[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002Fpage\u002F5":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":185,"head_links":188,"breadcrumbs":173,"posts":192,"pages":168,"head":1474},"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},[101,115,126,138,148,158],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","How to write optimised category and product content for ecommerce sites","\u003Cp>Writing category and product descriptions is a vital, yet often-overlooked skill. It’s something that everyone involved with SEO for an ecommerce website is likely to encounter at some point. Perhaps you’re here because you’re just now encountering category and product description writing for the first time and are looking to learn some best practices. If […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-write-optimised-category-product-content-ecommerce\u002F","2025-10-22T14:22:51",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504397_books-on-shelf-in-library-256517-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[110],{"name":4,"image":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":113,"name":114},"\u002Fblog\u002Fcategory\u002Fecommerce\u002F","Ecommerce",{"type_key":102,"title":116,"excerpt":117,"to":118,"postedAt":119,"readingTime":120,"image":121,"authors":122,"category":124},"How to carry out a content audit for SEO","\u003Cp>Content audits have an important place in a well-rounded SEO strategy. They can be carried out as part of a one-off project, at the start of a new job or client relationship, or as a way to refresh an ongoing strategy. Whenever you choose to audit your content, it is an opportunity to carry out […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-content-audit-seo\u002F","2024-09-25T15:25:51",20,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoIkfoYoo-050720211625506472_agence-olloweb-d9ILr-dbEdg-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[123],{"name":4,"image":111},{"to":125,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":102,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":131,"image":132,"authors":133,"category":135},"Natural language processing in organic search: the state of play","\u003Cp>Natural language processing, or NLP, is a huge part of search. Google has been one of the leading innovators in the field for at least five years, making significant contributions to research in the field as they develop technologies for use in their products. Pioneering NLP techniques is one of the many activities that keeps […]\u003C\u002Fp>\n","\u002Fblog\u002Fnatural-language-processing-organic-search-2019\u002F","2022-02-07T16:48:20",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[134],{"name":4,"image":111},{"to":136,"name":137},"\u002Fblog\u002Fcategory\u002Fcontent\u002F","Content",{"type_key":102,"title":139,"excerpt":140,"to":141,"postedAt":142,"readingTime":23,"image":143,"authors":144,"category":146},"BrightonSEO 2019: Charlie Norledge – What’s new in Structured Data?","\u003Cp>With new pieces of structured data being tested and released all the time keeping up to date and constantly testing is important. These are things that have changed within structured data over the past 6 months. Charlie Norledge – What’s New In Structured Data – Brighton SEO from Charlie Norledge\u003C\u002Fp>\n","\u002Fblog\u002Fbrightonseo-2019-charlie-norledge-whats-new-in-structured-data\u002F","2022-02-07T16:48:21","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[145],{"name":4,"image":111},{"to":147,"name":33},"\u002Fblog\u002Fcategory\u002Ftechnical-seo\u002F",{"type_key":102,"title":149,"excerpt":150,"to":151,"postedAt":152,"readingTime":153,"image":154,"authors":155,"category":157},"Entity salience: SEO implications & salience scores","\u003Cp>Entity salience was launched into prominence by Google’s Cloud Natural Language demo. This little sales feature, sandwiched between blocks of sales copy, offers SEOs a rare glimpse into the inner workings of Google’s AI. Before delving deeper into Google’s Natural Language AI, this guide first explains the concept of entity salience. It also outlines how […]\u003C\u002Fp>\n","\u002Fblog\u002Fentity-salience-seo\u002F","2023-01-04T10:19:16",14,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[156],{"name":4,"image":111},{"to":125,"name":18},{"type_key":102,"title":159,"excerpt":160,"to":161,"postedAt":162,"readingTime":163,"image":164,"authors":165,"category":167},"Search Leeds: Barry Adams – JavaScript is ruining the web (and I love it)","\u003Cp>This is not a useful talk and it won’t have actionable insights. This is a 20 minute rant. Barry wants a beer. JavaScript isn’t Barry’s favourite technology. A recurring theme in a talk from last year is that JS is evil. He genuinely believes this. Barry is going to tell us why JavaScript lies at […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-leeds-barry-adams-javascript\u002F","2022-02-07T16:48:22",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[166],{"name":4,"image":111},{"to":125,"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",[193,520,707,899,1096,1286],{"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":211,"collections":214,"coauthors":215,"class_list":217,"acf":226,"head_links":227,"breadcrumbs":228,"url_path":105,"search_description":210,"featured_image_urls":235,"authors":270,"type_nicename":281,"reading_minutes":107,"category":282,"yoast_title":209,"yoast_meta":285,"yoast_json_ld":341,"_links":471},5358,"2020-06-11T14:47:03",{"rendered":197},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fhow-to-write-optimised-category-product-content-ecommerce\u002F","how-to-write-optimised-category-product-content-ecommerce",{"rendered":103},{"rendered":201,"protected":202},"\n\u003Cp>Writing category and product descriptions is a vital, yet often-overlooked skill. It’s something that everyone involved with SEO for an ecommerce website is likely to encounter at some point. \u003C\u002Fp>\n\n\n\n\u003Cp>Perhaps you’re here because you’re just now encountering category and product description writing for the first time and are looking to learn some best practices. If so, welcome.\u003C\u002Fp>\n\n\n\n\u003Cp>Or perhaps you’ve done it a million times before but without an SEO focus, or without putting much thought into the mechanics of optimising this type of content. Whatever your reason for reading, I hope you can take something away from this guide on product page SEO. Feel free to use the jumplinks to skip to the relevant sections if you’re here for something specific.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#why-optimise-ecommerce-content\">Why you need to optimise ecommerce content on your website\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#keyword-research-ecommerce-seo\">Keyword research is the start of SEO for ecommerce product pages\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#how-to-optimise-category-pages\">How to optimise category pages\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#how-to-optimise-product-pages\">How to optimise product pages\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#optimise-ecommerce-website-with-impression\">How to optimise your ecommerce website with Impression\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-optimise-ecommerce-content\">Why you need to optimise ecommerce content on your website\u003C\u002Fh2>\n\n\n\n\u003Cp>Written content is the lifeblood of SEO. It is one of the easiest things for search engines to interpret, and they keep getting better at it over time. \u003C\u002Fp>\n\n\n\n\u003Cp>Category and product content help search engines and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-optimise-for-generative-ai-search\u002F\">Large Language Models (LLMs), like Chat GPT, Gemini, Perplexity etc\u003C\u002Fa>, make sense of your product offering. Where an image might be hard for a search engine to interpret, a paragraph of text is an opportunity for them to pick up clear keyword signals and to understand the context of your offering. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Ftoo-much-content-e-commerce-category-google-29590.html\">Google’s John Mueller confirmed as much\u003C\u002Fa> in 2020 when asked about category content by Marie Haynes.\u003C\u002Fp>\n\n\n\n\u003Cp>I’ve seen the impact of adding category content countless times. Take a look at one of our client’s rankings for ‘paper cup’ after adding new content to their category page:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FQN7r3Ezgxpf8Z0zlKIAUenKnaQtlhABgu8DUXfZdozrpzAqM1pyHdKApp-cvM60sK2Lpnpa0oPXgKFk8a0UWVtAU7w7yCkLUSjBLy0yXRiEsKReYs4ZqJKATWyNnA1n5sJ98eAjW.png\" alt=\"A graph from our keyword tracking tool showing rankings for paper cup drop from page 8 or 9 to page 1 within a couple of months.\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>They went from ranking around 75th in the SERPs to almost appearing on page 2 or 3 almost instantly, and now hover around page 1. For many less competitive but related terms, they even rank in the top 3 of all competitors. We have seen fantastic results for many more clients. Check out how we helped our luxury soft furnishings client, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fabigail-ahern\u002F\">Abigail Ahern, increase their ecommerce revenue by 179%\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Optimised ecommerce content is also vital for users. Product descriptions communicate key information about the item in question, while category content gives visitors a chance to be exposed to more of your range and to get a feel for your business.\u003C\u002Fp>\n\n\n\n\u003Cp>I’ve encountered the opinion that this kind of content is ‘just for SEO’ too many times. That attitude will lead to poorly written content that’s never going to look great for your website. The best ecommerce content is written for a human audience, without neglecting SEO best practices. I’ll go into the specifics in much more detail shortly.\u003C\u002Fp>\n\n\n\n\u003Cp>Before I get to the practicalities of writing content and implementing SEO for category and product pages, we need to take a brief look at keyword research. You can’t write optimised content if you don’t know what your audience is searching for.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"keyword-research-ecommerce-seo\">Keyword research is the start of SEO for ecommerce product pages\u003C\u002Fh2>\n\n\n\n\u003Cp>Keyword research takes an important role in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fecommerce-seo\u002F\">ecommerce SEO\u003C\u002Fa> strategies. It is not only helpful for identifying what your audience is looking for, but how you will get the results you want. You’ll often be limited in the ways you can refer to different products and categories, but good keyword research can help you maximise your options and optimise your product pages whilst still keeping them informative and readable for your users.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"transactional-search-intent\">Transactional search intent\u003C\u002Fh3>\n\n\n\n\u003Cp>Ecommerce category and product pages are always best suited to transactional keywords(the terms that people search when they are ready to make a purchase). Some distinctions are obvious:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>[buy breath of the wild switch] – clearly transactional\u003C\u002Fli>\n\n\n\n\u003Cli>[breath of the wild walkthrough] – clearly informational\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>In the above examples, you definitely want to pay attention to the ‘buy’ term for your product page, and you can safely ignore the ‘walkthrough’ query. But what is someone looking for when they search for [legend of zelda breath of the wild]? If I search for it, starting from position 2, I get a strange mix of branded results, People Also Ask, Wikipedia, and Amazon.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fv6folQj3qfDSfqWFb8_phWIk4HvbhOzwjyVv-8dWDKlMsVmcuq7Ral_80HHWYZs-zYYXw8GGLm7dsxIqKtT190gf4zcPY7gQHn_pLu3g3vdxB5iBhMguaTVRGpkQ7-l0bSyMdrVq.png\" alt=\"Screenshot of search results for legend of zelda breath of the wild, inlcuding zelda.com, a People Also Ask box, Wikipedia and Amazon.\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>So, should I target that query from a product page? Or maybe with the products’ main category? Or should I have a different landing page altogether? A keyword this broad should rarely be the focus of a campaign unless you consider it vital to commercial performance. It will not only be highly competitive, but also may not be entirely relevant to your product page. Focus instead on those that have clear transactional intent and relate strongly to your content.\u003C\u002Fp>\n\n\n\n\u003Cp>Keyword research for ecommerce content writing is as much about understanding the context of your keywords as it is about understanding individual volume and difficulty scores. You’re not just providing SEO for product pages for the sake of optimisation, you’re providing information for your users, and if that information isn’t relevant to their intent, then there’s no point having it.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>A tip from me: \u003C\u002Fstrong>Watch out for aggregators that might be ranking as they can make achieving your goals more difficult. Sites like Which? (and many others) will often take the top spots for queries that include words like ‘best’ and ‘cheap. If we consider that users are still in the research phase when they are performing those types of searches, we know that they are not quite ready to buy. You can work to compete for those keywords using an informational content strategy. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fkeyword-research-tips-for-seo\u002F\">You can learn more about keyword research and search intent in this article\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"keyword-targeting-metadata\">Keyword targeting and automating metadata\u003C\u002Fh3>\n\n\n\n\u003Cp>The keywords that you should focus on when optimising your category and product pages are those that clearly have a purchase intent. Generally speaking, a product page should be targeted to terms relating to a particular item, like [nike react vision], as that gives you a very clear intent of what the user is looking for, while a category page should be targeted towards general terms like [mens trainers]. This has a slightly broader transaction intent – they know what type of item they want but not the exact product. Every single page that you sit down to write content for should have a clear, unique target keyword (or multiple keywords if there are close variants) that relates to what the user would be looking for.\u003C\u002Fp>\n\n\n\n\u003Cp>If the size of your site allows it, setting out a keyword targeting map that assigns all pages their primary keywords is the best way to focus your activity before you start.\u003C\u002Fp>\n\n\n\n\u003Cp>At the very least, each page should have unique, targeted metadata. This can be auto-generated for larger sites, as long as there is some way of pulling in your keyword targets. You can often use the page header as the source of this unique keyword, so long as it is concise and focused. This example from SportsShoes is spot-on:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FlJ4-n78TWCie8ESEjYDcBKBgIAC4TptzCFAVeubCo_ES-lI2bXjwbB4tXF9rzt-g1Qpw8Po2AEggVLtKcTnGkiTLmW80l6bhpgUVtHilNxzzXvv09jlwLMuNoa0W05c2is0U5TLV.png\" alt=\"Screenshot of SporsShoes' mens trainers metadata. The title tag says Mens Running Shoes & Running Trainers | ShortsShoes.com. The meta description says "Looking for new footwear, clothing & equipment for your next run, hike or training? Discover our large men's range from Adidas, Asics, Saucony & more now!"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>To do this quickly, I recommend setting up a spreadsheet with URLs and page headings in columns A and B. You should be able to export these from a technical SEO tool like Screaming Frog or Deepcrawl. Then, in column C, use a simple CONCATENATE formula like the example below to generate a title like the SportsShoes example above:\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>=CONCATENATE(B2, “ | SportsShoes.com”)\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cp>Alternatively, if you are looking to join more cells to add more variety to the outputs for a larger batch of pages, you can speed things up with TEXTJOIN. \u003C\u002Fp>\n\n\n\n\u003Cp>The TEXTJOIN formula is a function in spreadsheets e.g. Google Sheets that is designed to combine text from multiple cells, ranges, or strings into a single text string, with two major advantages: you define the separator only once, and you can easily ignore empty cells using the argument, TRUE.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, if I wanted to join text in row 2 from columns A to I, my TEXTJOIN formula would look like this: =TEXTJOIN(” “, TRUE, A2:I2)\u003C\u002Fp>\n\n\n\n\u003Cp>If you don’t have optimised headings, there’s really no better way to start than to create these first and use them in new title tags as you go.\u003C\u002Fp>\n\n\n\n\u003Cp>Next, let’s cover some additional aspects of targeting and optimisation for both products and category pages.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-optimise-category-pages\">How to optimise category pages\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"dont-write-seo-content-write-good-content\">Don’t write ‘SEO content,’ write good content\u003C\u002Fh3>\n\n\n\n\u003Cp>You may also encounter the term PLP or ‘product landing page’ for product category pages. A PLP is an e-commerce page that displays a list of products within a specific category, like “Women’s Shoes.” It’s called a PLP because it lists the products.\u003C\u002Fp>\n\n\n\n\u003Cp>There aren’t many category page best practices to follow, but if you take one thing from this article, it’s this: write good content. Everything else will follow. I’ve seen countless category pages with a couple of sentences or even paragraphs smashed together ‘for SEO.’ Content ‘for SEO’ isn’t helpful to humans and usually goes against Google’s quality guidelines. As a result, commercially valuable pages struggle to rank well and may be pushed out by competitors or less relevant pages on your website.\u003C\u002Fp>\n\n\n\n\u003Cp>High-quality category content, on the other hand, can achieve a number of things:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Showcase your best-selling products\u003C\u002Fli>\n\n\n\n\u003Cli> Point out products your customers might not have thought of\u003C\u002Fli>\n\n\n\n\u003Cli> Link to related categories to help users continue to browse\u003C\u002Fli>\n\n\n\n\u003Cli> Tell your customers why they should buy from you (e.g. fast delivery, handmade products, price match, payment plans etc.)\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>To achieve high-quality category content without falling prey to the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.dictionary.com\u002Fbrowse\u002Fscylla-and-charybdis\">Scylla and Charybdis\u003C\u002Fa> of ‘SEO content’ and completely unoptimised content, keep it short and focused. If you limit yourself to a few sentences (100-200 words is a good range if you like absolutes, though there really is no perfect word count) and make sure that all of those sentences communicate something of value to potential customers, I can almost guarantee that you will end up with good category content that stands a strong chance of ranking well.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"internal-linking-is-also-important\">Internal linking is also important\u003C\u002Fh3>\n\n\n\n\u003Cp>Category content is a great place to highlight next steps for your visitors through internal links, which is another very important part of SEO for ecommerce websites. If someone already knows what they want, they’ll skip right past your category content to the product pages, so we can assume that anyone reading the content wants some more guidance.\u003C\u002Fp>\n\n\n\n\u003Cp>Imagine that you’re a sales assistant in a brick and mortar electronics store and a customer asks for guidance on HD TVs. You might point out a couple of popular brands, give them examples of a good TV at a couple of different price points, or show them some different features.\u003C\u002Fp>\n\n\n\n\u003Cp>Your category content can do the same thing, only instead of physically walking a customer to a product or display in the shop, you’re providing them with a link through to a product page or sub-category that gives them the right information and guides them closer to a purchase.\u003C\u002Fp>\n\n\n\n\u003Cp>Internal links serve as a roadmap for both users and search engines. By embedding contextual links within your category content, you achieve two key objectives. First, you help search engine bots discover relevant, deeper product pages or supporting content they might otherwise overlook. Second, you establish thematic relevance by connecting related content within your site. This consistent linking structure reinforces the site’s hierarchy, signaling that the category page is the authoritative hub for its associated sub-topics and products. A helpful salesperson isn’t always giving you the hard sell, they are supporting you in making a decision and building a relationship so that you are confident in your choice, which is the role your category page needs to play.