[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002Fpage\u002F7":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},[101,114,124,136,148,159],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","What’s the best on-page SEO tool? Comparing Ahrefs, Moz & SEMRush","\u003Cp>Good SEO tools can streamline almost every aspect of a digital marketer’s daily activity, from technical performance analysis, to keyword ranking, to backlink audits. It’s not surprising that these tools are plentiful, given the sheer number of niches that need filling. But if you have a limited digital marketing budget, how do you decide which […]\u003C\u002Fp>\n","\u002Fblog\u002Fbest-on-page-seo-tool\u002F","2024-06-25T11:23:48",20,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FdRkpcoxk-050720211625511676_new-tools.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[110],{"name":4,"image":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":113,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":102,"title":115,"excerpt":116,"to":117,"postedAt":118,"readingTime":119,"image":120,"authors":121,"category":123},"How-to and FAQ Structured Data","\u003Cp>At the recent Google I\u002FO event there were two new pieces of structured data announced, these are both now available for use: FAQ – This allows you to mark up a list of questions and answers for a particular topic on a page. How To – This allows you to mark up any step by […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-and-faq-structured-data\u002F","2022-02-07T16:48:22",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FvfBJGOwg-050720211625511688_abstract-abstract-expressionism-abstract-painting-2325166-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[122],{"name":4,"image":111},{"to":113,"name":18},{"type_key":102,"title":125,"excerpt":126,"to":127,"postedAt":128,"readingTime":129,"image":130,"authors":131,"category":133},"The beginner’s guide to SEO","\u003Cp>What is SEO? Search engine optimisation (SEO) is a broad marketing discipline that encompasses a wide variety of different techniques for improving a website’s rankings in search engine results. SEO techniques are often categorised as either ‘on-page’ or ‘off-page’ – both of which will be explored in the course of this article. As this is […]\u003C\u002Fp>\n","\u002Fblog\u002Fbeginners-guide-seo\u002F","2024-06-25T11:25:32",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FAygJPcdD-050720211625512551_adults-analysis-brainstorming-1661004-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[132],{"name":4,"image":111},{"to":134,"name":135},"\u002Fblog\u002Fcategory\u002Fbeginners-guides\u002F","Beginners' Guides",{"type_key":102,"title":137,"excerpt":138,"to":139,"postedAt":140,"readingTime":141,"image":142,"authors":143,"category":145},"Impression joins forces with University of Nottingham for 2nd Digital Marketing Academy","\u003Cp>Impression and the University of Nottingham are joining forces for the second year in a row to run the Digital Marketing Academy. The programme will kick off with the Digital Marketing Showcase on Tuesday 30th October, giving interested students the chance to learn more about the programme and meet the people involved. After the Showcase, […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-joins-forces-university-nottingham-2nd-digital-marketing-academy\u002F","2022-02-07T16:48:27",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiC57wN6E-050720211625515876_student-insight-day-seo.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[144],{"name":4,"image":111},{"to":146,"name":147},"\u002Fblog\u002Fcategory\u002Four-news\u002F","Our News",{"type_key":102,"title":149,"excerpt":150,"to":151,"postedAt":140,"readingTime":152,"image":153,"authors":154,"category":156},"Optimising informational content in 2018 and beyond","\u003Cp>Writing well-optimised informational content is no longer just a way of ranking for long-tail keywords. While going after the long-tail is certainly still a valid strategy, we’re thinking too small if that’s the only purpose behind our informational content. Increasing demand for good voice search results, Google’s improving understanding of semantics and an expanding range of […]\u003C\u002Fp>\n","\u002Fblog\u002Foptimising-informational-content-in-2018-and-beyond\u002F",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F5XyiE0P2-050720211625515891_elijah-o-donnell-760367-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[155],{"name":4,"image":111},{"to":157,"name":158},"\u002Fblog\u002Fcategory\u002Fcontent\u002F","Content",{"type_key":102,"title":160,"excerpt":161,"to":162,"postedAt":140,"readingTime":163,"image":164,"authors":165,"category":167},"6 copy editing tips for digital marketers","\u003Cp>Copy editing is an essential skill for the modern digital marketer. However, it is often forgotten as guides on writing steal the spotlight. Despite its neglect, editing is important in a number of situations, including checking your own work, casting an eye over something a colleague has written or updating something that already exists on […]\u003C\u002Fp>\n","\u002Fblog\u002Fcopy-editing-tips\u002F",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FyvJHaQwa-050720211625516542_antique-book-hand-207681-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[166],{"name":4,"image":111},{"to":157,"name":158},"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",[193,516,705,896,1088,1280],{"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":213,"coauthors":214,"class_list":216,"acf":224,"head_links":225,"breadcrumbs":226,"url_path":105,"search_description":210,"featured_image_urls":234,"authors":269,"type_nicename":280,"reading_minutes":107,"category":281,"yoast_title":209,"yoast_meta":283,"yoast_json_ld":339,"_links":467},4421,"2019-06-10T09:00:51",{"rendered":197},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fbest-on-page-seo-tool\u002F","best-on-page-seo-tool",{"rendered":103},{"rendered":201,"protected":202},"\n\u003Cp>Good SEO tools can streamline almost every aspect of a digital marketer’s daily activity, from technical performance analysis, to keyword ranking, to backlink audits.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s not surprising that these tools are plentiful, given the sheer number of niches that need filling. But if you have a limited digital marketing budget, how do you decide which tools to invest in?\u003C\u002Fp>\n\n\n\n\u003Cp>Impression is in the fortunate position of having the resources to invest in multiple SEO tools that do similar things. One of the areas in which we have the biggest tool overlap is on-page SEO. Specifically, these are tools that help us to assess a site’s ranking performance and identify opportunities for growth.\u003C\u002Fp>\n\n\n\n\u003Cp>The point of this post is to help you make that decision by comparing the three on-page research tools that Impression invests in: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fanalytics.moz.com\u002Fpro\u002Fkeyword-explorer\">Moz Keyword Explorer\u003C\u002Fa> (part of the Moz Pro package), \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fahrefs.com\u002F\">Ahrefs\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.semrush.com\u002Fdashboard\u002F\">SEMRush\u003C\u002Fa>. In theory, any one of these tools has the functionality to be your primary SEO software investment. I’m going to compare them based on how well they achieve \u003Ca rel=\"noreferrer noopener\" href=\"#site-performance\">site performance analysis\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"#keyword-research\">keyword research\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"#competitor-research\">competitor analysis\u003C\u002Fa> to help you decide where to spend your money.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-these-three-tools\">Why these three tools?\u003C\u002Fh2>\n\n\n\n\u003Cp>Ahrefs, Moz and SEMRush are all leading SEO software creators. You may have come across them before in your research or digital marketing activity. Each one has the ability to do (at least) the following three things:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Assess a site’s current SEO performance with a number of metrics\u003C\u002Fli>\n\n\n\n\u003Cli>Provide a platform for keyword research\u003C\u002Fli>\n\n\n\n\u003Cli>Provide insight into the backlinks pointing to a site\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>I’m going to focus on the first two points in this blog post. Backlink auditing is an important and powerful part of these tools’ capabilities but a proper treatment of their usefulness in this area deserves a full blog post of its own.\u003C\u002Fp>\n\n\n\n\u003Cp>All three of these tools are respected across the SEO industry, used by agencies and in-house teams to make some of the most successful digital marketing activities possible. It’s fair to say that any one of these tools would be a good investment if you have the budget.\u003C\u002Fp>\n\n\n\n\u003Cp>Finally, I’ve chosen these tools because they’re three that we have invested in for years. In my time at Impression I’ve used all of them on multiple occasions, as have the rest of the SEO team. It’s this experience that lets me comment on how useful I’ve found them all and where their strengths and weaknesses lie.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\">\u003Ca id=\"site-performance\">\u003C\u002Fa>Site performance\u003C\u002Fh2>\n\n\n\n\u003Cp>Each one of these tools lets you enter any website you like and see stats for their organic performance. In Ahrefs and SEMRush you can see headline keyword metrics alongside backlink metrics, whilst Moz splits these two areas into their Keyword Explorer and Link Explorer. I’m using the Keyword Explorer for the purposes of this analysis.\u003C\u002Fp>\n\n\n\n\u003Cp>I’ve also chosen one of my favourite high street retailers, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.waterstones.com\u002F\">Waterstones\u003C\u002Fa>, as the site that I’m inputting across these tools. The fact that I can do this highlights one of the strengths of all three: they’re not limited to the sites you own.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ahrefs\">Ahrefs\u003C\u002Fh3>\n\n\n\n\u003Cp>Ahrefs’ main site performance dashboard is full of information but easy enough to navigate, with helpful info symbols that explain the different metrics when hovered over.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FAhrefs-dashboard.png\" alt=\"Ahrefs performance dashboard, showing key metrics such as domain rating and number of keywords.\" class=\"wp-image-14400\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>From the dashboard, it’s easy to navigate to the tool’s keyword and backlink reports, which contain much more data. However, another useful feature on the main dashboard is the graphs. One of these in particular – the keyword keywords graph – is especially helpful.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FAhrefs-graphs.png\" alt=\"Ahrefs performance graphs, showing estimated traffic and keyword rankings trends.\" class=\"wp-image-14401\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>It’s easy to see the trend in the site’s performance, along with a clear break down of how they’re ranking keywords have shifted. Toggling off the lower positions is a great way to see how the top ranking keywords have changed over time. This graph is normally the first place I look if I want to get an overview of a site’s organic health.\u003C\u002Fp>\n\n\n\n\u003Cp>The organic keywords report is the place to go for more granular performance data. I like to exclude the brand name with the filter so that the site’s performance for more competitive keywords comes through more clearly.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1696\" height=\"415\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002FAhrefs-organic-keywords-highlight.