[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002Fpage\u002F13":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":181,"head_links":184,"breadcrumbs":169,"posts":188,"pages":164,"head":1450},"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":165},"\u003Cp>Director, Head of SEO. Joined Impression in 2015.\u003C\u002Fp>\n\u003Cp>My background is in web development but I moved away from this when I decided that I wanted a more customer-facing role. I wanted the opportunity to be able to apply my expertise and also deal with clients directly and technical SEO allowed me to do this.\u003C\u002Fp>\n\u003Cp>Day to day, I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nSpeaking at Brighton SEO! I’ve delivered a talks and training on structured data and \u003Ca href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI enjoy surfing and Skiing (although living in the midlands isn’t good for this!)\u003C\u002Fp>\n","Director, Head of SEO",[13,29],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},35,"98","2020-03-12 15:02:03","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":30,"link_text":33},{"ID":31,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":15,"guid":36,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":37},57,"2020-03-12 15:49:37","Technical SEO","technical-seo","2025-10-28 09:41:49","\u002F?page_id=57","\u002Fseo\u002Ftechnical-seo\u002F",{"ID":39,"id":39,"title":40,"filename":41,"filesize":23,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":23,"date":47,"modified":48,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":55},8558,"Charlie-Norledge","jVjBhz1i-Charlie-Norledge.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&q=90","\u002Fcharlie-norledge\u002F","12","charlie-norledge","inherit","2021-07-15 16:28:10","2021-10-11 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Norledge’s posts",{"data":100,"pages":164},[101,114,125,137,146,156],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","Is Google poised to shake up recruitment SEO?","\u003Cp>Update (2\u002F5\u002F17) – Friday 28th April saw more testing activity from Google that shows they’re testing new job listings that would appear in the SERPs and shake up recruitment SEO, just as we predicted in this article back in February. This tweet, from SEO specialist Dan Shure, gave us a glimpse of what the future for […]\u003C\u002Fp>\n","\u002Fblog\u002Fis-google-poised-to-shake-up-recruitment-seo\u002F","2023-01-30T15:38:01",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F5AAdLckg-050720211625525138_recruiter-again.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[110],{"name":4,"image":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":113,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":102,"title":115,"excerpt":116,"to":117,"postedAt":118,"readingTime":119,"image":5,"authors":120,"category":122},"Writing high quality content for long tail keywords","\u003Cp>This is a guide to using long tail keyword research to make your on-site content go further. By using the techniques that I highlight throughout the post, you’ll be able to more successfully find those longer-tail keywords and phrases whilst crafting content that effectively targets them. The examples I’m using are geared towards long form, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwriting-high-quality-content-long-tail-keywords\u002F","2024-09-19T16:43:20",18,[121],{"name":4,"image":111},{"to":123,"name":124},"\u002Fblog\u002Fcategory\u002Fcontent\u002F","Content",{"type_key":102,"title":126,"excerpt":127,"to":128,"postedAt":129,"readingTime":130,"image":131,"authors":132,"category":134},"The viral puzzle: science, success & ROI","\u003Cp>Viral campaigns are the Holy Grail of content marketing. It seems to be assumed pretty much anywhere you look that viral content will be a huge boost for your brand’s success. Is it that simple? I want to have a look at the science behind viral campaigns and the implications that it has for business […]\u003C\u002Fp>\n","\u002Fblog\u002Fviral-puzzle-science-success-roi\u002F","2022-02-07T16:48:41",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FMKNmyVsF-050720211625525472_viral-content.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[133],{"name":4,"image":111},{"to":135,"name":136},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":102,"title":138,"excerpt":139,"to":140,"postedAt":129,"readingTime":141,"image":142,"authors":143,"category":145},"Breaking down local SEO","\u003Cp>Local SEO has always been important, but it is such a wide field that SEOs are constantly refining the best techniques for local success. However hard it is to get right, local SEO is worth it. If the goal of SEO is to bring more customers to our clients, then there are few businesses that […]\u003C\u002Fp>\n","\u002Fblog\u002Fbreaking-down-local-seo\u002F",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FVjO8LSgz-050720211625525775_high-street.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[144],{"name":4,"image":111},{"to":113,"name":18},{"type_key":102,"title":147,"excerpt":148,"to":149,"postedAt":150,"readingTime":151,"image":152,"authors":153,"category":155},"Nottingham Businesses Go Pokemon Crazy","\u003Cp>In yesterday’s post I looked at the marketing lessons that we can learn from businesses taking advantage of the Pokemon Go craze, and I included a couple of examples. What I didn’t realise at the time was that there are already a number of businesses around Nottingham doing just that! I’ve had a browse on […]\u003C\u002Fp>\n","\u002Fblog\u002Fnottingham-businesses-go-pokemon-crazy\u002F","2022-02-07T16:48:42",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FTk8ev2ve-050720211625527241_Council-House-Nottingham.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[154],{"name":4,"image":111},{"to":135,"name":136},{"type_key":102,"title":157,"excerpt":158,"to":159,"postedAt":150,"readingTime":107,"image":160,"authors":161,"category":163},"Pokemon GO & Making the Most of Trends","\u003Cp>It’s hard not to notice the impact that Pokemon Go is having around the world. At the time of writing, the game has been out in the UK for 4 days, and has been out globally for just under 2 weeks. In this short time it has captured the attention of millions of people, including […]\u003C\u002Fp>\n","\u002Fblog\u002Fpokemon-go-trends\u002F","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FwnTo9JdQ-050720211625527248_pokemon-go.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[162],{"name":4,"image":111},{"to":123,"name":124},"13",{"type":166,"style":167,"title":168,"heading":4,"intro":10,"services":12,"breadcrumbs":169,"photo":56,"social":181},"author","dark","Meet the Team",[170,173,176,179],{"path":171,"name":172},"\u002F","Home",{"path":174,"name":175},"\u002Fabout\u002F","About Us",{"path":177,"name":178},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":180,"name":4},null,{"twitter":182,"linkedin":183},"https:\u002F\u002Ftwitter.com\u002FNorledgeCharlie","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fcharlie-norledge-97984099\u002F",[185],{"rel":186,"href":187},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F",[189,517,685,878,1068,1259],{"id":190,"date":191,"date_gmt":191,"guid":192,"modified":106,"modified_gmt":106,"slug":194,"status":19,"type":102,"link":105,"title":195,"content":196,"excerpt":199,"author":200,"featured_media":201,"comment_status":202,"ping_status":202,"sticky":198,"template":5,"format":203,"meta":204,"categories":206,"collections":209,"coauthors":210,"class_list":212,"acf":221,"head_links":222,"breadcrumbs":223,"url_path":105,"search_description":205,"featured_image_urls":230,"authors":265,"type_nicename":276,"reading_minutes":107,"category":277,"yoast_title":282,"yoast_meta":283,"yoast_json_ld":338,"_links":468},2974,"2017-02-13T17:35:35",{"rendered":193},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fis-google-poised-to-shake-up-recruitment-seo\u002F","is-google-poised-to-shake-up-recruitment-seo",{"rendered":103},{"rendered":197,"protected":198},"\u003Cp>\u003Cstrong>Update (2\u002F5\u002F17) – \u003C\u002Fstrong>Friday 28th April saw more testing activity from Google that shows they’re testing new job listings that would appear in the SERPs and shake up recruitment SEO, just as we predicted in this article back in February. This tweet, from SEO specialist Dan Shure, gave us a glimpse of what the future for jobs listings might hold:\u003C\u002Fp>\n\u003Cblockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n\u003Cp lang=\"en\" dir=\"ltr\">WOW look out job listing sites, Google appears to be positioning to eat up that real estate also (cc \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fdr_pete?ref_src=twsrc%5Etfw\">@dr_pete\u003C\u002Fa>) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002Fg56KxnJCA7\">pic.twitter.com\u002Fg56KxnJCA7\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>— Dan Shure (@dan_shure) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fdan_shure\u002Fstatus\u002F858022913261395979?ref_src=twsrc%5Etfw\">April 28, 2017\u003C\u002Fa>\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>\u003Cscript async src=\"https:\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" charset=\"utf-8\">\u003C\u002Fscript>\u003C\u002Fp>\n\u003Cp>The image shows jobs listing ads appearing in a ‘jobs pack’ above organic results, pulling existing data from job sites. In a second image, Shure also showed a dedicated ‘jobs’ page that opens up when you click on one of the links.\u003C\u002Fp>\n\u003Cp>Needless to say, these changes would cause a big shake up of recruitment SEO if Google presses on with them. Schema will likely become essential to give detailed jobs the best chance of appearing in the jobs pack, and we may see some benefit in the SERPs for using \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fhire.withgoogle.com\">hire.withgoogle.com\u003C\u002Fa>. We’ll cover any further developments as they happen here on the Impression blog.\u003C\u002Fp>\n\u003Cp>—\u003C\u002Fp>\n\u003Cp>A tweet from Aaron Bradley, web channel strategy manager for EA, alerted the world to some potential activity over at Google. In Google’s ‘early access and partner-only’ section, he found a ‘jobs’ tab. There is no further information on the tab, and it can’t even be accessed from the UK, but its presence raises all sorts of questions over what Google could be planning next and what could be in store for recruitment SEO in the future.\u003C\u002Fp>\n\u003Cblockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n\u003Cp lang=\"en\" dir=\"ltr\">Link returns a 404 right now, but this suggests a Google pilot for marking up job listings is coming (likely using \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fhashtag\u002Fschema?src=hash&ref_src=twsrc%5Etfw\">#schema\u003C\u002Fa>.org\u002FJobPosting) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002Fde6QxZnkLt\">pic.twitter.com\u002Fde6QxZnkLt\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>— Aaron Bradley (@aaranged) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Faaranged\u002Fstatus\u002F829776884556783617?ref_src=twsrc%5Etfw\">February 9, 2017\u003C\u002Fa>\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>\u003Cscript async src=\"https:\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" charset=\"utf-8\">\u003C\u002Fscript>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Short term implications\u003C\u002Fstrong>\u003Cbr \u002F>\nThere is no guarantee that anything will come of this jobs tab, and all that we have at the moment is speculation. However, in light of what Google has done in the past, and the schema.org markup that already exists, we can have a reasonable guess as to what Google is considering testing.\u003C\u002Fp>\n\u003Cp>Bradley suggested that a ‘Google pilot for marking up job listings is coming’. At its most basic level, this would mean that Google is recognising the existing schema.org markup for jobs posting, allowing more of this information to appear in the SERPs.\u003C\u002Fp>\n\u003Cp>If Google were to implement this on a wider scale, we could see search features that are essentially full job listings, displaying data such as job title, salary, and required qualifications, perhaps even in the SERP itself.\u003C\u002Fp>\n\u003Cp>It is possible that such a change could level the playing field for smaller companies and recruitment agencies, allowing them to gain ground on bigger aggregators like Monster Jobs in the UK. With the correct markup in place, the site with the best, most relevant content would be likely to achieve greater exposure in the SERPs.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Google’s increasing dominance in the SERPs\u003Cbr \u002F>\n\u003C\u002Fstrong>If jobs listings on Google were to change in this way, it would be an interesting development for the wider conversation around the dominance that Google has in the SERPs. As with many other search features — think flights, local businesses, and hotels — detailed jobs listings could keep people in the SERPs for longer, reducing the need for them to click through to one of the organic results. This would take away valuable traffic from jobs sites, making their onsite revenue streams less valuable. If job hunters aren’t visiting aggregators as often, the revenue that these sites get from ads and premium listings could go down accordingly.