[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002Fpage\u002F4":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":185,"head_links":188,"breadcrumbs":173,"posts":192,"pages":168,"head":1462},"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":169},"\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":168},[101,114,126,137,149,158],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","How SEO Can Impact Wider Business Goals [Video]","\u003Cp>Hello and welcome to an Impression video on how SEO can impact wider business goals. My name is Ben Garry and I’m a content specialist, which means I work in our SEO team with a particular focus on content strategy, writing and optimisation. What this video covers In this video, I’ll talk about how SEO […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-seo-can-impact-wider-business-goals\u002F","2022-03-07T17:34:33",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[110],{"name":4,"image":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":113,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":102,"title":115,"excerpt":116,"to":117,"postedAt":118,"readingTime":119,"image":120,"authors":121,"category":123},"Value Beyond Revenue [Video]","\u003Cp>Introduction Hello and welcome to an Impression video on adding value beyond revenue as a digital marketer. My name is Ben Garry and I’m a content specialist, which means I work in our SEO team with a particular focus on content strategy, writing and optimisation. What we will cover In this video, I’m going to […]\u003C\u002Fp>\n","\u002Fblog\u002Fvalue-beyond-revenue\u002F","2022-03-07T17:36:10",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[122],{"name":4,"image":111},{"to":124,"name":125},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":102,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":131,"image":132,"authors":133,"category":135},"Core Web Vitals: The Global Publications Set to Be Hit by Google’s Latest Update","\u003Cp>Earlier this year, Google introduced Core Web Vitals, a new metric combining existing UX signals to provide an overall view of the experience to users for any page on the web.  Crucially – for SEOs at least – the impact of Core Web Vitals on ranking position isn’t due to come into effect until 2021, […]\u003C\u002Fp>\n","\u002Fblog\u002Fcore-web-vitals-study-global-publications\u002F","2023-01-30T14:38:23",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[134],{"name":4,"image":111},{"to":136,"name":33},"\u002Fblog\u002Fcategory\u002Ftechnical-seo\u002F",{"type_key":102,"title":138,"excerpt":139,"to":140,"postedAt":141,"readingTime":142,"image":143,"authors":144,"category":146},"The Pros and Cons of Black Friday Marketing","\u003Cp>Every year Black Friday receives a lot of media coverage, with businesses and commentators weighing in with their thoughts on whether the period is a good thing for UK businesses and consumers. If you’re considering running a Black Friday marketing campaign in your business, you’ll need to consider both the pros and cons of doing […]\u003C\u002Fp>\n","\u002Fblog\u002Fpros-and-cons-of-black-friday-marketing\u002F","2022-02-07T16:48:15",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[145],{"name":4,"image":111},{"to":147,"name":148},"\u002Fblog\u002Fcategory\u002Fblack-friday\u002F","Black Friday",{"type_key":102,"title":150,"excerpt":151,"to":152,"postedAt":141,"readingTime":153,"image":154,"authors":155,"category":157},"Googlebot Will Crawl Sites Over HTTP\u002F2","\u003Cp>Google has just announced that they will be starting to crawling certain websites over HTTP\u002F2 from November this year. Googlebot has been crawling using the HTTP protocol since it’s outset and this represents the first time they are using the faster and more efficient HTTP\u002F2 protocol to crawl suitable sites. What is HTTP\u002F2 HTTP\u002F2 is […]\u003C\u002Fp>\n","\u002Fblog\u002Fgooglebot-will-crawl-sites-over-http-2\u002F",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[156],{"name":4,"image":111},{"to":136,"name":33},{"type_key":102,"title":159,"excerpt":160,"to":161,"postedAt":162,"readingTime":163,"image":164,"authors":165,"category":167},"The Complete Guide To Google’s SERP Features","\u003Cp>What Are SERP Features? Search Engine Results Page (SERP) features are additional features on Google that can be triggered by certain search queries. As Google moves increasingly towards a user-centric experience that considers the requirements of different devices and search intent, it has developed and continues to create features that deliver relevant information, making it […]\u003C\u002Fp>\n","\u002Fblog\u002Fserp-features\u002F","2024-05-17T08:12:00",27,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Ffeatured-image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[166],{"name":4,"image":111},{"to":113,"name":18},"13",{"type":170,"style":171,"title":172,"heading":4,"intro":10,"services":12,"breadcrumbs":173,"photo":56,"social":185},"author","dark","Meet the Team",[174,177,180,183],{"path":175,"name":176},"\u002F","Home",{"path":178,"name":179},"\u002Fabout\u002F","About Us",{"path":181,"name":182},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":184,"name":4},null,{"twitter":186,"linkedin":187},"https:\u002F\u002Ftwitter.com\u002FNorledgeCharlie","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fcharlie-norledge-97984099\u002F",[189],{"rel":190,"href":191},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F",[193,518,709,899,1087,1275],{"id":194,"date":195,"date_gmt":195,"guid":196,"modified":106,"modified_gmt":106,"slug":198,"status":19,"type":102,"link":105,"title":199,"content":200,"excerpt":203,"author":204,"featured_media":205,"comment_status":206,"ping_status":20,"sticky":202,"template":5,"format":207,"meta":208,"categories":209,"collections":212,"coauthors":213,"class_list":215,"acf":224,"head_links":225,"breadcrumbs":226,"url_path":105,"search_description":233,"featured_image_urls":234,"authors":269,"type_nicename":280,"reading_minutes":107,"category":281,"yoast_title":286,"yoast_meta":287,"yoast_json_ld":340,"_links":469},5993,"2021-03-16T10:43:15",{"rendered":197},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fhow-seo-can-impact-wider-business-goals\u002F","how-seo-can-impact-wider-business-goals",{"rendered":103},{"rendered":201,"protected":202},"\n\u003Ciframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FwtSROVGALBE\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\">\u003C\u002Fiframe>\n\n\n\n\u003Chr class=\"wp-block-separator\"\u002F>\n\n\n\n\u003Cp>Hello and welcome to an Impression video on how SEO can impact wider business goals.\u003C\u002Fp>\n\n\n\n\u003Cp>My name is Ben Garry and I’m a content specialist, which means I work in our SEO team with a particular focus on content strategy, writing and optimisation.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-this-video-covers\">\u003Cstrong>What this video cover\u003C\u002Fstrong>s\u003C\u002Fh2>\n\n\n\n\u003Cp>In this video, I’ll talk about how SEO can contribute to more than simply better search rankings.\u003C\u002Fp>\n\n\n\n\u003Cp>First, I’ll take a closer look at the core goals of most SEO strategies and how they feed into wider business goals.  Then I’ll talk about three different ways of thinking about SEO impact.\u003C\u002Fp>\n\n\n\n\u003Cp>I’ll talk more about rankings, which are often seen as the primary goal of SEO. I’ll also touch on SEO’s wider benefits to your website, and finish with a look at how SEO can integrate with other channels for maximum effect.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-goals-of-seo\">\u003Cstrong>The goals of SEO\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Search engine optimisation is fundamentally about improving your site’s visibility in unpaid search results. The default version of the strategy for those of us in the UK and US is to ‘rank higher on Google.’\u003C\u002Fp>\n\n\n\n\u003Cp>However, rankings should never be the end goal. The end goal should be whatever that visibility will help your business achieve.\u003C\u002Fp>\n\n\n\n\u003Cp>Higher rankings for shop category pages should lead to a greater number of engaged customers, and ultimately higher revenue.\u003C\u002Fp>\n\n\n\n\u003Cp>Higher rankings for new blog content might lead to email signups from interested searchers who have discovered your content for the first time.\u003C\u002Fp>\n\n\n\n\u003Cp>Any good SEO strategy should have a business impact because the business impact – not the ranking improvement – is its end goal.\u003C\u002Fp>\n\n\n\n\u003Cp>SEO strategies function best when the business goal – higher revenue for X product category, more conversions for Y service, etc. – are defined early on so that everything else, including our activity and other performance metrics, are consistent with the larger target.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"nuance-in-seo-impact\">\u003Cstrong>Nuance in SEO impact\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Within this topic there is so much nuance, so I’m going to go a bit deeper by touching on three points.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"1-rankings-alone-are-treacherous\">\u003Cstrong>1. Rankings alone are treacherous\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>I would never recommend setting ranking improvements as the sole target for an SEO strategy, and I also want to caution against using ranking changes as your main barometer of success.\u003C\u002Fp>\n\n\n\n\u003Cp>Individual rankings are, at best, proxies for wider visibility. Millions of searches every day are new or unique, which means that tracking a handful of specific words will never give you the full picture of your site’s visibility.\u003C\u002Fp>\n\n\n\n\u003Cp>There are some individual phrases that are popular enough to warrant specific attention, and rank tracking can be a good way to get a sense of your site’s organic performance, but they should always be secondary to \u003Cstrong>a)\u003C\u002Fstrong> Real traffic coming to the site, and \u003Cstrong>b) \u003C\u002Fstrong>the core business goals of revenue, leads, signups or whatever is going to make the business money.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-think-bigger-in-seos-benefits\">\u003Cstrong>2. Think bigger in SEO’s benefits\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Good SEO work will have a positive impact on aspects of digital performance outside of the search results.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, a blogging strategy set by your SEO team could provide content that can bolster your social media presence.\u003C\u002Fp>\n\n\n\n\u003Cp>Or our site speed audit could give your developers the insight they need to improve the site’s performance, leading to a better conversion rate.\u003C\u002Fp>\n\n\n\n\u003Cp>The nature of SEO is that almost every activity directly impacts the performance or content of a website. Rather than seeing this as something to be wary of, see it as an opportunity to work with marketing experts to make meaningful changes.\u003C\u002Fp>\n\n\n\n\u003Cp>SEO can have a great impact on wider business goals when you see its recommendations as an opportunity for meaningful website improvements, rather than an underhand manipulation of a search engine.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-seo-is-most-impactful-alongside-other-services\">\u003Cstrong>3. SEO is most impactful alongside other services\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>My final point is that SEO is most impactful when seen as part of a larger marketing strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>We live in a world where someone might first see a brand in a social ad, then a day later read an article that mentions them, before eventually visiting the site via a branded search and finally converting the following week through a paid ad.\u003C\u002Fp>\n\n\n\n\u003Cp>The digital landscape is sprawling and messy. Organic search is a big part of it, but it is only one part.\u003C\u002Fp>\n\n\n\n\u003Cp>If you want SEO to have the biggest impact, consider how your team’s keyword data can help your paid search strategy, or how the trends identified by your PRs might help the SEO team craft a topical blogging strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>High quality, consistent messaging across channels is key. With this in place, you will make the best impression on your audience however they engage with you. In a world of fleeting attention and merciless competition, being on it across all digital channels is the most sure way of realising your core business goals.\u003C\u002Fp>\n\n\n\n\u003Cp>That brings me to the end of this video. If you enjoyed watching, please do keep an eye out for more videos on Impression’s website and social feeds. Bye for now.\u003C\u002Fp>\n",false,{"rendered":104,"protected":202},19,16094,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":202,"footnotes":5},[210,211],1,93,[],[214],109,[216,102,217,218,219,220,221,222,223],"post-5993","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","category-video-hub",[],[],[227,228,231,232],{"path":175,"name":176},{"path":229,"name":230},"\u002Fblog\u002F","Blog",{"path":113,"name":18},{"path":184,"name":103},"Hello and welcome to an Impression video on how SEO can impact wider business goals. My name is Ben Garry and I’m a content specialist, which means I work in our SEO team with a particular focus on content strategy, writing and optimisation. What this video covers In this video, I’ll talk about how SEO […]",{"thumbnail":235,"medium":237,"medium_large":239,"large":241,"1536x1536":245,"2048x2048":247,"post-thumbnail":249,"12_col":251,"default_landscape":253,"default_portrait":255,"6_col_and_margin_short":257,"11_col_and_margin":259,"9_col_rectangle":261,"11_col":263,"staff_image_696_600":265,"rectangular_thumbnail":267},{"url":108,"width":236,"height":236},640,{"url":238,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",{"url":240,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",{"url":242,"width":243,"height":244},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":246,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",{"url":248,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",{"url":250,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":252,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":254,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":256,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":258,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":260,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":262,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":264,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":266,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":268,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[270],{"id":204,"path":271,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":272},"\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F",{"full_bio":10,"job_title":11,"specialist_service_links":273,"photo":278},[274,276],{"page":275,"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":277,"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":279},{"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},"Article",[282,283],{"id":210,"name":18,"path":113},{"id":211,"name":284,"path":285},"Video Hub","\u002Fblog\u002Fcategory\u002Fvideo-hub\u002F","How SEO Can Impact Wider Business Goals [Video] - Impression",[288,290,293,295,298,301,303,305,307,310,313,316,319,322,325,327,330,331,334,337],{"property":289,"content":286},"title",{"name":291,"content":292},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":190,"content":294},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-seo-can-impact-wider-business-goals\u002F",{"name":296,"content":297},"og:locale","en_GB",{"property":299,"content":300},"og:type","article",{"property":302,"content":286},"og:title",{"property":304,"content":233},"og:description",{"property":306,"content":294},"og:url",{"property":308,"content":309},"og:site_name","Impression",{"property":311,"content":312},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":314,"content":315},"article:published_time","2021-03-16T10:43:15+00:00",{"property":317,"content":318},"article:modified_time","2022-03-07T17:34:33+00:00",{"property":320,"content":321},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat",{"property":323,"content":324},"og:image:width",1874,{"property":326,"content":324},"og:image:height",{"property":328,"content":329},"og:image:type","image\u002Fjpeg",{"property":170,"content":4},{"property":332,"content":333},"twitter:card","summary_large_image",{"property":335,"content":336},"twitter:creator","@https:\u002F\u002Ftwitter.com\u002FNorledgeCharlie",{"property":338,"content":339},"twitter:site","@impressiontalk",{"@context":341,"@graph":342},"https:\u002F\u002Fschema.org",[343,363,372,374,386,396,462],{"@type":280,"@id":344,"isPartOf":345,"author":346,"headline":103,"datePublished":315,"dateModified":318,"mainEntityOfPage":348,"wordCount":349,"commentCount":23,"publisher":350,"image":352,"thumbnailUrl":354,"articleSection":355,"inLanguage":356,"potentialAction":357},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-seo-can-impact-wider-business-goals\u002F#article",{"@id":294},{"name":4,"@id":347},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Fda6bfab4cfa3123547b3491ceea076e9",{"@id":294},846,{"@id":351},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":353},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-seo-can-impact-wider-business-goals\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Blue-Video.jpg?auto=compress%2Cformat&q=90",[18,284],"en-GB",[358],{"@type":359,"name":360,"target":361},"CommentAction","Comment",[362],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-seo-can-impact-wider-business-goals\u002F#respond",{"@type":364,"@id":294,"url":294,"name":286,"isPartOf":365,"primaryImageOfPage":367,"image":368,"thumbnailUrl":354,"datePublished":315,"dateModified":318,"breadcrumb":369,"inLanguage":371},"WebPage",{"@id":366},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":353},{"@id":353},{"@id":370},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-seo-can-impact-wider-business-goals\u002F#breadcrumb","en",{"@type":373,"inLanguage":356,"@id":353,"url":354,"contentUrl":354,"width":324,"height":324},"ImageObject",{"@type":375,"@id":370,"itemListElement":376},"BreadcrumbList",[377,380,383,385],{"@type":378,"position":210,"name":176,"item":379},"ListItem","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":378,"position":381,"name":230,"item":382},2,"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":378,"position":153,"name":18,"item":384},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fseo\u002F",{"@type":378,"position":107,"name":103},{"@type":387,"@id":366,"url":379,"name":309,"description":5,"publisher":388,"inLanguage":356,"potentialAction":390},"WebSite",{"@id":389},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":391,"target":392,"query-input":395},"SearchAction",{"@type":393,"urlTemplate":394},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":397,"@id":389,"name":309,"url":379,"logo":398,"image":403,"sameAs":404,"@context":408,"email":409,"foundingDate":410,"legalName":411,"vatID":412,"description":413,"telephone":414,"address":415,"location":422,"areaServed":455},"Organization",{"@type":373,"inLanguage":356,"@id":399,"url":400,"contentUrl":400,"width":401,"height":402,"caption":309},"https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[405,406,407],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":416,"streetAddress":417,"addressLocality":418,"addressRegion":419,"postalCode":420,"addressCountry":421},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[423,432,444],{"@type":424,"name":425,"geo":426,"address":430,"photo":403,"telephone":431},"Place","Impression