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-optimise-product-pages\">How to optimise product pages\u003C\u002Fh2>\n\n\n\n\u003Cp>Product pages often have an easier time ranking for specific keywords than category pages, as products are so much more specific and fewer sites sell exactly the same things. The main goal of a product page is for it to appear when someone searches for that item, like [buy castles of burgundy board game], rather than a more general search like [buy board games].\u003C\u002Fp>\n\n\n\n\u003Cp>You may also see product pages called ‘product display pages’ or PDPs and they are the same thing. \u003C\u002Fp>\n\n\n\n\u003Cp>Product pages also tend to be quite well optimised naturally in terms of SEO. Most sites already include the name of the product in their metadata and reference the name of the product a good number of times in the page copy.  However, there are still a handful of tactics you can employ to improve your product page optimisation and steal a march on the competition.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"avoid-duplicate-content\">Avoid duplicate content\u003C\u002Fh3>\n\n\n\n\u003Cp>Many ecommerce sites fall into the trap of using the same product description on multiple product pages or the same description as other sites. The problem of duplication throughout one site usually occurs where there are variant products, such as different sizes or colours. The solution to this particular SEO issue is technical rather than creative and involves setting up variable products or employing some kind of canonicalisation (creating one “canonical” page that all variants point to).\u003C\u002Fp>\n\n\n\n\u003Cp>The issue of duplicate content across multiple sites is easier to address and falls more cleanly into the scope of this article. It usually comes up when multiple sites are selling the same products from one brand, common in a huge number of industries like fashion, electronics, sports, gaming and many more.\u003C\u002Fp>\n\n\n\n\u003Cp>In many cases, product manufacturers or suppliers provide standard descriptions. If this is the case with your products, I recommend rewriting the standard content if you want to see the best SEO results for your product page. Where duplicate content exists, priority will usually be given to the most authoritative site or the site that published it first, which is unlikely to help you.\u003C\u002Fp>\n\n\n\n\u003Cp>If you need to keep the description intact for whatever reason, ensure that the rest of the page is completely unique. Add your own intro paragraph, add customer reviews, add your own USPs – do as much as you can to differentiate the page from those of your competitors. The best ecommerce product pages, according to search engines, are ones that are unique and authoritative because if you’re just a copy, you’re not worth showing. \u003C\u002Fp>\n\n\n\n\u003Cp>Manual changes can be difficult for large ecommerce sites, so consider automated, auto-filled solutions for new or additional content that autofills a sitewide template with different product attributes such as ratings, price and brand.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"experience-expertise-authority-trust\">Experience – Expertise – Authority – Trust\u003C\u002Fh3>\n\n\n\n\u003Cp>E-E-A-T is Google’s acronym, and while often called a buzzword, it represents a foundational concept within the Search Quality Rater Guidelines (QRG). It stands for Experience, Expertise, Authoritativeness, and Trustworthiness. The core idea is correct: Google places tremendous emphasis on a website’s demonstrated ability to provide high-quality, reliable, and safe information.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"e-e-a-ts-role-in-search-ranking\">E-E-A-T’s role in search ranking \u003C\u002Fh4>\n\n\n\n\u003Cp>It’s important to clarify that E-E-A-T is not a direct ranking factor built into the algorithm itself. Instead, it is a set of standards used by human Quality Raters to evaluate search results, which then helps Google’s engineers refine the core ranking algorithms.  Google’s significant updates over the past few years have indeed focused on rewarding high-quality content that demonstrates strong E-E-A-T, particularly for YMYL (Your Money or Your Life) topics, where health, financial, or personal well-being is at stake. \u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"demonstrating-trust-on-ecommerce-pages\">Demonstrating trust on ecommerce pages \u003C\u002Fh4>\n\n\n\n\u003Cp>To build demonstrable E-E-A-T on product and category pages:  Transparency is paramount. It is vital to clearly and concisely communicate all pertinent commercial details. This includes showing recognised payment providers (e.g., Visa logos), explicit delivery times and costs, clear return policies, and robust guarantees. \u003C\u002Fp>\n\n\n\n\u003Cp>Proof of Experience and Authority should be prioritised. Integrate verified customer reviews, display trust seals, and include highly visible, easily accessible contact information (phone, email, or live chat) to show customers they can rely on your business.  You don’t need to over-explain it all, but the information should be present and simple for any curious customer to locate.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fe-e-a-t\u002F\">You can learn more about E-E-A-T in our ultimate guide\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"make-the-most-of-your-unique-selling-points\">Make the most of your unique selling points\u003C\u002Fh3>\n\n\n\n\u003Cp>Finally, use your product pages to shout about what makes your site better than the competition. A short list of USPs is a great way to ensure that a customer chooses you rather than a competitor selling the same thing. If you know you’re not as competitive on price as some other sites, USPs can help you make up that ground, and they can help set you apart from ecommerce giants like Amazon.\u003C\u002Fp>\n\n\n\n\u003Cp>Is your product handmade? Say it. Eco-friendly? Say it. Made in the UK? Say it. \u003C\u002Fp>\n\n\n\n\u003Cp>Do you offer additional services? Say it. Fast delivery? Say it. Easy returns? Say it.\u003C\u002Fp>\n\n\n\n\u003Cp>You get the picture.\u003C\u002Fp>\n\n\n\n\u003Cp>As with E-E-A-T focused content, USPs don’t have to be unique to each product. It’s great to emphasise specific product qualities where they exist, but you’re absolutely fine to include the same company USPs across multiple pages without running afoul of duplication issues (so long as the rest of the content is unique).\u003C\u002Fp>\n\n\n\n\u003Cp>My final tip, which is pertinent to this point and to all that I have written so far, is to let your brand’s personality come through in everything that you write. Whether you’re the sole marketing manager for a small business, or you’re part of the content team at an international ecommerce giant, your company will have a voice and (hopefully) that voice will appeal to your target market. Avoid templated, lazy content where possible and express your brand in a way that compels users to engage with you.\u003C\u002Fp>\n\n\n\n\u003Cp>If you do that, and if you write content that actually helps people, you’ll be in a great position to see gains in organic search.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"optimise-ecommerce-website-with-impression\">\u003Cstrong>Optimise your ecommerce website with Impression\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Still unsure of the best way to go about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fecommerce-seo\u002F\">SEO for ecommerce websites\u003C\u002Fa>? Impression can help with all your SEO queries across category pages, product pages, and more. Learn more about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-carry-out-an-ecommerce-seo-audit\u002F\">how to audit your ecommerce website,\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-optimise-your-product-pages-for-black-friday\u002F\">how to optimise your product pages for events like Black Friday\u003C\u002Fa>. Need more help? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> today and make your ecommerce website the best it can be.\u003C\u002Fp>\n",false,{"rendered":104,"protected":202},19,7791,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":209,"_yoast_wpseo_metadesc":210,"inline_featured_image":202,"footnotes":5},"SEO for Product Pages: Ecommerce Optimisation Guide","Learn the secrets to effective ecommerce SEO for product pages. Our guide covers product page optimisation, content writing, and E-E-A-T.",[212,213],59,1,[],[216],109,[218,102,219,220,221,222,223,224,225],"post-5358","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","category-seo",[],[],[229,230,233,234],{"path":175,"name":176},{"path":231,"name":232},"\u002Fblog\u002F","Blog",{"path":125,"name":18},{"path":184,"name":103},{"thumbnail":236,"medium":238,"medium_large":240,"large":242,"1536x1536":246,"2048x2048":248,"post-thumbnail":250,"12_col":252,"default_landscape":254,"default_portrait":256,"6_col_and_margin_short":258,"11_col_and_margin":260,"9_col_rectangle":262,"11_col":264,"staff_image_696_600":266,"rectangular_thumbnail":268},{"url":108,"width":237,"height":237},640,{"url":239,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504397_books-on-shelf-in-library-256517-scaled.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":241,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504397_books-on-shelf-in-library-256517-scaled.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":243,"width":244,"height":245},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504397_books-on-shelf-in-library-256517-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":247,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504397_books-on-shelf-in-library-256517-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":249,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504397_books-on-shelf-in-library-256517-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1366&q=90&w=2048",{"url":251,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504397_books-on-shelf-in-library-256517-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":253,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504397_books-on-shelf-in-library-256517-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":255,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504397_books-on-shelf-in-library-256517-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":257,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504397_books-on-shelf-in-library-256517-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":259,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504397_books-on-shelf-in-library-256517-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":261,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504397_books-on-shelf-in-library-256517-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":263,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504397_books-on-shelf-in-library-256517-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":265,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504397_books-on-shelf-in-library-256517-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":267,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504397_books-on-shelf-in-library-256517-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":269,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504397_books-on-shelf-in-library-256517-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[271],{"id":204,"path":272,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":273},"\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F",{"full_bio":10,"job_title":11,"specialist_service_links":274,"photo":279},[275,277],{"page":276,"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":278,"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":280},{"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",[283,284],{"id":212,"name":114,"path":113},{"id":213,"name":18,"path":125},[286,288,290,293,295,298,301,303,305,307,310,313,316,319,322,325,328,331,332,335,338],{"property":287,"content":209},"title",{"property":289,"content":210},"description",{"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-to-write-optimised-category-product-content-ecommerce\u002F",{"name":296,"content":297},"og:locale","en_GB",{"property":299,"content":300},"og:type","article",{"property":302,"content":209},"og:title",{"property":304,"content":210},"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","2020-06-11T14:47:03+00:00",{"property":317,"content":318},"article:modified_time","2025-10-22T14:22:51+00:00",{"property":320,"content":321},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504397_books-on-shelf-in-library-256517-scaled.jpg?auto=compress%2Cformat&q=90",{"property":323,"content":324},"og:image:width",2560,{"property":326,"content":327},"og:image:height",1707,{"property":329,"content":330},"og:image:type","image\u002Fjpeg",{"property":170,"content":4},{"property":333,"content":334},"twitter:card","summary_large_image",{"property":336,"content":337},"twitter:creator","@https:\u002F\u002Ftwitter.com\u002FNorledgeCharlie",{"property":339,"content":340},"twitter:site","@impressiontalk",{"@context":342,"@graph":343},"https:\u002F\u002Fschema.org",[344,363,372,374,388,398,464],{"@type":281,"@id":345,"isPartOf":346,"author":347,"headline":103,"datePublished":315,"dateModified":318,"mainEntityOfPage":349,"wordCount":350,"commentCount":23,"publisher":351,"image":353,"thumbnailUrl":321,"articleSection":355,"inLanguage":356,"potentialAction":357},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-to-write-optimised-category-product-content-ecommerce\u002F#article",{"@id":294},{"name":4,"@id":348},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Fda6bfab4cfa3123547b3491ceea076e9",{"@id":294},3084,{"@id":352},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":354},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-to-write-optimised-category-product-content-ecommerce\u002F#primaryimage",[114,18],"en-GB",[358],{"@type":359,"name":360,"target":361},"CommentAction","Comment",[362],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-to-write-optimised-category-product-content-ecommerce\u002F#respond",{"@type":364,"@id":294,"url":294,"name":209,"isPartOf":365,"primaryImageOfPage":367,"image":368,"thumbnailUrl":321,"datePublished":315,"dateModified":318,"description":210,"breadcrumb":369,"inLanguage":371},"WebPage",{"@id":366},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":354},{"@id":354},{"@id":370},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-to-write-optimised-category-product-content-ecommerce\u002F#breadcrumb","en",{"@type":373,"inLanguage":356,"@id":354,"url":321,"contentUrl":321,"width":324,"height":327},"ImageObject",{"@type":375,"@id":370,"itemListElement":376},"BreadcrumbList",[377,380,383,386],{"@type":378,"position":213,"name":176,"item":379},"ListItem","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":378,"position":381,"name":232,"item":382},2,"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":378,"position":384,"name":18,"item":385},3,"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fseo\u002F",{"@type":378,"position":387,"name":103},4,{"@type":389,"@id":366,"url":379,"name":309,"description":5,"publisher":390,"inLanguage":356,"potentialAction":392},"WebSite",{"@id":391},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":393,"target":394,"query-input":397},"SearchAction",{"@type":395,"urlTemplate":396},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":399,"@id":391,"name":309,"url":379,"logo":400,"image":405,"sameAs":406,"@context":410,"email":411,"foundingDate":412,"legalName":413,"vatID":414,"description":415,"telephone":416,"address":417,"location":424,"areaServed":457},"Organization",{"@type":373,"inLanguage":356,"@id":401,"url":402,"contentUrl":402,"width":403,"height":404,"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",[407,408,409],"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":418,"streetAddress":419,"addressLocality":420,"addressRegion":421,"postalCode":422,"addressCountry":423},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[425,434,446],{"@type":426,"name":427,"geo":428,"address":432,"photo":405,"telephone":433},"Place","Impression Digital - Nottingham",{"@type":429,"latitude":430,"longitude":431},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":418,"streetAddress":419,"addressLocality":420,"addressRegion":421,"postalCode":422,"addressCountry":423},"+44 01158 242 212",{"@type":426,"name":435,"geo":436,"address":439,"photo":444,"telephone":445},"Impression Digital - London",{"@type":429,"latitude":437,"longitude":438},"51.50237208377361","-0.09229841534284115",{"@type":418,"streetAddress":440,"addressLocality":441,"addressRegion":442,"postalCode":443,"addressCountry":423},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":426,"name":447,"geo":448,"address":451},"Impression Digital - New York",{"@type":429,"latitude":449,"longitude":450},"40.726722746949","-74.00527778220652",{"@type":418,"streetAddress":452,"addressLocality":453,"addressRegion":454,"postalCode":455,"addressCountry":456},"160 Varick St","New York","NY","10013","USA",[458,461,463],{"@type":459,"name":460},"Country","Worldwide",{"@type":459,"name":462},"GBR",{"@type":459,"name":456},{"@type":465,"@id":466,"name":4,"image":467,"description":6,"sameAs":469,"url":191},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Fda6bfab4cfa3123547b3491ceea076e9",{"@type":373,"inLanguage":356,"@id":468,"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",[187,470],"https:\u002F\u002Fx.com\u002Fhttps:\u002F\u002Ftwitter.com\u002FNorledgeCharlie",{"self":472,"collection":482,"about":485,"author":488,"replies":491,"version-history":494,"predecessor-version":497,"wp:featuredmedia":501,"wp:attachment":504,"wp:term":507,"curies":516},[473],{"href":474,"targetHints":475},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5358",{"allow":476},[477,478,479,480,481],"GET","POST","PUT","PATCH","DELETE",[483],{"href":484},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts",[486],{"href":487},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftypes\u002Fpost",[489],{"embeddable":97,"href":490},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fusers\u002F19",[492],{"embeddable":97,"href":493},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=5358",[495],{"count":387,"href":496},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5358\u002Frevisions",[498],{"id":499,"href":500},35039,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5358\u002Frevisions\u002F35039",[502],{"embeddable":97,"href":503},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7791",[505],{"href":506},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=5358",[508,511,514],{"taxonomy":509,"embeddable":97,"href":510},"category","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=5358",{"taxonomy":512,"embeddable":97,"href":513},"collections","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=5358",{"taxonomy":170,"embeddable":97,"href":515},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=5358",[517],{"name":518,"href":519,"templated":97},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",{"id":521,"date":522,"date_gmt":522,"guid":523,"modified":119,"modified_gmt":119,"slug":525,"status":19,"type":102,"link":118,"title":526,"content":527,"excerpt":529,"author":204,"featured_media":530,"comment_status":206,"ping_status":20,"sticky":202,"template":5,"format":207,"meta":531,"categories":533,"collections":534,"coauthors":535,"class_list":536,"acf":538,"head_links":539,"breadcrumbs":540,"url_path":118,"search_description":545,"featured_image_urls":546,"authors":578,"type_nicename":281,"reading_minutes":120,"category":588,"yoast_title":532,"yoast_meta":590,"yoast_json_ld":616,"_links":670},4741,"2019-12-02T14:12:11",{"rendered":524},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fhow-to-content-audit-seo\u002F","how-to-content-audit-seo",{"rendered":116},{"rendered":528,"protected":202},"\u003Cp>Content audits have an important place in a well-rounded SEO strategy. They can be carried out as part of a one-off project, at the start of a new job or client relationship, or as a way to refresh an ongoing strategy.\u003C\u002Fp>\n\u003Cp>Whenever you choose to audit your content, it is an opportunity to carry out multiple activities that will benefit your other marketing activities directly, including:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Identifying opportunities for expansion and improvement through new content.\u003C\u002Fli>\n\u003Cli>Creating a plan for refreshing existing content and improving its performance.\u003C\u002Fli>\n\u003Cli>Learning more about your audience and how your site meets their needs (or doesn’t).\u003C\u002Fli>\n\u003Cli>Stripping unhelpful content from the site.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>From this point onwards, this blog post is not about why content audits are important. You may find the following persuasive if you’re unconvinced, but that’s not my goal. My goal is to lay out the process of carrying out a content audit.\u003C\u002Fp>\n\u003Cp>To that end, I will talk about a variety of techniques. You don’t need to incorporate all of the following into your content audit, but I would recommend doing something from each main section as a starting point (unless you have clear objectives that say otherwise).