\u003C\u002Fp>\n\u003Cp>With traffic threatened, how might recruitment companies respond? The scenario that we are considering would only happen if enough recruiters and job aggregators use the structured markup such that it hit critical mass within the industry.\u003Cbr \u002F>\nWhy would they do this when faced with the prospect of lower traffic? Because in the short term, it will allow them to keep up with the competition.\u003C\u002Fp>\n\u003Cp>Despite a possible drop in traffic, SERP exposure would still be up for grabs, and a company without the correct markup could lose a lot of ground to its competitors in the short term. We imagine that most recruitment companies or job aggregators that are aware of the changes would adopt them, because the risk of losing business to competitors will be too great.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>What might recruitment SEO look like in the future?\u003Cbr \u002F>\n\u003C\u002Fstrong>Looking further down the line, we might see Google taking greater strides into the recruitment sector. It isn’t far fetched to think that Google could look to monetise recruitment, or even create its own ‘Google Jobs’ platform.\u003C\u002Fp>\n\u003Cp>Product Listing Ads (PLAs) are one of the reasons that we could conceive of this chain of events. Several years ago, Google used structured data to read product information from ecommerce sites, and place it in organic search features. Nowadays, these product listings are all paid ads like those below, though there’s nothing to indicate this other than a small ‘sponsored’ above the results, and retailers have to input the data themselves.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2975\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FK2a0mLsl-Screen-Shot-2017-02-13-at-16.59.39.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"424\" height=\"259\" \u002F>\u003C\u002Fp>\n\u003Cp>It is not impossible that something similar could happen with job listings down the line, with Google favouring paid job ads in the SERPs. Eventually, it could even be possible to find and apply for jobs entirely within Google, which would be a big blow to the larger aggregators in terms of traffic and, possibly revenue.\u003C\u002Fp>\n\u003Cp>However, we’re now deep into the realm of speculation. It is worth thinking about the implications of Google’s testing, but we need to remember that nothing is set in stone yet. Google could quietly drop their jobs testing and it would join the list of many failed tests. But the market is so big and the potential for Google to take a slice of it is so large that we should at least be aware of the possibilities should Google take any more definitive action.\u003C\u002Fp>\n\u003Ch2 id=\"next-steps\">Next steps\u003C\u002Fh2>\n\u003Cp>The world of recruitment SEO is constantly changing, and it can be hard to keep up. If you need the support of an award-winning \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO agency\u003C\u002Fa>, then \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">reach out to our team\u003C\u002Fa> today to discuss your growth ambitions.\u003C\u002Fp>\n",false,{"rendered":104,"protected":198},19,8306,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":205,"inline_featured_image":198,"footnotes":5},"It looks like Google is considering testing out new jobs features. What does this mean for SEO in the recruitment 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We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. 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By using the techniques that I highlight throughout the post, you’ll be able to more successfully find those longer-tail keywords and phrases whilst crafting content that effectively targets them. The examples I’m using are geared towards long form, in-depth content that is suited to some kind of blog or advice area, but some of the principles and methods could also work for shorter copy that you might find somewhere like an ecommerce category page.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"whats-the-point-of-long-tail-keywords\">What’s the point of long tail keywords?\u003C\u002Fh2>\n\n\n\n\u003Cp>What are long tail keywords, and why should we put time and effort into targeting them? \u003Cstrong>In short, they are lower volume keyword phrases that are more specific, often being longer than three words.\u003C\u002Fstrong> Some of these phrases will be purely transactional, like ‘makerbot replicator 2 desktop 3d printer’, and will need targeted product pages to convert potential customers.\u003C\u002Fp>\n\n\n\n\u003Cp>Other searches will be informational, coming from searchers at a much earlier stage in the sales funnel. These are the kinds of phrases that we’re looking at in this blog post. Ranking well for these informational searches is a key part of gaining more exposure for your brand, increasing your chances of converting potential customers as they move further down the funnel.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>There is now more potential to rank organically for long tail keywords than ever before.\u003C\u002Fstrong> Whether it’s because of RankBrain or lesser covered algorithm updates, Google is now the best it’s ever been at recognising where search queries relate to results that aren’t exact matches, and where natural variations of a query mean essentially the same thing. If you want to find out more, Moz’s Dr Pete has written an \u003Ca href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Ftactical-keyword-research-in-a-rankbrain-world\" target=\"_blank\" rel=\"noopener\">extensive blog\u003C\u002Fa> detailing his research into RankBrain and Google’s growing ability to cast its net wider when seeking to return the best results for search queries.\u003C\u002Fp>\n\n\n\n\u003Cp>Well-written content can now rank for countless more long tail searches, even if it is not specifically optimised for them. Recent evidence suggests that long form (1000+ words) content tends to perform well in individual searches, and in-depth content gives you the space to talk around a topic, and cover more potential search topics. The bottom line is that if Google sees your content as high quality and as matching the intent of a particular query, your site has the potential to rank for it.\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst it’s true that a lot of this coverage will be in searches that don’t always lead to conversions, you can see the benefits by taking a step back. If people are regularly seeing your content when they search in a particular field, then they will become familiar with your brand. Then, when they are ready to make a transaction, there is a much higher chance that they will turn to your business. \u003Cstrong>Potential customers are much less likely to buy from a business that they’ve never heard of than they are to buy from a business that they are already familiar with.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"serp-features\">SERP features\u003C\u002Fh2>\n\n\n\n\u003Cp>One of the biggest reasons to spend some time on informative concept is the prevalence of SERP features in Google’s search results. SERP features are anything that appears in the search results that isn’t one of the normal ‘10 blue links’, and includes things like paid ads, image cards, and featured snippets. You can find a breakdown of current features \u003Ca href=\"https:\u002F\u002Fmoz.com\u002Flearn\u002Fseo\u002Fserp-features\" target=\"_blank\" rel=\"noopener\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>There is a trend towards Google offering searchers more and more information in the SERPs themselves. If you look for a stat, like ‘population of London’, you’ll get a SERP feature above the organic results that gives you the number without you having to click anywhere else. While this is great for Google’s usability, it makes content producers’ lives harder. \u003Cstrong>It is becoming increasingly important to factor SERP features into our plans, as obtaining one might be the only way to gain meaningful traffic from a search query.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The quality of your written content will have little or no bearing on some features, like the knowledge graphs that always come from certain Google partners or trusted businesses (these are more closely tied to other factors like Schema and Google My Business profiles). Others, like the ads, are paid for. The features we’re interested in for content are those that can be obtained as if they were an organic result, including:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Featured snippets\u003C\u002Fstrong> – short answers to searcher questions that are pulled from pages in the organic results. Appears in ‘position 0’ at the top of the organic results.\u003C\u002Fli>\n\n\n\n\u003Cli>‘\u003Cstrong>People Also Asked’ (PAA) boxes\u003C\u002Fstrong> – a short list of questions related to the search, with answers in the form of dropdown snippets. Usually appears somewhere in the middle of the organic results.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Image packs and videos \u003C\u002Fstrong>– visual media related to the search query. Appears at the top of the page.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>These features are primarily useful as a way to gain unparalleled exposure in the SERPS. If you win a featured snippet, for example, you will jump to the top of the organic results, even if your actual position is lower down the page.\u003C\u002Fp>\n\n\n\n\u003Cp>They are also useful for working out what Google sees as the searcher’s intent. Google’s goal is to show searchers relevant sites, which means that if your content does not match the intent (e.g. you try to get a product page to rank for a search where the user is looking for information) you won’t rank.\u003C\u002Fp>\n\n\n\n\u003Cp>If there is a featured video, it is a good indication that Google expects searchers to be looking for visual aids. If there is a local pack, then Google expects searchers to want to find a business near them. If there is a featured snippet, then Google expects the searcher to be looking for information, and so on.\u003C\u002Fp>\n\n\n\n\u003Cp>As you do your research and plan for detailed content, \u003Cstrong>avoid keywords that are not informational in their intent\u003C\u002Fstrong> – SERPs that have features like shopping results or a local pack are unlikely to show your content highly; you should try to optimise something like a category or service page instead.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"gathering-ideas\">Gathering ideas\u003C\u002Fh2>\n\n\n\n\u003Cp>For most of the rest of this guide, I’m going to talk about content creation tools in the context of a fictional project. Let’s say that I’m working with a business that sells 3D printers and 3D printing software, and I’m working on writing some content for them to increase their exposure online.\u003C\u002Fp>\n\n\n\n\u003Cp>There are all sorts of ways that you can start to compile long tail keyword ideas that could inspire informative content. I’m going to talk about the three that I like best, but this is not an exhaustive list.\u003C\u002Fp>\n\n\n\n\u003Cp>As a quick aside – all of the data was gathered in late December 2016, so some things may have changed slightly if you check them now.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ahrefs-content-gap-and-ideas-from-your-current-rankings\">Ahrefs – Content Gap and ideas from your current rankings\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca href=\"https:\u002F\u002Fahrefs.com\u002F\" target=\"_blank\" rel=\"noopener\">Ahrefs\u003C\u002Fa> has an excellent Keyword Explorer tool, but at this early stage of the process, I prefer the functionality their Site Explorer offers. As my 3D printer business doesn’t actually exist, I’ve used a real site that I have no connection to, \u003Ca href=\"https:\u002F\u002Fwww.3dhubs.com\u002F\" target=\"_blank\" rel=\"noopener\">3D Hubs\u003C\u002Fa> (now just Hubs.com as of 2022) for the purpose of talking about Ahrefs.\u003C\u002Fp>\n\n\n\n\u003Cp>Within Ahrefs’ Site Explorer, there is a tool called Content Gap. This lets you input your website and your competitors to find out what they rank for that you don’t.\u003C\u002Fp>\n\n\n\n\u003Cp>In my example, I’m comparing 3D Hubs to three competitors, and Ahrefs has found 516 UK keywords that at least one of the competitors ranks in the top 10 for, while 3D Hubs ranks on page 2 or lower.\u003C\u002Fp>\n\n\n\n\u003Cp>After manually looking through the results, and sorting through a lot of product pages and random phrases, there are some useful finds, including:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>3d printing news\u003C\u002Fli>\n\n\n\n\u003Cli>How to make a camera\u003C\u002Fli>\n\n\n\n\u003Cli>3d printing business ideas\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>A word of caution for the Content Gap: if you are an ecommerce site and your competitors have slightly different products to you, it will be difficult to find any useful informational phrases among all the product keywords. \u003Cstrong>This tool works best for service oriented sites that tend to have more written copy and less in the way of individual products and categories.