[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002Fpage\u002F2":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":190,"head_links":193,"breadcrumbs":178,"posts":197,"pages":173,"head":1550},"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":174},"\u003Cp>Director, Head of SEO. Joined Impression in 2015.\u003C\u002Fp>\n\u003Cp>My background is in web development but I moved away from this when I decided that I wanted a more customer-facing role. I wanted the opportunity to be able to apply my expertise and also deal with clients directly and technical SEO allowed me to do this.\u003C\u002Fp>\n\u003Cp>Day to day, I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nSpeaking at Brighton SEO! I’ve delivered a talks and training on structured data and \u003Ca href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI enjoy surfing and Skiing (although living in the midlands isn’t good for this!)\u003C\u002Fp>\n","Director, Head of SEO",[13,29],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},35,"98","2020-03-12 15:02:03","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":30,"link_text":33},{"ID":31,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":15,"guid":36,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":37},57,"2020-03-12 15:49:37","Technical SEO","technical-seo","2025-10-28 09:41:49","\u002F?page_id=57","\u002Fseo\u002Ftechnical-seo\u002F",{"ID":39,"id":39,"title":40,"filename":41,"filesize":23,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":23,"date":47,"modified":48,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":55},8558,"Charlie-Norledge","jVjBhz1i-Charlie-Norledge.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&q=90","\u002Fcharlie-norledge\u002F","12","charlie-norledge","inherit","2021-07-15 16:28:10","2021-10-11 10:06:22","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":56,"thumbnail-width":57,"thumbnail-height":57,"medium":58,"medium-width":59,"medium-height":60,"medium_large":61,"medium_large-width":62,"medium_large-height":63,"large":64,"large-width":65,"large-height":66,"1536x1536":67,"1536x1536-width":68,"1536x1536-height":69,"2048x2048":70,"2048x2048-width":71,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":54,"default_portrait":81,"default_portrait-width":54,"default_portrait-height":80,"6_col_and_margin_short":82,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":83,"11_col_and_margin-width":84,"11_col_and_margin-height":78,"9_col_rectangle":85,"9_col_rectangle-width":86,"9_col_rectangle-height":87,"11_col":88,"11_col-width":89,"11_col-height":78,"staff_image_696_600":90,"staff_image_696_600-width":53,"staff_image_696_600-height":54,"rectangular_thumbnail":91,"rectangular_thumbnail-width":92,"rectangular_thumbnail-height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[95],{"acf_fc_layout":96,"reduced":97,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":98,"posts":99},"author_posts",true,"Charlie Norledge’s posts",{"data":100,"pages":173},[101,115,125,143,152,163],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","How to optimise your product pages for Black Friday","\u003Cp>One of the busiest times for ecommerce is just around the corner – Black Friday and Cyber Monday. With people expected to be spending less this year, it is crucial to ensure your product pages are optimised for search. This year Black Friday falls on the 29th of November with Cyber Monday happening on the […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-optimise-your-product-pages-for-black-friday\u002F","2025-02-13T14:21:39",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fproduct-page-example-featured-image-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[110],{"name":4,"image":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":113,"name":114},"\u002Fblog\u002Fcategory\u002Fblack-friday\u002F","Black Friday",{"type_key":102,"title":116,"excerpt":117,"to":118,"postedAt":119,"readingTime":120,"image":121,"authors":122,"category":124},"SEO tips for Black Friday and the holiday season","\u003Cp>When should you start SEO activity in order to drive the most value during the peak retail season?  The answer is now.  Results from organic search activity are infamously not achieved as quickly as they might be for other channels such as social and paid. There’s a myriad of factors why this is, which this […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-tips-for-black-friday-and-the-holiday-season\u002F","2024-11-14T14:38:59",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fcardmapr-nl-pwxESDWRwDE-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[123],{"name":4,"image":111},{"to":113,"name":114},{"type_key":102,"title":126,"excerpt":127,"to":128,"postedAt":129,"readingTime":130,"image":131,"authors":132,"category":140},"Impression Picks – Digital marketing roundup for March 2024","\u003Cp>Welcome to March’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Head of Technical SEO, Charlie […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-picks-digital-marketing-roundup-for-march-2024\u002F","2024-04-04T11:50:14",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fantoine-martin-RCsvlxP-Baw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[133,134,137],{"name":4,"image":111},{"name":135,"image":136},"Gina Wright","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":138,"image":139},"Laura Arens","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002FLaura-Arens-23.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":141,"name":142},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":102,"title":144,"excerpt":145,"to":146,"postedAt":147,"readingTime":130,"image":148,"authors":149,"category":151},"Impression Picks – Digital marketing roundup for December 2023","\u003Cp>Welcome to December’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Head of Technical SEO, Charlie […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-picks-digital-marketing-roundup-for-december-2023\u002F","2023-12-13T14:40:47","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F12\u002Fstephan-h-lSTXJu-0Spo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[150],{"name":4,"image":111},{"to":141,"name":142},{"type_key":102,"title":153,"excerpt":154,"to":155,"postedAt":156,"readingTime":157,"image":158,"authors":159,"category":161},"Why SEO training for non-SEOs matters","\u003Cp>SEO training is a powerful tool for sparking interest in your SEO strategy and earning buy-in from your senior stakeholders. I’ve seen the appetite for SEO training grow in digital teams in the past few years for two reasons: SEO in general has come under the spotlight since the pandemic as businesses try to maximise […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhy-seo-training-non-seos-matters\u002F","2023-03-13T09:58:38",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fsincerely-media-dGxOgeXAXm8-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[160],{"name":4,"image":111},{"to":162,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":102,"title":164,"excerpt":165,"to":166,"postedAt":167,"readingTime":168,"image":169,"authors":170,"category":172},"How to prepare your on-site content for Black Friday","\u003Cp>Black Friday is on its way. You’ve weighed up the Black Friday vs Cyber Monday debate and started thinking about the great deals and exclusive discounts you’re going to offer your customers over the retail holiday.  Your business may be prepared, but is your on-site content?  As the Black Friday weekend marks the start of […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-prepare-your-on-site-content-for-black-friday\u002F","2025-02-12T17:06:23",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fnathan-dumlao-lvWw_G8tKsk-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[171],{"name":4,"image":111},{"to":113,"name":114},"13",{"type":175,"style":176,"title":177,"heading":4,"intro":10,"services":12,"breadcrumbs":178,"photo":56,"social":190},"author","dark","Meet the Team",[179,182,185,188],{"path":180,"name":181},"\u002F","Home",{"path":183,"name":184},"\u002Fabout\u002F","About Us",{"path":186,"name":187},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":189,"name":4},null,{"twitter":191,"linkedin":192},"https:\u002F\u002Ftwitter.com\u002FNorledgeCharlie","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fcharlie-norledge-97984099\u002F",[194],{"rel":195,"href":196},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F",[198,528,720,996,1180,1365],{"id":199,"date":200,"date_gmt":200,"guid":201,"modified":106,"modified_gmt":106,"slug":203,"status":19,"type":102,"link":105,"title":204,"content":205,"excerpt":208,"author":209,"featured_media":210,"comment_status":20,"ping_status":20,"sticky":207,"template":5,"format":211,"meta":212,"categories":216,"collections":220,"coauthors":221,"class_list":223,"acf":233,"head_links":234,"breadcrumbs":235,"url_path":105,"search_description":215,"featured_image_urls":242,"authors":277,"type_nicename":288,"reading_minutes":107,"category":289,"yoast_title":214,"yoast_meta":295,"yoast_json_ld":352,"_links":479},5686,"2024-11-14T14:44:43",{"rendered":202},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fhow-to-optimise-your-product-pages-for-black-friday\u002F","how-to-optimise-your-product-pages-for-black-friday",{"rendered":103},{"rendered":206,"protected":207},"\n\u003Cp>One of the busiest times for ecommerce is just around the corner – Black Friday and Cyber Monday. With people expected to be spending less this year, it is crucial to ensure your product pages are optimised for search.\u003C\u002Fp>\n\n\n\n\u003Cp>This year Black Friday falls on the 29th of November with Cyber Monday happening on the following Monday, the 2nd of December. \u003C\u002Fp>\n\n\n\n\u003Cp>Below we’ve listed the things you’ll need to be thinking of when optimising your product pages in the run up to this crucial ecommerce period.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#content\">Content\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#metadata\">Metadata\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#title-tag\">Title tag\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#description\">Description\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#return-and-refund-policy\">Return and refund policy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#video\">Video\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#calls-to-action\">Calls to action\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#imagery\">Imagery\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#high-quality-imagery\">High-quality imagery\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#multiple-angles\">Multiple angles\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#hover-zoom\">Hover zoom\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#cropping\">Cropping\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#descriptive-file-name\">Descriptive file name\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#social-proof\">Social proof\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#schema-markup\">Schema markup\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#product-review\">Product review\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#price\">Price\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#in-stock\">In stock\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#url\">URL\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#site-speed\">Site Speed\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#core-web-vitals\">Core Web Vitals\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"content\">Content\u003C\u002Fh2>\n\n\n\n\u003Cp>The power of good copy is often overlooked when it comes to conversions. The text displayed on your page, the photography and the media you use, all play an important role in the user journey and on your conversion rates.\u003C\u002Fp>\n\n\n\n\u003Cp>You want to create copy that tells a compelling story and to do this do some research on your target audience for the product whilst thinking “what do they want to know?”.\u003C\u002Fp>\n\n\n\n\u003Cp>If your product is technical with lots of numbers and figures, make sure to display that clearly, or if your product is more visual and creative, then be very descriptive with your language.\u003C\u002Fp>\n\n\n\n\u003Cp>You can use the product content to target the long tail phrases. Start with your main keyword and think about what else a user would search for when they were looking for something a bit more specific. \u003C\u002Fp>\n\n\n\n\u003Cp>Google Keyword Planner is a great tool to find phrases related to your product that have search volume around them. Utilise the related phrases and keywords you’ve found in your content, it will give your products a better chance of ranking for a wider variety of search terms.\u003C\u002Fp>\n\n\n\n\u003Cp>Read our blog to find out more about \u003Ca href=\"\u002Fblog\u002Fhow-to-prepare-your-on-site-content-for-black-friday\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">how to prepare your on-site content for Black Friday\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"metadata\">Metadata\u003C\u002Fh2>\n\n\n\n\u003Cp>Having optimised meta data along with high quality content is key for ecommerce product pages, as this is what your organic traffic reads at the top of the funnel.\u003C\u002Fp>\n\n\n\n\u003Cp>Below are the two key elements you need to have in mind.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"title-tag\">\u003Cstrong>Title tag\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>The primary keyword goes first in the title, in most cases this will be the product name so you are matching your users search intent. Alongside this you will need the brand name and a call to action or unique selling point if you can fit this in\u003C\u002Fp>\n\n\n\n\u003Cp>As we are talking about Black Friday and Cyber Monday you could also add in specific CTA’s for the duration, \u003Cem>\u003Cstrong>“Save this Black Friday”\u003C\u002Fstrong>\u003C\u002Fem> or \u003Cstrong>\u003Cem>“Don’t miss our Cyber Monday deals!”\u003C\u002Fem> \u003C\u002Fstrong>as these can help increase your click through rates. This will take some forward planning and is very dependent on how many categories or products you have on your website. If it’s not feasible to add to all of your categories you could look into adding it your most visible.\u003C\u002Fp>\n\n\n\n\u003Cp>Make sure your titles aren’t duplicated, too short or too long! These will be truncated by Google which means you are missing out on your sales message being displayed in full.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"description\">\u003Cstrong>Description\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Each page should contain a unique, descriptive and accurate meta-description.