Digital - Nottingham",{"@type":427,"latitude":428,"longitude":429},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":416,"streetAddress":417,"addressLocality":418,"addressRegion":419,"postalCode":420,"addressCountry":421},"+44 01158 242 212",{"@type":424,"name":433,"geo":434,"address":437,"photo":442,"telephone":443},"Impression Digital - London",{"@type":427,"latitude":435,"longitude":436},"51.50237208377361","-0.09229841534284115",{"@type":416,"streetAddress":438,"addressLocality":439,"addressRegion":440,"postalCode":441,"addressCountry":421},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":424,"name":445,"geo":446,"address":449},"Impression Digital - New York",{"@type":427,"latitude":447,"longitude":448},"40.726722746949","-74.00527778220652",{"@type":416,"streetAddress":450,"addressLocality":451,"addressRegion":452,"postalCode":453,"addressCountry":454},"160 Varick St","New York","NY","10013","USA",[456,459,461],{"@type":457,"name":458},"Country","Worldwide",{"@type":457,"name":460},"GBR",{"@type":457,"name":454},{"@type":463,"@id":464,"name":4,"image":465,"description":6,"sameAs":467,"url":191},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Fda6bfab4cfa3123547b3491ceea076e9",{"@type":373,"inLanguage":356,"@id":466,"url":8,"contentUrl":8,"caption":4},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=960b079bc4f22eec1a6d2b164bfcebb677",[187,468],"https:\u002F\u002Fx.com\u002Fhttps:\u002F\u002Ftwitter.com\u002FNorledgeCharlie",{"self":470,"collection":480,"about":483,"author":486,"replies":489,"version-history":492,"predecessor-version":495,"wp:featuredmedia":499,"wp:attachment":502,"wp:term":505,"curies":514},[471],{"href":472,"targetHints":473},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5993",{"allow":474},[475,476,477,478,479],"GET","POST","PUT","PATCH","DELETE",[481],{"href":482},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts",[484],{"href":485},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftypes\u002Fpost",[487],{"embeddable":97,"href":488},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fusers\u002F19",[490],{"embeddable":97,"href":491},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=5993",[493],{"count":210,"href":494},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5993\u002Frevisions",[496],{"id":497,"href":498},14563,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5993\u002Frevisions\u002F14563",[500],{"embeddable":97,"href":501},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F16094",[503],{"href":504},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=5993",[506,509,512],{"taxonomy":507,"embeddable":97,"href":508},"category","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=5993",{"taxonomy":510,"embeddable":97,"href":511},"collections","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=5993",{"taxonomy":170,"embeddable":97,"href":513},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=5993",[515],{"name":516,"href":517,"templated":97},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",{"id":519,"date":520,"date_gmt":520,"guid":521,"modified":118,"modified_gmt":118,"slug":523,"status":19,"type":102,"link":117,"title":524,"content":525,"excerpt":527,"author":204,"featured_media":528,"comment_status":206,"ping_status":20,"sticky":202,"template":5,"format":207,"meta":529,"categories":530,"collections":532,"coauthors":533,"class_list":534,"acf":537,"head_links":538,"breadcrumbs":539,"url_path":117,"search_description":544,"featured_image_urls":545,"authors":577,"type_nicename":280,"reading_minutes":119,"category":587,"yoast_title":590,"yoast_meta":591,"yoast_json_ld":616,"_links":672},5989,"2021-03-16T10:42:36",{"rendered":522},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fvalue-beyond-revenue\u002F","value-beyond-revenue",{"rendered":115},{"rendered":526,"protected":202},"\n\u003Ciframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FbSKXncBhkXU\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\">\u003C\u002Fiframe>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"introduction\">\u003Cstrong>Introduction\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Hello and welcome to an Impression video on adding value beyond revenue as a digital marketer.\u003C\u002Fp>\n\n\n\n\u003Cp>My name is Ben Garry and I’m a content specialist, which means I work in our SEO team with a particular focus on content strategy, writing and optimisation.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-we-will-cover\">\u003Cstrong>What we will cover\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In this video, I’m going to be looking at the ways in which digital marketers can provide more value to their business than simply increasing revenue.\u003C\u002Fp>\n\n\n\n\u003Cp>First, I’ll take a look at why this matters. I’ll then move on to three thoughts on how any digital marketer can add value to the business they’re in, before finishing by touching briefly on how digital agencies can add value to their clients.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-it-matters\">\u003Cstrong>Why it matters\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>So why bother talking about techniques that don’t explicitly increase online revenue or leads? Isn’t that the main thing we’re judged on?\u003C\u002Fp>\n\n\n\n\u003Cp>In most cases, yes. However, in my time in SEO some of the best relationships I’ve had with clients have been those where my skills can be of practical use to the business beyond the core results I’m judged on.\u003C\u002Fp>\n\n\n\n\u003Cp>Looking for ways to make yourself useful to other teams and to the business as a whole improves others’ perception of your contributions.\u003C\u002Fp>\n\n\n\n\u003Cp>By adding value and building good relationships with the wider business, you’ll be able to have more constructive conversations about your results, regardless of whether they’re positive or negative.\u003C\u002Fp>\n\n\n\n\u003Cp>What we’re really talking about here is a way to get your colleagues and stakeholders invested in everything that you can bring to the table.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-digital-marketing-channels-add-value\">\u003Cstrong>How digital marketing channels add value\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Now I’m going to share three thoughts on how all digital marketers can add value. If you think about your business and your situation, I’m sure you’ll be able think of specific actions you can take beyond these general ideas.\u003C\u002Fp>\n\n\n\n\u003Cp>The underlying question behind all of these is this: How can my skills make life easier for my business?\u003C\u002Fp>\n\n\n\n\u003Cp>With that in mind, the first idea is that we can provide valuable data on product and service demand. Keyword data from SEO and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> is an incredibly useful insight into how real people are looking for key parts of your offering.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, I’ve used these insights to help an art marketplace client determine how to prioritise their efforts to promote different artists that sell on their platform.\u003C\u002Fp>\n\n\n\n\u003Cp>Alternatively, you might be able to provide insights into the market maturity for a new product or service, or use data over time to advise on seasonal trends in demand.\u003C\u002Fp>\n\n\n\n\u003Cp>My second point is similar, in that digital marketers often have an incredible amount of insight into how their audience behaves and what they respond to.\u003C\u002Fp>\n\n\n\n\u003Cp>Social media can provide invaluable insights into the attitudes of your audience towards your services or to a wider cultural event, while user behavior data from your website is a brilliant insight into the parts of your offering that people find most engaging.\u003C\u002Fp>\n\n\n\n\u003Cp>This information can help to inform the approach that businesses take to anything from cultural trends to a rebranding project, and ensure that decisions are made with real customers in mind, rather than an ideal vision of what your customers should be.\u003C\u002Fp>\n\n\n\n\u003Cp>And for my final idea, consider how your expertise can act as a bridge between different teams. Digital marketers often have unique insights into teams as varied as web development, communications, sales and customer service.\u003C\u002Fp>\n\n\n\n\u003Cp>You can use these connections to increase the integration between different teams – ensuring that everyone sings from the same hymn sheet, as it were.\u003C\u002Fp>\n\n\n\n\u003Cp>Being able to have insightful conversations with people from around the business is a critical skill, and it means that you can bring a perspective to the table that others might not have when it comes to weighing into a decision that’s like to impact the channels you have direct control over.\u003C\u002Fp>\n\n\n\n\u003Cp>Connecting different teams together can undoubtedly have a positive impact on revenue, but its value to the integration of the business’s strategy and activity goes beyond that.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-agencies-add-value\">\u003Cstrong>How agencies add value\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Before I finish I want to indulge a little in the question of how agencies can add value.\u003C\u002Fp>\n\n\n\n\u003Cp>Again, we return to a very similar practical question to the one I asked earlier:\u003C\u002Fp>\n\n\n\n\u003Cp>How can \u003Cem>our \u003C\u002Fem>skills in agencies make life easier for your business?\u003C\u002Fp>\n\n\n\n\u003Cp>Ultimately, in-house marketers will rightly judge their agencies on achieving a return on their investment. Beyond that, however, there are numerous ways we can add additional value.\u003C\u002Fp>\n\n\n\n\u003Cp>Agencies contain people with specialist skills in different areas who have the time to study niche areas of marketing that teams in-house may not have the time to.\u003C\u002Fp>\n\n\n\n\u003Cp>We also tend to have access to a larger, broader tool set that can give us multiple ways of approaching a given task, helping us to provide high quality data on all manner of topics, both those relating to revenue and insights that can impact the wider business.\u003C\u002Fp>\n\n\n\n\u003Cp>And finally, we can lighten your load by spending our time on specific projects. If a marketing manager can task an agency to run a certain campaign or fix certain technical issues, they then have more headspace for their other responsibilities, which is never a bad thing.\u003C\u002Fp>\n\n\n\n\u003Cp>The specific benefits of working with an agency will depend on the channel and the project at hand, but I want to stress that we can add value beyond our ROI in the same way that in house marketers can add value to their wider teams.\u003C\u002Fp>\n",{"rendered":116,"protected":202},16097,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":202,"footnotes":5},[531,211],39,[],[214],[535,102,217,218,219,220,221,536,223],"post-5989","category-digital-marketing",[],[],[540,541,542,543],{"path":175,"name":176},{"path":229,"name":230},{"path":124,"name":125},{"path":184,"name":115},"Introduction Hello and welcome to an Impression video on adding value beyond revenue as a digital marketer. My name is Ben Garry and I’m a content specialist, which means I work in our SEO team with a particular focus on content strategy, writing and optimisation. What we will cover In this video, I’m going to […]",{"thumbnail":546,"medium":547,"medium_large":549,"large":551,"1536x1536":553,"2048x2048":555,"post-thumbnail":557,"12_col":559,"default_landscape":561,"default_portrait":563,"6_col_and_margin_short":565,"11_col_and_margin":567,"9_col_rectangle":569,"11_col":571,"staff_image_696_600":573,"rectangular_thumbnail":575},{"url":120,"width":236,"height":236},{"url":548,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",{"url":550,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",{"url":552,"width":243,"height":244},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":554,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",{"url":556,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",{"url":558,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":560,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":562,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":564,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":566,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":568,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":570,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":572,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":574,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":576,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[578],{"id":204,"path":271,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":579},{"full_bio":10,"job_title":11,"specialist_service_links":580,"photo":585},[581,583],{"page":582,"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":584,"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":586},{"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},[588,589],{"id":531,"name":125,"path":124},{"id":211,"name":284,"path":285},"Value Beyond Revenue [Video] - Impression",[592,593,594,596,597,598,599,600,601,602,603,605,607,609,610,611,612,613,614,615],{"property":289,"content":590},{"name":291,"content":292},{"property":190,"content":595},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fvalue-beyond-revenue\u002F",{"name":296,"content":297},{"property":299,"content":300},{"property":302,"content":590},{"property":304,"content":544},{"property":306,"content":595},{"property":308,"content":309},{"property":311,"content":312},{"property":314,"content":604},"2021-03-16T10:42:36+00:00",{"property":317,"content":606},"2022-03-07T17:36:10+00:00",{"property":320,"content":608},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat",{"property":323,"content":324},{"property":326,"content":324},{"property":328,"content":329},{"property":170,"content":4},{"property":332,"content":333},{"property":335,"content":336},{"property":338,"content":339},{"@context":341,"@graph":617},[618,633,639,640,647,651,669],{"@type":280,"@id":619,"isPartOf":620,"author":621,"headline":115,"datePublished":604,"dateModified":606,"mainEntityOfPage":622,"wordCount":623,"commentCount":23,"publisher":624,"image":625,"thumbnailUrl":627,"articleSection":628,"inLanguage":356,"potentialAction":629},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fvalue-beyond-revenue\u002F#article",{"@id":595},{"name":4,"@id":347},{"@id":595},943,{"@id":351},{"@id":626},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fvalue-beyond-revenue\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-Green-Video.jpg?auto=compress%2Cformat&q=90",[125,284],[630],{"@type":359,"name":360,"target":631},[632],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fvalue-beyond-revenue\u002F#respond",{"@type":364,"@id":595,"url":595,"name":590,"isPartOf":634,"primaryImageOfPage":635,"image":636,"thumbnailUrl":627,"datePublished":604,"dateModified":606,"breadcrumb":637,"inLanguage":371},{"@id":366},{"@id":626},{"@id":626},{"@id":638},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fvalue-beyond-revenue\u002F#breadcrumb",{"@type":373,"inLanguage":356,"@id":626,"url":627,"contentUrl":627,"width":324,"height":324},{"@type":375,"@id":638,"itemListElement":641},[642,643,644,646],{"@type":378,"position":210,"name":176,"item":379},{"@type":378,"position":381,"name":230,"item":382},{"@type":378,"position":153,"name":125,"item":645},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F",{"@type":378,"position":107,"name":115},{"@type":387,"@id":366,"url":379,"name":309,"description":5,"publisher":648,"inLanguage":356,"potentialAction":649},{"@id":389},{"@type":391,"target":650,"query-input":395},{"@type":393,"urlTemplate":394},{"@type":397,"@id":389,"name":309,"url":379,"logo":652,"image":403,"sameAs":653,"@context":408,"email":409,"foundingDate":410,"legalName":411,"vatID":412,"description":413,"telephone":414,"address":654,"location":655,"areaServed":665},{"@type":373,"inLanguage":356,"@id":399,"url":400,"contentUrl":400,"width":401,"height":402,"caption":309},[405,406,407],{"@type":416,"streetAddress":417,"addressLocality":418,"addressRegion":419,"postalCode":420,"addressCountry":421},[656,659,662],{"@type":424,"name":425,"geo":657,"address":658,"photo":403,"telephone":431},{"@type":427,"latitude":428,"longitude":429},{"@type":416,"streetAddress":417,"addressLocality":418,"addressRegion":419,"postalCode":420,"addressCountry":421},{"@type":424,"name":433,"geo":660,"address":661,"photo":442,"telephone":443},{"@type":427,"latitude":435,"longitude":436},{"@type":416,"streetAddress":438,"addressLocality":439,"addressRegion":440,"postalCode":441,"addressCountry":421},{"@type":424,"name":445,"geo":663,"address":664},{"@type":427,"latitude":447,"longitude":448},{"@type":416,"streetAddress":450,"addressLocality":451,"addressRegion":452,"postalCode":453,"addressCountry":454},[666,667,668],{"@type":457,"name":458},{"@type":457,"name":460},{"@type":457,"name":454},{"@type":463,"@id":464,"name":4,"image":670,"description":6,"sameAs":671,"url":191},{"@type":373,"inLanguage":356,"@id":466,"url":8,"contentUrl":8,"caption":4},[187,468],{"self":673,"collection":678,"about":680,"author":682,"replies":684,"version-history":687,"predecessor-version":690,"wp:featuredmedia":694,"wp:attachment":697,"wp:term":700,"curies":707},[674],{"href":675,"targetHints":676},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5989",{"allow":677},[475,476,477,478,479],[679],{"href":482},[681],{"href":485},[683],{"embeddable":97,"href":488},[685],{"embeddable":97,"href":686},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=5989",[688],{"count":210,"href":689},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5989\u002Frevisions",[691],{"id":692,"href":693},14565,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5989\u002Frevisions\u002F14565",[695],{"embeddable":97,"href":696},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F16097",[698],{"href":699},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=5989",[701,703,705],{"taxonomy":507,"embeddable":97,"href":702},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=5989",{"taxonomy":510,"embeddable":97,"href":704},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=5989",{"taxonomy":170,"embeddable":97,"href":706},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=5989",[708],{"name":516,"href":517,"templated":97},{"id":710,"date":711,"date_gmt":711,"guid":712,"modified":130,"modified_gmt":130,"slug":714,"status":19,"type":102,"link":129,"title":715,"content":716,"excerpt":718,"author":204,"featured_media":719,"comment_status":20,"ping_status":20,"sticky":202,"template":5,"format":207,"meta":720,"categories":723,"collections":725,"coauthors":726,"class_list":727,"acf":730,"head_links":731,"breadcrumbs":732,"url_path":129,"search_description":722,"featured_image_urls":737,"authors":769,"type_nicename":280,"reading_minutes":131,"category":779,"yoast_title":721,"yoast_meta":781,"yoast_json_ld":810,"_links":862},5716,"2020-10-19T16:59:13",{"rendered":713},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fcore-web-vitals-study-global-publications\u002F","core-web-vitals-study-global-publications",{"rendered":127},{"rendered":717,"protected":202},"\n\u003Cp>Earlier this year, Google introduced Core Web Vitals, a new metric combining existing UX signals to provide an overall view of the experience to users for any page on the web. \u003C\u002Fp>\n\n\n\n\u003Cp>Crucially – for SEOs at least – the impact of Core Web Vitals on ranking position isn’t due to come into effect until 2021, however this doesn’t mean that teams can afford to ignore this now. Of course, user experience has always been a key measure by Google on how a site serves its users, so in a sense this is nothing new. However, Core Web Vitals goes one step further into the specific measures we will all be judged on from next year. \u003C\u002Fp>\n\n\n\n\u003Cp>Taking all of this into account, we decided to run an experiment looking at the world’s top 50 news sites to see which titles were most and least prepared for this impending update, which could have a serious impact on rankings and organic traffic over the coming months.