[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002Fpage\u002F9":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":175,"head_links":178,"breadcrumbs":163,"posts":182,"pages":158,"head":1429},"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":159},"\u003Cp>Director, Head of SEO. Joined Impression in 2015.\u003C\u002Fp>\n\u003Cp>My background is in web development but I moved away from this when I decided that I wanted a more customer-facing role. I wanted the opportunity to be able to apply my expertise and also deal with clients directly and technical SEO allowed me to do this.\u003C\u002Fp>\n\u003Cp>Day to day, I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nSpeaking at Brighton SEO! I’ve delivered a talks and training on structured data and \u003Ca href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI enjoy surfing and Skiing (although living in the midlands isn’t good for this!)\u003C\u002Fp>\n","Director, Head of SEO",[13,29],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},35,"98","2020-03-12 15:02:03","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":30,"link_text":33},{"ID":31,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":15,"guid":36,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":37},57,"2020-03-12 15:49:37","Technical SEO","technical-seo","2025-10-28 09:41:49","\u002F?page_id=57","\u002Fseo\u002Ftechnical-seo\u002F",{"ID":39,"id":39,"title":40,"filename":41,"filesize":23,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":23,"date":47,"modified":48,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":55},8558,"Charlie-Norledge","jVjBhz1i-Charlie-Norledge.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&q=90","\u002Fcharlie-norledge\u002F","12","charlie-norledge","inherit","2021-07-15 16:28:10","2021-10-11 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Norledge’s posts",{"data":100,"pages":158},[101,113,122,130,139,149],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":5,"authors":108,"category":111},"post","Brighton SEO: Bastian Grimm – Web Performance Madness: Critical Rendering Path Optimization","\u003Cp>Bastian starts by saying that PageSpeed Insights is not enough! The Chrome team introduced the need to translate user experience to metrics. For example, the time to first paint and the time to first contentful paint, when the browser renders the first bit of content,  and the time to first meaningful paint, are all different […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrighton-seo-bastian-grimm-web-performance-madness-critical-rendering-path-optimization\u002F","2022-02-07T16:48:30",5,[109],{"name":4,"image":110},"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":112,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":102,"title":114,"excerpt":115,"to":116,"postedAt":106,"readingTime":117,"image":118,"authors":119,"category":121},"Brighton SEO 2018 : Craig Campbell – Risks and Rewards of PBNs","\u003Cp>Craig is an SEO consultant who’s been in the game for 16 years, he’s sets out his talk as a list of the benefits and risks of PBNs along with the initial setup. Why use PBNs Craig mentions that link building is an important piece of SEO and PBNs are a good way to achieve […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrighton-seo-2018-craig-campbell-risks-rewards-pbns\u002F",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIfYTCZWE-050720211625519882_pbn.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[120],{"name":4,"image":110},{"to":112,"name":18},{"type_key":102,"title":123,"excerpt":124,"to":125,"postedAt":106,"readingTime":107,"image":126,"authors":127,"category":129},"Brighton SEO: George Karapalidis – Using machine learning and statistical models to predict revenue potential for search","\u003Cp>BrightonSEO – George Karapalidis from George Karapalidis What if you could predict when a user was going to convert, or if you knew a user was unlikely to convert, but if they were exposed to a remarketing ad they would return to site and convert. This is the digital marketers dream, and in 2018 it […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrighton-seo-george-karapalidis-using-machine-learning-statistical-models-predict-revenue-potential-search\u002F","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[128],{"name":4,"image":110},{"to":112,"name":18},{"type_key":102,"title":131,"excerpt":132,"to":133,"postedAt":134,"readingTime":107,"image":135,"authors":136,"category":138},"Brighton SEO: Barry Adams – Technical SEO in the Mobile First Indexing Era","\u003Cp>Technical SEO in the Mobile-First Indexing Era – #BrightonSEO from Barry Adams We’ve all seen that Google is rolling out mobile first indexing with a lot of experimentation. We think that we pass the mobile friendly test and that’s it…but no. You need to be a bit more careful than that. There are some key […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrighton-seo-barry-adams-technical-seo-mobile-first-indexing-era\u002F","2022-02-07T16:48:31","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F4f2BMhLr-050720211625520120_shutterstock_6216057231.