],[231,232,235,236],{"path":176,"name":177},{"path":233,"name":234},"\u002Fblog\u002F","Blog",{"path":113,"name":18},{"path":185,"name":103},"How to deal with Rankbrain and AI in SEO Lionel starts with a quick reminder of how a search engine works – discover, organise and rank. AI provides realtime reranking. Google consumes as much energy as San Francisco annually to do this, which takes a lot of their resources. 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For SEO, this offers a challenge of how we are going to handle this. There are many different ways that stock can come and go:\u003C\u002Fp>\n\u003Col>\n\u003Cli>A product has been removed permanently from the shop\u003C\u002Fli>\n\u003Cli>A product is temporarily out of stock\u003C\u002Fli>\n\u003Cli>A product has expired but should remain on the website\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>These are the 3 typical situations where a status code may be necessary to ensure best practice SEO. Each of these three examples will need to be handled in a different way and doing this at scale can be time-consuming and will need a solid status code strategy in place to deal with them.\u003C\u002Fp>\n\u003Ch2 id=\"product-has-been-removed-permanently-from-the-shop\">Product has been removed permanently from the shop\u003C\u002Fh2>\n\u003Cp>When a product has been removed from a shop this will often create a 404 straight away. This acts as a dead-end to the website and will waste valuable crawl budget along with providing poor UX. For maximum SEO benefit, we need to review placing out of stock products as a 404 straight away. There a few things that we have to review before we go straight for a 404:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Does this page have any backlinks?\u003C\u002Fli>\n\u003Cli>Does this page rank for keywords?\u003C\u002Fli>\n\u003Cli>Is this page receiving organic traffic?\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>If the answer to any of the above is \u003Cu>yes\u003C\u002Fu> then a blanket 404 would get rid of all of the SEO value that the page is carrying straight away. There needs to be a much more measured approach.\u003C\u002Fp>\n\u003Ch3 id=\"301-redirect\">301 Redirect\u003C\u002Fh3>\n\u003Cp>This is where we would look at implementing a RELEVANT 301 redirect through to a similar page. Often people will decide to redirect the product back to category\u002Fhomepage but this provides very poor UX and can cause a soft-404 to come through in search console.\u003C\u002Fp>\n\u003Cp>If the page is ranking for keywords and receiving organic traffic then a 404 would also get rid of that straight away and is likely to increase the bounce rate of the site and affecting the UX. Implementing the most relevant 301 redirect would mean the newly redirected to product page would have the best chance at taking the original position in the SERPs.\u003C\u002Fp>\n\u003Cp>So to summarise when removing an out of stock product there needs to be a few questions you ask before deciding on how to manage the status codes:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>What is the most relevant page I can redirect this too?\u003C\u002Fli>\n\u003Cli>Does this page have any SEO ranking signals such as backlinks or keywords? If yes then 301 redirect it to its most relevant page to avoid soft-404’s\u003C\u002Fli>\n\u003Cli>If the page has no SEO value then 404 and wait for it to drop out of the index naturally\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>\u003Cu>Example\u003C\u002Fu>\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Flatspot tackles this issue by redirecting any out of stock products to the most relevant main category page. By looking at Flatspot’s backlink profile in ahrefs we can see all the links that are pointing towards redirected pages which illustrates this.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3741\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FtAQZ39QA-ahrefs-example.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1098\" height=\"133\">\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FnLTXx0Pa-flatspot-example.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"743\" height=\"418\">\u003C\u002Fp>\n\u003Cp>The fashion website Highsnobiety has a link going through to a product page within Flatspot’s website which then redirects back to the main ‘Nike SB’ category.\u003C\u002Fp>\n\u003Cp>This is a great example of preserving SEO value of a product page and ensuring that the 301 redirect goes to the most relevant page.\u003C\u002Fp>\n\u003Ch3 id=\"410-gone\">410 Gone\u003C\u002Fh3>\n\u003Cp>If you wish to be very granular then you can provide a 410 status code for a product if it’s permanently removed. A 410 means ‘gone’, this shows a deliberate act by the webmaster to tell a search engine that this resource has been removed an won’t be coming back. Many webmasters will choose to 410 a 404 after around a month or so after it’s dropped off the index.\u003C\u002Fp>\n\u003Ch2 id=\"product-has-gone-temporarily-out-of-stock\">Product has gone temporarily out of stock\u003C\u002Fh2>\n\u003Cp>Many sites will have products which will go in and out of stock for various reasons, we don’t want to add any status codes to these products as the pages will eventually become fully ecommerce again soon. These are more UX considerations but there is things we can put in to place to get maximum value.\u003C\u002Fp>\n\u003Ch3 id=\"capture-a-users-details\">Capture a user’s details\u003C\u002Fh3>\n\u003Cp>If a product goes out of stock, you need to make sure you’re capturing a user’s information to inform them when it comes back in stock. A simple box letting a user enter their email to a list which drops them a message when it comes back in stock should suffice.\u003C\u002Fp>\n\u003Cp>Routeone.co.uk have a clear CTA which lets a user fill out their details for when a product is coming back in stock.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3743\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fq16JvCIA-stussy-example.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"608\" height=\"303\">\u003C\u002Fp>\n\u003Ch3 id=\"offer-similar-products\">Offer similar products\u003C\u002Fh3>\n\u003Cp>Rather than just a flat ‘out of stock’ message, you should try and suggest some similar products to a user. This will avoid high bounces rates and keep users engaged with your site and lead to that all important conversion.\u003C\u002Fp>\n\u003Cp>\u003Cu>\u003Cstrong>Example\u003C\u002Fstrong>\u003C\u002Fu>\u003Cbr \u002F>\nSunglasses.co.uk keep their product pages as 200 but have an ‘customers who bought’ section which gives users a chance to continue through the website by showing other products that people who purchased the sunglasses had bought.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3744\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FSDDyWlQY-sunglasses-example.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1184\" height=\"342\">\u003C\u002Fp>\n\u003Ch3 id=\"show-out-of-stock-in-structured-data\">Show ‘Out of Stock’ in structured data\u003C\u002Fh3>\n\u003Cp>You can edit your structured data to show the product as out of stock\u003C\u002Fp>\n\u003Cp>http:\u002F\u002Fschema.org\u002Favailability\u003C\u002Fp>\n\u003Cp>This is a great way to tell search engines directly that the product is out of stock, hooking this into your ecommerce functionality is a quick way of managing this.\u003C\u002Fp>\n\u003Ch3 id=\"make-it-clear-that-the-product-is-out-of-stock\">Make it clear that the product is out of stock\u003C\u002Fh3>\n\u003Cp>Nothing is more frustrating than going on to a product page, looking at the images and selecting your size only to find out a tiny red box saying ‘out of stock’ at the bottom. It needs to be abundantly clear to the user straight away that the product is out of stock.\u003C\u002Fp>\n\u003Ch3 id=\"push-the-out-of-stock-product-to-the-bottom-of-the-category\">Push the out of stock product to the bottom of the category\u003C\u002Fh3>\n\u003Cp>If you implement some logic within your categories to put out of stock products at the end this will give a much stronger user experience and will prevent a customer from having the scroll through pages of out of stock items before they can find one in stock they want to purchase.\u003C\u002Fp>\n\u003Ch2 id=\"a-product-has-expired-but-wants-to-remain-on-the-website\">A product has expired but wants to remain on the website\u003C\u002Fh2>\n\u003Cp>This is the rarest situation than the previous two but it’s one that does crop up from time to time. An example of this would be a high-ticket item that only had a few in stock or the product is still used for PR purposes.\u003C\u002Fp>\n\u003Cp>When this occurs it’s best to move the product to a ‘hall of fame’ area of the website which acts as an archive of products that are out of stock but it is a reference for any old information and will preserve any backlink equity. This will need a 301 redirect from the old product URL to the new archive section.\u003C\u002Fp>\n\u003Cp>\u003Cu>\u003Cstrong>Example\u003C\u002Fstrong>\u003C\u002Fu>\u003Cbr \u002F>\nA great example of this is the Yeezy 350 Boost V2’s which will never be in stock for longer than a couple of hours but will continue to drive organic traffic. Let’s see how JD Sports deal with this:\u003C\u002Fp>\n\u003Cp>JD rank at position #2 for the term ‘Yeezy Boost 350’ which will have a huge amount of search volume. The first thing we can see straight away is they are using the correct structured data markup to show a user that the product is out of stock.