[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002Fpage\u002F6":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":176,"head_links":179,"breadcrumbs":164,"posts":183,"pages":159,"head":1423},"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":160},"\u003Cp>Director, Head of SEO. Joined Impression in 2015.\u003C\u002Fp>\n\u003Cp>My background is in web development but I moved away from this when I decided that I wanted a more customer-facing role. I wanted the opportunity to be able to apply my expertise and also deal with clients directly and technical SEO allowed me to do this.\u003C\u002Fp>\n\u003Cp>Day to day, I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nSpeaking at Brighton SEO! I’ve delivered a talks and training on structured data and \u003Ca href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI enjoy surfing and Skiing (although living in the midlands isn’t good for this!)\u003C\u002Fp>\n","Director, Head of SEO",[13,29],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},35,"98","2020-03-12 15:02:03","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":30,"link_text":33},{"ID":31,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":15,"guid":36,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":37},57,"2020-03-12 15:49:37","Technical SEO","technical-seo","2025-10-28 09:41:49","\u002F?page_id=57","\u002Fseo\u002Ftechnical-seo\u002F",{"ID":39,"id":39,"title":40,"filename":41,"filesize":23,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":23,"date":47,"modified":48,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":55},8558,"Charlie-Norledge","jVjBhz1i-Charlie-Norledge.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&q=90","\u002Fcharlie-norledge\u002F","12","charlie-norledge","inherit","2021-07-15 16:28:10","2021-10-11 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Norledge’s posts",{"data":100,"pages":159},[101,114,122,131,140,150],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","Search Leeds: Stephen Kenwright – Content marketing frameworks that will get you paid more","\u003Cp>Stephen wants to talk about a bunch of things we can do now to make our next bit of content more likely to get approved by stakeholders, picked up by a journalist, or win you a customer. This is going to make your life easier, but what’s going to make more money for your client […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-leeds-stephen-kenwright-content-marketing-frameworks\u002F","2022-02-07T16:48:22",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FOnf9vtWy-050720211625510559_fabian-blank-78637-unsplash-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":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":102,"title":115,"excerpt":116,"to":117,"postedAt":106,"readingTime":107,"image":118,"authors":119,"category":121},"Search Leeds: Britney Muller – Machine learning for SEOs","\u003Cp>Britney starts by mentioning Elon Musk. He started a company called Open AI. The whole point of the company was to further the space of machine learning and AI. They want to propel things quicker and open source everything. But it didn’t really go as planned. A couple of months ago, they said that their […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-leeds-britney-muller-machine-learning\u002F","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F5MmXs5W0-050720211625510882_franck-v-516603-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[120],{"name":4,"image":111},{"to":113,"name":18},{"type_key":102,"title":123,"excerpt":124,"to":125,"postedAt":106,"readingTime":126,"image":127,"authors":128,"category":130},"Search Leeds: Emily Potter – Featured snippets – the achievable SERP feature","\u003Cp>A featured snippet is the little box of text that often appears at the top of search queries where users have asked Google a question or they’re clearly looking for information. Featured snippets are scraped from web pages and include a page title and link to the page. So what’s so great about featured snippets? […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-leeds-emily-potter-featured-snippets\u002F",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FW9HreaWt-050720211625511212_nick-morrison-325805-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[129],{"name":4,"image":111},{"to":113,"name":18},{"type_key":102,"title":132,"excerpt":133,"to":134,"postedAt":106,"readingTime":135,"image":136,"authors":137,"category":139},"Search Leeds: Rory Truesdale – Intent optimisation – why it matters and how it can improve your SEO results","\u003Cp>Rory is interested in understand search intent and using it to inform his SEO campaigns. So why does search intent matter? Classic information retrieval is based on people searching for information. But people don’t always use a search engine to find information. Even back in the late ’90s, search engines evolved to account for this. […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-leeds-rory-truesdale-intent-optimisation\u002F",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F6LxDtvXc-050720211625511302_sydney-rae-668606-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[138],{"name":4,"image":111},{"to":113,"name":18},{"type_key":102,"title":141,"excerpt":142,"to":143,"postedAt":144,"readingTime":145,"image":146,"authors":147,"category":149},"Search Leeds: Bastian Grimm – Why most SEO audits are sh*t","\u003Cp>We need to talk about SEO audits. There’s a lot of stuff Bastian doesn’t like and thinks a lot of them are shit. Who has conducted an SEO audit recently? Were you 100% happy with it? Did you implement everything your recommended? Most people Bastian surveyed earlier in the year said that their audit was […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-leeds-bastian-grimm-why-most-seo-audits-are-sht\u002F","2025-01-23T12:41:58",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FUNNQdekO-050720211625511310_pawel-czerwinski-759725-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[148],{"name":4,"image":111},{"to":113,"name":18},{"type_key":102,"title":151,"excerpt":152,"to":153,"postedAt":106,"readingTime":154,"image":155,"authors":156,"category":158},"Search Leeds: Kirsty Hulse – How science can help you have better ideas","\u003Cp>Kirsty is talking about the science of creativity: how to train your brain to have better ideas. A lot of the talk is going to be based on neuroscience and the fundamentals of the brain. She starts with a fact: with 11 items of clothing there are 39,916,800 ways to get dressed. Our brains are […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-leeds-kirsty-hulse-how-science-can-help-you-have-better-ideas\u002F",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FDgfe96BB-050720211625511591_william-iven-19843-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[157],{"name":4,"image":111},{"to":113,"name":18},"13",{"type":161,"style":162,"title":163,"heading":4,"intro":10,"services":12,"breadcrumbs":164,"photo":56,"social":176},"author","dark","Meet the Team",[165,168,171,174],{"path":166,"name":167},"\u002F","Home",{"path":169,"name":170},"\u002Fabout\u002F","About Us",{"path":172,"name":173},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":175,"name":4},null,{"twitter":177,"linkedin":178},"https:\u002F\u002Ftwitter.com\u002FNorledgeCharlie","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fcharlie-norledge-97984099\u002F",[180],{"rel":181,"href":182},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F",[184,505,689,872,1056,1239],{"id":185,"date":186,"date_gmt":186,"guid":187,"modified":106,"modified_gmt":106,"slug":189,"status":19,"type":102,"link":105,"title":190,"content":191,"excerpt":194,"author":195,"featured_media":196,"comment_status":20,"ping_status":20,"sticky":193,"template":5,"format":197,"meta":198,"categories":199,"collections":201,"coauthors":206,"class_list":208,"acf":217,"head_links":218,"breadcrumbs":219,"url_path":105,"search_description":226,"featured_image_urls":227,"authors":262,"type_nicename":273,"reading_minutes":107,"category":274,"yoast_title":276,"yoast_meta":277,"yoast_json_ld":331,"_links":456},4491,"2019-06-20T15:23:10",{"rendered":188},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fsearch-leeds-stephen-kenwright-content-marketing-frameworks\u002F","search-leeds-stephen-kenwright-content-marketing-frameworks",{"rendered":103},{"rendered":192,"protected":193},"\u003Cp>Stephen wants to talk about a bunch of things we can do now to make our next bit of content more likely to get approved by stakeholders, picked up by a journalist, or win you a customer.\u003C\u002Fp>\n\u003Cp>This is going to make your life easier, but what’s going to make more money for your client is thinking a little bit bigger.\u003C\u002Fp>\n\u003Cp>Stephen and his wife are expecting a child in a few months’ time. He’s very interested in how this child is going to turn out. Dandelions make shitloads of children. No dandelion really cares about what happens to any one seed. What matters is that every spare inch of ground is full of dandelions. We should be like dandelions with our content. What matters is that everyone sees it.\u003C\u002Fp>\n\u003Cp>The long term view is important. Amara’s Law states that people underestimate the effect of tech in the short run and overestimate it in the long run. People expect a lot right now and don’t expect it to stick around. The best content, however, is better in the long term. What really matters is whether or not you convinced someone to do something you wanted them to do.