[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002Fpage\u002F8":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":184,"head_links":187,"breadcrumbs":172,"posts":191,"pages":167,"head":1426},"Charlie Norledge","","I am the Director, Head of SEO at Impression. I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":38,"page_content_modules":94,"hero":168},"\u003Cp>Director, Head of SEO. Joined Impression in 2015.\u003C\u002Fp>\n\u003Cp>My background is in web development but I moved away from this when I decided that I wanted a more customer-facing role. I wanted the opportunity to be able to apply my expertise and also deal with clients directly and technical SEO allowed me to do this.\u003C\u002Fp>\n\u003Cp>Day to day, I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nSpeaking at Brighton SEO! I’ve delivered a talks and training on structured data and \u003Ca href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI enjoy surfing and Skiing (although living in the midlands isn’t good for this!)\u003C\u002Fp>\n","Director, Head of SEO",[13,29],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},35,"98","2020-03-12 15:02:03","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":30,"link_text":33},{"ID":31,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":15,"guid":36,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":37},57,"2020-03-12 15:49:37","Technical SEO","technical-seo","2025-10-28 09:41:49","\u002F?page_id=57","\u002Fseo\u002Ftechnical-seo\u002F",{"ID":39,"id":39,"title":40,"filename":41,"filesize":23,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":23,"date":47,"modified":48,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":55},8558,"Charlie-Norledge","jVjBhz1i-Charlie-Norledge.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&q=90","\u002Fcharlie-norledge\u002F","12","charlie-norledge","inherit","2021-07-15 16:28:10","2021-10-11 10:06:22","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":56,"thumbnail-width":57,"thumbnail-height":57,"medium":58,"medium-width":59,"medium-height":60,"medium_large":61,"medium_large-width":62,"medium_large-height":63,"large":64,"large-width":65,"large-height":66,"1536x1536":67,"1536x1536-width":68,"1536x1536-height":69,"2048x2048":70,"2048x2048-width":71,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":54,"default_portrait":81,"default_portrait-width":54,"default_portrait-height":80,"6_col_and_margin_short":82,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":83,"11_col_and_margin-width":84,"11_col_and_margin-height":78,"9_col_rectangle":85,"9_col_rectangle-width":86,"9_col_rectangle-height":87,"11_col":88,"11_col-width":89,"11_col-height":78,"staff_image_696_600":90,"staff_image_696_600-width":53,"staff_image_696_600-height":54,"rectangular_thumbnail":91,"rectangular_thumbnail-width":92,"rectangular_thumbnail-height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[95],{"acf_fc_layout":96,"reduced":97,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":98,"posts":99},"author_posts",true,"Charlie Norledge’s posts",{"data":100,"pages":167},[101,115,126,138,149,159],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","How to Submit a Sitemap: A Beginners’ Guide","\u003Cp>What exactly is a sitemap? In short, a sitemap is just a list of URLs mapped out of the website. Sitemaps advise search engines to find and crawl pages on your website which improves recognition and boosts a site’s overall ranking. A website sitemap, therefore, aid crawlers such as the Googlebot, to read data in […]\u003C\u002Fp>\n","\u002Fblog\u002Fbeginners-guide-submit-sitemap\u002F","2022-02-07T16:48:28",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FUlRmcRJE-050720211625516652_abstract-ai-art-373543-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[110],{"name":4,"image":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":113,"name":114},"\u002Fblog\u002Fcategory\u002Fbeginners-guides\u002F","Beginners' Guides",{"type_key":102,"title":116,"excerpt":117,"to":118,"postedAt":106,"readingTime":119,"image":120,"authors":121,"category":123},"A quirky tactic to marry offline and online marketing","\u003Cp>It’s a Tuesday evening. I’m settling down in the cinema to watch Mamma Mia: Here We Go Again (a glorious film). The lights dim; the adverts begin. First up is a local advert from Rutland Cycles, promoting their new Nottingham store. The ad finishes with a simple call to action (CTA): “search for rutland cycling nottingham.” […]\u003C\u002Fp>\n","\u002Fblog\u002Ftactic-marry-offline-online\u002F",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fk3eEIdQ8-050720211625517443_wayne-robinson-36783-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[122],{"name":4,"image":111},{"to":124,"name":125},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":102,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":131,"image":132,"authors":133,"category":135},"Guide to Google Tag Assistant & Recordings","\u003Cp>Google’s Tag Assistant Chrome extension lets a user see what tags are being used on a page and will report back on any issues found with implementation. This extension whilst simple on the surface can be an invaluable tool when it comes to any problems with your analytics, tag manager or remarketing tags. As code […]\u003C\u002Fp>\n","\u002Fblog\u002Fguide-google-tag-assistant-recordings\u002F","2022-11-16T11:17:31",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fangele-kamp-_XlhZVsKykw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[134],{"name":4,"image":111},{"to":136,"name":137},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":102,"title":139,"excerpt":140,"to":141,"postedAt":142,"readingTime":143,"image":144,"authors":145,"category":147},"How to do an SEO Audit – The Complete Guide","\u003Cp>What is an SEO site audit? An SEO audit is an extensive process that all websites would benefit from, forming the foundation of any SEO strategy. An audit can reveal more detail on how a site is crawled, indexed and experienced both by search engines and your audience. Paired with the correct analysis and interpretation, […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-do-an-seo-audit\u002F","2026-04-14T13:52:43",22,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FKyOYB07Z-050720211625517568_clean-cleaning-funny-2371-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[146],{"name":4,"image":111},{"to":148,"name":33},"\u002Fblog\u002Fcategory\u002Ftechnical-seo\u002F",{"type_key":102,"title":150,"excerpt":151,"to":152,"postedAt":153,"readingTime":154,"image":5,"authors":155,"category":157},"Brighton SEO Keynote – Live Google Webmasters Hangout with John Mueller & Aleyda Solis","\u003Cp>In the final talk – and the keynote slot – of Brighton SEO 2018, Google spokesman John Mueller is joined by international SEO consultant Aleyda Solis for a live Webmasters hangout. Here are all the highlights. Is Google able to recognise content from desktop sites in the mobile index? It’s important to understand that they’re […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrighton-seo-keynote-live-google-webmasters-hangout-john-mueller-aleyda-solis\u002F","2022-02-07T16:48:30",5,[156],{"name":4,"image":111},{"to":158,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":102,"title":160,"excerpt":161,"to":162,"postedAt":153,"readingTime":163,"image":5,"authors":164,"category":166},"Brighton SEO: Nichola Stott – Speed metrics in context of the UK Top 5,000 websites","\u003Cp>UK Top 5,000 Websites; Mobile Site Speed Benchmark – BrightonSEO from Erudite This talk is about a quest for data. It’s important to own your own quest for data rather than relying on third party data. We believe that slow sites have a bad UX and that faster sites convert better. We know that site […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrighton-seo-nichola-stott-speed-metrics-context-uk-top-5000-websites\u002F",3,[165],{"name":4,"image":111},{"to":158,"name":18},"13",{"type":169,"style":170,"title":171,"heading":4,"intro":10,"services":12,"breadcrumbs":172,"photo":56,"social":184},"author","dark","Meet the Team",[173,176,179,182],{"path":174,"name":175},"\u002F","Home",{"path":177,"name":178},"\u002Fabout\u002F","About Us",{"path":180,"name":181},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":183,"name":4},null,{"twitter":185,"linkedin":186},"https:\u002F\u002Ftwitter.com\u002FNorledgeCharlie","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fcharlie-norledge-97984099\u002F",[188],{"rel":189,"href":190},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F",[192,513,708,903,1093,1265],{"id":193,"date":194,"date_gmt":194,"guid":195,"modified":106,"modified_gmt":106,"slug":197,"status":19,"type":102,"link":105,"title":198,"content":199,"excerpt":202,"author":203,"featured_media":204,"comment_status":20,"ping_status":20,"sticky":201,"template":5,"format":205,"meta":206,"categories":209,"collections":212,"coauthors":213,"class_list":215,"acf":224,"head_links":225,"breadcrumbs":226,"url_path":105,"search_description":208,"featured_image_urls":233,"authors":268,"type_nicename":279,"reading_minutes":107,"category":280,"yoast_title":283,"yoast_meta":284,"yoast_json_ld":340,"_links":464},4014,"2018-08-20T09:34:31",{"rendered":196},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fbeginners-guide-submit-sitemap\u002F","beginners-guide-submit-sitemap",{"rendered":103},{"rendered":200,"protected":201},"\u003Ch2 id=\"what-exactly-is-a-sitemap\">\u003Cspan>What \u003C\u002Fspan>\u003Ci>\u003Cspan>exactly\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan> is a sitemap?\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan>In short, a sitemap is just a list of URLs mapped out of the website.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>Sitemaps advise search engines to find and crawl pages on your website which improves recognition and boosts a site’s overall ranking. A website sitemap, therefore, aid crawlers such as the Googlebot, to read data in the file, and crawl more intelligently on site as a result.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>Many automated sitemap tools have been known to include URLs that have been actively excluded from a search engine’s view. The last thing we want to do as digital marketers is to inform both to crawl and not crawl the very same page, simultaneously.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch3 id=\"what-functions-does-a-sitemap-perform\">\u003Cspan>What functions does a sitemap perform?\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan>Depending on the purpose, two major website sitemaps can be created depending on the user:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>HTML sitemaps\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cspan>These sitemaps are constructed to aid visitors to view the website as a whole by linking through the site. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>XML sitemaps\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>XML sitemaps also link to every page on the site, however, are displayed to not be viewable to visitors of the website, but more straightforward for search engine bots to read.\u003C\u002Fp>\n\u003Cp>\u003Cspan>For this particular blog, we will just be focusing on you XML map, as it is arguably most important for SEO purposes. However, it should be noted that submitting a sitemap does not always assure that the pages linked to will be indexed at all, due to complicated algorithms crawling at different times. Although, that being said, your site will definitely gain from a sitemap and you will not be disciplined as a result.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"\">\u003C\u002Fh3>\n\u003Ch3 id=\"what-are-the-benefits-and-limitations-of-a-website-sitemap\">\u003Cspan>What are the benefits and limitations of a website sitemap?\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp> \u003C\u002Fp>\n\u003Ch4 id=\"benefits\">\u003Cspan>Benefits:\u003C\u002Fspan>\u003C\u002Fh4>\n\u003Cul>\n\u003Cli>\u003Cspan>Improving the user experience considerably by developing site navigation\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan>Creating priorities through content categorisation \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan>A more efficient and effective crawl\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch4 id=\"limitations\">\u003Cspan>Limitations:\u003C\u002Fspan>\u003C\u002Fh4>\n\u003Cul>\n\u003Cli>\u003Cspan>Broken links, that send visitors to a page, but no longer exist, could appear due to white spacing on tags when creating multiple sitemaps\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan>Not catching, and adapting errors from the sitemap once submitted\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan>Can be hard to manage large websites that have multiple sitemaps with lack of structure\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 id=\"\">\u003C\u002Fh3>\n\u003Ch3 id=\"how-to-create-xml-website\">\u003Cspan>How to create XML website?\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan>Below is an anatomy of a standard XML sitemap URL entry.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan><url>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan><loc>http:\u002F\u002Fwww.example.com\u002Fmypage<\u002Floc>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan><lastmod>2018-10-11<\u002Flastmod>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan><changefreq>weekly<\u002Fchangefreq>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan><priority>1<\u002Fpriority>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan><\u002Furl>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>However, this being said, the question frequently pops up regarding how to create a sitemap manually? W\u003C\u002Fspan>\u003Cspan>e rarely have to create these sitemaps physically. This is due to most content management tools systems and crawling tools now creating an XML map automatically. Examples of sitemap generators include \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.screamingfrog.co.uk\u002Fxml-sitemap-generator\u002F\">\u003Cspan>Screaming Frog\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan> and the \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fyoast.com\u002Fwordpress\u002Fplugins\u002Fseo\u002F\">\u003Cspan>Yoast\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan> SEO sitemap plugin for WordPress.