\u003C\u002Fp>\n\u003Cp>In some of the earlier sections, I have also included a ‘one step further’ paragraph that introduces another layer of detail. Many audits won’t need this extra layer, but if you’re carrying out a large content project or have the resource to spend even more time on your review, you may find them helpful.\u003C\u002Fp>\n\u003Cp>\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#current-content-performance\">Current content performance\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#search-console-for-search-visibility\">Search Console for search visibility\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#google-analytics-for-in-depth-site-performance-data\">Google Analytics for in-depth site performance data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#ahrefs-for-keyword-insights\">Ahrefs for keyword insights\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#opportunities-for-keyword-growth\">Opportunities for keyword growth\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#missed-opportunity-tagging\">Missed opportunity tagging\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#manually-vetting-keyword-opportunities\">Manually vetting keyword opportunities\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#competitor-analysis\">Competitor analysis\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#serp-features\">SERP features\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#auditing-content-quality\">Auditing content quality\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#ecommerce\">Ecommerce\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#lead-generation\">Lead generation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#informational-content\">Informational content\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#content-audit-layout-presentation\">Content audit layout & presentation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#summaries-key-points\">Summaries & key points\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#building-an-action-plan-or-strategy\">Building an action plan or strategy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#metrics-and-follow-up\">Metrics and follow-up\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\u003C\u002Fp>\n\u003Ch2 id=\"current-content-performance\">Current content performance\u003C\u002Fh2>\n\u003Cp>The goal of these activities is to help you to build a picture of the site’s current content wins and losses. Key questions to answer include:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Which pages are performing well and which are underperforming?\u003C\u002Fli>\n\u003Cli>Which keywords are driving the most traffic?\u003C\u002Fli>\n\u003Cli>Which pages are engaging organic users once they arrive on the site?\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 id=\"search-console-for-search-visibility\">Search Console for search visibility\u003C\u002Fh3>\n\u003Cp>Google Search Console is a powerful tool that can tell you which queries your site is gaining visibility for and how well your individual pages are performing in organic Google Search. The Performance view gives you data for clicks, impressions, click-through rate and average rank for any given period of time, or as a comparison between two time periods.\u003C\u002Fp>\n\u003Cp>At the very least, I recommend exporting the page performance view, which will give you a sheet that you can sort to identify which pages are bringing the most traffic to your site. If you want to focus on a particular part of the site, you can filter the view to show only URLs containing certain elements by clicking +NEW at the top of the view.\u003C\u002Fp>\n\u003Cp>Note, this will only work if parts of your site are grouped into subfolders. If the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwebsite-architecture-seo\u002F\">site structure\u003C\u002Fa> is completely flat, you’ll only be able to look at individual pages.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FRPYHzzUC-Screenshot-2019-11-19-at-09.46.53.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"488\" height=\"293\" \u002F>\u003C\u002Fp>\n\u003Cp>Search Console’s keyword export is useful, but in a content audit it needs refining. While a complete keyword overview can help provide context for a site’s performance, I find the keywords more useful when filtered by page or subfolder. Doing it this way gives you performance information that you can pin to particular pages on the site, which will help you to draw conclusions and suggest improvements.\u003C\u002Fp>\n\u003Cdiv style=\"padding: 3%; margin: 0px 0 30px 0; background-color: #f6f6f6;\">\n\u003Cp>\u003Cstrong>One step further\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Google Search Console’s Coverage reports provide further information that can be useful in some content audits, especially if you suspect that a site is lacking content quality or the site is particularly large.\u003C\u002Fp>\n\u003Cp>The ‘Crawled – currently not indexed’ report in the Excluded URLs section tells you which pages have been found by Google but have not been indexed, which means they cannot appear in organic search results. This report does not include pages marked with noindex tags or similar directives. Google doesn’t provide an official reason for these pages’ exclusion, but the lack of other indicators suggests that they were not perceived to be valuable enough for indexing. Any important pages in this list should be marked as a priority for review and improvement.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003Ch3 id=\"google-analytics-for-in-depth-site-performance-data\">Google Analytics for in-depth site performance data\u003C\u002Fh3>\n\u003Cp>While Search Console tells us how a page is performing in Google Search, Google Analytics tells us what happens when users land on the page. You can analyse Analytics data separately from Search Console if you want to look at engagement on its own, or you can merge the two datasets to look at each page’s performance in its entirety (just make sure that you have the same time period selected for both sets of data).\u003C\u002Fp>\n\u003Cp>I recommend using the Landing Page report on Analytics, with only the organic segment showing. This report gives you information on users’ bounce rates, average time on site, pages per session, goal conversions and revenue in the context of the first page they landed on from a search engine. It can help you to identify which pages are contributing to your business goals and which aren’t.\u003C\u002Fp>\n\u003Cp>There isn’t the space here to talk about ways to merge the data in full, but I organise the data from Analytics and Search Console in two Google Sheets tabs, then use INDEX MATCH to pull data from one to the other. INDEX MATCH can search the Sheet for data that matches a particular value (in this case, you’ll be matching URLs), allowing you to see Analytics and Search Console side by side for each page.\u003C\u002Fp>\n\u003Cp>Your formula should look something like the example below (which pulls Search Console data into an Analytics tab – to do this, you’ll also need to make sure the URLs are in the same format), but Nathan, one of our PPC specialists, has written a more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Findex-match-ppc\u002F\">in-depth description of INDEX MATCH\u003C\u002Fa> than I can manage here.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4743\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FbqmtUKPi-Screenshot-2019-11-29-at-15.49.03.png?auto=compress%2Cformat&q=90\" alt=\"Diagram explaining INDEX MATCH - see the related link above for more information.\" width=\"1051\" height=\"482\" \u002F>\u003C\u002Fp>\n\u003Cdiv style=\"padding: 3%; margin: 0px 0 30px 0; background-color: #f6f6f6;\">\n\u003Cp>\u003Cstrong>One step further\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Google Analytics’ behaviour flow analysis is a powerful tool for evaluating content. It allows you to follow user journeys through your website by seeing the number of times they either click through to different pages or exit the site.\u003C\u002Fp>\n\u003Cp>By looking at the percentage of users a page sends to other key pages, you can determine how effective it is at moving users further down the sales funnel. I find this tactic particularly useful where a large chunk of a website’s traffic is being driven by non-commercial pages, like blog posts.\u003C\u002Fp>\n\u003Cp>Pulling the data is a little manual, but if you don’t have the time for a full analysis you can always filter by page and focus on some of the top traffic-drivers to see whether or not they’re contributing to wider business goals.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003Ch3 id=\"ahrefs-for-keyword-insights\">Ahrefs for keyword insights\u003C\u002Fh3>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fahrefs.com\u002F\">Ahrefs\u003C\u002Fa> is my favourite third party tool for content auditing. The wealth and clarity of data that it provides makes it my tool of choice for fleshing out the data we get from Analytics and Search Console.\u003C\u002Fp>\n\u003Cp>Merging Ahrefs keyword ranking data with Search Console data is a handy way of adding extra information like keyword volume, difficulty and SERP features. Again, I would use an INDEX MATCH function in Sheets to achieve the combined data set.\u003C\u002Fp>\n\u003Cp>One drawback of Ahrefs is that it doesn’t pick up everything that Search Console can find. To get round this, you can add your Search Console keyword list to Ahrefs and gather the data that way.\u003C\u002Fp>\n\u003Cp>Two other features increase Ahrefs’ utility further: the ability to get top-level data about subfolders at a glance and the Top Pages view. This latter view ranks pages by their estimated traffic and allows you to see the number of keywords they rank for. Again, this data can be used in isolation or combined with Search Console’s page reports.\u003C\u002Fp>\n\u003Cdiv style=\"padding: 3%; margin: 0px 0 30px 0; background-color: #f6f6f6;\">\u003Cstrong>Using site performance data\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>The performance data that you gather in this stage of the audit can be presented to clients or the wider team as a breakdown of where the site is and isn’t performing. At the very least, I recommend identifying your best- and worst-performing pages in each key area of the site, the keywords that are driving the most traffic, and the keywords that could drive traffic with a bit of work.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003Ch2 id=\"opportunities-for-keyword-growth\">Opportunities for keyword growth\u003C\u002Fh2>\n\u003Cp>If a content audit is to be actionable, it needs to identify growth opportunities as well as analyse current performance. Many sites will have the opportunity to grow through keywords that are currently not driving any clicks or impressions, which may never be discovered through Search Console or Analytics analysis.\u003C\u002Fp>\n\u003Cp>It is at this point that a third party tool like Ahrefs, Search Metrics or SEMRush becomes invaluable, as you broaden the scope of the keywords you’re looking at and analyse the performance of competitors to see where your site can improve.\u003C\u002Fp>\n\u003Ch3 id=\"missed-opportunity-tagging\">Missed opportunity tagging\u003C\u002Fh3>\n\u003Cp>There are a number of ways to qualify missed opportunities, depending on the data you have accumulated thus far. Ahrefs would be my preferred tool for identifying keywords to target, as the tool’s volume and ranking position metrics are preferable to Search Console’s clicks\u002Fimpressions and average rank.\u003C\u002Fp>\n\u003Cp>With a standard site ranking export from Ahrefs, you can use a formula like the following in Google Sheets or Excel to tag targeting opportunities automatically:\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>=IF(AND(A2>499, B2>=10, B2<21), “investigate”, “no action”)\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>The above formula is qualifying opportunities by flagging as ‘investigate’ any keywords that have a search volume of 499 (A2>499) and rank between 10 and 20 (B2>=10, B2<21). You’ll need to change the cell values to correct coordinates for your export, with A2 referencing the volume cell and B2 referencing the position cell.\u003C\u002Fp>\n\u003Cp>I also recommend adjusting the parameters based on what counts as a good opportunity for your site. For some businesses, keywords with a volume of 1,000 or more are valuable, whereas another business might be happy to target anything above 50.\u003C\u002Fp>\n\u003Cp>Similarly, you can adjust the ranking boundaries depending on where the opportunity lies for your site. If you’re looking to boost an already high-performing site, consider looking for positions 3 to 10. However, a site that is only just picking up traction might need to take into consideration anything better than 40 or so.\u003C\u002Fp>\n\u003Cp>A similar formula could be reworked with Search Console if you don’t have access to Ahrefs. Consider replacing the volume parameter with impression data and the ranking parameters with average positions.\u003C\u002Fp>\n\u003Ch3 id=\"manually-vetting-keyword-opportunities\">Manually vetting keyword opportunities\u003C\u002Fh3>\n\u003Cp>Whether or not you automate the process for highlighting keyword opportunities, there’s no substitute for a manual check. A site could be ranking in position 14 for a volume 1,000 keyword that is not actually likely to drive any valuable traffic.\u003C\u002Fp>\n\u003Cp>Check over your tagging or your keyword data set to make sure that the keywords on which you focus are valuable for your site before you recommend any actions.\u003C\u002Fp>\n\u003Ch3 id=\"competitor-analysis\">Competitor analysis\u003C\u002Fh3>\n\u003Cp>Comparative ranking reviews, or gap analyses, are invaluable if you have access to a third-party tool like Ahrefs or SEMRush. Ahrefs has a built-in content gap tool that will show you the keywords for which up to three competitor sites rank, but yours doesn’t. You can also make sure that at least one competitor ranks in the top 10 to make sure that you eliminate a good number of irrelevant keywords.\u003C\u002Fp>\n\u003Cp>Personally, I don’t think the Ahrefs gap tool goes far enough for a content analysis. It’s important to identify where you’re being outranked, as well as where you don’t rank at all. You can do this for as many competitors as you like by exporting each competitor’s keywords and your own, then sticking them together in a spreadsheet.\u003C\u002Fp>\n\u003Cp>I’ll explain the process briefly for Google Sheets and the functionality should be similar in Excel. First, export each site’s keyword rankings into a separate tab. Next, copy all of the keyword data (keyword, volume, difficulty) into a new tab and use the ‘remove duplicates’ tool in Sheets’ Data menu to make sure you have a list containing only unique terms.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4744\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FfvN2Lg15-Screenshot-2019-11-26-at-17.03.24.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"251\" height=\"540\" \u002F>\u003C\u002Fp>\n\u003Cp>Finally, use a similar INDEX MATCH formula to the one described earlier in this post to pull each site’s ranking data for every keyword.\u003C\u002Fp>\n\u003Ch3 id=\"serp-features\">SERP features\u003C\u002Fh3>\n\u003Cp>Keywords with particular SERP features can represent great opportunities for ranking growth. If you have an export from a tool that lists SERP features (like Ahrefs), you can apply a filter and show only the rows that contain particular SERP features, like so:\u003C\u002Fp>\n\u003Cp>For many sites, identifying keywords with featured snippets and People Also Ask features is a great way to spot the opportunities to increase your visibility through good informational content. If you identify valuable keywords with interesting PAA opportunities, you can go one step further and investigate a wide range of question opportunities through a tool like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Falsoasked.com\u002F\">Also Asked\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cdiv style=\"padding: 3%; margin: 0px 0 30px 0; background-color: #f6f6f6;\">\u003Cstrong>Using keyword insights\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>More so than the previous section, this stage of the audit has been about identifying where your site can improve, particularly in terms of specific keyword ranking. Show your wider team or client the keywords that they’re currently missing out on and, if possible, match them to performance data from the previous stage to show the impact on search traffic that ranking for them could have.\u003C\u002Fp>\n\u003Cp>If you have identified particular kinds of keywords or SERP features that you should be targeting, you should bear this in mind for your on-page recommendations.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003Ch2 id=\"auditing-content-quality\">Auditing content quality\u003C\u002Fh2>\n\u003Cp>If performance data aims to identify the consequences of your current site setup, a content quality review aims to identify why it performs that way. If you have a large site, I recommend using your performance data to identify key problem areas (or the areas with the most potential) and focusing on these. With a smaller site, you can afford to take a look at most of the key pages.\u003C\u002Fp>\n\u003Cp>‘Content quality’ is a nebulous term. For our purposes, a content quality review of any given page should answer two questions:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Does this page engage users in the right way?\u003C\u002Fli>\n\u003Cli>Will search engines recognise this page as a valuable resource?\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>The first question ultimately feeds into the commercial objectives of the page. Every page should have a purpose. For some pages it will be obvious; a product page should encourage a user to buy the product. Other pages are less clear, but no less important. For example, a blog post might not have an immediate commercial goal, but it should still have a reason to exist, whether that’s eliciting a newsletter sign-up, encouraging a click through to a service page, or engaging users sufficiently that they return to the site in the future.\u003C\u002Fp>\n\u003Cp>The second question gets into the nitty-gritty of SEO. It encourages you to see if keyword targeting is appropriate in key areas of the page, like the title tag and h1, to assess whether or not the page meets the search intent behind its target keyword and to decide how well the page’s content competes with your target keywords’ current top-ranking results.\u003C\u002Fp>\n\u003Cp>Your answers to these questions should be presented in a digestible format, leading to clear actions that will improve the pages on your site. If it helps, you could create a checklist of things that a page should have to work for users and search engines, that might contain the following criteria:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Easy to find important information\u003C\u002Fli>\n\u003Cli>Clear CTA or next steps for users\u003C\u002Fli>\n\u003Cli>Mobile responsive\u003C\u002Fli>\n\u003Cli>Relevant keywords in title and heading\u003C\u002Fli>\n\u003Cli>Meta description with keyword targeting and a call to action\u003C\u002Fli>\n\u003Cli>Focused, keyword targeted first paragraph\u003C\u002Fli>\n\u003Cli>Subheadings relevant to your target topic\u003C\u002Fli>\n\u003Cli>Internal links pointing to next steps and related pages\u003C\u002Fli>\n\u003Cli>Sufficient content depth to compete with current top-ranking pages\u003C\u002Fli>\n\u003Cli>Good formatting\u003C\u002Fli>\n\u003Cli>High-quality imagery\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>These considerations differ depending on the type of content you’re dealing with, which is why I’ve broken my recommendations down further in the three sections below.\u003C\u002Fp>\n\u003Ch3 id=\"ecommerce\">Ecommerce\u003C\u002Fh3>\n\u003Cp>Ecommerce websites often don’t need a lot of content on their core commercial pages. In fact, it is entirely possible that cutting content could be a recommendation in your audit.\u003C\u002Fp>\n\u003Cp>For many ecommerce niches, it’s sufficient for a product page to describe the product in a paragraph or so and contain a list of specifications, ideally alongside reviews and a clear checkout CTA. Category pages, on the other hand, often need only a brief description of the type of products they hold, with internal links to highlight certain products and subcategories.\u003C\u002Fp>\n\u003Cp>‘SEO content’ is a common find on ecommerce sites, and if your site isn’t ranking it may be appropriate to cut this down and focus solely on content that a user will actually read. Spammy copy placed at the bottom of the page could be detrimental to your efforts.\u003C\u002Fp>\n\u003Cp>However, don’t be too hasty to dismiss ‘SEO copy’ if pages on your ecommerce site are already ranking well. If all the top-ranking sites in your niche are succeeding with similar tactics it may be that Google has decided that this sort of copy is appropriate. I would like to encourage a move away from content that isn’t valuable for users in the long term, but the reality is that such a tactic is not necessarily right for every site in every industry at all times.