\u003C\u002Fp>\n\u003Cp>A great example of Amara’s Law is the hype cycle. It starts with an innovation trigger, like not being able to buy links anymore. We needed to find an unpaid way to get links. Suddenly, everyone is super keen on content marketing, because everyone said it was the future. So we get this huge expectation that inevitably doesn’t get delivered on and we fall into a trough of disillusionment. Maybe little PR campaigns are better. Or maybe we should spend more money on PPC, etc.\u003C\u002Fp>\n\u003Cp>As months go by we get good at content marketing and get to a plateau of productivity. Maybe yesterday you were in a trough, and tomorrow you’ll be in a plateau. The way to get to the future is to invent it.\u003C\u002Fp>\n\u003Cp>Here are some tricks to try.\u003C\u002Fp>\n\u003Cp>Laswell’s model of communication says who says what to who in what channel with what effect. We know what we’re saying, to whom and in what channel. SEOs are really good at that. The fact we’re not good at the first ‘who’ and the final effect means that we have something to work on.\u003C\u002Fp>\n\u003Cp>The source of our ideas should determine the kind of content we’re creating. Let’s say the desired outcome is short term product sales. In this instance, PPC makes sense. You can get a direct response. Push display ads, paid social etc.\u003C\u002Fp>\n\u003Cp>Tension in culture should also inspire the form of the content. Gilette’s ‘best a man can be’ campaign hit on a cultural moment that earned them a lot of links.\u003C\u002Fp>\n\u003Cp>We should also look at what our competitors are doing. If lots of competitors are doing something, you should do something completely different and unexpected. This is how you cut through the market.\u003C\u002Fp>\n\u003Cp>Don’t forget about customer insights. The best model for planning, the simplest way to understand what it is, is to look at where we are, what we have, where we want to be and how to get there.\u003C\u002Fp>\n\u003Cp>Why do we need what we need? Why does everyone else have more links than us?\u003C\u002Fp>\n\u003Cp>It pays to think big. If you’re a small brand, you should expect to be a big brand. The beautiful thing about content is that everyone is speaking to the same journalists and the same consumers.\u003C\u002Fp>\n\u003Cp>Content is about creativity. Think about the things that you don’t currently have and where you could get them from.\u003C\u002Fp>\n\u003Cp>When we launch a campaign we need to ask ourselves if it’s actually getting us closer to where we want to be.\u003C\u002Fp>\n\u003Cp>Classic planning models like AIDA – or see, think, do and care – make a lot of sense. If we’re adhering to these models we need to bear in mind that, from a consumer point of view, there’s a rational reason for engaging with a brand and an emotional reason.\u003C\u002Fp>\n\u003Cp>Stephen gives the example of one piece of content: which fuel type is right for me? The rational response is road tax, economy, cost, range etc. We don’t consider the emotional response. What is fuel doing to the environment? What’s the noise like? How do customers see themselves? Is there a stress moment causing the core question to be asked?\u003C\u002Fp>\n\u003Cp>You can actually use DeepCrawl to find sales-driving content. One of Stephen’s colleagues did an analysis of content on a client’s blog, categorised them based on the AIDA model, then crawled the site on DeepCrawl with Analytics enabled. Simply exporting the data into a pivot table can help you see which categories you’re good at and which require improvement.\u003C\u002Fp>\n\u003Cp>When you create a piece of content you should consider its expiration or review date. Try adding review reminders in a shared calendar and form a board of people in the organisation who should care about content. You’ll be able to see which content is expiring when and prompt the right conversations to make sure that the content on your site is always up to date.\u003C\u002Fp>\n\u003Cp>Tweaking over a period of time is really significant. Spotify builds products like this. They think for a while, build it, throw money at it and get it out there. The majority of the time is then spent tweaking that content to make it more relevant to its audience. People change and their environments change. We need to respond to that.\u003C\u002Fp>\n\u003Cp>Take Black Friday. For most of the year, Google understands Black Friday to be an informational keyword. But when the date rolls around, Google completely changes the SERPs to reflect DO queries. If you’re creating content around a seasonal event, don’t just consider what competitors are doing now, but consider what the SERP looks like at different times of the year. Stephen guarantees that big seasonal keywords will look very different over the course of the year.\u003C\u002Fp>\n\u003Cp>When identifying intent, start by searching for the query and taking note of the SERP features and the top results. Then take the rankings and search volumes from Ahrefs and sort them by traffic, not search volumes. Stephen finds it interesting how search intent differs. When people are searching for different queries, they have very different expectations of what they’re going to find. Minor linguistic changes can lead to very different intent and traffic potential. If you’re going to rank well, you need to make sure that your copy matches your audience’s expectations.\u003C\u002Fp>\n\u003Cp>To measure the success of a piece of content, measure KPIs across different categories based on channel. The KPI for PR is links, SEO is leads and the KPI for on-site content is traffic. Second and third KPIs can also be added to show deeper insight.\u003C\u002Fp>\n\u003Cp>Never ask your boss or client what the KPI of a given piece of content should be. They will not give you the right metrics. Whenever Stephen proposes a piece of content he will recommend KPIs based on his experience.\u003C\u002Fp>\n\u003Cp>Stephen now gives Jordan Belfort quotes to inspire us.\u003C\u002Fp>\n\u003Cp>He introduces the straight line system, which is how you go from introducing yourself to winning the sale. Between the two points, there are going to be objections. If you’re going to pitch ideas to key stakeholders you should sit down and make a list of objections to your ideas. Write every reason down and combine them into common buckets. If you can answer those objections now, you’re much more likely to get the idea picked up.\u003C\u002Fp>\n\u003Cp>Another idea from Jordan Belfort is the three tens. How much do they like me? How much do they like my content? How much do they like my company? If you score low on any of these when pitching an idea, you have to make sure that they really like the other two. In reality, you want to get all three metrics as close as possible to a 10. This is why relationship building is a good idea. It makes your life a lot easier.\u003C\u002Fp>\n\u003Cp>Crystal is a good tool – it’s a Chrome extension. It tells you the kind of approach that is likely to work for a certain journalist by analysing LinkedIn profiles. It can help you work out what to include in your email and how to format the content.\u003C\u002Fp>\n\u003Cp>Journalists are people too. Like anyone else they will make decisions based on rationale and emotions. They’re also trying to work out rationally if your content is going to reach their audience’s emotions.\u003C\u002Fp>\n\u003Cp>Stephen talks about one campaign his business partner worked on – London Under a Microscope. She was working for an Uber and taxi insurer. She got a team to swab the tube to work out which germs are lingering there and, crucially, which could kill you. Unsurprisingly, this provoked an emotional response and they got a lot of coverage for it.\u003C\u002Fp>\n\u003Cp>However you take this information forward, your strategic process should help you work. It shouldn’t make work for you.\u003C\u002Fp>\n\u003Cp>Categorise your activity based on importance and urgency. Do the important, urgent stuff first and go from there.\u003C\u002Fp>\n\u003Cp>Strategy is never an end, it is only ever a means to an end. 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He started a company called Open AI. The whole point of the company was to further the space of machine learning and AI. They want to propel things quicker and open source everything. But it didn’t really go as planned.\u003C\u002Fp>\n\u003Cp>A couple of months ago, they said that their text generator was too good – too dangerous – to release to the public. Is this a PR stunt? Is it legitimate?\u003C\u002Fp>\n\u003Cp>Britney took a closer look, because they revealed the stripped down generator. In order to generate text you have to start with a word, sentence or paragraph…the more you feed it, the better. It’s sort of like Smart Compose in Gmail.\u003C\u002Fp>\n\u003Cp>The generator isn’t perfect but it can auto-generate some really great content.\u003C\u002Fp>\n\u003Cp>If you take one thing away from this it should be that machine learning is becoming more and more accessible. It’s going to free us up to work on a more strategic level.\u003C\u002Fp>\n\u003Cp>What about the displacement of jobs? We should actually be talking about jobs being displaced to people who use these tools. So how can we start to navigate these new waters?