[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002Fpage\u002F3":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":184,"head_links":187,"breadcrumbs":172,"posts":191,"pages":167,"head":1458},"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":168},"\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":167},[101,115,127,137,148,157],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","February 2022 Google algorithm and search industry updates","\u003Cp>February 2022 saw the roll out of page experience on desktop, a new Google shopping experience scorecard, and a new Bing News PubHub. This month’s Google algorithm and search updates post explores: As usual, we’re using a traffic light system to demonstrate each update’s relative significance: Bing News PubHub launched On the 8th February, Bing […]\u003C\u002Fp>\n","\u002Fblog\u002Ffebruary-2022-google-algorithm-and-search-industry-updates\u002F","2025-03-19T11:39:38",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Ffeb-google-algorithim-update-2022-featured-image.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\u002Fgoogle-algorithm-updates\u002F","Google Algorithm Updates",{"type_key":102,"title":116,"excerpt":117,"to":118,"postedAt":119,"readingTime":120,"image":121,"authors":122,"category":124},"Content repurposing with Rejoice","\u003Cp>This blog post was contributed by Rejoice Ojiaku, the SEO Manager at Incubeta NMPi and Co-Founder of B-Digital UK. Content repurposing is taking content that already exists on a site and tweaking it to improve its performance, or help it target a different angle to its original focus. Many pieces of content can be repurposed […]\u003C\u002Fp>\n","\u002Fblog\u002Fcontent-repurposing-with-rejoice\u002F","2022-02-07T16:48:11",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[123],{"name":4,"image":111},{"to":125,"name":126},"\u002Fblog\u002Fcategory\u002Fcontent\u002F","Content",{"type_key":102,"title":128,"excerpt":129,"to":130,"postedAt":131,"readingTime":132,"image":133,"authors":134,"category":136},"October 2021 Google Algorithm and Search Industry Updates","\u003Cp>In this month’s Google algorithm and search industry updates post, we explore: Following our approach in previous posts, updates are set out in terms of their significance using our traffic light system – a red light is used for a key update that should be a priority, a green light is for news that is […]\u003C\u002Fp>\n","\u002Fblog\u002Foctober-2021-google-algorithm-and-search-industry-updates\u002F","2025-03-19T11:40:19",16,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002Fpexels-james-wheeler-1486976.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[135],{"name":4,"image":111},{"to":113,"name":114},{"type_key":102,"title":138,"excerpt":139,"to":140,"postedAt":141,"readingTime":142,"image":143,"authors":144,"category":146},"Our Top 6 BrightonSEO highlights","\u003Cp>It was fantastic to be back at September’s BrightonSEO. It’s easy to forget how energising it is to attend a live event, watch a wide range of talks, and hear from different voices in the industry. Impression sent an SEO contingent down to the conference on the Thursday to take a break from our all […]\u003C\u002Fp>\n","\u002Fblog\u002Four-6-brightonseo-highlights-september-2021\u002F","2022-02-07T16:48:12",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002F4DWMZBrH-pexels-hert-niks-3224151-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[145],{"name":4,"image":111},{"to":147,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":102,"title":149,"excerpt":150,"to":151,"postedAt":141,"readingTime":152,"image":153,"authors":154,"category":156},"How To Create An Effective Blog Content Strategy","\u003Cp>Blogging and informational content output is a key tool in a long-term, well-rounded SEO strategy, and is designed to create lasting value for relevant users that directly translates to organic search presence. A well-researched blogging strategy can help to feed new visitors into every stage of the purchasing funnel. From getting your brand in front […]\u003C\u002Fp>\n","\u002Fblog\u002Fcreate-a-blogging-strategy\u002F",14,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fstartae-team-7tXA8xwe4W4-unsplash-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[155],{"name":4,"image":111},{"to":147,"name":18},{"type_key":102,"title":158,"excerpt":159,"to":160,"postedAt":161,"readingTime":162,"image":163,"authors":164,"category":166},"May 2021 Google Algorithm and Search Industry Updates","\u003Cp>In this month’s Google algorithm and search industry updates post, we explore: As usual, we’ve organised these updates in terms of their significance using our traffic light system – a red light indicates a significant update that you should look into, a green light is for news that is less of an immediate priority, and […]\u003C\u002Fp>\n","\u002Fblog\u002Fmay-2021-google-algorithm-and-search-industry-updates\u002F","2025-04-01T10:52:49",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fhk6zXwbL-ryan-stone-CM0Hdyrc2Vw-unsplash-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[165],{"name":4,"image":111},{"to":113,"name":114},"13",{"type":169,"style":170,"title":171,"heading":4,"intro":10,"services":12,"breadcrumbs":172,"photo":56,"social":184},"author","dark","Meet the Team",[173,176,179,182],{"path":174,"name":175},"\u002F","Home",{"path":177,"name":178},"\u002Fabout\u002F","About Us",{"path":180,"name":181},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":183,"name":4},null,{"twitter":185,"linkedin":186},"https:\u002F\u002Ftwitter.com\u002FNorledgeCharlie","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fcharlie-norledge-97984099\u002F",[188],{"rel":189,"href":190},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F",[192,512,701,888,1078,1269],{"id":193,"date":194,"date_gmt":194,"guid":195,"modified":106,"modified_gmt":106,"slug":197,"status":19,"type":102,"link":105,"title":198,"content":199,"excerpt":202,"author":203,"featured_media":204,"comment_status":20,"ping_status":20,"sticky":201,"template":5,"format":205,"meta":206,"categories":209,"collections":212,"coauthors":213,"class_list":215,"acf":224,"head_links":225,"breadcrumbs":226,"url_path":105,"search_description":208,"featured_image_urls":233,"authors":268,"type_nicename":279,"reading_minutes":107,"category":280,"yoast_title":207,"yoast_meta":283,"yoast_json_ld":339,"_links":463},16211,"2022-03-09T17:28:03",{"rendered":196},"\u002F?p=16211?cache=clear","february-2022-google-algorithm-and-search-industry-updates",{"rendered":103},{"rendered":200,"protected":201},"\n\u003Cp>February 2022 saw the roll out of page experience on desktop, a new Google shopping experience scorecard, and a new Bing News PubHub.\u003C\u002Fp>\n\n\n\n\u003Cp>This month’s Google algorithm and search updates post explores:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Bing News PubHub launched\u003C\u002Fli>\n\n\n\n\u003Cli>John Mueller clarifies the impact of brand mentions on rankings in Google\u003C\u002Fli>\n\n\n\n\u003Cli>Data Shows That 15% Of All Search Queries Each Day On Google Are New\u003C\u002Fli>\n\n\n\n\u003Cli>Google Rolls Out Shopping Experience Scorecard\u003C\u002Fli>\n\n\n\n\u003Cli>John Mueller says good Core Web Vitals scores won’t guarantee better indexation\u003C\u002Fli>\n\n\n\n\u003Cli>‘Discovered – Currently Not Indexed’ could be a permanent status\u003C\u002Fli>\n\n\n\n\u003Cli>Google’s Page Experience Update has started rolling out on desktop\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>As usual, we’re using a traffic light system to demonstrate each update’s relative significance:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>A red light is for a priority update that requires your attention\u003C\u002Fli>\n\n\n\n\u003Cli>An amber light signifies an update requiring less attention but worth keeping an eye on\u003C\u002Fli>\n\n\n\n\u003Cli>A green light highlights less pressing news\u003C\u002Fli>\n\u003C\u002Ful>\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:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"bing-news-pubhub-launched\">Bing News PubHub launched\u003C\u002Fh2>\n\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:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>On the 8th February, Bing launched a new extension to Bing Webmaster Tools: the \u003Ca href=\"https:\u002F\u002Fpubhub.bing.com\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">Bing News PubHub\u003C\u002Fa>. As confirmed in the \u003Ca href=\"https:\u002F\u002Fblogs.bing.com\u002Fwebmaster\u002Ffebruary-2022\u002FReach-millions-of-people-with-Bing-News-PubHub\" target=\"_blank\" rel=\"noreferrer noopener\">PubHub announcement\u003C\u002Fa>, this tool will enable news publishing sites to promote their content directly via the Bing Publisher Network.\u003C\u002Fp>\n\n\n\n\u003Cp>Submitting content in PubHub will make it eligible to appear on \u003Ca href=\"https:\u002F\u002Fblogs.windows.com\u002Fwindowsexperience\u002F2021\u002F09\u002F07\u002Fthe-content-you-care-about-simplified-and-reinvented-introducing-microsoft-start\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">Microsoft Start\u003C\u002Fa>. This is a news aggregation platform that desktop and mobile users can access in several places:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Via the \u003Ca href=\"https:\u002F\u002Fwww.microsoftstart.com\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">Microsoft Start website\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>When launching a new tab in the web browser, Microsoft Edge\u003C\u002Fli>\n\n\n\n\u003Cli>As a \u003Ca href=\"https:\u002F\u002Fplay.google.com\u002Fstore\u002Fapps\u002Fdetails?id=com.microsoft.amp.apps.bingnews&referrer=adjust_reftag%3DcmubXscwaPZaT%26utm_source%3DFirst%2BParty%26utm_campaign%3DStart_Blog_QR\" target=\"_blank\" rel=\"noreferrer noopener\">mobile app\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>From the News and Interests experience on the Windows 10 taskbar\u003C\u002Fli>\n\n\n\n\u003Cli>From the Widgets experience in Windows 11.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1125\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmicrosoft-bing-pubhub-preview-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-16224\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>According to Bing, PubHub offers “direct access to millions of high-quality website visitors” and provides an easy way for website owners to increase their website traffic and improve their online visibility.\u003C\u002Fp>\n\n\n\n\u003Cp>In addition to increasing website traffic, Bing’s new PubHub tool also provides website owners with important insights about their visitors.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>If you’re a news publisher and like the sound of getting your content in front of a whole host of new users, it’s easy to get involved:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Sign up for \u003Ca href=\"https:\u002F\u002Fwww.bing.com\u002Fwebmaster\u002Ftools\" target=\"_blank\" rel=\"noreferrer noopener\">Bing Webmaster Tools\u003C\u002Fa> (if you haven’t done so already).\u003C\u002Fli>\n\n\n\n\u003Cli>Complete the details for PubHub and verify your account.\u003C\u002Fli>\n\n\n\n\u003Cli>Start submitting content.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Bing has specified four criteria that will help your content to get featured in Microsoft Start:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Newsworthiness\u003C\u002Fstrong> – Bing is looking for reporting on current affairs and topics that are of interest to readers \u003Cem>right now \u003C\u002Fem>(not evergreen guides and how-to content).\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Originality\u003C\u002Fstrong> – all content submissions must be original, offering unique facts or an independent point of view.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Authority\u003C\u002Fstrong> – only content from trusted, authoritative news sites will be featured. If you submit content via PubHub, make sure that you “identify sources, authors, and attribution”\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Readability \u003C\u002Fstrong>– ensure that you use correct spelling and grammar. Adverts on your site should not interfere with the experience. You can test the readability of your content with \u003Ca href=\"https:\u002F\u002Fwww.webfx.com\u002Ftools\u002Fread-able\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">WebFX’s tool\u003C\u002Fa>.\u003C\u002Fli>\n\u003C\u002Ful>\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:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"john-mueller-clarifies-the-impact-of-brand-mentions-on-rankings-in-google\">John Mueller clarifies the impact of brand mentions on rankings in Google\u003C\u002Fh2>\n\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:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In 2012, Google published a patent called \u003Ca href=\"https:\u002F\u002Ftinyurl.com\u002Franking-search-results\" target=\"_blank\" rel=\"noreferrer noopener\">Ranking Search Results\u003C\u002Fa> in which it referred to the possibility of using ‘implied links’ in its ranking process. Here, an ‘implied link’ or brand mention refers to a situation where a website refers to a brand, but does not directly link to it.\u003C\u002Fp>\n\n\n\n\u003Cp>Since then, many SEOs have wondered whether these implied links could play a similar role in the ranking process to backlinks – we know that links to a site from authoritative, relevant sources pass \u003Ca href=\"https:\u002F\u002Fwww.semrush.com\u002Fblog\u002Fpagerank\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">PageRank\u003C\u002Fa> and can help to improve its ranking ability, but what about brand mentions?\u003C\u002Fp>\n\n\n\n\u003Cp>The short answer from Google’s John Mueller is no:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>“I wouldn’t assume that there’s [an] SEO factor that is trying to figure out where someone is mentioning your website name.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>However, he did mention that this type of brand mention could still benefit your site in terms of driving relevant users:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>“If [users] can find your website through that mention, then that’s always a good thing.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>Unlinked brand mentions may not necessarily be a direct Google ranking factor, but they can still offer value to your brand and its site:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>For one thing, users may seek out your company after seeing it mentioned in an article or guide, which can help to drive traffic to your site.