\u003C\u002Fp>\n\n\n\n\u003Cp>Don’t be afraid to use sales language! Things such as \u003Cem>\u003Cstrong>“Discover why”\u003C\u002Fstrong>\u003C\u002Fem>, \u003Cem>\u003Cstrong>“Save by”\u003C\u002Fstrong>\u003C\u002Fem> and \u003Cem>\u003Cstrong>“Order today”\u003C\u002Fstrong>\u003C\u002Fem> are all great tools to increase click-through rates and conversions.\u003C\u002Fp>\n\n\n\n\u003Cp>Meta descriptions should be written for human beings so think about the user first. The description should be written as an introduction to the page as that is what the user is reading when looking at your result in the SERPs. \u003C\u002Fp>\n\n\n\n\u003Cp>Make sure that your keyword for the product is in the description as this can be bolded in the SERPs when using that term. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FVp_mhvuhxTTBGxXVK8AUWJKxBnJ5N5EHa-RK53RCxwuslzLpr9cHu8vGgWv9Oo8jdPydIpYRriLy4q61ZbMFiIOPKwsvc-lEjeyb6HZ52QJbEeDKO68XvDSSgMuhXCZIu_gqW2gQ.png\" alt=\"Search ad text meta description with bolded keywords that relate the meta title of the product\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Although both the meta title and description are truncated this is still a great example of effective use of language. Argos have added a CTA, keyword and brand name in the page title, as well as some enticing language in the description, \u003Cem>\u003Cstrong>“discover all the possibilities”\u003C\u002Fstrong> \u003C\u002Fem>is a very aspirational phrase which can cause a user to click through.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"return-and-refund-policy\">Return and refund policy\u003C\u002Fh2>\n\n\n\n\u003Cp>Make sure that your return and refund policy are displayed clearly. Users want to have the trust signal of a great return and refund policy, even though this may take up space on the page, it’s important in terms of driving conversions.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"video\">Video\u003C\u002Fh2>\n\n\n\n\u003Cp>If you have any relevant videos you can add to the page, this can be huge for your product. There has been research that shows users who viewed video on a product page were \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bigcommerce.com\u002Fblog\u002F8-tips-selling-products-videos\u002F\">144% more likely to add to cart than others\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Creating videos that show your product in action and letting potential buyers see the benefits can bring a much higher conversion rate, a well executed video can also have huge recall value.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"calls-to-action\">Calls to action\u003C\u002Fh2>\n\n\n\n\u003Cp>Your calls to action should be the most eye catching part of the page, these are the buttons that bring conversions. Your most prominent CTA should be the \u003Cem>\u003Cstrong>“Buy Now” \u003C\u002Fstrong>\u003C\u002Fem>button, you don’t want to have too many other CTA’s as this will water down the impact of your conversion button.\u003C\u002Fp>\n\n\n\n\u003Cp>Test your call to action by trying different colours, words and positioning. There is no set way this should be done for each industry, so make sure you are constantly monitoring conversion rates and seeing which versions are successful. This kind of optimisation is a great candidate for some A\u002FB testing.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"imagery\">Imagery\u003C\u002Fh2>\n\n\n\n\u003Cp>Product imagery is what a user uses as a visual point of reference when on the site, there are multiple things you need to take into consideration when optimising your product pages, for both the user and the search crawler. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"high-quality-imagery\">\u003Cstrong>High-quality imagery\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Using high-quality product imagery gives off a strong signal that the product is also high-quality. The added benefit of having high-resolution imagery means Google may rank you in the SERPS (providing you include relevant alt tags). If you are expecting people to buy your products make sure they can see all the details.\u003C\u002Fp>\n\n\n\n\u003Cp>With high-resolution imagery comes a bigger file size, ensure the images are compressed correctly and being served at the size relative to their width on the viewport.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"multiple-angles\">\u003Cstrong>Multiple angles\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Multiple angles are important, if I was buying a t-shirt and could only see the front, I would be left wondering what is on the back. Ensure that each angle of your product is covered, so you aren’t leaving the customer without any questions.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"hover-zoom\">\u003Cstrong>Hover zoom\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Add a hover zoom feature to your product pages which will let a customer zoom in on your products. If you are using high-resolution imagery this should be no problem. This lets a potential buyer have a detailed look at all elements of the product you are offering.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FBlYjXTBIk0jzDx-GZb0ZX97H30w3nx8I03pTiUWRDvKeecCESFI3mN9Rf9xPnUjZEE9kRYrU7qD46JZbZx-BdieD2o26ojGYkEf9RehK-YZw_WXVou-XNVWct9DMVE99Ym9mxaj7.png\" alt=\"Hover zoom on a product. For this example, it is a Star Wars Stormtrooper. The full image is of the entire figurine, but zooms in on the face when the cursor moves across the image.\" width=\"431\" height=\"264\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"cropping\">\u003Cstrong>Cropping\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Having your images cropped in the right way is important for the visual impact of the page. If you have imagery on a carousel and your product imagery goes from left-aligned to right aligned to centre aligned this creates a messy visual and doesn’t look like you’ve put thought behind your product imagery. Each product image should have equal matching margins away from other elements of the page.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"descriptive-file-name\">\u003Cstrong>Descriptive file name\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Having a descriptive file name is important for search engines. Make sure that your product imagery is called something relevant rather than the item code! The added bonus of this is you may appear in the SERPS for a search result. This could be your opportunity to appear on page 1 in organic search just through the quality of your images.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1446\" height=\"496\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Flego-serp-result-example-image-1.png?auto=compress%2Cformat&q=90\" alt=\"Search result for Lego & bricks from Smyths Toys UK with a descriptive file name: "This is where Lego toys live. Build a world of imagination with bricks from Lego, Duplo, Friends, Technic, and more at Smyths Toys".\" class=\"wp-image-19602\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"social-proof\">Social proof\u003C\u002Fh2>\n\n\n\n\u003Cp>Reviews are a powerful tool. If you have product reviews available make sure you display them in a prominent position, as this gives the user a valuable trust signal. Not only does it give the potential buyer an insight into the product quality and you as a seller but search engines may use reviews to determine where a website or product ranks in the search results using E-A-T, which stands for expertise, authority and trust. Having positive reviews shows search engines that your product has authority, expertise and trust and can help improve organic visibility.\u003C\u002Fp>\n\n\n\n\u003Cp>Always display ALL reviews, be it good or bad, if there is an issue with the product a user would find it anyway and having all reviews displayed shows confidence in what you are selling.\u003C\u002Fp>\n\n\n\n\u003Cp>There are many services which offer great product level reviews, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fuk.trustpilot.com\u002F\">such as Trustpilot\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.reviews.co.uk\u002F\">reviews.co.uk \u003C\u002Fa>and \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.feefo.com\u002Fweb\u002Fen\u002F\">Feefo\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>More than 60% of online shoppers would prefer to buy from a site with product ratings and reviews, so making sure your product pages have them is a great idea.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"schema-markup\">Schema markup\u003C\u002Fh2>\n\n\n\n\u003Cp>With the information you have on a product page you can use schema to leverage this into rich snippets to make your result in the SERPs stand out.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1384\" height=\"266\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fpokemon-tcg-ad-schema-markup-example-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19603\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Take a look at the product listing of Pokemon trading cards as an example, we can see how well ASDA have used the product schema to create a search result which is full of informational rich snippets that will increase CTR.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"product-review\">\u003Cstrong>Product review\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>The 5 stars and number of reviews are created using the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fschema.org\u002FAggregateRating\">Aggregate Rating \u003C\u002Fa>schema. If you have product-level reviews available then get them marked up! See our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fschema-markup-the-definitive-guide\u002F\">definitive guide to schema markup\u003C\u002Fa> to get started.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"price\">\u003Cstrong>Price\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Over Black Friday you can have your price showing directly in the SERPs, this is a strong call to action as a user can already see what prices you are offering.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"in-stock\">\u003Cstrong>In stock\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>This enables the user to see if you have the product in stock. This is a much better experience for the user, as clicking through at the top of the purchase funnel only to find there is no stock is very frustrating.\u003C\u002Fp>\n\n\n\n\u003Cp>All of these things together create an environment which will guarantee an increased click-through rate, meaning more conversions!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"url\">URL\u003C\u002Fh2>\n\n\n\n\u003Cp>The URL a product page uses should follow a very simple structure, here are a few of the main points to take into consideration when planning your product URLs.\u003C\u002Fp>\n\n\n\n\u003Cp>Keep them simple – The URLs should be clean and contain the main product keyword, try to avoid adding complicated SKUs and query strings as this can harm conversions.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.thesite.com\u002Fcategory\u002Fsubcategory\u002F98566\u002Fproduct_red_scarf123459.aspx\">www.thesite.com\u002Fcategory\u002Fsubcategory\u002F98566\u002Fproduct_winter_red_scarf123459.aspx\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cstrong>\u003Cem>vs\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.thesite.com\u002Fwinter-red-scarf\">www.thesite.com\u002Fwinter-red-scarf\u003C\u002Fa> \u003C\u002Fp>\n\n\n\n\u003Cp>Product URLs should not sit within a category, this is often asking for trouble, as products could appear across multiple categories which causes duplication issues.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"site-speed\">Site Speed\u003C\u002Fh2>\n\n\n\n\u003Cp>A \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdev.to\u002Ffritzlolpro\u002Fthe-importance-of-website-performance-for-user-experience-2808#:~:text=As%20mentioned%20earlier%2C%20a%20report,16%25%20decrease%20in%20customer%20satisfaction.\">1 second delay in page load\u003C\u002Fa> can result in a 7% loss in conversions. With so much traffic around the Black Friday period, it’s key that your pages load fast. We recommend using the tools below as a starting point to speed up your page.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Google Page Speed – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fspeed\u002Fpagespeed\u002Finsights\u002F\">https:\u002F\u002Fdevelopers.google.com\u002Fspeed\u002Fpagespeed\u002Finsights\u002F\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>Pingdom Speed Tester  – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftools.pingdom.com\u002F\">https:\u002F\u002Ftools.pingdom.com\u002F\u003C\u002Fa> \u003C\u002Fli>\n\n\n\n\u003Cli>GTMetrix – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fgtmetrix.com\u002F\">https:\u002F\u002Fgtmetrix.com\u002F\u003C\u002Fa> \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Test a few of your product pages and look for any issues. We’d recommend looking at your most popular product pages in Page Speed Insights and reviewing field data. This is real-time user data from your users so it is a much stronger data set than lab data.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002Foptimising-website-seo-for-black-friday-site-speed.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25124\" width=\"694\" height=\"498\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Here you can see that this URL passes the threshold for field data so you’re seeing real user metrics for this page.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"core-web-vitals\">\u003Cstrong>Core Web Vitals\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>We recommend reviewing the core web vitals of your most popular pages to ensure that users have a strong experience when visiting your site from search.\u003C\u002Fp>\n\n\n\n\u003Cp>One of our favourite tools to measure this is Google Search Console as this groups common URLs together. This allows you to look at product pages specifically to see if there are issues by template.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"797\" height=\"189\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002Foptimising-website-seo-for-black-friday-core-web-vitals.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25125\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>You can see Google effectively group our templates for LCP issues between blogs, service pages and our homepage template. Taking this approach for an ecommerce site will help you plan any technical changes that need to be made to priority pages during the Holiday period.