\u003C\u002Fp>\n\u003Cp>At the end of this talk, everyone should be able to use machine learning.\u003C\u002Fp>\n\u003Cp>We’ll start with a few examples, then break down the mechanics a little further.\u003C\u002Fp>\n\u003Cp>AI can read a lot of text and compress information, allowing humans to work on higher level processes. JP Morgan were able to automate the absorption of hours of financial material.\u003C\u002Fp>\n\u003Cp>It can also predict what’s in front of a camera. Sometimes it gets things right…sometimes it’s not so good. However, it’s always interesting.\u003C\u002Fp>\n\u003Cp>Britney says that she has absolutely no clue what she is doing. This world is complex and strange. She thinks of herself as the best thief ever. She sees these models and works out how they can be applied.\u003C\u002Fp>\n\u003Cp>One example is the Shakespeare model. It looks at loads of Shakespeare text and creates new stories. Britney decided to combine text from Rand Fishkin and Beyonce, combining SEO articles with the entire Lemonade album. Once she’d trained it enough, they made some pretty good raps – \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fbit.ly\u002Frand-b\">bit.ly\u002Frand-b\u003C\u002Fa> – the model knows how a song is laid out and it knows how to rhyme.\u003C\u002Fp>\n\u003Cp>The thing is, we’re experts in what we do on a daily basis and these tools can help us automate these things.\u003C\u002Fp>\n\u003Cp>That’s great, but how can we apply this more to SEO?\u003C\u002Fp>\n\u003Cp>Frase is a tool for content research. It automates the research of content shared around a particular topic and start to put together questions and answers.\u003C\u002Fp>\n\u003Cp>Did you know that you can automate videos? Lumen5 lets you put in a bunch of text for free and it will generate media based on the text that you enter. It’s using natural language processing to understand your topic and find imagery and media that suits the material.\u003C\u002Fp>\n\u003Cp>Obviously, none of this is perfect, but it will get you most of the way there.\u003C\u002Fp>\n\u003Cp>How about automating transcriptions? The average podcast listener consumes 7 episodes a week. That’s wild! But it’s hard to translate to search. Why would you not want to transcribe audio content to make it work better for you? There are loads of great tools out there that do it quickly and cost-effectively. Amazon Transcribe will transcribe an hour of audio in a couple of minutes for pennies.\u003C\u002Fp>\n\u003Cp>You can also automate image optimisation. This is great, especially if you have a website with thousands of images.\u003C\u002Fp>\n\u003Cp>Another resource is TensorFlow for Poets.\u003C\u002Fp>\n\u003Cp>When you’re playing around with models, Britney challenges us to \u003Cem>break this shit\u003C\u002Fem>. You can customise models to fit your needs and scale your activities.\u003C\u002Fp>\n\u003Cp>The ability to automate meta descriptions is incredible. This is awesome for large sites where you just can’t write unique descriptions for every page. To get something unique on every page, you can use models to do it for you. Algorithmia is a great resource for finding models. Moz has a guide. Some of this sounds complex, but it’s getting simpler.\u003C\u002Fp>\n\u003Cp>Shout out to JR Oakes and Grayson Parks, who are at the cutting edge of this stuff.\u003C\u002Fp>\n\u003Cp>But this is just the tip of the iceberg. It’s an exciting space and we’re just at the very beginning.\u003C\u002Fp>\n\u003Cp>How can these different models assist you and your coworkers in this industry?\u003C\u002Fp>\n\u003Cp>So what the heck is happening under the hood of machine learning? How can we talk intellectually about this stuff?\u003C\u002Fp>\n\u003Cp>Machine learning is a subset of AI. Whenever you hear the word AI, 99.9% of the time it’s talking about AI. It combines statistics and programming to give computers the ability to learn without needing to be programmed. It trains them to identify and compute patterns at a level far beyond what the human mind can accomplish.\u003C\u002Fp>\n\u003Cp>A typical model starts with hundreds or thousands of labelled training data points. Whatever you’re trying to get the model to learn, you need clean training data. However, you need to save some of that data to test how well the model performs after training.\u003C\u002Fp>\n\u003Cp>How does it learn? It learns through linear regression. It sees how far off it is when it’s incorrect. This is also known as the loss function, so it’s basically trying to minimise its loss.\u003C\u002Fp>\n\u003Cp>What starts to happen is that you go from the far left side of the error curve, where it’s not fitting anything. You don’t actually want to fit to every single data point because it doesn’t allow the machine to adapt to new data points. It should be a smooth curve that can predict accurately without overfitting.\u003C\u002Fp>\n\u003Cp>If ML was a car, data would be the fuel. ML training is all about finding clean data. That’s exactly what Google does! We label training data for them without knowing it. Who did the 10 year challenge? That’s now being built into a beautiful age predicting model. This stuff is amazing but it can also be used for really scary things. Be mindful of what’s happening. We’re feeding our data to these companies.\u003C\u002Fp>\n\u003Cp>At Google IO, they talked about how they use the text from the keyword to be predictive of what everyone else is writing. That’s crazy! This stuff is happening so fast.\u003C\u002Fp>\n\u003Cp>Again, if we can use some of this stuff, it’s going to help us be more strategic.\u003C\u002Fp>\n\u003Cp>So what are the tools we can use now?\u003C\u002Fp>\n\u003Cp>These resources are basically plug and play.\u003C\u002Fp>\n\u003Cp>Start with Codelabs. It’s the place to go on Google where they walk you through step by step implementation of machine learning. Britney recommends filtering by TensorFlow or machine learning.\u003C\u002Fp>\n\u003Cp>Colaboratory notebooks are also really super powerful. You can literally collaborate with anyone else. Why does Google do this? Probably to check out what people are working on!\u003C\u002Fp>\n\u003Cp>MonkeyLearn is another great tool that has pre-baked models and a powerful Google Sheets add on.\u003C\u002Fp>\n\u003Cp>Algorithmia, as was mentioned before, packages up models that you can plug and play with to do whatever you might want.\u003C\u002Fp>\n\u003Cp>Explore the Natural Language API demo. This is something that most people aren’t even aware of. This is Google’s API…you can literally just paste in your text and see how Google interprets your content. You can also do this for competitors. How is Google categorising the content that outranks you? You can also do this on an entity level, or for syntax and much more.\u003C\u002Fp>\n\u003Cp>Britney also wants to squeeze rev.com in as the best audio transcription tool to date. If you need realtime transcription, Google’s cloud speech to text is also an option.\u003C\u002Fp>\n\u003Cp>Image Net is the largest online source of labelled images. It’s incredibly robust.\u003C\u002Fp>\n\u003Cp>Using \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fg.co\u002Fteachablemachine\">g.co\u002Fteachablemachine\u003C\u002Fa> you can build a model without touching one line of code. You just use your computer camera!\u003C\u002Fp>\n\u003Cp>Look at Paul Shapiro. He’s doing fantastic stuff in this space. He came up with a way to automate metadata, differently to Moz. Check it out and look at some of his other content. It’s like he’s living in 2040. 20 years ago he created something that can automate 301 redirects. It compares different iterations of your site and can automatically add syntactically-based redirects to your HTAccess file.\u003C\u002Fp>\n\u003Cp>Kaggle is the largest platform for data science competitions. It’s interesting to keep an eye on it and see what’s happening in this space. Who is stumping up cash for specific tasks and what are they? For example, the TSA has put up a bid for passenger screening. Remember, these models are only as good as their training data. If this model is the least bit biased, the output will be too. Diversity is paramount to the success of this field. We need to be having these conversations now.\u003C\u002Fp>\n\u003Cp>The technology to make this stuff is getting better and cheaper. We’re now talking about disposable AI. You can push entire models through the cloud powered by this disposable AI. There’s no security concerns because nothing is getting saved. It’s all sitting on these machines and vanishing after the fact.\u003C\u002Fp>\n\u003Cp>Britney finishes by saying that the Moz data science team is working on new ML tools for SEO. So watch this space.\u003C\u002Fp>\n\u003Cp>The key takeaways:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Machine learning combines statistics and programming.\u003C\u002Fli>\n\u003Cli>Machine learning is only as good as the data.\u003C\u002Fli>\n\u003Cli>YOU can create an ML model today.\u003C\u002Fli>\n\u003Cli>ML will level us up as an industry.\u003C\u002Fli>\n\u003Cli>Diversity is paramount in ML.