[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002Fpage\u002F11":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":178,"head_links":181,"breadcrumbs":166,"posts":185,"pages":161,"head":1364},"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":162},"\u003Cp>Director, Head of SEO. Joined Impression in 2015.\u003C\u002Fp>\n\u003Cp>My background is in web development but I moved away from this when I decided that I wanted a more customer-facing role. I wanted the opportunity to be able to apply my expertise and also deal with clients directly and technical SEO allowed me to do this.\u003C\u002Fp>\n\u003Cp>Day to day, I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nSpeaking at Brighton SEO! I’ve delivered a talks and training on structured data and \u003Ca href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI enjoy surfing and Skiing (although living in the midlands isn’t good for this!)\u003C\u002Fp>\n","Director, Head of SEO",[13,29],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},35,"98","2020-03-12 15:02:03","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":30,"link_text":33},{"ID":31,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":15,"guid":36,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":37},57,"2020-03-12 15:49:37","Technical SEO","technical-seo","2025-10-28 09:41:49","\u002F?page_id=57","\u002Fseo\u002Ftechnical-seo\u002F",{"ID":39,"id":39,"title":40,"filename":41,"filesize":23,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":23,"date":47,"modified":48,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":55},8558,"Charlie-Norledge","jVjBhz1i-Charlie-Norledge.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&q=90","\u002Fcharlie-norledge\u002F","12","charlie-norledge","inherit","2021-07-15 16:28:10","2021-10-11 10:06:22","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":56,"thumbnail-width":57,"thumbnail-height":57,"medium":58,"medium-width":59,"medium-height":60,"medium_large":61,"medium_large-width":62,"medium_large-height":63,"large":64,"large-width":65,"large-height":66,"1536x1536":67,"1536x1536-width":68,"1536x1536-height":69,"2048x2048":70,"2048x2048-width":71,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":54,"default_portrait":81,"default_portrait-width":54,"default_portrait-height":80,"6_col_and_margin_short":82,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":83,"11_col_and_margin-width":84,"11_col_and_margin-height":78,"9_col_rectangle":85,"9_col_rectangle-width":86,"9_col_rectangle-height":87,"11_col":88,"11_col-width":89,"11_col-height":78,"staff_image_696_600":90,"staff_image_696_600-width":53,"staff_image_696_600-height":54,"rectangular_thumbnail":91,"rectangular_thumbnail-width":92,"rectangular_thumbnail-height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[95],{"acf_fc_layout":96,"reduced":97,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":98,"posts":99},"author_posts",true,"Charlie Norledge’s posts",{"data":100,"pages":161},[101,114,125,136,145,154],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","Understanding (and optimising for) the Google app feed","\u003Cp>The Google app’s feed was introduced globally across Android and iOS devices between July and October this year. If you’re not familiar with it, it’s Google’s take on the news feed: a series of stories that you’re (supposedly) interested in. With the feed joining voice search and other Google search formats (Images, News, etc.) as […]\u003C\u002Fp>\n","\u002Fblog\u002Funderstanding-optimising-google-feed\u002F","2022-02-07T16:48:33",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FGva3mSkd-050720211625522239_Screenshot_20171206-112318.png?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},"Digital marketing 2037: the future of our industry","\u003Cp>As a well-meaning marketer pointed out to me on Twitter, 2037 is a long time away in the world of tech. How many people could have predicted the world of 2017 back in 1997? Probably not many, though I think some would have been on the money with a perceptive guess here and there. So […]\u003C\u002Fp>\n","\u002Fblog\u002Fdigital-marketing-2037-future-hold-industry\u002F",22,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FG9QtYOK3-050720211625522615_virtual-reality-1802469_1920.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[121],{"name":4,"image":111},{"to":123,"name":124},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":102,"title":126,"excerpt":127,"to":128,"postedAt":129,"readingTime":130,"image":5,"authors":131,"category":133},"E-Commercial 2017: Ways social media can support your ecommerce business – Paul Ince","\u003Cp>People say social media’s not about selling. But what do business owners want? Sales! The first thing to understand is that everything in social needs an image. Even stock images can make a big difference. The way marketing works is changing. It’s become much more human; much more personal. How can you personalise social media […]\u003C\u002Fp>\n","\u002Fblog\u002Fe-commercial-2017-ways-social-media-can-support-ecommerce-business-paul-ince\u002F","2026-04-09T12:56:05",7,[132],{"name":4,"image":111},{"to":134,"name":135},"\u002Fblog\u002Fcategory\u002Fecommerce\u002F","Ecommerce",{"type_key":102,"title":137,"excerpt":138,"to":139,"postedAt":140,"readingTime":141,"image":5,"authors":142,"category":144},"E-Commercial 2017: Removing customer assumptions with data – Elliot Kemp","\u003Cp>Elliot Kemp is lead consultant at Push, a PPC specialist agency. Data should be the core of all digital marketing moving forward. You can’t make bricks without clay – you can’t do digital marketing without data. More and more data is the key to making digital marketing succeed. Elliot is presenting a new strategy at […]\u003C\u002Fp>\n","\u002Fblog\u002Fe-commercial-2017-removing-customer-assumptions-data-elliot-kemp\u002F","2025-02-11T15:54:37",6,[143],{"name":4,"image":111},{"to":123,"name":124},{"type_key":102,"title":146,"excerpt":147,"to":148,"postedAt":149,"readingTime":150,"image":5,"authors":151,"category":153},"E-Commercial 17: Measuring Complex Customer Journeys – Sabrina Garufi (Google)","\u003Cp>Sabrina Garufi is an agency development manager at Google, talking about how we can measure complex customer journeys. Sabrina started by using the analogy of how we got to the conference. We all walked through the door, so should urban planners put all their resources into making pavements? No. Because people drove or came on […]\u003C\u002Fp>\n","\u002Fblog\u002Fe-commercial-17-measuring-complex-customer-journeys-sabrina-garufi-google\u002F","2022-02-07T16:48:34",5,[152],{"name":4,"image":111},{"to":123,"name":124},{"type_key":102,"title":155,"excerpt":156,"to":157,"postedAt":149,"readingTime":150,"image":5,"authors":158,"category":160},"E-Commercial 2017: SEO & Ecommerce – Ian Lockwood","\u003Cp>In the course of two years, the CTR for organic results has dropped significantly on desktop and mobile. Seems to be a sign of Google making it much harder for businesses to get good results without paying for it. While CTR has dropped, the search volume and traffic to the website has stayed the same. […]\u003C\u002Fp>\n","\u002Fblog\u002Fe-commercial-2017-ian-lockwood-boom\u002F",[159],{"name":4,"image":111},{"to":134,"name":135},"13",{"type":163,"style":164,"title":165,"heading":4,"intro":10,"services":12,"breadcrumbs":166,"photo":56,"social":178},"author","dark","Meet the Team",[167,170,173,176],{"path":168,"name":169},"\u002F","Home",{"path":171,"name":172},"\u002Fabout\u002F","About Us",{"path":174,"name":175},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":177,"name":4},null,{"twitter":179,"linkedin":180},"https:\u002F\u002Ftwitter.com\u002FNorledgeCharlie","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fcharlie-norledge-97984099\u002F",[182],{"rel":183,"href":184},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F",[186,508,700,877,1039,1201],{"id":187,"date":188,"date_gmt":188,"guid":189,"modified":106,"modified_gmt":106,"slug":191,"status":19,"type":102,"link":105,"title":192,"content":193,"excerpt":196,"author":197,"featured_media":198,"comment_status":199,"ping_status":199,"sticky":195,"template":5,"format":200,"meta":201,"categories":202,"collections":204,"coauthors":205,"class_list":207,"acf":215,"head_links":216,"breadcrumbs":217,"url_path":105,"search_description":224,"featured_image_urls":225,"authors":260,"type_nicename":271,"reading_minutes":107,"category":272,"yoast_title":274,"yoast_meta":275,"yoast_json_ld":328,"_links":459},3523,"2017-12-08T09:10:32",{"rendered":190},"https:\u002F\u002Fimpression.test\u002Fblog\u002Funderstanding-optimising-google-feed\u002F","understanding-optimising-google-feed",{"rendered":103},{"rendered":194,"protected":195},"\u003Cp>The Google app’s feed was introduced globally across Android and iOS devices between July and October this year. If you’re not familiar with it, it’s Google’s take on the news feed: a series of stories that you’re (supposedly) interested in.\u003C\u002Fp>\n\u003Cp>With the feed joining voice search and other Google search formats (Images, News, etc.) as yet another way to find content, now seems like a good time to understand exactly what’s going on with it. The better that SEOs can understand how and why content appears there, the better we can optimise for it.\u003C\u002Fp>\n\u003Cp>An immediate hurdle with Google’s feed is that, like social feeds, it’s highly personalised. As an example, I’m going to be working from the feed that I saw at 9.55am on Wednesday 6th December, but at the time of publishing my feed will look completely different and \u003Cem>your \u003C\u002Fem>feed (if you have one) will look completely different to \u003Cem>both\u003C\u002Fem> those feeds. In order to write anything close to a useful blog post, I’m forced to assume that looking at my personalised feed will throw up some underlying principles that can be applied more generally.\u003C\u002Fp>\n\u003Ch2 id=\"googles-take-on-a-personalised-feed\">Google’s take on a personalised feed\u003C\u002Fh2>\n\u003Cp>To kick things off, here’s a screenshot of the top results I saw at 9.55am on Wednesday 6th December:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3524 size-large\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FW02Jh35m-Screenshot_20171206-095502.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"Google feed top stories screenshot\" width=\"576\" height=\"1024\" \u002F>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>Those two stories highlight two of the primary ways that the Google feed works out what content to show you: topics specified by the user and the topics that its AI thinks you’re interested in based on the data it has on you. I’ve told my Google app that I want Liverpool FC updates, but it’s worked out on its own that I also want Star Wars updates (which happens to be more accurate than some of the other stories that pop up).