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3745\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F9N3Jo30N-yeezy-serps.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"613\" height=\"131\">\u003C\u002Fp>\n\u003Cp>This will give a great user experience as your visiting the site under no illusions that you will find the trainers in stock.\u003C\u002Fp>\n\u003Cp>When you land on the page you receive a popup which clearly lets you know it’s out of stock and tries to redirect you round to the the ‘latest’ category. This makes sense to a user as people looking for Yeezy’s will often want to have the latest fashion, these types of decisions are what makes a solid out of stock strategy!\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3746\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FnNi9gCIh-jd-popup.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"987\" height=\"807\">\u003C\u002Fp>\n\u003Cp>They also use very clear visuals to show that no sizes are available to yet again hammer home the point these trainers aren’t in stock.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3747\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FvpHhC2xc-jd-out-of-stock.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"441\" height=\"160\">\u003C\u002Fp>\n\u003Ch2 id=\"summary\">Summary\u003C\u002Fh2>\n\u003Cp>It’s not a complicated science on managing your status codes but it’s something that needs common sense and a bit of thought put into it to make sure you’re not harming your search engine visibility. Some of the key takeaways from the above points:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>When 301 redirecting always redirect to the most relevant page and not just the homepage to avoid soft 404’s\u003C\u002Fli>\n\u003Cli>Always review if a page has any backlinks or keywords attached to it before making a decision to 404\u003C\u002Fli>\n\u003Cli>Provide a great user experience to someone finding out the product they’re after is out of stock. Make it clear and offer alternatives such as mailing lists and a related products section\u003C\u002Fli>\n\u003Cli>404’s aren’t always a bad thing, they are best practice if used correctly!\u003C\u002Fli>\n\u003C\u002Ful>\n",{"rendered":116,"protected":203},8138,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":533,"_yoast_wpseo_metadesc":5,"inline_featured_image":203,"footnotes":5},"How To Manage Out of Stock Products For SEO Benefit | Impression",[535,211],59,[],[218],[539,102,221,222,223,224,225,540,226],"post-3740","category-ecommerce",[],[],[544,545,546,547],{"path":176,"name":177},{"path":233,"name":234},{"path":123,"name":124},{"path":185,"name":115},"Large ecommerce sites have products coming in and out of stock constantly. For SEO, this offers a challenge of how we are going to handle this. There are many different ways that stock can come and go: A product has been removed permanently from the shop A product is temporarily out of stock A product 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id=\"what-is-kickstarter\">What is Kickstarter?\u003C\u002Fh2>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.kickstarter.com\">Kickstarter\u003C\u002Fa> is the world’s largest crowdfunding platform. Founded in 2009, there have since been over 140,000 fully funded projects on the platform (a number that rises each day), with over $3.6 billion (£2.5 billion) raised in pledges from almost 15 million different backers.\u003C\u002Fp>\n\u003Cp>The platform sells itself as a way to fund creative projects, which is borne out by the stats. The top 5 categories with the most successfully funded projects are music, film & video, games, publishing and art.\u003C\u002Fp>\n\u003Cp>Crowdfunding is a popular way for individuals and businesses to raise money for a product that hasn’t been made yet by accepting pledges of varying amounts from backers. On Kickstarter, backers pledge a certain amount of money towards a project and are rewarded at a level appropriate for their pledge. Typically, projects offer a pledge level that offers the main product as a reward for close to RRP.\u003C\u002Fp>\n\u003Cp>It’s sort of like a pre-order system, with the money often collected before the product has been completely finalised, but normally once some amount of development has been carried out.\u003C\u002Fp>\n\u003Cp>Kickstarter has had an astonishing impact on many industries. I’m most familiar with it through my tabletop gaming hobby – an industry that’s been completely transformed by Kickstarter. Many creators are now using the platform to fund their more ambitious projects, which often become the most desirable products in the industry. I’ve also seen several music artists that I follow leaving behind the traditional record label production methods to go completely self-funded through the platform.\u003C\u002Fp>\n\u003Cp>However, the catch is that creators must set a funding goal and they won’t receive any money if they don’t reach that goal (though there’s no limit to how far over it they can go). In fact, over 60% of all projects fail. Because of this, it’s essential that creators are able to drum up enough support from backers to reach their funding goal. In the vast majority of cases, serious marketing and promotion efforts are needed to create the buzz that leads to financial support. We’ll look at a few different Kickstarter digital marketing techniques in this article.\u003C\u002Fp>\n\u003Ch2 id=\"marketing-before-the-launch\">Marketing before the launch\u003C\u002Fh2>\n\u003Cp>The most important takeaway from this article is that you simply cannot afford to wait until the campaign’s launch to start marketing. But before you do anything else, you have to know your target market.\u003C\u002Fp>\n\u003Ch3 id=\"identify-your-potential-backers\">Identify your potential backers\u003C\u002Fh3>\n\u003Cp>Who will back your project? Hopefully you had some kind of audience in mind before committing to a Kickstarter campaign, but you’ll need to go even more granular if you want to work out a marketing strategy. The primary question you need to ask is this: how will I reach the people in my target market in such a way that they can be convinced to pledge?\u003C\u002Fp>\n\u003Cp>To answer this question, you’ll need to break it down further:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>What social channels do potential backers use?\u003C\u002Fli>\n\u003Cli>What media do they consume?\u003C\u002Fli>\n\u003Cli>What voices do they listen to in my industry?\u003C\u002Fli>\n\u003Cli>What is it about my product that will draw them in?\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Turning these questions into a successful strategy is all about working out what value your product offers your audience and understanding how to communicate that value in a way that they’ll pay attention to, which is what we’ll look at over the course of this article.\u003C\u002Fp>\n\u003Ch3 id=\"setting-up-a-website\">Setting up a website\u003C\u002Fh3>\n\u003Cp>While your Kickstarter campaign page is going to be crucial to the success of your project, it’s important not to ignore the benefits of creating your own website as well. If you’re part of a business that sells other products or you know that people are actively searching for terms relating to your project, a website is even more crucial.\u003C\u002Fp>\n\u003Cp>While Kickstarter pages are great, they’re limited in their functionality. Having a website lets you build up your information and communicate in such a way that truly reflects your brand. It also allows you to build your own landing pages for any paid campaigns and gives you a platform that you can continue to use once the Kickstarter project finishes. We don’t have the space to go into it here, but doing some research into \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> is a great way to understand how to turn your website into a great asset for digital marketing.\u003C\u002Fp>\n\u003Ch3 id=\"work-hard-to-build-up-your-brand\">Work hard to build up your brand\u003C\u002Fh3>\n\u003Cp>If you, your business or spokespeople within it have social followings already, you should take full advantage of them in the weeks before the launch. If you don’t have an existing social presence, it’s a good idea to create one. Facebook pages, Twitter feeds, Instagram accounts and even Reddit profiles can be great ways of reaching potential backers and the platform you focus on should be the one your audience engages with the most. Reddit is great for projects that fit into a hobby, while Instagram is perfect if your product has a strong visual element. Just get your in front of your target audience as early as possible.\u003C\u002Fp>\n\u003Ch3 id=\"build-a-list-of-promotional-contacts\">Build a list of promotional contacts\u003C\u002Fh3>\n\u003Cp>When your campaign launches you’ll want to drive as many potential backers to that Kickstarter page as possible, and word of mouth is a powerful tool to accomplish this goal. If you can get relevant media outlets and industry personalities to cover your project, you’ll reach a much higher number of people than you would on your own. I’ve personally been influenced by this kind of strategy – I chose to back two crowdfunding projects I’ve supported this year after hearing their creators talk about them on podcasts that I enjoy listening to on a regular basis.\u003C\u002Fp>\n\u003Cp>To build your list, note down all the outlets you’ll want to approach by using your knowledge of the industry and by keeping tabs on the publications appearing regularly on social feeds and Google News (set up Google Alerts for your key phrases to do so). Along with the name of the outlet, try to find email contact information for them – the more specific, the better. You want to be looking for outlets that your audience respects and journalists\u002Fpersonalities that regularly talk about products like yours.