\u003C\u002Fli>\n\u003C\u002Ful>\n",{"rendered":116,"protected":193},7954,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":193,"footnotes":5},[200],[519],{"id":203,"name":204,"path":205},[207],[522,102,210,211,212,213,214,215,216],"post-4493",[],[],[526,527,528,529],{"path":166,"name":167},{"path":222,"name":223},{"path":113,"name":18},{"path":175,"name":115},"Britney starts by mentioning Elon Musk. He started a company called Open AI. The whole point of the company was to further the space of machine learning and AI. 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featured snippet is the little box of text that often appears at the top of search queries where users have asked Google a question or they’re clearly looking for information.\u003C\u002Fp>\n\u003Cp>Featured snippets are scraped from web pages and include a page title and link to the page.\u003C\u002Fp>\n\u003Cp>So what’s so great about featured snippets? The obvious answer is that you can get ‘position 0’ in the SERPs. It’s also great for users, giving them quick answers to their queries. This can help increase your brand authority and awareness.\u003C\u002Fp>\n\u003Cp>In Emily’s first attempt to win featured snippets, she went into STAT to find out the opportunities for her client. She made a recommendation for each available snippet that her client didn’t rank for.\u003C\u002Fp>\n\u003Cp>Her recommendations included keyword targeting and page structure. She read that Google preferred certain formats for different types of informational queries (e.g. lists).\u003C\u002Fp>\n\u003Cp>Emily was convinced that this was her masterpiece. But did any of these tactics work? She can’t answer this question, because Google updated about a week later and removed all the snippets she was targeting.\u003C\u002Fp>\n\u003Cp>What Emily learned is that Google is the enemy. But she soon had another opportunity to have a go. She took a more competitive approach this time. She looked at what competitors were doing and just tried to copy what other sites were doing – how were they better than her client?\u003C\u002Fp>\n\u003Cp>She assessed the format of their content and looked at whether they were using headings more effectively.\u003C\u002Fp>\n\u003Cp>When she got down to her final keyword, she took a pretty lazy approach and just copied the heading of the current snippet owner and recommended it to her client. This was the tactic that worked! 10 seconds of research turned into a success.\u003C\u002Fp>\n\u003Cp>New conclusion? Featured snippets are bullshit.\u003C\u002Fp>\n\u003Cp>Why?\u003C\u002Fp>\n\u003Cp>Featured snippets steal clicks. Ahrefs used clickstream data to show that with a snippet, the top ranked result takes about 19.6%. Without a snippet, the top result gets 26%. They’re also increasing the number of no-click searches.\u003C\u002Fp>\n\u003Cp>Next, featured snippets create confirmation bias. If you ask a question like, ‘are reptiles good pets?’ Google will tell you, ‘yes.’ But, if someone asks if reptiles are bad, the snippet will also answer, ‘yes.’\u003C\u002Fp>\n\u003Cp>They’re also really unsophisticated. There are examples all over the web of snippets that are clearly not being vetted for the best content. They are really easily manipulated!\u003C\u002Fp>\n\u003Cp>Emily decided to prove that they don’t even help your organic traffic that much.\u003C\u002Fp>\n\u003Cp>She looked at existing studies and found that Hubspot said they increased their CTR by 114%. Search Engine Land also said that they increased their CTR by over 500%.\u003C\u002Fp>\n\u003Cp>But these studies sucked.\u003C\u002Fp>\n\u003Cp>They used misleading wording. They were identifying correlation, not causation. And the headline was misleading. What happened was that they compared pages that had a featured snippet to pages that didn’t. There are a lot of different reasons why the pages with snippets might have a higher CTR that have nothing to do with snippets.\u003C\u002Fp>\n\u003Cp>These studies also didn’t have a good controlled experimental environment. Hubspot used small volume keywords that can fluctuate a lot. For Search Engine Land, you can see that performance for one of their focus pages was increasing even before they earned the snippet and that their rankings across the board were improving prior to this time. Of course they saw a big increase!\u003C\u002Fp>\n\u003Cp>So, Emily decided to create her own study.\u003C\u002Fp>\n\u003Cp>Her hypothesis was that owning a featured snippet would not significantly increase CTR.\u003C\u002Fp>\n\u003Cp>She used STAT to get data on a range of different Distilled clients, recording examples that did and didn’t include featured snippets and tracked performance over time. She put ranking data over time together with Search Console data to get CTR information. This left her with over 300,000 data points.\u003C\u002Fp>\n\u003Cp>She found that featured snippets improve organic CTR at every single position.\u003C\u002Fp>\n\u003Cp>Owning the featured snippet means that your CTR is always higher than not owning your featured snippet.\u003C\u002Fp>\n\u003Cp>Ranking also really matter if you want to earn a featured snippet. Average rank with a snippet was 2.1, without was 3.3. Pages ranking below position 10 are highly unlikely to own a featured snippet.\u003C\u002Fp>\n\u003Cp>Emily also wanted to assess CTR increase for the same URL when it obtains a snippet. The biggest improvement was in position 6, where sites saw a 7% rise. However Emily manipulated the data, she couldn’t find a 20% CTR rise that the other studies reported.\u003C\u002Fp>\n\u003Cp>In trying to disprove the studies, Emily found that featured snippets do work.\u003C\u002Fp>\n\u003Cp>But, she still hates them for all the reasons listed above.\u003C\u002Fp>\n\u003Cp>She still has some actions for us:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Find keywords you rank for with a featured snippet and make a targeted list for those you don’t own. You can use all sorts of tools for this, but avoid keywords that have a commercial intent, especially if you’re targeting them with commercial pages. Also, flag where you’re higher than the current owner. If you’re ranking higher, it’s a sign that you need to focus on content.\u003C\u002Fli>\n\u003Cli>Look for low hanging fruit, like where you can just copy and paste a heading (yep, this is actually okay!).\u003C\u002Fli>\n\u003Cli>Join two points together with ‘however’ to show Google that you’re actively combatting confirmation bias. Google is trying to improve this.\u003C\u002Fli>\n\u003Cli>Add on-page content for well-performing pages, especially for those pages that are ranking well but aren’t optimised for snippets.\u003C\u002Fli>\n\u003Cli>Reformat your content to match the current owner. Turn paragraphs into lists or tables or whatever as needed.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Bonus tool: use the question and answer demo in BERT NLP. This will verify whether or not Google can find an answer based on natural language processing.\u003C\u002Fp>\n",{"rendered":124,"protected":193},7956,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":193,"footnotes":5},[200],[703],{"id":203,"name":204,"path":205},[207],[706,102,210,211,212,213,214,215,216],"post-4482",[],[],[710,711,712,713],{"path":166,"name":167},{"path":222,"name":223},{"path":113,"name":18},{"path":175,"name":123},"A featured snippet is the little box of text that often appears at the top of search queries where users have asked Google a question or they’re clearly looking for information. Featured snippets are scraped from web pages and include a page title and link to the page. So what’s so great about featured snippets? 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is interested in understand search intent and using it to inform his SEO campaigns.\u003C\u002Fp>\n\u003Cp>So why does search intent matter? Classic information retrieval is based on people searching for information. But people don’t always use a search engine to find information. Even back in the late ’90s, search engines evolved to account for this.\u003C\u002Fp>\n\u003Cp>More recently, Google’s quality guidelines break intent down into know, do, site and visit.\u003C\u002Fp>\n\u003Cp>But there’s a problem. These buckets are too broad to be meaningful. A while back, Kane Jameson created a much more detailed model, including categories like video, news, answer, local, transaction and many more. This is all based on SERP features.\u003C\u002Fp>\n\u003Cp>It’s now much easier to classify the intent of a SERP quickly.\u003C\u002Fp>\n\u003Cp>Why is this useful? When we look at the SERPs for a term like ‘coworking space london’ we can see all sorts of informational pages (about 8\u002F10).\u003C\u002Fp>\n\u003Cp>For ‘office space london,’ the intent shifts completely to a transactional intent. Being aware of this means you can tailor your campaign, targeting landing pages to the right type of keywords.\u003C\u002Fp>\n\u003Cp>So, every searcher has a specific intent and Google wants to align results to this intent. Matching pages to intent will help you see more traffic and a higher quality of traffic, bringing more engagement and conversions.\u003C\u002Fp>\n\u003Cp>There are three pillars in applying this to a campaign.\u003C\u002Fp>\n\u003Col>\n\u003Cli>What intent is Google looking for?\u003C\u002Fli>\n\u003Cli>How are competitors targeting it?\u003C\u002Fli>\n\u003Cli>How can you improve your site?