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>You can also use Site Explorer to have a look at which organic keywords you’re already ranking for, but are way down in the rankings. You can then optimise the existing pages, or use the keywords as content inspiration. Some possible keywords for 3d Hubs might be:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>3d printing applications (position 97)\u003C\u002Fli>\n\n\n\n\u003Cli>3d printer file format (pos. 87)\u003C\u002Fli>\n\n\n\n\u003Cli>Useful 3d printed objects (pos. 63)\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>As we go through different methods of gathering content ideas, it’s well worth having a spreadsheet ready. This allows you to keep all of your ideas in one place, and to gather data for your keywords that will allow you to compare and evaluate them.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"moz-keyword-explorer-idea-generation\">Moz Keyword Explorer – idea generation\u003C\u002Fh3>\n\n\n\n\u003Cp>We’re going to use Moz’s \u003Ca href=\"https:\u002F\u002Fmoz.com\u002Fexplorer\" target=\"_blank\" rel=\"noopener\">Keyword Explorer\u003C\u002Fa> fairly extensively during the writing process, but in the research phase, it has a function that is useful for generating new ideas.\u003C\u002Fp>\n\n\n\n\u003Cp>The key here is to use ‘exclude your query to get broader ideas’, which does what it says on the tin. I’ve looked for keyword ideas similar to 3d printing, but that don’t include either of those terms. Here are some of the useful suggestions that it returned:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Additive manufacturing process\u003C\u002Fli>\n\n\n\n\u003Cli>Additive fabrication technology\u003C\u002Fli>\n\n\n\n\u003Cli>Direct digital manufacturing\u003C\u002Fli>\n\n\n\n\u003Cli>Technology life advances\u003C\u002Fli>\n\n\n\n\u003Cli>Functional prototype manufacturing\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>These topics show me what a machine learning tool associates with my topic (useful when thinking about RankBrain), and also gives me some ideas for individual content pieces.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"find-real-questions-with-answer-the-public\">Find real questions with Answer the Public\u003C\u002Fh3>\n\n\n\n\u003Cp>Without a doubt, my favourite idea-generation tool is \u003Ca href=\"http:\u002F\u002Fanswerthepublic.com\u002F\" target=\"_blank\" rel=\"noopener\">Answer the Public\u003C\u002Fa>, which is even better now that we live in a world where featured snippets dominate the SERPs for informational queries.\u003C\u002Fp>\n\n\n\n\u003Cp>This free tool could not be simpler to use, simply put in a basic word or phrase, like ‘3d printer’, and watch as it generates questions that real people have searched for. My topic returned me 146 questions, which is a treasure trove of potential content ideas and featured snippets:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>When was 3d printer made\u003C\u002Fli>\n\n\n\n\u003Cli>Why is 3d printer important\u003C\u002Fli>\n\n\n\n\u003Cli>How 3d printer works\u003C\u002Fli>\n\n\n\n\u003Cli>Where was 3d printer invented\u003C\u002Fli>\n\n\n\n\u003Cli>What 3d printer can do\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"choosing-your-target-phrase\">Choosing your target phrase\u003C\u002Fh3>\n\n\n\n\u003Cp>Once you have compiled a list of the phrases that your research has returned, you need to choose one. If you’re making the list as part of a larger content strategy, as I would recommend, then you’ll be returning to it again and again to pick multiple phrases.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>A simple way to make a decision is to look at keywords with a bit of search volume that remain broad enough for you to craft long content around them.\u003C\u002Fstrong> For my fictional content piece, I’m going to take one of Answer the Public’s suggestions: ‘how 3d printer works’. After making it a bit more natural – ‘how do 3d printers work’ – I have the basic idea for my first blog post.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"writing-engaging-well-optimised-content\">Writing engaging, well-optimised content\u003C\u002Fh2>\n\n\n\n\u003Cp>The goal of the content that we’re going to write is two-pronged: \u003Cstrong>it should engage its readers and rank well.\u003C\u002Fstrong> The tools that we’ll look at in this section are primarily geared towards SEO, though they can also show you the kinds of things that you should be talking about if you want to cover your topic well.\u003C\u002Fp>\n\n\n\n\u003Cp>The key is to be aware of what you’re writing. If you’re not sure how engaging the content is, then ask yourself whether it adds information that isn’t already out there, or puts existing information into a more helpful, accessible format. If you’re still not sure, ask a colleague to read it and see what they think. If they think it’s well written and researched, you’re on the right track.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ahrefs-setting-the-scene\">Ahrefs – setting the scene\u003C\u002Fh3>\n\n\n\n\u003Cp>Now that we’ve chosen our target phrase (‘how do 3d printers work’), we can get an idea of what we’re up against with the Ahrefs Keyword Explorer.\u003C\u002Fp>\n\n\n\n\u003Cp>Ahrefs’ keyword report tells me a few useful things as a starting point. I can see that ranking for it won’t be a walk in the park, but it is by no means impossible, that search volume is reasonable for a longer tail keyword, and that all of the clicks are coming through organic search rather than paid. This is all encouraging stuff.\u003C\u002Fp>\n\n\n\n\u003Cp>I can also see that the parent topic, 3d printing, has a much weightier search volume, but while this is good to know, it’s unlikely to affect anything of what I do in writing the content. However, it does present an internal linking consideration and could dictate where this piece of content is positioned across my site (presuming I have already written about 3d printing elsewhere).\u003C\u002Fp>\n\n\n\n\u003Cp>I should also point out that while these metrics are helpful, they don’t show the whole picture. Thanks to Google’s ability to pull up content that doesn’t exactly match search terms, and the holy grail of the featured snippet, we’re actually looking at getting exposure on many more search terms.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"manually-checking-the-serps\">Manually checking the SERPs\u003C\u002Fh3>\n\n\n\n\u003Cp>Ahrefs and other tools will give you an idea of what the SERPs look like for your keywords, but when I’m checking out my primary target phrase, I prefer to manually look at it in an Incognito window, giving me the most up to date, non-personalised results.\u003C\u002Fp>\n\n\n\n\u003Cp>Doing so shows me that the organic results are nowhere to be seen at the top of the page. Instead, I see two paid ads and a featured snippet (currently held by the Independent). Scrolling down, I can see the full complement of 10 blue links, with no rich snippets save a video thumbnail in the YouTube link.\u003C\u002Fp>\n\n\n\n\u003Cp>What does all this tell me? It tells me that there are the full 10 slots available for organic ranking, that Google sees this query as informational (no surprise there), and that getting the featured snippet would be a big win. Don’t be deterred by the fact that another site has already claimed that prized “position 0”. Like other organic results, featured snippets are interchangeable, so there’s everything to play for. Just because someone else has already claimed it doesn’t mean you can’t pursue it.\u003C\u002Fp>\n\n\n\n\u003Cp>Before writing the content, it is a good idea to come back to these SERPs and read the result that returned the featured snippet, as well as some of the other top ranking results. This will give you an idea of the kind of content that Google sees as relevant to the query.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"moz-keyword-explorer-thinking-bigger\">Moz Keyword Explorer – thinking bigger\u003C\u002Fh3>\n\n\n\n\u003Cp>We now know what it’s going to take to hit our target keyword, but we still need to flesh out this article a lot more, and work out what we’re going to write about in order to get visibility across a range of queries and, hopefully, featured snippets. For this, we need to plug our phrase into Moz’s Keyword Explorer and click on ‘Keyword Suggestions’.\u003C\u002Fp>\n\n\n\n\u003Cp>When we first open the suggestions, we simply have a list of 1000 keywords, a lot of which are similar to each other. That’s not overly helpful. Under the ‘Group Keywords’ menu, we want to choose ‘yes with low lexical similarity’. This sorts our 1000 keywords into fairly broad groups of phrases with similar wording (aka lexical similarity). As you can see in the screenshot above, we now have 92 different groups, rather than 1000 individual keywords.\u003C\u002Fp>\n\n\n\n\u003Cp>If you want to be more granular, you can sort them into groups with high similarity, which will give you more groups to work with. You can also filter keywords by volume if you want, but the volume is going to be low for the majority of your long tail keywords. For our purposes we’re sticking with the above configuration. For an idea of what one of the groups might contain, the group titled ‘how do 3d printers work’ contains phrases like these:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>How do three d printers work\u003C\u002Fli>\n\n\n\n\u003Cli>3d printers how do they work\u003C\u002Fli>\n\n\n\n\u003Cli>3d printer how do they work\u003C\u002Fli>\n\n\n\n\u003Cli>3d printer how they work\u003C\u002Fli>\n\n\n\n\u003Cli>3d printers how they work\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>As you can see, the intent behind the above queries is the same, but the exact language varies. Both the broad group titles and the individual keywords they contain are useful to us. Let’s explore both.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"group-titles\">Group titles\u003C\u002Fh4>\n\n\n\n\u003Cp>The group headings give us an idea of the different topics to touch on in our content, or potentially, other content pieces that we could write in the future. I have picked out a good, natural sounding phrase from 5 of the main groups that I’m targeting to give you an idea of the different topics the content could target:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>What are 3d printers\u003C\u002Fli>\n\n\n\n\u003Cli>How do 3d printers work\u003C\u002Fli>\n\n\n\n\u003Cli>What material do 3d printers use\u003C\u002Fli>\n\n\n\n\u003Cli>How do powder based 3d printers work\u003C\u002Fli>\n\n\n\n\u003Cli>How does metal 3d printing work\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>With these topics in mind, I can start to think of a structure for my content that could help me rank across a number of different searches. I could start with a bit of the history behind the invention and development of 3D printers, then talk in general terms about the science behind them and some of the basic processes. I can then make it clear that there are at least two major types of printer: those that print in metal and those that print in powder. I can then talk about each of these in more detail.\u003C\u002Fp>\n\n\n\n\u003Cp>I actually know almost nothing about 3D printing, but thanks to my research, I’m already starting to get a good idea of what would make good content, and when I go to research in some more depth, I will have a very clear idea of what I want to find out.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"individual-keywords\">Individual keywords\u003C\u002Fh4>\n\n\n\n\u003Cp>One of my favourite functions of the Moz Keyword Explorer is the list building. You can place up to 100 individual keywords into a list, and get a dashboard showing you facts and figures for those queries as a group.\u003C\u002Fp>\n\n\n\n\u003Cp>Wait, won’t Google return the same results for queries that are practically the same?\u003C\u002Fp>\n\n\n\n\u003Cp>Yes and no. \u003Cstrong>While there will generally be little variation in the organic results for the phrases ‘how do 3d printers work’ and ‘3d printers how do they work’, the SERP features can be different.\u003C\u002Fstrong> In the case of those two examples, both have a featured snippet, but different sites provide the information. Collecting the data across a number of variants from your chosen groups, as Keyword Explorer allows you to do, will show you how many featured snippets and other features are up for grabs, as well as more general information.\u003C\u002Fp>\n\n\n\n\u003Cp>For the moment, I’m most interested in the SERP features graph. Ignoring paid results, the three most common features are videos, featured snippets, and PAA boxes. The snippets tell me that this is an informational search often phrased in the form of a question, and the PAA boxes tell me that Google sees it as a broad topic that people will want to find out more on.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re writing for a topic that you know comes with a lot of featured snippets (as many now do), you should be conscious of this fact as you write. Featured snippets are phrased as answers to questions, so try making key points in your content readable as self-contained snippets. For example, I might start or finish my introductory section with a sentence that neatly captures the basics of what I’m trying to say about 3D printing that could be taken as a standalone answer to the question. This would increase my chances of obtaining a featured snippet across related searches.