\u003C\u002Fp>\n\u003Cp>I’ve actually given my feed a relatively extensive list of topics through the ‘customise feed’ options – you can get an idea of the granularity with the screenshot below. However, plenty of interesting topics appear that I \u003Cem>haven’t \u003C\u002Fem>chosen specifically.\u003C\u002Fp>\n\u003Ch2 id=\"\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3525 size-large\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FQun1gy8a-Screenshot_20171206-095539.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"Google feed custom settings\" width=\"576\" height=\"1024\" \u002F>\u003C\u002Fh2>\n\u003Cp>As you can see, I’ve picked a sports team to get updates on, I’ve selected a variety of other topics that I’m interested in, and I have various other updates, like the weather, set to appear as well. But how does Google go from understanding the topics I’m interested in via my settings and its own AI to choosing which content to serve? In other words, what are the Google feed’s organic ranking factors? That’s what SEOs need to understand, but it’s also the hardest question to answer.\u003C\u002Fp>\n\u003Ch2 id=\"reverse-engineering-the-feeds-content\">Reverse engineering the feed’s content\u003C\u002Fh2>\n\u003Cp>At least as far as I can see, Google hasn’t given us any more than the vaguest of indications as to how they choose the content to serve. All we know is that Google’s ability to dive into long tail results means that the feed is capable of showing older content as well as immediate, breaking news style stories. Though it’s worth noting that all articles in this iteration of my feed were published in the last 24 hours.\u003C\u002Fp>\n\u003Cp>Without much else to go on, I used a mix of observations, gut feelings and tools that we have access to here at Impression to try and work out how Google is sourcing the feed’s content.\u003C\u002Fp>\n\u003Ch3 id=\"theory-1-amp\">Theory #1: AMP\u003C\u002Fh3>\n\u003Cp>AMP, or Accelerated Mobile Pages, is a familiar concept in SEO. We’ve already seen how important AMP functionality is if you want to rank well for informational search queries on mobile, be they news or general information articles. It’s not surprising, then, that 8 of the 10 stories on the first page of my feed were published on AMP.\u003C\u002Fp>\n\u003Cp>While the presence of 2 non-AMP stories shows that Google isn’t completely excluding them, I think it’s clear that it’s better to have AMP-ready mobile pages if you want to give your content the best chance of appearing in the Google feed.\u003C\u002Fp>\n\u003Cp>This observation is a start, but it’s fairly top level and doesn’t get at the specifics. What other ‘ranking signals’ might there be?\u003C\u002Fp>\n\u003Ch3 id=\"theory-2-user-search-history\">Theory #2: user search history\u003C\u002Fh3>\n\u003Cp>In Rand Fishkin’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002FWebSummitHQ\u002Fvideos\u002F1595553910510647\u002F\">recent Web Summit talk\u003C\u002Fa>, he discussed the importance of user behaviour for SEO rankings. This basically means that sites you engage with are more likely to appear again for similar search queries that you make. For this theory, I only have anecdotal evidence, but I’m fairly sure this can be applied to the Google feed as well.\u003C\u002Fp>\n\u003Cp>All of the Liverpool FC stories that I’ve seen on my feed, including the one you can see above, come from the Liverpool Echo. However, a News search for ‘liverpool fc’ features results from a wide range of sources, including the Daily Post North Wales, the Daily Star, The Sport Review, the Mirror and the Guardian, to name a few. But because I follow the Liverpool Echo’s LFC twitter account, @LivEchoLFC, I spend a huge amount of time on Liverpool Echo stories compared to any other sports site. This suggests to me that Google is using this data to realise that the Liverpool Echo is the best source to show me if it wants to keep driving clicks and getting me to come back to the feed. It could also be the case that other users interested in Liverpool FC also use the Liverpool Echo more than other sites, but I don’t have any data to back this hunch up.\u003C\u002Fp>\n\u003Cp>I appreciate that there isn’t enough data to generalise confidently, but \u003Cem>if\u003C\u002Fem> Google is using behaviour signals in its feed’s algorithm\u003Cem> \u003C\u002Fem>then we need to be producing ‘sticky’ content: content that keeps users on the site and makes them want to come back for more. Often, the promotion of ‘sticky’ content is as important as the content itself, which means we also need to be savvy with social media and possibly even paid advertising to get the engagement that just might help us organically.\u003C\u002Fp>\n\u003Ch3 id=\"theory-3-google-news-results\">Theory #3: Google News results\u003C\u002Fh3>\n\u003Cp>The next thing I looked at was Google News. While I may be able to understand why I’m seeing stories from the Liverpool Echo, other stories seemed to come out of the blue, from sources I’ve never even heard of before. Why is Google deciding that these are worth showing me?\u003C\u002Fp>\n\u003Cp>As many of these stories were news-style articles, I decided to search the topics into Google News (as you can see in the first screenshot, the associated topic appears at the top of each mobile card). I searched every single first page topic on my work computer (which has a different Google account logged in) and barely any of my feed’s stories appeared in the top results. The only topic with any similarity was ‘star wars: the last jedi.’ I repeated the searches on my phone (now using the same account as my feed) and found the same as desktop.\u003C\u002Fp>\n\u003Cp>The bottom line is that ranking highly on news doesn’t seem to give your content a better chance of appearing for related topics in the Google app.\u003C\u002Fp>\n\u003Ch3 id=\"theory-4-social-shares\">Theory #4: social shares\u003C\u002Fh3>\n\u003Cp>My next port of call was Buzzsumo. I entered the same topics into Buzzsumo’s ‘Most Shared’ tool and changed the setting to the last 24 hours (as all my feed’s content came within this time period). The results were more promising than my Google News search results, but still not conclusive. The most interesting was this one (and not just because the headline is wonderfully bizarre):\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3526\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FEnAGFdpI-Screen-Shot-2017-12-06-at-10.11.49.png?auto=compress%2Cformat&q=90\" alt=\"Buzzsumo social shares for 'batmam'\" width=\"1578\" height=\"325\" \u002F>\u003C\u002Fp>\n\u003Cp>The top shared article globally, according to Buzzsumo, was the same as the Batman article that appeared in my feed. For the topic ‘theresa may,’ the article that appeared in my feed was the second most shared. However, for topics like ‘star wars: the last jedi’ (which we know lined up with Google News), ‘university’ and ‘cryptocurrency,’ the trending results didn’t have any relation. Switching the data to UK-only didn’t give me any other positive results, and actually dropped the ‘batman’ and ‘theresa may’ articles down the list.\u003C\u002Fp>\n\u003Cp>Again, this is only a small data set, but it indicates that while social shares and engagement \u003Cem>can \u003C\u002Fem>line up with the Google feed results, it’s not a straightforward relationship. That said, as part of a ‘sticky’ content strategy, creating content that works in social feeds seems to be a positive signal to Google. It makes sense that Google would use social signals to influence this feed, which is designed to be very similar to the feeds you see on Facebook and Twitter.\u003C\u002Fp>\n\u003Ch3 id=\"theory-5-google-trends\">Theory #5: Google trends\u003C\u002Fh3>\n\u003Cp>My final theory was that Google was pulling stories from its trending data. The app practically confirms some amount of this, with little ‘trending’ badges on some stories (though it doesn’t say in what sense they’re trending).\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3527\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F2CNv1cMi-Screen-Shot-2017-12-06-at-10.19.14.png?auto=compress%2Cformat&q=90\" alt=\"Google trends data\" width=\"1155\" height=\"633\" \u002F>\u003C\u002Fp>\n\u003Cp>However, the top trending topics for the UK are, once again, completely different from the trending topics that appeared in my feed. My best guess here is that the articles that were shown to me were trending based on some number of engagement metrics, whether that’s social shares or clicks from other Google app users that the AI reckons are similar to me in some way.\u003C\u002Fp>\n\u003Cp>Tapping into trending topics is a viable and proven PR strategy, but it doesn’t seem to have any direct bearing on the hyper-personalised content served in the Google app’s feed.\u003C\u002Fp>\n\u003Ch2 id=\"optimising-for-google-feed\">Optimising for Google feed\u003C\u002Fh2>\n\u003Cp>Where does all of this leave us? The different theories I’ve looked into indicate some broad guidelines, at least:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Make sure your content is served on AMP.\u003C\u002Fli>\n\u003Cli>Create ‘sticky’ content that engages users.\u003C\u002Fli>\n\u003Cli>Promote content effectively to drive engagement and social metrics.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Some other ideas that seem logical, though they’ll take some more research include:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Work out what topics your target audience is interested in and create content around those topics.\u003C\u002Fli>\n\u003Cli>Your efforts can be helped by formulating a PR strategy that includes ‘news-jacking’ and trending topics that your audience cares about.\u003C\u002Fli>\n\u003Cli>Continue to improve the authority and performance of your site.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>One thing that I feel confident in saying is that your efforts will be helped by understanding the topics that your audience is interested in. Without this knowledge, you won’t stand a chance of reaching the right people.\u003C\u002Fp>\n\u003Cp>My final point to mention is that all of the sites featured in my feed were predominantly content sites. I’m not sure, at this stage, whether it’s possible for company blogs to be featured. If you’ve seen examples of this, let me know in the comments! If you want to get your business to appear in Google feed, your best option might be trying to get guest posts, press releases or comments published on sites that \u003Cem>are \u003C\u002Fem>capable of appearing there.\u003C\u002Fp>\n\u003Cp>Much of this is still guesswork. We also don’t know exactly how popular the Google feed is. Personally, I really like it. It feels less cluttered and more personalised than Facebook and Twitter. But will it catch on more widely, to the extent where brands really \u003Cem>need \u003C\u002Fem>to be there? 