[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002Fpage\u002F12":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":188,"head_links":191,"breadcrumbs":176,"posts":195,"pages":171,"head":1490},"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":172},"\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":171},[101,115,126,138,149,159],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","How to use psychology to boost ecommerce sales","\u003Cp>It’s easy to get so fixated on traffic and sales figures that you can forget real humans are behind them. Those numbers – whether they’re good or bad – are the result of the decision making processes of thousands of human minds. Would you like more of your website visitors to become customers? If the […]\u003C\u002Fp>\n","\u002Fblog\u002Fusing-pyschology-boost-ecommerce-sales\u002F","2022-02-07T16:48:36",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FM0NAuPud-050720211625523446_microscope-scaled.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[110],{"name":4,"image":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":113,"name":114},"\u002Fblog\u002Fcategory\u002Fcro\u002F","CRO",{"type_key":102,"title":116,"excerpt":117,"to":118,"postedAt":106,"readingTime":119,"image":120,"authors":121,"category":123},"Google Attribution is coming soon – be ready","\u003Cp>At the Google Marketing Next conference in 2017, Google announced the beta version of a new tool: Google Attribution. With its release surely not far away, marketers who don’t have access to the beta should be familiarising themselves as much as possible with the tool so that they’re ready to take advantage when it becomes […]\u003C\u002Fp>\n","\u002Fblog\u002Fgoogle-attribution-coming-soon-ready\u002F",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FtUiNnhte-050720211625523558_graphs-scaled.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[122],{"name":4,"image":111},{"to":124,"name":125},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":102,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":131,"image":132,"authors":133,"category":135},"Jobs, Lens & AI: Google’s future and what it all means for marketing","\u003Cp>At the time of writing, we’re two weeks down the line from Google IO 2017, Google’s annual developer conference. Now that we’ve had time to digest the various announcements that were made, we can look ahead to the new state of play that Google is ushering into the tech world and its implications for digital […]\u003C\u002Fp>\n","\u002Fblog\u002Fjobs-lens-ai-googles-future-means-marketing\u002F","2022-02-07T16:48:37",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F0vHskZMg-050720211625523953_google-logo-on-a-phone-scaled.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[134],{"name":4,"image":111},{"to":136,"name":137},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":102,"title":139,"excerpt":140,"to":141,"postedAt":142,"readingTime":143,"image":144,"authors":145,"category":147},"SMXLondon: SEO in a Mobile-First World – Pete Campbell","\u003Cp>Google announced the move to a mobile-first index last year, Pete Campbell gives a great insight on how site performance can help you get ready for this switch. Site Speed Pete Campbell from Kaizen kicks off talking about the site speed element of the mobile first algorithm, which was actually only announced 6-8 weeks ago as […]\u003C\u002Fp>\n","\u002Fblog\u002Fsmxlondon-mobile-first-pete-campbell\u002F","2022-02-07T16:48:38",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FVlb6NJDZ-050720211625524431_pete-campbell-smx-london-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[146],{"name":4,"image":111},{"to":148,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":102,"title":150,"excerpt":151,"to":152,"postedAt":153,"readingTime":154,"image":155,"authors":156,"category":158},"Brighton SEO – Advanced Local SEO Tips to Help You Murder Your Competitors – Greg Gifford","\u003Cp>Greg Gifford starts this awesome talk with the promise of 99 references to horror movies from the last 50 years in the slide deck. Just being position #1 in the search results isn’t enough anymore, and as an SEO our job is much more than delivering #1 rankings for clients. Now that results have become […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrighton-seo-advanced-local-seo-tips-help-murder-competitors-greg-gifford\u002F","2022-02-07T16:48:39",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[157],{"name":4,"image":111},{"to":148,"name":18},{"type_key":102,"title":160,"excerpt":161,"to":162,"postedAt":163,"readingTime":164,"image":165,"authors":166,"category":168},"How can SMEs compete with ecommerce giants in the SERPs?","\u003Cp>At the end of 2016, Merkle discovered that Amazon was again testing with Google’s paid product listing ads (PLAs). If ecommerce giants like Amazon decide to start dominating paid results, is there anywhere left for smaller ecommerce sites to gain visibility? How significant are the tests? At present, the tests that Amazon have been conducting […]\u003C\u002Fp>\n","\u002Fblog\u002Fcan-smes-compete-ecommerce-giants-serps\u002F","2024-09-30T09:54:34",16,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fn8baS9hD-050720211625525137_arm-wrestle.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[167],{"name":4,"image":111},{"to":169,"name":170},"\u002Fblog\u002Fcategory\u002Fecommerce\u002F","Ecommerce","13",{"type":173,"style":174,"title":175,"heading":4,"intro":10,"services":12,"breadcrumbs":176,"photo":56,"social":188},"author","dark","Meet the Team",[177,180,183,186],{"path":178,"name":179},"\u002F","Home",{"path":181,"name":182},"\u002Fabout\u002F","About Us",{"path":184,"name":185},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":187,"name":4},null,{"twitter":189,"linkedin":190},"https:\u002F\u002Ftwitter.com\u002FNorledgeCharlie","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fcharlie-norledge-97984099\u002F",[192],{"rel":193,"href":194},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F",[196,524,714,908,1102,1296],{"id":197,"date":198,"date_gmt":198,"guid":199,"modified":106,"modified_gmt":106,"slug":201,"status":19,"type":102,"link":105,"title":202,"content":203,"excerpt":206,"author":207,"featured_media":208,"comment_status":209,"ping_status":209,"sticky":205,"template":5,"format":210,"meta":211,"categories":212,"collections":216,"coauthors":217,"class_list":219,"acf":229,"head_links":230,"breadcrumbs":231,"url_path":105,"search_description":238,"featured_image_urls":239,"authors":274,"type_nicename":285,"reading_minutes":107,"category":286,"yoast_title":290,"yoast_meta":291,"yoast_json_ld":345,"_links":475},3269,"2017-09-07T09:03:38",{"rendered":200},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fusing-pyschology-boost-ecommerce-sales\u002F","using-pyschology-boost-ecommerce-sales",{"rendered":103},{"rendered":204,"protected":205},"\u003Cp>It’s easy to get so fixated on traffic and sales figures that you can forget real humans are behind them. Those numbers – whether they’re good or bad – are the result of the decision making processes of thousands of human minds.\u003C\u002Fp>\n\u003Cp>Would you like more of your website visitors to become customers? If the answer is yes, then you can do yourself a big favour by dipping your toes into a few key concepts of consumer behaviour and the psychology of selling.\u003C\u002Fp>\n\u003Ch2 id=\"search-intent\">Search intent\u003C\u002Fh2>\n\u003Cp>One reason that key landing pages don’t perform as well as you would like is that they don’t match the search intent of the keywords that they’re targeting. Broadly speaking, search intent can be split into three categories:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>Navigational\u003C\u002Fstrong>\u003Cstrong>:\u003C\u002Fstrong> users search for a branded term in order to navigate to a specific website, known in advance. \u003Cem>Example: “impression cro”\u003C\u002Fem>\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Informational:\u003C\u002Fstrong> users are searching to find more information on any given topic. \u003Cem>Example: “how can i increase online sales?”\u003C\u002Fem>\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Transactional: \u003C\u002Fstrong>users are searching to find something to buy. It is likely that they are ready to spend there and then. \u003Cem>Example: “nintendo switch bundle”\u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Google is getting better at working out what kind of search intent a given page is meant to satisfy. It’s rare to see a blog post ranking for a transactional search, or a product page ranking for an informational search. If the page that you want to rank for a keyword doesn’t match Google’s perception of the search intent, don’t expect it to perform well.\u003C\u002Fp>\n\u003Ch3 id=\"user-expectations-on-a-more-granular-level\">User expectations on a more granular level\u003C\u002Fh3>\n\u003Cp>Search intent goes deeper than the broad categories mentioned above. Searchers often turn to Google with a specific idea in mind of the kind of website they want to find. This gives marketers and business owners an additional headache, because even if your page is ranking highly and receiving traffic, it may not be converting visitors very well if it doesn’t meet their expectations.\u003C\u002Fp>\n\u003Cp>Other than a page’s conversion rate, there are several metrics accessible through Google Analytics that can give an indication of how well the page meets user expectations:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>Bounce rate: \u003C\u002Fstrong>this shows the percentage of people who land on a page and then leave without interacting with it at all. Where bounce rate is high for organic landing pages, the chances are good that your page is not satisfying users’ search intent.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Time on page: \u003C\u002Fstrong>this shows how long, on average each user spends on your page. Generally speaking, the longer they spend on a page, the more likely it is that it met their expectations.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Exit rate: \u003C\u002Fstrong>this shows how many people ended their session on the site with this page. Unlike bounce rate, this metric does not show a lack of engagement with the site as a whole, but does indicate that an individual page might not be converting particularly well.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 id=\"optimising-for-searcher-intent-and-expectations\">Optimising for searcher intent and expectations\u003C\u002Fh3>\n\u003Cp>We will discuss later in this post some strategies for optimising specific on-page elements, but some competitor analysis can make sure that your page lines up with the highest performing pages that currently rank for the keyword. It’s a good idea to look at the top three or four ranking pages for your target keyword and make a note of things like the wording of their titles and headings, how much text they have, how many images they’re using and how many products are featured (if it’s a transactional search term). Aligning your page with these will give you the best chance of matching searcher intent \u003Cem>and \u003C\u002Fem>optimising your page for search engines.\u003C\u002Fp>\n\u003Ch2 id=\"psychological-hacks-to-boost-conversions\">Psychological hacks to boost conversions\u003C\u002Fh2>\n\u003Cp>Good levels of traffic to a key page doesn’t automatically translate into satisfactory sales figures. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcro\u002F\">CRO (conversion rate optimisation)\u003C\u002Fa> refers to a collection of tools and techniques used to improve a page’s ability to convert visitors to customers. We see CRO as a scientific methodology, with changes made after testable hypotheses and experiments designed to prove the optimal configuration of a page. Again, it’s easy to lose sight of the humans behind the metrics, but we need to remember that individual minds are determining the results of our experiments.