\u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>As a full-service \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">digital marketing agency\u003C\u002Fa>, we bring decades of combined expertise in partnering with global brands to achieve sustainable growth across both organic and paid channels. Get in touch to see how we can help you or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fblack-friday\u002F\">visit our blog\u003C\u002Fa> to stay up to date with the latest \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> strategies and digital marketing tips to maximise your Black Friday sales.\u003C\u002Fp>\n",false,{"rendered":104,"protected":207},19,19604,"standard",{"_yoast_wpseo_focuskw":213,"_yoast_wpseo_title":214,"_yoast_wpseo_metadesc":215,"inline_featured_image":207,"footnotes":5},"Optimise","How to optimise your product pages for Black Friday | Impression","We list tips on how to optimise your product pages in the run up to Black Friday and Cyber Monday. Start preparing for peak season 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There’s a myriad of factors why this is, which this blog will explore, and it also depends on the vertical your business is in. \u003C\u002Fp>\n\n\n\n\u003Cp>Predicting the level of effort required over the peak season now will help with resourcing leading up to and during Q4. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-we-must-prepare-now\">Why we must prepare now\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#your-seo-timeline-to-peak\">Your SEO timeline to peak\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#seo-strategy-for-black-friday\">SEO strategy for Black Friday\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#prioritise-by-page-type\">Prioritise by page type\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#prioritise-by-activity\">Prioritise by activity\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#communicating-seo-success-to-stakeholders\">Communicating SEO success to stakeholders?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#forecasting\">Forecasting\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#reporting-on-activity\">Reporting on activity\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#summary\">Summary\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-we-must-prepare-now\">Why we must prepare now\u003C\u002Fh2>\n\n\n\n\u003Cp>There are a variety of challenges in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> such as:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Waiting for pages to be indexed\u003C\u002Fli>\n\n\n\n\u003Cli>Higher level of resource is required for SEO vs other channels \u003C\u002Fli>\n\n\n\n\u003Cli>Expertise, authority, trust (E-A-T) – getting it right\u003C\u002Fli>\n\n\n\n\u003Cli>Data – there’s a lot to sift through! \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>But this year, in addition to the above challenges, SEOs are also having to overcome:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The cost of living crisis\u003C\u002Fli>\n\n\n\n\u003Cli>Changing consumer trends\u003C\u002Fli>\n\n\n\n\u003Cli>Higher competition\u003C\u002Fli>\n\n\n\n\u003Cli>Decline in branded search \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Monitoring past and recent trends is a particular pain point given there have been so many changes over the course of the last two years. Using previous data to predict future trends is becoming increasingly more difficult for marketers. This, alongside real-world events, is bringing unique challenges to this year’s peak selling season. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"your-seo-timeline-to-peak\">Your SEO timeline to peak\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>July:\u003C\u002Fstrong> Insight gathering and planning. Gather data on the previous year’s performance and determine any prospective target keywords to aim for.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>August:\u003C\u002Fstrong> Ensuring the platform is ready for growth. Ensure the website is performing from a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Ftechnical-seo\u002F\">technical SEO\u003C\u002Fa> perspective with speed, crawlability and UX\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>September: \u003C\u002Fstrong>Optimising and creating content. Optimise your key existing pages and identify and create new content to fill gaps in your taxonomy compared to your competitors. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>October\u003C\u002Fstrong>: Get your house in order. Make sure things like your mega nav contains key pages for Black Friday, Cyber Monday and other holiday pages. Make sure this is all indexable in search.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>November and beyond:\u003C\u002Fstrong> Reactive work & monitoring. Monitor commercial & traffic metrics to understand any quick opportunities or insight for next season. Continue to look at the data you’re seeing via Google Search Console or other third-party tools to identify if there are any quick wins to be made. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"seo-strategy-for-black-friday\">SEO strategy for Black Friday\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"prioritise-by-page-type\">Prioritise by page type\u003C\u002Fh3>\n\n\n\n\u003Cp>When beginning your optimisation strategy, prioritise where you start by page type. Consider starting from the bottom of the user journey first i.e. start from ‘action’ and move upwards to awareness.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"259\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FKLPydfsu-AIDA.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18564\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The reason for this is that your product pages are the most difficult to get ranking as they are probably more competitive. So by doing this work now, by the time it comes to Q4, your pages and their ranking ability should be really in a good place. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"prioritise-by-activity\">Prioritise by activity\u003C\u002Fh3>\n\n\n\n\u003Cp>Once you’ve identified all of the activities you’ll complete leading up to the peak season, order them in a prioritisation matrix.\u003C\u002Fp>\n\n\n\n\u003Cp>Using a prioritisation matrix, you can make a custom logic to how you formulate tasks in a sprint or throughout the year that goes beyond tech. The foundations of which are built on these initial pillars:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Business Value – estimated impact the activity will drive based on forecasting potential revenue\u002Fuser increase\u003C\u002Fli>\n\n\n\n\u003Cli>Resource – how laborious the task may be\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Example:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>Issue\u003C\u002Ftd>\u003Ctd>Business Value\u003C\u002Ftd>\u003Ctd>Resource\u003C\u002Ftd>\u003Ctd>Priority\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Redirect mapping\u003C\u002Ftd>\u003Ctd>10\u003C\u002Ftd>\u003Ctd>8\u003C\u002Ftd>\u003Ctd>18\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Missing H1 tags\u003C\u002Ftd>\u003Ctd>6\u003C\u002Ftd>\u003Ctd>8\u003C\u002Ftd>\u003Ctd>14\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>404 Pages\u003C\u002Ftd>\u003Ctd>8\u003C\u002Ftd>\u003Ctd>5\u003C\u002Ftd>\u003Ctd>13\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>URLs with no redirect\u003C\u002Ftd>\u003Ctd>9\u003C\u002Ftd>\u003Ctd>4\u003C\u002Ftd>\u003Ctd>13\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>No FAQ structured data\u003C\u002Ftd>\u003Ctd>9\u003C\u002Ftd>\u003Ctd>3\u003C\u002Ftd>\u003Ctd>12\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Remove testing page\u003C\u002Ftd>\u003Ctd>2\u003C\u002Ftd>\u003Ctd>9\u003C\u002Ftd>\u003Ctd>11\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Add <width> & <height> to nav bar\u003C\u002Ftd>\u003Ctd>5\u003C\u002Ftd>\u003Ctd>5\u003C\u002Ftd>\u003Ctd>10\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Lazy loads images\u003C\u002Ftd>\u003Ctd>5\u003C\u002Ftd>\u003Ctd>5\u003C\u002Ftd>\u003Ctd>10\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Optimise image compression\u003C\u002Ftd>\u003Ctd>5\u003C\u002Ftd>\u003Ctd>5\u003C\u002Ftd>\u003Ctd>10\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Forecast the business value and resource required for each activity to determine where it will fall in your list of priorities. \u003C\u002Fp>\n\n\n\n\u003Cp>You could also consider adding:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Strategic Value – business objectives beyond revenue and traffic\u003C\u002Fli>\n\n\n\n\u003Cli>Cost – potential to create a cost model for full ROI\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"communicating-seo-success-to-stakeholders\">Communicating SEO success to stakeholders \u003C\u002Fh2>\n\n\n\n\u003Cp>One of the most underrated skill sets in SEO is the ability to build a narrative. SEO is complicated and you want to make sure that key stakeholders & the wider team are onboard with your strategy. Educating non-SEO people at a micro-level is not sustainable in the long run and narrative, therefore, is crucial to communicating success. But with so many data points needed to form a strategy, building a narrative can be tricky. Here’s a snapshot of all the necessary data points to look at:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Current performance & opportunities\u003C\u002Fli>\n\n\n\n\u003Cli>Keyword rankings\u003C\u002Fli>\n\n\n\n\u003Cli>Backlink profile\u003C\u002Fli>\n\n\n\n\u003Cli>Tech & crawlability \u003C\u002Fli>\n\n\n\n\u003Cli>Page experience, core web vitals & page speed\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>It’s difficult to determine where to start. We need to be able to quantify performance and opportunity at a top level. For example, instead of looking at individual keywords, cluster them into categories such as ‘keywords by intent’. You could do this manually (but it would take a lot of time) or you can utilise automation methods. \u003C\u002Fp>\n\n\n\n\u003Cp>Automation is going to be key for SEO in the future as it will allow us to can really harness a lot of data science to allow us the opportunity to crunch the numbers a lot more quickly. Reducing the number of manual tasks SEOs perform will be the key to success and scalability.  \u003C\u002Fp>\n\n\n\n\u003Cp>When it comes to narrative, I always apply my very own model, SIA:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Statistic\u003C\u002Fstrong> – A summarised metric \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Insight \u003C\u002Fstrong>– What this means\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Action\u003C\u002Fstrong> – What we’re going to do about it\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Here’s an example of how to apply SIA: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Statistic\u003C\u002Fstrong> – The baked beans page usually dips in traffic by around 50% between September to November\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Insight\u003C\u002Fstrong> – The reason for this is the intent has shifted within SERP to be more informational than commercial focused \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Action\u003C\u002Fstrong> – Next month we’ll look at how we can optimise the existing page and explore creating evergreen content\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"forecasting\">Forecasting\u003C\u002Fh2>\n\n\n\n\u003Cp>Traditionally, it’s very difficult to forecast organic search metrics due to the many outliers that can happen in search and the fact that data across the pandemic period is now unreliable. \u003C\u002Fp>\n\n\n\n\u003Cp>If you’re an ecommerce brand that saw a big spike in revenue back in 2020 and 2021 peak season, this data isn’t valid to use for forecasting due to store closures and the sharp shift to digital during that time.  A lot of forecasting is based on previous trends and the pandemic has skewed our data making it hard to compare. Take out 2020 to mid-2022 and analyse your results before this period, we’re in a new normal! \u003C\u002Fp>\n\n\n\n\u003Cp>However, we can give an indication based on some sort of logic such as:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Using a time linear method where you take the average uplift per month and apply that to traffic moving forward \u003C\u002Fli>\n\n\n\n\u003Cli>Using platforms such as SEOMonitor or more advanced techniques like machine learning\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"reporting-on-activity\">Reporting on activity\u003C\u002Fh2>\n\n\n\n\u003Cp>Keep a digital leger of URLs that you’ve worked on and what activity has taken place. This will allow you to monitor in real-time how each activity has performed and this will give you the opportunity to prove to key stakeholders in the business that what you’re doing is working. This allows you to report beyond top-level metrics and you can show how SEO activity has contributed to overall success. This will become more difficult to demonstrate if you’ve made multiple changes to multiple URLs.  \u003C\u002Fp>\n\n\n\n\u003Cp>You can monitor activity by using Google Data Studio and applying your regex knowledge to segment URLs to give you a solid base to showcase SEO performance. \u003C\u002Fp>\n\n\n\n\u003Cp>Following Q4, you want to be in a position where you can articulate scalability for next time. You want to be able to look at your strategy, analyse what worked, what didn’t and use this information to shape your strategy for the next peak season. \u003C\u002Fp>\n\n\n\n\u003Cp>This will help if you have to justify your proposed strategy to stakeholders. You’ll be able to present what you did, what results you achieved and what the impact was on the wider business. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"summary\">Summary\u003C\u002Fh2>\n\n\n\n\u003Cp>So in order to plan for this year’s Black Friday and holiday season, you should first start gathering insights from previous peak seasons and setting new targets. Next, you want to make sure you’re optimising existing holiday pages and creating new content to address gaps and then ensure your key holiday pages are live and visible. At a later stage, monitor and reflect on the results you have achieved and use these to inform your ongoing strategy and your peak season strategy in 2024. \u003C\u002Fp>\n\n\n\n\u003Cp>I delivered this blog post as a webinar, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwebinars\u002Fplanning-for-peak-2022\u002F\">you can watch the recording here\u003C\u002Fa>. \u003C\u002Fp>\n",{"rendered":117,"protected":207},18561,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":540,"inline_featured_image":207,"footnotes":5},"Learn SEO best practices to implement during this year's Black Friday and holiday season.",[217,542,218,219],39,[],[222],[546,102,225,226,227,228,229,230,547,231,232],"post-18557","category-digital-marketing",[],[],[551,552,553,554],{"path":180,"name":181},{"path":238,"name":239},{"path":113,"name":114},{"path":189,"name":116},{"thumbnail":556,"medium":557,"medium_large":559,"large":561,"1536x1536":563,"2048x2048":565,"post-thumbnail":567,"12_col":569,"default_landscape":571,"default_portrait":573,"6_col_and_margin_short":575,"11_col_and_margin":577,"9_col_rectangle":579,"11_col":581,"staff_image_696_600":583,"rectangular_thumbnail":585},{"url":121,"width":244,"height":244},{"url":558,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fcardmapr-nl-pwxESDWRwDE-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=134&q=90&w=200",{"url":560,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fcardmapr-nl-pwxESDWRwDE-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=513&q=90&w=768",{"url":562,"width":251,"height":252},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fcardmapr-nl-pwxESDWRwDE-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":564,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fcardmapr-nl-pwxESDWRwDE-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1026&q=90&w=1536",{"url":566,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fcardmapr-nl-pwxESDWRwDE-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1368&q=90&w=2048",{"url":568,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fcardmapr-nl-pwxESDWRwDE-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":570,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fcardmapr-nl-pwxESDWRwDE-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":572,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fcardmapr-nl-pwxESDWRwDE-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":574,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fcardmapr-nl-pwxESDWRwDE-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":576,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fcardmapr-nl-pwxESDWRwDE-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":578,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fcardmapr-nl-pwxESDWRwDE-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":580,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fcardmapr-nl-pwxESDWRwDE-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":582,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fcardmapr-nl-pwxESDWRwDE-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":584,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fcardmapr-nl-pwxESDWRwDE-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":586,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fcardmapr-nl-pwxESDWRwDE-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[588],{"id":209,"path":279,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":589},{"full_bio":10,"job_title":11,"specialist_service_links":590,"photo":595},[591,593],{"page":592,"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":594,"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":596},{"thumbnail":56,"thumbnail-width":57,"thumbnail-height":57,"medium":58,"medium-width":59,"medium-height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tips for Black Friday and the holiday season - 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02Fmedia?parent=18557",[712,714,716],{"taxonomy":517,"embeddable":97,"href":713},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=18557",{"taxonomy":520,"embeddable":97,"href":715},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=18557",{"taxonomy":175,"embeddable":97,"href":717},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=18557",[719],{"name":526,"href":527,"templated":97},{"id":721,"date":722,"date_gmt":722,"guid":723,"modified":129,"modified_gmt":129,"slug":725,"status":19,"type":102,"link":128,"title":726,"content":727,"excerpt":729,"author":209,"featured_media":730,"comment_status":20,"ping_status":20,"sticky":207,"template":5,"format":211,"meta":731,"categories":733,"collections":734,"coauthors":735,"class_list":738,"acf":740,"head_links":741,"breadcrumbs":742,"url_path":128,"search_description":747,"featured_image_urls":748,"authors":780,"type_nicename":288,"reading_minutes":130,"category":876,"yoast_title":732,"yoast_meta":878,"yoast_json_ld":905,"_links":958},27695,"2024-03-25T15:10:34",{"rendered":724},"\u002F?p=27695","impression-picks-digital-marketing-roundup-for-march-2024",{"rendered":126},{"rendered":728,"protected":207},"\n\u003Cp>Welcome to March’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month.\u003C\u002Fp>\n\n\n\n\u003Cp>This month features thoughts from our strategy team, including; Head of Technical SEO, Charlie Norledge, Paid Media Strategist, Gina Wright, and Senior Digital Strategist, Laura Arens. As always, we hope you enjoy the content and insights we provide as a part of our monthly roundups.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#googles-biggest-update-to-the-search-results-for-years\">Google's biggest update to the search results for years\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#generative-ai-is-changing-the-way-we-want-to-experience-the-internet\">Generative AI is changing the way we want to experience the internet\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#gopro-challenges-perspectives-through-ugc-on-international-womens-day\">GoPro challenges perspectives through UGC on International Women’s Day\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"googles-biggest-update-to-the-search-results-for-years\">\u003Cstrong>Google’s biggest update to the search results for years\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Google announced the March update, and for the first time, this contained several different systems being updated at once (spam, core and helpful content). Traditionally these have been spaced a few months apart, but with this being rolled into one it will be a period of change within the search results.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fimpression-picks-mar-2024-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27717\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Updated spam policies\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>One area they are focusing on here is the use of AI to create low-quality content. To quote Google:\u003Cbr>\u003Cem>“We expect that the combination of this update and our previous efforts will collectively reduce low-quality, unoriginal content in search results by 40%”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>There are already several websites being hit by manual actions (a penalty that removes visibility) that have heavily abused AI to build organic traffic.\u003C\u002Fp>\n\n\n\n\u003Cp>This is the first time we’ve seen a concerted effort to tackle these issues so it’s going to be interesting to see how this update plays out once the dust has settled.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>How long will this update take?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>With this being such a large update we’ve been given an estimated period of a month before the update is finished. As marketers, we need to ensure we’re not making any knee-jerk reactions to changes in traffic and wait for Google to confirm the update is rolled out before looking into our strategies.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Why is this important?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>As this update is much larger than usual we are expecting to see some pretty significant changes across the search results. Anyone involved in a website’s performance should keep a keen eye on traffic over the month and review once the update is officially classed as rolled out.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re using AI to create content then make sure that it has real value to humans and isn’t created purely for robots, this rule of thumb will keep you out of sight for these types of updates which we expect to see more of in the future.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fsearch\u002Fgoogle-search-update-march-2024\u002F\">Article reviewed by Charlie Norledge\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"generative-ai-is-changing-the-way-we-want-to-experience-the-internet\">Generative AI is changing the way we want to experience the internet\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>AI is not a new concept, but the way consumers are using it is changing and causing a ripple effect across the internet.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fimpression-picks-mar-2024-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27718\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>We’re no longer asking AI simple and direct questions, we’re using it to make personalised recommendations, to visualise ideas and to create. Generative AI produces new content from stories and ideas to videos and music which is enhancing our experience of the internet and changing our expectations.\u003C\u002Fp>\n\n\n\n\u003Cp>Recently, \u003Ca href=\"https:\u002F\u002Fwww.accenture.com\u002Fgb-en\u002Finsights\u002Fsong\u002Faccenture-life-trends?c=acn_glb_accenturelifetrgoogle_13983284&n=psgs_1023&gad_source=1&gclid=CjwKCAjw7-SvBhB6EiwAwYdCAQ9rGOuySghwyAWEXV7Fp28-TptxAwlrif8iuJmhUdTDdxOJc5e00xoC6e8QAvD_BwE&gclsrc=aw.ds\">Accenture\u003C\u002Fa> found that 39% of people aged 18-34 are excited about conversational answers over standard internet searches, so what can marketers do to stay ahead in this ever-changing landscape and increase personability between a brand and its customers?\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Nail brand tone of voice\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>With more options than ever when it comes to online shopping and services, brand loyalty is becoming increasingly difficult to obtain. A clear tone of voice that mirrors brand values and speaks directly to your audience is essential. While tone of voice has traditionally been transactional, consumers are starting to prefer more personal experiences with brands. Consistency across all consumer touch points will help consumers resonate with the brand and want to engage.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Consider new search term trends\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>As our conversational interactions with AI increase, we will see this filter through into other parts of the internet, such as search engine queries. Auditing web pages and Ads accounts will identify whether long tail search terms are likely to trigger paid ads or cause relevant on-site pages to rank highly organically. For paid search activity, using Broad Match keyword types will widen the number of search queries that trigger an ad and allow longer tail searches to be picked up. For organic activity, regularly posting or updating blogs and guides on websites will not only mean those pages are more likely to rank for long tail searches but brand tone of voice and conversational content can also be pushed across search, display and social channels.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Keep copy consistent \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Copy should be tailored to suit each channel, particularly where there are character limits and differing best practices, however, a holistic approach will ensure consistency across all touchpoints. A web page and Ads account audit will highlight whether the current copy answers the more specific search queries whilst maintaining the conversational tone of voice that consumers are becoming increasingly in favour of.\u003C\u002Fp>\n\n\n\n\u003Cp>There is no doubt that AI will continue to develop and change the way consumers shop, behave and interact with brands, but these three tips will help you to ensure you’re not left behind. \u003C\u002Fp>\n\n\n\n\u003Cp>Insight by Gina Wright.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"gopro-challenges-perspectives-through-ugc-on-international-womens-day\">\u003Cstrong>GoPro challenges perspectives through UGC on International Women’s Day\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Celebrating Women’s History Month and International Women’s Day with action-packed, stereotype-fighting UGC content! Like many other brands, GoPro launched a campaign in the lead-up to International Women’s Day. However, this one really caught my attention.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fimpression-picks-mar-2024-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27719\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>The brand utilised Instagram to countdown to International Women’s Day, by sharing photos and videos showcasing women engaging in several different sports activities. Activities that stereotypically are associated with men. \u003C\u002Fp>\n\n\n\n\u003Cp>From surfing and skydiving, car racing and cliff jumping, to snowboarding and skateboarding, the campaign aimed to highlight the diverse interests and capabilities of women around the world. What made this campaign unique was the use of GoPro’s signature first-person perspective footage, captured through the lens of real GoPro users. The brand posted unique photos and videos every day from March 1st to March 8th until on International Women’s Day, the campaign came to a high, by releasing a joined video with all UGC style clips, asking viewers: ‘What do all of these POVs have in common?’ → ‘They’re all from inspiring women’. \u003C\u002Fp>\n\n\n\n\u003Cp>The campaign stood out to me because the brilliant use of UGC made it really authentic. By leveraging POV GoPro footage sourced from their community, through initiatives like GoPro Awards, the content felt genuine and perfectly aligned with the brand’s identity and social strategy. Unlike other attempts that we often see, brands trying to capitalise on International Women’s Day with a single post on their networks, GoPro seamlessly integrated their celebration of women’s achievements into their existing content strategy. \u003C\u002Fp>\n\n\n\n\u003Cp>This approach lent a natural and real feel to the campaign.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1316\" height=\"888\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fgopro-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27722\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1612\" height=\"1116\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fgopro-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27721\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>What I liked most about the campaign was that rather than being a fleeting acknowledgement of International Women’s Day, GoPro dedicated an entire week to celebrating women’s accomplishments, tying it together with Women’s History Month. By prompting the viewer to consider what these UGC POV moments had in common, GoPro encouraged a shift in perspective and highlighted that the enjoyment of adventure and athleticism is not tied to gender.