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch3 id=\"alternative-sitemap-plugins\">\u003Cspan>Alternative sitemap plugins\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cul>\n\u003Cli>\u003Cspan>Google XML Sitemaps (able to edit individual pages and post settings) \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan>Yoast SEO (splits down each section to ensure the site is easy to read)\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan>Simple Sitemap ( the ability to view all site content in one place)\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan>PS Auto Sitemap (easy to install for beginner’s and to customise for the advanced)\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp> \u003C\u002Fp>\n\u003Ch3 id=\"how-to-check-sitemap-in-website\">\u003Cspan>How to check sitemap in website? \u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan>Before submitting your website sitemap to Google to show the search engine bots where your sitemap is, you are able to go into Google Search Console to test for any errors that may have arisen. This is a very important step to promptly fix, before being crawled.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"how-do-you-upload-a-sitemap-to-google\">\u003Cspan>How do you upload a sitemap to Google?\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-4015 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGGn8vs0c-sitemap-2.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"681\" height=\"225\" \u002F>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan>After the sitemap is created, it \u003C\u002Fspan>\u003Ci>\u003Cspan>must \u003C\u002Fspan>\u003C\u002Fi>\u003Cspan>be uploaded onto your website, in order to gain any credit. After this, it’s essential to create a Google account, if not done so already, and upload the XML sitemap onto \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.google.com\u002Fwebmasters\u002F#?modal_active=none\">\u003Cspan>Google Search Console\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan> (previously Google Webmaster Tools). This can be completed by selecting crawl – sitemaps – add\u002Ftest sitemap (on the far right-hand side). You can find the clear quality guidelines set by Google, \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F35769\">\u003Cspan>here\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan>. It is extremely important to follow these guidelines closely as a violation of them can result in penalties and potential removal from the SERPs (search engine results page).\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch3 id=\"the-process-of-submitting-a-sitemap\">\u003Cspan>The process of submitting a sitemap:\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Col>\n\u003Cli>\u003Cspan>Ensure you test your sitemap first, as stated earlier.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan>Press the \u003C\u002Fspan>\u003Cstrong>Add\u002FTest Sitemap\u003C\u002Fstrong>\u003Cspan> button on the far right.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan>Type in the website URL into the text box provided. \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan>Press \u003C\u002Fspan>\u003Cstrong>Submit.\u003C\u002Fstrong>\u003C\u002Fli>\n\u003Cli>\u003Cspan>Refresh your browser to see your new sitemap in the list.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan>Click on the new sitemap to open the \u003C\u002Fspan>\u003Cstrong>Sitemaps Details\u003C\u002Fstrong>\u003Cspan> page and examine any errors that may have arisen about the sitemap or the URLs the website may contain.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan>It can take a while before Google can begin to process any sitemap that has been submitted. It should also be noted that Google cannot always crawl every single URL in the sitemap due to the very complex algorithms that make the decisions on what is best to crawl.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>Have you found this beginner’s guide helpful with understanding sitemaps? Let us know in the comments below, or check out our other informative blogs \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002F\">\u003Cspan>here\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan>.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",false,{"rendered":104,"protected":201},19,8060,"standard",{"_yoast_wpseo_focuskw":207,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":208,"inline_featured_image":201,"footnotes":5},"xml sitemap, sitemap plugins, how to submit a sitemap, how to check sitemap in website, sitemap","Unsure how to put together an essential XML sitemap? Discover our top tips for industry sitemap plugins, how to submit a sitemap and upload sitemap to 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I’m settling down in the cinema to watch Mamma Mia: Here We Go Again (a glorious film). The lights dim; the adverts begin.\u003C\u002Fp>\n\u003Cp>First up is a local advert from Rutland Cycles, promoting their new Nottingham store. The ad finishes with a simple call to action (CTA): “search for rutland cycling nottingham.”\u003C\u002Fp>\n\u003Cp>The local ads finish and next up are the standard ads. The second or third is an advert for the Open University. It rolls through the standard spiel, then finishes with this CTA: “search ou succeed.”\u003C\u002Fp>\n\u003Cp>Fast forward through 2 hours of Abba songs, flared trousers and a night dreaming of sunny Greek islands and I’m walking to work. The sun is shining. Out of the corner of my eye I spot a flash of purple. I glance over, and there on the side of a bus shelter is a Cadbury Freddo ad. In many ways, it’s a standard advert, except its CTA reads “search missing hop.”\u003C\u002Fp>\n\u003Cp>These CTAs that give viewers specific searches to follow up with are not new – they’ve been around for a while. But it feels like more and more are popping up all of a sudden. Seeing these three in the space of a couple of days got me thinking about how these ads are integrating offline and online marketing techniques. In the rest of this blog post, I’ll look at each of these adverts to break down what they’re doing, before wrapping up with an overview of risks and benefits to help you think about whether it’s a tactic your business could benefit from.\u003C\u002Fp>\n\u003Ch2 id=\"cadbury-missing-hop\">Cadbury – Missing Hop\u003C\u002Fh2>\n\u003Cp>Of my three adverts, Cadbury’s is the only one that doesn’t focus on a brand term. It’s also unique in that the campaign incorporates a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=4hGDe7y09xw\">YouTube video\u003C\u002Fa>, as well as the campaign’s main Freddo landing page \u003Cem>(please note that the campaign’s page is no longer available, as it was removed when this particular campaign\u003C\u002Fem> \u003Cem>finished\u003C\u002Fem>).\u003C\u002Fp>\n\u003Cp>In encouraging users to search for [missing hop], Cadbury has chosen a search term that is memorable and that they will have no competition for. Both are key for this technique to be a success. To include a search in their ads, businesses have to be 100% certain that they will rank top for it and that customers will remember the exact phrase or a close enough variant that they will always find the right page.\u003C\u002Fp>\n\u003Cp>Cadbury hasn’t actually done a lot to ensure that their Freddo page is optimised for the search term. It appears that the fact that no one else is trying to rank for it is enough to ensure that they get the number 1 spot. Their search presence is helped by the high ranking of their YouTube video in Google’s video cards. All in all, their search presence is not as well optimised as the other campaigns that we’ll see.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4030\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F333EOGpc-Screenshot-2018-08-09-at-13.13.19.png?auto=compress%2Cformat&q=90\" alt=\"Freddo missing hop video card\" width=\"280\" height=\"441\" \u002F>\u003C\u002Fp>\n\u003Cp>The website highlights another big advantage of this tactic that we’ll see with both of the other examples. It lets users navigate to the page that Cadbury wants them to land on. They have tailored their Freddo page to tie in with the missing hop campaign, adding a big banner and downloadable resources. The point of the page doesn’t appear to be to sell Freddos directly, but to make the brand more prominent.\u003C\u002Fp>\n\u003Cp>However, I can’t help but feel that Cadbury could have made more of this opportunity. There isn’t a lot of content on this page and it’s not clear from the advert itself who the target audience is or what the campaign is actually trying to achieve. The requirement to fill out a full form before you can enter is also an unnecessary stumbling block, given that there’s no real reason to put an age restriction on the content of the page.\u003C\u002Fp>\n\u003Ch3 id=\"key-points\">Key points\u003C\u002Fh3>\n\u003Cul>\n\u003Cli>Low-risk search term\u003C\u002Fli>\n\u003Cli>Ranking with a YouTube video and the Freddo page\u003C\u002Fli>\n\u003Cli>Lack of focus in the page’s content\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"the-open-university-ou-success\">The Open University – OU Success\u003C\u002Fh2>\n\u003Cp>This second campaign is the one that I personally feel has been executed the most successfully. Of course, I don’t have access to conversion data to back that claim up, but it looks like the Open University has got a lot of things right.\u003C\u002Fp>\n\u003Cp>At the heart of the campaign is a search term that’s easy to remember – [ou succeed] – with a specific landing page ranking top: \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.open.ac.uk\u002Fcourses\u002Fchoose\u002Fsucceed\">http:\u002F\u002Fwww.open.ac.uk\u002Fcourses\u002Fchoose\u002Fsucceed\u003C\u002Fa>. In fact, it looks like the OU has nailed the SERP:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4031\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FXfOW9h7F-Screenshot-2018-08-09-at-11.11.01.png?auto=compress%2Cformat&q=90\" alt=\"SERP for "ou succeess"\" width=\"641\" height=\"733\" \u002F>\u003C\u002Fp>\n\u003Cp>At the top of the SERP is an OU ad, featuring a range of ad extensions including sitelinks, a callout extension and a structured snippet. This allows them to pack a lot of information into one place and give some specific options to searchers.\u003C\u002Fp>\n\u003Cp>At the top of the organic results we have the campaign-specific page, ranking first as it should. The only thing that lets it down is the lack of optimisation in the metadata, with a truncated title tag and a description with odd capitalisation.\u003C\u002Fp>\n\u003Cp>Below this result is their homepage and a main course page, both of which could be useful to searchers who want to find more information.\u003C\u002Fp>\n\u003Cp>The page itself is useful without being spectacular. It opens with a CTA for a prospectus, then gives more information and links to the courses, followed by USPs and links to more information. While the user journey might not be as clear as it was in Cadbury’s campaign, the Open University is selling something different. Most people will want to find out more rather than immediately signing up for a course, so they’ve done a very good job of making further information accessible.\u003C\u002Fp>\n\u003Ch3 id=\"key-points\">Key points\u003C\u002Fh3>\n\u003Cul>\n\u003Cli>Memorable, branded search term\u003C\u002Fli>\n\u003Cli>Great use of PPC to get more information into the SERPs\u003C\u002Fli>\n\u003Cli>Metadata needs further optimisation\u003C\u002Fli>\n\u003Cli>Useful landing page that meets user intent\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"rutland-cycling-nottingham-campaign\">Rutland Cycling – Nottingham campaign\u003C\u002Fh2>\n\u003Cp>Our final campaign is different in that it’s designed to promote a new physical location as opposed to a competition or a general visibility boost. That is reflected in the search term they’ve chosen, [rutland cycling nottingham] which is a simple combination of the brand name and the new location. It is the riskiest of the three search terms, but the presence of the Rutland Cycling Knowledge Graph shows that the brand is strong enough to secure the organic visibility.\u003C\u002Fp>\n\u003Cp>The company has arguably made even better use of paid ads than the Open University, advertising a sale rather than the brand alone. They’ve included user reviews and a location extension to ad credibility. The overall effect is that the ad gives users another incentive to visit the brand, adding low prices to curiosity.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4032\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FQt3ZkzUa-Screenshot-2018-08-09-at-11.30.14.png?auto=compress%2Cformat&q=90\" alt=\"ad for Rutland Cycling\" width=\"533\" height=\"135\" \u002F>\u003C\u002Fp>\n\u003Cp>While the landing page itself – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.rutlandcycling.com\u002Fpages\u002Frutland-cycling-specialized-concept-store-nottingham.aspx\">https:\u002F\u002Fwww.rutlandcycling.com\u002Fpages\u002Frutland-cycling-specialized-concept-store-nottingham.aspx\u003C\u002Fa> – is more sparse than the others we’ve seen, it has clearly been designed to encourage people to visit the store. All the information you need, including location, opening hours and contact details, are readily available to the right of a map. Further down the page is more information about the company, their stock and their other stores: everything you would need to learn about them if this was your first time looking them up.