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How many people could have predicted the world of 2017 back in 1997? Probably not many, though I think some would have been on the money with a perceptive guess here and there.\u003C\u002Fp>\n\u003Cp>So why try to make predictions for 2037 now? Why were so many people who are active in SEO, PPC and PR keen to weigh in? We live in an age where thoughts of the future are captivating. Even if we don’t know what’s going to happen, it’s fun to think about what \u003Cem>might\u003C\u002Fem>.\u003C\u002Fp>\n\u003Cp>What’s more, our guesses for the future, however bold and wild they may be, are based on an analysis of current trends unfolding around us: the rise of AI and VR, the popularity of voice search and the increasing personalisation of search, to name a few. Thinking about the future helps us to respond to the challenges of today in a way that sets us up for the long term.\u003C\u002Fp>\n\u003Cp>I loved reading the thoughts of digital marketers on where our industry might end up in the next couple of decades. I’ve organised the best predictions and analyses into different themes and interspersed them with some of my own thoughts based on current tech trends and some of the most interesting stories of the past few months. If you have some thoughts on this topic – even just your own wild speculations for the future – I’d love to see them in the comments below!\u003C\u002Fp>\n\u003Ch2 id=\"advertising-the-rise-of-personalisation\">Advertising & the rise of personalisation\u003C\u002Fh2>\n\u003Cp>“SERPs will be even more personalised, not just based on where you are or what pages you’ve viewed before, but \u003Cem>who\u003C\u002Fem> you are,” says \u003Ca href=\"\u002Fabout\u002Four-team\u002Fliam-wade\u002F\" target=\"_blank\" rel=\"noopener\">Liam Wade\u003C\u002Fa>, PPC manager here at Impression, “Everything will be biddable and audience targeted.”\u003C\u002Fp>\n\u003Cp>The theme of greater personalisation in search and social advertising emerged strongly from the comments I received on the topic. A hyper-personalised future for paid campaigns seems on the cards, but that assumes that users make peace with the increasingly widespread notion that if we want free stuff online, we have to accept that we (more specifically, our data) are the products that social media platforms and search engines are selling to their real customers: advertisers.\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>“Everything will be biddable and audience targeted.” – Liam Wade\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>Assuming that we still want free stuff (which seems likely) and that global data laws continue to allow for liberal use of personal data (which is more uncertain), adverts and search results will become so highly personalised that an impersonal Google SERP or irrelevant social media advertising simply won’t exist, especially with increased cross-platform integration, which has already started with \u003Ca href=\"\u002Fblog\u002Fmicrosoft-acquires-linkedin-good-news-advertisers\u002F\" target=\"_blank\" rel=\"noopener\">Microsoft’s acquisition of LinkedIn\u003C\u002Fa> and Facebook’s acquisition of properties like Whatsapp and Instagram.\u003C\u002Fp>\n\u003Cp>Writing in \u003Ca href=\"https:\u002F\u002Fwww.theverge.com\u002F2017\u002F10\u002F30\u002F16569374\u002Fvacation-tech-silicon-valley-travel-free-services\" target=\"_blank\" rel=\"noopener\">the Verge\u003C\u002Fa>, Vlad Savov commented on privacy in our brave new world: “I’ve made the choice to sacrifice those aspects of my privacy for the convenience of the services I use — I’m not entirely sure how conscious that choice is, whether it’s really worth it, or even if I can actually go on vacation anywhere without all of these services, but that’s how things are now.”\u003C\u002Fp>\n\u003Cp>Daniel Rowles, author and digital marketing trainer at \u003Ca href=\"https:\u002F\u002Fwww.targetinternet.com\u002F\" target=\"_blank\" rel=\"noopener\">Target Internet\u003C\u002Fa>, spoke on the implications of further data gathering: “The accumulation of data on an entire population of users, combined with AI-assisted insights into why, when and where customers want a service, will allow marketers to anticipate customers’ needs better than ever. By 2037, there’s a real chance that marketers will know what you fancy for lunch before you do. If that does transpire, they’ll be able to target advertising towards you with absolute precision.”\u003C\u002Fp>\n\u003Cp>This puts pressure on advertisers to make good use of the data at their disposal (something that, like Daniel, I expect will be made much easier with the aid of narrow AI tools) and on search\u002Fsocial platforms to keep developing engaging ways to display adverts, which will become more challenging as we inevitably move away from conventional news feeds into a more visual\u002Fauditory experience (think VR and Google Home).\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>“I’ve made the choice to sacrifice those aspects of my privacy for the convenience of the services I use.” – Vlad Savov\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>Impression’s \u003Ca href=\"\u002Fabout\u002Four-team\u002Fbecky-carre\u002F\" target=\"_blank\" rel=\"noopener\">Becky Carré\u003C\u002Fa> continued on the theme of developments in search, saying, “Users will be able to search in completely new ways. Voice search and image recognition are already hot topics in search, particularly for advertisers, but this will be accelerated in the next few years. For example, using your smartphone camera to recognise a product then instantly being able to buy it in one-click from the best-priced retailer.”\u003C\u002Fp>\n\u003Cp>“With the fragmentation of media, the old skool ‘spray and pay’ campaigns have gone,” commented freelance digital marketing consultant \u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FAndyLloydGordon\" target=\"_blank\" rel=\"noopener\">Andrew Lloyd Gordon\u003C\u002Fa>, “We’re into the era of micro-personalisation, experiential marketing and 1-2-1 marketing and promotions at huge scale.”\u003C\u002Fp>\n\u003Cp>It looks like irrelevant ads will be long gone by 2037. Whatever platform we’re searching on by then – however we’re consuming digital media – we can expect the ads we see to be hyper-personalised, possessing a scary level of insight into who we are and what we want. Will we ever be able to say no to an ad?\u003C\u002Fp>\n\u003Ch2 id=\"seo-the-changing-technology-of-search\">SEO & the changing technology of search\u003C\u002Fh2>\n\u003Cp>The future of SEO is dependent on the future of search engine technology. Since the start of the profession, SEOs have been playing Google’s game. Google may not have \u003Cem>liked \u003C\u002Fem>the unethical practices of the early days, but its algorithm still rewarded them and so they existed. Now the algorithm rewards sustainable strategies that promote high quality, user-friendly websites which are technically excellent and often full of in-depth information on a particular topic. In the future, the question is not just what the algorithm will reward, but also what medium will people be using to search. Will desktop searches still exist? For that matter, will any kind of ‘traditional’ search on any platform, mobile, tablet or desktop, exist?\u003C\u002Fp>\n\u003Cp>Unsurprisingly, the emerging technology of voice search was mentioned by several commenters. \u003Ca href=\"https:\u002F\u002Fwww.adpilot.co.uk\u002F\" target=\"_blank\" rel=\"noopener\">AdPilot\u003C\u002Fa> search strategy director, Thomas Stocks, predicts, “the largest search engine won’t be Google, but instead one created to focus solely on voice recognition.”\u003C\u002Fp>\n\u003Cp>However, \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.akesson.co.uk\u002F\">Andrew Åkesson\u003C\u002Fa> of \u003Ca href=\"https:\u002F\u002Fwww.venndigital.co.uk\u002F\" target=\"_blank\" rel=\"noopener\">Venn Digital\u003C\u002Fa> saw things differently: “I doubt voice search as we know it now will be dominant. For example, Facebook thinks we are actively looking for something, but we aren’t ‘searching’ for it, or not as we currently perform a search. As the human race becomes more dependent on search, do we become more likely to let it affect our body if it positively impact on our lives? It’s not that strange to think that we will have chips in our body that help us find the answers we are looking for, without ‘searching.’”\u003C\u002Fp>\n\u003Cp>As Andrew suggested, I think voice is a sign of things to come, rather than the be all and end all of search. It signals the movement of search away from distinct platforms (i.e. traditional mobile & desktop search engines) and into our everyday usage. Home assistant products no longer require us to visit a search engine website to find answers; the search engine is just a sentence away.\u003C\u002Fp>\n\u003Cp>Following on from the previous section, another development is likely to be the loss of a Google ‘base rank’ as SERPs become almost universally personalised. Freelance SEO consultant \u003Ca href=\"https:\u002F\u002Fneary-hayes.co.uk\" target=\"_blank\" rel=\"noopener\">Zack Neary-Hayes\u003C\u002Fa> commented, “I expect search results to become nearly 100% unique to the searcher, which could be achieved by Google drilling into substantially more data points. Results could be personalised by age, gender, interests, health, etc, as well as the relationships between each segment. We’ve already seen this happen on a smaller scale with how Google filters results based on location. People’s searching habits have already changed to reflect this, with people dropping location modifiers from searches. This is only the first step – why would Google stop at location?”\u003C\u002Fp>\n\u003Cp>However, will these changes come to fruition if search engines as we know it look fundamentally different? “The future of search is product based,” predicts \u003Ca href=\"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F\" target=\"_blank\" rel=\"noopener\">Aaron Dicks\u003C\u002Fa>, Impression’s co-founder, “\u003Cspan style=\"font-weight: 400;\">As search becomes increasingly integrated into connected products, like the smart TVs and fridges we already see today, the way that SEOs achieve better search engine visibility will have to change.”\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>I think structured data markup – schema or its descendants – will rise in importance to the point where it may even be the single most important technical consideration from an organic perspective, if Aaron’s product-based prediction comes true. Schema will tell the search engines of the future precisely what purpose a section of content serves, perhaps allowing different search media to interpret content correctly in a number of situations. Correct markup for a product could, for example, allow it to be found and served in visual, VR-based searches and auditory, voice-based searches, a natural progression from convenient knowledge cards and rich snippets seen today.