\u003C\u002Fp>\n\n\n\n\u003Cp>Overall, I think that GoPro’s International Women’s Day campaign was a great blend of authenticity and empowerment. Through stunning visuals and thoughtful messaging, they celebrated the strength and diversity of women, while encouraging viewers to challenge their preconceptions.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fgopro.com\u002Fen\u002Fus\u002Fnews\u002Finternational-womens-day-2024\">Campaign reviewed by Laura Arens\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Look out for our next Impression Picks in March for more digital marketing articles, insights and campaigns to inspire your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital strategy\u003C\u002Fa>. Have any further questions? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch!\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003C\u002Fp>\n",{"rendered":127,"protected":207},27724,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":732,"_yoast_wpseo_metadesc":5,"inline_featured_image":207,"footnotes":5},"Impression Picks – Digital marketing roundup for March 2024 | Impression",[542],[],[222,736,737],250,226,[739,102,225,226,227,228,229,547],"post-27695",[],[],[743,744,745,746],{"path":180,"name":181},{"path":238,"name":239},{"path":141,"name":142},{"path":189,"name":126},"Welcome to March’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Head of Technical SEO, Charlie 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Media Strategist","I'm a Senior Paid Media Strategist at Impression. I started out studying fashion at University and worked in the clothing industry for a while before making the switch to advertising where I've been for the past 5 years. I work on a variety of accounts ensuring they are running smoothly day-to-day, speaking to clients and developing strategies to improve performance.",{"job_title":793,"full_bio":796,"specialist_service_links":797,"photo":807},"\u003Cp>Senior Paid Media Strategist. Joined Impression in October 2022.\u003C\u002Fp>\n\u003Cp>I studied fashion at University and worked in the clothing industry for a while before making the switch to advertising where I’ve been for the past 5 years. I have experience in programmatic, print and paid search across a variety of clients from finance & fragrance to appliances & activewear.\u003C\u002Fp>\n\u003Cp>At Impression I work on a variety of accounts ensuring they are running smoothly day-to-day, speaking to clients and developing strategies to improve performance.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nI make really good Yorkshire puddings!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nOutside of work, I like walking with my dog, Stella, going to a cosy pub & trawling charity shops and car boot sales for a bargain!\u003C\u002Fp>\n",[798],{"page":799,"link_text":802},{"ID":800,"post_author":16,"post_date":801,"post_date_gmt":801,"post_content":5,"post_title":802,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":803,"to_ping":5,"pinged":5,"post_modified":804,"post_modified_gmt":804,"post_content_filtered":5,"post_parent":23,"guid":805,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":806},169,"2020-12-17 10:02:30","Paid Media","paid-media","2026-06-15 15:58:53","\u002F?page_id=169","\u002Fpaid-media\u002F",{"ID":808,"id":808,"title":809,"filename":810,"filesize":23,"url":811,"link":812,"alt":5,"author":44,"description":5,"caption":5,"name":813,"status":46,"uploaded_to":23,"date":814,"modified":814,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":815},20451,"Gina-Wright","Gina-Wright.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&q=90","\u002Fgina-wright\u002F","gina-wright","2022-12-08 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Client Performance Manager","I'm a Senior Client Performance Manager at Impression. I work with clients to help them set objectives and to make strategic multi-channel decisions. You will usually find me with a book in my hand, or maybe even two. I also love to cycle through the German countryside whenever I am back home.",{"job_title":835,"full_bio":838,"specialist_service_links":839,"photo":850},"\u003Cp>Senior Client Performance Manager. Joined Impression in September 2022.\u003C\u002Fp>\n\u003Cp>After a 6-month in-house marketing placement and graduating with my Bachelor’s in Media Studies, I knew I wanted to learn a lot more about marketing and people’s responsiveness to it. That’s when I decided to do a Master’s in communication science, focusing on digital marketing and consumer psychology. I worked part-time as an in-house marketer where I learnt how to create comprehensive social media strategies. I wanted to focus on the strategies behind the marketing and the importance of branding and psychological theories tied to it.\u003C\u002Fp>\n\u003Cp>Following this I moved to work as a project manager at a German marketing agency, where I spent most of my time on strategy development.\u003C\u002Fp>\n\u003Cp>Day to day I will be working with clients, helping them set objectives and make strategic multi-channel decisions to reach them.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>I completed my M.S.c with distinction and even learned Dutch alongside my studies. I am also fluent in German and English.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>I am a very sociable person and love to spend my free time surrounded by my family and friends. You will usually find me with a book in my hand, or maybe even two. I also love to cycle through the German countryside whenever I am back home.\u003C\u002Fp>\n",[840],{"page":841,"link_text":844},{"ID":842,"post_author":16,"post_date":843,"post_date_gmt":843,"post_content":5,"post_title":844,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":845,"to_ping":5,"pinged":5,"post_modified":846,"post_modified_gmt":846,"post_content_filtered":5,"post_parent":847,"guid":848,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":849},108,"2020-12-16 14:36:55","Digital Marketing Strategy","strategy","2025-10-29 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15,"url_path":146,"search_description":1020,"featured_image_urls":1021,"authors":1053,"type_nicename":288,"reading_minutes":130,"category":1063,"yoast_title":1007,"yoast_meta":1065,"yoast_json_ld":1090,"_links":1142},26386,{"rendered":999},"\u002F?p=26386","impression-picks-digital-marketing-roundup-for-december-2023",{"rendered":144},{"rendered":1003,"protected":207},"\n\u003Cp>Welcome to December’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month.\u003C\u002Fp>\n\n\n\n\u003Cp>This month features thoughts from our strategy team, including; Head of Technical SEO, Charlie Norledge, Paid Media Lead, Laura Carr, and Digital Strategy Consultant, Matt Roffe. As always, we hope you enjoy the content and insights we provide as a part of our monthly roundups.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#seos-we-need-to-talk-about-the-elephant-in-the-room\">SEOs, we need to talk about the Elephant in the Room \u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#52-of-britons-say-they-will-spend-less-on-christmas-2023-due-to-the-rising-cost-of-living\">52% of Britons say they will spend less on Christmas 2023 due to the rising cost of living\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#majestic-wines-the-best-story-brand-this-christmas\">Majestic Wines, the best story brand this Christmas?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"seos-we-need-to-talk-about-the-elephant-in-the-room\">\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.growth-memo.com\u002Fp\u002Felephant-in-the-room\">SEOs, we need to talk about the Elephant in the Room \u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Based on the 2020 US vs Google anti-trust lawsuit (owing to the accusation that Google engaged in anti-competitive conduct through exclusivity dealings with Apple), there have been significant revelations about how our understanding of Google’s Search ranking systems differs from reality.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1172\" height=\"526\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F12\u002Fseo-elephant-clicks-1.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26419\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>User Behaviour Signals\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The sources of this article clearly show how fundamental user signals are to search engine rankings. Google has consistently denied using these as a ranking factor, and it’s easy to see why, as they are highly manipulated.\u003C\u002Fp>\n\n\n\n\u003Cp>As an SEO we can often remove ourselves from conversations around user experience as it’s not in our wheelhouse. With this information, we might need to start changing that school of thought.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>UX as a ranking factor\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>If we’re working hard on content for a website, and the blog has a confusing layout or slow responsiveness, then those user signals will be poor. Content is a significant investment, so as marketers, we ensure that the template it’s going on warrants the effort put into it.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>More clicks, more rankings\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Using ‘clicks = rankings’ logic, you can see how big brands with larger marketing spends can rank higher in search. Have you just finished that huge budget TV campaign? Well, here are all these positive ranking signals from users clicking on your results in search.\u003C\u002Fp>\n\n\n\n\u003Cp>I’m not wearing my tin-foil hat just yet, but seeing these ranking signals be so clearly laid out just shows how much you need to rely on other marketing channels as much as SEO.\u003C\u002Fp>\n\n\n\n\u003Cp>The court documents state that they weren’t great at understanding content as of 2020. Google’s algorithms have been heavily focused on content over the past year, with passage ranking and the Helpful Content update. Connecting these two things together shows why they have been focusing their efforts on this area.\u003C\u002Fp>\n\n\n\n\u003Cp>I’d highly recommend reading this \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.growth-memo.com\u002Fp\u002Felephant-in-the-room\">article\u003C\u002Fa> as it’s backed up by sources from lawsuits provided by Google themselves!\u003C\u002Fp>\n\n\n\n\u003Cp>Article reviewed by: Charlie Norledge.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"52-of-britons-say-they-will-spend-less-on-christmas-2023-due-to-the-rising-cost-of-living\">\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fyougov.co.uk\u002Fconsumer\u002Farticles\u002F48019-half-of-britons-say-they-will-spend-less-on-christmas-2023-due-to-cost-of-living\">52% of Britons say they will spend less on Christmas 2023 due to the rising cost of living\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>While Christmas 2023 may be feeling a lot more ‘normal’ than in the COVID-19 years, we’re continuing to face more challenges with the cost of living crisis.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1997\" height=\"1178\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F12\u002Fchristmas-spend-report-1.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26418\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>A recent YouGov survey confirmed that 52% of Britons will spend less this Christmas than in 2022. It’s no surprise that increasing energy costs and rising food and fuel prices are causing people to cut back their Christmas spending.\u003C\u002Fp>\n\n\n\n\u003Cp>Of the 52% who will be spending less, 86% of respondents said they’ll be cutting spending on presents this year. On top of travel, Christmas parties, new clothes and meals out, spending on presents and gifting makes up a large proportion of overall Christmas spending. \u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>So, what can marketers do to win in this challenging economic climate?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F12\u002Fchristmas-shopping-report-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26412\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>Shoppers are becoming savvier in searching for the best deals. Ensure your presence is strong during key promotional periods and adopt competitive pricing. Highlight value for money in ads with gift sets and bundles to capture those searching for gifts this holiday season.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F12\u002Fchristmas-shopping-report-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26407\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>Despite the rising cost of living, sustainability is a growing trend so highlighting your brand’s sustainability and ethical values and\u002For products will help consumers prioritise your products over those of competitors.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F12\u002Fchristmas-shopping-report-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26408\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>Looking longer term, maintaining a strong brand presence during more turbulent economic times will make sure your brand is top of mind when the economy begins to recover, and you’ll be rewarded when spending returns to usual levels.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>We expect to see a reduction in gifting this year, but we’re confident that spending will increase in future years when the economy recovers. Until then, it seems more of us are adopting Mariah Carey’s stance that it doesn’t matter what presents are underneath the Christmas tree!\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fyougov.co.uk\u002Fconsumer\u002Farticles\u002F48019-half-of-britons-say-they-will-spend-less-on-christmas-2023-due-to-cost-of-living\">Download the full report.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>Insight provided by: Laura Carr\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"majestic-wines-the-best-story-brand-this-christmas\">\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=uj-_7nGEgsA\">Majestic Wines, the best story brand this Christmas?\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Every year in the marketing community we like to debate the best Christmas advertising, and it’s no coincidence that as an industry we produce our best 5-star ads during this period. According to System1 the distribution of 5-star ads nearly tripled against Summer months.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The sad truth is that we showcase this work for the least amount of time, the average life span is half that of ads shown through Q1 – a whole topic in itself!\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F12\u002Fmajestic-wines-brand-report.