\u003C\u002Fp>\n\u003Ch3 id=\"explore-the-possibility-of-a-pre-launch-paid-campaign\">Explore the possibility of a pre-launch paid campaign\u003C\u002Fh3>\n\u003Cp>Emailing potential supporters is one of the easiest ways to engage them, but actually getting their email addresses can be tricky. If organic social media isn’t drumming up enough support on its own, social advertising could be an avenue to consider. Adverts can take users through to an email sign-up page with the promise of giving subscribers insider updates about the project.\u003C\u002Fp>\n\u003Cp>If social advertising is an avenue you want to explore, consider running smaller tests to see what works before committing to a full ad campaign. In addition, try to be as targeted as possible with your adverts, as Kickstarter tends to appeal to early adopters, fans and hobbyists who are committed to their niche. As a final note, we wouldn’t recommend paid search unless you have a very compelling reason to invest in it.\u003C\u002Fp>\n\u003Ch2 id=\"what-to-do-when-the-campaign-is-live\">What to do when the campaign is live\u003C\u002Fh2>\n\u003Cp>The main thing to be doing while your campaign is live is to be talking about it as much as you physically can. Talk to everyone from your family and friends, to the people who have already backed it, to media personalities in your industry. You need your project to be at the forefront of everyone’s minds.\u003C\u002Fp>\n\u003Ch3 id=\"running-a-digital-pr-campaign\">Running a digital PR campaign\u003C\u002Fh3>\n\u003Cp>As soon as your campaign launches it’s time to act on the outreach list you collated in advance. To do so, craft compelling, personalised emails to everyone to get them interested in covering your product. Remember, they don’t care that another random Kickstarter has launched, they care about products that their audience will find interesting – that’s the message you have to give them! The message should also be tailored for the publication. Be aware of the kinds of stories they cover and the formats they cover them in. For example, if you’re reaching out to podcasters you might want to explore the possibility of an interview on their show (if they do interviews). Alternatively, review sites are probably going to want to a review copy of your product, even if it’s still a prototype. There’s no substitute for doing your research and being as thoughtful as possible in your outreach.\u003C\u002Fp>\n\u003Cp>We offer a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR service\u003C\u002Fa> that is perfect for this kind of campaign if you don’t have the time or experience yourself.\u003C\u002Fp>\n\u003Ch3 id=\"engaging-your-backers\">Engaging your backers\u003C\u002Fh3>\n\u003Cp>As important as your outreach is, don’t forget about keeping in touch with the people who have already expressed an interest in your campaign or actually backed it. Getting these people as excited as possible is a great way to get them to do your promotion for you. The power of reviews and testimonials are well attested in digital marketing and your backers’ excitement will have the same kind of function for your Kickstarter campaign.\u003C\u002Fp>\n\u003Cp>Stretch goals are an additional incentive to your backers. Kickstarter allows creators to include quality upgrades or additions that are unlocked at various funding levels beyond the base goal. A stretch goal could be anything from an additional track on an album to higher quality components in a board game, but their real power is in giving backers a reason to spread the word and get other backers on board, as doing so means they’re likely to get more value out of their pledge.\u003C\u002Fp>\n\u003Cp>Regular updates for your backers are just as important as stretch goals, if not more so. Giving updates every day or every couple of days about the projects’ progress is a great way to keep your backers engaged even after they’ve made their initial pledge. Like stretch goals, regular emails can build hype within your community and remind them of the benefits of getting others involved, whether that’s to push the project towards its primary goal or to unlock stretch goals.\u003C\u002Fp>\n\u003Ch3 id=\"paid-advertising-for-the-campaigns-duration\">Paid advertising for the campaign’s duration\u003C\u002Fh3>\n\u003Cp>Whether or not you carried out paid advertising to gather emails before the launch, it might be worth considering paid advertising again when the campaign is live. Of course, you’ll have to set a realistic budget to make sure that a paid campaign will be profitable for you, but social media advertising can be great at driving people from your target audience to your campaign page. It may also be worth your while to run a remarketing campaign to target people who have expressed an interest in your product in the past so that you don’t lose their interest. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.kickstarter.com\u002Fcampus\u002Fquestions\u002Fusing-ads-to-promote-kickstarter-analytics-tracking\">This thread\u003C\u002Fa> might give you some more ideas.\u003C\u002Fp>\n\u003Cp>There are a lot of variables to consider if you want to run a successful paid campaign. Impression’s \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC team\u003C\u002Fa> can help you run a campaign if you need expert support.\u003C\u002Fp>\n\u003Ch2 id=\"maintaining-brand-loyalty-after-the-campaign\">Maintaining brand loyalty after the campaign\u003C\u002Fh2>\n\u003Cp>It’s tempting to think that the hard marketing work is over once you reach your funding goal, but you can get more from your project if you don’t rest on your laurels. Maintaining engagement with your backers can turn them into loyal customers for the future, and also help you to maintain a buzz ahead of any retail release you might be planning. Keeping up regular emails – perhaps every fortnight or every month – is one of the easiest and least time-consuming ways to do this. On a purely practical level, emails will often be necessary to manage the fulfilment of your campaign, but you have so much scope to use them more creatively.\u003C\u002Fp>\n\u003Cp>Ultimately, the number of resources you put into marketing once your project has finished should take into account whether or not you have a general release planned or future projects in the works.  If your Kickstarter project is going to be a one-off, there’s no need to invest much into marketing once it’s been successful. However, if you do plan to do more you should treat the campaign as an important piece of a larger puzzle, rather than the end in itself. You should turn your attention to optimising your website and preparing for online sales (if that’s part of your strategy) and on keeping people engaged with your wider business, rather than just the one product.\u003C\u002Fp>\n\u003Ch2 id=\"kickstarter-successes-how-did-they-do-it\">Kickstarter successes – how did they do it?\u003C\u002Fh2>\n\u003Cp>While the majority of successful Kickstarter projects raise between $1000 and $9999, every now and then a project comes along that performs astonishingly well. For the remainder of this article, I’ll look at two of the most successful Kickstarters ever: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.kickstarter.com\u002Fprojects\u002Felanlee\u002Fexploding-kittens\">Exploding Kittens\u003C\u002Fa>, a card game that came from nowhere to rake in a staggering $8.8 million in pledges from 219,382 backers, and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.kickstarter.com\u002Fprojects\u002Fgetpebble\u002Fpebble-time-awesome-smartwatch-no-compromises\">Pebble Time\u003C\u002Fa>, a smartwatch and the product with the highest ever final total – $20.3 million – from 78,471 backers. So how did they do it?\u003C\u002Fp>\n\u003Ch3 id=\"exploding-kittens\">Exploding Kittens\u003C\u002Fh3>\n\u003Cp>Three years on from its groundbreaking campaign, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.kickstarter.com\u002Fprojects\u002Felanlee\u002Fexploding-kittens\">Exploding Kittens\u003C\u002Fa> still holds the record for the most backers ever for a single campaign. Its collection of almost 220,000 pledges is a full 64,456 people bigger than the next best offering, helping them raise a total that was 880 times larger than their funding goal. A number of marketing strategies combined to make this possible.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Making the most of their social following\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>All three of the game’s creators had noteworthy social followings, but the joint personalities of co-designer Elan Lee and artist Matthew Inman helped give the game a substantial initial boost. Inman was known for his popular webcomics, while Lee was a personality within the video gaming community, having worked on the first XBox and Halo game. The two of them leveraged their fan-bases at the earliest opportunity to bring in an initial surge of support that saw the game hit its funding goal within hours.