\u003C\u002Fp>\n\n\n\n\u003Cp>Why news sites? Competition between publications is now more ruthless than ever before with brands – some more than others – willing to do a lot that goes beyond just ‘fake news’ to attract clicks, views and subscriptions. If they are prepared to use tactics that threaten to undermine their own credibility for the sake of clicks then why not get the fundamentals right first to grow their presence online?\u003C\u002Fp>\n\n\n\n\u003Cp>Want to jump straight to the good stuff? Use the links below:\u003Cbr>\u003Cbr>\u003Ca rel=\"noreferrer noopener\" href=\"#mediapublications\">What does the change mean for media publications?\u003C\u002Fa>\u003Cbr>\u003Ca rel=\"noreferrer noopener\" href=\"#ourmethodology\">How did we gather this data?\u003C\u002Fa> (Our methodology)\u003Cbr>\u003Ca rel=\"noreferrer noopener\" href=\"#theresults\">The results\u003C\u002Fa>\u003Cbr>\u003Ca rel=\"noreferrer noopener\" href=\"#googlestance\">What’s Google stance on CWV scores?\u003C\u002Fa>\u003Cbr>\u003Ca rel=\"noreferrer noopener\" href=\"#checkyourscore\">Check your score\u003C\u002Fa>\u003Cbr>\u003Ca rel=\"noreferrer noopener\" href=\"#tipstoprepare\">Tips to prepare for CWV\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-makes-up-core-web-vitals\">What makes up Core Web Vitals?\u003C\u002Fh2>\n\n\n\n\u003Cp>The three measures of Core Web Vitals will combine with Google’s existing page experience metrics to provide an overall \u003Cem>page experience signal\u003C\u002Fem> that is used as a ranking factor. Ahead of Core Web Vitals inflicting on these ranking signals, Google currently inspects the following:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearch.google.com\u002Ftest\u002Fmobile-friendly\">Mobile-friendliness\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftransparencyreport.google.com\u002Fsafe-browsing\u002Fsearch?hl=en_GB\">Safe browsing\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F6073543?hl=en\">HTTPS-security\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.smashingmagazine.com\u002F2017\u002F05\u002Fintrusive-interstitials-guidelines-avoid-google-penalty\u002F\">Intrusive interstitial guidelines\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Core Web Vitals provide additional measures to Google that inspect a site’s speed, responsiveness and visual stability; all critical elements to user experience. Again, this is something that digital teams should be well versed in but should be vetted even more so ahead of these updates impacting search rankings in the coming months.\u003C\u002Fp>\n\n\n\n\u003Cp>Google has defined the following Core Web Vitals and these are the three metrics will be focusing on in this research:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"largest-contentful-paint-lcp\">Largest Contentful Paint (LCP)\u003C\u002Fh3>\n\n\n\n\u003Cp>This metric evaluates loading performance and specifically the speed at which a page loads and how user’s are able to see and interact with a page. Google suggests that in order to provide a ‘good’ user experience that LCP should occur within 2.5 seconds of when a page first starts loading.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FNO76Wwhd-image.png\" alt=\"\" class=\"wp-image-23245\" width=\"317\" height=\"287\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"first-input-delay-fid\">First Input Delay (FID)\u003C\u002Fh3>\n\n\n\n\u003Cp>This metric evaluates the ability of the user to effectively interact with a specific page. Google defines a ‘good’ user experience where pages have an FID of less than 100 milliseconds.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreen-Shot-2020-10-19-at-17.40.54.png\" alt=\"\" class=\"wp-image-23248\" width=\"317\" height=\"287\"\u002F>\u003Cfigcaption>331731\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"cumulative-layout-shift-cls\">Cumulative Layout Shift (CLS)\u003C\u002Fh3>\n\n\n\n\u003Cp>This metric reviews visual stability and the impact of shifting of different elements of a web page when loading such as fonts, images or buttons. In terms of a figure to aim for, Google suggests that a CLS of less than 0.1 provides ‘good’ user experience.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreen-Shot-2020-10-19-at-17.42.07.png\" alt=\"\" class=\"wp-image-23250\" width=\"306\" height=\"275\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Thus far there has been limited clarification in terms of which of the Core Web Vitals will have the biggest bearing on ranking factor so it’s crucial that teams consider each of these new metrics (as well as the existing fundamentals of UX) in order to provide the best user experience as possible.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"mediapublications\">What do these changes mean for media publications?\u003C\u002Fh2>\n\n\n\n\u003Cp>These updates are crucial for news sites given their reliance on organic traffic, clicks and time spent on site by users to drive ad revenue – particularly now given the continuing shift of users towards social media to consume their news. Organic traffic is still responsible for \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Forganic-search-responsible-for-53-of-all-site-traffic-paid-15-study-322298\">more than half\u003C\u002Fa> of web traffic to media sites so any algorithm updates could realistically make or break an online publication. \u003C\u002Fp>\n\n\n\n\u003Cp>It’s also not just the performance in SERPs that need to be considered when looking at Core Web Vitals and the measures of UX – it’s the practical implications of how a user consumes their news when looking at a website. Consider the user journey; in the UK we hear a lot from readers complaining that online stories are becoming almost impossible to read on some publications due to slow loading times, shifting content as a result of advertising and limited interactivity. It is only a matter of time until this is recognised by Google.\u003C\u002Fp>\n\n\n\n\u003Cp>One recent example of where we have already seen a shift in user experience having an impact on search visibility is The Guardian, which has seen a significant decline since introducing a subscription wall on its site at the beginning of 2020. It begs a question as to whether metering content rather than opting for a hard blog might have been better to allow Googlebot initial access to content on the site to enhance crawlability.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"ourmethodology\">How have we gathered this data?\u003C\u002Fh2>\n\n\n\n\u003Cp>Looking at the three new measures of Core Web Vitals; Largest Contentful Paint (LCP), First Input Delay (FID) and Cumulative Layout Shift (CLS), we collated and analysed the domains of the 50 of the most visited global new sites to review the current state of play. Using these results, we could then predict which publications look set to benefit from an algorithm update and which still have a lot of work to do over the coming months in order to avoid being penalised in the SERPs.\u003C\u002Fp>\n\n\n\n\u003Cp>The data was gathered using \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ftools\u002Fchrome-user-experience-report\">Chrome User Experience Report\u003C\u002Fa> (CrUX) data looking at the average scores for LCP, FID and CLS over the three month period from 1 July to 30 September 2020 to allow us to gain a better understanding of trends and take into account any updates made over the quarter. We then took a percentage based on the good, average and bad criteria for each metric as defined by Google:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>For LCP, ‘good’ was defined as under 2.5 seconds, with ‘bad’ being more than 4 seconds\u003C\u002Fli>\u003Cli>For FID, ‘good’ was defined as under 100ms, with ‘bad’ being more than 300ms\u003C\u002Fli>\u003Cli>For CLS, ‘good’ was defined as less than 0.1, with ‘poor’ being more than 0.25\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cem>NB: CLS is measured by a score as opposed to a specific metric – further information about how this is calculated can be found \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fweb.dev\u002Fcls\u002F\">here\u003C\u002Fa>.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>While we analysed each of these measures individually, we have also combined these to create an average Core Web Vitality score for each domain featured in the study to create two overall ranking lists looking at the ‘good’ and ‘bad’ scores.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"theresults\">The results\u003C\u002Fh2>\n\n\n\n\u003Cfigure class=\"wp-block-image alignfull size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FCWV-graph-1-scaled-1.jpg\" alt=\"Graph showing the best to worst media publications for CWS score with nikkei.com at the top and leeuipe.fr at the bottom. \" class=\"wp-image-23270\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>From the top performers, we can see Nikkei, The Guardian, Financial Times and LA Times all score impressively across the three Core Web Vitals with The Guardian boasting impressive loading times (LCP) and Nikkei performing well for interactivity (FID) and stability (CLS).\u003C\u002Fp>\n\n\n\n\u003Cp>We can also see certain publications with a certain metric letting them down, such as Infobae providing scoring well on FID and CLS but a smaller 59% having a “good” experience with larger contentful paint. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image alignfull size-large is-style-default\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FCWV-graph-top10-1.jpg\" alt=\"Graph showing the top ten media publications with the best CWS scores. In order:  1. Nikkei.com 2. The Guardian 3. ft.com 4. LA Times 5. Washing Post 6. USA Today 7. Dawn.com 8. Chosun.com 9. NY Post 10. The Globe and Mail.com\" class=\"wp-image-23271\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>From the poor performers, we can see certain websites performing in this due to certain metrics, with inquirer scoring a low FID, Marca scoring a low LCP and Daily Mail scoring poorly with the CLS. \u003C\u002Fp>\n\n\n\n\u003Cp>Outside of the individual scoring, we can see publications such as The Mirror, Manorama and Marca providing a “poor” experience across all three Core Web Vitals. \u003C\u002Fp>\n\n\n\n\u003Cp>Of course, it’s integral that teams focus their attention on improving user experience universally across the site as opposed to focusing their efforts on improving one of these future ranking signals alone, however using this list, publications should be able to identify where they are currently limited versus competitors. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image alignfull size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FCWV-graph-bottom10-2.jpg\" alt=\"Graph showing the bottom ten media publications with the worst CWS scores. In descending order from 40% to 20%:  1. leequipe.fr 2. inquirer.net 3. mirror.co.uk 4. kompas.com 5. express.co.uk 6.manoramaonline.com 7. scmp.com 8. elpais.com 9. elmundo.es 10. hurriyet.com.tr\" class=\"wp-image-23273\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"whatdoesthismean\">\u003Cstrong>What does this mean for media publications?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Competition amongst media publications for clicks and organic traffic is now more competitive than ever before with those attracting the highest levels of attention being able to command bigger budgets from advertising and commercial channels.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Forganic-search-responsible-for-53-of-all-site-traffic-paid-15-study-322298\">Recent stats\u003C\u002Fa> suggest 53% of traffic to media publications come via organic search so it’s integral that brands take on board these new user experience signals in order to succeed when they become a ranking factor in 2021.\u003C\u002Fp>\n\n\n\n\u003Cp>Good content is always going to rank well, and will always be a key mantra for SEO as sites look to serve their users with the exact information they are after. However, with many media publications telling the same stories – albeit in different ways – competition for these clicks is rife and it is where more nuanced ranking factors such as Core Web Vitals could play a significant role. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdeliberatedigital.com\u002Fcore-web-vitals-for-google-rankings#Page_experience_as_a_ranking_signal\">Some experts\u003C\u002Fa> suggest that this update from Google in particular could be instrumental for sites such as news publications that attract a large volume of traffic from non-branded queries such as story topics and headlines.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"googlestance\">\u003Cstrong>What is Google’s official stance on it?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Looking at the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwebmasters.googleblog.com\u002F2020\u002F05\u002Fevaluating-page-experience.html\">Google Webmaster Central Blog\u003C\u002Fa> from 28 May, the general view is that while all of the elements of page experience are important, it is the best content that will be prioritized regardless of whether the overall user experience is subpar. A good user experience doesn’t outweigh the quality and relevancy of content.\u003C\u002Fp>\n\n\n\n\u003Cp>However, where there are multiple pages that have similar content, page experience becomes much more important for overall visibility in organic search.\u003C\u002Fp>\n\n\n\n\u003Cp>Think about the upcoming US Presidential election coverage, or the ongoing global reporting on the latest Covid-19 news, these are two highly contested topics where major news sites want to be ranking towards the top of page one. And with most news sites covering these in some way, user experience could be an area of untapped potential for some publications to gain some form of competitive advantage, particularly when content is on a par.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"checkyourscore\">\u003Cstrong>How can you check your score?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If you would like to see where your own website fairs in terms of its Core Web Vitals, we highly recommend \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.labnol.org\u002Fcore-web-vitals-200819\">this guide\u003C\u002Fa> which allows you to use Google Sheets to analyse your own as well as competitors sites. \u003C\u002Fp>\n\n\n\n\u003Cp>Make sure to compare each of the individual metrics to Google’s guidelines to understand exactly which elements of user experience of your site should be your main areas of focus in the coming months. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"tipstoprepare\">\u003Cstrong>Tips to prepare for this update and improve your Core Web Vitality score?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>User experience should already be a prime consideration for your website, regardless of the recent inception of Core Web Vitals, however here are six recommendations you can use to enhance UX to improve your LCP, FID and CLS scores:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Use Chrome User Experience data to highlight the percentage of users having a bad experience on your website. This data is much more relevant than scoring tools and will hopefully be more informative to stakeholders. \u003C\u002Fli>\u003Cli>Use Google Search Console to understand how your website is performing both across mobile and desktop with these metrics \u003C\u002Fli>\u003Cli>Identify the templates pages that are causing issues related to the Core Web Vitals. Addressing these templates will help you improve pages at scale. \u003C\u002Fli>\u003Cli>Largest Contentful Paint often refers to the hero image being loaded on the page. This can be improved by using image CDN, providing proconnect for your content and minimise blocking javascript and CSS. \u003C\u002Fli>\u003Cli>First Input Delay is usually impacted by Javascript causing a long input delay. Optimising your Javascript code will help the amount of time the main thread is blocked. \u003C\u002Fli>\u003Cli>We also highly recommend reading \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.datadab.com\u002Fblog\u002Ffix-cumulative-layout-shift\u002F\">this article\u003C\u002Fa> on how to fix CLS from the team at DataDab \u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"next-steps\">Next steps\u003C\u002Fh2>\n\n\n\n\u003Cp>Core Web Vitals are just the beginning. Keen to learn more about how Impression can help your business grow online? Head over to our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa> page or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> today.