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26409\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Storytelling is the lifeblood of festive campaigns with big names such as John Lewis, Aldi and Amazon ruling the roost. However, this year, one advertiser caught my eye for their refreshing simplicity. Majestic Wines, ‘There’s a story behind every glass.’\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cbr>While it’s not the production value of some of the big advertisers, there’s clarity in the ad, no ploy, no brand mascots, just a well-delivered emotive story.\u003Cbr>\u003Cbr>Also, in an industry commonly product-orientated, Majestic Wines has grounded its ad in customer thinking, showcasing a clear use case (a job to be done). This helps add layers of depth to the storytelling, particularly the music which has struck a chord with the public.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1348\" height=\"1032\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F12\u002Fmajestic-wines-youtube-snippet.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26413\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>In terms of media effectiveness of this campaign, there hasn’t been any data released yet. However, with the emotive story angle (typical of brand effects) married with high search intent seasonality throughout December (typical placement for activation advertising), I would expect there to be an impact on the brand’s bottom line as well as future positive brand sentiment.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How can your business follow Majestic Wines’ lead and be a story-led brand?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Begin with your default approach to strategy being customer-oriented – you are not the hero in your own story, the customer is the hero!\u003C\u002Fli>\n\n\n\n\u003Cli>Seek to understand key problems or jobs to be done and create customer use cases (try this template). Weave stories around these problems.\u003C\u002Fli>\n\n\n\n\u003Cli>Understand how stories can exist in your brand ecosystem ie. what are the sounds, the humour, the style of imagery or the tone?\u003C\u002Fli>\n\n\n\n\u003Cli>Understand where stories are most applicable within your marketing communications. Is it an integrated campaign? Is it purely social?\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Try using a story framework like the SB7 Framework below (by Donald Miller). It’s a take on the classic ‘hero’s journey’ framework.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>A Character.\u003C\u002Fstrong> The customer is the hero, not your brand\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Has a problem.\u003C\u002Fstrong> Companies tend to sell solutions to external problems, but customers buy solutions to internal problems\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>And meets a guide. \u003C\u002Fstrong>Customers aren’t looking for another hero; they’re looking for a guide\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Who gives them a plan? \u003C\u002Fstrong>Customers trust a guide who has a plan.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>And calls them to action.\u003C\u002Fstrong> Customers do not take action unless they are challenged to take action.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>That helps them avoid failure. \u003C\u002Fstrong>Every human is trying to avoid a tragic ending.\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>And ends in success.\u003C\u002Fstrong> Never assume people understand how your brand can benefit them. Tell them.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=uj-_7nGEgsA\">Check out the campaign.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>Campaign reviewed by: Matt Roffe\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Look out for our next Impression Picks in the New Year for more digital marketing articles, insights and campaigns to inspire your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital strategy\u003C\u002Fa>. Have any further questions? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch!\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003C\u002Fp>\n",{"rendered":145,"protected":207},26428,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1007,"_yoast_wpseo_metadesc":5,"inline_featured_image":207,"footnotes":5},"Impression Picks – Digital marketing roundup for October 2023 | Impression",[542],[],[222],[1012,102,225,226,227,228,229,547],"post-26386",[],[],[1016,1017,1018,1019],{"path":180,"name":181},{"path":238,"name":239},{"path":141,"name":142},{"path":189,"name":144},"Welcome to December’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Head of Technical SEO, Charlie 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training is a powerful tool for sparking interest in your SEO strategy and earning buy-in from your senior stakeholders.\u003C\u002Fp>\n\n\n\n\u003Cp>I’ve seen the appetite for \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> training grow in digital teams in the past few years for two reasons:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>SEO in general has come under the spotlight since the pandemic as businesses try to maximise online visibility.\u003C\u002Fli>\u003Cli>A shift to a culture of remote working and video calls makes it easier to arrange sessions for a large number of people across different locations.\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>Your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Ftraining\u002Fseo\u002F\">SEO training\u003C\u002Fa> programme should be tailored to your specific objectives and can encourage both direct collaboration and indirect support from wider digital teams. It can also educate other departments about how SEO can support them, or demonstrate the value of SEO to senior management.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-does-seo-training-look-like\">What does SEO training look like?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-topics-should-your-training-cover\">What topics should your training cover?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#using-training-to-promote-organic-growth\">Using training to promote organic growth\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#using-training-for-stakeholder-buy-in\">Using training for stakeholder buy-in\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-set-up-a-training-programme-in-your-business\">How to set up a training programme in your business\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#working-with-an-agency-partner-to-deliver-training\">Working with an agency partner to deliver training\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-does-seo-training-look-like\">\u003Cstrong>What does SEO training look like?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>SEO training works well delivered in multiple short sessions. It is possible to deliver an effective, longer workshop but if you want to reach a large number of people in your organisation, it can be tricky to get buy-in for a whole-day event attended by people from multiple teams. (That’s not to say we haven’t delivered sessions like this, though!)\u003C\u002Fp>\n\n\n\n\u003Cp>I have had recent success with ongoing monthly training sessions and with weekly or bi-weekly sessions over a period of six weeks to three months.\u003C\u002Fp>\n\n\n\n\u003Cp>Short sessions have a clear focus and give members of a large, diverse team the option to attend the sessions that are most relevant for them. I recommend identifying a group of people who would benefit from the whole programme (e.g. a copywriting team or ecommerce managers), then a larger group of optional attendees who can choose the sessions that are relevant to them (e.g. senior management or a paid media team).\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1394\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fben-talk-scaled.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21844\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-topics-should-your-training-cover\">\u003Cstrong>What topics should your training cover?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>A training programme can be tailored to whatever needs you’ve identified in your business but there are a number of topics that I have found useful for multiple clients I’ve worked with.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator is-style-default\"\u002F>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>The fundamentals of SEO\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Even if members of your non-SEO teams have some knowledge of SEO, it’s helpful to ensure that everyone has been given the same information at the start of a training programme.\u003C\u002Fp>\n\n\n\n\u003Cp>I like to use this session to give a clear, practical definition of SEO, and then break down key components of a successful strategy. It’s important to discuss the main activities that your business wants to pursue and to cover:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Ftechnical-seo\u002F\">\u003Cstrong>Technical SEO\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong>. \u003C\u002Fstrong>Explain that a good technical foundation ensures that search engines can find all the pages that you would like to appear in the SERPs. It can be helpful to add a note on who is responsible for implementing technical changes, especially if a development agency is involved.\u003Cbr>\u003C\u002Fli>\u003Cli>\u003Cstrong>On-page optimisation. \u003C\u002Fstrong>Content optimisation and creation is likely the main area in which your wider teams can support your strategy. Discuss why optimisation is important for search rankings and reassure your audience that more practical tips will come in future sessions.\u003Cbr>\u003C\u002Fli>\u003Cli>\u003Cstrong>Link acquisition (and \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">\u003Cstrong>digital PR\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong>). \u003C\u002Fstrong>If any area of SEO is shrouded in myths and misconceptions, it’s link acquisition. Communicate the importance of earning high-quality, relevant links, and explain the difference between actively building links and earning them naturally over time. Like technical SEO, it’s also important to communicate where responsibility for this sits in the business and whether or not it’s something you’re strategically pursuing.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Chr class=\"wp-block-separator is-style-default\"\u002F>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>The importance of search demand and intent\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>I have run a session on how to understand and optimise for search demand and intent in every SEO training programme I’ve been part of. No other topic makes the link between SEO activity and real user behaviour so clearly. I find it incredibly useful for showing digital and marketing teams how SEO can help them reach their target audience.\u003C\u002Fp>\n\n\n\n\u003Cp>Discussing search intent allows you to make a clear connection between what your target audience wants and what content your site delivers. It also encourages a conversation about how search engines identify intent, and why we need to be able to create content that ranks well \u003Cstrong>and \u003C\u002Fstrong>meets the needs of our target audience.\u003C\u002Fp>\n\n\n\n\u003Cp>Reinforce any general SEO theory with concrete examples from the business’s website and illustrate how different page types naturally address different intents, then give practical tips on how to optimise them. If there’s time, include some general keyword targeting tips to help people see how search intent considerations overlap with optimising for each page’s target topic.\u003C\u002Fp>\n\n\n\n\u003Cp>This session also lends itself to an encouragement that anyone who is involved with content can contribute to the business’s SEO performance by considering what needs their page is meeting and ensuring that it is serving a unique purpose on the site.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator is-style-default\"\u002F>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>How to understand SEO metrics\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>SEO professionals have access to first and third-party data that could help other teams work more effectively. A training programme is a perfect opportunity to show this data to those teams and encourage greater collaboration to make the best use of it.\u003C\u002Fp>\n\n\n\n\u003Cp>The tool that I have found to generate the most interest in training sessions is Google Search Console. It is so compelling to be able to show people exactly what users are searching to arrive at the site. Search Console encourages in-house teams to think about the language that customers are actually using, rather than focusing too much on the language the brand uses (which isn’t always the same).\u003C\u002Fp>\n\n\n\n\u003Cp>Third-party competitor data is another way to generate interest in what SEO can do. Short demos of tools like Ahrefs and Sistrix to show how your brand compares to competitors are a great way to motivate teams to get involved with SEO. \u003C\u002Fp>\n\n\n\n\u003Cp>If you have the time, follow up this session with another that specifically looks at the SEO tactics your competitors are employing, because stoking that rivalry almost guarantees that non-SEOs will want to help you compete with those other brands.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"using-training-to-promote-organic-growth\">\u003Cstrong>Using training to promote organic growth\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>SEO training encourages non-SEOs in the business to incorporate SEO-friendly practices into their daily work. It can also encourage more proactive collaboration between teams.\u003C\u002Fp>\n\n\n\n\u003Cp>When planning a training programme, consider what behaviours you want to encourage or change in the business. You can then ensure that \u003Cstrong>each session \u003C\u002Fstrong>includes practical tips to promote those behaviours.\u003C\u002Fp>\n\n\n\n\u003Cp>It is important to communicate SEO best practices as opportunities to improve the overall quality of work in the business, rather than additional tasks you’re adding to someone’s plate. For example, encouraging a copywriter to consider keyword targeting and search intent is a way to ensure that their content matches what a user is actually looking for, and greater visibility will help demonstrate a better ROI on the time they spend writing a page.\u003C\u002Fp>\n\n\n\n\u003Cp>Try to tie your recommendations to the activities that key stakeholders want to be doing anyway. If they can see SEO as an exciting opportunity to achieve wider business goals, they will be much more likely to get involved than if it seems like another list of tasks.