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Turning backers into advocates\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>The real genius in the Exploding Kittens Kickstarter was in turning the founders’ social followings into a genuine community that gave the game much greater reach than the creators could ever have achieved on their own. The team gamified Kickstarter’s stretch goal structure, giving their community achievements to accomplish if they wanted stretch goals, rather than unlocking these goals at different funding levels. The achievements included creating a Wikipedia page for the game, posting selfies with goats and reaching certain numbers of backers. These achievements gave the campaign a life of its own on social media, ensuring that numbers kept rising even late into the campaign (Kickstarter projects normally receive the large majority of their funds in the early stages). You might not be able to emulate this campaign exactly, but the idea of turning backers into spokespeople for your campaign is one worth exploring for any project.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Build a consistent brand\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Underlying all of the campaign’s social media and PR messaging was a consistent, well-researched brand. Humour was at the core of the game, and everything they did had a touch of the ridiculous. From the imagery that went with the campaign, to the excellent video, to the interviews given by the creators, there was a consistent sense of a product that was fun, family-friendly and designed to bring people together. These values resonated with their target market and were maintained throughout the campaign, across all channels. All Kickstarter creators can learn from this marketing strategy, however different from Exploding Kittens their brand’s voice might actually be.\u003C\u002Fp>\n\u003Ch3 id=\"pebble-time\">Pebble Time\u003C\u002Fh3>\n\u003Cp>Unlike Exploding Kittens, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.kickstarter.com\u002Fprojects\u002Fgetpebble\u002Fpebble-time-awesome-smartwatch-no-compromises\">Pebble Time\u003C\u002Fa> was a product from an established brand that had already seen record-breaking Kickstarter success with their first generation of smartwatch. Off the back of that original campaign, which raked in $10.2 million, the internationally renowned company launched the campaign for the Pebble Time watch, which still holds the record for the most funded project ever at $20.3 million.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Using Kickstarter as a marketing tool\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>For Pebble, Kickstarter itself was as much a marketing tool as any of the strategies we’ve looked at in this article. The Kickstarter was a way to raise hype for the product months before its general release, as well as bringing in some more cash. The campaign ensured that the product would be in people’s minds ahead of the retail release, which meant that even if people didn’t back it, they might consider purchasing one in the future. In this way, the project fulfilled the double goal of giving early adopters a way to buy it as soon as possible and giving people further up the funnel more awareness of the brand and its key selling points.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Well-planned digital PR strategy\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Pebble’s Kickstarter page shows the work they put into digital PR before the launch. They’ve linked to articles from Forbes, Gizmodo and Fast Company, and mentioned features in other publications like the Verge and the Next Web. These features not only lend credibility to the campaign itself, but it’s likely that they also brought a lot of new people to the campaign page who wouldn’t have seen it otherwise. Their campaign page shows the value of engaging in PR prior to the campaign’s launch, though it’s tricky to do so without an established product\u002Fbrand (which Pebble had) as you run the risk of not actually having a worthwhile story to pitch to media outlets.\u003C\u002Fp>\n\u003Ch2 id=\"more-tips-from-kickstarter\">More tips from Kickstarter\u003C\u002Fh2>\n\u003Cp>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.kickstarter.com\u002Fhelp\u002Fhandbook\u002Fpromotion?ref=handbook_index\">Promotion handbook\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.kickstarter.com\u002Fblog\u002Fhow-to-get-press-and-spread-the-word-about-your-kickstarter-proj?ref=promohb\">How to get press coverage\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.kickstarter.com\u002Fblog\u002Fbefore-you-launch-build-a-list?ref=promoblog\">Building an outreach list\u003C\u002Fa> \u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",{"rendered":127,"protected":203},8139,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":725,"_yoast_wpseo_metadesc":726,"inline_featured_image":203,"footnotes":5},"Digital Marketing for Kickstarter - Tips & Examples | Impression","Kickstarter is an important platform for many businesses operating in creative industries, and good marketing is the key to a successful campaign. Find out how to draw backers to your products with Impression's in-depth guide.",[728],39,[],[218],[732,102,221,222,223,224,225,733],"post-3721","category-digital-marketing",[],[],[737,738,739,740],{"path":176,"name":177},{"path":233,"name":234},{"path":134,"name":135},{"path":185,"name":126},{"thumbnail":742,"medium":743,"medium_large":745,"large":747,"1536x1536":749,"2048x2048":751,"post-thumbnail":753,"12_col":755,"default_landscape":757,"default_portrait":759,"6_col_and_margin_short":761,"11_col_and_margin":763,"9_col_rectangle":765,"11_col":767,"staff_image_696_600":769,"rectangular_thumbnail":771},{"url":130,"width":240,"height":240},{"url":744,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyX2rxJbo-050720211625520671_samantha-gades-540989-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=134&q=90&w=200",{"url":746,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyX2rxJbo-050720211625520671_samantha-gades-540989-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=513&q=90&w=768",{"url":748,"width":247,"height":248},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyX2rxJbo-050720211625520671_samantha-gades-540989-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":750,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyX2rxJbo-050720211625520671_samantha-gades-540989-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1025&q=90&w=1536",{"url":752,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyX2rxJbo-050720211625520671_samantha-gades-540989-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1367&q=90&w=2048",{"url":754,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyX2rxJbo-050720211625520671_samantha-gades-540989-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":756,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyX2rxJbo-050720211625520671_samantha-gades-540989-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":758,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyX2rxJbo-050720211625520671_samantha-gades-540989-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":760,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyX2rxJbo-050720211625520671_samantha-gades-540989-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":762,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyX2rxJbo-050720211625520671_samantha-gades-540989-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":764,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyX2rxJbo-050720211625520671_samantha-gades-540989-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":766,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyX2rxJbo-050720211625520671_samantha-gades-540989-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":768,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyX2rxJbo-050720211625520671_samantha-gades-540989-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":770,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyX2rxJbo-050720211625520671_samantha-gades-540989-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":772,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyX2rxJbo-050720211625520671_samantha-gades-540989-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[774],{"id":205,"path":275,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":775},{"full_bio":10,"job_title":11,"specialist_service_links":776,"photo":781},[777,779],{"page":778,"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":780,"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":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this month I wrote a blog post on \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fstop-writing-terrible-content\u002F\">the need for better quality content\u003C\u002Fa> in marketing. That topic ties into a wider concern that January’s headlines have brought back into the spotlight: the role of technology in our lives. Specifically, the harmful effects of technology like smartphones and related products like Facebook, both of which are never far from the public eye.\u003C\u002Fp>\n\u003Cp>The crux of the issue is this: content publishes – brands, news sites, blogs, etc. – are all competing to gain our attention and time. By competing in this way, they are contributing to the increasingly recognised phenomenon of consumer addiction to our smartphones, social feeds and media sites.\u003C\u002Fp>\n\u003Cp>This is the question I want to address: how do brands create engaging, responsible content in an environment where consumers’ attention is increasingly divided \u003Cem>and \u003C\u002Fem>there are popular calls to spend less time looking at a screen? It’s a complex question that doesn’t have an easy answer, but I’ll try to unpack it before offering some practical considerations for those of us trying to create great content for businesses.