\u003C\u002Fp>\n\u003Ch3 id=\"key-points\">Key points\u003C\u002Fh3>\n\u003Cul>\n\u003Cli>Search term with a heavy brand presence\u003C\u002Fli>\n\u003Cli>Good use of paid advertising to highlight the sale\u003C\u002Fli>\n\u003Cli>Landing page provides all the information you need to visit the store\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"risks-and-benefits\">Risks and benefits\u003C\u002Fh2>\n\u003Cp>I can see why this combination of search and offline marketing has become popular. Search terms are much easier to remember than URLs and give companies the freedom to make a full landing page for the campaign. By using SEO and PPC together, these businesses can completely control their SERP and give customers as many reasons as possible to convert.\u003C\u002Fp>\n\u003Cp>Another benefit is that it makes offline campaigns more measurable. You can track traffic to the page to see how effective the adverts are being, given that it’s fairly safe to attribute all organic landings to people who have seen the ads. This makes it much easier to demonstrate a return on investment and to benchmark future campaigns.\u003C\u002Fp>\n\u003Cp>On the other hand, successfully executing a campaign like this takes careful research. You need to find a search term that is both memorable and completely lacking competition, or you run the risks of people either forgetting it or landing on someone else’s website. The landing pages need to be well optimised and should be carefully designed with the target user in mind; if the user doesn’t have a good experience the first time they visit it’s unlikely that they’ll return to convert in the future.\u003C\u002Fp>\n\u003Cp>Another factor to weigh up is the difficulty of the offline campaign itself. The things we’ve talked about are expensive and tend to work better for more recognisable brands that have a big budget to spend. Even Rutland Cycling, though they used local advertising, are a big enough brand that they can put the budget they need into the campaign. If one of these campaigns was to flop, a lot of money and time would have been wasted in getting the ads seen and in creating the web pages to back them up.\u003C\u002Fp>\n\u003Cp>Taking all that into consideration, it’s clear that succeeding with this interesting strategy takes careful planning. It will involve assessing finances and potential ROI, identifying the target audience and designing ads and web pages that meet their needs. But, with experience, time and money, the search tactic seems like a great way to give an offline campaign a boost. Anything that makes offline channels more measurable and easier for viewers to act on is an improvement.\u003C\u002Fp>\n\u003Cp>Have you seen any examples of campaigns like this that you like? Or campaigns that don’t seem so good? Let us know in the comments!\u003C\u002Fp>\n",{"rendered":117,"protected":201},8063,"open",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":526,"inline_featured_image":201,"footnotes":5},"How can offline marketing be integrated with online to make it more successful and measurable? Impression explores one tactic in this blog 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uploaded_to":23,"date":47,"modified":48,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":582},{"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},[584],{"id":528,"name":125,"path":124},"A quirky tactic to marry offline and online marketing - Impression",[587,588,589,590,592,593,594,595,596,597,598,599,601,602,604,606,608,609,610,611,612],{"property":286,"content":585},{"property":288,"content":526},{"name":290,"content":291},{"property":189,"content":591},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Ftactic-marry-offline-online\u002F",{"name":295,"content":296},{"property":298,"content":299},{"property":301,"content":585},{"property":303,"content":526},{"property":305,"content":591},{"property":307,"content":308},{"property":310,"content":311},{"property":313,"content":600},"2018-08-09T11:00:21+00:00",{"property":316,"content":317},{"property":319,"content":603},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fk3eEIdQ8-050720211625517443_wayne-robinson-36783-unsplash.jpg?auto=compress%2Cformat",{"property":322,"content":605},2264,{"property":325,"content":607},1486,{"property":328,"content":329},{"property":169,"content":4},{"property":332,"content":333},{"property":335,"content":336},{"property":338,"content":339},{"@context":341,"@graph":614},[615,632,638,639,646,650,668],{"@type":279,"@id":616,"isPartOf":617,"author":618,"headline":116,"datePublished":600,"dateModified":317,"mainEntityOfPage":619,"wordCount":620,"commentCount":23,"publisher":621,"image":622,"thumbnailUrl":624,"articleSection":625,"inLanguage":356,"potentialAction":626},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Ftactic-marry-offline-online\u002F#article",{"@id":591},{"name":4,"@id":347},{"@id":591},1676,{"@id":351},{"@id":623},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Ftactic-marry-offline-online\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fk3eEIdQ8-050720211625517443_wayne-robinson-36783-unsplash.jpg?auto=compress%2Cformat&q=90",[125],[627],{"@type":628,"name":629,"target":630},"CommentAction","Comment",[631],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Ftactic-marry-offline-online\u002F#respond",{"@type":358,"@id":591,"url":591,"name":585,"isPartOf":633,"primaryImageOfPage":634,"image":635,"thumbnailUrl":624,"datePublished":600,"dateModified":317,"description":526,"breadcrumb":636,"inLanguage":365},{"@id":360},{"@id":623},{"@id":623},{"@id":637},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Ftactic-marry-offline-online\u002F#breadcrumb",{"@type":367,"inLanguage":356,"@id":623,"url":624,"contentUrl":624,"width":605,"height":607},{"@type":369,"@id":637,"itemListElement":640},[641,642,643,645],{"@type":372,"position":373,"name":175,"item":374},{"@type":372,"position":376,"name":230,"item":377},{"@type":372,"position":163,"name":125,"item":644},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F",{"@type":372,"position":107,"name":116},{"@type":382,"@id":360,"url":374,"name":308,"description":5,"publisher":647,"inLanguage":356,"potentialAction":648},{"@id":384},{"@type":386,"target":649,"query-input":390},{"@type":388,"urlTemplate":389},{"@type":392,"@id":384,"name":308,"url":374,"logo":651,"image":398,"sameAs":652,"@context":403,"email":404,"foundingDate":405,"legalName":406,"vatID":407,"description":408,"telephone":409,"address":653,"location":654,"areaServed":664},{"@type":367,"inLanguage":356,"@id":394,"url":395,"contentUrl":395,"width":396,"height":397,"caption":308},[400,401,402],{"@type":411,"streetAddress":412,"addressLocality":413,"addressRegion":414,"postalCode":415,"addressCountry":416},[655,658,661],{"@type":419,"name":420,"geo":656,"address":657,"photo":398,"telephone":426},{"@type":422,"latitude":423,"longitude":424},{"@type":411,"streetAddress":412,"addressLocality":413,"addressRegion":414,"postalCode":415,"addressCountry":416},{"@type":419,"name":428,"geo":659,"address":660,"photo":437,"telephone":438},{"@type":422,"latitude":430,"longitude":431},{"@type":411,"streetAddress":433,"addressLocality":434,"addressRegion":435,"postalCode":436,"addressCountry":416},{"@type":419,"name":440,"geo":662,"address":663},{"@type":422,"latitude":442,"longitude":443},{"@type":411,"streetAddress":445,"addressLocality":446,"addressRegion":447,"postalCode":448,"addressCountry":449},[665,666,667],{"@type":452,"name":453},{"@type":452,"name":455},{"@type":452,"name":449},{"@type":458,"@id":459,"name":4,"image":669,"description":6,"sameAs":670,"url":190},{"@type":367,"inLanguage":356,"@id":461,"url":8,"contentUrl":8,"caption":4},[186,463],{"self":672,"collection":677,"about":679,"author":681,"replies":683,"version-history":686,"predecessor-version":689,"wp:featuredmedia":693,"wp:attachment":696,"wp:term":699,"curies":706},[673],{"href":674,"targetHints":675},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4029",{"allow":676},[470,471,472,473,474],[678],{"href":477},[680],{"href":480},[682],{"embeddable":97,"href":483},[684],{"embeddable":97,"href":685},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=4029",[687],{"count":376,"href":688},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4029\u002Frevisions",[690],{"id":691,"href":692},15534,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4029\u002Frevisions\u002F15534",[694],{"embeddable":97,"href":695},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F8063",[697],{"href":698},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=4029",[700,702,704],{"taxonomy":502,"embeddable":97,"href":701},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=4029",{"taxonomy":505,"embeddable":97,"href":703},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=4029",{"taxonomy":169,"embeddable":97,"href":705},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=4029",[707],{"name":511,"href":512,"templated":97},{"id":709,"date":710,"date_gmt":710,"guid":711,"modified":130,"modified_gmt":130,"slug":713,"status":19,"type":102,"link":129,"title":714,"content":715,"excerpt":717,"author":203,"featured_media":718,"comment_status":524,"ping_status":524,"sticky":201,"template":5,"format":205,"meta":719,"categories":723,"collections":725,"coauthors":726,"class_list":727,"acf":730,"head_links":731,"breadcrumbs":732,"url_path":129,"search_description":722,"featured_image_urls":738,"authors":770,"type_nicename":279,"reading_minutes":131,"category":780,"yoast_title":721,"yoast_meta":782,"yoast_json_ld":810,"_links":866},3996,"2018-07-30T16:12:46",{"rendered":712},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fguide-google-tag-assistant-recordings\u002F","guide-google-tag-assistant-recordings",{"rendered":127},{"rendered":716,"protected":201},"\n\u003Cp>Google’s Tag Assistant Chrome extension lets a user see what tags are being used on a page and will report back on any issues found with implementation. This extension whilst simple on the surface can be an invaluable tool when it comes to any problems with your analytics, tag manager or remarketing tags. \u003C\u002Fp>\n\n\n\n\u003Cp>As code becomes more and more affected by JavaScript running after the initial load it isn’t enough to just look at the source code, using extensions like Tag Assistant helps us view the tags after all the scripts have loaded in.\u003C\u002Fp>\n\n\n\n\u003Cp>This article will help you understand the basics of Google Tag Assistant and dive into more in-depth concepts such as recordings and how to diagnose problems with complex analytics installations.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#getting-started-with-tag-assistant\">Getting started with Tag Assistant\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#common-google-tag-assistant-issues\">Common Google Tag Assistant issues\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#no-http-response-detected\">No HTTP Response Detected\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#multiple-google-analytics-tags-detected\">Multiple Google Analytics Tags Detected\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#invalid-or-missing-web-property-id\">Invalid or missing web property ID\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#code-found-outside-of-head-tag\">Code found outside of \u003Chead> tag\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#tag-assistant-recordings\">Tag Assistant recordings\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#why-use-tag-assistant-recordings\">Why Use Tag Assistant recordings?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-to-use-tag-assistant-recordings\">How to use Tag Assistant recordings\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#using-google-analytics-report-tab\">Using Google Analytics report tab\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-can-i-analyse-these-google-tag-assistant-recordings\">How can I analyse these Google Tag Assistant recordings?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#additional-sessions\">Additional Sessions\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#long-load-time\">Long load time\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#losing-gclid\">Losing GCLID\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#takeaways\">Takeaways\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"getting-started-with-tag-assistant\">Getting started with Tag Assistant\u003C\u002Fh2>\n\n\n\n\u003Cp>To install Tag Assistant Legacy \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fchrome.google.com\u002Fwebstore\u002Fdetail\u002Ftag-assistant-legacy-by-g\u002Fkejbdjndbnbjgmefkgdddjlbokphdefk?hl=en\">click here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Once the extension has been installed and you’ve launched a web page you will see a happy little tag with a smile on its face.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"566\" height=\"32\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fg9Pmwdg0-Screen-Shot-2018-07-30-at-14.04.08.png?auto=compress%2Cformat&q=90\" alt=\"Screenshot of a url with a tag icon next to it.\" class=\"wp-image-3997\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>If you click the face it will a launch a dropdown which will say the tab is currently inactive, you will need to click on the blue ‘enable’ button to being tracking and then refresh the page.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"523\" height=\"636\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FTqspkUfg-Screen-Shot-2018-07-30-at-14.12.07.png?auto=compress%2Cformat&q=90\" alt=\"Dropdown menu with text: Google Tag Assistant - Result of Tag Analysis, 5 in Total: Floodlight, Google Ads Remarketing Tag, Google Analytics, Google Optimize, Google Tag Manager.