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-13464\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Ahrefs’ filters are easy to use and incredibly helpful. These, coupled with their clear data presentation, mean that performance research through the tool is quick. The only issue I have with it is the repetition of keywords for which multiple pages from the same site rank. This feature isn’t pointless, but I find that it obscures the more useful information a lot of the time.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"moz\">Moz\u003C\u002Fh3>\n\n\n\n\u003Cp>The Keyword Explorer’s summary page is more streamlined than the other tools we’re looking at because the backlink data is kept separate. The Top Positions box is a highlight here, showing at a glance how many keywords the site has in high-value organic positions.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FMoz-dashboard.png\" alt=\"Moz site performance dashboard, showing keyword rankings and the number of top positions.\" class=\"wp-image-14403\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Moz’s Keyword Explorer falls behind Ahrefs and SEMRush in the lack of trend visualisation. The one graph that’s readily available shows the distribution of ranking positions; there is no way to see ranking trends over time.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"980\" height=\"395\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Franking-distribution-blog.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23182\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Moz’s keyword data is as clearly presented as everything else but isn’t quite as useful as the other tools. They present their keyword volume in ranges rather than absolute values, which may make it more accurate in a broad sense, but also makes it harder to compare keywords directly. 2.9k-4.3k monthly searches is a reasonably narrow range, but 300k to 1.5m is too broad to be truly useful in most circumstances. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fsweating-details-google-keyword-tool-volume\">They have reasons for this\u003C\u002Fa> but if you want to be able to collate data to compare and contrast quickly, it’s not as helpful.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FSEMrush-organic-keywords.png\" alt=\"Moz keyword ranking data, including volume, difficulty and rank.\" class=\"wp-image-14408\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"semrush\">SEMRush\u003C\u002Fh3>\n\n\n\n\u003Cp>The SEMRush dashboard is similar to Ahrefs’, presenting both organic search information and backlink information in an accessible panel. Paid performance is more prominent on SEMRush than Ahrefs, as it markets itself as a complete digital marketing tool.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FSEMRush-dashboard.png\" alt=\"SEMRush overview panel, showing organic data alongside paid metrics.\" class=\"wp-image-14406\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>SEMRush’s organic keywords trend graph, visible in full detail in the organic performance tab, is the most useful graph across all three tools. The data it presents is similar to Ahrefs, but the addition of Google algorithm update markers makes it easier to identify possible causes for rises and falls in performance.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1575\" height=\"295\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fkeyword-organic-trends-blog-example.png?auto=compress%2Cformat&q=90\" alt=\"SEMRush ranking trend bar chart, showing ranking distribution over time with small Google algorithm update markers.\" class=\"wp-image-23184\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cdiv style=\"padding: 3%; margin: 0px 0 30px 0; background-color: #edf5e0;\">\n\u003Ch3 id=\"the-verdict\">The verdict\u003C\u002Fh3>\n\u003Cp>Ahrefs and SEMRush are very similar in the site performance data they give and both provide more details than Moz. I find it easier to get the data I need on Ahrefs and a quick poll of others in our SEO and business development teams showed the same inclination. When the functionality is nearly identical, as with SEMRush and Ahrefs, personal preference is the only way I can choose between them.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\">\u003Ca id=\"keyword-research\">\u003C\u002Fa>Keyword research\u003C\u002Fh2>\n\n\n\n\u003Cp>Before jumping into the tools’ \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fkeyword-research-tips-for-seo\u002F\">keyword research\u003C\u002Fa> capabilities I want to make a quick note on keyword volume accuracy. This post is not intended to compare the tools’ accuracy in detail but the issue can’t be ignored.\u003C\u002Fp>\n\n\n\n\u003Cp>In short, the keyword volume that each tool gives for a range of keywords will be different. Sometimes the differences are negligible; other times they’re significant. Rather than explaining everything myself, I thought I would link to a handful of blog posts from the providers themselves regarding their keyword volume calculations:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fsweating-details-google-keyword-tool-volume\">Moz – Sweating the details: rethinking Google keyword tool volume\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fahrefs.com\u002Fblog\u002Fkeyword-search-volume\u002F\">Ahrefs – Keyword search volume: things you didn’t know you didn’t know\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.semrush.com\u002Fkb\u002F683-what-is-search-volume-in-semrush\">SEMRush – What is search volume in SEMRush?\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>In my experience, Ahrefs’ keyword data is the most useful and accurate. But, even if the exact figure isn’t 100% accurate, all the tools are well-suited to comparing the relative opportunity for new keywords.\u003C\u002Fp>\n\n\n\n\u003Cp>To compare the tools further, I’m going to continue with the Waterstones theme by using ‘books’ as the starting point for my keyword research.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"moz\">Moz\u003C\u002Fh3>\n\n\n\n\u003Cp>The Moz Keyword Explorer boasts some of the most interesting features of the three tools. The first, shown in the main keyword overview, is the priority score. This is a score between 0 and 100 that aggregates the information from the other three metrics and spits out one easily digestible number. If you’re dealing with a lot of keywords in one go and don’t know where to start, the priority score is a great indicator.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"944\" height=\"154\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002FMoz-keyword-overview.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-13465\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Moz’s keyword overview is good, but the real gold is in the keyword suggestions portion of the tool. Moz has filtering options that differ significantly from Ahrefs and SEMRush, making it one of the best tools out there for topical research.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"379\" height=\"337\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002FMoz-keyword-filtering.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-13466\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>First up is the option to filter the tool’s keyword ideas (generated from the seed keyword) based on lexical content. You can see phrases that only include the seed keyword, that don’t include it at all, that have similar results pages, are based on similar topics, and more. Depending on the goal of your research – whether you’re looking for broad ideas or similar keyword variants – you can tweak the ideas you see.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"500\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002FMoz-keyword-grouping.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-13467\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>My favourite function of the tool is not the filtering, but the lexical grouping. Moz Keyword Explorer is able to group similar keywords into topics based on low, medium and high lexical similarity (i.e. how similar the wording of each group is).\u003C\u002Fp>\n\n\n\n\u003Cp>If you want to find all the different aspects of a subject area beyond your seed keyword, filter ‘exclude query terms’ with ‘group with low lexical similarity’ and you’ll be presented with a list of topics that’s perfect for idea generation. Moz’s Dr Pete has written a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Ftactical-keyword-research-in-a-rankbrain-world\">fantastic blog post on the topic\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ahrefs\">Ahrefs\u003C\u002Fh3>\n\n\n\n\u003Cp>The strength of Ahrefs’ keyword overview dashboard is its presentation of difficulty and click data. No other tool that I know of estimates the number of links needed to rank on page 1 for a particular keyword (though I’m not sure that it’s accurate all the time). The granularity of the click data is impressive, showing trends, percentage of clicks and non-clicks and the percentage of clicks shared between organic and paid clicks.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FAhrefs-keyword-overview.png\" alt=\"Ahrefs keyword dashboard, showing difficulty, volume and changes in click percentages over time.\" class=\"wp-image-14415\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The wider keyword research options are similarly impressive. Ahrefs allows users to sort through keyword ideas by those that include the seed keyword, questions, those the same sites rank for and newly discovered keywords. These options allow you to find informational content opportunities, keyword variants, emerging trends in your topic area and more.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FAhrefs-keyword-ideas.png\" alt=\"Ahrefs keyword groupings, including same terms, questions and newly discovered.\" class=\"wp-image-14414\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The questions tab – a relatively recent addition to the tool at the time of writing – is a goldmine for FAQ and blog content. It displays keyword ideas that contain typical question words, though it can be tripped up by some more complex phrases (see below). I’m yet to come across another tool that presents questions with as much data as Ahrefs does here.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FAhrefs-questions.png\" alt=\"Ahrefs keyword data from the questions tab, showing questions listed in order of search volume.\" class=\"wp-image-14416\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Finally, Ahrefs offers users good filtering options within the different lists. The most interesting of these features is the ability to sort by SERP feature, which lets you narrow down a keyword’s intent. To find keywords with purchase intent, simply choose the “Shopping results” option, or choose “Featured snippet” and “People also ask” to find informational keywords. For those that aren’t familiar with SERP features, these are the extra bits that appear on search results pages alongside regular organic results.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FAhrefs-keyword-filtering.png\" alt=\"SERP feature list on Ahrefs with featured snippets and people also ask checked to allow me to filter informational keywords.\" class=\"wp-image-14413\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Ahrefs is the keyword research tool I use most frequently, thanks to how easy it is to access different kinds of keywords. It doesn’t give you the level of control that Moz does, but it gives you more than enough functionality for the majority of everyday SEO tasks.