\u003C\u002Fp>\n\u003Cp>I should also mention that I’m using ‘content’ as a short-hand to refer mostly to informational content – the kind you see in blogs and advice sections. Good sales content (think, service pages) is also vital, but is generally positioned a little differently in the ‘attention economy’ as it’s less likely that a user will stumble across it while browsing a social feed or looking for non-commercial information. Some of the principles apply to both, but good sales content deserves a blog post all of its own (watch this space).\u003C\u002Fp>\n\u003Ch2 id=\"increasing-awareness-of-tech-addiction\">Increasing awareness of tech addiction\u003C\u002Fh2>\n\u003Cp>January’s tech and marketing headlines have been dominated by the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wired.com\u002Fstory\u002Ffacebooks-adam-mosseri-on-why-youll-see-less-video-more-from-friends\u002F\">unfolding saga of Facebook’s News Feed\u003C\u002Fa>. The TL;DR of this issue is that posts from a user’s friends will be valued over content from brands and publishers by Facebook’s News Feed algorithms. We’ve already talked about what this means for marketers \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Ffacebook-declining-reach\u002F\">here\u003C\u002Fa>. Alongside this issue, stories have also emerged of some of Apple’s shareholders calling for the company to respond to concerns regarding its \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Ftechnology\u002F2018\u002Fjan\u002F08\u002Fapple-investors-iphone-addiction-children\">contribution to ‘iPhone addiction.’\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>But Facebook isn’t the only addictive platform out there and people are increasingly coming to understand the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fhackernoon.com\u002Finstagrams-billion-dollar-mind-trick-internal-triggers-873dae511021\">addictiveness of Instagram\u003C\u002Fa> and the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmedium.com\u002F@jamesbridle\u002Fsomething-is-wrong-on-the-internet-c39c471271d2\">dangers posed by YouTube’s suggestion algorithm\u003C\u002Fa>. Responsibility for the impact of tech on human society is shared by creators of both software and hardware.\u003C\u002Fp>\n\u003Cp>Comments on this issue are coloured by exaggeration and misinformation, but there are some thoughtful voices that should make us take note. James Williams, an Oxford researcher and winner of the Nine Dots prise for an essay on ‘freedom and persuasion in the attention economy’ is just one person \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fconnection.domain7.com\u002Fredesigning-technology-to-serve-people-not-ads-b9ff95820175\">arguing for an approach to tech that is human-centred rather than ad-centred\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>That’s not to say ads are inherently evil – they’re an important source of traffic and revenue for many of our clients \u003Cem>and\u003C\u002Fem> they allow us to have access to a lot of great tech for free – but something’s gone wrong when ads are prioritised over human well-being.\u003C\u002Fp>\n\u003Cp>For those of us in marketing who care at least a little bit about other human beings, it’s worth taking the time to consider how our actions for our clients or employers might be contributing to smartphone addiction and other detrimental side-effects.\u003C\u002Fp>\n\u003Ch2 id=\"what-are-we-trying-to-achieve-with-content\">What are we trying to achieve with content?\u003C\u002Fh2>\n\u003Cp>I believe that there is a business case for making out content human-centred, because the goals human-centred content and the goals of good commercial content align:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Human-centred content \u003Cstrong>adds value to the consumer\u003C\u002Fstrong>; they put time in and get something worthwhile out. Content that consistently adds value will keep readers coming back and create a positive association with your brand.\u003C\u002Fli>\n\u003Cli>Human-centred content \u003Cstrong>fulfils its promises\u003C\u002Fstrong>. It’s not clickbait with a misleading title and it’s not a page created purely for SEO purposes that a human’s going to click on and bounce off within a second of the page loading.\u003C\u002Fli>\n\u003Cli>Human-centred content is \u003Cstrong>created with proper ideation\u003C\u002Fstrong>, planning and skilful writing, which ensures that it is relevant for your audience and drawing in traffic that is likely to convert. You might get site visitors with your clickbait, but good luck getting customers.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Content as part of a brand’s marketing strategy exists to help people along the funnel from awareness of your brand to becoming a customer. It may do this by creating awareness in the first place, by introducing readers to different applications of your products, or by highlighting different problems that your products and services can help to solve. But no matter what stage of the conversion funnel the reader of a particular piece is in, good content will give them a good impression of the brand. In an online environment where building trust at the earliest possible stage is essential, content can show off your business’s expertise in a way that nothing else really can.\u003C\u002Fp>\n\u003Ch2 id=\"balancing-clicks-with-wider-goals\">Balancing clicks with wider goals\u003C\u002Fh2>\n\u003Cp>The Holy Grail for content writers and marketers is creating something that draws in visitors who will go on to become customers, whether in their first session or a future one. Gaining clicks is half the battle, but oftentimes we make it the sole focus.\u003C\u002Fp>\n\u003Cp>The temptation is to do everything we can to win the click: create a perfect headline for social media, hyper-optimise metadata and keyword targeting for organic visibility, add eye-catching graphics, etc. There’s nothing wrong with any of these tactics \u003Cem>per se\u003C\u002Fem>, but when there’s nothing more to your content, it’s going to fall flat. Even if the content exists primarily for link building rather than conversions, it still needs these human factors to make it link-worthy. After all, whether your main goal is conversions, links or brand visibility, someone somewhere along the line is going to have to decide your content is actually \u003Cem>good. \u003C\u002Fem>If people decide that your brand is doing nothing more than contributing to the maelstrom of vapid chaff out there on people’s social feeds, they’re going to move on in an instant. Good luck achieving any other objectives when that happens!\u003C\u002Fp>\n\u003Ch2 id=\"content-that-attracts-attention-and-adds-value\">Content that attracts attention and adds value\u003C\u002Fh2>\n\u003Cp>Now we’re getting to the more constructive part of this article. In order to fulfil any\u003Cem> \u003C\u002Fem>commercial goals \u003Cem>and \u003C\u002Fem>take into account the desires of a human user, good content needs to do two things:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Attract attention (whether that’s from search, social feeds, an email to a publication or some other medium).\u003C\u002Fli>\n\u003Cli>Add value to the reader\u002Fviewer.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>We know what attracts attention, but what adds value? Speaking very generally, there are two main ways to add value:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Entertain the consumer\u003C\u002Fli>\n\u003Cli>Inform the consumer\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Not all content has to be informative to add value; people are always happy to put a few minutes into something that gives them enjoyment. The thing to be careful of, as a brand, is that entertaining content can often be so far removed from your products and services that it won’t necessarily achieve conversion goals. What it can do, however, is attract links and shares, which are both great for awareness in different ways. It’s important is to take a minute during the ideation process to check that entertaining content is actually going to have the desired business effect. This involves having a specific audience in mind and setting goals for the content to achieve. Tangible goals could be traffic to a particular page, email sign-ups for remarketing, or links from certain domains. Having social shares as a goal is an example of something that might validate your idea, but not necessarily translate into commercial success.\u003C\u002Fp>\n\u003Cp>The other way you can add value is to provide a consumer with new information, or with old information packaged in a new way that helps them think about a topic from a novel angle. Informative content can be easier to get right than entertaining content, as it’s easier to judge what your audience doesn’t know as opposed to what will make them laugh. Informative content could be a long article that goes into a lot of depth on a topic, it could be an overview that summarises something broader, or it could be a creative presentation of facts and data. There are different ways to package it, but whatever you decide on needs to show the consumer something that they haven’t seen before. Originality is your best friend when it comes to informative content. A well-maintained blog is a perfect example of this. Within the digital marketing industry, sites like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Fblog\">Moz\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fahrefs.com\u002Fblog\u002F\">Ahrefs\u003C\u002Fa> are leading the way with informative content that adds value.