\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>“Voice is a sign of things to come, rather than the be all and end all of search.” – Andrew Åkesson\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>Does this mean that traditional, text-based content will die? Maybe, though I think we’ll still consume it one way or another as long as we read off screens. Instead, we may begin to see websites that need to be ‘hyper-responsive,’ capable of serving optimised content to devices like home assistants and VR headsets as well as desktops and smartphones (which may well be declining in importance or completely obsolete by 2037). Rather than displaying less content, these hyper-responsive sites will have to be capable of serving different kinds of content, which will take canny SEOs with good knowledge of the constraints of different formats and the desires of their audiences to craft.\u003C\u002Fp>\n\u003Cp>Impression’s \u003Ca href=\"\u002Fabout\u002Four-team\u002Fchloe-fair\u002F\" target=\"_blank\" rel=\"noopener\">Chloe Fair\u003C\u002Fa> considered other aspects of the implications of technological change for SEO: “Tools and developments in SEO and CRO will mean that, while our roles still exist, our work will be completely different. Tools will be a game-changer for the industry; for example, there’ll come a point where we never have to do a manual search for the purposes of organic testing again. Creating and using tools will be a core part of SEO.”\u003C\u002Fp>\n\u003Cp>I agree with Chloe. Developments in AI mean that more and more advanced automation is becoming possible. It is conceivable that even well before 2037 we’ll have tools that can conduct tasks like keyword research and research for content more comprehensively that we can manage now. With the help of AI and machine learning these tools would need some amount of human input at the start, but would quickly develop to the point where their capabilities are beyond our exact understanding. Will machines take over the execution of the strategies that they help us to create? In part, perhaps. While it seems like there’ll still be creative spaces that humans can operate in that machines can’t, perhaps that’s simply my naivety.\u003C\u002Fp>\n\u003Ch2 id=\"the-decentralisation-of-media-pr\">The decentralisation of media & PR\u003C\u002Fh2>\n\u003Cp>“Not only are print publications becoming obsolete, online media is becoming increasingly led by visuals and audio (think podcasts). Where will this lead?” Asks \u003Ca href=\"\u002Fabout\u002Four-team\u002Fjess-hawkes\u002F\" target=\"_blank\" rel=\"noopener\">Jess Hawkes\u003C\u002Fa>, digital PR specialist at Impression, “The authority figures that created PR in the first place are now also diminished – we relied on relationships with the media because there was only a finite amount of reputable publications that would print your news. Now there is an abundance of ‘authoritative’ sources because anyone can create content at any time from anywhere in the world with just the tech in their pocket.”\u003C\u002Fp>\n\u003Cp>Whose content will we trust in 2037? Will any kind of attempt at objective, non-partisan content exist? Content across all media is increasingly emotionally-charged and consumed in echo chambers. My peer group was shocked when Brexit was announced because they couldn’t conceive that the majority of the country thought differently. Why? Because those views weren’t present on their news feeds.\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>“There is an abundance of ‘authoritative’ sources because anyone can create content at any time from anywhere in the world with just the tech in their pocket.” – Jess Hawkes\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>People read and share what the people they agree with read and share, reinforced by feeds on Facebook, Twitter and Google that show you more of what you’ve looked at in the past. This means that politically charged articles or opinion pieces that strike an emotional chord with a particular online community are much more attractive to publishers than more balanced articles. However, brands often cannot afford to be seen to be partisan. Assuming the echo-chamber trend continues, how will brands’ neutral content break into increasingly isolated online communities?\u003C\u002Fp>\n\u003Cp>Amelia Easten of \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.plantpoweredpr.com\u002F\">Plant-Powered PR\u003C\u002Fa> shared her thoughts on the topic, “We’re currently living in a polarised world. Environmental issues, equal rights, child labour laws… they’ve never been more critical and it’s unclear which way the coin is going to fall, with or against them. As the world moves towards ethical businesses with transparent practices, we need effective digital marketing with the same values.\u003C\u002Fp>\n\u003Cp>“In 2037 for the world to progress and survive, ethical companies need to lead the way, with digital marketing agencies promoting them now that so much happens online,” Amelia continued, “We need companies to know that we’re on their side, and that we’re allies not opponents, and for this we need to practice transparency ourselves and stop hiding behind our keyboards. As we move into millennials being the bulk of the workforce, meaning SEO and digital marketing is more widely understood, our hands might be forced with this anyway – we won’t be able to hide behind jargon anymore. It will be interesting to see who survives the next twenty years, and which way the world will go.\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>Content across all media is increasingly emotionally-charged and consumed in echo chambers.\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>One trend that seems set to produce fruitful results for a long time coming is the use of pop-culture. I’m confident in this prediction because this has been a content strategy for decades already across all kinds of media and shows no sign of slowing down. Tapping into popular TV shows and movies that transcend political boundaries has been fruitful for many brands, and will likely continue into the future.\u003C\u002Fp>\n\u003Cp>Brands’ success will also be continually shaped by how they adapt to changing information consumption habits. Businesses that are slow to adopt graphics and visual content are currently in danger of being left behind by savvier competitors. In 2037, will the leading brand voices be producing VR content experiences?\u003C\u002Fp>\n\u003Cp>Jess summed up her thoughts on the changing state of PR, saying, “The relationship side of PR will eventually decline, with forums and open platforms for data sharing becoming more dominant. Getting content published won’t be about who you are or your relationship with a publisher, but how interesting and shareable it is. This shift might actually start improving the quality of content and if not, at least there’s less room for bias.”\u003C\u002Fp>\n\u003Ch2 id=\"the-changing-face-of-social\">The changing face of social\u003C\u002Fh2>\n\u003Cp>“Facebook will have a paid-for platform which will include an option to remove ads if you subscribe, but won’t be the biggest social media platform anymore,” predicts Thomas Stocks of AdPilot.\u003C\u002Fp>\n\u003Cp>Thomas’s prediction raises an important question: how many ads can social media users tolerate before something has to change? The answer may be that there is no limit, but if Facebook and other social platforms expand into VR (as Facebook is already doing with Spaces) with no seamless way to integrate ads, their presence may become increasingly annoying for users, leading to a decrease in the ROI of social advertising and a decrease in how many ads Facebook and other platforms can sell.\u003C\u002Fp>\n\u003Cp>If this becomes the case, how do social media giants make money? We’ve already seen Twitter struggling to answer this question in recent years. Will Facebook, Instagram and the rest be the next to realise they have to adapt or die? Their popularity isn’t in question, but their primary source of income is another matter.\u003C\u002Fp>\n\u003Cp>Impression’s Becky Carré sees a different challenge for Facebook in particular. She agrees with Thomas that Facebook will no longer be the primary social media platform, continuing, “WeChat already has a near-monopoly in China, allowing users to do everything from message friends, shop online, order a taxi or find someone to go on a date with – it’s all your most-used apps rolled into one.\u003C\u002Fp>\n\u003Cp>“The fact all transactions and interactions are carried out without leaving the app means the amount of customer information WeChat can collect about a single user is astounding. I believe WeChat will have taken off in a similar way in the West within the next decade.”\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>“Facebook will have a paid-for platform which will include an option to remove ads if you subscribe.” – Thomas Stocks.\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>My own feeling is that social media will become increasingly dominated by visual and auditory media – this trend already exists with the popularity of Instagram and types of posts that get engagement on Facebook and Twitter.\u003C\u002Fp>\n\u003Cp>The rise of VR will make this trend even more prominent. What will a VR social feed look like? Will we see our friends in realtime lobbies (something that already exists)? Will we watch VR videos and send messages with voice\u002Fthought, seamlessly shifting from newsfeeds to something altogether more immersive?\u003C\u002Fp>\n\u003Cp>I can’t help but consider how social platforms would monetise something like this without a feed that we can scroll through. I wonder if VR platforms could adopt a YouTube-esque pre-roll ad system, where users are taken into an advertorial experience before whatever else it was they were planning to do. Such ads, if designed well, could be incredibly powerful, especially in the early years of widespread VR usage. By 2037, they may be the norm.\u003C\u002Fp>\n\u003Cp>Another possibility is Spotify-esque audio ads. These would be less immersive, but easier to ignore, which may encourage people to tolerate them. It’s hard to tell whether social VR will make ads easier or harder for users to avoid.\u003C\u002Fp>\n\u003Ch2 id=\"ai-and-automation\">AI and automation\u003C\u002Fh2>\n\u003Cp>A discussion of AI and automation within the context of digital marketing is inevitably broad, especially when considering changes 20 years into the future. One topic that is of great importance to digital marketers, however, is what AI and automation will do to our jobs.