\" class=\"wp-image-3998\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>When you’ve reloaded the page the tag icon will be replaced by the numbers of tags which the assistant has found, this will typically between 2-4. Clicking on the icon again will give a dropdown list of these tags, their ID’s and highlight any issues. The current tags which can be tracked by Tag Assistant are:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Google Analytics (ga.js)\u003C\u002Fli>\u003Cli>Google Analytics (dc.js)\u003C\u002Fli>\u003Cli>AdWords Conversion Tracking\u003C\u002Fli>\u003Cli>AdWords Remarketing (legacy)\u003C\u002Fli>\u003Cli>AdWords Remarketing (new remarketing tag)\u003C\u002Fli>\u003Cli>Doubleclick Floodlight\u003C\u002Fli>\u003Cli>Google Tag Manager\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Next to each tag you can see a different coloured tag accompanied by a face, these are a visual indicator of the health of a tag\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Cth>Colour\u003C\u002Fth>\u003Cth>Face\u003C\u002Fth>\u003Cth>Meaning\u003C\u002Fth>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Green\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3999\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FKCISKhsZ-Screen-Shot-2018-07-30-at-14.25.26.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"33\" height=\"24\">\u003C\u002Ftd>\u003Ctd>Happy\u003C\u002Ftd>\u003Ctd>This indicates everything is as it should be, the tag is working correctly\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Blue\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4000\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FybAqEe61-Screen-Shot-2018-07-30-at-14.25.23.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"33\" height=\"25\">\u003C\u002Ftd>\u003Ctd>Surprised\u003C\u002Ftd>\u003Ctd>Indicates a tag which is functioning but has scope for optimisation due to a non-standard implementation\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Yellow\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4001\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FnRnuYZTW-Screen-Shot-2018-07-30-at-14.25.19.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"35\" height=\"27\">\u003C\u002Ftd>\u003Ctd>Tongue\u003C\u002Ftd>\u003Ctd>A minor issue that should be fixed when you can\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Red\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4002\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FYf8qlP8Y-red-tag-assistant.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"32\" height=\"28\">\u003C\u002Ftd>\u003Ctd>Confused\u003C\u002Ftd>\u003Ctd>This indicates a major issue with the tag and \u003Ci>must\u003C\u002Fi> be fixed as soon as possible\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp>You can click on each tag to find out further information:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"441\" height=\"499\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FH3G3jMlA-Screen-Shot-2018-07-30-at-14.24.07.png?auto=compress%2Cformat&q=90\" alt=\"An indepth view of the properties of the tag once clicked on. Displaying metadata such as web property ID, Code version\u002Fsyntax and protocol version number.\" class=\"wp-image-4003\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Looking at an Analytics tag you can see the property ID, find out more about the version along with being able to click into the Pageview requests to pick out what’s being passed over to Google Analytics.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"common-google-tag-assistant-issues\">Common Google Tag Assistant issues\u003C\u002Fh2>\n\n\n\n\u003Cp>Now we know the basics of how to use the extension let’s look at some common issues:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"no-http-response-detected\">No HTTP Response Detected\u003C\u002Fh3>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"438\" height=\"118\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FvMpSbYhw-no-http-response-detected.png?auto=compress%2Cformat&q=90\" alt=\"Text: Where to optimize - No HTTP response detected.\" class=\"wp-image-4004\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>This is a common issue where the extension detected the scripts in the page source but the script itself didn’t execute. Some of the most common reasons why this could happen and things to keep an eye on are:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>The namespace for ‘ga’ is already defined by another script, this will block the JavaScript firing.\u003C\u002Fli>\u003Cli>Other Chrome extensions blocking the script from firing, if you methodically turn off each of your extensions you will be able to find the culprit.\u003C\u002Fli>\u003Cli>If you’re using CMS plugins to install your analytics then these will commonly use a different JavaScript namespace. Make sure whenever carrying out analytics work that you’re matching up with namespace as this will causing HTTP response issues.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"multiple-google-analytics-tags-detected\">Multiple Google Analytics Tags Detected\u003C\u002Fh3>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"403\" height=\"109\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FgiwXltLs-multiple-google-analytics-tags-detected.png?auto=compress%2Cformat&q=90\" alt=\"Text: Where to optimize - Multiple Google Analytics tags detected.\" class=\"wp-image-4005\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>The extension has found multiple tags installed on the page, this will cause double tracking issues if they are duplicate codes. To fix this you will need to only serve a single version of each tracking code for the website.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"invalid-or-missing-web-property-id\">Invalid or missing web property ID\u003C\u002Fh3>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"416\" height=\"111\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FBmCRo0LR-invalid-or-missing-web-property-ID.png?auto=compress%2Cformat&q=90\" alt=\"Text: Where to optimize - Invalid or missing web property ID.\" class=\"wp-image-4006\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>This error indicates that the code you’ve implemented is using a property ID that’s wrong or doesn’t exist. You will need to go into your analytics or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Ftag-management\u002F\">tag manager\u003C\u002Fa> and make sure that you’re using the correct code.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"code-found-outside-of-head-tag\">Code found outside of <head> tag\u003C\u002Fh3>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"367\" height=\"92\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FiUQgn0Io-code-found-outside-of-head-tag.png?auto=compress%2Cformat&q=90\" alt=\"Text: Where to optimize - Code found outside of \u003Chead> tag.\" class=\"wp-image-4007\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>The tracking tag has been implemented outside of the \u003Ci>head\u003C\u002Fi>, this reduces the likelihood that the script will load before a user leaves. Make sure that you’re following best practice and firing the script in the \u003Ci>head\u003C\u002Fi> of your website.\u003C\u002Fp>\n\n\n\n\u003Cp>These above issues are a few of the most common, to find a fully comprehensive list you can go the Google support website which has a full list alerts.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>\u003Ca href=\"https:\u002F\u002Fsupport.google.com\u002Ftagassistant\u002Fanswer\u002F3207128\" target=\"_blank\" rel=\"noopener noreferrer\">Google Tag Manager Errors\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca href=\"https:\u002F\u002Fsupport.google.com\u002Ftagassistant\u002Fanswer\u002F3059154\" target=\"_blank\" rel=\"noopener noreferrer\">Google Analytics Errors\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"tag-assistant-recordings\">Tag Assistant recordings\u003C\u002Fh2>\n\n\n\n\u003Cp>Tag Assistant lets you record a journey through a website, this helps us drill down exactly what’s being passed over and gives is a full overview of how our website is sending data to the Measurement Protocol. This includes tags, events and any other interactions for ANY series of pages you visit (one website to another).\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"why-use-tag-assistant-recordings\">Why Use Tag Assistant recordings?\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Gives a full overview of all information being passed over to the measurement protocol\u003C\u002Fli>\u003Cli>Helps diagnose analytics issues such as double sessions, multiple page views per page and conversions not firing\u003C\u002Fli>\u003Cli>If you’re building a custom analytics implementation it acts as a tool for the developers to test their work\u003C\u002Fli>\u003Cli>Helps you track a users journey to understand attribution issues, for example, if a user has clicked through a paid ad then you can make sure from landing to check out, that your attribution is on point.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-to-use-tag-assistant-recordings\">How to use Tag Assistant recordings\u003C\u002Fh3>\n\n\n\n\u003Cp>When you’ve loaded a website you will need to click the big blue ‘record’ button which will give a red dot on your extension bar, Tag Assistant is now recording your EVERY move on the website. If you click through your own website and a couple of others you will have gathered data.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"520\" height=\"634\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmrnOt77B-tag-assistant-reporting-recording.png?auto=compress%2Cformat&q=90\" alt=\"Once clicked on the tag assistant record icon, it displays text: Analysis report. Tag assistant recordings feature allows you to record all the tags that fire on the webpages you visit, and then view them in one report. You can also view an in-depth analysis of your Google Analytics tags.\" class=\"wp-image-4008\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>At this point you get to see an overview of the recording and dive into the report:\u003C\u002Fp>\n\n\n\n\u003Cp>When clicking on ‘Show Full Report’ your browser opens a new tab, these are split into two sections.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"421\" height=\"71\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fv3HoqFKl-reporting-options.png?auto=compress%2Cformat&q=90\" alt=\"Two tabs:\nTag assistant report\nGoogle analytics report\" class=\"wp-image-4009\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>\u003Cstrong>Tag Assistant Report\u003C\u002Fstrong> – This shows all of the tags that have been fired on the page visited during the recording. This section isn’t the meat and bones and acts as more of a resource to refer to when understanding all the tags which have been fired throughout the user’s journey.\u003C\u002Fli>\u003Cli>\u003Cstrong>Google Analytics Report\u003C\u002Fstrong> – This shows how the data would have been passed over to the Analytics implementations. You select from different properties and views to review your Analytics. This is where you will find the measurement protocol data and can analyse any issues.\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"using-google-analytics-report-tab\">Using Google Analytics report tab\u003C\u002Fh3>\n\n\n\n\u003Cp>Once you’ve completed a recording and open the full report review you can click on the “Google Analytics Report”, the first thing you will be faced with is a choice of what view to use for your analysis. Note: You MUST have permissions within the analytics property to be able to view the data that’s contained in this report.\u003C\u002Fp>\n\n\n\n\u003Cp>Once you’ve chosen the view you wish to analyse, you are faced with a dashboard which contains the following property information:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Recording Summary\u003C\u002Fstrong> – Gives a general overview of the current recording such as time an date, page loads and tracking time\u003C\u002Fli>\u003Cli>\u003Cstrong>Alerts\u003C\u002Fstrong> – This highlights any problems found within the recording, Google has a great resource for common issues which can be found \u003Ca href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F6277326\" target=\"_blank\" rel=\"noopener noreferrer\">here\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Cstrong>View Summary\u003C\u002Fstrong> – This is an estimation of how your analytics profile would have reported on the recording you’ve just made. As this is only an estimate it doesn’t reflect the true data passed over to your analytics profile\u003C\u002Fli>\u003Cli>\u003Cstrong>Flow\u003C\u002Fstrong> – This is the critical part of the report, it displays all of the pages loaded into the recording along with their hits and interactions. This is where you can start to diagnose any issues which should be immediately obvious from this flow not representing the recording you’ve just made\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"851\" height=\"692\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FyNomSvEO-Screen-Shot-2018-07-30-at-14.57.25.png?auto=compress%2Cformat&q=90\" alt=\"Display of Google Analytics Report:\nRecording summary from Google Tag Assistant. Including properties such as, file name, recording time, request origin, total page loads, tracking codes, and selected property. No alerts found.\" class=\"wp-image-4010\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-can-i-analyse-these-google-tag-assistant-recordings\">How can I analyse these Google Tag Assistant recordings?\u003C\u002Fh3>\n\n\n\n\u003Cp>Here are some common issues which arise in these reports and how you can spot them.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"additional-sessions\">Additional Sessions\u003C\u002Fh4>\n\n\n\n\u003Cp>This can occur when moving from a sub-domain to your main domain, for example:\u003Cbr>Shopping.impression.co.uk redirects to the main domain once a user has added something to the cart, this may cause a duplicate session. This would be flagged up in the report and we would need to include a referral exclusion to solve this issue.