\u003C\u002Fp>\n\u003Ch2 id=\"understand-your-audience\">Understand your audience\u003C\u002Fh2>\n\u003Cp>Whatever content you create, you need to understand the audience it’s targeted at. Without a proper consideration of targeting, your content will either fail to add value or fail to add value to people who are interested in your brand (be they publishers or consumers). Whatever you do, don’t say that your target audience is ‘everyone.’\u003C\u002Fp>\n\u003Cp>Content for everyone is content for no one.\u003C\u002Fp>\n\u003Cp>In the majority of content campaigns, your broadest target audience should be the target audience for your business. The main exception to this rule would be thought leadership content, which is aimed at your industry peers and establishes you and\u002For your brand as a leader in that field.\u003C\u002Fp>\n\u003Cp>However, most content will need a more specific audience. As an example, I was recently proposing an article to a client who sells decorating products (paints, tools etc.). While the client’s broad audience is everyone interested in decorating, including everyone from home DIYers and tradespeople, a blog article is highly unlikely to satisfy everyone on that spectrum. For this particular blog, I proposed aiming it at home DIYers who have some general experience, but need some specific, in-depth advice for a more specialised job.\u003C\u002Fp>\n\u003Cp>Another example would be some content we created as a project for a company that offers mortgage advice online. We wanted a broad appeal, but you can’t really create a successful content campaign that appeals to anyone who might want a mortgage, so we focused our efforts on first-time buyers in their 20s and 30s to achieve coverage for the tool we created. This narrows down our focus and enabled us to come up with a concrete strategy.\u003C\u002Fp>\n\u003Ch2 id=\"create-content-in-line-with-your-brands-personality\">Create content in line with your brand’s personality\u003C\u002Fh2>\n\u003Cp>In addition to creating content for a specific audience, it also needs to be consistent with your brand’s personality if it’s ever going to help move people along the conversion funnel. One of our favourite examples of a brand doing this incredibly well is Innocent, with their personality and content \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Finnocent\u002F\">displayed gloriously on Twitter\u003C\u002Fa>. I would argue that their whole Twitter feed is a constantly-updated example of brand-consistent content, but one small example would be one of their famous graphs:\u003C\u002Fp>\n\u003Cblockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n\u003Cp lang=\"en\" dir=\"ltr\">Nothing like a board game to really bring the family together at Christmas time. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002FsKtHqyPdcH\">pic.twitter.com\u002FsKtHqyPdcH\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>— innocent drinks (@innocent) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Finnocent\u002Fstatus\u002F945610148361527296?ref_src=twsrc%5Etfw\">December 26, 2017\u003C\u002Fa>\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>\u003Cscript async src=\"https:\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" charset=\"utf-8\">\u003C\u002Fscript>\u003C\u002Fp>\n\u003Cp>Though board games are tenuously (if at all) related to their products, Innocent has consistently portrayed itself as a fun-loving, family-friendly corporate entity on Twitter that it can get away with posting random content like this and delight an audience that appreciates the light, witty humour. I’ll happily look at the Innocent Twitter account in my own time, and I regularly buy their smoothies, which I believe is down to the overwhelmingly positive associations I have with the brand.\u003C\u002Fp>\n\u003Cp>Informative content can also be consistent with your brand. Something as far removed from Innocent as a law firm that outputs high-quality insight on recent cases and legal news will build up a reputation for itself as a thoughtful, knowledgeable leader in the field, something that is invaluable in a profession largely built on trust.\u003C\u002Fp>\n\u003Ch2 id=\"limitations-breed-creativity\">“Limitations breed creativity”\u003C\u002Fh2>\n\u003Cp>Taking this attitude into your content strategies will help you at every stage. While big ideas can be helpful at the very earliest stage, you need to set concrete restrictions early on to allow your idea to truly shine for both commercial and human goals. These restrictions include:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Any requirements set by a client (these should be in place from the start of the project).\u003C\u002Fli>\n\u003Cli>Target audience\u003C\u002Fli>\n\u003Cli>Brand personality\u003C\u002Fli>\n\u003Cli>Tangible goals\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Within these parameters, you’ll be able to focus on creating content that works. Of course, things don’t go perfectly all the time, but having a framework in mind to guide the process will help you create high-quality content that’s going to hit the mark more often than not.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",{"rendered":138,"protected":203},8166,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":203,"footnotes":5},[918],38,[],[218],[922,102,221,222,223,224,225,923],"post-3600","category-content",[],[],[927,928,929,930],{"path":176,"name":177},{"path":233,"name":234},{"path":146,"name":147},{"path":185,"name":137},"Earlier this month I wrote a blog post on the need for better quality content in marketing. That topic ties into a wider concern that January’s headlines have brought back into the spotlight: the role of technology in our lives. Specifically, the harmful effects of technology like smartphones and related products like Facebook, both of 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Analytics Intelligence is an umbrella term that refers to a number of different features within Analytics. All of these features are powered by machine learning and are designed to turn your website’s data into actionable insights without any additional human input.\u003C\u002Fp>\n\u003Cp>For the purposes of understanding what Google Analytics Intelligence is and how we can use it effectively, we can group the different features into two categories: \u003Cem>insight \u003C\u002Fem>and \u003Cem>conversion\u003C\u002Fem>.\u003C\u002Fp>\n\u003Ch2 id=\"the-insights-features\">The ‘insights’ features\u003C\u002Fh2>\n\u003Cp>The insight features can be found in the Analytics Intelligence sidebar that you can access by clicking on the blue logo in the top right of your Analytics window. These features provide ways of accessing different data quickly. The two different tools are:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>Answers\u003C\u002Fstrong>: you can ask a question like ‘why did my traffic change today?’ or ‘which browser do most of my visitors use?’ and Analytics Intelligence will source a graph or table that gives you your answer. It also has suggested questions to try.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Insights: \u003C\u002Fstrong>even without being asked questions, Analytics Intelligence will display insights from your data that it predicts will be useful to you.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"the-conversion-features\">The ‘conversion’ features\u003C\u002Fh2>\n\u003Cp>These features can’t be found all in one place and don’t have any functional connection to each other. The reason I’ve grouped them like this is that they all predict how likely your site’s visitors are to convert in a future session, albeit in different ways. These features are:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>Smart Goals: \u003C\u002Fstrong>if you’re currently unable to measure conversions from AdWords clicks, Smart Goals identifies which sessions are the most likely to lead to conversions, so that you can use this information to optimise your ads instead. Smart Goals needs to be linked to your AdWords data and only affects PPC efforts.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Smart Lists: \u003C\u002Fstrong>Analytics Intelligence identifies users that are likely to convert in their next session and compiles this information into a ready-made remarketing list. According to Google, it’s designed to give marketers a successful \u003Cem>start\u003C\u002Fem> to remarketing. It’s not designed to provide permanent help.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Session Quality: \u003C\u002Fstrong>A report within Analytics for sites that have at least 1000 monthly ecommerce conversions. It provides a score that helps webmasters to identify how close different users are to making a purchase.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Conversion Probability: \u003C\u002Fstrong>A dimension (conversion probability) and metric (average conversion probability) that provide an estimate of how likely different users are to convert in the next 30 days.