\u003C\u002Fp>\n\u003Cp>Some of the changes and adaptations mentioned already in this article give clues, but Thomas Stocks addressed this issue head on in another of his comments, “In terms of jobs in the digital marketing sector, I think they’ll always exist because of course, you can program a robot\u002Fmachine to work out a user’s intent or behaviour but the planning of a campaign, the consultancy side of marketing and the care element shown by an account manager can’t be replicated by machinery. AI and automated tools or scripts will be like second-nature to us, but this will just make people in the industry more efficient, not redundant.”\u003C\u002Fp>\n\u003Cp>I agree with Thomas – providing that AI in the next 20 years stays somewhat similar to its current state, which is not a given. As long as our machines can clearly be defined as ‘narrow’ AI (i.e. capable of performing just one task very well) our jobs will probably continue to exist alongside the kind of tools and software that Thomas and Chloe (who commented in the SEO section) have discussed.\u003C\u002Fp>\n\u003Cp>However, it is plausible, if unlikely, that AI will take a gigantic leap forward within the next 20 years, making the current accomplishments of AI technology look like Pong compared to FIFA 18. If we take a step towards general AI, there’s no way of telling what it will and won’t be able to do, and it won’t just be digital marketing jobs under threat, either. We may be staring at the need to restructure the global economy…but that’s definitely beyond the scope of this post.\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>If we take a step towards general AI, there’s no way of telling what it will and won’t be able to do.\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>After an interview with Google’s Sundar Pichai, Dieter Bohn wrote this in \u003Ca href=\"https:\u002F\u002Fwww.theverge.com\u002F2017\u002F10\u002F4\u002F16405174\u002Fceo-sundar-pichai-interview-google-ai-artificial-intelligence-interface\" target=\"_blank\" rel=\"noopener\">the Verge\u003C\u002Fa>: “Fundamentally, [Sundar Pichai’s] question about every hardware product is ‘how do we apply AI to rethink our products?’ He doesn’t want to make AI just another feature, he wants AI to fundamentally alter what each device is.”\u003C\u002Fp>\n\u003Cp>I’ll return, briefly, to more concrete predictions now. Narrow AI is very, very good at training itself to predict values for unknown data, for example, how much you will earn per year if you’ve had x years of higher education or you have x qualification. This will lead to much greater personalisation in advertising\u002FSERPs, but also has implication for SEO and content tools.\u003C\u002Fp>\n\u003Cp>Competitor analysis or research for a content project could be completely automated, and a complete strategy could be suggested. Imagine you need to write a fashion guide for a client’s website (a task I completed just last month) – the whole research process could be automated by an AI that analyses millions of pictures containing relevant outfits or items of clothing before returning to the human operator a few artificial graphics that best capture the trends it’s found.\u003C\u002Fp>\n\u003Cp>I think the execution of these tasks, like writing the guide, will remain in the realm of human actors for foreseeable future, but tools powered by machine learning will make research and gathering insights from data quicker and more precise.\u003C\u002Fp>\n\u003Ch2 id=\"the-future-of-ecommerce\">The future of ecommerce\u003C\u002Fh2>\n\u003Cp>Another comment from AdPilot’s Thomas Stocks got me thinking about ecommerce: \u003Cspan style=\"font-weight: 400;\">“Amazon will be the go-to place for every product – including healthcare, new cars (possibly flying ones) and trips to space.”\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>While ecommerce and digital marketing are separate, many of us work for ecommerce businesses or with ecommerce clients. My prediction is that VR\u002FAR will impact ecommerce in ways that the digital marketing industry is not currently prepared for, possibly even sooner than 2037. Let’s use furniture as an example. Digital ‘showrooms’ already exist, where you use AR to see how a new sofa could look in your lounge. As VR\u002FAR becomes more widespread, it’s not a stretch to think that this functionality could become a core part of the online sales funnel. Rather than visiting Ikea, you could see products in the context of your home as you search for them online.\u003C\u002Fp>\n\u003Cp>This will present a challenge for search engines. How will you crawl and index pages like this? My guess is that some form of schema markup will tell search engines what users are seeing. However, optimising a page like this will require a different mindset to optimising a current category\u002Fproduct page. The focus is less on written content and keywords, and more on an accurate description of the visual products, perhaps in a way that’s most similar to the image alt tags we have currently.\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>VR\u002FAR will impact ecommerce in ways that the digital marketing industry is not currently prepared for, possibly even sooner than 2037.\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>As with all search innovations, companies that are quick to adapt are likely to see big benefits in their organic visibility. Historically, this would be an opportunity for smaller companies to get the jump on bigger companies that are slower to adapt, but budget constraints could be a factor here. A company will have to have a sizeable media budget available to get their products VR ready and the technical knowhow to optimise them.\u003C\u002Fp>\n\u003Cp>It seems like a step in this direction could cause giants like Amazon to leave smaller competitors further behind. The only way I could see the trend not heading in this direction is if VR tech drops in price and becomes widely accessible before search engines pick up on it, which seems unlikely as the companies behind the big search engines (Google & Microsoft) are already heavily invested in VR\u002FAR.\u003C\u002Fp>\n\u003Ch2 id=\"what-will-happen-to-the-wider-industry\">What will happen to the wider industry?\u003C\u002Fh2>\n\u003Cp>“My thought is that ‘marketing’ as a concept will have changed; I don’t think it will be called ‘digital marketing’ anymore,” predicts digital strategy consultant Andrew Lloyd Gordon, “Marketing has shifted so much in the last 20 years. And the shift has only just started.”\u003C\u002Fp>\n\u003Cp>If the advent of VR and new social\u002Fcommunication technologies leads to more holistic, experience-based media consumption could blur the lines between online and offline marketing to the extent that the modification ‘digital’ is no longer needed to distinguish online marketing from offline.\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>“Marketing as a concept will have changed; I don’t think it will be called ‘digital marketing’ anymore.” – Andrew Lloyd Gordon\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>Ben Michaelis, managing director of \u003Ca href=\"https:\u002F\u002Fwww.think-engine.co.uk\u002F\" target=\"_blank\" rel=\"noopener\">ThinkEngine\u003C\u002Fa>, said, “Digital marketing will evolve to be more digital experience focused. You will see a rise of agencies and companies specialising in this area.\u003C\u002Fp>\n\u003Cp>“I believe you will see a shift in the needs of customers (very much like the shift we’re already seeing in the retail sector) and the ‘experience’ will become as important as the marketing.”\u003C\u002Fp>\n\u003Cp>Another trend in the wider tech industry that has implications for digital marketing is the dominance of so-called ‘Big Tech’ companies like Google and Facebook. Andrew Lloyd Gordon notes, “Marketing to people online already means ‘doing what Google or Facebook allows and wants’. This trend is accelerating and unless governments step in to break up their power, marketers won’t be able to reach mass consumer markets very easily themselves (even with traditional agencies, who may have disappeared by then).”\u003C\u002Fp>\n\u003Cp>In the current trend, the biggest tech companies are \u003Ca href=\"https:\u002F\u002Fwww.theguardian.com\u002Ftechnology\u002F2017\u002Foct\u002F20\u002Ftech-startups-facebook-amazon-google-apple\" target=\"_blank\" rel=\"noopener\">already making it difficult\u003C\u002Fa> for startups to succeed outside of their all-encompassing umbrellas, by buying out or copying successful startups until all that remains is the giant. Google, Facebook, Microsoft and Amazon are four of the most prominent ‘Big Tech’ businesses leading the way when it comes to innovation, and they all have search engines or platforms that marketers have to work on or with.\u003C\u002Fp>\n\u003Cp>Digital marketers will have to play by their rules for as long as their monopoly remains intact, but those rules are likely to extend into VR and across newer forms of media, even if search and social marketing end up looking very different 20 years from now.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cem>A lot has been said about the possible future of digital marketing in the future, but there’s a lot more we could have covered. What do \u003C\u002Fem>you \u003Cem>think our industry will look like in 2037? Tell me what you think in the comments below!\u003C\u002Fem>\u003C\u002Fp>\n",{"rendered":116,"protected":195},8191,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":195,"footnotes":5},[521],39,[],[206],[525,102,209,210,211,212,213,526],"post-3447","category-digital-marketing",[],[],[530,531,532,533],{"path":168,"name":169},{"path":220,"name":221},{"path":123,"name":124},{"path":177,"name":115},"As a well-meaning marketer pointed out to me on Twitter, 2037 is a long time away in the world of tech. How many people could have predicted the world of 2017 back in 1997? Probably not many, though I think some would have been on the money with a perceptive guess here and there. So […]",{"thumbnail":536,"medium":537,"medium_large":539,"large":541,"1536x1536":543,"2048x2048":545,"post-thumbnail":547,"12_col":549,"default_landscape":551,"default_portrait":553,"6_col_and_margin_short":555,"11_col_and_margin":557,"9_col_rectangle":559,"11_col":561,"staff_image_696_600":563,"rectangular_thumbnail":565},{"url":119,"width":227,"height":227},{"url":538,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FG9QtYOK3-050720211625522615_virtual-reality-1802469_1920.jpg?auto=compress%2Cformat&fit=scale&h=150&q=90&w=200",{"url":540,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FG9QtYOK3-050720211625522615_virtual-reality-1802469_1920.jpg?auto=compress%2Cformat&fit=scale&h=576&q=90&w=768",{"url":542,"width":234,"height":235},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FG9QtYOK3-050720211625522615_virtual-reality-1802469_1920.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":544,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FG9QtYOK3-050720211625522615_virtual-reality-1802469_1920.