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr class=\"wp-block-separator is-style-default\"\u002F>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Ftraining\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"360\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002FSEO-Training_Banner4-scaled.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21852\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator is-style-default\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"using-training-for-stakeholder-buy-in\">\u003Cstrong>Using training for stakeholder buy-in\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Training sessions can be used to show senior management and stakeholders what value SEO is adding to the business. Getting senior figures excited makes it easier for you to secure budget and sign-off, and could provide you with allies when trying to motivate other teams to support your strategies.\u003C\u002Fp>\n\n\n\n\u003Cp>The key to stakeholder training is respecting their time and priorities. Unless they want to be included, I don’t recommend asking them to attend every session. I have seen more success in the past by running a separate session for senior management in parallel to the wider team’s training session that includes key points from the rest of the programme and spends more time dwelling on questions of resourcing SEO and how to get a good return from it.\u003C\u002Fp>\n\n\n\n\u003Cp>It can also be helpful to give a more senior digital or marketing manager visibility of your training proposal before running a session for more seniors. They will be able to help you focus on the areas that matter to their peers and cut out what isn’t needed.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s also important to alter your practical takeaways. It’s unlikely that senior management will be uploading content or running paid ads, but they will be interested in seeing how SEO contributes to wider business goals and in understanding what SEO needs from other teams in order to succeed.\u003C\u002Fp>\n\n\n\n\u003Cp>I like to deliver these sessions to a smaller audience and make them slightly longer to facilitate a good discussion. Senior managers likely know more about the business than we do, so it’s important to invite their input as well as give them information.\u003C\u002Fp>\n\n\n\n\u003Cp>If you have clear objectives for the training going in, and respect the time and expertise that your senior stakeholders have, these sessions can be highly collaborative, encouraging workshops that will increase your management’s confidence in SEO and their interest in your work.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-set-up-a-training-programme-in-your-business\">\u003Cstrong>How to set up a training programme in your business\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>You need to answer three questions before you deliver a successful SEO training programme:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Who will attend these sessions?\u003C\u002Fli>\u003Cli>What do I want them to learn?\u003C\u002Fli>\u003Cli>How much time do they have?\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>The first and second questions go together. Whoever attends needs to have a reason to be there and needs to be given something practical to take away, whether they’re a junior marketer or a senior manager.\u003C\u002Fp>\n\n\n\n\u003Cp>The answer to the third question is much more unique to your business. When I’ve run ongoing monthly sessions in the past, I’ve had success with both 30-minute sessions for large groups of people, and 60-minute sessions for smaller groups.\u003C\u002Fp>\n\n\n\n\u003Cp>It can also be helpful to get people to agree to training for a fixed period of time. For example, I have run one successful programme with six 30-minute sessions, delivering one a week. When that programme was rolled out to APAC teams in the same business, they asked for bi-weekly 90-minute sessions instead.\u003C\u002Fp>\n\n\n\n\u003Cp>It helps to have champions within the other teams who will help push others to sign up. Those people could be influential stakeholders, line managers, or simply team members with an enthusiasm for SEO.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cfigure class=\"wp-block-image size-6_col_and_margin_short\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1394\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Faaron-talk-scaled.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21829\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"working-with-an-agency-partner-to-deliver-training\">\u003Cstrong>Working with an agency partner to deliver training\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>I have written this guide with the intention of helping in-house SEO teams to run sessions for their colleagues, but my own experience is that of an SEO agency working with clients. The process that I have described can be the same regardless of who delivers the training, but working with an agency allows you to benefit from experience across their organisation, not just the knowledge of one individual.\u003C\u002Fp>\n\n\n\n\u003Cp>When arranging training with an agency, be careful to ensure that the materials they deliver align with the goals you want to achieve. I recommend going through a planning meeting in advance of the training in which you discuss the answers to the three questions above and talk about how to shape the sessions in response.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cbr>If you would like to learn more about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Ftraining\u002Fseo\u002F\">SEO training\u003C\u002Fa> with Impression, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>. We’ll be happy to speak to you about what that could look like for your business.\u003C\u002Fp>\n",{"rendered":154,"protected":207},21846,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":207,"footnotes":5},[219],[],[222],[1196,102,225,226,227,228,229,232],"post-21795",[],[],[1200,1201,1202,1203],{"path":180,"name":181},{"path":238,"name":239},{"path":162,"name":18},{"path":189,"name":153},"SEO training is a powerful tool for sparking interest in your SEO strategy and earning buy-in from your senior stakeholders. I’ve seen the appetite for SEO training grow in digital teams in the past few years for two reasons: SEO in general has come under the spotlight since the pandemic as businesses try to maximise […]",{"thumbnail":1206,"medium":1207,"medium_large":1209,"large":1211,"1536x1536":1213,"2048x2048":1215,"post-thumbnail":1217,"12_col":1219,"default_landscape":1221,"default_portrait":1223,"6_col_and_margin_short":1225,"11_col_and_margin":1227,"9_col_rectangle":1229,"11_col":1231,"staff_image_696_600":1233,"rectangular_thumbnail":1235},{"url":158,"width":244,"height":244},{"url":1208,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fsincerely-media-dGxOgeXAXm8-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":1210,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fsincerely-media-dGxOgeXAXm8-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":1212,"width":251,"height":252},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fsincerely-media-dGxOgeXAXm8-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1214,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fsincerely-media-dGxOgeXAXm8-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":1216,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fsincerely-media-dGxOgeXAXm8-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":1218,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fsincerely-media-dGxOgeXAXm8-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1220,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fsincerely-media-dGxOgeXAXm8-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1222,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fsincerely-media-dGxOgeXAXm8-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1224,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fsincerely-media-dGxOgeXAXm8-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1226,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fsincerely-media-dGxOgeXAXm8-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1228,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fsincerely-media-dGxOgeXAXm8-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1230,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fsincerely-media-dGxOgeXAXm8-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1232,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fsincerely-media-dGxOgeXAXm8-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1234,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fsincerely-media-dGxOgeXAXm8-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1236,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fsincerely-media-dGxOgeXAXm8-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1238],{"id":209,"path":279,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":1239},{"full_bio":10,"job_title":11,"specialist_service_links":1240,"photo":1245},[1241,1243],{"page":1242,"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":1244,"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":1246},{"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,"1536x153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Friday is on its way. You’ve weighed up the Black Friday vs Cyber Monday debate and started thinking about the great deals and exclusive discounts you’re going to offer your customers over the retail holiday. \u003C\u002Fp>\n\n\n\n\u003Cp>Your business may be prepared, but is your on-site content? \u003C\u002Fp>\n\n\n\n\u003Cp>As the Black Friday weekend marks the start of the most profitable time of the entire year for many retailers, it really does pay to get it right. Here are some simple on-site content tips to get the most out of your website this festive period.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#create-specific-landing-pages\">Create specific landing pages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#do-your-keyword-research\">Do your keyword research\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#use-clear-design-conventions-to-guide-the-user\">Use clear design conventions to guide the user\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#banners\">Banners\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#widgets\">Widgets\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#communicate-your-event-details-in-advance\">Communicate your event details in advance\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#follow-link-building-opportunities\">Follow link building opportunities\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#buying-guides\">Buying guides\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#directories\">Directories\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#urgency-increases-conversions\">Urgency increases conversions\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#once-black-friday-is-over-what-next\">Once Black Friday is over: what next?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"create-specific-landing-pages\">Create specific landing pages\u003C\u002Fh2>\n\n\n\n\u003Cp>During the Black Friday period, online shoppers are likely to be quickly browsing through websites looking for the best deals: if they can’t find them almost immediately, they are likely to leave.\u003C\u002Fp>\n\n\n\n\u003Cp>By creating specific landing pages for your Black Friday and Cyber Monday campaigns, online shoppers can easily access the specific pages for deals they’re looking for.\u003C\u002Fp>\n\n\n\n\u003Cp>Despite inflation and the uncertainty of the current economic climate, the average UK consumer is predicted to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fretailtechinnovationhub.com\u002Fhome\u002F2022\u002F8\u002F24\u002Fblack-friday-uk-spending-set-to-increase-despite-cost-of-living-crisis\">\u003Cstrong>increase\u003C\u002Fstrong> their spending by 25%\u003C\u002Fa> in 2022. This is due to consumers wanting to maximise their value for money by seeking the biggest discounts and taking advantage of free returns. \u003C\u002Fp>\n\n\n\n\u003Cp>With most high-street retailers reopening and more people visiting stores in-person, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.morganstanley.com\u002Fideas\u002Fglobal-ecommerce-growth-forecast-2022\">ecommerce is still expected to grow\u003C\u002Fa>, so it’s vital for you to capture your audience by making sure you have landing pages that are well optimised and easy for users to navigate.\u003C\u002Fp>\n\n\n\n\u003Cp>Major UK department store House of Fraser, for example, have optimised their Black Friday landing page using a simple ‘black-friday’ slug and clear title for that pulls through to Google Search.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fhow-to-prepare-on-site-content-for-black-friday-house-of-fraser-search-snippet-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19132\" width=\"572\" height=\"101\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>In the same way, online retailer River Island draws attention to their page of online deals with the slug ‘cyber-monday’ and optimised metadata below. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fhow-to-prepare-on-site-content-for-black-friday-river-island-search-snippet-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19134\" width=\"586\" height=\"103\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>A study found that due to increases in mobile device usage, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.crazyegg.com\u002Fblog\u002Fwhy-users-leave-a-website\u002F\">users often leave web pages in under 15 seconds.\u003C\u002Fa> That doesn’t give you much time to win over a potential customer.\u003C\u002Fp>\n\n\n\n\u003Cp>This means it’s all the more important to create a quick and easy user experience through your on-page content and is good to bear in mind when planning your Black Friday campaigns. \u003C\u002Fp>\n\n\n\n\u003Cp>Pay attention to the speed of your landing pages as you create them, and ensure they’re not slowed down by bloated media that doesn’t actively enhance the page experience. Every second you add to the load time will see users bounce right back to the search results.\u003C\u002Fp>\n\n\n\n\u003Cp>The upside is clear. A clean, fast user experience leads to engaged customers who are happy browsing the site and finding the best deals, which leads to more sales for you on Black Friday.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"do-your-keyword-research\">Do your keyword research\u003C\u002Fh2>\n\n\n\n\u003Cp>It goes without saying that the more general ‘Black Friday’\u002F‘Cyber Monday’ sale keywords will have so much competition for them across the ecommerce giants that unless you work for the likes of Amazon, Argos, Currys et al. your time will be better spent elsewhere.