\u003C\u002Fp>\n",{"rendered":128,"protected":202},7732,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":721,"_yoast_wpseo_metadesc":722,"inline_featured_image":202,"footnotes":5},"Core Web Vitals: Publishers Set to Be Hit by Google Update | Impression","We ran an experiment to investigate which of the world's top 50 news sites were best, and least, prepared for Google's CWV update. Discover the results.",[724],42,[],[214],[728,102,217,218,219,220,221,729],"post-5716","category-technical-seo",[],[],[733,734,735,736],{"path":175,"name":176},{"path":229,"name":230},{"path":136,"name":33},{"path":184,"name":127},{"thumbnail":738,"medium":739,"medium_large":741,"large":743,"1536x1536":745,"2048x2048":747,"post-thumbnail":749,"12_col":751,"default_landscape":753,"default_portrait":755,"6_col_and_margin_short":757,"11_col_and_margin":759,"9_col_rectangle":761,"11_col":763,"staff_image_696_600":765,"rectangular_thumbnail":767},{"url":132,"width":236,"height":236},{"url":740,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat&fit=scale&h=150&q=90&w=200",{"url":742,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat&fit=scale&h=576&q=90&w=768",{"url":744,"width":243,"height":244},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":746,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=1536",{"url":748,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=2048",{"url":750,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":752,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":754,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":756,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":758,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":760,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":762,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":764,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":766,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":768,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[770],{"id":204,"path":271,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":771},{"full_bio":10,"job_title":11,"specialist_service_links":772,"photo":777},[773,775],{"page":774,"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":776,"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":778},{"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},[780],{"id":724,"name":33,"path":136},[782,783,785,786,788,789,790,791,792,793,794,795,797,799,801,803,805,806,807,808,809],{"property":289,"content":721},{"property":784,"content":722},"description",{"name":291,"content":292},{"property":190,"content":787},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcore-web-vitals-study-global-publications\u002F",{"name":296,"content":297},{"property":299,"content":300},{"property":302,"content":721},{"property":304,"content":722},{"property":306,"content":787},{"property":308,"content":309},{"property":311,"content":312},{"property":314,"content":796},"2020-10-19T16:59:13+00:00",{"property":317,"content":798},"2023-01-30T14:38:23+00:00",{"property":320,"content":800},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat",{"property":323,"content":802},2560,{"property":326,"content":804},1920,{"property":328,"content":329},{"property":170,"content":4},{"property":332,"content":333},{"property":335,"content":336},{"property":338,"content":339},{"@context":341,"@graph":811},[812,823,829,830,837,841,859],{"@type":280,"@id":813,"isPartOf":814,"author":815,"headline":127,"datePublished":796,"dateModified":798,"mainEntityOfPage":816,"wordCount":817,"publisher":818,"image":819,"thumbnailUrl":821,"articleSection":822,"inLanguage":356},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcore-web-vitals-study-global-publications\u002F#article",{"@id":787},{"name":4,"@id":347},{"@id":787},1997,{"@id":351},{"@id":820},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcore-web-vitals-study-global-publications\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503696_core-web-vitals-scaled.jpg?auto=compress%2Cformat&q=90",[33],{"@type":364,"@id":787,"url":787,"name":721,"isPartOf":824,"primaryImageOfPage":825,"image":826,"thumbnailUrl":821,"datePublished":796,"dateModified":798,"description":722,"breadcrumb":827,"inLanguage":371},{"@id":366},{"@id":820},{"@id":820},{"@id":828},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcore-web-vitals-study-global-publications\u002F#breadcrumb",{"@type":373,"inLanguage":356,"@id":820,"url":821,"contentUrl":821,"width":802,"height":804},{"@type":375,"@id":828,"itemListElement":831},[832,833,834,836],{"@type":378,"position":210,"name":176,"item":379},{"@type":378,"position":381,"name":230,"item":382},{"@type":378,"position":153,"name":33,"item":835},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Ftechnical-seo\u002F",{"@type":378,"position":107,"name":127},{"@type":387,"@id":366,"url":379,"name":309,"description":5,"publisher":838,"inLanguage":356,"potentialAction":839},{"@id":389},{"@type":391,"target":840,"query-input":395},{"@type":393,"urlTemplate":394},{"@type":397,"@id":389,"name":309,"url":379,"logo":842,"image":403,"sameAs":843,"@context":408,"email":409,"foundingDate":410,"legalName":411,"vatID":412,"description":413,"telephone":414,"address":844,"location":845,"areaServed":855},{"@type":373,"inLanguage":356,"@id":399,"url":400,"contentUrl":400,"width":401,"height":402,"caption":309},[405,406,407],{"@type":416,"streetAddress":417,"addressLocality":418,"addressRegion":419,"postalCode":420,"addressCountry":421},[846,849,852],{"@type":424,"name":425,"geo":847,"address":848,"photo":403,"telephone":431},{"@type":427,"latitude":428,"longitude":429},{"@type":416,"streetAddress":417,"addressLocality":418,"addressRegion":419,"postalCode":420,"addressCountry":421},{"@type":424,"name":433,"geo":850,"address":851,"photo":442,"telephone":443},{"@type":427,"latitude":435,"longitude":436},{"@type":416,"streetAddress":438,"addressLocality":439,"addressRegion":440,"postalCode":441,"addressCountry":421},{"@type":424,"name":445,"geo":853,"address":854},{"@type":427,"latitude":447,"longitude":448},{"@type":416,"streetAddress":450,"addressLocality":451,"addressRegion":452,"postalCode":453,"addressCountry":454},[856,857,858],{"@type":457,"name":458},{"@type":457,"name":460},{"@type":457,"name":454},{"@type":463,"@id":464,"name":4,"image":860,"description":6,"sameAs":861,"url":191},{"@type":373,"inLanguage":356,"@id":466,"url":8,"contentUrl":8,"caption":4},[187,468],{"self":863,"collection":868,"about":870,"author":872,"replies":874,"version-history":877,"predecessor-version":880,"wp:featuredmedia":884,"wp:attachment":887,"wp:term":890,"curies":897},[864],{"href":865,"targetHints":866},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5716",{"allow":867},[475,476,477,478,479],[869],{"href":482},[871],{"href":485},[873],{"embeddable":97,"href":488},[875],{"embeddable":97,"href":876},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=5716",[878],{"count":381,"href":879},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5716\u002Frevisions",[881],{"id":882,"href":883},21252,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5716\u002Frevisions\u002F21252",[885],{"embeddable":97,"href":886},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7732",[888],{"href":889},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=5716",[891,893,895],{"taxonomy":507,"embeddable":97,"href":892},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=5716",{"taxonomy":510,"embeddable":97,"href":894},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=5716",{"taxonomy":170,"embeddable":97,"href":896},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=5716",[898],{"name":516,"href":517,"templated":97},{"id":900,"date":901,"date_gmt":901,"guid":902,"modified":141,"modified_gmt":141,"slug":904,"status":19,"type":102,"link":140,"title":905,"content":906,"excerpt":908,"author":204,"featured_media":909,"comment_status":20,"ping_status":20,"sticky":202,"template":5,"format":207,"meta":910,"categories":911,"collections":913,"coauthors":914,"class_list":915,"acf":918,"head_links":919,"breadcrumbs":920,"url_path":140,"search_description":925,"featured_image_urls":926,"authors":958,"type_nicename":280,"reading_minutes":142,"category":968,"yoast_title":971,"yoast_meta":972,"yoast_json_ld":998,"_links":1050},5654,"2020-10-05T15:19:24",{"rendered":903},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fpros-and-cons-of-black-friday-marketing\u002F","pros-and-cons-of-black-friday-marketing",{"rendered":138},{"rendered":907,"protected":202},"\n\u003Cp>Every year Black Friday receives a lot of media coverage, with businesses and commentators weighing in with their thoughts on whether the period is a good thing for UK businesses and consumers.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re considering running a Black Friday marketing campaign in your business, you’ll need to consider both the pros and cons of doing so.\u003C\u002Fp>\n\n\n\n\u003Cp>In this article, I’ve boiled it down to three distinct advantages and two potentially difficult aspects of pursuing a Black Friday marketing campaign.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’d prefer to listen to me share my insights, watch the video instead:  \u003C\u002Fp>\n\n\n\n\u003Ciframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002Fc12e1tjPL3Q\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen>\u003C\u002Fiframe>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"pro-record-sales-figures\">Pro: record sales figures\u003C\u002Fh2>\n\n\n\n\u003Cp>Over the last few years, UK consumers have spent billions of pounds over the weekend between Black Friday and Cyber Monday.\u003C\u002Fp>\n\n\n\n\u003Cp>One of the real benefits of a weekend where retailers across the country are slashing prices is that consumers are prepared and willing to spend money.\u003C\u002Fp>\n\n\n\n\u003Cp>This means that if you can draw people to your site, they’re going to be in the right frame of mind to spend big. With a marketing campaign dedicated to making sure that people are coming to your site on Black Friday, it is entirely feasible that you could achieve record sales figures.\u003C\u002Fp>\n\n\n\n\u003Cp>This pro does come with an inherent warning.\u003C\u002Fp>\n\n\n\n\u003Cp>If you sell more products than ever before, but you’ve had to slash your prices to the point where you’re making minimal profit – or even a loss – then selling more products is not necessarily a good thing for your business.\u003C\u002Fp>\n\n\n\n\u003Cp>Try to resist the temptation to make absurd cuts and instead seek a balance between low, exciting prices, and worthwhile profitability.\u003C\u002Fp>\n\n\n\n\u003Cp>You also need to factor in the time and money that it will take to plan a marketing campaign and execute it successfully in order to generate traffic on Black Friday itself. Your profits will ideally cover both the cost of the products themselves and the resources poured into making the campaign happen.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"con-no-increase-in-demand\">Con: no increase in demand\u003C\u002Fh2>\n\n\n\n\u003Cp>One of the criticisms brought against the Black Friday weekend is that there is no actual increase in consumer demand, but that consumers are just paying less for things for which they would have paid full price in the run up to Christmas anyway. This is a criticism that is grounded in some fact, as spending has been shown to drop off into December after the Black Friday weekend in previous years.\u003C\u002Fp>\n\n\n\n\u003Cp>The best Black Friday strategies are planned as part of the whole year, which means you’ll factor in its potential impact on Christmas sales. As long as you can plan for the peaks and troughs, you can compare yearly performance as a whole and recognise when Black Friday is and isn’t working for you. \u003C\u002Fp>\n\n\n\n\u003Cp>At their best Black Friday campaigns can bring new customers to the site, which offsets the possibility that there is no extra demand in your industry as a whole.\u003C\u002Fp>\n\n\n\n\u003Cp>To see such benefits, you need to make sure that you are running a Black Friday marketing campaign that is going to appeal to people who have never made a purchase from your site before. \u003C\u002Fp>\n\n\n\n\u003Cp>The outcome should really be that the amount of new sales that you make completely outweighs any additional costs, and makes the whole event very profitable for you. It also gives you a platform to build your customer base for the long term, as I’ll discuss shortly.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>Impression tip: Any marketing campaign needs to be focused on ROI. If you’re not getting a positive return on your investment, you need to rethink your strategy. It’s only through testing and tracking that you can truly understand the value of Black Friday to your specific business.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"pro-a-reason-to-shop\">Pro: a reason to shop\u003C\u002Fh2>\n\n\n\n\u003Cp>Following on from the last point, one of the key benefits of Black Friday marketing is that it can bring you in front of new customers.\u003C\u002Fp>\n\n\n\n\u003Cp>Rather than a standard marketing campaign, which would try a number of tactics to bring more people to your site under normal circumstances, a Black Friday campaign automatically gives potential customers a reason to come to your site and buy your products at a specific time.\u003C\u002Fp>\n\n\n\n\u003Cp>A Black Friday campaign is not only a good way to attract new customers, but to encourage previous customers to keep coming back.\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst it might not make a difference for your more loyal, regular customers, it could work very well in encouraging someone who has just made one or two purchases at some point in the past to return to your site and take advantage of the Black Friday deals. \u003C\u002Fp>\n\n\n\n\u003Cp>To capitalise on the appeal of a Black Friday sale, ensure that your messaging is clear through all of your primary marketing channels. Email, social media, paid advertising and even SEO (through tweaking page titles and descriptions) can all play a part in making loyal, casual and new customers aware of the timing and nature of your campaign.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"con-website-pressure\">Con: website pressure\u003C\u002Fh2>\n\n\n\n\u003Cp>One problem reported from multiple businesses over the last couple of years is the pressure that Black Friday traffic puts on their websites.\u003C\u002Fp>\n\n\n\n\u003Cp>These aren’t complaints from SMEs either –  some of the biggest retailers and ecommerce sites in the UK have struggled with site crashes, or have had to resort to other measures, such as making visitors queue.\u003C\u002Fp>\n\n\n\n\u003Cp>Site performance also has a very real impact on organic search rankings and user experience. While temporary issues are unlikely to cause a long term SEO issue, you do risk suffering in the Black Friday and Christmas season if your site suffers multiple issues. More pressingly, site speed and availability are vital when convincing new visitors to make a purchase, and any performance issues could see them taking their cash elsewhere.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re expecting high website traffic over the Black Friday period, speak to your developers and website hosting service to see what options you have to maintain as high a performance level as possible.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"pro-increased-customer-base-for-the-future\">Pro: increased customer base for the future\u003C\u002Fh2>\n\n\n\n\u003Cp>Black Friday is a great time to build a customer base that is going to keep spending money on your site in the future.\u003C\u002Fp>\n\n\n\n\u003Cp>The first is that you need to make your Black Friday visitors’ experience as good as possible for your site.\u003C\u002Fp>\n\n\n\n\u003Cp>Use the occasion to show customers just how good your business is, and encourage them to leave reviews of their experience.\u003C\u002Fp>\n\n\n\n\u003Cp>You can also encourage them to sign up to a mailing list, so that you can keep them engaged year round, and particularly into the Christmas season that will immediately follow Black Friday.\u003C\u002Fp>\n\n\n\n\u003Cp>If it is done well, Black Friday can be a very successful time for your business, and investing in marketing to make it as good as possible could lead to unprecedented sales. There are other concerns to bear in mind, but with the right preparation you can make sure that you don’t make the same mistakes as many other businesses, and you can use the occasion to start building success that will last beyond one day.