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=1536",{"url":546,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FG9QtYOK3-050720211625522615_virtual-reality-1802469_1920.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=2048",{"url":548,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FG9QtYOK3-050720211625522615_virtual-reality-1802469_1920.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":550,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FG9QtYOK3-050720211625522615_virtual-reality-1802469_1920.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":552,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FG9QtYOK3-050720211625522615_virtual-reality-1802469_1920.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":554,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FG9QtYOK3-050720211625522615_virtual-reality-1802469_1920.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":556,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FG9QtYOK3-050720211625522615_virtual-reality-1802469_1920.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":558,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FG9QtYOK3-050720211625522615_virtual-reality-1802469_1920.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":560,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FG9QtYOK3-050720211625522615_virtual-reality-1802469_1920.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":562,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FG9QtYOK3-050720211625522615_virtual-reality-1802469_1920.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":564,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FG9QtYOK3-050720211625522615_virtual-reality-1802469_1920.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":566,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FG9QtYOK3-050720211625522615_virtual-reality-1802469_1920.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[568],{"id":197,"path":262,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":569},{"full_bio":10,"job_title":11,"specialist_service_links":570,"photo":575},[571,573],{"page":572,"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":574,"link_text":33},{"ID":31,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":15,"guid":36,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":37},{"ID":39,"id":39,"title":40,"filename":41,"filesize":23,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":23,"date":47,"modified":48,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":576},{"thumbnail":56,"thumbnail-width":57,"thumbnail-height":57,"medium":58,"medium-width":59,"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say social media’s not about selling. But what do business owners want? Sales!\u003C\u002Fp>\n\u003Cp>The first thing to understand is that everything in social needs an image. Even stock images can make a big difference.\u003C\u002Fp>\n\u003Cp>The way marketing works is changing. It’s become much more human; much more personal. How can you personalise social media marketing?\u003C\u002Fp>\n\u003Cp>It’s very important to use high-quality images of your products. What shouldn’t you do? Don’t take a picture of a cake that’s clearly sitting on an office desk! Think about the situation of your product. Where is it? What is the context of the product? This is easily applicable to fashion, but works across many industries.\u003C\u002Fp>\n\u003Cp>A good way to do this is to put products in situations that people can relate to, for example, placing furniture in the context of a whole room. You can even advertise a whole series of connected products in the same picture this way.\u003C\u002Fp>\n\u003Cp>Think about the keywords and hashtags that relate to the things that you’re selling. This applies to social media, not just SEO! Each social platform has a search mechanism and we need to think about this. Facebook, for example, is developing their internal search mechanism heavily because they want to keep you inside their platform. Look for developments in this area.\u003C\u002Fp>\n\u003Cp>You have to understand what people are searching for and use those terms in your social post. Instagram is a great place to research your hashtags. It will show you keywords and popular topics. For example, if you sell dogs or things connected to dogs, #instadogs is the hashtag to use. It will mean you’re seen by more people. You can even use #ecommerce – we’re seeing real products on this hashtag.\u003C\u002Fp>\n\u003Cp>Pinterest is probably the best social platform for ecommerce. Some features allow users to buy within the platform and reduce the customer journey. Next do a great job of making good posts on Pinterest – they use keywords and construct a narrative around them, not just listing search phrases. They also mention seasonal terms and other qualifiers, like ‘cute.’ Building out a description like this helps products be found. Getting the description spot on on Pinterest is crucial. Top tip – use models for clothing items, it adds context.\u003C\u002Fp>\n\u003Cp>Another key feature of Pinterest is the visual search mechanism. You drag a square around on a picture, and Pinterest shows you other pins that it thinks look like the highlighted part of the original picture. It helps you find specific products from a photo of products in context. Make sure you have situated images and individual product images. This is Pinterest helping you increase your social reach!\u003C\u002Fp>\n\u003Cp>Rich pins integrate Pinterest with ecommerce directly, helping them to pick up live pricing and stock information.\u003C\u002Fp>\n\u003Cp>Instagram is visual. You need to take good pictures and they \u003Cem>have \u003C\u002Fem>to be \u003Cspan style=\"text-decoration: underline;\">very good\u003C\u002Fspan>. There are plenty of ways to use Instagram for ecommerce. Paid content is one, managed through Facebook, with CTA buttons that allow people to go straight to your ecommerce store and make a purchase.\u003C\u002Fp>\n\u003Cp>If your pictures aren’t appealing they won’t do well for you on Instagram. Qualities already mentioned will help your pictures do well. Good quality, good focus, product situated in a realistic context (e.g. food in a pot in a kitchen).\u003C\u002Fp>\n\u003Cp>Again, put clothes on real people in real settings. It helps to suggets a lifestyle that the product will suit or an outfit that the clothes will go with (naybe even selling more products as a by-product).\u003C\u002Fp>\n\u003Cp>A carousel is another way to use Instagram. You can create interactive images that can work well together if designed cleverly. Carousels are immersive and encourage scrolling, which indicates to Facebook that you’re interested in the products on display.\u003C\u002Fp>\n\u003Cp>Larger brands should look out for the ability to tag products within an Instagram picture. It allows you to identify products within images. Tapping on the appropriate part will show more detail and take you to somewhere where you can make the purchase.\u003C\u002Fp>\n\u003Cp>Facebook has a series of useful features. Facebook Shop has some helpful features – if you don’t have the shop page, just tag an image with a product and set a description and hey presto you have a shop! When people look at an image, you’ll be able to say that these products are in the picture. At the moment, it relies on a lot of manual labour, that can be a bit of a ball ache (Ian’s words).\u003C\u002Fp>\n\u003Cp>It will develop to the point where you can make the purchases through Facebook.\u003C\u002Fp>\n\u003Cp>Shopify integrates well with Facebook, but you can also manually create your own store to sell products on Facebook.\u003C\u002Fp>\n\u003Cp>If you’re on Facebook, it rewards brands that use its features. If you ever get access to a new feature, find a way to use it for your business. The key metric to look for is how long people stay within your content.\u003C\u002Fp>\n\u003Cp>360 degree photos are interactive content items that will help people understand your products and engage with your brands. Facebook rewards you for engagement.\u003C\u002Fp>\n\u003Cp>Twitter isn’t the first thing you think of for ecommerce. But the great thing is that it’s extremely conversational, so get involved in those conversations, whether it’s with your customers or other businesses. Be as brave as you can on Twitter. You’ll get away with a lot more on Twitter than you will anywhere else.\u003C\u002Fp>\n\u003Cp>Again, think about what people are talking about in that sector. Strike up a dialogue and keep that going. They will eventually follow you, find out more and visit your ecommerce site.\u003C\u002Fp>\n\u003Cp>User-generated content is great. Use it. Customers having a great time with your product is better marketing than you can ever do yourself because they’re authentic. They’re believable and they demonstrate that your product is great. UGC is just like testimonials – maybe even better! Influencer marketing is similar – it exists because consumers like seeing real people with a product. Try getting real people to generate this content for you\u003C\u002Fp>\n\u003Cp>Most importantly, be able to deliver messaging that is genuine and human with your customers or people that might become your customers. Personal messaging is the future of social media marketing.\u003C\u002Fp>\n\u003Cp>Business Insider showed that more people are using the top 4 messaging apps than use the top 4 social media platforms.\u003C\u002Fp>\n\u003Cp>What does that mean? 63% of consumers say they’ve increased their use of messaging apps with businesses. 56% say they’d rather message a business than call for customer service. 61% of consumers say they like personal messages from businesses. >50% say they’re more likely to shop with a business that facilitates messaging than those that don’t. People want to communicate with businesses!\u003C\u002Fp>\n\u003Cp>Sprout social says that 30% of consumers will go to a competitor if a brand doesn’t respond to them.\u003C\u002Fp>\n\u003Cp>How do we respond? Start by getting involved and actually messaging people. If you need tools to scale that, chatbots are the thing to consider. We still don’t know how helpful chatbots are really, but it’s worth having a look into chat marketing. Tools allow you to create bots without any coding!\u003C\u002Fp>\n\u003Cp>Chatbots can guide consumers through the process of selecting a product to purchase. Other chatbots work for services and bigger purchases, like an airline flight.\u003C\u002Fp>\n\u003Cp>Hubspot shared some stats recently. Compared to email marketing, their open rates went up by 242%. CTR compared to email was 619% higher than email. It’s because we don’t mind messaging because it’s easy and it’s quick. We don’t have to invest much time in it and email’s just a bit annoying.\u003C\u002Fp>\n\u003Cp>If people are opening messages compared to emails, maybe chatbots are the way to go.