\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>One step is to use a tool that can analyse SERP features for you (Impression note, we use Ahrefs or the Moz keyword explorer for this).\u003C\u002Fp>\n\u003Cp>If you can export SERP feature information you can start mapping landing pages on a keyword level basis. But this isn’t the only way to analyse intent.\u003C\u002Fp>\n\u003Cp>Analysing the language of results pages can be even more powerful.\u003C\u002Fp>\n\u003Cp>Start with a custom search engine. For each of your most valuable keywords, use \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fcse.google.com\">cse.google.com\u003C\u002Fa> to set up a custom search engine and extract the top 100 ranking URLs using the SERP Redux bookmarklet.\u003C\u002Fp>\n\u003Cp>In the settings for your CSE, tell the search engine to only use the top 100 URLs for your particular queries. This creates an interesting sandbox. It means that you can look at the performance of these pages in isolation. It also means that pages can be assessed by relevance in isolation of other factors.\u003C\u002Fp>\n\u003Cp>This environment means that if your page is ranking higher in the CSE, you need to improve your technical performance. If it ranks lower in the CSE, you need to improve your relevance.\u003C\u002Fp>\n\u003Cp>Within the CSE, analyse the language in metadata to see if any phrases commonly occur. In the office space example, Rory found that the word ‘rent’ appeared commonly. He realised that this was an \u003Cem>intent modifier\u003C\u002Fem>. With this information, he could also carry out a proximity analysis to see how closely ‘office’ and ‘rent’ appeared near each other.\u003C\u002Fp>\n\u003Cp>This is important because Googe cares about proximity. If it sees patterns in how closely specific words appear together, it will start to form a sense of the relationship between those terms. With a CSE, we can carry out our own analysis and identify proximities.\u003C\u002Fp>\n\u003Cp>To recap, a CSE gives you a controlled environment in which you can analyse performance based on relevance and carry out tests to reveal patterns.\u003C\u002Fp>\n\u003Cp>The next workflow is custom SERP extraction. SERP extraction allows us to analyse page copy at scale. You can crawl and extract the data from pages in SERPs. This might upset John Mueller, which is a little bit in violation of Google’s terms of service. But if you use proxies…it’s technically not you doing it. Sort of. And remember, Google’s scraping sites as well. This is revenge…but good revenge.\u003C\u002Fp>\n\u003Cp>To do this, all you need are SERP URLs, which follow a pattern. Rory has a tool that does this for you. You can upload your SERP URLs into Screaming Frog and pull both page titles and meta descriptions. The XPaths involved to change from time to time, so check them if you see something not working. The Chrome scraper extension makes it easier to get the up to date XPath.\u003C\u002Fp>\n\u003Cp>The result is to get the top 10 titles and descriptions for each of your top 10 results. Rory has built a formula to look for the presence of certain words that might indicate intent. When these words pop up, the formula will assign an intent. This will need to be modified for your clients but it does work.\u003C\u002Fp>\n\u003Cp>The final piece of the puzzle is another formula that finds the most common intent within the SERPs you’ve analysed.\u003C\u002Fp>\n\u003Cp>This goes beyond features to identify the language of the SERP. It will help you ensure that your landing pages are completely aligned with search intent.\u003C\u002Fp>\n\u003Cp>The final workflow involves analysing the displayed meta descriptions. A recent study showed that Google rewrites these descriptions 92% of the time. The fact that Google rewrites descriptions makes Rory think that Google is trying to improve click through rate. Analysing the descriptions that Google has picked will show us the terms that Google thinks will drive engagement.\u003C\u002Fp>\n\u003Cp>Rory used a market share report to pull the top 30 meta descriptions from his chosen keywords. There are a few ways to do this. He then put the descriptions into the Cleanse Stopwords tool, to remove the most common, irrelevant words. He then put the cleansed text into an ngram analysis to look at co-occurring words. This reveals the words that appear together most often.\u003C\u002Fp>\n\u003Cp>Why is this interesting? Again, it’s a deeper dive into SERP language and it’s a deconstruction of what Google’s choosing to show on its results pages. Running a simple linguistic analysis gives us obvious clues into what people want to see. You can incorporate these phrases into your metadata, copy, internal linking structure etc.\u003C\u002Fp>\n\u003Cp>Finally, Rory wants to touch on phrase-based indexing. This means that Google can rank documents based on the number of related phrases. These phrases can be really useful for making sure that user experiences are meaningful \u003Cem>and \u003C\u002Fem>they can directly influence ranking performance.\u003C\u002Fp>\n\u003Cp>Co-occurrence analysis at scale, in the SERPs, can help us pinpoint what users are looking for. This can help us to improve our engagement and ranking positions. If we can find patterns in rankings and co-occurring terms, we’ll end up with really meaningful insights.\u003C\u002Fp>\n\u003Cp>Rory is absolutely confident that this works from the results that he has seen.\u003C\u002Fp>\n\u003Cp>Key takeaway:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>SERP language analysis can provide super useful insight into what Googe and users are looking for.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp> \u003C\u002Fp>\n",{"rendered":133,"protected":193},7957,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":193,"footnotes":5},[200],[886],{"id":203,"name":204,"path":205},[207],[889,102,210,211,212,213,214,215,216],"post-4484",[],[],[893,894,895,896],{"path":166,"name":167},{"path":222,"name":223},{"path":113,"name":18},{"path":175,"name":132},"Rory is interested in understand search intent and using it to inform his SEO campaigns. So why does search intent matter? Classic information retrieval is based on people searching for information. But people don’t always use a search engine to find information. Even back in the late ’90s, search engines evolved to account for this. 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Leeds: Rory Truesdale - Intent optimisation - why it matters and how it can improve your SEO results - Impression",[944,945,946,948,949,950,951,952,953,954,955,957,958,960,961,963,964,965,966,967],{"property":279,"content":942},{"name":281,"content":282},{"property":181,"content":947},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-leeds-rory-truesdale-intent-optimisation\u002F",{"name":286,"content":287},{"property":289,"content":290},{"property":292,"content":942},{"property":294,"content":897},{"property":296,"content":947},{"property":298,"content":299},{"property":301,"content":302},{"property":304,"content":956},"2019-06-20T11:50:00+00:00",{"property":307,"content":308},{"property":310,"content":959},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F6LxDtvXc-050720211625511302_sydney-rae-668606-unsplash-scaled.jpg?auto=compress%2Cformat",{"property":313,"content":314},{"property":316,"content":962},2127,{"property":319,"content":320},{"property":161,"content":4},{"property":323,"content":324},{"property":326,"content":327},{"property":329,"content":330},{"@context":332,"@graph":969},[970,981,987,988,994,998,1016],{"@type":273,"@id":971,"isPartOf":972,"author":973,"headline":132,"datePublished":956,"dateModified":308,"mainEntityOfPage":974,"wordCount":975,"publisher":976,"image":977,"thumbnailUrl":979,"articleSection":980,"inLanguage":347},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-leeds-rory-truesdale-intent-optimisation\u002F#article",{"@id":947},{"name":4,"@id":338},{"@id":947},1130,{"@id":342},{"@id":978},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-leeds-rory-truesdale-intent-optimisation\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F6LxDtvXc-050720211625511302_sydney-rae-668606-unsplash-scaled.jpg?auto=compress%2Cformat&q=90",[18],{"@type":349,"@id":947,"url":947,"name":942,"isPartOf":982,"primaryImageOfPage":983,"image":984,"thumbnailUrl":979,"datePublished":956,"dateModified":308,"breadcrumb":985,"inLanguage":356},{"@id":351},{"@id":978},{"@id":978},{"@id":986},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-leeds-rory-truesdale-intent-optimisation\u002F#breadcrumb",{"@type":358,"inLanguage":347,"@id":978,"url":979,"contentUrl":979,"width":314,"height":962},{"@type":360,"@id":986,"itemListElement":989},[990,991,992,993],{"@type":363,"position":200,"name":167,"item":364},{"@type":363,"position":366,"name":223,"item":367},{"@type":363,"position":369,"name":18,"item":370},{"@type":363,"position":372,"name":132},{"@type":374,"@id":351,"url":364,"name":299,"description":5,"publisher":995,"inLanguage":347,"potentialAction":996},{"@id":376},{"@type":378,"target":997,"query-input":382},{"@type":380,"urlTemplate":381},{"@type":384,"@id":376,"name":299,"url":364,"logo":999,"image":390,"sameAs":1000,"@context":395,"email":396,"foundingDate":397,"legalName":398,"vatID":399,"description":400,"telephone":401,"address":1001,"location":1002,"areaServed":1012},{"@type":358,"inLanguage":347,"@id":386,"url":387,"contentUrl":387,"width