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"long-load-time\">Long load time\u003C\u002Fh4>\n\n\n\n\u003Cp>This is where the script is taking a long time to fire, this is a good indicator that your page is slow along with the scripts possibly not firing in the correct order.\u003Cbr>Long load times lead to higher bounce rates and reduced conversions, making sure that all of your scripts are loaded in the correct order and the page is fast will remedy this issue.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"losing-gclid\">Losing GCLID\u003C\u002Fh4>\n\n\n\n\u003Cp>The GCLID is the auto-assigned id when coming through your paid ad campaign, if this ID is being lost or messed with your acquisition data will be incorrect and might be coming through as direct in Analytics.\u003C\u002Fp>\n\n\n\n\u003Cp>This is a common issue that we see but has to be investigated on a case by case basis by a development team. Having this identified in the Alerts section is the perfect place to start when looking to solve this issue.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"takeaways\">Takeaways\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Every SEO should have this installed, diagnosing \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> issues as they arise is much better than 3 months down the line\u003C\u002Fli>\u003Cli>Become familiar with how Tag Assistant recordings work so you can solve analytics issues\u003C\u002Fli>\u003Cli>With the web becoming more and more script dependant this extension offers a way to review tags once they’ve been implemented and affected by other scripts\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Every digital marketer and developer should have this extension installed by default, if you’re making decisions based on analytics data or creating applications that use this data then it’s essential. We’ve used this extension across many of our clients and it’s helped us diagnose and solve issues that aren’t immediately obvious from the source code or analytics.\u003C\u002Fp>\n\n\n\n\u003Cp>For further tips and advice on technical analytics, check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F\">measurement and analytics blog\u003C\u002Fa>. If you have any questions about Tag Assistant and require further support, feel free to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">reach out to us\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":128,"protected":201},19565,{"_yoast_wpseo_focuskw":720,"_yoast_wpseo_title":721,"_yoast_wpseo_metadesc":722,"inline_featured_image":201,"footnotes":5},"Tag assistant","Guide to Google Tag Assistant & Recordings | Impression","This article explores Google Tag Assistant and in-depth concepts such as recordings and how to diagnose problems with complex analytics installations.",[724],41,[],[214],[728,102,217,218,219,220,221,729],"post-3996","category-measurement",[],[],[733,734,735,736],{"path":174,"name":175},{"path":229,"name":230},{"path":136,"name":137},{"path":183,"name":737},"Guide to Google Tag Assistant & 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class=\"wp-block-heading\" id=\"what-is-an-seo-site-audit\">What is an SEO site audit?\u003C\u002Fh2>\n\n\n\n\u003Cp>An SEO audit is an extensive process that all websites would benefit from, forming the foundation of any SEO strategy. An audit can reveal more detail on how a site is crawled, indexed and experienced both by search engines and your audience. Paired with the correct analysis and interpretation, an SEO audit can prove invaluable to a site, identifying ways to improve search engine rankings and traffic through technical SEO improvements that are often simple to implement.\u003C\u002Fp>\n\n\n\n\u003Cp>Different checks can reap greater success than others all depending on the issues uncovered by the SEO audit. An audit can include a number of things, from gaining insight on competitors to fixing broken pages and backlinks to reevaluating your target keywords to identifying duplicate content.\u003C\u002Fp>\n\n\n\n\u003Cp>However, with hundreds of ranking factors at play, it’s difficult to know where to start. A website audit needs a structured approach; without one, you won’t know what to look at first and what to prioritise.\u003C\u002Fp>\n\n\n\n\u003Cp>This blog on how to complete an SEO audit assumes some prior SEO knowledge and aims to provide a structured guide by unpacking a number of on-page ranking factors so that nothing major is overlooked.\u003C\u002Fp>\n\n\n\n\u003Cp>Unfortunately, if you want to achieve the best results, you can’t take a one-size-fits-all approach where you pop your domain into a free SEO auditing tool and that’s that. Many of these tools claim to be comprehensive when, in reality, they often fall short. Some simply review your website at page level whilst others are not intuitive enough to unearth the real issues occurring.\u003C\u002Fp>\n\n\n\n\u003Cp>A proper SEO audit must be a tailored fit, combining an array of tools and techniques in a holistic approach.\u003C\u002Fp>\n\n\n\n\u003Cp>A full technical SEO audit is a long and comprehensive process, usually taking Impression half a day to a few days to complete, depending on the website’s size. However, the guide covered here is a great way to check your site’s current state before any new SEO campaign begins.\u003C\u002Fp>\n\n\n\n\u003Cp>If your site requires an SEO audit and you don’t have the resources or time in place to conduct one, partnering with an \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO agency\u003C\u002Fa> like Impression could help. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch with the team\u003C\u002Fa> for a free consultation or head over to our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO auditing services\u003C\u002Fa> page to see how we can help.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"1-preparation\">1. Preparation\u003C\u002Fh2>\n\n\n\n\u003Cp>Before starting your on-site audit, there are a few preparatory steps you need to undertake.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"1-1-familiarise-yourself\">\u003Cb>1.1 Familiarise Yourself\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>It may sound obvious, but start your audit by getting familiar with the site in question. Navigate around it to see how it works and fits together. Look from page to page, access as much content as you can, and interact with all the functionality. This will help you later when contextualising the site and prioritising the errors you find.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"1-2-google-analytics-&-search-console\">\u003Cb>1.2 Google Analytics & Search Console Access\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>Ensure you have access to both of these tools prior to starting. Have a look through Google Analytics to determine your site’s key landing pages, the level of organic traffic and the kind of organic engagement the site receives.\u003C\u002Fp>\n\n\n\n\u003Cp>Search console is a useful tool for finding out search-related performance, such as keywords the site ranks for and the click-through rates of different pages. It also allows for a whole host of technical insight into your site, which I’ll call upon later when relevant.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>(Please note, at the time of writing this post, most of this data is only available via the old Search Console as opposed to the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearch.google.com\u002Fsearch-console\">new one\u003C\u002Fa>. However, I suspect it won’t be long until these old features are ported over.)\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"1-3-perform-a-website-crawl\">\u003Cb>1.3 Perform a Website Crawl\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>This is more of a preparatory step, as crawling a site can take a long time. Your audit will be a lot smoother if you have a fresh crawl ready and waiting for you before you get into it. If you don’t have Screaming Frog SEO Spider, you can \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.screamingfrog.co.uk\u002Fseo-spider\u002F\">download it here\u003C\u002Fa>. The free version allows for up to 500 URLs to be crawled. You’ll need to consider purchasing a license if you require more URLs than that. The SEO Spider tool is extremely versatile, allowing you to analyse several important aspects of a page.\u003C\u002Fp>\n\n\n\n\u003Cp>Other website crawling software we recommend are \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsitebulb.com\u002F\">Sitebulb\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.deepcrawl.com\u002F\">DeepCrawl\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.botify.com\u002F\">Botify\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fen.ryte.com\u002Fproduct\u002Fwebsite-success\u002F\">Ryte\u003C\u002Fa>. While all these platforms have certain nuances and USPs that set them apart from one another, the core-requirement of crawling websites for technical SEO analysis remains the same throughout each tool. At Impression, we use a combination of all five, but which you go for will be dependent on your preference and budget.\u003C\u002Fp>\n\n\n\n\u003Cp>Once these preparatory steps have been taken, you’re ready to start auditing your site.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"2-crawlability\">2. Crawlability\u003C\u002Fh2>\n\n\n\n\u003Cp>An important reason to perform an SEO audit is to optimise the crawlability of your site. It costs Google money to crawl the web so it’s in their interest to keep their crawling efficient. By extension, you need to ensure your site is crawl-friendly to ensure Google crawls it regularly. Identify whether the following are in place to ensure an efficient crawl:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-1-sitemap\">\u003Cb>2.1 XML Sitemap\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>You firstly need to establish whether your site has an \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fxml-sitemaps\u002F\">XML sitemap\u003C\u002Fa>. Having an XML sitemap helps search engines find content on your site that they otherwise may not have. You can usually check for one by adding \u002Fsitemap.xml at the end of your domain, although sometimes the slug can vary with different CMS’s or custom builds.*\u003C\u002Fp>\n\n\n\n\u003Cp>If your site does have an XML sitemap, check whether it’s up-to-date and only features indexable URLs. Featuring URLs that are not crawlable or indexable leads to inefficiencies. It’s here where you can also identify whether there is a need for your XML sitemap to include \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F75712\">indices\u003C\u002Fa>, images and\u002For videos. As a rule of thumb, every individual XML sitemap can hold up to 50,000 URLs and a sitemap index can hold up to 500 XML sitemaps\u003C\u002Fp>\n\n\n\n\u003Cp>If your site does not have an XML Sitemap, you can create one using Screaming Frog’s XML Sitemap Generator and upload it into your root directory.\u003C\u002Fp>\n\n\n\n\u003Cp>Once all this has been established, another check to perform is whether the XML sitemap has been submitted to Google Search Console and Bing Webmaster Tools. When your sitemap has been picked up you need to check the submitted pages vs indexed pages. This information can be found in Search Console via Crawl > Sitemaps.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>(*If your site is on the WordPress platform and uses the Yoast’s WordPress SEO plugin, which many do, your site will automatically have an XML sitemap. This can be found by adding \u002Fsitemap_index.xml to the end of your domain.)\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-2-robots-txt\">\u003Cb>2.2 Robots.txt\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>Similar to XML Sitemaps, the first task here is establishing whether your site has a robots.txt file. If not, it should. Every site needs one. This file is a list of directives that inform search engines where on your site they are allowed and not allowed to crawl. Try locating this file by placing \u002Frobots.txt at the end of your domain. If this file is in place, determine whether any folders\u002Fpaths need adding to it or removing from it.\u003C\u002Fp>\n\n\n\n\u003Cp>Robots.txt tells a crawler not to explore a page\u002Farea of your site, prohibiting the crawl in those areas altogether, for example:\u003C\u002Fp>\n\n\n\n\u003Cp>Disallow: \u002Fadmin\u002F*\u003C\u002Fp>\n\n\n\n\u003Cp>Would stop Google and other search engines from crawling all admin pages. It’s important to note the differentiation between crawling and indexing here. Since we’re inhibiting crawling, it follows that indexing can be prevented also. However, in some circumstances, certain robotted pages can still be indexed, if, for example, they’re linked to from other sites. Optimising your Robots.txt is, therefore, more about managing crawl budget than managing what content is and isn’t indexed.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s also good practice to provide a link to the XML sitemap here. If any of these factors apply to your site, highlight them in your audit to action later.\u003C\u002Fp>\n\n\n\n\u003Cp>You can read more about robots.txt files \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F6062608?hl=en\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-3-internal-links\">\u003Cb>2.3 Internal Links\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>There are many internal linking considerations to look at whilst auditing your site. Firstly, determine whether your site uses absolute URLs instead of relative URLs. In conjunction with this, ensure your preferred URL structure, discussed later in technical duplicate content, is adhered to throughout. This will communicate better to search engines which site version is your prefered configuration and how link equity should flow throughout it.