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"semrush\">SEMRush\u003C\u002Fh3>\n\n\n\n\u003Cp>I’ll be upfront about it, SEMRush is my least favourite keyword research tool of these three and, as a result, I haven’t used it very much. It’s more geared towards PPC than Moz and Ahrefs so if you want to use your keyword data across your SEO and PPC campaigns, it’s likely to be a good choice.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FSEMRush-keyword-overview.png\" alt=\"SEMRush keyword overview, with prominent PPC information alongside organic data.\" class=\"wp-image-14424\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>As you can see, the trend data from SEMRush is serviceable but contains nothing like the level of data that you get with Ahrefs. The other information in the main overview panel is geared towards PPC, with a small amount of organic insight.\u003C\u002Fp>\n\n\n\n\u003Cp>The actual ideas and data that SEMRush provides are reasonable but lack the easy sorting of Ahrefs or the fine control of Moz. In addition, keyword research has to be conducted in lists, which makes it slightly less intuitive than the other tools.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FSEMRush-keyword-data.png\" alt=\"SEMRush keyword filtering options, which are noticeably more restricted sorting options.\" class=\"wp-image-14423\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Advanced filtering options are available, giving many of the same options as Ahrefs and more choice than Moz. However, in the absence of ready-sorted groups like Ahrefs’ Questions and Also Rank For, there is a limit to how useful the filters can be in separating out different groups of keywords.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FSEMRush-filters.png\" alt=\"SEMRush's filtering options - more restrictive and harder to use than Ahrefs.\" class=\"wp-image-14422\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>SEMRush lags behind the other tools in terms of the usefulness of its keyword functionality. It does a job but doesn’t excel in specific areas in the same way as Ahrefs and Moz. I will reiterate that it’s the best tool for paid research in terms of the information on offer, so it certainly has a place in the market.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"padding: 3%; margin: 0px 0 30px 0; background-color: #edf5e0;\">\n\u003Ch3 id=\"the-verdict\">The verdict\u003C\u002Fh3>\n\u003Cp>If you want your keyword research tool to be a good all-rounder, it’s hard to look past Ahrefs. The breadth of functionality and ease of use make it my favourite keyword tool for daily use.\u003C\u002Fp>\n\u003Cp style=\"font-size: 115%;\">There is a lot to commend about Moz, too. If you want a fine level of control in your research and your primary activity is looking for keyword ideas, Moz is excellent. Its priority feature is also a great way to organise a large keyword targeting strategy.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\">\u003Ca id=\"competitor-research\">\u003C\u002Fa>Competitor research\u003C\u002Fh2>\n\n\n\n\u003Cp>The final bit of functionality we’re going to look at in this post is the options the tools offer for on-page competitor research. The advantage of using tools like these over Google’s offerings, like Search Console, is the ability to look at any website, including your competitors’. Using Waterstones as an example once more, let’s see what each tool has to offer.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"semrush\">SEMRush\u003C\u002Fh3>\n\n\n\n\u003Cp>SEMRush’s competitor research tool was my go-to for a long time. It has a great competitive positioning map that shows the number of keywords for which a site ranks and the traffic it can expect from those, based on volume and rankings. It’s helpful as a way to identify search competitors, which can be especially useful when researching a new client in an agency setting.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"808\" height=\"284\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002FSEMRush-competitive-positioning.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-13468\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Slightly more information is available in the ‘organic competitors’ tab, which shows the number of ranking keywords, estimated traffic and the overlap between your site and competitors.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1611\" height=\"302\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002FSEMRush-competitor-details.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-13469\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Unfortunately, SEMRush is let down by the usability of the rest of its data. It has a competitive comparison tool which is, in theory, quite powerful, but it’s difficult to use in comparison to the other tools.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"895\" height=\"315\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002FSEMRush-keyword-comparison.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-13470\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The keywords for up to five domains can be compared and contrasted, but there’s no easy way to access one key group of keywords: those for which the competitors rank and your site doesn’t. This single omission seriously reduces SEMRush’s usefulness, especially when compared with Ahrefs. The tool is also slow to use with unintuitive filtering, making the whole experience frustrating.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ahrefs\">Ahrefs\u003C\u002Fh3>\n\n\n\n\u003Cp>Ahrefs’ competitive insights, on the other hand, are excellent. While there is no slick overview, it’s still possible to see a list of competitors with a clear presentation of information when you hover over them.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fperformance-max-campaign-google-mail-example.png?auto=compress%2Cformat&q=90\" alt=\"Ahrefs competitor list, ranking competitors based on keyword overlap.\" class=\"wp-image-14426\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Ahrefs’ competitive analysis power is in its Content Gap tool. This lets you compare your site and up to three competitors in order to see where they’re performing better than you. With easily toggled options, the tool allows you to exclude keywords for which your site already ranks and allows you to only see keywords for which one of the competitors ranks on page 1. You can zero in on the biggest missed opportunities straight away.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FAhrefs-keyword-competition.png\" alt=\"Ahrefs content gap options, showing three competitor sites.\" class=\"wp-image-14427\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The data that you get is easy to interpret, with clear signals as to which competitor performs the best for a given keyword. All of Ahrefs’ standard keyword data is also available, including their handy SERP feature drop-down.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FAhrefs-competitor-data.png\" alt=\"Ahrefs competitor rankings, with rankings for all three competitor domains shown and the top ranked highlighted in green.\" class=\"wp-image-14425\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Ahrefs’ content gap tool certainly favours function over form. It lacks the nice graphics of SEMRush and Moz (as we’ll see) but presents all the data you need in an intuitive, easy-to-interpret format.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"moz\">Moz\u003C\u002Fh3>\n\n\n\n\u003Cp>On-page competitor analysis in Moz is split between the Site Overview and Ranking Keyword tabs. Site Overview is where you see the headline statistics. Unfortunately, Moz doesn’t give you any way to discover competitors, but it has some great features if you have some in mind already. The initial overview that you get is a great starting point, giving you an indication of keyword coverage with a focus on top performing keywords.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FMoz-competitor-overview.png\" alt=\"Moz competitive overview, showing the number of ranking keywords for all sites and the number in top positions.\" class=\"wp-image-14430\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>A competitive distribution graph is also available on the Site Overview tab. This graph shows the comparative distribution of keywords for your target site and up to two competitors. The data doesn’t get any more detailed in this section, but it’s a solid start for analysing differences in search coverage and working out where you need to focus.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fperformance-max-campaigns-audience-signals-image.png?auto=compress%2Cformat&q=90\" alt=\"Moz ranking distribution comparison, a bar chart placing numbers of keywords in different positions for each competitor next to each other.\" class=\"wp-image-14431\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>More detailed information is found in the Ranking Performance tab. Annoyingly, I haven’t found an easy way to carry data over from one to the other. You have to switch to the new tab from the overview and enter the competitors again. This is a minor gripe, however, as the data you can see is great.\u003C\u002Fp>\n\n\n\n\u003Cp>One nice feature is the overlap visualisation: a scaled Venn diagram that shows up to three sites’ relative organic coverage and shared keywords. When you need to work out which competitors are competing for the most keywords with you, this is a great starting point.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FMoz-competitor-overlap.png\" alt=\"Moz keyword overlap diagram, showing Waterstones' lack of coverage overlapping with the larger spheres of Abe Books and W H Smith.\" class=\"wp-image-14429\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Individual keywords are listed below in a format very similar to Ahrefs and SEMRush. The data is more limited than the other tools and advanced filtering isn’t available, but the keywords are still much easier to sort than on SEMRush and include all of the key information. Clicking into a keyword opens that phrase’s overview in a new tab, which is a small but helpful usability feature.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FMoz-competitive-data.png\" alt=\"Moz keyword information showing each competitors rankings.\" class=\"wp-image-14428\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Moz lacks the detail of Ahrefs but excels in graphics and the presentation of its data. It trumps SEMRush on usability and does a great job of giving users information at a glance.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"padding: 3%; margin: 0px 0 30px 0; background-color: #edf5e0;\">\n\u003Ch3 id=\"the-verdict\">The verdict\u003C\u002Fh3>\n\u003Cp>Once again, Ahrefs is the most complete tool that I can use for competitor analysis. Its options in data presentation and filtering are unparalleled, giving you everything you need in a few simple clicks.\u003C\u002Fp>\n\u003Cp style=\"font-size: 115%;\">Moz is worth bearing in mind, too, especially if you want access to good graphics for presentations and proposals. The data isn’t as granular or as easy to filter as Ahrefs, but it still has a lot of great information available at a glance.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"final-thoughts\">Final thoughts\u003C\u002Fh2>\n\n\n\n\u003Cp>I haven’t made any attempt to hide the fact that I think Ahrefs is the best all-round on-page optimisation tool. It is the tool that I, and the majority of my colleagues, use most frequently for the activities described above. If you’re looking for a single on-page tool, I would struggle to recommend anything above it.\u003C\u002Fp>\n\n\n\n\u003Cp>When compared to Ahrefs, SEMRush is difficult to recommend (unless you want its PPC features). It’s core data offering is great but it has nothing on Ahrefs’ usability, a theme that I kept returning to when writing this post. It’s also hard to get away from the fact that its keyword research capabilities lag behind both Ahrefs and Moz. It’s not a bad SEO tool by any stretch, but I can’t recommend it as the best.