":388,"height":389,"caption":299},[392,393,394],{"@type":403,"streetAddress":404,"addressLocality":405,"addressRegion":406,"postalCode":407,"addressCountry":408},[1003,1006,1009],{"@type":411,"name":412,"geo":1004,"address":1005,"photo":390,"telephone":418},{"@type":414,"latitude":415,"longitude":416},{"@type":403,"streetAddress":404,"addressLocality":405,"addressRegion":406,"postalCode":407,"addressCountry":408},{"@type":411,"name":420,"geo":1007,"address":1008,"photo":429,"telephone":430},{"@type":414,"latitude":422,"longitude":423},{"@type":403,"streetAddress":425,"addressLocality":426,"addressRegion":427,"postalCode":428,"addressCountry":408},{"@type":411,"name":432,"geo":1010,"address":1011},{"@type":414,"latitude":434,"longitude":435},{"@type":403,"streetAddress":437,"addressLocality":438,"addressRegion":439,"postalCode":440,"addressCountry":441},[1013,1014,1015],{"@type":444,"name":445},{"@type":444,"name":447},{"@type":444,"name":441},{"@type":450,"@id":451,"name":4,"image":1017,"description":6,"sameAs":1018,"url":182},{"@type":358,"inLanguage":347,"@id":453,"url":8,"contentUrl":8,"caption":4},[178,455],{"self":1020,"collection":1025,"about":1027,"author":1029,"replies":1031,"version-history":1034,"predecessor-version":1037,"wp:featuredmedia":1041,"wp:attachment":1044,"wp:term":1047,"curies":1054},[1021],{"href":1022,"targetHints":1023},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4484",{"allow":1024},[462,463,464,465,466],[1026],{"href":469},[1028],{"href":472},[1030],{"embeddable":97,"href":475},[1032],{"embeddable":97,"href":1033},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=4484",[1035],{"count":200,"href":1036},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4484\u002Frevisions",[1038],{"id":1039,"href":1040},10228,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4484\u002Frevisions\u002F10228",[1042],{"embeddable":97,"href":1043},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7957",[1045],{"href":1046},"\u002Fwp-json\u002Fwp\u002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class=\"s1\">We need to talk about SEO audits. There’s a lot of stuff Bastian doesn’t like and thinks a lot of them are shit.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">Who has conducted an SEO audit recently? Were you 100% happy with it? Did you implement everything your recommended?\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">Most people Bastian surveyed earlier in the year said that their audit was absolutely sh…not great.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">There is so much money going down the toilet. We as an industry need to do better. It’s just burning money for nothing.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">So why should we care?\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">If you are an agency, doing good audits will allow you to recommend and prioritise actions based on the biggest business impact, which will lead to increased ROI and make clients happy.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">On the client side, if you are requesting an audit, following it will help you to implement actions and changes that really make a difference, as opposed to wasting money on stuff that does nothing and puts you off SEO.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">Bastian has a process to stop wasting time on shitty audits.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">Speaking of bullshit, if you’re someone who just exports from a tool and passes it over to a client as your whole audit, this could do more harm than good.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">His top 3 basic issues are:\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cspan class=\"s1\">\u003Cspan class=\"s1\">The wrong format or output are used. What does your recipient want or need to see? What do they expect? We have all seen massive 46-page audits. This is not always the right answer. You need to understand your clients and their expectations. It’s not always the right answer. It comes down to figuring out the goal of that audit and trying to understand the recipient. Who is working with the audit at each stage? When you want to persuade management into a budget commitment, they will not read a huge document. They need a more precise, specific slide deck or something like that. Or, if you’re tasked to support IT or a dev agency, the output could be creating tickets. They don’t care about a presentation they just want to see the actions. So it all depends on the audience.\u003C\u002Fspan>\u003C\u002Fspan>Of course, there is a need for in-depth documents, but consider the level of detail you actually need when creating them. Bastian likes to look for a brief, executive summary. What is the essence of the document? Think about formatting, grammar, spelling etc. If you include images, reference the source. Just tell him where it comes from! It’s not that hard. Also, include code examples if the audit is very tech-heavy. Code snippets help to visualise what you want to achieve.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan class=\"s1\">\u003Cspan class=\"s1\">People are often describing symptoms without getting to the root cause. If you discover loads of duplicated content, we could recommend using unique page titles \u003Ci>or \u003C\u002Fi>you could identify the cause to stop this being a big issue in the future. Exporting all the duplicate URLs is just identifying systems.\u003C\u002Fspan>\u003C\u002Fspan>Start thinking in patterns! If people have told you that the cause of 55,000 duplicate URLs is a template issue where no unique content was specified, talk about the template, identify the underlying mechanics and solve the \u003Ci>root problems. \u003C\u002Fi>Fix the template, not the individual pages.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan class=\"s1\">The lack of priorities, or badly assigned priorities, is another huge issue. Every single item needs a priority assigned to it. This is absolutely essential. Create a table or list or whatever and sort items by impact and effort. Getting there is not always easy, but you need to do it. Testing and experience are the most helpful. Using log files is a big help to understand what Googlebot is actually doing. Come up with something that’s somewhat reasonable to assign priority.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">The big issue is that we’re trying to make our audits do too much. We’re very much focused on just SEO. We’re lacking the bigger picture and struggle to quantify the impact of individual items. Audits can also be seen as an insurance policy against the next Google update.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">An audit often looks like someone has been working hard, but they’re really just trying to achieve too much.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">So, don’t include everything in an audit. Use an appendix if you want to mention low priority issues. Use the main document to focus on the biggest issues.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">Have a plan B in place to anticipate issues that can’t be solved. Having a backup option can help speed things up and keep improvements moving.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">Every type of domain has very different challenges (e.g. ecommerce, publishing, lead-lead-in etc.) and different \u003Ci>size \u003C\u002Fi>sites have different challenges. You can always drill these quadrants down further to identify niches within your categories. For the sake of simplicity in this talk, Bastian won’t go too deep today.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">Bastian has come up with top 5 items for ecommerce, publishing and classifieds for maximum business impacts.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">Remember, always align the audit with what the site is trying to achieve overall.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">\u003Cb>Ecommerce with 10K to 100K URLs\u003C\u002Fb>\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cspan class=\"s1\">Understand how to handle multiple versions of the same product. Splitting URLs across 100s of variations is not ideal. Bastian is not a fan of canonicals, but if you use them, at least use Search Console to check if they’re working. If you can make product variations remain contained in one URL you’ll end up with all your link equity and value on one URL.\u003Cbr>\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan class=\"s1\">Single products are often available across multiple categories. This can sometimes lead to different URLs, leading to duplication which will shoot down rankings.\u003Cbr>\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan class=\"s1\">Brand filters vs branded categories is another consideration. If you index both, which is supposed to rank for branded search terms? Choose one URL for keyword targeting and minimise internal competition.\u003Cbr>\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan class=\"s1\">Faceted navigation is another hard thing to tackle (including sorting and filtering). It should be tackled for pretty much any ecommerce store. Only allow filters with actual search demand to be crawled and indexed. Also, try to work out which of your filters are actually being used.