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[137],{"name":4,"image":110},{"to":112,"name":18},{"type_key":102,"title":140,"excerpt":141,"to":142,"postedAt":143,"readingTime":144,"image":145,"authors":146,"category":148},"Brighton SEO: Mark Thomas – How much positive impact can crawl budget optimization have in a mobile first index era?","\u003Cp>3 steps – audit mobile site, optimise crawl budget and grow organic revenue. The second stage is mostly aimed at sites with 10000+ pages. Mark introduces a case study, with AMP already implemented across the site. They’ve already switched to mobile first indexation and implemented subsequent crawl budget optimisation. CBO is a thing that has […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrighton-seo-mark-thomas-much-positive-impact-can-crawl-budget-optimization-mobile-first-index-era\u002F","2026-04-09T12:14:06",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fee7eK5S5-050720211625520170_escalator-crawl-budget1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[147],{"name":4,"image":110},{"to":112,"name":18},{"type_key":102,"title":150,"excerpt":151,"to":152,"postedAt":134,"readingTime":153,"image":154,"authors":155,"category":157},"Brighton SEO: Tom Pool – Command Line Hacks For SEO","\u003Cp>Tom is the technical SEO manager at Blue Array, he mentions that in his role the standard SEO tasks can take up a huge amount of time when working with big data. He’s found that MAC OS Terminal is a really good way to speed this up. Command Line Hacks For SEO – Brighton April […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrighton-seo-tom-pool-command-line-hacks-for-seo\u002F",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWaaUFElN-050720211625520600_connected-data.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[156],{"name":4,"image":110},{"to":112,"name":18},"13",{"type":160,"style":161,"title":162,"heading":4,"intro":10,"services":12,"breadcrumbs":163,"photo":56,"social":175},"author","dark","Meet the Team",[164,167,170,173],{"path":165,"name":166},"\u002F","Home",{"path":168,"name":169},"\u002Fabout\u002F","About Us",{"path":171,"name":172},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":174,"name":4},null,{"twitter":176,"linkedin":177},"https:\u002F\u002Ftwitter.com\u002FNorledgeCharlie","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fcharlie-norledge-97984099\u002F",[179],{"rel":180,"href":181},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F",[183,482,672,861,1051,1240],{"id":184,"date":185,"date_gmt":185,"guid":186,"modified":106,"modified_gmt":106,"slug":188,"status":19,"type":102,"link":105,"title":189,"content":190,"excerpt":193,"author":194,"featured_media":23,"comment_status":195,"ping_status":195,"sticky":192,"template":5,"format":196,"meta":197,"categories":198,"collections":200,"coauthors":205,"class_list":207,"acf":215,"head_links":216,"breadcrumbs":217,"url_path":105,"search_description":224,"featured_image_urls":225,"authors":245,"type_nicename":256,"reading_minutes":107,"category":257,"yoast_title":259,"yoast_meta":260,"yoast_json_ld":314,"_links":436},3792,"2018-04-27T14:14:42",{"rendered":187},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fbrighton-seo-bastian-grimm-web-performance-madness-critical-rendering-path-optimization\u002F","brighton-seo-bastian-grimm-web-performance-madness-critical-rendering-path-optimization",{"rendered":103},{"rendered":191,"protected":192},"\u003Cp>Bastian starts by saying that PageSpeed Insights is not enough!\u003C\u002Fp>\n\u003Cp>The Chrome team introduced the need to translate user experience to metrics. For example, the time to first paint and the time to first contentful paint, when the browser renders the first bit of content,  and the time to first meaningful paint, are all different metrics that we can use. This latter example is the first ‘hero’ element – the first metric that we really need to care about because this is what we’re visiting the page for.\u003C\u002Fp>\n\u003Cp>We need to think about our templates in terms of the most important elements. How do we make sure that specific elements are loading as fast as they can without caring about the rest? If you want to figure this out for your own site you can open the profiling tab in Chrome Dev Tools and see when certain stages are being rendered.\u003C\u002Fp>\n\u003Cp>You can scale this with the Performance Observer. You take your regular Analytics data and add a snippet in manually (this only works in Chrome) – this allows you to see page performance in more detail. You can break these events down further by URL to figure our how fast hero elements are loading on any given URL.\u003C\u002Fp>\n\u003Cp>GTM is a bit easier and involves just copying and pasting code, which can be a nicer way to do it.\u003C\u002Fp>\n\u003Cp>You can combine your insights with Data Studio to report on them.\u003C\u002Fp>\n\u003Cp>We need to talk about the critical rendering path to understand how to make pages and elements load faster. The critical rendering path is concerned with resources involved in loading the important part of the page – the bit that appears above the fold on the devices that you care about. What’s happening below the fold is much less important at first glance.