\u003C\u002Fp>\n\n\n\n\u003Cp>Another point to remember when it comes to featured snippets is that you should think of them like organic results. As I mentioned earlier, they are not fixed. If you get a featured snippet, you might lose it, and if you don’t have a featured snippet, then further optimisation for it might mean that you obtain it in the future. Just as you would for the standard organic results, keep experimenting and iterating your content to give yourself the best chance of grabbing those coveted chunks of text.\u003C\u002Fp>\n\n\n\n\u003Cp>The videos are potentially the most interesting feature, because their surprisingly high number tells me that this is a topic that Google associates with visual media. It would be pretty tough to get my own site’s video in that featured video spot, but what I can do is make sure that I include a video element in the content. Even if Google doesn’t show the video, it will still see that my content lines up with what it already recognises as the best way to provide information for this group of queries.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ryte-com-formerly-onpage-org-tfidf\">Ryte.com (formerly OnPage.org) – TF;IDF\u003C\u002Fh3>\n\n\n\n\u003Cp>TF;IDF stands for \u003Cstrong>term frequency; inverse document frequency\u003C\u002Fstrong>, and it’s the principle that keeps me on the straight and narrow when I’m trying to write any well-optimised content, from category pages to long blog posts. TF;IDF, as found in the online tool at \u003Ca href=\"https:\u002F\u002Fen.ryte.com\u002Flp\u002Fwdf\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">Ryte.com\u003C\u002Fa>, is a way of working out \u003Cstrong>which associated words and phrases frequently appear in the pieces of content that rank on page one around your target keyword.\u003C\u002Fstrong> It is important to be aware of these co-occurring words because including them signals to Google that what you are talking about is relevant to the searcher’s query. As an example, here are some of the one- and two-word phrases that Ryte returned for ‘how do 3d printers work’:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Additive\u003C\u002Fli>\n\n\n\n\u003Cli>Filament\u003C\u002Fli>\n\n\n\n\u003Cli>Sintering\u003C\u002Fli>\n\n\n\n\u003Cli>Conductive\u003C\u002Fli>\n\n\n\n\u003Cli>Stereolithography\u003C\u002Fli>\n\n\n\n\u003Cli>Additive manufacturing\u003C\u002Fli>\n\n\n\n\u003Cli>Filament fabrication\u003C\u002Fli>\n\n\n\n\u003Cli>Printer head\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>This tells me that, in order to show Google that my content covers the range of topics that it sees as relevant to the keywords, I should work the above into my text. They also indicate to me that it’s okay to include some longer words and technical jargon, and that I shouldn’t aim for the most basic, accessible explanation of 3D printing possible.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"writing-something-thats-worth-reading\">Writing something that’s worth reading\u003C\u002Fh2>\n\n\n\n\u003Cp>When I’m reading content online, I don’t want to be reading self-promotional, entry-level content that doesn’t tell me anything new. Why would I, when sites like the Independent and How Stuff Works offer detailed, insightful information? If I know my standards as a reader are high, why should they be lower when I write?\u003C\u002Fp>\n\n\n\n\u003Cp>But, as a writer, I know that writing quality content is a real challenge. How can I possibly write something informative for an audience that knows more about the topic than I do? I’m not going to dwell on this for too long so that I don’t stray away from the topic of this blog, but it’s worth mentioning three ‘I’s that I’ve found help me to write engaging, specialist content that people actually want to read\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>1. Immediate relevancy\u003C\u002Fstrong> – is there a news story that you can tie the topic to, or another immediate reason for you to be writing the piece? By commenting on a recent story, you can give your content a unique angle that others won’t have.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>2. Insight from experts\u003C\u002Fstrong> – whether this is through including up to date scientific research (referencing actual scientific publications), or by including a comment from an industry expert, featuring expert insight will give your content additional authority and increase the chance to gain links and promotion for the content.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>3. Innovative presentation\u003C\u002Fstrong> – a topic might be saturated with information already, making it hard to say anything new. If this is the case, don’t try. Instead, gather the best information that you can and present it in a way that is more helpful and engaging than anything else out there. You could do this with anything from a slickly animated video, to a well-written blog post that states things more clearly and concisely than the competition.\u003C\u002Fp>\n\n\n\n\u003Cp>As good as Google is, the SERPs can often throw out questionable results, especially for long tail searches. By doing your research and applying some creativity, you could not only rank well and obtain featured snippets, but buck the trend and give your audiences something they actually want to read.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’d like to speak with an award-winning \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcontent-marketing\u002F\">content marketing agency\u003C\u002Fa>\u003C\u002Fstrong> about the right route for your business, please call or email us!\u003C\u002Fp>\n",{"rendered":116,"protected":198},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":528,"inline_featured_image":198,"footnotes":5},"Google rewards well written content that adds quality to readers' lives. This blog post looks at how we can marry that with good long tail keyword research.",[530,207],38,[],[211],[534,102,214,215,216,218,535,219],"post-2949","category-content",[],[],[539,540,541,542],{"path":171,"name":172},{"path":226,"name":227},{"path":113,"name":18},{"path":180,"name":115},{"thumbnail":544,"medium":545,"medium_large":546,"large":547,"1536x1536":548,"2048x2048":549,"post-thumbnail":550,"12_col":551,"default_landscape":552,"default_portrait":553,"6_col_and_margin_short":554,"11_col_and_margin":555,"9_col_rectangle":556,"11_col":557,"staff_image_696_600":558,"rectangular_thumbnail":559},{"url":198,"width":232,"height":232},{"url":198,"width":59,"height":59},{"url":198,"width":62,"height":23},{"url":198,"width":239,"height":240},{"url":198,"width":68,"height":68},{"url":198,"width":71,"height":71},{"url":198,"width":74,"height":75},{"url":198,"width":77,"height":78},{"url":198,"width":80,"height":54},{"url":198,"width":54,"height":80},{"url":198,"width":74,"height":78},{"url":198,"width":84,"height":78},{"url":198,"width":86,"height":87},{"url":198,"width":89,"height":78},{"url":198,"width":53,"height":54},{"url":198,"width":92,"height":93},[561],{"id":200,"path":267,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":562},{"full_bio":10,"job_title":11,"specialist_service_links":563,"photo":568},[564,566],{"page":565,"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":567,"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":569},{"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},[571,572],{"id":530,"name":124,"path":123},{"id":207,"name":18,"path":113},"Writing high quality content for long tail keywords - Impression",[575,576,577,578,580,581,582,583,584,585,586,587,589,591,593,595,597,598,599,600,601],{"property":285,"content":573},{"property":287,"content":528},{"name":289,"content":290},{"property":186,"content":579},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwriting-high-quality-content-long-tail-keywords\u002F",{"name":294,"content":295},{"property":297,"content":298},{"property":300,"content":573},{"property":302,"content":528},{"property":304,"content":579},{"property":306,"content":307},{"property":309,"content":310},{"property":312,"content":588},"2017-01-30T09:30:00+00:00",{"property":315,"content":590},"2024-09-19T16:43:20+00:00",{"property":318,"content":592},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FABFPXguH-Opengraph-BLUE.jpg?auto=compress%2Cformat&q=90",{"property":321,"content":594},1200,{"property":324,"content":596},630,{"property":326,"content":327},{"property":166,"content":4},{"property":330,"content":331},{"property":333,"content":334},{"property":336,"content":337},{"@context":339,"@graph":603},[604,616,620,626,630,648],{"@type":276,"@id":605,"isPartOf":606,"author":607,"headline":115,"datePublished":588,"dateModified":590,"mainEntityOfPage":608,"wordCount":609,"commentCount":23,"publisher":610,"articleSection":611,"inLanguage":354,"potentialAction":612},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwriting-high-quality-content-long-tail-keywords\u002F#article",{"@id":579},{"name":4,"@id":345},{"@id":579},4128,{"@id":349},[124,18],[613],{"@type":357,"name":358,"target":614},[615],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwriting-high-quality-content-long-tail-keywords\u002F#respond",{"@type":362,"@id":579,"url":579,"name":573,"isPartOf":617,"datePublished":588,"dateModified":590,"description":528,"breadcrumb":618,"inLanguage":369},{"@id":364},{"@id":619},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwriting-high-quality-content-long-tail-keywords\u002F#breadcrumb",{"@type":373,"@id":619,"itemListElement":621},[622,623,624,625],{"@type":376,"position":207,"name":172,"item":377},{"@type":376,"position":379,"name":227,"item":380},{"@type":376,"position":151,"name":18,"item":382},{"@type":376,"position":384,"name":115},{"@type":386,"@id":364,"url":377,"name":307,"description":5,"publisher":627,"inLanguage":354,"potentialAction":628},{"@id":388},{"@type":390,"target":629,"query-input":394},{"@type":392,"urlTemplate":393},{"@type":396,"@id":388,"name":307,"url":377,"logo":631,"image":402,"sameAs":632,"@context":407,"email":408,"foundingDate":409,"legalName":410,"vatID":411,"description":412,"telephone":413,"address":633,"location":634,"areaServed":644},{"@type":371,"inLanguage":354,"@id":398,"url":399,"contentUrl":399,"width":400,"height":401,"caption":307},[404,405,406],{"@type":415,"streetAddress":416,"addressLocality":417,"addressRegion":418,"postalCode":419,"addressCountry":420},[635,638,641],{"@type":423,"name":424,"geo":636,"address":637,"photo":402,"telephone":430},{"@type":426,"latitude":427,"longitude":428},{"@type":415,"streetAddress":416,"addressLocality":417,"addressRegion":418,"postalCode":419,"addressCountry":420},{"@type":423,"name":432,"geo":639,"address":640,"photo":441,"telephone":442},{"@type":426,"latitude":434,"longitude":435},{"@type":415,"streetAddress":437,"addressLocality":438,"addressRegion":439,"postalCode":440,"addressCountry":420},{"@type":423,"name":444,"geo":642,"address":643},{"@type":426,"latitude":446,"longitude":447},{"@type":415,"streetAddress":449,"addressLocality":450,"addressRegion":451,"postalCode":452,"addressCountry":453},[645,646,647],{"@type":456,"name":457},{"@type":456,"name":459},{"@type":456,"name":453},{"@type":462,"@id":463,"name":4,"image":649,"description":6,"sameAs":650,"url":187},{"@type":371,"inLanguage":354,"@id":465,"url":8,"contentUrl":8,"caption":4},[183,467],{"self":652,"collection":657,"about":659,"author":661,"replies":663,"version-history":666,"predecessor-version":669,"wp:attachment":673,"wp:term":676,"curies":683},[653],{"href":654,"targetHints":655},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F2949",{"allow":656},[474,475,476,477,478],[658],{"href":481},[660],{"href":484},[662],{"embeddable":97,"href":487},[664],{"embeddable":97,"href":665},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=2949",[667],{"count":107,"href":668},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F2949\u002Frevisions",[670],{"id":671,"href":672},30378,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F2949\u002Frevisions\u002F30378",[674],{"href":675},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=2949",[677,679,681],{"taxonomy":506,"embeddable":97,"href":678},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=2949",{"taxonomy":509,"embeddable":97,"href":680},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=2949",{"taxonomy":166,"embeddable":97,"href":682},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=2949",[684],{"name":515,"href":516,"templated":97},{"id":686,"date":687,"date_gmt":687,"guid":688,"modified":129,"modified_gmt":129,"slug":690,"status":19,"type":102,"link":128,"title":691,"content":692,"excerpt":694,"author":200,"featured_media":695,"comment_status":202,"ping_status":202,"sticky":198,"template":5,"format":203,"meta":696,"categories":698,"collections":700,"coauthors":701,"class_list":702,"acf":705,"head_links":706,"breadcrumbs":707,"url_path":128,"search_description":697,"featured_image_urls":713,"authors":745,"type_nicename":276,"reading_minutes":130,"category":755,"yoast_title":757,"yoast_meta":758,"yoast_json_ld":785,"_links":841},2877,"2016-11-22T10:43:14",{"rendered":689},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fviral-puzzle-science-success-roi\u002F","viral-puzzle-science-success-roi",{"rendered":126},{"rendered":693,"protected":198},"\u003Cp>\u003Cspan style=\"font-weight: 400;\">Viral campaigns are the Holy Grail of content marketing. It seems to be assumed pretty much anywhere you look that viral content will be a huge boost for your brand’s success. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Is it that simple? I want to have a look at the science behind viral campaigns and the implications that it has for business to see whether or not marketers should be spending time and money hunting for the next viral hit.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"what-makes-us-share-content-online\">\u003Cspan style=\"font-weight: 400;\">What makes us share content online?\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">In a \u003C\u002Fspan>\u003Ca href=\"http:\u002F\u002Fjournals.ama.org\u002Fdoi\u002Fabs\u002F10.1509\u002Fjmr.10.0353\" target=\"_blank\" rel=\"noopener noreferrer\">\u003Cspan style=\"font-weight: 400;\">2012 study\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, Jonah Berger and Katherine Milkman, both professors at the University of Pennsylvania, investigated common features in the most shared New York Times blog posts over a three month period.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Their research found that the most successful posts were those that caused strong psychological arousal in readers. On the positive side, these were posts that inspired awe, and on the negative side, posts that brought on anxiety and anger.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Their findings are routed in known evolutionary processes, as explained by \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fwww.psychologytoday.com\u002Fblog\u002Fthe-human-beast\u002F201602\u002Fwhat-goes-viral-in-cyberspace\" target=\"_blank\" rel=\"noopener noreferrer\">\u003Cspan style=\"font-weight: 400;\">biopsychologist Nigel Barber\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">. On the one hand, humans approach sources of pleasure to avoid negative emotions, and sharing that source of pleasure with friends can help strengthen social cohesion. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">On the other hand, serious threats are highly prioritised by humans as a survival mechanism, which is why the news is dominated by stories of crime, war, and terror. Unsurprisingly, Berger & Milkman found a causal link between emotion and transmission: the more emotion someone felt in reading a post, the more likely they were to share it. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Humans are social creatures. To keep our group strong, we want to enjoy positive things with them, and warn them of negative things. There’s nothing mysterious in that.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Another finding from the study was that shareable content meets either informational or practical needs that its readers have. If your content can answer a reader’s burning question, or help them to solve a practical problem, like how to make the world’s best lasagne, it’s likely to gain more traction.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Understanding the fundamentals of shareable content is essential for marketers looking to create it. People don’t just share any old junk that gets put out. As digital-media guru \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FEmersonSpartz\" target=\"_blank\" rel=\"noopener noreferrer\">\u003Cspan style=\"font-weight: 400;\">Emerson Spartz\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> puts it: ‘The more incentive you give people to share, the more likely they are to share’. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">But creating content like this is tough, and the hard truth is that most companies aren’t publishing content on the level of the New York Times. Talking about many industries, products and services often doesn’t inspire feelings of awe, anger, or fear. In order to go viral, marketers often need to go off their company’s beaten path and invest in coming up with something new. So is it worth it?\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"do-viral-campaigns-work\">\u003Cspan style=\"font-weight: 400;\">Do viral campaigns work?\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">There’s no easy answer to this question. If there was, either nobody would be doing viral campaigns or everyone would be. Marketers need to go deeper and ask two major questions when considering a viral campaign:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Will my\u003C\u002Fspan> \u003Cspan style=\"font-weight: 400;\">campaign go viral?\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">If it does, will it give me any lasting benefits?\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 id=\"will-my-campaign-go-viral\">\u003Cspan style=\"font-weight: 400;\">Will my campaign go viral\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">There are plenty of sites telling you how to construct a viral campaign, many of them ostensibly based on the science that I’ve already talked about. Those same sites will probably list a load of case studies that tell you how one piece of content got hundreds of thousands of views and web traffic increased and they got thousands of social shares etc. That can happen, but it’s not a guarantee.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Regardless of the science behind them, there are no guarantees with viral campaigns. You could produce the most fantastic content and it could bomb, and you could post a random picture and have it take off – remember \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FThe_dress\" target=\"_blank\" rel=\"noopener noreferrer\">\u003Cspan style=\"font-weight: 400;\">the dress\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">?\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">There are undoubtedly ways to make a campaign more likely to go viral, but if the most likely things always happened then Leicester wouldn’t have won the Premiership last year. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"if-it-does-will-it-give-me-any-lasting-benefits\">\u003Cspan style=\"font-weight: 400;\">If it does, will it give me any lasting benefits?\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">In a recent \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fthe-seo-myth-of-going-viral\" target=\"_blank\" rel=\"noopener noreferrer\">\u003Cspan style=\"font-weight: 400;\">in-depth article\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> digital marketing speaker \u003Ca href=\"https:\u002F\u002Ftwitter.com\u002Fearnedmarketing?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor\" target=\"_blank\" rel=\"noopener noreferrer\">Tomas Vaitulevicius\u003C\u002Fa> discussed several viral case studies. Vaitulevicius looked at four different examples of companies that had ‘big win’ campaigns, analysing their traffic before, during, and after the viral content, as well as looking at which keywords the viral content helped them to rank for.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">His conclusion was that the viral campaigns had very little benefit for their creators, with most of the traffic dying down shortly after the viral surge, and ranking increases only occurring in search terms that related to the content, but not the business’s products.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">For some of the case studies mentioned, they could possibly still be considered successful if their goal was to get their name out to lots of people. However, Vaitulevicius revealed that for one that he worked on, the goal was to raise DA (domain authority) through acquiring backlinks, and they fell well short of their goal.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The real problem seems to be that a lot of viral content doesn’t really relate to the creator’s products or services, which means they fail to turn links and exposure into meaningful traffic and conversions.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"taking-viral-campaigns-off-their-pedestal\">\u003Cspan style=\"font-weight: 400;\">Taking viral campaigns off their pedestal\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">We’re better served considering viral campaigns to be one tool among many in the digital marketer’s toolbox, rather than some kind of Holy Grail. Instead of aiming for 200k social shares, we need to be aiming for a good ROI. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Those two targets aren’t mutually exclusive – 200k shares \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">could \u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\">help you achieve a good ROI – but ROI, not shares, has to be the priority. It’s better to put your company in front of 100 people who will go and buy your products than 200,000 people who’ll do nothing and forget about you.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">If you pursue a viral campaign that has little relevance to your business instead of a content campaign that will get you featured on all of the sites that your audience visits, don’t be surprised if you see a lower return than you wanted.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The ideal situation is that good content planning and viral campaigns go hand in hand. If you’re being proactive in looking for opportunities to provide unique, excellent content in your industry – along the lines of Moz’s \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fhow-to-create-10x-content-whiteboard-friday\" target=\"_blank\" rel=\"noopener noreferrer\">\u003Cspan style=\"font-weight: 400;\">10x content\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> – you might hit the goldmine of viral coverage in front of relevant audiences. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">I’m not some marketing genie promising that if you do X, Y will happen, but there are reasons that digital giants like Moz talk so much about quality content. If you create really high quality campaigns that are relevant to your industry, you are putting yourself on a more sustainable, lucrative path than if you spend your meetings looking for the next Buzzfeed-esque hit.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">All of us marketers would love to see a bit of content that we create go big, and there is some worth in considering the science that I’ve mentioned and looking at how to make content more appealing and shareable. However, if you want to turn traffic into conversions, I would be wary of pursuing emotive content over something that is really valuable to your audience. If you’re not turning traffic into conversions, then you’re probably just throwing away money.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"read-more\">\u003Cspan style=\"font-weight: 400;\">Read more\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">If you want to find out more about what it takes to make a successful campaign, check out Rebecca’s post on \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fpr-firms-winning-big-marketing-campaigns\u002F\">\u003Cspan style=\"font-weight: 400;\">PR marketing wins\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">. \u003C\u002Fspan>\u003C\u002Fp>\n",{"rendered":127,"protected":198},8314,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":697,"inline_featured_image":198,"footnotes":5},"Are viral campaigns the Holy Grail that they're often assumed to be? To make good content, we need to look at them more thoroughly.",[699],39,[],[211],[703,102,214,215,216,217,218,704],"post-2877","category-digital-marketing",[],[],[708,709,710,711],{"path":171,"name":172},{"path":226,"name":227},{"path":135,"name":136},{"path":180,"name":712},"The viral puzzle: science, success & ROI",{"thumbnail":714,"medium":715,"medium_large":717,"large":719,"1536x1536":721,"2048x2048":723,"post-thumbnail":725,"12_col":727,"default_landscape":729,"default_portrait":731,"6_col_and_margin_short":733,"11_col_and_margin":735,"9_col_rectangle":737,"11_col":739,"staff_image_696_600":741,"rectangular_thumbnail":743},{"url":131,"width":232,"height":232},{"url":716,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FMKNmyVsF-050720211625525472_viral-content.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":718,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FMKNmyVsF-050720211625525472_viral-content.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":720,"width":239,"height":240},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FMKNmyVsF-050720211625525472_viral-content.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":722,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FMKNmyVsF-050720211625525472_viral-content.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":724,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FMKNmyVsF-050720211625525472_viral-content.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":726,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FMKNmyVsF-050720211625525472_viral-content.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":728,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FMKNmyVsF-050720211625525472_viral-content.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":730,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FMKNmyVsF-050720211625525472_viral-content.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":732,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FMKNmyVsF-050720211625525472_viral-content.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":734,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FMKNmyVsF-050720211625525472_viral-content.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":736,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FMKNmyVsF-050720211625525472_viral-content.