\u003C\u002Fp>\n\u003Cp>If, however, you’re starting with a blank slate or with incredibly thin (or empty) pages, I recommend testing succinct, user-friendly copy before trying anything more drastic.\u003C\u002Fp>\n\u003Ch3 id=\"lead-generation\">Lead generation\u003C\u002Fh3>\n\u003Cp>Service pages on lead gen websites tend to require more work than the short section of copy on an ecommerce category page. Many of the considerations that apply to longer informational content also apply here.\u003C\u002Fp>\n\u003Cp>Look for consistent quality in the content, with a clear focus on your target topic throughout the page. This should be reflected in the opening sentences, the heading, subheadings and metadata.\u003C\u002Fp>\n\u003Cp>However, watch out for content that swings too far the other way and stuffs keywords in unnaturally. If you find your content difficult to read, that should be a red flag straight away.\u003C\u002Fp>\n\u003Cp>Consider also the quality and relevance of any other media included on the page and the clarity of the next steps for a new user.\u003C\u002Fp>\n\u003Ch3 id=\"informational-content\">Informational content\u003C\u002Fh3>\n\u003Cp>Following a succession of updates in 2018 and 2019, the vast majority of sites cannot get away with poor informational content. Every single blog post or evergreen guide on your website should exist to provide users with helpful, high-quality information that is related to the core subject of your website.\u003C\u002Fp>\n\u003Cp>You may see the acronym EAT mentioned in relation to this kind of content. Standing for ‘expertise, authority, trust,’ EAT is an easy way of remembering what Google is looking for in a high-quality site. Every page on your website should provide these signals and your informational content presents you with the perfect opportunity to build quality consistently.\u003C\u002Fp>\n\u003Cp>Check your informational pages for clear topical focus, well-written copy, cited sources, expert authorship and accurate information. Wherever these are lacking, there is a chance that Google will devalue the content and, possibly, your site as a whole. If your business operates in a ‘your money or your life industry’ like finance, law or health, these considerations are especially pertinent.\u003C\u002Fp>\n\u003Cdiv style=\"padding: 3%; margin: 0px 0 30px 0; background-color: #f6f6f6;\">\u003Cstrong>Presenting your findings\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Any issues that you find with your website’s content should be presented along with solutions. Often the solution will be clear: either removing something low-quality or adding in something that’s missing. It is also incredibly helpful to focus your findings on areas that are demonstrably low performing so that those reading your findings can see the need for improvement.\u003C\u002Fp>\n\u003Cp>I’ll discuss strategy communication and action plans further in the next section, but issues and fixes should be presented in a priority order to make it clear where resource needs to be applied.\u003C\u002Fp>\n\u003Cp>Generally, dealing with obviously thin or low-quality content should be your primary consideration, followed by missed targeting opportunities and EAT considerations, then finishing with the more minor structural considerations.\u003C\u002Fp>\n\u003Cp>Finally, if you’re recommending removing or overhauling certain low-quality pages, backing up your reasoning with data from Analytics or Search Console to show low traffic is a great way to demonstrate to financially-minded stakeholders that there is minimal risk in doing so.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003Ch2 id=\"content-audit-layout-presentation\">Content audit layout & presentation\u003C\u002Fh2>\n\u003Cp>I’m not here to tell you how to write a document or put slides together. Whatever document or deck presentation works for your business is likely to be adaptable to a content audit. However, there are specific aspects of sequencing and presentation that can help to communicate the important issues of your audit to stakeholders who don’t have your knowledge of the website or SEO best practice.\u003C\u002Fp>\n\u003Ch3 id=\"summaries-key-points\">Summaries & key points\u003C\u002Fh3>\n\u003Cp>If your audit contains sections of dense analysis or commentary, periodically breaking out key points and summaries is a great way to make sure the key details don’t get lost. Mark them clearly in your document and make sure they contain the minimum amount of information to convey your point. Tying them into clear actions or recommendations is also helpful.\u003C\u002Fp>\n\u003Cp>If presenting your findings in a slide deck, a slide that details the key information from a single section, such as your competitor analysis or content quality review, will help to keep you on track.\u003C\u002Fp>\n\u003Ch3 id=\"building-an-action-plan-or-strategy\">Building an action plan or strategy\u003C\u002Fh3>\n\u003Cp>Ending an audit in a clear action plan is the perfect way to make sure that your advice is carried out as soon as possible. Depending on the audience for the audit, it may be appropriate to categorise actions in terms of impact and resource.\u003C\u002Fp>\n\u003Cp>For example, overhauling your service page content is likely going to take a lot of time (high resource), but is going to make a big difference (high impact). Improving the targeting of your primary landing pages’ headings might be low resource but high impact, while updating call to actions in meta descriptions might be low resource and low impact. Categorising your actions in this way helps non-specialist stakeholders to contribute to discussions over time frames and priorities.\u003C\u002Fp>\n\u003Cp>Depending on your authority and relationship with other stakeholders, it may be appropriate to go one step further and set out a proposed timeline, assigning responsibilities to different people. When working across teams or even across agencies, assigning responsibilities and deadlines is often the only way to make sure that the most important work is completed at the right time.\u003C\u002Fp>\n\u003Ch3 id=\"metrics-and-follow-up\">Metrics and follow-up\u003C\u002Fh3>\n\u003Cp>Your content audit should align with your SEO KPIs from the start of the process, but including specific metrics in the audit that you will use to judge performance can help to make the impact of the project more tangible. It can also encourage a review of the project further down the line that will ensure it progresses at the right pace.\u003C\u002Fp>\n\u003Cp>Below is a non-exhaustive list of metrics that you could use to judge different elements of performance based on your content audit:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Keyword rankings for a set of focus keywords\u003C\u002Fli>\n\u003Cli>Organic landings on the site as a whole, subfolders, or specific pages\u003C\u002Fli>\n\u003Cli>Search console clicks and impressions for the site as a whole, subfolders or specific pages\u003C\u002Fli>\n\u003Cli>The number of pages indexed according to Google Search Console (especially if pages were wrongly excluded for thin or duplicate content)\u003C\u002Fli>\n\u003Cli>Conversions from organic traffic for the site as a whole, subfolders or specific pages\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>By adding annotations in Analytics and other tracking software that you might be using, you can gain more accuracy in identifying the impacts of your changes, especially if other work is happening on the site simultaneously.\u003C\u002Fp>\n\u003Cp>It is often helpful to schedule a review of your content strategy three to six months down the line to make sure that work is being completed on-schedule and is having the desired effect. Don’t be afraid to modify and build upon your original recommendations as you get more data; a full content strategy often cannot be defined by a single audit and needs to evolve over time as the performance and situation of the site changes.\u003C\u002Fp>\n\u003Cdiv style=\"padding: 3%; margin: 0px 0 30px 0; background-color: #f6f6f6;\">If you like the sound of a content audit but don’t have the resources to carry one out yourself, Impression is happy to help. Our content team is able to carry out audits as one-off projects or as part of a longer SEO strategy. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> with our team today to discuss your requirements further.\u003C\u002Fdiv>\n",{"rendered":117,"protected":202},7880,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":532,"_yoast_wpseo_metadesc":5,"inline_featured_image":202,"footnotes":5},"How to Carry Out a Content Audit for SEO | Impression",[213],[],[216],[537,102,219,220,221,222,223,225],"post-4741",[],[],[541,542,543,544],{"path":175,"name":176},{"path":231,"name":232},{"path":125,"name":18},{"path":184,"name":116},"Content audits have an important place in a well-rounded SEO strategy. They can be carried out as part of a one-off project, at the start of a new job or client relationship, or as a way to refresh an ongoing strategy. Whenever you choose to audit your content, it is an opportunity to carry out […]",{"thumbnail":547,"medium":548,"medium_large":550,"large":552,"1536x1536":554,"2048x2048":556,"post-thumbnail":558,"12_col":560,"default_landscape":562,"default_portrait":564,"6_col_and_margin_short":566,"11_col_and_margin":568,"9_col_rectangle":570,"11_col":572,"staff_image_696_600":574,"rectangular_thumbnail":576},{"url":121,"width":237,"height":237},{"url":549,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoIkfoYoo-050720211625506472_agence-olloweb-d9ILr-dbEdg-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":551,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoIkfoYoo-050720211625506472_agence-olloweb-d9ILr-dbEdg-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=510&q=90&w=768",{"url":553,"width":244,"height":245},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoIkfoYoo-050720211625506472_agence-olloweb-d9ILr-dbEdg-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":555,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoIkfoYoo-050720211625506472_agence-olloweb-d9ILr-dbEdg-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1020&q=90&w=1536",{"url":557,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoIkfoYoo-050720211625506472_agence-olloweb-d9ILr-dbEdg-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1360&q=90&w=2048",{"url":559,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoIkfoYoo-050720211625506472_agence-olloweb-d9ILr-dbEdg-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":561,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoIkfoYoo-050720211625506472_agence-olloweb-d9ILr-dbEdg-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":563,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoIkfoYoo-050720211625506472_agence-olloweb-d9ILr-dbEdg-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":565,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoIkfoYoo-050720211625506472_agence-olloweb-d9ILr-dbEdg-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":567,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoIkfoYoo-050720211625506472_agence-olloweb-d9ILr-dbEdg-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":569,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoIkfoYoo-050720211625506472_agence-olloweb-d9ILr-dbEdg-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":571,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoIkfoYoo-050720211625506472_agence-olloweb-d9ILr-dbEdg-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":573,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoIkfoYoo-050720211625506472_agence-olloweb-d9ILr-dbEdg-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":575,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoIkfoYoo-050720211625506472_agence-olloweb-d9ILr-dbEdg-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":577,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoIkfoYoo-050720211625506472_agence-olloweb-d9ILr-dbEdg-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[579],{"id":204,"path":272,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":580},{"full_bio":10,"job_title":11,"specialist_service_links":581,"photo":586},[582,584],{"page":583,"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":585,"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":587},{"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},[589],{"id":213,"name":18,"path":125},[591,592,593,595,596,597,598,599,600,601,602,604,606,608,609,611,612,613,614,615],{"property":287,"content":532},{"name":291,"content":292},{"property":190,"content":594},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-to-content-audit-seo\u002F",{"name":296,"content":297},{"property":299,"content":300},{"property":302,"content":532},{"property":304,"content":545},{"property":306,"content":594},{"property":308,"content":309},{"property":311,"content":312},{"property":314,"content":603},"2019-12-02T14:12:11+00:00",{"property":317,"content":605},"2024-09-25T15:25:51+00:00",{"property":320,"content":607},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoIkfoYoo-050720211625506472_agence-olloweb-d9ILr-dbEdg-unsplash-scaled.jpg?auto=compress%2Cformat&q=90",{"property":323,"content":324},{"property":326,"content":610},1700,{"property":329,"content":330},{"property":170,"content":4},{"property":333,"content":334},{"property":336,"content":337},{"property":339,"content":340},{"@context":342,"@graph":617},[618,632,638,639,645,649,667],{"@type":281,"@id":619,"isPartOf":620,"author":621,"headline":116,"datePublished":603,"dateModified":605,"mainEntityOfPage":622,"wordCount":623,"commentCount":23,"publisher":624,"image":625,"thumbnailUrl":607,"articleSection":627,"inLanguage":356,"potentialAction":628},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-to-content-audit-seo\u002F#article",{"@id":594},{"name":4,"@id":348},{"@id":594},4049,{"@id":352},{"@id":626},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-to-content-audit-seo\u002F#primaryimage",[18],[629],{"@type":359,"name":360,"target":630},[631],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-to-content-audit-seo\u002F#respond",{"@type":364,"@id":594,"url":594,"name":532,"isPartOf":633,"primaryImageOfPage":634,"image":635,"thumbnailUrl":607,"datePublished":603,"dateModified":605,"breadcrumb":636,"inLanguage":371},{"@id":366},{"@id":626},{"@id":626},{"@id":637},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-to-content-audit-seo\u002F#breadcrumb",{"@type":373,"inLanguage":356,"@id":626,"url":607,"contentUrl":607,"width":324,"height":610},{"@type":375,"@id":637,"itemListElement":640},[641,642,643,644],{"@type":378,"position":213,"name":176,"item":379},{"@type":378,"position":381,"name":232,"item":382},{"@type":378,"position":384,"name":18,"item":385},{"@type":378,"position":387,"name":116},{"@type":389,"@id":366,"url":379,"name":309,"description":5,"publisher":646,"inLanguage":356,"potentialAction":647},{"@id":391},{"@type":393,"target":648,"query-input":397},{"@type":395,"urlTemplate":396},{"@type":399,"@id":391,"name":309,"url":379,"logo":650,"image":405,"sameAs":651,"@context":410,"email":411,"foundingDate":412,"legalName":413,"vatID":414,"description":415,"telephone":416,"address":652,"location":653,"areaServed":663},{"@type":373,"inLanguage":356,"@id":401,"url":402,"contentUrl":402,"width":403,"height":404,"caption":309},[407,408,409],{"@type":418,"streetAddress":419,"addressLocality":420,"addressRegion":421,"postalCode":422,"addressCountry":423},[654,657,660],{"@type":426,"name":427,"geo":655,"address":656,"photo":405,"telephone":433},{"@type":429,"latitude":430,"longitude":431},{"@type":418,"streetAddress":419,"addressLocality":420,"addressRegion":421,"postalCode":422,"addressCountry":423},{"@type":426,"name":435,"geo":658,"address":659,"photo":444,"telephone":445},{"@type":429,"latitude":437,"longitude":438},{"@type":418,"streetAddress":440,"addressLocality":441,"addressRegion":442,"postalCode":443,"addressCountry":423},{"@type":426,"name":447,"geo":661,"address":662},{"@type":429,"latitude":449,"longitude":450},{"@type":418,"streetAddress":452,"addressLocality":453,"addressRegion":454,"postalCode":455,"addressCountry":456},[664,665,666],{"@type":459,"name":460},{"@type":459,"name":462},{"@type":459,"name":456},{"@type":465,"@id":466,"name":4,"image":668,"description":6,"sameAs":669,"url":191},{"@type":373,"inLanguage":356,"@id":468,"url":8,"contentUrl":8,"caption":4},[187,470],{"self":671,"collection":676,"about":678,"author":680,"replies":682,"version-history":685,"predecessor-version":688,"wp:featuredmedia":692,"wp:attachment":695,"wp:term":698,"curies":705},[672],{"href":673,"targetHints":674},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4741",{"allow":675},[477,478,479,480,481],[677],{"href":484},[679],{"href":487},[681],{"embeddable":97,"href":490},[683],{"embeddable":97,"href":684},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=4741",[686],{"count":384,"href":687},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4741\u002Frevisions",[689],{"id":690,"href":691},30452,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4741\u002Frevisions\u002F30452",[693],{"embeddable":97,"href":694},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7880",[696],{"href":697},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=4741",[699,701,703],{"taxonomy":509,"embeddable":97,"href":700},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=4741",{"taxonomy":512,"embeddable":97,"href":702},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=4741",{"taxonomy":170,"embeddable":97,"href":704},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=4741",[706],{"name":518,"href":519,"templated":97},{"id":708,"date":709,"date_gmt":709,"guid":710,"modified":130,"modified_gmt":130,"slug":712,"status":19,"type":102,"link":129,"title":713,"content":714,"excerpt":716,"author":204,"featured_media":717,"comment_status":206,"ping_status":20,"sticky":202,"template":5,"format":207,"meta":718,"categories":721,"collections":723,"coauthors":724,"class_list":725,"acf":728,"head_links":729,"breadcrumbs":730,"url_path":129,"search_description":720,"featured_image_urls":735,"authors":767,"type_nicename":281,"reading_minutes":131,"category":777,"yoast_title":719,"yoast_meta":780,"yoast_json_ld":806,"_links":862},4689,"2019-11-05T09:00:26",{"rendered":711},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fnatural-language-processing-organic-search-2019\u002F","natural-language-processing-organic-search-2019",{"rendered":127},{"rendered":715,"protected":202},"\u003Cp>Natural language processing, or NLP, is a huge part of search.\u003C\u002Fp>\n\u003Cp>Google has been one of the leading innovators in the field for at least five years, making significant contributions to research in the field as they develop technologies for use in their products.\u003C\u002Fp>\n\u003Cp>Pioneering NLP techniques is one of the many activities that keeps Google ahead of its search competitors. For SEOs and content creators working to improve different sites’ organic visibility, understanding more of what goes on beneath the surface of the world’s largest search engine is one of the best ways to gain an edge over our competitors.\u003C\u002Fp>\n\u003Cp>\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#meet-bert-the-latest-addition-to-google-search\">Meet BERT, the latest addition to Google Search\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-did-we-get-here\">How did we get here?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2014-entity-work-by-dunietz-gillick\">2014 - Entity work by Dunietz & Gillick\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2016-rankbrain-and-word-vectors\">2016 - RankBrain and word vectors\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2017-transformers-and-self-attention\">2017 - Transformers and self-attention\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2017-18-unidirectional-transformers-shallow-bidirectionality\">2017-18 - Unidirectional Transformers & shallow bidirectionality\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-changed-with-bert\">What changed with BERT?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#deep-bidirectionality\">Deep bidirectionality\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#sentence-pair-training-task\">Sentence-pair training task\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#summary-of-berts-improvements\">Summary of BERT's improvements\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#current-nlp-implications-for-organic-search\">Current NLP implications for organic search\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#improved-search-results\">Improved search results\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#no-click-serps\">No-click SERPs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#entity-salience\">Entity salience\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#sentiment-analysis\">Sentiment analysis\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#can-you-optimise-for-bert\">Can you optimise for BERT?