\u003C\u002Fp>\n\u003Cp>Briefly, there are two concepts to understand what’s happening. The CSSOM (CSS Object Model) is the first, which is the map of all the CSS style info for the page in question. The CSSOM is combined with the DOM (HTML) to allow the browser to render the page.\u003C\u002Fp>\n\u003Cp>The browser has to download the stylesheets before they can put the CSSOM together. The problem is that the browser needs the resources before it can display anything. But if you look at what Google does, you won’t see any single CSS file requested. The reason is that it’s much easier to in-line everything. This way the browser doesn’t need to make any external requests. However, this is awful for any developer and really limits what they can do from a maintenance perspective. Instead, we can build 2 stylesheets. One for the critical view and all the rest for what’s happening below the fold. This can still be a bit of a pain, but criticalCSS on GitHub makes this much easier to choose the right resolutions that you should be focusing on if you want to implement this. If you want to play around at first, try criticalcss.com.\u003C\u002Fp>\n\u003Cp>To bring it all together, you in-line your critical CSS then load non-critical CSS asynchronously with rel=”preload”. Apply CSS when it’s finished with “onload”. You also need a fallback for non-JS requests.\u003C\u002Fp>\n\u003Cp>Is it worth the effort? Bastian did a test on a standard WordPress site. Standard performance stuff improved the basic WordPress site. If you go one step further and build the CSS as suggested, it gets 30-40% faster than the optimised version. That’s quite a significant improvement, so it’s definitely worth the effort.\u003C\u002Fp>\n\u003Cp>Bastian also touches on images. The problem with images is that our common formats are old. Image traffic around the web is significant when it comes to the number of image assets that need to be loaded (60-70%). Because of this, Google came up with an alternative to old formats called WebP, but this never really picked up. It’s not really mass-compatible. You can still use WebP with on-the-fly replacement to make sure it works on non-supported browsers (Edge, Firefox etc.), but you have to create formats manually. But there are other formats to try, so it’s not really scalable.\u003C\u002Fp>\n\u003Cp>There are tools out there which apply modern smaller image formats on the fly (e.g. WebP and JPEG-XR). If you’re image heavy it’s worth playing around for this.\u003C\u002Fp>\n\u003Cp>What you definitely shouldn’t do is use a massive background image on your site!\u003C\u002Fp>\n\u003Cp>Finally we get to fonts. Custom web fonts are pretty and look great, but they’re often really slow. About 70% of sites use custom web fonts, but they result in additional data that causes render-blocking issues. The CSS (font) call causes the render to stop until the download has been finished.\u003C\u002Fp>\n\u003Cp>You’d think that you could do asynchronous fonts, which is a good idea in theory. But there are two problems: there’s a nasty flickering in the browser from a flash of invisible or unstyled text. It’s really bad for UX.\u003C\u002Fp>\n\u003Cp>What you can do instead is to use a fall-back font that is pretty much the same in styling as the intended web font. There’s a tool called Font Style Matcher which can help with this. There’s also new stuff to play around with for invisible text with various font-display strategies. Before you decide on your solution you need to work out what you care about, then work from there.\u003C\u002Fp>\n\u003Cp>If you can do one thing, use ‘font-display:option’ in your CSS. This downloads the font in the background, and changes to the right font when it’s been fully loaded. AMP pages will implement this by default in the future.\u003C\u002Fp>\n\u003Cp>You can see Bastian’s slides here: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002Fbastiangrimm\u002Fweb-performance-madness-brightonseo-2018\">https:\u002F\u002Fwww.slideshare.net\u002Fbastiangrimm\u002Fweb-performance-madness-brightonseo-2018\u003C\u002Fa>\u003C\u002Fp>\n",false,{"rendered":104,"protected":192},19,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":192,"footnotes":5},[199],1,[201],{"id":202,"name":203,"path":204},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[206],109,[208,102,209,210,211,212,213,214],"post-3792","type-post","status-publish","format-standard","hentry","category-seo","collections-brighton-seo",[],[],[218,219,222,223],{"path":165,"name":166},{"path":220,"name":221},"\u002Fblog\u002F","Blog",{"path":112,"name":18},{"path":174,"name":103},"Bastian starts by saying that PageSpeed Insights is not enough! The Chrome team introduced the need to translate user experience to metrics. 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PBNs are used to manipulate search engines so they have an inherent risk, these are likely to get you penalised by Google. Craig says a poor PBN is one with:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Low domain metrics\u003C\u002Fli>\n\u003Cli>PBNs on the same server\u003C\u002Fli>\n\u003Cli>Copied, spun or low-quality content\u003C\u002Fli>\n\u003Cli>PBNs that publically sell links\u003C\u002Fli>\n\u003Cli>PBN site with no traffic\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>There are lots of PBN sellers which offer things such as 50 links for 20$, these are NOT ok to buy. They will harm your backlink profile.