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":738,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FMKNmyVsF-050720211625525472_viral-content.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":740,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FMKNmyVsF-050720211625525472_viral-content.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":742,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FMKNmyVsF-050720211625525472_viral-content.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":744,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FMKNmyVsF-050720211625525472_viral-content.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[746],{"id":200,"path":267,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":747},{"full_bio":10,"job_title":11,"specialist_service_links":748,"photo":753},[749,751],{"page":750,"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":752,"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":754},{"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,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style=\"font-weight: 400;\">Local SEO has always been important, but it is such a wide field that SEOs are constantly refining the best techniques for local success. However hard it is to get right, local SEO is worth it. If the goal of SEO is to bring more customers to our clients, then there are few businesses that won’t benefit from exposure to more people in their local area. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Before going any further, it is essential to grasp that although some of the principles that apply to more general SEO are still important in local SEO , there are other factors that you need to be aware of, and Google has released specific algorithms and updates designed to deal with local SEO alone. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">I’m also not just talking about one form of search results, as you’d get with a non-location specific query. Local search incorporates a number of different aspects, including:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">The results of a location-specific search, like ‘SEO Nottingham’.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Results based on the user’s physical location (often these are mobile searches),\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Google Maps results, some of which will appear in the main Google SERPs, and others which will only be seen within Google Maps. \u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The waters are further muddied by old hat practices that are no longer helpful, and myths around what does and doesn’t work.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">To make this breakdown as comprehensive as possible, I’ll start by looking at Google’s Pigeon algorithm and the Possum update, both of which directly impacted local search. If we’re going to get anywhere in local SEO, it’s important that we understand (as far as we can) what makes Google tick. After laying the groundwork, I’ll move on to specific areas that businesses need to work on if they’re going to see their local rankings improve. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"the-pigeon-algorithm\">\u003Cspan style=\"font-weight: 400;\">The Pigeon algorithm\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The first algorithm to really shake things up in recent years was Google’s so-called Pigeon algorithm, that went live towards the end of 2014. I don’t have the space for a comprehensive look at the changes Pigeon brought with it, but I’ll point out some of the key elements.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"local-ranking-signals-closer-to-general-signals\">\u003Cspan style=\"font-weight: 400;\">Local ranking signals closer to general signals\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">One of the most important changes for the way we approach local SEO was that local ranking signals became more aligned with general ranking signals. This doesn’t mean that there aren’t factors that are unique to local, but it means that general practices, such as having a well-built, high-performing site and building a quality backlink profile that features other strong sites became more important for local as well as general.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"intelligent-location-specific-results\">\u003Cspan style=\"font-weight: 400;\">Intelligent location-specific results\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Another change was that Google’s location-specific results became more intelligent. If you searched for coffee shops whilst in one region of London, Google would also display results from neighbouring regions, which had the potential to be geographically closer to your actual location.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"bias-towards-area-specific-keywords\">\u003Cspan style=\"font-weight: 400;\">Bias towards area-specific keywords\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">It was also noted that greater weight was given to sites that used more area-specific keywords. For example, a business based in the Beeston area of Nottingham would be rewarded for mentioning Beeston in its content, rather than just being more general and saying that it was based in Nottingham.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">As I said, these are just some of Pigeon’s changes that it’s important to be aware of for local SEO. If you want a more complete look, I recommend SearchEngineLand’s \u003C\u002Fspan>\u003Ca href=\"http:\u002F\u002Fsearchengineland.com\u002Feverything-need-know-pigeon-algorithm-211771\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">assessment of the algorithm\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"the-possum-update\">\u003Cspan style=\"font-weight: 400;\">The Possum update\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Pigeon is no longer the only animal that marketers need to be aware of in local SEO. In September 2016, the ‘Possum’ update was rolled out by Google, which shook up local search even more. As with Pigeon, I’ll summarise some of the key points for you, but you can find a full analysis on \u003C\u002Fspan>\u003Ca href=\"http:\u002F\u002Fsearchengineland.com\u002Feverything-need-know-googles-possum-algorithm-update-258900\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">SearchEngineLand\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"in-the-serps-but-not-the-city\">\u003Cspan style=\"font-weight: 400;\">In the SERPs, but not the city\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The most important changes from Possum affect the physical locations of businesses and searchers. It is now much easier for businesses based just outside of a city’s limits to rank for search terms that include that city. For example, a business based fifteen minutes outside a city’s limits that clearly serves that city can now rank for local searches, whereas before they would be ignored.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"physical-location-more-important\">\u003Cspan style=\"font-weight: 400;\">Physical location more important\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The physical location of the searcher has now taken on more weight than ever before as Google determines the most relevant results to show you. If you search ‘car garage’ on your phone you’re going to get location-specific results even if you didn’t explicitly ask for them.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The other point of note is that SEOs have noticed more fluctuation between slightly different variations of essentially the same query (try searching for both ‘seo nottingham’ and ‘search engine optimisation nottingham’ and you’ll see that the SERPs are different).\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"optimising-your-business-for-local-seo\">\u003Cspan style=\"font-weight: 400;\">Optimising your business for local SEO\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">There is no simple, easy way to make sure your business ranks for local search results. As with search more broadly, Google uses a wide range of signals to determine how high your site should rank, and a good position in local results will come from a concerted effort across a number of different areas. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"optimise-your-website\">\u003Cspan style=\"font-weight: 400;\">Optimise your website\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">For those familiar with SEO, this first recommendation should come as no surprise. Making sure that your website is \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">well-built\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">, high performing and, crucially, \u003C\u002Fspan>\u003Ca href=\"\u002Fblog\u002Fgoogle-mobile-update\u002F\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">mobile-ready\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, is essential if you want to rank well for anything, including local searches. Even if you expect all of your business to come from local people, and the local audience is the only one that matters to you, you should look to have the best website possible.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Where local search differs from general search is that you need to make sure that your business’s local address and contact details are visible on the site, on either a clear contact page or in the footer, and that they match with your physical address. This way, Google will be able to clearly see that you should be ranking for search terms centred on your location.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">That’s not to say that it’s impossible to rank well for location-specific search terms outside of your area, but it’s tough. \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FGregGifford?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">Greg Gifford\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, an expert in local SEO, has said that if you want to try and rank for other locations you need to build silos, which are areas of your site that specifically target the other locations and add real value to searchers from those areas. This isn’t easy to do, however, and you will get the most success from making sure that your site is well optimised for the area that your business is actually in.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Unfortunately, there are still some outdated ideas running around about what ‘well-optimised’ means when it comes to local SEO. In order to quickly bust a couple of myths, I need to say that there is no good reason to use an ‘exact match’ domain, like ‘\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">www.seonottingham…\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">’, and there is no additional value in a location specific top-level domain, like ‘.london’. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">You can use a location specific TLD for aesthetic reasons, but I would recommend avoiding exact match domains altogether – just stick with your company’s brand. Pete, one of our SEO account managers, has written a whole article about \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fwww.brightlocal.com\u002F2016\u002F05\u002F18\u002F5-local-seo-tactics-you-need-to-stop-doing-today\u002F\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">local SEO myths\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, so if you want more information on the topic, I recommend giving it a read.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"google-my-business\">\u003Cspan style=\"font-weight: 400;\">Google My Business\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">If your details aren’t up to date on \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fwww.google.com\u002Fbusiness\u002F\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">Google My Business\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> – Google’s tool for making sure that it’s business information is accurate across its services – then they should be.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Your Google details should match what is found on your site, and if you’ve changed addresses recently then you need to make sure that Google knows that. There’s not much more to say on this subject other than make sure the details are correct! Google My Business is such an important tool because it lets us be prescriptive as to where we are based and the areas that we serve. There are other important details to specify:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">The radius of places that you serve\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">You can add photos of your business\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Ensure your map pin location is correct\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This is not a magic formula – having an up to date profile will not guarantee visibility everywhere on Google – but it does appear to be beneficial to some extent. Giving Google access to accurate information will also help people find the right details when they search for you specifically, helping people get in touch.