\u003C\u002Fp>\n\n\n\n\u003Cp>Finally, the Moz Keyword Explorer has its own strengths and unique features. It’s topical research capabilities are excellent and some of its graphics are very useful visualisations of the data. As an addition to Ahrefs it has a lot of potential, though I would struggle to recommend it as the primary investment for a smaller business. If you work for an agency or a business with budget for multiple tools, I think it’s definitely worth a closer look.\u003C\u002Fp>\n",false,{"rendered":104,"protected":202},19,7964,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":209,"_yoast_wpseo_metadesc":210,"inline_featured_image":202,"footnotes":5},"What's the Best On-Page SEO Tool? | Impression","Ahrefs, SEMRush and Moz all have large user bases - we use all 3 at Impression! 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It’s worth bearing in mind that this will remove any of the sitelinks you’ve had previously, so be careful if you believe these sitelinks will be driving a significant amount clicks.\u003C\u002Fp>\n\u003Ch3 id=\"how-to\">How-to\u003C\u002Fh3>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4446 size-medium\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FR8cPMGVj-howto-example1.png?auto=compress%2Cformat&fit=scale&h=200&q=90&w=143\" alt=\"How To Structured Data\" width=\"214\" height=\"300\" \u002F>\u003C\u002Fp>\n\u003Cp>The How-to data only shows on mobile as of yet and there a few different variants which can show up based on how what you’ve marked up.\u003C\u002Fp>\n\u003Cp>With the ability to mark-up video, it will be interesting to see how this plays out in the rise of visual assistants. If you can now mark up all of your content to get an early lead against the competition, this will drive more value as visual assistants become more commonplace.\u003C\u002Fp>\n\u003Ch2 id=\"how-can-i-implement-these\">How can I implement these?\u003C\u002Fh2>\n\u003Cp>The best way to implement these pieces of structured data is (as always) through json-ld, this can be found through \u003Ca href=\"https:\u002F\u002Fdevelopers.google.com\u002F\" target=\"”_blank”\" rel=\"noopener noreferrer\">Google’s Structured data reference\u003C\u002Fa> section of the website underneath \u003Ca href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fdata-types\u002Fhow-to\" target=\"”_blank”\" rel=\"noopener noreferrer\">How-to\u003C\u002Fa> and \u003Ca href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fdata-types\u002Ffaqpage\" target=\"”_blank”\" rel=\"noopener noreferrer\">FAQ page\u003C\u002Fa>. Once you’re happy with the code I would recommend using the \u003Ca href=\"https:\u002F\u002Fsearch.google.com\u002Ftest\u002Frich-results\" target=\"_blank\" rel=\"noopener noreferrer\">Rich Results Tester\u003C\u002Fa> to see how these results would look, from here you can make any tweaks before you put your code live on to the site.\u003C\u002Fp>\n\u003Cp>We’ve created some examples here which you can go away and use, just wrap them in a script json-ld tag and you’re good to go\u003C\u002Fp>\n\u003Ch3 id=\"faq\">FAQ\u003C\u002Fh3>\n\u003Cpre>{\n  \"@context\": \"https:\u002F\u002Fschema.org\",\n  \"@type\": \"FAQPage\",\n  \"mainEntity\": [{\n    \"@type\": \"Question\",\n    \"name\": \"ENTER QUESTION HERE\",\n    \"acceptedAnswer\": {\n      \"@type\": \"Answer\",\n      \"text\": \"ENTER ANSWER HERE\"\n    }\n  }, {\n    \"@type\": \"Question\",\n    \"name\": \"ENTER QUESTION HERE\",\n    \"acceptedAnswer\": {\n      \"@type\": \"Answer\",\n      \"text\": \"ENTER ANSWER HERE\"\n    }\n  }, {\n     \"@type\": \"Question\",\n    \"name\": \"ENTER QUESTION HERE\",\n    \"acceptedAnswer\": {\n      \"@type\": \"Answer\",\n      \"text\": \"ENTER ANSWER HERE\"\n    }\n  }, {\n    \"@type\": \"Question\",\n    \"name\": \"ENTER QUESTION HERE\",\n    \"acceptedAnswer\": {\n      \"@type\": \"Answer\",\n      \"text\": \"ENTER ANSWER HERE\"\n    }\n  }]\n  }\n\u003C\u002Fpre>\n\u003Ch3 id=\"how-to\">How-to\u003C\u002Fh3>\n\u003Cpre>{\n  \"@context\": \"http:\u002F\u002Fschema.org\",\n  \"@type\": \"HowTo\",\n  \"image\": {\n    \"@type\": \"ImageObject\",\n    \"url\": \"https:\u002F\u002Fwww.website.com.com\u002Fcovering-photo.jpg\"\n  },\n  \"name\": \"Add name here\",\n  \"description\": \"Describe what the how-to is targeting\",\n  \"totalTime\": \"PT2M\",\n  \"supply\": [\n    {\n      \"@type\": \"HowToSupply\",\n      \"name\": \"List supplies here\"\n    }\n  ],\n  \"tool\": [\n    {\n      \"@type\": \"HowToTool\",\n      \"name\": \"List tools here\"\n  \t}\n  ],\n  \"step\":[\n    {\n      \"@type\": \"HowToStep\",\n      \"name\": \"List Step 1 Here\",\n      \"text\": \"Describe the action required behind the step\",\n      \"image\": \"https:\u002F\u002Fwww.website.com\u002Fimage-of-step-1\",\n      \"url\": \"https:\u002F\u002Fwww.website.com\u002Fyour-post\u002F#anchortag1\"\n    }, {\n      \"@type\": \"HowToStep\",\n      \"name\": \"List Step 2 Here\",\n      \"text\": \"Describe the action required behind the step\",\n      \"image\": \"https:\u002F\u002Fwww.website.com\u002Fimage-of-step-2\",\n      \"url\": \"https:\u002F\u002Fwww.website.com\u002Fyour-post\u002F#anchortag2\"\n    }, {\n      \"@type\": \"HowToStep\",\n      \"name\": \"List Step 3 Here\",\n      \"text\": \"Describe the action required behind the step\",\n      \"image\": \"https:\u002F\u002Fwww.website.com\u002Fimage-of-step-3\",\n      \"url\": \"https:\u002F\u002Fwww.website.com\u002Fyour-post\u002F#anchortag3\"\n    }, {\n      \"@type\": \"HowToStep\",\n      \"name\": \"List Step 4 Here\",\n      \"text\": \"Describe the action required behind the step\",\n      \"image\": \"https:\u002F\u002Fwww.website.com\u002Fimage-of-step-4\",\n      \"url\": \"https:\u002F\u002Fwww.website.com\u002Fyour-post\u002F#anchortag4\"\n    }\n  ]\n}\n\u003C\u002Fpre>\n\u003Cp>When implementing this, make sure that your pages meet the guidelines for the structured data, Google has been known to dish out penalties to websites that are abusing structured data.\u003C\u002Fp>\n\u003Ch2 id=\"analysis\">Analysis\u003C\u002Fh2>\n\u003Cp>While it’s always exciting as SEOs to see Google releasing new ways we can markup our data, we have to take this with a pinch of salt. By marking up this information and having it within search we are giving away our content without getting the click. As SEOs we are hesitant of no-click searches being encouraged through the rich snippets, as these don’t offer any traffic statistics and don’t result in users landing on the webpage. Our main goal is driving traffic so if we’re actually warding it away through giving away content, is this actually the best thing to do?\u003C\u002Fp>\n",{"rendered":116,"protected":202},7966,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":202,"footnotes":5},[212],[],[215],[532,102,218,219,220,221,222,223],"post-4444",[],[],[536,537,538,539],{"path":175,"name":176},{"path":229,"name":230},{"path":113,"name":18},{"path":184,"name":115},"At the recent Google I\u002FO event there were two new pieces of structured data announced, these are both now available for use: FAQ – This allows you to mark up a list of questions and answers for a particular topic on a page. How To – This allows you to mark up any step by 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and FAQ Structured Data - 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class=\"wp-block-heading\" id=\"what-is-seo\">What is SEO?\u003C\u002Fh2>\n\n\n\n\u003Cp>Search engine optimisation (SEO) is a broad marketing discipline that encompasses a wide variety of different techniques for \u003Cstrong>improving a website’s rankings in search engine results\u003C\u002Fstrong>. SEO techniques are often categorised as either ‘on-page’ or ‘off-page’ – both of which will be explored in the course of this article.\u003C\u002Fp>\n\n\n\n\u003Cp>As this is a beginner’s guide, you don’t have to have any prior SEO knowledge to understand the concepts we’re discussing. It’s designed to give you a good foundation without you needing to read anything else. However, if you’re familiar with some aspects already or you’re looking for a particular refresher, feel free to use the table of contents below to skip to the most relevant section.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-seo\">What is SEO?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-is-seo-important\">Why is SEO important?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#do-we-optimise-for-all-search-engines-or-just-google\">Do we optimise for all search engines or just Google?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#optimised-content\">Optimised content\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#keyword-research\">Keyword research\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#crafting-targeted-content\">Crafting targeted content\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#understanding-user-intent\">Understanding user intent\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#technical-excellence\">Technical excellence\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#indexability-and-site-structure\">Indexability and site structure\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#broken-links\">Broken links\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#site-speed\">Site speed\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#relevant-link-building\">Relevant link building\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#introducing-pagerank\">Introducing PageRank\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#obtaining-high-quality-links\">Obtaining high quality links\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#skills-needed-for-a-career-in-seo\">Skills needed for a career in SEO\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#could-your-business-benefit-from-seo-support\">Could your business benefit from SEO support?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-is-seo-important\">Why is SEO important?\u003C\u002Fh2>\n\n\n\n\u003Cp>Organic search engine traffic (i.e. traffic that hasn’t come through paid ads) nearly always makes up the largest chunk of web traffic to a site. Improving in this area can, therefore, have a significant impact on the number of visitors and conversions you see each month.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002FEVs_Indy.jpeg?auto=compress%2Cformat&q=90\" alt=\"Graph showing organic, paid and direct traffic over time\" class=\"wp-image-14231\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>The above graph shows traffic to a small lead generation company from April 2018 to March 2019. The blue line is organic traffic, the orange is traffic from ads and green is direct traffic (from users typing the site into their browsers). It’s easy to see why it’s important for this company to spend a lot of time focusing on SEO.\u003C\u002Fp>\n\n\n\n\u003Cp>In this particular example, organic traffic makes up a full three quarters of the site’s sessions and 72% of their online conversions, which leads us on to another crucial point. \u003Cstrong>SEO is not just about driving traffic to a site, but driving traffic that converts.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"do-we-optimise-for-all-search-engines-or-just-google\">Do we optimise for all search engines or just Google?\u003C\u002Fh2>\n\n\n\n\u003Cp>Search engine optimisation is a broad discipline, but you’d be forgiven for thinking that Google is the sole focus of the industry with the amount that it’s talked about. While it’s important not to ignore all the other search engines out there, there’s good reason for all of Google’s attention.