\u003C\u002Fp>\n",{"rendered":139,"protected":202},7747,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":202,"footnotes":5},[912,531],141,[],[214],[916,102,217,218,219,220,221,917,536],"post-5654","category-black-friday",[],[],[921,922,923,924],{"path":175,"name":176},{"path":229,"name":230},{"path":147,"name":148},{"path":184,"name":138},"Every year Black Friday receives a lot of media coverage, with businesses and commentators weighing in with their thoughts on whether the period is a good thing for UK businesses and consumers. If you’re considering running a Black Friday marketing campaign in your business, you’ll need to consider both the pros and cons of doing […]",{"thumbnail":927,"medium":928,"medium_large":930,"large":932,"1536x1536":934,"2048x2048":936,"post-thumbnail":938,"12_col":940,"default_landscape":942,"default_portrait":944,"6_col_and_margin_short":946,"11_col_and_margin":948,"9_col_rectangle":950,"11_col":952,"staff_image_696_600":954,"rectangular_thumbnail":956},{"url":143,"width":236,"height":236},{"url":929,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat&fit=scale&h=51&q=90&w=200",{"url":931,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat&fit=scale&h=197&q=90&w=768",{"url":933,"width":243,"height":244},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":935,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat&fit=scale&h=393&q=90&w=1536",{"url":937,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat&fit=scale&h=524&q=90&w=2048",{"url":939,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":941,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":943,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":945,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":947,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":949,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":951,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":953,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":955,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":957,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[959],{"id":204,"path":271,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":960},{"full_bio":10,"job_title":11,"specialist_service_links":961,"photo":966},[962,964],{"page":963,"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":965,"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":967},{"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},[969,970],{"id":912,"name":148,"path":147},{"id":531,"name":125,"path":124},"The Pros and Cons of Black Friday Marketing - Impression",[973,974,975,977,978,979,980,981,982,983,984,986,988,990,992,993,994,995,996,997],{"property":289,"content":971},{"name":291,"content":292},{"property":190,"content":976},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fpros-and-cons-of-black-friday-marketing\u002F",{"name":296,"content":297},{"property":299,"content":300},{"property":302,"content":971},{"property":304,"content":925},{"property":306,"content":976},{"property":308,"content":309},{"property":311,"content":312},{"property":314,"content":985},"2020-10-05T15:19:24+00:00",{"property":317,"content":987},"2022-02-07T16:48:15+00:00",{"property":320,"content":989},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat",{"property":323,"content":991},2500,{"property":326,"content":236},{"property":328,"content":329},{"property":170,"content":4},{"property":332,"content":333},{"property":335,"content":336},{"property":338,"content":339},{"@context":341,"@graph":999},[1000,1011,1017,1018,1025,1029,1047],{"@type":280,"@id":1001,"isPartOf":1002,"author":1003,"headline":138,"datePublished":985,"dateModified":987,"mainEntityOfPage":1004,"wordCount":1005,"publisher":1006,"image":1007,"thumbnailUrl":1009,"articleSection":1010,"inLanguage":356},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fpros-and-cons-of-black-friday-marketing\u002F#article",{"@id":976},{"name":4,"@id":347},{"@id":976},1191,{"@id":351},{"@id":1008},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fpros-and-cons-of-black-friday-marketing\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsAlp4YGi-050720211625504211_Blog-Image_Black-Friday-1.jpg?auto=compress%2Cformat&q=90",[148,125],{"@type":364,"@id":976,"url":976,"name":971,"isPartOf":1012,"primaryImageOfPage":1013,"image":1014,"thumbnailUrl":1009,"datePublished":985,"dateModified":987,"breadcrumb":1015,"inLanguage":371},{"@id":366},{"@id":1008},{"@id":1008},{"@id":1016},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fpros-and-cons-of-black-friday-marketing\u002F#breadcrumb",{"@type":373,"inLanguage":356,"@id":1008,"url":1009,"contentUrl":1009,"width":991,"height":236},{"@type":375,"@id":1016,"itemListElement":1019},[1020,1021,1022,1024],{"@type":378,"position":210,"name":176,"item":379},{"@type":378,"position":381,"name":230,"item":382},{"@type":378,"position":153,"name":148,"item":1023},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fblack-friday\u002F",{"@type":378,"position":107,"name":138},{"@type":387,"@id":366,"url":379,"name":309,"description":5,"publisher":1026,"inLanguage":356,"potentialAction":1027},{"@id":389},{"@type":391,"target":1028,"query-input":395},{"@type":393,"urlTemplate":394},{"@type":397,"@id":389,"name":309,"url":379,"logo":1030,"image":403,"sameAs":1031,"@context":408,"email":409,"foundingDate":410,"legalName":411,"vatID":412,"description":413,"telephone":414,"address":1032,"location":1033,"areaServed":1043},{"@type":373,"inLanguage":356,"@id":399,"url":400,"contentUrl":400,"width":401,"height":402,"caption":309},[405,406,407],{"@type":416,"streetAddress":417,"addressLocality":418,"addressRegion":419,"postalCode":420,"addressCountry":421},[1034,1037,1040],{"@type":424,"name":425,"geo":1035,"address":1036,"photo":403,"telephone":431},{"@type":427,"latitude":428,"longitude":429},{"@type":416,"streetAddress":417,"addressLocality":418,"addressRegion":419,"postalCode":420,"addressCountry":421},{"@type":424,"name":433,"geo":1038,"address":1039,"photo":442,"telephone":443},{"@type":427,"latitude":435,"longitude":436},{"@type":416,"streetAddress":438,"addressLocality":439,"addressRegion":440,"postalCode":441,"addressCountry":421},{"@type":424,"name":445,"geo":1041,"address":1042},{"@type":427,"latitude":447,"longitude":448},{"@type":416,"streetAddress":450,"addressLocality":451,"addressRegion":452,"postalCode":453,"addressCountry":454},[1044,1045,1046],{"@type":457,"name":458},{"@type":457,"name":460},{"@type":457,"name":454},{"@type":463,"@id":464,"name":4,"image":1048,"description":6,"sameAs":1049,"url":191},{"@type":373,"inLanguage":356,"@id":466,"url":8,"contentUrl":8,"caption":4},[187,468],{"self":1051,"collection":1056,"about":1058,"author":1060,"replies":1062,"version-history":1065,"predecessor-version":1068,"wp:featuredmedia":1072,"wp:attachment":1075,"wp:term":1078,"curies":1085},[1052],{"href":1053,"targetHints":1054},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5654",{"allow":1055},[475,476,477,478,479],[1057],{"href":482},[1059],{"href":485},[1061],{"embeddable":97,"href":488},[1063],{"embeddable":97,"href":1064},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=5654",[1066],{"count":210,"href":1067},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5654\u002Frevisions",[1069],{"id":1070,"href":1071},7044,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5654\u002Frevisions\u002F7044",[1073],{"embeddable":97,"href":1074},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7747",[1076],{"href":1077},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=5654",[1079,1081,1083],{"taxonomy":507,"embeddable":97,"href":1080},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=5654",{"taxonomy":510,"embeddable":97,"href":1082},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=5654",{"taxonomy":170,"embeddable":97,"href":1084},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=5654",[1086],{"name":516,"href":517,"templated":97},{"id":1088,"date":1089,"date_gmt":1089,"guid":1090,"modified":141,"modified_gmt":141,"slug":1092,"status":19,"type":102,"link":152,"title":1093,"content":1094,"excerpt":1096,"author":204,"featured_media":1097,"comment_status":206,"ping_status":20,"sticky":202,"template":5,"format":207,"meta":1098,"categories":1099,"collections":1100,"coauthors":1101,"class_list":1102,"acf":1104,"head_links":1105,"breadcrumbs":1106,"url_path":152,"search_description":1111,"featured_image_urls":1112,"authors":1144,"type_nicename":280,"reading_minutes":153,"category":1154,"yoast_title":1156,"yoast_meta":1157,"yoast_json_ld":1183,"_links":1238},5623,"2020-09-18T08:53:53",{"rendered":1091},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fgooglebot-will-crawl-sites-over-http-2\u002F","googlebot-will-crawl-sites-over-http-2",{"rendered":150},{"rendered":1095,"protected":202},"\n\u003Cp>Google has \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwebmasters.googleblog.com\u002F2020\u002F09\u002Fgooglebot-will-soon-speak-http2.html\">just announced\u003C\u002Fa> that they will be starting to crawling certain websites over HTTP\u002F2 from November this year.\u003C\u002Fp>\n\n\n\n\u003Cp>Googlebot has been crawling using the HTTP protocol since it’s outset and this represents the first time they are using the faster and more efficient HTTP\u002F2 protocol to crawl suitable sites.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-http-2\">What is HTTP\u002F2\u003C\u002Fh2>\n\n\n\n\u003Cp>HTTP\u002F2 is the latest version of HTTP, one of the main benefits of HTTP2 is that it allows your website to be crawled in a much a more efficient way. This is because it only opens a single connection to the server which allows it to transfer multiple files over in parallel. This is in contrast to HTTP where it has to open multiple connections for different requests.\u003C\u002Fp>\n\n\n\n\u003Cp>Using this method takes the load off the server and in turn, improves performance. Anything that reduces overall load is a win for both the website and crawler.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"does-my-website-support-http-2\">Does my website support HTTP\u002F2?\u003C\u002Fh2>\n\n\n\n\u003Cp>There are a good number of tools which you can test if your website currently supports HTTP\u002F2:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftools.keycdn.com\u002Fhttp2-test\">keycdn\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.cloudflare.com\u002Ftools-for-debugging-testing-and-using-http-2\u002F\">Cloudflare\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>You can also use the Network tab in Chrome Web Developer tools to add a ‘protocol’ field which lets you see the version they are using:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fhttp2-chrome-dev-tools-test.png\" alt=\"HTTP2 Chrome Web Developer Tools Test\" class=\"wp-image-22891\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-know-if-my-site-is-being-crawled-by-http-2\">How to know if my site is being crawled by HTTP\u002F2?\u003C\u002Fh2>\n\n\n\n\u003Cp>Google has said they will send out a message through Search Console to Webmasters whose site has started to be crawled through HTTP\u002F2. You can also check through log files to see the protocol they are using.\u003C\u002Fp>\n\n\n\n\u003Cp>Not every site that’s HTTP2 enabled will be crawled using the updated protocol, this is based on Google’s tests finding little benefits across some sites so they will continue to crawl using HTTP\u002F1.1. This is a similar approach to how the carried out the mobile first indexing initially, they only rolled it out to sites which were ready.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"analysis\">Analysis\u003C\u002Fh2>\n\n\n\n\u003Cp>HTTP\u002F2 is much more efficient than its predecessor and it’s positive to see there is going to be a shift towards this across the board. While they aren’t supporting all the features of HTTP\u002F2 yet (such as server push) it’s safe to say these are being worked on a will become available as HTTP\u002F2 crawling becomes more ubiquitous.\u003C\u002Fp>\n\n\n\n\u003Cp>As an SEO my first thoughts go to a few key questions.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"will-this-improve-my-rankings\">Will this improve my rankings?\u003C\u002Fh3>\n\n\n\n\u003Cp>The short answer is no, using HTTP2 will not be a part of the ranking algorithm. It’s purely for server performance and doesn’t have a big impact on a user.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"will-using-http-2-increase-my-crawl-rate\">Will using HTTP\u002F2 increase my crawl rate?\u003C\u002Fh3>\n\n\n\n\u003Cp>Common sense would say that if crawling takes less resource then the Googlebot would be able to crawl more. However, we know that crawl rate is dictated by a much larger range of metrics than just  server performance:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>TTFB (time to first byte)\u003C\u002Fli>\u003Cli>Content demand (how popular the pages are)\u003C\u002Fli>\u003Cli>Content freshness (is the content updated regularly)\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>So even if Googlebot can crawl more efficiently it won’t decide to crawl more just because it can.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"will-i-be-able-to-get-more-content-indexed\">Will I be able to get more content indexed?\u003C\u002Fh3>\n\n\n\n\u003Cp>Based on the previous question this is another no, Google won’t suddenly decide to start indexing more content just because it’s taking fewer resources to crawl your site.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"will-this-impact-my-core-web-vitals\">Will this impact my Core Web Vitals?\u003C\u002Fh3>\n\n\n\n\u003Cp>With the recently released Core Web Vitals, site performance has been a key focus as it’s being rolled into the core algorithm sometime in 2021.\u003C\u002Fp>\n\n\n\n\u003Cp>This will not impact your Core Web Vitals as the performance increase from HTTP\u002F2 is incredibly small. The change is also focused on Googlebot and these scores are taken from your actual users rather the crawling bot.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"conclusion\">Conclusion\u003C\u002Fh2>\n\n\n\n\u003Cp>HTTP\u002F2 has been around for a while now and there are many sites that are using.\u003C\u002Fp>\n\n\n\n\u003Cp> It’s great to see that Google is updating their bot to use more modern technology, but it’s important to understand that this isn’t anything to do with the ranking algorithm.\u003C\u002Fp>\n\n\n\n\u003Cp>It will be interesting to see how this plays out when your site has been switched over to new the crawl, will Google gradually start to use the new protocol or will it be a mix until they a fully confident that each page is using HTTP\u002F2.\u003C\u002Fp>\n",{"rendered":151,"protected":202},7753,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":202,"footnotes":5},[724],[],[214],[1103,102,217,218,219,220,221,729],"post-5623",[],[],[1107,1108,1109,1110],{"path":175,"name":176},{"path":229,"name":230},{"path":136,"name":33},{"path":184,"name":150},"Google has just announced that they will be starting to crawling certain websites over HTTP\u002F2 from November this year. Googlebot has been crawling using the HTTP protocol since it’s outset and this represents the first time they are using the faster and more efficient HTTP\u002F2 protocol to crawl suitable sites. What is HTTP\u002F2 HTTP\u002F2 is […]",{"thumbnail":1113,"medium":1114,"medium_large":1116,"large":1118,"1536x1536":1120,"2048x2048":1122,"post-thumbnail":1124,"12_col":1126,"default_landscape":1128,"default_portrait":1130,"6_col_and_margin_short":1132,"11_col_and_margin":1134,"9_col_rectangle":1136,"11_col":1138,"staff_image_696_600":1140,"rectangular_thumbnail":1142},{"url":154,"width":236,"height":236},{"url":1115,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":1117,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":1119,"width":243,"height":244},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1121,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":1123,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":1125,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1127,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1129,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1131,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1133,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1135,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1137,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1139,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1141,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1143,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1145],{"id":204,"path":271,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":1146},{"full_bio":10,"job_title":11,"specialist_service_links":1147,"photo":1152},[1148,1150],{"page":1149,"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":1151,"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":1153},{"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},[1155],{"id":724,"name":33,"path":136},"Googlebot Will Crawl Sites Over HTTP\u002F2 - Impression",[1158,1159,1160,1162,1163,1164,1165,1166,1167,1168,1169,1171,1172,1174,1176,1178,1179,1180,1181,1182],{"property":289,"content":1156},{"name":291,"content":292},{"property":190,"content":1161},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fgooglebot-will-crawl-sites-over-http-2\u002F",{"name":296,"content":297},{"property":299,"content":300},{"property":302,"content":1156},{"property":304,"content":1111},{"property":306,"content":1161},{"property":308,"content":309},{"property":311,"content":312},{"property":314,"content":1170},"2020-09-18T08:53:53+00:00",{"property":317,"content":987},{"property":320,"content":1173},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat",{"property":323,"content":1175},2400,{"property":326,"content":1177},1600,{"property":328,"content":329},{"property":170,"content":4},{"property":332,"content":333},{"property":335,"content":336},{"property":338,"content":339},{"@context":341,"@graph":1184},[1185,1200,1206,1207,1213,1217,1235],{"@type":280,"@id":1186,"isPartOf":1187,"author":1188,"headline":150,"datePublished":1170,"dateModified":987,"mainEntityOfPage":1189,"wordCount":1190,"commentCount":23,"publisher":1191,"image":1192,"thumbnailUrl":1194,"articleSection":1195,"inLanguage":356,"potentialAction":1196},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fgooglebot-will-crawl-sites-over-http-2\u002F#article",{"@id":1161},{"name":4,"@id":347},{"@id":1161},713,{"@id":351},{"@id":1193},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fgooglebot-will-crawl-sites-over-http-2\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fyjzr09Ef-050720211625504232_anders-jilden-N2UXcPBIYI-unsplash.jpg?auto=compress%2Cformat&q=90",[33],[1197],{"@type":359,"name":360,"target":1198},[1199],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fgooglebot-will-crawl-sites-over-http-2\u002F#respond",{"@type":364,"@id":1161,"url":1161,"name":1156,"isPartOf":1201,"primaryImageOfPage":1202,"image":1203,"thumbnailUrl":1194,"datePublished":1170,"dateModified":987,"breadcrumb":1204,"inLanguage":371},{"@id":366},{"@id":1193},{"@id":1193},{"@id":1205},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fgooglebot-will-crawl-sites-over-http-2\u002F#breadcrumb",{"@type":373,"inLanguage":356,"@id":1193,"url":1194,"contentUrl":1194,"width":1175,"height":1177},{"@type":375,"@id":1205,"itemListElement":1208},[1209,1210,1211,1212],{"@type":378,"position":210,"name":176,"item":379},{"@type":378,"position":381,"name":230,"item":382},{"@type":378,"position":153,"name":33,"item":835},{"@type":378,"position":107,"name":150},{"@type":387,"@id":366,"url":379,"name":309,"description":5,"publisher":1214,"inLanguage":356,"potentialAction":1215},{"@id":389},{"@type":391,"target":1216,"query-input":395},{"@type":393,"urlTemplate":394},{"@type":397,"@id":389,"name":309,"url":379,"logo":1218,"image":403,"sameAs":1219,"@context":408,"email":409,"foundingDate":410,"legalName":411,"vatID":412,"description":413,"telephone":414,"address":1220,"location":1221,"areaServed":1231},{"@type":373,"inLanguage":356,"@id":399,"url":400,"contentUrl":400,"width":401,"height":402,"caption":309},[405,406,407],{"@type":416,"streetAddress":417,"addressLocality":418,"addressRegion":419,"postalCode":420,"addressCountry":421},[1222,1225,1228],{"@type":424,"name":425,"geo":1223,"address":1224,"photo":403,"telephone":431},{"@type":427,"latitude":428,"longitude":429},{"@type":416,"streetAddress":417,"addressLocality":418,"addressRegion":419,"postalCode":420,"addressCountry":421},{"@type":424,"name":433,"geo":1226,"address":1227,"photo":442,"telephone":443},{"@type":427,"latitude":435,"longitude":436},{"@type":416,"streetAddress":438,"addressLocality":439,"addressRegion":440,"postalCode":441,"addressCountry":421},{"@type":424,"name":445,"geo":1229,"address":1230},{"@type":427,"latitude":447,"longitude":448},{"@type":416,"streetAddress":450,"addressLocality":451,"addressRegion":452,"postalCode":453,"addressCountry":454},[1232,1233,1234],{"@type":457,"name":458},{"@type":457,"name":460},{"@type":457,"name":454},{"@type":463,"@id":464,"name":4,"image":1236,"description":6,"sameAs":1237,"url":191},{"@type":373,"inLanguage":356,"@id":466,"url":8,"contentUrl":8,"caption":4},[187,468],{"self":1239,"collection":1244,"about":1246,"author":1248,"replies":1250,"version-history":1253,"predecessor-version":1256,"wp:featuredmedia":1260,"wp:attachment":1263,"wp:term":1266,"curies":1273},[1240],{"href":1241,"targetHints":1242},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5623",{"allow":1243},[475,476,477,478,479],[1245],{"href":482},[1247],{"href":485},[1249],{"embeddable":97,"href":488},[1251],{"embeddable":97,"href":1252},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=5623",[1254],{"count":210,"href":1255},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5623\u002Frevisions",[1257],{"id":1258,"href":1259},6285,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5623\u002Frevisions\u002F6285",[1261],{"embeddable":97,"href":1262},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7753",[1264],{"href":1265},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=5623",[1267,1269,1271],{"taxonomy":507,"embeddable":97,"href":1268},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=5623",{"taxonomy":510,"embeddable":97,"href":1270},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=5623",{"taxonomy":170,"embeddable":97,"href":1272},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=5623",[1274],{"name":516,"href":517,"templated":97},{"id":1276,"date":1277,"date_gmt":1277,"guid":1278,"modified":162,"modified_gmt":162,"slug":1280,"status":19,"type":102,"link":161,"title":1281,"content":1282,"excerpt":1284,"author":204,"featured_media":1285,"comment_status":206,"ping_status":20,"sticky":202,"template":5,"format":207,"meta":1286,"categories":1288,"collections":1289,"coauthors":1290,"class_list":1291,"acf":1293,"head_links":1294,"breadcrumbs":1295,"url_path":161,"search_description":1300,"featured_image_urls":1301,"authors":1333,"type_nicename":280,"reading_minutes":163,"category":1343,"yoast_title":1287,"yoast_meta":1345,"yoast_json_ld":1370,"_links":1424},5356,"2020-06-12T10:43:03",{"rendered":1279},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fguide-to-googles-serp-features-in-2020\u002F","serp-features",{"rendered":159},{"rendered":1283,"protected":202},"\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-are-serp-features\">What Are SERP Features?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#search-intent\">Search intent\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#device-comparison\">Device Comparison\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#desktop\">Desktop\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#mobile\">Mobile\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#voice-assistants\">Voice Assistants\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-ads-search\">Google Ads: Search\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-ads-shopping\">Google Ads: Shopping\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#image-pack\">Image Pack\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#top-stories\">Top Stories\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#people-also-ask\">People Also Ask\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#video-carousel\">Video Carousel\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#featured-video\">Featured Video\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#featured-snippet\">Featured Snippet\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#recipe-cards\">Recipe Cards\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#sos-alert\">SOS Alert\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#knowledge-panel\">Knowledge Panel\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#local-pack\">Local Pack\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-flights\">Google Flights\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-hotels\">Google Hotels\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#ai-overviews\">AI Overviews\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#extra-serp-features\">Extra SERP features\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#food-for-thought\">Food For Thought\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-are-serp-features\">What Are SERP Features?\u003C\u002Fh2>\n\n\n\n\u003Cp>Search Engine Results Page (SERP) features are additional features on Google that can be triggered by certain search queries. As Google moves increasingly towards a user-centric experience that considers the requirements of different devices and search intent, it has developed and continues to create features that deliver relevant information, making it easier for users to access. \u003C\u002Fp>\n\n\n\n\u003Cp>An example of a modern SERP landscape with features is displayed below. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21328\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"search-intent\">\u003Cstrong>Search intent\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Search intent is \u003Cstrong>why\u003C\u002Fstrong> the user is making a specific search query. Aligning your user’s search intent with related content helps Google to provide the most relevant results for users’ queries and is an integral part of any SEO strategy. \u003C\u002Fp>\n\n\n\n\u003Cp>Search intent is intrinsically linked to SERP features and modifies what is displayed in the results. Search intent modifiers, such as informational, commercial, transactional or local-based searches can dramatically change what is shown on the SERPs, enhancing the user experience. \u003C\u002Fp>\n\n\n\n\u003Cp>A very subtle change to the SERPs, reacting to search intentions, is shown in the examples below in Google’s search bar. We can see that for the broader search, Google is attempting to guess the search intent best by providing short links to digital marketing news or books. Adding the search intent modifier “buy” in the keyword search reveals more transactional-based searches and pulls through the Google Shopping and Images tab. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"640\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_02-03-02.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21336\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Google’s ever-evolving SERP landscape tends to favour SERP features to answer user intent more efficiently whilst providing a better user experience by delivering relevant content to the query. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"device-comparison\">Device Comparison\u003C\u002Fh2>\n\n\n\n\u003Cp>Alongside the organic and paid listings, we’ll outline key SERP features on a modern-day results page and how they are presented across various devices: desktop, mobile and voice search. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"desktop\">Desktop\u003C\u002Fh3>\n\n\n\n\u003Cp>Search algorithms have developed dramatically across the years due to their use of artificial intelligence helping to learn from user searches. Their end goal has always been to deliver the most relevant results to the user. \u003C\u002Fp>\n\n\n\n\u003Cp>January 2014 saw the initial introduction of SERP features of desktop results, which included \u003Cstrong>featured snippets\u003C\u002Fstrong> and People Also Ask boxes (PAAs). The current state of play is constantly evolving, with Google using these features on desktop as a priority to convey the most relevant information to the user’s query.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"mobile\">Mobile\u003C\u002Fh3>\n\n\n\n\u003Cp>With mobile-first indexing being rolled out after July 2019, Google now predominantly uses the mobile version of a site’s content for indexing and ranking. Therefore, it’s essential to consider how search results from this on-the-go perspective are being displayed and if it meets the user’s expectations. SERP features help those of mobile devices to gain reliable insight on a much smaller screen to avoid disruption when gaining a relevant result. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"voice-assistants\">Voice Assistants\u003C\u002Fh3>\n\n\n\n\u003Cp>Voice search answers quick questions. Because voice search is conversational, queries often include a question instead of a typed phrase. Think of those main question-asking terms: \u003Cstrong>Who\u003C\u002Fstrong>, \u003Cstrong>What\u003C\u002Fstrong>, \u003Cstrong>Where\u003C\u002Fstrong>, \u003Cstrong>When\u003C\u002Fstrong>, \u003Cstrong>Why\u003C\u002Fstrong>, and \u003Cstrong>How\u003C\u002Fstrong>? Read our guide on \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-optimise-for-voice-search\u002F\">how to optimise to voice search\u003C\u002Fa> for more information. We will outline what SERP features are more likely to be pulled through from a voice search perspective and how you can optimise for this. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cem>***It’s important to note that there is not a separate mobile-first index. Google search only uses one index and displays the URL that is the most relevant for a specific user, whether that be desktop or mobile, within the SERPs.\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>We’ll now be diving into the common features seen on a SERPs across the globe. We have discussed a bit about the feature itself, what devices it is visible on, how you could obtain this feature and some visualisations of the features themselves. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-ads-search\">Google Ads: Search\u003C\u002Fh2>\n\n\n\n\u003Cp>Google search ads are some of the most common SERP features found on Google. The search engine giant allows third-parties to advertise in its search results using its Google Ads platform. \u003C\u002Fp>\n\n\n\n\u003Cp>The listings can be found both at the top and the bottom of the page for \u003Cem>almost\u003C\u002Fem> any search query, and the ad can be written to include almost any text the advertiser wants to include, such as product information, contact details and price. Each ad has either a bolded \u003Cstrong>Ad\u003C\u002Fstrong> or \u003Cstrong>sponsored\u003C\u002Fstrong> label next to it, depending on device, to distinguish it from organic results (though how this is stylised and format has changed across the years and will likely continue to do). Ad extensions are becoming increasingly well-utilised and allow advertisers to increase their ad content with clickable links, calls to action and many other features.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Visible on:\u003C\u002Fstrong> Mobile, Desktop & Voice\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How to obtain: \u003C\u002Fstrong>Search ads are obtainable through the Google Ads platform.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Desktop Results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002F7pdEP7BQ-Image_04.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21350\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Mobile results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_05.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21348\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Voice result\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_06.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21349\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-ads-shopping\">Google Ads: Shopping\u003C\u002Fh2>\n\n\n\n\u003Cp>As well as its own search tab, Google Shopping is a SERP feature which allows users to search for products on online shopping websites and compare prices between different vendors. The shopping listings appear at the top of the SERP and appear for search queries with transactional intent. \u003C\u002Fp>\n\n\n\n\u003Cp>Third parties can send product data to Google’s Merchant Centre and create a campaign in Google Ads, which the search engine giant then uses to create ads. In contrast to search ads, shopping ads display photos in addition to the text. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Visible on:\u003C\u002Fstrong> Mobile, Desktop & Voice\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How to obtain: \u003C\u002Fstrong>Shopping ads are obtainable through the Google Ads platform.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Desktop Results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_07.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21351\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Mobile Results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_08.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21352\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"image-pack\">Image Pack\u003C\u002Fh2>\n\n\n\n\u003Cp>The image pack SERP feature pulls images into the results for a query where visual aid is deemed relevant by Google according to how they understand the query’s intent. For example, Google displays an image pack for the search query ‘interior design ideas’ because of its highly visual intent. The image pack can appear in any position on a SERP and is powered by Google’s image search algorithm. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Visible on:\u003C\u002Fstrong> Mobile and Desktop\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How to obtain: \u003C\u002Fstrong>Best-practice tips include having descriptive file names, descriptive alt texts, human-readable URLs and optimized image sizes. Ensure that the page on which the image is found has a keyword-targeted title tag. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Desktop Results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_09.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21353\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Mobile Results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_10.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21354\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"top-stories\">Top Stories\u003C\u002Fh2>\n\n\n\n\u003Cp>Top Stories is a block of news articles relevant to a query, with time stamps and publisher names. It shows three results on the desktop version and a carousel on mobile. It can be found anywhere in the search results. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Visible on:\u003C\u002Fstrong> Mobile, Desktop & Voice\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How to obtain:\u003C\u002Fstrong> The SERP feature prioritises relevant current events and is mostly dominated by big news outlets. Nevertheless, smaller publications can be featured by using the Publisher Center tool to share content with Google News through RSS feeds, website URLs, or videos. Accelerated Mobile Pages (AMP) are no longer a prerequisite to be featured in Top Stories.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Desktop Results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_11.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21355\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Mobile Results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_12.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21356\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"people-also-ask\">People Also Ask\u003C\u002Fh2>\n\n\n\n\u003Cp>The People Also Ask (PAA) SERP feature is a drop-down according to questions related to a user’s search query. The PAA feature can be found anywhere on the page, and usually displays four questions, which expands and provides a short answer similar to a Featured Snippet.\u003C\u002Fp>\n\n\n\n\u003Cp>If a question is clicked in this way, two further questions are added to the bottom of the PAA feature. Every time a further question is clicked, an additional two questions appear. A user can click on the answer to be taken to the website from which the answer was taken.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Visible on:\u003C\u002Fstrong> Mobile, Desktop & Voice\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How to obtain:\u003C\u002Fstrong> Aim to provide short, but complete questions and answers within your content. Use sub-headings to make the questions clear where possible. Provide information in an objective tone and use concise language. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Desktop Results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_13.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21357\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Mobile Results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_14.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21358\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"video-carousel\">Video Carousel\u003C\u002Fh2>\n\n\n\n\u003Cp>Similar to the image pack, video snippets can appear in the results when they are deemed relevant to the user’s search intent. Moz detailed on a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fvideo-seo-post-rich-snippets\">Whiteboard Friday\u003C\u002Fa> that a relevant and enticing video thumbnail can help you to rank and to be pulled through to search queries. \u003C\u002Fp>\n\n\n\n\u003Cp>Each video has a title, a link, a description and a video thumbnail. They can also include a duration and upload time. \u003C\u002Fp>\n\n\n\n\u003Cp>These videos are primarily pulled from YouTube, as it is the leading video hosting platform and a Google-owned product. The video carousel can show up to 10 results.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Visible on:\u003C\u002Fstrong> Mobile, Desktop & Voice\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How to obtain:\u003C\u002Fstrong> Include relevant keywords in the title of your video, and include a detailed description of the video content. Include an engaging thumbnail to encourage click-through rates. It is also suspected that popular videos are more likely to appear for competitive keywords, so promote the video to have a greater chance of appearing in the Video Carousel.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Desktop Results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_15.