\u003C\u002Fp>\n\u003Cp>Takeaways:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Quality of the image and where you put it is key\u003C\u002Fli>\n\u003Cli>Put images on a model in a situation\u003C\u002Fli>\n\u003Cli>Consider the opportunity you have to talk to customers 1-2-1\u003C\u002Fli>\n\u003C\u002Ful>\n",{"rendered":127,"protected":195},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":195,"footnotes":5},[712,713],59,36,[715],{"id":716,"name":717,"path":718},69,"Ecommercial","\u002Fblog\u002Fcollection\u002Fecommercial\u002F",[206],[721,102,209,210,211,213,722,723,724],"post-3446","category-ecommerce","category-paid-social","collections-ecommercial",[],[],[728,729,730,731],{"path":168,"name":169},{"path":220,"name":221},{"path":134,"name":135},{"path":177,"name":126},"People say social media’s not about selling. But what do business owners want? Sales! The first thing to understand is that everything in social needs an image. Even stock images can make a big difference. The way marketing works is changing. It’s become much more human; much more personal. How can you personalise social media 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Kemp is lead consultant at Push, a PPC specialist agency.\u003C\u002Fp>\n\n\n\n\u003Cp>Data should be the core of all digital marketing moving forward. You can’t make bricks without clay – you can’t do digital marketing without data. More and more data is the key to making digital marketing succeed.\u003C\u002Fp>\n\n\n\n\u003Cp>Elliot is presenting a new strategy at Push: the idea of constantly building tests that we haven’t thought about beforehand – tests that break the mould of what we do traditionally.\u003C\u002Fp>\n\n\n\n\u003Cp>Before the age of digital we didn’t know where our money was going. Now we can work out where money is being used well and where it’s not. It’s our duty, in fact, to find out as much as possible. We can get rid of the bad and keep the good.\u003C\u002Fp>\n\n\n\n\u003Cp>Proctor and Gamble were the masters of traditional marketing. They tried to blast TVs and all media that they could get their hands on with as much marketing as possible. That used to be a good tactic.\u003C\u002Fp>\n\n\n\n\u003Cp>Now we talk and share reviews, blasting TV advertising doesn’t work anymore.\u003C\u002Fp>\n\n\n\n\u003Cp>Kodak used to be a leader in cameras, but now they’re a great example of a business that wasn’t watching what their customers wanted. They were the first business to create digital cameras, but they never marketed those products, and they were too late to the party in the end.\u003C\u002Fp>\n\n\n\n\u003Cp>Seth Godin asks the question of who marketers are trying to reach. We should ask our clients this, but clients often only have a vague idea. Their data is flimsy.\u003C\u002Fp>\n\n\n\n\u003Cp>We should want to know as much as possible about our clients’ customers, even if they don’t know it themselves.\u003C\u002Fp>\n\n\n\n\u003Cp>What happens if your problem is bad or not enough information?\u003C\u002Fp>\n\n\n\n\u003Cp>We also need to clarify a difference of intent between search and display ads. If someone is searching for something, they have already admitted that they have a problem and might want to buy. On display, the intent is unstated and much less clear. Search involves a level of understanding of intent that you should incorporate into your strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>The display network is where Elliot’s proposed strategy is particularly effective.\u003C\u002Fp>\n\n\n\n\u003Cp>There’s a lot of info in Analytics that you can access straight away, but you’re missing some key data, such as your spending information. We also can’t see the CPA at each level’, conversions and more.\u003C\u002Fp>\n\n\n\n\u003Cp>If you haven’t asked Google for certain data, the information available to you for display ads is very limited. Tell Google that you’re targeting people who are looking for travel in Europe, but that you’re also looking at as much other pieces of data as possible. This info will never change the number of people you’re targeting if you set this as bid only – it’ll keep the size of your audience the same.\u003C\u002Fp>\n\n\n\n\u003Cp>Choose bid only to gain data from your target audiences without affecting their size. There are lots of affinities and topics that you can gain a greater understanding – what are the interests and actions of customers in each area?\u003C\u002Fp>\n\n\n\n\u003Cp>You have to understand your limitations within \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002F\">display advertising\u003C\u002Fa>. Where can you start off? Perhaps the UK, in this particular area. Then you can start building information on top of that. Then you’re building your tests: give me all the information in this particular area. Then review the information, review, adjust and repeat. That’s the process and it takes a while. It gives you lots of information, but it’s also the only way to get that information. They’ve seen display campaigns go from zero to hero in a month with this process.\u003C\u002Fp>\n\n\n\n\u003Cp>The principle for remarketing is similar but distinct. There are so many potential remarketing lists that you can build, and you can put all of these into a strategy for search ads. Put all your lists into a campaign like this and see what works and what doesn’t. Then you can move it into display, or you can move it all from display to search. Remember to do this all in bid only, then it won’t affect the size of your target audience.\u003C\u002Fp>\n\n\n\n\u003Cp>Smart display is controversial. It’s success depends on its size and how good the data is. If you build a smart list and put it into bid only you can find out if the display is going to work very quickly.\u003C\u002Fp>\n\n\n\n\u003Cp>Location targeting is another step. We currently see, if we go into dimensions, that you can only see the country. It doesn’t give decent information. Instead, Elliot built over 900 locations, with bid only on all of them, then if anything comes up, he sees every stage in the locations list rather than in the locations. This helps you cut down to singular areas of interest if you have a product that only works in a certain place for certain groups. This was applied to a holiday company that did domestic flights in the USA and it worked very well. Loads of data was gathered very quickly.\u003C\u002Fp>\n\n\n\n\u003Cp>Building location lists in this way suddenly leaves you with a lot of data in a very complex table, but it’s actually simple to process. You can see which locations are good value and which aren’t. It helps you to refine your strategy in great detail.\u003C\u002Fp>\n\n\n\n\u003Cp>Mobile vs desktop is an important conversation right now. The two platforms should not be treated the same. This is the first time that mobile is bigger than desktop and the way people search on each is very different. Desktop has a different kind of intent than mobile, so view it differently.\u003C\u002Fp>\n\n\n\n\u003Cp>If you don’t split mobile and desktop into separate campaigns you can’t give them a different budget. If something works very well on desktop, it could be damaged in terms of quality score by sitting in the same campaigns as mobile ads.\u003C\u002Fp>\n\n\n\n\u003Cp>If one is more important than the other you can prioritise a certain device in your budget.\u003C\u002Fp>\n\n\n\n\u003Cp>However you run into problems on big accounts. A small amount of automation can make a big difference. Create rules that allow us to change bids if certain things happen.\u003C\u002Fp>\n\n\n\n\u003Cp>This strategy does create problems, one being the need to understand a longer timeline. The timeline to build out this data and understand it is 2-3 months, depending on how much budget is available. Building this way is broad to specific and it takes a while to see CPA fall, but the long term rewards are higher.\u003C\u002Fp>\n\n\n\n\u003Cp>Everybody has to be working towards the same goal. You need clean tests for it to be effective.\u003C\u002Fp>\n\n\n\n\u003Cp>Continuous testing allows for you to take into account time, environmental and product-related factors. It’s important to get clean results.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Gather as much data as possible.\u003C\u002Fli>\n\n\n\n\u003Cli>Test everything.\u003C\u002Fli>\n\n\n\n\u003Cli>Alter strategies based on the data we have available.\u003C\u002Fli>\n\n\n\n\u003Cli>Allow for adequate resources – time invested at the start leads to efficiency and results later.\u003C\u002Fli>\n\u003C\u002Ful>\n",{"rendered":138,"protected":195},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":195,"footnotes":5},[521],[890],{"id":716,"name":717,"path":718},[206],[893,102,209,210,211,213,526,724],"post-3445",[],[],[897,898,899,900],{"path":168,"name":169},{"path":220,"name":221},{"path":123,"name":124},{"path":177,"name":137},"Elliot Kemp is lead consultant at Push, a PPC specialist agency. Data should be the core of all digital marketing moving forward. You can’t make bricks without clay – you can’t do digital marketing without data. More and more data is the key to making digital marketing succeed. 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Garufi is an agency development manager at Google, talking about how we can measure complex customer journeys.\u003C\u002Fp>\n\u003Cp>Sabrina started by using the analogy of how we got to the conference. We all walked through the door, so should urban planners put all their resources into making pavements? No. Because people drove or came on public transport first. Last click attribution is like focusing all your resources on footpaths.\u003C\u002Fp>\n\u003Cp>Measurement used to be a lot more simple. Customer journeys used to be simple and it was great. People would go straight to a website before converting there and then or visiting a store. Now the journey is much more fragmented than it used to be. For the marketer it’s a lot harder to identify where a customer is coming from and how they’re getting to you. It’s a huge web that you have to untangle.\u003C\u002Fp>\n\u003Cp>Let’s say you sell beauty products. In the past you would have seen the last move a customer made before coming to your website. This is partly Google’s fault; for a while, last click attribution was the only model available. Last click, however, blinds you to a significant portion of the journey. Were you investing marketing spend in the right place? Who knows.\u003C\u002Fp>\n\u003Cp>In 2017, we should take everything into account and work out which stages of the customer journey are the most important to us. We have to move beyond last click attribution to stay with the times.\u003C\u002Fp>\n\u003Cp>The current free solutions to measure attribution are AdWords and Analytics.\u003C\u002Fp>\n\u003Cp>Adwords attribution falls into rule-based and data-driven attribution models. Data-driven is new and AI-powered, why look beyond? But data-driven requires a certain volume of interactions before it can be of value to you (or even available).