\u003C\u002Fp>\n\n\n\n\u003Cp>According to Statista, Google’s UK market share is a staggering 89%, with Bing in second on just 7%. The American information giant handles around two trillion searches every year, which equates to roughly 63,000 searches a second. It’s no surprise that companies want a slice of that visibility.\u003C\u002Fp>\n\n\n\n\u003Cp>Google has built up to such impressive stats through industry leading technology. The search engine runs on powerful algorithms and even includes bleeding edge machine learning technology to help it understand unique search queries. Over the years, it has made a number of significant changes to its core algorithms that have moved the goalposts for SEOs everywhere. A large part of our job is ensuring that websites are optimised to achieve and maintain rankings regardless of what Google does in the future. \u003Cstrong>Because of the quality that Google demands, in the vast majority of cases we find that optimising for the search giant also stands us in good stead with its competitors.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>In this beginners guide, we’ll look at current best practices that we believe will stand the test of time. These techniques are grouped under three key components of SEO:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Optimised content\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Technical excellence\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Relevant link building\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"optimised-content\">Optimised content\u003C\u002Fh2>\n\n\n\n\u003Cp>Content has been important to SEO since the earliest days of the discipline, as all search engines use a website’s content to determine which searches it’s eligible to rank for. Whenever a user enters a search query, Google scours its index for pages that contain relevant content, then uses a number of other ranking factors to determine the order it should show these pages. Because of this, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fkeyword-research-tips-for-seo\u002F\">keyword research\u003C\u002Fa> is a crucial first step in any content optimisation strategy.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"keyword-research\">Keyword research\u003C\u002Fh3>\n\n\n\n\u003Cp>Keyword research involves using tools to discover the language with which your audience is searching. This should help to shape the language you use on a page, and can perhaps even help you decide which categories, products or services to prioritise in your wider business strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>Most keyword research tools, such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fahrefs.com\u002F\">Ahrefs\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.semrush.com\u002F\">SEMRush\u003C\u002Fa> and Google’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fads.google.com\u002Fintl\u002Fen_uk\u002Fhome\u002Ftools\u002Fkeyword-planner\u002F\">Keyword Planner\u003C\u002Fa>, provide estimated monthly search volumes for specific keywords. Ahrefs and SEMRush are both excellent, but require paid subscriptions, whereas anyone with an active Google Ads campaign can use Keyword Planner.\u003C\u002Fp>\n\n\n\n\u003Cp>Whatever tool you use, your starting point should be \u003Cstrong>finding the search volumes for all the phrases you can think of that relate to your categories, products and services.\u003C\u002Fstrong> Most tools will also give you further suggestions, which can broaden your ideas once you’ve collected data for your core phrases.\u003C\u002Fp>\n\n\n\n\u003Cp>With this information at hand, you’re all set to optimise your content.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"crafting-targeted-content\">Crafting targeted content\u003C\u002Fh3>\n\n\n\n\u003Cp>As great as Google is at understanding language, it’s still really helpful to make sure that a page’s primary keyword is prominent in its heading and copy. However, we’ve moved past the days of needing to mention it in every sentence.\u003C\u002Fp>\n\n\n\n\u003Cp>Instead, it’s much better to mention your target keyword a couple of times, then use variants or semantically related terms elsewhere. When determining if a page should rank for a particular keyword, Google now takes into account that page’s topic, and whether or not it includes phrases that the search engine considers to be associated with the target keyword.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>It’s critical that you create content for your human users first, not for Google.\u003C\u002Fstrong> Keep your target keywords in mind, but any content that doesn’t read well to a regular human probably won’t rank well now, and almost definitely won’t rank well in the future.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"understanding-user-intent\">Understanding user intent\u003C\u002Fh3>\n\n\n\n\u003Cp>Whatever keywords you’re targeting, you need to be able to understand the intent behind them. Google divides search queries into four categories:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Know\u003C\u002Fstrong> – the searcher wants to find information.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Do\u003C\u002Fstrong> – the searcher wants to perform an action, like making a purchase.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Website\u003C\u002Fstrong> – the searcher wants to navigate to a specific website that they have in mind.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Visit-in-person\u003C\u002Fstrong> – the searcher wants to find the physical location of a business or type of business.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Each keyword will fall into one of those intent categories, and if you’re page doesn’t satisfy the intent it won’t rank. Thankfully, the intent behind most keywords is easy to identify with a bit of common sense. The query, ‘buy cheap shoes,’ is clearly a Do query, whereas ‘what are the best cheap shoes’ is a Know query.\u003C\u002Fp>\n\n\n\n\u003Cp>Generally, product and services pages work best to satisfy Do queries, while you’ll want blog posts and guides to satisfy Know queries. Website and Visit queries are harder to optimise for, but it helps to have all of your business information clearly and consistently presented across your site and to have a full Google My Business listing.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"technical-excellence\">Technical excellence\u003C\u002Fh2>\n\n\n\n\u003Cp>Good content won’t help it if can’t be found. Ensuring that your website is technically excellent means ensuring that it can be crawled and indexed by search engines and that it will deliver on many of the ranking factors that Google weighs up when deciding which pages to rank above others.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"indexability-and-site-structure\">Indexability and site structure\u003C\u002Fh3>\n\n\n\n\u003Cp>Your primary technical concern should be the indexability of your site. In other words, \u003Cstrong>can crawl engines identify all the pages that you want them to rank? \u003C\u002Fstrong>Google and other search engines send out bots known as spiders that ‘crawl’ websites – following links to discover pages and add them to their indexes. If a page is marked as ‘noindex’ it won’t be indexed, and if a link is marked as ‘nofollow’ they won’t use it to get to its destination page.\u003C\u002Fp>\n\n\n\n\u003Cp>For your website to be fully indexed, it needs to be as easy as possible for spiders to access all the pages you want them to see. You can achieve this through a good site structure, in which your homepage links to your main category and service pages, which in turn link to subcategory, sub-service and product pages. It’s important not to have too many levels of links for spiders to follow and for the most important pages to be clearly signalled by being the target of more links than other pages. If you were to draw it out, your site structure should ideally look like a pyramid three or four levels deep.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"broken-links\">Broken links\u003C\u002Fh3>\n\n\n\n\u003Cp>It’s crucial that you avoid having links on your site that point to a broken page (normally a page that returns a 404 error message). If you find a 404 page on your site, you should remove the links that points to it or change them so that it points to a current page. Broken links tend to crop up more if the site has recently undergone changes in its structure, so be sure to give it a thorough check if you’ve made any significant page alterations recently.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Fixing broken links is important for SEO as it makes your site much easier for search engines to crawl.\u003C\u002Fstrong> Think of every broken link as a dead end street – a search engine can’t use it to find the rest of the site. To give your key pages the best chance of indexation, your site needs to be as easy and smooth to crawl as possible.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"site-speed\">Site speed\u003C\u002Fh3>\n\n\n\n\u003Cp>The speed of your site is an important SEO ranking factor, but\u003Cstrong> it will also give your users a better experience.\u003C\u002Fstrong> Free online tools from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftools.pingdom.com\u002F\">Pingdom\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftestmysite.withgoogle.com\u002Fintl\u002Fen-gb\">Google\u003C\u002Fa> will grade the speed of your site and give you some pointers, but unless you have a fairly broad set of web development skills it would be better to outsource any improvements rather than attempting them yourself.\u003C\u002Fp>\n\n\n\n\u003Cp>Site speed is also critical for mobile site optimisation, which is more important than ever now that Google has introduced \u003Cstrong>mobile-first indexing\u003C\u002Fstrong>. This means that Google will judge the content and quality of a site’s mobile version as a first port of call, rather than the desktop version. Mobile optimisation is particularly important if you know that a large percentage of your customers use mobile devices to access your site. If this is something that you feel is important to your business, make sure that you raise it as a priority with your developers.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"relevant-link-building\">Relevant link building\u003C\u002Fh2>\n\n\n\n\u003Cp>Content and technical SEO both fall under the umbrella of on-page SEO, but they need to be supported by off-page SEO or, to reduce it to its primary concern, links.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"introducing-pagerank\">Introducing PageRank\u003C\u002Fh3>\n\n\n\n\u003Cp>When Google was launched in 1996 there was one thing that really set it apart from other search engines: PageRank. This was a score of 1-100 given to every site in its index based on the number and quality of links pointing to them from other sites.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>PageRank is a way of assessing the quality and trustworthiness of any given site.\u003C\u002Fstrong> Every link pointing to a site is like a vote of confidence, but not all links are equal. Links from other authoritative sites, like the BBC, the Guardian or Vogue, are generally worth more than links from less authoritative sites.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"obtaining-high-quality-links\">Obtaining high quality links\u003C\u002Fh3>\n\n\n\n\u003Cp>Links have a direct impact on the ranking of your site, but obtaining high quality links isn’t easy. The ideal scenario is to have great sites linking to yours naturally through awareness of your product and brand, but not every business can be fortunate enough to garner that kind of attention. To be successful, most businesses need to be proactive.