\u003C\u002Fp>\n\n\n\n\u003Cp>You also want to have a look at whether your site utilises breadcrumb links. If it doesn’t, decide whether it would be appropriate to do so with the nature of your site. Breadcrumb links have numerous usability benefits as well as SEO benefits, like increased link equity and easier crawlability. Other key internal linking considerations are:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Avoid linking to non-200 pages, i.e. those that aren’t live\u003C\u002Fli>\n\n\n\n\u003Cli>Ensuring your site is linked to horizontally, as well as vertically\u003C\u002Fli>\n\n\n\n\u003Cli>Avoiding an overly deep site structure\u003C\u002Fli>\n\n\n\n\u003Cli>Ensuring the menu contains all of the top pages.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The structure of your site, as well as the internal links, are extremely important, they inform crawlers what your most important pages are impacting how search engines crawl, index and rank your pages. To assess overall internal linking impact, Google uses an internal algorithm called PageRank which “works by counting the number and quality of links to a page to determine a rough estimate of how important the website\u002Fwebpage is.” Paul Shapiro wrote an \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fimprove-internal-linking-calculate-internal-pagerank-r-246883\">interesting article on PageRank\u003C\u002Fa> if you wish to read more into this.\u003C\u002Fp>\n\n\n\n\u003Cp>A simple summary would be, by having the most internal links pointing to a page (typically the home page) this would have a greater PageRank, descending in order to the least important pages with less internal links.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-4-response-codes\">\u003Cb>2.4 Response Codes\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>Using your Screaming Frog site crawl, which will display the response codes next to each URL, to identify any problematic pages. I’ve added a quick overview of the main response codes below.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"3xx\">3xx\u003C\u002Fh4>\n\n\n\n\u003Cp>The most important here are 301 & 302 codes. A 301 redirect is commonplace on a site and should be implemented as needed. It’s just important to be mindful of redirect loops – whereby there are multiple URLs in a redirect chain. 302 codes, however, are only temporary redirects and do not transfer as much link value. So if we are referring to a permanent change you should ensure that they have a 301 status code.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s widely accepted that a 301 redirect will reduce link equity by 15% whereas it’s still debated whether a 302 redirect passes link equity at all. Therefore, while redirects reduce instances of broken links on your site (more on this later), it’s still best practice to update the links referencing these to pages with a 200 status code.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"4xx\">4xx\u003C\u002Fh4>\n\n\n\n\u003Cp>This group of status codes include 400, 403, 404 and 410. Each one of these should be carefully investigated. A 400 is a bad request and search engines\u002Fusers can’t access the page, whereas both are actually unauthorised to view 403s. Similarly, servers return a 410 when the page requested has been permanently removed. Finally, 404 status code errors appear for URLs that have been removed or changed location without a redirect.\u003C\u002Fp>\n\n\n\n\u003Cp>Although 404s are sometimes inevitable, these types of pages can be problematic for numerous reasons. They can still be found on search engine results pages for sometime after the original URL has been deleted or moved, providing a poor user experience that can impact your user metrics. What’s more, links (both internal and inbound) may be pointing to these URLs, resulting in broken links that impact both user experience and the flow of link equity.\u003C\u002Fp>\n\n\n\n\u003Cp>The solution is to use Search Console to determine the amount of 404 errors Google has found and report on these in your audit. As discussed previously, the solution is to implement 301 redirects, redirecting the 404 pages to the nearest equivalent page before updating the link altogether to a 200 page. This would favour your site’s crawlability and restore any lost link equity.\u003C\u002Fp>\n\n\n\n\u003Cp>If you want to find out more on this topic we dive deeper into the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Farent-broken-links-404s-crawl-errors-basically\u002F\">details here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"5xx\">5xx\u003C\u002Fh4>\n\n\n\n\u003Cp>This category of status codes relates to your server and the issues associated with it. These errors can’t be fixed with redirects and instead, should be investigated further with those who host your site.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"3-indexing\">3. Indexing\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"technical-considerations\">\u003Cstrong>Technical Considerations\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-1-robots-meta-tag\">\u003Cb>3.1 Meta Robots Tag\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>Meta robots tags are a set of directives at page level that inform search engines crawlers how to crawl and index a page, if at all. Although there are many types of meta robots tags, the key ones to look out for are the “noindex” and the “nofollow” attributes. The former is an instruction to not index the page and the latter is an instruction not to follow the links on that page. Use your Screaming Frog site crawl to determine any pages that are inadvertently being blocked. Similarly, check to see if any pages could do with these meta robots tags being put in place.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-2-canonical-url\">\u003Cb>3.2 Canonical URL\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>Canonical URLs are a useful SEO tool for resolving potential duplicate content issues. Ideally, there should be canonicals in place sitewide; every page’s rel=canonical can be self-referencing unless there is a risk of duplication. For example:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>https:\u002F\u002Fwww.example.com\u002Fproduct1\u002F\u003C\u002Fli>\n\n\n\n\u003Cli>https:\u002F\u002Fwww.example.com\u002Fproduct1_?=querystring\u002F\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The duplicate page could have a rel=canonical set as the first URL. This is, of course, an alternative solution to a 301 redirect.\u003C\u002Fp>\n\n\n\n\u003Cp>Screaming Frog lists out the canonical for each URL making it easier to find out if a canonical URL is implemented for a page.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-3-hreflang\">\u003Cb>3.3 Hreflang\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>The hreflang attribute is another useful tool in the SEO arsenal and essential for any site that is international or multilingual. Serving multiple countries and languages is great for the UX of a site, but you want to ensure that search engines understand which pages to serve to users who could be searching in different languages or locations. An example hreflang attribute for the UK and US version of a page would be:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cspan style=\"font-weight: 400;\"><link rel=”alternate” href=”http:\u002F\u002Fexample.com” hreflang=”en-uk” \u002F>\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan style=\"font-weight: 400;\"><link rel=”alternate” href=”http:\u002F\u002Fexample.com\u002Fus\u002F” hreflang=”en-us” \u002F>\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>It’s important to note that although the above hreflang example indicates to Google which page to serve to the UK and US audience respectively, it does not combat duplicate content issues if the content is exactly the same on both pages. However, it’s a step in the right direction and starts to alleviate duplicate content.\u003C\u002Fp>\n\n\n\n\u003Cp>Further, canonical URLs must not reference a page from a different regional variant of the site, otherwise, a search engine won’t know which to use as a reference.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-4-url-structure\">\u003Cb>3.4 URL Structure\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>Knowing your business and the products or services that are on show, does the URL structure make sense? For instance, for an electronics eCommerce client, where does the Hotpoint WMAQF721G product page sit?\u003C\u002Fp>\n\n\n\n\u003Cp>It’s a Washing Machine – that’s what the WM at the beginning of WMAQF721G stands for – so ideally it should nest under \u002Fwashing-machine\u002F to give \u002Fwashing-machine\u002Fwmaqf721g. Depending on the site’s organisation, you may even want to consider including the brand name or something similar to a sub-folder between the category and product.\u003C\u002Fp>\n\n\n\n\u003Cp>Some clients sites and product codes may not be as simple as this though, so you need to check if every page is under an appropriate category within a structured hierarchy. Good URLs are accurate descriptions of the page, including target keywords.\u003C\u002Fp>\n\n\n\n\u003Cp>With regards to site structure it’s important that the site’s top pages are close to the homepage: easy to find and not several clicks deep. Nesting the page too deeply will negatively impact traffic to the said page. There is a great blog article on \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwebsite-architecture-seo\u002F\">website architecture\u003C\u002Fa> here for further information.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-5-structure-data\">\u003Cb>3.5 Structured Data\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>As part of your SEO audit, it is worth testing any structured data that the site may contain and ensuring that it is properly implemented. Correctly implemented structured data, referred to as a ‘schema’ or ‘microdata,’ can increase visibility in the SERPs and lead to improved click-through rate.\u003C\u002Fp>\n\n\n\n\u003Cp>Through a collaboration between major search engines that allows structured data to be recognised, the markup language helps search engine bots better understand your site’s content and improve the way that your search result are displayed by forming appropriate rich snippets.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"534\" height=\"111\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FbW6SPRNt-Screenshot-2018-07-25-at-13.35.20.png?auto=compress%2Cformat&q=90\" alt=\"Impression SEO serps\" class=\"wp-image-2438\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The above example shown in the SERPs has 4 types of structured data implemented: Orginization, LocalBusiness, Website and Breadcrumb. Impression has written a blog going into the implementation of several \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fschema-guide-fast-paced-world\u002F\">common schema here\u003C\u002Fa>. Content that is set to benefit from such structured data include reviews, product pages and events.\u003C\u002Fp>\n\n\n\n\u003Cp>You can audit the structured data on your site using Search Console, which will break down all the items with errors To get an even more in-depth analysis of your site, we suggest using \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearch.google.com\u002Fstructured-data\u002Ftesting-tool\u002Fu\u002F0\u002F\">Google’s Structured Data Testing Tool\u003C\u002Fa>. Simply paste the URL into the tool in New Test – Fetch URL – Run Test.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-6-https\">\u003Cb>3.6 HTTPS\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>Websites should all really be HTTPS by now or, at least, about to migrate to HTTPS. The security benefits and signals to users are explained in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fchrome-just-got-serious\u002F\">more detail here\u003C\u002Fa>. Other benefits include improved site speed and the positive part it plays as a ranking factor.\u003C\u002Fp>\n\n\n\n\u003Cp>When auditing an HTTPS site, look out for any HTTP pages. First, check to see if these are duplicates of the HTTPS domain. If they are, 301 redirect the HTTP variant to the secure protocol. If not, either remove the page or duplicate it on HTTPS. A recrawl on Screaming Frog will then confirm if you have been successful.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-7-content-duplication\">\u003Cb>3.7 Technical Content Duplication\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>This is not referring to duplicate content from plagiarised copy, but duplicate content that’s due to incorrect technical configuration on your site, like the abovementioned HTTPS & HTTP variants.\u003C\u002Fp>\n\n\n\n\u003Cp>Your site should have a preferred URL destination, to which all other variants of the URL 301 redirect. Examples of these variants of your root domain include non-www and trailing slash versions of your URLs (and vice versa). Check whether your site has these redirects in place by manually seeing whether or not the variants redirect to your preferred URL in your browser.\u003C\u002Fp>\n\n\n\n\u003Cp>Technical duplicate content can also occur with pagination or any type of filtering functionality that may be present on your site. You’re essentially looking for instances where your URLs are changing but the same or very similar content is being served. For instance, a common technical duplicate content issue amongst eCommerce sites is where the same products can be found via different category routes:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>https:\u002F\u002Fwww.example.com\u002Fproduct-1\u003C\u002Fli>\n\n\n\n\u003Cli>https:\u002F\u002Fwww.example.com\u002Fcategory-a\u002Fproduct-1\u003C\u002Fli>\n\n\n\n\u003Cli>https:\u002F\u002Fwww.example.com\u002Fcategory-b\u002Fproduct-1\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>This is an example of technical duplicate content as the same product can be found on 3 URLs. In this instance, the simplest solution your audit can suggest is to implement canonical tags, where all versions of the URLs are pointing to a preferred URL.