\u003C\u002Fli>\n\n\n\n\u003Cli>Beyond this, unlinked brand mentions on a site that attracts large volumes of users will also help to promote brand awareness amongst the right type of people, helping to keep your business “top of mind”.\u003C\u002Fli>\n\n\n\n\u003Cli>Some also argue that brand mentions can play an indirect role in SEO, in that search engines build up a picture of a brand’s topical authority based on the kinds of sites where they are mentioned online – this could then impact rankings for a particular topic area indirectly.\u003C\u002Fli>\n\u003C\u002Ful>\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:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"data-shows-that-15-of-all-search-queries-each-day-on-google-are-new\">Data Shows That 15% Of All Search Queries Each Day On Google Are New\u003C\u002Fh2>\n\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:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"198\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fgoogle-search-query-stats-brand-new-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-16225\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Google has announced that 15% of all search queries are brand new. They made the announcement on their webmaster blog.\u003C\u002Fp>\n\n\n\n\u003Cp>This number is based on the number of search queries that Google has seen in the last year that they had not seen in the previous year. It’s an interesting statistic, and it will be interesting to see how it changes over time.\u003C\u002Fp>\n\n\n\n\u003Cp>One possible reason for the increase in brand new search queries is the increasing use of mobile devices. With more people using their phones and tablets to search for information, it’s likely that we’re seeing more unique search queries than ever before.\u003C\u002Fp>\n\n\n\n\u003Cp>Another possibility is that Google is getting better at understanding natural language. With the roll out of RankBrain, Google is able to better understand the intent of a search query, even if it’s a query that they’ve never seen before.\u003C\u002Fp>\n\n\n\n\u003Cp>Whatever the reason, it’s clear that the search landscape is constantly changing, and brands need to be prepared for anything. If you’re not already tracking your brand new search queries, now is the time to start.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>Although this might not be something actionable – it is interesting to note that if 15% of daily searches are brand new queries that this suggests there is always content to produce and work to do (for both Google and your domain) to better provide answers to those questions.\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:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"google-rolls-out-shopping-experience-scorecard\">Google Rolls Out Shopping Experience Scorecard\u003C\u002Fh2>\n\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:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google is rolling out a new Shopping experience, and it’s already live for some users. The new experience is designed to make it easier for shoppers to find what they’re looking for and compare prices.\u003C\u002Fp>\n\n\n\n\u003Cp>The new Shopping experience includes a scorecard that rates merchants based on their shipping, returns, and customer service policies. This scorecard is designed to \u003Cstrong>help shoppers choose the best merchant for their needs.\u003C\u002Fstrong>\u003Cbr>A ‘store badge’  is being introduced for trusted vendors to show customers that they are  verified and trusted, whilst shoppers can also now search for products by \u003Cstrong>typing in questions rather than keywords\u003C\u002Fstrong>. This makes it easier for shoppers to find the products they’re looking for.\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\u002F03\u002Fgoogle-shopping-experience-scorecard-preview-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-16226\" width=\"629\" height=\"471\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">[\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fmerchants\u002Fanswer\u002F11192630?hl=en\">source\u003C\u002Fa>]\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>This feature is currently available in the United States and the United Kingdom. Google plans to roll it out to other countries in the coming months.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>The program will monitor the experience you provide to customers in several areas, including shipping speed, shipping cost, return cost, and return window. You’ll be given a rating of “Excellent”, “Comparable”, or “Opportunity” on each metric.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re a Google Merchant Centre member who knows you can give “great” customer service, it could make sense for you to share these metrics with Google so you can improve your visibility in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-shopping\u002F\">Google Shopping\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Google did say that if you don’t supply the data, you won’t be penalised — so there’s no need to feel obligated to do so, apart from the fact that other merchants may gain from it, while you may not.\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:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"john-mueller-says-good-core-web-vitals-scores-wont-guarantee-better-indexation\">John Mueller says good Core Web Vitals scores won’t guarantee better indexation\u003C\u002Fh2>\n\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:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In a recent Google Search Central SEO office-hours hangout, John Mueller answered whether \u003Ca href=\"\u002Fblog\u002Fcore-web-vitals-a-guide-to-googles-new-page-experience-signals\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">Core Web Vitals\u003C\u002Fa> scores impacted site quality and, by extension, page indexation.\u003C\u002Fp>\n\n\n\n\u003Cp>John explained while site quality was directly linked to indexing in that the higher the quality of content the more likely it’d be indexed, Core Web Vitals scores were \u003Cem>ranking\u003C\u002Fem> factors rather than \u003Cem>quality\u003C\u002Fem> factors and therefore wouldn’t have a direct impact on indexing. He also stated that good Core Web Vitals scores wouldn’t necessarily lead to faster crawling either.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>The purpose of Core Web Vitals is to benefit user experience. High quality content feeds into that too but the two don’t correlate from an indexation perspective. Your best solutions to efficient \u003Ca href=\"\u002Fblog\u002Fseo-crawl-efficiency\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">crawling and indexing\u003C\u002Fa> include having a robust server that can handle Googlebot and user requests and serve pages quickly, making your content easy to find, and ensuring it meets \u003Ca href=\"\u002Fblog\u002Fusing-user-intent-boost-click-through-rate-conversion-rate\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">user intent\u003C\u002Fa>.\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:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"discovered-currently-not-indexed-could-be-a-permanent-status\">‘Discovered – Currently Not Indexed’ could be a permanent status\u003C\u002Fh2>\n\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:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In another hangout, John Mueller answered a question about the dreaded ‘Discovered – Currently Not Indexed’ status in Google Search Console and how long it’d take to get a page discovered, crawled, and indexed. John said, due to finite resources, Google can’t index every page and therefore only prioritise the highest quality pages their crawlers find. That means some pages with the ‘Discovered – Currently Not Indexed’ status in Search Console may stay that way indefinitely.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>This shouldn’t be a general cause for concern if any of your pages fall into this status as there are an array of quick fixes such as improved internal linking and content optimisation. However, it’s good to know what is and isn’t in your control so you can place your priorities in other areas of your site.\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:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"googles-page-experience-update-has-started-rolling-out-on-desktop\">Google’s Page Experience Update has started rolling out on desktop\u003C\u002Fh2>\n\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:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fblog\u002F2021\u002F11\u002Fbringing-page-experience-to-desktop\">Google’s Page Experience update for desktop\u003C\u002Fa> started rolling out from 22nd February with a completion date of the end of March 2022. This is the second half of their general algorithm update that started with mobile search in the summer of 2021. It’s mostly the same except as the mobile update for specific areas such as mobile friendliness which doesn’t apply to desktop.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>This from Google’s official statement:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>[…] We are also planning to help site owners understand how their desktop pages are performing with regards to page experience using a Search Console report which will launch before desktop becomes a ranking signal.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>This means the same three Core Web Vitals metrics: LCP, FID, and CLS, and their associated thresholds will apply for desktop ranking. Other aspects of page experience signals, such as HTTPS security and absence of intrusive interstitials, will remain the same as well.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>While mobile and desktop have their own distinctions, it makes sense that improved performance post-mobile update will be seen in the desktop update and poor scores might cause a double effect overall.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cp>Keep an eye out for more SEO news in our next blog post! Can’t wait any longer? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Contact us\u003C\u002Fa> to talk about your SEO strategy.\u003C\u002Fp>\n",false,{"rendered":104,"protected":201},19,16229,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":207,"_yoast_wpseo_metadesc":208,"inline_featured_image":201,"footnotes":5},"February 2022 Google Algorithm and Search Industry Updates | Impression","This post explores key Google algorithm and search industry updates from February 2022 and explains what they mean for you. Learn more 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Many pieces of content can be repurposed quickly, with just a few tweaks, which makes it an efficient, effective activity for SEOs.\u003C\u002Fp>\n\n\n\n\u003Cp>Rejoice Ojiaku came on Impression’s \u003Ca href=\"\u002Fresources\u002Fpodcasts\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">RankUp podcast\u003C\u002Fa> recently to talk about content repurposing and diversity in SEO. This article contains everything that Rejoice shared about content repurposing with only the minor edits needed to turn a spoken interview into a written blog post. \u003C\u002Fp>\n\n\n\n\u003Cp>To see more from Rejoice’s original interview alongside fellow B-Digital founder, Wilhemina Gilbertson Davis, \u003Ca href=\"\u002Fresources\u002Fpodcasts\u002Fimproving-diversity-in-seo-rankup-rejoice-wilhemina\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">check out the podcast\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-do-we-need-to-talk-about-content-repurposing\">\u003Cstrong>Why do we need to talk about content repurposing?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The whole topic of repurposing content is fascinating to me, because a lot of brands and agencies get stuck in the idea that they have to create new content continuously. \u003C\u002Fp>\n\n\n\n\u003Cp>That approach shifts us away from the idea of meeting search intent, because intent can change over time. If you create content in order to target a specific user intent, and then the intent changes, shouldn’t that content change as well?\u003C\u002Fp>\n\n\n\n\u003Cp>The idea of repurposing your content comes in when you think about fitting your content to a new intent, which also keeps it evergreen.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-content-repurposing-can-be-useful\">\u003Cstrong>How content repurposing can be useful\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We should be repurposing content more as brands and agencies because it shows that you understand the evolution of the search intent for your customers and readers. Their intent in one month can be different in the next, or it could be a seasonal change.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, if you create a Christmas guide earlier in the year to raise awareness for your product range, maybe change it later on in the year to meet the intent to purchase those products.\u003C\u002Fp>\n\n\n\n\u003Cp>I really like the idea that you don’t always have to be original. Use what you already have and see what’s already working for your brand. See where you’re ranking and repurpose content in such a way that it helps your performance. If you’re an ecommerce site with products that are struggling, maybe you could use an existing guide to talk about those products and boost their performance.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-do-we-decide-where-to-focus\">\u003Cstrong>How do we decide where to focus?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>I like to use the \u003Ca href=\"https:\u002F\u002Fwww.semrush.com\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">Semrush\u003C\u002Fa> position tracker to see where my content is from a search perspective. If you know that a page is ranking in, say, position 20 for certain keywords, that could be good to repurpose, especially if the search volume is high. It may be that this content needs to target a specific search intent that it’s not meeting at the moment.\u003C\u002Fp>\n\n\n\n\u003Cp>What I love about Semrush is that it now tells you the intent of the target keyword so that you can now analyse if your content is meeting that intent. You can ask yourself if it’s actually filling that purpose and meeting searchers’ needs. \u003C\u002Fp>\n\n\n\n\u003Cp>Also look at what your competitors are doing. How different is their content from yours, particularly in the sites that rank well for the keywords you’re interested in?\u003C\u002Fp>\n\n\n\n\u003Cp>Listen to what your consumers want, as well. Are they mostly at an awareness stage when searching for this keyword, or are they at the buying or consideration stage?\u003C\u002Fp>\n\n\n\n\u003Cp>All of this should feed into your decision for what content to repurpose and how to repurpose it.