\u003C\u002Fp>\n\n\n\n\u003Cp>However, a combination of your target keyword and the ‘Black Friday’\u002F‘Cyber Monday’ variable you’re aiming for might be worth experimenting with when you’re optimising your on-site content – people might be searching for your specific products with the desired variable.\u003C\u002Fp>\n\n\n\n\u003Cp>The easiest way to generate a list of Black Friday or Cyber Monday quickly is to use the CONCAT function in Excel or Google Sheets, and merge your leading product categories with seasonal terms:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FvXkugn98D2gHi__XseqTJk1j1W4yhOaMkrFs_amB_Ij6thlQpAgqE4H6Xi0VjKTGiKADgDiYsRSL6SV0kQFqIZkeKvl4lW_O712C2jbDIaxJSSdPJLYJeGyPXuR3-nHRMSdPa8WW.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Once you have selected your keyword variables, in this case ‘Black Friday’\u002F‘Cyber Monday’ and an example selection of possible specific keywords users may search for during the Black Friday shopping period, you can merge them together to create long-tail keywords.\u003C\u002Fp>\n\n\n\n\u003Cp>These long tail keywords can be entered into keyword software (at Impression we use Ahrefs) to determine their average monthly search volume. Using this information, you can optimise your content accordingly across all elements, including URLs, title tags, meta descriptions and the main body copy. \u003C\u002Fp>\n\n\n\n\u003Cp>Remember that keyword tools tend to give monthly averages for search volume even when keywords are highly seasonal. Black Friday keyword volume will be much closer to the monthly search volume x 12 than whatever figure you see, and almost nonexistent for the rest of the year.\u003C\u002Fp>\n\n\n\n\u003Cp>Although the search volume may be minimal or, in the cases of both ‘children’s gifts’ variables, non- existent, this is still worth doing. By using longer-tail, more product specific keywords to optimise your content it’s more likely you’ll rank more highly even amongst the competitive Black Friday and Cyber Monday SERPs and even if not, your campaign isn’t going to lose traffic because of it.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"use-clear-design-conventions-to-guide-the-user\">Use clear design conventions to guide the user\u003C\u002Fh2>\n\n\n\n\u003Cp>On-site optimisation is not just down to your written content – good, clear design features are essential too. There are various techniques that can help you get the most from your Black Friday landing pages.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"banners\">Banners\u003C\u002Fh3>\n\n\n\n\u003Cp>Banners help clearly signpost specific landing pages you want to draw attention to.\u003C\u002Fp>\n\n\n\n\u003Cp>When featured on your homepage, it will let every customer that views it know that you’re offering deals for Black Friday. Cyber Monday bestseller Amazon clearly publicises their participation in Black Friday using a combination of a large hero banner featuring a wide range of discounted products, a ‘countdown’ message in the page header, and an additional banner inviting the user to ‘shop early deals’.\u003C\u002Fp>\n\n\n\n\u003Cp>Argos’s use of a banner is as subtle as it is strong: the clarity of design enables easy user access, which is great for reducing bounce rate. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"537\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fhow-to-prepare-on-site-content-for-black-friday-argos-banner-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19128\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"widgets\">Widgets\u003C\u002Fh3>\n\n\n\n\u003Cp>A widget is a stand-alone module that can be inserted anywhere around a website, often in the sidebar or on the homepage. They tend to be small and non-intrusive, which makes them ideal for use in Black Friday campaigns. \u003C\u002Fp>\n\n\n\n\u003Cp>Widgets can provide users with a shortcut to useful, relevant information, saving the customer the trouble of locating the landing page themselves.\u003C\u002Fp>\n\n\n\n\u003Cp>Physically, widgets tend to be small and non-intrusive, which makes them ideal for use in Black Friday campaigns. Widgets linking to Black Friday or Cyber Monday specific\u003C\u002Fp>\n\n\n\n\u003Cp>pages could feature on the sidebar of other pages on your website promoting specific product offers or limited edition discounts not advertised in banners on your homepage.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"communicate-your-event-details-in-advance\">Communicate your event details in advance\u003C\u002Fh2>\n\n\n\n\u003Cp>Implementing a strong message in the design and message of the landing page on your website can be crucial to drawing people in, and telling them everything they need to know in a matter of seconds.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.debenhams.com\u002Fcontent\u002Fblack-friday\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.houseoffraser.co.uk\u002Fblack-friday\">House of Fraser\u003C\u002Fa>\u003C\u002Fa> is one retailer that manages to do this well, clearly detailing the date of the event and letting consumers know exactly what they can expect through a set of Q&A’s. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"723\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fhow-to-prepare-on-site-content-for-black-friday-house-of-fraser-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19130\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>It does a great job of listing out some Black Friday ‘need to knows’, giving their users the most important information in the lead up to the big day. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"772\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fhow-to-prepare-on-site-content-for-black-friday-house-of-fraser-2-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19131\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.currys.co.uk\u002Fgbuk\u002Fblack-friday-785-commercial.html\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.prettylittlething.com\u002Fblack-friday\">PrettyLittleThing\u003C\u002Fa>\u003C\u002Fa> has a slightly different approach, with a page that encourages a different way of engaging with their Black Friday activity. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"852\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fhow-to-prepare-on-site-content-for-black-friday-pretty-little-thing-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19133\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>PrettyLittleThing has been very clever in trying to prepare consumers ahead of time. By encouraging keen shoppers to receive regular updates via their newsletters and to get deals directly into their inbox. They’re cleverly trying to gain an advantage for themselves \u003Cem>and \u003C\u002Fem>give engaged users the feeling that they’re getting access to insider information.\u003C\u002Fp>\n\n\n\n\u003Cp>Whatever your plans for Black Friday, start building your landing pages as early as possible. The sooner they’re live, the more chance you’ll have of seeing them indexed and ranking in time for the event.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"follow-link-building-opportunities\">Follow link building opportunities\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"buying-guides\">Buying guides\u003C\u002Fh3>\n\n\n\n\u003Cp>It’s not just about shouting about your Black Friday deals on your website – if you’ve got genuinely great offers, it’s well worth telling others about them. Link building not only gives you excellent publicity, but it also strengthens your website’s online backlink profile which is great for long-term SEO growth. One great way to do this is to create a buying guide, in which you can shortlist the very best of your Black Friday discounts.\u003C\u002Fp>\n\n\n\n\u003Cp>Buying guides, in their easy-to-digest blog format, are also great to use as Black Friday\u003C\u002Fp>\n\n\n\n\u003Cp>campaign promotion across your other social media platforms.\u003C\u002Fp>\n\n\n\n\u003Cp>Good Housekeeping has published a blog called ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.goodhousekeeping.com\u002Fuk\u002Fbeauty\u002Fa573493\u002Fbest-black-friday-beauty-deals\u002F\">The best Black Friday beauty deals for 2022\u003C\u002Fa>’ which shares a beauty directory, directing users to different brands which offer a range of different product lines at different price points, ensuring there will be a Black Friday discount for everyone.\u003C\u002Fp>\n\n\n\n\u003Cp>All of these things together create an environment which will guarantee an increased click through rate, meaning more conversions!\u003C\u002Fp>\n\n\n\n\u003Cp>Titles such as ‘Top 10…’ or ‘Black Friday Wishlist’ work well for buying guides, as they are both appealing to users and direct in the message. The copy itself in Good Housekeeping’s blog is kept to a minimum: this is important, as your readers only want to know the ‘what’ and ‘when’ of each deal, and they’ll want to know it quickly! Good Housekeeping uses imagery to help readers quickly understand exactly what the product is. \u003C\u002Fp>\n\n\n\n\u003Cp>Including buying guides on your website could be a great strategy if you’re an ecommerce store that stocks products from a number of different brands. Alongside each product listing, you could include external links to each brand’s website – some easy promotion for them, and the feature could lead to a link exchange back to your buying guide if they’re happy to reciprocate. \u003C\u002Fp>\n\n\n\n\u003Cp>Alternatively, do a little research and select a shortlist of websites and blogs that could be interested in the products on offer in your Black Friday buying guide. Contact them and ask them if they will feature your buying guide, and offer to include an exclusive discount code for their readers in exchange for the feature. \u003C\u002Fp>\n\n\n\n\u003Cp>Bloggers in particular are often very happy to do this, but don’t worry if you don’t get much response and focus on building internal links instead. Drive traffic to your site by sharing links to your buying guide across your Facebook and Twitter pages, and feature your blog clearly in any \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Femail-marketing\u002F\">email marketing campaigns\u003C\u002Fa> you might send out in advance of the\u003C\u002Fp>\n\n\n\n\u003Cp>Black Friday shopping holiday. Spread the word as much as possible and it might even lead to a few social shares – the more the merrier.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> can be a great driver of traffic to your Black Friday campaigns. Try to identify what you’re doing that no one else is and craft that into a newsworthy story.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"directories\">Directories\u003C\u002Fh3>\n\n\n\n\u003Cp>If your ecommerce store offers something a little more niche, you could try and get it featured on one of the many Black Friday shopping directories available.\u003C\u002Fp>\n\n\n\n\u003Cp>The example below, taken from blackfriday.com, is sectioned clearly into categories so that users can quickly find links to what they’re searching for. This is a great outreach strategy but even better for driving traffic to your website.\u003C\u002Fp>\n\n\n\n\u003Cp>Many potential customers will be using search terms such as ‘black friday top 10’ and ‘black friday deals’ and directories such as blackfriday.com have a high SERP rank, making it a great opportunity to spread the word about your offers.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"945\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fhow-to-prepare-on-site-content-for-black-friday-blackfriday-categories-2022-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19129\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"urgency-increases-conversions\">Urgency increases conversions\u003C\u002Fh2>\n\n\n\n\u003Cp>It’s been tried and tested by ecommerce sites for years, so it’s clear that urgency really works.\u003C\u002Fp>\n\n\n\n\u003Cp>Coming into the festive shopping season it’s even more important, as making customers think they’re about to miss out on a great product offer might help your site seal the deal.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcreate-urgency-this-black-friday-with-dynamic-countdown-ads\u002F\">Countdown timers\u003C\u002Fa> are a great way you could implement urgency into your Black Friday campaign this year and help your deals stand out from the crowd.\u003C\u002Fp>\n\n\n\n\u003Cp>Adding a countdown timer, either to your website’s homepage or on a product-specific landing page, is one way to create a sense of urgency around your offers. The closer the countdown clock is to zero, the more urgent it becomes, and the more likely your users are to order there and then to avoid missing out on the great deal. \u003C\u002Fp>\n\n\n\n\u003Cp>Countdown timers can also be inserted into PPC campaigns. A widget introduced in AdWords allows you to add what Search Engine Land described as a “dynamic countdown”, one that changes automatically when the countdown start and end dates and times are selected. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"once-black-friday-is-over-what-next\">Once Black Friday is over: what next?\u003C\u002Fh3>\n\n\n\n\u003Cp>Once the hype is finished, the offers have expired, but your Black Friday landing pages are all still live. Your gut instinct is to delete the pages, or at the very least put them into ‘drafts’. \u003C\u002Fp>\n\n\n\n\u003Cp>Rather than removing your Black Friday specific pages completely, you could simply use them to promote any existing sale pages on your website, a great way to keep driving both traffic and sales for your website even after the retail holiday period is over.\u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>As a full-service \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">digital marketing agency\u003C\u002Fa>, we bring decades of combined expertise in partnering with global brands to achieve sustainable growth across both organic and paid channels. Get in touch to see how we can help you or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fblack-friday\u002F\">visit our blog\u003C\u002Fa> to stay up to date with the latest \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> strategies and digital marketing tips to maximise your Black Friday sales.\u003C\u002Fp>\n",{"rendered":165,"protected":207},19126,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1377,"_yoast_wpseo_metadesc":1378,"inline_featured_image":207,"footnotes":5},"How to prepare your on-site content for Black Friday | Impression","Learn about some simple on-site content tips to get the most out of your website during Black Friday 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