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"local-citations-and-nap-consistency\">\u003Cspan style=\"font-weight: 400;\">Local citations and NAP consistency \u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">While links from good sites are important no matter what you’re optimising for, when it comes to local SEO it is essential that you have citations in reputable national and local directories. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">These citations are so important because they are a signal to Google that your business has a real, physical presence in the location that you say you’re in. If you’re not sure which directories are worth targeting for your area, have a look at local competitors or other local businesses that rank highly for local searches in their field, and see which directories are linking to them. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Although you need to be listed in reputable directories and good local sites, it’s not a good idea to get your business on each and every directory you can find. There are a lot of sites out there that are low quality and could do your rankings more harm than good.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">When building local citations you need to bear NAP consistency in mind. NAP stands for ‘name, address, and phone number’, and you need to make sure that every site that mentions your company’s contact details has the same information. NAP consistency is another sign to Google that you are physically present and active in your location, and, on a practical level, if you have the wrong address listed somewhere you run the risk of a potential customer phoning the wrong number or turning up somewhere else when they’re looking for you.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">If you’re not sure where to start with all of this, there are some great tools available to help you. \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fmoz.com\u002Flocal\u002Fhow\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">Moz Loca\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">l and \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fwww.brightlocal.com\u002Flocal-seo-tools\u002Fcitationburst\u002F\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">Bright Local\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> help to get your location data out to the top aggregators and directories, and enable you to track and manage your local performance to varying degrees. Tools like these might be the best place to start if you’re unsure about how best to tackle local listings.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"local-link-building\">\u003Cspan style=\"font-weight: 400;\">Local link building\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">As well as your local citations and your site’s general link profile, it is important to have local sites linking to you, regardless of their strength. If your site is linked to by a little local church or a community group active in your area, even if their websites are terrible with a DA of 1, that’s still good for your local profile. It’s another signal to Google that you are active in that area and that you matter to local people.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Aside from pure SEO benefits, local links are great for business! Remember, the ultimate goal of SEO is not just to push you higher in the SERPs, but to bring more customers to your site. Local links will help you on your way to that end goal by bringing traffic from people in your area who will be in a position to buy your stuff and support you as a local business.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"local-pr\">\u003Cspan style=\"font-weight: 400;\">Local PR\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Local PR has similarities to local link building, but includes a more relational aspect. Where local link building involves building good, local links to bring your site traffic and trust, local PR takes it a step further to build good relationships between your business and other local sites and media outlets to make sure that you get consistent exposure before the right audiences. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Doing local PR well means finding the news outlets and other publications in your area, making sure they know about you and cultivating a good relationship with them. If you can start to build up good relationships then you stand a much better chance of getting coverage when something noteworthy happens in your business.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">When you’re looking into local PR, don’t ignore other opportunities to get involved in what’s going on in your area. If there are any events that your company can feature at, or perhaps sports teams that you can sponsor, you should consider getting involved. Thinking outside the box and taking opportunities along those lines will raise your profile among local people, and possibly bring you more coverage and local links further down the line.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Whilst local PR should yield links that help your SEO efforts, its scope is broader. Even so, I wanted to mention it in this local SEO breakdown because it is an important piece of the puzzle when it comes to growing your business’s local presence.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"bringing-it-all-together\">\u003Cspan style=\"font-weight: 400;\">Bringing it all together\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Doing local SEO well is about having a holistic approach, just like you should have for any kind of SEO. If you approach one aspect of it as a ‘quick fix’ that can be finished in a day, you may see a small benefit, but the vast majority of the time you need to be more rounded in your efforts if you want to build sustainable success.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The key to local SEO is showing Google – and, in turn, their searchers – that your site is trustworthy, authoritative, and present in the place that you claim it is. Build your local presence consistently and sustainably, and make sure that you tackle the areas that I have mentioned, and you should start to see improvement.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">There is more that you could do for local exposure than I have mentioned. PPC and other ad campaigns that target your area, whilst falling outside the realms of SEO, can be incredibly valuable in making your company known in your area. Our PPC manager, Liam, has written a breakdown of \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fwww.brightlocal.com\u002F2015\u002F10\u002F13\u002Fhow-to-build-local-ppc-campaigns-that-work\u002F\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">local PPC campaigns\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> if you want to start getting to grips with paid ads.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The reality of Google at the moment is that many local searches will return three or four paid ads at the top, and organic results won’t be immediately visible on many screens. If you’re serious about reaching local people, don’t leave any stone unturned – look at \u003C\u002Fspan>\u003Ca href=\"\u002Fseo\u002F\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">SEO\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, \u003C\u002Fspan>\u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">PPC\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, \u003C\u002Fspan>\u003Ca href=\"\u002Fpaid-media\u002Fpaid-social\u002F\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">paid social media\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, and \u003C\u002Fspan>\u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">PR\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">. The most successful businesses will be those that put effort in across the board.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">If you want to boost your local profile but you don’t have the time or the tools to get started, Impression can help. Take a look at our \u003C\u002Fspan>\u003Ca href=\"\u002Fseo\u002Flocal-seo\u002F\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">local SEO\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> information page, and give us a call today to talk through how we can help.\u003C\u002Fspan>\u003C\u002Fp>\n",{"rendered":139,"protected":198},8325,{"_yoast_wpseo_focuskw":890,"_yoast_wpseo_title":891,"_yoast_wpseo_metadesc":892,"inline_featured_image":198,"footnotes":5},"local seo","Breaking Down Local SEO | Impression","Local SEO done well can be a huge boost to the vast majority of businesses. But what do you need know to achieve local 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dir=\"ltr\" lang=\"en\">In yesterday’s post I looked at the marketing lessons that we can learn from businesses taking advantage of the Pokemon Go craze, and I included a couple of examples.\u003C\u002Fp>\n\u003Cp dir=\"ltr\" lang=\"en\">What I didn’t realise at the time was that there are already a number of businesses around Nottingham doing just that! I’ve had a browse on Twitter to find some great examples of all different kinds of businesses using the game to bring people to their locations.\u003C\u002Fp>\n\u003Cp dir=\"ltr\" lang=\"en\">Some restaurants, like Cosmo, are offering Pokemon hunters free drinks if you head in to catch Pokemon.\u003C\u002Fp>\n\u003Cblockquote class=\"twitter-tweet\" data-lang=\"en\">\n\u003Cp dir=\"ltr\" lang=\"en\">Can you catch a Pokemon in our restaurant? There’s a drink in it for you if you can… \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fhashtag\u002Fnottingham?src=hash\">#nottingham\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fhashtag\u002FPokemonGO?src=hash\">#PokemonGO\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002FUy09kRoaL1\">pic.twitter.com\u002FUy09kRoaL1\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>— Cosmo Nottingham (@CosmoNottingham) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FCosmoNottingham\u002Fstatus\u002F755317016156831744\">July 19, 2016\u003C\u002Fa>\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>Free stuff is looking like a bit of a theme, as Planet Bounce offered customers perks based on the level that they had achieved in the game – anything from a free drink to a free trampolining session!\u003C\u002Fp>\n\u003Cblockquote class=\"twitter-tweet\" data-lang=\"en\">\n\u003Cp dir=\"ltr\" lang=\"en\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FPokemonGoNottm\">@PokemonGoNottm\u003C\u002Fa> Calling all \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fhashtag\u002FPokemonGO?src=hash\">#PokemonGO\u003C\u002Fa> Trainers! \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002F31YWmHh96e\">pic.twitter.com\u002F31YWmHh96e\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>— Planet Bounce (@planet_bounce) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fplanet_bounce\u002Fstatus\u002F754310700927946752\">July 16, 2016\u003C\u002Fa>\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>\u003Cscript src=\"\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" async=\"\" charset=\"utf-8\">\u003C\u002Fscript>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>Continuing on the food and drink theme, the Nottingham Doughnut Co. has been offering novelty Pokeball-shaped doughnuts to hungry players (which is a good enough idea that we’ll forgive their spelling of ‘Pokeball’).\u003C\u002Fp>\n\u003Cblockquote class=\"twitter-tweet\" data-lang=\"en\">\u003Cp>\nRunning out of pokaballs? Don’t worry we got you covered \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fhashtag\u002FPokemonGO?src=hash\">#PokemonGO\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fhashtag\u002FDoughnuts?src=hash\">#Doughnuts\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fhashtag\u002FDoughnotts?src=hash\">#Doughnotts\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fhashtag\u002FDonuts?src=hash\">#Donuts\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002FqbwLPFGnhb\">pic.twitter.com\u002FqbwLPFGnhb\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>— TNDC (@Doughnotts) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FDoughnotts\u002Fstatus\u002F755302277594882048\">July 19, 2016\u003C\u002Fa>\n\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>Meanwhile, one of the Victoria Centre’s shops, KRCS, is taking a different approach, offering discounts based on the Victoria Centre’s gym.\u003C\u002Fp>\n\u003Cblockquote class=\"twitter-tweet\" data-lang=\"en\">\u003Cp>\nIf \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FintuVictoriaCen\">@intuVictoriaCen\u003C\u002Fa> Gym is held by your team … receive 10% off Battery Packs instore! \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fhashtag\u002FPokemonGo?src=hash\">#PokemonGo\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fhashtag\u002FNottingham?src=hash\">#Nottingham\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>— KRCS Nottingham (@KRCSappleNottm) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FKRCSappleNottm\u002Fstatus\u002F753962830261522432\">July 15, 2016\u003C\u002Fa>\n\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>Other Nottingham-based attractions, however, aren’t shops or restaurants that can offer discounts and free stuff in the same way, but they’re still drawing footfall by advertising the Pokemon that are around their locations to catch.