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-fit-repurposing-into-a-content-strategy\">\u003Cstrong>How to fit repurposing into a content strategy\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The balance lies in the fact that it doesn’t take a lot of time to repurpose content. It just takes a bit of time to do the research and analyse what content is working well for you.\u003C\u002Fp>\n\n\n\n\u003Cp>This is where auditing your content works well. If you’re doing quarterly or monthly audits for the content you’re creating, you can plan ahead for the next quarter. Repurposing content allows you to plan things in a more strategic way and split your content into seasonal plans if you’re seeing regular shifts in your buyer behaviour.\u003C\u002Fp>\n\n\n\n\u003Cp>If you want to create a whole new piece of content you need to carry out content ideation and do all the keyword research from scratch, whereas with content repurposing, all you need to do is find the specific keyword gaps that you haven’t yet thought about, which is an easier task. Again, using a tool like Semrush, it shouldn’t take you much time.\u003C\u002Fp>\n\n\n\n\u003Cp>Content repurposing itself should be quick and effective because you might not have to change many things. You can often leave the metadata as it is, if it’s still targeting the right keywords, and just focus on specific parts of the copy.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"have-you-ever-had-to-deal-with-any-pushback-against-repurposing\">\u003Cstrong>Have you ever had to deal with any pushback against repurposing?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>I don’t have a lot of pushback with repurposing, only with completely new content! It’s actually easier to sell repurposing to most stakeholders than content writing, because a lot of businesses don’t have copywriters. It’s much easier to convince them that you just want to change a few things with existing content than it is to sell a completely new idea.\u003C\u002Fp>\n\n\n\n\u003Cp>You can also line your work up with marketing teams who are running campaigns. Certain blog content might be perfect to repurpose to fit a particular campaign angle, which means they wouldn’t have to create something brand new to fit the campaign.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"about-rejoice\">\u003Cmeta charset=\"utf-8\">\u003Cstrong>About Rejoice\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignright size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Frejoice-circle.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-13651\" width=\"190\" height=\"190\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cmeta charset=\"utf-8\">Rejoice has worked within digital marketing (SEO) for 4+ years. After finishing her master’s degree in marketing at The University of Manchester, she started her journey as a Junior SEO Executive and is now the SEO Manager at Incubeta.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cmeta charset=\"utf-8\">She is passionate about Diversity and Inclusion within the workplace and ensuring the perspective and struggles of Black people especially Black women in the workplace is changed and heard. She has experience in content creating and designing and Outreach SEO whilst continuing to lend her voice around topics such as racism, sexism etc.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cmeta charset=\"utf-8\">Her career goals are to eventually work as a Freelance SEO Content Writer or become Head of Content as well as doing her very own Ted Talk one day whilst growing B-DigitalUK into a powerhouse creative agency for Black Talent in Marketing.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr>\n\n\n\n \n\n\n\n\u003Cp>If you have any questions about this blog or would like to connect with Rejoice, you can find her on \u003Ca href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Frejoiceojiaku\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn\u003C\u002Fa> and also \u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FRejiYates\" target=\"_blank\" rel=\"noreferrer noopener\">Twitter\u003C\u002Fa>. Find out more about diversifying your talent pool with \u003Ca href=\"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fb-digitaluk\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">BDigital\u003C\u002Fa>. \u003C\u002Fp>\n",{"rendered":117,"protected":201},14508,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":524,"_yoast_wpseo_metadesc":525,"inline_featured_image":201,"footnotes":5},"Content repurposing with Rejoice | Impression","How can content repurposing be useful and what do we need to focus on? Learn more with Rejoice, SEO manager at Incubeta NMPi and Co-Founder of B-Digital UK.",[527,211],38,[],[214],[531,102,217,218,219,220,221,532,223],"post-14482","category-content",[],[],[536,537,538,539],{"path":174,"name":175},{"path":229,"name":230},{"path":125,"name":126},{"path":183,"name":116},{"thumbnail":541,"medium":542,"medium_large":544,"large":546,"1536x1536":548,"2048x2048":550,"post-thumbnail":552,"12_col":554,"default_landscape":556,"default_portrait":558,"6_col_and_margin_short":560,"11_col_and_margin":562,"9_col_rectangle":564,"11_col":566,"staff_image_696_600":568,"rectangular_thumbnail":570},{"url":121,"width":235,"height":235},{"url":543,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":545,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":547,"width":242,"height":243},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":549,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":551,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":553,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":555,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":557,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":559,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":561,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":563,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":565,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":567,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":569,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":571,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[573],{"id":203,"path":270,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":574},{"full_bio":10,"job_title":11,"specialist_service_links":575,"photo":580},[576,578],{"page":577,"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":579,"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":581},{"thumbnail":56,"thumbnail-w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dress":444,"addressLocality":445,"addressRegion":446,"postalCode":447,"addressCountry":448},[657,658,659],{"@type":451,"name":452},{"@type":451,"name":454},{"@type":451,"name":448},{"@type":457,"@id":458,"name":4,"image":661,"description":6,"sameAs":662,"url":190},{"@type":365,"inLanguage":354,"@id":460,"url":8,"contentUrl":8,"caption":4},[186,462],{"self":664,"collection":669,"about":671,"author":673,"replies":675,"version-history":678,"predecessor-version":682,"wp:featuredmedia":686,"wp:attachment":689,"wp:term":692,"curies":699},[665],{"href":666,"targetHints":667},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F14482",{"allow":668},[469,470,471,472,473],[670],{"href":476},[672],{"href":479},[674],{"embeddable":97,"href":482},[676],{"embeddable":97,"href":677},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=14482",[679],{"count":680,"href":681},13,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F14482\u002Frevisions",[683],{"id":684,"href":685},14503,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F14482\u002Frevisions\u002F14503",[687],{"embeddable":97,"href":688},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F14508",[690],{"href":691},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=14482",[693,695,697],{"taxonomy":501,"embeddable":97,"href":694},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=14482",{"taxonomy":504,"embeddable":97,"href":696},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=14482",{"taxonomy":169,"embeddable":97,"href":698},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=14482",[700],{"name":510,"href":511,"templated":97},{"id":702,"date":703,"date_gmt":703,"guid":704,"modified":131,"modified_gmt":131,"slug":706,"status":19,"type":102,"link":130,"title":707,"content":708,"excerpt":710,"author":203,"featured_media":711,"comment_status":20,"ping_status":20,"sticky":201,"template":5,"format":205,"meta":712,"categories":715,"collections":716,"coauthors":717,"class_list":718,"acf":720,"head_links":721,"breadcrumbs":722,"url_path":130,"search_description":714,"featured_image_urls":727,"authors":759,"type_nicename":279,"reading_minutes":132,"category":769,"yoast_title":713,"yoast_meta":772,"yoast_json_ld":800,"_links":851},12654,"2021-11-04T17:44:52",{"rendered":705},"\u002F?p=12654","october-2021-google-algorithm-and-search-industry-updates",{"rendered":128},{"rendered":709,"protected":201},"\n\u003Cp>In this month’s Google algorithm and search industry updates post, we explore:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Google Publishes New Best Practices For Writing Title Tags;\u003C\u002Fli>\n\n\n\n\u003Cli>Google Rolls Out New Eco-Friendly Search Filters;\u003C\u002Fli>\n\n\n\n\u003Cli>Clarity on URL Length and Impact on SEO;\u003C\u002Fli>\n\n\n\n\u003Cli>Google Changes More Structured Data Requirements;\u003C\u002Fli>\n\n\n\n\u003Cli>The Impact Will Continuous Scroll SERPs Have On Google Search Console Impression Reports;\u003C\u002Fli>\n\n\n\n\u003Cli>How To Deal With Temporarily Out-of-Stock Product Pages For SEO;\u003C\u002Fli>\n\n\n\n\u003Cli>​​Google on Why Product Price Isn’t a Ranking Factor;\u003C\u002Fli>\n\n\n\n\u003Cli>Google Revises The Quality Rater Guidelines.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Following our approach in previous posts, updates are set out in terms of their significance using our traffic light system – a red light is used for a key update that should be a priority, a green light is for news that is less immediately significant, and amber is in between.\u003C\u002Fp>\n\n\n\n\u003Cp>Read on for the latest news and updates in the search industry.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-publishes-new-best-practices-for-writing-title-tags\">Google Publishes New Best Practices For Writing Title Tags \u003C\u002Fh2>\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\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FbXb8MIwu-Orange.png\" alt=\"\" class=\"wp-image-14607\" width=\"150\" height=\"150\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>Over the past few months, we’ve kept you up to speed with how Google has been rewriting title tags in the SERPs (see our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Faugust-2021-google-algorithm-search-industry-updates\u002F\">August\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fseptember-2021-google-algorithm-and-search-industry-updates\u002F\">September\u003C\u002Fa> search updates posts to learn more about how Google is now generating title links for search results).\u003C\u002Fp>\n\n\n\n\u003Cp>In October 2021, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fgoogle-title-links\u002F422926\u002F#close\">Google published a new list of best practices for writing title tags\u003C\u002Fa>. The new guidance includes tips on how to prevent titles from being changed when Google selects the title links for your pages.\u003C\u002Fp>\n\n\n\n\u003Cp>Published in the Advanced SEO section of Google Search Central, the post on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fadvanced\u002Fappearance\u002Ftitle-link\">‘How to Write Title Elements for Google Search’\u003C\u002Fa> offers the following advice:\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cul class=\"wp-block-list\" id=\"block-0bb25662-498d-4883-be82-532228305bce\">\n\u003Cli>Ensure that every page on your site is assigned a title tag within the <title> element of its HTML.\u003C\u002Fli>\n\n\n\n\u003Cli>Brand your title tags – e.g. ‘[Page Title] | [Brand\u002FWebsite Name]’.\u003C\u002Fli>\n\n\n\n\u003Cli>Choose descriptive and concise title tags (<title> elements that are too long can be truncated in the search results).\u003C\u002Fli>\n\n\n\n\u003Cli>Use unique title tags and avoid boilerplate text. It’s bad practice to incorporate the same repeated phrase into <title> elements across different pages on your site – pages should be easily distinguishable by their titles.\u003C\u002Fli>\n\n\n\n\u003Cli>Avoid keyword stuffing. Whilst it’s fine to target two different terms in a title tag, repeating the same words and phrases looks spammy to users and Google.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>It’s definitely worthwhile following these tips when writing titles for your pages. Firstly, best practice title tags help to improve your site’s organic visibility. Moreover, if Google chooses your <title> elements as title links in the SERPs, you’ll also be able to maintain greater control over how your brand appears in search and potentially increase click-through rates.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-rolls-out-new-eco-friendly-search-filters\">Google Rolls Out New Eco-Friendly Search Filters\u003C\u002Fh2>\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\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FbXb8MIwu-Orange.png\" alt=\"\" class=\"wp-image-14607\" width=\"150\" height=\"150\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>Just in time for COP26, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fgoogle-rolls-out-new-eco-friendly-search-filters\u002F422276\u002F\">Google has launched some new filters\u003C\u002Fa> to help users pick out the most eco-friendly options when booking travel, buying appliances, or navigating via Google Maps.\u003C\u002Fp>\n\n\n\n\u003Cp>In a post entitled \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Foutreach-initiatives\u002Fsustainability\u002Fsustainability-2021\u002F\">‘Giving you more sustainable choices with Google’\u003C\u002Fa>, it was announced that Google Maps will now show users the most fuel-efficient route to their destination as an alternative option to the fastest route:\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Flh3.googleusercontent.com\u002FraZej0qics3pDwqSBihZlJR23YJ5N_WfDz5TQJoFXOc4BY-aYT3kmjKmfEonccAUWq4M5Gczf81t-IuIE3taQKXI3ZLGx--tGft-i6f9NNDCnRfVuISEW3fZjTS7ao6KyC9PQWwE\" alt=\"\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-center\">Screenshot from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Foutreach-initiatives\u002Fsustainability\u002Fsustainability-2021\u002F\">blog.google\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>Available now in the US and in Europe from 2022, this new Google Maps functionality will show users how much fuel they could save as a percentage and how much longer the fuel-efficient route would take.