\u003C\u002Fp>\n\n\n\n\u003Cp>The first step is to identify the sites you want links from. Every business wants to be featured on the BBC, but there will be plenty of other sites related to your industry and target market. \u003Cstrong>As Google has evolved, it considers the relevance of a link over and above the linking site’s baseline authority\u003C\u002Fstrong>. Industry magazines or news sites covering your sector can be great link sources.\u003C\u002Fp>\n\n\n\n\u003Cp>With a list in mind, you’ll then want to get in touch with these publications to offer them something of value, whether that’s an insightful comment on industry developments, an interview with a key figure in your business or an interesting data set that you’ve pulled together. Sites will only feature you and link to your site if you’re offering something of value to their readers.\u003C\u002Fp>\n\n\n\n\u003Cp>Our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbeginners-guide-digital-pr\u002F\">beginner’s guide to digital PR\u003C\u002Fa> will give you much more information on this topic, so if you’re interested we recommend checking that out next.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"skills-needed-for-a-career-in-seo\">Skills needed for a career in SEO\u003C\u002Fh2>\n\n\n\n\u003Cp>SEO is a varied discipline in which all kinds of people with all kinds of skills can thrive. It is common to find people with web development skills working side by side with people who have backgrounds in writing, management, traditional marketing and more. However, while practical skills can vary enormously, there are a few qualities that will be helpful for anyone starting out in SEO.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Strategic thinking\u003C\u002Fstrong> – SEO involves balancing both short term and long term gains. You’ll need to be able to formulate strategies that will give you success in the short term and be sustainable for the long term.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Adaptability\u003C\u002Fstrong> – SEO is a broad discipline, and your work could look very different day to day. You need to be prepared to shift gears and give full attention to whatever your current task is.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Communication\u003C\u002Fstrong> – whether you work in-house for one business or you work for multiple clients in an agency, it’s essential to be able to report on what you’re doing and why to key stakeholders who won’t always be interested in the finer details.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Creativity\u003C\u002Fstrong> – content creation, link building and even technical improvements all require creativity. SEO is a young industry in which innovation is key; to succeed you need to be able to think up and execute fresh ideas.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Willingness to learn\u003C\u002Fstrong> – as search engines evolve, so must SEO. There are always new things to learn, and the more open you are to improving your knowledge both individually and in group contexts, the better you’ll be at your job.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"could-your-business-benefit-from-seo-support\">Could your business benefit from SEO support?\u003C\u002Fh2>\n\n\n\n\u003Cp>We’ve created this beginners guide to help you get started with your own SEO strategies, but we’re also well aware that it’s a lot to take in all at once. Successful SEO strategies require a long term investment of time and effort, which can go to waste if you don’t see the results you were hoping for.\u003C\u002Fp>\n\n\n\n\u003Cp>Talk to Impression’s SEO team about how we can help you in short term projects or longer term arrangements by calling \u003Ca rel=\"noreferrer noopener\" href=\"tel:01158242212\">01158 242 212\u003C\u002Fa> or emailing us at \u003Ca rel=\"noreferrer noopener\" href=\"mailto:hello@impression.co.uk\">hello@impression.co.uk\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":126,"protected":202},7982,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":717,"_yoast_wpseo_metadesc":718,"inline_featured_image":202,"footnotes":5},"A Beginner's Guide to SEO | Impression Digital","What is SEO and why do we do it? 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431,"geo":847,"address":848,"photo":440,"telephone":441},{"@type":425,"latitude":433,"longitude":434},{"@type":414,"streetAddress":436,"addressLocality":437,"addressRegion":438,"postalCode":439,"addressCountry":419},{"@type":422,"name":443,"geo":850,"address":851},{"@type":425,"latitude":445,"longitude":446},{"@type":414,"streetAddress":448,"addressLocality":449,"addressRegion":450,"postalCode":451,"addressCountry":452},[853,854,855],{"@type":455,"name":456},{"@type":455,"name":458},{"@type":455,"name":452},{"@type":461,"@id":462,"name":4,"image":857,"description":6,"sameAs":858,"url":191},{"@type":371,"inLanguage":354,"@id":464,"url":8,"contentUrl":8,"caption":4},[187,466],{"self":860,"collection":865,"about":867,"author":869,"replies":871,"version-history":874,"predecessor-version":877,"wp:featuredmedia":881,"wp:attachment":884,"wp:term":887,"curies":894},[861],{"href":862,"targetHints":863},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4395",{"allow":864},[473,474,475,476,477],[866],{"href":480},[868],{"href":483},[870],{"embeddable":97,"href":486},[872],{"embeddable":97,"href":873},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=4395",[875],{"count":383,"href":876},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4395\u002Frevisions",[878],{"id":879,"href":880},29287,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4395\u002Frevisions\u002F29287",[882],{"embeddable":97,"href":883},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7982",[885],{"href":886},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=4395",[888,890,892],{"taxonomy":505,"embeddable":97,"href":889},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=4395",{"taxonomy":508,"embeddable":97,"href":891},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=4395",{"taxonomy":170,"embeddable":97,"href":893},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=4395",[895],{"name":514,"href":515,"templated":97},{"id":897,"date":898,"date_gmt":898,"guid":899,"modified":140,"modified_gmt":140,"slug":901,"status":19,"type":102,"link":139,"title":902,"content":903,"excerpt":905,"author":204,"featured_media":906,"comment_status":206,"ping_status":20,"sticky":202,"template":5,"format":207,"meta":907,"categories":908,"collections":910,"coauthors":911,"class_list":912,"acf":915,"head_links":916,"breadcrumbs":917,"url_path":139,"search_description":922,"featured_image_urls":923,"authors":955,"type_nicename":280,"reading_minutes":141,"category":965,"yoast_title":967,"yoast_meta":968,"yoast_json_ld":995,"_links":1051},4093,"2018-10-09T10:07:31",{"rendered":900},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fimpression-joins-forces-university-nottingham-2nd-digital-marketing-academy\u002F","impression-joins-forces-university-nottingham-2nd-digital-marketing-academy",{"rendered":137},{"rendered":904,"protected":202},"\u003Cp>Impression and the University of Nottingham are joining forces for the second year in a row to run the Digital Marketing Academy. The programme will kick off with the Digital Marketing Showcase on Tuesday 30th October, giving interested students the chance to learn more about the programme and meet the people involved.\u003C\u002Fp>\n\u003Cp>After the Showcase, Impression will be involved in a series of workshops and webinars that discuss the latest developments in the world of digital marketing. Alongside other local businesses (details to be confirmed), we will give students an insight into the latest trends in our industry and the opportunities available for them in Nottingham. November’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.meetup.com\u002FDrink-Digital-Marketing-Meetup\u002F\">Drink Digital\u003C\u002Fa> event will also be linked to the Academy, giving students and Nottingham marketers another opportunity to meet and talk.\u003C\u002Fp>\n\u003Cp>The Digital Marketing Academy is not just a series of talks. The idea is to give Nottingham’s students a worthwhile experience that will make them more employable when they graduate. Alongside the workshops and webinars, students are also encouraged to complete two industry-recognised Google certificates – normally Google Digital Garage and Google Analytics Fundamentals.\u003C\u002Fp>\n\u003Cp>\u003Cfigure style=\"width: 952px\" class=\"wp-caption aligncenter\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.nottingham.ac.uk\u002Fcareers\u002Fstudents\u002Fwork-experience\u002Fdigital-marketing-academy\u002Findex.aspx\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-4094 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FBguUlPNx-Digital-Marketing-Academy-infographic.jpg?auto=compress%2Cformat&q=90\" alt=\"\" width=\"952\" height=\"447\" \u002F>\u003C\u002Fa>\u003Cfigcaption class=\"wp-caption-text\">A breakdown of the Academy, courtesy of the University of Nottingham\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fp>\n\u003Cp>If they attend at least one event and complete the two qualifications, students are given the opportunity to visit Impression or another participating agency for a Digital Insight Day. We enjoyed hosting eight students for the 2017\u002F18 Insight Day, running sessions on SEO, PPC, CRO and the importance of blogging. To learn more about the day, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fdigital-marketing-academy-insight-day\u002F\">read our blog post\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cfigure style=\"width: 1039px\" class=\"wp-caption aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-9793\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FND1l062B-impression-student-insight-day.png\" alt=\"impression student insight day\" width=\"1039\" height=\"663\" \u002F>\u003Cfigcaption class=\"wp-caption-text\">Chloe, the organiser of the day, and the students that took part in Digital Marketing Academy Insight Day at Impression.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fp>\n\u003Cp>The Digital Marketing Academy is an exciting initiative to be a part of. Although we work with clients across the UK and further afield, Nottingham is where it all started for Impression. More than half of our team graduated from either Nottingham Trent University or the University of Nottingham, which highlights the significant role that the universities have played in fuelling our growth.\u003C\u002Fp>\n\u003Cp>One of the hardest things for students graduating in 2019 and in the foreseeable future is gaining the right experience to give them a chance at their ideal careers. The Digital Marketing Academy is one initiative that we are involved in with the aim of providing students with a tangible step up into the world of digital marketing. The experience that they will gain through the workshops and insight days, along with the industry-recognised Google qualifications that they can obtain, stand them in good stead to enter the industry when they graduate.\u003C\u002Fp>\n\u003Cp>If you’re a student and you’re interested in signing up for the Digital Marketing Showcase that starts the Academy, sign into the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.nottingham.ac.uk\u002Fcareers\u002Flogin\u002Findex.html\">University of Nottingham My Careers page\u003C\u002Fa> and search for event 7816. Alternatively, you can visit the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.nottingham.ac.uk\u002Fcareers\u002Fstudents\u002Fwork-experience\u002Fdigital-marketing-academy\u002Findex.aspx\">Careers Service’s Digital Marketing Academy page\u003C\u002Fa> to find out more.