\u003C\u002Fp>\n\u003Cp>This means that we can improve conversion rate by applying the psychology of persuasion. After all, the key landing pages on an ecommerce site are ultimately trying to persuade visitors to buy the business’s products. There are plenty of theories that could be borrowed and adapted for ecommerce sales, but I want to focus on three: the scarcity principle, power words and colour psychology.\u003C\u002Fp>\n\u003Ch3 id=\"the-scarcity-principle\">The scarcity principle\u003C\u002Fh3>\n\u003Cp>A well-known tool among advertisers, the scarcity principle is the idea that people are more likely to be persuaded to buy something if they believe that they would miss out otherwise. It is even more powerful if people believe that, in missing out, \u003Cem>other \u003C\u002Fem>people are enjoying the product that they passed up the chance to buy. In this way, the principle has some similarities to FOMO (fear of missing out), a well-documented phenomenon that is apparently common among millennials in our ever-connected age.\u003C\u002Fp>\n\u003Cp>The scarcity principle is important to bear in mind when running sales for a short period of time, but it can also be used to imply that a product has limited stock, or that a buyer is missing out on a popular trend if they don’t buy.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>How to apply the scarcity principle\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>This idea is best-suited to textual elements on your site. You could try using it with the following elements:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>Call to action buttons: \u003C\u002Fstrong>try including language that is immediate, direct and personal on your CTA buttons. \u003Cem>Example text: Buy yours now!\u003C\u002Fem>\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Titles and headings: \u003C\u002Fstrong>Your page title is the first thing that users will see if your page comes up in the SERPS (search engine results pages) and your headings are prominent textual elements. These are the perfect places to shout about the limited nature of your sale or stock. \u003Cem>Example h1: Up to 50% off limited edition sunglasses for one week only!\u003C\u002Fem>\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Page copy: \u003C\u002Fstrong>Even on product pages, it is a good idea to have some persuasive copy. You should use the space that you have to its maximum potential, telling customers about your products key selling points, along with any limited stock, limited time offers, mentions of its popularity.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"power-words\">Power words\u003C\u002Fh2>\n\u003Cp>Also known as ‘ultimate terms’ the theory of power words dates back to the ’50s and remains important. It refers to the idea that there is always a group of words that carry powerful persuasive weight. These words, if used correctly, can be used to trigger certain thoughts and emotions in the reader that can help encourage them to buy your products. A word of caution, however: overusing these words or forcing them into your content can have the opposite effect, making your persuasive efforts seem forced and fake.\u003C\u002Fp>\n\u003Cp>Unlike the scarcity principle, power words can be used in ‘evergreen’ content; they are not tied to offers or stock availability but can be used to sell the product at any time. Common power words include \u003Cem>proven \u003C\u002Fem>(implying safety and quality), \u003Cem>new \u003C\u002Fem>(implying novelty), \u003Cem>you\u003C\u002Fem> (creating rapport through a direct address) and negative words, like \u003Cem>lose\u003C\u002Fem>, which can be used to set up an undesirable state that your product will help a customer to avoid (e.g. “never lose your phone again with our tracking app”).\u003C\u002Fp>\n\u003Cp>\u003Cstrong>How to apply power words\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>Titles and headings: \u003C\u002Fstrong>You don’t want to go overboard, but power words can be used sparingly in your titles and headings. \u003Cem>Example meta title: Toddler car seat – \u003Cstrong>safest\u003C\u002Fstrong> in the UK | The Car Seat Co.\u003C\u002Fem>\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Page copy: \u003C\u002Fstrong>There are endless applications of power words in copy and there is skill in knowing when to use them and which ones to choose. As a rule of thumb, choose power words that line up with your brand identity and USPs. If innovation is part of your brand, use phrases like, “\u003Cem>discover our new…\u003C\u002Fem>” or if a USP is that your products are handmade and high-quality, try using phrases that speak to their reliability, like “\u003Cem>guaranteed to…\u003C\u002Fem>” or that speak to your business’s reputation, “…\u003Cem>trusted by over 1000 happy customers\u003C\u002Fem>“.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"colour-psychology\">Colour psychology\u003C\u002Fh2>\n\u003Cp>Colour psychology is difficult to approach, simply because of the amount of unreliable pop-psychology you can find that talks about it. I’m not a fan of plucking insight off the first website you see when it comes to a topic like this, especially if you want to form a hypothesis for \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcro\u002Fab-testing\u002F\">A\u002FB testing\u003C\u002Fa> or more complex multivariate tests.\u003C\u002Fp>\n\u003Cp>The core principle of colour psychology is that different colours bring out different automatic subconscious responses in human observers. Obvious and well-known examples include red making us wary, alert or angry, or blue making us feel calm and peaceful. But the reactions we have to colours are more complex than those examples. Here are some other lesser-known but documented reactions, taken from article from publications like the \u003Cem>Journal of Marketing Communications \u003C\u002Fem>and the \u003Cem>Journal of the Academy of Marketing Science \u003C\u002Fem>(and yes, I’ll admit it, I found these via the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FColor_psychology\">Wikipedia article\u003C\u002Fa>, which is pretty thorough on the subject).\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>Red:\u003C\u002Fstrong> excitement, lust\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Yellow: \u003C\u002Fstrong>happiness, competence\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Green: \u003C\u002Fstrong>envy, life\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Blue: \u003C\u002Fstrong>corporate, high quality\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Pink: \u003C\u002Fstrong>sophistication, sincerity\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Purple: \u003C\u002Fstrong>authority, power\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Brown: \u003C\u002Fstrong>ruggedness\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Black: \u003C\u002Fstrong>expensive, fear\u003C\u002Fli>\n\u003Cli>\u003Cstrong>White: \u003C\u002Fstrong>purity, sincerity\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>The above list doesn’t cover every implication of the colours, and changing variables such as the colours’ shade or brightness can also make a difference. However, there is enough there to give you a broad idea of the kinds of associations we make all the time about different colours without thinking about it.\u003C\u002Fp>\n\u003Ch3 id=\"how-to-apply-colour-psychology\">How to apply colour psychology\u003C\u002Fh3>\n\u003Cp>Being able to have some control over your visitors’ reactions is a big advantage in the competitive world of online sales. While the applications of the previous two psychological theories have been more relevant to written aspects of your pages – titles, headings and copy – colour psychology applies to the aesthetic aspects. It is also worth noting that most companies don’t have complete freedom over the colour palette they use on their website. It is good practice to remain consistent with your brand and only to vary the aesthetics of your site within reasonable parameters defined by your brand colours, which will hopefully have been chosen with some thought given to this already. Bearing that in mind, here are a few areas you could apply colour psychology:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>CTA buttons: \u003C\u002Fstrong>One of the easiest elements to change is the call to action button. Try making them bold and bright to attract attention, colouring them with a colour that has an effect in line with the product or service page they lead through to or the action they signify.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Banners: \u003C\u002Fstrong>Many ecommerce sites have some form of banner on the homepage, showcasing products and offers. Your banner should be designed to attract attention and, while it shouldn’t stray too far from your brand, there is often scope to be flexible and use colours that have the right associations for the featured products.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Other imagery: \u003C\u002Fstrong>What will your customers think when they see the images on your pages? Will they be excited? Reassured? Bored? Use images that don’t just show off your best products, but that also guide your visitors’ thoughts and desires in the right direction.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"turning-ideas-into-measurable-improvements\">Turning ideas into measurable improvements\u003C\u002Fh2>\n\u003Cp>Everything discussed in this article is qualitative. While the experiments to provide evidence for the theories may have been based on scientific testing and quantitative (numerical) results, applying the theories to a website seems to be based on ideas and expectations – what we think will work best. For ecommerce businesses who expect to see a strong ROI from any new initiative, we need more.\u003C\u002Fp>\n\u003Cp>The way to make sure you see ROI from changes like this is in the testing and implementation. Tests designed to measure the effect of any proposed changes on your site’s conversion rate will turn your ideas into numbers, making any significant improvement clear. In the world of conversion rate optimisation – the broad term for making ongoing improvements to your site’s ability to make money – there are two methods of testing: \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcro\u002Fab-testing\u002F\">A\u002FB testing\u003C\u002Fa> and multivariate testing. The former involves testing two versions of a page, with one difference, to see which one has the highest conversion rate. This is the fastest way of testing small changes. The second method involves changing more than one element and comparing all possible versions of the same page, with a different version for each possible combination of elements. Multivariate tests take longer than A\u002FB tests, but allow you to see which elements have the biggest impact on conversion rate.\u003C\u002Fp>\n\u003Cp>Scientific testing is difficult to carry out without tools like VWO, which is our primary CRO tool of choice at Impression. Without the ability to show different versions of pages at the same time to different segments of your audience, any changes will have to be implemented at different times and your results will be less reliable. However, the psychological theories I’ve talked about still have merit and you could still benefit from making changes to your ecommerce site, even if you can’t test the changes thoroughly first. If you do so, keep a close eye on your conversion rate and don’t hesitate to abandon your changes if they’re not working out. As a baseline, I would recommend with checking your pages to see if they match the search intent that Google has identified for their target keywords. This can be a quick way to get more traffic or conversions if certain pages are underperforming.