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-shopping\u002F\">Google Shopping\u003C\u002Fa> has also been updated to allow users to filter by the most eco-friendly products when searching for appliances.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Flh5.googleusercontent.com\u002Fsw1dj4THno6SaRnIRjFvkUnqYBJ7fTIh3TYiWIvKsVk835odFUp0_2wNPzJ19UndI9MQXB9hCjhlVhBMLu1vu5CCa8Cewx2B29sKrWvPNCUCvhmx8208-cUANX3N7mObKB0LulmO\" alt=\"\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Finally, Google Flights will now show the associated carbon emissions per seat for every flight. This will enable users to filter the results to show flight options with the lowest carbon emissions:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Flh5.googleusercontent.com\u002FLUbmiRtP-SVkEnxNaHoqozjx5c4fy2qrXRZ_XX0k6vBhNGr8aqisCbO2YTxCh29M4AtemFy9imqR24wfB3VJHxIgJJzBJvQ5eNIj8qB1t1PEqSO9l0p66bcgw7p-O8BakXY5aCYn\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>These new features will make it much easier for sustainability conscious searchers to make more eco-friendly choices when searching online. As a site owner, you’ll just need to ensure you include the relevant sustainability details on your pages.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, if your site sells dishwashers, just make sure to specify the energy rating of each appliance on the relevant product page and in the product details on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.google.com\u002Fretail\u002Fsolutions\u002Fmerchant-center\u002F\">Google Merchant Center\u003C\u002Fa>. The energy rating of your products will then be displayed in the Shopping feed.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"clarity-on-url-length-and-impact-on-seo\">Clarity on URL Length and Impact on SEO\u003C\u002Fh2>\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\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FbXb8MIwu-Orange.png\" alt=\"\" class=\"wp-image-14607\" width=\"150\" height=\"150\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>Google’s John Mueller has shed light on whether the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fdoes-url-length-affect-seo\u002F425230\u002F#close\">length of a URL can have a direct effect on SEO\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>John stated that “\u003Cem>The direct answer is no. The URL length doesn’t matter. We use URLs as identifiers, it doesn’t matter how long they are. Personally, I try to keep them shorter than 1,000 characters, but that’s just to make monitoring easier. The number of slashes in there also doesn’t matter\u003C\u002Fem>.”\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>However, he did outline where the length or a URL \u003Cstrong>does\u003C\u002Fstrong> play a role in SEO and that is \u003Cstrong>canonicalisation\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>Canonicalisation is when multiple similar URLs have the same on-page content, Google will consolidate all signals from those pages into one URL.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>In the process of deciding which URL to show in search results, Google may consider the length of the URLs as one of the factors.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>John said that if they find a shorter and clearer URL, the systems tend to select that one.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>If you have multiple similar URLs on your site which all have the same content – it is likely that Google will index the page that has the shortest URL. This could mean that the page you want to be indexed is not necessarily going to be the one that Google selects.\u003C\u002Fp>\n\n\n\n\u003Cp> Ensuring that each page is unique and that URLs are different can help to ensure that the pages you want indexed are done so correctly.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-changes-more-structured-data-requirements\">Google Changes More Structured Data Requirements\u003C\u002Fh2>\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\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FZjsJaPpB-Green.png\" alt=\"\" class=\"wp-image-14606\" width=\"150\" height=\"150\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fgoogle-changes-structured-data\u002F425249\u002F\">Google announced a change to several structured data types\u003C\u002Fa>. This change affects the requirements for the HowTo, QAPage and the SpecialAnnouncement structured data.\u003C\u002Fp>\n\n\n\n\u003Cp>Removed the following structured data fields from documentation, since they are unused by Google Search and Rich Result Test doesn’t flag warnings for them:\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cul class=\"wp-block-list\" id=\"block-71eac41b-4b4e-403c-b8dc-8eb6df9465de\">\n\u003Cli>HowTo: description.\u003C\u002Fli>\n\n\n\n\u003Cli>QAPage: mainEntity.suggestedAnswer.author, mainEntity.dateCreated, mainEntity.suggestedAnswer.dateCreated, mainEntity.acceptedAnswer.author, mainEntity.acceptedAnswer.dateCreated, and mainEntity.author .\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>SpecialAnnouncement: provider, audience, serviceType, address, and category.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>You won’t have to do anything and rankings won’t be affected – however the structured data outlined will no longer be taken into consideration by Google.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-impact-will-continuous-scroll-serps-have-on-google-search-console-impression-reports\">What Impact Will Continuous Scroll SERPs Have On Google Search Console Impression Reports?\u003C\u002Fh2>\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\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FZjsJaPpB-Green.png\" alt=\"\" class=\"wp-image-14606\" width=\"150\" height=\"150\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>Google’s John Mueller assessed how \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fsearch-console-impressions-report-continuous-scroll-serps\u002F424803\u002F\">Search Console Impressions Reports may change\u003C\u002Fa> because of the new Infinite Scroll Search Results.\u003C\u002Fp>\n\n\n\n\u003Cp>Following Google’s roll out of infinite scroll on mobile search results, there has been a debate as to whether this will have a dramatic impact on the number of impressions seen in Google Search Console reports. Continuous (infinite) scroll on search results currently only applies to U.S.-based queries, but will roll out to additional countries and languages in 2022.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>When asked about how impressions are measured in a continuous scroll SERP, John gave the following response: \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“We have a Help Center page about what is impressions, clicks and positions (I think it’s roughly called) that has a ton of details on those impressions.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>That’s something that I would look at first. It’s something I usually look at when I get this question. So that would be my recommendation first of all.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>With regards to infinite scroll or kind of this continuous scroll setup that we’re trying out …I think it’s a little bit tricky because it’s hard to determine what exactly is happening from an SEO point of view.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Mueller added that despite it appearing as a continuous scroll from the user’s perspective, Google still sees it as groups of ten search results.\u003C\u002Fp>\n\n\n\n\u003Cp>He explained:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“Essentially, from our side we’re still loading the search results in Groups of ten…\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>And as a user scrolls down on the page we kind of dynamically load the next set of ten results there.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>And when that set of ten results is loaded, that counts as an impression.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>So that basically means that kind of the scrolling down and you start seeing page two of the search results, that we would see is like, well this is page two now and it now has impressions similar to if someone were to just click on page two directly in the links.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>So from that point of view, not much really changes there.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"impressions-may-go-up-although-clicks-should-remain-stable\">Impressions may go up although clicks should remain stable\u003C\u002Fh3>\n\n\n\n\u003Cp>It is natural to assume that by making page two of SERPs easier to reach for users, that there might be at least a small increase in people finding what they are looking for. \u003C\u002Fp>\n\n\n\n\u003Cp>Mueller also explained that he felt little would change in terms of impressions and that the number of clicks will mostly stay the same: \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“What I think will change a little bit is that users will probably scroll a little bit easier to page two, page three or four.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>And based on that the number of impressions that a website can get in the search results will probably go up a little bit.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>I don’t think it’ll be like an extreme change but probably it’ll be the case, more the case, that if you were ranking on page two then suddenly your website gets a lot more impressions just because it’s easier to reach page two in the search results.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>And the number of clicks I suspect will remain similar because like people will kind of like scroll up and down and look at the results on a page and they’ll click on one of them.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>So probably what will happen is impressions go up a little bit.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>Clicks stay the same, that means the click through rate tends to go down a little bit.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>And …if you’re focusing purely on click through rate, for SEO then I suspect that will be a little bit of a kind of …weird situation because it’s hard to determine did the click through rate drop because this page was shown in this continuous scroll environment?\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>Or did it drop because users saw it but they didn’t like to click on it as much anymore.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>It will be interesting to see what impact, if any, continuous scroll has on engagement metrics including impressions, although Google’s John Mueller is confident that whilst impressions will increase for page two results, clicks will not change and therefore impact CTR data. \u003C\u002Fp>\n\n\n\n\u003Cp>As this update only applies to US mobile search results, its effects are unlikely to affect users outside of the USA. When the infinite scroll update is rolled out to the UK and other countries across the world, websites with a large number of pages ranking on the second page may see and increase in impressions without a corresponding increase in clicks. As a result, it may have a large impact on the overall CTR of the website.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-deal-with-temporarily-out-of-stock-product-pages-for-seo\">How To Deal With Temporarily Out-of-Stock Product Pages For SEO \u003C\u002Fh2>\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\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FbXb8MIwu-Orange.png\" alt=\"\" class=\"wp-image-14607\" width=\"150\" height=\"150\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>Google’s John Mueller has shared his advice for \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fseo-temporarily-out-of-stock-product-pages\u002F425242\u002F#close\">dealing with pages for products that are temporarily out of stock\u003C\u002Fa> without adversely impacting the organic visibility of the page once the product is back in stock. \u003C\u002Fp>\n\n\n\n\u003Cp>Supply chain issues mean that many merchants are having difficulty keeping many products in stock and many are concerned with the negative user experience associated with showing a product or category page full of products that are temporarily out of stock, fearing that users may leave the site and never return.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>John discussed whether removing the pages of temporarily out of stock items would negatively impact the ability of those pages to rank once they’re back in stock. He also suggested several other ways in which merchants can handle out of stock product pages.\u003C\u002Fp>\n\n\n\n\u003Cp>John’s four tips on handling web pages for out of stock products without impacting the user experience or SEO:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"leave-the-page-up\">\u003Cstrong>Leave the page up\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>John’s first tip is to leave the product pages live, but to use schema.org structured data to inform Google that the product is out of stock and to update the structured data once the product is back in stock. \u003C\u002Fp>\n\n\n\n\u003Cp>This is usually the best method when the product is known to be back in stock relatively soon.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"noindex-the-page-and-or-unlink-it\">\u003Cstrong>Noindex the page and\u002For unlink it\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>The next approach is to add the noindex meta tag to the page with the out of stock product and\u002For remove all links to the pages.\u003C\u002Fp>\n\n\n\n\u003Cp>He explains how this works:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“However, if you decide to noindex these pages or if you decide to just remove the internal linking to these pages, then when that state changes back, we should try to pick that up fairly quickly as well.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>And we try to understand these state changes through things like site maps and internal links.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>So especially if you add a product back and then suddenly it has internal links again, that helps us to pick that up again.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-to-speed-up-indexing-of-newly-in-stock-product-pages\">\u003Cstrong>How to speed up indexing of newly in-stock product pages\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>John explains how you can use your internal linking strategically to speed up the rate at which search engines crawl any pages that contain in-stock products.