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",{"rendered":138,"protected":202},8045,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":202,"footnotes":5},[909],44,[],[215],[913,102,218,219,220,221,222,914],"post-4093","category-our-news",[],[],[918,919,920,921],{"path":175,"name":176},{"path":229,"name":230},{"path":146,"name":147},{"path":184,"name":137},"Impression and the University of Nottingham are joining forces for the second year in a row to run the Digital Marketing Academy. The programme will kick off with the Digital Marketing Showcase on Tuesday 30th October, giving interested students the chance to learn more about the programme and meet the people involved. After the Showcase, […]",{"thumbnail":924,"medium":925,"medium_large":927,"large":929,"1536x1536":931,"2048x2048":933,"post-thumbnail":935,"12_col":937,"default_landscape":939,"default_portrait":941,"6_col_and_margin_short":943,"11_col_and_margin":945,"9_col_rectangle":947,"11_col":949,"staff_image_696_600":951,"rectangular_thumbnail":953},{"url":142,"width":236,"height":236},{"url":926,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiC57wN6E-050720211625515876_student-insight-day-seo.png?auto=compress%2Cformat&fit=scale&h=130&q=90&w=200",{"url":928,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiC57wN6E-050720211625515876_student-insight-day-seo.png?auto=compress%2Cformat&fit=scale&h=500&q=90&w=768",{"url":930,"width":243,"height":244},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiC57wN6E-050720211625515876_student-insight-day-seo.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":932,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiC57wN6E-050720211625515876_student-insight-day-seo.png?auto=compress%2Cformat&fit=scale&h=1000&q=90&w=1536",{"url":934,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiC57wN6E-050720211625515876_student-insight-day-seo.png?auto=compress%2Cformat&fit=scale&h=1334&q=90&w=2048",{"url":936,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiC57wN6E-050720211625515876_student-insight-day-seo.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":938,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiC57wN6E-050720211625515876_student-insight-day-seo.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":940,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiC57wN6E-050720211625515876_student-insight-day-seo.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":942,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiC57wN6E-050720211625515876_student-insight-day-seo.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":944,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiC57wN6E-050720211625515876_student-insight-day-seo.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":946,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiC57wN6E-050720211625515876_student-insight-day-seo.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":948,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiC57wN6E-050720211625515876_student-insight-day-seo.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":950,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiC57wN6E-050720211625515876_student-insight-day-seo.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":952,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiC57wN6E-050720211625515876_student-insight-day-seo.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":954,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiC57wN6E-050720211625515876_student-insight-day-seo.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[956],{"id":204,"path":271,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":957},{"full_bio":10,"job_title":11,"specialist_service_links":958,"photo":963},[959,961],{"page":960,"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":962,"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":964},{"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-h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joins forces with University of Nottingham for 2nd Digital Marketing Academy - 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class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#accommodating-the-shift-from-keywords-to-topics\">Accommodating the shift from keywords to topics\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#topicality-and-rankbrain\">Topicality and RankBrain\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#tips-for-topical-optimisation\">Tips for topical optimisation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#optimising-content-for-a-range-of-serp-features\">Optimising content for a range of SERP features\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#changes-we-can-expect\">Changes we can expect\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-rise-of-structured-data-and-considerations-for-voice-search\">The rise of structured data and considerations for voice search\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#case-in-point-recipe-markup\">Case in point: recipe markup\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#dont-forget-your-contents-commercial-impact\">Don't forget your content's commercial impact\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#keyword-tracking\">Keyword tracking\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#monitoring-commercial-impact\">Monitoring commercial impact\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\u003C\u002Fp>\n\u003Cp>Writing well-optimised informational content is no longer just a way of ranking for long-tail keywords. While going after the long-tail is certainly still a valid strategy, we’re thinking too small if that’s the only purpose behind our informational content. Increasing demand for good voice search results, Google’s improving understanding of semantics and an expanding range of informational SERP features are all opportunities for SEOs to gain more visibility for their sites through informational content.\u003C\u002Fp>\n\u003Cp>Optimising for these different goals presents a new challenge. It is not enough to identify one or two primary keywords and mention them a few times in your tags and copy if you want to maximise your content’s exposure. We need to think broader in our keyword targeting, be better at identifying and meeting search intent and get savvy with the structured data that Google supports. All of the above needs to be underpinned by a solid understanding of where your content fits into your site’s conversion funnel and how you’re adding value by creating it.\u003C\u002Fp>\n\u003Ch2 id=\"accommodating-the-shift-from-keywords-to-topics\">Accommodating the shift from keywords to topics\u003C\u002Fh2>\n\u003Cp>Keywords aren’t dead, but neither are they king. Developments in Google’s ranking algorithms – including RankBrain – mean that SEOs now need to think beyond keywords in their content optimisation. Google is better than ever at recognising semantic relationships between phrases and understanding the different constituents of a broader topic.\u003C\u002Fp>\n\u003Ch3 id=\"topicality-and-rankbrain\">Topicality and RankBrain\u003C\u002Fh3>\n\u003Cp>Understanding semantic relationships between words is a core function of RankBrain. This function helps Google to understand queries that it has never seen before. We have further evidence of Google’s confidence in its ability to identify semantic relationships in the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogles-exact-match-close-variants-expand-again-now-include-same-meaning-variations-305056\u002F\">recent changes to exact match targeting\u003C\u002Fa> for ad campaigns.\u003C\u002Fp>\n\u003Cp>Rather than causing a problem for SEOs, I think the shift from keywords to topics should be seen as an opportunity. It means that well-optimised content can rank well for a broad range of search terms, instead of one or two primary keywords.\u003C\u002Fp>\n\u003Ch3 id=\"tips-for-topical-optimisation\">Tips for topical optimisation\u003C\u002Fh3>\n\u003Cp>What’s more, we don’t need to do anything particularly special to give our content this boost. You can find countless posts about ‘optimising for RankBrain,’ but the simple truth is that you just need to write \u003Cem>well\u003C\u002Fem>. By creating content that discusses your chosen topics in depth, you can demonstrate to Google that it has the authority needed to rank well for a range of semantically related keywords.\u003C\u002Fp>\n\u003Cp>That said, structuring your content clearly with a logical heading hierarchy certainly doesn’t hurt. It also helps to be aware of the language you’re using and to incorporate different ways of talking about your target topic.\u003C\u002Fp>\n\u003Cp>Finally, while tracking how well your content is ranking across topics is difficult, it is not impossible to get a good sense. Start by tracking your ranking performance across a handful of primary keywords. If you start to notice page 1 rankings for these, use tools like Search Console, Ahrefs or SEMRush to give you an idea of what other keywords the content might be showing for. Moz’s Keywords Explorer can also help you find topically keywords if you generate a list of keyword ideas and group them by low or medium lexical similarity.\u003C\u002Fp>\n\u003Ch2 id=\"optimising-content-for-a-range-of-serp-features\">Optimising content for a range of SERP features\u003C\u002Fh2>\n\u003Cp>SERP features are increasingly dominating search results. We are familiar with featured snippets and People Also Ask (PAA) boxes. These stalwarts of the SERPs are soon to be joined by additional features such as multiple-answer snippets and snippets with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fgoogle-rolls-out-new-featured-snippets-with-expandable-subtopics\u002F265917\u002F\">expandable subtopics\u003C\u002Fa>. These will push the regular ’10 blue links’ lower down the page at the same time as providing more ‘real estate’ for the sites that they feature.\u003C\u002Fp>\n\u003Cp>It is also worth noting that Google’s featured snippets and PAA boxes are closely linked to voice search results. I would expect this trend to continue, with the content shown in the new kinds of SERP features also finding its way into the Google Assistant.\u003C\u002Fp>\n\u003Ch3 id=\"changes-we-can-expect\">Changes we can expect\u003C\u002Fh3>\n\u003Cp>I doubt that the new features will require a seismic shift in how we optimise for the hallowed ‘position 0.’  The basic process should remain the same: identify the features within your topic and ensure that your content caters for them with relevant subheadings and short, self-contained passages of text.\u003C\u002Fp>\n\u003Cp>The emergence of the new features ties in further with the topical considerations that I have mentioned, as they will broaden the amount of information that Google will be able to show in a single SERP. By making sure that your content is well-researched, logically structured and coherently written you will put it in a good position.\u003C\u002Fp>\n\u003Cp>None of this is meant to sound revolutionary; the reality is that the advances in Google’s intelligence are only meant to bring it closer to a human-level understanding of search queries. As marketers, we should never lose sight of our goal: to appeal to human customers. As Google gets smarter and adds more featured snippets, we will only be rewarded \u003Cem>more \u003C\u002Fem>for our attempts to write content that humans want to read.\u003C\u002Fp>\n\u003Ch2 id=\"the-rise-of-structured-data-and-considerations-for-voice-search\">The rise of structured data and considerations for voice search\u003C\u002Fh2>\n\u003Cp>Structured data presents an opportunity for good content and technical optimisation to overlap. Google supports an increasing number of structured data categories, many of which are also having a significant impact for voice search.\u003C\u002Fp>\n\u003Cp>In fact, I would argue that good structured data markup is one of the best ways to help your content succeed in voice search, and the opportunities presented by this channel are only increasing.