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#1-monitor-your-performance-in-featured-snippets\">1. Monitor your performance in featured snippets\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2-consider-an-informational-content-strategy-if-youre-not-already-doing-so\">2. Consider an informational content strategy if you’re not already doing so\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\u003C\u002Fp>\n\u003Cp>In this blog post, I’m going to take a dive into the current state of NLP in organic search. To understand where we are now, at the end of 2019, it’s important to get a sense of the steps taken to arrive at this point. I’ll also take a look at some of the biggest SEO implications of NLP’s current capabilities.\u003C\u002Fp>\n\u003Cp>But first, we need to take a quick look at the recent announcement that has triggered the industry’s renewed interest in NLP.\u003C\u002Fp>\n\u003Ch2 id=\"meet-bert-the-latest-addition-to-google-search\">Meet BERT, the latest addition to Google Search\u003C\u002Fh2>\n\u003Cp>In October 2019, news of further innovations in search broke once again, with Google announcing the integration of BERT with their search algorithms.\u003C\u002Fp>\n\u003Cp>BERT – which stands for Bidirectional Encoder Representations from Transformers – has actually been around in some form since 2018. However, it has taken a little while for Google to integrate the technology with their organic search algorithms. We \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhat-is-the-google-bert-update\u002F\">covered BERT’s announcement\u003C\u002Fa> at the end of October, if you want to find out more.\u003C\u002Fp>\n\u003Cp>Writing in a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.blog.google\u002Fproducts\u002Fsearch\u002Fsearch-language-understanding-bert\u002F\">much-discussed post on BERT’s release\u003C\u002Fa>, Google’s Pandu Nayak estimated that BERT would improve Google’s understanding of around 10% of English searches in the US. By taking a brief look at some touchpoints from the last five years of NLP development, we can start to get a sense of how Google has arrived at this point and what BERT is actually doing differently.\u003C\u002Fp>\n\u003Ch2 id=\"how-did-we-get-here\">How did we get here?\u003C\u002Fh2>\n\u003Ch3 id=\"2014-entity-work-by-dunietz-gillick\">2014 – Entity work by Dunietz & Gillick\u003C\u002Fh3>\n\u003Cp>In 2014, Jesse Dunietz and Dan Gillick – both employed by Google at the time – released a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstorage.googleapis.com\u002Fpub-tools-public-publication-data\u002Fpdf\u002F42235.pdf\">paper\u003C\u002Fa> about using AI to predict the most important entities in news articles. Their entity salience research demonstrated a powerful application of natural language processors, using them to automate the process of understanding which named things in a document are more important than others.\u003C\u002Fp>\n\u003Cp>If nothing else, Dunietz and Gillick’s work demonstrates the scope of Google’s ambition. They pioneered an application of NLP with clear usefulness for search results that has been built upon since by later innovations in natural language technology. Entity salience predictions now take into account all entities, not just named people, and make use of both better entity databases and improved text comprehension.\u003C\u002Fp>\n\u003Ch3 id=\"2016-rankbrain-and-word-vectors\">2016 – RankBrain and word vectors\u003C\u002Fh3>\n\u003Cp>Moz’s Dr Pete Meyers covered RankBrain and word vectors in a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Ftactical-keyword-research-in-a-rankbrain-world\">2016 article\u003C\u002Fa> that single-handedly inspired my love of content in SEO. The article is a fantastic read if you want to understand the last big iteration of Google’s NLP capabilities in search.\u003C\u002Fp>\n\u003Cp>Pre-BERT, Google relied on vectors to understand the meaning of a word. Vectors encode mathematical relationships between words. They help machines to understand that ‘run’ and ‘ran’ have the same relationship as ‘turn’ and ‘turned,’ for example.\u003C\u002Fp>\n\u003Cp>Word vectors enabled RankBrain – a significant AI component in Google’s algorithms – to understand words with a similar meaning, giving the search engine a better understanding of whole topic areas, as opposed to single keywords.\u003C\u002Fp>\n\u003Cp>A limitation of word vectors is that they are context-free, as acknowledged by Google in their recent writing on NLP. For example, it is difficult for a word vector model to understand that ‘bank’ could mean both a financial institution and the edge of a river. Later innovations sought to fix this shortcoming.\u003C\u002Fp>\n\u003Ch3 id=\"2017-transformers-and-self-attention\">2017 – Transformers and self-attention\u003C\u002Fh3>\n\u003Cp>Google’s development of the Transformer in 2017 remains one of the biggest leaps forward in NLP technology in recent years. Transformers are based on self-attention mechanisms, a kind of architecture that allows the relationships between words in a sentence to be mapped onto one another.\u003C\u002Fp>\n\u003Cp>Transformers gave natural language processors the ability to take whole sentences into account when attempting to understand single words.\u003C\u002Fp>\n\u003Cp>To return to entity salience as an example, when determining which entity is the most important in a sentence, a Transformer is able to look at its relationships to every other word in the sentence, as opposed to simply looking at the words immediately before or after. Transformers also revolutionised other difficult NLP tasks, such as translation.\u003C\u002Fp>\n\u003Ch3 id=\"2017-18-unidirectional-transformers-shallow-bidirectionality\">2017-18 – Unidirectional Transformers & shallow bidirectionality\u003C\u002Fh3>\n\u003Cp>In their \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Farxiv.org\u002Fabs\u002F1810.04805\">2018 research paper\u003C\u002Fa> discussing BERT, Google’s AI researchers compare their model to recent Transformer-based models, OpenAI GPT and ELMo. These two models used Transformers in different ways.\u003C\u002Fp>\n\u003Cp>OpenAI GPT is an example of a unidirectional Transformer, which maps the relationships between words from left to right. This model lacked efficiency in that it took more steps to relate a word much later in a sentence to one much earlier. The more steps involved, the harder it is for a model to make an accurate prediction.\u003C\u002Fp>\n\u003Cp>ELMo went one step further, combining separate unidirectional learning models, one of which is trained from left to right, and the other from right to left. In this way, it was able to make better use of a word’s context than OpenAI GPT. However, Google still saw room for improvement.\u003C\u002Fp>\n\u003Ch2 id=\"what-changed-with-bert\">What changed with BERT?\u003C\u002Fh2>\n\u003Cp>BERT was released in 2018, but has only just been integrated into Google search. The model has applications in all sorts of areas and is expected to make a significant improvement to Google Search’s text comprehension. What sets it apart?\u003C\u002Fp>\n\u003Ch3 id=\"deep-bidirectionality\">Deep bidirectionality\u003C\u002Fh3>\n\u003Cp>The B in BERT stands for bidirectionality. Simply put, BERT takes into account the words both to the left and to the right of its target. It can do this because Google’s researchers trained it using a new method: a masked learning model (MLM).\u003C\u002Fp>\n\u003Cp>The MLM works by training the natural language processor to identify ‘masked’ words in training sentences taken from corpora of books and Wikipedia articles. In 80% of training sentences, 15% of words would be ‘masked’ (randomly removed). Another 10% of training sentences had 15% of their words randomly replaced, and the final 10% were left unchanged. This meant that the training data was slightly biased towards correct sentences, which enabled the model to grasp real language.\u003C\u002Fp>\n\u003Cp>Unidirectional models are normally trained to predict the next word in a sequence, which works because they can’t ‘see’ what comes next. That method doesn’t work for a truly bidirectional model, which would indirectly be able to ‘see’ the word that it was guessing. The MLM method allows for the processor to be fully trained on the context of its input words.\u003C\u002Fp>\n\u003Cp>The bottom line of a deeply bidirectional model is that it is better at working out the meanings of ambiguous words than any of its predecessors. This is why Google is able to say that queries containing small but important prepositions (words like ‘to’ and ‘for’) will be easier for its search engine to understand.\u003C\u002Fp>\n\u003Ch3 id=\"sentence-pair-training-task\">Sentence-pair training task\u003C\u002Fh3>\n\u003Cp>The MLM was not the only training task to help BERT build on its predecessors. The researchers also trained the model in identifying sentence pairs. The outcome of this task was for the model to be able to predict whether or not a pair of unseen sentences were connected.\u003C\u002Fp>\n\u003Cp>Though the sentence pairing isn’t mentioned in Pandu Nayak’s main announcement blog post, it seems to me to be just as important a feature of BERT as the bidirectional training. It means that BERT should be very good at common search tasks, such as recognising logical answers to questions posed by users.\u003C\u002Fp>\n\u003Ch3 id=\"summary-of-berts-improvements\">Summary of BERT’s improvements\u003C\u002Fh3>\n\u003Cp>BERT should do at least two things more effectively than any natural language processor before it, and will certainly improve Google’s ability to do these two things better:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Identify how small, potentially ambiguous words can alter the meaning of a sentence.\u003C\u002Fli>\n\u003Cli>Identify where two different sentences are related to one another.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"current-nlp-implications-for-organic-search\">Current NLP implications for organic search\u003C\u002Fh2>\n\u003Cp>The previous section has outlined where BERT has improved on its predecessors, but I also want to make sure that this post has some more practical insight for SEOs. What will BERT actually change in the organic search results?\u003C\u002Fp>\n\u003Ch3 id=\"improved-search-results\">Improved search results\u003C\u002Fh3>\n\u003Cp>Google expects BERT to improve about 10% of US English searches. Some people thought that was a low figure, but 10% of all English-language searches in the US is \u003Cem>huge\u003C\u002Fem>. Google wasn’t bad at NLP before BERT’s integration. BERT shouldn’t change anything for the majority of simpler search terms, which will include most of the key traffic-drivers for commercial sites.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>The biggest impact will be seen in those more complex searches that hinge on small but important prepositions and modifiers.\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>I also expect Google’s question-answering capabilities to improve thanks to BERT’s sentence pair training, and Google has already alluded to this with their suggestion that featured snippets will change. If Q&A style content is a key part of your SEO strategy, you may see fluctuations in the coming weeks.\u003C\u002Fp>\n\u003Ch3 id=\"no-click-serps\">No-click SERPs\u003C\u002Fh3>\n\u003Cp>It’s not a stretch to think that BERT’s integration will result in a higher proportion of no-click searches, in which Google is able to satisfy the user’s search intent within the search results themselves.\u003C\u002Fp>\n\u003Cp>It is natural for SEOs to react against such a trend, but I don’t think that scaling back your informational content is the answer. Yes, SERP features may lower the clicks for certain searches, but if your website holds them you will still be more visible than any competitor in the same SERP, and your website will be referenced in voice results, which is – realistically – about as much exposure as you can hope to get in that channel.\u003C\u002Fp>\n\u003Ch3 id=\"entity-salience\">Entity salience\u003C\u002Fh3>\n\u003Cp>I covered \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fentity-salience-seo\u002F\">entity salience in-depth\u003C\u002Fa> on Impression’s blog before BERT’s search integration was announced, but BERT doesn’t change anything significant in that article.\u003C\u002Fp>\n\u003Cp>If anything, BERT’s deep bidirectionality will improve the accuracy of the search engine’s entity scores. It outperformed other natural language processors in an entity recognition task carried out by Google’s researchers, as detailed in \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Farxiv.org\u002Fabs\u002F1810.04805\">their paper\u003C\u002Fa>. However, there is no need for the factors contributing to an entity’s salience to change with the new technology’s arrival. As far as I can see, Dunietz and Gillick’s 2014 paper is still a good starting point for salience measurement.\u003C\u002Fp>\n\u003Cp>Entity salience is a helpful topic area to be aware of if you’re creating or revamping content. BERT’s introduction does nothing to change that, so take a look at my earlier article if you want more information.\u003C\u002Fp>\n\u003Ch3 id=\"sentiment-analysis\">Sentiment analysis\u003C\u002Fh3>\n\u003Cp>I expect BERT to improve Google’s sentiment analysis capabilities in the same way that it could improve the search engine’s entity salience predictions. BERT outperformed its closest competitors in the exhaustive General Language Understanding Evaluation (GLUE) benchmark, which includes a sentiment-based dataset of sentences from film reviews, indicating that it has potential in this area.\u003C\u002Fp>\n\u003Cp>Accurate sentiment analysis is currently one of the most difficult tasks that Google has set out to achieve with its NLP technology and the results found in the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcloud.google.com\u002Fnatural-language\u002F\">Cloud API\u003C\u002Fa> demo were hit and miss at best; Google’s NLP technology is certainly not a perfect replacement for human analysis at this point in time.\u003C\u002Fp>\n\u003Cp>Will BERT change anything significantly for SEOs in this area? Not immediately, is my guess. It’s another step towards Google being able to make use of sentiment in their search results, but I would be very surprised if they are already doing so to any extent. This is another area that I touched on in my previous blog post, and one that we have also covered in a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Ftesting-sentiment-with-googles-natural-language-api\u002F\">test of the technology’s current capabilities\u003C\u002Fa>.\u003C\u002Fp>\n\u003Ch2 id=\"can-you-optimise-for-bert\">Can you optimise for BERT?\u003C\u002Fh2>\n\u003Cp>Google’s official line is that there is no need to optimise for BERT. While SEOs are right to treat such pronouncements with scepticism, I tend to agree with it in this case. However, I would suggest two strategic considerations off the back of BERT’s introduction:\u003C\u002Fp>\n\u003Ch3 id=\"1-monitor-your-performance-in-featured-snippets\">\u003Cstrong>1. Monitor your performance in featured snippets\u003C\u002Fstrong>\u003C\u002Fh3>\n\u003Cp>I expect to see fluctuation in featured snippets over the next few weeks. If you know they’re important to your search visibility, I would monitor them and see if you can improve the quality or relevance of your content for any that you lose. We know that BERT is very good at finding links between sentences, so make the links between your content and target informational keywords as clear as possible.\u003C\u002Fp>\n\u003Ch3 id=\"2-consider-an-informational-content-strategy-if-youre-not-already-doing-so\">\u003Cstrong>2. Consider an informational content strategy if you’re not already doing so\u003C\u002Fstrong>\u003C\u002Fh3>\n\u003Cp>I’m not the first to advocate a strategy driven by informational content. There are many advantages to doing so, but BERT’s integration is yet another clear sign of Google’s quest to improve the quality of informational content accessible via search. I’ve seen several examples of informational content creeping into otherwise commercial search results already, and wouldn’t be surprised if this trend continues. As a starting point, create a knowledge hub or FAQ page answering questions about your products and services. If possible, go further and keep a blog or content hub updated with the latest industry news, advice and answers to engage your audience and demonstrate a deep coverage of your target industry.\u003C\u002Fp>\n",{"rendered":128,"protected":202},7891,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":719,"_yoast_wpseo_metadesc":720,"inline_featured_image":202,"footnotes":5},"Natural Language Processing in SEO | Impression","How is Google using natural language processing, and what does it actually mean for you? Impression explores those questions and more in this blog post.",[722,213],38,[],[216],[726,102,219,220,221,222,223,727,225],"post-4689","category-content",[],[],[731,732,733,734],{"path":175,"name":176},{"path":231,"name":232},{"path":136,"name":137},{"path":184,"name":127},{"thumbnail":736,"medium":737,"medium_large":739,"large":741,"1536x1536":743,"2048x2048":745,"post-thumbnail":747,"12_col":749,"default_landscape":751,"default_portrait":753,"6_col_and_margin_short":755,"11_col_and_margin":757,"9_col_rectangle":759,"11_col":761,"staff_image_696_600":763,"rectangular_thumbnail":765},{"url":132,"width":237,"height":237},{"url":738,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":740,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":742,"width":244,"height":245},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":744,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":746,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1366&q=90&w=2048",{"url":748,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":750,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":752,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":754,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":756,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":758,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":760,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":762,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":764,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":766,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[768],{"id":204,"path":272,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":769},{"full_bio":10,"job_title":11,"specialist_service_links":770,"photo":775},[771,773],{"page":772,"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":774,"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":776},{"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},[778,779],{"id":722,"name":137,"path":136},{"id":213,"name":18,"path":125},[781,782,783,784,786,787,788,789,790,791,792,793,795,797,799,800,801,802,803,804,805],{"property":287,"content":719},{"property":289,"content":720},{"name":291,"content":292},{"property":190,"content":785},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fnatural-language-processing-organic-search-2019\u002F",{"name":296,"content":297},{"property":299,"content":300},{"property":302,"content":719},{"property":304,"content":720},{"property":306,"content":785},{"property":308,"content":309},{"property":311,"content":312},{"property":314,"content":794},"2019-11-05T09:00:26+00:00",{"property":317,"content":796},"2022-02-07T16:48:20+00:00",{"property":320,"content":798},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat",{"property":323,"content":324},{"property":326,"content":327},{"property":329,"content":330},{"property":170,"content":4},{"property":333,"content":334},{"property":336,"content":337},{"property":339,"content":340},{"@context":342,"@graph":807},[808,823,829,830,837,841,859],{"@type":281,"@id":809,"isPartOf":810,"author":811,"headline":127,"datePublished":794,"dateModified":796,"mainEntityOfPage":812,"wordCount":813,"commentCount":23,"publisher":814,"image":815,"thumbnailUrl":817,"articleSection":818,"inLanguage":356,"potentialAction":819},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fnatural-language-processing-organic-search-2019\u002F#article",{"@id":785},{"name":4,"@id":348},{"@id":785},2273,{"@id":352},{"@id":816},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fnatural-language-processing-organic-search-2019\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvB0wOY9V-050720211625507163_action-artificial-intelligence-device-595804-scaled.jpg?auto=compress%2Cformat&q=90",[137,18],[820],{"@type":359,"name":360,"target":821},[822],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fnatural-language-processing-organic-search-2019\u002F#respond",{"@type":364,"@id":785,"url":785,"name":719,"isPartOf":824,"primaryImageOfPage":825,"image":826,"thumbnailUrl":817,"datePublished":794,"dateModified":796,"description":720,"breadcrumb":827,"inLanguage":371},{"@id":366},{"@id":816},{"@id":816},{"@id":828},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fnatural-language-processing-organic-search-2019\u002F#breadcrumb",{"@type":373,"inLanguage":356,"@id":816,"url":817,"contentUrl":817,"width":324,"height":327},{"@type":375,"@id":828,"itemListElement":831},[832,833,834,836],{"@type":378,"position":213,"name":176,"item":379},{"@type":378,"position":381,"name":232,"item":382},{"@type":378,"position":384,"name":137,"item":835},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fcontent\u002F",{"@type":378,"position":387,"name":127},{"@type":389,"@id":366,"