\u003C\u002Fp>\n\u003Cblockquote class=\"twitter-tweet\" data-lang=\"en\">\u003Cp>\nDid you know Nottingham Castle is a Pokestop?! Has anyone caught any rare Pokemon in the grounds? \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fhashtag\u002FPokemonGO?src=hash\">#PokemonGO\u003C\u002Fa> \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002FqHC3E3ZMwr\">pic.twitter.com\u002FqHC3E3ZMwr\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>— Nottingham Castle (@NottmCastle) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FNottmCastle\u002Fstatus\u002F755391433377456128\">July 19, 2016\u003C\u002Fa>\n\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>\u003Cscript src=\"\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" async=\"\" charset=\"utf-8\">\u003C\u002Fscript>\u003C\u002Fp>\n\u003Cblockquote class=\"twitter-tweet\" data-lang=\"en\">\n\u003Cp dir=\"ltr\" lang=\"en\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fhashtag\u002FPokemonGo?src=hash\">#PokemonGo\u003C\u002Fa> fans in \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fhashtag\u002FNottingham?src=hash\">#Nottingham\u003C\u002Fa> – we wanna know your top tips! We’ve spotted these guys by the Arena! \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fhashtag\u002FCatchEmAll?src=hash\">#CatchEmAll\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002F0jjtkNt7Xa\">pic.twitter.com\u002F0jjtkNt7Xa\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>— Motorpoint Arena (@nottinghamarena) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fnottinghamarena\u002Fstatus\u002F753957840541347840\">July 15, 2016\u003C\u002Fa>\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>The thing that all of these buildings have in common is that they are using the Pokemon Go trend to their advantage, using the resources that they have to appeal to people and attract potential customers. With the community that is evolving around the game, getting people relating your business to it in any way seems to be a smart move. After all, one of the main goals of marketing is to get your name out there in a positive, meaningful way, and many smart businesses are using Pokemon Go to help them achieve that goal.\u003C\u002Fp>\n\u003Cp>If you’re one of the many people playing the game in Nottingham, I recommend checking out the Twitter account @PokemonGoNottm – they’re retweeting all of the city’s Pokemon Go news and promotions, so you can easily catch up with what’s going on!\u003C\u002Fp>\n\u003Cp>\u003Cscript src=\"\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" async=\"\" charset=\"utf-8\">\u003C\u002Fscript>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cscript src=\"\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" async=\"\" charset=\"utf-8\">\u003C\u002Fscript>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cscript src=\"\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" async=\"\" charset=\"utf-8\">\u003C\u002Fscript>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cscript src=\"\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" async=\"\" charset=\"utf-8\">\u003C\u002Fscript>\u003C\u002Fp>\n",{"rendered":148,"protected":198},8349,{"_yoast_wpseo_focuskw":1080,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":1081,"inline_featured_image":198,"footnotes":5},"pokemon go nottingham","How are Nottingham businesses making the most of the Pokemon Go trend? Discover a few great examples of opportunistic marketing in this 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,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F2728\u002Frevisions",[1241],{"id":1242,"href":1243},15037,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F2728\u002Frevisions\u002F15037",[1245],{"embeddable":97,"href":1246},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F8349",[1248],{"href":1249},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=2728",[1251,1253,1255],{"taxonomy":506,"embeddable":97,"href":1252},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=2728",{"taxonomy":509,"embeddable":97,"href":1254},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=2728",{"taxonomy":166,"embeddable":97,"href":1256},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=2728",[1258],{"name":515,"href":516,"templated":97},{"id":1260,"date":1261,"date_gmt":1261,"guid":1262,"modified":150,"modified_gmt":150,"slug":1264,"status":19,"type":102,"link":159,"title":1265,"content":1266,"excerpt":1268,"author":200,"featured_media":1269,"comment_status":202,"ping_status":202,"sticky":198,"template":5,"format":203,"meta":1270,"categories":1273,"collections":1274,"coauthors":1275,"class_list":1276,"acf":1278,"head_links":1279,"breadcrumbs":1280,"url_path":159,"search_description":1272,"featured_image_urls":1286,"authors":1318,"type_nicename":276,"reading_minutes":107,"category":1328,"yoast_title":1331,"yoast_meta":1332,"yoast_json_ld":1357,"_links":1413},2726,"2016-07-19T08:02:23",{"rendered":1263},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fpokemon-go-trends\u002F","pokemon-go-trends",{"rendered":157},{"rendered":1267,"protected":198},"\u003Cp>\u003Cspan style=\"font-weight: 400;\">It’s hard not to notice the impact that Pokemon Go is having around the world.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>At the time of writing, the game has been out in the UK for 4 days, and has been out globally for just under 2 weeks. In this short time it has captured the attention of millions of people, including those who have never played a Pokemon game before.\u003C\u002Fp>\n\u003Cp>The game is revolutionising the way we play mobile games – that much is obvious – but there is also huge potential for companies to use it for marketing purposes. Ultimately, the lesson that Pokemon Go teaches us in the marketing world is that it pays to keep up with trends.\u003C\u002Fp>\n\u003Ch2 id=\"understanding-the-value-of-trends\">\u003Cspan style=\"font-weight: 400;\">Understanding the value of trends\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The game already has great ‘story equity’, whether it’s 999 calls for a \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.bbc.co.uk\u002Fnews\u002Fuk-england-wiltshire-36825934\">\u003Cspan style=\"font-weight: 400;\">‘stolen’ Pokemon\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, or even your boss making it \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fthenextweb.com\u002Finsider\u002F2016\u002F07\u002F18\u002F1pm-pokemon-go-time-office\u002F#gref\">\u003Cspan style=\"font-weight: 400;\">mandatory to hunt Pokemon\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> at work!\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>One of the most talked about stories from the game so far centres on Tom Currie, a man from New Zealand who has quit his job to take a 2 month ‘Pokemon hunting’ tour of New Zealand.\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">But if you read this \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Ftechnology\u002F2016\u002Fjul\u002F15\u002Fpokemon-go-man-quits-job-to-become-full-time-pokemon-hunter\">\u003Cspan style=\"font-weight: 400;\">Guardian article\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> on the story, there is something else to take note of. The journalist reports travel companies approaching Currie, “\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">offering to take him to remote parts of the country to hunt for rare Pokémon”. Why are they doing this? Because it’s great publicity!\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>If you’re a travel company, what better way to make yourself look good than offering free travel to a high-profile guy playing the game that’s caught the imagination of the world?\u003C\u002Fp>\n\u003Ch2 id=\"connecting-online-to-offline\">\u003Cspan style=\"font-weight: 400;\">Connecting online to offline\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Piggybacking on the extraordinary stories is not the only way to take advantage of the new trend.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>I don’t play the game myself, but I understand that, if you want to make it easier to catch a Pokemon in the area you’re in, you can pay for lures to attract them.\u003C\u002Fp>\n\u003Cp>A number of shops (particularly in the US) have paid for lures to encourage people to come to their shop to catch Pokemon, increasing footfall and making them look good to potential customers.\u003C\u002Fp>\n\u003Cp>Another key part of the game are PokeStops, where players can get useful items. These are in fixed geographical locations, many of which happen to be shops. Some shops are starting to make the most of this by advertising the fact that they are a PokeStop, and encouraging customers to come in and spend some time there.\u003C\u002Fp>\n\u003Cp>All of this seems great so far, but there is nothing in here that can be readily emulated by digital companies, and companies looking to boost their online presence. There may be a way to use Pokemon Go to this effect in the future, but it appears that right now, this game is more suited to companies who can take advantage of its physical, geographical nature.\u003C\u002Fp>\n\u003Ch2 id=\"keeping-up-with-trends-for-marketing-gain\">\u003Cspan style=\"font-weight: 400;\">Keeping up with trends for marketing gain\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The underlying lesson in all of this is\u003C\u002Fspan> \u003Cspan style=\"font-weight: 400;\">something that all companies should be aware of for marketing purposes: \u003C\u002Fspan>\u003Cb>it pays to keep up with trends\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>If you are trying to find an angle for an article, or you want something new to breathe life into your content, look around you at what people are actually talking about.\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">In another blog post, Laura looked at \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fdigital-pr-case-study-leicester-football\u002F\">\u003Cspan style=\"font-weight: 400;\">how we used Leicester City’s success as a PR angle\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> for one of our clients, creating new content for them off the back of that big, national talking point. Another, more recent example, was that we hooked into the topical news of women in powerful positions to craft press-worthy comments and data which drove new features for our client.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>The benefit of crafting content around current stories is that the public is already interested in them. You don’t have to work as hard to convince anyone that your content is new and fresh because they can see that you’re tying it into current events.\u003C\u002Fp>\n\u003Cp>This doesn’t mean that you can take shortcuts with the quality of your content.\u003C\u002Fp>\n\u003Cp>Just dropping a newsworthy event in their won’t make your blog post go viral.\u003C\u002Fp>\n\u003Cp>You need to think about what it is about the story that is worth saying, and why it’s a good idea for your business to say it. If you can come up with good reasons to write that piece of content, then go for it!\u003C\u002Fp>\n\u003Ch2 id=\"plan-ahead-to-spot-the-trends\">\u003Cspan style=\"font-weight: 400;\">Plan ahead to spot the trends\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">There are some trends that happen in what seems like a moment, but plenty others can be anticipated well in advance.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>Holidays, for example, are to be expected. You know that Christmas comes in December, Valentine’s Day in February. You can plan ahead for those events by creating content and stories that dovetail into them and therefore piggyback existing trends.\u003C\u002Fp>\n\u003Cp>Popular culture has plenty of trends you can anticipate, too. Look out for new series of popular television shows (Dragons’ Den starts soon, for example, and is great as a business hook) and consider how you might hook into those to generate credible interest in your brand.\u003C\u002Fp>\n\u003Cp>Here at Impression, we have a calendar we use to mark important dates, anniversaries and upcoming trends. We can then plan our content around those.\u003C\u002Fp>\n\u003Cp>In short, stay on top of the trends, and use them to write interesting, up to date content that people actively want to read.\u003C\u002Fp>\n\u003Ch2 id=\"\">\u003C\u002Fh2>\n\u003Ch2 id=\"update\">\u003Cspan style=\"font-weight: 400;\">Update\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>Shortly after this post went live, it was announced that McDonalds would become the first sponsored location in Pokemon Go, with 3000 restaurants in Japan set to be the first wave, with more potentially following. As the game continues to be rolled out around the world and grow in popularity, we will undoubtedly see more stories like this as businesses contend with each other to draw Pokemon hunters through their doors. It’s hard to say how the game will evolve in the future, but right now it is an unparalleled opportunity for quick-thinking businesses to get ahead of their competitors.\u003C\u002Fp>\n",{"rendered":158,"protected":198},8350,{"_yoast_wpseo_focuskw":1271,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":1272,"inline_featured_image":198,"footnotes":5},"Pokemon Go","Pokemon Go has made a big impact around the world already, and companies are using it to their advantage. 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