\u003C\u002Fp>\n\u003Ch2 id=\"he-who-is-not-courageous-enough-to-take-risks-will-accomplish-nothing-in-life\">“He who is not courageous enough to take risks will accomplish nothing in life”\u003C\u002Fh2>\n\u003Cp>Craig says that lots of big businesses are backed up by PBN’s, this is a tried and tested method. He goes on to show an example of a website that uses a PBN within SEMRush that grew a huge amount of traffic in a short time, this shows that PBNs work!\u003C\u002Fp>\n\u003Cp>If PBNs are done properly you will get a nice uplift in traffic which Craig calls a ‘Traffic Boner’\u003C\u002Fp>\n\u003Ch2 id=\"what-is-a-real-pbn\">What is a real PBN\u003C\u002Fh2>\n\u003Cul>\n\u003Cli>Quality websites with unique content and real traffic and rankings\u003C\u002Fli>\n\u003Cli>Social activity\u003C\u002Fli>\n\u003Cli>Citations and PR links\u003C\u002Fli>\n\u003Cli>All on different IP addresses\u003C\u002Fli>\n\u003Cli>Footprint free\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Buying Expired domain names is an important part of building PBN’s, getting these URLs is a huge part of the process and can be done through dropped domains. It’s a difficult process trying to get this on your own as other experts have been doing this or a long time. Don’t chase domain metrics when trying to select your dropped domains, these aren’t first party metrics so don’t have to much impact.\u003C\u002Fp>\n\u003Ch2 id=\"initial-setup\">Initial Setup\u003C\u002Fh2>\n\u003Cul>\n\u003Cli>Simple website\u003C\u002Fli>\n\u003Cli>Unique content\u003C\u002Fli>\n\u003Cli>Good, footprint free and varied hosting\u003C\u002Fli>\n\u003Cli>A PBN should take months to build, they aren’t a huge time investment\u003C\u002Fli>\n\u003Cli>Have your citations done properly, these need to be unique and local. Make sure these citations are indexed as well. Use citation builder to get these done at a good rate\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Massplanner automates all of the social media for your PBN, this takes a lot of the hard work out of the initial setup. It can follow people, unfollow people and say hello to people, tweet and retweet. It adds a reality to your website giving it an authentic feeling\u003C\u002Fp>\n\u003Cp>Craig goes on to show a fake persona he has created using the above methods called ‘Adam Howard’ which has a real following.\u003C\u002Fp>\n\u003Cp>It’s important to leave no footprint when creating a PBN, using Ghost Browser you can log into all of your fake accounts meaning it makes it much easier to manage your multiple personas for Google reviews and social media.\u003C\u002Fp>\n\u003Cp>GoPBN.com is a website that allows you to host your PBNs, the benefit of this is they do much of the hard work. It installs the WordPress for you, deploys your website and gives you a unique IP address. Use this if you’re looking to start creating PBNs.\u003C\u002Fp>\n\u003Cp>Serped.net helps you manage and monitor your PBN which offers an uptime monitor, domain finding, rank tracking and domain metrics along with 45 other functions.\u003C\u002Fp>\n\u003Cp>The job as a PBN is to feed Google what it wants, this can drive power to your money site.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Benefits of a PBN\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Link building power\u003C\u002Fli>\n\u003Cli>Treat your PBNS well and they will look after you\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>Risks of a PBN\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Google might take actions\u003C\u002Fli>\n\u003Cli>Can be costly\u003C\u002Fli>\n\u003Cli>Will Google trust you 100% again even if you fix the domain\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Craig comes back full circle and gives the target of what PBNs can bring if used correctly\u003C\u002Fp>\n\u003Cp>1. Ranks\u003Cbr \u002F>\n2. Traffic\u003Cbr \u002F>\n3. Leads\u003C\u002Fp>\n",{"rendered":115,"protected":192},8119,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":192,"footnotes":5},[199],[496],{"id":202,"name":203,"path":204},[206],[499,102,209,210,211,500,212,213,214],"post-3809","has-post-thumbnail",[],[],[504,505,506,507],{"path":165,"name":166},{"path":220,"name":221},{"path":112,"name":18},{"path":174,"name":114},"Craig is an SEO consultant who’s been in the game for 16 years, he’s sets out his talk as a list of the benefits and risks of PBNs along with the initial setup. 