\u003C\u002Fp>\n\u003Cp>Last click, first click, linear, position-based and time decay are the 5 rule-based models at Google. Linear attribution gives equal weighting to all stages of the funnel. Position based gives credit across the board, but more to the first and last. Time decay gives more value to the last click and gives decreasing value to earlier interactions.\u003C\u002Fp>\n\u003Cp>Position-based is a good model for when you know the conversion is important, but you also want to know how they first found out about your products (e.g. if you launch a new product line). Time decay drives efficiency while bearing all touchpoints in mind. It gives most value to the final click, but it takes into account everything leading up to that.\u003C\u002Fp>\n\u003Cp>But what is data-driven attribution? It calculates the incremental impact of each click. It’s a dynamic model that continues to take new clicks into account at all point. It gives credit to different stages based on the impact it has on final conversion rates. This model works out the impact that a stage has on conversion rate when it’s included as opposed to when it’s not, which leads to working out the value of that step (and that channel as a whole, once you gather enough data).\u003C\u002Fp>\n\u003Cp>Data-driven models constantly change, whereas rule-based models have to be manually revisited and changed. But both types are based 100% on your data.\u003C\u002Fp>\n\u003Cp>All of this applies to cross-device. Mobile appears to have a lot more value when you move away from last click. Users did the research on mobile that led to the final conversion on desktop.\u003C\u002Fp>\n\u003Cp>Why are we talking about attribution now? Because data-driven attribution is already driving better performance for thousands of search advertisers. Moving beyond last-click alone delivers 5% better returns. Current studies show that cross-channel attribution was the number 1 concern for 2017. \u003Cstrong>The key message is that if you’re not moving from last-click, you’re missing out.\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Last-click insights show big spikes for Black Friday and Christmas. However, data from Google’s retails clients who were using data-driven attribution shows that more than two thirds of conversions on Black Friday came from queries that occurred in the days leading up to Black Friday. Google’s data shows that data-driven attribution drives 5% more conversions at the same cost per conversion.\u003C\u002Fp>\n\u003Cp>Case studies show widespread increase in conversions and decrease in cost. These case studies used smart auto-bidding to increase ROI and efficiency of their marketing processes.\u003C\u002Fp>\n\u003Cp>However, you can’t just move on from last-click and assume that things will magically improve. You have to be prepared for decimal points and you have to allow for 30 days for the data to come in and start making sense. Ultimately, the real impact comes from acting on the new data that you’re receiving through the new attribution models. You should be re-evaluating your budgets and the keywords that you have over-prioritsied before.\u003C\u002Fp>\n\u003Cp>Auto-bidding is the key element to bring in to make sure you see an improvement. You’ll see an increase in the value given to generic terms. You need to be adjusting the budgets between campaigns. You should also be prepared to test new keywords.\u003C\u002Fp>\n\u003Cp>Sabrina reiterates: move away from last click. It takes two minutes in Adwords and then you’re all set up.\u003C\u002Fp>\n\u003Cp>Moving on to Google Attribution. The new tool will come out at the beginning of 2018 after a small Beta of about 400 advertisers. The clients that were on the beta were selected so that they gave as much data as possible. When Google Attribution was created they took feedback from these advertisers into account. It’s meant to be easy to use, actionable, cross-device and cross-channel.\u003C\u002Fp>\n\u003Cp>Cross-channel is now available in Attribution and it will send the report to Adwords. Attribution will interact with all different touchpoints and channels. It’s made to be easy to set up: simply log in and connect your properties, then you’re good to go.\u003C\u002Fp>\n\u003Cp>It’s cross-channel because it pulls in Analytics (which was the missing piece before). It will roll out in stages, so more features will become available over the course of the next year.\u003C\u002Fp>\n\u003Cp>And it’s cross-device. The number of trackable logged-in users is a big strength of Google.\u003C\u002Fp>\n\u003Cp>It’s actionable. You’ll be able to pull reports straight from Attribution into Adwords, make changes and set up auto-bidding.\u003C\u002Fp>\n",{"rendered":147,"protected":195},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":195,"footnotes":5},[521],[1052],{"id":716,"name":717,"path":718},[206],[1055,102,209,210,211,213,526,724],"post-3444",[],[],[1059,1060,1061,1062],{"path":168,"name":169},{"path":220,"name":221},{"path":123,"name":124},{"path":177,"name":146},"Sabrina Garufi is an agency development manager at Google, talking about how we can measure complex customer journeys. Sabrina started by using the analogy of how we got to the conference. We all walked through the door, so should urban planners put all their resources into making pavements? 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Seems to be a sign of Google making it much harder for businesses to get good results without paying for it. While CTR has dropped, the search volume and traffic to the website has stayed the same. If you’re responsible for organic channels and your traffic hasn’t dropped, you’re swimming against the tide.\u003C\u002Fp>\n\u003Cp>Technical SEO is key for ecommerce sites as they tend to have more issues than others due to the sheer size of them. Sometimes, however, the simple things go wrong. Ian gives the example of Bingbot being blocked in their robots.txt file. Another example is one Boom’s clients who implemented infinite scroll in such a way that the content could not be crawled effectively.\u003C\u002Fp>\n\u003Cp>Pagination can also cause issues if not implemented correctly, potentially preventing search engine crawlers from seeing the full range of products – issues can come up with both robots.txt and canonical tags. On the other hand, if canonical tags are missing for pages with different search filters, you’ll probably end up with loads of unnecessarily indexed and duplicated pages.\u003C\u002Fp>\n\u003Cp>If sites are built on AJAX, you’ll get hashed URLs for different pages in a category. Google won’t see the hashed URL as a separate page and won’t index it. Products on the second page and beyond won’t show up in search engines.\u003C\u002Fp>\n\u003Cp>Structured data mark up (schema.org mark up) provides information about products. Structured data can cause more information to show in SERPs, for example, pricing and stock levels or reviews. You can’t force Google to use structured data for rich snippets; it will decide whether or not to use the data you’ve highlighted. Schema mark up also provides product information on mobile image search to make it easier for people to buy from the image results pages (if they’re on mobile).\u003C\u002Fp>\n\u003Cp>Depth of content is one of the best ways to increase organic reach. Hidden content will normally be ignored by Google. If you can’t see content without having to click on something to reveal it, Google will consider it hidden and it won’t contribute towards rankings. Experiments have shown that removing hidden content will help with rankings.\u003C\u002Fp>\n\u003Cp>However, this is going to change when Google fully rolls out its mobile-first index. They recognise that hidden content on mobile is a more common and sensible way to approach content if there’s a lot of text on a page. Accordions and some kind of tabulation is normal and helpful for mobile users; it will therefore \u003Cem>not \u003C\u002Fem>be devalued in the new index.\u003C\u002Fp>\n\u003Cp>Expand content depth with ‘hub’ and ‘spoke’ pages. The hub is the main category page and the spokes are additional content pages that provide more information, all based on keyword research. Content hubs like this bring more traffic from medium- and long-tail keywords. Good performance in content hubs is an indication to Google of a good user experience. In Boom’s experience, content hubs have demonstrably improved conference.\u003C\u002Fp>\n\u003Cp>To build a content hub, carry out in-depth long-tail keyword research and find questions that people are actually asking. You could implement the hubs on category pages with links beneath the products to a tips and advice section, or with a side menu. Try and make pages 500+ words long to make sure the information is suitably deep and good quality.\u003C\u002Fp>\n\u003Cp>Getting links is a challenge for ecommerce sites. The point of links is, of course, to build domain authority and to funnel link equity to hub pages. They also build brand awareness through content marketing. By creating content, you’re feeding other marketing channels with resources that they can use.\u003C\u002Fp>\n\u003Cp>Classic infographics can still get loads of shares if they hit the right audience. It can be easy to gather data through Google surveys and simple research. You can keep coming back to shareable resources every time a relevant story comes up in the media. If you choose the right topic it will have a broad appeal (even if it’s not directly related to products on the ecommerce site), but the broader you go, the more opportunities you get for links and shares and the more the biggest sites (like newspapers) are likely to link to you.\u003C\u002Fp>\n\u003Cp>The difficulty with clients is convincing them of the value of these broad link building campaigns. The value is that you get the high-level links, which contributes to the site’s overall SEO value. Think laterally, think broadly and think laterally to come up with these ideas.\u003C\u002Fp>\n\u003Cp>If you can draw on themes from popular culture you can really see rewards (e.g. tapping into the market around Star Wars or Game of Thrones).\u003C\u002Fp>\n\u003Cp>You really need a blog (preferably WordPress) to host this kind of content on the site. You also need creativity, good research and high production values, all backed up with good outreach skills. This is a multi-skilled, multi-person approach. The graphic designer is unlikely to also want to send emails to 400 people and cope with rejection!\u003C\u002Fp>\n\u003Cp>Content that is directly related to the products you sell is great if you can pull it off, as you’ll get links straight to the category pages, but this is very tricky! If you can pull it off, do it.\u003C\u002Fp>\n\u003Cp>You have to keep chipping away at these strategies, they don’t produce results overnight. The good thing is, the momentum increases as you go along. 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