url":379,"name":309,"description":5,"publisher":838,"inLanguage":356,"potentialAction":839},{"@id":391},{"@type":393,"target":840,"query-input":397},{"@type":395,"urlTemplate":396},{"@type":399,"@id":391,"name":309,"url":379,"logo":842,"image":405,"sameAs":843,"@context":410,"email":411,"foundingDate":412,"legalName":413,"vatID":414,"description":415,"telephone":416,"address":844,"location":845,"areaServed":855},{"@type":373,"inLanguage":356,"@id":401,"url":402,"contentUrl":402,"width":403,"height":404,"caption":309},[407,408,409],{"@type":418,"streetAddress":419,"addressLocality":420,"addressRegion":421,"postalCode":422,"addressCountry":423},[846,849,852],{"@type":426,"name":427,"geo":847,"address":848,"photo":405,"telephone":433},{"@type":429,"latitude":430,"longitude":431},{"@type":418,"streetAddress":419,"addressLocality":420,"addressRegion":421,"postalCode":422,"addressCountry":423},{"@type":426,"name":435,"geo":850,"address":851,"photo":444,"telephone":445},{"@type":429,"latitude":437,"longitude":438},{"@type":418,"streetAddress":440,"addressLocality":441,"addressRegion":442,"postalCode":443,"addressCountry":423},{"@type":426,"name":447,"geo":853,"address":854},{"@type":429,"latitude":449,"longitude":450},{"@type":418,"streetAddress":452,"addressLocality":453,"addressRegion":454,"postalCode":455,"addressCountry":456},[856,857,858],{"@type":459,"name":460},{"@type":459,"name":462},{"@type":459,"name":456},{"@type":465,"@id":466,"name":4,"image":860,"description":6,"sameAs":861,"url":191},{"@type":373,"inLanguage":356,"@id":468,"url":8,"contentUrl":8,"caption":4},[187,470],{"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\u002F4689",{"allow":867},[477,478,479,480,481],[869],{"href":484},[871],{"href":487},[873],{"embeddable":97,"href":490},[875],{"embeddable":97,"href":876},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=4689",[878],{"count":213,"href":879},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4689\u002Frevisions",[881],{"id":882,"href":883},14711,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4689\u002Frevisions\u002F14711",[885],{"embeddable":97,"href":886},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7891",[888],{"href":889},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=4689",[891,893,895],{"taxonomy":509,"embeddable":97,"href":892},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=4689",{"taxonomy":512,"embeddable":97,"href":894},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=4689",{"taxonomy":170,"embeddable":97,"href":896},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=4689",[898],{"name":518,"href":519,"templated":97},{"id":900,"date":901,"date_gmt":901,"guid":902,"modified":142,"modified_gmt":142,"slug":904,"status":19,"type":102,"link":141,"title":905,"content":906,"excerpt":908,"author":204,"featured_media":909,"comment_status":206,"ping_status":20,"sticky":202,"template":5,"format":207,"meta":910,"categories":911,"collections":913,"coauthors":918,"class_list":919,"acf":923,"head_links":924,"breadcrumbs":925,"url_path":141,"search_description":930,"featured_image_urls":931,"authors":963,"type_nicename":281,"reading_minutes":23,"category":973,"yoast_title":975,"yoast_meta":976,"yoast_json_ld":1003,"_links":1059},4607,"2019-09-13T11:11:59",{"rendered":903},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fbrightonseo-2019-charlie-norledge-whats-new-in-structured-data\u002F","brightonseo-2019-charlie-norledge-whats-new-in-structured-data",{"rendered":139},{"rendered":907,"protected":202},"\u003Cp>With new pieces of structured data being tested and released all the time keeping up to date and constantly testing is important.\u003C\u002Fp>\n\u003Cp>These are things that have changed within structured data over the past 6 months.\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002FJr4X8P5uemF0NA\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> \u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cdiv style=\"margin-bottom: 5px;\">\u003Cstrong> \u003Ca title=\"Charlie Norledge - What's New In Structured Data - Brighton SEO\" href=\"\u002F\u002Fwww.slideshare.net\u002FCharlieNorledge\u002Fcharlie-norledge-whats-new-in-structured-data-brighton-seo\" target=\"_blank\" rel=\"noopener noreferrer\">Charlie Norledge – What’s New In Structured Data – Brighton SEO\u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca href=\"https:\u002F\u002Fwww.slideshare.net\u002FCharlieNorledge\" target=\"_blank\" rel=\"noopener noreferrer\">Charlie Norledge\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fdiv>\n",{"rendered":140,"protected":202},7918,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":202,"footnotes":5},[912],42,[914],{"id":915,"name":916,"path":917},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[216],[920,102,219,220,221,222,223,921,922],"post-4607","category-technical-seo","collections-brighton-seo",[],[],[926,927,928,929],{"path":175,"name":176},{"path":231,"name":232},{"path":147,"name":33},{"path":184,"name":139},"With new pieces of structured data being tested and released all the time keeping up to date and constantly testing is important. These are things that have changed within structured data over the past 6 months. Charlie Norledge – What’s New In Structured Data – Brighton SEO from Charlie Norledge",{"thumbnail":932,"medium":933,"medium_large":935,"large":937,"1536x1536":939,"2048x2048":941,"post-thumbnail":943,"12_col":945,"default_landscape":947,"default_portrait":949,"6_col_and_margin_short":951,"11_col_and_margin":953,"9_col_rectangle":955,"11_col":957,"staff_image_696_600":959,"rectangular_thumbnail":961},{"url":143,"width":237,"height":237},{"url":934,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":936,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":938,"width":244,"height":245},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":940,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":942,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":944,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":946,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":948,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":950,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":952,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":954,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":956,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":958,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":960,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":962,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[964],{"id":204,"path":272,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":965},{"full_bio":10,"job_title":11,"specialist_service_links":966,"photo":971},[967,969],{"page":968,"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":970,"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":972},{"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},[974],{"id":912,"name":33,"path":147},"BrightonSEO 2019: Charlie Norledge - What's new in Structured Data? - Impression",[977,978,979,981,982,983,984,985,986,987,988,990,992,994,996,998,999,1000,1001,1002],{"property":287,"content":975},{"name":291,"content":292},{"property":190,"content":980},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrightonseo-2019-charlie-norledge-whats-new-in-structured-data\u002F",{"name":296,"content":297},{"property":299,"content":300},{"property":302,"content":975},{"property":304,"content":930},{"property":306,"content":980},{"property":308,"content":309},{"property":311,"content":312},{"property":314,"content":989},"2019-09-13T11:11:59+00:00",{"property":317,"content":991},"2022-02-07T16:48:21+00:00",{"property":320,"content":993},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat",{"property":323,"content":995},1280,{"property":326,"content":997},853,{"property":329,"content":330},{"property":170,"content":4},{"property":333,"content":334},{"property":336,"content":337},{"property":339,"content":340},{"@context":342,"@graph":1004},[1005,1020,1026,1027,1034,1038,1056],{"@type":281,"@id":1006,"isPartOf":1007,"author":1008,"headline":139,"datePublished":989,"dateModified":991,"mainEntityOfPage":1009,"wordCount":1010,"commentCount":23,"publisher":1011,"image":1012,"thumbnailUrl":1014,"articleSection":1015,"inLanguage":356,"potentialAction":1016},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrightonseo-2019-charlie-norledge-whats-new-in-structured-data\u002F#article",{"@id":980},{"name":4,"@id":348},{"@id":980},60,{"@id":352},{"@id":1013},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrightonseo-2019-charlie-norledge-whats-new-in-structured-data\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJyOMYm7K-050720211625508385_art-big-data-blur-373543.jpg?auto=compress%2Cformat&q=90",[33],[1017],{"@type":359,"name":360,"target":1018},[1019],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrightonseo-2019-charlie-norledge-whats-new-in-structured-data\u002F#respond",{"@type":364,"@id":980,"url":980,"name":975,"isPartOf":1021,"primaryImageOfPage":1022,"image":1023,"thumbnailUrl":1014,"datePublished":989,"dateModified":991,"breadcrumb":1024,"inLanguage":371},{"@id":366},{"@id":1013},{"@id":1013},{"@id":1025},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrightonseo-2019-charlie-norledge-whats-new-in-structured-data\u002F#breadcrumb",{"@type":373,"inLanguage":356,"@id":1013,"url":1014,"contentUrl":1014,"width":995,"height":997},{"@type":375,"@id":1025,"itemListElement":1028},[1029,1030,1031,1033],{"@type":378,"position":213,"name":176,"item":379},{"@type":378,"position":381,"name":232,"item":382},{"@type":378,"position":384,"name":33,"item":1032},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Ftechnical-seo\u002F",{"@type":378,"position":387,"name":139},{"@type":389,"@id":366,"url":379,"name":309,"description":5,"publisher":1035,"inLanguage":356,"potentialAction":1036},{"@id":391},{"@type":393,"target":1037,"query-input":397},{"@type":395,"urlTemplate":396},{"@type":399,"@id":391,"name":309,"url":379,"logo":1039,"image":405,"sameAs":1040,"@context":410,"email":411,"foundingDate":412,"legalName":413,"vatID":414,"description":415,"telephone":416,"address":1041,"location":1042,"areaServed":1052},{"@type":373,"inLanguage":356,"@id":401,"url":402,"contentUrl":402,"width":403,"height":404,"caption":309},[407,408,409],{"@type":418,"streetAddress":419,"addressLocality":420,"addressRegion":421,"postalCode":422,"addressCountry":423},[1043,1046,1049],{"@type":426,"name":427,"geo":1044,"address":1045,"photo":405,"telephone":433},{"@type":429,"latitude":430,"longitude":431},{"@type":418,"streetAddress":419,"addressLocality":420,"addressRegion":421,"postalCode":422,"addressCountry":423},{"@type":426,"name":435,"geo":1047,"address":1048,"photo":444,"telephone":445},{"@type":429,"latitude":437,"longitude":438},{"@type":418,"streetAddress":440,"addressLocality":441,"addressRegion":442,"postalCode":443,"addressCountry":423},{"@type":426,"name":447,"geo":1050,"address":1051},{"@type":429,"latitude":449,"longitude":450},{"@type":418,"streetAddress":452,"addressLocality":453,"addressRegion":454,"postalCode":455,"addressCountry":456},[1053,1054,1055],{"@type":459,"name":460},{"@type":459,"name":462},{"@type":459,"name":456},{"@type":465,"@id":466,"name":4,"image":1057,"description":6,"sameAs":1058,"url":191},{"@type":373,"inLanguage":356,"@id":468,"url":8,"contentUrl":8,"caption":4},[187,470],{"self":1060,"collection":1065,"about":1067,"author":1069,"replies":1071,"version-history":1074,"predecessor-version":1077,"wp:featuredmedia":1081,"wp:attachment":1084,"wp:term":1087,"curies":1094},[1061],{"href":1062,"targetHints":1063},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4607",{"allow":1064},[477,478,479,480,481],[1066],{"href":484},[1068],{"href":487},[1070],{"embeddable":97,"href":490},[1072],{"embeddable":97,"href":1073},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=4607",[1075],{"count":213,"href":1076},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4607\u002Frevisions",[1078],{"id":1079,"href":1080},6294,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4607\u002Frevisions\u002F6294",[1082],{"embeddable":97,"href":1083},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7918",[1085],{"href":1086},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=4607",[1088,1090,1092],{"taxonomy":509,"embeddable":97,"href":1089},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=4607",{"taxonomy":512,"embeddable":97,"href":1091},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=4607",{"taxonomy":170,"embeddable":97,"href":1093},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=4607",[1095],{"name":518,"href":519,"templated":97},{"id":1097,"date":1098,"date_gmt":1098,"guid":1099,"modified":152,"modified_gmt":152,"slug":1101,"status":19,"type":102,"link":151,"title":1102,"content":1103,"excerpt":1105,"author":204,"featured_media":1106,"comment_status":206,"ping_status":20,"sticky":202,"template":5,"format":207,"meta":1107,"categories":1110,"collections":1111,"coauthors":1112,"class_list":1113,"acf":1115,"head_links":1116,"breadcrumbs":1117,"url_path":151,"search_description":1109,"featured_image_urls":1123,"authors":1155,"type_nicename":281,"reading_minutes":153,"category":1165,"yoast_title":1108,"yoast_meta":1167,"yoast_json_ld":1194,"_links":1249},4569,"2019-08-30T10:25:39",{"rendered":1100},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fentity-salience-seo\u002F","entity-salience-seo",{"rendered":149},{"rendered":1104,"protected":202},"\u003Cp>Entity salience was launched into prominence by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcloud.google.com\u002Fnatural-language\u002F#natural-language-api-demo\">Google’s Cloud Natural Language demo\u003C\u002Fa>. This little sales feature, sandwiched between blocks of sales copy, offers SEOs a rare glimpse into the inner workings of Google’s AI.\u003C\u002Fp>\n\u003Cp>Before delving deeper into Google’s Natural Language AI, this guide first explains the concept of entity salience. It also outlines how salience scores work – and the significance of entity salience for SEOs.\u003C\u002Fp>\n\u003Cp>Once you’ve tried putting the tips below into practice, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to learn more about how we can bake natural language processing into your SEO strategy.\u003C\u002Fp>\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#understanding-entity-salience\">Understanding entity salience\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-natural-language-processing-nlp\">What is natural language processing (NLP)?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-does-nlp-work\">How does NLP work?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-an-entity\">What is an entity?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-entity-salience\">What is entity salience?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#calculating-entity-salience-scores\">Calculating entity salience scores\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-entity-graph\">The entity graph\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#writing-for-entity-salience\">Writing for entity salience\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#entity-salience-factors\">Entity salience factors\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#text-position\">Text position\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#subject-object-relationship\">Subject\u002Fobject relationship\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#further-linguistic-relationships\">Further linguistic relationships\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#entity-clarity\">Entity clarity\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#mention-counts\">Mention counts\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-use-entity-salience-in-seo\">How to use entity salience in SEO\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\u003Ch2 id=\"understanding-entity-salience\">Understanding entity salience\u003C\u002Fh2>\n\u003Cp>We need to break the concept of entity salience down into a handful of component parts to understand why it could be such a big deal.\u003C\u002Fp>\n\u003Cp>Firstly, it’s important to have a baseline understanding of what Google’s natural language processing (NLP) is \u003Cem>and isn’t\u003C\u002Fem> doing.\u003C\u002Fp>\n\u003Cp>Next, we need to look at what constitutes an entity and how they relate to keywords.\u003C\u002Fp>\n\u003Cp>Finally, I’ll run over the concept of salience, which is where the linguistics modules I took at university suddenly seem a lot more useful to my job than I thought they’d be.\u003C\u002Fp>\n\u003Cp>After I’ve laid out the core concepts, I’ll use the second half of the article to offer some practical tips for using these ideas in your content optimisation.\u003C\u002Fp>\n\u003Cp style=\"text-align: center;\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FshuwmKpT-Screenshot-2019-08-30-at-10.22.43.png?auto=compress%2Cformat&q=90\" alt=\"Screenshot of Google's Cloud Natural Language tool, showing the entity analysis tab and the top two entities.\" width=\"890\" height=\"616\" \u002F>\u003Cem>Google’s Natural Language API demo\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"what-is-natural-language-processing-nlp\">What is natural language processing (NLP)?\u003C\u002Fh2>\n\u003Cp>Natural language processing is an activity carried out by artificial intelligence in order to understand texts. It has a huge variety of potential applications. But, for our purposes, it’s most interesting function is simulating what a human would see as important in a block of text.\u003C\u002Fp>\n\u003Ch3 id=\"how-does-nlp-work\">How does NLP work?\u003C\u002Fh3>\n\u003Cp>The development of attention mechanisms was the catalyst for a huge leap forward in the accuracy of natural language processing. Attention mechanisms allow AIs to understand a sentence in its entirety, making it possible to understand the relationship between the first and last words and everything in between.\u003C\u002Fp>\n\u003Cp>Prior to this innovation, AIs could only ‘read’ a text in a linear fashion, which meant they had no knowledge of the words further along in the text and only a limited recollection of past words.\u003C\u002Fp>\n\u003Cp>In his excellent \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fskymind.ai\u002Fwiki\u002Fattention-mechanism-memory-network\">Beginner’s Guide to Attention\u003C\u002Fa>, AI expert Chris Nicholson explains how attention works by turning two sentences into the dimensions of a matrix and mapping relationships between words. This form of attention is particularly useful for automated translation.\u003C\u002Fp>\n\u003Cp>Self-attention is a type of attention mechanism in which one sentence is used for each dimension of the matrix, as opposed to two different sentences. Self-attention allows natural language processors to map the relationships between words in one sentence.\u003C\u002Fp>\n\u003Cp>The advantage of attention mechanisms over their predecessors is that they are not bound by word order. Instead, they are built to comprehend the grammar and syntax of a whole sentence, which gives them a much more human-like level of comprehension than previous iterations.\u003C\u002Fp>\n\u003Ch2 id=\"what-is-an-entity\">What is an entity?\u003C\u002Fh2>\n\u003Cp>An entity is a named thing in a text. They are \u003Cem>nouns\u003C\u002Fem> and \u003Cem>noun phrases\u003C\u002Fem> that the AI can identify as a distinct object. Google’s entity categories include people, locations, organisations, numbers, consumer goods and more.\u003C\u002Fp>\n\u003Cp>It’s impossible to avoid grammar when discussing natural language processing and nouns are our first stop in our wild ride through that linguistic wonderland. Nouns are ‘naming words’ that you might remember learning about in school. They usually come as part of a noun phrase (e.g. “the tall tree over there”). The broad \u003Cem>noun\u003C\u002Fem> category also includes names (proper nouns). In fact, a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstorage.googleapis.com\u002Fpub-tools-public-publication-data\u002Fpdf\u002F42235.pdf\">2014 research paper\u003C\u002Fa> from Google on entity salience focused exclusively on people’s names.\u003C\u002Fp>\n\u003Cp>The entities that you’ll see identified in Google’s NLP are much more varied than just names. Google’s AI can also understand when \u003Cem>nominal\u003C\u002Fem> and \u003Cem>pronominal\u003C\u002Fem> words in the text refer to a named entity. For example, I fed an article on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.liverpoolecho.co.uk\u002Fsport\u002Ffootball\u002Ffootball-news\u002Fliverpool-midfielder-alex-oxlade-chamberlain-16834528\">Liverpool FC’s midfield powerhouse Alex Oxlade-Chamberlain\u003C\u002Fa> into the NLP. Google’s AI recognised that the following words all referred to the same person:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Alex Oxlade-Chamberlain (\u003Cem>named\u003C\u002Fem>)\u003C\u002Fli>\n\u003Cli>Oxlade-Chamberlain (\u003Cem>named\u003C\u002Fem>)\u003C\u002Fli>\n\u003Cli>midfielder (\u003Cem>nominal\u003C\u002Fem>)\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>It also recognised that Gareth Southgate (named) and manager (nominal) were the same entity. While it didn’t come up in this article, a pronominal reference, such as “\u003Cstrong>He\u003C\u002Fstrong> is the second-best English midfielder, behind only Jordan Henderson,” would also be recognised.