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"content-considerations\">\u003Cstrong>Content Considerations\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-8-urls\">\u003Cb>3.8 URLs\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>The key with URLs is that they need to make sense semantically, i.e. the user is meant to be able to suss out exactly what the page is about simply by reading the URL. Start by looking at your Screaming Frog site crawl and analysing the URLs in the ‘Address’ column. You need to determine whether they’re clean and keyword optimised. Cross-reference them with your keyword research to determine this. Google also recommends that hyphens are used as separators between words instead of underscores or any other characters. The lengths need to be short and concise – under 115 characters if possible – although this may be difficult to achieve depending on the topic of the page.\u003C\u002Fp>\n\n\n\n\u003Cp>Solving incorrectly formatted URLs requires some technical know-how and caution. Simply changing them will result in several 404 error pages being created from the old URLs. Ensure that yourself or your developer knows how to 301 redirect the old URLs to your new, correctly-formatted URLs.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-9-title-tags\">\u003Cb>3.9 Title Tags\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>Each page on your site needs to have a uniquely written title tag that is approximately 50-60 characters in length (depending on character pixels). Common issues are title tags that are missing completely, duplicated title tags and title tags with an incorrect character length. To determine whether your site has any of these issues, the panel on the right-hand side of the Screaming Frog window categorises all metadata to show where issues are.\u003C\u002Fp>\n\n\n\n\u003Cp>Like URLs, title tags need to be summative of what the page is about. Title tags are also a substantial on-page ranking factor, meaning they need to be keyword targeted for optimum performance. Using Screaming Frog, determine whether your title tags are keyword optimised by cross-referencing them again with your keyword research.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-10-meta-description\">\u003Cb>3.10 Meta Descriptions\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>With meta descriptions, you’re fundamentally looking for the same issues as you are with title tags, i.e. missing or duplicate meta descriptions. The character allowance for meta descriptions is 150-160 characters. This limit increased briefly to 320 in December 2017 but has now reverted. If you exceed the limit, the description will be truncated in the SERPs. Again, you can find whether your site has any of these errors by using Screaming Frog crawl.\u003C\u002Fp>\n\n\n\n\u003Cp>A new feature with Screaming Frog’s version 10.7 is the ‘metadata optimiser.’ this allows for each URL to be selected and the title and description edited to check for the correct length and duplication. Once completed, these can be exported to be implemented on site, making this often lengthy process quicker.\u003C\u002Fp>\n\n\n\n\u003Cp>Although meta descriptions are not strictly a ranking factor, keywords placed here will be highlighted bold in results pages if they correspond with a user’s search query. It’s therefore worth examining whether your meta descriptions are keyword optimised. It’s also helpful if your meta descriptions are persuasive, not self-promotional and incorporate calls-to-action. This will all lend a hand to encouraging a higher click-through rate to your site.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-11-header-tags\">\u003Cb>3.11 Header Tags\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>A Screaming Frog site crawl will let you uncover exactly what is going on with your header tags. With h1 tags, you’re ideally looking for a unique, sufficiently keyword optimised tag on each page. This is another element a search engine will look at to try and determine the relevancy and context of a webpage. Subheading tags – h2s, h3s etc. – should be used to wrap any subsequent subheadings.\u003C\u002Fp>\n\n\n\n\u003Cp>All remaining tags are to be used if the content allows for it. You’re looking for a structured hierarchy here, with each subsequent tag nested under the preceding tag. A common issue to look out for is whether headers are even wrapped in a tag and whether a hierarchy is followed.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-12-body-content\">\u003Cb>3.12 Body Content\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>The on-page copy is a massive consideration when auditing a website from an SEO perspective.\u003C\u002Fp>\n\n\n\n\u003Cp>A good starting point here is to analyse your Screaming Frog site crawl to determine the word count of each page. Although many external tools and resources will state that a minimum of 300 words is required for every page, this isn’t entirely true all of the time. It’s simply important for your key landing pages to have a healthy amount of rich, sufficiently keyword optimised copy. You can use Google Analytics to determine exactly what your key landing pages are (or, conversely, the landing pages that aren’t performing but should be) to determine whether any copy needs amending or adding to.\u003C\u002Fp>\n\n\n\n\u003Cp>Duplicate content is arguably the biggest consideration with body copy but, annoyingly, the trickiest one to audit. It’s not a case of having duplicate content or not, it’s a case of exactly how much duplicate content is at play. If your site is small enough, you could search Google with the “ ” search operator to determine exactly which snippets of content are duplicated.\u003C\u002Fp>\n\n\n\n\u003Cp>Alternatively, just analyse your key landing pages with this method, especially if your site is of a larger size. A little trick is to think about exactly which pages are likely to host duplicate content. For example, it’s common for snippets from your home or about page to be featured elsewhere on the web. Similarly, if your site features product pages that are also sold elsewhere, check whether the description has been pulled from the manufacturer’s website.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s worth remembering at this point about previously discussed methods to address duplicate content with meta robots tags, canonicals, robots.txt and 301 redirects, where changing or creating new content isn’t a feasible option.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-13-image-alt-text\">\u003Cb>3.13 Image Alt Text\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>Image alt text is used to provide a description of an image on a page should it not render for the user. This can often be overlooked but is valuable for SEO: image alt text contributes to how search engines identify the content of an image. This helps them to understand the topic of the whole page and to correctly rank the asset in image searches. In order for an image to be served in a featured snippet, for instance, it would have to have relevant image alt text for the users query.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"4-performace\">4. Performace\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"4-1-site-speed\">\u003Cb>4.1 Page & Site Speed\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>We know that page speed is one of the most important technical considerations. It has long been established as one of many Google ranking factors. But a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-speed-update-page-speed-will-become-ranking-factor-mobile-search-289904\">mobile page speed\u003C\u002Fa> update coming into effect early this year has taken the importance a step further.\u003C\u002Fp>\n\n\n\n\u003Cp>A site should be optimised for speed for the usability benefits as much as ranking factors, with some experts suggesting a load time of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fneilpatel.com\u002Fblog\u002Floading-time\u002F\">fewer than 2 seconds\u003C\u002Fa> is essential. A slow loading site can provide a frustrating user experience, affecting your usage metrics, and has even been shown to negatively affect conversion rates.\u003C\u002Fp>\n\n\n\n\u003Cp>Most tools out there will analyse your site’s speed at a page level, which is normally a good indication of how your site is faring overall. Use \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fspeed\u002Fpagespeed\u002Finsights\u002F\">Google PageSpeed Insights\u003C\u002Fa>, Google’s own tool, help you identify your site speed in relation to others through their grading system.\u003C\u002Fp>\n\n\n\n\u003Cp>Another good free tool is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftools.pingdom.com\u002F\">Pingdom\u003C\u002Fa>, which also give relative scores and offers granular insight into areas that you should fix and consider fixing.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"4-2-mobile-optimisation\">\u003Cb>4.2 Mobile Optimisation\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>Google is now rolling out it’s mobile-first index for sites across the UK. You may have already had an email explaining how Googlebot will now use the mobile version of your site for indexing and ranking to better help users find what they’re looking for. Mobile optimisation could justify its own audit.\u003C\u002Fp>\n\n\n\n\u003Cp>However, for the purposes of analysing your site holistically alongside other SEO factors, there are a few fundamental checks you can perform quickly to determine how your site copes with mobile.\u003C\u002Fp>\n\n\n\n\u003Cp>To start with, check if your site is even mobile optimised. Ideally, you’re looking for a responsive design. \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fami.responsivedesign.is\u002F\">Am I Responsive?\u003C\u002Fa> is a cool interactive tool you can use to figure this out. Alternatively, just load your site on your smartphone to see how it renders.\u003C\u002Fp>\n\n\n\n\u003Cp>Your next port of call is to head over to Search Console’s ‘Mobile Usability’ section to see whether Google is detecting any issues. This feature will look at 4 components: the touch elements being too close together, the content not being sized to the viewport correctly, the viewport not being configured and the font size being too small. Take note of which pages Google identifies as having these issues and highlight them in your audit to work through later.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s also worth examing the difference in internal and inbound links between your mobile and desktop site. Ideally, these should be comparable so your PageRank is not affected in light of mobile-first indexing.\u003C\u002Fp>\n\n\n\n\u003Cp>Finally, it is worth evaluating the usability of your mobile site. Browse the site on your smartphone and see whether there are issues that may prevent your users from converting. You need to watch out for the little things like the dialler app not opening correctly or enquiry forms not being sized correctly. Mobile traffic continues to grow exponentially for many sectors and industries, so it’s important to take into account UX for mobile as well as desktop.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"5-off-page\">5. Off-Page Optimisation\u003C\u002Fh2>\n\n\n\n\u003Cp>Off-page optimisation is defined as improving your brand’s online and offline presence through content, relationships and links to create an optimal experience for users and search engine crawlers.\u003C\u002Fp>\n\n\n\n\u003Cp>For the purpose of an SEO audit, we would focus off-page attentions on a site’s backlink profile. The necessity of links in modern SEO is well known and documented. In order to grow your website’s authority and rankings, you need new links to your site.\u003C\u002Fp>\n\n\n\n\u003Cp>But while links are essential, not all are equal. To assess the quality a site’s links we use \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fkerboo.com\u002F\">Kerboo\u003C\u002Fa> but there are other link auditing sites out there, including \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fahrefs.com\u002F\">Ahrefs\u003C\u002Fa>. Kerboo software enables you to see the existing backlink profile for your site which will help you to:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Identify good and bad quality links that will be either positively or negatively impact a site\u003C\u002Fli>\n\n\n\n\u003Cli>Spot any suspicious, bad links that can be investigated further and disavowed where appropriate\u003C\u002Fli>\n\n\n\n\u003Cli>Weigh up the link risk vs link value of your backlink profile and each respective backlink\u003C\u002Fli>\n\n\n\n\u003Cli>See broken links and missed opportunities\u003C\u002Fli>\n\n\n\n\u003Cli>Check for anchor text optimisation or over-optimisation\u003C\u002Fli>\n\n\n\n\u003Cli>Analyse your current disavow file (if you have one in place) and question how appropriate it is to reavow some links\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"Summary\">Summary\u003C\u002Fh2>\n\n\n\n\u003Cp>We’ve delved into the three core areas of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> here from crawling, indexing to authority considerations. All three of these areas are fundamental to how a search engine operates and are, therefore, fundamental to cover during a technical SEO audit.\u003C\u002Fp>\n\n\n\n\u003Cp>Altogether, you should now have a substantial list of issues that need correcting across your site. Once even a fraction of these are actioned, the site’s performance will undoubtedly improve as it works to better please search engine crawlers and build a more fluid user experience. This all builds trust in your website and, ultimately, your business.\u003C\u002Fp>\n\n\n\n\u003Cp>However, no matter how much detail we go into there’s always going to be issues unique to your site. It’s important to step in the shoes of your user and be thorough. Some issues may seem trivial – like a missing favicon, for instance – but if you’ve noticed it, it’s likely others will too.