\u003C\u002Fp>\n\n\n\n\u003Cp>He shared this tip: \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“You can speed this up a little bit by being a bit deliberate with your internal linking.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>So in particular, …when things are linked from the home page, we think that they’re a little bit more important and we go off and try them out fairly quickly.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>If you add those products back and if you add a link to your home page saying, oh these things are not in stock again, then we can take that and say, oh this seems to be an important thing.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>We will double check these pages a bit quicker.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>And we’ll see if they’re actually now in stock or not.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>So that’s kind of the direction I would go there.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"use-google-merchant-centre\">\u003Cstrong>Use Google Merchant Centre \u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Mueller also recommends using Google’s Merchant Center to tell Google about in-stock and out-of-stock products plus get free exposure in the following Google Search surfaces:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Shopping tab\u003C\u002Fli>\n\n\n\n\u003Cli>Google Search\u003C\u002Fli>\n\n\n\n\u003Cli>Google Images\u003C\u002Fli>\n\n\n\n\u003Cli>Google Maps\u003C\u002Fli>\n\n\n\n\u003Cli>Google Lens\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>John explained:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“I think also with regards to in-stock and not in stock, especially when it comes to products, one thing you can also do is kind of hedge your SEO together with Product Search.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>So if you submit a Merchant Center feed, then we can also show those products within the… I don’t know what it’s called… the product search sidebar thing or product listing ads I think it used to be called …I don’t know what the current name is.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>We can also show those products there.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>And we can show them there based on the feed.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>So we don’t necessarily need to re-crawl the individual pages to recognize, Oh the page says it’s in stock.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>We can just recognize in the feed that you submit to us, like suddenly the availability changed, we can put that back in.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>So those are kind of the aspects there.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>On the one hand if you want to remove it with a noindex or just removing internal links, that’s fine.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>If you are experiencing supply chain issues and have an excess of out of temporarily out of stock product pages on your website, consider using either schema.org structured data or Google Merchant Centre if the product is likely to be restocked quickly, or noindexing and unlinking the page if the out of stock status is expected to last indefinitely. Once the product is back in stock, utilise internal linking from key pages such as the home page to send strong signals to search engines and users that the product is back in stock. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-on-why-product-price-isnt-a-ranking-factor\">Google on Why Product Price Isn’t a Ranking Factor\u003C\u002Fh2>\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\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FZjsJaPpB-Green.png\" alt=\"\" class=\"wp-image-14606\" width=\"150\" height=\"150\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=Vd0rEQrwHDc\">In a Google SEO office-hours hangout from 8th October\u003C\u002Fa>, John Mueller discussed product price, why it wasn’t a ranking factor, and how it could impact visibility for ecommerce stores in the SERPs.\u003C\u002Fp>\n\n\n\n\u003Cp>While structured data can help Google understand the price and stock of a product, that doesn’t mean it uses that information in its ranking algorithms as John explained:\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cem>“Purely from a web search point of view, no, it’s not the case that we would try to recognize the price on a page and use that as a ranking factor.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>So it’s not the case that we would say we’ll take the cheaper one and rank that higher. I don’t think that would really make sense.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>He also mentioned product price within shopping results, which work differently to regular search results, but couldn’t confirm whether they were a ranking factor in shopping.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>It would seem logical for Google not to use product prices as any kind of ranking factor since this can be easily manipulated but it’s good that this has been refuted by an official source (even if speculation and questioning may continue in the future). However, it’s still important to acknowledge product pricing, as well as stock availability, as visibility and clickability considerations in the SERPs. Search marketers should include relevant Schema types such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fschema.org\u002FOffer\">Offer\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fschema.org\u002FItemAvailability\">ItemAvailability\u003C\u002Fa> on their product pages to help Google understand and potentially display this information for users.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fschema-markup-a-beginners-guide\u002F\">For more on Schema, check out our beginners guide.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-revises-the-quality-rater-guidelines\">Google Revises The Quality Rater Guidelines\u003C\u002Fh2>\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\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FbXb8MIwu-Orange.png\" alt=\"\" class=\"wp-image-14607\" width=\"150\" height=\"150\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>During October, Google announced five revisions to the Quality Rater Guidelines, and issued a new version of the document. The quality rater guidelines are used by third-party Search Quality Raters to evaluate content on the web. \u003C\u002Fp>\n\n\n\n\u003Cp>The new revisions are:\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Changes to ‘Groups Of People’ In YMYL Content \u003C\u002Fstrong>– Google has added some new classifications to ‘groups of people’, including sex\u002Fgender, caste, and other marginalised groups.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>How To Research Reputation Information\u003C\u002Fstrong> – Google has updated the wording in this section to include both ‘stores’ and ‘websites. They have also updated ‘positive reviews’ to ‘detailed, trustworthy, positive” reviews – a notable difference.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>‘Lowest Page Quality’\u003C\u002Fstrong> – Google has expanded definitions of what it means for a page to cause harm, spread hate, or misinform users.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>‘Upsetting-Offensive’ Definition\u003C\u002Fstrong> – Google has completely overhauled its definition of “Upsetting-Offensive” to make it more concise.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"5\">\n\u003Cli>\u003Cstrong>Minor Changes Throughout\u003C\u002Fstrong> – Google has made minor changes to the wording throughout the Quality Rater Guidelines. \u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me? \u003C\u002Fh3>\n\n\n\n\u003Cp>The new revisions do not impact search rankings – rather, they give webmasters an insight into which factors Google deems valuable. However, some believe that we can predict changes to the algorithm due to the way Quality Raters are reviewing the content on the web.\u003C\u002Fp>\n\n\n\n\u003Cp>If you are actively trying to improve your website content, we’d recommend that you read the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstatic.googleusercontent.com\u002Fmedia\u002Fguidelines.raterhub.com\u002Fen\u002F\u002Fsearchqualityevaluatorguidelines.pdf\">Quality Rater Guidelines\u003C\u002Fa>, to understand the type of content which will perform well in the SERPs.\u003C\u002Fp>\n\n\n\n\u003Cp>You can also check out Liv’s blog post, for some \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002F2-quick-wins-to-boost-your-contents-e-a-t\u002F\">quick wins to boost your content’s E-A-T\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n",{"rendered":129,"protected":201},12655,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":713,"_yoast_wpseo_metadesc":714,"inline_featured_image":201,"footnotes":5},"October 2021 Google Algorithm and Search Industry Updates | Impression","This Impression post explores the key Google algorithm and search industry updates from October 2021, explaining what they mean for you. 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was fantastic to be back at September’s BrightonSEO. It’s easy to forget how energising it is to attend a live event, watch a wide range of talks, and hear from different voices in the industry.\u003C\u002Fp>\n\n\n\n\u003Cp>Impression sent an SEO contingent down to the conference on the Thursday to take a break from our all too familiar laptop screens and pick up some awesome new tips, and BrightonSEO did not disappoint.\u003C\u002Fp>\n\n\n\n\u003Cp>Read on for our top 6 highlights from the conference. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"ryan-law-on-opinionated-content\">Ryan Law on opinionated content\u003C\u002Fh2>\n\n\n\n\u003Cp>Our content team has admired the work of Ryan Law and Animalz for some time now, with many of their articles proving to be insightful, practical resources that we’ve shared around our SEO team.\u003C\u002Fp>\n\n\n\n\u003Cp>Ryan’s talk on opinionated content was very much in keeping with the quality that we’ve read on the blog, and it was great to hear him discuss several of the blog’s written themes in one unified talk topic.\u003C\u002Fp>\n\n\n\n\u003Cp>The key takeaway for us from the talk was the encouragement to look for unique angles for our clients’ content, rather than relying on general guides and ‘what is X?’ content. Ryan shared helpful examples of where opinionated content can outperform more generic content in search, despite the fact that keyword rankings may be less of a priority for these unique topics.\u003C\u002Fp>\n\n\n\n\u003Cp>His discussion as to why opinionated content is helpful and how to judge its success was also insightful. Rather than expecting it to rank for hundreds of keywords, opinionated content is more likely to generate social engagement, meaningful discussion in online spaces where your audience gather, and raise the profile of your brand so as to encourage others in the industry or potential clients to reach out.\u003C\u002Fp>\n\n\n\n\u003Cp>While we recommend listening to the talk if you have access, many of Ryan’s themes are also covered on the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.animalz.co\u002Fblog\u002F\">Animalz blog\u003C\u002Fa>, which we also recommend checking out.  \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"helene-jelenc-on-anthropological-research-methods-in-seo\">Helene Jelenc on anthropological research methods in SEO\u003C\u002Fh2>\n\n\n\n\u003Cp>Helene’s topic was brand new to us thanks to her rare combination of anthropological training and SEO experience. She did a fantastic job of turning a topic that seemed academic and daunting into an accessible, practical talk.\u003C\u002Fp>\n\n\n\n\u003Cp>There were so many practical tips from this talk that it would be impossible to summarise them here, but the overall feeling was one of being inspired to try new things to engage with new industries and get to know our clients better.\u003C\u002Fp>\n\n\n\n\u003Cp>Some of the ideas we picked up on included:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Literature reviews for new fields or those where the landscape changes regularly (one of our team had recently started doing this for a client in the MedTech area and found it really helpful).\u003C\u002Fli>\u003Cli>Use mixed methods to get richer data, for example by combining big survey data with interviews.\u003C\u002Fli>\u003Cli>Find people who understand your focus area and speak to them directly about topics that interest them – they could be a member of your client’s team, a current customer of the client, someone active in a relevant online forum, etc.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>There’s was a lot to think about from Helene’s talk, but we particularly enjoyed the way that it matches up with Ryan’s, as Helene’s research methods provide some practical ideas for understanding new sectors enough to write informed, opinionated content.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"lidia-infante-on-keyword-research-in-languages-you-dont-speak\">Lidia Infante on keyword research in languages you don’t speak+\u003C\u002Fh2>\n\n\n\n\u003Cp>A very different topic but just as helpful, Lidia’s talk on keyword research in languages you don’t speak was a fantastic encouragement to dive into international SEO. She was clear that this process doesn’t replace the need for native speakers to check your work and help in other ways, but as a process for getting a sense of keyword opportunities and targeting in different markets, this talk was spot on.\u003C\u002Fp>\n\n\n\n\u003Cp>Lidia has already written up her talk in a blog (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Friseatseven.com\u002Fblog\u002Finternational-keyword-research\u002F\">read it here\u003C\u002Fa>) which means anyone can go and look into her tips themselves without us needing to repeat them all here.\u003C\u002Fp>\n\n\n\n\u003Cp>We left this talk feeling more confident approaching different international opportunities, and seeing a number of ways that we could use Lidia’s tips to help guide our clients’ global strategies, which is a fantastic result from a 20 minute conference talk!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"dan-smullen-on-decommissioning-amp\">Dan Smullen on decommissioning AMP\u003C\u002Fh2>\n\n\n\n\u003Cp>Dan Smullen’s talk on AMP raised many different points rather than the usual ‘but my site is already fast’ around why they chose to remove AMP from their website.