\u003C\u002Fp>\n\u003Ch2 id=\"what-is-entity-salience\">What is entity salience?\u003C\u002Fh2>\n\u003Cp>Salience is a linguistic term referring to the prominence that a word or phrase has within a particular text; \u003Cem>entity\u003C\u002Fem> salience refers to the prominence of an entity (taking into account all of the named, nominal and pronominal references to the entity in question).\u003C\u002Fp>\n\u003Cp>In modern natural language processing, an entity can be assigned a quantitative score to indicate how prominent it is within a section of text – this is known as an \u003Cstrong>entity salience score\u003C\u002Fstrong>.\u003C\u002Fp>\n\u003Ch3 id=\"calculating-entity-salience-scores\">Calculating entity salience scores\u003C\u002Fh3>\n\u003Cp>Entity salience scores are always relative to the analysed text. In natural language processing, a salience score is always a \u003Cem>prediction\u003C\u002Fem> of what a human would consider to be the most important entities in the same text. A number of textual features contribute to the salience score. The following list is drawn from Google’s research papers and my own experimenting with the Google’s Natural Language AI:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>The entity’s position in the text\u003C\u002Fli>\n\u003Cli>The entity’s grammatical role\u003C\u002Fli>\n\u003Cli>The entity’s linguistic links to other parts of the sentence\u003C\u002Fli>\n\u003Cli>The clarity of the entity\u003C\u002Fli>\n\u003Cli>Named, nominal and pronominal reference counts\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>I unpack each of these factors further below, when looking at how to turn entity salience to our advantage as content writers.\u003C\u002Fp>\n\u003Ch3 id=\"the-entity-graph\">The entity graph\u003C\u002Fh3>\n\u003Cp>There is another factor whose impact on salience scores is hard to quantify and practically impossible to manipulate (sorry, SEOs): Google’s entity knowledge graph. Dunietz and Gillick wrote the following in their 2014 paper to explain what this graph is trying to achieve:\u003C\u002Fp>\n\u003Cblockquote>\n\u003Cp>“All the features described above use only information available within the document. But articles are written with the assumption that the reader knows something about at least some of the entities involved.”\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\u003Cp>The authors go on to introduce the \u003Cem>entity graph\u003C\u002Fem>, a computation based on the better-known PageRank calculation that Google uses to determine the authority of a page based on its incoming links. Their initial computation drew on a now-deprecated API known as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Ffreebase\u002Fguide\u002Fbasic_concepts\">Freebase\u003C\u002Fa>, which was essentially a database of connected entities. With the vast database of information that Google now has in its own Knowledge Graph, we can safely assume that their source data has improved since 2014.\u003C\u002Fp>\n\u003Cp>The purpose of the entity graph is to simulate the wider contexts for different entities that human readers subconsciously draw upon all the time. This allows the AI to modify its salience scores for any given entity based on its connections to other entities in the text. A possible example in the article above is the salience of England (4th) compared to Bulgaria (12th) and Kosovo (16th). Each country is only mentioned once, yet England is directly linked to the footballers and manager mentioned in the article, whereas Bulgaria and Kosovo are only incidentally related.\u003C\u002Fp>\n\u003Cp>The entity graph does not directly translate into writing practices that will help Google’s AI to process our text. However, it is a reminder (if we needed another one) that covering a single topic in-depth is usually going to be better than a shallow article or an article that tries to cover too many topics.\u003C\u002Fp>\n\u003Ch2 id=\"writing-for-entity-salience\">Writing for entity salience\u003C\u002Fh2>\n\u003Cp>SEOs and content writers can work with all of the textual salience factors to create copy with a meaning that is clear to search engines.\u003C\u002Fp>\n\u003Cp>But before I get into that, I need to make a distinction. Entities are \u003Cem>not\u003C\u002Fem> keywords and entity salience is \u003Cem>not\u003C\u002Fem> keyword targeting. Your target keywords might well be distinct entities (e.g. “Nike trainers”), but longer tail keywords (e.g. “best Nike trainers for running”) can never be entities.\u003C\u002Fp>\n\u003Cp>The goal of writing for entity salience is to ensure that the entities most closely related to your target keywords are the most prominent entities in your text. This means that Google will understand your focus topic and know what kind of keywords to show your page for. So, for our “best Nike trainers for running” example, we might want to ensure that “Nike trainers” and “runners” are two of the most salient entities.\u003C\u002Fp>\n\u003Cp>If your target keyword is an entity, then, by all means, focus on its salience. However, don’t forget wider SEO best practices. Keyword stuffing will increase the salience of your entity\u002Fkeyword, but it will most likely do more harm than good to the page’s search engine performance. Instead, focus on the other aspects of salience that help Google’s AI to understand your content so that it can rank it for the most relevant keywords.\u003C\u002Fp>\n\u003Cp>SEOs haven’t been working with entity salience long enough to produce many results. I’ve started to see positive movement for one client, but nothing conclusive. However, Google’s NLP capabilities are clear enough that writing with salience in mind can only be beneficial. I’ll return to this point in the final section.\u003C\u002Fp>\n\u003Ch3 id=\"entity-salience-factors\">Entity salience factors\u003C\u002Fh3>\n\u003Cp>Google’s Natural Language AI uses linguistic cues to determine which parts of a text are the most important. Some of these cues line up with what we would recognise as human readers, while others are more subtle:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>The entity’s position in the text\u003C\u002Fli>\n\u003Cli>The entity’s subjectivity\u003C\u002Fli>\n\u003Cli>The entity’s linguistic relationship to other parts of the sentence\u003C\u002Fli>\n\u003Cli>The clarity of the entity\u003C\u002Fli>\n\u003Cli>Named, nominal and pronominal reference counts\u003C\u002Fli>\n\u003Cli>Entity graph\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 id=\"text-position\">Text position\u003C\u002Fh3>\n\u003Cp>One of the most basic elements of salience is text position. In general, beginnings are the most prominent positions in a text. Therefore, entities placed closer to the beginning of the text and, to a lesser extent, each paragraph and sentence, are seen as more salient. The end of a sentence is also slightly more prominent than the middle.\u003C\u002Fp>\n\u003Cdiv style=\"padding: 3%; margin: 0px 0 30px 0; background-color: #f6f6f6; color: #1f355e;\">Position the target keyword towards the start of the text, paragraphs and sentences.\u003C\u002Fdiv>\n\u003Ch3 id=\"subject-object-relationship\">Subject\u002Fobject relationship\u003C\u002Fh3>\n\u003Cp>The subject (the entity that is doing something) of a sentence is more prominent than the object (the entity to which something is being done). Take a look at these two sentences, each of which describes the same activity:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Bilbo stole the ring.\u003C\u002Fli>\n\u003Cli>The ring was stolen by Bilbo.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>In the first sentence, “Bilbo” has a score of 0.7, whereas “ring” has a score of 0.3. In the second, “ring” is more salient, with 0.87, whereas “Bilbo” has a score of 0.13. “Ring,” in sentence 2, has the highest prominence score across both sentences.\u003C\u002Fp>\n\u003Cp>Why is that the case? Without going too deep into grammar, ‘by Bilbo’ is not actually the object of sentence 2, it is a prepositional phrase (or, in other grammatical models, the adjunct). A \u003Cem>prepositional phrase\u003C\u002Fem> is less important than either subject or object, as it provides additional information about both. Sentence 2 doesn’t actually have an object (because the verb is intransitive).\u003C\u002Fp>\n\u003Cp>When considered alongside text position, it should be fairly easy to ensure that the target keyword is the subject of the majority of its sentences.\u003C\u002Fp>\n\u003Cdiv style=\"padding: 3%; margin: 0px 0 30px 0; background-color: #f6f6f6; color: #1f355e;\">Reword content to ensure that the target keyword is the subject of the sentence wherever possible.\u003C\u002Fdiv>\n\u003Ch3 id=\"further-linguistic-relationships\">Further linguistic relationships\u003C\u002Fh3>\n\u003Cp>The most salient entities usually link grammatically to other words in the same sentence. Remember the attention model of NLP? This is where it comes into its own. If you use the Syntax tab in Google’s AI, you’ll actually see a sentence-by-sentence breakdown of which words link to each other, along with a grammatical label. The example below shows how ‘water butt’ achieves a salience score of 0.76 in a moderately complex sentence (note that text position and subjectivity also play a part). The yellow words are the words referring to ‘water butt,’ the blue words are closely linked and the green words are more loosely linked.\u003C\u002Fp>\n\u003Cdiv style=\"padding: 3%; margin: 0px 0 30px 0; background-color: #f6f6f6;\">\u003Cspan style=\"color: #3ab0c8;\">A\u003C\u002Fspan> \u003Cspan style=\"color: #f9c546;\">water butt\u003C\u002Fspan> \u003Cspan style=\"color: #3ab0c8;\">does\u003C\u002Fspan> not \u003Cspan style=\"color: #3ab0c8;\">take\u003C\u002Fspan> much \u003Cspan style=\"color: #3ab0c8;\">space\u003C\u002Fspan>, but its \u003Cspan style=\"color: #3ab0c8;\">usefulness\u003C\u002Fspan> is \u003Cspan style=\"color: #35a886;\">undeniable\u003C\u002Fspan> and its \u003Cspan style=\"color: #3ab0c8;\">installation\u003C\u002Fspan> would \u003Cspan style=\"color: #35a886;\">benefit\u003C\u002Fspan> many \u003Cspan style=\"color: #35a886;\">gardeners\u003C\u002Fspan>.\u003C\u002Fdiv>\n\u003Cp>This screenshot from the syntax tab shows how the AI has processed the first part of the sentence. We can see how the opening phrase links to so many parts of the sentence through the verb ‘take’:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4571\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FdRM6G4wO-Screenshot-2019-08-30-at-10.53.48.png?auto=compress%2Cformat&q=90\" alt=\"A screenshot showing part of Cloud Natural Language's syntax tab. Green arrows link water butt and take to many other words in the sentence, showing their centrality to the structure.\" width=\"754\" height=\"382\" \u002F>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>The sentence also demonstrates that “water butt” does not need to be repeated artificially in every clause for it to be seen as prominent. It is more important that the other clauses and entities in the sentence depend on the target keyword for their meaning.\u003C\u002Fp>\n\u003Cdiv style=\"padding: 3%; margin: 0px 0 30px 0; background-color: #f6f6f6; color: #1f355e;\">When using target keywords in longer sentences, structure the sentence so that its clauses and other entities depend on your target keyword for sense.\u003C\u002Fdiv>\n\u003Ch3 id=\"entity-clarity\">Entity clarity\u003C\u002Fh3>\n\u003Cp>Google’s natural language technology is good at recognising entities but it’s not perfect. For example, I’ve found that it’s not great at recognising two entities as the same when their capitalisation changes, such as when they’re used at the start of a sentence and then again in the middle.\u003C\u002Fp>\n\u003Cp>When analysing service page copy for a law firm and its competitors, I found that better salience scores were achieved when I capitalised terms like “Criminal Lawyer.” Writing it in this way meant that it was written consistently throughout the text and allowed the AI to see all the references as an entity.\u003C\u002Fp>\n\u003Cp>Pluralisation also makes a difference, with “Criminal Lawyers” and “Criminal Lawyer” likely to be seen as distinct. We know that, in search, Google is capable of conflating plurals, non-plurals and close synonyms so it’s possible that this is a non-issue. However, the facts of Google’s Natural Language AI remain and I wouldn’t want to ignore them completely.\u003C\u002Fp>\n\u003Cp>My advice is to refer to your focus entities as consistently as possible throughout a text. If capitalisation makes sense, then it seems to be the safest strategy. The only thing you really need to avoid is inconsistent capitalisation. You should also be wary of how switching between acronyms and full phrases (NLP vs “natural language processing”) is affecting the AI’s understanding of your text.\u003C\u002Fp>\n\u003Cdiv style=\"padding: 3%; margin: 0px 0 30px 0; background-color: #f6f6f6; color: #1f355e;\">Refer to your target keyword consistently throughout the text if it is a multi-word phrase.\u003C\u002Fdiv>\n\u003Ch3 id=\"mention-counts\">Mention counts\u003C\u002Fh3>\n\u003Cp>The number of times an entity is referenced in your text is a simple but important salience factor. But, despite its helpfulness in natural language comprehension, do not be tempted to stray into out of date, spammy writing practices. Upping your focus entities’ mention counts should never be a thin disguise for keyword stuffing.\u003C\u002Fp>\n\u003Cp>It’s important to remember my earlier point on Google’s ability to recognise different references to the same thing:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Lucy Bronze – \u003Cem>named\u003C\u002Fem>\u003C\u002Fli>\n\u003Cli>defender – \u003Cem>nominal\u003C\u002Fem>\u003C\u002Fli>\n\u003Cli>she – \u003Cem>pronominal\u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Don’t be afraid to substitute your focus entity for nominal and pronominal mentions, as long as it is clear that these all point to the same thing. If in doubt, write clearly. As long as it’s clear to a human reader what each nominal and pronominal phrase is relating to, it should be clear to Google’s AI.\u003C\u002Fp>\n\u003Cdiv style=\"padding: 3%; margin: 0px 0 30px 0; background-color: #f6f6f6; color: #1f355e;\">Increase mentions of your focus entities by using a mixture of named, nominal and pronominal references, don’t just repeat the named phrase every time it comes up.\u003C\u002Fdiv>\n\u003Ch2 id=\"how-to-use-entity-salience-in-seo\">How to use entity salience in SEO\u003C\u002Fh2>\n\u003Cp>It is still too early to tell how important entity salience optimisation is for SEO. I have used the recommendations above to make tweaks to small sets of landing pages on a couple of different client sites and have started to see a small improvement for one. With entity salience tweaks the only changes I’ve made to a handful of pages, six of 19 focus keywords have improved and none have worsened, including one page dropping onto page 1 for the first time. Interestingly, all of the significant improvements have come in and around top 10 rankings, with little change in the lower ranked pages.\u003C\u002Fp>\n\u003Cp>My hunch is that entity salience is not going to be a silver bullet. You’re not going to be able to rinse Google’s Natural Language AI with all your content and fly up the rankings, though I would expect the impact to be more noticeable if you’re starting with low-quality content.\u003C\u002Fp>\n\u003Cp>I see entity salience as a helpful tool to add to the on-page optimisation armoury. It is most likely to be useful as a touchpoint in the content creation process. A client of mine is planning on uploading several dozen new product pages and a handful of new categories to their relatively small site, so I provided them with a stripped back version of these guidelines to help them ensure that the new content is focused and written to be search-friendly from the start.\u003C\u002Fp>\n\u003Cp>I have also provided guidelines to another client who likes to draft their own content, but has a habit of copying chunks from other sites. For that client, my entity salience tips were part of a larger \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwhite-papers\u002Fseo-and-e-a-t-considerations-ymyl-sector\u002F\">E-A-T (expertise, authority, trust)\u003C\u002Fa> cheat sheet, helping them to understand the core concepts needed for high-quality content.\u003C\u002Fp>\n\u003Cp>Finally, Google’s AI gives content writers a tool to help them craft their writing in a more structured way. The mechanisms used by natural language processors rely heavily on traditional grammar, which gives us the opportunity to dust-off our GCSE English (or equivalent) skills and think more critically about the way we write.\u003C\u002Fp>\n\u003Cp>Ultimately, I’m all for anything that pushes marketers to create better content. Writing with the mechanics of language in mind will make us look better and our clients look more professional, both of which have benefits beyond organic rankings.\u003C\u002Fp>\n\u003Cp>It’s not every day that SEOs get the opportunity to glimpse Google’s inner workings. We need to learn what we can from these insights into entity salience, sentiment analysis and syntax while we have the chance.\u003C\u002Fp>\n\n\n\u003Chr class=\"wp-block-separator is-style-wide\"\u002F>\n\n\n\n\u003Cp>If you’re interested in getting started with entity salience for SEO, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">contact us\u003C\u002Fa> today to discuss how we can help. Alternatively, visit our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO agency\u003C\u002Fa> page to learn more about how our team builds natural language processing into strategies for clients.\u003C\u002Fp>\n",{"rendered":150,"protected":202},7931,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1108,"_yoast_wpseo_metadesc":1109,"inline_featured_image":202,"footnotes":5},"Entity Salience: SEO Implications & Salience Scores | Impression","Entity salience is an important concept in how AI understands language. Impression explains the concept and unpacks its applications for SEO.",[213],[],[216],[1114,102,219,220,221,222,223,225],"post-4569",[],[],[1118,1119,1120,1121],{"path":175,"name":176},{"path":231,"name":232},{"path":125,"name":18},{"path":184,"name":1122},"Entity salience: SEO implications & salience