\u003C\u002Fp>\n\u003Cp>As a baseline, I would recommend with checking your pages to see if they match the search intent that Google has identified for their target keywords. This can be a quick way to get more traffic or conversions if certain pages are underperforming and can be analysed through Google Analytics or simply by studying competitors who outrank you.\u003C\u002Fp>\n\u003Cp>If you want to improve your website’s conversion rate in a quantifiable, scientific manner, but don’t have the means to do so yourself, get in touch with us! We would love to have a conversation about how we could help. You can also read our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcro\u002F\" data-wplink-edit=\"true\">CRO service page\u003C\u002Fa> for more information.\u003C\u002Fp>\n",false,{"rendered":104,"protected":205},19,8225,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":205,"footnotes":5},[213,214,215],55,59,1,[],[218],109,[220,102,221,222,223,224,225,226,227,228],"post-3269","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro","category-ecommerce","category-seo",[],[],[232,233,236,237],{"path":178,"name":179},{"path":234,"name":235},"\u002Fblog\u002F","Blog",{"path":113,"name":114},{"path":187,"name":103},"It’s easy to get so fixated on traffic and sales figures that you can forget real humans are behind them. Those numbers – whether they’re good or bad – are the result of the decision making processes of thousands of human minds. Would you like more of your website visitors to become customers? If the 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With its release surely not far away, marketers who don’t have access to the beta should be familiarising themselves as much as possible with the tool so that they’re ready to take advantage when it becomes more widely available.\u003C\u002Fp>\n\u003Ch2 id=\"what-will-google-attribution-help-us-with\">What will Google Attribution help us with?\u003C\u002Fh2>\n\u003Cp>The tool is designed to help marketers analyse the impact that different marketing channels have on their sales and leads. At present, different attribution models are commonly used to assess the contributions of these channels. Some commonly used examples are:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>Last click\u003C\u002Fstrong>, where full credit for the conversion is given to the channel the user accessed the site through in order to convert.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>First click\u003C\u002Fstrong>, where full credit for the conversion is given to the first click in an individual user’s journey to conversion.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Last non-direct click\u003C\u002Fstrong>, where full credit for the conversion is given to the last channel clicked on before the user visited the site \u003Cspan style=\"text-decoration: underline;\">directly\u003C\u002Fspan> to make a purchase.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Linear\u003C\u002Fstrong>, where equal credit is given to every touchstone on a user’s journey to conversion.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>These existing attribution models all have their uses. First click, for example, is helpful for understanding how users are engaging with your site for the first time, while last non-direct click is often a good indication of which channel convinced the visitor to convert.\u003C\u002Fp>\n\u003Ch2 id=\"a-new-attribution-model\">A new attribution model\u003C\u002Fh2>\n\u003Cp>Google Attribution will offer an alternative attribution model that uses machine learning to assess the impacts of each channel on the final conversion. This model, like the existing linear model, will give some percentage of credit to each touchstone, but that percentage will not be equal across the board.\u003C\u002Fp>\n\u003Cp>Instead, the new model will use machine learning to work out which channels tend to lead to conversions when they are present in a user journey and which channels don’t lead to conversions so often. By analysing this data, Google Attribution will give a heavier weighting to the more successful channels when it assigns credit for a particular conversion, helping marketers to assess the overall impact of each channel on their marketing efforts.\u003C\u002Fp>\n\u003Ch2 id=\"our-take-on-the-tool\">Our take on the tool\u003C\u002Fh2>\n\u003Cp>Liam Wade, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> manager at Impression, said: “Our team has always worked hard to understand the pros and cons of different attribution models for assessing the role that each channel has on the final conversion. As an integrated agency, it’s important that we’re able to identify the effect of each channel as accurately as possible so that we can craft the best paid and organic strategies for our clients.\u003C\u002Fp>\n\u003Cp>“Google Attribution is exciting for us because it gives us a new way to analyse our data. Our policy is to focus primarily on optimising the channel and secondarily on looking at different attribution models, so my hope is that the new tool will give us more integrated picture of the available attribution data that will help us to see where we should be focusing our optimisation efforts.”\u003C\u002Fp>\n\u003Ch2 id=\"stay-tuned-for-more\">Stay tuned for more\u003C\u002Fh2>\n\u003Cp>Like everyone else, we’re still getting used to Google Attribution and the impact that it can have on our marketing efforts. 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3255\u002Frevisions\u002F14940",[700],{"embeddable":97,"href":701},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F8232",[703],{"href":704},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=3255",[706,708,710],{"taxonomy":513,"embeddable":97,"href":707},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=3255",{"taxonomy":516,"embeddable":97,"href":709},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=3255",{"taxonomy":173,"embeddable":97,"href":711},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=3255",[713],{"name":522,"href":523,"templated":97},{"id":715,"date":716,"date_gmt":716,"guid":717,"modified":130,"modified_gmt":130,"slug":719,"status":19,"type":102,"link":129,"title":720,"content":721,"excerpt":723,"author":207,"featured_media":724,"comment_status":209,"ping_status":209,"sticky":205,"template":5,"format":210,"meta":725,"categories":728,"collections":730,"coauthors":731,"class_list":732,"acf":735,"head_links":736,"breadcrumbs":737,"url_path":129,"search_description":727,"featured_image_urls":743,"authors":775,"type_nicename":285,"reading_minutes":131,"category":785,"yoast_title":726,"yoast_meta":787,"yoast_json_ld":815,"_links":871},3148,"2017-06-01T06:30:55",{"rendered":718},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fjobs-lens-ai-googles-future-means-marketing\u002F","jobs-lens-ai-googles-future-means-marketing",{"rendered":127},{"rendered":722,"protected":205},"\u003Cp>At the time of writing, we’re two weeks down the line from Google IO 2017, Google’s annual developer conference. Now that we’ve had time to digest the various announcements that were made, we can look ahead to the new state of play that Google is ushering into the tech world and its implications for digital marketers.\u003C\u002Fp>\n\u003Cp>In this post, we’ll take a look at several new developments and trends from Google, most of which were at least mentioned at Google IO 2017. If you’re here for something specific, use the links below to take you to the right section.\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"#google-for-jobs\">\u003Cstrong>Google for Jobs\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"#personal-tab\">\u003Cstrong>Personal Tab\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"#machine-learning\">\u003Cstrong>Machine Learning\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"#google-lens\">\u003Cstrong>Google Lens\u003C\u002Fstrong>\u003C\u002Fa>\u003Cbr \u002F>\n\u003Ca id=\"google-for-jobs\">\u003C\u002Fa>\u003C\u002Fp>\n\u003Ch2 id=\"google-for-jobs-is-looming\">Google for Jobs is looming…\u003C\u002Fh2>\n\u003Cp>…for the USA, anyway. Still, if the platform is a success in the States, we could be seeing it in Europe soon after. The announcement is a confirmation of what we began \u003Ca href=\"\u002Fblog\u002Fis-google-poised-to-shake-up-recruitment-seo\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">speculating on in February\u003C\u002Fa>: Google is going to shake up the way that jobs postings appear in results pages.\u003C\u002Fp>\n\u003Cp>At present, we know for sure that the search engine will pull results from big recruitment sites like Monster, CareerBuilder, LinkedIn and ZipRecruiter, with Google actually working with some of them to hone their listings. In our first post on the topic, we asked how recruitment companies would respond to Google’s advances on their territory, but this evidence suggests that they’ve been fairly cooperative, which could mean that they will continue to dominate the SERPs as before.\u003C\u002Fp>\n\u003Cp>At least for now, Google for Jobs is fairly limited in scope, not only geographically, but functionally. As described by \u003Ca href=\"https:\u002F\u002Fwww.usatoday.com\u002Fstory\u002Ftech\u002Fnews\u002F2017\u002F05\u002F17\u002Fgoogle-io-google-for-jobs-sundar-pichai\u002F101768492\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">USA Today\u003C\u002Fa>, jobs listings will appear above organic results when users search for job openings, but there will be some functionality allowing for filtering. Clicking on the search results will take you directly to an application on the job site.\u003C\u002Fp>\n\u003Cp>There is no sign yet of paid job advertising, or of Google allowing candidates to apply without leaving the search engine, but those future developments can’t be ruled out. For now, however, our recommendation for \u003Ca href=\"\u002Fblog\u002Frecruitment-seo\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">jobs schema implementation\u003C\u002Fa> still looks like the best way to prepare for Google for Jobs and to compete with the big companies that Google has worked with to make it possible.\u003Cbr \u002F>\n\u003Ca id=\"personal-tab\">\u003C\u002Fa>\u003C\u002Fp>\n\u003Ch2 id=\"search-is-becoming-more-personal-than-ever\">Search is becoming more personal than ever\u003C\u002Fh2>\n\u003Cp>In the days since Google IO, \u003Ca href=\"http:\u002F\u002Fwww.independent.co.uk\u002Flife-style\u002Fgadgets-and-tech\u002Fnews\u002Fgoogle-personal-search-gmail-photos-calendar-data-privacy-a7761661.html\" target=\"_blank\" rel=\"noopener noreferrer\">a new feature has been noted\u003C\u002Fa> by some Google users that wasn’t mentioned at the conference: a brand new ‘Personal’ tab. But what does the tab do that Google’s personalised organic results don’t do already?\u003C\u002Fp>\n\u003Cp>Rather than using personal data to give you the most relevant organic results, the Personal tab shows you things from across your Google account (which you have to be logged into in order to use this new feature). You can see emails relating to the search term, calendar events and your Google Photos, giving you access to private files in one convenient results page.\u003C\u002Fp>\n\u003Cp>For digital marketers, the opportunities offered by the new tab are currently limited, especially as it’s only been rolled out in small numbers so far. The main opportunity that seems to exist at the moment is through paid advertising; the Personal tab does display some ads at the bottom of the results, though it remains to be seen how these ads will perform compared to the other kinds across the search engine.