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"how-does-analytics-intelligence-work\">How does Analytics Intelligence work\u003C\u002Fh2>\n\u003Cp>Before we dive into further applications, we need to take a step back and look at the principles behind how these features work. They are powered by machine learning, which, at its most basic level, is a way of getting a machine to crunch large volumes of data in response to a problem and spit out what it thinks is the \u003Cem>most likely\u003C\u002Fem> solution. There are a few different examples of this at play in Analytics Intelligence:\u003C\u002Fp>\n\u003Col>\n\u003Cli>\u003Cstrong>Natural language understanding\u003C\u002Fstrong> is foundation of the answers feature. Using Google’s vast natural language databases and new data from Analytics users, Analytics Intelligence can take a question that could be phrased in any number of different ways and return the data that it has decided will be most likely to satisfy the intent behind the question. For the SEO folks reading this, this is a small scale application of the kind of machine learning we see in RankBrain.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Predictions based on your activity \u003C\u002Fstrong>powers the Insights feature, where Analytics highlights trends and data it predicts that you’ll be interested in. The insights that it provides will become more useful the more you use Analytics. There is also a feedback ‘yes\u002Fno’ option for both insights and answers that help refine the algorithm further.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Predictions based on site visitor data \u003C\u002Fstrong>is the core of all of the ‘conversion’ features mentioned above. All of Analytics’ scores and predictions about who will convert in the future come from an analysis of existing user data. The more data you have, the more accurate the predictions will be.\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Ch2 id=\"analytics-intelligences-inherent-limitations\">Analytics Intelligence’s inherent limitations\u003C\u002Fh2>\n\u003Cp>Given that Analytics Intelligence uses the basic principles of machine learning, it’s no surprise that it’s also subject to the same limitations. There are two things that you have to bear in mind when evaluating the usefulness of Analytics Intelligence: data quality and programmer bias.\u003C\u002Fp>\n\u003Ch3 id=\"data-quality\">Data quality\u003C\u002Fh3>\n\u003Cp>“Machine learning algorithms are only as good as their data,” is a phrase that you’ll very quickly come across in some form if you read into machine learning or AI. It’s a fundamental limitation inherent in the way machine learning works. These programs use training data to understand trends and inform the predictions they can make. If they have a lot of high-quality training data, they’ll make more accurate predictions. If their sample size is small or even worse, not representative of the wider data, their predictions will also be skewed and inaccurate.\u003C\u002Fp>\n\u003Cp>This is why many of the Analytics Intelligence features, especially in the conversion bracket, require a certain number of visitors or conversions before they provide data. Any lower than the minimum threshold and the AI insights just aren’t useful. Even if you meet that minimum, you should bear in mind that the smaller your data set is, the less you should trust Analytics Intelligence. In any case, you should approach the information the conversion features give you with healthy skepticism, especially if they seem off based on your business experience.\u003C\u002Fp>\n\u003Cp>The issue of data quality is also why the features in the insight category come with the option to select whether or not the data presented was useful – this provides additional data beyond what the algorithm can gather from your browsing patterns.\u003C\u002Fp>\n\u003Ch3 id=\"programmer-bias\">Programmer bias\u003C\u002Fh3>\n\u003Cp>While I wouldn’t expect this to be as much of an issue for machine learning features dedicated to this kind of task (as opposed to more sensitive subject areas), we need to remember that machine learning is not yet at the level where the AI can decide for itself all the different factors to take into account. Programmers still need to set the algorithm up in such a way that it can filter useful and not useful information and variables.\u003C\u002Fp>\n\u003Cp>Thus, what the Analytics Intelligence features deem to be important when calculating conversion stats or showing you insights will be, at least in part, determined by what they were programmed to look for. Google is, of course, going to get a lot of that right, but, for different businesses and industries, it might not be 100% on the money.\u003C\u002Fp>\n\u003Cp>The crux of the matter is that you shouldn’t prioritise Analytics Intelligence over your own experience. It’s not that clever (yet).\u003C\u002Fp>\n\u003Ch2 id=\"using-google-analytics-intelligence\">Using Google Analytics Intelligence\u003C\u002Fh2>\n\u003Cp>Even with those caveats mentioned above, the various features offered by Google Analytics Intelligence can be very helpful. At the very least, they provide a new way to access data that we might not have come across ourselves. At their best, they can inform our strategies and help make both paid and organic marketing efforts more successful.\u003C\u002Fp>\n\u003Ch3 id=\"smart-goals-and-smart-lists\">Smart Goals and Smart Lists\u003C\u002Fh3>\n\u003Cp>These features are particularly useful if you’re setting up various paid campaigns, whether that’s an initial PPC campaign or a remarketing campaign further down the line. The data provided by Analytics Intelligence can point you in the right direction, giving you something to build upon as you gather data and practical experience. If you have a lot of experience running paid campaigns, or you’ve been running campaigns for a while, it’s likely that you can use the data at your disposal to make more comprehensive lists and strategies anyway.\u003C\u002Fp>\n\u003Ch3 id=\"session-quality-and-conversion-probability\">Session quality and conversion probability\u003C\u002Fh3>\n\u003Cp>In general, the best way to use the information provided by these features is to evaluate it alongside all the other information you have available. It would be a mistake to assume that these estimates are 100% accurate, but not as big a mistake as it would be to ignore them completely. Given that the figures produced by Analytics Intelligence are drawn from user engagement data, you can see them as a summary of the performance of a particular channel or demographic. They are helpful in identifying trends and in showing you the areas of the site that are the least likely to convert visitors. In this way, these figures can inform your strategy and give you areas to focus on in future PPC, SEO and CRO efforts.\u003C\u002Fp>\n\u003Ch3 id=\"insights-and-answers\">Insights and answers\u003C\u002Fh3>\n\u003Cp>The features within the insight category are most useful for giving webmasters quick access to data that’s otherwise hard to find or produce. They can also give a snapshot overview of trends that you should be aware of within your own data. The insights and answers produced may not always be exactly what you’re looking for, but they should improve with use and if you give feedback. These features can highlight areas to focus on in reports and strategies and can increase the breadth of data that you’re aware of going forward.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cem>What’s your experience with Google Analytics Intelligence? Was it helpful, or is human insight always better? Let us know in the comments!\u003C\u002Fem>\u003C\u002Fp>\n",{"rendered":150,"protected":203},8169,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":203,"footnotes":5},[1109],41,[],[218],[1113,102,221,222,223,224,225,1114],"post-3549","category-measurement",[],[],[1118,1119,1120,1121],{"path":176,"name":177},{"path":233,"name":234},{"path":157,"name":158},{"path":185,"name":149},"Google Analytics Intelligence is an umbrella term that refers to a number of different features within Analytics. All of these features are powered by machine learning and are designed to turn your website’s data into actionable insights without any additional human input. 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is king,’ said everyone in SEO in 2017…and 2016…and 2015.\u003C\u002Fp>\n\u003Cp>I imagine that the vast majority of the SEO community has taken this mantra on board and incorporated it into their strategies. This is a good thing.\u003C\u002Fp>\n\u003Cp>Except when it’s not.\u003C\u002Fp>\n\u003Cp>The problem is that, while everyone in SEO is producing content, not everyone is producing \u003Cem>good \u003C\u002Fem>content. That means our sites, our clients’ sites, our newsfeeds and Google’s SERPs are filling up with stuff that no one really wants to read.\u003C\u002Fp>\n\u003Cp>If we want to shake the persisting misconception that SEO is a bit shady and weird, let’s start by putting content out there that’s actually useful for \u003Cem>people\u003C\u002Fem>.\u003C\u002Fp>\n\u003Ch2 id=\"why-content-is-important\">\u003Cstrong>Why content is important\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>I’m taking it as a given that content is important. I think most people reading this will assume that as well, but I’ll briefly say why I’m making this assumption. Understanding why content is important is crucial if we want to understand how to make it good.\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Flibrary\u002Fgoogle\u002Fgoogle-panda-update\">Google Panda\u003C\u002Fa> was the big wake-up call for SEO. The impact of this seismic shift in Google’s algorithm can still be felt in 2018. This update was Google’s statement to the world that content has to be of a certain standard – pumping out ‘thin’ content (more on this in the next section) to target every keyword you can think of wasn’t going to cut the mustard anymore.