\u003C\u002Fp>\n\n\n\n\u003Cp>Using data to highlight both the positive and negative changes of removing AMP, this talk provided an in-depth look at how large publishers make decisions with their organic strategy. The most interesting part was how the page experience update in mid-June allowed non-AMP pages to rank in the mobile carousel, which resulted in a good increase in traffic.\u003C\u002Fp>\n\n\n\n\u003Cp>We highly recommend checking Dan’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002Fdanrsmullen\u002Fnews-seo-why-weve-de-commissioned-amp-brighton-seo-september-2021\">slides out here\u003C\u002Fa> to get an understanding of how they approached this topic.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-history-hit-uses-seo\">How History Hit uses SEO\u003C\u002Fh2>\n\n\n\n\u003Cp>The first talk in the main auditorium on Thursday came from History Hit where they covered how they use a multi-channel approach to drive subscriptions.\u003C\u002Fp>\n\n\n\n\u003Cp>James Carson and Dan Snow gave an in-depth talk on how they approach their marketing funnel and where each of their activities fitted in. They used their content at the top of the funnel and then used social media along with podcasts to get users to convert towards the bottom.\u003C\u002Fp>\n\n\n\n\u003Cp>With digital consumption ever-changing it was good to hear Dan Snow’s (BBC presenter) opinion on the changing ways that users consume content and how he’s translating his experience into a more digital role.\u003C\u002Fp>\n\n\n\n\u003Cp>Us SEOs are often super focused on our own channel so it was good to hear a more broad strategy and how our work can play a role as part of a multi-channel approach.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"being-back-at-an-in-person-conference\">Being back at an in-person conference!\u003C\u002Fh2>\n\n\n\n\u003Cp>Our final highlight is not an individual talk, but we can’t leave this post without acknowledging the fantastic job that Kelvin Newman and the whole BrightonSEO team did in making this event happen. From the first emails that they sent out with information about the event, it was clear that they were as serious about COVID precautions as they were about putting on another excellent conference, and it showed.\u003C\u002Fp>\n\n\n\n\u003Cp>Their organisation was brilliant from the start, and the process for entering with negative COVID tests was smooth. All of this meant that we could get into the event and enjoy the talks without feeling uncomfortable or uneasy at being out at a large event.\u003C\u002Fp>\n\n\n\n\u003Cp>And the positives go beyond this event. We’re hopeful that it’s success means we’ll be back in Brighton next year and, hopefully, at many more conferences beside. The team showed that a conference can still be a unique, enjoyable experience in the post-lockdown world, and we hope that other event organisers will take note and put on equally successful events in 2022.\u003C\u002Fp>\n",{"rendered":139,"protected":201},11321,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":899,"_yoast_wpseo_metadesc":900,"inline_featured_image":201,"footnotes":5},"Top 6 Highlights from BrightonSEO 2021 | Impression","If you missed out on BrightonSEO in September 2021, we've picked out our highlights from the event & included linked to resources to get you up to 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streetAddress":444,"addressLocality":445,"addressRegion":446,"postalCode":447,"addressCountry":448},[1035,1036,1037],{"@type":451,"name":452},{"@type":451,"name":454},{"@type":451,"name":448},{"@type":457,"@id":458,"name":4,"image":1039,"description":6,"sameAs":1040,"url":190},{"@type":365,"inLanguage":354,"@id":460,"url":8,"contentUrl":8,"caption":4},[186,462],{"self":1042,"collection":1047,"about":1049,"author":1051,"replies":1053,"version-history":1056,"predecessor-version":1059,"wp:featuredmedia":1063,"wp:attachment":1066,"wp:term":1069,"curies":1076},[1043],{"href":1044,"targetHints":1045},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F11320",{"allow":1046},[469,470,471,472,473],[1048],{"href":476},[1050],{"href":479},[1052],{"embeddable":97,"href":482},[1054],{"embeddable":97,"href":1055},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=11320",[1057],{"count":211,"href":1058},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F11320\u002Frevisions",[1060],{"id":1061,"href":1062},11582,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F11320\u002Frevisions\u002F11582",[1064],{"embeddable":97,"href":1065},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F11321",[1067],{"href":1068},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=11320",[1070,1072,1074],{"taxonomy":501,"embeddable":97,"href":1071},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=11320",{"taxonomy":504,"embeddable":97,"href":1073},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=11320",{"taxonomy":169,"embeddable":97,"href":1075},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=11320",[1077],{"name":510,"href":511,"templated":97},{"id":1079,"date":1080,"date_gmt":1080,"guid":1081,"modified":141,"modified_gmt":141,"slug":1082,"status":19,"type":102,"link":151,"title":1083,"content":1084,"excerpt":1086,"author":203,"featured_media":1087,"comment_status":1088,"ping_status":1088,"sticky":201,"template":5,"format":205,"meta":1089,"categories":1092,"collections":1093,"coauthors":1094,"class_list":1095,"acf":1097,"head_links":1098,"breadcrumbs":1099,"url_path":151,"search_description":1091,"featured_image_urls":1104,"authors":1136,"type_nicename":279,"reading_minutes":152,"category":1146,"yoast_title":1090,"yoast_meta":1148,"yoast_json_ld":1175,"_links":1232},11260,"2021-08-02T00:00:00",{"rendered":151},"create-a-blogging-strategy",{"rendered":149},{"rendered":1085,"protected":201},"\n\u003Cp>Blogging and informational content output is a key tool in a long-term, well-rounded SEO strategy, and is designed to create lasting value for relevant users that directly translates to organic search presence.\u003C\u002Fp>\n\n\n\n\u003Cp>A well-researched blogging strategy can help to feed new visitors into every stage of the purchasing funnel. From getting your brand in front of new customers who have never heard of you before, to helping with the decision-making process and even helping to encourage users to finally make a purchase! \u003C\u002Fp>\n\n\n\n\u003Cp>Today, we’ll be sharing our top tips for creating an effective blog content strategy with SEO at its heart. \u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"getting-started-why-we-blog\">\u003Cstrong>Getting Started: Why We Blog\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Done well, a blogging strategy delivers multiple benefits across the business. Creating valuable and unique informational content for customers and general readers can provide targets for pre and after-sales support, and is an excellent opportunity to showcase your expertise or opinions in your field. This is especially important since ranking well on Google is now directly influenced by your website’s \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002F2-quick-wins-to-boost-your-contents-e-a-t\u002F\">E-A-T\u003C\u002Fa> (expertise, authority, and trustworthiness).\u003C\u002Fp>\n\n\n\n\u003Cp>From an organic perspective, your blog allows you to target longer-tail search terms with intent that your transactional pages might not be suitable for. By meeting these search needs with high-quality content, you could yield excellent organic results; attracting new users and traffic to your website. \u003C\u002Fp>\n\n\n\n\u003Cp>Another benefit of creating informational content is the opportunity to expand your link profile. The content you create should be relevant to your business and industry, providing an opportunity to link to appropriate service and product pages and increase their visibility. \u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>\u003Cstrong>Learn more about the three pillars of SEO; \u003C\u002Fstrong>\u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Ftechnical-seo\u002F\">\u003Cstrong>\u003Cem>technical\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fa>\u003Cem>\u003Cstrong>, \u003C\u002Fstrong>\u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fon-site-content\u002F\">\u003Cstrong>\u003Cem>content\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fa>\u003Cem>\u003Cstrong>, and \u003C\u002Fstrong>\u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Flink-building\u002F\">\u003Cstrong>\u003Cem>promotion\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fa>\u003Cem>\u003Cstrong>. \u003C\u002Fstrong>\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>As well as internal links, any valuable, unique content you produce stands to attract backlinks from other websites, helping establish your website’s authority.\u003C\u002Fp>\n\n\n\n\u003Cp>If all of that sounds like something you’re keen to employ in your business strategy, read on to learn how to create an effective blog content strategy for 2021.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"making-your-blog-content-strategy-audience-focused\">\u003Cstrong>Making Your Blog Content Strategy Audience-Focused \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Before you can even think about creating content, you have to understand who your converting customers actually are, as they are likely to be the people you want to tailor your content towards. \u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002Fdavide-ragusa-gcDwzUGuUoI-unsplash-scaled-1.jpg\" alt=\"\" class=\"wp-image-49932\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>For the majority of companies, traffic alone is not a useful metric for assessing the performance of their website. You can have millions of visitors but if none of them complete the goals you want them to, then you aren’t attracting the right people. \u003C\u002Fp>\n\n\n\n\u003Cp>If you are unsure of who your audience should be, you might want to consider carrying out a persona exercise. This involves defining a “semi-fictional representation of your ideal customer”. \u003C\u002Fp>\n\n\n\n\u003Cp>Think about the different kinds of people who might purchase your products or services, what their fears and aspirations are, and what they are looking for your product or service to solve for them.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>\u003Cstrong>If you’re not familiar with personas, we highly recommend Hubspot’s excellent resources on \u003C\u002Fstrong>\u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.hubspot.com\u002Fmarketing\u002Fbuyer-persona-research\">\u003Cstrong>\u003Cem>buyer persona research\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fa>\u003Cem>\u003Cstrong>! They even have a \u003C\u002Fstrong>\u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hubspot.com\u002Fmake-my-persona\">\u003Cstrong>\u003Cem>free buyer persona building tool\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fa>\u003Cem>\u003Cstrong> which you can use to quickly build your buyer personas to keep in mind when you’re creating content. \u003C\u002Fstrong>\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-left\">We will touch upon setting goals in more detail later in this guide but by taking the time to carry out persona work, you’re making sure that your content is always relevant to your audience and will be attracting the \u003Cem>right \u003C\u002Fem>kind of traffic; traffic that has a higher chance of converting.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"understand-your-unique-content-angle\">\u003Cstrong>Understand Your Unique Content Angle\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Understanding your unique content angle is crucial for a successful blog content strategy. Without it your content will struggle to stand out from the crowd or showcase any particular expertise you possess as a business. \u003C\u002Fp>\n\n\n\n\u003Cp>Search engines and users value unique content, so it’s important to bear this in mind for each blog post you produce. You should ask yourself – what knowledge or expertise do we possess as a business that we can showcase in our content and use to address our audience’s pain points? \u003C\u002Fp>\n\n\n\n\u003Cp>Brands will often claim their products are unique, but any brand without competitors would logically succeed in search without any challenge (and we’re keenly aware this is not realistic), so it’s vital to dig deeper and find your niche within your industry. Think about what makes \u003Cem>your\u003C\u002Fem> business different from competitors and how you can use it to give your content its distinctive tilt.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"seven-steps-to-build-a-blog-content-strategy-for-seo\">\u003Cstrong>Seven Steps To Build A Blog Content Strategy for SEO\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Once you have identified your unique content angle and target audience it’s time to start pulling together your blogging strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>Here is our step by step guide to creating a blog content strategy that will not only complement your SEO strategy but could also help with other areas such as improving your internal backlink profile.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"step-1-define-your-goals\">Step 1. Define Your Goals\u003C\u002Fh3>\n\n\n\n\u003Cp>When creating a blog content strategy, you should first set clearly defined goals. Ask yourself – what are we looking to achieve through the creation of content? \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002Fcampaign-creators-pypeCEaJeZY-unsplash-scaled-1.jpg\" alt=\"\" class=\"wp-image-46046\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>The answer to this question will vary depending on the type of business, but common goals that SEO content strategies look to achieve include: widening your audience, driving conversions, educating readers, and building expertise. It is beneficial to have more than one goal in mind when putting together your strategy, as this will broaden your opportunities when figuring out the type of content you want to create and the calls-to-action you should include.\u003C\u002Fp>\n\n\n\n\u003Cp>We advise against setting goals such as “generate more traffic” for SEO blog content strategies as these types of goals can be achieved much faster through other less time-intensive SEO work.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"step-2-outline-your-team-responsibilities\">Step 2. Outline Your Team & Responsibilities\u003C\u002Fh3>\n\n\n\n\u003Cp>Before you can start to pull your blog content strategy together, you should hold discussions with team members around how it will be approached. This step is crucial for making sure everyone is on the same page, and that any issues are raised now rather than causing problems further down the line. A successful blogging strategy takes time and consistency, therefore making sure that you have the internal resources capable of delivering a strategy before you go out of your way to carefully create one is essential.