\u003C\u002Fp>\n\u003Cp>It doesn’t look like there’s much that can be done organically to make use of the new tab, though that could change. If, for example, previously visited web pages started showing up in the tab, there could be an even greater benefit to create pages that users want to stay engaged with and keep coming back to.\u003Cbr \u002F>\n\u003Ca id=\"machine-learning\">\u003C\u002Fa>\u003C\u002Fp>\n\u003Ch2 id=\"it-all-comes-back-to-machine-learning\">It all comes back to machine learning\u003C\u002Fh2>\n\u003Cp>Almost everything that Google is doing in the foreseeable future revolves around AI and machine learning (ML). Most of the initiatives they discussed at Google IO involve ML in some way, which is why the company has ploughed a lot of time and money into making sure that they are leading and defining the industry.\u003C\u002Fp>\n\u003Cp>One of the most significant things spoken about at the conference was the new Tensor Processing Unit (TPU). TPUs are designed to provide the processing power needed to accelerate the learning of the neural networks that already power so much of what Google already does, including search, Street View and Translate. The current model is already \u003Ca href=\"https:\u002F\u002Fcloud.google.com\u002Fblog\u002Fbig-data\u002F2017\u002F05\u002Fan-in-depth-look-at-googles-first-tensor-processing-unit-tpu\" target=\"_blank\" rel=\"noopener noreferrer\">up to 30x faster\u003C\u002Fa> than the most advanced CPUs and GPUs.\u003C\u002Fp>\n\u003Cp>Google needs all that processing power because it is doing everything it can to be the world leader in AI, an endeavour that is only possible with enormous amounts of processing power to train and run neural networks. One of the coolest pieces of information (in my opinion) to come out of Google IO was the little insight CEO Sundar Pichai gave into AutoML, Google’s ‘learning to learn’ system where neural nets are used to design better neural nets.\u003C\u002Fp>\n\u003Cp>But Google’s AI development is not simply an intellectual curiosity. Digital marketers need to be aware of the capabilities of machine learning, because it is already having an impact on the way Google organises information for consumers and will continue to do so to an even greater extent in the future. For just one example of this, take a look at \u003Ca href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Ftactical-keyword-research-in-a-rankbrain-world\" target=\"_blank\" rel=\"noopener noreferrer\">Dr Pete’s blog\u003C\u002Fa> on RankBrain and topicality in organic search.\u003Cbr \u002F>\n\u003Ca id=\"google-lens\">\u003C\u002Fa>\u003C\u002Fp>\n\u003Ch2 id=\"real-time-information-with-google-lens\">Real time information with Google Lens\u003C\u002Fh2>\n\u003Cp>A shining example of applied AI and one of the most talked about announcements at Google IO, Google Lens is essentially augmented reality built into your phone to allow information on places and things to be displayed and used just by taking photos of them.\u003C\u002Fp>\n\u003Cp>Sundar Pichai gave three examples of how Lens could be used in his keynote speech at the conference:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>To identify the name and key properties of a flower.\u003C\u002Fli>\n\u003Cli>To access wifi just by taking a picture of the login details.\u003C\u002Fli>\n\u003Cli>To see reviews, menus and table bookings for nearby restaurants.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Google Lens is a perfect example of ML’s applications and limitations. On the one hand, it has the potential to be a fantastic tool that organises information in a new and accessible way (exactly what Google tries to do as a company). On the other hand, it is limited by the data it gets fed, and requires a critical mass of users constantly feeding it data for it to be really accurate. By installing it first in Photos, Google will be hoping to use the photos that already exist to make Lens even better in real time.\u003C\u002Fp>\n\u003Cp>Some uses of Lens are purely informational and of little value to marketers – there’s not much you can do with a wifi login, after all! However, other applications should make us take note. The information displayed when you point the camera at a restaurant is pulled from Google’s Knowledge Graph, which can pull out all sorts of information about the business, including reviews and menus.\u003C\u002Fp>\n\u003Cp>If you needed more incentive to gather reviews for your business or client, or to implement schema markup, this is it. We could soon live in a world where, if Google Lens can’t display reviews for your independent restaurants, customers will go to your competitor next door, instead. For more information on how to implement schema, check out \u003Ca href=\"\u002Fblog\u002Fschema-guide-fast-paced-world\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">Darol’s post on the topic\u003C\u002Fa>.\u003C\u002Fp>\n\u003Ch2 id=\"where-next-for-google\">Where next for Google?\u003C\u002Fh2>\n\u003Cp>It’s impossible to predict exactly what Google will be rolling out in a couple of years’ time, but two trends stand out from this year’s conference: increasing focus on consumer search experience and an emphasis on machine learning. The Personal tab and Google for Jobs feature highlight the search giant’s continuing desire to shape the way we consume information across all devices, while ML is being used to support countless initiatives in everything from DNA sequencing to local search.\u003C\u002Fp>\n\u003Cp>It can be hard for us marketers to know what’s worth paying attention to and what we can safely ignore, but you can be sure that everything worth knowing about will be covered right \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\">here\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":128,"protected":205},8254,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":726,"_yoast_wpseo_metadesc":727,"inline_featured_image":205,"footnotes":5},"Jobs, Lens & AI | A Look at Google's Future | Impression","What's going on over at Google and how does that affect digital marketers? We look at Google for Jobs, AI, Google Lens & more to find out.",[729],39,[],[218],[733,102,221,222,223,224,225,734],"post-3148","category-digital-marketing",[],[],[738,739,740,741],{"path":178,"name":179},{"path":234,"name":235},{"path":136,"name":137},{"path":187,"name":742},"Jobs, Lens & AI: Google’s future and what it all means for 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announced the move to a mobile-first index last year, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FPeteCampbell\">Pete Campbell\u003C\u002Fa> gives a great insight on how site performance can help you get ready for this switch.\u003C\u002Fp>\n\u003Ch2 id=\"site-speed\">Site Speed\u003C\u002Fh2>\n\u003Cp>Pete Campbell from Kaizen kicks off talking about the site speed element of the mobile first algorithm, which was actually only \u003Cspan style=\"text-decoration: underline;\">announced 6-8 weeks ago\u003C\u002Fspan> as being part of the algorithm.\u003C\u002Fp>\n\u003Cp>47% of consumers expect web pages to load in 2 seconds or less, average retailer loads in 10 seconds. This highlights a huge difference in what people expect to what they are actually getting. On average retailers mobile sites are slower than desktop, this could be due to different speeds on desktop and mobile. Brands can implement new things such as HTTP2, AMP and HTTPs.\u003C\u002Fp>\n\u003Ch2 id=\"why-does-site-speed-matter\">Why does site speed matter?\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"text-decoration: underline;\">Kissmetrics carried out a study\u003C\u002Fspan> which found retailers lose 1.73bn in sales due to site speed, with 79% percent of users not buying again if the website’s performance is poor. This amount of lost opportunity shows the need for a fast site. They found that a 1 second faster site can increase conversion rate by 27%. A faster full site load also leads to a 34% lower bounce rate.\u003C\u002Fp>\n\u003Ch2 id=\"how-fast-are-uk-ecommerce-sites\">How fast are UK ecommerce sites?\u003C\u002Fh2>\n\u003Cp>Kaizen undertook a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002FvxfBA8ciiI\">\u003Cspan style=\"text-decoration: underline;\">study of the top 700\u003C\u002Fspan> ecommerce sites\u003C\u002Fa> in the UK and look at four metrics:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>PageSpeed Score\u003C\u002Fli>\n\u003Cli>Homepage Size\u003C\u002Fli>\n\u003Cli>Loading time\u003C\u002Fli>\n\u003Cli>HTTP2 usage\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>They automated this process as doing this manually for 700 sites would be an absolute nightmare. TMLewin is an absolute boss along with Jack Wills with some less known brands such as Triton Cycles in the top 5.\u003C\u002Fp>\n\u003Cp>Looking through these results they made a list of the top 10 recurring PageSpeed Insight Tool issues with some surprising results.\u003C\u002Fp>\n\u003Cul>\n\u003Cli>93% are not optimising images\u003C\u002Fli>\n\u003Cli>Many had poor minification\u003C\u002Fli>\n\u003Cli>60\u002F100 average desktop speed and 50\u002F100 average mobile. This represents an 8.5% slower speed on mobile, which in a mobile-first world is questionable at best.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>He highlights that some large websites don’t seem to get it right, Debenhams did rank well for mobile page speed even though 64% of their traffic is mobile. This represents a challenge to big brands who need to rethink their mobile strategy.\u003C\u002Fp>\n\u003Cp>100% of the 700 retailers had mobile sites but only 80% are responsive rather with many being user agent redirects, this is an old technique which is outdated and should look at being moved away from. They found that UK retailers homepages are 35% larger than other pages across the web.\u003C\u002Fp>\n\u003Ch2 id=\"http2\">HTTP2\u003C\u002Fh2>\n\u003Cp>Only 14.5% of top UK retailers user http2, although this is higher than the web average (13.5%).\u003C\u002Fp>\n\u003Cp>HTTP2 is the latest version of HTTP protocol, Kaizen found that HTTP2 decreased load time by 52% for CloudFlare customers which utilised by 13.5% of the web. He goes on to say how hugely underutilised this technology is, and this is something that should be implemented on your retailer sites.\u003C\u002Fp>\n\u003Ch2 id=\"how-do-i-implement-http2\">How do I implement HTTP2?\u003C\u002Fh2>\n\u003Cp>First, you need to understand how many users have HTTP2 capable browsers, if you’re serving enterprise clients these can often be on old browsers that aren’t capable of it. Also look at your server’s OS to make sure this can handle HTTP2. There is a plugin called BuiltWith to look at this. You need an SSL Certificate! Most browsers won’t serve HTTP2 unless you have this implemented.\u003C\u002Fp>\n\u003Ch2 id=\"site-speed-tactics\">Site speed tactics\u003C\u002Fh2>\n\u003Cp>Pete goes on to say that while the PageSpeed Insights Tool gives good data, it can also give dumb advice as it doesn’t understand the context of how the website was built. Things like combining all your JS & CSS doesn’t always make sense and if you have things like web fonts it’s always best to keep these pointing to the latest version. Similar to this, CMS plugins should be left to point to their CDN’s rather than putting this on your own server.\u003C\u002Fp>\n\u003Cp>With the above said, here are some great tactics you can use to increase site speed:\u003C\u002Fp>\n\u003Cp>Anything outside of the above is what you want to use.\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Minification\u003C\u002Fli>\n\u003Cli>Tag Bloat\u003C\u002Fli>\n\u003Cli>Inline Code\u003C\u002Fli>\n\u003Cli>Image Compression\u003C\u002Fli>\n\u003Cli>CDN\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cb>Minification\u003C\u002Fb> – This is the process of removing whitespace from code. Google offer a JS Closure compiler along with a HTML minifier.  