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loading=\"lazy\" title=\"BrightonSEO -   George Karapalidis\" src=\"https:\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002FkVoVwOxl1tKxpY\" 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\u002FGeorgeKarapalidisMBA\u002Fbrightonseo-george-karapalidis\" title=\"BrightonSEO - George Karapalidis\" target=\"_blank\">BrightonSEO – George Karapalidis\u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FGeorgeKarapalidisMBA\" target=\"_blank\">George Karapalidis\u003C\u002Fa>\u003C\u002Fstrong> \u003C\u002Fdiv>\n\u003Cp>What if you could predict when a user was going to convert, or if you knew a user was unlikely to convert, but if they were exposed to a remarketing ad they would return to site and convert. This is the digital marketers dream, and in 2018 it is in our grasp with Machine Learning.\u003C\u002Fp>\n\u003Cp>George Karapalidis’ talk at Brighton SEO 2018 discusses how machine learning can be used to forecast ecommerce transactions, and aid our digital marketing efforts.\u003C\u002Fp>\n\u003Cp>What is machine learning? Machine learning is basically technology that develops algorithms based on previous data trends, patterns and models that it has been exposed to.\u003C\u002Fp>\n\u003Cp>George’s goal is to find opportunities to increase organic revenue with the help of Machine Learning. SEO is changing  we need to embrace the mind of a data scientist to find the best opportunities.\u003C\u002Fp>\n\u003Cp>The fact is that great SEO opportunities are often well hidden. There is always low hanging fruit – but deciding which one is worth the most money is the crucial next step if we don’t want to be wasting our time!\u003C\u002Fp>\n\u003Cp>Thankfully, George has come up with a way of using Google Analytics data with Google Search Console data to identify where the opportunities lie for our websites. From Analytics, we get data about the performance of our landing pages, but what’s missing is information on what queries led uers to landing on those pages.\u003C\u002Fp>\n\u003Cp>This gap is filled by Search Console, which gives us information about the queries that lead to people landing on our sites, but doesn’t tell us how those landing pages are peforming beyond the CTR and definitely doesn’t give us information about how much revenue we’re getting from them. The best plan is to match both platforms together to get a more complete look at the data.\u003C\u002Fp>\n\u003Cp>We need to combine the metrics into one table. This table can show us page performance and, importantly, allow us to statistically calculate what percentage of a page’s revenue a particular search query is contributing. We need to add this to the table as another data column. At the import stage it’s also important to clean out non-commercial pages and anything else that we know we don’t need to pay attention to.\u003C\u002Fp>\n\u003Cp>With this data, we can begin to model where we might see the biggest gains. A search query that contributes a high percentage of revenue to a high-value page is likely to give us a much better ROI than a search query that contributes a very low amount of revenue overall.\u003C\u002Fp>\n\u003Cp>However, this is just the first part of the puzzle. We also need to factor in search intent. George plots search intent in a matrix that has 2 sets of variables:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Brand aware vs brand unaware\u003C\u002Fli>\n\u003Cli>Product aware vs product unaware\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>For example, ‘tesco whole chicken’ would be both brand and product aware, but ‘what meat to use for roast dinner’ would be brand and product unaware’ and most search queries, if not all, can be categorised in this way. Transactional intent – the intent to make a purchase from your site – is highest when the search query is both brand and product aware, and brand awareness always leads to higher intent than brand unawareness, as this means that users still need to be convinced.\u003C\u002Fp>\n\u003Cp>By training a DeepLearning model (a type of machine learning based on neural networks, which are modeled after human brains), we can automatically identify the transactional intent behind a query thanks to this matrix, allowing us to sort a lot of queries very quickly by intent without having to look at them individually. The more data we use and the more tests we run, the better that our neural networks will become at correctly assigning transactional intent to large volumes of search queries. Ultimately, each search term is given a probability based on brand awareness for how likely it is to convert users.\u003C\u002Fp>\n\u003Cp>Another important factor to bear in mind is that branded CTR is very high in position 1, but drops significantly for positions 2 and 3, whereas generic CTR does decline, but is more evenly spread.\u003C\u002Fp>\n\u003Cp>We can then use this data in our search queries table mentioned above to inform a revenue prediction model that includes page performance, click through rate and intent.\u003C\u002Fp>\n\u003Cp>Although this data can tell us which queries might be good to focus on, we also need to use common sense and more statistical analysis to factor in the time of year. If a page converts very well in summer and very poorly in winter, there’s no point spending resources to optimise it in November. Optimise the pages that will give you the best return over the next few months. This is a great way to distinguish between multiple opportunities that all seem important.