\u003C\u002Fp>\n\u003Ch3 id=\"case-in-point-recipe-markup\">Case in point: recipe markup\u003C\u002Fh3>\n\u003Cp>Recipe markup is a clear example.  Back in May, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fvoice-first\u002F251975\u002F\">Google announced that recipe markup required four new properties\u003C\u002Fa>. Their announcement of the update was called “Send Your Recipes to the Google Assistant.” The article I’ve linked to suggests that we must start to consider Google to be a ‘voice first’ search engine, not simply ‘mobile first.’\u003C\u002Fp>\n\u003Cp>The example of the recipe schema shows how structured data can have a direct impact on the visibility (or audibility) of our informational content. It may seem odd to include technical SEO recommendations in an article on content, but the distinction is blurred to the point of meaninglessness in this instance, especially if Google provides more opportunities. I recently read about ‘how to’ markup up for ‘How to X’ articles. It is conceivable that this structured data could be used in the near future to provide more support for voice.\u003C\u002Fp>\n\u003Cp>The title of this article says ‘2018 and beyond.’ I don’t think the kind of markup that I’ve talked about in this section is a big concern for \u003Cem>now\u003C\u002Fem>, unless you work on a site that publishes recipes. This is very much a consideration for the future of content. Keep an eye on Google’s announcements regarding structured data and remember that you lose nothing by getting in early and marking up articles with relevant schema that may already exist.\u003C\u002Fp>\n\u003Ch2 id=\"dont-forget-your-contents-commercial-impact\">Don’t forget your content’s commercial impact\u003C\u002Fh2>\n\u003Cp>No matter what is going on with Google, content should only be produced if it has a place in the website’s wider business strategy. The increasing importance of topic authority and a SERP feature-led strategy might make it seem difficult to track traditional metrics. After all, it’s not easy to track keyword rankings across a whole topic and accurate tracking of SERP features is even harder. However, it is certainly not impossible.\u003C\u002Fp>\n\u003Ch3 id=\"keyword-tracking\">Keyword tracking\u003C\u002Fh3>\n\u003Cp>Primary keyword tracking is still necessary and useful. Even if you are optimising content for topical rankings, it is helpful to have a handful of primary keywords in mind that you really want it to rank for. These keywords should represent either valuable or high intent search phrases that you know will bring the right visitors to your site. Often, good rankings for your primary keywords indicate that the page will be achieving broader, topical rankings as well.\u003C\u002Fp>\n\u003Cp>SERP features can be trickier to track, especially as new features pop up all the time. We like to use powerful tools like STAT, in which we can set up dynamic tags to monitor current SERP feature opportunities and identify new ones. A tool like Ahrefs can also identify the SERP features that a given page is ranking for.\u003C\u002Fp>\n\u003Ch3 id=\"monitoring-commercial-impact\">Monitoring commercial impact\u003C\u002Fh3>\n\u003Cp>The ability to track keyword and feature rankings is only half of the puzzle when it comes to recognising and tracking your content’s commercial impact. Those rankings need to match up to increased organic traffic for them to be worthwhile, and that rise in traffic will hopefully lead to a boost in conversions. This can all be tracked through standard behaviour views in Analytics.\u003C\u002Fp>\n\u003Cp>If you’re not seeing a commercial impact from your optimised informational content, it may be time to reevaluate your strategy. Are you writing about topics that bring in visitors who could go on to convert in the future? Is there enough of an association between your content and your products or services? Are visitors who are engaged with your content aware of the commercial side of your business? Is it easy for them to make a purchase or enquiry?\u003C\u002Fp>\n\u003Cp>Good internal linking and a clear navigational structure are both essential to have in place if you want traffic to your informational content to be meaningful in a commercial sense. Other strategies, such as paid remarketing to site visitors or the opportunity for an email sign up, can also help to get value from this traffic.\u003C\u002Fp>\n\u003Cp>In sum, don’t be content (pun intended) with keyword rankings and increased organic traffic. Ask the hard questions of your content and put it to the test to see if you’re getting a good financial return on the time you’ve spent creating it.\u003C\u002Fp>\n",{"rendered":150,"protected":202},8048,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":1100,"inline_featured_image":202,"footnotes":5},"SERP features? Topics? Schema? The opportunities for content optimisation are always changing. 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However, it is often forgotten as guides on writing steal the spotlight.\u003C\u002Fp>\n\u003Cp>Despite its neglect, editing is important in a number of situations, including checking your own work, casting an eye over something a colleague has written or updating something that already exists on a website.\u003C\u002Fp>\n\u003Cp>Good editing goes beyond proof-reading. Proof-reading is predominantly checking that the copy is error-free and makes sense, whereas editing involves proof-reading \u003Cem>and\u003C\u002Fem> other techniques designed to shape and improve a piece of writing. The six tips in this article are designed to give you a few key points to focus on when you’re editing so that you can come out of the task with some fantastic, fit-for-purpose content.\u003C\u002Fp>\n\u003Ch2 id=\"1-use-a-grammar-checker\">1. Use a grammar checker\u003C\u002Fh2>\n\u003Cp>Editing can be time-consuming, so make life easier for yourself. Grammar checkers like Grammarly will catch the obvious errors in a piece of copy so that you don’t have to worry about missing them. In particular, their spell-checking function will help you catch and resolve any silly errors.\u003C\u002Fp>\n\u003Cp>As helpful as they are, grammar checkers are no substitute for the human eye. The changes that they suggest are not always necessary; there are often several ways to structure a sentence correctly and there are even times where you may want to break a grammatical rule for a particular effect.\u003C\u002Fp>\n\u003Cp>Even though I’m recommending them, I think it’s important that copywriters and editors don’t feel like slaves of the tools.\u003C\u002Fp>\n\u003Ch2 id=\"2-put-yourself-in-your-audiences-shoes\">2. Put yourself in your audience’s shoes\u003C\u002Fh2>\n\u003Cp>Every time you work with copy, either to write or edit it, the needs and expectations of your audience should be at the forefront of your mind. Editing the copy is your chance to make sure that it really fits the audience.\u003C\u002Fp>\n\u003Cp>As you cast your eye over what’s been written, try to do so as if you were a member of the piece’s target audience. Ask questions as you go: does the copy give the audience the information they’re looking for? Does it move the user along in their journey towards whatever goals you have in mind?\u003C\u002Fp>\n\u003Ch2 id=\"3-check-the-details\">3. Check the details\u003C\u002Fh2>\n\u003Cp>Outside of digital marketing, a ‘copyeditor’ is a person involved in the editing process for books. According to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fnybookeditors.com\u002F2016\u002F05\u002Fwhats-the-difference-between-copyediting-and-proofreading\u002F\">NY Book Editors\u003C\u002Fa>, part of their job is to check for inconsistencies in fiction and to fact-check non-fiction manuscripts. Digital marketers should be doing the same when we edit our website copy.\u003C\u002Fp>\n\u003Cp>It is important to resolve any contradictions and make sure that all the information you present is consistent. For example, you don’t want a sale page to advertise both a “50% off everything” discount and a “40% off everything” discount. Those errors will look unprofessional and could land the company in trouble.\u003C\u002Fp>\n\u003Cp>Fact-checking is also important wherever you’re citing verifiable information in your copy. This is particularly important for guides and blog posts, but also applies to instances like ‘about’ pages where you’re mentioning details such as the company’s year of founding or the location of their HQ. It’s surprisingly easy to slip up and make a small mistake that will cause hassle later on.\u003C\u002Fp>\n\u003Ch2 id=\"4-dont-be-afraid-to-simplify\">4. Don’t be afraid to simplify\u003C\u002Fh2>\n\u003Cp>Many of us who enjoy writing copy are guilty of overwriting. I can hold my hands up and say that I am, anyway. It’s all too easy to use flowery language and complex sentences just because we can. However, going over the top is unlikely to make a good impression on your audience. Unnecessary language will only frustrate readers who are trying to skim read on a mobile device.\u003C\u002Fp>\n\u003Cp>These tendencies mean that we need to be ruthless when editing. Cut out anything that doesn’t need to be there. Shorten overcomplicated sentences. Keep your text concise and easy to digest.\u003C\u002Fp>\n\u003Cp>That said, not every piece of online content needs to be equally simple. Some brands and formats will allow for more linguistic expression. If you’re ever in doubt, however, choose the simplest option for a word, sentence or paragraph.\u003C\u002Fp>\n\u003Ch2 id=\"5-nail-the-tone-of-voice\">5. Nail the tone of voice\u003C\u002Fh2>\n\u003Cp>Every brand and author has a tone of voice, whether they mean to or not. Projecting a consistent brand image usually requires writing with a tone of voice that will be used consistently across a company’s website. When you edit copy, you need to make sure that it meets the requirements for tone of voice.\u003C\u002Fp>\n\u003Cp>These requirements will change from company to company. They could involve anything from avoiding colloquialisms to sounding ‘relaxed.’ If you’re ever unsure how to get a brand’s tone of voice right, ask for guidelines. If there aren’t any in place, it could be a sign that you need to work some out.\u003C\u002Fp>\n\u003Cp>Getting the tone right when editing copy normally involves substituting words for more appropriate synonyms, altering sentence structure and ensuring that you are emphasising the right things.\u003C\u002Fp>\n\u003Ch2 id=\"6-take-your-time\">6. Take your time\u003C\u002Fh2>\n\u003Cp>My final tip supports all the others: take your time. Unfortunately, copy editing is not often seen as an important task. That means that it can be easy to forget to allocate time for it.\u003C\u002Fp>\n\u003Cp>There is no hard and fast rule for how long you should spend editing copy. It will naturally vary depending on the length of the copy, its importance and the time you have available. However, it is always going to be the case that spending more time editing will lead to better results. You need to be able to \u003Cem>read\u003C\u002Fem> each sentence, not just skim it. You should also allow the time to think through the audience’s expectations and consider how the copy is likely to be received. Finally, you need to allow yourself the time to do any additional research that may be required and to actually make the changes.\u003C\u002Fp>\n\u003Cp>If we give copy editing the attention it deserves, our work will be much more effective at wowing readers and winning new customers.\u003C\u002Fp>\n",{"rendered":161,"protected":202},8055,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1292,"_yoast_wpseo_metadesc":1293,"inline_featured_image":202,"footnotes":5},"6 Copy Editing Tips for Digital Marketers | Impression","Editing copy well is as important as writing well, but it's a skill that doesn't get the attention it deserves. 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