If you’re only looking to minify a small amount use minify.org.\u003C\u002Fp>\n\u003Cp>\u003Cb>Tag Bloat\u003C\u002Fb> – Google Tag Manager can be implemented but over time can cause tag bloat. Use google tag assistant to review this and make sure these are used and not artificially adding to load time. Removing redundant tags can make a big difference to your page load times which means more money!\u003C\u002Fp>\n\u003Cp>\u003Cb>Inline Code\u003C\u002Fb> – Don’t do it! Inline code creates a codebase that’s hard to maintain. It can create unused code and can override default styles. This makes it difficult to work with devs on any changes if your rolling back changes with inline styles.\u003C\u002Fp>\n\u003Cp>\u003Cb>Image Compression\u003C\u002Fb> – Use Web.p which is Google’s format and can deliver 30% faster load times in terms of how it’s compressed. Available as server side plugin so it can be automated and added to photoshop. Moving forward this can be interesting. Compressor.io is similar if you don’t want to use Google’s own format.\u003C\u002Fp>\n\u003Cp>HTTP2 eliminates the need for some typical site speed hacks:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Image Sprites are redundant\u003C\u002Fli>\n\u003Cli>Domain Sharding is defunct with HTTP2\u003C\u002Fli>\n\u003Cli>Master CSS\u002FJS files no longer needed as they can be rendered on the fly dynamically with HTTP2\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cb>CDN \u003C\u002Fb>– There are so many options for a CDN these days, Pete advises using https:\u002F\u002Fwww.cdnfinder.com\u002F to find the one that fits your business needs.\u003C\u002Fp>\n\u003Ch2 id=\"google-amp\">Google AMP\u003C\u002Fh2>\n\u003Cp>Whilst Google AMP is nothing hot off the press, the options for implementation have expanded recently. Over the past few months, Property Listings and Ecommerce products have been added. A great example of this is eBay now using AMP to serve products, they have got in on the ground floor so are seeing some fantastic benefits from this.\u003C\u002Fp>\n\u003Cp>Accelerated Mobile Links can load the next page in AMP if available, gives the user a seamless AMP experience. Can use a WordPress plugin to do this.\u003C\u002Fp>\n\u003Cp>\u003Cb>Conclusion\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>All of the above items can help prepare your site for a mobile first index, it’s something you should be doing now so you are proactive rather than reactive.\u003C\u002Fp>\n",{"rendered":140,"protected":205},8270,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":920,"_yoast_wpseo_metadesc":5,"inline_featured_image":205,"footnotes":5},"SMXLondon: SEO Mobile First - Pete Campbell",[215],[923],{"id":924,"name":925,"path":926},63,"SMX","\u002Fblog\u002Fcollection\u002Fsmx\u002F",[218],[929,102,221,222,223,224,225,228,930],"post-3105","collections-smx",[],[],[934,935,936,937],{"path":178,"name":179},{"path":234,"name":235},{"path":148,"name":18},{"path":187,"name":139},"Google announced the move to a mobile-first index last year, Pete Campbell gives a great insight on how site performance can help you get ready for this switch. Site Speed Pete Campbell from Kaizen kicks off talking about the site speed element of the mobile first algorithm, which was actually only announced 6-8 weeks ago as 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Gifford starts this awesome talk with the promise of 99 references to horror movies from the last 50 years in the slide deck.\u003C\u002Fp>\n\u003Cp>Just being position #1 in the search results isn’t enough anymore, and as an SEO our job is much more than delivering #1 rankings for clients. Now that results have become so personalised based on a massive number of factors there is much more to take into account than just that hallowed #1 ranking. You now need to target maximum ‘local visibility’.\u003C\u002Fp>\n\u003Cp>Greg goes on to say that the key to success in local SEO is client education, without the client understanding the benefits of SEO you are fighting a losing battle. Using ‘Pizza Delivery’ as an example it quickly becomes apparent that this is a highly localised search which is different for each user. Showing a client this kind of example should hopefully go someway to showing them the value of an SEO campaign.\u003C\u002Fp>\n\u003Cp>Greg has created a simple math formula you can use to show your clients the value of SEO, check out the link below!\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fbit.ly\u002Fseo-simple-math\">bit.ly\u002Fseo-simple-math\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>Make sure to set expectations for your client and when pitching for a business turn up with a mini local audit, this show’s a customer you’re serious and have given them something of value straight away. Find a handy unbranded template here.\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fbit.ly\u002Fseo-mini-audit-template\">bit.ly\u002Fseo-mini-audit-template\u003C\u002Fa>\u003C\u002Fp>\n\u003Ch2 id=\"whats-new-in-local-seo\">What’s new in local seo?\u003C\u002Fh2>\n\u003Cp>In September 2016 Google rolled out the Possum update, this was a change to the local search algorithm. Greg then went through some of the most significant updates.\u003C\u002Fp>\n\u003Cp>Duplicate GMB Listings – Dial has been turned up on this, can cause serious visibility issues if not remedied.\u003C\u002Fp>\n\u003Cp>Third Party Reviews – No longer is it just Google reviews carrying all the weight, third party reviews from places like booking.com, TrustPilot and Feefo all push the needle for your local SEO campaign.\u003C\u002Fp>\n\u003Cp>Category Confusion – This causes more problems than before! Don’t select two restaurant categories, be as specific as you can.\u003C\u002Fp>\n\u003Cp>Industry related links – Carry more weight\u003C\u002Fp>\n\u003Cp>Review content – Not just stars now, the algorithm looks at the content of your reviews\u003C\u002Fp>\n\u003Cp>Proximity – Is the number #1 factor in local search. “It carries a tonne of weight”\u003C\u002Fp>\n\u003Ch2 id=\"2017-search-ranking-factors\">2017 Search Ranking Factors\u003C\u002Fh2>\n\u003Cp>These were released by Moz over a month ago but haven’t gone public yet. They can be found in Greg’s slide deck \u003Ca href=\"https:\u002F\u002Fwww.slideshare.net\u002FGregGifford\u002Fadvanced-local-seo-tips-to-help-you-murder-your-competitors\" target=\"_blank\" rel=\"noopener\">here\u003C\u002Fa>.\u003C\u002Fp>\n\u003Ch3 id=\"ranking-in-the-map-pack\">Ranking in the Map Pack\u003C\u002Fh3>\n\u003Cp>As a local business ranking in the map pack is a massive win, however, it’s becoming increasingly difficult to get there. Physical address in the city of search is now the #2 ranking factor and the #1 factor is the searcher’s proximity to the business.\u003C\u002Fp>\n\u003Cp>Traditional ranking factors still matter so make sure your site is optimised but links still matter more than anything else.\u003C\u002Fp>\n\u003Ch3 id=\"link-signals\">Link Signals\u003C\u002Fh3>\n\u003Cp>Greg goes on to look at localised organic ranking factors now that the 3 pack is so proximity based. Link Signals were ranked 28.6% of the 2017 LSRF with the Possum update dialling up the importance of industry-related links but above all local links are still the most valuable.\u003C\u002Fp>\n\u003Cp>If a link is local Greg say’s not to worry about whether it’s follow or nofollow, the local algorithm works in a different way so don’t be discouraged, it’s a local link so all good! Don’t worry if a linking site has poor domain authority, trust flow or is ugly. As before it’s a local link so get stuck in.\u003C\u002Fp>\n\u003Cp>As an SEO you need to leverage your relationships and the things you are already doing, look for opportunities for local links through things like local sponsorships, local volunteer sponsorships, local offline groups and the big secret… Neighbourhood watch groups! These kinds of organisations often have small WordPress sites which are great to generate links from. Don’t forget to not just looks at competitors in your city, look at other places and see if you can generate any ideas that way.\u003C\u002Fp>\n\u003Cp>Don’t point all your links at your homepage, try and spread them around your site and to deeper pages.\u003C\u002Fp>\n\u003Cp>Need more ideas for local links?\u003C\u002Fp>\n\u003Cp>\u003Ca href=\"http:\u002F\u002Fbit.ly\u002Flocal-link-ideas\" target=\"_blank\" rel=\"noopener\">bit.ly\u002Flocal-link-ideas\u003C\u002Fa>\u003C\u002Fp>\n\u003Ch3 id=\"content-signals\">Content Signals\u003C\u002Fh3>\n\u003Cp>Content was ranked at 24.4% in the 2017 LSRF. Unique content isn’t good enough anymore, everyone has unique content, your content needs to be ACTUALLY local.\u003C\u002Fp>\n\u003Cp>Greg gives a great tip here, try reading your content out loud, if it doesn’t sound conversational then rethink it.\u003C\u002Fp>\n\u003Cp>Greg lists the elements you need to optimise for local SEO:\u003Cbr \u002F>\n– City in title tag\u003Cbr \u002F>\n– City in H1 heading\u003Cbr \u002F>\n– City in page content\u003Cbr \u002F>\n– City in alt image text\u003Cbr \u002F>\n– City in URL\u003Cbr \u002F>\n– City in meta description\u003C\u002Fp>\n\u003Cp>The above serves as a great resource you can check off to make sure that your on page optimisation is on point.\u003C\u002Fp>\n\u003Cp>You need to have a regularly updated blog, this doesn’t mean posting 4-8 pieces of poor content a month. The content you post should be something that a user actually wants to read and gives them value. It’s also key to make sure that all of your blog content is shared across all social channels.\u003C\u002Fp>\n\u003Cp>Before trying to rank in any other cities you need to make sure you own your backyard.\u003C\u002Fp>\n\u003Ch3 id=\"citation-signals\">Citation Signals\u003C\u002Fh3>\n\u003Cp>Citation signals were given 8.4% in the 2017 LSRF, not as powerful as they used to be but they are a foundational tactic which should be completed. Look at where your high ranking competitors are listed, this is what Google is seeing as valuable citations. You need to make sure that your business is listed in the same place.\u003C\u002Fp>\n\u003Cp>Incorrect citation work sends bad signals to Google and can harm your site’s visibility, Greg goes on to recommend BrightLocal as solution for citation work.\u003C\u002Fp>\n\u003Ch3 id=\"google-my-business-signals\">Google My Business Signals\u003C\u002Fh3>\n\u003Cp>GMB ranks at 7.5% of the 2017 LSRF with the importance dropping since the 2015 report. The GMB experience has changed, now people access this information through the knowledge graph and your map listing so you must make sure that your map listing is claimed.\u003C\u002Fp>\n\u003Cp>You must also use a local phone number and make sure that it matches the phone number on your site. If you need help accessing your listing then use twitter and ping @GoogleMyBiz and message, they will help you out and usually in a very quick fashion.\u003C\u002Fp>\n\u003Cp>Greg says to include a UTM tracking code on your GMB website URL, this helps you label this traffic and gives you data to report and measure with.