\u003Cbr>\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan class=\"s1\">Finally, work out how they handle out of stock or expired products. Whatever you do, don’t keep all your expired products out of stock! This leads to bounces and overall creates bad engagement metrics. Understand if products are temporarily expired and what happens when they come back. It usually comes down to a mix of product redirects and 410s, combined with a text layer to keep customers properly informed. You just don’t want your index bloated with expired products. You also need to be able to deal with categories that have a high churn rate. \u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">\u003Cb>Publications\u003C\u002Fb>\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cspan class=\"s1\">What’s the indexing strategy for tags, archives, categories etc? If you put everything into the index you normally end up with a crazy amount of URLs that take indexing budget away from your actual articles. You need to understand that someone has to create a strategy around what to index and when.\u003Cbr>\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan class=\"s1\">Another consideration is around content quality. There are various types of low quality content, but in an audit someone needs to assess different types of low value content and work out which pages you need to exclude from the index.\u003Cbr>\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan class=\"s1\">How do you expedite discovery? Look into \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fxml-sitemaps\u002F\">sitemap\u003C\u002Fa> maintenance and log file analysis. In publishing, Bastian wants to see an input based on crawl hubs. Find out which URL Google is hitting more than others and use these as hubs for internal linking. For sitemaps, you just need to think about quality. Which URLs are included? For 1,000,000+ URLs, they absolutely all need to all be valid.\u003Cbr>\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan class=\"s1\">Accessibility is another big consideration. He uses the example of a health publication with courses that hides their content at the bottom of the page behind loads of ads, links and popups. How do your users find the content? Usability can really hurt SEO performance. If an overlay appears, Googlebot might not see any content. If it’s rendering the page it’s going to see an empty page.\u003Cbr>\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan class=\"s1\">Finally, consider Google News, which would be a deck of its own.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">\u003Cb>Classifieds\u003C\u002Fb>\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cspan class=\"s1\">Indexing strategy\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan class=\"s1\">Handing multiple listings with the same attributes – how do you decide which ones to index?\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan class=\"s1\">Expired listing management\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan class=\"s1\">Discovery\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan class=\"s1\">Faceted navigation\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">Some audit items are universal. Basically, look for issues around JavaScript, Search Console performance, international considerations, broken URLs, crawlability, accessibility etc.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan class=\"s1\">In summary, the right format matters a lot. Tackle the root causes, not the symptoms. Make sure in-depth audits are usable and somewhat fun. Type and scope matter. Please do not just export something from a tool and say it’s your SEO audit.\u003C\u002Fspan>\u003C\u002Fp>\n",{"rendered":142,"protected":193},7958,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":193,"footnotes":5},[200],[1070],{"id":203,"name":204,"path":205},[207],[1073,102,210,211,212,213,214,215,216],"post-4480",[],[],[1077,1078,1079,1080],{"path":166,"name":167},{"path":222,"name":223},{"path":113,"name":18},{"path":175,"name":141},"We need to talk about SEO audits. There’s a lot of stuff Bastian doesn’t like and thinks a lot of them are shit. Who has conducted an SEO audit recently? Were you 100% happy with it? Did you implement everything your recommended? Most people Bastian surveyed earlier in the year said that their audit was 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Leeds: Bastian Grimm - Why most SEO audits are sh*t - 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is talking about the science of creativity: how to train your brain to have better ideas. A lot of the talk is going to be based on neuroscience and the fundamentals of the brain.\u003C\u002Fp>\n\u003Cp>She starts with a fact: with 11 items of clothing there are 39,916,800 ways to get dressed.\u003C\u002Fp>\n\u003Cp>Our brains are hardwired for predictability and structure. Humans need to be able to predict the future based on the events of the past. Without this hardwiring it would take 76 years to get dressed.\u003C\u002Fp>\n\u003Cp>Businesses also operate on quantifiable predictability. Digital marketing reflects this with targets, metrics etc.\u003C\u002Fp>\n\u003Cp>This is a good thing. It lets us measure success. It also means that we reward not making mistakes. Our business cultures are making it hard to empower people to take creative risks. We reward a lack of mistakes.\u003C\u002Fp>\n\u003Cp>Kirsty interviewed 200 marketing directors and CMOs. 76% said that they were unlikely to take a creative risk. 87% of the rest of us can’t get our best ideas signed off.\u003C\u002Fp>\n\u003Cp>This is sad! Our best, most innovative stuff is sitting in a big old pile of NO. What kind of work would we be doing if people were happier to be braver?\u003C\u002Fp>\n\u003Cp>At the same time, the average consumer is exposed to around 4,000 ads a day, not counting all the organic stuff we’re doing.\u003C\u002Fp>\n\u003Cp>Ad blockers are on the rise. For example, 40% of Germans use one. This doesn’t impact organic as much but it tells us of a shifting mentality.\u003C\u002Fp>\n\u003Cp>There is an agency in London that exclusively focuses on voice search. The founder of this agency did a talk last year in which he talked about a comparison of Q3 to Q2 in 2018, with a shift in people asking for hospitality bookings.\u003C\u002Fp>\n\u003Cp>Rand Fishkin talked about a 20% drop in mobie, organic CTR which is going to start really affecting SEO.\u003C\u002Fp>\n\u003Cp>HIstorically, Kirsty has done a lot of link building and used to be pretty good at it. She would always speak to a journalist at the Metro to understand if a campaign was pretty good. But one time the journalist stopped replying and eventually came back saying that she gets 1000s of press releases a day.\u003C\u002Fp>\n\u003Cp>We are operating in increasingly saturated markets. Our work today does not perform as well as it did 3 years ago, Everyone is getting better and more savvy.\u003C\u002Fp>\n\u003Cp>The goal posts are changing.\u003C\u002Fp>\n\u003Cp>The way we stay ahead of this is through creativity. Using creativity to emotionally resonate with our audiences.\u003C\u002Fp>\n\u003Cp>We can see this in all the campaigns that have nailed it over the years. Everything that succeeds on a big scale has emotional resonance and authenticity.\u003C\u002Fp>\n\u003Cp>Science also supports this idea. University research using MRI scans shows that when evaluating brands, consumers typically use emotions rather than information. They used feelings over facts.\u003C\u002Fp>\n\u003Cp>Emotion enhances our recall of a brand or product. We’re more likely to return to a brand if it emotionally resonates. This is long lasting.\u003C\u002Fp>\n\u003Cp>We all know Starbucks make pretty shitty coffee, but it’s okay. They’re not selling a coffee, they’re selling aspiration (or, at least, they were). They sold an ideal of who you could be. The emotional resonance of the idea gave them their success.\u003C\u002Fp>\n\u003Cp>A recent Nielson report in 2018 showed that creative quality is the most important factor for driving sales from a marketing campaign.\u003C\u002Fp>\n\u003Cp>Kirsty did a lot of her own research to test this theory. What we do is a bit different, so she needed to investigate more. She tried to identify if the importance of creativity applies to an SEO context.\u003C\u002Fp>\n\u003Cp>She researched high ranking sites across different niches. She analysed the top 150 links earned in 2018 manually, trying to understand if they did something creative to get their success. She has a full post about it – \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fbit.ly\u002F2018-content-research\">bit.ly\u002F2018-content-research\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>The overarching theme was that the format of the content was only ever an added bonus. The thing that set performing content apart was:\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Authenticity\u003C\u002Fstrong> – it has to be real and come from a place of meaning\u003Cbr \u002F>\n\u003Cstrong>Timing\u003C\u002Fstrong> – is it relevant and on our press agenda? Are we talking about it?\u003Cbr \u002F>\n\u003Cstrong>Originality\u003C\u002Fstrong> – is it a new concept, or an interesting take on an old concept?\u003C\u002Fp>\n\u003Cp>Creativity doesn’t guarantee performance but it does boost it. For every creative campaign that did well, 10 failed.