\u003C\u002Fp>\n\u003Cp>George tried some optimisation based on this data and saw transactions improved by 15% and revenue by 7%, which was lower than what he expected, but he then used this data to inform the margin for error included in his ML model. The optimisation techniques he used were primarly siloing more content under the categories – including FAQs and informational content in the category folders of the website.\u003C\u002Fp>\n\u003Cp>Final tips for SEOs:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Become a data scientist.\u003C\u002Fli>\n\u003Cli>Be great at data collection.\u003C\u002Fli>\n\u003Cli>Automate the analysis – If it takes a month to realise a great opportunity you need to find opportunities in less than an hour.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"closing-thoughts-from-impression\">Closing thoughts from Impression\u003C\u002Fh2>\n\u003Cp>This talk was marketed for SEOs, but Helen Freeman, one of our PPC executives was also in the talk and thought that there were also some great takeaways for PPC. The potential for ML to help with search intent is useful across the board in search engine marketing – it’s not only important for organic searches.\u003C\u002Fp>\n",{"rendered":124,"protected":192},8121,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":192,"footnotes":5},[199],[686],{"id":202,"name":203,"path":204},[206],[689,102,209,210,211,500,212,213,214],"post-3783",[],[],[693,694,695,696],{"path":165,"name":166},{"path":220,"name":221},{"path":112,"name":18},{"path":174,"name":123},"BrightonSEO – George Karapalidis from George Karapalidis What if you could predict when a user was going to convert, or if you knew a user was unlikely to convert, but if they were exposed to a remarketing ad they would return to site and convert. This is the digital marketers dream, and in 2018 it […]",{"thumbnail":699,"medium":700,"medium_large":702,"large":704,"1536x1536":706,"2048x2048":708,"post-thumbnail":710,"12_col":712,"default_landscape":714,"default_portrait":716,"6_col_and_margin_short":718,"11_col_and_margin":720,"9_col_rectangle":722,"11_col":724,"staff_image_696_600":726,"rectangular_thumbnail":728},{"url":126,"width":227,"height":227},{"url":701,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&fit=scale&h=150&q=90&w=200",{"url":703,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&fit=scale&h=576&q=90&w=768",{"url":705,"width":231,"height":232},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":707,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=1536",{"url":709,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=2048",{"url":711,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":713,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":715,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":717,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":719,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":721,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":723,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":725,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":727,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":729,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[731],{"id":194,"path":247,"display_name":4,"job_title":11,"description":6,"avatar_url":110,"acf":732},{"full_bio":10,"job_title":11,"specialist_service_links":733,"photo":738},[734,736],{"page":735,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"page":737,"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,"c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loading=\"lazy\" src=\"\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002FsijFiPL3rRt6Sj\" width=\"595\" height=\"485\" 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 href=\"\u002F\u002Fwww.slideshare.net\u002FBadams\u002Ftechnical-seo-in-the-mobilefirst-indexing-era\" title=\"Technical SEO in the Mobile-First Indexing Era - #BrightonSEO\" target=\"_blank\" rel=\"noopener\">Technical SEO in the Mobile-First Indexing Era – #BrightonSEO\u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca href=\"https:\u002F\u002Fwww.slideshare.net\u002FBadams\" target=\"_blank\" rel=\"noopener\">Barry Adams\u003C\u002Fa>\u003C\u002Fstrong> \u003C\u002Fdiv>\n\u003Cp>We’ve all seen that Google is rolling out mobile first indexing with a lot of experimentation. We think that we pass the mobile friendly test and that’s it…but no. You need to be a bit more careful than that.\u003C\u002Fp>\n\u003Cp>There are some key things you need to watch out for, even if you think you’ve ticked everything off.\u003C\u002Fp>\n\u003Cp>Responsive design is Google’s recommended design pattern, but you still need to double check everything! It’s very easy for problems to slip in when you’re not paying attention.\u003C\u002Fp>\n\u003Cp>Start with the basics. Do you have the same metadata and body content in place? This is especially important to check with dynamic and m. sites. This seems basic but have you done a thorough, page by page check? No? Then you need to. We’re all professionals sitting behind a laptop and very rarely navigate through our website that we. It’s easy to think that optimising your desktop site is enough, but the mobile site might behave in different ways, even if it’s responsive – CSS can still screw things up.