\u003C\u002Fp>\n\n\n\n\u003Cp>The first port of call is to create a blogging content calendar that outlines all the various dependencies and time frames required for the creation of content. This calendar can be bespoke to the organisation, but typically you will want to include: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>a timeline of when the content will be uploaded\u003C\u002Fli>\u003Cli>the content topic\u003C\u002Fli>\u003Cli>any notes from initial research to guide the content writer\u003C\u002Fli>\u003Cli>keywords to target along with the search volume\u003C\u002Fli>\u003Cli>details surrounding who is responsible for creating, proofing, and uploading the content\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>In addition to these details, consider whether you’ll be including any rich media such as images and videos and, if so, who will create or source them.\u003C\u002Fp>\n\n\n\n\u003Cp>This blogging strategy template will provide an easily accessible document that can be updated and populated throughout the course of strategy ideation and implementation.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fkeep.google.com\u002Fu\u002F0\u002Fmedia\u002Fv2\u002F154myLSZ0j7HyZ9wiI-qG05i2Rhb7PxSoPqMqcjDlYLH6cIc43LzQtORj_d1agw\u002F13_XUHACnicAV_4mFZ92RWZfFJPmEMm6iqcJ4CVyyYQ3zZ5BdAAAMqi7QpSf3EA?accept=image\u002Fgif,image\u002Fjpeg,image\u002Fjpg,image\u002Fpng,image\u002Fwebp,audio\u002Faac&sz=1600\" alt=\"\"\u002F>\u003Cfigcaption>An example of what your blogging strategy documentation might look like.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"step-3-keyword-research\">Step 3. Keyword Research\u003C\u002Fh3>\n\n\n\n\u003Cp>Once you’ve got a blogging content calendar set up, it’s time to start populating it with topics you want to create content around. As with the bulk of content work in SEO, you will want to begin with keyword research. \u003C\u002Fp>\n\n\n\n\u003Cp>A successful blogging strategy will \u003Cem>always\u003C\u002Fem> start with keyword research. \u003C\u002Fp>\n\n\n\n\u003Cp>This is because we want to make sure that the effort and time we put into our posts is going to deliver a return on our investment. Writing about topics with little to no organic search volume is unlikely to deliver you the results you hope to see from your strategy. The key with blogging is to find demand for a topic and build a strategy to produce optimised and unique content that will satiate that need.\u003C\u002Fp>\n\n\n\n\u003Cp>Good informational content will target longer-tail keywords, which have lower search volumes but a clearer intent behind the search. For example, say you’re a business selling electrical goods and you want to create a blog post around headphones, discussing the various ranges of headphones you stock.\u003C\u002Fp>\n\n\n\n\u003Cp>Using headphones as an example, you should look at headphone-related searches that are distinctly informational and are less competitive, e.g. ‘best in-ear headphones for bass response’, ‘best over-ear headphones for music production’, or ‘best headphones for rock music’ and create a post that answers the query. \u003C\u002Fp>\n\n\n\n\u003Cp>When conducting keyword research, in addition to any SEO tools at your disposal, you can also get keyword ideas for your content by starting with a seed keyword around the topic you want to target, sticking it in your search engine of choice, and having a look at the “people also ask” box. \u003C\u002Fp>\n\n\n\n\u003Cp>These can give a great indication of the kind of information users are looking for and can be good keyword targets for titles and headings:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002FKqwaDC7Q-image-1.png\" alt=\"\" class=\"wp-image-49936\"\u002F>\u003Cfigcaption>A screenshot of the People Also Asked (PAA) for “best in ear headphones” – a great source of ideas for content!\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Sticking with the headphones example, a quick seed keyword search has already provided us with valuable information around common questions and demand for information that users have that could form the basis of a blog post.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"step-4-content-ideation\">Step 4. Content Ideation\u003C\u002Fh3>\n\n\n\n\u003Cp>From your keyword research, you should have been able to identify and group keywords into ideas for topics. These ideas do not need to be prescriptive and can be put in a master list for other team members to add further input and ideas for content around those topics. \u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002Fstartae-team-7tXA8xwe4W4-unsplash-scaled-1.jpg\" alt=\"\" class=\"wp-image-49931\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>Based on your list of keywords, you can do further research into the trends and questions around particular topics to discover any audience pain points and specifically what content it is people want to find.\u003C\u002Fp>\n\n\n\n\u003Cp>When ideating content, you should have a clear idea of the level of awareness your target readers will have. This will help keep your content focused and make sure it provides the answer that the user is looking for.\u003C\u002Fp>\n\n\n\n\u003Cp>One way of doing this is to use Eugene Schwart’s 5 levels of awareness. This model provides guidance as to what content users want to consume based on their stage of awareness, with the 1st stage being complete unawareness and the 5th stage being the most amount of awareness. For the purposes of creating blog content for SEO, you should focus your efforts on one of the middle 3 stages of awareness: problem aware, solution aware, and product aware.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Problem aware consumers: this person knows they have a problem, but have not yet become aware of a solution and this is the intent behind their search. Sticking with headphones as an example, a search like this may be “how to stop headphones falling out during exercise”.\u003Cbr>\u003C\u002Fli>\u003Cli>Solution aware consumers: this person is aware of the solution to their problem and is seeking out guidance and help to resolve the problem. A search for this awareness stage may be something along the lines of “best headphones for running”.\u003Cbr>\u003C\u002Fli>\u003Cli>Product aware consumers: this person has identified a way of solving the problem and requires assistance to do so. An example search under the product aware stage could be something like “bose soundsport wireless vs sennheiser cx sport”.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Once you have clearly understood under which level of awareness your target audience falls, you can then bear that in mind when creating the content to ensure it stays consistent and relevant to the user.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"step-5-competitor-analysis\">Step 5. Competitor Analysis\u003C\u002Fh3>\n\n\n\n\u003Cp>In addition to content ideation of your own, another way of discovering topics to create content around is by analysing the competition. You can do this by taking a look at search engine results pages (SERPs) around any topics you want to target and taking inspiration from competitor’s content that is performing well, being sure to make your content unique, and more importantly, even better.\u003C\u002Fp>\n\n\n\n\u003Cp>You should also understand how competitive a SERP is before trying to target those keywords. If you are trying to compete against the biggest corporations with huge websites that command a wealth of authority, chances are that your content will not perform as well as you’d hope, no matter how high in quality it may be. \u003C\u002Fp>\n\n\n\n\u003Cp>As well as analysing SERPs, you can also take your competitors’ domain, and stick it into \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fahrefs.com\u002F\">Ahrefs Content Gap Analysis\u003C\u002Fa> tool. This allows you to take a look at any content your direct competition has that you currently do not. \u003C\u002Fp>\n\n\n\n\u003Cp>Not only may you wish to take inspiration from their best-performing content and which keywords it targets, but also take a look at any content they may have which is underperforming and work out what can be improved for it to climb up the rankings. The caveat with doing this is it requires your competitors’ informational content to be sat under a subfolder – such as \u002Fblog\u002F – in order for you to isolate the informational content you want to analyse on that domain.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"step-6-structuring-your-digital-content\">Step 6. Structuring Your Digital Content\u003C\u002Fh3>\n\n\n\n\u003Cp>The way you structure your digital content is equally as important as the content itself, and a poor structure can destroy your strategy before it even begins.\u003C\u002Fp>\n\n\n\n\u003Cp>The first thing to ask yourself is – where can we place informational content on the website? \u003C\u002Fp>\n\n\n\n\u003Cp>You may already have existing infrastructure to host informational content on site, but consider whether this is adequate for your content strategy and change or modify slightly to suit your needs. \u003C\u002Fp>\n\n\n\n\u003Cp>Is your content going to be broad and cover a wide range of topics? \u003C\u002Fp>\n\n\n\n\u003Cp>If so, consider implementing a tagging structure that will allow users to filter between content types and only view content that’s relevant to what they’re looking for.\u003C\u002Fp>\n\n\n\n\u003Cp>You should also consider how often you will be updating the content. If you are producing content at a high velocity, then you’ll want to make sure that the content hub does not cause fresh content to disappear too fast. \u003C\u002Fp>\n\n\n\n\u003Cp>Alternatively, if you aren’t producing content on such a regular basis, you may want to accommodate your structure for low-velocity content so that the hub does not appear as a static resource that isn’t being updated with new content.\u003C\u002Fp>\n\n\n\n\u003Cp>Your URL architecture is also another factor to consider. Many websites will have their informational content under a “blog” or “news” subfolder e.g. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\">www.impressiondigital.com\u002Fblog\u003C\u002Fa>, with all posts housed within that subfolder and linked to from the main hub. This is the most logical way to organise content and provide a strong signal to search engines as to where content sits. If your site wasn’t set up in a subfolder approach and instead has all pages in silo, it may be easier to keep that approach with a doorstop informational page, such as blog hub, that links off to the posts that are separate pages off of the main domain. \u003C\u002Fp>\n\n\n\n\u003Cp>No matter how you structure your blog, you should ensure that all posts have at least one internal link pointing towards them. “Orphaned pages”, as they are known, lack any internal links across your domain and are bad for SEO. Not only do they not inherit any authority, their isolated nature makes it unlikely that they will be discovered or regularly crawled by search engine spiders.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"step-7-creating-the-content\">Step 7. Creating The Content\u003C\u002Fh3>\n\n\n\n\u003Cp>Creating a strategy is only the first step of achieving successful results with blog content, and it’s important to stay consistent with the creation of fresh content. \u003C\u002Fp>\n\n\n\n\u003Cp>Once you have been through all the above stages, you’re finally ready to start creating your own SEO blog content. \u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002Fcytonn-photography-ZJEKICY5EXY-unsplash-scaled-1.jpg\" alt=\"\" class=\"wp-image-49935\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>When you are creating your content, don’t forget to link to any relevant category or product pages on your website. As an example, if you’d like some support with your content creation, be sure to check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fon-site-content\u002F\">on-page optimisation services\u003C\u002Fa>!\u003C\u002Fp>\n\n\n\n\u003Cp>You can make use of any pieces of cornerstone content by having a dedicated section on the blog hub or relevant category page in order to increase its visibility to users. Here at Impression, we’re working to build out a ‘resources’ section on the site where we can host all of our useful whitepapers, webinars and podcasts!\u003C\u002Fp>\n\n\n\n\u003Cp>In addition to showcasing evergreen content, consider implementing authorship across your blog platform, the accompanying schema, and including links to authors where relevant. Schema markup is a form of structured data that tells Google about the author and allows it to connect the author to other authority signals such as an author profile on other high-authority sites or social media profiles. With Google’s focus on E-A-T, author boxes are an easy way of giving your blog posts a nice boost in credibility that might help with climbing up the rankings.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cstrong>This guide on how to create an effective blog content strategy for SEO should have given you a solid foundation on which to build your website’s blog as well as the tools to allow you to ideate and create great informational content.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>If you require any more assistance with your informational content or blogging strategy, get in touch with our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO team\u003C\u002Fa> today.\u003C\u002Fstrong>\u003C\u002Fp>\n",{"rendered":150,"protected":201},11264,"open",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1090,"_yoast_wpseo_metadesc":1091,"inline_featured_image":201,"footnotes":5},"How To Create An Effective Blog Content Strategy in 2021 | Impression","Discover how to develop a blogging strategy that will help drive organic traffic and conversions, encourage backlinks, and showcase your brand’s 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this month’s Google algorithm and search industry updates post, we explore:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The news that the upcoming June Google Page Experience update will apply to desktop search results as well as mobile;\u003C\u002Fli>\n\n\n\n\u003Cli>Google’s announcement of a new query-processing technology called MUM (Multitask Unified Model);\u003C\u002Fli>\n\n\n\n\u003Cli>A statement from Google’s John Mueller that there’s no need to worry about using JavaScript on a site from an SEO perspective;\u003C\u002Fli>\n\n\n\n\u003Cli>Google releases Video SEO best practices for ecommerce\u003C\u002Fli>\n\n\n\n\u003Cli>Google expands its shopping integrations to include retailers on WooCommerce, GoDaddy and Square\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>As usual, we’ve organised these updates in terms of their significance using our traffic light system – a red light indicates a significant update that you should look into, a green light is for news that is less of an immediate priority, and amber is in between.