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">If you’d like to learn more about how an SEO site audit could benefit your website, visit our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO auditing services\u003C\u002Fa> page to see how we can help. Alternatively, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to find out more. \u003C\u002Fspan>\u003C\u002Fp>\n",{"rendered":140,"protected":201},8068,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":915,"_yoast_wpseo_metadesc":916,"inline_featured_image":201,"footnotes":5},"How to Perform an On-Site SEO Audit | Impression","If you're wondering what goes into an SEO audit or how to conduct one Impression has got you covered this detailed guide will talk you through all you 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the final talk – and the keynote slot – of Brighton SEO 2018, Google spokesman John Mueller is joined by international SEO consultant Aleyda Solis for a live Webmasters hangout. Here are all the highlights.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Is Google able to recognise content from desktop sites in the mobile index?\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>It’s important to understand that they’re only indexing the desktop content at the moment, with mobile friendliness as a helpful signal. Mobile means Google will only focus on the mobile version. So if anything’s only on desktop, it won’t be indexed at all.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>And what about hidden content?\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>In the past, John’s mentioned that hidden content rules won’t apply in the future, but will this content have the same weight? Well it won’t necessarily have exactly the same weight, but they know that hidden content is more useful on mobile, so they’ll be able to take that account in the mobile first index. They want people to be able to hide content if it’s helpful for UX, but there’s no concrete end result at the moment. They need to see how it turns out with some experimentation. If it’s abused this might change.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Should a company with low mobile traffic prioritise mobile optimisation?\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>This is a good question, according to John. The big problem from Google’s side is that people see low mobile traffic because their site is bad. It’s a situation where low traffic leads to no mobile site, but this is the wrong way to look at it. Sure, some sites don’t have much mobile demand, but this could change over time. In some countries the change will be more pronounced than in others.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>With so many people involved in the changes in Google’s algorithm, does anyone know which ranking factors are the most important?\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Yes. There are people at Google who have been there for a long time who have really in-depth knowledge around search and Google’s algorithms, especially around the crawling and ranking side of things. It’s something that’s fostered within the search engineers, because it’s important that every small part of search fits in with the bigger picture of search. For example, mobile first changes were made after a lot of analysis to see where the problems could be. They want to understand how everything works together. Google is not a big black box – there are lots of people involved who do know what’s going on.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>When can we expect better reporting of universal search results?\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>John doesn’t have a timeline for when. They try not to pre-announce too many things, as a lot of announcements go bad. He expects that they will try to provide more information on certain metrics in Search Console, e.g. data on voice queries. He also expects that some things will come out in API form to try and make sure that newer features have API access so that other people can go and make complicated and fancy tools. They want to avoid a focus on the expert audience and make sure that the average webmaster can get good info from it.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Is older information going to be present in the new Search Console eventually?\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Yes, that’s basically the plan. They didn’t just want to take everything from the old UI and reformat it, but they do want to bring everything over that they think is genuinely useful and rethink how they can make the information as useful as possible. For example, old SC gives a lot of random lists which need a lot of interpretation, so they want to make that kind of thing a little more actionable. They’re tracking what people are doing so they’re aware of which tools are getting the most engagement.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>What speed metrics do you use for different sites?\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>It’s hard to find one metric that works for all sites. There’s not just one number to focus on – you need to look at the different page speed elements that contribute to a good experience for your audience. Sometimes you can find low hanging fruit, but other times it’s not so simple.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>A lot of people have jumped into AMP, but can you confirm an update late last year where many websites were dropped from the Top Stories functionality? How do you decide which AMP pages can be included there?\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>The Top Stories is an organic feature. It’s not something that can be based on a simple metatag or category of site. A variety of signals are taken into account to work out which indexed sites can be shown. Just using AMP in the right way is not enough to be shown. These things also change over time, so it’s normal to drop in and out of this SERP feature, as you’d see with any other organic feature. At the moment it’s counted as one block of results.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>With a big website, how can you optimise for crawl budget effectively? Can you confirm the best way to handle low quality content so that more important pages are prioritised?\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>If you know that you have a lot of content that doesn’t need to be indexed or crawled, you can handle it in a few ways. Robots.txt is one way, especially if you have loads of URLs from search pages. If you have resource-intensive sites robots.txt can also work. For other sites a combination of noindex and nofollow – all the traditional methods to guide the crawler – are the methods that work fairly well. For faceted navigation it does get really complicated, but there’s no way to avoid that it’s a technical undertaking. The tricky part with faceted navigation and pagination is that there’s no one answer for all websites. You have to understand what value different pages provide and work it out with an analytical approach. You’ll always see a change with big updates, so it’s worth trying things out!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Is it okay to disavow links if your website isn’t penalised?\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>John likes that the disavow tool allows you to take care of these issues yourself. If you’re aware of poor link practices in the past, then the disavow tool can be used to clean that up. It’s also good as a response to manual actions. When you look at link reports and you see something crazy happening, you can also use a disavow tool to take care of it. They don’t see it as an admission of guilt, but they see it as a technical tool.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",{"rendered":151,"protected":201},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":201,"footnotes":5},[373],[1106],{"id":1107,"name":1108,"path":1109},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[214],[1112,102,217,218,219,221,1113,1114],"post-3826","category-seo","collections-brighton-seo",[],[],[1118,1119,1120,1121],{"path":174,"name":175},{"path":229,"name":230},{"path":158,"name":18},{"path":183,"name":1122},"Brighton SEO Keynote – Live Google Webmasters Hangout with John Mueller & Aleyda Solis","In the final talk – and the keynote slot – of Brighton SEO 2018, Google spokesman John Mueller is joined by international SEO consultant Aleyda Solis for a live Webmasters hangout. Here are all the highlights. Is Google able to recognise content from desktop sites in the mobile index? It’s important to understand that they’re 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loading=\"lazy\" title=\"UK Top 5,000 Websites; Mobile Site Speed Benchmark - BrightonSEO\" src=\"https:\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002F11djMHZ0ktxtEM\" width=\"427\" height=\"356\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" style=\"border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;\" allowfullscreen> \u003C\u002Fiframe> \u003C\u002Fp>\n\u003Cdiv style=\"margin-bottom:5px\"> \u003Cstrong> \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FNicholaStott\u002Fuk-top-5000-websites-mobile-site-speed-benchmark-brightonseo\" title=\"UK Top 5,000 Websites; Mobile Site Speed Benchmark - BrightonSEO\" target=\"_blank\">UK Top 5,000 Websites; Mobile Site Speed Benchmark – BrightonSEO\u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FNicholaStott\" target=\"_blank\">Erudite\u003C\u002Fa>\u003C\u002Fstrong> \u003C\u002Fdiv>\n\u003Cp>This talk is about a quest for data. It’s important to own your own quest for data rather than relying on third party data.\u003C\u002Fp>\n\u003Cp>We believe that slow sites have a bad UX and that faster sites convert better. We know that site speed is a ranking factor. But we don’t want to rely on belief.\u003C\u002Fp>\n\u003Cp>We can’t rely on belief because SEO is a competition. We need to know what we’re competing against. How good are our competitors?\u003C\u002Fp>\n\u003Cp>This led Nichola’s company to create the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ferudite.agency\u002Finsights\u002Fmobile-site-speed-benchmark-introduction\u002F\">mobile site speed benchmark\u003C\u002Fa>, available now for free . All of the raw data is available to have a look around.\u003C\u002Fp>\n\u003Cp>So how did they get there and what can we get out of it?\u003C\u002Fp>\n\u003Cp>It began with an R&D project where they tried to turn their agency site into a progressive web app. They wanted to show their clients what’s actually achievable. The key thing about PWAs is that they can be added to smartphone home screens and they can send push notifications.\u003C\u002Fp>\n\u003Cp>They then wanted to see how many other people are using PWAs. They audited the top 1000 UK websites to look for 5 key criteria, including PWA-specific stuff and general good practice stuff, including service workers (PWA-specific), HTTPS) and responsive content.\u003C\u002Fp>\n\u003Cp>They made use of Lighthouse on those 1000 sites manually and discovered after the fact that they could have done it automatically! But it wasn’t worth it…barely anyone is doing any of those things. Httparchive also has all these results already in BigQuery.\u003C\u002Fp>\n\u003Cp>Using a lot of data from HTTParchiveErudite had data from 5000 UK sites organised by 7 different critteria. They checked the sites for currency (200 status code), big outliers and spam, which got them to 5010 sites. They then had to classify them by some broad categories to allow them to compare meaningful chunks of data, which they did using Majestic’s topic data.\u003C\u002Fp>\n\u003Cp>The biggest categories they found are retail, business services and news & media. These categories can give us some meaningful information.\u003C\u002Fp>\n\u003Cp>In terms of time to first byte there’s not a lot we need to know. It’s not much help except as a benchmark for the future. If we now look at visually complete and consistently interactive points, we see that the big three categories are the slowest, as they all have loads of assets to load.\u003C\u002Fp>\n\u003Cp>If we look at retail sites, the biggest category, in more depth, we can see some more interesting data points. The top quartile for FMP (first meaningful paint) loaded in 2seconds. For content loading, the median is 3.75, top quartile is 2.71 and bottom is 5.31. These are benchmarks that we can use to compare our clients sites with and build a business case.\u003C\u002Fp>\n\u003Cp>At the consistently interactive point, the median was 9.4 seconds and the top was 6, with the bottom quartile at 14.2 seconds! The recommended speed from Lighthouse is 3 seconds, so this is pretty shabby.\u003C\u002Fp>\n\u003Cp>But how do we actually use all this data?\u003C\u002Fp>\n\u003Cp>We can set smart goals. We now know what we’re aiming for so we can aim for certain, measurable increases based on what our top competitors are doing. We can then use \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thinkwithgoogle.com\u002Ffeature\u002Fmobile\u002F\">Google’s calculator\u003C\u002Fa> to work out how much more revenue our clients could get with the speed boost we’re targeting.\u003C\u002Fp>\n",{"rendered":161,"protected":201},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":201,"footnotes":5},[373],[1278],{"id":1107,"name":1108,"path":1109},[214],[1281,102,217,218,219,221,1113,1114],"post-3791",[],[],[1285,1286,1287,1288],{"path":174,"name":175},{"path":229,"name":230},{"path":158,"name":18},{"path":183,"name":160},"UK Top 5,000 Websites; Mobile Site Speed Benchmark – BrightonSEO from Erudite This talk is about a quest for data. It’s important to own your own quest for data rather than relying on third party data. 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