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21359\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Mobile Results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_16-02.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21371\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"featured-video\">Featured Video\u003C\u002Fh2>\n\n\n\n\u003Cp>The featured video box displays one sole video at the top of the SERP. This SERP feature appears for specific search queries, such as song names and can be shown as an answer on the SERPs. If a user clicks on the result, they are taken through to the video provider site (YouTube).\u003C\u002Fp>\n\n\n\n\u003Cp>The Featured Video feature can also display lyrics underneath. These are pulled from third-party sources like LyricFind.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Visible on:\u003C\u002Fstrong> Mobile, Desktop & Voice\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How to obtain:\u003C\u002Fstrong>\u003Cstrong> \u003C\u002Fstrong>Through YouTube only\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Desktop Results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_17.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21361\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Mobile Results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_18.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21362\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"featured-snippet\">Featured Snippet\u003C\u002Fh2>\n\n\n\n\u003Cp>Featured snippets are sections of text triggered by a wide range of searches that take the place of the top organic ranking position. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.blog.google\u002Fproducts\u002Fsearch\u002Freintroduction-googles-featured-snippets\u002F\">Featured snippets\u003C\u002Fa> aim at answering the user’s question right away. Being featured means gaining additional brand exposure in search results, but at the loss of ranking in the regular organic results. The featured snippet can also be referred to as ‘Position Zero’ as Google places this snippet above all over the results. It’s also worth noting that featured snippet positions \u003Cem>usually\u003C\u002Fem> have a much higher click-through rate (CTR) than regular organic positions, though achieving them doesn’t always indicate success for brands.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, with the rise of “no-click searches”, featured snippets inherently allow users to obtain their desired information instantly, without the need to navigate and click-through to websites. It may be argued that this can come at a detriment for businesses, who consequently receive less traffic and on-site engagement despite often providing the content needed for the featured snippet in the first place.\u003C\u002Fp>\n\n\n\n\u003Cp>In certain industries, mobile search traffic is overtaking desktop traffic. There is also a rise of voice-activated digital assistant usage, with more users completing voice search queries. As a result, the traditional 10-blue link SERP layout does not work universally. Featured snippets are particularly useful from this perspective and provide users with accessible and relevant responses. More times than not, voice assistants like Alexa, Google Home or Siri will read from the content presented in the snippet, as this is the most likely to answer the user’s query. \u003C\u002Fp>\n\n\n\n\u003Cp>N.B. Alexa and Cortana, two leading voice assistants, draw their results from Bing rather than Google, meaning the featured snippet used may differ across different devices.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Visible on:\u003C\u002Fstrong> Mobile, Desktop & Voice\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How to obtain: \u003C\u002Fstrong>As a good rule of thumb, aim to target featured snippets with paragraphs in the 40–60-word range. Within the snippet, it’s important to be succinct and avoid large walls of text to make it easier for the user to digest. We also recommend including your target paragraph near the start of your text, or adding a relevant subheading if it comes later. Using numbered or bullet lists can help too.. This all helps Google to understand your content’s importance.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Desktop result\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_19.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21363\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Mobile result\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_20.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21364\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Voice result\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_21.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21365\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"recipe-cards\">Recipe Cards\u003C\u002Fh2>\n\n\n\n\u003Cp>To help your users discover recipe content, you can outline your recipe and further details to Google, helping to appear in the Google Search results and Google Image search results. A query for a recipe can return an image of the particular dish or drink along with a short snippet of the recipe. When used correctly, the rich cards are likely to drive additional traffic to your site.\u003C\u002Fp>\n\n\n\n\u003Cp>To help enhance your recipes, mark them up with structured data to help Google to better understand your content and deliver your result in the most efficient way possible. There are many recipe enhancements available, including guided recipes, recipes on Search only and recipe carousels. These can further be marked up with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fschema.org\u002FRecipe\">Recipe schema\u003C\u002Fa> to group your recipe into a clear sequence of steps that can be understood by both Google and the user. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Visible on:\u003C\u002Fstrong> Mobile, Desktop and Voice Search\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How to obtain:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Write steps that are easy for users to follow.\u003C\u002Fli>\n\n\n\n\u003Cli>Provide visible numbering or steps in a clear format, preferably using HTML hierarchy.\u003C\u002Fli>\n\n\n\n\u003Cli>Short snippets are much easier to digest on mobile devices and voice assistants.\u003C\u002Fli>\n\n\n\n\u003Cli>Target question-based keywords for voice search.\u003C\u002Fli>\n\n\n\n\u003Cli>Mark your recipes up with Recipe schema and include all the recommended fields.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Mobile results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_23-02.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21386\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Desktop results \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_22.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21366\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Voice results – Google Home Hub\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fbrownies1.gif\" alt=\"\" class=\"wp-image-21393\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Voice results – Google Assistant\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fbrownies2.gif\" alt=\"\" class=\"wp-image-21392\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"sos-alert\">SOS Alert\u003C\u002Fh2>\n\n\n\n\u003Cp>In response to the Coronavirus virus outbreak, first reported on the 31st December 2019, Google activated an SOS alert in the search results in partnership with the World Health Organisation. \u003C\u002Fp>\n\n\n\n\u003Cp>Google launched the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fsosalerts\u002F?hl=en\">SOS Alerts\u003C\u002Fa> SERP feature back in 2017 with the aim of making emergency information a lot more accessible within the SERPs for users during a natural or human-caused crisis. Google prioritises and aggregates content from authoritative bodies, such as governmental agencies, NGOs and first responders to deliver trusted and accurate alerts to the public. \u003C\u002Fp>\n\n\n\n\u003Cp>When these SOS alerts are rolled out, the SERPs are completely ad-free to make it easier for users to view the resources and read over any preventative safety tips. Google started to display the same results for the Coronavirus pandemic in 2020 with the results eventually becoming more localised by the searcher’s region. We have included the SERP results from a pre- and post-pandemic perspective, displaying how reactive Google has been at providing reliable information for users.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Visible on: \u003C\u002Fstrong>Mobile, Desktop and Voice Search\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How to obtain:\u003C\u002Fstrong>\u003Cstrong> \u003C\u002Fstrong>N\u002FA – Google-powered\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Desktop results – pre-pandemic\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_25.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21367\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_26.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21368\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Desktop results – post-pandemic\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>During the global pandemic, Google continues to support urgent content being displayed from reliable sources, such as government bodies, health organisations and educational institutes to aid users. Google recently developed an extension of the SOS Alerts feature and created \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fdata-types\u002Fspecial-announcements\">COVID-19 structured data\u003C\u002Fa>, allowing users to be notified about government announcements, quarantine guidelines, accurate statistics and much more. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_27.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21369\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_28.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21370\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Mobile results – during the pandemic\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_29.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21372\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"knowledge-panel\">Knowledge Panel\u003C\u002Fh2>\n\n\n\n\u003Cp>The Knowledge Panel is a SERP feature that pulls information from Google’s Knowledge Graph and displays it in information boxes next to the search results. The Knowledge Graph is Google’s knowledge base of information pulled from sources like WikiData, Google My Business and private data partnership. This feature allows Google to provide accurate information to its users in the most accessible way.\u003C\u002Fp>\n\n\n\n\u003Cp>Knowledge Panels appear when the search result centres around an entity, whether it be a person, an organisation, a place or a “thing”. They appear automatically in search, but a person associated with an entity whose information is included in knowledge panels can provide feedback on the information they feel should be included. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Visible on:\u003C\u002Fstrong> Mobile, Desktop and Voice Search\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How to obtain:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Earning a Knowledge panel requires the entity to be cited in multiple sources around the web. \u003C\u002Fli>\n\n\n\n\u003Cli>Set up a Google My Business page and fill out as many of the available fields as you can. \u003C\u002Fli>\n\n\n\n\u003Cli>Submit a Wikipedia page for approval. The requirements for having a verified Wikipedia page are strict, and often references of the entity being named in authoritative publications and news outlets.\u003C\u002Fli>\n\n\n\n\u003Cli>Verify social media accounts.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Desktop Results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_30.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21373\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Mobile Results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_31.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21374\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Voice results – Google Assistant\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_32.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21375\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"local-pack\">Local Pack\u003C\u002Fh2>\n\n\n\n\u003Cp>The Local Pack is a SERP feature that displays a map of the user’s location and several businesses in the surrounding area that are relevant to the search query. The Local Pack appears for searches with local intent, such as ‘restaurants near me’ or ‘digital marketing London’. The results are often hyper-local, with different results available when searching at different places in the same town or city.\u003C\u002Fp>\n\n\n\n\u003Cp>The Local Pack includes a map andthe top 3 results deemed relevant to a search query. Users can then choose to expand the list of results to find other options available in their location. Each business listed has their essential information listed, such as name, address and phone number, as well as their customer reviews, office hours and imagery. This information is pulled from a business’ Google My Business listings and the local results are based primarily on relevance, distance and prominence. Local packs differ from traditional organic search, as they have been noted to use their own algorithm. For example, Google’s algorithm may select a local listing that’s further away, but is more relevant to your search intent. Discover more on how Google determines \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fbusiness\u002Fanswer\u002F7091?hl=en\">local rankings here\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Visible on:\u003C\u002Fstrong> Mobile, Desktop and Voice Search\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How to obtain:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Create a verified Google My Business page for your company\u003C\u002Fli>\n\n\n\n\u003Cli>Optimise website for \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbeginners-guide-local-seo\u002F\">local search\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>Build local links\u002Fcitations\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Desktop results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_33.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21376\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Mobile results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_34.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21377\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Voice results – Google Assistant\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FIH3VtK0Y-coffee-shop.gif\" alt=\"\" class=\"wp-image-21388\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-flights\">Google Flights\u003C\u002Fh2>\n\n\n\n\u003Cp>The Google Flights SERP feature is a block that displays flight options relevant to a search query. For example, if a user were to search ‘flights to New York’, the Google Flights SERP feature would appear and it would display information on the flight dates, flight durations, the number of transfers and price.\u003C\u002Fp>\n\n\n\n\u003Cp>Data is taken from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.google.com\u002Fflights?hl=en\">Google Flights\u003C\u002Fa>, Google’s own flight-booking platform. Google launched Google Flights in 2011 but fully integrated it as a SERP feature in 2018. It appears above the organic results, but below the Google Ads results. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Visible on:\u003C\u002Fstrong> Mobile, Desktop and Voice Search\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How to obtain:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>N\u002FA – the data is pulled directly from Google Flights, which updates its data by searching through third party databases.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Desktop\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_36.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21378\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Mobile\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_37.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21379\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Voice results – Google Assistant\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"1080\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fflights.gif\" alt=\"\" class=\"wp-image-21390\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-hotels\">Google Hotels\u003C\u002Fh2>\n\n\n\n\u003Cp>The Google Hotels SERP feature pulls data on hotels in the searcher’s vicinity. The data is taken from the Hotels section in \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.google.com\u002Ftravel\u002F\">Google Travel\u003C\u002Fa>. Similarly to the Local Pack, it pulls through key information like name, address and reviews, as well as a map showing the locations of hotels nearby.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Desktop\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_39.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21380\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Mobile results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_40.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21381\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Voice results – Google Assistant\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fhotels.gif\" alt=\"\" class=\"wp-image-21391\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Visible on:\u003C\u002Fstrong> Mobile, Desktop and Voice Search\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How to obtain:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Google Hotels displays accommodations from all relevant properties that Google has knowledge of, meaning that a hotel can show in this SERP feature through the same optimisation efforts as the Local Pack.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fads.google.com\u002Fhotels\u002F\">Specific booking offers\u003C\u002Fa> can be made over Google Hotels, for which Google is remunerated. However, the Hotel needs to set up a partnership with Google to provide these offers through the SERP Feature.