\u003C\u002Fp>\n\n\n\n\u003Cp>Read on for the latest news and updates in the search industry.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-page-experience-update-to-apply-to-desktop-results\">Google Page Experience update to apply to desktop results\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"alignleft size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FA7yYcMzL-Red.png\" alt=\"red traffic light\" class=\"wp-image-14608\" width=\"190\" height=\"190\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>You’ve probably heard about Google’s upcoming Page Experience update, which will see the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcore-web-vitals-a-guide-to-googles-new-page-experience-signals\u002F\">Core Web Vitals\u003C\u002Fa> become part of the ranking algorithm from June 2021 (if you need a catch up on this, watch the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcore-web-vitals-webinar\u002F\">Core Web Vitals webinar\u003C\u002Fa> delivered by Charlie Norledge, one of our technical SEO specialists).\u003C\u002Fp>\n\n\n\n\u003Cp>Previously, it was thought that this update would only affect rankings in mobile search results. At the Google I\u002FO conference towards the end of May 2021, it was announced that the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fgoogle-page-experience-update-to-apply-to-desktop-search-results\u002F407761\u002F\">Page Experience update will also apply to desktop results\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Jeffrey Jose, product manager at Google Search, explained:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“Today I am happy to announce that we are bringing Page Experience ranking to desktop. While we’re launching Page Experience on mobile soon, we believe Page Experience is critical no matter the surface the user is browsing the web. This is why we’re working hard on bringing Page Experience ranking to desktop. As always we’ll be providing updated guidance, documentation, and tools along the way to help your pages perform at their best. Stay tuned for more details on this.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>It’s not yet known how the update to desktop results will work and whether or not it will apply in the same way as on mobile. Judging by the announcement, it sounds as though more details will be released shortly – check back in here for next month’s update to learn more.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>This doesn’t change how you should approach the task of improving your site’s Core Web Vitals scores. If pages on your site are currently rated as ‘poor’ or ‘needs improvement’ for Largest Contentful Paint (LCP), Cumulative Layout Shift (CLS), or First Input Delay (FID), you’ll still need to work on these as part of your SEO activity. \u003C\u002Fp>\n\n\n\n\u003Cp>That said, the announcement makes it all the more important to focus on this area of your site’s performance. Whilst previously we’d thought that any changes to rankings would be confined to mobile results, we now know that the impact will be felt across all search results.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002FMUM_GIF02_02_1.gif\" alt=\"\" width=\"960\" height=\"540\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"mum-multitask-unified-model-googles-new-query-processing-technology\">MUM (Multitask Unified Model) – Google’s new query-processing technology\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"alignright size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FZjsJaPpB-Green.png\" alt=\"\" class=\"wp-image-14606\" width=\"190\" height=\"190\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Another key announcement at the Google I\u002FO conference was the unveiling of a new query-processing technology: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog-google.cdn.ampproject.org\u002Fc\u002Fs\u002Fblog.google\u002Fproducts\u002Fsearch\u002Fintroducing-mum\u002Famp\u002F\">MUM (Multitask Unified Model)\u003C\u002Fa>. When it is rolled out in the future, MUM will enable Google to answer increasingly complex search queries, reducing the number of searches required for a user to get a solution to their problem.\u003C\u002Fp>\n\n\n\n\u003Cp>To help us understand how this new technology works, Google gave the example of the following scenario:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>You’ve hiked Mt. Adams. Now you want to hike Mt. Fuji next fall, and you want to know what to do differently to prepare. Today, Google could help you with this, but it would take many thoughtfully considered searches — you’d have to search for the elevation of each mountain, the average temperature in the fall, difficulty of the hiking trails, the right gear to use, and more. After a number of searches, you’d eventually be able to get the answer you need.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>But if you were talking to a hiking expert; you could ask one question — “what should I do differently to prepare?” You’d get a thoughtful answer that takes into account the nuances of your task at hand and guides you through the many things to consider.\u003C\u002Fem>  \u003C\u002Fp>\n\n\n\n\u003Cp>As the video shows, MUM will be able to understand the importance of the various elements in a query like ‘I’ve hiked Mt. Adams and now want to hike Mt. Fuji next fall, what should I do differently to prepare?’ \u003C\u002Fp>\n\n\n\n\u003Cp>In response, this technology could advise on a range of relevant issues such as the training you’d need to do for the terrain and the hiking gear you’d need for Mt. Fuji at that time of year. Where previously it would have taken multiple searches to access all of this information, MUM will be able to provide all of the answers you need in one go.\u003C\u002Fp>\n\n\n\n\u003Cp>Another type of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fai.googleblog.com\u002F2017\u002F08\u002Ftransformer-novel-neural-network.html\">Transformer architecture\u003C\u002Fa>, this technology is similar to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhat-is-the-google-bert-update\u002F\">BERT\u003C\u002Fa> but is said to be 1000 times more powerful – both advancements enhance Google’s ability to understand queries, but MUM also generates responses and is trained across 75 different languages. As a result, it will be able to provide answers to queries using content in other languages.\u003C\u002Fp>\n\n\n\n\u003Cp>Taking things one step further, MUM is multimodal. This means that the technology can understand information across both text and images (and, in the future, it may even grow to work with other modalities such as audio and even video).\u003C\u002Fp>\n\n\n\n\u003Cp>To return to the hiking query scenario, you’d be able to take a photo of your boots and ask “can I use these to hike Mt. Fiji?” MUM would understand the image and advise you that the boots would be fine for hiking in those conditions, as well as pointing you in the direction of a blog with a list of recommended gear.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002FMUM_GIF04_01_1_1.gif\" alt=\"\" width=\"960\" height=\"540\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>Whilst it’s exciting to hear about developments like this, Google has stated that MUM won’t be applied to search for quite some time yet. Moreover, when the new technology does come into play, its impact will be to improve the experience for users (no action will be required from site owners).\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-no-seo-issues-with-using-javascript-on-your-site\">Google: no SEO issues with using JavaScript on your site\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"alignleft size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FZjsJaPpB-Green.png\" alt=\"\" class=\"wp-image-14606\" width=\"190\" height=\"190\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>In the latest episode of the Search Off the Record podcast with Google’s Martin Splitt, John Mueller, Gary Illyes, and Daniel Waisberg, John and Martin discussed their use of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fgohugo.io\u002F\">Hugo\u003C\u002Fa>, an open source static site generator (SSG), and John asked whether JS was a concern for SEO.\u003C\u002Fp>\n\n\n\n\u003Cp>Martin Splitt replied:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“There’s nothing that is fundamentally different between JavaScript generated content and static content, except for when there’s edge cases, and we can’t see content that is generated by JavaScript.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Google has come on leaps and bounds with its JavaScript rendering so this is positive news. However, site owners should follow \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa> best practices and avoid using JavaScript to toggle content visibility (i.e. hiding content behind a button where a user would have to reveal it in order to render the content).\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>With the consistent rise of JavaScipt-based SSG’s like Hugo and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.11ty.dev\u002F\">Eleventy\u003C\u002Fa>, content production is changing. While it’s good to see the use of JS isn’t an issue from an SEO perspective, Martin’s comments remind us that it \u003Cem>can\u003C\u002Fem> be a user experience concern if it’s used to obscure content.\u003C\u002Fp>\n\n\n\n\u003Cp>You should also avoid relying too heavily on JavaScript for main functionality, where HTML\u002FCSS will do the same job for a fraction of the code. To learn more about JavaScript, see our guide to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-releases-video-seo-best-practices-for-ecommerce\">Google releases Video SEO best practices for eCommerce\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"alignright size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FbXb8MIwu-Orange.png\" alt=\"\" class=\"wp-image-14607\" width=\"190\" height=\"190\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Google has released best practices for optimising video content for ecommerce sites. Videos can now appear on the main Google Search results page as well as the videos tab, and can highlight key moments in the video, which allows users to navigate your video, like chapters in a book.\u003C\u002Fp>\n\n\n\n\u003Cp>In the update, Google highlights how the use of video on eCommerce sites can create deeply engaging experiences for shoppers and encourages utilising video in a number of ways across your eCommerce site. This includes using video on product pages to provide richer information to the user, on articles and blog posts and also live streaming videos – which allows viewers to interact with the host and form deeper relationships with customers. In the update, Google highlights how the use of video on eCommerce sites can create deeply engaging experiences for shoppers and encourages utilising video in a number of ways across your eCommerce site. This includes using video on product pages to provide richer information to the user, on articles and blog posts and also live streaming videos – which allows viewers to interact with the host and form deeper relationships with customers.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002Fvideo-for-ecommerce-1.gif\" alt=\"\" width=\"690\" height=\"333\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Google also provides tips on how to get the most out of search and discover, including things such as using video structured data, creating dedicated video pages to house your video, creating a video \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fxml-sitemaps\u002F\">sitemap\u003C\u002Fa> file and using structured data to enable LIVE badges when live streaming to help draw attention to streams when they go live.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Ecommerce businesses should be utilising video to form stronger and deeper relationships with shoppers. Consider how you can incorporate video content on your website to help users understand more about how your products work and provide a better experience and also increase the probability of your videos appearing in featured snippets.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-expands-its-shopping-integrations-to-include-retailers-on-woocommerce-godaddy-and-square\">Google expands its shopping integrations to include retailers on WooCommerce, GoDaddy and Square\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"alignleft size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FbXb8MIwu-Orange.png\" alt=\"\" class=\"wp-image-14607\" width=\"190\" height=\"190\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Google has launched partnerships with Shopify, WooCommerce, GoDaddy and Square to enable retailers on those platforms to list their products for free on Google.\u003C\u002Fp>\n\n\n\n\u003Cp>This includes consolidated buying options so that when customers discover a product on Google, they’ll be shown a summary of all the purchasing options offered by the seller. This can include purchasing via the retailer’s site, picking up the item at a nearby location or Google’s native checkout flow.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\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\u003Cp>More merchants that use these eCommerce platforms will be able to show their products on Google for free. In addition to benefiting retailers, these new partnerships will also help users to better discover what they’re looking for. Showing more relevant, organic product listings across Google can help solidify the search engine as a shopping tool for consumers and could, in turn, help with boosting sales for merchants.\u003C\u002Fp>\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-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002FGoogle_buying_options.gif\" alt=\"\" width=\"275\" height=\"521\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n",{"rendered":159,"protected":201},11210,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":1281,"inline_featured_image":201,"footnotes":5},"This Impression post explores the key Google algorithm and search industry updates from May 2021, explaining what they mean for you. Learn more 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