\u003C\u002Fp>\n\u003Ch3 id=\"review-signals\">Review Signals\u003C\u002Fh3>\n\u003Cp>Review signals are 6.27% of the 2017 LSRF, a staggering 92% of consumers read online reviews before choosing a company to buy from. Make sure to spread your reviews across between different sites like Google, industry websites, Facebook and Yell\u003C\u002Fp>\n\u003Cp>That wraps up Greg’s amazing presentation, there is a lot to learn here and I look forward to when the 2017 LSRF is fully released to the public. The slides can be found below\u003C\u002Fp>\n\u003Cp>\u003Ca href=\"https:\u002F\u002Fwww.slideshare.net\u002FGregGifford\u002Fadvanced-local-seo-tips-to-help-you-murder-your-competitors\" target=\"_blank\" rel=\"noopener\">https:\u002F\u002Fwww.slideshare.net\u002FGregGifford\u002Fadvanced-local-seo-tips-to-help-you-murder-your-competitors\u003C\u002Fa>\u003C\u002Fp>\n",{"rendered":151,"protected":205},8286,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":205,"footnotes":5},[215],[1116],{"id":1117,"name":1118,"path":1119},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[218],[1122,102,221,222,223,224,225,228,1123],"post-3057","collections-brighton-seo",[],[],[1127,1128,1129,1130],{"path":178,"name":179},{"path":234,"name":235},{"path":148,"name":18},{"path":187,"name":150},"Greg Gifford starts this awesome talk with the promise of 99 references to horror movies from the last 50 years in the slide deck. Just being position #1 in the search results isn’t enough anymore, and as an SEO our job is much more than delivering #1 rankings for clients. Now that results have become […]",{"thumbnail":1133,"medium":1134,"medium_large":1136,"large":1138,"1536x1536":1140,"2048x2048":1142,"post-thumbnail":1144,"12_col":1146,"default_landscape":1148,"default_portrait":1150,"6_col_and_margin_short":1152,"11_col_and_margin":1154,"9_col_rectangle":1156,"11_col":1158,"staff_image_696_600":1160,"rectangular_thumbnail":1162},{"url":155,"width":241,"height":241},{"url":1135,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat&fit=scale&h=105&q=90&w=200",{"url":1137,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat&fit=scale&h=403&q=90&w=768",{"url":1139,"width":248,"height":249},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1141,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat&fit=scale&h=806&q=90&w=1536",{"url":1143,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat&fit=scale&h=1075&q=90&w=2048",{"url":1145,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1147,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1149,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1151,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1153,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1155,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1157,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1159,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1161,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1163,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1165],{"id":207,"path":276,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":1166},{"full_bio":10,"job_title":11,"specialist_service_links":1167,"photo":1172},[1168,1170],{"page":1169,"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":1171,"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":1173},{"thumbnail":56,"thumbnail-width":57,"thumbnail-height":57,"medium":58,"medium-width":59,"medium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SEO - Advanced Local SEO Tips to Help You Murder Your Competitors - Greg Gifford - Impression",[1178,1179,1180,1182,1183,1184,1185,1186,1187,1188,1189,1191,1193,1195,1197,1199,1200,1201,1202,1203],{"property":293,"content":1176},{"name":295,"content":296},{"property":193,"content":1181},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrighton-seo-advanced-local-seo-tips-help-murder-competitors-greg-gifford\u002F",{"name":300,"content":301},{"property":303,"content":304},{"property":306,"content":1176},{"property":308,"content":1131},{"property":310,"content":1181},{"property":312,"content":313},{"property":315,"content":316},{"property":318,"content":1190},"2017-04-07T15:07:21+00:00",{"property":321,"content":1192},"2022-02-07T16:48:39+00:00",{"property":324,"content":1194},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat",{"property":327,"content":1196},1200,{"property":330,"content":1198},630,{"property":333,"content":334},{"property":173,"content":4},{"property":337,"content":338},{"property":340,"content":341},{"property":343,"content":344},{"@context":346,"@graph":1205},[1206,1221,1227,1228,1234,1238,1256],{"@type":285,"@id":1207,"isPartOf":1208,"author":1209,"headline":150,"datePublished":1190,"dateModified":1192,"mainEntityOfPage":1210,"wordCount":1211,"commentCount":23,"publisher":1212,"image":1213,"thumbnailUrl":1215,"articleSection":1216,"inLanguage":361,"potentialAction":1217},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrighton-seo-advanced-local-seo-tips-help-murder-competitors-greg-gifford\u002F#article",{"@id":1181},{"name":4,"@id":352},{"@id":1181},1183,{"@id":356},{"@id":1214},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrighton-seo-advanced-local-seo-tips-help-murder-competitors-greg-gifford\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWheNCTE7-050720211625524684_rs-234401-american-psycho.jpg?auto=compress%2Cformat&q=90",[18],[1218],{"@type":364,"name":365,"target":1219},[1220],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrighton-seo-advanced-local-seo-tips-help-murder-competitors-greg-gifford\u002F#respond",{"@type":369,"@id":1181,"url":1181,"name":1176,"isPartOf":1222,"primaryImageOfPage":1223,"image":1224,"thumbnailUrl":1215,"datePublished":1190,"dateModified":1192,"breadcrumb":1225,"inLanguage":376},{"@id":371},{"@id":1214},{"@id":1214},{"@id":1226},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrighton-seo-advanced-local-seo-tips-help-murder-competitors-greg-gifford\u002F#breadcrumb",{"@type":378,"inLanguage":361,"@id":1214,"url":1215,"contentUrl":1215,"width":1196,"height":1198},{"@type":380,"@id":1226,"itemListElement":1229},[1230,1231,1232,1233],{"@type":383,"position":215,"name":179,"item":384},{"@type":383,"position":386,"name":235,"item":387},{"@type":383,"position":119,"name":18,"item":1038},{"@type":383,"position":391,"name":150},{"@type":393,"@id":371,"url":384,"name":313,"description":5,"publisher":1235,"inLanguage":361,"potentialAction":1236},{"@id":395},{"@type":397,"target":1237,"query-input":401},{"@type":399,"urlTemplate":400},{"@type":403,"@id":395,"name":313,"url":384,"logo":1239,"image":409,"sameAs":1240,"@context":414,"email":415,"foundingDate":416,"legalName":417,"vatID":418,"description":419,"telephone":420,"address":1241,"location":1242,"areaServed":1252},{"@type":378,"inLanguage":361,"@id":405,"url":406,"contentUrl":406,"width":407,"height":408,"caption":313},[411,412,413],{"@type":422,"streetAddress":423,"addressLocality":424,"addressRegion":425,"postalCode":426,"addressCountry":427},[1243,1246,1249],{"@type":430,"name":431,"geo":1244,"address":1245,"photo":409,"telephone":437},{"@type":433,"latitude":434,"longitude":435},{"@type":422,"streetAddress":423,"addressLocality":424,"addressRegion":425,"postalCode":426,"addressCountry":427},{"@type":430,"name":439,"geo":1247,"address":1248,"photo":448,"telephone":449},{"@type":433,"latitude":441,"longitude":442},{"@type":422,"streetAddress":444,"addressLocality":445,"addressRegion":446,"postalCode":447,"addressCountry":427},{"@type":430,"name":451,"geo":1250,"address":1251},{"@type":433,"latitude":453,"longitude":454},{"@type":422,"streetAddress":456,"addressLocality":457,"addressRegion":458,"postalCode":459,"addressCountry":460},[1253,1254,1255],{"@type":463,"name":464},{"@type":463,"name":466},{"@type":463,"name":460},{"@type":469,"@id":470,"name":4,"image":1257,"description":6,"sameAs":1258,"url":194},{"@type":378,"inLanguage":361,"@id":472,"url":8,"contentUrl":8,"caption":4},[190,474],{"self":1260,"collection":1265,"about":1267,"author":1269,"replies":1271,"version-history":1274,"predecessor-version":1277,"wp:featuredmedia":1281,"wp:attachment":1284,"wp:term":1287,"curies":1294},[1261],{"href":1262,"targetHints":1263},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F3057",{"allow":1264},[481,482,483,484,485],[1266],{"href":488},[1268],{"href":491},[1270],{"embeddable":97,"href":494},[1272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the end of 2016, Merkle discovered that Amazon was again testing with Google’s paid product listing ads (PLAs). If ecommerce giants like Amazon decide to start dominating paid results, is there anywhere left for smaller ecommerce sites to gain visibility?\u003C\u002Fp>\n\u003Ch2 id=\"how-significant-are-the-tests\">How significant are the tests?\u003C\u002Fh2>\n\u003Cp>At present, the tests that Amazon have been conducting seem to short term and contained to a few regions. Their PLAs were spotted in the US towards the end of 2016, and one commenter on Merkle’s piece said that they had been seen in India for over a year at that point.\u003C\u002Fp>\n\u003Cp>However, we have yet to see any ads in the UK, according to our observations via SEMRush, and it seems like the testing is dying down over in the US as well. So is all of this just a blip that can be safely ignored?\u003C\u002Fp>\n\u003Cp>Possibly, but Amazon is growth-hungry and you can guarantee they will press on with PLAs if their tests were successful. It’s easy to see how the ads could benefit the ecommerce juggernaut – PLAs are perfectly poised to allow a company like Amazon to push new products and win customers for specific categories.\u003C\u002Fp>\n\u003Cp>Despite the fact that paying for PLAs means Amazon giving more money to Google – one of their biggest competitors, it is hard to see them holding out for much longer. We would not be surprised to see more PLAs globally in the future if Amazon decides that the test was worthwhile, and with their vast understanding of products and audiences, such ads are likely to make a big impact on the market.\u003C\u002Fp>\n\u003Ch2 id=\"possible-implications-for-the-market\">Possible implications for the market\u003C\u002Fh2>\n\u003Cp>A greater Amazon presence in the SERPs is good news and bad news. It’s good news for consumers looking for cheap products and reliable service – Amazon could only grow to its present size with millions of satisfied, loyal customers behind it.\u003C\u002Fp>\n\u003Cp>Machine learning is helping Amazon to cross-sell products more effectively, and tweaks to Prime and customer accounts are steadily reducing any friction on the path to purchase. The company is continuing to shout about ‘\u003Ca href=\"http:\u002F\u002Fwww.forbes.com\u002Fforbes\u002Fwelcome\u002F?toURL=http:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fscottdavis\u002F2016\u002F07\u002F14\u002Fhow-amazons-brand-and-customer-experience-became-synonymous\u002F&refURL=&referrer=#16f484d91279\" target=\"_blank\" rel=\"noopener noreferrer\">customer obsession\u003C\u002Fa>’, and the numbers of loyal customers are rising in their millions.\u003C\u002Fp>\n\u003Cp>For competitors, especially smaller businesses, the news of an Amazon foray into paid SERP real estate will be much less welcome. Big retailers already take up many of the organic results in the SERPs, leaving paid ads as the only way that a lot of smaller businesses could get visibility. If that space starts to disappear, then SMEs could end up with almost nowhere left to go.\u003C\u002Fp>\n\u003Cp>Essentially, the barrier to entry for smaller and newer businesses looking to grow market exposure would be raised, with more money needed to compete for less space in the SERPs. The ability of small businesses to win new customers through traditional channels would be reduced.\u003C\u002Fp>\n\u003Ch2 id=\"some-caveats-to-be-aware-of\">Some caveats to be aware of\u003C\u002Fh2>\n\u003Cp>Before we take a look at what SMEs can do to retain their exposure in the SERPs and elsewhere online, there are some caveats to this issue that we need to remember.\u003C\u002Fp>\n\u003Cp>First and foremost, this discussion of the future of the SERPs is, at present, mostly speculation. It can’t be denied that Amazon has shown interest in PLAs multiple times, but that is all that we can say with certainty at this stage. However likely it may seem that Amazon will start to wade further into the paid advertising space, they are yet to do so fully, and may still abandon this trial altogether.