\u003C\u002Fp>\n\u003Cp>Throughout Kirsty’s life she has invested time, money and effort in learning digital marketing skills. She has invested in all these skills but has never once worked on creativity.\u003C\u002Fp>\n\u003Cp>But she believes we do need to start investing in creativity as a skill that can be developed.\u003C\u002Fp>\n\u003Cp>In 2020, creativity will be the most important skill for employees entering the workplace. Because you can’t automate that.\u003C\u002Fp>\n\u003Cp>We have an idea that is specific to marketing that you are either creative or technical and you can’t be both. This is not the case at all.\u003C\u002Fp>\n\u003Cp>Think of engineers and innovators and scientists. They are all incredibly creative people and technically skilled. Mary Jackson was one of the first IBM technicians. She was creative as shit. You should aspire to be both.\u003C\u002Fp>\n\u003Cp>Kirsty has a weird segue (in her own words) to Sputnik. She admits she’s going to share questionable historic details. It’s 1963 (or 9) and Russia has launched Sputnik 2. The US is shitting its pants. For the first time in human history, creativity started to be studied as a response. NASA started to identify what made engineers innovate. They asked questions into routines, sexuality, diet, health to try and pin down what made scientists creative.\u003C\u002Fp>\n\u003Cp>They only found a thread with one question: do you believe that you are a creative person?\u003C\u002Fp>\n\u003Cp>Belief and mindset let to creativity and innovation.\u003C\u002Fp>\n\u003Cp>The main point is that creativity is a skill. It can be learned, developed and applied. It’s like swimming, some are naturally better at it but almost everyone can learn to do it.\u003C\u002Fp>\n\u003Cp>A neuroscientist carried out twin research to identify markers of intelligence and whether it was genetic or learned. He found that divergent thinking (creativity) had no evidence of hereditary variation. It was all learned.\u003C\u002Fp>\n\u003Cp>There is nothing genetic making you less creative. It’s a belief.\u003C\u002Fp>\n\u003Cp>Recent research also looked at children with creative parents. These children learned creativity, becoming more creative over time.\u003C\u002Fp>\n\u003Cp>The University of Lancaster took two groups of 10 year olds. One watched movies with magical themes and one didn’t. The magic theme group performed better in later creativity tests. This is your excuse to go and watch Harry Potter.\u003C\u002Fp>\n\u003Cp>Some scientists in the US are trying to identify what creativity looks like in the brain. This is new stuff. But they have identified that creativity doesn’t have a single mental home. It is quite unique in this way. True creativity is that there is an interplay between all of your different neural systems. We are creating new pathways in our brains.\u003C\u002Fp>\n\u003Cp>We can consciously influence creativity by practising exercises that require it. We are in control of our creativity, simply by exercising our minds.\u003C\u002Fp>\n\u003Cp>The brain is not a muscle but it can behave like one. We need to train our brains to be creative. Take it to the creativity gym.\u003C\u002Fp>\n\u003Cp>There are three ways to do this.\u003C\u002Fp>\n\u003Cp>The first is to form habits. Kirsty used to be a stand up comedian. In 2015 she did a lot of stand up and got really good at writing puns. In 2019 she tried to write a new set and had nothing. She thought she’d lost her humour. What was going on? She’d got out of that place and wasn’t using her brain in that way. Our brains physically change according to what it is that we’re doing. A tennis player’s brain will look different to an accountant’s brain. We’re in control of our brain’s physiology through what we do. Wild.\u003C\u002Fp>\n\u003Cp>Businesses and individuals have to develop creative habits. This doesn’t look like sitting at the same desk, at the same time, day in and day out. It is hard to be creative in the same routines. Other supporting evidence suggests that because we associate the colour green with innovation, it’s the best to boost creativity.\u003C\u002Fp>\n\u003Cp>We have our best ideas in nature because the oxygen is better around trees. If you have a complex problem or need a brand new idea, leave the office and go outside. Put yourself in a new situation.\u003C\u002Fp>\n\u003Cp>Highly innovative people move between topics more quickly than less innovative peers. The most creative people who do the coolest stuff are the ones that move between topics the most quickly. Develop areas and skills outside of our day jobs. Have as many strings to our bow as possible.\u003C\u002Fp>\n\u003Cp>Edward Bono wrote a book called \u003Cem>How to Have Creative Ideas\u003C\u002Fem>. He suggests many different tactics so go and read it if you’re interested. Random words is one idea. Take a random word and put it against an established focus to stimulate new thinking. For example, take a problem you’re working on and think of a random word. How could you solve that problem using that random word? It sounds bat shit crazy, but go ahead and try it. Spend three minutes doing this and your brain will get better at thinking of new ideas.\u003C\u002Fp>\n\u003Cp>A guy called Dr Robert Epstein has dedicated 20 years of neuroscientific research to helping people in business be more creative. His book, The Big Book of Creativity Games is full of activities to stimulate creativity.\u003C\u002Fp>\n\u003Cp>He also created a survey that you can fill out that scores your living conditions based on how well they promote new ideas.\u003C\u002Fp>\n\u003Cp>Our best stuff is least likely to occur when we’re not under pressure. Make a note and return to it when you need it.\u003C\u002Fp>\n\u003Cp>The second is brainstorms. We can improve the way we work as teams to make our ideas more creative. Most of us use brainstorms in some way, but they don’t work that well. Research supports the idea that working separately is better than interacting in groups. Individuals working alone generate more ideas and more innovative ideas.\u003C\u002Fp>\n\u003Cp>The reason for this is because traditional brainstorming sessions have drawbacks. Production blocking is one – you have to wait to say an idea and you focus on remembering your idea rather than coming up with new ideas. You can’t come up with new ideas whilst listening to other people and being polite.\u003C\u002Fp>\n\u003Cp>We’re also scared of criticism. We don’t want to say ideas we perceive to be silly. At other times, certain members take over or rely on others to speak. This kind of thing happens all the time.\u003C\u002Fp>\n\u003Cp>We can recreate the benefits with none of the drawbacks. The best way to brainstorm is to get in a group, take a notepad and pass it round. You right an idea and someone adds to it. It’s anonymous and removes the idea of evaluation apprehension. Remove verbal communication and you’ll find that the ideas are much richer.\u003C\u002Fp>\n\u003Cp>A lot of this research was conducted in the 90s when computers were new. They found that idea generation online is a great way to do it. It removes the verbal, social pressure.\u003C\u002Fp>\n\u003Cp>Slack is a great way to generate ideas. Write something down as it comes to mind, there doesn’t need to be a structure.\u003C\u002Fp>\n\u003Cp>The third is developing good processes. Train your brains to come up with ideas and validate them. Kirsty’s creative process, as an example, is that you sit down with a piece of paper, write the core thing and then come up with as many related ideas as possible. Time it with 30 seconds on the clock. Don’t be critical, don’t analyse ideas, just write stuff down and see what happens. Don’t think about the consequences. Be like Boris Johnson in that moment. Write things like a drunk person at a party.\u003C\u002Fp>\n\u003Cp>Get to the point where you find things that are a bit weird.\u003C\u002Fp>\n\u003Cp>We want to be trying to find things that we hadn’t otherwise thought of.\u003C\u002Fp>\n\u003Cp>Buzzsumo is one example of a tool that we can use to validate our ideas and find what’s being linked to, talked about, shared etc.\u003C\u002Fp>\n\u003Cp>In summary:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>In a world where people avoid risk, embrace innate creative ability to create genuine connection and emotional relevance. Everybody has an innate ability to be creative. It takes creativity to do everyday things.\u003C\u002Fli>\n\u003Cli>Recognise that creativity is a skill and hone it.\u003C\u002Fli>\n\u003Cli>Develop a process that works for you and use data to validate those ideas.\u003C\u002Fli>\n\u003C\u002Ful>\n",{"rendered":152,"protected":193},7959,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":193,"footnotes":5},[200],[1253],{"id":203,"name":204,"path":205},[207],[1256,102,210,211,212,213,214,215,216],"post-4478",[],[],[1260,1261,1262,1263],{"path":166,"name":167},{"path":222,"name":223},{"path":113,"name":18},{"path":175,"name":151},"Kirsty is talking about the science of creativity: how to train your brain to have better ideas. A lot of the talk is going to be based on neuroscience and the fundamentals of the brain. She starts with a fact: with 11 items of clothing there are 39,916,800 ways to get dressed. 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