\u003C\u002Fp>\n\u003Cp>One thing to look out for is hidden content. Are you hiding anything? Google has said that hidden content doesn’t matter for the mobile index because it recognises that you have less space to work with. However, if you use any sort of JS to load this content thent here might still be an issue with how well Google can render your page. It might take weeks for JS content to be crawled and indexed. Check that everything is behaving correctly and can be indexed straight away.\u003C\u002Fp>\n\u003Cp>Also look for structured data. Is it all there in your mobile site? All the nice rich snippets look good with the desktop site but Google might not find this data when it crawls your site with a mobile bot.\u003C\u002Fp>\n\u003Cp>Check that hreflang tags point to the correct version of the page if they’re being used.\u003C\u002Fp>\n\u003Cp>What about overlays? Everyone hates them and they provide a negative user experience, especially on mobile. You need to make sure that the close button can be tapped at a bare minimum. “There’s no fucking reason to have an overlay.” – Barry.\u003C\u002Fp>\n\u003Cp>Next up is pagination. It’s easy to use infinite scrolling on mobile sites but using JS for it is going to make it tricky for search engines. The mobile crawler goes down 16000px which is quite a lot, but it might not be enough for your site. Are you using the right tags to implement the pagination? Check everything.\u003C\u002Fp>\n\u003Cp>Be wary of JS content. It will be indexed but it’s very slow. It’s also bad for users. Client-side JS puts all the server-side resources on your client, but Barry thinks it’s a bit of a contemptuous move for users, especially if they’re on older smartphones, which you need to think about.\u003C\u002Fp>\n\u003Cp>Remember also to look at your internal link structure. SiteBulb produces a really nice internal link map that visualises your site structure. It also allows you to visualise your desktop structure compared to your mobile structure. Look for discrepancies where your mobile site isn’t linking in the same way. DeepCrawl’s DeepRank metric is also a really good way to compare your site versions if you crawl them both and export the URLs with their DeepRank. If there’s a discrepancy you won’t be sending the same amount of link value. If you screw up internal links you might be sending value to the wrong pages and losing out on ranking. Pay particular attention to hamburger menus and other smaller mobile menus which can leave out critical links. Don’t ignore footer links.\u003C\u002Fp>\n\u003Cp>This leads us to link prominence. The reasonable surfer patent is what Google used to describe a method that Google could use to evaluate links based on how likely a user is to click on it. A link that is very likely to be clicked passes a lot of value, vs one that is less likely to be clicked. Barry’s not sure how important that this will be for mobile, but thinks it’s likely that it’ll have some kind of significance. Look at the flow of PageRank – how do people click through from your home page?\u003C\u002Fp>\n\u003Cp>The thinking behind Google’s initial philosophy is still important today. There is a damping factor of around 0.85 that is applied as you go down a level. Barry thinks that subdomains have a higher dampaing factor verses a link that’s within one domain, which means internal links in subfolders are much more powerful than links from subdomains.\u003C\u002Fp>\n\u003Cp>Now let’s look at site configuration. How is your robots.txt set up for mobile? This is especially important to look at if you have an m. site. Is your XML sitemap referenced in your mobile robots file and does it have all the right files in it? You’d be surprised about all the things that can go wrong with a mobile sitemap.\u003C\u002Fp>\n\u003Cp>What about redirects? Make sure that you look at how redirects have been implemented for the mobile version of your site. If you have an old m. site have all its redirects been updated for your new responsive website? Look through them all and see if any have been missed. These can be valuable quick fixes if you catch them.\u003C\u002Fp>\n\u003Cp>And of course make sure your server can handle all the crawls. The mobile index is likely to crawl at a higher rate than the desktop crawler, so your server has to be able to handle the rate that Google wants to crawl if you want your site to be crawled regularly, otherwise Google will slow it down.\u003C\u002Fp>\n\u003Cp>Read Google’s best practice guidelines but also read between the lines. Don’t take it all as writ and see what they’re implying. Dig deep and question it.