scores",{"thumbnail":1124,"medium":1125,"medium_large":1127,"large":1129,"1536x1536":1131,"2048x2048":1133,"post-thumbnail":1135,"12_col":1137,"default_landscape":1139,"default_portrait":1141,"6_col_and_margin_short":1143,"11_col_and_margin":1145,"9_col_rectangle":1147,"11_col":1149,"staff_image_696_600":1151,"rectangular_thumbnail":1153},{"url":154,"width":237,"height":237},{"url":1126,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat&fit=scale&h=195&q=90&w=200",{"url":1128,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat&fit=scale&h=750&q=90&w=768",{"url":1130,"width":244,"height":245},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1132,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1499&q=90&w=1536",{"url":1134,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1999&q=90&w=2048",{"url":1136,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1138,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1140,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1142,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1144,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1146,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1148,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1150,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1152,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1154,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1156],{"id":204,"path":272,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":1157},{"full_bio":10,"job_title":11,"specialist_service_links":1158,"photo":1163},[1159,1161],{"page":1160,"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":1162,"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":1164},{"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},[1166],{"id":213,"name":18,"path":125},[1168,1169,1170,1171,1173,1174,1175,1176,1177,1178,1179,1180,1182,1184,1186,1187,1189,1190,1191,1192,1193],{"property":287,"content":1108},{"property":289,"content":1109},{"name":291,"content":292},{"property":190,"content":1172},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fentity-salience-seo\u002F",{"name":296,"content":297},{"property":299,"content":300},{"property":302,"content":1108},{"property":304,"content":1109},{"property":306,"content":1172},{"property":308,"content":309},{"property":311,"content":312},{"property":314,"content":1181},"2019-08-30T10:25:39+00:00",{"property":317,"content":1183},"2023-01-04T10:19:16+00:00",{"property":320,"content":1185},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat",{"property":323,"content":324},{"property":326,"content":1188},2499,{"property":329,"content":330},{"property":170,"content":4},{"property":333,"content":334},{"property":336,"content":337},{"property":339,"content":340},{"@context":342,"@graph":1195},[1196,1211,1217,1218,1224,1228,1246],{"@type":281,"@id":1197,"isPartOf":1198,"author":1199,"headline":149,"datePublished":1181,"dateModified":1183,"mainEntityOfPage":1200,"wordCount":1201,"commentCount":23,"publisher":1202,"image":1203,"thumbnailUrl":1205,"articleSection":1206,"inLanguage":356,"potentialAction":1207},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fentity-salience-seo\u002F#article",{"@id":1172},{"name":4,"@id":348},{"@id":1172},3024,{"@id":352},{"@id":1204},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fentity-salience-seo\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FsukqbI4H-050720211625509132_artificial-intelligence-automation-bookcase-1329068-scaled.jpg?auto=compress%2Cformat&q=90",[18],[1208],{"@type":359,"name":360,"target":1209},[1210],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fentity-salience-seo\u002F#respond",{"@type":364,"@id":1172,"url":1172,"name":1108,"isPartOf":1212,"primaryImageOfPage":1213,"image":1214,"thumbnailUrl":1205,"datePublished":1181,"dateModified":1183,"description":1109,"breadcrumb":1215,"inLanguage":371},{"@id":366},{"@id":1204},{"@id":1204},{"@id":1216},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fentity-salience-seo\u002F#breadcrumb",{"@type":373,"inLanguage":356,"@id":1204,"url":1205,"contentUrl":1205,"width":324,"height":1188},{"@type":375,"@id":1216,"itemListElement":1219},[1220,1221,1222,1223],{"@type":378,"position":213,"name":176,"item":379},{"@type":378,"position":381,"name":232,"item":382},{"@type":378,"position":384,"name":18,"item":385},{"@type":378,"position":387,"name":149},{"@type":389,"@id":366,"url":379,"name":309,"description":5,"publisher":1225,"inLanguage":356,"potentialAction":1226},{"@id":391},{"@type":393,"target":1227,"query-input":397},{"@type":395,"urlTemplate":396},{"@type":399,"@id":391,"name":309,"url":379,"logo":1229,"image":405,"sameAs":1230,"@context":410,"email":411,"foundingDate":412,"legalName":413,"vatID":414,"description":415,"telephone":416,"address":1231,"location":1232,"areaServed":1242},{"@type":373,"inLanguage":356,"@id":401,"url":402,"contentUrl":402,"width":403,"height":404,"caption":309},[407,408,409],{"@type":418,"streetAddress":419,"addressLocality":420,"addressRegion":421,"postalCode":422,"addressCountry":423},[1233,1236,1239],{"@type":426,"name":427,"geo":1234,"address":1235,"photo":405,"telephone":433},{"@type":429,"latitude":430,"longitude":431},{"@type":418,"streetAddress":419,"addressLocality":420,"addressRegion":421,"postalCode":422,"addressCountry":423},{"@type":426,"name":435,"geo":1237,"address":1238,"photo":444,"telephone":445},{"@type":429,"latitude":437,"longitude":438},{"@type":418,"streetAddress":440,"addressLocality":441,"addressRegion":442,"postalCode":443,"addressCountry":423},{"@type":426,"name":447,"geo":1240,"address":1241},{"@type":429,"latitude":449,"longitude":450},{"@type":418,"streetAddress":452,"addressLocality":453,"addressRegion":454,"postalCode":455,"addressCountry":456},[1243,1244,1245],{"@type":459,"name":460},{"@type":459,"name":462},{"@type":459,"name":456},{"@type":465,"@id":466,"name":4,"image":1247,"description":6,"sameAs":1248,"url":191},{"@type":373,"inLanguage":356,"@id":468,"url":8,"contentUrl":8,"caption":4},[187,470],{"self":1250,"collection":1255,"about":1257,"author":1259,"replies":1261,"version-history":1264,"predecessor-version":1267,"wp:featuredmedia":1271,"wp:attachment":1274,"wp:term":1277,"curies":1284},[1251],{"href":1252,"targetHints":1253},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4569",{"allow":1254},[477,478,479,480,481],[1256],{"href":484},[1258],{"href":487},[1260],{"embeddable":97,"href":490},[1262],{"embeddable":97,"href":1263},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=4569",[1265],{"count":163,"href":1266},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4569\u002Frevisions",[1268],{"id":1269,"href":1270},20769,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4569\u002Frevisions\u002F20769",[1272],{"embeddable":97,"href":1273},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7931",[1275],{"href":1276},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=4569",[1278,1280,1282],{"taxonomy":509,"embeddable":97,"href":1279},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=4569",{"taxonomy":512,"embeddable":97,"href":1281},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=4569",{"taxonomy":170,"embeddable":97,"href":1283},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=4569",[1285],{"name":518,"href":519,"templated":97},{"id":1287,"date":1288,"date_gmt":1288,"guid":1289,"modified":162,"modified_gmt":162,"slug":1291,"status":19,"type":102,"link":161,"title":1292,"content":1293,"excerpt":1295,"author":204,"featured_media":1296,"comment_status":20,"ping_status":20,"sticky":202,"template":5,"format":207,"meta":1297,"categories":1298,"collections":1299,"coauthors":1304,"class_list":1305,"acf":1308,"head_links":1309,"breadcrumbs":1310,"url_path":161,"search_description":1315,"featured_image_urls":1316,"authors":1348,"type_nicename":281,"reading_minutes":163,"category":1358,"yoast_title":1360,"yoast_meta":1361,"yoast_json_ld":1386,"_links":1437},4495,"2019-06-20T16:11:17",{"rendered":1290},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fsearch-leeds-barry-adams-javascript\u002F","search-leeds-barry-adams-javascript",{"rendered":159},{"rendered":1294,"protected":202},"\u003Cp>This is not a useful talk and it won’t have actionable insights. This is a 20 minute rant. Barry wants a beer.\u003C\u002Fp>\n\u003Cp>JavaScript isn’t Barry’s favourite technology. A recurring theme in a talk from last year is that JS is evil. He genuinely believes this.\u003C\u002Fp>\n\u003Cp>Barry is going to tell us why JavaScript lies at the root of all the web’s problems right now.\u003C\u002Fp>\n\u003Cp>First, let’s look at what it is.\u003C\u002Fp>\n\u003Cp>It’s a client-side scripting language, which means that code is sent to the client, which compiles it and executes it in whichever way is required. The client (normally a browser) does the heavy lifting.\u003C\u002Fp>\n\u003Cp>JS serves a lot of different purposes. It makes pages come to life, it tracks you, it serves you ads and all sorts of different things.\u003C\u002Fp>\n\u003Cp>The beauty of JS is that it only needs to be written once and then it runs everywhere. You can write code and create experiences that are independent of the platform. This sort of makes sense. The web needed this to make it grow and do cool shit like Barry haunting you across the web with Sistrix ads.\u003C\u002Fp>\n\u003Cp>The problem is that JS causes a lot of bloat. And the problem is that data isn’t free. Pages are getting bigger and making us use more data to access them. Since 2010, the average size of a web page has gone up by 1000%. The average page is now 1.6MB. And let’s not forget that the UK has some of the priciest data plans in Europe.\u003C\u002Fp>\n\u003Cp>JS ads mean you’re paying with your data and paying with your data plan. It also means you have to have a pretty decent phone and these things cost a lot of money.\u003C\u002Fp>\n\u003Cp>The long and short is that we’re paying for the privilege of using websites.\u003C\u002Fp>\n\u003Cp>The web is not getting faster, it’s getting slower.\u003C\u002Fp>\n\u003Cp>Google said that page speed was going to be a ranking factor in around ’08\u002F’09 and yet page speed still got worse. JavaScript is making the consumers do the heavy lifting.\u003C\u002Fp>\n\u003Cp>The bells and whistles that we’re enabling aren’t even for our own benefit. It’s there to make us buy shit we only think we want.\u003C\u002Fp>\n\u003Cp>In the context of SEO and Google, JavaScript is a big problem. But Barry’s not going to talk about it much because that dead horse has been flogged several times over. The core of the issue is that all that extra work clients have to do now passes over to Google, too.\u003C\u002Fp>\n\u003Cp>Google has data centres everywhere that are constantly crawling the web, and yet \u003Cem>they’re \u003C\u002Fem>complaining that they don’t have the power to render JS in real time all the time. It just costs too much.\u003C\u002Fp>\n\u003Cp>Another big issue is privacy. The data that all that code is harvesting is being sent to advertisers or whatever and who knows how it’s being used. Well, we have a bit of an idea. Businesses have a good idea of who you are and what you want to buy. The issue is that it’s not just corporations using this information.\u003C\u002Fp>\n\u003Cp>However much Barry complains about Google, he doesn’t believe they intend to be evil bastards. He worries more about governments and other companies that can just plug into that data. We seem to have collectively forgotten about Edward Snowden.\u003C\u002Fp>\n\u003Cp>In the early stages of the web, organisations like the NSA realise they didn’t need their own spying infrastructure, they just needed to be able to access Google, then you have everything you need to do everything. Google is not just Google, it’s also Android, YouTube and more. Everything you do on an Android phone is known by Google.\u003C\u002Fp>\n\u003Cp>Let’s not forget about Cambridge Analytica. It doesn’t exist anymore but it was a proof of concept of what happens when you advertise with bad intentions.\u003C\u002Fp>\n\u003Cp>If you take all that data, well, Brexit happens.\u003C\u002Fp>\n\u003Cp>And Trump.\u003C\u002Fp>\n\u003Cp>This shit happens because the technology actively encourages it. The web has allowed us to build systems that let us manipulate people on a massive scale and influence nations.\u003C\u002Fp>\n\u003Cp>We also have the Hawthorne effect. This is a psychological phenomenon where, when you as a person are aware you’re being observed, you change your behaviour subconsciously. We all now know that we’re being watched and we’re altering our behaviour, whether you accept it or not.\u003C\u002Fp>\n\u003Cp>Can we be truly free if we’re altering our behaviour because we know we’re being watched?\u003C\u002Fp>\n\u003Cp>Are you a free person?\u003C\u002Fp>\n\u003Cp>His key message is that technology is not neutral. It doesn’t exist in a vacuum, for its own sake. Tech encourages certain behaviour.\u003C\u002Fp>\n\u003Cp>When the internal combustion engine was invented, it encouraged people to unintentionally kill one another by going really fast on the road. As a consequence, a lot of regulations came into force.\u003C\u002Fp>\n\u003Cp>But we don’t have rules for JavaScript. Do whatever the fuck you want. Those bloated fucking websites reward the people who build websites and stuff it all in. If you’re not building rich experiences other people say your website is shit and go to a competitor.\u003C\u002Fp>\n\u003Cp>You cannot escape from it.\u003C\u002Fp>\n\u003Cp>Barry Adams uses a Dungeons and Dragons alignment metaphor. The web is chaotic neutral. HTML is chaotic good – it’s really hard to do bad things with it. It’s possible but you have to try. JavaScript is lawful evil. It will always do something terrible. John Mueller is lawful good.\u003C\u002Fp>\n\u003Cp>Does he want JS to disappear into a hole? Well, no. It exists and it’s here. No matter how shitty it is we have to live with it. And it’s even given us some benefit.\u003C\u002Fp>\n\u003Cp>The web needed client-side code to enable the next level of technology. Something was going to fill the void if JS didn’t. We almost had Flash-based code everywhere with Action Script.\u003C\u002Fp>\n\u003Cp>On top of that, JS can be done fast, lightweight and clean. You don’t need a massive JS library to have a good website, as long as your developer doesn’t load a whole library to do one thing. This is how you distinguish bad developers from good developers. Cherish good developers. They’re very, very valuable.\u003C\u002Fp>\n\u003Cp>And let’s be honest, SEOs make loads of money of JavaScript. Lazy developers mean we SEOs can make them fix stuff. It also means that good developers are worth more. This is another reason why Barry doesn’t want JS to disappear. He can get hired!\u003C\u002Fp>\n\u003Cp>(At this point, Barry used a Magic: the Gathering card to illustrate the JS exposes evil practises and it became my favourite slide deck of the day, as if the DnD reference wasn’t enough).\u003C\u002Fp>\n\u003Cp>Because we’re aware of the evil that can be done with JS, people are now trying to work out how to make the web more ethical.\u003C\u002Fp>\n\u003Cp>So should we get rid of it? No. We have to hang onto it and make it the best we can.\u003C\u002Fp>\n\u003Cp>It’s the devil we know, rather than whatever might fill the void.\u003C\u002Fp>\n",{"rendered":160,"protected":202},7950,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":202,"footnotes":5},[213],[1300],{"id":1301,"name":1302,"path":1303},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[216],[1306,102,219,220,221,222,223,225,1307],"post-4495","collections-search-leeds",[],[],[1311,1312,1313,1314],{"path":175,"name":176},{"path":231,"name":232},{"path":125,"name":18},{"path":184,"name":159},"This is not a useful talk and it won’t have actionable insights. This is a 20 minute rant. Barry wants a beer. JavaScript isn’t Barry’s favourite technology. A recurring theme in a talk from last year is that JS is evil. He genuinely believes this. Barry is going to tell us why JavaScript lies at […]",{"thumbnail":1317,"medium":1318,"medium_large":1320,"large":1322,"1536x1536":1324,"2048x2048":1326,"post-thumbnail":1328,"12_col":1330,"default_landscape":1332,"default_portrait":1334,"6_col_and_margin_short":1336,"11_col_and_margin":1338,"9_col_rectangle":1340,"11_col":1342,"staff_image_696_600":1344,"rectangular_thumbnail":1346},{"url":164,"width":237,"height":237},{"url":1319,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":1321,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":1323,"width":244,"height":245},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1325,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":1327,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1366&q=90&w=2048",{"url":1329,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1331,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1333,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1335,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1337,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1339,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1341,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1343,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1345,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1347,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1349],{"id":204,"path":272,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":1350},{"full_bio":10,"job_title":11,"specialist_service_links":1351,"photo":1356},[1352,1354],{"page":1353,"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":1355,"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":1357},{"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},[1359],{"id":213,"name":18,"path":125},"Search Leeds: Barry Adams - JavaScript is ruining the web (and I love it) - Impression",[1362,1363,1364,1366,1367,1368,1369,1370,1371,1372,1373,1375,1377,1379,1380,1381,1382,1383,1384,1385],{"property":287,"content":1360},{"name":291,"content":292},{"property":190,"content":1365},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-leeds-barry-adams-javascript\u002F",{"name":296,"content":297},{"property":299,"content":300},{"property":302,"content":1360},{"property":304,"content":1315},{"property":306,"content":1365},{"property":308,"content":309},{"property":311,"content":312},{"property":314,"content":1374},"2019-06-20T16:11:17+00:00",{"property":317,"content":1376},"2022-02-07T16:48:22+00:00",{"property":320,"content":1378},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat",{"property":323,"content":324},{"property":326,"content":327},{"property":329,"content":330},{"property":170,"content":4},{"property":333,"content":334},{"property":336,"content":337},{"property":339,"content":340},{"@context":342,"@graph":1387},[1388,1399,1405,1406,1412,1416,1434],{"@type":281,"@id":1389,"isPartOf":1390,"author":1391,"headline":159,"datePublished":1374,"dateModified":1376,"mainEntityOfPage":1392,"wordCount":1393,"publisher":1394,"image":1395,"thumbnailUrl":1397,"articleSection":1398,"inLanguage":356},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-leeds-barry-adams-javascript\u002F#article",{"@id":1365},{"name":4,"@id":348},{"@id":1365},1217,{"@id":352},{"@id":1396},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-leeds-barry-adams-javascript\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFsaBT7j9-050720211625510299_ian-battaglia-783763-unsplash-scaled.jpg?auto=compress%2Cformat&q=90",[18],{"@type":364,"@id":1365,"url":1365,"name":1360,"isPartOf":1400,"primaryImageOfPage":1401,"image":1402,"thumbnailUrl":1397,"datePublished":1374,"dateModified":1376,"breadcrumb":1403,"inLanguage":371},{"@id":366},{"@id":1396},{"@id":1396},{"@id":1404},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-leeds-barry-adams-javascript\u002F#breadcrumb",{"@type":373,"inLanguage":356,"@id":1396,"url":1397,"contentUrl":1397,"width":324,"height":327},{"@type":375,"@id":1404,"itemListElement":1407},[1408,1409,1410,1411],{"@type":378,"position":213,"name":176,"item":379},{"@type":378,"position":381,"name":232,"item":382},{"@type":378,"position":384,"name":18,"item":385},{"@type":378,"position":387,"name":159},{"@type":389,"@id":366,"url":379,"name":309,"description":5,"publisher":1413,"inLanguage":356,"potentialAction":1414},{"@id":391},{"@type":393,"target":1415,"query-input":397},{"@type":395,"urlTemplate":396},{"@type":399,"@id":391,"name":309,"url":379,"logo":1417,"image":405,"sameAs":1418,"@context":410,"email":411,"foundingDate":412,"legalName":413,"vatID":414,"description":415,"telephone":416,"address":1419,"location":1420,"areaServed":1430},{"@type":373,"inLanguage":356,"@id":401,"url":402,"contentUrl":402,"width":403,"height":404,"caption":309},[407,408,409],{"@type":418,"streetAddress":419,"addressLocality":420,"addressRegion":421,"postalCode":422,"addressCountry":423},[1421,1424,1427],{"@type":426,"name":427,"geo":1422,"address":1423,"photo":405,"telephone":433},{"@type":429,"latitude":430,"longitude":431},{"@type":418,"streetAddress":419,"addressLocality":420,"addressRegion":421,"postalCode":422,"addressCountry":423},{"@type":426,"name":435,"geo":1425,"address":1426,"photo":444,"telephone":445},{"@type":429,"latitude":437,"longitude":438},{"@type":418,"streetAddress":440,"addressLocality":441,"addressRegion":442,"postalCode":443,"addressCountry":423},{"@type":426,"name":447,"geo":1428,"address":1429},{"@type":429,"latitude":449,"longitude":450},{"@type":418,"streetAddress":452,"addressLocality":453,"addressRegion":454,"postalCode":455,"addressCountry":456},[1431,1432,1433],{"@type":459,"name":460},{"@type":459,"name":462},{"@type":459,"name":456},{"@type":465,"@id":466,"name":4,"image":1435,"description":6,"sameAs":1436,"url":191},{"@type":373,"inLanguage":356,"@id":468,"url":8,"contentUrl":8,"caption":4},[187,470],{"self":1438,"collection":1443,"about":1445,"author":1447,"replies":1449,"version-history":1452,"predecessor-version":1455,"wp:featuredmedia":1459,"wp:attachment":1462,"wp:term":1465,"curies":1472},[1439],{"href":1440,"targetHints":1441},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4495",{"allow":1442},[477,478,479,480,481],[1444],{"href":484},[1446],{"href":487},[1448],{"embeddable":97,"href":490},[1450],{"embeddable":97,"href":1451},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=4495",[1453],{"count":213,"href":1454},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4495\u002Frevisions",[1456],{"id":1457,"href":1458},10222,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4495\u002Frevisions\u002F10222",[1460],{"embeddable":97,"href":1461},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7950",[1463],{"href":1464},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=4495",[1466,1468,1470],{"taxonomy":509,"embeddable":97,"href":1467},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=4495",{"taxonomy":512,"embeddable":97,"href":1469},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=4495",{"taxonomy":170,"embeddable":97,"href":1471},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=4495",[1473],{"name":518,"href":519,"templated":97},{"title":1475,"script":1476,"meta":1490,"link":1503},"Charlie Norledge | Director, Head of SEO | Impression",[1477],{"type":1478,"key":1479,"innerHTML":1480},"application\u002Fld+json","yoast-json-ld",{"@context":342,"@graph":1481},[1482,1487],{"@id":466,"@type":465,"name":4,"url":-1,"sameAs":1483,"image":1484,"description":6,"jobTitle":11,"knowsAbout":1485,"hasCredential":5,"gender":5,"worksFor":1486},[187,470],{"@type":373,"inLanguage":356,"@id":468,"url":8,"contentUrl":8,"caption":4},"SEO, Technical SEO",{"@id":391},{"@type":399,"@id":391,"name":309,"url":379,"logo":1488,"image":405,"sameAs":1489,"@context":410,"email":411,"foundingDate":412,"legalName":413,"vatID":414,"description":415,"telephone":416},{"@type":373,"inLanguage":356,"@id":401,"url":402,"contentUrl":402,"width":403,"height":404,"caption":309},[407,408,409],[1491,1492,1493,1495,1496,1498,1499,1501,1502],{"name":291,"content":292},{"property":296,"content":356},{"property":299,"content":1494},"profile",{"property":302,"content":1475},{"property":306,"content":1497},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F",{"property":308,"content":309},{"property":320,"content":1500},"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":333,"content":334},{"name":339,"content":340},[]]