\u003C\u002Fp>\n\u003Cp>It is also important to remember that even if Amazon were to invest more heavily in PLAs, it’s not the case that all paid spots would just disappear. For the majority of searches, Amazon might win a few of the available spots, but there would still be a number up for grabs depending on the carousel or grid PLA format for that search query and device. Yes, competition would be fiercer, and the spots might be more expensive, but that won’t necessarily mean that they would be impossible to obtain.\u003C\u002Fp>\n\u003Cp>As we will continue to discuss in this post, there are other ways to gain exposure on Google and in front of online audience than the big product keywords that Amazon and other larger ecommerce sites tend to target. Google is improving the results they offer for searches that don’t have a purely transactional intent, and the world of local search continues to grow. There are ways to reach audiences that bigger sites simply can’t replicate.\u003C\u002Fp>\n\u003Ch2 id=\"opportunities-for-growth-with-alternative-paid-channels\">Opportunities for growth with alternative paid channels\u003C\u002Fh2>\n\u003Cp>Let’s say that Amazon judges its testing a success and decides to invest more heavily in PLAs. How can smaller ecommerce sites compete? Thankfully, paid channels offer more opportunities than Google Shopping PLAs alone, and there are ways to improve your performance in PLAs to maintain your ROI even as bigger sites muscle their way in.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Gaining an advantage through Bing\u003C\u002Fstrong>\u003Cbr \u002F>\nThe first and most important thing to remember is that Google isn’t the only paid channel that can make you money. The search giant’s ever-present competitor, Bing, is currently developing their own shopping ads offering (see image below), and getting in there early could give your business a real edge over your competitors.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2979\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FYRAOLh8r-Screen-Shot-2017-02-14-at-15.51.04.png?auto=compress%2Cformat&q=90\" alt=\"jeans on bing shopping\" width=\"419\" height=\"383\" \u002F>\u003C\u002Fp>\n\u003Cp>According to Liam Wade, Impression’s PPC account manager Bing’s shopping offering isn’t yet as advanced as Google’s. He went on to say, “In our tests, Bing struggles to match long-tail user queries to the correct product, or even any product at all.”\u003C\u002Fp>\n\u003Cp>However, Bing shopping’s relative infancy means that there is even more of an opportunity for early movers to gain an advantage. At this stage, the big players like Amazon are completely ignoring Bing, and the chances are good that many of your smaller competitors are, too.\u003C\u002Fp>\n\u003Cp>Bing might not have the traffic of Google, but it still has traffic, and there are people using it that you could reach long before your competitors.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>The untapped potential of social advertising\u003C\u002Fstrong>\u003Cbr \u002F>\nThe other main paid channel that you can use to gain an advantage is social media advertising. Social media channels let you put your ads in front of large audiences, with targeting that can be highly specific.\u003C\u002Fp>\n\u003Cp>You can target people who have visited your site, people who have bought from you in the past, people who like your competitors’ pages on Facebook, people in various social demographics, and more. With social advertising, you identify your target audience, and make sure that those people see your ads.\u003C\u002Fp>\n\u003Cp>One site that ecommerce marketers really need to be aware of is \u003Ca href=\"https:\u002F\u002Fwww.pinterest.com\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">Pinterest\u003C\u002Fa>. Social media meets online wish lists in this advertiser’s dream, with \u003Ca href=\"https:\u002F\u002Fsmartmarketer.com\u002Fpinterest-ads-case-study\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">one early beneficiary\u003C\u002Fa> of Pinterest’s ads estimating that Pinterest’s users had an average household income of $100,000 – that means it’s a site of people looking at products they want, with disposable income ready to spend.\u003C\u002Fp>\n\u003Cp>Pinterest’s ads are no longer in their infancy, and they have \u003Ca href=\"http:\u002F\u002Fsearchengineland.com\u002Fpinterest-hires-head-google-senior-image-search-engineer-randy-keller-269217\" target=\"_blank\" rel=\"noopener noreferrer\">just hired Randy Keller\u003C\u002Fa>, Google’s former senior image search engineer, to help with their on-site search. We expect that this will lead to search results giving users better, more relevant results, which in turn will help them to see more relevant ads. Exploring social avenues, like Pinterest, is one of the best ways you can maintain high levels of customer acquisition despite diminishing SERP real estate.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>The benefits of remarketing\u003C\u002Fstrong>\u003Cbr \u002F>\nYour marketing efforts should be be solely focused on acquiring new customers. Turning existing customers into loyal, repeat customers can also be incredibly valuable for your business, and Google’s PLAs aren’t necessarily that important for this.\u003C\u002Fp>\n\u003Cp>Social ads can be very effective at reaching people who have bought from you before, encouraging them to return to your site. You could also consider \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Femail-marketing\u002F\">email marketing\u003C\u002Fa> (still a very effective channel) and other forms of Google advertising, like the visual display ads that appear on websites.\u003C\u002Fp>\n\u003Cp>Customer retention is often cheaper than acquisition, but the value of turning a one-time customer into a loyal customer can be even greater than acquiring someone new who just buys one product. These techniques might not increase your exposure online in terms of wider audiences, but they can be very healthy for your ROI.\u003C\u002Fp>\n\u003Ch2 id=\"optimising-your-existing-ads\">Optimising your existing ads\u003C\u002Fh2>\n\u003Cp>As mentioned above, Amazon’s presence in PLAs does not mean that PLAs are entirely off-limits for smaller businesses. By working on your existing ads, you could maintain your position in Google’s paid slots, even if there aren’t as many available.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Data feed optimisation\u003C\u002Fstrong>\u003Cbr \u002F>\nOne of the best things you can do for your Google Shopping campaigns is regularly optimise your product feed. In the worst case scenario, Google will pull the plug on your ads if the information isn’t correct, and in a lot of cases, making small tweaks can give you the edge over the competition.\u003C\u002Fp>\n\u003Cp>In particular, prioritise optimising the ‘title’ attribute, as \u003Ca href=\"http:\u002F\u002Fsearchengineland.com\u002Fadvanced-optimization-google-shopping-campaigns-224627\" target=\"_blank\" rel=\"noopener noreferrer\">this has been found to have the biggest impact\u003C\u002Fa> on the volume of impressions and the search queries you’re eligible to show for. Tweak your wording and imagery to appeal to your customers; consider what search queries will they be using to find your product.\u003C\u002Fp>\n\u003Cp>We’d also recommend adding custom attributes where possible, in order to more easily manage your bids within the AdWords interface.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Winning your branded searches\u003C\u002Fstrong>\u003Cbr \u002F>\nAs we’ll look at more in the organic section, Google favours businesses that spend time building strong brands. For paid ads, this means that the opportunity is there for you to dominate your own branded searches, something that is particularly important as you grow. This is also a very cost effective exercises, as you’ll always pay only a small fee to appear for your own brand term – a luxury your competitors won’t see.\u003C\u002Fp>\n\u003Cp>It is important to be aware of what your main branded searches are so that you can ensure that your data feed is optimised for them. Incorporate branded terms into your keyword research, and include those terms in product titles where it is relevant to do so. This way you will show Google that you are clearly the most relevant for those terms, and your competitors won’t be able to get a look in.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Reviews are essential\u003C\u002Fstrong>\u003Cbr \u002F>\nReviews are important for both paid and organic channels, so it’s always a good idea to actively pursue good customer feedback. The big ecommerce sites have it easier when it comes to the reviews that you would see in the organic results. They are active in asking for feedback, and they have a big customer base to get reviews from.\u003C\u002Fp>\n\u003Cp>For smaller sites, getting a good number of reviews can be harder, but there’s no reason you can’t get them if you start as soon as you can and you’re committed to pursuing them. Once you start getting reviews in, you need to make sure that they’re \u003Ca href=\"https:\u002F\u002Fschema.org\u002FReview\" target=\"_blank\" rel=\"noopener noreferrer\">properly marked up\u003C\u002Fa> so that Google can recognise and make use of them.\u003C\u002Fp>\n\u003Cp>However, the state of play is different for the product reviews that you see in PLAs. In the image below, the two laptops displaying review stars do so because those products have gathered sufficient reviews through trusted third party review sites (like Trustpilot); it has nothing to do with the reviews for the retailer. The Lenovo 80TY0008UK product would display a 4 star review whether it was being advertised by AO.com or Laptops Direct.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2980 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F2xhuv5JV-Screen-Shot-2017-02-14-at-15.53.04.png?auto=compress%2Cformat&q=90\" alt=\"lenovo laptops google shopping plas\" width=\"614\" height=\"216\" \u002F>\u003C\u002Fp>\n\u003Cp>This means that for branded products, all retailers are on equal ground. Smaller ecommerce retailers may find themselves at a disadvantage when they’re selling their own products and trying to compete with branded products. The branded products are much more likely to have been reviewed, and will look more attractive to shoppers. The best way for smaller companies to reduce this disadvantage is for them to continually encourage customers to review their products, so that they build up enough third party reviews for Google to recognise their ratings.\u003C\u002Fp>\n\u003Cp>While it can be hard to get started with reviews, they sustain themselves once you get going. More reviews mean that Google will look on your PLAs more favourably, which will lead to more visibility. More visibility will then equal more sales, which will lead back to more reviews, and so the cycle continues.\u003C\u002Fp>\n\u003Ch2 id=\"opportunities-for-growth-with-organic-channels\">Opportunities for growth with organic channels\u003C\u002Fh2>\n\u003Cp>A large part of the problem with bigger companies taking over the PLAs is they have already been dominating organic results for larger queries for a long time. There just isn’t that much space for smaller companies on the best keywords.\u003C\u002Fp>\n\u003Cp>None of that is to say that there aren’t opportunities for organic exposure. There are still organic spots up for grabs, even for the biggest keywords, and there are other ways to gain organic exposure that the bigger companies often don’t exploit.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Start with realistic competitor analysis\u003C\u002Fstrong>\u003Cbr \u002F>\nIf you are a newer business in your sector, then it is essential to understand what your competitors are doing. This doesn’t mean the ecommerce giants like Amazon, Tesco and Argos that compete with most small businesses across the board – if you spend all of your effort on emulating those companies, you’ll be disappointed.