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",{"rendered":132,"protected":192},8123,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":192,"footnotes":5},[199],[875],{"id":202,"name":203,"path":204},[206],[878,102,209,210,211,500,212,213,214],"post-3788",[],[],[882,883,884,885],{"path":165,"name":166},{"path":220,"name":221},{"path":112,"name":18},{"path":174,"name":131},"Technical SEO in the Mobile-First Indexing Era – #BrightonSEO from Barry Adams We’ve all seen that Google is rolling out mobile first indexing with a lot of experimentation. We think that we pass the mobile friendly test and that’s it…but no. You need to be a bit more careful than that. There are some key 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There can be more changes from one device to another than you realise.\u003C\u002Fp>\n\u003Cp>Consider:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Structural KPIs e.g. load times, depth, internal PageRank, duplicate metadata, structured data etc.\u003C\u002Fli>\n\u003Cli>JavaScript – crawl with it enabled. Google will crawl JS but that’s not the end of the story, it can still have an impact on performance. Ensure all important content is displayed.\n\u003Cul>\n\u003Cli>HTML is the display language which tells the browser what to display. JS is the behaviour language, which tells a browser how to respond to behaviour on a web page.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Remember, you can plan for the mobile shift. 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is the technical SEO manager at Blue Array, he mentions that in his role the standard SEO tasks can take up a huge amount of time when working with big data. He’s found that MAC OS Terminal is a really good way to speed this up.\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" title=\"Command Line Hacks For SEO - Brighton April 2018 - Tom Pool\" src=\"https:\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002FvKDrlqrC8lFVQs\" 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\u002FTomPool\u002Fcommand-line-hacks-for-seo-brighton-april-2018-tom-pool\" title=\"Command Line Hacks For SEO - Brighton April 2018 - Tom Pool\" target=\"_blank\">Command Line Hacks For SEO – Brighton April 2018 – Tom Pool\u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FTomPool\" target=\"_blank\">Tom Pool\u003C\u002Fa>\u003C\u002Fstrong> \u003C\u002Fdiv>\n\u003Ch2 id=\"what-is-terminal\">What is Terminal?\u003C\u002Fh2>\n\u003Cp>Command Interface between you and the computer within the applications folder of MAC, when you open it up you don’t get anything much. It will take time to learn these commands.\u003C\u002Fp>\n\u003Ch2 id=\"what-commands-do-i-use\">What commands do I use?\u003C\u002Fh2>\n\u003Ch3 id=\"curl\">Curl\u003C\u002Fh3>\n\u003Cp>Curl is a command that can be used to check response codes. This pulls the entire HTML reponse of what you’re testing, you can also just get the HTTP headers using curl – I. You can also follow redirects by adding in a second modifier. By putting in -O you can download the file directly to your home directory. Type man curl\u003C\u002Fp>\n\u003Ch3 id=\"sort\">Sort\u003C\u002Fh3>\n\u003Cp>This sorts things such as keyword data so you can import a csv and order this correctly. sort filename.csv. If a file is tens of thousands of rows maybe try to avoid these but you can get around this by pushing it to a new file.\u003C\u002Fp>\n\u003Ch3 id=\"head-tail\">Head\u002FTail\u003C\u002Fh3>\n\u003Cp>You can use this to see the first (head) or last (tail) rows helping you manage these large csv files and see if your file has worked.\u003C\u002Fp>\n\u003Ch3 id=\"cat\">Cat\u003C\u002Fh3>\n\u003Cp>Short for concatenate, used to combine create and organise files. This can also be used to sort keywords into CSV files. Make sure you use this in the right place as you don’t what to concatenate all of your CSV’s!\u003C\u002Fp>\n\u003Ch3 id=\"sed\">SED\u003C\u002Fh3>\n\u003Cp>Allows you to add text to rows. This can be used in conjunction with regex to add things like www or protocols to the start of URLs in your CSV’s.\u003C\u002Fp>\n\u003Ch3 id=\"awk\">Awk\u003C\u002Fh3>\n\u003Cp>This command is almost a programming language on its own which has many applications, Tom goes on to use log file analysis as an example\u003C\u002Fp>\n\u003Ch3 id=\"case-study-log-file-analysis\">Case Study – Log File Analysis\u003C\u002Fh3>\n\u003Cp>Tom shows an example of log files he’s worked on with a client. He was able to extract all of the 404 errors from the log files along with all other status codes such as 404’s, 200’s and 301’s. He was also able to extract ALL search engine bot hits using the awk command which means you can review how crawlers are hitting your website.\u003C\u002Fp>\n\u003Cp>Overall some really handy tips on how to use terminal as an SEO to speed up your workflow whilst making it look like you are coding!\u003C\u002Fp>\n",{"rendered":151,"protected":192},8129,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":192,"footnotes":5},[199],[1254],{"id":202,"name":203,"path":204},[206],[1257,102,209,210,211,500,212,213,214],"post-3793",[],[],[1261,1262,1263,1264],{"path":165,"name":166},{"path":220,"name":221},{"path":112,"name":18},{"path":174,"name":150},"Tom is the technical SEO manager at Blue Array, he mentions that in his role the standard SEO tasks can take up a huge amount of time when working with big data. He’s found that MAC OS Terminal is a really good way to speed this up. 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