\u003C\u002Fp>\n\u003Cp>Panda is one of many updates that exists to make search better for humans. Think of it like this: Google wants search results to reflect the results that you would choose to put in the top 10 if you had the time to sift through Google’s index. Content is a \u003Cem>big \u003C\u002Fem>part of that. The guiding principle behind Panda – and now all the content we produce – is that the internet and all its content exists for human consumption.\u003C\u002Fp>\n\u003Ch2 id=\"why-bad-content-still-exists\">\u003Cstrong>Why bad content still exists\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>Google’s dream to make search as human-friendly as possible doesn’t mean they’ve achieved their Utopia of SERPs full of good content. Instead, what I see more and more is bad content disguised as good.\u003C\u002Fp>\n\u003Cp>Content can still be bad even if it looks appealing to Google. You can nail keyword density, TF;IDF (term frequency; inverse document frequency) and a good word count and still produce content that adds 0 value to the life of a human reader.\u003C\u002Fp>\n\u003Cp>While the copy on a category or product page doesn’t need to reinvent the wheel, copy produced for blog posts and guest posts should be of a high standard. Informational content needs to actually \u003Cem>inform\u003C\u002Fem> the reader.\u003C\u002Fp>\n\u003Cp>Take off your SEO hat for a second and put on your human hat. Imagine you’re searching for ‘how to fix a leaking pipe’, which has about 100 searches a month, according to Ahrefs.\u003C\u002Fp>\n\u003Cp>What you want to see is expert advice informed by professional experience that is jargon-free and easy to follow. What you \u003Cem>don’t \u003C\u002Fem>want to see is vague, empty words that are impeccably optimised but useless in every practical way.\u003C\u002Fp>\n\u003Cp>This type of content is everywhere. There are millions of ‘guides’ that do nothing more than regurgitate quality content into a well-optimised, half-understood package.\u003C\u002Fp>\n\u003Cp>So we return to the question in the heading of this section: why does it exist? I believe that it exists because it’s the fastest way to create content that’ll rank well. Why spend 3 hours talking through a subject with a client and writing up their ideas when you could cut the research time and bash out something generic in an hour or less that’ll rank just as well?\u003C\u002Fp>\n\u003Ch2 id=\"the-case-for-good-content\">\u003Cstrong>The case for good content\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>My case for good content is made up of three arguments: current data; future trends; and an appeal to your humanity (or at least, your desire to see good content when you’re reading stuff online). I hope you’ll find at least one of them compelling.\u003C\u002Fp>\n\u003Ch3 id=\"current-trends-the-importance-of-user-engagement\">Current trends: the importance of user engagement\u003C\u002Fh3>\n\u003Cp>In a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002FWebSummitHQ\u002Fvideos\u002F1595553910510647\u002F\">talk at the end of 2017\u003C\u002Fa>, Rand Fishkin mentioned something that interests me a great deal: rankings are being personalised not just by location (as we’ve all seen) but increasingly by things like your \u003Cem>search history and browsing behaviour\u003C\u002Fem>.\u003C\u002Fp>\n\u003Cp>I’ve seen this myself by comparing the results that I get for keywords that I’ve searched a lot in the past (normally because they’re a focus for a client) with the results that a colleague who doesn’t work on that client sees. Our location is the same, it’s only our behaviour data that changes. My results were very different to his.\u003C\u002Fp>\n\u003Cp>SERPs now seem to be affected by the pages that we’ve spent a lot of time on, with preferential treatment given to sites we’ve previously engaged with. If this trend becomes more pronounced, SEOs will need to do everything we can too attract visitors and keep them on the site. The best way to do this is good content.\u003C\u002Fp>\n\u003Cp>Not content that users click on, send a hit to Google Analytics and leave straightaway, but content that causes them to spend more time on the site and maybe click around a bit or bookmark it for the future. Long form blog posts, practical how-tos, good video, and interactive content are all valid ways of achieving this. A 500 post full of fluff won’t do you any favours.\u003C\u002Fp>\n\u003Ch3 id=\"planning-for-the-future\">Planning for the future\u003C\u002Fh3>\n\u003Cp>The most sustainable approaches in SEO are future-proof. Buying links by the hundred in 2004 might have worked for a while, but ultimately the value disappeared (or worse, your site got slapped with a penalty) and you had to start again from scratch. Similarly, I believe that Google will keep getting better at recognising good, useful content, which will lead to value-less content losing its impact (regardless of how on point your keyword targeting is).\u003C\u002Fp>\n\u003Cp>I’m confident that this will happen in the future because the trend has been clear up to now. Every major update has been about making Google harder to manipulate and better for humans. As the search giant incorporates more human signals into its ranking algorithms and RankBrain gets better at working out what individual searchers are looking for.\u003C\u002Fp>\n\u003Cp>Here’s the crux: bad content might and probably \u003Cem>will \u003C\u002Fem>bring less value in the future.  Good content – content that matches users’ intent, meets users’ needs and engages users – is never going to be punished.\u003C\u002Fp>\n\u003Ch3 id=\"an-appeal-to-your-humanity-and-common-sense-theres-enough-rubbish-out-there-already\">An appeal to your humanity (and common sense) – there’s enough rubbish out there already\u003C\u002Fh3>\n\u003Cp>If you haven’t been convinced by proper marketing arguments, then take off that SEO hat again and stick your human hat back on. Think about the content publishers that you follow on Facebook and Twitter – the ones whose content you actually enjoy. It’s that kind of content that the internet needs more of, not rubbish produced to fool Google. And who’s in the perfect position to improve content online? You are.\u003C\u002Fp>\n\u003Cp>The bottom line is that SEO is \u003Cstrong>not just about rankings\u003C\u002Fstrong>. Rankings are simply the means to an end, which is the ultimate goal of more conversions and loyal customers. Bad content might help rankings but it does nothing to promote the goals that provide the actual ROI. Good content, on the other hand, can be a powerful tool in this regard.\u003C\u002Fp>\n\u003Ch2 id=\"how-to-write-good-content\">\u003Cstrong>How to write good content\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>If you’re still with me, thank you! It’s taken me over 1000 words just to get this far, so I’m not going to tack a whole writing masterclass onto the end of this article. Instead, I’m going to finish with 3 principles for good content that anyone can put into practice, whether you consider yourself a good writer or not:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Write about interesting topics\u003C\u002Fli>\n\u003Cli>Find a new angle\u003C\u002Fli>\n\u003Cli>Speak to the experts\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 id=\"write-about-interesting-topics\">Write about interesting topics\u003C\u002Fh3>\n\u003Cp>This is the first, and most important step, that should be considered for every blog article, guest post or content marketing piece you create in the future. \u003Cstrong>Write something that your audience \u003Cem>wants \u003C\u002Fem>to read about\u003C\u002Fstrong>. And just matching a title to a long tail keyword doesn’t count.\u003C\u002Fp>\n\u003Cp>By all means, use keyword research to choose the broad focus, but make sure your article is actually interesting to consumers. If you optimise all the metadata but the article is terrible, congratulations! You’ve just written clickbait. Your starting point should be working out what your target audience wants to read. Keyword research is a part of this, but it’s not enough to carry good content.\u003C\u002Fp>\n\u003Ch3 id=\"find-a-new-angle\">Find a new angle\u003C\u002Fh3>\n\u003Cp>A surefire way to make content valuable to human readers is to say something new. You don’t have to come up with an argument or idea that no one’s thought of before, but what you should be looking for is a new take on a topic or a new way of presenting information that communicates something valuable to a reader.\u003C\u002Fp>\n\u003Cp>Rand’s talk, linked to above, is a great analogy for this. The data and many of the ideas in the talk weren’t new, but by presenting them in the way he did and adding insights that came from personal experience, he made a piece of content that was interesting, compelling and unique. We can’t all go on stage and speak like Rand, but we \u003Cem>can \u003C\u002Fem>create written or visual content that achieves the same thing within whatever topic area we’re concerned with.\u003C\u002Fp>\n\u003Ch3 id=\"speak-to-the-experts\">Speak to the experts\u003C\u002Fh3>\n\u003Cp>Expert opinions and comments can turn a written article from generic fluff to genuinely useful insight. The good news is that if you’re working in-house or with clients (if not, where \u003Cem>are \u003C\u002Fem>you working?) you have industry experts around the corner or at the other end of an email conversation.\u003C\u002Fp>\n\u003Cp>There’s a reason that news shows get experts on for interviews – their comments add weight to pretty much any relevant story. If you’re struggling to think of what to say on a topic, this is the perfect course of action. 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