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Google Jobs\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>When a user completes a search query on Google relating to a job position, Google will return an aggregated source SERP feature that displays relevant job openings within the user’s current area. Google launched this feature back in 2017, helping users to streamline their application process by pulling in data from sources such as job portals and recruitment websites. \u003C\u002Fp>\n\n\n\n\u003Cp>When users are interacting with the Google Jobs feature, they have the ability to save, bookmark and create alerts for upcoming job openings meeting their criteria. \u003C\u002Fp>\n\n\n\n\u003Cp>Dependant on the search query, the job feature will return some or all of the following information:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Job title\u003C\u002Fli>\n\n\n\n\u003Cli>Organisation hiring\u003C\u002Fli>\n\n\n\n\u003Cli>Location\u003C\u002Fli>\n\n\n\n\u003Cli>How long the job advertisement has been posted for\u003C\u002Fli>\n\n\n\n\u003Cli>Whether the job is full- or part-time\u003C\u002Fli>\n\n\n\n\u003Cli>Where the job posting was originally posted\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Visible on:\u003C\u002Fstrong> Mobile and Desktop \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How to obtain:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Implement \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fdata-types\u002Fjob-posting\">JobPosting schema\u003C\u002Fa> markup to enhance your postings\u003C\u002Fli>\n\n\n\n\u003Cli>Add concise bullet points, location, salary, description of the role in the initial content\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Desktop results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_42.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21382\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Mobile results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_43.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21383\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Twitter Carousel\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Since 2015, Google has displayed the most recent and trending tweets that relate to a user’s search query. The Twitter carousel can appear anywhere on the SERPs, but more often than not, it’s positioned closer to the top of the search results. \u003C\u002Fp>\n\n\n\n\u003Cp>Tweets can be pulled through from both verified and unverified accounts and a link will also be included through to the original tweet. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Visible on: \u003C\u002Fstrong>Mobile & Desktop\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Desktop results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1170\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_44.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21384\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Mobile results\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FImage_45.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21385\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"ai-overviews\">AI Overviews\u003C\u002Fh2>\n\n\n\n\u003Cp>First rolled out to users in the US in May 2024, AI Overviews provides quick answers or summaries of topics using generative AI technology. Features in development include the ability to adjust responses, with options for ‘Overview’, ‘Simpler’, and ‘Break it down’.\u003C\u002Fp>\n\n\n\n\u003Cp>Visit our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-ai-overviews\u002F\">guide to Google’s AI Overviews\u003C\u002Fa> to learn more.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"extra-serp-features\">Extra SERP features\u003C\u002Fh2>\n\n\n\n\u003Cp>We’ve covered the most prominent SERP features presented in Google but as stated throughout, Google is continually testing new features to present users with the most relevant information to their search query with minimal effort. \u003C\u002Fp>\n\n\n\n\u003Cp>We’ve outlined further SERP features in the table below. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>SERP Feature\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Description\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>\u003Cstrong>How to obtain\u003C\u002Fstrong>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>App Downloads\u003C\u002Ftd>\u003Ctd>The App Pack typically only appears when using mobile or tablet devices. It highlights relevant apps that take the user to the relevant app store.\u003C\u002Ftd>\u003Ctd>The App Pack is powered by different app stores. Performing well in the relevant app store is therefore a key criteria for appearing in the App Pack.\u003Cbr>An application that is ranking well in app marketplaces is also likely to appear in an App Pack. \u003Cbr>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>College \u003C\u002Ftd>\u003Ctd>A SERP feature listing universities and relevant information for potential applicants, including: Program (course)LocationAverage CostTuitionTypeAcceptance RateCampus Setting\u003C\u002Ftd>\u003Ctd>It is currently only available in the USA and India. It gathers its data from various third party sources.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Instant Answer\u003C\u002Ftd>\u003Ctd>Instant answer boxes appear for searches with clear answers, such as ‘what is the population of the UK’ and ‘how old is Barack Obama’. It is designed to meet the user’s search intent as soon as they land on the SERP. \u003Cbr>\u003C\u002Ftd>\u003Ctd>The data is pulled from Google’s Knowledge Graph.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Podcast\u003C\u002Ftd>\u003Ctd>A carousel of recent episodes from a notable podcast appearing at the top of organic results. The podcast episodes can be played directly in the browser.\u003C\u002Ftd>\u003Ctd>Podcast owners can create an RSS feed for their podcast, and mention it on a dedicated page of their site.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>People Also Search For\u003C\u002Ftd>\u003Ctd>A carousel of similar entities related to the initial search, including businesses and individuals. \u003C\u002Ftd>\u003Ctd>The SERP feature is powered by the Knowledge Graph.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"food-for-thought\">Food For Thought\u003C\u002Fh2>\n\n\n\n\u003Cp>To recap, SERP features are present to give users content that Google believes will serve the specific needs of the user, outlining within their search query. To keep up to date with SERP feature announcements, we recommend following \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fblog\">Google’s Search Central Blog,\u003C\u002Fa> following other relevant industry publications and digging into SERPs firsthand to find any changes. \u003C\u002Fp>\n\n\n\n\u003Cp>Looking at SERP features as a whole, there are both advantages and disadvantages from a website traffic perspective. On the one hand, the introduction of SERP features saw a rapid rise in “no click searches” on the SERPs, a worrying trend for many webmasters who have seen industry-wide drops in traffic as a result. SERP features improve the user experience, allowing searchers to meet their search more efficiently. Google will also benefit from keeping users on its SERPs instead of websites, as the more time people spend navigating the SERPs, the more likely they will be to click on paid results or interact with other Google-owned properties. \u003C\u002Fp>\n\n\n\n\u003Cp>On the other hand, “no click searches” also present a real opportunity for webmasters to take a more holistic approach to their SEO strategies and meet user intent at every stage of the conversion funnel. No-click searches encourage brands to provide information that truly benefits the user, establishing trust and becoming their brand of choice in the process. As we explain in this \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fno-click-searches-arent-modern-day-seo-horror-story\u002F\">“no click searches” guide\u003C\u002Fa>, those who create a varied strategy that champions no-click searches will stand to gain in the long-term.\u003C\u002Fp>\n\n\n\n\u003Cp>Ranking for certain SERP features can provide tangible results, such as boosting your organic traffic and increasing click-through rates and is something that should be closely monitored in relation to the competitiveness in the space you’re operating in. As a rule of thumb, optimising your user experience and customer journey as much as possible is likely to coincide with Google’s continuous development of its SERP features. \u003C\u002Fp>\n\n\n\n\u003Cp>Another large opportunity offered by SERP features is the increasing likeliness of being pulled into \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fon-site-content\u002Fvoice-search-optimisation\u002F\">voice search\u003C\u002Fa> results answers. As this channel is not showing any sign of slowing down anytime soon, starting to gain exposure within the voice sphere can arguably give your brand a first-mover advantage.\u003C\u002Fp>\n",{"rendered":160,"protected":202},21397,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1287,"_yoast_wpseo_metadesc":5,"inline_featured_image":202,"footnotes":5},"SERP Features: The Complete Guide - Impression",[210],[],[214],[1292,102,217,218,219,220,221,222],"post-5356",[],[],[1296,1297,1298,1299],{"path":175,"name":176},{"path":229,"name":230},{"path":113,"name":18},{"path":184,"name":159},"What Are SERP Features? Search Engine Results Page (SERP) features are additional features on Google that can be triggered by certain search queries. As Google moves increasingly towards a user-centric experience that considers the requirements of different devices and search intent, it has developed and continues to create features that deliver relevant information, making it […]",{"thumbnail":1302,"medium":1303,"medium_large":1305,"large":1307,"1536x1536":1309,"2048x2048":1311,"post-thumbnail":1313,"12_col":1315,"default_landscape":1317,"default_portrait":1319,"6_col_and_margin_short":1321,"11_col_and_margin":1323,"9_col_rectangle":1325,"11_col":1327,"staff_image_696_600":1329,"rectangular_thumbnail":1331},{"url":164,"width":236,"height":236},{"url":1304,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Ffeatured-image.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",{"url":1306,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Ffeatured-image.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",{"url":1308,"width":243,"height":244},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Ffeatured-image.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1310,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Ffeatured-image.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",{"url":1312,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Ffeatured-image.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",{"url":1314,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Ffeatured-image.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1316,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Ffeatured-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1318,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Ffeatured-image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1320,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Ffeatured-image.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1322,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Ffeatured-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1324,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Ffeatured-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1326,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Ffeatured-image.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1328,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Ffeatured-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1330,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Ffeatured-image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1332,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Ffeatured-image.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1334],{"id":204,"path":271,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":1335},{"full_bio":10,"job_title":11,"specialist_service_links":1336,"photo":1341},[1337,1339],{"page":1338,"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":1340,"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":1342},{"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},[1344],{"id":210,"name":18,"path":113},[1346,1347,1348,1350,1351,1352,1353,1354,1355,1356,1357,1359,1361,1363,1364,1365,1366,1367,1368,1369],{"property":289,"content":1287},{"name":291,"content":292},{"property":190,"content":1349},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fserp-features\u002F",{"name":296,"content":297},{"property":299,"content":300},{"property":302,"content":1287},{"property":304,"content":1300},{"property":306,"content":1349},{"property":308,"content":309},{"property":311,"content":312},{"property":314,"content":1358},"2020-06-12T10:43:03+00:00",{"property":317,"content":1360},"2024-05-17T08:12:00+00:00",{"property":320,"content":1362},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Ffeatured-image.jpg?auto=compress%2Cformat&q=90",{"property":323,"content":324},{"property":326,"content":324},{"property":328,"content":329},{"property":170,"content":4},{"property":332,"content":333},{"property":335,"content":336},{"property":338,"content":339},{"@context":341,"@graph":1371},[1372,1386,1392,1393,1399,1403,1421],{"@type":280,"@id":1373,"isPartOf":1374,"author":1375,"headline":159,"datePublished":1358,"dateModified":1360,"mainEntityOfPage":1376,"wordCount":1377,"commentCount":23,"publisher":1378,"image":1379,"thumbnailUrl":1362,"articleSection":1381,"inLanguage":356,"potentialAction":1382},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fserp-features\u002F#article",{"@id":1349},{"name":4,"@id":347},{"@id":1349},4091,{"@id":351},{"@id":1380},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fserp-features\u002F#primaryimage",[18],[1383],{"@type":359,"name":360,"target":1384},[1385],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fserp-features\u002F#respond",{"@type":364,"@id":1349,"url":1349,"name":1287,"isPartOf":1387,"primaryImageOfPage":1388,"image":1389,"thumbnailUrl":1362,"datePublished":1358,"dateModified":1360,"breadcrumb":1390,"inLanguage":371},{"@id":366},{"@id":1380},{"@id":1380},{"@id":1391},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fserp-features\u002F#breadcrumb",{"@type":373,"inLanguage":356,"@id":1380,"url":1362,"contentUrl":1362,"width":324,"height":324},{"@type":375,"@id":1391,"itemListElement":1394},[1395,1396,1397,1398],{"@type":378,"position":210,"name":176,"item":379},{"@type":378,"position":381,"name":230,"item":382},{"@type":378,"position":153,"name":18,"item":384},{"@type":378,"position":107,"name":159},{"@type":387,"@id":366,"url":379,"name":309,"description":5,"publisher":1400,"inLanguage":356,"potentialAction":1401},{"@id":389},{"@type":391,"target":1402,"query-input":395},{"@type":393,"urlTemplate":394},{"@type":397,"@id":389,"name":309,"url":379,"logo":1404,"image":403,"sameAs":1405,"@context":408,"email":409,"foundingDate":410,"legalName":411,"vatID":412,"description":413,"telephone":414,"address":1406,"location":1407,"areaServed":1417},{"@type":373,"inLanguage":356,"@id":399,"url":400,"contentUrl":400,"width":401,"height":402,"caption":309},[405,406,407],{"@type":416,"streetAddress":417,"addressLocality":418,"addressRegion":419,"postalCode":420,"addressCountry":421},[1408,1411,1414],{"@type":424,"name":425,"geo":1409,"address":1410,"photo":403,"telephone":431},{"@type":427,"latitude":428,"longitude":429},{"@type":416,"streetAddress":417,"addressLocality":418,"addressRegion":419,"postalCode":420,"addressCountry":421},{"@type":424,"name":433,"geo":1412,"address":1413,"photo":442,"telephone":443},{"@type":427,"latitude":435,"longitude":436},{"@type":416,"streetAddress":438,"addressLocality":439,"addressRegion":440,"postalCode":441,"addressCountry":421},{"@type":424,"name":445,"geo":1415,"address":1416},{"@type":427,"latitude":447,"longitude":448},{"@type":416,"streetAddress":450,"addressLocality":451,"addressRegion":452,"postalCode":453,"addressCountry":454},[1418,1419,1420],{"@type":457,"name":458},{"@type":457,"name":460},{"@type":457,"name":454},{"@type":463,"@id":464,"name":4,"image":1422,"description":6,"sameAs":1423,"url":191},{"@type":373,"inLanguage":356,"@id":466,"url":8,"contentUrl":8,"caption":4},[187,468],{"self":1425,"collection":1430,"about":1432,"author":1434,"replies":1436,"version-history":1439,"predecessor-version":1443,"wp:featuredmedia":1447,"wp:attachment":1450,"wp:term":1453,"curies":1460},[1426],{"href":1427,"targetHints":1428},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5356",{"allow":1429},[475,476,477,478,479],[1431],{"href":482},[1433],{"href":485},[1435],{"embeddable":97,"href":488},[1437],{"embeddable":97,"href":1438},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=5356",[1440],{"count":1441,"href":1442},11,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5356\u002Frevisions",[1444],{"id":1445,"href":1446},28668,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5356\u002Frevisions\u002F28668",[1448],{"embeddable":97,"href":1449},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F21397",[1451],{"href":1452},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=5356",[1454,1456,1458],{"taxonomy":507,"embeddable":97,"href":1455},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=5356",{"taxonomy":510,"embeddable":97,"href":1457},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=5356",{"taxonomy":170,"embeddable":97,"href":1459},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=5356",[1461],{"name":516,"href":517,"templated":97},{"title":1463,"script":1464,"meta":1478,"link":1491},"Charlie Norledge | Director, Head of SEO | Impression",[1465],{"type":1466,"key":1467,"innerHTML":1468},"application\u002Fld+json","yoast-json-ld",{"@context":341,"@graph":1469},[1470,1475],{"@id":464,"@type":463,"name":4,"url":-1,"sameAs":1471,"image":1472,"description":6,"jobTitle":11,"knowsAbout":1473,"hasCredential":5,"gender":5,"worksFor":1474},[187,468],{"@type":373,"inLanguage":356,"@id":466,"url":8,"contentUrl":8,"caption":4},"SEO, Technical SEO",{"@id":389},{"@type":397,"@id":389,"name":309,"url":379,"logo":1476,"image":403,"sameAs":1477,"@context":408,"email":409,"foundingDate":410,"legalName":411,"vatID":412,"description":413,"telephone":414},{"@type":373,"inLanguage":356,"@id":399,"url":400,"contentUrl":400,"width":401,"height":402,"caption":309},[405,406,407],[1479,1480,1481,1483,1484,1486,1487,1489,1490],{"name":291,"content":292},{"property":296,"content":356},{"property":299,"content":1482},"profile",{"property":302,"content":1463},{"property":306,"content":1485},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F",{"property":308,"content":309},{"property":320,"content":1488},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=fit&fm=jpg&h=500&q=90&w=500",{"name":332,"content":333},{"name":338,"content":339},[]]