\u003C\u002Fp>\n\u003Cp>Instead, focus on the companies that are closer to you in the size. These are the ones who don’t have large and varied backlink profiles, the ones who aren’t necessarily household names. This is how we started with \u003Ca href=\"https:\u002F\u002Fwww.greatbeanbags.com\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">GreatBeanBags\u003C\u002Fa>, a dedicated bean bag retailer who now rank on page one for ‘bean bags’, and who currently (February 2017) rank above the likes of Amazon, Tesco and John Lewis.\u003C\u002Fp>\n\u003Cp>Understanding what your competitors are doing is critical if you want to learn how to rank for your biggest keywords. If you’re a new business, many of these companies will have been working on SEO for many years, and you can reverse engineer their sites to learn how they got to their current positions.\u003C\u002Fp>\n\u003Cp>Once you’ve done this, you know what it will take to make a site that is faster, more user friendly, and better optimised than theirs. You will also know the kinds of sites that it is worth getting backlinks from, and you know where the gaps are that will allow you to be featured in places that your competitors haven’t reached.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Google rewards topic authority\u003C\u002Fstrong>\u003Cbr \u002F>\nGoogle’s mission statement is to ‘organize the world’s information and make it universally accessible and useful’, which, for organic results, translates into showing searchers the best results for their queries. As a result, establishing a strong brand and good topic authority can get you a long way in the organic results, something that we believe has played a big part in the current position of many of our clients.\u003C\u002Fp>\n\u003Cp>If your business specialises in one area, you can use that to your advantage. Optimise your category pages so that it’s clear that they are relevant to your specialism, and populate your site with content that shows your expertise on the subject. We’ll talk more below about informational content, but even putting a couple of hundred well-written words on each page telling users what that page is about will give you a big boost in the rankings.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Use your natural flexibility\u003C\u002Fstrong>\u003Cbr \u002F>\nAs SEO expert Rand Fishkin discussed in \u003Ca href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fsmall-businesses-websites-compete-big-players-seo-whiteboard-friday\" target=\"_blank\" rel=\"noopener noreferrer\">one of his videos\u003C\u002Fa>, smaller companies are better suited to thinking creatively and pursuing different angles than bigger companies whose employees have to go through multiple levels of management before trying anything new.\u003C\u002Fp>\n\u003Cp>As a result, bigger ecommerce companies tend to focus on the big, obvious keywords that line up directly with their main product categories. Smaller companies, on the other hand, can target longer and more specific search queries that still have search volume, but have much less competition, usually specific to individual products.\u003C\u002Fp>\n\u003Cp>For example, SEO tool \u003Ca href=\"https:\u002F\u002Fahrefs.com\" target=\"_blank\" rel=\"noopener noreferrer\">Ahrefs\u003C\u002Fa> estimates that ranking for the term ‘laptop’ is pretty difficult , but the term ‘how to choose a laptop’ is significantly easier to rank for as it’s more specific. ‘How to choose a laptop’ still has some big sites in the search results, but you’re no longer competing with thousands of ecommerce sites to rank, and you’re looking to rank for a term that should have a high click through rate, gaining you good traffic and brand awareness.\u003C\u002Fp>\n\u003Cp>Building a strong blog is a great way to give your site some extra visibility. You can blog about everything from industry news to product comparisons, and make it possible to rank for a whole host of terms that the likes of Amazon aren’t anywhere near.\u003C\u002Fp>\n\u003Cp>Another advantage of targeting informational searches rather than transactional searches is that you’re likely to reach searchers who are further up the sales funnel. These searchers may not be ready to buy right away, but your brand will be in their recent memory when they come to make a purchase, and such awareness works well alongside the various paid campaigns you might be running.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Use local SEO to your advantage\u003C\u002Fstrong>\u003Cbr \u002F>\nLocal search continues to grow, as shown by the explosion of ‘near me’ searches since 2011, which you can see in Liberty Marketing’s graph below.\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.libertymarketing.co.uk\u002Fblog\u002Fstats-rise-rise-near-searches-google\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2981 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F9VpjWmQj-liberty-marketing-near-me-graph.png?auto=compress%2Cformat&q=90\" alt=\"liberty marketing near me searches graph\" width=\"652\" height=\"236\" \u002F>\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>There is a big opportunity for smaller companies without brick and mortar stores and companies that serve a specific area to gain exposure in an environment free of global giants like Amazon.\u003C\u002Fp>\n\u003Cp>Yes, you would still be competing against high street stores, but there is also more real estate available, with the local maps listings available to obtain organically. We’re also seeing more paid listings creeping into the local pack, but there could be an opportunity there if you value local search highly enough to try and beat your competitors to those spots.\u003C\u002Fp>\n\u003Cp>There’s no magic formula for good local performance, but links from local sites, NAP consistency across various directories, a Google My Business account, and clear information on your site all help. If you want to find out more about local SEO, we’ve written about it \u003Ca href=\"\u002Fblog\u002Fbreaking-down-local-seo\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">more extensively before\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>It’s important to remember that many local searches lead directly to customers visiting you in-store. This is the perfect opportunity to wow them with your service, and turn them into loyal customers who will continue to come back. Smaller, local businesses have the ability to get to know their customers in a way that national organisations can’t, and you should use this to your advantage.\u003C\u002Fp>\n\u003Ch2 id=\"make-use-of-all-the-channels-at-your-disposal\">Make use of all the channels at your disposal\u003C\u002Fh2>\n\u003Cp>The majority of the suggestions we’ve made in this post will help your business to grow and gain exposure regardless of what Amazon does, but if the ecommerce giant decides to invest more in PLAs, hopefully these tips will leave your business better placed to thrive regardless.\u003C\u002Fp>\n\u003Cp>The good news is that there are a wide range of digital marketing tools and services available that will help smaller ecommerce businesses compete with larger companies. These tools are constantly improving and evolving, which means that staying up to date with what’s currently out there can give you a big advantage. Digital looks set to continue providing a bigger return for many businesses than the high street, so you’ll see the benefits if you keep thinking creatively and working hard.\u003C\u002Fp>\n\u003Cp>\u003Cem>This blog post could not have been written without a lot of input from Aaron Dicks, Impression’s managing director, and members of both our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">PPC\u003C\u002Fa> and \u003Ca href=\"\u002Fseo\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">SEO\u003C\u002Fa> teams. If you want to read more of what they have to say, take a look through some of the recent posts in our blog.\u003C\u002Fem>\u003C\u002Fp>\n",{"rendered":161,"protected":205},8305,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":205,"footnotes":5},[214,1309,215],40,[],[218],[1313,102,221,222,223,224,225,227,1314,228],"post-2978","category-ppc",[],[],[1318,1319,1320,1321],{"path":178,"name":179},{"path":234,"name":235},{"path":169,"name":170},{"path":187,"name":160},"At the end of 2016, Merkle discovered that Amazon was again testing with Google’s paid product listing ads (PLAs). If ecommerce giants like Amazon decide to start dominating paid results, is there anywhere left for smaller ecommerce sites to gain visibility? How significant are the tests? At present, the tests that Amazon have been conducting […]",{"thumbnail":1324,"medium":1325,"medium_large":1327,"large":1329,"1536x1536":1331,"2048x2048":1333,"post-thumbnail":1335,"12_col":1337,"default_landscape":1339,"default_portrait":1341,"6_col_and_margin_short":1343,"11_col_and_margin":1345,"9_col_rectangle":1347,"11_col":1349,"staff_image_696_600":1351,"rectangular_thumbnail":1353},{"url":165,"width":241,"height":241},{"url":1326,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fn8baS9hD-050720211625525137_arm-wrestle.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":1328,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fn8baS9hD-050720211625525137_arm-wrestle.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":1330,"width":248,"height":249},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fn8baS9hD-050720211625525137_arm-wrestle.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1332,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fn8baS9hD-050720211625525137_arm-wrestle.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":1334,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fn8baS9hD-050720211625525137_arm-wrestle.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":1336,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fn8baS9hD-050720211625525137_arm-wrestle.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1338,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fn8baS9hD-050720211625525137_arm-wrestle.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1340,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fn8baS9hD-050720211625525137_arm-wrestle.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1342,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fn8baS9hD-050720211625525137_arm-wrestle.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1344,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fn8baS9hD-050720211625525137_arm-wrestle.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1346,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fn8baS9hD-050720211625525137_arm-wrestle.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1348,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fn8baS9hD-050720211625525137_arm-wrestle.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1350,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fn8baS9hD-050720211625525137_arm-wrestle.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1352,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fn8baS9hD-050720211625525137_arm-wrestle.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1354,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fn8baS9hD-050720211625525137_arm-wrestle.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1356],{"id":207,"path":276,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":1357},{"full_bio":10,"job_title":11,"specialist_service_links":1358,"photo":1363},[1359,1361],{"page":1360,"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":1362,"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":1364},{"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-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